NWM unveils first post-merger ad campaign

Telecom brand New World Mobility (NWM) has kicked off its first major advertising campaign since it's parent company New World PCS merged late last year with Hong Kong CSL.<BR><BR>Introducing its new Bubble Talk service, which is aimed at driving preference among the mass audience in the SAR, the campaign is partially a repositioning move to establish NWM under the CSL brand portfolio. <BR><BR>NWM, previously pitched at the trendy, youth-oriented segment, is seeking to capture a wider group of consumers, according to Lilian Leong, management supervisor, Leo Burnett Hong Kong.<BR><BR>"The current campaign focuses more on the emotional benefits of having a practical and good-value communications network in targeting the mass group," said Leong.<BR><BR>"Our strategy is to portray the power of communication as something which is so strong, it pulls families closer together, and in leveraging local insights we can create empathy with the target audience."<BR><BR>Bubble Talk is essentially an alternate messaging service to SMS, which allows consumers to 'click, talk and send', rather than simply 'typing and sending' as required by regular SMS services.<BR><BR>Titled 'Growing pains' and 'Carrot soup for the soul', the two spots seek to demonstrate the practical benefits of the service. In the first spot, for example, a teenager is embarrassed by the fact that his father still tries to dress him like a child. Initially, the youth does not know how to express his feelings face-to-face, but both eventually get their messages across through the use of the service.<BR><BR>"Through our two TVCs, we depict how the good value and practical NWM Bubble Talk service enhances relationships between the two generations," said Sandy Chan, ECD, Leo Burnett Hong Kong. <BR><BR>Spearheaded by TV, the six-week campaign also includes print, outdoor and POS. OMD, which along with Leo Burnett works on CSL brands 1010 and One2Free, handled media.