An integrated relaunch campaign that involved a multi-level reengineering of the SmarTone brand. The ‘inside-out’ process of such depth was the first for the 24-year-old company.

Mobile operators use standardised technology with negligible differences. But through our research we found that our target audience believes that the feeling of being well-treated can make a true difference. Understanding this meant we could disrupt ‘speed chasing’, which is typical of the way telcos market themselves in Hong Kong.  

At the same time, insight into SmarTone revealed strong credentials in network and customer service. As such, SmarTone was repositioned as a “thoughtfulness-centric” telco company that puts people first instead of numbers.