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, CHINA - Media OutReach^[1] - 12^th February 2018 -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.

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: https://www.youtube.com/watch?v=UP836ZcJPgU&feature=youtu.be&app=desktop^[2]

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 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 of"飲藍妹，唔使灰!", 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 thefour-week Facebook posts and participate in the promotional activities of Cotai Water Jet's 10^th 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.

APPENDIX 1: Winner List (Merit Awards in alphabetical order of advertiser's brand name)

APPENDIX 2: Guests of the Awards Ceremony

Appendix 3:  Photos and Videos

Link to Photos:

https://drive.google.com/drive/folders/1D7I1YD-xW9BHmkp7EakgluxVK__ls1j3?usp=sharing^[3]

Photo Captions:

1)    Group photo of advertisers, professors and Ms. Vicky Kan, Commercial Manager -- Media Business of MTR Corporation (7^th from right), and Ms. Shirley Chan, Managing Director of JCDecaux Transport Hong Kong & Macau (9^th from left) at the Innovate Festival Creative Contest 2017 Award Ceremony.

2)    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 (first from left) and participating advertisers at the Award Ceremony.

3)    Poster Ad and Short Film of Gold Award Winner Blue Girl Beer "Share the Moment" Campaign

View Video: https://www.youtube.com/watch?v=UP836ZcJPgU&feature=youtu.be&app=desktop^[4]

4)    Innovate Festival Creative Contest 2017 Merit Award Campaign "Red Bull" Winning Team ABC Group received certificates from Ms. Shirley Chan, Managing Director of JCDecaux Transport Hong Kong & Macau (first from right) at the Award Ceremony.

5)    Poster Ad and Short Film of Merit Award Winner "Red Bull" Campaign

Download eposter-card: https://redbulljcd.wixsite.com/jcdredbull^[5]

6)    Innovate Festival Creative Contest 2017 Merit Award Campaign "Bossini" Winning Team Food Craver received certificate from Ms. Shirley Chan, Managing Director of JCDecaux Transport Hong Kong & Macau (first from right) and advertiser at the Award Ceremony. 

7)    The real-time Info Panels of Bossini's Merit Award Campaign.

8)    Innovate Festival Creative Contest 2017 Merit Award Campaign "Dadi Education Group" Winning TeamDoggy Design received certificate from Ms. Shirley Chan, Managing Director of JCDecaux Transport Hong Kong & Macau (first from right) at the Award Ceremony.

9)    The InteractiveAds of Dadi Education Group's Merit Award Campaign.

10)  Innovate Festival Creative Contest 2017 Merit Award Campaign "Pandora" Winning Team MK received certificates from Ms. Shirley Chan, Managing Director of JCDecaux Transport Hong Kong & Macau (first from right) and representatives from advertiser at the Award Ceremony.

11)  Winning designs of the "Pandora" Campaign.

12)  Innovate Festival Creative Contest 2017 Merit Award Campaign "SATAMI" Winning Team Chillin&Winin received certificates from Ms. Shirley Chan, Managing Director of JCDecaux Transport Hong Kong & Macau (first from left) and advertisers at the Award Ceremony.

13)  Creative work of Merit Award Winner Chillin&Winin for SATAMI.

View Video: http://www.satami.com.hk/shape-your-attitude/mtr-innovation-festiveal-2017-video.php^[6]

14)  Innovate Festival Creative Contest 2017 Merit Award Campaign "SATAMI" Winning Team Harry & Ray received certificates from Ms. Shirley Chan, Managing Director of JCDecaux Transport Hong Kong & Macau (first from left) and advertisersat the Award Ceremony.

15)  Creative work of Merit Award Winner Harry & Ray for SATAMI.

View Video: http://www.satami.com.hk/shape-your-attitude/mtr-innovation-festiveal-2017-video.php^[7]

16)  Innovate Festival Creative Contest 2017 Merit Award Campaign "China Taiping" Winning TeamC.D Production received certificate from Ms. Shirley Chan, Managing Director of JCDecaux Transport Hong Kong & Macau (first from right) and advertisers at the Award Ceremony.

17)  Creative work of Merit Award WinnerC.D Production for China Taiping.

18)  Innovate Festival Creative Contest 2017 Merit Award Campaign "NIVEA" Winning TeamRepublic received certificates from Ms. Shirley Chan, Managing Director of JCDecaux Transport Hong Kong & Macau (first from right) at the Award Ceremony.

19)  Creative work of Merit Award Winner Republic for NIVEA.

20)  Innovate Festival Creative Contest 2017 Merit Award Campaign "Dr. Morita" Winning Team Digitalians received certificates from Ms. Shirley Chan, Managing Director of JCDecaux Transport Hong Kong & Macau (first from right) at the Award Ceremony.

21)Creative work of Merit Award Winner Digitalians for Dr. Morita.

22)  Innovate Festival Creative Contest 2017 Merit Award Campaign "Cotai Water Jet" Winning Team The Avengers received certificates from Ms. Shirley Chan, Managing Director of JCDecaux Transport Hong Kong & Macau (first from right)at the Award Ceremony.

23)  Creative work of Merit Award Winner The Avengers s for Cotai Water Jet.

View Post:https://www.facebook.com/mtradvertising/^[8]

References

1. ^{^} Media OutReach (www.media-outreach.com)
2. ^{^} https://www.youtube.com/watch?v=UP836ZcJPgU&feature=youtu.be&app=desktop (www.youtube.com)
3. ^{^} https://drive.google.com/drive/folders/1D7I1YD-xW9BHmkp7EakgluxVK__ls1j3?usp=sharing (drive.google.com)
4. ^{^} https://www.youtube.com/watch?v=UP836ZcJPgU&feature=youtu.be&app=desktop (www.youtube.com)
5. ^{^} https://redbulljcd.wixsite.com/jcdredbull (redbulljcd.wixsite.com)
6. ^{^} http://www.satami.com.hk/shape-your-attitude/mtr-innovation-festiveal-2017-video.php (www.satami.com.hk)
7. ^{^} http://www.satami.com.hk/shape-your-attitude/mtr-innovation-festiveal-2017-video.php (www.satami.com.hk)
8. ^{^} https://www.facebook.com/mtradvertising/ (www.facebook.com)