Triumph at the Spark Awards 2025: The great success of MTR & Airport Express Advertising

MTR* & Airport Express advertising, operated by JCDecaux Transport, has achieved remarkable recognition at the Spark Awards 2025, garnering a total of 16 awards, including one grand prize, six gold, six silver and three bronze awards. 

Notably, “MTR* advertising Taobao Double 11 Shopping Festival” was honoured with the prestigious title of “Media Campaign of the Year”, showcasing the most outstanding performer in the media industry.  

Shirley Chan, managing director of JCDecaux Transport Hong Kong & Macau said, “We extend our heartfelt gratitude to MTR Corporation, our esteemed clients, and agencies for their unwavering trust and support. A special thanks to our dedicated team for their passion and commitment to innovation and creativity.” 

We also received prestigious awards in various categories: 

MTR* advertising – “Bank of China (Hong Kong) - Connect Every Excitement" campaign 

The campaign was designed to deepen brand engagement and connect with MTR* passengers through multi-channel promotions and data-driven optimisation. The renowned bank created an interactive experience through captivating zone dominations, incentivised mobile and on-site tennis games, MTR Mobile retargeting and pDOOH advertising strategy. 

This full-funnel online-merge-offline (OMO) strategy tactically reached target audiences and received an overwhelming response from the market, successfully converting traffic to conversions.  

MTR* & Airport Express advertising - The Pandastic Hong Kong Campaign 

Hong Kong Tourism Board (HKTB) strategically leveraged the extensive network of MTR* & Airport Express advertising to ignite the public’s interest in the expansion of panda family! 

From Welcoming Panda Express to captivating dominations, HKTB reached tourists and locals with eye-catching and adorable panda characters. The public could watch the livestreaming of pandas’ daily lives through the gigantic screen at MTR* Hong Kong Station, spreading Hong Kong’s dynamic and positive vibes and generating social buzz.  

MTR* advertising - Water World Ocean Park Summer Campaign 

The campaign marked the first implementation of real-time weather signal in MTR, utilising dynamic creative optimisation in Hong Kong. Tailored messages were customised in response to real-time weather data provided by the Hong Kong Observatory at selected MTR stations.  

Target audiences passing by the pDOOH screens encountered different ad visuals specifically designed for various weather conditions, effectively delivering the message that Water World Ocean Park is perfect for all weather. 

MTR* advertising Taobao Double 11 Shopping Festival 

Strategically utilising MTR* advertising’s extensive and powerful network, Taobao Hong Kong launched a ground-breaking 360° O2O advertising campaign during the last Double 11 Shopping Festival. The eCommerce giant effectively combined OOH, DOOH, pDOOH, and MTR Mobile, seamlessly integrated Taobao experience into the daily lives of millions, creating an immersive Taobao shopping world among locals with a holistic and engaging consumer journey.  

MTR* advertising – The Nature Conservancy Art for the Month 

The Nature Conservancy strategically adopted a cross-station O2O advertising strategy to drive traffic to the exhibitions at MTR Hong Kong and Taikoo Station. To further enhance the experience, an interactive AR game was introduced to connect the two exhibitions.  

Passengers could scan the QR code at each exhibition station to experience the entire exhibition virtually. They could also interact with digital panels across the MTR* network to play the animal AR game and learn anywhere in MTR.  

Special thanks to MTR for driving “A Wish for Christmas Campaign”! This festive campaign successfully connected passengers from offline to online through MTR Mobile activation, sending warmth and happiness to the public! 

#Award-winning clients are mentioned in alphabetical order. 

*MTR advertising refers to the exclusive advertising business managed by JCDecaux Transport, which includes the Island Line, South Island Line, Tsuen Wan Line, Kwun Tong Line, Tung Chung Line, Tseung Kwan O Line, Disneyland Resort Line and Airport Express. 

This article is sponsored by JCDecaux Transport.