JCDecaux has debuted a transparent touch screen at Mong Kok MTR Station to promote Sony's latest smartphone.
Dubbed "Ambient Showcase", the 65-inch transparent screen is the MTR's largest digital screen to date, which can feature interactive elements and videos.
The Sony campaign lets users view the photos and watch videos of the smartphone's features by touching the icons displayed on the screen.
"This new tech combines the fun of digital interactions and real product showcases in order to provide a more holistic experience to users," said Shirley Chan, general manger of JCDecaux Transport Hong Kong and Macau.
The installation will showcase Sony's Xperia Z Ultra 4G LTE smartphone until 27 September. Other advertisers may use the new screens in coming months.