INTERNATIONAL: Putting iTV's plans in trackside motion

Cable & Wireless HKT (now Pacific Century CyberWorks HKT) had been

promoting its iTV services in Hong Kong for two years in the late

1990s.

The company primarily used the print media to introduce new programming

and channels, but despite the huge advertising investment, subscription

growth was sluggish.

Because of its lacklustre performance, Cable & Wireless decided to

relaunch the iTV brand. Bold media ideas were called for to reinforce

the brand personality "Break the Convention" and Zenith Media was

assigned the job.

Zenith summed up the challenge in this way:

- As iTV had been evolving quite rapidly, people were not very aware of

its ongoing channel and programme developments.

- Although there were tactical ads in the print and outdoor media, many

could not feel the richness of its content.

- Some could not even differentiate iTV from traditional television

since they could not experience the former's "exciting" contents through

static forms of advertising.

One of the reasons why Zenith's media strategy was seen as breakthrough

was the idea to use what the agency called "motion medium" to sell

"motion excitement".

This involved the use of MTR trackside motion advertising - a first in

Hong Kong. Video images were projected onto a 12-sheet panel which

showcased iTV's latest attractions and blockbusters with appropriate

audio effect.

Some of the technical difficulties overcome included installing a

state-of-the-art barco machine on the platform ceiling facing the

12-sheet panel and building in infra-red sensors which could control

video image and audio delivery and cease image projection when a train

arrived at the station platform.

The achievements included:

- Creating an unprecedented and exclusive motion advertising medium;

- Redefining and magnifying the advertising potential of MTR trackside

panels for both Pearl & Dean and the advertiser;

- Setting a new benchmark in driving media innovation for the

advertising industry.

Another breakthrough was convincing local terrestrial stations TVB and

ATV to accept iTV advertising following several rounds of intense

negotiations.

This was previously impossible because of conflict of interest

reasons.

Zenith also negotiated a deal with California Red - Hong Kong's largest

karaoke chain - to insert iTV trailers between songs. It was the first

time that karaoke had been used as an advertising medium on this

scale.

* This ongoing National Geographic Showcase series features selected

material from winners and other entries in the Best Use of Media

category in MEDIA's Agency of the Year Awards 1999.