Developed by Leo Burnett Hong Kong, the 30-second spot is supported by print, outdoor, MTR, DM and on-ground activations. It opens with Lau commenting that in the world of movies, the future is depicted as hi-tech, complicated and cold, when it should be simple and convenient. This theme leads into 1010's promise to "make our lives simpler and better, and to empower people to create lifestyles that match their needs", said CSL GM, marketing communications and PR, Michelle Au.
"The beauty of 3G Mobile TV is not only the richness of its content, but also the easy-to-use TV interface which operates as a remote control," she said. "The theme of 1010's new TVC is 'the power of future simplicity today'."
Burnett group brand director Barbara Yeh said the push was targeted at executives and professionals seeking information. "Simplicity became 3G Mobile TV's core offer," said Yeh. "It offers non-stop content viewing, does not require download time, and users can flip between channels at the touch of a button."
But the campaign has struck a hurdle on at least one front, with PCCW pulling the ad from Now TV because of concerns it contained references to rival i-Cable. See p1
