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    Creative Advertising

    Uploaded by

    Vinit Gaikwad
    Sunday Communication was a pioneering mobile phone company in Hong Kong that gained success in the late 1990s through innovative marketing strategies. They positioned themselves as a "lifestyle brand" and focused on developing unique, creative advertising campaigns featuring visual ads in newspapers, magazines, TV, and metro stations. This helped raise brand awareness, especially among younger consumers. However, as copycat competitors emerged and marketing trends shifted towards integrated strategies, Sunday began losing its uniqueness. It was acquired by PCCW in 2005 due to declining profits. This raised questions about whether the new ownership would maintain Sunday's innovative image and whether it could adapt to the changing marketing landscape.

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    Creative Advertising

    Uploaded by

    Vinit Gaikwad
    126 views2 pages
    Sunday Communication was a pioneering mobile phone company in Hong Kong that gained success in the late 1990s through innovative marketing strategies. They positioned themselves as a "lifestyle brand" and focused on developing unique, creative advertising campaigns featuring visual ads in newspapers, magazines, TV, and metro stations. This helped raise brand awareness, especially among younger consumers. However, as copycat competitors emerged and marketing trends shifted towards integrated strategies, Sunday began losing its uniqueness. It was acquired by PCCW in 2005 due to declining profits. This raised questions about whether the new ownership would maintain Sunday's innovative image and whether it could adapt to the changing marketing landscape.

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    Sunday Communication was a pioneering mobile phone company in Hong Kong that gained success in the late 1990s through innovative marketing strategies. They positioned themselves as a "lifestyle brand" and focused on developing unique, creative advertising campaigns featuring visual ads in newspapers, magazines, TV, and metro stations. This helped raise brand awareness, especially among younger consumers. However, as copycat competitors emerged and marketing trends shifted towards integrated strategies, Sunday began losing its uniqueness. It was acquired by PCCW in 2005 due to declining profits. This raised questions about whether the new ownership would maintain Sunday's innovative image and whether it could adapt to the changing marketing landscape.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    126 views2 pages

    Creative Advertising

    Uploaded by

    Vinit Gaikwad
    Sunday Communication was a pioneering mobile phone company in Hong Kong that gained success in the late 1990s through innovative marketing strategies. They positioned themselves as a "lifestyle brand" and focused on developing unique, creative advertising campaigns featuring visual ads in newspapers, magazines, TV, and metro stations. This helped raise brand awareness, especially among younger consumers. However, as copycat competitors emerged and marketing trends shifted towards integrated strategies, Sunday began losing its uniqueness. It was acquired by PCCW in 2005 due to declining profits. This raised questions about whether the new ownership would maintain Sunday's innovative image and whether it could adapt to the changing marketing landscape.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    Group 9

    Alco Holics

    CREATIVE ADVERTISING-SUNDAY
    COMMUNICATION
    The case talks about Sunday communication who became pioneers in the market
    owing to their unique advertising strategies. Hong Kongs mobile phone market
    had 8.3 million subscribers. 80% of the subscribers were held by the large
    companies. Sunday communication Ltd is a mobile phone company in Hong
    Kong. Sunday was launched in 1997. In the late 90s, they became a famous
    brand in Hong Kong. Nevertheless, with the introduction of mobile number
    portability (MNP) in March 1999, competition for subscribers became a virtual
    free-for-all. Under this circumstance, Sunday gained its opportunity and entered
    the market successfully with its innovative market approach. Sunday positioned
    itself as a lifestyle brand and its core strategy was to capitalise on the
    convergence of wireless communications and data technologies to develop
    innovative lifestyle-enhancing services as well as business-to-business
    solutions.
    Uniqueness, brand personality, customer relationships, and brand awareness,
    those are makes Sundays brand equity much higher. Sundays advertises are
    shows a unique and creative than any other commercial advertising. Especially
    they used to advertise their ad on the visual commercial such as TV, newspaper,
    magazine and metro station. They try to catch a customers attention. Also they
    provide unique service then competitors. The rate of young subscriber are
    become higher that able to promote advertise to younger generation. This shows
    that Sundays brand personality is become younger. Even they keep appealed to
    the younger customer; they still have good relationship with loyal customers.
    Sunday have the highest rate on locked-up period in the market. In addition, they
    establish a collaboration promotion with Cirque du Soleil. Sunday and Cirque du
    Soleil has working on the different industry but they have a same personality like
    creative and unconventional.
    The strength of Sundays brand association is pretty higher than competitors
    Sundays brand has developed with the creative and unconventional advertising.
    However, competitors are not much unique then Sunday. Unfortunately as much
    as creates unique advertisement, Sunday lose the favourability of brand
    association.
    But now Sundays marketing strategy is no longer new and exciting because
    copycat marketing diluted the effect with a new trend that moved towards
    integrated marketing strategies blending various types of media. Furthermore,
    due to the substantial drop in net profit, PCCW acquired Sunday in the summer
    of 2005. With the acquisition, new issues arise. Would the acquisition challenge
    the credibility of the innovative brand image that made Sunday such a success?
    How would Sunday compete in this new era of interactive integrated marketing,
    would its brand image eventually fizzle out among other competitors? Based on
    Sundays ideas which creating a unique ad, their advertisement are become
    harsh and backlashes. Some of audience should be interest with commercial but
    definitely others should not interest or sceptical.

    Group 9
    Alco Holics

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