HKTVmall has unleashed another OOH campaign at MTR to back its new frozen meat line, done by satirical publisher 100Most (100śĮõ).
The campaign comprises a set of eight main visuals, each of them spotlights one cloze sentence encouraging viewers to guess the missing words.
The cloze quizzes are¬†not designed to be challenging, as all of them are humorously and¬†satirically reflecting on some of the most trending social and political issues¬†that have become the talk of the town.
Version 1¬†–¬†About¬†chief executive¬†CY Leung’s vehement daughter:
Version 2¬†–¬†About TVB’s notorious¬†drama quality.
Version 3¬†–¬†About¬†ATV’s late payment of wages:
Version 4¬†– About the¬†Life College scandal, with¬†its¬†doctorate degrees suspected of¬†being fake.
Version 5 – About an off-key performance of local actress and singer¬†Liza Wang at TVB Jade Solid Gold Music Awards 2015 (Selection Part 1).
Version 6 – About MTR’s¬†recurrent¬†technical¬†glitches.
Version 7 – About Hong Kong’s lead-in drinking water crisis.
Version 8 – About everything you can think of.
The commercial¬†is a work of delightful satire, while delivering a¬†clear¬†message that is¬†amplified¬†by simple execution and neat design.
“This approach aims to carry through a sense of humour in our ads from the previous MTR takeover,” said¬†Jessie Cheng,¬†associate director¬†of¬†corporate¬†communications at Hong Kong Television Network.
“We hope to engage viewers¬†by¬†asking them to figure out the missing¬†words from the sentences, making passer-by to take a pause in front of the ads and absorb the messages.”
The campaign covers all the MTR stations and selective bus shelters in Hong Kong, running until mid-January.