Sony rides with MTR passengers

Hong Kong - Asia's first Digital Escalator Crown Bank, a digital advertising platform, will be travelling with Hong Kong MTR passengers along the escalator around the clock starting today.

An opening ceremony was held today by MTR Corporation, JCDecaux Digital Vision and Sony VAIO at the MTR's Causeway Bay Station to kick off the platform.

Stella Kwan, senior manager of MTR Corporation's media business, said Digital Escalator Crown Bank, which comes with a series of 32-inch HD screens, will encourage advertisers to be more creative in order to stir passengers' imagination.

This new platform runs on the wall above the handrail of the escalator, and tells a story through animation or visuals on rotating loops, appearing as a movie on the move.

Advertisers are allowed to use high-quality audio effects and poster extensions to highlight the panels for better visual and audio impact.

Kwan said this new outdoor digital ad platform will spread to 10 more locations in Hong Kong early next year.

Sony, which won the opportunity to be the first advertiser of the new platform, said the creativity behind the Digital Escalator Crown complements Sony's promotion strategy.

ACA Marketing Communication organized the press event.