New World kicks off IDD campaign with dollars 10m spend

<p>HONG KONG: New World Telephone has raised the ante in Hong Kong's </p><p>intensely competitive IDD sector, spending close to HKdollars 10 million </p><p>(USdollars 1.28 million) to support its New World IDD 009 service. </p><p><BR><BR> </p><p>The TBWA-developed campaign, which is running across television, press, </p><p>outdoor and the internet, takes its inspiration from martial arts films, </p><p>and uses a cast of genuine Chinese swordsmen. </p><p><BR><BR> </p><p>In the TV execution, the swordsmen talk constantly, the message being </p><p>that talking more can save people money. Executions across other media </p><p>follow the same creative principle. The promotion allows customers of </p><p>New World, which is Hong Kong's second largest IDD provider, to save </p><p>money on calls between Hong Kong and mainland China. </p><p><BR><BR> </p><p>Following the campaign, TBWA will work on developing the client's brand </p><p>message, said TBWA/Hong Kong's general manager Stewart Li. </p><p><BR><BR> </p><p>This is expected to be followed up with a brand-building campaign from </p><p>the company, which will run throughout the second half of the year. </p><p><BR><BR> </p><p>TBWA pitched for the current work a month and a half ago. The agency had </p><p>previously undertaken a small project for New World's broad-band </p><p>internet service. </p><p><BR><BR> </p>