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Marketer: CSL's 3G Mobile TV Agency: Leo Burnett Worldwide, Hong Kong

Hong Kong's leading mobile-phone operator makes it easier to watch real-time TV on the third screen

[hong kong] In one of the world's most high-tech cities, the leading mobile-phone operator, Hong Kong CSL, launched a 3G Mobile TV service it hopes will be the next killer app in turning mobile phones into miniature TV sets.

The name 3G stands for the third generation of mobile devices. The latest products' most impressive feature is the ability for real-time person-to-person video calling, but they also allow access to games, e-mail and real-time news, weather and entertainment video options.

CSL launched 20 real-time channels costing just under 8› a minute. Content comes from Hong Kong's two terrestrial broadcasters and foreign media companies such as BBC World and Bloomberg Television. A horse-racing channel is likely to be popular among Hong Kong's avid gamblers.

So far, the mobile-TV service is not running ads, but it is gaining traction as a platform to promote movies and albums.

CSL is marketing the mobile-TV service with creative from Leo Burnett Worldwide featuring Andrew Lau Wai Keung. The well-known Hong Kong film director went in front of the camera in a 30-second TV spot, accompanied by print and outdoor ads.

Launched this month, the ads compare 3G's innovation and ease-of-use with Mr. Lau's vision of life in the future-simple, convenient and resonant, not the cold, complicated and disordered world of the future portrayed in most movies. The story ends with Mr. Lau and his son watching 3G Mobile TV on a beach. "Seeing a need from our target [audience], who have a hectic lifestyle and get turned off with things that require hassle and effort, simplicity became 3G Mobile TV's core offering," said Barbara Yeh, group brand director at Leo Burnett, Hong Kong. "[Mr. Lau] shares the same vision of simplicity."
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