Results and Effectiveness

From May 14 to July 25, 2010 (2 months): • iPhone 4, 3GS, 3G, 2.5G, iPod Touch and iPad compatible • Total # of App downloads: 302,503 • Ratio of HK vs. overseas download: 277,147 (92%) vs. 25,356 (8%) • #1 Overall Top Free App in HK AppStore (2 weeks from May 14, 2010) • #1 Top App in HK AppStore Travel category (May 14, 2010 until now) • Over 500 comments with many praises for designs, usability and user experience. Improvement suggestions are also evaluated and implemented where appropriate.

Creative Execution

Phase 1: (May, 2010) Our meticulous design offers intuitive usability in journey planner where users can search for information on fare, time and details on any route. MTR Club offers login access for 1.1 million MTR Club member accounts. It also provides MTR Shops searching function and MTR Facilities information. Phase 2: (Q3, 2010) With the innovative Augmented Reality (AR) technology, we have developed the largest AR browser experience in HK and potentially the largest AR browser for transportation in the Asia-Pacific region. Users can search and filter through over 20,000 POI from the surroundings of the MTR network of 84 stations. AR browser enables user to use iPhone to search for POI in the surrounding conveniently and visually. User can specify distance and category of interest. The POIs shown are clickable by users to view more multimedia or advertising content.

Insights, Strategy and the Idea

MTR planned to launch an iPhone App in Q2 2010 with the objective of providing both practical and convenient tools to consumers that are user friendly and well designed. These tools include a journey planner, MTR loyalty club access and station information search. In addition, an innovative user experience would provide a refreshing image to such established brand as the MTR. Hence, we aim high by setting out to build the largest Augmented Reality (AR) browser experience in HK with over 20,000 points of interests.