SmarTone AI Plan Campaign

SmarTone AI Plan — Keep Up with the Trend
THE HURDLE: MAKING EVERY OUTDOOR PLACEMENT MATTER
AI had become a major Hong Kong conversation, yet many people were still blocked from leading global tools by VPN workarounds and registration friction. SmarTone’s AI Plan removed that friction and made access easier. But democratizing the technology was only half the challenge. The bigger task was making AI feel personally relevant — tapping into each group’s fear of falling behind and turning that tension into action.
THE IDEA: BROADCAST WITH CANTONESE-CODED MESSAGES
Leveraging Cantonese wordplay as the cultural currency, we built five tailored messaging systems around familiar Hong Kong pressures: keeping up with technology, staying competitive at work, planning travel efficiently and giving children every advantage.
Mass audiences saw “Be it Gen Z, Y or X — everyone is Gen-AI,” reframing AI as something that connects generations. Professionals met “Update to the latest AI. Unlock the better version of yourself,” linking AI with self-upgrade. Travelers saw “Plan your itinerary at ease with AI Plan,” addressing travel-planning stress. Young families met “Your kids will sigh… if they can’t use AI,” tapping into parents’ high expectations around education. AI rookies saw “Everyone should use AI — but not everyone can,” turning exclusion into motivation.
MEDIA INTEGRATION: THE CITY COMPLETED THE MESSAGE
The creative was amplified through contextual placement. The mass outdoor message appeared in high-traffic areas. Travel copies ran on airport buses. Career-focused messages wrapped cafés in commercial areas, while parent-led messages appeared near tutorial centres where education was top-of-mind. Rather than asking one billboard to speak to everyone, the city itself became the algorithm — delivering dedicated messages to specific groups when they were most receptive. The idea also moved beyond static exposure. In-store AI Islands, mall roadshows and parent-child workshops let people explore AI tools, ask questions and try AI smart glasses.
RESULTS
Over 11 weeks, the campaign delivered 8.2M impressions and 12K link clicks, exceeding its impression target. The parents' message generated the strongest creative response, showing how location and culturally-specific messaging could turn a limited outdoor footprint into relevant moments citywide.