10.07.2015 Views

Strengths of MTR advertising - JCDecaux Group

Strengths of MTR advertising - JCDecaux Group

Strengths of MTR advertising - JCDecaux Group

SHOW MORE
SHOW LESS
  • No tags were found...

Create successful ePaper yourself

Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.

<strong>MTR</strong>* AdvertisingMedia Kit 20101*<strong>MTR</strong> refers to Kwun Tong Line, Tsuen Wan Line, Island Line, Tung Chung Line, Tseung Kwan O Line and Disneyland Resort Line Updated as <strong>of</strong> Sept 2010


Passenger Pr<strong>of</strong>ileMass yet upscale passenger pr<strong>of</strong>ile <strong>MTR</strong> Passengers are:7


<strong>MTR</strong> PassengersAn Upscale Audience<strong>MTR</strong> passengers are young with a higher percentage, 53% fallwithin the age group <strong>of</strong> 20-44 (compared to 50% in Hong Kongpopulation)<strong>MTR</strong> passengers are more likely in senior working positions with41% who are PMEB or white collar (compared to 33% in HongKong population)<strong>MTR</strong> passengers are affluent who have an average householdmonthly income <strong>of</strong> $29,505 (compared to $27,532 in Hong Kongpopulation)<strong>MTR</strong> passengers are better educated with 30% university or abovegraduate (compared to 24% in Hong Kong population)Source: 2008 Nielsen Media Index (Jan-Dec 2008)8


<strong>MTR</strong> PassengersAn Upscale Audience<strong>MTR</strong> passengers have a larger pool <strong>of</strong> investor (39%) thanHong Kong population (35%)<strong>MTR</strong> passengers are more likely to go on pleasure trip(34%) than Hong Kong population (30%)<strong>MTR</strong> passengers are more likely to buy smart/work wear(27%) than Hong Kong population (23%)Source: 2008 Nielsen Media Index (Jan-Dec 2008)9


CAPTIVE ENVIRONMENT• Lesser distractions• Closer viewing distance, Longerviewing timeCREATIVE FLEXIBILITY• Dramatic <strong>advertising</strong> effectALL DAY ALL WEEK• Continuous displayTARGETED AUDIENCE REACH• Mass network coverage• Selected station buy<strong>Strengths</strong> <strong>of</strong> <strong>MTR</strong> Advertising10


<strong>Strengths</strong> <strong>of</strong> <strong>MTR</strong> <strong>advertising</strong>High flexibility in creative execution A diversified range <strong>of</strong> <strong>advertising</strong> formats Strong visual impact High quality presentationUp to 69%respondentssaid <strong>MTR</strong> adsare worthappreciationUp to 65%respondentssaid <strong>MTR</strong>ads arecreative11


<strong>Strengths</strong> <strong>of</strong> <strong>MTR</strong> <strong>advertising</strong>Captive Environment Prolonged viewing time Close viewing distance12


Media EffectivenessUp to 69% respondents said <strong>MTR</strong> ads are worth appreciation* Source: Synovate Research13


Media EffectivenessUp to 65% respondents said <strong>MTR</strong> ads are creative* Source: Synovate Research14


Media EffectivenessUp to 60% respondents believe brands advertised at <strong>MTR</strong> are famous* Source: Synovate Research15


Media Effectiveness91% respondents recalled the brandRemark: The above figure is the result <strong>of</strong> the Sony Walkman campaign shown in the photo.* Source: Synovate Research16


Media EffectivenessThe average frequency <strong>of</strong> seeing is 5.1 times* Source: Synovate Research17


Advertising FormatsA Variety <strong>of</strong> formats provide unlimitedcreative flexibility18


PosterAdsThere are a range <strong>of</strong> poster formats and networks to cater for different<strong>advertising</strong> objectives and scale.1. Trackside 12-sheet (Network / Panel)2. Concourse12-sheet (Network / Panel)3. 4-sheet (Network / Bank / Panel)4. Escalator Crown (Network / Bank)5. 6-sheet Scrolling Unit (Site)6. Solus (Panel) PosterAds network provides high reach and frequencywith system-wide coverage Individual panel /bank /site allows strategic location highlight19


Trackside 12-sheetCaptive – located on the track facing the passengers waiting trainNetwork coverage provides guaranteed exposure20


Concourse 12-sheetHigh Visibility – located at prominent locationsDominance Network provides great visual impact21


4-sheetClose viewing proximity – good for product elaborationIndividual panels located close to point <strong>of</strong> sales – serve as last reminderbefore purchase22


Escalator CrownDominance with Bank (consecutive panels) can capture full attention <strong>of</strong>passengersHigh creative flexibility – easy adaptation <strong>of</strong> special executions such as3D pop up and die-cut stickers23


