Smartone-Vodafone kicks off true internet on mobile campaign

Hong Kong - Smartone-Vodafone has kicked off an integrated above the line and below the line campaign titled "True Internet on your mobile only from Smartone-Vodafone" to introduce its new service aimed at ‘netizens' who are actively engaged with the Internet throughout the day.

"The objective of the campaign is to focus on what SmarTone-Vodafone consumers can now enjoy on their mobiles as a first not only in Hong Kong but the world.  No other operator in the world has been able to give consumers mobile access to all videos as they appear on the Internet on their PC," Dare Koslow, business director for JWT Hong Kong said.

The TVC campaign started earlier this week with a humorous message to show how most mobile operators do not allow users to view videos from popular Internet sites on the mobile but Smartone-Vodafone does. A second execution will communicate how other operators "promise you the world but tend to disappoint while SmarTone-Vodafone really delivers on bringing the complete Internet experience to the mobile".  

The campaign which runs on terrestrial, cable and outdoor television as well as print and OOH includes an online element where OgilvyOne Worldwide developed a humorous animation demonstrating the service's features. 

"In the digital campaign found at www.smartone-vodafone.com, the demonstration of the service is personified as a "battle" among Hong Kong's telecom providers like a boxing match or the Ultimate Fighting Championships. In three rounds SmarTone-Vodafone's service, Internet on Mobile, dukes it out to emerge the winner of three titles: King of Multimedia (Video), Surfing Sensation (Bookmarks, Tell a Friend), and Tech Titan (Rss and podcasts)", Sean Rach, MD for OgilvyOne Worldwide said. 

 Zenith Optimedia handled media buying and planning duties for this campaign.