A HIT TV show was the inspiration for JWT Hong Kong's winning advertising spot for telecoms provider PCCW. In a nod to Minutes to Fame, the PCCW commercial features Cantopop stars Hacken Lee and Joey Leung reprising their role as hosts of the popular talent show.

In the original show, modelled after the hit TV series American Idol, aspiring singers try to stay on stage as long as possible until hosts Lee and Leung dismiss them with the ring of a bell.

In the spoof version, the bell-ringing signals the dismissal of lesser telecoms companies, leaving PCCW as the winner. The talent show's tagline is: 'The whole town is excited when the cruel bell rings'. JWT hoped to generate a similar excitement with its brand campaign.

'We wanted to capitalise on the popularity of the show,' said JWT Hong Kong CEO Desmond So.

In a cutthroat market situation, with telecoms rivals dropping prices to grab market share, PCCW wanted a boost to its fixed-line brand image with a catchy pop-culture spot. The TV ad also implied that quality, not pricing, was the point in the PCCW product.

'The advertising spot conveys a clear message that PCCW's premium fixed line is worth the price,' Mr So said.

Getting both Cantopop celebrities to participate in the ad campaign was a challenge because of Lee and Leung's hectic schedules, but it was worth the effort, Mr So said.

According to an audience poll, 86 per cent of television viewers recognised the brand advertised, and 80 per cent were aware of the product. The spot was first aired on July 5, and in three weeks the brand had achieved a 79 per cent response from PCCW's target group of consumers.

The TV ad is to have a second run, starting on September 5 and running for two weeks. PCCW expects a similar market response. As in the first run, the campaign will be aired on television and radio and appear in other advertising media such as print, posters and online advertisements.

Mr So described the JWT-PCCW partnership as 'true teamwork'.