Hong Kong Broadband Network Appoints Draftfcb Ahead of Major Rebranding

Hong Kong:Draftfcb has been awarded the strategy and creative duties for Hong Kong Broadband Network and will work on a major rebranding campaign to help the company achieve ambitious business goals.

Hong Kong Broadband Network Limited (HKBN) is HK’s fastest-growing broadband service provider which has already connected about 2 million residential homes and 1,700 commercial buildings with services including broadband, telephony and IPTV. The company has an audacious goal to become Hong Kong’s largest IP provider by 2016.

HKBN chief marketing officer Mrs. Selina Chong led a review of several agencies and selected Draftfcb after competitive pitches. “Our pitch process was designed to highlight which agency possessed the creativity, speed and integration of communications to drive excitement about HKBN among consumers,” said Mrs. Chong. “Draftfcb demonstrated clear strategy, creative ideas and execution capabilities across multiple media channels and was a clear winner.”

Draftfcb Hong Kong will initially focus on communications strategy and creative work for the rebranding of HKBN’s Mega Theatre on Demand packages in 2012.

“Our ideas for accelerating interest and adoption of the movie packages recognise that HKBN’s customers are across most demographics,” said Draftfcb managing director and executive creative director Iris Lo. “We have designed communications for wide consumer appeal, but with specific product-related messaging that highlights the choice and quality of the packages as they become available.”

She added, “We are delighted to win these assignments, as Hong Kong Broadband Network is an exciting brand that demands the highest quality strategies and creative work. We are looking forward to working with their marketing team.”

HKBN’s creative and strategy assignments were pitched by Draftfcb and three other unnamed agencies.

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