MTR Digital Escalator Crown Bank• MTR captive environment has a competitive advantage over other...
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MTR Digital Escalator Crown Bank Media Kit Updated as of Jun 2010
Transcript of MTR Digital Escalator Crown Bank• MTR captive environment has a competitive advantage over other...
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
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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 [email protected] now!
www.jcdecaux-transport.com.hk
