As a core part of a new brand strategy to ‘funify’ Hong Kong and engage the highly mobile and digital savvy consumer market, CSL’s mass market brand one2free has launched a long-term mobile platform to transform Hong Kong into a playground.
Created by TBWA\Hong Kong, the mobile platform ‘Playground’ is a passport to an alternate world of fun in Hong Kong. The app gives users access to bite sized games, hidden surprises throughout the city accessed by image and sound scanning, status badges, play credits to share and use, redeemable rewards, a million dollars worth of bonus giveaways at launch and is fully integrated with Facebook. The free app is open to all and available in both IOS and Android, but includes exclusive rewards and ‘unlockables’ exclusively for one2free customers.
“We wanted to change the established model for brand experience and leverage new consumer behaviours to gain permanent engagement with target customers. Mobile is now the primary personal channel to connect with consumers and research showed that the two key behaviours of consumers were in social networking and mobile gaming. We have connected these elements, along with the long established ‘Jetso’ gift seeking local behavior to deliver the Playground,” says Mark Liversidge, Chief Marketing Officer at CSL the parent network of one2free. “In a commoditized category, our brand strategy is designed to build a real emotional connection with people and we look forward to seeing many more smiling faces as Playground appears across every smartphone in Hong Kong.”
Joanne Lao, Managing Director TBWA\Hong Kong added, “Although Hong Kong has been named one of the wealthiest and most livable cities in the world, it is contrasted with stresses and tensions that are part of everyday life. So with Playground, we developed a ‘funified’ alternate version of Hong Kong, a break from the daily grind, but with all the favourite Hong Kong eccentricities.”
At launch, Playground includes three bite size games featuring a series of colourful characters and Hong Kong quirks that can be found in the games; Fishball Master, Mobile Madness and Crowd Control. In a phased launch further elements will soon be added including treasure hunts, AR activity and multi-player fun.
To launch the new brand platform, TBWA\Hong Kong also developed a creative campaign that ‘funifies’ the use of different media touch points. This includes a series of TVCs (that viewers can scan to unlock fun surprises), print, out of home, online, mobile, social media, retail and street activation.
To find out more about Playground head to one2free's Facebook page: www.facebook.com/one2freefans
Campaign Name: one2free for fun
Creative Agency: TBWA\ Hong Kong
Client(s): CSL, Mark Liversidge, Joehan Martinus, Rita Yip
Managing Director: Joanne Lao
Executive Creative Director: James Procter
Head of Digital: Luke Eid
Creative Director: Lincoln Damen
Business Director: Jan Cho
Creative Team: Coin Qian, Fung Chan, Joe Chow, Jacqueline Hung, Alan Wong, Bessie Zhao
Account Team: Vallois Choi, Kenard Tsui, Daniel Law, Ryan Pun
Agency Executive Producer (Digital): Anne Chan
Agency Digital Producer: Rony Chan
TV Director: Suthon (Mum Films)
Agency Producer (TV): Norah Sham
Producers: Surayut Sritrakul (Mum Films)
Creative Technology: Victor Norgren, Mimosa Poon
Planning: Lucile Belleville