CSL's 1O1O flash mob goes slow in Hong Kong

Around 8:15am, three groups of actors wearing grey business suits were in various states of freeze-motion and slow-motion on the bridge near Statue Square in Hong Kong's central business district. They eventually converged in the middle of the bridge, outside the HSBC building.

At the end of this flash mob 'event', an actor held a sign with the group's all-important tagline: 'With 4G LTE, everything else seems slow', promoting the full-scale launch of 1O1O's 4G LTE mobile broadband network for the public in Hong Kong. The same sequence was repeated at 12 noon to the lunchtime crowd.

CSL launched the same service in May this year, but only to its existing customers. 

Mark Liversidge, chief marketing officer of CSL, told Campaign that the purpose of the flash mob is to "demonstrate in a physical sense that everything in life is slower without 4G".

1O1O's 4G LTE targets "prosumers" (professionals who are also consumers) and "digital drivers" (people who "formulate the online world and are connected 24/7 through multiple high-speed devices").  

Liversidge said this target audience requires a more definitive marketing strategy that includes advertising in selected print media and organising events rather than using the usual OOH and TVC channels.

The flash mob is the trigger for a sustaining 'Live the 4G life' campaign for 1O1O that will run throughout this year and next.