Kowloon Motor Bus' six-month-long television campaign to persuade
more people to use its service in place of other modes of public
transport appears to have put it on a higher plateau.
The campaign, which is split into four parts - 'King of the Road',
'Everywhere', 'Staff' and now 'Popularity' - aims to inform people that
KMB is the biggest public transport company in Hong Kong, carrying an
average of three million passengers a day, and that its service is
comfortable, friendly and efficient.
"Consumer research shows that there is a good impression surrounding bus
transport and that the positive impression has risen a great deal since
the campaign launched in February," said Paul Chan, executive creative
director of BBDO, KMB's advertising agency.
The series of TVCs also attempts to banish forever all previous negative
perceptions about bus services in Hong Kong.
As Mr Chan puts it, "Decades ago, buses in general were hot and dirty
and the service wasn't that great either. Today - and KMB is a strong
case in point - buses are clean, there is air-conditioning, the ride is
smooth and there is a high level of efficiency.
"The objective is to get people to love buses and to get them to think
of buses, and KMB in particular, when they think of public
transport."
'Popularity', the final TVC in the four-part series, represents a play
on words and visuals.
It shows all the different ways in which people "keep in touch" with KMB
and "it demonstrates that the bus company is a vital part of people's
every day life in Hong Kong", Mr Chan told MEDIA.
