Tencent launches Weixin messaging service in Hong Kong

Tencent launched mobile messaging service Tencent Weixin in China during 2011.

MK2 and Maxus Hong Kong won the creative duties for the Hong Kong launch in February. The aggresive launch campaign aims to drive brand awareness and user acquisition and includes print and online executions from today until 3 April.

Advertisements will feature on the front pages of free dailies Metro Daily, AM730, Headline Daily and Sharp Daily as well as online through Yahoo, MSN, Next Media and On.cc.com. A daily lucky draw giving away attractive prizes including Macbooks Air, Chanel handbags and round trip tickets to Japan has also been launched on a dedicated website.  

Starting today, Android and iPhone users can download the Tencent Weixin App from Apple's App store and Google Play. In addition to sending text messages, videos and visuals, Weixin also offers a voice messaging service which lets users record and send messages similar to all other formats. A geo-location service also allows smartphone users to view and message other users within a 1,000 meter radius of their GPS location, including a 'drift bottle' function whereby users can start a conversation with complete strangers by throwing or receiving bottles with a message.

According to GroupM's New Devices & Media Study conducted in Q4 2011, smartphone penetration in Hong Kong is currently at 66 per cent among 18 to 44-year-olds.

Reported in July last year, TVB.com and Tencent partnered to launch a TVB.com Weibo platform giving Weibo users access to news and interaction opportunities with the station's celebrity artists.