PCCW retaliates with optic fibre push

Hong Kong - PCCW has kicked off a campaign aimed at reminding broadband users of its optical fibre network, weeks after Hong Kong Broadband launched its campaign jeering PCCW on its slow broadband speed.

The ad campaign developed by Communion W highlighting PCCW's 1000m+ optical fibre network kicked off last week with a TVC featuring mice workers laying fibre optics in the ground and demonstrating that PCCW boasts an extensive coverage.

The TV spot that will run until mid December on all the local free-to-air channels, Cable and Now TV, is supported in print on all major newspapers, weeklies and PC magazines as well as outdoor on billboards at the Cross Harbour Tunnels and TV walls in Times Square and Tsim Sha Tsui.

"As PCCW has got the biggest fiber optics coverage that can circle the earth 26 times, we just need to make a contrast to upfront the edge and make it known to the consumers", a spokesperson for Communion W said.

Maxus Communications Hong Kong handled media buying and planning duties for this campaign.