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Updated as of Jan 2011(v1)
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Table of Content
1. MTR Basic Facts2. Media Comparison3. Why MTR Digital Advertising?4. MTR Digital Products Evolution5. Digital Panel Network
� Product Offers� Product Benefits� Mass Network Coverage� Network Distribution
6. Creative Mockup Demo 7. Ad Track Study8. Campaign Showcase 9. Client Credentials10. Digital Panel Network Package11. One Stop Service Solution12. Technical Specifications13. Artwork Approval14. Material Submission15. Appendix
� Digital Panel Network Location Map� About JCDecaux Group
16. Contact us
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MTR Basic Facts
Reach 3,352,0003,352,000 unique MTR passengers on a weekweeklyly basis
*Source:Nielsen Media Index (Jan 2010 – Dec 2010)
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MTR Basic Facts
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Media Comparison
Anchored by contents
Very cluttered & open
Captive Environment
Restricted by production constraints
Restricted by physical limitation
Choice of formats, more creative flexibility
Creative Flexibility
Only on date of publication
To all road users & pedestrians
To all MTR passengers
Visibility
MAJOR MAJOR DAILYDAILY
BUSBUSMTRMTR
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Why MTR Digital Advertising?
� Allows motion which attracts attention asanimated 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 Products Evolution
Jun 03 Dec 03 Oct 06 Q3 08 Q1 09
Launch of Trackside
Plasma TV
Launch of Trackside
Plasma TV
Launch ofConcourse Plasma TV
Launch ofConcourse Plasma TV
100 Trackside Plasma TV
51 Concourse Plasma TV
4 Plasma Ring
100 Trackside Plasma TV
51 Concourse Plasma TV
4 Plasma Ring
Digital EscalatorCrown Bank
Digital EscalatorCrown Bank
Digital Panel Network
Digital Panel Network
Sep 10
HD Quality
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6565”” HD Plasma Panel in pairs to display animatedHD Plasma Panel in pairs to display animatedimages enhancing visibility and impactimages enhancing visibility and impact
Digital Panel Network
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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
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Product Benefits
Network Product for Mass Coverage with Creative Fle xibility 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
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Mass Network Coverage
4
8
6
4
5
95
7
4
8
Total Total 6060 pairs in pairs in 1010 High Traffic MTR StationsHigh Traffic MTR Stations
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Network Distribution
633
Concourse Level (near Entrance A)Concourse Level (near Entrance C)
Tsim Sha Tsui
743
Concourse Level ( near Entrance A)Concourse Level ( near Entrance D)
Kwun Tong
532
Concourse Level ( near Entrance A)Concourse Level ( near Entrance D)
Kowloon Tong
44Concourse LevelPrince Edward
431
Concourse Level ( near Entrance A) Concourse Level ( near Entrance E)
Mong Kok
44Concourse LevelTai Koo
5113
Concourse LevelLower Platform LevelUpper Platform Level
Wan Chai
862
Transfer Concourse LevelWorldwide House Concourse
Central
924111
Sogo ConcourseUpper Platform LevelSouth Times Square Concourse 5th BasemenSouth Times Square Concourse 3rd BasementWest Concourse Level
Causeway Bay
8422
Concourse LevelUpper Platform LevelLower Platform Level
Admiralty
Total No. of PairsNo. of PairsLocationStation
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Creative Mockup Demo
In case the above file is not properly displayed, please visit our website for the demo video.
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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 15-54 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 2008-2010
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Campaign Showcase
Chief
Branding campaign with image flow effect
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Campaign Showcase
Chow Sang Sang
Branding campaign with image flow effect
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Campaign Showcase
JP Morgan
New product campaign with motion graphics
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Campaign Showcase
Canon – G12
New product campaign with animation
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Campaign Showcase
Movie – A Nightmare on Elm Street
Movie trailer with special animation effect
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Campaign Showcase
McDonald’s
McDonald’s promotional campaign demonstrates the high creative flexibility by customizing different ad messages from Monday to Sunday
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Client Credentials
FedEx“Digital Panels allow great flexibility for creativ e execution. With the images flowing on dual digital panels, our creative concep t could be presented in a dynamic and interesting way, which helps to increas e our ad recalls.”
