HKBN appoints Draftfcb, inches towards 'big, hairy, audacious' goal

HKBN's chief marketing officer Selina Chong, who was appointed in January, led a competitive pitch process with four agencies including M&C Saatchi and Draftfcb.

Chong said Draftfcb Hong Kong demonstrated "strategic, creative ideas and execution capabilities across multiple media channels and was a clear winner”.

“Our ideas for accelerating interest and adoption of the package are designed based on wide consumer appeal, but with specific product-related messaging that highlights the choices of the packages as they become available," said Iris Lo, Draftfcb's managing director and executive creative director.

The agency will initially focus on communications and creative work for the rebranding of HKBN’s Mega Theatre-on-demand packages—part of its movie library service.

A teaser magazine ad (see below) with a QR code that links it to an online video was created and presented during the pitch.

HKBN, a wholly-owned subsidiary of City Telecom, has put forth a 10-year plan termed as the Big, Hairy, Audacious Goal (BHAG): to be the largest internet protocol (IP) provider in Hong Kong by 2016.

To facilitate the achievement of this goal, HKBN has set up four new marketing sub-teams for the company’s transactional business, retail business, product development and frontline training.

Currently, the service provider has 1.24 million residential homes and 1,600 commercial buildings subscribing to its broadband, telephony and IPTV services.