New World kicks off IDD campaign with dollars 10m spend

HONG KONG: New World Telephone has raised the ante in Hong Kong's

intensely competitive IDD sector, spending close to HKdollars 10 million

(USdollars 1.28 million) to support its New World IDD 009 service.

The TBWA-developed campaign, which is running across television, press,

outdoor and the internet, takes its inspiration from martial arts films,

and uses a cast of genuine Chinese swordsmen.

In the TV execution, the swordsmen talk constantly, the message being

that talking more can save people money. Executions across other media

follow the same creative principle. The promotion allows customers of

New World, which is Hong Kong's second largest IDD provider, to save

money on calls between Hong Kong and mainland China.

Following the campaign, TBWA will work on developing the client's brand

message, said TBWA/Hong Kong's general manager Stewart Li.

This is expected to be followed up with a brand-building campaign from

the company, which will run throughout the second half of the year.

TBWA pitched for the current work a month and a half ago. The agency had

previously undertaken a small project for New World's broad-band

internet service.