| Title | ONE2FREE PLAYGROUND |
| Brand | CSL HONG KONG |
| Product / Service | TELE-COMMUNICATIONS |
| Category | C01. Integrated Campaign Led by Direct |
| Entrant | TBWA\HONG KONG, HONG KONG |
| Entrant Company | TBWA\HONG KONG, HONG KONG |
| Advertising Agency | TBWA\HONG KONG, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Norah Shum | Tbwa\ Hong Kong | Tv Producer |
| Mimosa Poon | Tbwa\ Hong Kong | Senior Developer |
| Victor Norgren | Tbwa\ Hong Kong | Creative Technologist |
| Rony Chan | Tbwa\ Hong Kong | Producer |
| Anne Chan | Tbwa\ Hong Kong | Executive Producer |
| Bessie Zhao | Tbwa\ Hong Kong | Digital Designer |
| Alan Wong | Tbwa\ Hong Kong | Art Director |
| Jacqueline Hung | Tbwa\ Hong Kong | Art Director |
| Joe Chow | Tbwa\ Hong Kong | Art Director |
| Fung Chan | Tbwa\ Hong Kong | Senior Copywriter |
| Coin Qian | Tbwa\ Hong Kong | Senior Art Director |
| Lincoln Damen | Tbwa\ Hong Kong | Creative Director |
| Ryan Pun | Tbwa\ Hong Kong | Account Executive |
| Daniel Law | Tbwa\ Hong Kong | Senior Account Executive |
| Kenard Chui | Tbwa\ Hong Kong | Senior Account Manager |
| Vallois Choi | Tbwa\ Hong Kong | Associate Account Director |
| Jan Cho | Tbwa\ Hong Kong | Business Director |
| Luke Eid | Tbwa\ Hong Kong | Head Of Digital |
| James Procter | Tbwa\ Hong Kong | Executive Creative Director |
| Joanne Lao | Tbwa\ Hong Kong | Managing Director |
Hong Kong - with five major telcos and only seven million people, mobile operator one2free was part of a commoditized industry characterized by cutthroat tactics. It needed to drive brand engagement and business results. one2free discovered a big cultural tension. Despite being one of the most livable cities in the world, Hong Kong is unhappy, ranking 102 out of 151 in the global Happy Planet Index. So one2free introduced “one2free for fun”, and created PLAYGROUND, a long term platform that turns the city into a playground; your passport to an alternate world of fun – all experienced through your mobile.
As a mobile operator, it was important to create brand engagement through mobile, creating differentiation by becoming a passport to fun. It is also an owned long-term platform, allowing one2free to build a community and continue to innovate and bring fun to Hong Kong on an ongoing basis. Lots more fun will be dropped into PLAYGROUND over the next few months funifying both the real and virtual worlds of Hong Kong. The launch campaign also delivered on “one2free for fun” by both creating fun interactions and driving downloads.
Packed with fun, the app included a series of characters culturally unique to Hong Kong, and funified Hong Kong quirks through games like “Fishball Master”, “Crowd Control”, “Mobile Madness” and “Typhoon Run”. Badges, sound and image scanning, rewards and exclusive offers, all waited to be unlocked, discovered or shared. PLAYGROUND was unleashed on Hong Kong by funifying all media channels inviting downloads through TVC, OOH, print, online, mobile, social media, retail and street activation. In the TVC, anyone could use the sound scan for instant rewards delivered through the app.
The impact was immediate. With two months: • PLAYGROUND leaped to No.1 in the iTunes app store and No.2 in Google Play Social Category. • 130,000 people downloaded the app • PLAYGROUND mobile offers achieved a 2.3 x return on investment And very importantly, Hong Kong had a bit of fun: • There were over 690,000 fun interactions with the app (500,000 game plays, 120,000 scans and 70,000 rewards redeemed) • RTHK “Headline News” one of the city’s most popular TV current affairs shows even made a spoof for fun