6-Sheet Scrolling UnitAllow extra creativity together with sticker wrap aroundScrolling motion maximizes attention24


Solus PanelsAt head on locations facing passengers walking down escalators / staircaseA wide range <strong>of</strong> sizes available25


FeatureAdsFeatureAds can create high impact and high ad awareness.Concourse formats <strong>of</strong>fer high visibility and opportunities for large anddominant creative works.Platform formats guarantee a prolonged viewing time.1. Poster On Wall (Concourse / Platform)2. Solus Wall (Concourse)3. Random Sticker (Concourse / Platform)4. Floor Vision (Concourse / Platform)5. Pillar (Concourse / Platform)6. Balustrade (Concourse)7. Handrail (Concourse)8. Showcase (Concourse)9. Bunting (Concourse / Platform)10. Trackside Billboard (Platform)11. Platform Screen Door (Platform)26


Poster on WallCan easily dominate a zone to maximize visual impactHigh creative flexibility – allow enhancement with audio, projection andlighting effect.27


Solus Wall At head on locations facing passengers walking down escalators /staircase High creative flexibility – allow enhancement with audio, projection and3D pop up28


Random StickerFeature the advertisement in any size or shapeNetwork coverage provides guaranteed exposure29


Floor VisionCreative use with 3D illustration and projection can maximizepassengers’ attention30


PillarsHigh visibility - Large and dominant features not to be missed in stationsDomination <strong>of</strong> Pillars on a platform or in a concourse creates great impactand awareness31


BalustradeAttention-grabbingBalustrade on escalators leading to station exits close to point <strong>of</strong> sales32


Balustrade with HandrailCreative use <strong>of</strong> Handrail with Balustrade generates maximum awarenessBalustrade on escalators leading to station exits close to point <strong>of</strong> sales33


ShowcaseAllow product display in a creative way34


Station BuntingsHigh creative flexibility – allow display <strong>of</strong> a series <strong>of</strong> images in a zoneDominance creates great impact35


Trackside BillboardAttention-grabbing with its huge sizeLocated at high traffic stations -provide guaranteed exposure36


Platform Screen Door with Trackside 12-sheetCan Impress passengers with good use <strong>of</strong> the movable screen doorTogether with the Trackside 12-sheet it <strong>of</strong>fers unparallel creativity37


Train FormatsTrain formats provide a long viewing time and closeviewing proximity in a captive environment.1. Full Train Body2. In-train Campaign3. Sticker Next to Saloon Window4. Wrap Around Saloon Window5. Sticker on In-train Glass Plane6. Train Door Sticker7. Train Door Window8. Broadview Banner9. In-train Card10. InfoPanel38


Train BodyCreate great impact and is memorableParticular ideal for Branding and Product Launch39


In-train CampaignGreat creative opportunity with a combination <strong>of</strong> different in-trainformatsAllows variations in different train carts to generate greater awareness40


Enlarged Stickers Next to Saloon WindowAllow display <strong>of</strong> different messages in pairsGood for product elaboration41


Wrap Around Saloon Window +Saloon Window StickerMaximize visual impactHigh creative flexibility42


Stickers on In-train Glass PanesHigh creative flexibilityCreative with die-cut sticker can draw extra attention43


Train Door StickersTrain door exterior can generate awareness while train door interior canreinforce the ad message44


Train Door Window Stickers(Double-sided stickers)A cost effective formatGood for product elaboration45


Broadview BannerNetwork coverage provides mass reachHigh visibility - situated above the seats46


In-train CardsProvides targeted reach <strong>of</strong> passengers along Tung Chung Line47


InfoPanelExtensive network with 3,392 unitsWith live feed infotainment, can capture full attention <strong>of</strong> the engagedpassengers48


Other Formats<strong>MTR</strong> <strong>advertising</strong> <strong>of</strong>fers out-<strong>of</strong>-the-box platform for your outstandingcreative works.• iCentre•Platform Projection Network• Central Luxury Zone• Power Zone• Plasma Ring Zone Domination• Elevator Wrap Around• Station Exterior Wrap Around• Station Exterior Billboard• Spectacular Mobile Showcase• Exhibition Site / Display Site49


iCentreHot key available to drive web trafficShowcases available for product display50


Spectacular Mobile ShowcaseAllow Huge product display achieving maximised awarenessOn-target reaching passengers at platforms51


Platform Projection NetworkA combination <strong>of</strong> electronic, poster and feature ad formats providesgreat impactLocated at 8 locations on high traffic platforms52


Central Luxury ZonePrestigious location close to shopping mallDomination with Floor Vision, Concourse 12-sheet, Pillars and Poster On Wall inthe zone gives a grand presentation53


