MTR launches 'The speedy bounce' challenge to highlight Airport Express journey

MTR Corporation's Airport Express (AEL) has launched an online and street challenge inviting participants to bounce on a real Airport Express seat for exactly 24 seconds, mirroring the AEL’s 24-minute journey from Hong Kong Station to the airport. 

Available until 1 March, the “Airport Express ‘the speedy bounce’ online and street challenge” campaign is done in collaboration with creative agency Narrow Door and media agency Mindshare. It aims to maximise awareness of Airport Express through engaging experiences beyond the AEL stations and to drive patronage during the peak travel season. It also seeks to promote free rides for children and a 50% discount for JoyYou Card holders. The campaign targets the elderly segment, families with children, group travellers, young adults, and Gen Z.

As part of the campaign, a street challenge was launched in January during the weekends, featuring a real Airport Express seat placed in various locations around the city. Participants could sit in a seat where a tablet displayed different times. When the time reached exactly “24:00”, participants had to bounce immediately. This aimed to mirror AEL’s swift 24-minute journey from Hong Kong Station to the airport, capturing the Hong Kong spirit of “quick but not hurried”.

Winners have the chance to win prizes, including Hong Kong Airlines return economy class tickets from Hong Kong to Seoul, round-trip tickets for two on the Airport Express, and a 30% off coupon for a round-trip Airport Express ticket."

Extending the street challenge online until 1 March, citizens can participate in the Airport Express “The speedy bounce” digital challenge anytime and anywhere. By logging onto the challenge page and pressing the button as the timer hits 24:00, participants can help AEL’s mascot, KT Chai (機鐵仔), bounce into action. They may win prizes, including 50% or 30% off round-trip Airport Express tickets.

To maximise reach and engagement, MTR has implemented a full-funnel and all-rounded media plan that combines traditional and out-of-home (OOH) advertising across its station network with digital and social media channels, including Facebook, Instagram, Threads, YouTube, and Xiaohongshu. The plan also encompasses digital display ads, search engine marketing (SEM), and influencer marketing.

The campaign has adopted a "Winter travel vibe" to broaden its emotional appeal and target audience. It is backed by a lively, multi-channel marketing strategy that combines playful digital engagement, high-impact street activations, and highly shareable user-generated content.

Unlike the previous promotion, which focused primarily on elderly passengers, families with kids, and group travellers, this campaign has included teens and adults, bringing joyful, fast-paced travel moments to families and young adults alike. It has repositioned Airport Express as the energetic starting point for every winter adventure, transforming the 24-minute journey into an instant, memorable experience that people want to share and repeat.

Annie Leung, general manager-marketing and customer experience of MTR, said: “Airport Express isn't just a ride—it's the joyful spark that ignites every Hong Kong family's holiday adventure. Through ‘The speedy bounce' challenge, we're stepping out of our stations and into the streets, inviting everyone to bounce on a real Airport Express seat at exactly '24:00'—mirroring our lightning-fast 24-minute journey from Hong Kong Station to the airport, and capturing that perfect Hong Kong spirit of 'quick but not hurried.’”

“By tapping into these shared moments of excitement and memories, we aim to bring the fun for families, teens, and young adults alike, while offering instant wins such as free Airport Express tickets or 50% off coupons to make every trip even more unforgettable,” she added.

Don’t miss: MTR's campaign highlights unique travelling vibe aboard the Airport Express

Back in July last year, AEL launched an integrated campaign to strengthen its brand image as an airport railway system renowned for safety, convenience and reliability. 

Also known as "Airport Express summer travel promotion", the campaign brought to life the uniquely Hong Kong experience: “Travelling vibe starts with a journey on the Airport Express”. It aimed to reinforce MTR Airport Express as the premier transport option across different segments of outbound travellers.

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