China Mobile:enhanced market dominance through the national sport

Background

Challenged by China Unicom and China Telecom, China Mobile wanted to keep and consolidate its leading position.

Yutang Diagnosis

China’s national team of table tennis met the need of China Mobile , due to their leading position in the world. In addition, it was during the Beijing Olympic Games, which was a perfect chance for China Mobile.

Strategy and implementation

China Mobile sponsored Chinese national team of table tennis, integrating multiple resources such as TV and prints.

Result

China Mobile raised the brand image and influence, enhanced its market dominance during the period of the renowned Olympic Games.