MTR Digital Escalator Crown Bank - jcdecaux-transport.com.hk...MTR captive environment has a...
Transcript of MTR Digital Escalator Crown Bank - jcdecaux-transport.com.hk...MTR captive environment has a...
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MTR Digital Escalator Crown Bank
2009 Media KitEffective from 1 March 2009
Updated by November 2008
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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
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Why Outdoor Digital Advertising?
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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
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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
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Digital Escalator Crown Bank
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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
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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
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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
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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
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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
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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
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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)
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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
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Ad Track StudyAug 2008
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Viewing Frequency
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10
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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
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Attractiveness of DEC
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30
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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.
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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’.
%%
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10
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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
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Sony Vaio
Location: Causeway Bay Station Exit F, towards Jardine’s Crescent (DEC3083)
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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
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Standard Chartered BankClick a count
Location: Causeway Bay Station, up to Sogo Concourse (DEC3081)
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Pizza HutCheesy Bites
Location: Causeway Bay Station, up to Sogo Concourse (DEC3081)
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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
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UA FinanceUA Debt Consolidation Loan
Location: TST Station Exit A – Towards Kowloon Park and Haiphong Road (DEC1051)
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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
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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.
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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
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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
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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
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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
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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
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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
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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
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Thank You!
Q&A Session
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Appendix
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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)
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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
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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
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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
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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