JCDecaux Transport celebrated success with outstanding MTR advertising campaigns at LEA HK 2025

JCDecaux Transport, the market leader and No. 1 out-of-home (OOH) and digital out-of-home (DOOH) advertising industry in Hong Kong, celebrated resounding success with Bank of China (Hong Kong) and Taobao at MARKETING-INTERACTIVE's Loyalty and Engagement Awards 2025 Hong Kong. 

The company won the prestigious awards below:   

MTR* advertising BOCHK - Connect Every Excitement 
- Best Omni-Channel Strategy – Gold  
- Best Use of Gamification – Silver   
 
MTR* advertising Taobao Double 11 Shopping Festival  
- Best Loyalty Strategy – eCommerce – Gold  

#Award-winning clients are mentioned in alphabetical order. 

Shirley Chan, managing director of JCDecaux Transport Hong Kong & Macau said, “Congratulations to our valuable clients – Bank of China (Hong Kong) and Taobao for their trust to MTR* advertising and JCDecaux Transport.  I would also like to express my heartfelt gratitude to MTR for their unwavering support, as well as my team for their exceptional efforts in striving excellence.” 

“This is the testament of incredible teamwork and dedication. As the No.1 outdoor advertising company in Hong Kong, JCDecaux Transport will continue to offer cutting-edge and innovative O2O advertising solutions for brands to cultivate a devoted customer following and nurture strong relationships for promising ROI,” she added 

*MTR advertising refers to the exclusive advertising business managed by JCDecaux Transport, which includes the Island Line, South Island Line, Tsuen Wan Line, Kwun Tong Line, Tung Chung Line, Tseung Kwan O Line, Disneyland Resort Line, and the Airport Express.  

MTR* advertising BOCHK - Connect Every Excitement Campaign was designed to deepen brand engagement and connect with MTR* passengers through multi-channel promotions and data-driven optimisation.  

The renowned bank created an interactive experience through captivating station zone takeovers, incentivised mobile and on-site tennis games, MTR Mobile retargeting and programmatic out-of-home (pDOOH) advertising strategy. This full-funnel online-merge-offline (OMO) strategy tactically reached target audiences and received an overwhelming response from the market, successfully converting traffic to conversions. 

Taobao launched an unprecedented O2O advertising citywide campaign to promote “Hong Kong Free Shipping” for Double 11 Shopping Festival. The campaign went beyond impactful OOH ads to enhance awareness, combining comprehensive O2O promotions, including MTR Mobile, PR initiatives, and influencer marketing.  

The leading eCommerce platform creatively launched playful slogans in MTR stations. The unique slogan in each MTR station incorporated distinctive aspects or landmark elements of Hong Kong, which successfully created a sense of relevance and built a strong emotional connection with passengers.  

Various promotional code stickers were placed at designated MTR stations for passengers to enjoy shopping offers. Taobao also utilised MTR* advertising’s pDOOH solution, enabling real-time adjustments to timing, budget and locations and precise audience targeting. The campaign seamlessly integrated Taobao experience into the daily lives of millions, creating an immersive Taobao shopping world among locals with a holistic and engaging consumer journey.  

CK Chan, head of Hong Kong and Macau, Tmall Taobao World said, "Thank you Marketing-Interactive for the recognition. Taobao Double 11 Shopping Festival Campaign combined both online and offline creative advertisements with MTR* advertising’s eco-system, which effectively conveyed the message of free shipping offer to all Hong Kong citizens and strengthened our connection with local consumers. We would also like to express our sincere appreciation to JCDecaux Transport for their passion and professionalism, making the impossible possible!” 

This article is sponsored by JCDecaux Transport.