CSL hands Tequila digital brief

According to sources, the account is worth an estimated HK$1.5 million to HK$2 million and the site is poised to act as a retail domain, vending mobile handsets and value-added services, for the Hong Kong telco.

Sources close to the account added that the pitch began late last year before stalling for a period while CSL reorganised its management teams. The process picked up again in March, when Tequila and Ogilvy were shortlisted.

The news comes months after the company launched an activation campaign to promote its Next G 3G mobile broadband services. Developed by Leo Burnett and OMD, the push included TV spots as well as outdoor, digital and retail elements in an effort to differentiate itself from competitors PCCW, SmarTone-Vodafone and Hutchison’s 3.

CSL New World Mobility Group is the product of a 2006 merger between New World PCS and Hong Kong CSL. At the time, the company claimed to be Hong Kong’s number one mobile operator in terms of revenue with a 34 per cent customer market share.