Nicholas Tse and MTR wow concertgoers with pre-recorded station announcements

Ahead of the highly anticipated concert of Cantopop singer Nicholas Tse, the singer has partnered with MTR to remind attendees which exit is the most convenient to reach Kai Tak stadium. 

Tse's four-day “Evolution Nic Live” show will take place from 24 to 27 April at Kai Tak stadium, with ticket prices ranging from HK$680 to HK$1380. He will be the first Hong Kong artist to hold four solo concerts at the 50,000-seat Kai Tak Main Stadium.

Details about ticket sales for Tse’s concerts will be released later, while certain credit card holders will have access to priority booking starting next week, according to the post.

This came as MTR wished to manage the crowd control at MTR stations as Tse's concerts are expected to draw over 50,000 audiences at one time. MTR mascot "T Chai" secretly invited Tse to record a broadcast announcement, guiding visitors which Kai Tak MTR exit would be the most convenient.  

From 24 April until 27 April, Sung Wong Toi station and Kai Tak Station will broadcast Tse's pre-recorded announcements, "remember it's Kai Tak exit D, please do not walk against the crowd to avoid being late to the concert!", as well as pre-recorded voiceovers for audiences leaving the stadium, "No rush, the next train will arrive soon, please rest well!

The collaboration has garnered over 3,000 likes on MTR's Instagram, with many applauding MTR's smart move to promote the concert, while some wished Tse a good performance on stage, a check by MARKETING-INTERACTIVE saw. 

"We are thrilled to share the experience of our cross-media collaboration with Tse! This partnership is truly unique and innovative. Through the public audio announcement  of the MTR network, Tse's voice accompanies fans on their journey, from the moment they depart from the train to the time they start returning home. This not only enhances the overall experience, delights our customers, making their travel more enjoyable and engaging. It's truly an innovative approach that has brought a new dimension to commuting!" said a spokesperson from MTR Corporation.

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

Apart from MTR, Tse's show organiser EEG Music also ramped up promotion in town before the concert, including putting up Tse's concert posters and photos of the star on truck bodies and interior. His used guitars, including the one he previously broke on stage, were also showcased within the truck.

Apart from the trucks, a giant cargo ship appeared on the water of Victoria Harbor simultaneously, featuring large banners and out-of-home ads, making it the most dazzling scenery in the harbour.

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