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MTR Digital Panel NetworkMedia Kit

Updated as of Jun 2010

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Table of Content

• Why MTR Digital Advertising?• JCDecaux Group Digital Experience• MTR Digital Panel Network

Why Digital Panel Network?Product OffersProduct PositioningCreative Mockup Demo Campaign Showcase and Client CredentialsLocationsOne Stop Service SolutionTechnical SpecificationsArtwork ApprovalMaterial Submission

• Appendix• Contact us

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Why MTR Digital Advertising?

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Why MTR Digital Advertising?

• Why Digital?Allows motion which attracts attention as animated ad is perceived to be an effective formatOffers new creative possibilities, freshness and a modern imageFlexible for speedy update to communicate right message at the right timeMTR captive environment has a competitive advantage over other outdoors to ensure full message delivery

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JCDecaux Group Digital Experience

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JCDecaux Worldwide Presence

USA

NORWAYFINLAND

UK

GERMANY

FRANCECZECH REPUBLICHUNGARY

CHILEAUSTRALIA

Well-established Global Outdoor Digital Experience. Strong global network for experience sharing and idea generation.

HONG KONGSHANGHAI

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MTR Digital Products Evolution

Jun 03 Dec 03 Oct 06 Q3 08 Q1 09

Launch of Trackside

Plasma TV

Launch ofConcourse Plasma TV

100 Trackside Plasma TV

51 Concourse Plasma TV

4 Plasma Ring

Digital EscalatorCrown Bank

Digital Panel Network

Sep 10

88

6565”” HD Plasma Panel in pairs to display animatedHD Plasma Panel in pairs to display animatedimages enhancing visibility and impactimages enhancing visibility and impact

Digital Panel Network

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Product Offers

65” HD PLASMA Panel

120 panels across 10 high traffic stations

Maximum 9 advertisers in the same network at the same period

Flexible to run 3 different creative executions per day

Image can flow across the Digital Panels

Synchronization in pairs

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Product Positioning

Network Product for Mass Coverage with Creative Flexibility for Dynamic and Multi-visual impact

Mass Network CoverageInnovative & Progressive Brand Image

High Impact

Right Message at the Right Time

High Creative FlexibilitySimple Execution

new creative possibilities and modern image

twin display to showcase product features

digital display allowing animation, video and motion graphicallow creative rotation by

different times of the day

120 panels across 10 high traffic stations

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Creative Mockup Demo

In case the above file is not properly displayed, please visit our website for the demo video.

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Campaign Showcase and Client Credentials

Ms. Janet He, Group Brand Manager of L’Oréal Hong Kong-“We are delighted to find a new and innovative format with enhanced communication capacity, which synchronizes with our product innovationand can display the dynamic product concept in more layers.”

L’Oréal Hong Kong

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Campaign Showcase and Client Credentials

Package Tours

Mr. C. N. Yuen, Business Development Manager of Package Tours- “This format allows for timely arrangement of our promotions for different tours and packages to be broadcast at various time of the day, marketing the best travel destinations to our target audience.”

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Campaign Showcase and Client Credentials

Panasonic

Mr. Thomas Wong, Advertising Manager, Marketing Communications Division of Shun Hing Electronic Trading Co., Ltd., the sole agent of Panasonic brandproducts in Hong Kong and Macau- “We believe the Digital Panel Network can strengthen our brand image as the forerunner in technology. It is the right and effective media to promote our digital products with its high image quality.”

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Campaign Showcase and Client Credentials

UPS

Mr. Kenny Sin, Marketing Manager of UPS Hong Kong- “Its animation allows our storyboard to bring across the advertising message easier and clearer, whereas the network coverage at high traffic locations can enhance our brand exposure.”

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Digital Panel Network

Mass Coverage at 10 High Traffic MTR Stations: • Central, Admiralty, Wan Chai, Causeway Bay, Tai Koo,

Prince Edward, Mong Kok, Tsim Sha Tsui, Kowloon Tong and Kwun Tong

• Minimum Booking Period: 1 weeks

Key Notes for Advertisers:• Include 3 versions to be broadcast throughout the booking period• A surcharge of $1,000 is applicable for each additional creative version • Maximum of 9 advertisers can share the network at the same period• Panel Extension (Optional for Domination only) and subject to the offer• Schedule change request must be submitted 2 working days prior to display time

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Digital Panel Network Coverage

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8

6

4

5

95

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4

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Total Total 6060 pairs Digital Panels in 10 High Traffic MTR Stationspairs Digital Panels in 10 High Traffic MTR Stations

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LocationsStation Location No. of Pairs Total no. of pairs

Admiralty Concourse Level 4 8Upper Platform Level 2Lower Platform Level 2

Causeway Bay Sogo Concourse 2 9Upper Platform Level 4South Times Square Concourse 5th Basement 1South Times Square Concourse 3rd Basement 1West Concourse Level 1

