Updated as of Jan 2011 (v1)...• MTR captive environment has a competitive advantage over other...
Transcript of Updated as of Jan 2011 (v1)...• MTR captive environment has a competitive advantage over other...
Updated as of Jan 2011 (v1)
Table of Content
• MTR Basic Facts• Media Comparison• Why Outdoor Digital Advertising?• MTR Digital Products Evolution• Digital Escalator Crown Bank• Why Digital Escalator Crown Bank?
– Strategic Locations– Ad Track Study– Creative Demo
• Client Credentials• Campaign Showcase• Domination Bank Package• Sales Entitlements• Technical Specifications• Travel Time on different escalators• Appendix• Contact Us
MTR Basic Facts
Reach 3,352,0003,352,000 unique MTR passengers on a weekweek lyly basis
*Source: Nielsen Media Index (Jan 2010 – Dec 2010)
MTR Basic Facts
Media Comparison
Anchored by contents
Very cluttered & open
Captive Environment
Restricted by production constraints
Restricted by physical limitation
Choice of formats, more creative flexibility
Creative Flexibility
Only on date of publication
To all road users & pedestrians
To all MTR passengers
Visibility
MAJOR MAJOR DAILYDAILY
BUSBUSMTRMTR
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
Why Outdoor Digital Advertising?
Jun 03 Dec 03 Oct 06 Q3 08 Q1 09
Launch of Trackside
Plasma TV
Launch of Trackside
Plasma TV
Launch ofConcourse Plasma TV
Launch ofConcourse Plasma TV
100 Trackside Plasma TV
51 Concourse Plasma TV
4 Plasma Ring
100 Trackside Plasma TV
51 Concourse Plasma TV
4 Plasma Ring
Digital EscalatorCrown Bank
Digital EscalatorCrown Bank
Digital Panel Network
Digital Panel Network
Sep 10
HD Quality
MTR Digital Products Evolution
Digital Escalator Crown BankDigital Escalator Crown Bank
Digital Escalator Crown Bank
•• 3232”” HD LCD PanelsHD LCD Panels for HD of visual impact
• Accommodate animated adsanimated ads , rotation of multiple visualsmultiple visuals and imageimage --flowflowexecutions
• Flexible to run 3 different creative 3 different creative executions per dayexecutions per day
• Provide quality audio effect & poster audio effect & poster extensionextension to enhance creative flexibility & impact
Why Digital Escalator Crown Bank?
•• Innovative & Progressive Brand ImageInnovative & Progressive Brand Image – first-ever in Hong Kong•• High Creative FlexibilityHigh Creative Flexibility – accommodate numerous display
formats•• High ImpactHigh Impact - site exclusiveness•• Maximize Ad Message RegistrationMaximize Ad Message Registration – digital display with motion
and sound effect in a captive environment•• Right Message at the Right TimeRight Message at the Right Time – allow creative rotation by
different time of the day•• High Reach on Quality AudienceHigh Reach on Quality Audience – strategic locations in high
traffic stations among prime shopping & commercial areas
Premium and Creative Communication PlatformUsing Digital Technology for Strategic Highlights
within a Captive Environment
11
Strategic Locations
Location
1. Causeway Bay Station
Exit F – Jardine Bazaar
2. Causeway Bay Station
Exit D – To Sogo
3. Causeway Bay Station
Up to Sogo Concourse
4. Causeway Bay Station
Exit A – Towards Times Square
5. TST Station
Exit A - Towards Kowloon Park and Haiphong Road
6. Central Station
Up to World Wide House Concourse
Causeway Bay StationExit F - Jardine Bazaar
Leading toJardine Bazaar
(upwards)
Jardine Bazaar Entrance to Concourse
(downwards)
Causeway Bay StationExit D - Towards Sogo
Exit D leading to Sogo (upwards)
Exit D leading to MTR Station Sogo Concourse
(downwards)
Causeway Bay StationUp to Sogo Concourse
Linking Upper Platform to MTR Station Sogo Concourse
(upwards)
Causeway Bay StationExit A – Towards Times Square
Linking to Concourse(downwards)
Linking to Times Square(upwards)
Central StationUp to World Wide House Concourse
Linking Platform and World Wide House Concourse
(upwards)
Linking Platform and World Wide House Concourse
(downwards)
TST StationExit A – Towards Kowloon Park and Haiphong Road
Linking Exit A and Concourse(downwards)
Linking Exit A and Concourse
(upwards)
Ad Track Study
JCDecaux has appointed Synovate Hong Kong to conduc t the Ad Track Study to gauge the effectiveness of the Digital Esc alator Crown Bank. Passengers aged 15-54 are intercepted randomly for the interviews at selected MTR stations.
•Message Recall up to 90%•Brand awareness: up to 81%•Viewing Frequency: up to 5.16 times in past 7 days
Source: Synovate Ad Track Study 2008-2010
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
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 effecti vely
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 Park
Demo:
• Lively animated motion for excitement and attention
• Image-flow to highlight the changes from a Eagle Ra y 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
Client Credentials - Vitasoy
Location: Causeway Bay Station - Up to Sogo Concourse
“The digital escalator crown bank allows us to showcase our new 70 collectible editions in a creative way. Coupled with the striking poster-on-wall, the campaign has successfully impressed passengers. We believe it is a highly effective advertising format as it can deliver the key message clearly and increase awareness to our Vitasoy 70th anniversary celebration campaign in such a high-traffic location.” said Ms Cynthia Ho, Marketing Manager, Vitasoy International Holdings Ltd.
