MTR has partnered with creative agency Two Hundred to roll out a new TV commercial to soft launch the new Sha Tin to Central line.
Under the tagline “Next generation, rail connection”, the TV spot aims to raise awareness and also education the public about the new project, which is set to be completed in 2008 ad 2012.
The spot will run until mid December.
“Trough children fantasy and imagination, we hope to trigger audience’s future anticipation on the project,” said Christine Pong, executive creative director of Two Hundred.
“Choosing kid’ most intimate toys to represent the idea is an effort to resonate next generation, which will be the main target group by the time the new line launch. The youthfulness and energy in the spot appeal to all age group on an emotional and sentimental level,” she added.
Jacqueline Tong, head of branding at MTR Corporation Limtied, also commented: “Through the playful approach, we hope to evoke audiences’ inspiration on the up-coming routes and to deliver its benefits by adopting children fantasies in the commercial.”
“As several engineering projects of the new route are ongoing, the video will also run as an explanation for the disturbance to affected residents,” she added.
The campaign is also supported by print, OOH and radio and social media executions.
Media buying of the campaign is handled by MTR’s media partner OMD Hong Kong.