Star in 'irresistible' pitch for 3 network

The campaign is led by a DDB-created thematic TVC featuring Cantopop singer and 3 brand icon Leon Lai, which shows the star parachuting from a plane onto an MTR train. While the sequence demonstrates 3's unprecedented network coverage, viewers are also introduced to a new slim-line 3G handset from Sony Ericsson. The second half of the TVC focuses on promoting content offerings on 3's portal, and the high-production values with which it was shot symbolise the brand's desire to be regarded as the market leader. "(We used) Leon to ensure the top-of-mind awareness of the brand recall, and as a continuity of previous successful campaigns," said Eric Choi, group account director, DDB Hong Kong.

A significant proportion of the campaign is dedicated to outdoor executions, with station exterior sticker wraps in Central and Mongkok, full train interiors, trackside buntings, posters and station-located plasma TVs showing the 35-second spot. "The MTR is the trunk of this campaign, as the key message is about full MTR coverage," said Kenneth Wan, business director of MindShare, which handled media.

The creative work hopes to overcome negative 'network coverage perceptions', a key hurdle in the adoption of 3G technology by local consumers. "In view of being the first operator to have the full MTR coverage, we need to reinforce our leadership stance in overall 3G coverage," said Choi.

"We need to provide a comfort zone to the audience on their concerns on 3G coverage, and we used a parachute device to communicate the 'full coverage' idea," he said.

3 has also linked with the MTR in order to create an exclusive media channel through the brand's portal. 3's 3G users will be able to browse free video clips, download ring tunes and wallpaper, and access MTR club information and shopping tips along MTR lines. Expected to finish later this month, the campaign also includes print and POS executions.