Developed by Ogilvy & Mather Hong Kong, the new push seeks to bring together PCCW’s four distinct platforms under its Quad Play branding, which incorporates elements of mobile, fixed-line, Netvigator and Now TV.
The first burst focuses specifically on the mobile component, with an integrated strategy demonstrating the benefits of the platform in the lead-up to the English Premier League soon becoming available ‘live on mobile’.
Sunday was incorporated into the PCCW stable last year after it reportedly suffered from declining interest among consumers and falling advertising spend, prompting TBWA to ultimately resign the account.
“This (campaign) will elevate our brand and show consumers we are offering world-class content and applications which are unique in the Hong Kong marketplace,” said Clare Ho, vice-president, mobile marketing, PCCW. “The mobile platform, as with our other platforms, is positioned as a premium product offering high-end content, applications, services and quality.
“More and more people are conscious about content, so PCCW Mobile is really aiming to catch content-savvy consumers, instead of focusing on age-specific segments.”
According to Ho, while the initial stages of the campaign are focused heavily on above-the-line channels, including television, print and outdoor, the emphasis would gradually shift to below-the-line in a bid to sustain the buzz around PCCW Mobile.
According to Ogilvy & Mather general manager Gladys Wong, the spot would resonate strongly with consumers, particularly football fans. The advertisement opens with a group of soccer fans on the subway dressed in their Manchester United jerseys, complaining they are late for the game. The group spots a fan in his Chelsea shirt, moving in to bully the opposition supporter, until they realise he’s watching the same game they’re missing on his mobile. They forget about bullying, and join him in watching the game.
“It really supports the on-the-go proposition and it leverages the popularity of the English Premier League,” said Wong.
