'Queens’ Chill Rewards' wins big at Spark Awards HK 2024

MTR Advertising’s “Queens’ Chill Rewards” campaign took home with 15 awards including five golds, three silvers, six bronzes and grand award “Media Campaign of the Year” at MARKETING-INTERACTIVE’S Spark Awards for Media Excellence 2024. 

“Queens’ Chill Rewards” campaign aimed to enhance MTR passengers’ experiences and provide advertisers an impressive omni-solution via the new MTR Advertising Ecosystem which evolved continuously from the known 4D strategy – panel digitalisation, data optimisation, dynamic creative and real time distribution. 

Running from 1 May to 12 May 2024, AI experience booths were set up at five prime MTR stations. Through “Image-to-image Generative AI technology”, the campaign enabled MTR passengers to transform into elegant queens. Not only could passengers receive a unique AI Queen portrait in real-time, but they could also receive special Mother’s Day gifts. Passengers were also encouraged to share AI Queen portraits via social media with heartfelt messages for their mothers to win a chance for grand prizes sponsored by advertisers. This unique experience attracted a vast number of participants and was witnessed by millions of MTR commuters.

One of the major highlights of the campaign was its comprehensive customer journey through the collaboration with six stakeholders. Supported and marketed by three media agencies – JCDecaux Transport, Bravo Media and Asiaray, the campaign was effectively promoted across the entire MTR advertising network.  

The partnership with OpenRice and online shopping platform TLive not only further expanded the digital audience footprint, but also provided compelling content with eCommerce solutions including product elaboration by KOLs to drive effective conversions for advertisers. Together with promotion via online channels and social platforms, the campaign accumulated more than six million reach and 70 million impressions. 

These awards recognised the Corporation’s ongoing commitment to innovation and creativity, and the persistence in optimising values of MTR Advertising. The Corporation will continue to uphold the belief of “Caring for life’s journey”, developing more holistic advertising solutions to inject positive energy and motivation into passengers’ lives.  

Awards won with the “Queens’ Chill Rewards” campaign: 

Overall  

Media Campaign of the Year 

Gold 

Best Media Campaign – Omnichannel 

Best Media Campaign – Experiential 

Best Influential Event 

Best Promotion Strategy 

Best Custom Event 

Silver 

Best Media Campaign – Real Time Response 

Best Partnership Strategy 

Best Sponsorship Campaign 

Bronze 

Best Media Campaign – Digital Out-of-Home 

Best Media Campaign – Creative 

Best Media Campaign – Public Awareness 

Best Viral Campaign 

Best Original Content 

Best Use of Technology 

This article is sponsored by MTR Corporation.