JCDecaux Transport crowned Media of the Year and No.1 OOH in HK at Spark Awards 2024

JCDecaux Transport, the market leader of the out-of-home (OOH) and digital out-of-home (DOOH) advertising industry in Hong Kong, shone at the Spark Awards 2024 Hong Kong, organised by MARKETING-INTERACTIVE.

The company has won 15 prestigious awards with five gold, five silver and three bronze awards, being crowned “Media of the Year” and “No.1 OOH in Hong Kong” for the 12th year as part of the “Hong Kong Media Survey 2024”.

Shirley Chan, managing director of JCDecaux Transport Hong Kong & Macau said, “As the No.1 outdoor advertising company in Hong Kong, we have ignited a tale of evolution by brining creativity and groundbreaking technology to the market and propelled the industry forward into the new era of programmatic digital out-of-home (pDOOH), making our product offerings more on-target and diversified. We are proud to see this new chapter unfold. The recognition is the testament of incredible teamwork and motivates us to constantly redefine the possibilities of OOH and DOOH media.”

JCDecaux Transport has received prestigious accolades for their campaigns in various categories:

1. MTR* advertising - HKTVmall Mom-Certified Campaign

HKTVmall launched a citywide campaign by turning different moms from various backgrounds to become its brands’ ambassadors. More than 80 creatives were launched across the MTR* networks. The creatives stated mums’ endorsements and their past orders in HKTVmall. The campaign successfully became “talk of the town” and brought conversions with proven record.

2. MTR* advertising - foodpanda meets millions of tastes in one app – Quick Commerce Campaign

foodpanda utilised MTR* advertising’s pDOOH solution to promote its Quick Commerce, feeding relevant messages to the target audience at the right time and right location, which helped maximise the campaign’s ROI.

3. MTR* advertising - Double Ducks

Smartly utilised “Digital Panorama” to synchronise the Double Ducks on the Victoria Harbour at MTR Hong Kong Station, the ducks were swaying on the two giant LED screens, hearts and baby ducks would be popped up along with the passengers’ movements. The campaign successfully enhanced public’s awareness and spread happiness.

4. MTR* advertising - HSBC Wealth Decode

HSBC strategically promoted their “Wealth Decode” campaign in MTR* Hong Kong station. Their AI-generated influencer "AI-Dayo” could be displayed through Digital Diorama. It also made use of AI Midjourney V5 to generate a 3D golden fish, creating an impressive visual impact under a captive environment.

5. MTR* advertising - Hang Seng Bank Be a Game Changer and “Carry” Yourself

Hang Seng Bank adopted a gamification approach to target GenZ via MTR* digital network. All MTR ads were engage-able with QR code to access to the online game. Passengers could obtain virtual game cards and personalised saving tips via Hang Seng Bank’s H A R O WhatsApp account, successfully drove O2O activation.

6. MTR* advertising - VITA Lemon Tea Campaign

VITA smartly used MTR* advertising to create a holistic O2O journey. Passengers could scan the QR code on the ad to connect to MTR Mobile and enter to VITA’s campaign site. By voting the favourite character of VITA lemon tea, passengers could stand a chance to win prizes. The campaign successfully attracted Gen Z and generated top-of-mind awareness.

The company also wants to congratulate and express their heartfelt gratitude for the campaigns below:

"MTR Advertising: 'Queens’ Chill Rewards'” 「女皇Chill級賞」, a Mother’s Day AI campaign, which has been crowned “Media Campaign of the Year”, together with give gold, three silver, six bronze awards, totalling 15 accolades.

Hong Kong Disney “World of Frozen Grand Launch” won the silver award under the category of “Best Launch / Rebranding Campaign”. GSK HK “2024 Shingles Awareness Week” won the gold award under the category of “Best Media Campaign – Digital Out-of-Home”.

Staying at the forefront of the market, JCDecaux Transport keeps pushing the boundaries with innovations and inspirations. Currently, MTR* advertising has rolled out a 360-degree online to offline (O2O) outdoor advertising campaign with Taobao, which successfully triggers city-wide interest. Spanning up to 59 MTR stations, the campaign combines zone dominations and digital advertising networks with playful slogans, highlighting a limited time offer for “Double 11 Shopping Festival”.

Promotional code stickers are placed at 20 designated MTR stations, passengers can scan the QR codes on these stickers to connect to or download the Taobao app. Besides, With the use of programmatic digital out-of-home (pDOOH) advertising, it helps reach the target audience at the right place, right time and right location with relevant messages. The campaign seamlessly integrates the entire MTR* network with the MTR mobile app.

*MTR advertising refers to advertising exclusively operated by JCDecaux Transport, including Island Line, South Island Line, Tsuen Wan Line, Kwun Tong Line, Tung Chung Line, Tseung Kwan O Line, Disneyland Resort Line and Airport Express, as well as MTR mobile advertising.

This article is sponsored by JCDecaux Transport.