WeChat launches TV commercial campaign, targets Singapore

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By Scott Reyburn Comments

WeChat app iconChina’s largest web company Tencent recently launched a TV commercial campaign for its messaging app WeChat which targets the Singaporen market.

The TV commercial features two Taiwanese celebrities — Alan Luo Zhi-Xiang and Raine Yang. The commercial, which can be seen here, shows the two stars demonstrating some functions of the app, including a voice recognition functionality and stickers, a special emoji. The same TV commercial was used in Taiwan. The TV spot will air on free-to-air channels including Channel 8, Channel U, W drama and E-City starting this week.

Louis Song, country manager of Tencent’s international business group for Malaysia and Singapore, said the Chinese web giant hopes to increase the app’s presence and market share in the country.

“Singapore is a very strong market like Hong Kong, Taiwan, Malaysia, and Thailand,” he says. “We are witnessing a sturdy growth in mobile application platforms.”

At the 2013 Boao Forum For Asia in early April, Tencent president Martin Lau revealed that WeChat now has more than 40 million overseas users. In total, WeChat last reported that its user base was more than 300 million. Compared to other messaging apps in the Asian markets, Line Corp.’s Line currently has 120 million users, up by 20 million since January, and South Korean KakaoTalk has 70 million users. In the U.S., messaging app giants like WhatsApp haven’t released user base figures, but its estimated to be as high as 300 million, and Kik Messenger has officially said it now has more than 50 million registered users.

As Kik Interactive CEO Ted Livingston recently told Inside Mobile Apps, “messaging is the killer app in mobile.” Adding that whoever wins messaging will win this era of computing. While the messaging market remains very fragmented, WeChat making a market play in Singapore is another sign of a company wanting to spread its reach and become a global player in messenging.