Updated as of Jan 2011(v1)

2

Table of Content

1. MTR Basic Facts2. Media Comparison3. Why MTR Digital Advertising?4. MTR Digital Products Evolution5. Digital Panel Network

� Product Offers� Product Benefits� Mass Network Coverage� Network Distribution

6. Creative Mockup Demo 7. Ad Track Study8. Campaign Showcase 9. Client Credentials10. Digital Panel Network Package11. One Stop Service Solution12. Technical Specifications13. Artwork Approval14. Material Submission15. Appendix

� Digital Panel Network Location Map� About JCDecaux Group

16. Contact us

3

MTR Basic Facts

Reach 3,352,0003,352,000 unique MTR passengers on a weekweeklyly basis

*Source：Nielsen Media Index (Jan 2010 – Dec 2010)

4

MTR Basic Facts

5

Media Comparison

Anchored by contents

Very cluttered & open

Captive Environment

Restricted by production constraints

Restricted by physical limitation

Choice of formats, more creative flexibility

Creative Flexibility

Only on date of publication

To all road users & pedestrians

To all MTR passengers

Visibility

MAJOR MAJOR DAILYDAILY

BUSBUSMTRMTR

6

Why MTR Digital Advertising?

� Allows motion which attracts attention asanimated ad is perceived to be an effective format

� Offers new creative possibilities , freshness and a modern image

� Flexible for speedy update to communicate right message at the right time

� MTR captive environment has a competitive advantage over other outdoors to ensure full message delivery

7

MTR Digital Products Evolution

Jun 03 Dec 03 Oct 06 Q3 08 Q1 09

Launch of Trackside

Plasma TV

Launch of Trackside

Plasma TV

Launch ofConcourse Plasma TV

Launch ofConcourse Plasma TV

100 Trackside Plasma TV

51 Concourse Plasma TV

4 Plasma Ring

100 Trackside Plasma TV

51 Concourse Plasma TV

4 Plasma Ring

Digital EscalatorCrown Bank

Digital EscalatorCrown Bank

Digital Panel Network

Digital Panel Network

Sep 10

HD Quality

88

6565”” HD Plasma Panel in pairs to display animatedHD Plasma Panel in pairs to display animatedimages enhancing visibility and impactimages enhancing visibility and impact

Digital Panel Network

9

Product Offers

65” HD PLASMA Panel

Twin display ,Synchronization in pairs

Image can flow across the twin panels

Flexible to run 3 different creative executions per day

120 panels across 10 high traffic stations

10

Product Benefits

Network Product for Mass Coverage with Creative Fle xibility for Dynamic and Multi-visual impact

� Innovative & Progressive Brand Image� new creative possibilities and modern image

� Right Message at the Right Time� allow creative rotation by different times of the day

� Mass Network Coverage� 120 panels across 10 high traffic stations

� High Creative Flexibility Simple Execution� digital display allowing animation, video and motion graphic

� High Impact� twin display to showcase product features

11

Mass Network Coverage

4

8

6

4

5

95

7

4

8

Total Total 6060 pairs in pairs in 1010 High Traffic MTR StationsHigh Traffic MTR Stations

12

Network Distribution

633

Concourse Level (near Entrance A)Concourse Level (near Entrance C)

Tsim Sha Tsui

743

Concourse Level ( near Entrance A)Concourse Level ( near Entrance D)

Kwun Tong

532

Concourse Level ( near Entrance A)Concourse Level ( near Entrance D)

Kowloon Tong

44Concourse LevelPrince Edward

431

Concourse Level ( near Entrance A) Concourse Level ( near Entrance E)

Mong Kok

44Concourse LevelTai Koo

5113

Concourse LevelLower Platform LevelUpper Platform Level

Wan Chai

862

Transfer Concourse LevelWorldwide House Concourse

Central

924111

Sogo ConcourseUpper Platform LevelSouth Times Square Concourse 5th BasemenSouth Times Square Concourse 3rd BasementWest Concourse Level

Causeway Bay

8422

Concourse LevelUpper Platform LevelLower Platform Level

Admiralty

Total No. of PairsNo. of PairsLocationStation

13

Creative Mockup Demo

In case the above file is not properly displayed, please visit our website for the demo video.

14

Ad Track Study

JCDecaux has appointed Synovate Hong Kong to conduct the Ad Track Study to gauge the effectiveness of the Digital Panel Network. Passengers aged 15-54 are intercepted randomly for the interviews at selected MTR stations.

