1010 serves up mobile restaurant guide

Hong Kong - Mobile operator 1010 has launched a "menu" of mobile broadband offers in partnership with over 30 restaurants around Hong Kong aimed at business executives.

The campaign kicked off yesterday and will run for four weeks featureing 1010's latest mobile broadband offers in a menu format available at high-end restaurants located in Central, SOHO and Tsim Sha Tsui including Le Fauchon, Mr Steak and Wildfire.

The campaign rode on an insight that consumers like to check out dining specials in restaurants as well as tap into the lifestyle of a target audience who want to be constantly connected at work yet still have time to meet friends at quality restaurants by working smartly and efficiently.

The campaign, which aims to strengthen 1010's leadership in mobile broadband service, stimulate subscription and launch its new 3G tariff plan, is supported by ads in newspapers, MTR and online.

Leo Burnett handled creative while OMD handled media buying and planning duties.