Power ZoneA powerful domination with a variety <strong>of</strong> platform formats <strong>of</strong>fers highestimpactProvide a targeted reach at selected high traffic station54


Plasma Ring Zone DominationImpressive domination with a variety <strong>of</strong> concourse formats establishesvivid brand imageEngage the audience with Motion Event and video broadcast* Motion Event is an interactive application with motion sensors and image projection on floor sticker55


Elevator Wrap AroundHigh visual impactCatch attention from pedestrians on street level56


Station Exterior Wrap AroundExceptionally eye-catching to the pedestrians on street level57


Station Exterior Wrap Around+ Station Exterior BillboardAttention grabbing at station entrancesDomination with other formats provide targeted reach <strong>of</strong> both <strong>MTR</strong>passengers and pedestrians on the street level at selected location58


Exhibition Site/ Display SiteGenerate immediate sales / services subscriptionGreat opportunity for face-to-face interaction with customersAllow 3D display at prime locations59


Special Execution<strong>MTR</strong> Advertising always strive for innovation, itallows unlimited possibilities for you to creatememorable campaigns.60


Innovate Campaign Showcase –glacéau vitaminwater61


Innovate Campaign Showcase –Pictet62


2010 Soccer Fever63


Innovate Festival 200964


Innovate Festival 2009 – Cont’d65


Event Promotion66


Interactive Game67


Exhibition with “True Lady” Display68


Coupon DistributionPlease Click on the photo to view Video69


Special Display and Music Application70


Interactive Panelwith Smell and Coupon Dispenser71


Special Lighting and Audio Enhancement72


Leaflet Distribution with Take One Box73


Giant 3D Display74


Value-added Services<strong>JCDecaux</strong> provides you with the optimal Outdoor Advertising Solutionwith the best quality and innovation• Deliver-X-press Service• One-Stop Shop Solutions• Digital Outdoor Solution75


Deliver-X-press Servicemore creative, more efficient and more responsiveshort-term bookings to be posted in record timetime-sensitive campaigns can be posted within 3 working days** 3 working days for printing and installation <strong>of</strong> some poster formats. Variance is subject to quantity andformat complexity, at <strong>JCDecaux</strong> Transport’s discretion.76


One-stop Shop SolutionsWe are dedicated to creating bespoke outdoor solutions tailored toachieving client’s <strong>advertising</strong> objectives.From brand launches to awareness campaigns, we create and build tobring your marketing ideas to reality.The opportunities are endless; the only limitation is imagination.If you like to be more inventive to get standout and engage audiences,please talk to our sales team for any proposal.Scent boxes with different fragrances- JapanInteractive Sound Audio Wall- SydneyInteractive Showscreen- London77


Contact Us Enquiry Hotline: 2111 0111Email: info@jcdecaux.com.hkWebsite: www.jcdecaux-transport.com.hk78


Reach & Frequency Study79


Reach & Frequency Studythe findings were obtained through the Hong Kong Media Index, by TheNielsen Company, with a tag-on questions asking respondents about theirpast 7 days traveling habit (for past week travelers) and the latest travelinghabit (for past month travelers) on the <strong>MTR</strong>estimates reach and frequency for <strong>advertising</strong> campaigns at a system widelevel or down to a specific zone in individual <strong>MTR</strong> stationsenables analysis <strong>of</strong> potential audience over different durations and weights <strong>of</strong>campaign80


Reach & Frequency StudyPerformance <strong>of</strong> 4-sheet Frequency Network66707280.06060.0Net Reach %20.829.738.340.0Avg. OTS11.620.00.01 2 3 4No. <strong>of</strong> WeekNet Reach %Avg OTSSource: The Nielsen Company – Reach & Frequency 2007Target Population: People aged 12-64Target Universe: 5,284,00081


Latest R&F FiguresAdvertising NetworkR&F Performance in 3 weeksNet Reach %Average OTSTrackside 12-sheet Frequency NetworkTrackside 12-sheet High Impact Network4-sheet Frequency Network4-sheet High Impact NetworkConcourse 12-sheet NetworkEscalator Crown Standard Network61.7%67.3%70.0%70.4%67.0%62.6%12.9 times19.8 times29.7 times33.7 times20.8 times14.9 timesSource: The Nielsen Company – Reach & Frequency 2007Target Population: People aged 12-64Target Universe: 5,284,00082


AppendixDemographics83


<strong>MTR</strong> Passenger Pr<strong>of</strong>ile - Age<strong>MTR</strong> passengers are Young with ahigher percentage - 53% fall withinthe age group <strong>of</strong> 20-44<strong>MTR</strong> Passengers4%10%8%22%23%23%10%50%Total Population4% 9%6%21%23%23%13%Aged 12-14 15-19 20-24 25-34 35-44 45-54 55-64Target: <strong>MTR</strong> Past WeekSample: 4,127Population: 3,322,000Source: 2008 Nielsen Media Index (Jan-Dec 2008)84


