Marketing magazine Hong Kong, December 2022

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Dear reader,

We can’t believe how quickly 2022 is coming to an end. This year has been a year of reflection and recovery for many of us. Many of us are still grappling with the aftermath of the COVID-19 outbreak,e while trying to keep up with the new world.

Often this means marketers in our community are left trying to change the wheels of the bus while it is still moving – not an easy task if you ask me.

But despite all the unpredicted and rapid changes we have seen over the past few years, marketers still remain true believers in the industry; and are not fazed by the challenges of the year ahead.

That’s why, in this edition, we want to put to the forefront our marketers’ hopes for 2023. The editorial team has reached out to a number of brandside marketers to find out their hopes for the coming year and what they aim to change in the industry. We sincerely hope this will make planning for the marketing field in 2023 a little bit easier for you.

At the same time, we are also seeing lots of pop-up stores and physical events as we approach the festive season. As physical interactions increase, stores and promotions in the form of pop-ups help to cut through the clutter and stand out from the busy online space. Read our feature on pop-up stores on page 58.

Last, but not least, as we reflect on the year we’ve had, we want to thank you and congratulate many of you for being part of our exciting awards shows and conferences. We really couldn’t have made it here without you.

That’s why amid these pages, we will highlight some of our key wins from the Marketing Events Awards 2022, and also share with you some of the outstanding digital campaigns, executions, and strategies from this year’s DigiZ Awards.

In our eyes, the marketing field in Hong Kong has well and truly proven it is well-equipped for the challenges and opportunities in the year ahead. We hope we are able to highlight that through this issue and keep you learning through the holiday season ahead.

Have a wonderful break, Merry Christmas, and a Happy New Year.

親愛的讀者： 時間過得真快，轉眼來到 2022年尾。對許多人來說， 今年是反思及復甦的一年。許多人仍在努力應對新 冠疫情餘波，並致力跟上新世界的步伐。

這往往意味著市場營銷從業員要不斷隨機應 變，我認為這不是一件容易的事。

儘管過去數年發生許多不可預測的迅速變化， 但市場營銷從業員仍然堅守信念，勇於迎接來年的 挑戰。

因此今期雜誌聚焦市場營銷從業員對 2023 年的 展望。編輯團隊訪問多位品牌市場營銷從業員，了解 他們對來年的寄望，以及希望推動行業作出甚麼改 變。我們衷心希望這有助各位讀者更輕鬆規劃 2023 年的營銷大計。

與此同時，隨著節日臨近，市面上也出現許多快 閃店及實體活動。隨著親身互動增加，快閃店及快閃 宣傳有助品牌在網上眾多選擇中突圍而出。全文請 翻閱第 58頁的專題報導。

最後同樣重要的是，感謝各位在過去一年參與

我們的頒獎典禮及會議，並恭喜各位得獎者。沒有大 家的支持，我們不可能會成功。

因此，今期雜誌將重點介紹「營銷活動大獎 2022 」的一些得獎作品，並分享今年「數碼營銷大獎」的 一些出色數碼營銷活動、執行及策略。

在我們眼中，香港市場推廣行業已做好充分準備 迎接來年的挑戰及機遇。希望透過今期雜誌能夠表 揚各位的成就，並讓大家在節日期間保持學習。

祝各位度過美好的假期。聖誕快樂，新年進步！

Karen Wong Assistant Deputy Editor

Loyalty & Engagement Awards

What: It recognises and rewards excellence in consumer-centric marketing activities that have grown and retained customers.

MARKies Awards

What: An annual celebration of creativity, effectiveness and media execution, it gives agencies in Hong Kong the opportunity to showcase unique and deserving works of brilliance.

TOP 10 BRANDS HONGKONGERS WOULD REFER TO A FRIEND OR COLLEAGUE

Google has become the top-ranked brand in Hong Kong for 2022, while YouTube and yuu ranked second and third respectively on YouGov’s Global Best Brand Rankings.

Google成為2022年 YouGov「全球最佳品牌排名」香港品牌排名第一位，YouTube及 yuu分別排名 第二及第三位。

Kristie Cheung

Head of marketing communications, Lalamove 營銷傳訊主管

• Google became the top-ranked brand in Hong Kong with a score of 38.3, followed by YouTube (34.1), and eCommerce platform yuu (32.9). Google以38.3分成為香港排名第一的品牌，緊隨其後的是YouTube（34.1）及電子商務平台yuu（32.9）。

• Japanese retailer Uniqlo (32.7) was in fourth place followed by HKTV Mall, which claimed a score of 31.3.

