Award: CAMPAIGN CATEGORIES \ C28. Best Outdoor Event

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 daily out-of-home routine become invisible.

Solution was Chiikawa Days in MTR: transforming outdoor network into trail of gentle discoveries. Chiikawa-chiming fare gates made entry surprising. Wrapped stations turned commute into immersive outdoor destinations. Themed Light Rail “Itasha” became moving landmark and fans gathering place. Extra trains ran every weekend to meet demand. Exclusive IP retail on-site and via MTR’s e-store turned the network into place worth travelling. MTR Mobile’s Chiikawa Badge Activation gamified outdoor trail, rewarding riders for exploring further.

The results: 13% patronage uplift at themed station, 11X travel pass sales, 4.25X non-fare revenue increase, and HK$54M+ in earned media. Chiikawa x MTR trended, social feeds overflowed, media amplified. MTR proved that out-of-home isn’t just a channel. It’s where life happens with people engaged.