csl features full team of MIRROR, offers AR experience to engage fans

Hong Kong telecommunications company csl is another brand rolling out a campaign featuring the entire team of boyband MIRROR, as the company has launched an interactive campaign to engage fans of MIRROR and promote its 5G service plans.

The ongoing campaign "Experience the World Differently" includes a TVC in which the members tell that csl had invited them to be the ambassadors since the inception of the group three years ago. The group combined this "foresight" with csl's 5G services, introducing the features such as its 5G multi-angle experience.

The brand also offered multiple MIRROR collectibles and AR encounters in the campaign. For example, customers can use the csl. 5G Lens app to turn static images printed on the campaign's cards or outdoor billboards featuring MIRROR into videos for the latest news on the boy band. Fans and customers can scan the image for each calendar month to view a video containing secret messages from MIRROR members.

Also, csl offers 36 collectible cards with 18 of which being released in the first phase. Six cards are encrypted with special AR effects, and fans can turn images into videos to reveal interesting trivia about their favourite MIRROR members. Moreover, customers can collect and scan three consecutive AR-enabled cards in a particular sequence to watch a narrative from MIRROR.

“We’re thrilled to be working with the new ‘Kings of Cantopop’ again after three years. Together, we believe we can take the 5G experience to even greater heights and open up a new generation of possibilities, unlike anything imaginable today," said Bruce Lam, managing director of CSL Mobile.

The brand added that this partnership can go beyond conventional brand exposure as it "offers a multi-sensory experience comprising elements such as exclusive tailormade merchandise and virtual interactions aimed at creating a more intimate connection with customers."

To further engage fans, a pop-up gallery was staged from 15v November to 25 November at the Ocean Terminal Main Concourse of Harbour City. The pop-up gallery displayed a giant poster of each MIRROR member, in addition to collectibles. Moreover, all csl stores are presenting a mini-exhibition area where fans can take pictures of MIRROR-related items on display. Other themed kiosks will be set up at selected csl shops in a later phase of the campaign where fans can take selfies with virtual images of MIRROR members.

In addition to the TVC, the campaign includes other touchpoints such as OOH ads on buses and digital channels. The brand said a succession of AR encounters created both online and offline through its 5G capability can help fans immerse themselves. Looking ahead, the brand will roll out another phase of the campaign.

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