MTR Digital Escalator Crown Bank Media Kit 2009_online version
MTR Digital Escalator Crown Bank Media Kit 2009_online version
MTR Digital Escalator Crown Bank Media Kit 2009_online version
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Why Outdoor <strong>Digital</strong> Advertising?3
Why Outdoor <strong>Digital</strong> Advertising?• Why <strong>Digital</strong>? Allows motion which attracts attention as animated ad isperceived to be an effective format Offers new creative possibilities, freshness and a modernimage Flexible for speedy update to communicate right message atthe right time <strong>MTR</strong> captive environment has a competitive advantage overother outdoors to ensure full message delivery4
<strong>MTR</strong> <strong>Digital</strong> ProductsEvolution100 TracksidePlasma TV51 ConcoursePlasma TV4 Plasma Ring<strong>Digital</strong><strong>Escalator</strong><strong>Crown</strong><strong>Digital</strong>PosterNetworkLaunch ofConcoursePlasma TVLaunch ofTracksidePlasma TVJun 03 Dec 03 Oct 06 Q3 08 Q1 095
<strong>Digital</strong> <strong>Escalator</strong> <strong>Crown</strong> <strong>Bank</strong>6
<strong>Digital</strong> <strong>Escalator</strong> <strong>Crown</strong> <strong>Bank</strong>• 32” HD LCD Panels for HD of visual impact• Accommodate animated ads, rotation ofmultiple visuals and image-flow executions• Flexible to run 3 different creative executionsper day• Provide quality audio effect & posterextension to enhance creative flexibility &impact7
Locations1. Causeway Bay Station (DEC3083)Exit F – To Jardine’s Crescent2. Causeway Bay Station (DEC3082)Exit D – To Sogo3. Causeway Bay Station (DEC3081)Up to Sogo Concourse4. Central Station (DEC 1001)Up to World Wide House Concourse5. TST Station (DEC1051)Exit A - Towards Kowloon Park and Haiphong Road<strong>Digital</strong> <strong>Escalator</strong> <strong>Crown</strong> <strong>Bank</strong>Locations8
Causeway Bay Station (DEC3083)Exit F – To Jardine’s CrescentJardine’s CrescentEntrance to Concourse(downwards)Leading toJardine’s Crescent(upwards)The <strong>MTR</strong> reaches an average of 458,000 passengers in one week at Causeway Bay StationSource: HK Nielsen <strong>Media</strong> Index 20079
Causeway Bay Station (DEC3082)Exit D - Towards SogoExit D leading to Sogo(upwards)Exit D leading to <strong>MTR</strong>Station Sogo Concourse(downwards)The <strong>MTR</strong> reaches an average of 458,000 passengers in one week at Causeway Bay StationSource: HK Nielsen <strong>Media</strong> Index 200710
Causeway Bay Station (DEC3081)Up to Sogo ConcourseLinking Upper Platformto <strong>MTR</strong> Station Sogo Concourse(upwards)The <strong>MTR</strong> reaches an average of 458,000 passengers in one week at Causeway Bay StationSource: HK Nielsen <strong>Media</strong> Index 200711
Central Station (DEC1001)Up to World Wide House ConcourseLinking Platformand World Wide House Concourse(downwards)Linking Platformand World Wide House Concourse(upwards)The <strong>MTR</strong> reaches an average of 509,000 passengers in one week at Central StationSource: HK Nielsen <strong>Media</strong> Index 200712
TST Station (DEC1051)Exit A – Towards Kowloon Park and Haiphong RoadLinking Exit A and Concourse(downwards)Linking Exit Aand Concourse(upwards)The <strong>MTR</strong> reaches an average of 540,000 passengers in one week at TST StationSource: HK Nielsen <strong>Media</strong> Index 200713
Why <strong>Digital</strong> <strong>Escalator</strong> <strong>Crown</strong> <strong>Bank</strong>?Premium and Creative Communication PlatformUsing digital technology for strategic highlightswithin a captive environment• Innovative & Progressive Brand Image – first-ever in Hong Kong• High Creative Flexibility – accommodate numerous display formats• High Impact - site exclusiveness• Maximize Ad Message Registration – digital display with motion andsound effect in a captive environment• Right Message at the Right Time – allow creative rotation by differenttime of the day• High Reach on Quality Audience – strategic locations among top qualitystations14
Ad Track StudyAug 200815
Viewing FrequencyMean of Viewing Frequency = 4.6 times in past 7 days8070No. of Respondent60504030201001 to 2 3 to 5 6 to 10 11 to 15 16 to 20No. of TimeQ: In the past 7 days, how many times in total have you seen the <strong>Digital</strong> <strong>Escalator</strong> <strong>Crown</strong> ad?16
