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..
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