Page 45 - MA2022-Souvenir-Programme

Now TV Gold Award

“csl x MIRROR 5G Campaign”
CSL Mobile Limited

Heading into the year of the Metaverse, csl’s 5G was poised to be the building blocks for the next evolution of the Internet. As
the pioneering telecom leader, csl teamed up with next generation boy band, MIRROR, to lead the city to “Experience the World
Differently”, creating an immersive MIRROVERSE experience to bring the 5G concept to life.
Fans could kick start their immersive journey through a unique csl x MIRROR network prompt when subscribing to the city’s
first csl x MIRROR 5G mobile plan. By navigating breakthrough 5G AR technology, fans could immerse themselves in a series of
ground-breaking augmented experiences powered by csl 5G.

With a special AR-enabled calendar, fans could immerse themselves in MIRROR fandom 365 days through a range of video content
updated regularly to create a long lasting and engaging experience.

MIRROR collectible cards became a breakthrough with 12 AR-enabled MIRROVERSE cards that connected fans with fresh content
and keepsakes. By collecting and scanning 3 consecutive AR-enabled cards, individual videos merged to reveal exclusive MIRROR
memoirs.

csl launched the market’s first immersive advertising platform, transforming the massive outdoor billboard into the city’s first
virtual billboard, extending the AR experience outdoors. Passers-by could turn the static billboard into an interactive video,
bringing MIRROR members to life with real-time content.

The campaign came to life with a fully integrated 360 approach, even extending the immersive AR experience to csl retail outlets,
which were transformed into mini exhibitions with special AR kiosks enabling MIRROR fans to snap AR selfies alongside their idols.

Through creativity and innovative application of AR technology, csl turned nothing into infinite possibilities, crisis into endless
opportunities – elevating the brand’s success to new heights, marking the first real-life 5G case and opening endless O2O
advertising solutions.

Comments from the Judges:
It was commended as a transformational and immersive campaign. Exuding courage as a true market leader, CSL has successfully
unleashed its homegrown 5G technology and won a battle under the pandemic-induced economic downturn by investing in the
right content and technology enabling consumers to engage in a completely new mobile experience.

The campaign was unconventional and highly creative. The judging panel was especially impressed with the fantastic AR usage from
premium applications to out-of-home promotions, which has brought the first-of-its-kind advertising experience and excitement
to Hong Kong market. Leveraging on the popularity of MIRROR and their amazing reach of fans, the campaign has created an
ecosystem of products, collectibles, AR experience, tokens and so forth to effectively connect businesses and consumers and
amplified the power of 5G technology. The dedication to innovation and digital transformation of CSL has solidified its leadership
position in Hong Kong’s telecom industry.
The campaign has not only achieved extraordinary financial and market results. It has accelerated Hong Kong into the next
generation of smart cities with ramping up of 5G adoption and boosted Hong Kong as the leading technology innovator on the
world stage with CSL at the helm.

Parties to be Recognized for Contributing to the Success of the Programme:
1. CruiSo Digital Solutions Limited
2. Gusto Collective
3. Uth Creative Group

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HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2022