Results and Effectiveness

Research undertaken by the client proved that the branded experience had made an impact, with 64% of diners in participating restaurants aware of the Next G marketing campaign and 58% able to accurately recall the brand name. Ultimately the booths provided an opportunity for customers to turn their perceptions of Next G into real experience. This experience had a significant effect on intention to use Next G service according to our research. There is 30% increase on 1O1O shop traffic after the event launch and 57% increase on Next G data connection 2 weeks after the launch.

Creative Execution

The campaign kicked off with the Wine-walk event, which saw 1,000 ticket-holders descend on Wyndham Street. Our involvement gave us access to all the key locations, which we dominated with branded messages. For the duration of the event and the following month we “owned” Wyndham Street with giant billboards and banners on the street, and standees, bill-stuffers and tent-cards in restaurants. What's more, we would like to invite people to experience Next G technology. Our tool to deliver that experience was the “CSL Next G Booth”. A booth at the launch event of the wine-walk provided freely available online browsing to all attendees, while promotional girls on Wyndham Street were armed with mobile devices to offer demonstrations to passersby. But crucially a booth in all participating restaurants ensured all customers could experience just how effective our technology is both during the event and for all of the following month.

Insights, Strategy and the Idea

CSL 1O1O Next G was launched in traditional media driving awareness of the world’s fastest mobile broadband. However to really believe the speed of service, our audience of business executives must experience it. For this reason experiential marketing was necessary to turn perception into belief. Business executives are difficult to engage within their hectic professional lives. The best time to engage them is at leisure. A quality social life is important to them and in Hong Kong this means the fashionable restaurants of Wyndham Street, where they relax with friends. Our idea was to turn Wyndham Street into Next G Experience Street. By co-hosting the Time Out “Wine-Walk” a wine-tasting event on Wyndham street, we gained access to our target audience at leisure. We leveraged the event to provide a branded experience by maximising opportunities for Next G messages and trial in participating restaurants over the following month.