Marketing magazine Hong Kong, August 2023

North Asia

Vanessa Yuen, Journalist

Design Production

Julia Li, Senior Graphic Designer

Advertising Sales

Karen Yung, Head of Commercial

Matthew Chung, Business Development Manager

Sally Hui, Business Development Manager

Marketing and Circulation

Cyrus Ching, Regional Marketing Manager

Event Production

Selina Kwok, Regional Events Producer Manager

Lemuel Cheung, Events Producer

Suhas Bhat, Regional Senior Conference Producer

Event Services

Chiyan Lam, Assistant Event Services Manager

Hedy Chao, Events Services Executive

Event Delegate Sales

Gloria Yam, Project Manager

Mandy Chan, Senior Project Executive

Management

Evelyn Wong, Managing Director

Hong Kong 2023

HK theme parks: Marketing tactics to lure back visitors amid funding debate

To get in touch with our editorial team editorialhk@marketing-interactive.com

For advertising enquiries

Karen Yung, kareny@lighthouse-media.com

Matthew Chung, matthewc@marketing-interactive.com

Sally Hui, sallyh@lighthouse-media.com

Combining sports and leisure: Can Kai Tak Sports Park make HK a centre for international events?

Retail brands love unmanned stores, but will traditional retailers be replaced?

Hong Kong 2023

STEPPING UP THE GAME

Dear reader,

The summer season is once again upon us, and it comes with a surge in travel plans and adventure-seeking. This year, in particular, we have noticed an interesting trend among travellers: a combination of overseas exploration, and a desire to visit beloved theme parks in Hong Kong.

In this edition, our cover story (page 6) sheds light on the innovative approaches and marketing tactics that Hong Kong theme parks are using to lure visitors back to these exciting destinations, amid an ongoing funding debate. With tourism being a vital sector for Hong Kong’s economy, the success of these marketing tactics will be crucial in navigating the challenges they face.

Apart from investing more efforts in local landmarks, the upcoming Kai Tak Sports Park, along with its adjacent retail area which includes over 200 retail and dining stores, will look to attract increased local ad spend and promote positive social interaction through the power of sports and leisure.

As this state-of-the-art sports facility nears completion, we explore the positive impact it is expected to have on the local ad land, and how it will reshape the landscape of sports and events, along with marketing, to create new opportunities for brands to engage with their target audience.

We also take this opportunity to reflect on the success of our recent internal events, including the Social Mixer and Content 360 conference that you can read about on page 30 and 36 respectively. These events brought together industry professionals, fostering collaboration and facilitating the exchange of ideas.

Last but not least, we have also highlighted some of the key wins from Marketing Events Awards 2023 and PR Awards 2023 to celebrate some of the extraordinary work executed by marketing events and PR professionals.

As always, we remain committed to providing you with the most informative and engaging content, keeping you at the forefront of the ever-evolving marketing landscape.

We hope you enjoy the edition as much as we have enjoyed putting it together.

Until next time, take care!

Karen Wong Deputy Editor, North Asia

EMPOWERING BRANDS FOR SUCCESS: UNVEILING THE ART OF BRAND MARKETING AT THE ICLICK X XIAOHONGSHU INBOUND MARKETING CONFERENCE 2023

interaction strategies, and effective eCommerce promotion techniques.

Harnessing the immense power of Xiaohongshu:

Overall, the “iClick x Xiaohongshu: Inbound Marketing Conference 2023” left attendees equipped with invaluable insights on activating and enhancing their brand presence within the Xiaohongshu community. Armed with knowledge about community engagement, captivating content creation, and leveraging social commerce, brands are poised to harness the immense power of this popular Chinese social platform.

The “iClick x Xiaohongshu: Inbound Marketing Conference 2023” was a resounding success, drawing in a full house of over 100 enthusiastic marketers eager to explore the world of inbound marketing on one of China’s most popular social media platforms.

As the official overseas advertising partner of Xiaohongshu, iClick Interactive took the centre stage, unveiling the secrets of effective brand marketing on this vibrant platform. From insightful discussions on community building and captivating content creation to the untapped potential of social commerce, attendees were immersed in an experience that left them eager to elevate their brand presence on Xiaohongshu.

Delving into the irresistible power of community

Jake Li, head of global channel partnership at Xiaohongshu, took the stage to provide a comprehensive introduction to the Xiaohongshu platform as an inspirational marketing platform. Attendees embarked on a journey through the platform’s evolution, learned about its unique marketing methodology, and were inspired by showcases of successful campaigns that harnessed the power of community engagement.

Unlocking success on Xiaohongshu through iClick’s expertise

After Li’s session was Alison Shih, business development director at iClick Interactive, who captivated the audience with a session on how to capitalise on the power of Xiaohongshu through iClick’s one-stop solutions. Attendees discovered how Xiaohongshu effectively

cultivates travel behaviour in Hong Kong, enabling brands to tap into a valuable market.

The spotlight then turned to iClick’s proprietary China KOL marketing platform, iFans, which empowers advertisers, MultiChannel Networks (MCNs), and content creators with multi-dimensional data analytics of KOLs on Xiaohongshu. Armed with these valuable insights, businesses can identify premium KOL resources and track competitors’ social activities to gain a competitive edge.

Mastering Xiaohongshu: Activating brands with strategic insights

Apart from leveraging the power of Xiaohongshu, activating brands with the right strategy is also key. As such, Ryan Tse, general manager at Beyond Digital and CruiSo Digital Solutions (a subsidiary of iClick Interactive), took the stage to shed light on activating brands on Xiaohongshu. From deciphering the art of choosing the right KOLs and KOCs to crafting attractive content that resonates with the audience, attendees received practical tips to elevate their brand’s impact on the platform.

Navigating the influencer landscape: Experience sharing from Xiaohongshu influencer, MAGBOW

The conference was further enriched by the presence of Xiaohongshu beauty influencer, MAGBOW, who boasts an impressive following of 500K on the platform. MAGBOW shared invaluable insights from an influencer perspective. Her expertise spanned audience preferences in the post-pandemic era, successful influencer-brand collaborations, fan

iClick Interactive is committed to empowering brands with comprehensive solutions to thrive on Xiaohongshu. We understand the challenges faced by brands when investing in a new media channel, especially when Xiaohongshu is completely unique, coveted yet novel to markets outside of China.

Leveraging iClick’s data-driven service capability and exclusive top-tier KOL/KOC inventory, we facilitate international brands’ success in Xiaohongshu marketing step-bystep through our all-in-one marketing solution, including but not limited to official brand account registration, account operation and management, content creation, advertising strategy and influencer marketing strategy. Our services aim to assist businesses to effortlessly explore and unlock the full potential of Xiaohongshu, engage with their target Chinese audience authentically, and elevate their presence in the dynamic world of Chinese social media.

Talk to iClick’s Chinese digital marketing experts today to step up your brand marketing and connect with a robust and highly converting community of local and overseas Chinese consumers through this most influential social media platform in China in 2023.

Website: www.i-click.com

What’s on?

DigiZ Awards Hong Kong

What: An awards ceremony designed to recognise and reward the brightest stars in the digital marketing industry, with a focus on creative, innovative and effective campaigns.

Where: Hong Kong Ocean Park Marriott Hotel

When: 15 September

Digital Marketing Asia Hong Kong

What: A conference that aims to reflect upon the profound evolution of the digital landscape, and how it has influenced –and will continue to influence – business decisions, marketing strategies and consumer behaviour.

Where: The Mira Hong Kong

When: 26-27 October

HK’S ENTERTAINMENT AND MEDIA REVENUE UP 5.6% YOY IN 2023

Hong Kong’s entertainment and media (E&M) revenue is expected to see a slight increase of 5.6% year-on-year to US$9.76 billion in 2023, PwC’s latest survey has found.

According to the Global Entertainment and Media Outlook 2023-2027, PwC’s projections showed that the E&M growth in Hong Kong will be steady, as its revenue will be dominated by consumer spending (60.9%) by 2027, the conversion trend is in line with the global market (66.2%), excluding China.

Explaining the phenomenon, the report said that the rise of digital platforms and streaming services has led to a shift in consumer behaviour, with more people opting for digital content over traditional media such as print and television.

Many E&M companies in Hong Kong are shifting towards subscription-based models, which has led to a decline in revenue from sales of physical media.

Branding Records

• Box office revenue in Hong Kong is expected to rebound in 2023, recovering from the sharp drop (-6.6%) in 2022. The report said a variety of high quality local films were broadcast during 2022 – which accounted for a healthy market share of 29.5% – such as Table for Six (飯戲攻心) and Warriors of Future (明日戰記).

• Due to the impact of the pandemic, Hong Kong audiences have started to support local film production. For example, local movie A Guilty Conscience (毒舌大狀) grossed US$14.6 million.

• The total cinema revenue is forecast to rise at a 13.3% CAGR over the forecast period to US$273 million by 2027 – up from the US$146 million achieved in 2022.

• In terms of business-to-business, the CAGR is estimated to reach 7.2%, which outperforms the global market’s 2.9%, as driven by trade shows. It is predicted to grow by 44.6% in 2023 as the quarantine measures for inbound travellers were lifted in September 2022.

• In the internet advertising market in Hong Kong, the total revenue was US$1.6 billion in 2022 and will grow at a 6.4% CAGR to US$2.1 billion by 2027. However, due to a more mature market, the growth is estimated to be slower over the forecast period.

