HONG KONG: One2Free has appointed Euro RSCG as its agency after the
shop completed an initial campaign for the mobile telephony brand.
Euro, which was appointed in April to produce the television and print
campaign on a project basis after One2Free dropped Freeway
Communications as its agency (media, May 25), now has the whole
account.
Euro executive partner Julie Ng said the agency was now hoping to win
other business from One2Free's parent company CSL on the back of its
work for the brand, which is aimed at trend-conscious 18 to 29 year
olds. "This is a foot in the door, so why not?" she commented. "We hope
the client can see our commitment. It's a very good account for the
agency."
The initial campaign, worth around HKdollars 10 million (USdollars 1.28
million), focuses on One2Free's Music FreeR service, which allows users
to download music and send it to friends.
The 60 and 30-second ads feature a woman being guided to a community of
like-minded music fans by a mysterious figure who turns out to be
musician Eason Chan. The print ads focus on particular aspects of the
product such as ring-tone downloads. Ng said that use of specific
services had spiked massively as the print advertising broke.
She added that the ads were an attempt to stand out in a market crowded
with identikit ads: "The problem is that there are so many ads in the
telecoms sector and a lot of them are promotion-driven. There are always
going to be a group of people who don't just look at promotional
offers."
