SmarTone AI Plan Campaign

SmarTone AI Plan — Keep Up with the Trend
THE HURDLE: TURN AI FOMO INTO ADOPTION
AI had become impossible to ignore, yet many Hong Kong consumers still faced barriers to global tools, from VPN workarounds and registration friction to uncertainty around everyday use. In a city where keeping up carries social currency, those barriers intensified a distinctly local FOMO — the fear of falling behind while technology moved ahead. SmarTone needed to address the concerns behind that FOMO and position AI Plan as the solution to everyday problems, whether working smarter, travelling easier or helping children stay competitive.
THE BIG IDEA: ENABLE EVERYONE TO BECOME “THE SMART ONE” WITH AI
Five high-intent groups are identified and mapped to their specific pain point: generational relevance for mass audiences; access anxiety for AI rookies; self-upgrade for professionals; itinerary-planning friction for travellers; and parents’ fear of children falling behind.
One brand promise was translated into five culturally relevant narratives. Each borrowed the directness, humour and social pressure of everyday Cantonese conversation, turning familiar Hong Kong concerns into resonant messages. The same pain-point-to-persona mapping was reinforced throughout everyday touchpoints, creating five connected experiences under one recognisable platform.
A SEAMLESS JOURNEY, CURATED AROUND EACH AUDIENCE
Media and creative worked as one system. Contextual OOH introduced each message where relevance was heightened. Digital display, social content and creators extended the same persona stories online, while trusted media added credibility. The experience moved offline through AI Islands, residential mall roadshows, free tutorials and workshops, giving audiences opportunities to ask questions and experience AI first-hand. Every touchpoint was curated specially for the five personas, from awareness to education and experience to action, positioning the journey to be personal and culturally relevant.
RESULTS
Across 11 weeks, the campaign delivered 8.2M impressions and 12K link clicks, exceeding the planned impression target. The family-centric creative generated the strongest response, while AI service uptake increased strongly through May and June. By connecting pain points, cultural insight, media, education and experience, SmarTone transformed AI Plan from a technical proposition into a relevant solution for Hongkongers.