• Hong Kong’s over-the-air (OTT) market expanded 24.1% in 2022 to reach a total revenue of US$305 million. Revenue will increase at an 8.8% CAGR to reach US$465 million by 2027.

• Subscription streaming platforms have dominated the OTT market in Hong Kong, taking over 90% of revenue in 2022. This is set to grow further with new launches and households taking multiple services, accounting for 93% of revenue in 2027.

Source: PwC

“Striking a balance between financial prudence and recognising the parks’ wider contributions is essential for informed decision-making on funding.”

Jacopo Pesavento CEO

AD WATCH 廣告點評

Chris Kyme Co-founder and creative director Kymechow

HOT:

MCDONALD’S HK’S MCNUGGETS’ 40TH ANNIVERSARY CAMPAIGN

I really applaud DDB for the McDonald’s Hong Kong McNuggets museum idea and film. It’s really not easy doing standout fast-food campaigns, with the pressure to generate sales and adhere to the typical cliches of happy customers.

I am usually critical about the over-abundance of cute cartoon characters in Hong Kong advertising. It seems to me advertisers treat the Hong Kong public as if they are stupid children, and every message must be delivered by fun figures even though you are targeting adults. So dumbed down.

But in this case, the little animated McNuggets are completely relevant for the theme and the target audience. The exhibition is a very nice and different idea, and the promotional film is fun and well-executed. Good overall effort I’d say.

NOT: “LET’S STAND FIRM. KNOCK DRUGS OUT!”

I’ve seen the latest Hong Kong Narcotics Division anti-drugs campaign running again, and I have to say this is a classic example of how not to have an effect on public behaviour.

Whatever the message and whatever you are trying to achieve, you can’t simply announce “Say no”. If somebody is inclined to take drugs, or is an addict, that will have zero effect on them. Any public campaigns of this sort should begin with a strategy which is designed to affect behaviour. Just saying “Stand firm” or “Knock drugs out” (especially with childish superhero characters) is not going to have any affect, sorry.

Hong Kong theme parks: Marketing tactics to lure back visitors amid funding debate

Despite lawmakers urging the government to stop subsidising loss-making theme parks in Hong Kong, the authorities have staunchly defended their support because of the positive impact the parks bring to the city. However, a crucial question looms: How can these attractions market themselves effectively with limited budgets to lure back visitors?

Karen Wong turned to tourism and branding experts to explore the potential marketing strategies that local theme parks can employ to attract tourists and locals, while addressing the pressing issue of limited budgets.

Amid calls to reduce funding for Hong Kong’s loss-making theme parks such as Disneyland and Ocean Park, the government has repeatedly defended its support for the attractions, citing the economic benefits and positive impacts they bring to the city.

Back in May, the city’s culture and tourism minister Kevin Yeung said that Hong Kong Disneyland, which has failed to make a profit for eight consecutive years, has contributed HK$116.1 billion to Hong Kong’s economy since its launch. He urged lawmakers to have “faith” in the park due to its positive impact on the local community.

On the other hand, the authorities said in April that Ocean Park Corporation had received HK$784 million in funding in 2022-23, although the park saw a 45% decrease in revenue in 2021 because of pandemic constraints.

MARKETING-INTERACTIVE has reached out to Hong Kong Disneyland for a statement. Meanwhile, Ocean Park declined to comment on the matter.

Commenting on the move, industry players MARKETING-INTERACTIVE spoke to agreed that the government has made the right call to offer support as both parks are important

assets for Hong Kong’s tourism industry and cultural identity.

David Ko, managing director of RFI Asia, said Disneyland and Ocean Park provide jobs, entertainment, and education for millions of people, both locals and tourists. He added that the theme parks have been making efforts to adapt to the changing market and consumer preferences, such as introducing new attractions, enhancing safety measures, and promoting environmental awareness.

Apart from economic and cultural benefits, the positive impacts the parks bring to the city is another considerable factor.

“Members of the public have fond memories of visiting both parks as children or with their families and appreciate their value as landmarks of Hong Kong,” he said.

From a tourism perspective, these theme parks are crucial to the tourism industry, as they are among the most popular destinations for families and Mainland Chinese visitors, said Yvonne Ma, founder and managing director of Eighty20.

“If the parks close down, it could have a negative impact on Hong Kong’s image and the tourism sector as a whole,” she said.

“Furthermore, outbound tourism from Mainland China is picking up, so there is no need to rush to make a decision. Personally, I support the government’s position to rebuild the theme parks and improve their branding and sales.”

Targeted marketing campaigns is key

It is true enough that the struggling theme parks need more time and support to recover from the pandemic and regain their competitiveness. However, how they market themselves better with limited budgets to lure back visitors in a competitive environment is the million-dollar question.

To engage a wider audience, an effective marketing campaign could be a game changer for theme parks aiming to lure back visitors, said Jacopo Pesavento, CEO at Branding Records. He said leveraging highly targeted online advertising on Mainland Chinese travel channels such as Ctrip, Alipay, WeChat and Red could be a strategic move.

By leveraging various channels, including social media, print media, television and radio, both parks can showcase the affordability, new attractions, and unique experiences they offer, he added. He also said the parks

can introduce discounted ticket packages, special offers and promotions tailored to local and budget-conscious overseas tourists with financial constraints.

“Moreover, by implementing strategies such as discounted admission during off-peak periods, group discounts or bundled ticket options, the parks can ensure affordability while encouraging repeat visits,” he added.

Agreeing with him was RFI Asia’s Ko, who said the parks should create a joint promotion

campaign that offers discounts and incentives for visitors who buy tickets to both parks. This can encourage tourists to spend more time and money in Hong Kong and experience the different attractions of the two parks.

“For example, they can offer a package deal that includes hotel accommodation, transportation, and admission to both parks for a lower price than buying them separately. This kind of ‘bundling’ of Hong Kong’s attractions is not done enough,” Ko said.

With emerging rivals in China such as Shanghai Disney and Universal Studios Beijing which have stronger branding capabilities and richer activities, the Hong Kong theme parks should focus on rebuilding their brands and launching targeted marketing campaigns in major markets, such as Southern China, which is closer to Hong Kong than to Shanghai or Beijing, said Eighty20’s Ma.

“With the right marketing and branding strategies, they can reshape their image among visitors from Mainland China,” she added.

Forging stronger connections with the local community

Apart from targeted campaigns, rebuilding strong connections with the local community is also one of the essential elements to help the parks retain customers.

One of the ways to achieve this is to forge partnerships with local brands or cultural events that can infuse a sense of authenticity and provide visitors with unique experiences. For example, Ocean Park has partnered with AEON Card and emoji – The Iconic Brand to promote self-expression and inclusivity through this year’s Summer Splash.

On top of collaborating with groups of students with special educational needs, the park has partnered with The Hong Kong Jockey Club Centre for Suicide Research and Prevention at The University of Hong

Kong to promote emotional wellbeing and make Summer Splash an inclusive party for underserved communities.

This kind of initiative offers unique experiences to the local community and helps the parks forge strong connections with the community.

Branding Records’ Pesavento said both parks can actively engage with locals through education programmes, charity events or sponsorships of local events and sports teams.

“These initiatives not only foster goodwill, but also create a positive perception of the parks, making them a valued part of the community fabric,” he added.

Furthermore, by providing authentic experiences, both parks can further promote their positioning compared to their competitors, said Eighty20’s Ma.

“The key is to create more tailored and personalised arrangements, such as exclusive events for VIPs in certain areas of the parks, to enhance the visitor experience and attract more tourists to Hong Kong’s theme parks,” she added.

On the other hand, RFI Asia’s Ko said the parks can engage with the local community by offering special discounts, packages, and events for residents.

“For example, both parks can offer a ‘Local’s Day’ promotion that provides discounted tickets and exclusive offers for Hong Kong residents.

They can also share stories or testimonials from local residents who have visited the parks in the past or present on their websites or social media pages,” he said.

Another example is Hong Kong Disneyland’s recent plan to sponsor park tickets for students and parents selected through the “We Did It!” Award Scheme 2022/23.

It’s a programme aimed at recognising students across Hong Kong who show enthusiasm and an active desire to develop

their interests by engaging in non-academic school-based activities or activities outside schools, as well as parents who play an active role in supporting their children’s participation.

Sometimes, going beyond the traditional boundaries may also work. Ko said both parks can create virtual experiences that allow people to explore the parks from the comfort of their own homes. For example, the parks can create a virtual tour that features 360-degree videos and interactive elements.

SNAPPED 快拍

NBA Summer Base

DATE: 17 July – 31 August

VENUE: Olympian City 2

1. NBA Hong Kong and Olympian City 2 Management Company have partnered up to unveil an interactive NBA-themed pop-up event for fans.

2. The exhibition features a “NBA Locker Room” zone, where fans will be able to take photos in their custom jerseys.

3. Children are welcome to have professional photos taken in youthsized NBA jerseys.

4. VR technology has been adopted in the three-point shooting challenge to allow fans to experience a day of being a NBA player.

Summer Exploration: Hello Kitty Seven Wonders in MetaGaia

DATE: 14 July – 31 August

VENUE: Citygate Outlets, Tung Chung

1. Citygate Outlets and AI metaverse “MetaGaia” have joined hands to allow fans to indulge in an online-to-offline “metatainment” experience with Hello Kitty.

