This cross boundary promotion draws attention to the connection between Lok Ma Chou Station (LMC) and the Shenzhen Metro Longhua Line.
The creative concept by Two Hundred Limited, the agency in charge of non-corporate business for MTR, is a play on the Chinese name for LMC. The two words 'Lok ma' translates to 'getting off a horse' in Cantonese.
Subsequently, the commercial implies commuters can get to their favourite restaurants, spas and shopping centres in Shenzhen by simply 'getting off a horse'.
The TVC, supported online and through a series of print ads, also encourages people to visit the Shenzhen Zone of MTR Customer Forum and MTR Mobile iPhone App, which launched in October 2010, for guides and promotions.
Credits:
Project MTR cross boundary travel Lok Ma Chou & Shenzhen
Creative agency Twohundred Limited Hong Kong
Partners & creative directors Christine Pong, Derek Wong
Art directors Kan Wing Ho, Lau Ho Yin
Copywriter Curry Mak
Account servicing Apple Lam
Agency producer Yan Tsang
TVC director Rick Chui, Happy Birthday Limited
Online production Fingers 10
Exposure Television, print, online
