1O1O takes aim at entrepreneurs under 39

Backed by a brand audit and market research conducted by Cimigo, CSL's chief marketing officer Mark Liversidge told Campaign Asia-Pacific that a new segment of young achievers has emerged—people whose success is defined not by their ability to climb the corporate ladder but by being their own bosses.

"They don't follow conventional lifestyle pursuits such as a structured education and formal career stature. This new target segment takes advantage of the new digital economy to live life in unconfined ways, without leveraging on family wealth for example," Liversidge said.

As such, the 'Make Yes! Happen' campaign launched last week brings a "bold, unconventional and creative new look" for the brand, with visuals shot in Beijing demonstrating and targeting the "confident, unapologetic, direct and individualistic qualities" of young achievers under the age of 39. 

The new two-year campaign is supported by a series of print advertisements, out-of-home billboards at spots like The Landmark in Central, a redesigned website, and in-store activities rolled out in three phases. The company will spend over HK$100 million on the campaign, according to Liversidge.

 

1O1O also launched its official Facebook presence—its first foray into social media to connect with these up and coming business leaders, which Liversidge calls the 21st-century 'taipans'. The term 'taipan' is a Cantonese colloquialism for successful businessmen who work in large corporations. 

When asked if the repositioning will alienate the traditional 'taipans' whom 1O1O used to target, Liversidge said the campaign will still "resonate strongly with these people who may not follow the unconventional paths" of the new audience segment but agree with their bolder outlooks.

 

Liversidge has set key measurement metrics of the effectiveness of the campaign—45 per cent unaided brand recall in the first two months after launch date for the telco category in the TNS biweekly brand tracking study, as well as double-digit subscription sales growth within the next quarter.

CSL employs a multi-brand strategy in Hong Kong. This includes premium lifestyle brand 1O1O, aimed at senior business executives, frequent travellers, expatriates; its 'one2free' brand that services the mass market in Hong Kong; and 'New World Mobility', a value-seekers’ no-frills brand delivering essential personal communication services. 1O1O's last advertising campaign was in June 2012.

 

Credits:

Project: 1O1O “MAKE YES! HAPPEN”
Creative Agency: Leo Burnett
Client: CSL
Global Creative Director: Julian Hernandex
Associate Creative Director: Cyrus Ho, Happy Kwong
Photographer: Miko Lim
Regional Account Director: Helen Heatley
Account Director: David Chow
Account Manager: Terence Woo, Ariane Fong
Media Agency: OMD
PR Agency: Waggener Edstrom
Digital Agency: Agenda