One2Free broadens target segment

Hong Kong - Mobile operator CSL has rebranded its One2Free retail brand, widening its audience from the youth segment to a family audience aged 13 to 65 years.

While many companies focus on niche segments, One2Free has launched an identity aimed at catering to a broader audience.

"Mobile communications have become a necessity, an increasingly vital tool to stay in touch with family and friends," Tarek Robbiati, CEO for Hong Kong CSL said.

He added with Hong Kong reaching a mobile penetration rate in excess of 150%, One2Free strategy was inline with industry trends.

Christina Teo, chief marketing officer CSL, said the company had done an extensive study to monitor customers' preferences in terms of lifestyles, priorities and mobile usage patterns.

Based on study findings, Teo said One2Free realised it needed different solutions to serve a wider audience group.

To reflect the reworked One2Free brand, the company has focused on revamping its retail store fronts and strengthening its call centres, which Teo said form the key elements of interaction for customers.

Local designer Alan Chan from the Alan Chan design company was instrumental in the redesign of the One2Free stores featuring modern simplicity and progressiveness.

A campaign to raise awareness on the new One2Free brand will run for three months, comprising print, radio, magazines, online, outdoor, trams and buses.

Leo Burnett developed creatives while OMD handled media buying and planning for the campaign.