Attractiveness of DECThe DEC scored an average of 6.4 points in term of attractiveness1009080No. of Respondent7060504030201001 to 2 3 to 4 5 to 6 7 to 8 9 to 10Attractiveness of DECQ: How attractive do you find the DEC in <strong>MTR</strong> station is? Please use 1-10 to indicate while 10 is the highest and 1 isthe lowest.17
Attractiveness ofAnimation of DECMore than half said the animation was either attractive or veryattractive601 to 2 3 4 to 55040Percentage302010%%0AnimationQ: How attractive is the following aspects of the DEC in the <strong>MTR</strong> station? Please use 1-5 to indicate while 5represents ‘very attractive’ and 1 represents ‘very unattractive’.18
Showcase 1<strong>Bank</strong> Location - DEC3083Causeway Bay Station (DEC3083)Exit F – To Jardine’s CrescentThe <strong>MTR</strong> reaches an average of 458,000 passengers in one week at Causeway Bay StationSource: HK Nielsen <strong>Media</strong> Index 200719
SonyVaioLocation: Causeway Bay Station Exit F, towards Jardine’s Crescent (DEC3083)20
UA FinanceUA Debt Consolidation LoanLocation: Causeway Bay Station Exit F, towards Jardine’s Crescent (DEC3083)21
Showcase 2<strong>Bank</strong> Location - DEC3081Causeway Bay Station (DEC3081)Up to Sogo ConcourseThe <strong>MTR</strong> reaches an average of 458,000 passengers in one week at Causeway Bay StationSource: HK Nielsen <strong>Media</strong> Index 200722
Standard Chartered <strong>Bank</strong>Click a countLocation: Causeway Bay Station, up to Sogo Concourse (DEC3081)23
Pizza HutCheesy BitesLocation: Causeway Bay Station, up to Sogo Concourse (DEC3081)24
Showcase 3<strong>Bank</strong> Location – DEC1051TST Station (DEC1051)Exit A – Towards Kowloon Parkand Haiphong RoadThe <strong>MTR</strong> reaches an average of 540,000 passengers in one week at TST StationSource: HK Nielsen <strong>Media</strong> Index 200725
UA FinanceUA Debt Consolidation LoanLocation: TST Station Exit A – Towards Kowloon Park and Haiphong Road (DEC1051)26
Domination <strong>Bank</strong> Package<strong>Bank</strong> No.StationLocationNo. ofPanelsGross Rate / <strong>Bank</strong> / Week (HKD)Without PosterWith PosterExtensionExtensionDEC3083Causeway BayExit F – To Jardine’s Cresent11+11$60,000.00$95,000.00DEC3082Causeway BayExit D – Towards Sogo16+16$65,000.00$98,000.00DEC3081Causeway BayUpper Platform to Sogo Concourse12+5$72,000.00$108,000.00DEC1001CentralUp to Worldwide House Concourse11+11$50,000.00$90,000.00DEC1051Tsim Sha TsuiExit A – Towards Kowloon Park16+16$65,000.00$98,000.00Remarks:• Minimum booking: 3 weeks• Commencement: Thursday• Two Creative Uploading Options:•1 + 1 <strong>version</strong> (inclusive of 1 <strong>version</strong> creative change) – maximum 2 <strong>version</strong>s to be broadcastthroughout the booking period, OR•3 <strong>version</strong>s per day ( with no <strong>version</strong> change throughout the booking period)• Surcharge HK$1,000 per every additional <strong>version</strong> change• Availability of Poster extension & audio effect are subject to <strong>MTR</strong> approval.27
Sales Entitlements• Site domination of entire digital bank, number of panels is subject to individual bank location• Audio effect along entire digital bank• Panel extension (optional)• Two Creative Uploading Options:1) 1 + 1 <strong>version</strong> (inclusive of 1 <strong>version</strong> creative change) – maximum 2 <strong>version</strong>s to bebroadcast throughout the booking period, OR2) 3 <strong>version</strong>s / day ( with no <strong>version</strong> change)• First <strong>version</strong> of all materials must be submitted 10 working days prior to the commencementday. Materials for update <strong>version</strong> must be submitted 5 working days prior to the display day.• Schedule change request must be submitted 1 working day prior to display time• Surcharge of HK$1,000 applicable for additional creative <strong>version</strong> uploadingRemarks: Reference Cost: Creative & Concept Design ~ HK15,000-40,000; Production ~HK$16,000 – 80,000; subjectto the complexity level of individual creative.28
