Hong Kong MTR

Partner Collaboration

onActivity, our esteemed partner, boasts a proven success story in the Hong Kong region. Established in 2005, the company brings great expertise in digital signage, projection visual, and interactive media. Functioning as a full-service digital system integrator, onActivity creates and installs custommade digital solutions for diverse sectors, including transport, education, banking, government, and hospitality. With a harmonious blend of creativity and technology, onActivity actively shapes Hong Kong’s digital landscape.

Client Challenge

MTR stations experience high foot traffic, making them prime locations for digital communication. Hong Kong MTR aims to enhance the passenger experience by showcasing animated advertisement to engage and interact with the target audience. This initiative also presents an opportunity to generate revenue.

Dise + Partner Solution

MTR features one of Hong Kong’s most expansive advertising platforms, using its extensive railway network to provide diverse advertising spaces throughout stations, including, station concourses, escalator crowns, and platforms. Across 99 stations, digital displays enhance the advertising landscape. Recently, a massive, elongated LED wall was set up, leaving a lasting impression and elevating the ambiance in the departure hall. Starting in 2008, the project’s flagship solution is the renowned ‘Digital Escalator Crown’ — screens running on the wall above the MTR escalator handrail, creating a captivating visual experience like a movie on the move.

To enhance passenger experience, real-time updates, including alarm alerts, and live weather information, have been seamlessly integrated to ensure passengers stay well-informed throughout their journey.

Results & Impact

Our partner onActivity, seamlessly integrates Programmatic Digital Out-of-Home (DOOH) capabilities into the IXM platform, enabling advertisers to purchase and manage campaigns dynamically. 

In addition, onActivity’s programmatic scheduling platform transforms how advertising time slot is managed and monetised by enabling fully automated, data-driven campaign delivery across the network. 

With built-in real-time bidding (RTB), advertisers can instantly access and compete for free time slot, allowing campaigns to respond dynamically to audience demand and market conditions. 

The platform unlocks additional revenue by automatically filling unsold or underutilised time slots, ensuring every second of screen time is optimised for maximum yield. 

By dynamically prioritising and scheduling campaigns based on time of day, passenger flow, station context, weather conditions, and live operational triggers, the platform delivers higher relevance for audiences and stronger returns for advertisers and media owners. 

This allows campaigns to be refined in real-time based on triggers such as weather, time, and audience data.