日本零售商Uniqlo（32.7）排名第四，其次是HKTV Mall，得分為31.3。

• Streaming giant Netflix ranked sixth with a score of 30.9, followed by Dettol (30.9), Visa (30.1), Octopus Card (30.0), and WhatsApp (29.1).

串流媒體巨頭 Netflix以30.9分排名第六，其次是滴露（30.9）、Visa（30.1）、八達通卡（30.0）及 WhatsApp（29.1）。

• The list of “most improved” brands was led by yuu, with a score of 32.9 points, which has increased 8.3 points compared with the previous score. 「最佳進步」品牌排名由yuu領先，得分為32.9分，較上次得分升7.7分。

• WhatsApp claimed second spot on the “most improved” brands list with a score of 29.1 points, an increase of 7.7 points from the previous score. WhatsApp以 29.1分位居「最佳進步」品牌排名第二位，較上次升7.7分。

• Swiss watchmaker Tudor, and American fashion house Calvin Klein, rounded off the list with improved scores of 3.5 points and 3.4 points respectively. 瑞士鐘錶製造商帝舵表及美國時裝品牌Calvin Klein分別以上升3.5及3.4的進步分上榜。

Source: YouGov Recommend Rankings 2022. 資料來源：YouGov「2022年全球最佳品牌排名」

Hau Group creative director

HOT: NIKE’S THE FOOTBALLVERSE

With the excitement of the World Cup, Nike released a timely video that was not only entertaining, but also highly relevant to our current times. Its latest ad – Footballverse –showed what a fantasy match-up would look like between current football stars and legends of the past.

Just like a sci-fi film, it starts with scientists debating who the best player was through the generations. Then the lab changes into a football pitch and they proceed to teleport the athletes to compete with each other. What makes this video so great is not just the captivating storyline and the impressive line-up of a dozen stars, but also the brilliant execution that resonates with our modern era of digital and NFT art.

With a huge budget like this, you either go big or go home. The World Cup only occurs once every four years – and it deserves something big. Nike made this ad a winner.

NOT: KFC HK’S 熱浪 香辣脆雞

I love 熱浪 Hot & Spicy chips. Especially over a World Cup match. I also love digging into a bucket of crispy chicken, so what’s not to love about the combination of both? Well, it turns out this ad didn’t do it for me.

The video starts with a young Colonel Sanders taking a bite of the crisp, which then sends a shock wave through the world. The wave travels across multiple situations from a bus queue to a classroom, from a guy’s eyebrows, to a football stadium, etc. I appreciate the thought of the wave transitioning across the screen, but I’m missing the excitement and the heat, which I imagine would be quite enjoyable when munching this newly launched product.

Nathan

Customer journeys today are no longer linear, and consumers are often spoilt for choice as we enter the world of “consumer convenience”. This means marketers are battling areas such as privacy, ad fatigue, brand safety, talent crunch, personalisation at scale, and many others.

Moreover, the outbreak of COVID-19 in early 2020 dealt a significant blow to global and local economic activities, which also hit the marketing industry. Hence, marketers were concerned about how brands could increase their revenue under recession-like conditions.

With all the developments in the marketing space this year, one can only wonder what 2023 may bring. MARKETING-INTERACTIVE has spoken to a number of brand-side marketers to find out their hopes for the coming year and what they aim to change in the industry. Here is what they had to say.

best piece of technology available in the market that we often forget there’s still a human behind every avatar. In 2023, I am hoping to see more “surprise and delight” moments. After all, we customers don’t always know what we want, we are waiting for the brands to inspire us.

Kristie Cheung, head of marketing communications, Lalamove

Anson Shum, vice-president, marketing, SAUVEREIGN

Because of the ongoing threat of COVID-19, the metaverse is filling a lot of social gaps, and creating a constant stream of new interest. We are all accustomed to heading into the digital world to do almost anything imaginable, both exotic and routine.

It is inevitable sometimes that we find the metaverse is reflecting our real lives, but if it was safe and easy to travel, I trust only a few people would explore the metaverse as the only social alternative.

Agility is still key as the environment remains uncertain for the new year. It is more important than ever for marketers to think about hybrid inperson and digital brand experiences to remain consistent and authentic with our customers.

