MTR celebrates holiday season with Kumamon-themed train compartment

After adding Cheil Hong Kong to its latest ad agency roster, MTR teamed up with the creative firm to roll out an outdoor campaign in a bid to some festive cheer and atmosphere at one of the busiest MTR stations in Hong Kong – Kowloon station during Christmas season.

Cheil Hong Kong was asked to come up with a branding campaign to add some festive cheer for MTR and to bring MTR’s message - “Festive delights to passengers” to life.

The project featured the Japanese cartoon anime Kumamon with a real-life train compartment showcasing the cartoon characters as part of the design.

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The train compartment booth was done in real-life scale and was brought to life with two of the colourful mascots which looked to attract passengers coming in or out from the Kowloon station or going to and from the Elements Mall.

Leveraging on the cartoon character which has been part of the MTR’s souvenir ticket promotion campaign, the idea has captured the attention of passengers on their way to catch their train and have stopped people of all ages wanting to take a photo opportunity or selfie - especially when with family and friends during this festive period.

“The beauty of this campaign was being able to turn a simple idea into something interesting and fun, while also having the client’s full support in executing the project smoothly,” says Eric Park, managing director, Cheil Hong Kong.

“We are pleased with the outcome of this train compartment showcase, we hope our passengers can share the joy of Christmas while riding on MTR.” says Karen Woo, general manager - branding and mainland China and international business marketing of MTR Corporation.

The campaign ran from 10 December through 2 January 2018.