mtr digital escalator crown bank - jcdecaux-transport.com.hk...mtr captive environment has a...

1

MTR Digital Escalator Crown Bank

2009 Media KitEffective from 1 March 2009

Updated by November 2008

2

Table of Content

• Why Outdoor Digital Advertising?

• MTR Digital Escalator Crown Bank

� Bank Location

� Why Digital Escalator Crown Bank?

� Digital Escalator Crown Bank Showcase

� Sales Package and Entitlements

� Technical Specifications

• Creative Demo

3

Why Outdoor Digital Advertising?

4

Why Outdoor Digital Advertising?

• Why Digital?

� Allows motion which attracts attention as animated ad is perceived to be an effective format

� Offers new creative possibilities , freshness and a modern image

� Flexible for speedy update to communicate right message at the right time

� MTR captive environment has a competitive advantage over other outdoors to ensure full message delivery

5

MTR Digital ProductsEvolution

Jun 03 Dec 03 Oct 06 Q3 08 Q1 09

Launch of Trackside

Plasma TV

Launch ofConcourse Plasma TV

100 Trackside Plasma TV

51 Concourse Plasma TV

4 Plasma Ring

DigitalEscalator

Crown

DigitalPoster

Network

6

Digital Escalator Crown Bank

7

Digital Escalator Crown Bank

• 32” HD LCD Panels for HD of visual impact

• Accommodate animated ads , rotation of multiple visuals and image-flow executions

• Flexible to run 3 different creative executions per day

• Provide quality audio effect & poster extension to enhance creative flexibility & impact

8

Digital Escalator Crown BankLocations

Locations Launch Schedule

1. Causeway Bay Station (DEC3083) LaunchedExit F – To Jardine’s Cresent

2. Causeway Bay Station (DEC3082) LaunchedExit D – To Sogo

3. Causeway Bay Station (DEC3081) LaunchedUp to Sogo Concourse

4. TST Station (DEC1051) LaunchedExit A - Towards Kowloon Park and Haiphong Road

5. Central Station (DEC1001) Late Nov 2008Up to World Wide House Concourse

9

Causeway Bay Station (DEC3083)Exit F – To Jardine’s Crescent

Leading toJardine’s Crescent

(upwards)

First Bank Location

Jardine’s Crescent Entrance to Concourse

(downwards)

The MTR reaches an average of 458,000 passengers in one week at Causeway Bay Station Source: HK Nielsen Media Index 2007

10

Causeway Bay Station (DEC3082)Exit D - Towards Sogo

Exit D leading to Sogo (upwards)

Exit D leading to MTR Station Sogo Concourse

(downwards)

The MTR reaches an average of 458,000 passengers in one week at Causeway Bay Station Source: HK Nielsen Media Index 2007

11

Causeway Bay Station (DEC3081)Up to Sogo Concourse

Linking Upper Platform to MTR Station Sogo Concourse

(upwards)

The MTR reaches an average of 458,000 passengers in one week at Causeway Bay Station Source: HK Nielsen Media Index 2007

12

Central Station (DEC1001)Up to World Wide House Concourse

Linking Platform and World Wide House Concourse

(upwards)

Linking Platform and World Wide House Concourse

(downwards)

The MTR reaches an average of 509,000 passengers in one week at Central Station Source: HK Nielsen Media Index 2007

13

TST Station (DEC1051)Exit A – Towards Kowloon Park and Haiphong Road

The MTR reaches an average of 540,000 passengers in one week at TST Station Source: HK Nielsen Media Index 2007

Linking Exit A and Concourse(downwards)

Linking Exit A and Concourse

(upwards)

14

Why Digital Escalator Crown Bank?

• Innovative & Progressive Brand Image – first-ever in Hong Kong

• High Creative Flexibility – accommodate numerous display formats

• High Impact - site exclusiveness

• Maximize Ad Message Registration – digital display with motion and sound effect in a captive environment

• Right Message at the Right Time – allow creative rotation by different time of the day

• High Reach on Quality Audience – strategic locations among top quality stations

Premium and Creative Communication Platform Using digital technology for strategic highlights

within a captive environment

15

Ad Track StudyAug 2008

16

Viewing Frequency

0

10

20

30

40

50

60

70

80

1 to 2 3 to 5 6 to 10 11 to 15 16 to 20

No. of Time

No.

of R

espo

nden

t

Q: In the past 7 days, how many times in total have you seen the Digital Escalator Crown ad?

