MTR taps girl group YOLICA to celebrate 45-year legacy

MTR Corporation has unveiled a social media campaign commemorating its 45th anniversary, showcasing MTR’s commitment to engaging a younger demographic. 
 
The campaign follows the launch of MTR’s anniversary campaign featuring a nostalgic journey in a thematic TV commercial, showcasing iconic songs and movie scenes, along with a limited-time 45th anniversary-themed train.  

Don't miss: MTR takes HKers on a nostalgic journey with anniversary campaign
 
To sustain the celebratory momentum, MTR has partnered with The Bread Digital to develop a dynamic strategy that captures the energy of railway transportation. The campaign theme revolves around youthful vigour, forward momentum, and the energetic spirit that has propelled MTR through its 45-year journey. 
 
Also known as “Celebrate to the fullest!” (慶祝 要盡情), the campaign kicks off in September and targets Hongkongers, especially the youngsters and railway fans. 
 
The social campaign prominently features YOLICA, a local girl group consisting of members Yoyo, Sica, and Alice. Chosen for their status as rising stars with a massive social media following, YOLICA’s involvement is set to significantly boost the campaign’s visibility and create a lively atmosphere across digital platforms.  
This campaign also showcases several MTR trains against Hong Kong’s iconic cityscape, emphasising the integral role MTR plays in connecting communities and how it has become deeply embedded in the lives of Hongkongers. It aims to showcase MTR's legacy and commitment to innovation; as well as fostering engagement with a younger demographic through social media and online platform.
 
The campaign is designed to entertain, engage viewers, and amplify the celebratory spirit. In the main social video, YOLICA participates in various interactive challenges that bring to life the theme of “Celebrate to the fullest”. 

Extended video content has been tailored specifically for social media and the younger generation to maintain the celebratory vibe, create discussions, and foster a sense of togetherness among the community. The first extended video, released on social media as a teaser, has already garnered significant positive feedback, with excitement mounting for the main social video release. 
 
To sustain the 45th anniversary celebration atmosphere, more behind-the-scenes and social content will be launched gradually. An engagement game is also introduced to drive audience participation from social media to the celebration event, inviting all to join the festivities. 
  
In terms of marketing strategies, the campaign has captured the essence of MTR's dynamic spirit through vibrant campaigns. It has also implemented interactive challenges that illustrate MTR’s continuous boundary-pushing over the past 45 years, encouraging participation and sharing among audiences. 
It also utilised YOLICA’s significant social media presence and audience to boost campaign visibility. In addition, it has created a youthful and lively atmosphere on social platforms, encouraging interaction and fostering a sense of community among MTR passengers. 
  
“With this campaign, we’re tapping into the vibrant energy of Hong Kong’s youth while honouring MTR’s 45-year legacy,” remarked Karen Woo, general manager for branding and communications at MTR Corporation. “By partnering with YOLICA and leveraging social media, we’re creating a celebration that resonates with the digital generation, showcasing MTR’s enduring relevance and its vision for the future.” 
 
“Our goal with this campaign is to ignite a city-wide celebration of MTR’s 45th anniversary”, explained Kenneth Wan, co-founder of The Bread Digital. “By collaborating with YOLICA, and creating dynamic content, we’re inviting young Hong Kongers to not just observe, but actively participate in commemorating MTR’s impact in our city.”

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