MTR takes HKers on a nostalgic journey with anniversary campaign

In celebration of its 45th anniversary, MTR Corporation has launched a heartwarming campaign to highlight the parallel development of its railway network and the community it has served over the years.

Done in collaboration with creative agency Uth Creative and media agency Mindshare, the campaign is running from August through December. It aims to foster brand affinity by communicating the essence of everyday connections made during MTR journeys.

The campaign kicked off with the launch of a thematic TV commercial featuring local singer Hins Cheung (張敬軒), who reimagines Danny Chan’s (陳百強) classic song 幾分鐘的約會 against a backdrop of iconic movie scenes.

A spokesperson from MTR told MARKETING-INTERACTIVE that Cheung was selected to be featured in the campaign because of his deep love for this city. His rendition of the classic song also resonates strongly with its message. "Having grown and developed here for over 20 years, he has consistently been a part of our journey, which aligns perfectly with our campaign idea - 'celebrate togetherness'," the spokesperson said.

The commercial beautifully captures the everyday connections made on MTR journeys, weaving together shared memories that have shaped Hong Kong over the past 45 years. The video is being promoted across TV, online, social media, and MTR's own channels.

Furthermore, MTR corporation has launched a time-limited 45th anniversary-themed train. The train's exterior features a white front adorned with the old MTR logo, evoking the design of the first generation of MTR trains. Inside, some of the carriages are decked out in a vintage style, complete with the return of the iconic “bubble handrails.” Orange-brown stickers on the ceiling aim to further enhance the nostalgic ambiance, recreating the colour scheme of the original MTR carriages.

The train will be on display at Choi Hung Station this Saturday morning (24 August) for public viewing. Meanwhile, it will run in service until the end of this year.

MTR has been organising various activities to revisit the MTR’s contribution to the development of the communities and railway network in Hong Kong, aiming to showcase MTR’s pivotal role as essential infrastructure in Hong Kong’s development and in fostering connections among people. according to the spokesperson.

"For instance, the 'Station Rail Voyage' exhibition at Hung Hom Station and 'Railscape Reminiscence' at Exit J of Central Station showcase the evolution of metro service in Hong Kong . Following the 'Green T Baby Fun Day' and “MTR Volunteering Month' in early 2024, the corporation is planning more celebratory activities to share the joy and give back to the society," the spokesperson said. 

Karen Woo, general manager for branding and communication, MTR Corporation, said: “This campaign is our love letter to Hong Kong. We want to take people back in time and evoke the special memories they have made on our stations and the community we have built over the past 45 years. To our beloved passengers, we have become an integral part of their life stories.” 

Desmond So, CEO, Uth Creative Group, said: “We are delighted to support our clients' idea of leveraging the memorable MTR moments in well-known movie scenes. Although it was a complicated process to coordinate with multiple parties, we are pleased with the outcome. I believe this film will bring back a lot of good memories for Hong Kong people over the years.”

Don’t miss: MTR Malls showcases ‘the different side’ of the Southern District

Back in June, MTR Malls partnered with Havas Hong Kong to launch a new campaign to showcase its latest shopping mall in the Southern District as a fresh destination for consumers.

The campaign comes upon the launch of The SOUTHSIDE, a new shopping mall in Wong Chuk Hang developed by MTR Malls. The brand’s launch campaign namely “THE SOUTHSIDE. The different side” aims to encapsulate the unique experience that awaits customers at this new shopping destination in the Southern District.

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