According to Allen Wong, client service director of Kitchen, the agency behind the new campaign, the drive seeks to show consumers how they can access the WiFi service through one of three existing technology platforms: GPRS, HSDPA and 3G.
“People find it difficult to see how the WiFi service can help them use the internet from regular television or print advertisements, so we adopted a below-the-line approach and brought it to life through an interactive online campaign, which demonstrates the service’s strength,” said Wong.
The online campaign features a black-and-white map of Hong Kong, which allows users to detect WiFi signals in different locations by scrolling the mouse across the screen.
MindShare handled media planning and buying for the campaign, with the agency developing road block ads for various websites.
