MELANIE LEE HAS masterminded many successful marketing campaigns, but she chose her favourite - New World Mobility's Twins Mobile campaign - to represent her work.
The highly strategic campaign aimed to boost revenue and improve New World's brand image among youngsters.
The campaign was Ms Lee's brainchild and, as vice-president, marketing, she was heavily involved in defining the campaign's objectives, service positioning, product packaging, content and pricing strategy. She also explored and incorporated unconventional distribution channels for Twins Mobile, such as karaoke venues, concerts and CD stores. Ms Lee also managed the implementation of a highly original integrated communications campaign that covered TV, print, radio, outdoor and various public relations and event-based activities.
'The campaign achieved notable success because the product itself is highly innovative and original,' Ms Lee said. 'It was also revolutionary, as it was the first time a celebrity was made an integral part of the content of a mobile service, not a mere brand endorser.'
The campaign achieved outstanding results: sales peaked in the first week after the launch, moving more than 10,000 units and exceeding target. Within nine months, a total of 30,000 units were sold. The average revenue from Twins Mobile customers was five times more than other New World Mobile users - 30 per cent for Twins Mobile versus 5 per cent for other products and services.
The Twins Mobile television commercial scored high recognition from the 18-25 age group segment, achieving 86 per cent awareness, compared with the category average of 56 per cent.
Ms Lee garnered extensive media coverage, generating more than 50 press articles. Twins Mobile also won an award in the 2003 HKMA/TVB Award for Marketing Excellence.
