The company is the regional arm of UK-based mmO2 - previously part of British Telecom before it was demerged and rebranded last year. The roll out of O2xda in Hong Kong is the first in Asia and plans are in the pipeline for launches in Singapore, Malaysia and Australia. O2 Hong Kong and China country manager, Christina Teo, said the campaign aimed to inform its target audience of corporate executives that the new product was "the ultimate all-in-one mobile device that operates in colour, and which can be used for talking and surfing the net at the same time if need be, watching video clips, listening to music, emails, long messages delivered by SMS and organising schedules".
The campaign consisted of print and outdoor ads, developed by Euro RSCG, and launch parties for potential corporate customers, which was organised by Atomic Motion.
The overall aim was not only to build the brand and drive sales, but also to translate the product's stylishness and functionality into something that was "cool and sexy", which Teo said was at the core of the brand's essence.
The European market had received the product favourably, and Teo believed that this would be the case in Hong Kong as well. "This is a very high-end, niche product and our entry creates a new segment. People have been wishing for something like this. We are fulfilling the need," said Teo.
