CASE STUDY:

SmarTone

SmarTone is one of Hong Kong’s leading telecommunications companies, providing voice, multimedia and mobile broadband services. SmarTone prides itself in their customer-oriented philosophy and dedication to understanding the needs of different customers.

THE CHALLENGE

SmarTone was seen as grey, conservative, and ‘for middle-aged Chinese businessmen’.

OUR GOAL:

To reposition and re-engage customers with the SmarTone brand. To strengthen the franchise in anticipation of regulated consolidation of the category.

THE SOLUTION

• Reposition on an emotional ‘relationship builder’ promise

• Brand architecture solution

• Marketing communications strategy

• HR Performance Management system

• Retail customer service strategy

• Segmentation strategy

• Research and brand tracking studies

THE RESULTS

• Moved from #3 to #2 in the market

• Increased net profit by 350% in the year following rebranding

• Leading in HK Retail Management Association’s annual service ranking

• Nomination for Asia’s Top Twenty Brands by Media magazine

• Led to successful partnership with Vodafone