MTR Advertising celebrates OOH excellence at Spark Awards 2025

MTR advertising has clinched multiple accolades at MARKETING-INTERACTIVE’s Spark Awards 2025, celebrating its innovation and creativity in Hong Kong’s competitive advertising landscape.

Despite challenging market conditions and intense competition in the media market, its “A wish for Christmas” campaign stood out captivating audiences and highlighting the impact of the new MTR advertising ecosystem. This omnichannel solution not only brought festive cheers to MTR passengers but also delivered strong business results for sponsors.

A festive campaign with heart-warming deliveries

“A wish for Christmas” campaign invited passengers to co-create a festive experience by designing a personalised digital ornaments with heartfelt wishes through an interactive campaign site.

Every 1,225 ornaments lit up a virtual Christmas tree, and the trees collectively bloomed a “Wish Forest” which was displayed on MTR digital panels, throughout MTR network and at the Hong Kong West Kowloon Station of the High Speed Rail (Hong Kong section). This immersive experience and collaborative initiative connected local and cross-border travelers, fostering a joyful festive atmosphere. Passengers shared their unique ornaments on social media to earn MTR Points, sponsors’ vouchers, and chances to win grand prizes, driving strong engagement and sharing unforgettable memories and happiness with the community.

Integrated omnichannel strategy for seamless customer journey

MTR advertising partnered with three major media sales agencies, JCDecaux Transport, Bravo Media, and Asiaray, to amplify the campaign across more than 90 stations. The campaign seamlessly blended offline and online channels, including posters, digital panels, programmatic digital out-of-home (PDOOH), MTR Mobile, digital banner ads, and different social media platforms.

By connecting diverse advertising touchpoints, it delivered a personalised and impactful customer journey. Collaborations with key opinion leaders (KOLs) further boosted social buzz, resonating with younger audiences and driving campaign engagement.

Driving impact and business conversion

The “A wish for Christmas” campaign not only provided massive exposure for sponsors but also converted audience engagement into tangible business value. By offering incentives such as MTR Points and sponsor vouchers after ornament creation, it encouraged local spending and supported businesses. The campaign achieved a remarkable reach of over six million and generated 242 million impressions.

Awards and recognition

“A wish for Christmas” campaign earned MTR Corporation the following accolades at the Spark Awards 2025:

• Gold

Best Media Campaign – Experiential

• Silver

Best Media Campaign – Omnichannel Best Use of Technology

These awards recognise MTR advertising’s creativity, technological innovation, and sharp media insight, reinforcing its leadership position in OOH advertising.

Looking ahead

As MTR advertising continues to push boundaries in advertising, these achievements highlight its dedication to creating meaningful, engaging experiences for both passengers and sponsors. “A wish for Christmas” campaign exemplified how MTR advertising’s creativity and digitalisation can unite communities and drive business value. MTR advertising remains committed to pushing boundaries in OOH advertising, inspiring future campaigns that resonate and drive results.

This article is sponsored by MTR advertising.