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Hutchison Telecommunications (Hong Kong) Limited - Viral Video

Gold Stevie Award Winner 2018, Click to Enter The 2019 International Business Awards

Company: Hutchison Telecommunications (Hong Kong) Limited (3HK), Hong Kong
Company Description: 3 Hong Kong is a leading mobile service provider in Hong Kong offering advanced voice, data and roaming services under the “3” brand via its 4G LTE, 3G and GSM dual-band networks. We are dedicated to developing mobile telecommunications technology and providing innovative and customer-oriented services.
Nomination Category: Video Categories
Nomination Sub Category: Viral

Nomination Title: Challenge 3HK network performance from Chai Wan to Tsuen Wan

Date this production was first released/publicly viewed:

This viral video was launched on May 14, 2018 on both 3HK and 100Most Facebook fan pages.

Briefly describe this entry's communications objectives and how it met those objectives (up to 200 words):

There has been a mistaken perception in the market, mainly from non-4.5G network users, that 3 Hong Kong is underperforming in terms of mobile network coverage and speed, particularly in the MTR (Hong Kong's subway). To break this misconception and promote our latest, ever-faster 5CC CA network service, we collaborated with the creative agency 100Most to produce this viral video, starring one of the hottest online influencers East Sing and pop singer Jennifer Yu.

To make it fun and engaging, we present our branded message in form of a reality show of distance run between two MTR stations, Chai Wan and Tsuen Wan, along the MTR lines. On the way, Jennifer, who takes the MTR instead, keeps track on the runner East Sing with WhatsApp texts and video calls, and interacts with her fans online with Facebook Live and Instagram with our network service. Through their entertaining testimonials, the viral video has achieved a convincing demonstration of our reliable and fast network service, even in the infamous MTR area.

The result is very encouraging and successfully impressed the netizens.Around 91% of them reacted with positive engagement.

Provide the applicable creative and production credits for this entry:

Planning : Digital Marketing Team of 3Hong Kong

roduction : French Rotational Production Limited of 100Most