Updated as of Jan 2011 (v1)

Transcription

1 Updated as of Jan 2011 (v1)

2 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 Table of Content

3 MTR Basic Facts Reach 3,352,000 unique MTR passengers on a weekly basis *Source: Nielsen Media Index (Jan 2010 Dec 2010)

4 MTR Basic Facts

5 Media Comparison Visibility Creative Flexibility Environment MTR To all MTR passengers Choice of formats, more creative flexibility Captive BUS To all road users & pedestrians Restricted by physical limitation Very cluttered & open MAJOR DAILY Only on date of publication Restricted by production constraints Anchored by contents

6 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

7 MTR Digital Products Evolution Trackside Trackside Plasma Plasma TV TV 51 Concourse 51 Concourse Plasma Plasma TV TV 4 4 Plasma Plasma Ring Ring Digital Digital Escalator Escalator Crown Bank Crown Bank Digital Panel Digital Panel Network Network HD Quality Launch of Launch of Trackside Trackside Plasma TV Plasma TV Launch of Launch of Concourse Concourse Plasma TV Plasma TV Jun 03 Dec 03 Oct 06 Q3 08 Q1 09 Sep 10

8 Digital Escalator Crown Bank

9 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

10 Why Digital Escalator Crown Bank? Premium and Creative Communication Platform Using 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 in high traffic stations among prime shopping & commercial areas

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 11

12 Causeway Bay Station Exit F - Jardine Bazaar Jardine Bazaar Entrance to Concourse (downwards) Leading to Jardine Bazaar (upwards)

13 Causeway Bay Station Exit D - Towards Sogo Exit D leading to Sogo (upwards) Exit D leading to MTR Station Sogo Concourse (downwards)

14 Linking Upper Platform to MTR Station Sogo Concourse (upwards) Causeway Bay Station Up to Sogo Concourse

15 Causeway Bay Station Exit A Towards Times Square Linking to Concourse (downwards) Linking to Times Square (upwards)

16 Central Station Up to World Wide House Concourse Linking Platform and World Wide House Concourse (downwards) Linking Platform and World Wide House Concourse (upwards)

17 TST Station Exit A Towards Kowloon Park and Haiphong Road Linking Exit A and Concourse (downwards) Linking Exit A and Concourse (upwards)

18 Ad Track Study JCDecaux has appointed Synovate Hong Kong to conduct the Ad Track Study to gauge the effectiveness of the Digital Escalator Crown Bank. Passengers aged 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

19 Creative Demo 1 Launch 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 demo

20 Creative Demo 2 Promotion 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 demo

21 Creative Demo 3 Launch 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 demo

22 Creative Demo 4 Launch 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 demo

23 Creative Demo 5 Flagship 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 demo

24 Creative Demo 6 Promotions for Theme Park Demo: Lively animated motion for excitement and attention Image-flow to highlight the changes from a Eagle 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 demo

25 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 HoldingsLtd.

26 Client Credentials - MasterCard Location: Tsim Sha Tsui Station - Exit A Towards Kowloon Park and Haiphong Road 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

27 Location: Causeway Bay Station Exit F To Jardine s Crescent Campaign Showcase Neutrogena

28 Location: Causeway Bay Station - Up to Sogo Concourse Campaign Showcase Ultima II

29 Location: Central Station - Up to World Wide House Concourse Campaign Showcase Canon

30 Location: Causeway Bay Station - Up to Sogo Campaign Showcase Bobbi Brown

31 Location: Causeway Bay Station Exit F towards Times Square Campaign Showcase CK Watch

32 Location: Tsim Sha Tsui Station - Exit A Towards Kowloon Park and Haiphong Road Campaign Showcase Aigle

33 Domination Bank Package Station Causeway Bay Causeway Bay Causeway Bay Location Exit F To Jardine s Cresent Exit D Towards Sogo Upper Platform to Sogo Concourse No. of Panels Causeway Bay Exit A Towards Times Square Central Up to Worldwide House Concourse Tsim Sha Tsui Exit A Towards Kowloon Park 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

34 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) 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) 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.

35 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 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

36 Travel Time on Different Escalators Causeway Bay Exit F: Jardine s Crescent Causeway Bay Exit D: Towards Sogo Causeway Bay: Up to Sogo Concourse Central: Up to WWH Concourse TST: Exit A :Towards Kowloon Park and Haiphone Road Causeway Bay: Exit A : Up to Times Square 17 s 29 s 19 s 19 s 31 s 28 s

37 Appendix

38 JCDecaux Group Worldwide Outdoor Experts

39 About JCDecaux Group The JCDecaux Group is the only company worldwide that focuses exclusively on outdoor advertising. Having pioneered the "street furniture" concept in 1964, the Group is also the only organization active in the three principal areas of the outdoor advertising market: street furniture, billboards and transport advertising.

40 Leader in Outdoor Advertising London Paris 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 million people worldwide every day. The Group has operations in 55 countries with a presence in 3,542 cities. Data updated as of January 2011.

41 No.1 Outdoor Advertising in Asia Pacific Tokyo Hong Kong Bangkok Strong regional presence in the most dynamic markets: Australia China* India Japan Korea Malaysia Singapore Thailand * includes Hong-Kong & Macao

42 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: 地铁媒体 Metro 巴士媒体 Bus 街道设施机场媒体 Street Airport furniture 校园媒体 Campus Data updated as of January 2011.

43 Contact Us Digital Escalator Crown Bank Offers you the high creativity flexibility and mass coverage! For details, please contact our sales team on (852) or now!