China Mobile features real user in TVC

National - Publicis Beijing has conceptualised a TVC featuring a real China Mobile GoTone businessman and his daughter to communicate ‘true emotions' aimed at encouraging GoTone's users who are frequent travellers to join the business plan at no additional charge when travelling in China.  

The spot tagged, "allow your heart to be connected, I can" features a businessman speaking animatedly on his mobile at the airport to his daughter who is hugging her teddy bear and about to fall asleep in her bed.  

"You always miss the time with your kid when travelling, the "Gtone Business Plan" allows you to stay connected with your love ones at no additional cost," Jason Zhao, ECD for Publicis Beijing said.

He added, "We did take a risk to use a real "GoTone" user and his daughter as actor and actress to depict real true emotion. When the ‘actor' read the story at the beginning, his response was "this is my story, this is my life"."

The campaign, which aimed to increase the number of calls and encourage users to spend more time on the mobile while traveling, started this week and will run for three months on television, print and OOH, initially in Beijing, with plans to also run in the rest of China.