It is the first time Kaixin001.com has engaged with 4A agencies, since its establishment in 2008 by founder Cheng Bing-hao, who was a former chief technology officer at Sina.com.
Josephine Tsai, MD of Bates 141 Shanghai explained that unlike other SNS sites, Kaixin001.com’s positioning has always been aimed at white collar workers, with its ‘Happy farm’ online game that was so popular in 2008.
This first brand image campaign, which is targeting to roll out later this year, aims to emphasise the connections of ‘friends whom you really care for’, and to also highlight that it is more than an online game.
The agency cited that estimated media adspend of ths campaign would be over US$3.1 million (20 million yuan), focusing on TV and OOH advertising around the region in Beijing, Shanghai and Guangzhou.
The number of SNS users in China reached 235 million at the end of 2010, accounting for 51.4 percent of total internet users.
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