Bravo plots music shift for 3 revamp

The effort to re-energise 3, which turns two later this month, saw the telco repackage and add new content arrangements for the service. Among them are deals with five music labels to provide subscribers with what is described as the biggest online music store in Hong Kong for their handsets as well as audio channels with two local radio stations to offer programmes featuring three music genres. Set to the unexpected pulsating beat of bhangra, the spot opens with a young talent walking past a series of chaotic happenings -- dancers intermingle with battling soldiers, bombs explode and cars go up in flames. Interrupted by a call, the walker quickly silences the caller to return to the music. Newly-launched content and marketing consultancy Bravo Asia -- helmed by ex-DDB Asia chairman Aaron Lau -- spearheaded communications for the repositioning drive, which kicked off late last year with a collection of fashion handsets and accessories designed by Italian designer Roberto Cavalli. Both promotions feature the LG Muse, dubbed the thinnest 3G handset in the world. "Fashion and music are the two broad directions we are taking the brand," said Lau, noting that a content-backed push would be key to re-energising 3. Bravo's content thrust, with the consultancy poised to announce a major music deal in China shortly, appealed to 3, according to its marcoms head Raymond Ho. "Bravo worked with us as more than just an ad agency," Ho said. "Bravo was involved in strategic discussions, setting a direction for the overall branding and it is also helping with store design." Ho declined to reveal numbers, but said Bravo's work had resulted in "a very positive impact on handset and content sales".