Updated as of Jan 2011(v1)

Transcription

1 Updated as of Jan 2011(v1)

2 Table of Content 1. MTR Basic Facts 2. Media Comparison 3. Why MTR Digital Advertising? 4. MTR Digital Products Evolution 5. Digital Panel Network Product Offers Product Benefits Mass Network Coverage Network Distribution 6. Creative Mockup Demo 7. Ad Track Study 8. Campaign Showcase 9. Client Credentials 10. Digital Panel Network Package 11. One Stop Service Solution 12. Technical Specifications 13. Artwork Approval 14. Material Submission 15. Appendix Digital Panel Network Location Map About JCDecaux Group 16. Contact us 2

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

4 MTR Basic Facts 4

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 5

6 Why MTR Digital Advertising? 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 6

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 7

8 Digital Panel Network 65 HD Plasma Panel in pairs to display animated images enhancing visibility and impact 8

9 Product Offers 65 HD PLASMA Panel Twin display,synchronization in pairs Image can flow across the twin panels Flexible to run 3 different creative executions per day 120 panels across 10 high traffic stations 9

10 Product Benefits Network Product for Mass Coverage with Creative Flexibility for Dynamic and Multi-visual impact Innovative & Progressive Brand Image new creative possibilities and modern image Right Message at the Right Time allow creative rotation by different times of the day Mass Network Coverage 120 panels across 10 high traffic stations High Creative Flexibility Simple Execution digital display allowing animation, video and motion graphic High Impact twin display to showcase product features 10

11 Mass Network Coverage Total 60 pairs in 10 High Traffic MTR Stations

12 Network Distribution Station Location No. of Pairs Total No. of Pairs Admiralty Concourse Level Upper Platform Level Lower Platform Level Causeway Bay Sogo Concourse Upper Platform Level South Times Square Concourse 5 th Basemen South Times Square Concourse 3 rd Basement West Concourse Level Central Transfer Concourse Level Worldwide House Concourse Wan Chai Concourse Level Lower Platform Level Upper Platform Level Tai Koo Concourse Level 4 4 Mong Kok Concourse Level ( near Entrance A) Concourse Level ( near Entrance E) Prince Edward Concourse Level 4 4 Kowloon Tong Concourse Level ( near Entrance A) Concourse Level ( near Entrance D) Kwun Tong Concourse Level ( near Entrance A) Concourse Level ( near Entrance D) Tsim Sha Tsui Concourse Level (near Entrance A) Concourse Level (near Entrance C)

13 Creative Mockup Demo In case the above file is not properly displayed, please visit our website for the demo video. 13

14 Ad Track Study JCDecaux has appointed Synovate Hong Kong to conduct the Ad Track Study to gauge the effectiveness of the Digital Panel Network. Passengers aged are intercepted randomly for the interviews at selected MTR stations. Message Recall up to 91% Ad awareness: up to 62% Brand awareness: up to 87% Viewing Frequency: up to 3.05 times in past 7 days Source: Synovate Ad Track Study

15 Campaign Showcase Chief Branding campaign with image flow effect 15

16 Campaign Showcase Chow Sang Sang Branding campaign with image flow effect 16

17 Campaign Showcase JP Morgan New product campaign with motion graphics 17

18 Campaign Showcase Canon G12 New product campaign with animation 18

19 Campaign Showcase Movie A Nightmare on Elm Street Movie trailer with special animation effect 19

20 Campaign Showcase McDonald s McDonald s promotional campaign demonstrates the high creative flexibility by customizing different ad messages from Monday to Sunday 20

21 Client Credentials FedEx Digital Panels allow great flexibility for creative execution. With the images flowing on dual digital panels, our creative concept could be presented in a dynamic and interesting way, which helps to increase our ad recalls. Laura Crampton Managing Director, Brand and Communications FedEx Express, Asia Pacific Division 21

22 Client Credentials Finnair We find MTR digital advertising is highly effective for our branding campaign. The digital ad formats offer the audience incomparable multi-visual display impact. Moreover, the strategic locations covering major commercial areas help reach our target business travellers. Mr. Jonne Lehtioksa Sales Director, Hong Kong & Australia Finnair 22

23 Client Credentials Philips The high quality display panels present our product flawlessly and enhance our product image. The easy creative execution and flexibility of media buying also allow timely broadcast of our promotional campaign. Judy Law Senior Manager, Customer Marketing, Personal Care, Consumer Lifestyle Philips Electronics Hong Kong Limited 23

24 Client Credentials Canon The Digital Panel Network and Digital Escalator Crown Bank offer innovative and attention-grabbing creative executions that reflect our style and status. The digital ad display definitely excites and captures our target audience. MTR Digital Advertising is an ideal platform for driving brand awareness and generating sales for its unparalleled multi-visual impact and mass coverage of desired audience. Mr Au Wai Chung Director Starcom Worldwide 24

