Euro HK firms up grip on One2Free

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