JCDecaux general manager, Stephen Wong, said MotionAds would launch for
a six-month trial on June 5.
MotionAds uses electronic devices to synchronise the triggering of flashing lights across a series of poster panels. This generates a moving image which is seen by passengers through the train windows.
The company plans to trial the service, which will run between the
Admiralty and Wanchai stations, with two advertisers to be selected on
the basis of its creative and dynamic ad design. According to JCDecaux,
the ads will be exposed to 310 trains each day. "This trial is another
innovative breakthrough in MTR advertising on top of recent campaigns
like the McDonald's train, Cathay Pacific's business class advertising
and the Kao Biore whole track campaign,
said Wong.
The media cost for a 13-week run is HK$1.2 million (US$154,000). Wong said the company would expand the format to other tunnels if the trial proves successful.
