MTR* advertising Production Guideline

Transcription

1 MTR* advertising Production Guideline Revision 1.0 Updated on 11-Aug-2015

2 Table of Contents Introduction 3 Production Guideline Panel Video Production 4 General Guideline Creative Guideline File Output Guideline Video Specification DPZD Sticker Extension Production 5-7 Sticker Extension Production Guideline Causeway Bay Station Central Station Sticker & Panel Mismatch Handling 8 DPZD Floor Sticker Production 9 Floor Sticker Production Guideline DPZD Bunting Production Bunting Production Guideline Censorship and File Delivery Censorship 12 One-stop Service Solution 13 2

3 1. Introduction Digital Panel Zone Domination (DPZD) is placed at various strategic locations in MTR System*. They allow motion within the panel and offer creative flexibility which attracts the attention of MTR passengers. Product Features of DPZD: 2-3 pairs of HD Plasma Panel located in 2 high traffic stations Causeway Bay Station Times Square, Sogo, Hysan Place Central Station The Landmark, IFC Giant 65 panel in pairs to display animated images Accommodates animated ads, rotation of multiple visuals and image-flow execution Poster extension with bunting and floor vision enhance creative flexibility and domination impact Before proceeding to digital production, it is recommended to have a thorough understanding of the following guidelines and specifications. All booking details should include advertisement duration and locations and must be confirmed with the JCDecaux Sales Team before action. 3

4 2.1 Panel Video Production Panel Production Guideline A. General Guideline A.1. The client / agency should provide all media files. A.2. Digital Panel Zone Domination does not accommodate audio support and sound effect. B. Creative Guideline B.1. Digital Panel Zone Domination consists of 2 or 3 pairs of 65-inch TV panels installed vertically for advertisement display. B.2. Digital Panel Zone Domination is designed for motion graphics / animation to be presented across all screens. B.3. Key images such as a talent, a product or a brand displayed across separate panels are not acceptable except background image. B.4. TVC is acceptable only when clause B.3 and is conformed. B.5. Video should be displayed in full screen mode only. B.6. Strong light, flashing, sparking or rapid movement of image effect in the creative, visuals or imageflow execution should be avoided. B.7. Any static image such as logo will not be accepted to display in the same area. Image is defined as static when the existence of the graphic displayed in the same location without movement that: (A) exceed 2 seconds, and / or (B) composed more than 20% of the total duration ** The minimum value is applied** B.8. Special visual which simulate technical failure (e.g. Snowy visual effect, signal lost) and may mislead / irritate the audience should be avoided. B.9. Three different Panel Arrangements / Creative need to be submitted for each campaign. C. File Output Guideline C.1. Maximum duration of each media file is 60 seconds. For example, a 90-second advertisement should be divided into two parts. C.2. If the output file(s) consist more than one part or create in a self-looped format, a transition effect in between each file conjunction is recommended for ease transition. C.3. File conversion to flash format is not accepted, as elements might be lost during the conversion process. C.4. Any other formats (other than WMV) is not be accepted. C.5. Recommend to submit native HD file. Conversion from low-resolution sources to HD format should be avoided. Cropping and enlarging video file should be avoided. D. Video Specification Video Format: Resolution: Bit Rate: WMV9 1,080 x 1920 Pixels 8,000 kbps (min) - 9,000 kbps (max) The above guidelines are subject to change by JCDecaux Transport due to changes of the guidelines from the MTR. For details, please refer to the Terms and Conditions from all our current rate cards and sales materials. All the artwork and displays are subject to final approval and confirmation from the MTR before posting. 4

5 2.2 DPZD Sticker Extension Production a. Sticker Extension Production Guideline i. Location: Causeway Bay Station Site: Jardine s Crescent (Exit F) 1A 1B 1C 1D 1E 1F Panel Extension Area Wall Skirting Sticker Sticker extension needs to cover the right corner of VE panel ( Area highlighted in Yellow ) 5

6 2.2 DPZD Sticker Extension Production a. Sticker Extension Production Guideline ii. Location: Central Station Site: Platform up to St. George s Building (Exit F) 1A 1B 1C 1D Panel Extension Area Wall Skirting Sticker Sticker extension need to cover the left corner of VE panel ( Area highlighted in Yellow ) NO sticker extension is needed for Right corner of VE panel. 6

7 2.2 DPZD Sticker Extension Production a. Sticker Extension Production Guideline For the dimension of Digital Panel Zone Domination Sticker Extension, onsite inspection and measurement are compulsory for contractor before installation. Protection measures must be applied by contractor the panels before sticker installation. Special attention should be given when die-cutting the sticker for the TV panel. No scratch mark is accepted or the contractor will be subject to penalty. Protection measures must be applied For details of the Site Inspection & Measurement, Method Statement, Installation & Removal of DP Zone Domination Floor Sticker, please refer to MTR Feature Ads Installation Guideline for Contractor 7

