MTR Mother’s Day Campaign Marks A New Age of Advertising in Hong Kong

What was your favourite Mother's Day advertising campaign this year? While fun and interesting outdoor ad campaigns in Hong Kong are not lacking, it is challenging to stand out in the great sea of Mother's Day promotions. At Adintime, we have our top pick - "MTR Mother's Day Queen". Our criteria were creativity, out-of-the-box thinking, technological involvement, and "engage-ability". Let's look at how this innovative campaign scores high in all four categories and how it is possibly the exciting start of a new age in advertising in Hong Kong!

MTR Mother's Day Queen - A Royal Experience Powered by AI

A video is worth a thousand words. Here's Adintime trying out the installation at the Causeway Bay MTR station:

This highly engaging and entertaining OOH campaign was an effort by MTR, JCDecaux, Bravo, and Asiaray, powered by the digital art collective Teleport. Using AI technology, the "magic mirror" would capture a photo of the participant which was then used to generate a realistic royal portrait for keeps via a QR code or physical prints. 

MTR Mother's Day Queen - OOH Advertising Campaign
The eye-catching "magic mirror" drew substantial crowds at all its five locations (Sha Tin, Causeway Bay, West Kowloon, Mong Kok East, and Tsuen Wan) Passersby were intrigued as the mirror interacted with participants, guiding them through a whimsical experience. Many spectators have stopped to watch the fun unfold, with many even joining in themselves. As the portraits appeared on screen, joyful laughter ensued, making this out-of-home campaign a standout hit.

What media were used to promote MTR Mother's Day Queen?

MTR lightbox - Mother's Day Queen

Besides the installations themselves serving as sizeable billboards that were hard to miss, within the MTR network, numerous lightboxes and digital screens were used to display promotional material with a QR that led to more information. Participants interested in joining the experience were required to register and schedule their participation by either booking a table through OpenRice or making a purchase on TLive.

TLive Mother's Day Queen

Source: TLive

The partners in this campaign, OpenRice and TLive, employed their own promotional strategies as well. Besides featuring the marketing material prominently on their home pages, they both offered incentives to "sweeten the deal" for potential participants. Each company provided opportunities to win various prizes when participants posted and shared their queen portraits on social media using the hashtag "#女皇Chill級賞" along with suggested captions.

OpenRice Website - Mother's Day Queen Ad

Source: OpenRice

MTR leading a new age in advertising

MTR Mother's Day Queen Magic Mirror Installation at Sha Tin

This innovative marketing campaign is one of the first manifestations of the new advertising plan MTR and the media companies have in store for the future. Bravo Media, earlier in April, revealed its major involvement in developing MTR advertising toward digitalization and significantly increased customer engagement. Through AI marketing/advertising, brands can personalize marketing content to each participant that increases shareability.


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