MTR Digital Escalator Crown BankMedia Kit

Updated as of Jun 2010

Table of Content

• Why Outdoor Digital Advertising?• MTR Digital Products Evolution• MTR Digital Escalator Crown Bank

– Why Digital Escalator Crown Bank?– Bank Location– Ad Track Study– Digital Escalator Crown Bank Showcase– Domination Bank Package

• Creative Demo• Sales Entitlements• Technical Specifications• Appendix• Contact Us

Why Outdoor Digital Advertising?

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

MTR Digital Products Evolution

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

Digital EscalatorCrown Bank

Digital Panel Network

Sep 10

Digital Escalator Crown Bank

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

Why Digital Escalator Crown Bank?

Premium and Creative Communication PlatformUsing digital technology for strategic highlights

within a captive environment

• 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

9

Locations

Location Launch date

1. Causeway Bay Station Mid Aug 2008Exit F – Jardine Bazaar

2. Causeway Bay Station Late Aug 2008Exit D – To Sogo

3. Causeway Bay Station Late Aug 2008Up to Sogo Concourse

4. TST Station Mid Sept 2008Exit A - Towards Kowloon Park and Haiphong Road

5. Central Station Late Sept 2008Up to World Wide House Concourse

6. Causeway Bay Station Late Sept 2010Exit A – Towards Times Square

Causeway Bay StationExit F - Jardine Bazaar

Leading toJardine Bazaar

(upwards)

First Bank Location

Jardine Bazaar 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

Causeway Bay StationExit 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

Causeway Bay StationUp 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

Central StationUp 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

TST StationExit A – Towards Kowloon Park

and Haiphong Road Linking Exit A and Concourse(downwards)

Linking Exit A and Concourse

(upwards)

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

Causeway Bay StationExit A – Towards Times Square

Linking to Concourse(downwards)

Linking to Times Square(upwards)

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

Ad Track StudyAug 2008

Research Objectives and Methodology

• Research Objectives- To measure MTR passengers’ perceptions towards DEC in different stations- To gauge the ad awareness, viewing frequency and content recallof monitored ad campaigns

• 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

Viewing Frequency

Mean of Viewing Frequency = 4.6 times in past 7 days

0

5

10

15

20

25

30

35

40

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

No. of Time

%

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

Attractiveness of DEC

0

5

10

15

20

25

30

35

40

45

50

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

Attractiveness of DEC

%

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

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

Attractiveness of Animation of DEC

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

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

0

10

20

30

40

50

60

Animation

%1 to 234 to 5

Showcase 1Causeway Bay Station

Exit F – To Jardine’s Crescent

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

Sony Vaio

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

UA FinanceUA Debt Consolidation Loan

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

Causeway Bay Station Up to Sogo Concourse

Showcase 2

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

Standard Chartered BankClick a count

Location: Causeway Bay Station, up to Sogo Concourse

Pizza HutCheesy Bites

Location: Causeway Bay Station, up to Sogo Concourse

TST Station Exit A – Towards Kowloon Park and

Haiphong Road

Showcase 3

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

UA FinanceUA Debt Consolidation Loan

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

Domination Bank Package

Station Location No. of Panels

Causeway Bay Exit F – To Jardine’s Cresent 11+11

Causeway Bay Exit D – Towards Sogo 16+16

Causeway Bay Upper Platform to Sogo Concourse 12+5

Causeway Bay Exit A – Towards Times Square 18+18

Central Up to Worldwide House Concourse 11+11

Tsim Sha Tsui Exit A – Towards Kowloon Park 16+16

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

•1 + 1 version (inclusive of 1 version creative change) – maximum 2 versions to be broadcast throughout the bookingperiod, OR•3 versions per day ( with no version change throughout the booking period)

• Surcharge HK$1,000 per every additional version change• Availability of Poster extension & audio effect are subject to MTR approval.

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” to enhance

registration of “Natural” communication platform• Multiple displays to showcase range of new products

Video demoVideo demoVideo demo

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 effectively

communicate wide coverage of card usage

Video demoVideo demoVideo demo

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

Video demoVideo demoVideo demo

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

Video demoVideo demoVideo demo

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

Video demoVideo demoVideo demo

Creative Demo 6Promotions for Theme ParkPromotions for Theme Park

Demo:• Lively animated motion for excitement and attention• Image-flow to highlight the changes from a Eagel Ray to a Shark and

from a Crab to a Roller coaster• Accent “WOW” impact on sound effect • Enhance the WOW effect by interactive motion

Video demoVideo demoVideo demo

Sales Entitlements

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

• 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 uploading

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

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 subject to different locations • For static image (First and Last TWO panels)

– png (with alpha channel), jpeg, max. pixel 768 x 1366 (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, please submit quick time .mov format

(using .png alpha channel)– Clients may submit one or multiple files based on the creative complexity

• Audio file playback for Sound Effect– MP3, wav

• Electronic Files Submission / Approval– JCD will provide dedicated FTP server for file submission.– 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

Appendix

Travel Time on Different Escalators

Causeway Bay Exit F: Jardine’s Crescent

17 s

Causeway BayExit D: Towards Sogo

29 s

Causeway Bay:Up to Sogo Concourse

19 s

Central: Up to WWH Concourse

19 s

TST: Exit A :Towards Kowloon Park and Haiphone Road

31 s

Causeway Bay:Exit A : Up to Times Square

28 s

MTR Facts

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

•• MassMass and comprehensivecomprehensive coverage

• Daily passenger flow : 3,624,600* (weekday average)

• Weekly reach : 3,322,000** (number of passengers)

• Number of rides : 6 / passenger / week

• Profile - mass but upscale, skewed towards working population

* Source: Patronage of Jul to Dec 2009 on MTR Corporation website (www.mtr.com.hk)

**Source: 2008 Nielsen Media Index (Jan-Dec 2008)

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

Projected Universe ('000)% % Index

Age15-24 Years Old 15.72 17.88 11425-34 Years Old 20.51 22.31 10935-49 Years Old 34.12 34.62 10150-64 Years Old 25.45 21.4 84EducationF1-F7 58.84 58.58 100University Or Above 23.88 29.5 124Household income HK$ > 13000 32.77 27.06 8313000 - 19999 15.42 14.87 9620000 - 29999 17.52 19.96 11430000 - 39999 10.14 11.47 11340000 - 49999 6.1 7.62 12550000+ 15.83 17.13 108Occupation StatusPMEB 15.25 17.34 114Whitel collar 18.23 23.18 127Blue collar 31.14 29.38 94Student 12.69 12.85 101

MTR passenger (past week)Pop age 12-645343 3322

About MTR Passengers Profile

Source: Nielsen Media Index 2008*MTR System including Kwun Tong Line, Tsuen Wan Line, Island Line, Tung Chung Line, Tseung Kwan O Line and Disneyland Resort Line

Contact Us

Digital Escalator Crown Bank –Offers you the high creativity flexibility

and mass coverage!

For details, please contact our sales team on (852) 3960 3333 or email digital@jcdecaux.com.hk now!

www.jcdecaux-transport.com.hk