Award: CAMPAIGN \ C41. Best Use of Broadcast/Video

As the key railway operator, it is MTR’s brand promise to provide caring services for every passenger journeys. As the opening of the EAL Extension approached, MTR seized the opportunity to build public anticipation towards the Extension, rejuvenate brand image and regain public trust resulted from operational and social challenges.

Echoing with the brand’s own meme “Feeling excited with Tuen Ma Line Opening”, MTR extended the viral tune “Feeling excited with Tuen-Ma-Line Opening” into an official MV and crafted tailor-made lyrics highlighting the benefits the Extension brought to different passenger segments. The campaign successfully engaged audiences from all walks of life and built their excitement towards the Extension.