Telecommunication marketing can be tricky as it is difficult to capture consumer attention. SmartTone, however, has a clever strategy for advertising its 5S network. The company teams up with OMD for a geo-specific campaign that runs on myTV SUPER — a popular Hong Kong-based platform that provides users with immediate on-the-go access to video content.
The location-informed feature is part of myTV SUPER's Data Management Platform and is specifically geared to help brands reach consumers. SmarTone's telecommunication marketing harnesses this opportunity and taps into the site where individuals are most likely to watch videos to kill time — the subway platform. Ads for the 5S network are displayed when in proximity to a Mass Transit Railway station, making this "Hong Kong’s first MTR location-targeting campaign on myTV SUPER."