2. The six-metre-tall inflatable “Ruler Hello Kitty” will greet visitors at various spots, with the iconic “Unicorn Castle” as the background.

3. Visitors can create their own virtual avatars via the “MetaGaia” app and explore the secret territory inside the castle by AR filters.

4. Over 200 coveted goodies will be available at the Peridot Mine pop-up store, including the first launched “Hello Kitty Seven Wonders in MetaGaia”.

Disney 100: Travel Together with…

DATE: 14 July – 3 September

VENUE: Harbour City and LCX, Plaza Hollywood, Times Square

1. Guests will be warmly greeted by Mickey and Minnie dressed in their classic attire on the shore, inviting everyone to board the 25-metrelong “Sea Explorer”.

2. The eight hot air platinum balloons align with Disney’s 100th anniversary design theme showcasing iconic scenes from various Disney titles.

3. While at Plaza Hollywood, fans will get a chance to perform a joyful ensemble under Mickey’s baton.

4. The installations at Time Square feature the heroic Buzz Lightyear, who has a strong calling to save the world from the evil Zurg.

The MOST Green Fin-est Summer EcoCamp

DATE: 14 July – 27 August

VENUE: MOSTown

1. MOSTown is joining MR.SHARK for the first time to put an ecospin on everyday life through an edutainment programme with A Plastic Ocean Foundation.

2. The 3.5-metre-tall MR.SHARK welcomes challengers to ride down the 1.8-metre-tall marine slide into the ball pit.

3. A 10-metre-long zip line allows visitors to fly over a shark-infested sea created out of recycled plastic bottles to convey the message of marine conservation.

4. During the campaign, the mall will organise an exhibition dedicated to the local coral population, with a view to promoting marine conservation.

As we enter a post-pandemic era, it is heartening to see mega events and in-person gatherings returning to Hong Kong, including our very own Marketing Events Awards, which is designed to recognise excellence in event marketing across the North Asia region.

In fact, since the pandemic, we have witnessed in the new normal the power of events and how excellent content and engagement for both virtual and physical audiences can pay huge dividends for companies willing to take risks. We have even seen diehard age-old companies embrace the virtual world and thrive in this new economy.

Marketing Events Awards took place at Hotel ICON on 27 July 2023. MARKETING-INTERACTIVE would like to thank our 21 judges who spent much time and effort in identifying the best of the best in a sea of entries.

PANEL OF JUDGES

Best Event Production

GOLD

BMW Concessionaires (HK)

Campaign: BMW M CARnival x Outdoor Music Festival

Agencies: Above The Line Company, Imagine Lab

SILVER

Hong Kong Times Square

Campaign: Times Square "Disney Stitch VS Pixar Aliens"

Agency: MakeItLoud Marketing

BRONZE Hang Seng Bank

Campaign: 90th Anniversary

Celebrations

Agency: Cheil Hong Kong

Best ESG Event

GOLD

Standard Chartered Hong Kong

Campaign: 25th Standard Chartered Hong Kong Marathon

Agency: Social Strategy Hong Kong

SILVER

Urban Renewal Authority, Sino Land

Brand: Sino Malls

Campaign: “Merry Christmas! Goodbye Plastic!" by Citywalk

Agencies: Hattrick Creative, Boxing Promotions

BRONZE Link Asset Management Campaign: Make a Green Turn

Best Engaging Event

GOLD

Cityplaza Hong Kong

Campaign: Cityplaza x Miffy The Year of Blossoms

Agencies: Pro Inzight, DDPR

SILVER

Olympian City

Brand: Sino Malls

Campaign: Goal Together

BRONZE

Standard Chartered Hong Kong

Campaign: 25th Standard Chartered

Hong Kong Marathon

Agency: Social Strategy Hong Kong

Best Event – Arts, Culture & Entertainment

GOLD Cathay Campaign: Nobody does Rugby 7’s like Hong Kong 2023

Agency: Leo Burnett Hong Kong

SILVER K11 Concepts

Campaign: METAVISION

BRONZE

CSL Mobile

Campaign: CSL Mobile x M+ "Reshaping the New Art Tech Experience"

Agency: CruiSo Digital Solutions

Best Exhibition Event

GOLD

K11 Concepts

Campaign: METAVISION

SILVER

CLP Power Hong Kong

Campaign: Driving ‘Firsts’ for CLP Towards a Greener Future

Best Event – Creative

GOLD

Cathay

Campaign: Nobody does Rugby 7’s like Hong Kong 2023

Agency: Leo Burnett Hong Kong

SILVER

Swire Properties

Brand: Pacific Place

Campaign: CHRISTMAS ON PARADE

Agency: ANON

BRONZE

Tai Kwun

Campaign: Behind Your Eyelid –

Pipilotti Rist

Best Event – Fashion & Beauty

GOLD

The Hong Kong Jockey Club, Oriental Watch Company

Campaign: Oriental Watch Sha Tin Trophy Gentlemen’s Bow Tie Raceday 2022

SILVER

SHISEIDO HONG KONG

Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE

Agency: Pontac

BRONZE tmtplaza

Brand: Sino Malls

Campaign: BEAUTY WORLD Beauty Me@tmtplaza

Agencies: Cymballe, DIA

BRONZE HSBC Campaign: DuoVerse

Agency: MSL Hong Kong

Best Event – Gamification

GOLD

SHISEIDO HONG KONG

Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE

Agency: Pontac

GOLD

Swire Properties

Brand: Pacific Place

Campaign: CHRISTMAS ON PARADE

Agency: ANON

SILVER

Yahoo Hong Kong

Campaign: csl x Yahoo Metaverse

Agency: Above The Line Company

BRONZE

Sun Hung Kai Real Estate Agency

Brand: apm

Campaign: Football Fever at apm’s Futuristic Christmas Town

Best Integrated Event

GOLD

Link Asset Management

Campaign: Tuen Mun Adventure

Agency: Nevertoolate

SILVER

Swire Properties

Campaign: Swire x V&A Bags: Inside Out

Best Event – Health, Wellness & Fitness

GOLD

Standard Chartered Hong Kong

Campaign: 25th Standard Chartered Hong Kong Marathon

Agency: Social Strategy Hong Kong

SILVER

Link Asset Management

Campaign: Tuen Mun Adventure

Agency: Nevertoolate

BRONZE

SHISEIDO HONG KONG

Campaign: SHISEIDOVERSE: 150 YEARS

TO THE FUTURE

Agency: Pontac

Best Cost-Effective Event

GOLD

The University of Chicago

Campaign: Hong Kong Memories: Miniatures & Photographs of Old Hong Kong Streetscapes

SILVER

Development Bureau &| Harbourfront Commission

Brand: Victoria Harbour

Campaign: Easter Hat Parade@Victoria

Harbour 2023

Agency: Betake Marketing

BRONZE

Link Asset Management

Brand: The Quayside

Campaign: Give Lunch a Green Punch

BRONZE

Mead Johnson Nutrition (Hong Kong)

Brand: Mead Johnson Nutrition

Campaign: First Love Journey with Mead Johnson Nutrition

Best Audience Growth Event

GOLD

Hong Kong

Times Square

Campaign: Times Square

“Disney Stitch VS Pixar Aliens”

Agency: MakeItLoud Marketing

SILVER

DBS Bank (Hong Kong)

Campaign: DBS Eminent Card

Event PlanetME

Agency: KREW

SILVER

Link Asset Management

Brand: T.O.P This is Our Place

Campaign: T.O.P x Mr n Mrs Moon –

Super Chill Luxury Tour

Agency: 101 Advertising and Production

BRONZE

Hong Kong Billiard Sports Control Council

Brand: Hong Kong Masters

Campaign: Hong Kong Masters 2022

Agency: Yello Marketing

Best Outdoor Event

GOLD

Hong Kong Times Square

Campaign: Times Square "Disney Stitch VS Pixar Aliens"

Agency: MakeItLoud Marketing

SILVER

BMW Concessionaires (HK)

Campaign: BMW M CARnival x Outdoor

Music Festival

Agencies: Above The Line Company, Imagine Lab

BRONZE Standard Chartered Hong Kong

Campaign: 25th Standard Chartered

Hong Kong Marathon

Agency: Social Strategy Hong Kong

Best Digital Integration

GOLD Bupa (Asia)

Brand: Bupa Hong Kong

Campaign: HealthCare 3.0 Concept Hub

Agency: The Event Moment

SILVER

HSBC Campaign: DuoVerse

Agency: MSL Hong Kong

Best Experiential Event

GOLD

SHISEIDO HONG KONG

Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE

Agency: Pontac

SILVER

Urban Renewal Authority, Sino Land

Brand: Sino Malls

Campaign: “Merry Christmas! Goodbye Plastic!" by Citywalk

Agencies: Hattrick Creative, Boxing Promotions

BRONZE

BMW Concessionaires (HK)

Campaign: BMW M CARnival x Outdoor

Music Festival

Agencies: Above The Line Company, Imagine Lab

Best Event – Targeted Community

GOLD

DBS Bank (Hong Kong)

Brand: DBS BusinessClass

Campaign: DBS BusinessClass Reborn Exhibition

Agency: Secret Tour (HK)

SILVER

Standard Chartered Hong Kong

Campaign: 25th Standard Chartered

Hong Kong Marathon

Agency: Social Strategy Hong Kong

BRONZE DBS Bank (Hong Kong)