I feel that brands have been running out of juice trying to adapt and mimic the newest and

Next year is a critical year to see which COVID19-related marketing trends will stay and change the face of marketing permanently. Marketers will have to stay adaptive as usual. But one thing for certain is that customers, especially the new generation consumers, are looking at brands beyond marketing. They are evaluating companies based on their corporate values and the values they create for society, and are growing to appreciate genuine engagements and exchanges with brands.

To further our efforts during the past year, we will continue to bring a positive impact to the community through corporate social responsibility and we look forward to fostering meaningful interactions with our loyal customers.

Alex Law, marketing director, foodpanda Hong Kong

Looking forward to 2023, we hope to emerge stronger in the post-pandemic era, leveraging data to step into sustainable and inclusive growth, as well as to maintain and strengthen meaningful engagement with all our stakeholders.

Kristie Cheung, head of

communications, Lalamove

This requires hitting a reset on outdated data reliance, and immersing ourselves within an analytics culture as we remain agile and anticipatory towards the new normal of datadriven marketing.

Using our solid and comprehensive database that we have cultivated over the past few years, we remain committed to serving the community of customers that we have –reconnecting with them not only through endto-end customer journey touch-points, but also through our purpose-driven brand values.

In 2023, we look forward to learning and engaging more with these contemporary users through creative marketing tactics and innovatively communicating existing services, including an increased focus in our pick-up function.

Samson Fong, head of marketing, Zenyum With the wave of emigration in Hong Kong, we witnessed the departure of friends, family, colleagues, and even the whole office of some brands by month or by week in 2022.

Meanwhile, I also saw the untamed potential from new blood, for example, industry talent, micro-macro influencers, ad channels, event organisers, celebrities, and fan communities – who all reimagined marketing and communications in one way or another.

In 2023, I wish for a blossoming in the marketing, branding, and advertising talent pool – be it from the brand owners, start-ups, agencies, slashers, Gen-Z, YouTubers, KOLs, or artists.

I am also excited about the industry’s dynamics. Now that more young talent are filling the roles of the seniors that left, picking up the legacy of the emigration wave, I wish them success. Continue to stagger and disrupt the market with creativity and new tech.

Kevin Huang, managing director, Carousell Hong Kong

I hope that in 2023, marketers can treat their various communications, marketing, and advertising channels holistically, including PR, paid, owned media assets, and CRM. Too often, I see marketers treat each in a silo, missing a big piece of what works and what doesn’t, as well as opportunities that can bring further value and enhance the customer experience and journey.

After all, consumers aren’t living in a siloed world, so being thoughtful about how your customers live, work, and play, and becoming a part of it, is vital.

As we enter 2023, the expectation is the “ride” will only get tougher with the global economic uncertainty; marketers need to be wiser with every dollar they spend.

We as brands and platforms need to understand better what consumers want, are doing, and where they are doing it, as opposed to just following the hype or “drinking the KoolAid” as we say. It is equally crucial to measure each channel’s effectiveness and the ROI that it brings to our business, and if we’ve not done it, well, better late than never.

Carousell Hong Kong

Philip Chau, vice-president, group head of marketing, Regal Hotels International

As we approach the end of the year, it is a good time to reflect on what we have done this year as marketers. Indeed, we have gone through a challenging two years. We have seen budgets cut, campaigns put on hold, and high-profile events moved to other countries.

With companies still not ready to take a risk, marketers are still playing it safe, and our ability to create real impact is still constrained.

Going into 2023, I hope to see companies open up to invest more in larger marketing campaigns – more immersive and personalised customer experiences, more complex data and digital-driven customer engagement, as well as more creative and outside-of-the-box brand

Wilson Wong, marketing director, Price.com.hk

Next year could be a tough year for marketers due to the uncertain economic situation. Marketers may need to focus on business performance-driven initiatives, especially when consumers’ purchasing power may be affected by a potential economic downturn.

However, in this pivotal year, it may be a good time to consolidate and strengthen our marketing assets so that we are better prepared for future rebounds. Areas such as membership, data and partnerships are good initiatives.

While prosperous business years are always nice to spend marketing budgets and do PR, tough business times present both challenges and opportunities for marketers. Now is the time for marketers to shine in 2023.

Ada Lau, brand director, WeChat Pay Hong Kong

With holidays around the corner, everyone’s searching for festive gift-giving and preparing for red packets. By just counting the latter alone, the 320 million red envelopes consumed per year contributes to paper wastage equivalent to deforesting 16,300 trees.

