O&M launches Orangeworld for Hong Kong's Hutchison Telecom

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HONG KONG--Ogilvy & Mather Worldwide in Hong Kong has launched an integrated marketing communications campaign for Hutchison Telecom's new Orangeworld wireless Internet service.

With a strapline of "A world where fantasy takes flight," the campaign uses simple natural images to illustrate Orangeworld's user-friendly brand values for its seamless, no-limits service.

The campaign kicked off with direct marketing, followed by a public relations and advertising launch. It's being supported by a wide range of promotions with content providers and hand-set commercials.

The 60-second TV commercial features six different scenarios, each reflecting a different aspect of the Orangeworld service: books and comics are used to demonstrate a source of information, a playground symbolizes the games, pigeons reflect e-mail and gift giving demonstrates the e-commerce function.

The TV campaign is supported by blanket radio, print and television.

Copyright June 2000, Crain Communications Inc.

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