Brand: DBS BusinessClass

Campaign: DBS BusinessClass

Reborn Exhibition

Agency: Secret Tour (HK)

BRONZE Yahoo Hong Kong

Campaign: HSBC x Yahoo Finance

Youth Program

Best Event – Retail

GOLD

Swire Properties

Campaign: Swire x V&A Bags: Inside Out

SILVER

Swire Properties

Brand: Citygate Outlets

Campaign: FUNtastic World

BRONZE Swire Properties

Brand: Citygate Outlets

Campaign: Summer FARMily

Agency: Amaz Co

Best Brand Experience

GOLD HSBC Campaign: DuoVerse

Agency: MSL Hong Kong

Best Event – Corporate Social Responsibility

GOLD

Standard Chartered Hong Kong

Campaign: 25th Standard Chartered Hong Kong Marathon

Agency: Social Strategy Hong Kong

SILVER

Urban Renewal Authority, Sino Land

Brand: Sino Malls

Campaign: “Merry Christmas! Goodbye

Plastic!" by Citywalk

Agencies: Hattrick Creative, Boxing Promotions

BRONZE

Great Entertainment Group

Campaign: Wheel of Good Fortune

Agencies: Agenda, GBME, Zicket, South Central Media

Best Hybrid Event

SILVER

Cartier, Richemont Group

Brand: Cartier

Campaign: The Culture of Design

Multisensory Experience

Agency: EssenceMediacom

BRONZE Cathay

Campaign: Nobody does Rugby 7’s like Hong Kong 2023

Agency: Leo Burnett Hong Kong

BRONZE DBS Bank (Hong Kong)

Brand: DBS BusinessClass

Campaign: DBS BusinessClass

Reborn Exhibition

Agency: Secret Tour (HK)

GOLD HSBC

Campaign: DuoVerse

Agency: MSL Hong Kong

SILVER

PrimeCredit

Brand: WeWa Card

Campaign: WeWa Card "Treat Yourself"

Maid Cafe Party

Agencies: Vibes, Fimmick

BRONZE

Yahoo Hong Kong

Campaign: Cetaphil x Yahoo Asia Buzz

Multiverse Awards 2022

Best Immersive Experience

GOLD

SHISEIDO HONG KONG

Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE

Agency: Pontac

SILVER

Swire Properties

Brand: Pacific Place

Campaign: Orbstellar Metaspace

Agency: Art Partners

BRONZE Yahoo Hong Kong

Campaign: Cetaphil x Yahoo Asia Buzz

Multiverse Awards 2022

Best Launch/Rebranding Event

GOLD

MTR Corporation

Campaign: East Rail Line Cross Harbour Extension Service Commencement

SILVER

DBS Bank (Hong Kong)

Campaign: DBS Eminent Card

Event PlanetME

Agency: KREW

BRONZE Oatly

Campaign: Oatly Tea Master –

Taste-Tea Art Fair

Agency: Sunny Idea

Best Event – Public Awareness

GOLD

Ngong Ping 360

Campaign: The Grand Launch Campaign of Ngong Ping 360 "Crystal+"

SILVER

MTR Corporation

Campaign: East Rail Line Cross Harbour

Extension Service Commencement

BRONZE

Mr. Men Little Miss, PPW, JC A-Connect

Campaign: Ocean Park x Mr. Men Little Miss Unique Summer Party

Best Mall Event

GOLD

Swire Properties

Campaign: Swire x V&A Bags: Inside Out

SILVER

Cityplaza Hong Kong

Campaign: The MINIONS House of Kung Fu

Agencies: MakeItLoud Marketing, Boxing Promotions

BRONZE

Hong Kong Times Square

Campaign: Times Square "Disney Stitch

VS Pixar Aliens"

Agency: MakeItLoud Marketing

Best Content Creation Event

Best Pop-Up Event

GOLD

Swire Properties

Brand: Pacific Place

Campaign: Orbstellar Metaspace

Agency: Art Partners

SILVER

Urban Renewal Authority, Sino Land

Brand: Sino Malls

Campaign: “Merry Christmas! Goodbye Plastic!" by Citywalk

Agencies: Hattrick Creative, Boxing Promotions

BRONZE

Hysan Development, Lee Gardens Association

Campaign: Lee Gardens Skateboard

Fest 2022

Agency: Above The Line Company

Best Result-Driven Event

GOLD

DBS Bank (Hong Kong)

Campaign: DBS Eminent Card Event PlanetME

Agency: KREW

SILVER

Hong Kong Times Square

Campaign: Times Square "Disney Stitch

VS Pixar Aliens"

Agency: MakeItLoud Marketing

BRONZE

Tai Kwun

Campaign: Tai Kwun In bloom 2022

GOLD

Blackbird Concessionaires – Official Ferrari Importer

Brand: Ferrari

Campaign: Ferrari Purosangue Launch Event

SILVER

Ngong Ping 360

Campaign: The Grand Launch Campaign of Ngong Ping 360 "Crystal+"

BRONZE Cityplaza Hong Kong

Campaign: Cityplaza x Miffy The Year of Blossoms

Agencies: Pro Inzight, DDPR

Best Sponsorship/Partnership Event

GOLD

Cathay

Campaign: Nobody does Rugby 7’s like Hong Kong 2023

Agency: Leo Burnett Hong Kong

SILVER

Swire Properties

Brand: Pacific Place

Campaign: Orbstellar Metaspace

Agency: Art Partners

BRONZE

LANDMARK

Brand: Vogue Hong Kong

Campaign: Vogue Fashion’s Night Out

Best Virtual/Live Streaming Event

Best Use of Event Technology

GOLD

SHISEIDO HONG KONG

Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE Agency: Pontac

SILVER

HSBC

Campaign: DuoVerse

Agency: MSL Hong Kong

GOLD

HSBC

Campaign: DuoVerse

Agency: MSL Hong Kong

SILVER

Yahoo Hong Kong

Campaign: csl x Yahoo Metaverse

Agency: Above The Line Company

BRONZE

Yahoo Hong Kong

Campaign: Cetaphil x Yahoo Asia Buzz Multiverse Awards 2022

Best Use of Influencer

GOLD

FWD Hong Kong

Campaign: Here we are for your health Agency: MSL Hong Kong

SILVER

Ngong Ping 360

Campaign: The Grand Launch Campaign of Ngong Ping 360 "Crystal+"

BRONZE MTR Corporation, West Kowloon

Cultural District (M+)

Campaign: Kusama’s Pumpkin

Transforms Mundane Commute into Inspirational Journey

BRONZE

MegaBox Development Company

Brand: MegaBox

Campaign: "Joy to the World of Van Gogh" Immersive Experience Exhibition

Best Use of Multi-Channel

GOLD

Ngong Ping 360

Campaign: The Grand Launch Campaign of Ngong Ping 360 "Crystal+"

SILVER

Mead Johnson Nutrition (Hong Kong)

Brand: Mead Johnson Nutrition

Campaign: First Love Journey with Mead Johnson Nutrition

BRONZE MTR Corporation

Campaign: East Rail Line Cross Harbour Extension Service Commencement

Best Use of Social Media

GOLD

FWD Hong Kong

Campaign: Here we are for your health

Agency: MSL Hong Kong

SILVER

Hong Kong Billiard Sports

Control Council

Brand: Hong Kong Masters

Campaign: Hong Kong Masters 2022

Agency: Yello Marketing

BRONZE

Ngong Ping 360

Campaign: The Grand Launch Campaign of Ngong Ping 360 "Crystal+"

Best Use of Venue

GOLD

The University of Chicago

Campaign: Hong Kong Memories: Miniatures & Photographs of Old Hong Kong Streetscapes

SILVER

Olympian City

Brand: Sino Malls

Campaign: Goal Together

BRONZE Sino Group

Campaign: Feel the Motion 2023

Best Event Team

GOLD KREW

SILVER MTR Corporatio BRONZE Yello Marketing

Best of Show - Brand SHISEIDO HONG KONG

Winning the coveted overall Best of Show – Brand was Shiseido Hong Kong, and the team had its hands full with six trophies, including four golds, one silver and one bronze. The campaign which wowed the judges, and helped to win gold, was the “SHISEIDOVERSE: 150 Years to the Future”. The campaign aimed to recruit new customers and enhance top-of-mind awareness for its products through an online-merge-offline experience.

The campaign kicked off with a themed TVC featuring band members from MIRROR as brand ambassadors, which introduced the beauty philosophy of Shiseido from 150 years ago and invited customers to participate to experience the past and future of the brand in Ginza Tokyo, where Shiseido was born.

Furthermore, the campaign was implemented in both the virtual and physical worlds to bring this innovative experience to Shiseido’s fans in all facets. While the immersive metaverse experience allowed customers to personally interact with their favourite MIRROR ambassadors and engage with products in a playful way, the brand also launched a livestreaming party and offline event with an AR video booth.

Best of Show - Agency MSL

HONG KONG

Meanwhile, MSL Hong Kong won the prestigious Best of Show –Agency. The agency took home five golds, two silvers and one bronze in total with the launch of “DuoVerse” for HSBC, and “Here we are for your health” for FWD Hong Kong. In the “DuoVerse” campaign, instead of just communicating how innovative HSBC was, it created a brand experience that was also truly innovative. Featuring local artists Tyson Yoshi and Serrini, the event elevated the consumer experience in the digital, physical and virtual worlds.