25 Digital Panel Network Package Mass Coverage at 10 High Traffic MTR Stations: Central, Admiralty, Wan Chai, Causeway Bay, Tai Koo, Prince Edward, Mong Kok, Tsim Sha Tsui, Kowloon Tong and Kwun Tong Minimum Booking Period: 1 week Key Notes for Advertisers: Standard spot-length for advertisement is 10 seconds* Include 3 versions to be broadcast throughout the booking period A surcharge of $1,000 is applicable for each additional creative version Maximum of 9 advertisers can share the network at the same period *Spot length can be extended to 15 sec or 20 sec subject to special request. Frequency of the extended spot length will be adjusted accordingly and a 15% loading fee is required. 25

26 One Stop Service Solution (optional) One Stop Service Solution aims to help shorten clients production lead time Offers creative recommendation, storyboard design, production and up to media files (static & video) based on the source materials provided by the client/creative agency Provides on-site checking to ensure the quality of the media files Contact our Sales Team for details 26

27 Technical Specification The standard spot-length for advertisement is 10 seconds* No audio support will be provided Animated /Static Image File Format JPEG / WMV9/MPEG2 Resolution : 1080 x 1920 pixels ( portrait mode) Video File Playback Format WMV9 / MPEG2 Resolution : 1080 x 608 pixels (16:9 video) For more details on technical specifications, please refer to the Digital Panel Network Content Specifications 27

28 Artwork Censorship Send all creatives for Digital Panel Network/ Feature Ads (sticker extension artwork) and mock ups of site photos to the Booking/ Traffic Department of JCDecaux Digital Vision. All required materials are to be uploaded to the JCDecaux Digital Vision s FTP server: ftp://ftp.jcdecaux.com.hk/ For enquiries regarding specifications / scheduling / delivery details and deadlines / login name and password of FTP server / full censorship / file submission / failure report, contact : Mr Khaki Ho, Sales Admin Officer of JCDecaux Digital Vision Telephone No.: (Office Hours) Address : khaki.ho@jcdecaux.com.hk 28

29 Material Submission Censorship Process Final storyboard and artwork layout submission Timing At least 10 full working days prior to the campaign production start date Final Material submission No less than 10 working days prior to the display date All materials are subject to approval of TELA censorship and MTR Corporation Limited JCDecaux Digital Vision will provide dedicated FTP server ftp://ftp.jcdecaux.com.hk with login details for materials upload Commencement : every Tuesday 29

30 Appendix 30

31 Digital Panel Network Location Maps 31

32 Admiralty Admiralty Concourse Level Digital Panel 32

33 Admiralty Admiralty Upper Platform Level Digital Panel 33

34 Admiralty Lower Platform Level Digital Panel 34

35 Causeway Bay Causeway Bay Concourse Level Digital Panel 35

36 Causeway Bay Causeway Bay Upper Platform Level Digital Panel 36

37 Central Central Transfer Concourse Level Digital Panel Track to Chai Wan 37

38 Central Central Worldwide House Concourse Digital Panel 38

39 Wan Chai Concourse Level Wan Chai Digital Panel 39

40 Wan Chai Wan Chai Lower Platform Level Digital Panel 40

41 Wan Chai Wan Chai Upper Platform Level Digital Panel 41

42 Tai Koo Tai Koo Concourse Level Digital Panel 42

43 Mong Kok Mong Kok Concourse Level (near Entrance A) Digital Panel 43

44 Mong Kok Mong Kok Concourse Level (near Entrance A) Digital Panel 44

45 Mong Kok Mong Kok Concourse Level (near Entrance E) Digital Panel 45

46 Prince Edward Prince Edward Concourse Level Digital Panel 46

47 Kowloon Tong Kowloon Tong Concourse Level Digital Panel 47

48 Kowloon Tong Kowloon Tong Entrance C (Festival Walk) Digital Panel 48

49 Kwun Tong Kwun Tong Concourse Level (near Entrance A) Digital Panel 49

50 Kwun Tong Kwun Tong Concourse Level (near Entrance D) Digital Panel 50

51 Tsim Sha Tsui Concourse Level (near Entrance A) Tsim Sha Tsui Digital Panel 51

52 Tsim Sha Tsui Concourse Level (near Entrance C) Tsim Sha Tsui Digital Panel 52

53 JCDecaux Group Worldwide Outdoor Experts 53

54 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. 54

55 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

56 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 56

57 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

58 Contact Us Digital Panel Network Offers you the high creativity flexibility and mass coverage! For details, please contact our sales team on (852) or now! 58