Hutchison blitzes HK with 3G launch

On the first day of the long-awaited launch, the company splashed out over HK$1.4 million (US$180,000) on newspaper ads and millions more on television airtime, according to Admango.

While Hutchison is keeping its overall roll-out budget close to its chest, analysts believe that the campaign's objective is to sell 50,000 units within the next few months.

They added that the product's key point of differentiation is its real-time video call feature. "This could revolutionise the market, but if the video feature comes across as another extra novelty, then it could find itself in difficulties even against 2G competitors," one said.

The print ads - under headlines such as 'Be first to experience the difference' - were plastered on the front cover and page three of seven mass-circulation dailies. At the same time, two TVCs, 'Bicycle' and 'Handprint', hit the airwaves on English and Chinese television channels.

The campaign, which also covers the outdoor medium along with POS and in-store executions, was developed by TBWA in conjunction with its below-the-line arm Tequila.

TBWA Hong Kong general manager Stewart Li said: "We need to change consumers' perception as we try to entice them to subscribe. One of the challenges is that people might be satisfied with just voice. Our mission is, therefore, to convey the message about enjoying the power of seeing".

Hutchison is targeting early adopters and the affluent mass, with a product that allows for streaming, real-time video calls as well as providing a range of services, including news, entertainment, finance, sports and movies.