Central Transfer Concourse Level 6 8Worldwide House Concourse 2

Wan Chai Concourse Level 1 5Lower Platform Level 1Upper Platform Level 3

Tai Koo Concourse Level 4 4

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LocationsStation Location No. of Pairs Total no. of pairs

Mong Kok Concourse Level ( near Entrance A) 3 4Concourse Level ( near Entrance E) 1

Prince Edward Concourse Level 4 4

Kowloon Tong Concourse Level 3 5Entrance C (Festival Walk) 2

Kwun Tong Concourse Level ( near Entrance A) 4 7Concourse Level ( near Entrance D) 3

Tsim Sha Tsui Concourse Level (near Entrance A) 3 6Concourse Level (near Entrance C) 3

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One-Stop Service Solution (Optional)

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One Stop Service Solution

• “One Stop Service Solution” aims to help shorten clients’ production lead time

• Offers creative recommendation, storyboard design, production and up to media files (static & video) based on the source materials provided by the client/creative agency

• Provides on-site checking to ensure the quality of the media files

Contact our Sales Team for details

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Technical Specification

• The standard spot-length for advertisement is 10 seconds*• No audio support will be provided• Animated /Static Image File Format

JPEG / WMV9/MPEG2Resolution : 1080 x 1920 pixels ( portrait mode)

• Video File Playback Format WMV9 / MPEG2Resolution : 1080 x 608 pixels (16:9 video)

• For more details on technical specifications, please refer to the Digital Panel Network Content Specifications

*Spot length can be extended to 15 sec or 20 sec subject to special request. Frequency of the extended spot length will be adjusted accordingly and a 15% loading fee is required.

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Artwork Censorship

• Send all creatives for Digital Panel Network/ Feature Ads (sticker extension artwork) and mock ups of site photos to the Booking/ Traffic Department of JCDecaux Digital Vision.

• All required materials are to be uploaded to the JCDecaux Digital Vision’s FTP server: ftp://ftp.jcdecaux.com.hk/

• For enquiries regarding specifications / scheduling / delivery details and deadlines / login name and password of FTP server / full censorship / file submission / failure report, contact :

Mr Khaki Ho, Sales Admin Officer of JCDecaux Digital VisionTelephone No.: 2862 7258 (Office Hours)Email Address : khaki.ho@jcdecaux.com.hk

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Material Submission

Censorship Process Timing

First submission - Mock up, storyboard and artwork

3 weeks prior to the display day

Material submission – First Version 10 working days prior to the display day

Material submission – Finalised Version 5 working days prior to the display day

• All materials are subject to approval of TELA censorship and MTR Corporation Limited

• JCDecaux Digital Vision will provide dedicated FTP server ftp://ftp.jcdecaux.com.hk with login details for materials upload

• Commencement : every Tuesday

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Appendix

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MTR Facts

* Source: Patronage of Jul to Dec 2009 on MTR Corporation website (www.mtr.com.hk)

**Source: 2008 Nielsen Media Index (Jan-Dec 2008)

• People from All Walks of LifeAll Walks of Life travel on the MTR everyday

•• MassMass and comprehensivecomprehensive coverage

• Daily passenger flow : 3,624,600* (weekday average)

• Weekly reach : 3,322,000** (number of passengers)

• Number of rides : 6 / passenger / week

• Profile - mass but upscale, skewed towards working population

27Source: Nielsen Media Index 2008*MTR System including Kwun Tong Line, Tsuen Wan Line, Island Line, Tung Chung Line, Tseung Kwan O Line and Disneyland Resort Line

MTR* passengers are young, better educated, affluent and in senior working positions

Projected Universe ('000)% % Index

Age15-24 Years Old 15.72 17.88 11425-34 Years Old 20.51 22.31 10935-49 Years Old 34.12 34.62 10150-64 Years Old 25.45 21.4 84EducationF1-F7 58.84 58.58 100University Or Above 23.88 29.5 124Household income HK$ > 13000 32.77 27.06 8313000 - 19999 15.42 14.87 9620000 - 29999 17.52 19.96 11430000 - 39999 10.14 11.47 11340000 - 49999 6.1 7.62 12550000+ 15.83 17.13 108Occupation StatusPMEB 15.25 17.34 114Whitel collar 18.23 23.18 127Blue collar 31.14 29.38 94Student 12.69 12.85 101

MTR passenger (past week)Pop age 12-645343 3322

About MTR Passengers Profile

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Contact Us

Digital Panel Network –Offers you the high creativity flexibility and

mass coverage!

For details, please contact our sales team on (852) 3960 3333 or email digital@jcdecaux.com.hk now!

www.jcdecaux-transport.com.hk