FIBRE TO THE DESK

TitleFIBRE TO THE DESK
ClientWHARF T&T
Product / ServiceBUSINESS BROADBAND
CategoryA14. Commercial Public Services
EntrantWHARF T&T Hong Kong, HONG KONG
Entrant Company:WHARF T&T Hong Kong, HONG KONG
Advertising Agency:OMD HONG KONG, HONG KONG
Production Company:GLANCE Hong Kong, HONG KONG

Credits

Brief Explanation

Licensed in 1995, Wharf T&T limited has been transformed into an information and communications technology (ICT) service provider since 2006 focusing on the business market. In 2010, Wharf T&T has launched the Ten Enterprise Network (+EN), a territory wide network expansion and enhancement project employing the Fibre-to-the-Desk (FTTD) technology supporting ultra high-speed braodband with over 10 ICT applications available for Hong Kong business users. In order to strengthen the ICT brand image in target customers' mind, a creative and humorous TVC was produced to help customer conceptualise the benefits of FTTD network. The TVC depicted a businessman in suit outperforms several competitors in sport look in a running race. This businessman, representing Wharf T&T and its optic fibre, pioneered all the way to a commercial building and enters into the building at ease carrying over 10 sophisticated ICT applications. In contrast, his competitors encountered respective difficulties or hiccups and were not able to enter the commercial building. The concept of TVC was designed to address the broad appeal across all types of enterprises which are hungered for advanced technology supporting sophisticated ICT applications.