China Mobile sought to promote a compelling, world-class image to a critical audience at the first ITU World event to be held in Hong Kong. Largely unknown outside China, this was the moment for the world’s largest mobile company to stand up and deliver a compelling message with credible presence. We developed a theme that conveyed the brand story with reference to investors, partners, consumers and government stakeholders. The dramatic contemporary structure attracted an unprecedented level of national and international media coverage, including a personal visit by the Chinese Vice-Premier Wu Bang Guo.

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• ⓒ Imagination 2010