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The TV service operator Now TV owned the Tram Shelter Flagship Domination No. 105 near Times Square in Causeway Bay to promote its exclusive European Football tournament broadcast across the Now TV network and online on-demand service. Partnering with JCDecaux Cityscape, the highlight of the campaign was an interactive football heading challenge, where passersby could test their skills and win exciting prizes.
With the Cantopop girl group COLLAR adorning the Mega Panels to promote the championship, the Tram Shelter campaign also featured a creative build with a football hoisted in midair, daring participants to see if they could successfully head the ball.
Prizes up for grabs included Event Passes unlocking access to watch the football matches live, mascot toys, and branded souvenirs. Now TV engaged with passersby during its weekend popup event, with young, sports-loving crowds visiting the social hotspot area eager for a chance to headbutt the suspended football.
To enhance the activation's impact, KOLs were invited to join the game and share their experiences on social media ahead of the event. This blending of offline experiences with digital influencer marketing effectively captured Now TV's target audience's attention and extended the campaign's reach.
