MTR Hong Kong started Innovate Festival 2010 to unveil new advertising model

MTR has developed a ‘Mega 103 TV Zone’, which piece together 12 light boxes in 103-inches televisions. City of Dreams’s House of Dancing Water is the first client to sign up to this extravaganza display with the support of poster and audio-visual executions. It is based at the Admiralty station in Hong Kong.

Separately in the Central station, Samsonite has recreated an airport scene with 3D luggage. MTR sees travelers engage with the poster and taking photos with their hands on the luggage.

For the Halloween season, Hong Kong Disneyland risen a mass poster on the wall of the Admiralty station. The campaign is paired with LED flashes of lightning and flames to create the haunted atmosphere of the Halloween party launching in the amusement park.

In the same Admiralty station, Nike leaves massive shoe prints across the platform, which the footprint are in the size of the shoes advertised on the subway columns. The apparel company has also taken on the digital display of the 12-sheet light boxes.

Finally, McDonald’s has constructed a blossoming cherry garden within the Hong Kong station. The creative execution includes stickers on the wall, birds and a grand torii. The whole campaign brings in a large-scale refreshing atmosphere to the transit passage.

“Attractive advertising needs innovation. The overwhelming responses from the market show that our belief in the cultivation of creativity is continually supported,” said Amy Chan, deputy managing director of JCDecaux Transport, MTR Advertising.

All the displays are under MTR’s Innovate Festival 2010, which aims to showcase the new, creative ways of advertising in the stations.