The campaign contrasts sharply with the price-focused, tactical advertising that drives the highly competitive, long-distance segment.
The television-driven initiative, developed by TBWA, has an additional twist - it boasts 10 different executions of the same theme, each at just 10 seconds in duration. The idea was to reach a broad cross-section of the mass market in a cost-effective manner.
Angela Ho, New World Telephone assistant general manager of marketing communications, said: "We have different versions so that we can target all the major demographic groups including blue collar workers, professionals, families and businesses.
"The concept for all the executions is the same - we work harder to give you more benefits, which is important in the current economic environment - but our approach is very soft sell."
The spots feature people from different walks of life who decide that studying is the best way to position themselves to take advantage of a future upturn in the economy.
TBWA executive creative director, Raymond Chau, said: "People are working harder and studying harder. We are trying to establish an emotional bond by saying that New World Telephone is also working harder for the people of Hong Kong."
This is underlined in the campaign theme, 'Hong Kong people take a step to create a brand new world for themselves,' and the tagline, 'We (New World) work harder to bring more benefits.'
Added Ho: "Hong Kong is pessimistic about its future but people are working harder for a better future. We share that mentality of also doing something extra. It's a positive step to boost morale."
The commercials launched on the Chinese-language channel TVB Jade, and there are plans to also air spots on Cable TV. A direct mail campaign is supporting the television initiative.