Technical Specifications• Motion is not allowed in the First TWO and Last TWO panels of each escalator• Average traveling time ranges from 17 to 30sec subject to different locations• For static image (First and Last TWO panels) png (with alpha channel), jpeg, max. pixel 768 x 1366 (portrait mode)• For Video file playback / Animation wmv 9, mpeg -2, max. pixel with 768x 1366 (portrait mode) For animation with overlay over background files, please submit quick time .mov format (using .png alphachannel)Clients may submit one or multiple files based on the creative complexity• Audio file playback for Sound Effect MP3, wav• Electronic Files Submission / Approval JCD will provide dedicated FTP server for file submission.All materials are subject to approval of TELA classification and <strong>MTR</strong> approval• Material Submission Deadline First <strong>version</strong> of all materials must be submitted 10 working days prior to the commencement day Materials for update <strong>version</strong> must be submitted 5 working days prior to the display day.Schedule change request must be submitted 1 working day prior to display time29
Creative Demo 1Launch of New Skin Care ProductsNew Icon for “Natural” PlatformDemo:• Dynamic motion for strong advertising impact• Image-flow to highlight new icon “ 蒲 公 英 ” to enhanceregistration of “Natural” communication platform• Multiple displays to showcase range of new products30
Creative Demo 2Promotion for Credit Card UsageEnjoy the Benefits Anytime AnywhereDemo:• Dynamic motion for strong advertising impact• Image-flow of Credit Card to highlight core messageof “Anytime Anywhere”• Multiple displays of different countries to effectivelycommunicate wide coverage of card usage31
Creative Demo 3Launch of New Hamburger FlavorDemo:• Dynamic motion for strong advertising impact• Sequential displays of Hamburger Toppings tohighlight the unique flavor• Flexible to change daily menu or product to ensureRight Message at the Right time32
Creative Demo 4Launch of New HandsetDemo:• Dynamic motion for strong advertising impact• Multiple displays to showcase range of new productfeatures• Sound Effect to stimulate attention and increaseimpact• FeatureAds to create Teaser and strengthenadvertising message33
Creative Demo 5Flagship Store Grand OpeningDemo:• Dynamic motion for strong advertising impact• Multiple displays to showcase range of new productsand grand opening details• Sound Effect and FeatureAds to allow high passengerengagement34
Creative Demo 6Promotions for Theme Park(Experience the adventure from the sea to the sky)Demo:• Lively design with animated motion to seek attention andensure brand registration• Effective to showcase excitements and enjoyments fromdifferent scenes35
Contact UsFor the exceptional creativity flexibility andadvertising effectiveness, contact our salesteam at (852) 3960 3333 for discussion now!36
Appendix37
<strong>MTR</strong> Facts• People from All Walks of Life travel on the <strong>MTR</strong> everyday• Mass and comprehensive coverage• Daily passenger flow : 2,650,400* (weekday average)• Weekly reach : 3,134,000** (number of passengers)• Number of rides : 6 / passenger / week• Profile - mass but upscale, skewed towards working population* Source: Patronage of Jul to Nov 2007 on <strong>MTR</strong> Corporation website (www.mtr.com.hk)**Source: 2007 Nielsen <strong>Media</strong> Index (Jan-Dec 2007)38
<strong>MTR</strong>* is an effective medium to reachYoung and Affluent IndividualsPop. P12-64<strong>MTR</strong>* Passenger (Past Week)Projected Universe: '000 5,2843,134% % IndexAge15-24 16.0% 20.0% 12525-34 20.1% 21.8% 10935-49 35.4% 33.3% 9450-64 24.2% 20.6% 85EducationF1-F7 59.9% 59.7% 100University Or Above 23.0% 28.4% 124Household Income HK$ per mth
Travel Time on Different <strong>Escalator</strong>sCauseway BayExit F: Jardine’s CrescentCauseway BayExit D: Towards SogoCauseway Bay:Up to Sogo ConcourseCentral: Up to WWH Concourse17 s29 s19 s19 sTST: Exit ATowards Kowloon Park and Haiphone Road31 s40
Research ObjectivesResearch Objectivesand Methodology- To measure <strong>MTR</strong> passengers’ perceptions towards DEC in differentstations- To gauge the ad awareness, viewing frequency and content recalltowards the Sony Vaio DEC ad campaignMethodology: Face-to-face Interviews Sample Size: 202Field Work- Period: 20th – 22nd August, 2008- Location: Concourse area in CAB stationTarget Respondent- Aged 18 – 49- Have traveled by <strong>MTR</strong> in the past 7 days- Aware of the Sony Vaio DEC ad campaign41
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