To execute a seamless and simultaneous physical and virtual experience, 19 motion capture sensors were used so that even the movement of Yoshi and Serrini’s fingertips were captured and seen in the metaverse. Artists then created avatars that replicated their every move.

The event created engagement and excitement among citizens and was attended by over 1000 music lovers, while more than 10,000 watched the show online.

Nowadays, marketers have a lot on their plate as they navigate the new world of marketing, where they are battling areas such as privacy, brand safety, the talent crunch, and many others.

That’s why MARKETING-INTERACTIVE specially curated the networking event – “The Social Mixer: Unlocking opportunities in a postpandemic era” – for our busy marketers.

The event saw over 70 excited marketers and industry professionals gather at Kerry Hotel on 2 June to relax and catch up with each other, while hearing insights on social media marketing trends from experts.

Kicking off the event was Sally Ng, VP of sales at Hivestack Hong Kong and Taiwan, who shared with the audience some relevant insights and developments on the region’s social media

Unlocking opportunities in a post-pandemic era

landscape, including which platforms are on the rise, which ones are stagnating, changes in social consumption and consumer behaviours, and where marketers can expect the greatest return on investment (ROI).

In terms of how out-of-home can fit into a brand’s social strategy to increase ROI, Ng said targeting the right audience, defining the campaign impact and data optimisation are key. She took a previous Ocean Park Water World – Go Splash Summer campaign done in collaboration with Hivestack as an example, which targeted parents, young and energetic groups, and theme park visitors, among others.

The campaign leveraged predefined audiences identified by Hivestack’s DSP, then Dentsu X Hong Kong constructed proximity geofences around their preferred targeting

locations. High audience concentration triggers were used to deliver the campaign across selected DOOH screens.

Furthermore, Facebook was used for re-targeting exposed audiences as part of a wider omni-channel strategy. The campaign successfully delivered planned impressions and witnessed an impressive increase in footfall to the park.

Next up was a fireside chat with two senior client-side marketers, Anthony Tsang, head of marketing and digital, Greater China region, Oriental Watch Company, and Ellen Yau, head of marketing and innovation, Consumer Health North Asia, Bayer.

Moderated by Karen Wong, deputy editor, North Asia, MARKETING-INTERACTIVE, the chat centred around the marketers’ personal

experiences navigating social media marketing, and what areas they are focusing on as they strive towards seamless social interactions.

Tsang said Instagram is the go-to platform for his personal use as it is convenient and easy for him to connect with friends and shop, whereas Yau prefers using RED, aka Xiaohongshu.

“It’s incredibly resourceful, and it’s easy to find insightful information there. Many real users share their experiences and provide helpful tips,” she said.

Apart from personal use, there is no doubt brands and businesses also leverage social platforms to connect with audiences. But with so many platforms out there, how to stop staff from getting burnt out because of creating content for so many platforms is the million-dollar question.

Both speakers agreed that it is important to encourage open communication and cultivate a supportive environment where team members can openly discuss challenges, exchange ideas, and offer feedback, and this will help address potential burnout issues before they worsen.

“I will have small talks with my team and try to understand the challenges and obstacles they have been facing, then we may obtain updated

solutions from agencies to overcome them,” Tsang said.

Creating content for a targeted audience is not easy, let alone managing the cancel culture crisis. When asked how marketers can prepare for it, Yau suggested implementing social listening strategies or closely monitoring potential issues.

“Developing a crisis communication plan, committing to transparency, and building trust with your audience are essential steps. Moreover, when engaging in influencer marketing, you can leverage AI tools to help identify lower-risk influencers and minimise potential concerns,” she said.

To stir up the atmosphere, a Kahoot! game with customised questions was introduced after the two insightful sessions. After the game, it was time for our fellow marketers to mingle and talk shop over drinks, refreshments, uplifting music and magic performances. The three-hour event ended with a prize presentation to three lucky draw winners.

MARKETING-INTERACTIVE would like to thank the platinum sponsor Hivestack; gold sponsors DigiSalad, Emarsys, EternityX,

THIA

Trees Gin who made this event possible.

and

Jervex, Narrow Door, New World Development, Pontac, and The Trade Desk; partners

Wellness,

Perfume

Combining sports and leisure: Can Kai Tak Sports Park make Hong Kong a centre for international events?

The Hong Kong government has remained optimistic that the delayed Kai Tak Sports Park will finish its construction and open its doors by the end of 2024, in time for the city to co-organise the 2025 National Games.

With the introduction of an adjacent retail area, the park is also expected to lure big bucks from advertisers and consumers. Wai Chan spoke with several industry players to explore the opportunities the sports park will bring to Hong Kong, and how this can enhance the city’s global status as a sports and entertainment hub.

Photo courtesy: Kai Tak Sports Park

The highly anticipated Kai Tak Sports Park, which is expected to be completed by the end of 2024, is aiming to inspire the next generation of Hong Kong athletes while making Hong Kong a centre for major international sports events by promoting positive social interaction through the power of sports and leisure.

Apart from promoting the positive impacts of sports, the park will also be introducing a retail area which will house more than 200 retail and dining stores, which is expected to create partnership opportunities for marketers and boost local retail sales, a spokesperson from K11 Group, the leasing agent and operator of the retail area, told MARKETING-INTERACTIVE.

The spokesperson also said the sports park is set to deliver mega-scale sports events, and venues with advanced flexible facilities, for things such as the 15th National Games in 2025.

“It does not only promote employment and business activities in Kai Tak Sports Park, but it also drives the development of peripheral industries such as retail and sales in Kowloon East.”

Accommodating mega-scale events

Featuring a 700,000 square foot retail area situated next to the 50,000-seat main stadium, industry players MARKETING-INTERACTIVE spoke to believe the 28-hectare sports park can address the existing shortage of spacious venues and house massive crowds so as to lure more overseas visitors to Hong Kong and elevate the city’s global status as a sports and entertainment hub.

In fact, Hong Kong has long suffered from a lack of venues suitable for holding events of 5000 to 50,000 people. Main indoor event venues such as AsiaWorld-Expo can take up to 14,000 people, the Hong Kong Coliseum can accommodate up to 12,500, while the Hong Kong Convention and Exhibition Centre can take 8,000.

Judd Christie, managing director of event agency Uniplan Hong Kong, said this has been a long-term issue for event organisers in the city.

“We frequently encounter issues with finding venues of scale that can accommodate larger crowds or indeed events that require larger-scale staging than the current exhibition and hotel spaces can provide,” he said.

Besides, Hong Kong has also suffered in comparison to other regional cities, missing out entirely on some recent high-profile stadium tours such as Taylor Swift and Coldplay, he added.

“It is my hope that we will soon have an ideal space not only for sport and concert performances, but also a highly flexible space that can attract larger commercial events to

the city. The addition of a retail space with high profile athleisure will further complement the stadium venue,” Christie said.

Agreeing with him was Yvonne Ma, founder and managing director of Eighty20, who said the state-of-the-art facilities and flexible venues of the sports park can accommodate megascale events, making Hong Kong a preferred destination for global event organisers.

“This can enhance the city’s international status as a sports and entertainment hub in the region. The presence of international retail brands is a significant draw for visitors, making the sports park and retail area a must-visit destination,” she added.

The lack of large-scale venues could be one of the reasons for big global events or performers to consider alternatives to Hong Kong in the region, but beyond the practicalities, it’s about the brand of Hong Kong, said Tim Ho, founder of brand consultancy Constant.

“The city’s brand can’t be formed by campaigns, it is how much pull we have as a city, our cultural relevancy compared to the rest

of the world, also known as ‘soft power’. All the biggest rock stars wanted to perform in Tokyo in the 1970s, and it wasn’t just because of the venue,” he added.

Increasing local ad spending

Apart from supporting elite athletes and providing spacious venues for mega events, the park will also introduce a retail area, which includes global sports brands such as Adidas Decathlon and National Geographic. This can attract advertisers to increase their local ad spending to target their audience and boost local consumption, according to Wai Chung Au, managing director of media business, Dentsu Hong Kong.

Looking from a wider perspective, this is expected to lead to a continuous growth in local ad spending after the city saw a significant growth in ad spending in the first quarter of 2023, reaching a total value of HK$6.85 billion with a YOY increase of 22%, according to admanGo. Meanwhile, the ad spend of the local travel industry saw an impressive YOY increase of 324% in the first quarter.

The considerable growth in local ad spend can be attributed to the lowered comparison base last year due to the impact of the fifth wave of the pandemic. During the first quarter of 2023, as the preventative measures against the outbreak gradually eased, life in Hong Kong gradually returned to normal.

As such, this will eventually create a win-win situation for all stakeholders involved, including event organisers, retailers, marketers, and advertisers, said Eighty20’s Ma.

Enhancing HK’s international status as a sports and entertainment hub

The launch of Kai Tak Sports Park will certainly bring new energies to the city and add another dimension to the vibrancy if it’s with a unique proposition to set it apart from other iconic places in Hong Kong.

“Taking reference of Ocean Park for education and conservation, Ocean Park Water World for splashing fun, M+ for modern and contemporary visual culture, Xiqu Centre for the traditional Chinese performing art, it’s

important for Kai Tak Sports Park to find its edge as well. And an interesting place will always feed the curious no matter its size,” said Anna Wong, chief growth officer, Dentsu Creative Hong Kong.

However, while increasing the quantity of bigger events is great for Hong Kong, the international status will depend on the quality of the events and the execution of the new area, said Constant’s Ho.

