According to Catherine Ma, sector manager, marketing services for So-net Hong Kong at Sony, the launch coincides with the service's first anniversary.
Sony Communications Network awarded So-net Hong Kong a sub-licence to operate a broadband service under the So-net brand last year, marking the Sony Group's first efforts to actively expand its broadband internet service unit outside Japan. Since then, the service has been introduced in the Taiwan market.
"Broadband usage is growing in Hong Kong. While we are targeting the masses, we are focusing our marketing on users who take advantage of broadband and use it for more than just email, for instance, downloading and uploading, streaming media and so on. These are more sophisticated internet users, Ma said.
She added that fierce competition had led to competitive pricing offers by Hong Kong's ISPs. "The competition means our pricing and service also has to remain competitive. For our product branding, we are leveraging Sony Corporation and are carrying co-marketing activities with Sony Pictures and other Sony divisions, said Ma. She said So-net Hong Kong was targeting to achieve 15-20 per cent residential broadband market share by the end of 2004.
The multi-media campaign features Japanese characters in three executions, namely 'Detective', 'Wrestler' and 'Boyfriend'.
Julie Ng, managing director, Euro RSCG, said: "Some of the premium product marketers are suffering due to the economic depression. Clients in general face increasing challenges to market premium services and products as consumers are more price sensitive. However, based on the agency's research findings, Ng said consumers would be willing to switch brands and pay extra for premium services, such as So-net, which had a considerably higher price tag than other services in the market.
