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Launching a successful campaign in the midst of a pandemic

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Launching a successful campaign in the midst of a pandemic

Welcome to the first of our Lessons of Resilience from Hong Kong Businesses series, where we speak to top executives to discover the secret to Hospital Contact List how businesses are adapting to the new normal of post-pandemic Hong Kong. In this pilot dialogue, we speak to Bruce Lam, managing director and CMO of CSL, one of Hong Kong’s leading telco network providers. Hospital Contact List CSL shocked the market by Hospital Contact List launching a marketing initiative at the height of global uncertainty. Leonie Valentine, Google’s managing director of sales and operations in Hong Kong, digs deeper to uncover the thoughts behind the company’s unexpected marketing strategy in an uncertain economy. Leonie: CSL was the first to launch 5G internet in Hong Kong, and even then,  Hospital Contact List  at an unprecedented moment, the height of the outbreak. What emboldened CSL to take such a daring approach? Bruce: Well, to us, it wasn’t unprecedented at all! We had been planning the campaign for a year, working with the Android team to create the first device that’s Hospital Contact List 5G ready for when we launched the network.

The outbreak happened at an unfortunate moment, Hospital Contact List but we had to find a way to make the campaign happen so we decided to go digital. We worked a lot with Google, actually, to get guidance on moving most of our media plan to digital, in exchange for our original plan which Hospital Contact List featured a lot of offline touchpoints such as roadshows, demos, and launch parties. We wanted to be known as the pioneers of 5G, and despite the economic outlook, Hospital Contact List we believe all the more that people will need 5G internet. With more people now at home consuming content online like news, videos and games, they crave and require a strong and reliable network. Many thought that launching at the height of a pandemic was foolish, but we think otherwise. For the telco industry, especially, Hospital Contact List the business opportunity was there. Hospital Contact List And since we had been planning for it, we thought we might as well go with it.

Hospital Contact List

So, we revamped our entire digital marketing strategy. Hospital Contact List We partnered with local VR providers to showcase innovative tech like 24bit music and a 4K multi-angle video capability that enables viewers to watch the Euro games from multiple angles.  Hong Kong Lead  Fortunately for us, our CEO was very involved in the process, so we were able to move quickly and iterate, an important aspect of digital marketing. Leonie: I agree. Iteration is such an Hospital Contact List important benefit of digital marketing. Another big advantage is reach. How did CSL manage to reach a large audience, and importantly, drive conversion? Bruce: Digital allows us to be in control of our audience through target segmentation. Hospital Contact List That was really how we managed to get great results with our Blast campaign. With our user data, we targeted early adopters of technology, people who consume a lot of data, Hospital Contact List people who are willing to spend on the latest tech gadgets. Hospital Contact List By understanding customers’ behavioral patterns, we could target specific times and channels they were most likely to see our ads.

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