Mean of Viewing Frequency = 4.6 times in past 7 day s

17

Attractiveness of DEC

0

10

20

30

40

50

60

70

80

90

100

1 to 2 3 to 4 5 to 6 7 to 8 9 to 10

Attractiveness of DEC

No.

of R

espo

nden

t

The DEC scored an average of 6.4 points in term of attractiveness

Q: How attractive do you find the DEC in MTR statio n is? Please use 1-10 to indicate while 10 is the h ighest and 1 is the lowest.

18

Attractiveness of Animation of DEC

More than half said the animation was either attrac tive or very attractive

Q: How attractive is the following aspects of the D EC in the MTR station? Please use 1-5 to indicate wh ile 5 represents ‘very attractive’ and 1 represents ‘very unattractive’.

%%

0

10

20

30

40

50

60

Animation

Per

cent

age

1 to 2 3 4 to 5

Animation

19The MTR reaches an average of 458,000 passengers in one week at Causeway Bay Station Source: HK Nielsen Media Index 2007

Causeway Bay Station (DEC3083)Exit F – To Jardine’s Crescent

Showcase 1Bank Location - DEC3083

20

Sony Vaio

Location: Causeway Bay Station Exit F, towards Jardine’s Crescent (DEC3083)

21

UA FinanceUA Debt Consolidation Loan

Location: Causeway Bay Station Exit F, towards Jardine’s Crescent (DEC3083)

22The MTR reaches an average of 458,000 passengers in one week at Causeway Bay Station Source: HK Nielsen Media Index 2007

Causeway Bay Station (DEC3081)Up to Sogo Concourse

Showcase 2Bank Location - DEC3081

23

Standard Chartered BankClick a count

Location: Causeway Bay Station, up to Sogo Concourse (DEC3081)

24

Pizza HutCheesy Bites

Location: Causeway Bay Station, up to Sogo Concourse (DEC3081)

25

TST Station (DEC1051)Exit A – Towards Kowloon Park

and Haiphong Road

Showcase 3Bank Location – DEC1051

The MTR reaches an average of 540,000 passengers in one week at TST Station Source: HK Nielsen Media Index 2007

26

UA FinanceUA Debt Consolidation Loan

Location: TST Station Exit A – Towards Kowloon Park and Haiphong Road (DEC1051)

27

DEC1051DEC1051DEC1051DEC1051

DEC1001DEC1001DEC1001DEC1001

DEC3081DEC3081DEC3081DEC3081

DEC3082DEC3082DEC3082DEC3082

DEC3083DEC3083DEC3083DEC3083

Bank No.Bank No.Bank No.Bank No.

$98,000.00$98,000.00$98,000.00$98,000.00$65,000.00$65,000.00$65,000.00$65,000.0016+1616+1616+1616+16Exit A Exit A Exit A Exit A – TowardsTowardsTowardsTowards Kowloon ParkKowloon ParkKowloon ParkKowloon ParkTsimTsimTsimTsim ShaShaShaSha TsuiTsuiTsuiTsui

$90,000.00$90,000.00$90,000.00$90,000.00$50,000.00$50,000.00$50,000.00$50,000.0011+1111+1111+1111+11Up to Up to Up to Up to WorldwideWorldwideWorldwideWorldwide House House House House ConcourseConcourseConcourseConcourseCentralCentralCentralCentral

$108,000.00$108,000.00$108,000.00$108,000.00$72,000.00$72,000.00$72,000.00$72,000.0012+512+512+512+5UpperUpperUpperUpper Platform to Platform to Platform to Platform to SogoSogoSogoSogo ConcourseConcourseConcourseConcourseCausewayCausewayCausewayCauseway BayBayBayBay

