3 HK repositions 5G broadband to address family security

3 Hong Kong has launched a new campaign for its 5G broadband plan, positioning itself as a digital lifestyle leader rather than just a traditional telecom brand.

As part of the brand's ongoing “3 for you” (好在有3) promise, the new 5G broadband plan includes value-added features designed for everyday life. These include built-in AI filtering that blocks fake websites, phishing sites, and harmful content-giving the whole family a safer online experience. 

Done in collaboration with creative agency The Bread Digital and media agency PHD, the campaign aims to shift 3 Hong Kong's 5G Broadband from a simple internet service to a complete protection solution. By highlighting free home insurance and “AI net protect”, the campaign addresses two key concerns for Hong Kong families: security and financial safety.

The “AI net protect” filters online scams, adding a key layer of security that carves out a unique, value-driven market position. To reinforce this, the product is named 5G Broadband PRO, where "PRO" stands for both professional network quality and strong customer protection.

Don’t miss: 3 HK goes beyond conventional telecoms services with new campaign

The creative direction maintains continuity with last year’s 'World plan' campaign, featuring the same lead talent and signature cinematography style. To enhance the campaign’s appeal, the campaign has introduced a French bulldog as a central character. The narrative follows the dog as it explores a dating site and inadvertently triggers a scam message; its owner then demonstrates the power of 5G Broadband PRO, showing how the service seamlessly blocks fraudulent content to ensure a secure home environment.

This humorous approach to product demonstration is specifically designed to capture the attention of families, pet lovers, and younger audiences.

As the campaign targets the mass market, it has adopted a strategic mix of traditional and digital promotional channels. This includes a TV commercial that officially launched on 11 May, complemented by high-impact advertisements across MTR stations and major press titles. All campaign videos and visuals are prominently displayed across 3 Hong Kong's retail network, ensuring a consistent brand experience at every customer touchpoint.

In terms of digital and social integration, 3 Group has integrated Carousell into its media plan alongside YouTube and other social platforms. The company has specifically selected Carousell to address the recent rise in platform-specific scams, allowing us to deliver our protection message as a timely reminder to their community.

Raymond Ho, executive director and CEO of Hutchison Telecommunications Hong Kong, said: “Our transition from a traditional telco to a digital service provider is rooted in the brand promise of '3 for you', a commitment to being there whenever our customers need us most. 5G Broadband PRO is the latest evolution of this philosophy, combining our superior 5G connectivity with '360-degree protection' for both physical property and financial assets.”

“By defining 'PRO' as 'PROfessional' and 'PROtect', we are ensuring that Hong Kong families can connect to the world with absolute confidence and security,” he added.

Back in July last year, 3 Group launched the "World plan" brand campaign to align with the trend of impromptu travel, following the launch of a monthly plan with data usable across more than 220 regions. Beyond extensive data use across the globe, the "World plan" also includes a free two-year travel insurance policy with global coverage, making carefree travel possible and enabling customers to journey anywhere, anytime.

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