one2free: Playground
Joanne Lao
Campaign details
Brand owner: CSLAgency: TBWA\Hong KongBrand: one2freeCountry: Hong KongChannels used: Branded content, Email marketing, Events and experiential, Games and competitions, Internet – general, Magazines – consumer, Mobile and apps, Newspapers, Online video, Outdoor, out-of-home, Point-of-purchase, in-store media, Print – general, unspecified, Public relations, Social media, Television, Word of mouth and viralMedia budget: 1 – 3 million
Executive summary
In a competitive Hong Kong telecoms marketplace, CSL's mass-market brand one2free found itself stuck in a rut as a commoditised industry. Hence, one2free wanted to break...