$98,000.00$98,000.00$98,000.00$98,000.00$65,000.00$65,000.00$65,000.00$65,000.0016+1616+1616+1616+16Exit D Exit D Exit D Exit D – TowardsTowardsTowardsTowards SogoSogoSogoSogoCausewayCausewayCausewayCauseway BayBayBayBay

$95,000.00$95,000.00$95,000.00$95,000.00$60,000.00$60,000.00$60,000.00$60,000.0011+1111+1111+1111+11Exit F Exit F Exit F Exit F – To JardineTo JardineTo JardineTo Jardine’s s s s CresentCresentCresentCresentCausewayCausewayCausewayCauseway BayBayBayBay

WithWithWithWith Poster Poster Poster Poster

ExtensionExtensionExtensionExtension

WithoutWithoutWithoutWithout Poster Poster Poster Poster

ExtensionExtensionExtensionExtension

Gross Rate / Bank / Gross Rate / Bank / Gross Rate / Bank / Gross Rate / Bank / WeekWeekWeekWeek (HKD)(HKD)(HKD)(HKD)No. of No. of No. of No. of

PanelsPanelsPanelsPanels

LocationLocationLocationLocationStationStationStationStation

Remarks:• Minimum booking: 3 weeks• Commencement: Thursday• Two Creative Uploading Options:

•1 + 1 version (inclusive of 1 version creative chang e) – maximum 2 versions to be broadcastthroughout the booking period, OR•3 versions per day ( with no version change throughou t the booking period)

• Surcharge HK$1,000 per every additional version chang e• Availability of Poster extension & audio effect are s ubject to MTR approval.

Domination Bank Package

28

Sales Entitlements

• Site domination of entire digital bank , number of panels is subject to individual bank lo cation

• Audio effect along entire digital bank

• Panel extension (optional)

• Two Creative Uploading Options:

1) 1 + 1 version (inclusive of 1 version creative change) – maximum 2 versions to be broadcast throughout the booking period, OR

2) 3 versions / day ( with no version change)

• First version of all materials must be submitted 10 working days prior to the commencement day. Materials for update version must be submitted 5 working days prior to the display day.

• Schedule change request must be submitted 1 working day prior to display time

• Surcharge of HK$1,000 applicable for additional creative version uploadin g

Remarks: Reference Cost: Creative & Concept Design ~ HK15,000-40,000; Production ~HK$16,000 – 80,000; subject to the complexity level of individual creative.

29

Technical Specifications

• Motion is not allowed in the First TWO and Last TWO panels of each escalator

• Average traveling time ranges from 17 to 30sec subj ect to different locations

• For static image (First and Last TWO panels)� png (with alpha channel), jpeg, max. pixel 768 x 136 6 (portrait mode)

• For Video file playback / Animation� wmv 9, mpeg -2, max. pixel with 768x 1366 (portrait mode)� For animation with overlay over background files, p lease submit quick time .mov format (using .png alpha

channel)� Clients may submit one or multiple files based on t he creative complexity

• Audio file playback for Sound Effect� MP3, wav

• Electronic Files Submission / Approval� JCD will provide dedicated FTP server for file subm ission.� All materials are subject to approval of TELA classification and MTR approval

• Material Submission Deadline� First version of all materials must be submitted 10 working days prior to the commencement day� Materials for update version must be submitted 5 working days prior to the display day.� Schedule change request must be submitted 1 working day prior to display time

30

Creative Demo 1Launch of New Skin Care Products

New Icon for “Natural” Platform

Demo:

• Dynamic motion for strong advertising impact

• Image-flow to highlight new icon “ 蒲公英蒲公英蒲公英蒲公英” to enhance registration of “Natural” communication platform

• Multiple displays to showcase range of new products

31

Creative Demo 2Promotion for Credit Card Usage

Enjoy the Benefits Anytime Anywhere

Demo:

• Dynamic motion for strong advertising impact

• Image-flow of Credit Card to highlight core message of “Anytime Anywhere”

• Multiple displays of different countries to effecti vely communicate wide coverage of card usage

