3 HK goes beyond conventional telecoms services with new campaign

Telco Hutchison Telecommunications (HTHK)'s 3 Group has unveiled a new brand campaign to align with the recent new trend of impromptu travels, upon the launch of a new monthly plan with data usable across more than 220 regions.

Beyond the extensive data use across the globe, the newly launched "World Plan" also includes a free two-year travel insurance policy with global coverage, making carefree travel possible and enabling customers to journey the world anytime, anywhere.

To promote the new plan, a campaign titled "3 for you" has been launched, going beyond conventional telecoms services to cater to customers' diverse needs in everyday life. Striving to become an indispensable companion, the campaign repositions 3 Hong Kong as a brand designed to enrich customers' lives with attentive services and foster closer connections in the 5.5G era.

In a conversation with MARKETING-INTERACTIVE, a 3 HK spokesperson said the new World Plan was launched in response to changing consumer behaviour, citing findings that show by the end of 2024, outbound travel from Hong Kong reached 104 million trips - an 11% increase compared to pre-pandemic levels in 2019.  

"Over 20% of HTHK customers who travelled abroad recorded 30 or more travel days. With spontaneous travel becoming increasingly popular, HTHK introduced the World Plan to meet this growing demand. The plan offers seamless data usage across Hong Kong and over 220 countries and regions, along with a complimentary two-year global travel insurance policy, empowering customers to travel freely anytime, anywhere."

The campaign targets all HTHK customers, reflecting the brand’s broad commitment to enhancing everyday life experiences; while the new plan specifically targets customers who embrace a new traveling style - those taking spontaneous trips, quick getaways, business travel, short breaks, or long-distance journeys - by offering seamless global data and added travel benefits for worry-free travel. 

A suite of creative assets was developed to amplify the campaign’s core message, said the spokesperson. "At the heart is a hero video, supported by cut-down versions tailored for bite-sized media consumption. These assets were deployed across a 360-degree media mix, spanning digital platforms, social media, and high-impact in-store displays at retail outlets, ensuring maximum visibility and engagement."

To drive deeper engagement, the brand partnered with KOLs and micro-influencers who brought the brand to life through relatable, real-world storytelling. "Their authentic content showcased how World Plan fits seamlessly into everyday routines, making the brand both aspirational and accessible."

Staff engagement was a cornerstone of the campaign, the spokesperson added. "Through internal activations and participation, employees were immersed in the “3 for You” brand values, transforming them into passionate brand ambassadors."

As part of the campaign, the brand has launched a range of attentive services to ensure carefree travel, such as providing backup phones and SIM cards to meet unexpected needs of customers planning to travel. If customers unfortunately lose their phones during trips in mainland China, HTHK’s customer service team will provide emergency phone and SIM card delivery services to address urgent needs.

Meanwhile, HTHK has collaborated with merchants across various sectors to offer customers more than 100 local and overseas 3Select privileges, covering travel, gourmet dining, lifestyle, entertainment and leisure, enriching customers’ life experiences.

To encourage subscriptions, customers subscribing to a designated monthly plan from 15 July to 31 August can also enjoy limited-time privileges, including free air tickets to selected destinations and complimentary access to designated Hong Kong airport lounges.

Done in partnership with agencies The Bread Digital and PHD Hong Kong, The campaign is being promoted through a diverse mix of channels to maximise reach and engagement. These include, social media platforms, collaborations with KOLs and a media briefing. Out-of-home advertising is also widely used, such as MTR and digital walls outside a shopping mall. Additional promotional efforts include radio ads, print advertisements, flyers and a specially designed social media game for staff to help amplify the campaign both internally and externally. 

Kenny Koo (pictured middle), executive director and CEO of Hutchison Telecommunications Hong Kong Holdings said: “Hong Kong is one of Asia's largest outbound travel markets. By the end of 2024, the annual number of outbound trips reached 104 million, representing an increase of approximately 11% compared with pre-pandemic levels in 2019. Last year, over 20% of HTHK customers who travelled abroad recorded 30 or more travel days. The trend of spontaneous travel, or 'travel on a whim’, has become increasingly popular, resulting in increased demand for travel products."

"CK Hutchison Group operates telecoms businesses in 12 markets, providing us with extensive network and technical resources. Leveraging our global network edges, we have launched the World Plan, which breaks through the conventional travel data charging model. The synergy allows us to further capture the outbound services market, offering customers more convenient and seamless cross-regional mobile services worldwide," he added.

Kenneth Wan, co-founder and director at The Bread Digital, said, "The campaign by 3 Hong Kong captivates with high stopping power, leveraging vibrant, eye-catching visuals to instantly engage audiences. It clearly and concisely communicates the innovative "One world, one plan" (世界1plan化) unified monthly fee for global data roaming, ensuring accessibility for all." 

"Thoughtfully designed to connect with diverse segments - leisure travelers, passionate youth and business professionals through relatable scenarios. The campaign’s '好在有3' positioning conveys trust, reliability, and empowerment. With a modern aesthetic and approachable messaging, it establishes 3 Hong Kong as the leader in seamless, hassle-free global connectivity, delivering a groundbreaking service that simplifies communication for dynamic, borderless lifestyles while warmly resonating with varied consumer aspirations," he added.

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