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COURTESY CAMPAIGN 2013

MTR CORPORATION

Despite being one of the most metropolitan cities in the world, Hong Kong is not leading the world when it comes to courtesy on board of train. A communication campaign is therefore called for to remind & encourage people to offer priority seats to those in need when using the MTR.

As the success of the campaign depends vastly on the participation of the Gen Y & Z,  in addition to the above-the-line education campaign, a music video with hip-hop artist MastaMic is produced to tap into the youth segment with appropriate colloquial tone & manner.

Deliverables:

  • Communication platform

  • Music video

  • MTR publicities

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