32

Creative Demo 3Launch of New Hamburger Flavor

Demo:

• Dynamic motion for strong advertising impact

• Sequential displays of Hamburger Toppings to highlight the unique flavor

• Flexible to change daily menu or product to ensure Right Message at the Right time

33

Creative Demo 4Launch of New Handset

Demo:

• Dynamic motion for strong advertising impact

• Multiple displays to showcase range of new product features

• Sound Effect to stimulate attention and increase impact

• FeatureAds to create Teaser and strengthen advertising message

34

Creative Demo 5Flagship Store Grand Opening

Demo:

• Dynamic motion for strong advertising impact

• Multiple displays to showcase range of new products and grand opening details

• Sound Effect and FeatureAds to allow high passenger engagement

35

Creative Demo 6Promotions for Theme Park

(Experience the adventure from the sea to the sky)

Demo:Demo:

•• Lively design with animated motion to seek attentio n and Lively design with animated motion to seek attentio n and ensure brand registrationensure brand registration

•• Effective to showcase excitements and enjoyments fr om Effective to showcase excitements and enjoyments fr om different scenesdifferent scenes

36

Thank You!

Q&A Session

37

Appendix

38

MTR Facts

• People from All Walks of Life travel on the MTR everyday

• Mass and comprehensive coverage

• Daily passenger flow : 2,650,400* (weekday average)

• Weekly reach : 3,134,000** (number of passengers)

• Number of rides : 6 / passenger / week

• Profile - mass but upscale, skewed towards working p opulation

* Source: Patronage of Jul to Nov 2007 on MTR Corporation website (www.mtr.com.hk)**Source: 2007 Nielsen Media Index (Jan-Dec 2007)

39

MTR* is an effective medium to reachYoung and Affluent Individuals

Pop. P12-64 MTR* Passenger (Past Week)Projected Universe: '000 5,284

% % IndexAge 15-24 16.0% 20.0% 12525-34 20.1% 21.8% 10935-49 35.4% 33.3% 9450-64 24.2% 20.6% 85EducationF1-F7 59.9% 59.7% 100University Or Above 23.0% 28.4% 124Household Income HK$ per mth<13K 35.8% 30.1% 8413K-20K 14.8% 14.7% 9920K-30K 16.3% 17.7% 10930K-40K 9.5% 11.6% 12340K-50K 5.6% 6.4% 11550K+ 14.0% 15.4% 110Occupation StatusPMEB 17.1% 18.7% 109White Collar 18.4% 23.6% 128Blue Collar 28.7% 25.6% 89Student 12.8% 14.2% 111

3,134

MTR* passengers are young, better educated,affluent and in senior working positions.

Source: Nielsen Media Index 2007*MTR System including Kwun Tong Line, Tsuen Wan Line, Island Line, Tung Chung Line, Tseung Kwan O Line and Disneyland Resort Line

40

31 sTST: Exit A

Towards Kowloon Park and Haiphone Road

19 sCentral: Up to WWH Concourse

19 sCauseway Bay:

Up to Sogo Concourse

29 sCauseway Bay

Exit D: Towards Sogo

17 sCauseway Bay

Exit F: Jardine’s Crescent

Travel Time on Different Escalators

41

Research Objectives and Methodology

� Research Objectives- To measure MTR passengers’ perceptions towards DEC in different stations- To gauge the ad awareness, viewing frequency and c ontent recalltowards the Sony Vaio DEC ad campaign

� Methodology: Face-to-face Interviews � Sample Size: 202� Field Work

- Period: 20th – 22nd August, 2008- Location: Concourse area in CAB station

� Target Respondent- Aged 18 – 49- Have traveled by MTR in the past 7 days- Aware of the Sony Vaio DEC ad campaign

42

Second Wave and Third Wave

� 2nd Wave

- TST station

- Tentative field work period: Week of 6 th Oct 08

- Tentative tested campaign: UA Finance

� 3rd Wave

- CEN station

- Tentative field work period: Week of 1 st Dec 08

- Tentative tested campaign: Citibank