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Monday, 12 February 2018, 18:55 HKT/SGT

Source: JCDecaux Transport
Winners of Innovate Festival Creative Contest 2017 Announced
The Blue Girl Beer Campaign created by a joint tertiary student team from PolyU, PolyU Speed and City University scoops the Gold Award

HONG KONG, Feb 12, 2018 - (Media OutReach) - The second annual Innovative Festival Creative Contest organised by JCDecaux Transport has successfully concluded. With the objectives of fostering creativity and providing an opportunity for students to showcase their talents and skills, winners of the creative contest were announced and awarded recently, while the innovative ideas from several winning teams have been adopted by participating advertisers for execution in their brands' respective MTR advertising campaigns.

Following the tremendous success of the inaugural contest held last year, more than 150 students from different tertiary institutions entered the contest enthusiastically this year. Themed "Interactive and Engagement", the challenge was to adopt the MTR advertising platform to conceive campaigns which were in line with sponsors' advertising objectives and able to interact with MTR passengers through special technology or executions. The contest also aimed to offer participating students a unique opportunity to present their innovative ideas in real-life pitching situations, where actual execution and effectiveness are of considerable importance to the sponsoring advertisers.

The Creative Contest's judging criteria was based on innovative ideas and creative use of media, plus the professional scoring by the Creative Team and management of JCDecaux Transport. A scholarship of HK$10,000 has been awarded to the top scoring Gold Award team, while ten Merit Award winners have received a HK$1,000 scholarship each. All winners have also received certificates, and coverage in JCDecaux Transport eNews and social media platforms.

Eleven winners were finally selected by a prestigious judging panel comprised of representatives from participating international and local brands including Blue Girl Beer, Bossini, China Taiping Insurance, Cotai Water Jet, Dadi Education Group, Dr. Morita, NIVEA, Pandora, Red Bull and SATAMI (In alphabetical order of the advertiser's name) [refers to APPENDIX 1 for Winner List]

Ms. Shirley Chan, Managing Director of JCDecaux Transport Hong Kong & Macau, said: "Many successful innovative campaigns of the MTR advertising Innovate Festival held annually since 2009 have achieved impressive effectiveness for our advertisers and significantly interacted with MTR passengers. The Creative Contest not only allows advertisers to understand young people's new advertising ideas, but also provides a platform for tertiary students to show their creativity, thus presenting a win-win-win scenario for advertisers, student contestants, as well as MTR advertising."

Hocelia, a Group Team formed by four students jointly from The Hong Kong Polytechnic University, The Hong Kong Polytechnic University SPEED, and City University of Hong Kong has won the Gold Award with their sparkling creative work "Share the Moment" for Blue Girl Beer! Targeting the young generation of beer drinkers in Hong Kong, Hocelia's creative short film and the slogan, together with the innovative use of the MTR advertising platform has strongly impressed the judges!

The Merit Award Winning Groups, namely The Avengers (City University of Hong Kong), Chillin&Winin (City University of Hong Kong), Harry & Ray (Hong Kong Baptist University), and Digitalians (The Open University of Hong Kong and The Hong Kong Polytechnic University), whose brilliant creative works have been adopted by Cotai Water Jet, SATAMI and Dr. Morita respectively for implementation as the brands' campaigns in MTR advertising.

The Avengers' innovative use of mobile technology Beacon and QR Code inside MTR trains and on train door stickers was designed to engage passengers to browse the four-week Facebook posts and participate in the promotional activities of Cotai Water Jet's 10th anniversary, further enticing passengers to take Cotai Water Jets to Macau.

Both Chillin&Winin and Harry & Ray have tailor-designed creative campaigns for SATAMI. Chilin&Winin has cleverly executed the creative of "Finding a good functional bra that fits perfectly is just like finding the right boyfriend who can bring back the confidence and beauty of a lady!" On the other hand, Harry & Ray's innovate campaign features a short film which introduces the protective strength of the SATAMI bra and its non-slip bra straps that are metaphorically compared to the unbeatable anti-typhoon strength of Li's Wind Wall in Hong Kong. Through the interactive e12-sheet, Concourse 12-sheet Zone and Trackside Billboards at MTR Central Station with QR Code, NFC and Beacon, SATAMI has enabled MTR passengers to watch the two winning teams' lively and humorous short films on their smartphones.

By utilizing the Concourse 12-sheet Zone at MTR Causeway Bay station, Digitalians' creative is themed around the "Alice in Wonderland" fairy tale with colorful illustrations to introduce the various unique features and benefits of Dr. Morita's face masks, allowing passengers to immerse in the fairy-tale world!

All the creative works of the winners are being gradually launched at different MTR stations.


Media Enquiries

JCDecaux Transport
Shirley Chan
Managing Director
Tel: (852) 2862 7226
Email: [email protected]

Allied Synergy Communications Limited
Alicia Chan
Tel: (852) 3101 8008 / 9509 8128
Email: [email protected]

Innovate Festival Creative Contest 2017 Gold Award Campaign "Blue Girl Beer" Winning Team Hocelia received certificates from Ms. Shirley Chan, Managing Director of JCDecaux Transport Hong Kong & Macau (1st from left) and participating advertisers at the Award Ceremony. The Blue Girl Beer "Share the Moment" Campaign poster ad and short film at MTR Prince Edward Station. View video:

Feb 12, 2018 18:55 HKT/SGT
Topic: Press release summary
From the Asia Corporate News Network

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