MTR Mobile banks on real-time data to improve mobility function

MTR Mobile and Cheil Hong Kong have joined forces to launch a new campaign to increase awareness and usage of the enhanced MTR mobile app. 

Featuring Hong Kong actor Jeffrey Ngai (pictured), the campaign aims to highlight various smart tools of MTR Mobile that cover different aspects of daily life, including the mobility function, which enables users to navigate not only MTR services but also other public transportation options seamlessly. 

Furthermore, a comprehensive rewards system has been introduced, encompassing riding, shopping at MTR malls or shops, and purchases at the MTR e-store.

The campaign has begun with a takeover within the MTR Mobile, followed by promotional efforts across multiple channels including video, outdoor, digital, social media, PR, influencer partnerships and engagement within MTR stations. 

To further engage travellers and showcase the app's features, a city-wide scavenger hunt will be held in various MTR stations in late January. Participants can search for different checkpoints within popular MTR stations using MTR mobile to collect exclusive in-app virtual badges. Additionally, participants will enter a lucky draw to win an exclusive T Chai plush toy, autographed by Ngai. 

Apart from mobility and rewards, by combining customers’ travel patterns, spending records at MTR malls or shops, and travel location history, MTR Mobile can engage consumers by providing personalised content and promotions along customers’ day-to-day journey. 

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Annie Leung, general manager, marketing and customer experience at MTR Hong Kong, said: "MTR Mobile is a multi-functional tool that integrates mobility, rewards, and lifestyle into one seamless experience. Our goal is to augment our brand value and convenience by integrating real-time data of multi-modes of public transport in Hong Kong to deliver the most efficient routes available. We are also transforming our customers into 'smart spenders' by allowing them to effortlessly accumulate MTR points through spending at MTR malls, shops, station retail and our e-store." 

"We are committed to exceeding expectations and addressing the real needs of our customers. By maintaining our existing services and enhancing our offerings, the MTR Mobile has been meticulously crafted to provide an all-encompassing solution for our users' daily commutes and beyond,” she added.

Back in December last year, MTR Corporation joined forces with foodpanda Hong Kong and WWF Hong Kong (WWF) to unveil a public reusable food container self-service lending machine at Hong Kong station, as part of its "plastic reduction" campaign. 

This followed WWF and foodpanda’s collaboration in launching Hong Kong’s first reusable food packaging pilot programme in October 2022 with the support from Environment Conservation Fund.

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