<strong>MTR</strong> Passenger Pr<strong>of</strong>ile - Occupation<strong>MTR</strong> passengers are more likelywhite collars and PMEB (41%)<strong>MTR</strong> Passengers7%10%13%29%23%3%15%33%Total Population9%13%13%31%18%2%13%Retired/Unemployed Full-time Housewife StudentFactory Skilled/Unskilled Office Skilled/Unskilled Trader/ProprietorPr<strong>of</strong>essional/Manager/ExecutiveTarget: <strong>MTR</strong> Past WeekSample: 4,127Population: 3,322,000Source: 2008 Nielsen Media Index (Jan-Dec 2008)85


<strong>MTR</strong> Passenger Pr<strong>of</strong>ile - Household Income<strong>MTR</strong> passengers have higher householdmonthly income with an average <strong>of</strong> $29,505<strong>MTR</strong> Passengers44%20%11%8%17%Average household monthly income: $27,532Total Population50%18%10%6%16%Below $20,000 $20,000-29,999 $30,000-39,999 $40,000-49,999 Above $50,000Target: <strong>MTR</strong> Past WeekSample: 4,127Population: 3,322,000Source: 2008 Nielsen Media Index (Jan-Dec 2008)86


<strong>MTR</strong> Passenger Pr<strong>of</strong>ile - Education<strong>MTR</strong> passengers areBetter Educated<strong>MTR</strong> Passengers1%11%52%7%30%Total Population1%16% 53%6%24%No Formal Schooling P.1-6 F.1-5 F.6-7 University or aboveTarget: <strong>MTR</strong> Past WeekSample: 4,127Population: 3,322,000Source: 2008 Nielsen Media Index (Jan-Dec 2008)87


<strong>MTR</strong> Passenger Pr<strong>of</strong>ile - Sex<strong>MTR</strong> passengers are slightlyskewed towards Male<strong>MTR</strong> Passengers50.2%49.8%Total Population47.7% 52.3%MaleFemaleTarget: <strong>MTR</strong> Past WeekSample: 4,127Population: 3,322,000Source: 2008 Nielsen Media Index (Jan-Dec 2008)88


AppendixAbout <strong>JCDecaux</strong> <strong>Group</strong>89


<strong>JCDecaux</strong> <strong>Group</strong>Worldwide Outdoor Experts90


Prime Corporate ValuesQuality With 45 years international experience, <strong>JCDecaux</strong> is committed to delivering the best qualityproducts maintained to the highest standards considering their impact on urban life Providing in-house maintenance with approximately 4,000 personnel installing, cleaning andchanging postersDesign <strong>JCDecaux</strong> works closely with 50 celebrated international designers and has a dedicated team<strong>of</strong> 110 engineers and designers employed in an integrated design studio The group owns 211 patents linked to innovation and ensures its design is adapted to citiesand architectureInnovation A passion for innovation exists in every project, in every country and every city. It’s the veryheart-beat <strong>of</strong> <strong>JCDecaux</strong> A team <strong>of</strong> specialists deploys <strong>JCDecaux</strong> Innovate solutions internationally91


Leader in Outdoor AdvertisingCountry? LondonCountry?ParisBarcelona Country?<strong>JCDecaux</strong> No.1:Worldwide in transport <strong>advertising</strong>:325 transport contracts in metros,Buses, tramways & trains.Worldwide in street furniture <strong>advertising</strong>European billboard <strong>advertising</strong><strong>JCDecaux</strong>reaches an estimated293 millionpeople worldwideevery day.Worldwide in airport <strong>advertising</strong>:163 concessions in 16 countries.Outdoor <strong>advertising</strong> in Asia-Pacific.Self-service bicycles.The <strong>Group</strong> has operationsin 55 countries with apresence in 3,500 cities.92


No.1 in Asia PacificTokyo Seoul BangkokStrong regional presence in the mostdynamic markets:AustraliaChina*IndiaJapanKoreaMalaysiaSingaporeThailand* includes Hong-Kong & Macao93


Market Leader in China<strong>JCDecaux</strong> China owns anextensive Outdoor<strong>advertising</strong> network: 36 cities in GreaterChina 208,137 <strong>advertising</strong>panels Variety <strong>of</strong> media formatsto design effective<strong>advertising</strong> campaigns:地 铁 媒 体Metro巴 士 媒 体Bus街 道 设 施机 场 媒 体Street校 园 媒 体Airport furniture Campus94

Hooray! Your file is uploaded and ready to be published.

Saved successfully!

Ooh no, something went wrong!