With ESG being more valued, and becoming an integral part of the business strategy, it’s time for brand marketers to review every part of the festive promotions to see if green alternatives are possible through existing enabling technologies such as branded digital red packets with cash vouchers and social sharing functions. A small switch in a marketing decision would make a huge impact on the ultimate consumption. Let’s think green!

Agnes Lung, group chief marketing officer, TamJai International Co. Customer-centricity has always been my prime focus when it comes to marketing strategies formulation. I trust 2023 is set to be an interesting year of making marketing efforts more effective with the rapid development of martech, and uplifting the customer journey through extraordinary digital experiences.

All in all, I look forward to the synergy between martech, data-led strategies, and partnerships, to bring in more excitement for the market. While for us, we will continue to provide innovative and original campaigns with

our newly launched mobile apps and CRM, while augmenting the customer experience to the next level through our groundbreaking collaboration, such as The Sandbox metaverse, to surprise our members.

Boudewijn Feith, general manager

Hong Kong, Taiwan and Macau, Reckitt Hong Kong has entered the post-pandemic stage with more physical events returning, and we are happy to see the city come alive again. 2023 will be a year of creating value for our consumers through innovations and creative campaigns.

At Reckitt, we will continue to protect, heal and nurture the Hong Kong community to live cleaner and healthier lives through our products and educational initiatives. At the same time, we should embrace macroenvironment challenges and seek new opportunities to build shared success with our employees and partners.

The Trade Desk partnered with MARKETING-INTERACTIVE to power conversations around the changing forces impacting CMOs today. Titled “The CMO Summit 2022: The Future of Digital Marketing”, the event was held on 22 November 2022 at Island Shangri-la, and saw about 150 leading marketers from Hong Kong and the North Asian region in attendance.

Kicking off the event was Amanda Woolverton, head of marketing, North Asia, The Trade Desk, who welcomed our esteemed guests.

Shortly after, Jason Spencer, managing director of Kantar Hong Kong, shared key findings from Kantar’s CMO study based on 287 North Asia CMOs. One finding included how CMOs can strike a balance between shortterm performance and sustainable branding

in a post-pandemic recovery, including their growing need for integrated and omni-channel strategies, while another found that some CMOs are still unprepared for the demise of third-party data.

Tackling the topic of “marketers preparing for the future of privacy and identity”, Samantha Jacobson, chief strategy officer and executive vice-president of The Trade Desk, took the stage to share her thoughts on creating privacysafe and secure communications channels, especially when it comes to the management of consumers’ data.

She outlined how emerging technology such as The Trade Desk’s Unified ID 2.0 will come in handy for marketers in identifying consumers. Moreover, having local representatives is vital.

“Having local expertise in each market has been a huge asset because as you’re

thinking about consumer identity, it’s different by market, and is different based on what the different privacy laws are,” she said.

Building on the topic of “privacy opportunity for advertisers” was Frederic Jouve, managing director of APAC at LiveRamp. He emphasised that first-party data is a valuable asset for marketers to build relationships with consumers. At the same time, in a privacy-focused world, consumers have serious concerns about the organisations they share their data with, and how the data is being handled.

We then moved on to a panel discussion on Privacy 2.0. The panel saw Benson Ho, senior vice-president, North Asia, The Trade Desk, sharing that with the help of Unified ID 2.0 technology, marketers can take control of the privacy protection and build consumer trust in a more transparent and secure ecosystem.

Kei Majima, general manager, Japan, The Trade Desk, shared the Unified ID 2.0 technology is also totally compliant with the newly amended Personal Information Act in many major markets such as Japan, hence, marketers are in good hands if they use the solution to interact with consumers.

With consumers now living amid multiple devices, and scattered journeys, measurement is always a key part of success. Adrian Tan, senior vice-president and head of digital acquisition and martech at DBS Bank Hong Kong, highlighted the importance of comparison to set a benchmark for marketers, which echoes the CMO Study findings.

After the networking break was a presentation on the role of “brand building in a data-centric world” by Simon Morgan, vice-president of client development, APAC, The Trade Desk. He shared his thoughts on how to crack the customer code across multiple channels.

“I’d say to look at where your consumers are spending their time […] you now have tools and data to fully exploit the opportunities of the open internet,” he said.

