Railway service sweetens rides with giveaways
<p>Hong Kong's Mass Transit Railway Corporation (MTRC) has teamed up </p><p>with local supermarket chain Wellcome in a month-long promotional </p><p>campaign. </p><p><BR><BR> </p><p>The aim of the television-led "Ride the MTR 10 times to save at </p><p>Wellcome" campaign is to encourage higher usage of the train service </p><p>during the promotion through the use of incentives such as Wellcome </p><p>discounts and giveaways. </p><p><BR><BR> </p><p>The TVC features a brother and a sister travelling on the MTR to collect </p><p>supermarket coupons for the purchase of their favourite sweets at </p><p>Wellcome. </p><p><BR><BR> </p><p>"It's not true that only housewives go shopping," said Nathan Lin, </p><p>creative director at FCB, which developed the campaign. Lin said the </p><p>creative concept was inspired by a popular Japanese television programme </p><p>which features two children whose shopping expedition turns into an </p><p>adventure. </p><p><BR><BR> </p>
Please sign in below or access limited articles a month after free, fast registration.
If you don’t yet have an account, you can register for free to unlock additional content. For full access to everything we offer, view our subscription plans.
Sign In
Register for free
✓ Access limited free articles each month
✓ Email bulletins – top industry news and insights delivered straight to your inbox
Subscribe
✓ Unlimited access to all Campaign Asia content
✓ Real-world campaign case studies and career insights
✓ Exclusive reports, industry news, and annual features