CDMA by China Unicom is a new mobile network in China. Ogilvy introduced CDMA as a new, better quality and more lifestyle-oriented brand, and positioned it alongside the GSM networks of China Unicom and China Mobile. Shortly after the brand campaign was launched, we started a functions and features campaign to illustrate the key benefits of CDMA. We decided to make the work more involving by encouraging users to interact with the banners. In this way we were able to break through the clutter on the heavily crowded Chinese portal pages (where you actually can buy up to 24 different formats). This banner shows the crystal clear voice quality only achieved with CDMA technology. Background noises are cancelled out while you are on the phone talking.