Page 18 - Sphere No.9 (Sep 2003)

3 G U P D A T E S
The Big Picture
HUTCHISON 3G’S INTERNATIONAL BRAND GROUP HAS BEEN ACTIVELY
building the 3 brand globally.While the brand identity remains the same in all coun-
tries where 3 operates, the advertising and marketing strategies have been conceived
for local markets, according to language and cultural differences.The group meanwhile
scooped the coveted Gold Award for “Best Corporate Image Film,” conferred by the
International Visual Communication Association. Here’s a look at some recent
advertising and marketing campaigns.
H ONG KONG FANS WENT
into a state of rapture when two
of the world’s great teams –
Liverpool and Real Madrid – turned
up in the territory on July 27 and
August 8 respectively to play the
beautiful game. True to form, these
sporting giants dazzled capacity
crowds, notching up 6-0 and 4-2 wins
against the home team at the Hong
Kong Stadium.
The star-studded line-ups includ-
ed the likes of Michael Owen and
Emile Heskey for Liverpool and David
Beckham, Ronaldo, Luis Figo and
Roberto Carlos on the Real Madrid
squad.
Hutchison Telecom Hong Kong
(HTHK), which is launching 3 services
this year, was on the ball from the
outset.
As the only official sponsor from
the mobile sector, HTHK threw its
full weight behind both the Invest
Hong Kong Football Challenge 2003
and the Real Madrid Asia Tour 2003,
offering prospective customers of
3 the chance to win tickets to attend
the matches and get up close to their
favourite players.
The online campaign also served
to remind Hong Kong consumers
that the upcoming 3 services will give
them a grandstand view of exclusive
video action from overseas, including
the English Premiership League and
a selection of European national and
league matches, not to mention live
score updates and breaking football
news.
I N HONG KONG, 3
launched a billboard advertis-
ing campaign in June. Passers
by were invited to peer through
a small hole in the billboard of
3’s flagship store to see surpris-
ing objects displayed behind.
Just for kicks
Up close and personal
Dancing to stardom
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126
I N SWEDEN AND AUSTRIA, THE
marketing campaign concentrated
on the message “I 3 You.” This was
later complemented by more
product-oriented communications.
Additionally an initiative called “Team
3” saw people demonstrating video
calls and video content in public places
to generate customer interest.
Saturation guaranteed
P OPULAR BRITISH BAND
Liberty X teamed up with 3 UK to
find ten talented people from around
the country to take part in their new
music video, called “Jumpin”.
Budding video stars visited one of
over 2,000 participating mobile phone
retailers nationwide, watched an
exclusive clip of Liberty X on a 3 video
mobile and submitted an application to
explain what star qualities they have.
Of the thousands of entrants, 175
were chosen to audition at the grand
final on August
11. Fifty went
through to a
final audi-
tion and
ten were
c h o s e n
to appear
in the
video.