Far EasTone | FET Smart Service | Taiwan

With every telecom distributor trying to get a piece of the new mobile technology, it is increasingly challenging for brands to differentiate themselves. One of the focal areas for FET’s creative agency Ogilvy & Mather Taiwan is to convey the relevancy of the smart phone service to the everyday lives of consumers.

The television commercials showcase the convenience of the S Mart smart phone service: connecting with friends, getting the latest updates on news, and getting the hottest deals in town are all a touch away. The campaign presents the service as easily-to-use and spontaneous, accessible anytime and anywhere. FET is also launching the service in Chinese to cater to local Taiwanese consumers.

Jennifer Tang, deputy managing director of Ogilvy & Mather Taiwan said: “The days of TV and print are long gone. Sophisticated consumers demand fun and simplicity in all aspects of their busy, technology-filled lives. FET has opened the door for a fresh way to use applications to successfully reach the right audience.”

Tang stated that the industry either needs to “engage with consumers or lose them”. She added that the smart phone platform would offer enhanced opportunities to both brands and marketers. However, because smart phone services like ‘S Mart’ are not yet a necessity for everyone, “convincing consumers to opt-in” remains the biggest barrier for FET and other telcos.

Nonetheless, “FET has opened the floodgates to new ways in which we can interact with consumers and in which brands can benefit,” she claimed.










Credits:
Project FET Smart Service
Client Far EasTone Telecommunications
Creative agency Ogilvy & Mather, Taiwan
Executive creative director Emian Cheng
Media agency Mindshare, Taiwan
Production company Askafilm
Exposure Television, print, online