MTR Recruits Broadcasting Legend Zheng Zicheng for Playful Etiquette Campaign
AM730 · 1 SOURCESabout 1 hour ago5 MIN
Summary
MTR Corporation has enlisted Hong Kong broadcasting legend Zheng Zicheng, celebrated as the 'Voice King' for his velvety radio presence, to front two creative promotional videos promoting subway etiquette and inviting commuters to record polite announcements at stations. The campaign pushed Zheng to dramatically expand his repertoire, requiring him to perform over a dozen different vocal styles in a single evening—including impersonating cats, maids, and various Gen Z inflections. The productions culminated in Zheng adopting his signature 'perfect villain' tone to comically encourage public participation.
Key Points
- Zheng Zicheng, widely known as Hong Kong's 'Voice King' for his distinguished radio career, was recruited by MTR for the etiquette awareness campaign
- During filming, Zheng demonstrated more than ten distinct vocal styles in one night, including personal favorites and completely unfamiliar trendy expressions
- The creative team challenged him to impersonate a Japanese maid performing magic, complete with cat-ear hand gestures and heart signs he had never attempted before
- Zheng，临场learned the heart hand gestures within minutes, impressing the young production crew with his quick adaptation to contemporary youth culture
- The final scene involved young participants spinning joyfully with Zheng, requiring physical stamina he prepared for by playing tennis earlier that day
- A second video features Zheng deploying his infamous 'perfect villain' delivery with ominous undertones to humorously promote participation in the polite announcement recording program
Why It Matters
The campaign reflects MTR's strategic shift toward engaging younger demographics through familiar cultural references and internet-era expressions, departing from traditional corporate messaging. By leveraging Zheng's trusted voice and versatility, the transit authority aims to transform routine etiquette reminders into shareable content that resonates across generation gaps and enhances overall commuter experience on Hong Kong's busy rail network .
The campaign reflects MTR's strategic shift toward engaging younger demographics through familiar cultural references and internet-era expressions, departing from traditional corporate messaging. By leveraging Zheng's trusted voice and versatility, the transit authority aims to transform routine etiquette reminders into shareable content that resonates across generation gaps and enhances overall commuter experience on Hong Kong's busy rail network .