Page 39 - HKMA 2020 Awards Souvenir Programme

Gold Award

“csl 5G See The World Differently”
CSL Mobile Limited

Launching csl 5G service during such an eventful year was a challenge of mammoth proportions, so csl aimed to channel all the
benefits of 5G technology into delivering a compelling and game-changing experience.
Its approach was to design first-in-town 5G content under the headings of sport, entertainment and other categories to give users
a vivid understanding of what 5G could do for them – all on the basis that this was about new possibilities and not just speed.
csl created a thematic TVC for their “See the World Differently, csl 5G” campaign around the concept of seeing the world from
a variety of perspectives. The idea was to illustrate the potential held by 5G to engender an inspirational notion that this new
­technology would open up a brighter future for everyone.
At the same time, csl showcased the fact 5G is capable of conquering the limitations of space and time, while sweeping away
c­onventionally-accepted human barriers such as age, physique and stamina – to make every “mission impossible” eminently
p­ ossible.
csl established the 5G service, along with ways and means of helping consumers and businesses on the exciting journey of
i­ntegrating 5G into their lives. In fact, one of the key messages has been that csl is transforming everyday lifestyles for citizens.
Of course, 5G is also a game-changer for Hong Kong’s telecoms industry. csl has moved from selling service plans to a new era of
sourcing and providing full-stack, end-to-end services, while connecting users to fascinating content.
Even though this campaign was launched during a pandemic lockdown, csl delivered unprecedented innovation and achieved
indisputable results, while laying the groundwork for future development.

Comments from the Judges:
It was commended as an illustrious and highly innovative campaign. csl successfully delivered a game-changing experience by
showcasing that 5G is not just about speed, but also creating new possibilities to its valuable customers and investors.
The campaign was brilliantly crafted and well-executed. On a strategic level, it connected with third-party brands and successfully
established a seamless 5G ecosystem that formed a backbone of “new normal-living” in Hong Kong’s post-pandemic economic
recovery. On an execution level, the campaign victoriously developed a service mindset by learning and applying 5G knowledge
to Hong Kong consumers. The bold move of establishing greater acquisition and new opportunities also built the sophistication
of the senior management team.
The campaign has achieved phenomenal marketing and financial results. csl 5G has became the talk of the town and has drew
massive audience interest. csl proved itself a pioneering leader in Hong Kong’s telecommunications industry who set an example
and raised the bar for its global peers.
Parties to be Recognized for Contributing to the Success of the Programme:
1. Uth Creative Group Limited
2. CruiSo Digital Solutions Limited
3. Gusto Collective

37HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2020