DDB Group Hong Kong has won the agency-of-record for local telco SmarTone. Work is already underway for the pairâ€™s first branding campaign launching on 14 September.
Effective on 1 July, DDB took responsibility for the telcoâ€™s integrated branding duties, including ATL, BTL, digital and social media, following a pitch.
Meanwhile, TBWA is working with SmarTone on a digital initiative on a project basis.
In creating SmarToneâ€™s new brand promise, DDB set out to reframe the telecom adage that speed is everything. Instead, the agency will focus on the five criteria that contribute to the customerâ€™s overall quality of experience. As a result, SmarToneâ€™s new 5S criteria determines the power of a network by not only speed, but also stability, seamlessness, security and service.
A futuristic, gripping 30-second TVC and accompanying print advert that will run across all major daily newspapers, starting 14 September. The campaign is also supported on digital, out-of-home and social media channels.
â€śThrough this campaign we are lifting the veil on the bigger picture, and providing customers with the armoury they need to choose a telco that covers all of their needs,â€ť said Keith Ho, chief creative officer and managing partner at DDB Group Hong Kong.
Agency: DDB Group Hong Kong
Chief creative officer & managing partner: Keith Ho
Head of strategy & innovation: Andreas Krasser
Director of client services: Benny Ko
Head of TV production: Annie Tong
Group creative director: Lan Kwok
Associate creative director: Ray Nam
Associate strategy director: Adrian Tso
Senior account director: Cafy Choi
Associate account director: Stannie Li
Account executive: Leo Yuen
Media agency: M2M Media