CSL’s Next G claims to be the fastest All-IP mobile broadband network in the world with download speeds of up to 21Mbps, and with unmatched mobile broadband coverage in Hong Kong.
As part of the marketing campaign the Leo Burnett-developed TVC shows different scenes from critical moments: a referee counting down over a fallen boxer, the time clock ticking in a chess game, a fast-forward scene of a fading rose.
As part of the marketing campaign the Leo Burnett-developed TVC shows different scenes from critical moments: a referee counting down over a fallen boxer, the time clock ticking in a chess game, a fast-forward scene of a fading rose.
Victor Manggunio, group CD at Leo Burnett Hong Kong said, "Time is the enemy, Fight back” with 1010 Next G, is the proposition developed to highlight this universal insight, which is presented in the most simple, provocative and memorable way for 1010 users.”
“Capturing the mindset of our target audience was key to making any product offering successful. In Hong Kong (and around the world) time is the one thing we never have enough of,” he added.
Differing from existing mobile broadband players PCCW, Smartone-Vodaphone and Hutchison’s 3 mobile broadband ad campaigns, which focus on technology benefits, CSL translates its message into human terms, that its mobile broadband can help customers fight against time.
The TV campaign has two versions, a thematic one ‘time is the enemy,’ and another on two new products demonstrating the network applications in notebooks, notepads or Smartphone.
OMD, the media partner has optimised the campaign exposure to outdoor TV, billboards and bus body as well as retail and online activation throughout April.
CSL 1010 is a late-comer to the mobile broadband market segment, comparing to Hitchson’s 3 (launched the market's first 3G network in 2004) Smartone-Vodapone, and PCCW.
