The six sponsors will transform MTR stations into sports arenas using 2D and 3D visuals, floor vision, pillar wraps and InterActiveAds elements such as simulated video games, all aimed at engaging commuters during their daily journeys.
JCDecaux Transport has invited Li-Ching (李靜) and Ko Lai-Chak (高禮澤), silver medal winners in men’s table tennis doubles at the 2004 Athens Olympic Games, to act as brand ambassadors for the campaign.
In a 30-second TV commercial that debuted in selected station concourses today, the duo invites MTR passengers to visit the sports-themed advertising zones at theses MTR stations and calls for their support of this Olympiad's Hong Kong national team.
Hong Kong SAR national teams are competing in swimming, gymnastics, cycling, table tennis and archery at the London Olympics.
While Samsung and P&G are already official London Olympic sponsors, the campaign has also attracted keen support from other mobile brands LG and HTC, JCDecaux Transport's spokesperson pointed out.
The six involved brands will detail their plans for the zones in a press event next week.
The campaign, running from now through mid August, also features 12-sheet posters at trackside lightboxes and a quiz on the MTR Advertising Facebook Fanpage, with the ambassadors' autographs on limited-edition T-shirts as the prize.
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Olympic games
Many other brands, whether they are official London Olympic sponsors or not, have also geared up for marketing pushes related to the games.
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Global sports giant Puma is beginning a number of global marketing initiatives with the creative theme that whatever your line of sport is, 'Everyone can Usain Bolt', including an integrated campaign for its new shoes collection called evospeed, and clothing for the Jamaica Olympic team designed by Cedella Marley, daughter of reggae legend Bob Marley.
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Leo Burnett has created a campaign using 1,500-metre freestyle record-holder Sun Yang to promote Coke's newest miniature packs—part of its marketing push ahead of the London Olympics.
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Panasonic, which has been an official worldwide Olympic partner in the audio and visual equipment category for more than 20 years, is going to make the London 2012 Olympic Games the first ever live 3D Olympic Games broadcast. In partnership with Dentsu, Panasonic has also launched a Facebook app called 'Share the passion' to encourage fans around the world to share their passion for sport online through pictures.
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Dairy brand Yili is using a series of outdoor print ads, microfilms, and TVCs in its 'Let’s Olympic Together' campaign to tell stories of the Olympic dreams of ordinary people in China
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