Competing against the likes of PCCW, SmarTone-Vodafone and Hutchison Telecom, One2Free focuses on the ‘connection’ aspects of its offering, promoting the mobile broadband service including mobile MSN, DRM-free full song downloads, high speed internet browsing, 3G mobile TV and access to freeBlog.
A key part of the early campaign phase revolved around a five-day teaser campaign, calling for consumers to look for two key protagonists — up-and-coming singer Jason Chan and model Cassie Leung, who is also a key blogger on One2Free’s blog portal. Leo Burnett, which developed creative for the campaign, produced an online game, which in the five days of the teaser phase attracted more than 60,000 clicks in Hong Kong.
The teaser involved front-page ‘Missing people’ covers in all key papers, including Headline Daily, Metro Daily and Apple Daily, along with an outdoor drive in the MTR to build the association with the ads carried in Metro.
Online was a key platform utilised in the run-up to the main burst launch, with threads disseminated in online forums and YouTube. While initially steering clear of initially referencing CSL, the campaign was unveiled in its entirety last week, with consumers told the missing pair had simply got lost because they were too engrossed in using their mobile services with One2Free’s high-speed mobile broadband service.
“The media strategy was really key in this campaign,” said Caroline Chan, general manager, OMD Hong Kong, which handled media planning and buying. “The main challenge was to stand out from the competition and to reinforce our brand image with the youth segment, which is the core of One2-Free’s target audience.”
