The 30- and 60-second spots, titled 'Female' and 'Male' and developed by DDB under the 'Life is full of possibilities' tagline, aim to encourage teens to make the MTR a regular part of their lives. The TVCs feature pop star Kenny Kwan of Boy'z fame who meets the girl of his dreams played by up-and-coming star Isabella Leong, on the MTR. The move marks a shift for the MTR, which previously focused on adult passengers. MTR marketing and business development manager, Jeny Yeung, said: "We believe the commercial will achieve a great deal of 'talkability' among teens and that will ultimately benefit our goal of increasing teen patronage."
Added CC Tang, DDB Greater China CEO: "Given that the key target audience are teenagers, we knew that we would have to come up with something that was both exciting and novel.
"We knew that to engage teens and have them understand the underlying message about the advantages of using the MTR, we would have to talk about more than just reliability and convenience."
The TVCs, airing on terrestrial stations TVB and ATV, are supported by print ads and online games. The campaign has also been extended to Commercial Radio where listeners are invited to phone in and suggest their own ending to the story, which will later be turned into a radio drama series featuring the pair.
