Shanghai metro a trip into innovation

On 11th Jan in Shanghai Stadium there was an exciting event for the world of advertising. At 10 o'clock on January 11, in the Shanghai Stadium station hall of Railway Transport Line 4, JCDecaux China ― the world’s second and Europe’s largest outdoor media company ― together with Shanghai Metro Advertisement Company simultaneously pressed the master switch of the promotion event for “Shanghai Metro Journey of Innovation”. In an instant, a set of two story miniature metro station hall models (scale 1:50) became brightly illuminated and nearly a dozen brand new metro advertisement forms, representing world leading innovative concepts, unveiled their presence in Shanghai. On the day of the event, nearly a hundred special guests including representatives from many large enterprises and media observed the brand new advertisement forms displayed at Shanghai Stadium. A large three-dimensional milk box bulged out of the “advertising light box”, a "Magic Book" new technology brand advertisement first seen in Shanghai, a projected public welfare advertisement for small animals, and more. Marvelous innovations were displayed at the demonstration site, which brought many pleasant surprises to the honored guests. From now until February 4, metro passengers can also take part in the interactive evaluation event of “my favorite innovative idea”, and vote for the event’s most innovative works. Company executives from Shanghai Shentong Metro Co., Ltd. said that “The promotion of this event by our company with JCDecaux China evolved from a common aim, ‘better city, better life’. We use the unique ways provided by outdoor media to express our understanding and love of cities. Guided by the management concepts of “people first, harmonious win-win, enterprise and innovation oriented”, in recent years Shentong Metro Co., Ltd. Has been devoted to actively making contributions to enable Shanghai’s urban railway transport to develop rapidly. The launching of “Shanghai Metro Journey of Innovation” event aims to provide a Metro space with more innovative ideas, a more harmonious Metro environment for all citizens through the application of new technologies in public welfare and commercial advertisements. In addition, Shentong Group also attaches great importance to combining the application of enterprise advantages with the fulfillment of social responsibilities. Through carrying out a series of events with social impact, it aims to deepen and improve the social service functions of the metro railway. By striving to create a civilized metro, advocating urban civilization, promoting the formation of a harmonious society, and displaying its unique glamour, it has gained recognition from all walks of life. JCDecaux, a company renowned for innovation, listed on Euronext in Paris, was founded in 1964. Mr. Huang Hanzhao, JCDecaux China’s CEO, indicated that: ”JCDecaux Group wishes to apply our world-wide innovative outdoor advertisement technologies to improve our service quality, so as to provide a broader space for innovation for both enterprises and advertisement innovators, and also offer ordinary city residents a platform for better experiencing brand culture and improving citizenship awareness.” This event of “Shanghai Metro Journey of Innovation” has greater elements of innovation when compared with traditional outdoor media. It has been learned that these intriguing, high-tech and extremely popular innovations will possibly be implemented in over 10,000 advertisement spaces at 95 stations along all 5 metro lines currently operating in Shanghai. This gigantic system with a capacity of transporting over 3 million journeys each day will enable Shanghai Metro to rapidly leap ahead to become the largest platform for releasing innovative advertisements in Shanghai. Meanwhile, Shanghai Shentong Metro Asset Operation & Management Co., Ltd. will also create a brand new “Civilized Metro” in 2007, and introduce a series of themed cultures, “public welfare publicity culture”, “Shanghai style culture with regional features”, “personal culture with distinct individuality”, “operating culture characterized by reminders and admonitions”, etc. into Metro advertisement. This will help to create a cultured environment for Shanghai Metro, and enhance the grade of railway transport advertisement as a window for publicity promotion.