A timely ad campaign for a heritage brand
"Ding Ding There Soon" presents a fresh take on an iconic mode of transportation in Hong Kong.
scope of work
- Advertising campaign concept development
- Campaign key visual development
- Key message development
- English copywriting
- Chinese copywriting
- Campaign applications
- Posters and billboards
Hong Kong Tramways appointed Stepworks as partner for a series of initiatives intended to revitalise the iconic transit operator’s brand. Faced with decreasing passenger numbers due to competition from a new subway service, the initial brief involved advertising to highlight the value of the trams for short hops. In response, Stepworks developed striking creative depicting cartoon legs with trams strapped to their feet. This created an amusing and memorable illusion of giant people skating down the tram track.
Ridership increased by a substantial 5% after the campaign ran thanks to increased awareness, coupled with other factors including improved scheduling
The striking graphics on the trams received a very positive response from audiences
When a controversial idea to get rid of the beloved trams was proposed, the public rallied around Hong Kong Tramways and leveraged the campaign creative as a backdrop for protests to the plan, the photos of which were widely distributed via social media and local press