The Brief

ROADSHOW, an entertainment channel on buses all over Hong Kong discovered that passengers don't love watching their in-bus programmes anymore. With a brand new music video library, we were tasked by pulling the passenger's attention back to Roadshow's in-bus TV screen.

Creative Execution

We didn't go just the traditional way by creating more programmes, but instead leveraged on the brand new music library to create a unique and entertaining in-bus experience for all passengers.

Describe the creative solution to the brief/objective.

We packed 10 regular buses with questions inside-out. We teased the consumers with 1000 questions that kept on rolling on our in-bus TV screens - questions ranging from current events, social issues, the latest trends to IQ tests. And music was the answer! After one question popped, we played a music video on the screen as the answer to the question. 1000 questions answered by 1000 music videos. Passengers could scan the QR code printed on the seat back to pick their answers. They can even share the fun and challenge their friends with any of our questions.

Results

With THE QUESTION BUS, we helped ROADSHOW brought entertainment outside of the screen. Within just 4 weeks, the game has been played for over 1 million times. Even more, we have created a new business opportunity for ROADSHOW: since the beginning of our launch, requests for branded questions from other advertisers kept streaming in.