Euro HK firms up grip on One2Free

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."

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