"Consumers are increasingly mobile and desire instant gratification," explained Shirley Cheung, general manager of customer relationship development for SmarTone-Vodafone. "Our goal is to change the way people relate to the internet. In order to do that, we needed a breakthrough campaign — one that marries traditional media with new ways of communication."
SmarTone-Vodafone is using a USB modem at 3.6mbps on its HSDPA network, and now competes with the fixed-line broadband service from PCCW's Netvigator. Shirley said: "Whether you are on the MTR or out in the country, you can connect to the internet. This represents the spirit of our brand - freedom and progress — we are always moving forward."
The three-week launch campaign, through JWT Hong Kong and ZenithOptimedia, kicked off with a TV teaser ad introducing 'the end of cables' concept. Traditional media routes include terrestrial and pay-TV channels, newspaper and magazines. Outdoor TV, billboards, bus advertising, computer mall point-of-sale, and internet ad and video banners will be used to connect with consumers out-of-home.
The marketing campaign includes the website getmoving.com.hk, which allows customers to engage with the brand whenever they might be using the product. The campaign also includes a promotion with several sushi bar chains including Genryoku & Meguro across 30 outlets throughout Hong Kong.
