KMB takes to high road with TVC series

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.

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