SmarTone has rolled out a TVC for its new 5G telecom services, featuring actress Vanda Margraf. The ad is set to be the flagship of SmarTone’s branding communication this year. It aims to showcase the company’s network and express that its technological know-how is up to scratch for the imminent 5G era.
Under the new brand tagline “Make Us Smart”, SmarTone stated that it’s providing Hong Kong people with a taste of things to come and hopes they can imagine how 5G could help them improve their daily lives and “live smarter”. The TVC demonstrates a few 5G usage scenarios for audiences, such as a robotic arm in real time gaming with remote players, drone delivery, remote medical diagnosis, immersive hologram performances, and MMO AR gaming.
In a statement to Marketing the company said, “SmarTone considers humans as the most important factor, who can smartly use technology at its most. It is a human’s curiosity that inspires the technology development, so educating and assisting locals in relating themselves to the new 5G technology is crucial.”
In order to make it more appealing to the young target segment, actress Vanda Margraf is featured in the TVC as its main protagonist, exploring a city covered by the SmarTone 5G network. In real life, she’s debuting her showbiz career this year under Jet Tone’s management and has already finished filming her role in the upcoming Ip Man 4 movie.
“The market needs big pieces of communications to drive,” said Spencer Wong, the mastermind behind the creative campaign.
To prepare for the 5G network launch, SmarTone will conduct 5G roadshows across Sun Hung Kai Properties’ shopping malls such as apm, New Town Plaza, YOHO mall, and the International Commerce Centre (ICC).
Agency M&C Saatchi Spencer
CEO/CCO Spencer Wong
ECD Chris Fong
CD Jazon Chan
Senior Copywriter Kiki Lam
Business Partner Philip Tsang
Senior Account Manager Abbie Chan
Production House off-lo-hi
Director Alfred Hau
Producer Ricko Chow
Post Production Touches