Orangeworld, Hutchison Telecom's new wireless internet service, has launched in Hong Kong with an integrated marketing drive through the local office of Ogilvy & Mather Worldwide.

The media mix includes direct marketing, radio, print and TV – supplemented by a public relations campaign.

Themed A world where fantasy takes flight, the campaign uses simple natural images to illustrate Orangeworld's user-friendly service. Six discrete TV treatments reflect a different aspect of the service: books and comics are used to portray the product as a source of information; a playground symbolizes the games functions; pigeons, e-mail; and the giving of gifts hypes the e-commerce function.

News source: Advertising Age - International Daily