The operator is looking to reshape its image with consumers following on efforts launched by rival SmarTone and Sunday in the last few months.
Its general manager for marketing, communications and PR, Michelle Au, said the company was looking to re-establish consumer perceptions of CSL 1010's "leadership, quality and innovative stance".
The rebranding is the first major campaign created by Leo Burnett Hong Kong, CSL's new agency which was appointed after the operator parted ways with Euro RSCG three months ago.
CSL is supporting the rebranding with an integrated campaign - TV, print, direct and outdoor - which went live in early December.
In the TVC's dramatisation of a fast-moving world, a CSL user is seen moving ahead, while non-CSL users slide backwards. "We used a simple yet provocative execution dramatising the differences between @1010 users and non-users, leaving the viewer to decide whether to be the pacesetter or the one trying to catch up," said Patsy Lo, group brand director of Burnett.
In a link with CSL's previous campaign created by Euro, acclaimed Chinese pianist Yundi Li's performance of La Campanella provides the musical backdrop for the TVC.
"The construction of the campaign is strategically designed to address our target needs @1010, what is that our target needs and how they can use the services," added Lo. "The TVC is more about relevance, answering the 'why', while the print/outdoor ads are more about the 'what'. The DM is about answering the 'how'."
Au said CSL's target audience were upwardly-mobile business professionals.
"We want to challenge our audience to adopt a habit that they'll appreciate and enable them to stay ahead in this fast-moving world," she said.
Au said that 1010 customers represented the premium segment of mobile users in Hong Kong. It has the highest average revenue per user and value share in the market.
"Although the local mobile phone market is close to saturation, we see much potential in the growth of mobile data services and we expect the campaign to help boost both usage and penetration of mobile data services."
A second-stage of the campaign consists of a CD-ROM, in Time magazine's 'Top Ten World Leaders' edition.
"To break through the clutter and let our target have a first hand experience of how easy it is to stay ahead with @1010 Mobile Multimedia Communications, we partnered with Time," said Lo.
"The CD-ROM interface was designed with a mobile phone in mind. With it, our target can read about the life and achievements of 10 world-renowned leaders, as well as opt for a demonstration of other @1010 services like mobile email and money@1010."
HK TELCO SPEND (jan-dec 2002)
Company HKdollars '000
New World Mobility 25,548
Orange 23,695
PCCW 21,165
SmarTone 20,045
People's 11,134
Sunday 10,960
One2Free 6,317
CSL 1010 1,115
Hutchison 791
Total 120,771
Source: ACNielsen Adquest