The final panel discussion was centred on what it takes to build brands to increase revenue in the short and long term. Joshua Grant, director of analytics and innovative solutions at Dentsu, said certain companies look at the attentions or engagements drawn by their ad campaigns as one of their KPIs.

Meanwhile, Heidi Yao, director and head of marketing of IT and mobile at Samsung Electronics, said in terms of the consumer engagement journey, Samsung has customised its KPIs for each branding campaign to meet the needs and objectives for particular markets and products.

Edward Bell, general manager of brand, insights and marketing communications at Cathay Pacific, added that ultimately, as marketers, the most responsible thing that can be done for the business is to invest in its own brand.

“That’s the best way to build sales because that contributes far more than the myriad of short-term commercial campaigns,” he said.

To round up the conversations, and direct us to the future, Chris Ngan, general manager of Hong Kong and Taiwan, The Trade Desk, pointed out there is a rise of connectivity as a majority of North Asia CMOs are going to invest in Connected TV (CTV) in the coming years.

“Marketers must realise the potential and power of CTV on brand building, which will help increase revenue in the short and long term. CTV is the art of the perfect combination of customer interaction, data utilisation and optimised entertainment experiences,” he said.

A consensus was reached at the Summit that the CMO plays a pivotal role in the transformation of digital marketing. Moreover, whoever helps the business to do more with less, brings long-term value to brands.

The event was then topped off with an exclusive roundtable dinner for guests where they were invited to share more insights on their views on privacy.

Since 2020, there have been unprecedented challenges for everyone, but especially for event marketers and event professionals. In many cases, organisers were not allowed to have public events like before.

But marketers and event professionals have proven themselves to be innovative. Digital and virtual formats have become the new normal, and organisers are pushing the boundaries of hybrid-style events like never before.

We have witnessed how to grow and retain audiences during the new normal via events; how to deliver excellent content and engagement to both virtual and physical audiences; how to transition from a physical to a virtual event; and how to create a successful, yet engaging virtual event.

It’s not easy to launch any event under the new normal so we truly appreciate marketers’ hard work and innovation amid the pandemic, offering audiences new, engaging, and fruitful experiences; and that’s why we are here to celebrate your success.

The leading platform for marketing professionals across Hong Kong to showcase their cutting-edge strategies, the awards saw plenty of excited industry professionals gather at Hotel ICON on 27 October to see if their company would take home the top honours.

MARKETING-INTERACTIVE would like to congratulate all our finalists and winners for an amazing showing despite the difficulties the pandemic presented. We’d also like to thank all our judges for putting in the time and effort to go through the submissions.

JUDGES

TEREZA HUI Head of Marketing Bank of China (Hong Kong)

ANISE CHOW

EVA KWOK Director of Marketing Communications Grand Hyatt Hong Kong

KIKO WONG

PEGGY CHONG Head of Marketing & Sales Hong Kong Maxim’s Group

GIAN CHAN

JEN MCCOMBIE Head of Marketing JEB International

PRISCILLA WONG

JEFFERY LIU Marketing Director Mentholatum

JULIE CHIU

JULIANA CHEUNG

EUGENE LO Associate Marketing Director Hong Kong Arts Festival Society

ERIC CHEW

ANNE LEUNG Director, Brand Marketing Hong Kong Tourism Board

ELLEN CHAN

JENNIFER LIN Associate Marketing Director Kimberly-Clark

SAMSON FONG Head of

SILVER

BRONZE

Best Integrated Event

Best Engaging Event

SILVER

SILVER

BRONZE

BRONZE

Best

SILVER

SILVER

BRONZE

BRONZE

Best Launch/Rebranding Event

Best Mall Event

SILVER

SILVER

BRONZE

SILVER

BRONZE

Best Brand Experience

Best

SILVER

SILVER

BRONZE

BRONZE

Best Pop-Up Event

Best Audience Growth

SILVER

SILVER

BRONZE

BRONZE

Sino Malls

Sino Malls rose to the top of the competition being crowned Best of Show – Brand. Standing out from the crowd, and impressing the jury, it took home 16 trophies: three golds, six silvers and seven bronzes.

The campaign which wowed the judges, and helped to win gold, was the “tmtplaza’s Bee Conservancy Quest”. It was aimed at conveying a positive image and cheerful messages to the community, especially at families with kids during the pandemic.

As a year-long programme to promote sustainability, the campaign was targeted at every member of the community, and to deepen the public’s understanding of honeybees and change their perception towards bees via a series of activities.