“From the overall curation, retail mix, to the level of flexibility and other practical considerations that event organisers would recognise,” he added.

The success of this venture will also largely depend on the unique and immersive experiences that the sports park can offer at scale, which will appeal to today’s tourists and event attendees who are seeking more than just the traditional shopping and dining experiences, said Dentsu HK’s Au.

“The key to success will be to create oneof-a-kind experiences that are memorable and unique, which both local consumers and tourists

are willing to pay for. Therefore, it will be essential to leverage the park’s strategic location and world-class facilities to create immersive and engaging experiences that will set it apart from other venues in the region,” he added.

Echoing his thoughts was Eighty20’s Ma, who said the success of the sports park and the retail area will depend on various factors such as the quality of the events hosted, the marketing efforts, and the overall economic and political climate of Hong Kong.

GOLD SPONSORS BRAND SPONSOR EXHIBITORS

Stories for a new era –Content 360 Hong Kong 2023

We are currently experiencing a golden era of content, which has solidified content marketing as an essential component of the marketing industry. Over the past two years, the craft of storytelling has reached a new level of sophistication, paralleled by the heightened creativity displayed by the top marketers in their fields.

In Hong Kong, marketers face a number of shifting trends in the APAC region such as the rise of short video content, changing patterns of use among social media channels, the rise of content creators, the impact of AI, the growing popularity of Cantonese localism, as well as budget pressures.

That’s why MARKETING-INTERACTIVE specially curated the Content 360 conference to share insights on the latest content trends,

content creation processes, audience segmentation, content collaborations and customisation of content for emerging marketing channels. The event saw over 180 marketing professionals gather at Hotel ICON on 20 June.

Kicking off the conference was Steen Puggaard, CEO of Pirata Group. During the session, he shared how the multi-brand restaurant group turned a crisis into an opportunity with the right content strategy over the course of the pandemic, and how it plans to expand to new markets.

Over the past few years of the pandemic, Puggaard said the restaurant group has launched a bunch of new and innovative solutions such as organising free free-flow drinks, special menus and a pasta run to turn adversity into an opportunity.

On the marketing front, he said brands should never treat marketing as a cost. Instead, he believes marketing is an investment in maintaining and driving sales, profit and market share.

Next up was a panel discussion with entrepreneurs Grégoire Michaud, founder of Bakehouse; Olivia Cotes-James, founder and CEO of LUÜNA; and Dora Lam, co-founder at Slowood.

Moderated by David Ko, director of marketing and communications at the Gay Games 2023, the panel centred around their business vision in this new era, along with effective ways to cut through the noise.

As a founder of a B Corp-certified menstrual care company, Cotes-James said an active social media presence helps her brand gain exposure and amplify the work it has done for

consumers, therefore, brands should take note of the tone in their social media content.

“Humour is definitely crucial in driving the conversation around taboo topics, but I think we’ve made an effort to really integrate and make sure that we’re always conveying this very honest and transparent tone of voice that very much links through to the fact that we are a social impact business,” she said.

Another way for brands to cut through the clutter is to position themselves with a clear message that they want to convey to the target audience, such as how Slowood promotes sustainability by educating the younger generation on maintaining a habit of waste reduction.

Apart from marketing tactics, placing the consumer front and centre is also key, and that’s why Bakehouse’s Michaud said the motto for his brand is “50% bread and 50% people”.

“While half of it is having great products, great pastries, great bread, another part is the way customers are treated when they come into the shop,” he added.

In fact, it is essential for brands to adopt the right strategies to cope with the change

in consumer behaviour and engage a wider audience, especially the post-pandemic tourists.

This saw Jeffrey Hau, co-founder and director of PRIZM Group, take the stage to share the right digital strategy for brands to enhance tourism marketing efforts, including leveraging Chinese social media platforms.

For example, there are over 1.13 million users on Xiaohongshu as of April this year, representing a 50% YOY growth in daily active users in Hong Kong. Hau said marketers could also pay attention to the rising trend of key opinion consumers (KOCs).

“While KOLs nowadays are more like celebrities, KOCs are more like ordinary people. They may likely have two to three thousand followers. The tone of voice is more authentic in a way. A lot of people will trust their voices more than KOLs who have millions of followers,” he said.

Speaking next was Anthony Tsang, head of marketing and digital, Greater China region, Oriental Watch Company, who presented a case study on how content helped the brand rediscover its identity, as well as lessons

from the “Take Your Time” campaign, which was aimed at helping Hongkongers rethink the meaning of time and celebrate their 60th anniversary.

Content marketing is also important in the era of cancel culture, and where deinfluencing takes a front seat to conversations. As such, content creators Cyber Bunny, Aaron Busch and Spoon Chan gathered for a panel discussion on “What’s new in the world of content creators”, moderated by MARKETINGINTERACTIVE’s regional conference producer Suhas Bhat-Lau.

Despite the deinfluencing trend not being a very prominent one in Hong Kong, Bunny said deinfluencing is a great marketing tactic. For example, when she uploaded a video on social media deinfluencing Natto jerky, it created curiosity among youngsters.

“So now students want to try and see how bad this product was that I was talking about,” she said.

Meanwhile, Chan said she would just simply work with brands and clients that share her values and vision.

On the other hand, while the pandemic has changed social behaviours online, Busch said more people are willing to talk about the products and different aspects of greater online interactions.

Following the panel discussion was a fireside chat with Lorraine Cheung, head of audience, Yahoo Hong Kong, and Roger Li, senior director of ad creative, Yahoo Creative Studios APAC, Yahoo Hong Kong.

The chat revolved around how content planning and creative technology were combined for a premier media commerce channel in Hong Kong to win the consumers’ trust, and to keep them engaged.

As eCommerce continues to rise in popularity and consumers love to make their buying decisions in new and interesting ways, Li suggested brands utilise creative technology to provide maximum product visibility.

“For products such as clothing, shoes and eyewear that customers cannot try on, utilising technology such as VR can provide additional experience [...] that will be very helpful to give the right information to the potential customer to help them make a big purchase decision faster,” he said.

Ensuring brands’ relevancy to local audiences is also crucial. Cheung said apart from looking

at search data and social insights, it’s always important to listen to customers and users.

With the emergence of AI-generated content, Melvin Chng, enterprise area director, Greater China, Meltwater, took the stage in the afternoon to share some thought-provoking social strategies amid the rise of new social media trends, AI and technology.

Chng said while marketers are not able to gather personal information of social media users due to privacy issues, AI could help analyse demographics such as gender, age, and family size through their profile pictures.

As we are still figuring out how AI can benefit the marketing community, the Gen Z segment is characterised by its familiarity with technology and it is heavily influenced by social media and online communities.

That’s why it is important for brands in the region, and perhaps in Asia, to understand the lifestyle, the investing and the consumption habits of the Gen Z and Millennial demographics.

However, brands are still looking for the right way to market to this new group of consumers as Gen Z is a tricky segment.

“So essentially, you’ve got someone who’s just about entering high school [...] so the terms and channels they use, language and brands that they’re interested in are very different,” said

Sidhanth Gopishetty, former regional general manager, marketing and customer engagement and communications at Toys”R”Us Asia, during a panel discussion.

He was joined by Jaslin Goh, chief marketing officer at PayMe by HSBC, Gordon Lo, head of marketing at Jebsen Beverage, and moderator of the panel Joe Yu, marketing director at Futu Bull.

Instead of jumping straight into an ad campaign, brands need to understand what they stand for. Jebsen’s Lo said that for the beer brand, it aims to make consumers happier and more comfortable as they engage and socialise with different people.

PayMe’s Goh suggested that brands should avoid creating conflicting multiple messaging.

The final session of the day was presented by David Thorn, content director, ExpressVPN, who shared how he managed a global multibrand team from Hong Kong. He said one of the problems that large organisations faced was a tendency for people to operate in silos.

In view of this, the brand commissioned a survey of 2000 employees and 2000 employers, which received dozens of media mentions, according to Thorn. “If you want maximum attention for your content, you have to produce something that serves someone else’s needs,” he said.

In the ever-evolving media landscape, journalists play a crucial role as the gatekeepers of information. And it is the expertise, strategic thinking, and persuasive abilities of PR professionals that enable them to forge strong connections with journalists to ensure that stories are told accurately, ethically, and in a captivating manner.

Designed to discover, recognise, and reward the most stunning work in the PR and communications industry across the North Asia region, we were proud to once again present this definitive awards programme for PR professionals on both the client and agency side.

The celebrations took place at Hong Kong Ocean Park Marriott Hotel on 17 August 2023. MARKETING-INTERACTIVE would like to thank our 22 judges who poured in a massive amount of time and effort to go through the entries.

PANEL OF JUDGES

Best Reputation Management Strategy

Best Innovative Campaign

GOLD

MTR Lab

Campaign: MTR Lab Co-creating a carbon neutral smart community

Agency: Sinclair

SILVER

Tam Jai International

Campaign: TamJai Souper Hero NFT

Agency: The Bridge Agency

BRONZE

Hong Kong Tourism Board

Campaign: 2022 Sun Hung Kai Properties

Hong Kong Cyclothon

GOLD

Tam Jai International

Campaign: Why not loving both?