• Message Recall up to 91%• Ad awareness: up to 62%• Brand awareness: up to 87%• Viewing Frequency: up to 3.05 times in

past 7 days

Source: Synovate Ad Track Study 2008-2010

15

Campaign Showcase

Chief

Branding campaign with image flow effect

16

Campaign Showcase

Chow Sang Sang

Branding campaign with image flow effect

17

Campaign Showcase

JP Morgan

New product campaign with motion graphics

18

Campaign Showcase

Canon – G12

New product campaign with animation

19

Campaign Showcase

Movie – A Nightmare on Elm Street

Movie trailer with special animation effect

20

Campaign Showcase

McDonald’s

McDonald’s promotional campaign demonstrates the high creative flexibility by customizing different ad messages from Monday to Sunday

21

Client Credentials

FedEx“Digital Panels allow great flexibility for creativ e execution. With the images flowing on dual digital panels, our creative concep t could be presented in a dynamic and interesting way, which helps to increas e our ad recalls.”

Laura CramptonManaging Director, Brand and CommunicationsFedEx Express, Asia Pacific Division

22

Finnair

Client Credentials

“We find MTR digital advertising is highly effective for our branding campaign. The digital ad formats offer the audience incompara ble multi-visual display impact. Moreover, the strategic locations covering m ajor commercial areas help reach our target business travellers.”

Mr. Jonne LehtioksaSales Director, Hong Kong & AustraliaFinnair

23

Philips

Client Credentials

“The high quality display panels present our produc t flawlessly and enhance our product image. The easy creative execution and flex ibility of media buying also allow timely broadcast of our promotional campaign. ”

Judy LawSenior Manager, Customer Marketing, Personal Care, Consumer Lifestyle Philips Electronics Hong Kong Limited

24

Client Credentials

Canon“The Digital Panel Network and Digital Escalator Cr own Bank offer innovative and attention-grabbing creative executions that reflect our style and status. The digital ad display definitely excites and captures our target audience. MTR Digital Advertising is an ideal platform for driving brand awareness and g enerating sales for its unparalleledmulti-visual impact and mass coverage of desired au dience.”

Mr Au Wai ChungDirectorStarcom Worldwide

25

Digital Panel Network Package

Mass Coverage at 10 High Traffic MTR Stations: • Central, Admiralty, Wan Chai, Causeway Bay, Tai Koo ,

Prince Edward, Mong Kok, Tsim Sha Tsui, Kowloon Tong a nd Kwun Tong

• Minimum Booking Period: 1 week

Key Notes for Advertisers:

• Standard spot-length for advertisement is 10 seconds*

• Include 3 versions to be broadcast throughout the booking period

• A surcharge of $1,000 is applicable for each additional creative version

• Maximum of 9 advertisers can share the network at the same period

*Spot length can be extended to 15 sec or 20 sec subject to special request. Frequency of the extended spot length will be adjusted accordingly and a 15% loading fee is required.

26

One Stop Service Solution (optional)

• “One Stop Service Solution” aims to help shorten clients’ production lead time

• Offers creative recommendation, storyboard design, production and up to media files (static & video) based on the source materials provided by the client/creative agency

• Provides on-site checking to ensure the quality of the media files

� Contact our Sales Team for details

27

Technical Specification

• The standard spot-length for advertisement is 10 seconds*

• No audio support will be provided

• Animated /Static Image File Format

� JPEG / WMV9/MPEG2

� Resolution : 1080 x 1920 pixels ( portrait mode)

• Video File Playback Format

� WMV9 / MPEG2

� Resolution : 1080 x 608 pixels (16:9 video)

• For more details on technical specifications, please refer to the Digital Panel Network Content Specifications

28

Artwork Censorship

• Send all creatives for Digital Panel Network/ Feature Ads (sticker extension artwork) and mock ups of site photos to the Booking/ Traffic Department of JCDecaux Digital Vision.