Laura CramptonManaging Director, Brand and CommunicationsFedEx Express, Asia Pacific Division
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Finnair
Client Credentials
“We find MTR digital advertising is highly effective for our branding campaign. The digital ad formats offer the audience incompara ble multi-visual display impact. Moreover, the strategic locations covering m ajor commercial areas help reach our target business travellers.”
Mr. Jonne LehtioksaSales Director, Hong Kong & AustraliaFinnair
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Philips
Client Credentials
“The high quality display panels present our produc t flawlessly and enhance our product image. The easy creative execution and flex ibility of media buying also allow timely broadcast of our promotional campaign. ”
Judy LawSenior Manager, Customer Marketing, Personal Care, Consumer Lifestyle Philips Electronics Hong Kong Limited
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Client Credentials
Canon“The Digital Panel Network and Digital Escalator Cr own 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 g enerating sales for its unparalleledmulti-visual impact and mass coverage of desired au dience.”
Mr Au Wai ChungDirectorStarcom Worldwide
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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 a nd 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.
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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
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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
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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.: 2862 7258 (Office Hours)
� Email Address : [email protected]
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Material Submission
Censorship Process Timing
Final storyboard and artwork layout submission
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
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Appendix
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Digital Panel NetworkLocation Maps
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Admiralty
Admiralty Concourse Level
Digital Panel
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Admiralty Upper Platform Level
Admiralty
Digital Panel
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Admiralty Lower Platform Level
Digital Panel
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Causeway Bay Concourse Level
Causeway Bay
Digital Panel
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Causeway Bay Upper Platform Level
Causeway Bay
Digital Panel
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Central Transfer Concourse Level
Track to Chai Wan
Central
Digital Panel
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Central Worldwide House Concourse
Central
Digital Panel
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Wan Chai Concourse Level
Wan Chai
Digital Panel
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Wan Chai Lower Platform Level
Wan Chai
Digital Panel
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Wan Chai Upper Platform Level
Wan Chai
Digital Panel
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Tai Koo Concourse Level
Tai Koo
Digital Panel
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Mong Kok Concourse Level (near Entrance A)
Mong Kok
Digital Panel
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Mong Kok Concourse Level (near Entrance A)
Mong Kok
Digital Panel
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Mong Kok Concourse Level (near Entrance E)
Digital Panel
Mong Kok
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Prince Edward Concourse Level
Prince Edward
Digital Panel
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Kowloon Tong Concourse Level
Kowloon Tong
Digital Panel
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Kowloon Tong Entrance C (Festival Walk)
Kowloon Tong
Digital Panel
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Kwun Tong Concourse Level (near Entrance A)
Kwun Tong
Digital Panel
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Kwun Tong Concourse Level (near Entrance D)
Kwun Tong
Digital Panel
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Tsim Sha Tsui Concourse Level (near Entrance A)
Tsim Sha Tsui
Digital Panel
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Tsim Sha Tsui Concourse Level (near Entrance C)
Tsim Sha Tsui
Digital Panel
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JCDecaux GroupWorldwide Outdoor Experts
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About JCDecaux Group
• The JCDecaux Group is the only company worldwide th at focuses exclusively on outdoor advertising.
• Having pioneered the "street furniture" concept in 1964, the Group is also the only organization active in the th reeprincipal areas of the outdoor advertising market:
street furniture, billboards and transport advertis ing.
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Leader in Outdoor Advertising
Paris London 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 millionpeople worldwideevery day.
• The Group has operations in
55 countrieswith a presence in
3,542 cities .
Data updated as of January 2011.
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No.1 Outdoor Advertising in Asia Pacific
Bangkok
Strong regional presence in the most dynamic markets:
� Australia� China*� India� Japan� Korea� Malaysia� Singapore� Thailand
* includes Hong-Kong & Macao
Hong KongTokyo
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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:
街道设施街道设施街道设施街道设施Street furniture
地铁媒体地铁媒体地铁媒体地铁媒体Metro
机场媒体机场媒体机场媒体机场媒体Airport
巴士媒体巴士媒体巴士媒体巴士媒体Bus
校园媒体校园媒体校园媒体校园媒体Campus
Data updated as of January 2011.
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Contact Us
Digital Panel Network –
Offers you the high creativity flexibility and mass coverage!
For details, please contact our sales team
on (852) 3960 3333 or email [email protected] now!
www.jcdecaux-transport.com.hk