MindShare brings Netvigator passion to the MTR

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

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