Demae Itcho dominates transit media

Hong Kong - Damae Itcho has kicked off an outdoor campaign at train stations highlighting 40 years since it launched its instant noodles to the Hong Kong market.

The campaign, which will run for four weeks, is based on the concept of family and is aimed to create an emotional bond between the brand and local consumers.

To demonstrate how Hong Kong families have evolved over the years, a series of visuals featuring the Nissin characters since the 1960s from traditional to contemporary home settings are displayed at the MTR Kowloon Tong and Causeway Bay stations.

Ivan Lam, marketing director for AsiaRay said, advertising in the area between Kwun Tong and East Rail line was perceived as conservative but the current campaign utilising extension and buntings in addition to the 12 sheet panels prove that advertisers could be creative in their execution.

The exterior of a train for the Kwun Tong Line will also be decorated with the Nissin characters including a 3D image at Causeway Bay.

Asatsu-DK Hong Kong developed creative and handled media buying and planning duties for this campaign.