Agencies: Society, The Bridge Agency

SILVER

Birdland (Hong Kong)

Brand: KFC

Campaign: KFC Brainwave Bucket

Agency: Edelman Hong Kong

BRONZE

New World Development

Brand: Share for Good

Campaign: Share for Good

Best Launch/Rebranding Campaign

Best Performance PR Campaign

GOLD

MTR Corporation

Campaign: East Rail Line Cross Harbour Extension Branding Campaign

Agencies: Hardchi Creative, Uth Creative Group

SILVER

Tam Jai International

Campaign: Why not loving both?

Agencies: Society, The Bridge Agency

BRONZE tmtplaza

Brand: Sino Malls

Campaign: BEAUTY WORLD Beauty Me@

tmtplaza

Agencies: Cymballe, DIA, Dynamic Duo PR

GOLD

West Kowloon Cultural District Authority

Brand: M+

Campaign: M+ Special Exhibition “Yayoi Kusama: 1945 to Now”

SILVER

New World Development

Brand: Share for Good

Campaign: Share for Good

BRONZE Standard Chartered Hong Kong

Campaign: 25th Standard Chartered Hong Kong Marathon

MTR Lab Company Limited is a company under MTR Corporation focused on investing in technologies and formulating innovative solutions that support the long-term growth of communities. We believe technology and people are the key to building a better future.

We look to collaborate with like-minded partners to explore and invest in solutions in mobility, retail, property, financial and data services, smart city technology, and sustainability

Best Engagement – Targeted Community

Best PR Campaign – Public Awareness

GOLD

Link Asset Management Campaign: Tuen Mun Adventure

SILVER

Link Asset Management

Brand: The Quayside

Campaign: The Quayside – Give Lunch a Green Punch

BRONZE

Schneider Electric Hong Kong

Brand: Schneider Electric

Campaign: Building a Greener and Smarter Hong Kong

Agency: Madbox Communications

BRONZE

Sino Group

Campaign: Feel the Motion 2023

Agency: Boxing Promotions

Best PR Campaign – Customer Acquisition

GOLD

New World Development

Brand: Share for Good

Campaign: Share for Good

SILVER

TamJai Yunnan Mixian

Campaign: TamJai Jeh Jeh Speaks Exhibition

Agencies: Hardchi Creative, The Bridge Agency

BRONZE Link Asset Management Campaign: Link's Make a Green Turn

Best PR Campaign – ESG

GOLD Deel

Campaign: Deel: Powering Hong Kong Through its Talent Crunch

Agency: Spotlighters

SILVER

Hong Kong Disneyland Resort

Campaign: Launch of Nighttime Spectacular

“Momentous”

Agency: 5ives Communications

BRONZE Times Square

Brand: Hong Kong Times Square

Campaign: “Good Food Good Times”

Eat • Play • Earn

Agency: The Bridge Agency

GOLD

Standard Chartered Hong Kong

Campaign: 25th Standard Chartered Hong Kong Marathon

SILVER

McDonald’s Hong Kong

Campaign: Going Green with Baby Shark and Aaron Kwok

Agency: Sinclair

BRONZE Swire Coca-Cola HK

Campaign: The Second Life of Crates

Best PR Campaign – Fashion & Apparel

Best PR Campaign – FMCG/Retail

GOLD

Bossini Enterprises

Campaign: Hong Kong Tee

Agency: Hardchi Creative

SILVER

Richemont

Brand: Cartier

Campaign: The Culture of Design

Multisensory Experience

BRONZE agnès b. Hong Kong

Campaign: agnès b. X The Mills “The Dancing

Cloak Supersized Hanging Christmas Decoration”

Agency: Above The Line Company

GOLD

Natura &Co

Brand: The Body Shop

Campaign: The Body Shop – Wellness Campaign

Agency: RSVP Communications

SILVER

MegaBox Development Company

Campaign: Joy to the World of Van Gogh

Immersive Experience Exhibition

BRONZE

Marks & Spencer

Campaign: Marks & Spencer –Percy 30th Birthday

Agency: RSVP Communications

Best PR Campaign – Food & Beverage

Best PR Campaign – Healthcare & Pharmaceuticals

GOLD

TamJai Yunnan Mixian

Campaign: TamJai Jeh Jeh Speaks Exhibition

Agency: Hardchi Creative

SILVER

Times Square

Brand: Hong Kong Times Square

Campaign: “Good Food Good Times”

Eat • Play • Earn

Agency: The Bridge Agency

BRONZE Birdland (Hong Kong)

Brand: KFC

Campaign: KFC Brainwave Bucket

Agency: Edelman Hong Kong

GOLD

AstraZeneca

Campaign: Listen to Your Kidney

Agency: Edelman Hong Kong

SILVER

FWD Hong Kong

Campaign: Here we are for your health

Agency: MSL Hong Kong

BRONZE

AstraZeneca

Campaign: “The inHERited Gift”

Agency: GCI Health

Best PR Campaign – Lifestyle & Entertainment

Best PR Campaign – Partnership/Sponsorship

GOLD

Urban Renewal Authority, Sino Land

Brand: Sino Malls

Campaign: “Merry Christmas! Goodbye Plastic!” by Citywalk

Agency: Boxing Promotions

GOLD

New World Development

Brand: Share for Good

Campaign: Share for Good

SILVER

Urban Renewal Authority, Sino Land

Brand: Sino Malls

Campaign: “LEGO® Prosperity Burrows

Adventureland” at Citywalk

Agency: Boxing Promotions

BRONZE

Yahoo Hong Kong

Campaign: Yahoo Asia Buzz Multiverse Awards 2022

SILVER

TamJai Yunnan Mixian

Campaign: TamJai Jeh Jeh Speaks Exhibition

Agencies: Hardchi Creative, The Bridge Agency

BRONZE

Moët Hennessy Diageo Hong Kong

Brand: Hennessy

Campaign: Hennessy In the Paint 2022

Agency: Flare Communications

Best PR Campaign – Corporate Social Responsibility

Best PR Campaign – Travel & Hospitality

GOLD

McDonald’s Hong Kong

Campaign: Going Green with Baby Shark and Aaron Kwok

Agency: Sinclair

SILVER

Standard Chartered Hong Kong

Campaign: 25th Standard Chartered

Hong Kong Marathon

BRONZE Swire Properties

Brand: Citygate Outlets

Campaign: “WOOD” You

Agency: Oasis Brand Communications

GOLD

Ngong Ping 360

Campaign: The Grand Launch Campaign of Ngong Ping 360 “Crystal+”

SILVER

Ngong Ping 360

Campaign: Ngong Ping 360 “360 Nostalgic Stationery Showcase”

Agency: Above The Line Company

BRONZE

Hong Kong Disneyland Resort

Campaign: Launch of Nighttime Spectacular “Momentous”

Agency: 5ives Communications

BRONZE

Plaza Premium Group

Brand: ALLWAYS

Campaign: ALLWAYS, Your Airport

Personal Assistant

Best PR Event

Best Promotional PR Campaign

GOLD

Standard Chartered Hong Kong

Campaign: 25th Standard Chartered Hong Kong Marathon

SILVER

BMW Concessionaires (HK)

Campaign: BMW M CARnival x Outdoor

Music Festival

Agency: Above The Line Company

BRONZE

Hong Kong Disneyland Resort

Campaign: Launch of Nighttime

Spectacular “Momentous”

Agency: 5ives Communications

GOLD

Tam Jai International

Brand: TamJai SamGor Mixian

Campaign: TamJai SamGor “Spicy Martial Art” New Product Launch

Agencies: The Bridge Agency, Madkids Communications

SILVER

BMW Concessionaires (HK)

Campaign: BMW M CARnival x Outdoor

Music Festival

Agency: Above The Line Company

BRONZE

tmtplaza

Brand: Sino Malls

Campaign: BEAUTY WORLD Beauty

Me@tmtplaza

Agencies: Cymballe, DIA, Dynamic Duo PR

Best Viral Campaign

Best Branding Strategy

GOLD

Tam Jai International

Brand: TamJai SamGor Mixian

Campaign: TamJai SamGor “Spicy Martial Art” New Product Launch

Agencies: The Bridge Agency, Madkids Communications

SILVER

3 Hong Kong

Campaign: Honey Bee Campaign

Agency: Madkids Communications

BRONZE

Yahoo Hong Kong

Campaign: Yahoo Metaverse

Agency: Above The Line Company

GOLD

Tam Jai International

Brand: TamJai SamGor Mixian

Campaign: TamJai SamGor “Spicy Martial Art” New Product Launch

Agencies: The Bridge Agency, Madkids Communications

SILVER

3 Hong Kong

Campaign: Honey Bee Campaign

Agency: Madkids Communications

BRONZE

TamJai Yunnan Mixian

Campaign: TamJai Jeh Jeh Speaks Exhibition

Agency: Hardchi Creative

Best Engagement – Mass Community

Best PR Campaign – Banking, Finance & Insurance

GOLD

Urban Renewal Authority, Sino Land

Brand: Sino Malls

Campaign: “Merry Christmas! Goodbye Plastic!” by Citywalk

Agency: Boxing Promotions

GOLD

DBS Bank (Hong Kong)

Brand: DBS BusinessClass

Campaign: DBS BusinessClass Reborn Exhibition

Agency: Secret Tour (HK)

SILVER

Tam Jai International

Brand: TamJai SamGor Mixian

Campaign: Life’s a mixture, we taste it all

Agencies: Society, The Bridge Agency

BRONZE

Leisure and Cultural

Services Department

Brand: The Hong Kong Public Libraries

Campaign: Discover & Share the Joy of Reading (2022-23)

Agency: Betake Marketing

Best Integrated Communications

GOLD

Tam Jai International

Brand: TamJai SamGor Mixian

Campaign: Life’s a mixture, we taste it all

Agencies: Society, The Bridge Agency

SILVER

Tam Jai International

Campaign: Why not loving both?

