Hong Kong Broadband Network has picked The Gate Hong Kong to help introduce its first contract free plan with a prison-themed integrated campaign.
The Gate Hong Kong, which already managed several campaigns for the network company including "Broadband the way it should be" and "Enterprise SIP Trunk Service" last year, was awarded the new project following an open pitch in November.
The TV commerical adopts a breaking-out-of-prison theme which liken to the spirit of its new product – freedom.
$188 Broadband Free-To-Go plan (Prison version)
$188 Broadband Free-To-Go plan (Counting Days version)
“Under the campaign theme of ‘Broadband the way it should be’, we believe broadband users in Hong Kong deserve the rights of choosing their broadband services easily without limitations. That’s why our creative approach for $188 was just sharp and clean, no more restrictions and always free-to-go,” said Selina Chong, CMO of Hong Kong Broadband Network.
The campaign spans TV, outdoor, print and digital executions.