HK telco PCCW’s latest campaign celebrates emotion

 

Developed by DDB Hong Kong, the campaign takes its focus not from the company’s products or services – themes heavily covered by competitors – but from the insight that PCCW has connected consumers in Hong Kong for decades. The campaign celebrates freedom of expression and encourages people simply to be who they are, feel what they like, and live how they want to live. Throughout all executions, PCCW takes on the role of a conduit through which emotions are expressed. The sign-off implies the continuous innovation that the company aims to rollout in years to come.

The campaign kicked off on August 4 with extensive advertising on terrestrial TV and now TV, as well as coverage in print, outdoor and digital media.

 

“The slogan of “Today, Tomorrow, Always. Only PCCW” celebrates its unique heritage, its market leadership and its progressiveness as a next generation provider of media content, applications and transaction services,” Simone Tam, Managing Director, DDB Hong Kong & Guangzhou.

 

PCCW began as Hong Kong Telecom, the telecommunications company much of Hong Kong grew up with. Over the years, the company has emerged as a leading operator by offering world-class services at reasonable prices.

 

PCCW/HKT is the only operator in Hong Kong today that offers a genuine quadruple-play experience. Through its four platforms – Fixed-line, broadband internet, mobile and TV – its customers are able to access the same infotainment, applications and transactional services. This four-pronged approach has allowed customers to tailor their access to the company’s services to their own lifestyles and preferences.

 

 

CREDITS:
Project:  Today, Tomorrow, Always.

Client: PCCW Corporate
Creative agency: DDB Hong Kong
Executive creative director: Jeffry Gamble
Creative team: Frankie Fung, Jay Lee, Fei Leung, Thomas Selby

Account servicing: Lisa Ip, Phoenix Wu, Ellen Cho

TV Production:  Annie Tong

Media agency: Maxus

Production company:  Such Films

Director: Maisy Choi

Exposure: Television, print, outdoor, online, in-store