Client Credentials - MasterCard
“The digital escalator crown bank strategically located at high traffic locations are our optimal channel to target the shoppers. The animation features of the panels also enabled us to display a lot of wishes in an energetic way!.” said Ms Patty Ng, Planning Group Head, Universal McCann
Location: Tsim Sha Tsui Station - Exit A – Towards Kowloon Park and Haiphong Road
Location: Causeway Bay Station Exit F – To Jardine’s Crescent
Campaign ShowcaseNeutrogena
Campaign ShowcaseUltima II
Location: Causeway Bay Station - Up to Sogo Concourse
Campaign ShowcaseCanon
Location: Central Station - Up to World Wide House Concourse
Campaign ShowcaseBobbi Brown
Location: Causeway Bay Station - Up to Sogo
Campaign ShowcaseCK Watch
Location: Causeway Bay Station – Exit F towards Times Square
Campaign ShowcaseAigle
Location: Tsim Sha Tsui Station - Exit A – Towards Kowloon Park and Haiphong Road
18+1818+1818+1818+18Exit A Exit A Exit A Exit A –––– Towards Times SquareTowards Times SquareTowards Times SquareTowards Times SquareCauseway BayCauseway BayCauseway BayCauseway Bay
16+1616+1616+1616+16Exit A Exit A Exit A Exit A –––– Towards Kowloon ParkTowards Kowloon ParkTowards Kowloon ParkTowards Kowloon ParkTsim Sha TsuiTsim Sha TsuiTsim Sha TsuiTsim Sha Tsui
11+1111+1111+1111+11Up to Worldwide House ConcourseUp to Worldwide House ConcourseUp to Worldwide House ConcourseUp to Worldwide House ConcourseCentralCentralCentralCentral
12+512+512+512+5Upper Platform to Sogo ConcourseUpper Platform to Sogo ConcourseUpper Platform to Sogo ConcourseUpper Platform to Sogo ConcourseCauseway BayCauseway BayCauseway BayCauseway Bay
16+1616+1616+1616+16Exit D Exit D Exit D Exit D –––– Towards Sogo Towards Sogo Towards Sogo Towards Sogo Causeway BayCauseway BayCauseway BayCauseway Bay
11+1111+1111+1111+11Exit F Exit F Exit F Exit F –––– To JardineTo JardineTo JardineTo Jardine’’’’s Cresents Cresents Cresents CresentCauseway BayCauseway BayCauseway BayCauseway Bay
No. of No. of No. of No. of
PanelsPanelsPanelsPanelsLocationLocationLocationLocationStationStationStationStation
Remarks:• Minimum booking: 3 weeks• Commencement: Thursday•Surcharge HK$1,000 per every additional version change• Availability of Poster extension & audio effect are subject to MTR approval.
Domination Bank Package
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 per iod, OR
2) 3 versions / day ( with no version change)• Final mock up, artwork layout of all advertisement must be
submitted at least 10 full working days prior to the campaign production start date. Final materials for display must be submitted at least 10 full working days prior to the display day.
• 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 subj ect to different locations • For static image (First and Last TWO panels)
– png (with alpha channel), jpeg, max. pixel 768 x 13 66 (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– Final mock up, artwork layout of all advertisement must be submitted at least
10 full working days prior to the prior to the campaign production start date– Final materials must be submitted no less than 10 full working days prior to
the display day
31 sTST: Exit A :Towards Kowloon Park and Haiphone Road
28 sCauseway Bay:Exit A : Up to Times Square
19 sCentral: Up to WWH Concourse
19 sCauseway Bay:Up to Sogo Concourse
29 sCauseway BayExit D: Towards Sogo
17 sCauseway Bay Exit F: Jardine’s Crescent
Travel Time on Different Escalators
Appendix
JCDecaux GroupWorldwide Outdoor Experts
About JCDecaux Group
• The JCDecaux Group is the only company worldwide th at focuses exclusively on outdoor advertising.
• Having pioneered the "street furniture" concept in 1964, the Group is also the only organization active in the th reeprincipal areas of the outdoor advertising market:
street furniture, billboards and transport advertis ing.
Leader in Outdoor Advertising
Paris London Barcelona
JCDecaux No.1:� Worldwide in transport advertising:
over 300 transport contracts in metros, buses, trains and tramways.
� Worldwide in airport advertising: 163 concessions in 16 countries.
� Worldwide in street furniture advertising.
� European billboard advertising.
� Outdoor advertising in Asia-Pacific.
� Self-service bicycles.
JCDecaux • reaches an estimated
308 millionpeople worldwideevery day.
• The Group has operations in
55 countrieswith a presence in
3,542 cities .
Data updated as of January 2011.
No.1 Outdoor Advertising in Asia Pacific
Bangkok
Strong regional presence in the most dynamic markets:
� Australia� China*� India� Japan� Korea� Malaysia� Singapore� Thailand
* includes Hong-Kong & Macao
Hong KongTokyo
No.1 Outdoor Advertising in China
JCDecaux China owns an extensive Outdoor advertising network:
• 35 cities in Greater China
• 210,500 advertising panels
• Variety of media formats to design effective advertising campaigns:
街道设施街道设施街道设施街道设施Street furniture
地铁媒体地铁媒体地铁媒体地铁媒体Metro
机场媒体机场媒体机场媒体机场媒体Airport
巴士媒体巴士媒体巴士媒体巴士媒体Bus
校园媒体校园媒体校园媒体校园媒体Campus
Data updated as of January 2011.
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