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