One2Free's new brand platform follows last month's re-positioning campaign for New World Mobility, and has been developed by Leo Burnett. It seeks to inject the brand with a more youthful and trendy image.
"We want to take a trendsetting role and show that freedom comes when one is the first to experience the latest and coolest," said Michelle Au, CSL GM, marketing communications and PR.
While previous One2Free spots have been driven by storylines, the latest campaign adopts an imagery-driven approach.
"The TVC shows a group of hip and trendy young people chasing after a young guy with cool stunts and choreography. The twist comes at the end when we see that the group wants to show the guy that they are the first to experience the coolest thing, Leo Ku's album and mobile drama," explained Au.
The marketing push to promote Ku's album and his first drama production includes a 'plug-in' outdoor initiative at MTR stations in the city. According to the agency, more than 60 per cent of One2Free's target consumers own an MP3 player, and the new out-of-home concept will allow them access to One2Free's latest content while on-the-go.