China Mobile, China’s largest telecom corporation, has appointed Chinese creative agency Qumin to promote its CMLink sim card to overseas Chinese consumers in the UK.
In China, the state owned brand runs largely functional, corporate ads that are mass targeted at the general public. Qumin aims to soften this engrained ‘corporate’ image, especially among Chinese overseas students and, in turn, to strengthen China Mobile’s presence in the UK.
Qumin’s chief executive, Arnold Ma, said: “We are very excited to create something innovative for China Mobile, unlike anything they’ve ever done before. We are pleased that they trust our ability to produce content that resonates with the Chinese consumer of today. It is a big thing for any well-established corporate to branch out internationally and not simply transfer the business model that has always worked, but to make changes for a new market.”