Agencies: Society, The Bridge Agency

BRONZE

Sun Hung Kai Real Estate Agency

Brand: apm

Campaign: Life in Bloom @ apm Garden

Experience Slow Living with Music & Art

SILVER

FWD Hong Kong

Campaign: Here we are for your health

Agency: MSL Hong Kong

BRONZE

DBS Bank (Hong Kong)

Campaign: DBS Eminent Card Event –

Planet ME

Agency: KREW

BRONZE

Janus Henderson Investors

Campaign: Upping the Game for Janus

Henderson Investors

Agency: Fleishman-Hillard Hong Kong

Best Pandemic Response

GOLD

New World Development

Brand: Share for Good

Campaign: Share for Good

SILVER

Hong Kong Tourism Board

Campaign: Seeing Is Believing: Kickstarting

Hong Kong’s Tourism Recovery

BRONZE

DBS Bank (Hong Kong)

Brand: DBS BusinessClass

Campaign: DBS BusinessClass Reborn Exhibition

Agency: Secret Tour (HK)

Best Experiential PR Campaign

Best Storytelling Strategy

GOLD

Ngong Ping 360

Campaign: The Grand Launch Campaign of Ngong Ping 360 “Crystal+”

SILVER

BMW Concessionaires (HK)

Campaign: BMW M CARnival x Outdoor

Music Festival

Agency: Above The Line Company

BRONZE Olympian City, Red Mission

Brand: Sino Malls

Campaign: Timeless Leslie Encounter

GOLD

Asahi Beer Asia

Campaign: Asahi Beyond Expected Campaign

Agency: Flare Communications

SILVER

Tam Jai International

Brand: TamJai SamGor Mixian

Campaign: Life’s a mixture, we taste it all

Agencies: Society, The Bridge Agency

BRONZE

Visa Hong Kong

Campaign: Demonstrating the Everyday Value of Visa to Gen Zs

Agency: The Hoffman Agency, Hong Kong

Best Use of Celebrities/Influencers

Best Use of Content

GOLD

MTR Corporation

Campaign: East Rail Line Cross Harbour Extension Branding Campaign

Agency: Hardchi Creative

SILVER

3 Hong Kong

Campaign: Honey Bee Campaign

Agency: Madkids Communications

BRONZE Hong Kong Disneyland Resort

Campaign: Launch of Nighttime

Spectacular “Momentous”

Agency: 5ives Communications

GOLD

Tam Jai International

Brand: TamJai SamGor Mixian

Campaign: TamJai SamGor “Spicy Martial Art” New Product Launch

Agencies: The Bridge Agency, Madkids Communications

SILVER

Tam Jai International

Brand: TamJai SamGor Mixian

Campaign: Life’s a mixture, we taste it all

Agencies: Society, The Bridge Agency

BRONZE

United Asia Finance

Campaign: UA “UA Arm NFT series launch” Campaign

Best Use of Micro-Influencers

Best Use of Social Media

GOLD

DBS Bank (Hong Kong)

Campaign: A Different Kind of Bank

Agency: Leo Burnett

GOLD

MTR Corporation

Campaign: East Rail Line Cross Harbour Extension Branding Campaign

Agency: Hardchi Creative

SILVER

Tam Jai International

Brand: TamJai SamGor Mixian

Campaign: TamJai SamGor “Spicy Martial Art”

New Product Launch

Agencies: The Bridge Agency, Madkids Communications

BRONZE Tam Jai International

Campaign: TamJai Souper Hero NFT

Agency: The Bridge Agency

Best Use of Technology

GOLD

Yahoo Hong Kong

Campaign: Yahoo Metaverse

Agency: Above The Line Company

SILVER

CSL Mobile

Campaign: CSL Mobile x M+ “Reshaping the New Art Tech Experience”

Agency: CruiSo Digital Solutions

SILVER

Yahoo Hong Kong

Campaign: Yahoo Asia Buzz

Multiverse Awards 2022

BRONZE Tam Jai International

Campaign: TamJai Souper Hero NFT

Agency: The Bridge Agency

SILVER

Ngong Ping 360

Campaign: The Grand Launch Campaign of Ngong Ping 360 “Crystal+”

BRONZE 3 Hong Kong

Campaign: Honey Bee Campaign

Agency: Madkids Communications

Campaign of the Year

GOLD

Hong Kong Tourism Board

Campaign: Seeing Is Believing: Kickstarting Hong Kong’s Tourism Recovery

SILVER

Ngong Ping 360

Campaign: The Grand Launch Campaign of Ngong Ping 360 “Crystal+”

BRONZE

FWD Hong Kong

Campaign: Here we are for your health

Agency: MSL Hong Kong

Best PR Campaign – Property

GOLD

Cityplaza Hong Kong

Campaign: Cityplaza x Miffy The Year of Blossoms

Agencies: Pro Inzight, DDPR

SILVER

Sun Hung Kai Real Estate Agency

Brand: apm

Campaign: Football Fever at apm’s Futuristic Christmas Town

GOLD

Hongkong Land

Brand: LANDMARK

Campaign: LANDMARK 2022 Christmas – Mrs Claus Bakery

Agency: Flare Communications

BRONZE

Henderson Leasing Agency

Brands: H Queen’s, H Code, H Zentre, 18 On Lan

Campaign: E-dining Campaign 2022 – The Art of Gourmet Flavours

Agency: Voltage X

PR Team of the Year

GOLD Ngong Ping 360

SILVER

New World Development

BRONZE

Spotlighters

Best of Show - Brand

TamJai SamGor Mixian

With innovative solutions, TamJai SamGor Mixian stood out from the crowd taking home nine trophies in total –five golds and four silvers. The campaigns which wowed the judges the most, and helped to win four of the five golds was the “TamJai SamGor ‘Spicy Martial Art’ New Product Launch”.

Done in collaboration with The Bridge Agency and Madkids Communications, the “TamJai SamGor ‘Spicy Martial Art’ New Product Launch” campaign was aimed at sparking the public’s interest in its new Mixian product, the black pepper pork chop and the white pepper pork rib soup.

To engage a wider audience, the campaign invited a team of professional stuntmen to “fight” in front of TamJai SamGor’s Tai Po store last September as part of its guerrilla marketing stunt. The “fight” was filmed and shared from a passer-by’s perspective in a bid to cause confusion and to lead audiences to believe the fight was real.

The campaign was the talk of the town before the official announcement of the new food item. The video eventually achieved more than 250 coverages by local and international media outlets.

Through the campaign, the brand aimed to boost sales among fierce competition and further uplift the brand

image of TamJai as not only a local cultural icon, but also as a creative food and beverage brand.

Meanwhile, TamJai SamGor’s “Life’s A Mixture, we taste it all” campaign dived into the emotional roller coaster of Hongkongers during the pandemic. The campaign aimed to convey a message that no matter how the “tastes” of HongKongers have changed, TamJai SamGor will always be there for them. The campaign also brought out the theme that during the hard times Hongkongers experienced during the pandemic, the brand would never forget – “It will be our collective memory, it’s like the city’s history, it’s like the taste of SamGor” – said the brand.

The campaign kicked off with a micro-movie featuring Jeffrey Ngai and Sofiee Ng, the main cast members from ViuTV's drama series “I SWIM”, and artist Ronald Cheng. Through the story SamGor aimed to tell customers that life is composed of sweet and bitter, and the fragrance lingers after people “survive” from the harshest times.

From the product launch, brand video to the thematic campaign, the project ran until September last year. The mediums of promotion included TVC, out-of-home, instore POSM, online videos, social communication, KOLs collaborations, and brands collaborations.

Best of Show - Agency

The Bridge Agency

Meanwhile, The Bridge Agency once again won the prestigious Best of Show – Agency. The agency took home a total of six golds and eight silvers with campaigns done in partnership with Hardchi Creative, Madkids Communications and Society.

Separately, The Bridge Agency also won another two silvers and three bronzes for the campaigns developed on its own, including: “‘Good Food Good Times’ Eat • Play • Earn” for Hong Kong Times Square and "TamJai Souper Hero NFT" for TamJai International.

Within the “Why Not Loving Both?” campaign, which was done in collaboration with Society, TamJai Yunnan Mixian teamed up with its sister brand TamJai SamGor to launch a creative campaign featuring local singer Hins Cheung and female choir groups from both brands, which was aimed at bringing positivity to Hongkongers.

The campaign was built on the phenomenon that fans of both brands enjoy arguing which brand tastes better, however, most of the time their consumers go to both stores to enjoy the authentic, yet different tastes of the noodles.

Within the video ad, Cheung was featured as the producer of the girl groups and was wondering which styles and looks were suitable for both girl groups. Meanwhile, two bowls of noodles from both brands transformed into girl groups “勿演女笙” and “SamGirls” respectively, singing the unique songs revolving around both brands..

The campaign also came along with the introduction of both brands’ latest mobile apps, which aim to offer user-friendly experiences by providing smooth operations on dine-in orders, take-out self-collections and remote ticket collections.