Tilde Frölings food challenge

By on November 5, 2016

Tilde Froling has been in Hong Kong and tested stinky tofu, fried carrot cake and chicken feet. Now she challenges all who are hungry for exciting flavors to follow in her footsteps in a campaign from the MTR.

On October 31, the campaign was launched with a film where we follow Tilde dining experiences in Hong Kong. She goes obviously through the city by MTR – in Hong Kong you do not take the subway, you take “MTR”. The film is a campaign site where you can enter a contest and win trips and a week’s hotel in Hong Kong with a value of approximately SEK 150 000.

MTR both builds and operates the subway system in Hong Kong. It ranks as one of the world’s best subway system with a punctuality from terminus to terminus at 99.9 percent. Today, develop public transport and the MTR stations on three continents and in Sweden it is about to push the Stockholm subway and commuter trains soon also on behalf of SL, and to offer the most punctual speed trains between Gothenburg and Stockholm under the brand MTR Express.

With this campaign we want in a playful way to increase awareness of the brand MTR. We are responsible for 1.5 million trips each day and soon with 4500 employees, we are a major employer, says Åsa Elm, Communications MTR Nordic.

The film is produced in Hong Kong by the communication agency CMRS and Swedish media agency’s Scream. In addition to its own channels www.mtr.se, www.mtrnordic.se and www.facebook.com/mtrexpress.se/ campaign will go up at Aftonbladet, Svenska Dagbladet and Vagabond.

Watch the film and campaign site at!