In terms of marketing strategies, the campaign turned a global issue into digestible and relatable education, along with entertaining information and action. It also anthropomorphised bees with a feature cartoon on bees for an edutainment animation broadcast in the shopping mall and on social media.

It added a sustainable edge with a 360-degree campaign composed of games, workshops and exhibitions to wow mall goers while teaching them conservation in a soft approach.

Furthermore, the brand partnered with beekeeping NGO Eco Pioneer, and its founder Lancelot, to discuss why he left his high paying job to save bees, as well as collaborating with emerging artist Manda, the mastermind behind the illustrations and videos, telling the story via her career of “upcoming artists”.

Above The Line Company won the prestigious Best of Show –Agency. The agency took home three golds, one silver and six bronzes with the launch of “Ngong Ping 360 Sweatival”.

It demonstrated Ngong Ping 360’s use of multi-channels and how it succeeded in gaining public awareness. Ngong Ping 360 joined hands with Pocari Sweat last year to transform the Ngong Ping Village into the “360 Sweatival Sports Gala”, featuring six supersised installations inspired by Pocari Sweat’s distinguished colours.

By working with influencers and actor Kenny Wong, who starred in Ossan’s Love (HK version), the event created engagement and excitement among youngsters. The successful event demonstrated how cross-sector partnerships can create synergy, and how it benefited both brands.

Apart from offline campaigns, Ngong Ping 360 also leveraged online platforms to generate awareness. For example, the company introduced the “360 Sweat Coins” game on Instagram, allowing users to obtain coins by playing a custom-built Instagram camera filter game.

Andy Lau, managing director of Ngong Ping 360, said the number of followers on Instagram grew by 50%, and the game attracted a young demographic as more than 65% of the followers were aged from 18 to 34.

SNAPPED 快拍

UniChristmas

DATE: 17 November – 2 January 2023

VENUE: Harbour City’s Ocean Terminal Forecourt

1. The unicorn “Jolly Trinity” greets visitors at the entrance as they enter the fairyland from the illuminated 10-metre Christmas tree.

2. A total of 18 unicorns wander between six sets of specially designed merry-go-rounds and more than 40 glittering Christmas trees.

3. The venue consists of more than 10 Christmas trees hanging in the air, and placed on both sides of the ladder, with hundreds of sparkling stars hanging from the ceiling, with the biggest installation located at the Ocean Terminal’s main entrance staircase.

4. Harbour City has partnered with Appolo ice-cream to launch an exclusive unicorn-themed fruit yogurt at Tsim Sha Tsui Star Ferry Pier.

Hong Kong WinterFest

DATE: : 25 November – 1 January 2023

VENUE: Harbourside Lawn West, West Kowloon Cultural District

1. The Hong Kong Tourism Board (HKTB) is celebrating Christmas and the New Year with a European-style Christmas town with spectacular performances and a series of DIY workshops.

2. On New Year’s Eve, Victoria Harbour will become the stage for the signature “Hong Kong New Year Countdown Celebrations”, where HKTB will orchestrate a special multimedia spectacle to conclude the year, and usher in 2023.

3. Visitors will be surrounded by enchanting festive displays and installations such as Christmas reindeer decorated with charming ornaments and garlands.

4. The festival also features the city’s tallest outdoor Christmas tree measuring more than six storeys high on the harbourfront.

Yayoi Kusama-themed train

DATE: 9 November – 27 December

VENUE: MTR’s Tuen Ma Line

1. MTR Corporation has joined hands with M+ museum’s latest exhibition to launch a Yayoi Kusama-themed train to offer passengers an opportunity to discover the power of art during their journeys.

2. The pumpkin motifs displayed in the Yayoi Kusama-themed train make reference to Pumpkin (2022), currently on view in M+ as part of the special exhibition: Yayoi Kusama: 1945 to Now.

3. By scanning the QR codes in the train, the public can access an audio guide delivered by M+ curators that introduces the power of art to connect and heal in selected Kusama’s artworks.

4. Furthermore, passengers can indulge in Kusama’s personal quotes reflecting on her creative practice on the thematic train.

FUNtastic World

DATE: 22 November – 2 January 2023

VENUE: : Citygate Outlets

1. Citygate Outlets has collaborated with global confectionery brand Chupa Chups to bring to life a “FUNtastic World” replete with thematic happenings to give children and adults a hands-on experience in lollipop making.

