CSL continues Studio on Demand push

ONE2FREE  LEO BURNETT  CREATIVE  MOBILE TV

Hong Kong - one2free will continue its push to promote its Studio on Demand service and has rolled out a TV campaign to promote its mobile entertainment services.

Leo Burnett Hong Kong developed the creatives for the campaign based on the core concept of control that features three mini episodes, similar to soap opera formats.

The three spots known as "The Kiss", "The Man" and "The Fight" will be introduced to audience over the next two weeks of airing to highlight the different key functionalities of the service in a lighthearted and unexpected way.  

Victor Manggunio, group creative director for Leo Burnett Hong Kong said keeping product demos interesting and engaging is usually a creative challenge in this business.

"We are often submitted to wall to wall demos in TV commercial breaks, and we're happy that this campaign cuts through this clutter, with a simple but entertaining story," he added.

one2free claims that while mobile TV is not new to the market, the service being provided by other operators does not meet the needs of the Hong Kong people and customers currently have no control over the content and delivery, making watching TV on the go impractical.

one2free positions its Studio on Demand service as high-definition personalised mobile entertainment service in Hong Kong that gives access to real time TV and allow users to pause, rewind, forward or resume play to view content at their own timing and setting.

Aenil Premji, chief marketing officer for CSL Hong Kong said with one2freeNext G personal broadband, users can choose to watch their favourite programs as and when they please exercising a degree of control similar to their living room whenever and wherever they are.

The TV campaign will be supported by print and online to roll out in the near future.

OMD handled media buying and planning for this campaign.

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