3 Hong Kong - Marketing Campaign of the Year - Internet / Telecom

Company: 3 Hong Kong
Company Division/Group: Hutchison Telephone Company Limited
Company Description: Leading mobile operator 3 Hong Kong is flourishing into a digital operator ideally prepared for the era of 5G mobile broadband. The company plays a prominent role in developing a new economy ecosystem by serving consumer and corporate customers from a diversity of capabilities in fields such as the Internet-of-Things (IoT) concept and 5G technology.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Internet / Telecom

Nomination Title: 3HK Brand Communications Campaign

Music and the 5G network have one thing in common - connecting people. In times of social distancing, 3 Hong Kong has responded with a series of meaningful and inspiring initiatives to give audiences a reason to stay strong, stay connected and move forward together. The new campaign consists of a TVC, a song, a new 5G live broadcasting solution and different types of social media content, showing the human side of the brand by encouraging audiences to connect with their loved ones through live streaming and video calls over 3 Hong Kong’s powerful 5G network, or to start their online business. The new song 見或不見 tells a story about the gathering and separation of people in the big world. It went viral soon after release and delivered a message of hope and connection at a very challenging time for Hong Kong.

One of the fiercest, most competitive market in the world

The mobile telecommunication market in Hong Kong is saturated and competitive. There are over 10 telecom brands with only 7.5 million population, and the penetration rate has already reached 280%.

Welcoming 5G era for the first time

The year 2020 marks the arrival of the 5G era in Hong Kong. 5G brought on an enormous change in the ecosystem, and thus created a brand new landscape. To unveil the full potential of 5G, it needs to be combined with AI, the IoT concept and big data.

Severe outbreak creates a gap between individuals

Since 2020, the world has been facing an unprecedented pandemic from COVID-19. Social distancing has become the maxim in our daily lives and this has led to the network becoming the key to connect people again.

How 3 Hong Kong outstands in the market

3 Hong Kong bridges the gap and makes the world as one

Leveraging on 3’s 5G leadership and experience across the globe, 3 Hong Kong helps to create one truly connected world. 3 Hong Kong was one of the first to launch 5G services in Hong Kong on 1 Apr 2020 and has already achieved 5G coverage of 99%.

3 Hong Kong re-colours the gloomy city with a resonant campaign

Cluttered advertising market

Advertisement with hard facts is no longer credible for consumers. Most of the operators focused on promoting technology development. While experiencing social distancing in their daily lives, the target audience may find it difficult to relate personally to those campaigns.

To tell a story instead of selling

Adopting an unconventional approach, we have launched a campaign that is relevant to the audience's daily life and arouses resonance in them.

We invited Mr. Hins Cheung, one of the most famous Canton-pop singers in Hong Kong, to participate in our campaign. Capitalising his talent, we launched a song named <見或不見>. The song is about the gathering and separation of people in our big world, which echoes the real world situation. We believe that even though we cannot get together in close proximity, we can still connect with our loved ones over 3 Hong Kong’s supreme 5G network. The whole campaign was launched in 3 phases to create hype.

Achievement

The campaign has been widely discussed and captured a lot of attention. It gained free publicity and achieved our promotional goals.

-Music video view | 6.3M
-TVC | over 2000 TARP
-Media value of free publicity | over HKD$103K
-3 Hong Kong is the first choice when people talk about 5G