MTR features HK staff 'rapper' in escalator safety campaign

MTR Corporation has unveiled a new campaign to promote escalator safety, featuring its own employee Hinson, who shot to fame after he was seen providing station guidance in rapping style at the Disney Resort Station.

This comes after a video featuring the MTR staff providing station guidance with a distinctive rapping style at the Disney Resort Station went viral earlier this month, with netizens singing praises to his behaviour as a staff. 

Recognising the positive impact of this social trend not only on Hinson but on all dedicated station staff members ensuring passenger safety, MTR saw an opportunity to leverage Hinson's influence, said a spokesperson from MTR in conversation with MARKETING-INTERACTIVE.

"As such, we invited Hinson to create a new beat focusing on escalator safety and showcase his duties in a social media reel. Our aim is for passengers to enjoy the content and absorb the safety messages during their journeys."

Also known as "MTR escalator safety beat with Hinson", the campaign aims to deliver crucial escalator safety messages through social media using an engaging and entertaining approach, said the spokesperson. "Our goal is for the audience to enjoy the content, actively engage with it, and internalise the safety messages for their daily commutes."

The social media reel features Hinson showcasing the correct way of using escalators at MTR stations and rapping the importance of escalator safety: "Hold handrail, no walking, escalator stand firm please, large items...take lift please." A check by MARKETING-INTERACTIVE saw the post garnered over 2,200 likes on Instagram, with many praising the creativity of Hinson while some said the company should raise his salary.

Targeting social media users, particularly Gen Z audience, the campaign primarily involves a social media reel blitz. To enhance engagement, MTR will include karaoke-style subtitles in the videos to make the messages more interactive and memorable.

Karen Woo, general manager, branding and communications, MTR Corporation, said, "we are grateful for the recognition and encouragement shown by the public towards our dedicated staff members. Hinson's charisma and passion are truly commendable - he even took the initiative to craft the script and record a demo for us within an hour. We hope that viewers can see his dedication and embrace his escalator safety messages."

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