KMB takes to high road with TVC series

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