Cannes Lions
EURO RSCG TAIPEI, Taipei / MICROSOFT / 2012
Overview
Entries
Credits
Execution
MRT is the highest utility rate vehicle in Great Taipei which serves 1.9 Million passengers per day.
And in Taiwan, HSR (High Speed Rail) is the fastest vehicle of land transport services, which operates up to 300 km/hr.We re-design MRT body to turn it into HSR, and successfully highlight the improved speed performance of IE9.
Outcome
Cable and Terrestrial News report hot topic:『MRT upgrades to HSR』, moreover, it invokes word-of-mouth effect.Many on-line users post photos of “taking HSR in MRT station” on the internet, it arouses echoes over on-line discussions.Over hundreds of thousands of downloads endorses the success of IE9 launch.
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