theceomagazine.com | 31Transport Hong Kong is using is near-field
communications, which allows consumers
to pass data from one device to another.
“Digital advertising is the market trend
now,” Shirley confirms. “Advertisers are
looking for instantness, accuracy, flexibility,
ROI, viral effect and sales. The market has
become more challenging, so we must
change to face the situation.”
Another important industry trend is the
fourth generation of advertisement formats
- interactive and experiential advertising.
The challenge now for firms like JCDecaux
Transport Hong Kong is to come up with
campaigns that are not just passively
consumed, but create a buzz that consumers
are happy to engage with and share on social
media platforms, boosting the organic reach
of the brand.
Campaigns that encourage consumers
to express preferences and opinions, or
incorporate customised participation
souvenirs, such as photos, are also valuable.
In many cases, it involves customers willingly
sharing their contact details with the brand,
leading to deeper engagement.
The company has delivered campaigns of
unprecedented scale in the region. Examples
include a campaign for online shopping
platform HKTVmall, where JCDecaux
Transport Hong Kong installed 3,298
trackside panels in all 51 MTR stations
to create possibly Hong Kong’s largest
advertising medium. Its campaign for Galaxy
Macau took over the entire MTR Tsim Sha
Tsui station, with graphics on the ceiling, as
well as visuals on the entrance and exterior.
There was a 3D display on the concourse,
digital panels and multimedia spots, and even
stickers on the floor. “The domination
created the strongest visual impact, which
has never happened before,” Shirley recalls.
Another innovation was the Pricerite
virtual shop, which replicated part of the
homeware retailer’s shelves in advertising
displays. MTR passengers could buy any
of the objects displayed by scanning a QR
code with their phone.
“Interactive advertisements are a means
of competing against digital advertising,”
Shirley says. “They perform tremendously in
comparison with static advertisements because
they maintain a user’s attention and deliver
a richer brand experience. It’s more fun and
creates a unique experience, customised for
the user.”
As technology evolves at a breakneck
pace, Shirley says leadership skills will
continue to be more important in her role
than being across every new piece of digital
innovation. “As an entrepreneur, it’s less
important to know how to do everything
and much more important to know how to
outsource everything you can’t do,” she
reasons. “Leadership skills are paramount for
success as people are the most important part
of any business. Since I joined 20 years ago,
we have expanded our staff headcounts four
times at JCDecaux Transport Hong Kong.
It’s critical that we recognise every person’s
fullest potential and abilities, allowing them
to exponentially develop and grow within
the company.”“ People are the most important
part of any business... We have
to recognise every person’s fullest
potential and abilities.”
“Our customers are our motivation. Satisfying the customer
with individually tailored solutions has always been our
guiding principle. Now with JCDecaux Transport Hong Kong
we have found a perfect partner who demands the same
high standards for its top-of-the-line projects, and customer
satisfaction.” – Tony Au Yeung, Managing Director, PLEASE
Digital Limited.
Interview | INSPIRE