SmarTone kicks off new AOY partnership with DDB by reframing network quality

Leading Hong Kong telecom service provider SmarTone has appointed award-winning creative agency DDB Group Hong Kong as its branding and communications agency-of-record.

Effective on 1 July, DDB took responsibility for the telco’s integrated branding duties, including ATL, BTL, digital and social media, following a pitch. Work is already underway for the pair’s first branding campaign launching on 14 September.

In creating SmarTone’s new brand promise, DDB set out to reframe the telecom myth that speed is everything. Instead, the agency will focus on the five criteria that contribute to the customer’s overall quality of experience. As a result, SmarTone’s new 5S criteria determines the power of a network by not only speed, but also stability, seamlessness, security and service.

“SmarTone is the culmination of its renowned customer service, watertight security measures, stable connection, seamless reception and up-and download speeds,” said Keith Ho, Chief Creative Officer and Managing Partner at DDB Group Hong Kong. “Through this campaign we are lifting the veil on the bigger picture, and providing customers with the armoury they need to choose a telco that covers all of their needs.”

The result is a futuristic, gripping 30-second TVC and accompanying print advert that will run across all major daily newspapers, starting 14 September. The campaign is also supported on digital, out-of-home and social media channels.

Client: SmarTone
Agency: DDB Group Hong Kong
Chief Creative Officer & Managing Partner: Keith Ho
Head of Strategy & Innovation: Andreas Krasser
Director of Client Services: Benny Ko
Head of TV production: Annie Tong
Group Creative Director: Lan Kwok
Associate Creative Director: Ray Nam
Associate Strategy Director: Adrian Tso
Senior Account Director: Cafy Choi
Associate Account Director: Stannie Li
Account Executive: Leo Yuen
Media Agency: M2M Media

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