Three Hong Kong focussed on a review of their highly successful and uniquely authentic Honey Bee campaign, an initiative that broke the pattern of one-way, top-down marketing strategies, by putting the consumer right at the heart of their network quality improvements.
In a hyper competitive and saturated telco market, the top four operators consistently claim to be “the best, fastest and biggest” network. Bucking that trend, Three Hong Kong rallied its growing Gen Z customer base and influencer network to join a novel and grassroots operation across Hong Kong’s 18 districts – testing for and reporting on the network’s blind spots.
The campaign has flourished off the back of strong social media activation and advertising, including a Honey Beer Pong game at 3Shops to get more and more customers involved. Three says it will stop at nothing to eliminate the network’s blind spots.