Staff Reporters
Jun 17, 2019

What will daily life be like with 5G?

In a campaign by M&C Saatchi Spencer Hong Kong, SmarTone suggests that it will involve playing table tennis against robots and painting skyscrapers with blasts from a smartphone.

5G is trending in 2019, but how to educate and raise desire for the new technology's possibilities?

In a new campaign for Hong Kong carrier SmarTone, by M&C Saatchi Spencer Hong Kong, it's by letting locals imagine how 5G could help in their daily lives.

SmarTone’s "Make Us Smart" ad features actor Vanda Margraf exploring the future city covered by the brand's 5G network. Through her own curiosity and the lives of different people, Margraf discovers different new possibilities brought about by the technology, representing the inquisitive, playful mind of youth using technology today. Margraf's showbiz career has really taken off this year, thus her appearance is expected to appeal to a younger target audience.

The clip features usage scenarios such as the robotic arm playing against Margraf, drone delivery and remote medical diagnosis.

The TVC began airing on 13 June as part of a integrated campaign that includes digital, print, radio, social media, outdoor and in-store activations.

“The market needs big pieces of communications to drive” the 5G proposition, said Spencer Wong, head of M&C Saatchi Spencer Hong Kong.

SmarTone will also conduct roadshows in the shopping malls owned by SHKP Group in the coming months, to showcase different applications of 5G through e-sports and AR. The first roadshow will be held during the summer in New Town Plaza..

CREDITS

Agency: M&C Saatchi Spencer
CEO/CCO: Spencer Wong
ECD: Chris Fong
CD: Jazon Chan
Senior Copywriter: Kiki Lam
Business Partner: Philip Tsang
Senior Account Manager: Abbie Chan
Production House: off-lo-hi
Director: Alfred Hau
Producer: Ricko Chow
Post Production: Touches

Source:
Campaign Asia
Topics

Related Articles

Just Published

18 hours ago

Agency Report Cards 2023: We grade 31 APAC networks

Campaign Asia-Pacific presents its 21st annual evaluation of APAC agency networks based on their 2023 business performance, innovation, creative output, awards, action on DEI and sustainability, and leadership.

18 hours ago

OpenAI inks multi-year content deal with News Corp

The five-year agreement comes as Microsoft, OpenAI, and Google face intense scrutiny over training AI models on copyrighted content usage without consent.

18 hours ago

Agency Report Card 2023: Initiative

Losing long-term client Carlsberg is a blow for the agency, and Initiative has tried to mitigate the losses with solid employee initiatives.

19 hours ago

Global indie media rankings: PMG and Cossette lead ...

Big single wins for Australia's Nunn Media and Howatson+Co helped them place 3rd and 11th respectively.