The campaign, developed by DDB, is based on the insight that train passengers felt there were few opportunities for face-to-face interaction with MTR staff during journeys.
Brenda Lin, group account director at DDB Hong Kong, said the aim of the campaign was to put a face to the MTR, given its automated service offering.
Brenda Lin, group account director at DDB Hong Kong, said the aim of the campaign was to put a face to the MTR, given its automated service offering.
The six-month campaign comprises a 30-second TV spot airing on TVB Jade and Cable TV, as well as in the MTR and at Causeway Bay's Time Square shopping centre.
"The message fits in with MTR's long-term strategy of establishing an identity as a customer-driven public transit organisation. The point was to communicate that we are not just about efficiency and reliability; we are also about warmth and caring," said Lin.