2. Chupa Chups has filled the air with sweetness via six colourful interactive hotspots, including the iridescent five-metre-tall “Jolly Lolly Balloons” at L2 Bridge.

3. Visitors can immerse themselves in the magic of the illusionary Chupa Chups universe for an immersive experience filled with sweet sensations inside the six-metre-tall Lolly School Hall.

4. Filled with luscious scents and immersive smoke effects, customers can get an understanding of lollipop making via the Lolli-POP Machine with a conveyor belt full of candies that are in the process of being made.

moves the needle on sustainability to remain a brand of the future

While the brand agnes b. has undoubtedly made a name for itself in the fashion world, lesser known is its brand philosophy and motto, as well as the stories behind its devoted passion for sustainability.

Explaining further on the passion that drives the brand, Etienne Bourgois, COO of agnès b., and co-founder of Tara Ocean Foundation, said sustainability has long been blended into the brand’s DNA since its very foundation. In fact, the brand’s long-standing efforts towards sustainability have been led by Bourgois and his mother, Agnès Troublè, founder of agnès b..

As early as the 1970s, when conversations around sustainability were nowhere near as prominent as they are today, the founder of the brand had already come up with the idea of “timeless design”, of which she insisted in producing long-lasting products to encourage sustainable ways of consumption.

The brand’s signature snap cardigan is an excellent example to demonstrate the idea. The snap cardigan was originally made for women in cotton fleece with a straight cut, rounded collar, and two adjustable side tabs. It was then transformed into different styles for children and men. However modified, the snap cardigan remains timeless and unique.

“We are committed to protecting the planet and we’re trying to impose less negative impact. In everything we do, we wish to connect with customers. The style of our design is committed to long-lasting products. We will do less as less is more at some point,” Bourgois said.

Despite the challenges agnès b. has faced, he said he is pleased to see the brand is weathering the storm despite the stiff competition within Hong Kong. Calling his affection for the city indescribable, he said: “It’s a difficult market, but it is also one where we can see customers are very

Most of us are familiar with the agnès b. brand. With the presence of its physical fashion boutiques and cafés in Hong Kong throughout the years, it has become a staple within the Hong Kong fashion and lifestyle industry.

passionate about fashion […] people do not only care about the products, but also about the brand, which makes it one of the most challenging cities.”

Moreover, the behaviour of consumers also makes it a challenging one as everything is very fast-paced and business-oriented.

“Sometimes our consumers are so busy that they even lack the time to enjoy life as they have to pay their bills and take care of children, but I think it’s a significant market.”

Having gone beyond just being a fashion brand, agnès b. has won the hearts of Hongkongers by incorporating lifestyle into its designs and fashions. Now with the world entering a post-pandemic era, Bourgois said he would like the brand to be more product-focused, and place more efforts towards sustainability.

“We want our staff to launch exhibitions, and continue working with local artists on

the products. We should also communicate in the office, and promote sustainability on all aspects, within colleagues and people to deliver a better industry and share with customers,” he said.

On the continuous efforts against global warming, he said that all brands need to change and act fast.

“We have been producing long-lasting products, it’s the style of the brand. As a member of the ‘slow fashion’ industry, we will use our website to promote our philosophy on sustainability in the long run. We also hope consumers in Hong Kong can discover the natural beauty of the city.”

Not only does the brand advocate sustainability from its designs and products, it also promotes sustainability through art and culture promotions. For example, It sponsored a Hong Kong Art Centre cinema in its early years.

Moreover, the brand also launched its floating scientific lab “TARA” in 2016. The ship aims to educate comsumers about the importance of ocean conversation by sharing the findings on the oceanic impact of global warming.

It set sail from Lorient, northern France, in May 2016 and went on a two-year oceanographic mission to explore the coral reefs of the Pacific. In 2018, it stopped at Hong Kong for the first time where it stayed for a week. “Thanks to the crew, I really enjoyed going around the city and sharing with the general public. We’ve been supporting this project since day one for almost 20 years,” Bourgois said.

When asked how Hong Kong consumers could learn more about reducing their use of plastic, and TARA’s initiative of ocean

conservation, he said the brand has promoted the ship on its website and in newspapers, and been part of global conferences at numerous checkpoints.

“Our contribution is not only about protecting the ocean, but also the impacts on people. We want to enable consumers to understand more about the climate change and food chain […] so we try as much as we can with different schools and companies to educate wherever we go,” he added.

