Pricerite Express launched on MTR Ad - JCDecaux

Press Release
For immediate release
Newly launch “Pricerite Express” virtual store exclusively deployed
on MTR** Advertising Platform
MTR** InterActiveAds enable eShopping of Pricerite’s household products
at selective MTR stations*
(HONG KONG, 24 April 2013) – MTR InterActiveAds campaign, “Pricerite Express” virtual
store, deployed exclusively an across multiple stations aimed at maximizing reach to a
targeted mix of MTR passengers. Pricerite, Hong Kong’s top household and furniture chain,
is the first advertiser to deploy a genuine full-scale e-shopping campaign on MTR
Advertising Platform following the trial launch of the trend-setting, innovative MTR
InterActiveAds in Tseung Kwan O station in October last year.
From now until 21 May, the revolutionary e-shopping campaign featuring images of
Pricerite’s stores shelves in Poster-on-wall display format is available at MTR Admiralty
Station, and on Trackside 12-sheet Whole Track Network with Platform Screen Door at both
Tseung Kwan O and Tsing Yi Stations, creating unprecedented impact on MTR passengers
and consumers in Hong Kong.
Over 40 types of Pricerite products are available in the virtual store at the three designated
MTR stations, with each product displaying a unique QR Code for passengers to shop with
their mobile phones while waiting for the train or commuting, making shopping for household
products and daily necessities more convenient than ever.
Ms Amy Chan, managing director of JCDecaux Transport, said: “MTR Advertising platform
offers a unique captive environment that is ideal for the Pricerite Express e-shopping
campaign. Moreover, with the high smartphone penetration in Hong Kong, MTR Advertising
interactive media has become increasingly popular and mature among advertisers to target
the on-the-go lifestyle of today’s consumers. We believe that the Pricerite campaign will
definitely provide MTR passengers with the most advanced and hassle-free e-shopping
experience and convenience available today.”
Mr. Derek Ng, Chief Executive Officer of Pricerite Stores Limited, said: “We have no doubt
that the format itself has already succeeded in capturing the eyeballs of the MTR
passengers. In addition, the strategic locations of the advertisements well assure our
campaign reaches a diversified spectrum of target customers in the commercial and
residential districts of Hong Kong.”
JCDecaux Pearl & Dean Ltd 德高貝登
14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong Kong
Tel: (852) 2111 0111 - Fax: (852) 2529 5653
Page 1 of 5
Campaign Highlights:
Campaign Name: Pricerite Express Campaign
Campaign period: 20 April – 23 May 2013
Advertiser: Pricerite Stores Limited
Location 1:
Period:
Format:
MTR Admiralty station concourse (close to Exit F)
20 April – 17 May 2013
Poster On Wall
Location 2:
Period:
Format:
MTR Tseung Kwan O station platform (track to North Point)
24 April – 21 May 2013
Trackside 12-sheet Whole Track Network with Platform Screen Door
Location 3:
Period:
Format:
MTR Tsing Yi station platform (track to Hong Kong)
24 April – 21 May 2013
Trackside 12-sheet Whole Track Network with Platform Screen Door
Features and Benefits:
1. First ever Pricerite virtual store in Hong Kong;
2. Operates 19 hours a day, 7 days a week. Hustle and bustle working class can purchase
beyond the standard hours offered by most retail outlets;
3. Wide variety of goods to purchase; over 40 types of goods displayed in the
advertisement and approximately 200 types of goods in Pricerite’s mobile site;
4. All items are consumable and fast moving consumer goods, such as dehumidifier and
toilet paper;
5. By scanning QR Code to go through the purchase process; simple and hassle-free
6. Special 15% discount from retail price for e-shopping in Pricerite Express mobile site;
7. Free delivery service for every single purchase over HK$250;
8. Goods will be delivered to shopper within 24 hours the earliest after purchase
transaction.
*MTR stations are Admiralty, Tsing Yi and Tseung Kwan O stations
**MTR refers to the Kwun Tong Line, Tsuen Wan Line, Island Line, Tung Chung Line, Tseung Kwan O Line and
Disneyland Resort Line.
JCDecaux Pearl & Dean Ltd 德高貝登
14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong Kong
Tel: (852) 2111 0111 - Fax: (852) 2529 5653
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Media Enquiry:
JCDecaux Transport
Peggy Jor
Marketing Director
Tel: (852) 2862 7238
Email: peggy.jor@jcdecaux.com.hk
Allied Synergy Communications Limited
Alicia Chan
Managing Director
Tel: (852) 3101 8008
Email: alicia@alliedsynergy.com
APPENDIX －Photos and Captions
Photo 1
Location: MTR Admiralty station concourse (close to the Exit F)
- Office ladies and busy executives in the central business district can enjoy the
convenience of e-shopping at Admiralty Station on the way home.
JCDecaux Pearl & Dean Ltd 德高貝登
14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong Kong
Tel: (852) 2111 0111 - Fax: (852) 2529 5653
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Photo 2
Locations: MTR Tseung Kwan O station platform (track to North Point);
MTR Tsing Yi station platform (track to Hong Kong)
- Residential passengers are the main target in MTR Tseung Kwan O & Tsing Yi
stations;
- Pricerite creates a virtual store in the MTR station platform where commuters can buy
their desired goods out of a virtual wall.
MTR Tseung Kwan O station platform
(track to North Point)
MTR Tsing Yi station platform (track to Hong Kong)
JCDecaux Pearl & Dean Ltd 德高貝登
14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong Kong
Tel: (852) 2111 0111 - Fax: (852) 2529 5653
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Purchase process:
By scanning QR code to go through the purchase process through Pricerite mobile site.
- End -
JCDecaux Pearl & Dean Ltd 德高貝登
14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong Kong
Tel: (852) 2111 0111 - Fax: (852) 2529 5653
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