Created by Leo Burnett and shot in Prague, the advertising follows the theme of last year's Euro RSCG-developed campaign - 'SMS Lovers'. It is also the first work produced by Burnett for the brand.
The latest 'Love story' campaign runs in three parts and features local superstar Jay Chou - who was signed as the face of One2Free in March last year - in a love triangle.
Burnett Hong Kong brand director, Ruby Lee, said: "The earlier campaign was very successful so we have kept some of the same elements (but) we have also added the idea of an MMS messenger - someone who delivers your messages in the electronic world."
The theme is "be free to express yourself with MMS".
Michelle Au, general manager, marketing communications and public relations at CSL, said three weeks before the campaign's launch, mobile users were asked to select by SMS the best partner for Jay Chou in the story.
Users of CSL's MMS service will also be able to 'experience' the ups and downs of the love story through MMS as well as access a full 'book of the film' through their handsets.
"By voting they get the picture of the girl and a m-coupon for MMS handset discount. At the end of each episode, the audience will be asked to guess 'what happened' by sending an SMS. This is proven to be an effective way to boost ad recall," said Au.
The TVC will be supported by online, print, MMS, SMS, events, radio and outdoor advertising. A second ending to the TVC will air on cable channels.
MMS is considered the next generation of mobile messaging service, however, costly handsets have hampered its growth. To send MMS, users require a colour screen on their handsets, which can include images, graphics, text and audio in a single message. CSL claims it was the first mobile operator to offer premium MMS, targeting the 18 to 30 age group, in Asia in March last year.
According to Au, the company has sold more than 100,000 MMS-enabled handsets to date.
