Brief Explanation

Hong Kong - with five major telco players and only seven million people, mobile operator one2free was part of a commoditized industry characterized by copycat cutthroat tactics. It was time to differentiate. 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. one2free saw an opportunity to contribute to the emotional happiness of Hong Kong, and created a new brand platform to unleash fun on the city. 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 Hong Kong fun – all experienced through your mobile. 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