The commercial, created by Communion W, depicts Kot as the presenter of a weather report, highlighting the benefits and USPs of Now TV HDTV solution. Running at 60 seconds and accompanied by print ads, the spot also details a Now TV hardware offer and the different HDTV channels available on Now TV.
“Our creative brief was to present these messages in a user-friendly and simple manner,” said a spokesperson for Communion W, which has held the Now TV creative account since the network launched seven years ago.
With HDTV still very much a novelty to the vast majority of Hong Kongers, who view it as too technical and complex to comprehend, PCCW was keen to avoid deterring its main viewing market - housewives and mature audiences - from signing up for the service.
“Our target audiences are people who are after the latest technology and are exploring options to receive HD content,” explained Clara Sham, assistant VP, marketing communications, PCCW.
The network’s hardware offer also aims to make take-up of HDTV simple and cost-effective, with discounts on high-definition TV screens and Now TV’s proprietary all-in-one digital set-top boxes. These enable viewers to receive not just HDTV signals, but also standard digital transmission signals, unlike other HDTV set-top boxes available on the market.
Maxus handled media planning for the campaign.
In addition to airing on terrestrial Chinese-language channels TVB Jade and ATV World, the spot is running on Focus Media TV in commercial buildings and on the transport broadcast medium Roadshow.
Print ads have been placed in Chinese-language daily newspapers, general lifestyle magazines and specialist audio and IT magazine titles such as PC Zone.
