NWM is offering its mobile video service at 50 Hong Kong cents per clip (or $28 for 300 clips), compared to Smartone's $10 to $15 per view offer. The new service offers consumers news and entertainment updates through a tie-up with iCable, as well as music videos. "We didn't want price to be a barrier (for consumers) and so made sure our offer was very affordable," said Melanie Lee, NWM's vice-president of marketing.
"We also made a sandwich buy of two 15-second spots featuring a local DJ. The TVC shows the DJ, who is considered quite retro, hosting a phone-in programme for lonely people. But there are no callers suggesting that with mobile video people have other things to do and see."
The BBDO spots will air on cable and terrestrial channels for three weeks.
NWM has also introduced a joint travel promotion with Gulf Air, offering subscribers of its international roaming service free air tickets and travel packages to Bangkok. Added Lee: "This is another big trend for us to tie up with partners in other sectors like travel. The aim is to jack up the roaming revenue in March, which is generally low season."
New World takes video price battle to rival Smartone
New World Mobility (NWM) has slashed the prices for mobile video services, marketing it with a TV-led subscriptions push.