8 2.2 DPZD Sticker Extension Production b. Sticker & Panel Mismatch Handling To ensure DPZD panel videos match with the sticker extension, Production House shall arrange a site inspection on the launch day and send the revised video file (if any) for the mismatched panel to JCDecaux for rectification. Sticker Extension Panel Matched Mismatched 8

9 2.3 DPZD Floor Sticker Production a. Floor Sticker Production Guideline All the tactile guide path shall leave 450mm clearance space For details of the Site Inspection & Measurement, Method Statement, Installation & Removal of DP Zone Domination Floor Sticker, please refer to MTR Feature Ads Installation Guideline for Contractor 9

10 2.4 DPZD Bunting Production a. Bunting Production Guideline Headroom clearance 2350mm/H Bunting should not block MTR signage, Ventilation shaft, CCTV or Smoke detector. (clearance space, 6m is recommended) MTR will assess the weight of the bunting and confirm if the bunting can be hanged on ceiling sub frame or otherwise anchor bolt fixing is required. False Ceiling shall not be the fixing point(s) or supporting point(s) for any Feature Ads installation unless written approval is received A Maximum number of 3 buntings can be installed on the specification location for Causeway Bay Digital Panel Zone, stated as below: Causeway Bay Digital Panel Zone For details of the Site Inspection & Measurement, Method Statement, Installation & Removal of DP Zone Domination Buntings, please refer to MTR Feature Ads Installation Guideline for Contractor 10

11 2.4 DPZD Bunting Production a. Bunting Production Guideline A Maximum number of 14 buntings can be installed on the specification location for Central Digital Panel Zone, stated as below: Central Digital Panel Zone 11

12 3. Censorship and File Delivery 3.1 Censorship Artwork must be submitted for approval and processing by MTR and OFNAA 12 working days prior to commencement. No advertising material can be posted in the MTR without artwork approval. Late submission of artwork may result in delay of posting and forfeit of display time which the advertiser and/ or its advertising agency will bear full responsibility. JCDecaux Transport will not be responsible for any resultant delay. Please send the finished artwork in CD/ DVD-ROM or via ftp to: Ms. Valerie Ho (Senior Traffic Officer) JCDecaux Transport 14/F, Oxford House, TaiKoo Place, 979 King s Road, Quarry Bay, Hong Kong valerie.ho@jcdecaux.com.hk Direct line: Sun Mon Tue Wed Thu Fri Sat Week 1 Working Day 12 Working Day 11 Working Day 10 Working Day 9 Working Day 8 Week 1 Video censorship submission for OFNAA Submission of bunting fixing statement, floor sticker and POW layout Output file Submission for Onsite trial* Week 2 Working Day 7 Working Day 6 Working Day 5 Working Day 4 Working Day 3 Week 2 DPZD Trial POW Color Test ** DPZD Trial booking subjected to campaign censorship progress and MTR maintenance schedule** Final Output file submission # Week 3 Working Day 2 Working Day 1 Working Day 0 Week 3 On Air On-site inspection for POW & Panels mismatch * Output file for onsite trial is set of video based on the finalized & approved creative. Files are used for technical trial and onsite actual deployment prior campaign launch. # Final Output file is set of video with minor fine tuning / necessary modification based on the trial result and technical advise Important Deadlines Video submission for censorship - 12 days prior to campaign start date Output file submission for onsite trial 10 days prior to campaign start date Final output file submission - 3 days prior to campaign start date Submission deadline for the above material is set by 15:00 of each specified date. For submission after 15:00 in the same day, material will be considered as submitted on the next working day. 12

13 4. One-stop Service Solution Our One-stop Solution offers recommendations on the creative and production to client who have limited knowledge in developing creative for Digital Panels. Additional services such as photography, video shooting and 3D rendering for source materials can be provided upon request. All the above services are subject to a separate quotation and will be considered on a case by case basis. If you have any queries, please do not hesitate to contact Mr. Alvin Ip Technical Enquiry Assistant Project Manager alvin.ip@jcdecaux.com.hk Direct line: Ms. Ivy Wong Production Enquiry Senior Digital Production Officer ivy.wong@jcdecaux.com.hk Direct line: Ms. Valerie Ho Censorship and File Delivery Senior Traffic Officer valerie.ho@jcdecaux.com.hk Direct line: JCDecaux Transport 14/F, Oxford House, TaiKoo Place, 979 King s Road, Quarry Bay, Hong Kong 13