MTR Corporation Limited

Hardchi Creative Limited *Lead Agency

Uth Creative Group *Lead Agency

Hongkongers have been fighting with COVID-19 for over 2 years. Meanwhile, MTR’s image was hit severely because of construction controversies and passenger dissatisfaction aroused from operation challenges. MTR recognized an urgent need to rebuild public trust. Riding on the launch of East Rail Line Cross-Harbour Extension, MTR brought excitement to the city and rebuilt public trust by an audience-specific communications campaign featuring own meme “Feeling excited with East Rail Line Cross Harbour Extension”. After the campaign launched, it became the talk of the town, reconnecting with the HK community successfully.¦Hongkongers have been fighting with COVID-19 for over 2 years. Meanwhile, MTR’s image was hit severely because of construction controversies and passenger dissatisfaction aroused from operation challenges. MTR recognized an urgent need to rebuild public trust. Riding on the launch of East Rail Line Cross-Harbour Extension, MTR brought excitement to the city and rebuilt public trust by an audience-specific communications campaign featuring own meme “Feeling excited with East Rail Line Cross Harbour Extension”. After the campaign launched, it became the talk of the town, reconnecting with the HK community successfully.