JCDecaux Texon Newsletter

Hong Kong Sevens Hits the Streets

As co-title sponsors of Hong Kong Sevens 2008, Cathay Pacific and Credit Suisse leverage Bus Shelters and Trams to inject excitement of this one-of-it’s-kind international sports event.

To make the most of rugby fun, Cathay Pacific has adopted special tramcar advertising for an interactive “Try and Guess” game. One of the Cathay Pacific branded Trams (antique Tram) is filled with a large number of replica rugby balls, inviting participation in guessing the right number and winning the Sevens tickets. The campaign has been running since mid March and is also supported by Bus Shelter outside Hong Kong Stadium as a last minute reminder of the brand association.

Credit Suisse at the same time advertised on Shelters outside Pacific Place and Jardine House to reach the high-net-worth individuals. The Flagship Shelters comprise of Sheltertops and the new Première Panels drastically maximise ad exposure and impact.

Unprecedented Display Impact By Première!

Sony Ericsson

Taking the advantage of a new media format, Sony Ericsson is one of very first clients to use Premiere Panel for the launch of its new mobile phone. The Panels are mainly located in Central Business Districts with high concentration of prestigious traffics and pedestrians. While Premiere is a 6.5 sqm high quality back-lit panel, it maximises visbility and gets extra attention especially during night time.

Sony

Sony selected Premiere Panels to promote its new digital camera - T300. By its world class feature, Premiere Panels deliver strong ad impact by connecting people at eye-level. The highly visible Premiere Panels at multiple locations have stimulated the outdoor environment and acted as a more cost effective billboard network at street level.

H&M SS08 Collection Dresses up the Sheltertop

H&M has selected a Flagship Shelter in Tsim Sha Tsui to promote its S/S 08 collection. The brightly coloured panels catch commuters’ attention with dominating and impressive Sheltertop Panels. While generating maximum attraction for the visuals, Shletertops make the ad look persuasive to the commuters.

Coke Zero Interactive Shelter Stimulates Trial Experience

To communicate the goodness of Coke Zero in an interesting and engaging way, Coca Cola has made an interactive Bus Shelter campaign in the centre of Causeway Bay where young adults visited mostly. Creative execution is employed to draw audiences into the trial experience by wrapping the mascot eyeball with bubble-wrap paper and inviting passers-by to experience the fun of popping over it.

Ms Penelope Yau, Business Development Manager of McCann-Erickson Hong Kong, said 'Bus Shelter is definitely a very good choice for its location and flexibility in execution.’ Universal McCann handled media buying and planning duties while McCann Erickson handled the creative duties for this campaign.

Bally’s Comfort and Elegant Image on Trams

In order to position itself as a world-class footwear & leather goods provider, Bally chose Tramcar advertising to uplift its elegant brand image. The tramcar medium reaches sophisticated shoppers effectively with its prime route running through the heart of high-end fashion areas like Central and Admiralty.