MTR wows commuters with Chiikawa sound effect at station gates

Riding on the popularity of Japanese manga Chiikawa, MTR Corporation has partnered with AllRightsReserved (ARR) to transform various MTR stations into local attractions, with the East Tsim Sha Tsui station gates featuring Chiikawa sound effect to enrich commuters' experience. 

Targeting both locals and tourists, this follows the launch of the Chiikawa-themed light rail, and an exclusive exhibition which is available throughout August at K11 MUSEA and Tsim Sha Tsui Harbourfront. The exhibition features iconic scenes of Chiikawa, over 100 3D sculptures, a nine-meter-tall inflatable set, and lifelike manga recreations.

A spokesperson from MTR told MARKETING-INTERACTIVE that this multi-sensory campaign blends physical and digital elements to deliver surprise and delight at every turn, making public transportation not just a necessity but an anticipated part of our passengers' day.

To lure visitors to the exhibition, East Tsim Sha Tsui station is decorated with signature characters such as Chiikawa, Hachiware, and Usagi at the customer service centre, on selected station walls, and at designated entry and exit gates. 

Additionally, the CHIIKAWA sound effect is surprisingly added to the gates as a surprising touch to delight passengers’ journeys.

To extend the joy to different stations, Tai Koo, Tseung Kwan O, Hong Kong, Kowloon and Hong Kong West Kowloon stations have installed thematic photo-taking scenes with acrylic art standee of Chiikawa, Hachiware and Usagi holding their “hunting sticks” set under the backdrop of MTR’s signature mosaic walls for fans to take a snap with their beloved characters during daily commutes.

Besides, MTR Mobile has launched the "CHIIKAWA DAYS in MTR: Ride more for a 'Gacha' Surprise!" programme (CHIIKAWA DAYS 站站遊蹤」:《密密搭 · 賞襟章》)from 28 July to 31 August. MTR Mobile members who register by 18 August and use their Octopus linked to MTR Mobile can participate in a gacha draw. The top 14,000 members with the highest eligible MTR rides will have a chance to win one of the limited Chiikawa-themed badges at designated stations.

Furthermore, the CHIIKAWA DAYS themed collectibles (MTR collection) are now available on the MTR e-store and at physical locations, including Admiralty and Hong Kong West Kowloon stations, Light Rail Siu Hong Stop, and the CHIIKAWA DAYS Exhibition. Products for sale include the “1:87 CHIIKAWA DAYS themed model train,” “CHIIKAWA DAYS themed diecast model train and Octopus set,” and themed acrylic stands.

Don’t miss: MTR spreads joy this summer with Chiikawa-themed light rail

Following the success of “CHIIKAWA DAYS themed Light Rail” launched in July, MTR is bringing Chiikawa and friends to more communities by introducing the “CHIIKAWA DAYS Tuen Ma Line themed train” from 3 to 31 August, featuring colourful fireworks in the background to make passengers feel as if they are in the nighttime forest, creating a "day" and "night" contrast with the previously launched themed Light Rail.

The series of initiatives is mainly promoted via MTR station publicity, social media, and KOL engagement, according to the spokesperson. By creating interactive, Instagram-worthy moments at multiple touchpoints, MTR seeks to drive increased ridership and station dwell time, generate organic social buzz through shareable experiences, enhance customer delight throughout their journey, and strengthen MTR's position as an innovative, customer-focused brand.

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