HONG KONG: PCCW has launched a major television and print campaign
in Hong Kong that aims to position itself as a world class company.
The campaign comes at a time when PCCW is facing growing shareholder
dissatisfaction, stemming from its plummeting share price following the
bursting of the dotcom bubble.
The McCann-Erickson created campaign depicts a typical day in the firm's
life to demonstrate its quality of service.
The ads "let Hong Kong people see that PCCW has a fine team of dedicated
staff delivering world class services, backed up by our advanced
technology", said David Yeung, PCCW's group manager of group marketing
communication.
Using a documentary style, the TVC features scenarios in which PCCW
staff deliver high-level service - often going beyond the call of duty -
and give a glimpse of the technological innovations which the firm
currently uses.
