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.
