Aimed at educating train users about the importance of not rushing through the train doors as they are closing, the spot is running on both terrestrial and cable TV, as well as outdoor and in-station TV.
Created by DDB Hong Kong, the 'Safety Rules' campaign is based on a popular children's game, 1-2-3 Traffic Lights (similar to Simon Says). "(It shows) a number of amusingly-dressed characters freezing in their tracks when they hear the group leader make the sound of the MTR train door closing chimes," said Monica Kong, DDB's associate account director.
As well as enhancing the existing door chime system, red baton-equipped MTR station assistants will take a more active role in directing passengers. The campaign also includes print and online.
MTR takes public safety blitz to TV
The MTR Corporation has broken new ground in its push to reach consumers with a light-hearted public safety campaign.