• All required materials are to be uploaded to the JCDecaux Digital Vision’s FTP server: ftp://ftp.jcdecaux.com.hk/

• For enquiries regarding specifications / scheduling / delivery details and deadlines / login name and password of FTP server / full censorship / file submission / failure report, contact :

� Mr Khaki Ho, Sales Admin Officer of JCDecaux Digital Vision

� Telephone No.: 2862 7258 (Office Hours)

� Email Address : khaki.ho@jcdecaux.com.hk

29

Material Submission

Censorship Process Timing

Final storyboard and artwork layout submission

At least 10 full working days prior to the campaign production start date

Final Material submission No less than 10 working days prior to the display date

• All materials are subject to approval of TELA censorship and MTR Corporation Limited

• JCDecaux Digital Vision will provide dedicated FTP server ftp://ftp.jcdecaux.com.hk with login details for materials upload

• Commencement : every Tuesday

30

Appendix

31

Digital Panel NetworkLocation Maps

32

Admiralty

Admiralty Concourse Level

Digital Panel

33

Admiralty Upper Platform Level

Admiralty

Digital Panel

34

Admiralty Lower Platform Level

Digital Panel

35

Causeway Bay Concourse Level

Causeway Bay

Digital Panel

36

Causeway Bay Upper Platform Level

Causeway Bay

Digital Panel

37

Central Transfer Concourse Level

Track to Chai Wan

Central

Digital Panel

38

Central Worldwide House Concourse

Central

Digital Panel

39

Wan Chai Concourse Level

Wan Chai

Digital Panel

40

Wan Chai Lower Platform Level

Wan Chai

Digital Panel

41

Wan Chai Upper Platform Level

Wan Chai

Digital Panel

42

Tai Koo Concourse Level

Tai Koo

Digital Panel

43

Mong Kok Concourse Level (near Entrance A)

Mong Kok

Digital Panel

44

Mong Kok Concourse Level (near Entrance A)

Mong Kok

Digital Panel

45

Mong Kok Concourse Level (near Entrance E)

Digital Panel

Mong Kok

46

Prince Edward Concourse Level

Prince Edward

Digital Panel

47

Kowloon Tong Concourse Level

Kowloon Tong

Digital Panel

48

Kowloon Tong Entrance C (Festival Walk)

Kowloon Tong

Digital Panel

49

Kwun Tong Concourse Level (near Entrance A)

Kwun Tong

Digital Panel

50

Kwun Tong Concourse Level (near Entrance D)

Kwun Tong

Digital Panel

51

Tsim Sha Tsui Concourse Level (near Entrance A)

Tsim Sha Tsui

Digital Panel

52

Tsim Sha Tsui Concourse Level (near Entrance C)

Tsim Sha Tsui

Digital Panel

53

JCDecaux GroupWorldwide Outdoor Experts

54

About JCDecaux Group

• The JCDecaux Group is the only company worldwide th at focuses exclusively on outdoor advertising.

• Having pioneered the "street furniture" concept in 1964, the Group is also the only organization active in the th reeprincipal areas of the outdoor advertising market:

street furniture, billboards and transport advertis ing.

55

Leader in Outdoor Advertising

Paris London Barcelona

JCDecaux No.1:� Worldwide in transport advertising:

over 300 transport contracts in metros, buses, trains and tramways.

� Worldwide in airport advertising: 163 concessions in 16 countries.

� Worldwide in street furniture advertising.

� European billboard advertising.

� Outdoor advertising in Asia-Pacific.

� Self-service bicycles.

JCDecaux • reaches an estimated

308 millionpeople worldwideevery day.

• The Group has operations in

55 countrieswith a presence in

3,542 cities .

Data updated as of January 2011.

56

No.1 Outdoor Advertising in Asia Pacific

Bangkok

Strong regional presence in the most dynamic markets:

� Australia� China*� India� Japan� Korea� Malaysia� Singapore� Thailand

* includes Hong-Kong & Macao

Hong KongTokyo

57

No.1 Outdoor Advertising in China

JCDecaux China owns an extensive Outdoor advertising network:

• 35 cities in Greater China

• 210,500 advertising panels

• Variety of media formats to design effective advertising campaigns:

街道设施街道设施街道设施街道设施Street furniture

地铁媒体地铁媒体地铁媒体地铁媒体Metro

机场媒体机场媒体机场媒体机场媒体Airport

巴士媒体巴士媒体巴士媒体巴士媒体Bus

校园媒体校园媒体校园媒体校园媒体Campus

Data updated as of January 2011.

58

Contact Us

Digital Panel Network –

Offers you the high creativity flexibility and mass coverage!

For details, please contact our sales team

on (852) 3960 3333 or email digital@jcdecaux.com.hk now!

www.jcdecaux-transport.com.hk