IAB HK Digital Awards 2024: Best Use of Omnichannel Strategy - GOLD (MTR* advertising - Taobao Double 11 Shopping Festival)

Campaign: MTR* advertising - Taobao Double 11 Shopping Festival

Brand: Taobao

Agency: MTR* advertising - JCDecaux Transport

Challenges & Objectives

Since Taobao wants to recruit new Hong Kong customers and secure a larger market share, the brand initiated a first-ever limited-time offer - free shipping to Hong Kong. TAOBAO needed to implement a citywide campaign to WOW Hong Kong customers. 

Insight and Strategy

1. Media Strategy – MTR Advertising

• Massive Reach: Leveraged MTR’s 5.2M daily passengers
• Zone Domination: Combined large-format ads + digital networks for maximum visibility
• pDOOH Innovation: First metro in Asia to use programmatic DOOH for real-time, targeted messaging and precise audience targeting

2. O2O Strategy

• Localized Slogans: Playful station-specific ads (e.g., Wong Tai Sin: 「夾單不求人，黃大仙包郵」)
• QR Code Promos: Discount stickers at designated stations to drive app downloads & conversions
• Social Buzz: Check-in trend with Taobao characters, turned MTR into photo hotspots
• MTR Mobile Newsfeed: Featured campaign for direct app access

3. Precise Targeting via pDOOH

• 117 Digital Screens: Programmatic ads adjusted in real-time (timing/location/budget)

4. 360° Amplification

• Influencer Activation: Facebook/Instagram/Red Note posts from MTR photo ops
• Photo Contest: Crowdsourced UGC boosted engagement
• Multi-Channel Push: Press releases, EDMs, viral videos, and social ads

Execution

• Station Selection Advisory: MTR* advertising identified high-traffic MTR stations to maximize Taobao’s reach and meet KPIs.
• ROI Optimization: Provided data-driven recommendations to enhance campaign performance.
• Programmatic pDOOH Targeting: Partnered with programmatic team to deliver contextually relevant ads to the right audience.
• O2O Activation: Scan the QR code to link to Taobao app with promotion code beside

Innovation

1. Emotional Connection Strategy

• Positioned Taobao as a lifelong companion by highlighting its presence at every life stage
• Featured diverse product categories (sports, home appliances, pets, digital) to showcase platform versatility
• Created hyper-localized station slogans incorporating Hong Kong cultural/landmark references

2. Innovative O2O Integration

• Combined traditional OOH ads with scannable QR/promo codes for seamless online conversion
• Developed station-specific creatives to enhance passenger relevance and engagement
• First campaign to fully integrate MTR advertising ecosystem with digital activation

3. 360° Marketing Amplification

• Extended campaign across multiple touchpoints (MTR Mobile App integration, PR outreach, Influencer collaborations)
• Created unified consumer journey from offline exposure to online action
• Set new benchmark for transit media campaigns in Hong Kong

*MTR advertising refers to the exclusive advertising business managed by JCDecaux Transport, which includes the Island Line, South Island Line, Tsuen Wan Line, Kwun Tong Line, Tung Chung Line, Tseung Kwan O Line, Disneyland Resort Line, and the Airport Express. 

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