INTERNATIONAL: Putting iTV's plans in trackside motion

<p>Cable & Wireless HKT (now Pacific Century CyberWorks HKT) had been </p><p>promoting its iTV services in Hong Kong for two years in the late </p><p>1990s. </p><p><BR><BR> </p><p>The company primarily used the print media to introduce new programming </p><p>and channels, but despite the huge advertising investment, subscription </p><p>growth was sluggish. </p><p><BR><BR> </p><p>Because of its lacklustre performance, Cable & Wireless decided to </p><p>relaunch the iTV brand. Bold media ideas were called for to reinforce </p><p>the brand personality "Break the Convention" and Zenith Media was </p><p>assigned the job. </p><p><BR><BR> </p><p>Zenith summed up the challenge in this way: </p><p><BR><BR> </p><p>- As iTV had been evolving quite rapidly, people were not very aware of </p><p>its ongoing channel and programme developments. </p><p><BR><BR> </p><p>- Although there were tactical ads in the print and outdoor media, many </p><p>could not feel the richness of its content. </p><p><BR><BR> </p><p>- Some could not even differentiate iTV from traditional television </p><p>since they could not experience the former's "exciting" contents through </p><p>static forms of advertising. </p><p><BR><BR> </p><p>One of the reasons why Zenith's media strategy was seen as breakthrough </p><p>was the idea to use what the agency called "motion medium" to sell </p><p>"motion excitement". </p><p><BR><BR> </p><p>This involved the use of MTR trackside motion advertising - a first in </p><p>Hong Kong. Video images were projected onto a 12-sheet panel which </p><p>showcased iTV's latest attractions and blockbusters with appropriate </p><p>audio effect. </p><p><BR><BR> </p><p>Some of the technical difficulties overcome included installing a </p><p>state-of-the-art barco machine on the platform ceiling facing the </p><p>12-sheet panel and building in infra-red sensors which could control </p><p>video image and audio delivery and cease image projection when a train </p><p>arrived at the station platform. </p><p><BR><BR> </p><p>The achievements included: </p><p><BR><BR> </p><p>- Creating an unprecedented and exclusive motion advertising medium; </p><p><BR><BR> </p><p>- Redefining and magnifying the advertising potential of MTR trackside </p><p>panels for both Pearl & Dean and the advertiser; </p><p><BR><BR> </p><p>- Setting a new benchmark in driving media innovation for the </p><p>advertising industry. </p><p><BR><BR> </p><p>Another breakthrough was convincing local terrestrial stations TVB and </p><p>ATV to accept iTV advertising following several rounds of intense </p><p>negotiations. </p><p><BR><BR> </p><p>This was previously impossible because of conflict of interest </p><p>reasons. </p><p><BR><BR> </p><p>Zenith also negotiated a deal with California Red - Hong Kong's largest </p><p>karaoke chain - to insert iTV trailers between songs. It was the first </p><p>time that karaoke had been used as an advertising medium on this </p><p>scale. </p><p><BR><BR> </p><p>* This ongoing National Geographic Showcase series features selected </p><p>material from winners and other entries in the Best Use of Media </p><p>category in MEDIA's Agency of the Year Awards 1999. </p><p><BR><BR> </p>