One2free campaign 'funifies' Hong Kong into a virtual playground

As a core part of a new brand strategy to engage the highly mobile and digitally savvy consumer market, the campaign will essentially position one2free as a 'fun' mobile operator that will 'funify' Hong Kong.

“We wanted to change the established model of brand experiences in a commoditized category to gain permanent engagement with target consumers via social networking and mobile gaming,“ said Mark Liversidge, chief marketing officer at CSL, the parent network of one2free.

The campaign is centred around a mobile app called 'Playground' and supported by a series of traditional media touchpoints like TVCs, print, out-of-home, retail and street activation.

Created by TBWA Hong Kong, the app is "a passport to an alternate world of fun in Hong Kong", with hidden surprises throughout the city accessed by image and sound scanning. It also includes exclusive redeemable rewards called ‘unlockables’ for one2free customers.

Joanne Lao, managing director of TBWA Hong Kong, said the stresses and tensions of everyday life in Hong Kong are contrasted with the alternate version of the city, which highlights local eccentricities and quirks, such as how taxi drivers set up their own in-vehicle call centres for phone bookings.

The 'Playground' app includes three bite-sized games: Fishball Master, Mobile Madness and Crowd Control. In a later phase, further elements will be added, such as augmented reality and multi-player activity.

The free app is open to all, available for both iOS and Android devices, and is fully integrated with Facebook.

CREDITS
Project: one2free for fun
Client(s): CSL, Mark Liversidge, Joehan Martinus, Rita Yip, Kate Scott
Creative Agency: TBWA\ Hong Kong
Managing Director:  Joanne Lao
Executive Creative Director: James Procter
Head of Digital: Luke Eid
Creative Director:  Lincoln Damen
Business Director: Jan Cho
Creative Team: Coin Qian, Fung Chan, Joe Chow, Jacqueline Hung, Alan Wong, Bessie Zhao
Account Team: Vallois Choi, Kenard Tsui, Daniel Law, Ryan Pun
Agency Executive Producer (Digital): Anne Chan
Agency Digital Producer: Rony Chan
TV Director: Suthon (Mum Films)
Agency Producer (TV): Norah Sham
Producers: Surayut Sritrakul (Mum Films)
Creative Technology: Victor Norgren, Mimosa Poon
Planning: Lucile Belleville
Media: OMD