Award: CAMPAIGN CATEGORIES \ C17. Best Experiential Marketing

MTR moves over 4.5 million passengers daily, but efficiency made journey forgettable. With residents disengaging and travelling abroad in record numbers, MTR faced crisis: the commute journey become invisible.

Solution was Chiikawa Days in MTR: embedding gentle surprises across every commuter touchpoint. Tap at gate triggered first-ever Chiikawa chimes, turning routine into delight. Wrapped stations transformed MTR networks into immersive worlds. Themed Light Rail “Itasha” became moving Chiikawa experience and fans gathering place. Overwhelming demand, extra trains ran every weekend. Exclusive IP products sold on-site and via MTR’s e-store converted fandom into commercial return. MTR Mobile’s Chiikawa Badge Activation rewarded top riders as collectible “quest”, deepening engagement and translating into incremental rides.

Results: 13% patronage uplift at themed station, 11Xtravel pass sales, 4.25Xnon-fare revenue increase, HK$54M+in earned media. Chiikawa x MTR trended, social feeds overflowed, media amplified. MTR didn’t just keep city moving. It made moving feel worth it again.