HONG KONG: Hutchison's mobile telecoms operator, Orange, has
launched its "Be open minded" campaign across Hong Kong's MTR stations,
with one display spanning a 90-metre-long wall.
The Ogilvy & Mather-created campaign features a series of 14 consecutive
posters on each of the two walls stretching 90 metres long and more than
20 metres high at the Central and Hong Kong stations in the MTR.
Each poster is depicted as a window into the world of business and
leisure, connected through Orange, said O&M managing director, Mike
Wong.
The campaign also includes floor to ceiling posters on a number of
pillars at the two stations. Wong said the campaign targets a new
generation of business executives.
"The TVC follows what is already happening in the business world. We've
seen changes over the last two years with a much younger mindset taking
over. In the campaign we're attracting these people, who take a new
approach to their business life," Wong added.
Orange senior manager-marketing communications and branding, Louis Lau,
noted: "It is the right location as the subway provides a huge open
space which enables a creative design like the one chosen to make an
impact thus reinforcing our image."
