Convey Advertising chief executive Mak Siu-tong tried to establish digital outdoor advertising more than a decade ago but it never took off. 'It was difficult to calculate the recall rate,' Mr Mak, who has been in the business 30 years, told Media Eye some time ago. 'And it was hard to charge advertisers as they always complained they didn't see their ads when they passed by the locations.' How times change. In the business districts and around town, it is hard to miss the office lobbies with flat screen displays featuring commercials and movie trailers. The network is provided by Focus Media Hong Kong, a year-old company that has installed more than 500 monitors in more than 200 buildings. Focus Media recently conducted its third ad recall measurement study, which showed captive advertising was far more effective than Mr Mak thought. The 201 interviewees said they took lifts an average of 5.8 times a day and waited 1.2 minutes each time. The Star Movies promos - which air only on Focus Media and two pay-television networks - made a real impact. They recorded an unaided recall percentage of 46 per cent and aided recall (with the help of a storyboard image of the commercial) of 88 per cent. 'It gives me great pleasure to learn that our TV medium has proved to be an effective supplement to mainstream television,' said Focus Media chief executive Patrick Jonathan Wong. The survey found that far from resenting the captive advertising, viewers welcomed it. Twenty per cent said they liked the medium very much, 40.8 per cent liked it and only 2.5 per cent disliked it. Guess we cannot survive without advertising. in the here and Now Following a busy week with the sale of a stake in Galaxy Satellite Broadcasting to deal-maker Charles Chan Kwok-keung, the pay-television market has not stood still. Media Eye hears that PCCW's NOW Broadband TV is considering dropping its middle name. 'We are planning to rename it NOW TV,' said a PCCW source. 'It is not related to restructuring but it just sounds better and easier to remember.' Media Eye learned that the perfectionist managers at PCCW spent months pondering logo colour and fonts before launching the pay-television service in September 2003. 'It will take some time [before we rebrand the service],' the source said. 'But that will probably be the name when we enter the mainland broadband TV market.' fine art of marketing Marketing and packaging is how you get consumers to put another credit card in their wallets. ABN Amro recently launched a cross-media advertising campaign featuring its Van Gogh Preferred Banking services. Working with advertising agency Lowe, the bank is using 10 images by the Impressionist artist to present its products and services including credit cards, mortgages and loans. 'The way we use Van Gogh imagery is unique and gives charisma to the brand,' said a Lowe spokesperson. 'We want the consumer to feel that an ABN Amro credit card sets him apart from others.' It must be working - the credit card has attracted 20,000 applications since its launch in February. creativity in their hands A salute to Hong Kong's advertising talent, who scooped up the 'young creative' prize at the Pattaya AdFest in Thailand. Art director Yeung Cheung-bun and copywriter Louie Wen Hsui, of Ogilvy & Mather Hong Kong, beat candidates from 14 countries to win the certificate of recognition in the second Young Creative Workshop. The competition set a 24-hour assignment to design a zero or low-budget campaign to create awareness and drive traffic to the website of a magazine called Contagious. The duo created a campaign titled 'Get involved'. They created a palm-sized stamp with the URL of Contagious, concealed in the palm and exploiting the social nature of the event by 'Hijacking the Humble Handshake'. 'This is a testament that we're going in the right direction,' said Rob Sherlock, chairman of the Accredited Advertising Agents of Hong Kong, which nominated the team to represent Hong Kong in AdFest. 'The more we nurture and accelerate creative stars, the faster we'll increase Hong Kong's creative credibility.' This is Sidney Luk's last Media Eye before she crosses over to join the commercial side of the business she has covered as a reporter.