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SmarTone names DDB Hong Kong as creative AOR

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DDB Group Hong Kong has won the agency-of-record for local telco SmarTone. Work is already underway for the pair’s first branding campaign launching on 14 September.Effective on 1 July, DDB took responsibility for the telco’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 SmarTone’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 customer’s overall quality of experience. As a result, SmarTone’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.https://www.youtube.com/watch?v=9m3G9q88-A8&feature=youtu.be“Through 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,” said Keith Ho, chief creative officer and managing partner at DDB Group Hong Kong.CreditsClient: SmarToneAgency: DDB Group Hong KongChief creative officer & managing partner: Keith HoHead of strategy & innovation: Andreas KrasserDirector of client services: Benny KoHead of TV production: Annie TongGroup creative director: Lan KwokAssociate creative director: Ray NamAssociate strategy director: Adrian TsoSenior account director: Cafy ChoiAssociate account director: Stannie LiAccount executive: Leo YuenMedia agency: M2M Media

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