Creative Direction | Art Direction | Animation | Social Media | Display Ads | OOH Design
Background
Birdie, a Hong Kong based mobile operator under SmarTone, briefed us on launching a brand campaign to captivate students under 25, highlighting Birdie’s contract-free plans, attractive offers, and student-centric perks.
Birdie: The Students-First Mobile Operator
Insight
Students crave flexibility and value in their mobile plans, seeking freedom from the constraints of traditional contracts.
Strategy
Leverage Birdie’s well-known mascot in a fresh, creative way that resonates with a young student audience.
The Idea
“Enjoy your freedom as a student. Be free as a Birdie.”
Execution
We reinvented the Birdie mascot, giving it a student-centric makeover to connect with the target audience during the back-to-school season.
The campaign used bus body ads and bus backseat ads as the primary media channels to reach students commuting daily.
Bus Shelter OOH & Bus Body
YouTube Online Video Ads
As YouTube is a popular online platform for the younger demographic, we introduced different versions of 6-second and 15-second video ads. Each version highlighted a different sales offer of the promotion. We optimized the ad delivery to maximize effectiveness by using the most responsive versions.
Instagram Stories Ad
Meanwhile, a series of mobile-first digital ads featuring special offers and a clear call to action bolstered our target audience, ensuring the message was both seen and felt by the student demographic.
