Rex Tso is the new face for HKBN's integrated marketing campaign

HKBN's latest integrated marketing campaign, #StartfromLimit, will put a focus on recognising local heroes, to endorse not only Hongkongers who "beat their own limits", but also emphasises the company's branding initiative for better telecommunications and entertainment.

The campaign, which spans online and offline advertising including TV ads, social, print ads and in-store POSM, has launched a TV commercial last week on TVB to put a spotlight on undefeated boxing champion Rex Tso's journey from obscurity to the top, together with a promotion to trigger customer engagement.

Kim Hue, manager – marketing communications and co-owner, says the campaign has started three years ago when Tso was first invited into their Hong Kong office to share his story of perseverance and excellence to its co-owners.

"We see HKBN and Rex as the perfect match. Rex has never been complacent despite his achievements, transcending personal limits by relentlessly improving his skills. Like Rex, at HKBN, we keep improving to bring disruptively innovative services, from delivering ultra-fast fibre broadband to creating new paradigms for the mobile market, ushering a new era of over-the-top entertainment in Hong Kong, and offering a fast expanding range of premier enterprise solutions," he explains.

Hue says the company will release more "Proudly made in Hong Kong" stories in the months ahead.