Hongkong Telecom has changed its identity to that of its parent company, Cable & Wireless, using a corporate brand campaign created by McCann Erickson Guangming.
The name change reflects the company's aim to position itself as a multimedia powerhouse in Asia, particularly in Hong Kong, which is on its way to being one of Asia's premier e-commerce centers.
Meanwhile, another Hong Kong telecom provider, SmarTone, has introduced a TV and print campaign created by Euro RSCG Partnership to promote iSm@rt, an online communications solution for general consumers.
The campaign coincides with SmarTone's introduction of its Internet service to the public, although iSm@rt was already available to its existing customer base.
The ads emphasize the service's minimal costs: no monthly fee, no prepayment, no registration fee, complimentary Internet browsing software and phone support.
Titled "All are welcome," the ads feature typical Hong Kong consumers, including garage mechanics, executives, teen-agers and the territory's wealthy elite.
Copyright August 1999, Crain Communications Inc.