MTR taps TV host Kenneth Chan for sonic branding campaign

MTR has tapped local TV host Kenneth Chan, best known as the host of the classic quiz show "Who Wants to Be a Millionaire?", to unveil a new sonic branding campaign centred on its iconic audio assets.

Titled "The ultimate sound of rail: Battle for millions," the initiative has leveraged daily station sound effects, passenger announcements, and railway trivia to engage the public, rail enthusiasts, and digital influencers through a series of online and offline challenges starting 8 June.

The campaign highlights the ubiquitous sounds that define Hong Kong’s daily commute—including train door chimes, platform announcements, facility alerts, and Light Rail transit sounds. According to the transit operator, the initiative aims to test participants' auditory memory, reflex speed, and general knowledge of the railway system.

Prior to the official launch, netizens spotted Chan shadowing station staff at Tai Wai Station, familiarising himself with daily operations as part of his preparation. By pairing Chan’s quiz-show persona with everyday transit audio, the campaign blends local pop-culture nostalgia with civic education, shedding light on lesser-known details of Hong Kong's public transport system.

The campaign commenced with a closed-door tournament filmed at the MTR Headquarters Building and the Kowloon Bay Depot. Rail enthusiasts and local KOLs were divided into three teams to compete in rounds featuring compulsory and buzzer questions covering heavy rail history, Light Rail operations, and audio recognition.

The highest-scoring participants advanced to an individual final held inside an MTR train car, which focused on creative broadcast delivery. Tasked with scripting and performing an announcement designed to motivate commuters on a Monday morning, contestants were judged on content, tone, rhythm, and communication effectiveness. Digital creator Ka Ying won the segment, securing a prize of one million MTR points.

The second phase of the campaign features a three-day public digital challenge running from 11 June to 13 June across MTR’s official Facebook and Instagram platforms.

The transit operator is releasing daily localised trivia questions regarding station audio and announcements, including multiple-choice questions testing basic audio recognition as well as an open-ended question requiring a written response. 

To qualify for rewards, users must submit correct answers within 24 hours of each post. MTR Corporation will select 100 winners based on the creativity of their responses, awarding each 10,000 MTR points. A grand prize winner chosen from this pool will receive an additional one million MTR points.

According to MTR Corporation, the campaign serves as a deeper exploration of its sonic branding strategy. The company emphasised that platform chimes, door alerts, and station broadcasts are meticulously designed to balance passenger information with safety compliance.

In addition to hosting the campaign, Chan has recorded a series of passenger announcements that will be integrated into select MTR stations. Moving forward, the corporation stated it will continue to refine its station audio environment to enhance the overall passenger experience.

MARKETING-INTERACTIVE has reached out to MTR for more information. 

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