Much of the creative so far has been produced by Vodafone incumbent JWT, but Publicis (SmarTone's agency) is expected to roll out further advertising in the coming months. ZenithOptimedia -- responsible for media planning and buying -- has focused on releasing the campaign across a number of channels in a through-the-line campaign. Zenith business director Ada Wong said it deliberately crafted a 'loud' campaign. "We need to maximise the awareness and noise level for announcing this alliance, by targeting the mobile community," she said.
"Immediate massive awareness is needed for the new branding recognition to pave the way for the coming series of product and service campaigns."
The integrated campaign includes a combination of TV, print and outdoor, as well as interactive based around English Premier League soccer and Formula 1 racing.
Consumers are encouraged to get up close with a Ferrari F1 car, and to take part in a time trial simulation in several locations around Hong Kong. The fastest drivers progress to a final later this month, with the champion scoring a F1 helmet signed by world champion Michael Schumacher.
Manchester United fans can also take part in a number of mobile-based promotions including news updates, ringtones and ticket sales, while at the same time entering lucky ticket draws in which the winners meet United players.
Wong added the campaign would be one of the biggest for SmarTone-Vodafone this year.
James Stuart, partner at the Branding Company -- SmarTone-Vodafone's branding consultancy -- said: "The key challenge for the brand is to ensure that consumers here see it as one brand. If people are left uncertain as to whether it is SmarTone or Vodafone, then we will have failed," he said.
