3 HK's music video highlights the 'solitude' made with 5G Broadband solution

Telco brand 3 Hong Kong has collaborated with creative advertising agency Madkids Communications to unveil a video campaign featuring Cantopop singer Jackson Wan (尹光), highlighting the key messages that every family member can enjoy me-time using its 5G Broadband solution.

The campaign comes as Wan (pictured) shot to fame recently due to the power of AI. Netizens have transformed his voice and created an AI version of local singer Terence Lam's (林家謙) song Solitude.

Leveraging the popularity of Wan, 3 Hong Kong has chosen him as an ambassador for its 5G Broadband services. A music video featuring a derivative song was launched to highlight the “solitude” and personal enjoyment made possible with its 5G home broadband solutions.

To underscore the key messages, 3 Hong Kong has reinvented a music video with catchy lyrics and fun imageries and has invited Wan to perform the song. The lyrics highlight how 3 Hong Kong's 5G Broadband services can complement conventional broadband services with ease, flexible and uninterrupted individual connections for each family member. 

Furthermore, the music video features different me-time moments of each family member such as a father enjoying himself watching a men's gymnastics video.

The music video was launched on 3 Hong Kong’s YouTube, Facebook and Instagram on 29 December 2023. A check by MARKETING-INTERACTIVE saw that it has recorded over 820k views on YouTube and 203 likes on Instagram. Meanwhile, it has received over 7.6k likes, over 260 comments and over 590 shares on Facebook. While some netizens said the lyrics of the music video were humorous, some said they watched the entire video.

The music video, released on 29 December 2023, is available on 3 Hong Kong's YouTube, Facebook and Instagram. A check by MARKETING-INTERACTIVE saw on three social media channels that the video has garnered significant traction, with over 820k views on YouTube, 203 likes on Instagram, over 7.6k likes, over 260 comments, and over 590 shares on Facebook. While some netizens said the lyrics are humorous, some found the video engaging and watched it in its entirety.

Kenny Koo, executive director and CEO, Hutchison Telecommunications Hong Kong, said: "We are thrilled to feature seasoned singer Jackson Wan as our 5G Broadband ambassador in the music video to highlight a paradox. Wan is still pursuing his strong passion for music in his 70s, while being a novice at the latest technology. This is a good hook to get the older generation and the mass market interested in our 5G Broadband services. Both seemingly extremes of the young and the old have clicked in this out-of-box advertising campaign. "

According to the release, 3 Hong Kong is committed to delivering advanced digital services and the foresight to leverage the power of the latest trends. By continuously embracing innovative approaches in advertising and marketing, 3 Hong Kong aims to set new standards for effective promotion in the new digital age.

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