Star Ferry Competitor---KMB

This is a new video of KMB in 2009 which is one of the competitors of Star Ferry.

This is a new song of KMB. It looks like a TVC and it maybe post on TV later.

In this few months, I watch another TVC from Vita that is so successful because of the song called stand by me. Then, lots of people like my classmates always sing 'stand by me' after watching that TVC.

Therefore, maybe KMB think singing style is a trend that they want to have a singing style TVC.

Actually, I guess it is too strange that bus drivers stand near the bus and sing a song.

Old History of Ferry

According to my teacher who teach at History and Culture of Hong Kong, ferry was called ‘煱輪船’ in the past.

In the past, the foreigners trained the people in Macau and let them to do missionary work in Japan. However, foreigners knew that river bed was quite shallow. On the other hand, the river bed in Hong Kong is deeper than Macau. Then, the foreigners tried to develop Hong Kong. In 1888, Hong Kong had the first Ferry called Star Ferry which was estsblished by Dorabujee Naorojee Mithaiwala.

But why '天星小輪' is called ‘小輪’？

It is becuase the '煱輪' of Star Ferry is very small. That's why Star Ferry is called 天星小輪.

Star Ferry Competitor---MTR（Analysis）2

There are a series of MTR about ‘心繫生活每一程’ in April 2009.

Slogan：連繫心中每個目的地

Target audience: all Hong Kong Residents

Postion: Their services

(一)大埔墟父子篇

Time:30sec

Aside:用心設計的網絡，載你去到唔同地方

(二)實習記者篇

Time:47sec

Aside:都有用心提供設施，令旅程更充實豐富

(三)月台助理媽媽篇

Time:30sec

Aside: 每一程都有我地用心服務的員工關懷備至

All series are using ‘連繫心中每個目的地’ to be the last aside.

These series of TVC, two of them are talking about customers. They are the stories of Hong Kong residents and these stories can points out all of the residents who have different goals and work hard together in Hong Kong.

Using customers’ stories, it can gives people to have sympathy and attract people to take MTR more.

Star Ferry Competitor---MTR（Analysis）

This is the latest commercial ad of TVC in Hong Kong. It is about 1 minute. The video is talking a sentence that it can be far away from your communication circle. West Rail Line has to expand more destinations, and then you can have a larger communication circle.
In this TVC, It uses different colors of circles to be different stations and put them into your friends. It means that you can find your friends through different stations. Also, it uses exaggeration that the height of circle is bigger than a human and it is imagination because we cannot find circles on the land.
The main point of this TVC can attract to people because of the background music. It is easy on our ears.

Ticket

I have collected some tickets for this research.

The first picture is a child ticket of MTR

The second picture is an adult ticket of MTR

The third picture is :

The blue circle is a ticket for adult who sit on lower deck.

The grey one is a ticket for concession who sit on lower deck.

The green one is a ticket for adult who sit on upper deck.

The red one is ticket for concession who sit on upper deck.

Compare with the ticket of MTR and Star Ferry,

the ticket of MTR is more modern than Star Ferry because the ticket is rectangle and it is a card and easy to take. However, tickets of Star Ferry is more colorful than MTR's. The ticket is round and colorful. According to my experience, it doesn't only have one color in a group of ticket. Our group have took a picture before as follow:

We have took it that is a black color. However, I buy another upper desk adult ticket that is green. I don't know how many color are they, but it is no easy to have a collection.

As it is a special ticket in Hong Kong and it has a hundred years history of Star Ferry, I believe this is another 'collective memory ' in the future.

Victoria

This song is talking Victoria . Sometimes, I think this song some words can related to Star ferry. Also, the illustration is so attractive for us to watch.

What is purpose of our advertisement?

It is our aim to balance the revenue and expenditure.

Newspaper Cutting

The third new is a light box in Japan. It gives a message for people a place is constructed and apologizes to people. I don't know is it a advertisement or not, but it can send a message for people . Also, it is so cute and bright can let people to have attention.

100 years anniversary of Star Ferry X Hong Kong Post

it was published in 1998

Star Ferry Video

There are three advertisements in a series of Star Ferry.

But they are not like an official ad .

People use Scare to be the concept and emphasize the feature of star ferry.

The first ad is talking abt the chair in ferry. you can shake the back of the chair. This ad shoot at night and the speical sound like shaking wood that can expand the horror feeling.

The second ad is talking abt coastal wind. Compared with other public transports, Ferry is the only pubilc vehicle that can give ppl to hv a cool feeling. It also use a ugly girl to be a ghost who enjoy the wind. It is a gimmick for ppl to remember.

This one is talking abt the star on the floor. It want to tell us to know that u can touch a star in Star ferry only.

These three advertisements can show us that their position is feature of Star ferry including chairs, coastal wind and a star on floor. It wants to attract ppl to travel by Star ferry.I think their propose is attracting people. But wt is their target audience? I dont know, it is not so clear.

Members of Strategic Advertising and Promotion

Our Group have 4 members. Mabe Ma, Carrie Shin, Lorraine Tse and me. We have chosen Star Ferry to be our topic that we need to rebrand.

Star Ferry is a local brand. It is cheap, trandtional, comfortable public vehicle in Hong Kong. Also, tourists think that it is a symbol in Hong Kong. However, it only has few advertisements in Hong Kong. Therefore, it may let the local people to forget our 'collective memories' .

Thus, we believe that Star Ferry can attract more local people and let the local to play more attention to our pubilc transport.