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one2free transforms Hong Kong into a playground

As a core part of a new brand strategy to ‘funify’ Hong Kong and engage the highly mobile and digital savvy consumer market, mobile network CSL’s mass market brand one2free has launched ‘Playground’. It is a long-term mobile platform created by TBWAHong Kong that allows the users to play games, win rewards, and generally ‘have fun’ with their mobile phone.

“We wanted to change the established model for brand experience and leverage new consumer behaviours to gain permanent engagement with target customers. Mobile is now the primary personal channel to connect with consumers and research showed that the two key behaviours of consumers were in social networking and mobile gaming. We have connected these elements, along with the long established ‘Jetso’ gift seeking local behavior to deliver the Playground,” says Mark Liversidge, chief marketing officer at CSL the parent network of one2free.

The new app gives users access to bite sized games, hidden surprises throughout the city accessed by image and sound scanning, status badges, play credits to share and use. It offers redeemable rewards, a million dollars’ worth of bonus giveaways at launch and is fully integrated with Facebook. “In a commoditized category, our brand strategy is designed to build a real emotional connection with people and we look forward to seeing many more smiling faces as Playground appears across every smartphone in Hong Kong,” added Liversidge.

At launch, Playground includes three games featuring a series of colourful characters and Hong Kong quirks that can be found in the games including Fishball Master, Mobile Madness and Crowd Control. To launch the new brand platform, TBWAHong Kong also developed a creative campaign that ‘funifies’ the use of different media touch points. This includes a series of TVCs (that viewers can scan to unlock fun surprises), print, out of home, online, mobile, social media, retail and street activation.

Talking about this platform, Joanne Lao, MD, TBWAHong Kong added, “Although Hong Kong has been named one of the wealthiest and most livable cities in the world, it is contrasted with stresses and tensions that are part of everyday life. So with Playground, we developed a ‘funified’ alternate version of Hong Kong, a break from the daily grind, but with all the favourite Hong Kong eccentricities.” The platform will be launched in a phased manner, and after the acceptance of the current games and fun elements, other elements will be added including treasure hunts, AR activity and multi-player fun. The free app is open to all and available in both iOS and Android, but includes exclusive rewards and ‘unlockables’ exclusively for one2free customers.