3 Hong Kong's 3GAMER Campaign
ROI-PD-2018-08527
产品公司组 / PB-2002 服务设计（交互设计、体验设计、服务流程设计）
| 参赛公司 | Hutchison Telecom (Hong Kong) |
|---|---|
| 广告主/品牌主 | 3 Hong Kong |
作品信息
| 发布日期 | 2017年6月 |
|---|---|
| 投放周期 | 8 months |
| 预算/研发成本 | 50-100万 |
| 公益 | 否 |
| 行业类别 | 软件及网络服务 |
| 品牌 | 3香港 | 3 Hong Kong |
| 在线链接 | 3GAMER |
作品描述
背景
3 Hong Kong is a leading mobile communications service provider in HK.
MVNO Disrupting the Market:
The mobile telecom market in Hong Kong is fiercely competitive, nears saturation with over 200% mobile penetration rate in a city with over 7 million people. With four key contenders and several aggressive MVNO disrupting the market, every operator is fiercely fighting for a share of the market.
To stand out from the crowd, 3HK aims to enable its customer to….
Do more.
See more.
Play more and
Experience more….
Thus, 3HK be the First Mover in mobile gaming with strategic partnerships.
目标
-Strengthen the brand image of 3HK on gaming, hence, to rejuvenate the brand to be more appealing for mobile gamers & millennial and broaden customer base.
-2M impression and 1M video views on Facebook
-6M people reached and 20K Facebook engagement
-Increase usage of 3HK’s Carrier billing service, Bill-to-3 transaction by 30%
创意
Our creative starting from strategic partnerships, product and services and customer experience…
1. Razer - To meet the needs of all gamers on mobile entertainment, 3HK combined its 4.5G advanced network with Razer, a world leader high performance gaming hardware, software and smartphone. This exclusive partnership launched the first 3HK x Razer concept .
2. Launch “3GAMER” platform making thousands of online games available to 3HK customers provided by the four leaders in game credits. Positioned as the local gaming hub to access all gamers' neccessaries.
结果
- Strengthened 3 Hong Kong's brand image on gaming proven by increase in Net --Sentiment Rate (NSR) in the research reports conducted by Isentia
- Over 4.1M video impressions & Over 2.1M video views on Facebook
- Over 10.5M people reached and 29K Facebook engagement (like, comment & share)
- Significant 56% growth on Bill-to-3 transaction
- 4.1M (Norm 2M) Video impression on Facebook
- 2.1M (Norm 1M) Video views on Facebook
- 10.5M (Norm 6M) People reached on Facebook
- 29K (Norm 20K) Facebook engagement
- 56% (Norm 30%) Bill-to-3 transaction
- Total media value of free publicity: HKD2.2M
分析
- 3HK provides a complete gaming ecosystem to deliver the ultimate experience to its customers, from professional gears to top-notch mobile game titles to bonus game credits to live events and payment management services, offering a true gaming platform to customers, to become the telecoms operator of choice among gamers.
- This will enable young gamers to follow trends and take advantage of a succession of privilege offers from 3 Hong Kong. That definitely helps to rejuvenate the brand to be more appealing for the gamers and millennial and broadened customer base.
