MindShare brings Netvigator passion to the MTR

<p>Hong Kong ISP Netvigator has rolled out a HK$10 million </p><p>thematic campaign, with a strong accent on "passion" in the portal's </p><p>multi-media marketing assault. </p><p><BR><BR> </p><p>The campaign features two TVCs, outdoor and three versions of a print </p><p>ad, all targeted at the burgeoning local user market. </p><p><BR><BR> </p><p>Its media agency, MindShare, has once again set a new benchmark on Hong </p><p>Kong's Mass Transit Railway (MTR), wowing underground users with a </p><p>particularly innovative media buy. </p><p><BR><BR> </p><p>By harnessing the gradient of the MTR's escalator balustrades, MindShare </p><p>effectively showcased activities such as mountain biking and climbing an </p><p>ice mountain on a grand scale, while emphasising the campaign's </p><p>"passion" theme. </p><p><BR><BR> </p><p>"We wanted to give people something new, so within the MTR we thought of </p><p>using the escalator to show both outstanding actions and passionate </p><p>acts," said MindShare associate director Becky Lam. </p><p><BR><BR> </p><p>According to MindShare managing director KK Tsang, overcoming both the </p><p>safety hurdle and possible damage to brand equity (which could be </p><p>compromised if passengers attempted - or failed - to scale the </p><p>balustrades) warranted a warning on the creative. </p><p><BR><BR> </p><p>"They (Pearl & Dean) were also concerned about the safety issue so we </p><p>put the caution there," he said. </p><p><BR><BR> </p><p>Drawing out the passion theme, Netvigator also sponsored 35 episodes of </p><p>the popular TVB Jade drama entitled At The Threshold of an Era 2. </p><p><BR><BR> </p><p>Tying the drama's mass 15-to-35 year-old viewer appeal to Netvigator's </p><p>own revamp, which is set to roll out at the start of this month, Ms Lam </p><p>added that promos and written episode synopses featured in TVB glossy, </p><p>TVB Weekly, would take centre stage on the richer content website. </p><p><BR><BR> </p><p>"I don't think it will drastically drive pageviews, but when people go </p><p>onto the website, they'll see the content has been noticeably enriched." </p><p><BR><BR> </p>