Moving forward, agnès b. is bringing that concept to life by collaborating with The Mills to build an upcycled Christmas tree as part of its festive campaign. With the idea to approach more young consumers, the campaign aims to educate them on the spirit of sustainable lifestyle.

過各部門的配合和宣傳，多方面促進可持續發展， 讓同事及顧客共建更好的氛圍，分享我們的可持 續發展文化。」 至於持續應對全球暖化方面，他表示所有的 品牌都要迅速改變及行動。「agnès b.一直致力生 產耐看耐用的產品，這是我們的品牌風格。作為推 動『慢時尚』的一員，我們日後將透過更多網絡宣 傳支持可持續發展理念，也希望香港顧客能更多 發掘這座城市的自然美景。」Bourgois 表示，品牌 除透過設計及產品推動永續發展，也透過贊助藝 術文化項目來展現其理念。例如品牌早年贊助香 港藝術中心的電影院，通過藝術推廣提倡理念。

此外，agnès b. 更於 2016 年設立海上科學實 驗室 Tara，研究有關全球暖化對海洋影響，並教育 大眾保護海洋的重要性。 Tara 於 2016 年 5 月由法國北部的洛里昂啟 航，隨即展開為期兩年的海洋研究任務，探索太

of recognising your outstanding digital campaigns, executions, and strategies. When the awards first came about, digital was still at the peripheral, but more and more we have seen digital become the core of everything in marketing. In fact, no campaign is ever complete without the power of digital.

The main platform for digital marketers across Hong Kong to showcase their cutting-edge strategies, the awards saw plenty of excited finalists gather at Hotel ICON on 7 November to see if their company would take home the top honours.

All entries were carefully evaluated by a high-profile panel of 23 digital professionals. Our awards were judged solely by an expert panel of industry leaders and senior-level professionals from the world of marketing.

In our third edition, the competition was incredibly tight with some fabulous submissions and nearly 346 entries across 47 categories, with a total of 119 trophies awarded to leading brands and agencies across the region.

We thank all our judges, and congratulate all our winners for an excellent night. See you again next year.

Yvonne

Jan Harling

Carmen

Villie Tsang

Best Phygital Experience

BRONZE

YOUR TRUSTED EVENTS PARTNER YOUR TRUSTED EVENTS PARTNER

Best Mobile Campaign

Best UI/UX Design

GOLD Sino Group Brand: S+ REWARDS by Sino Malls Campaign: "Special Missions" Spend Stimulation Campaign

SILVER Eagle Property Management (CP) Brand: Langham Place Campaign: New LP Club Loyalty App – Happy Shopping Formula Agency: DigiSalad

BRONZE L'Oréal Hong Kong Brand: Valentino Beauty Hong Kong Campaign: Say it with VALENTINO Agency: Pontac

GOLD L'Oréal Hong Kong Brand: YSL BEAUTÉ Hong Kong Campaign: YSL BEAUTY RECORDS Agency: Pontac

SILVER Eagle Property Management (CP) Brand: Langham Place Campaign: New LP Club Loyalty App – Happy Shopping Formula Agency: DigiSalad

BRONZE Midland Realty Campaign: VR Property Tour Agencies: Mindshare Hong Kong, GroupM Nexus

Best Video/Live Streaming Campaign

GOLD

TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai x Master 7 Mother’s Day Special Agencies: Hardchi Creative, The Bridge Agency

SILVER Mox Bank Campaign: "Because The World Is Changing" Mini series Agencies: Starcom, M&C Saatchi Spencer

BRONZE TamJai International Brand: TamJai Yunnan Mixian Campaign: The Unconventional Anniversary Campaign –The TamJai Way Agencies: Hardchi Creative, The Bridge Agency

Best Viral Campaign

GOLD Hong Kong Tourism Board Campaign: Holiday at Home Agencies: Mindshare Hong Kong

SILVER AXA Hong Kong and Macau Campaign: The Unskippable Ad – MIRROR vs ERROR Agencies: StarCom, Secret Tour Hong Kong, Origins Production

BRONZE The Hong Kong Jockey Club Campaign: My Stable Campaign Agency: Webs s'up Production Company

SILVER

YSL BEAUTÉ Hong Kong

YSL BEAUTÉ Hong Kong rose to the top of the competition by being crowned Best of Show – Brand. Standing out from the crowd, and impressing the jury with innovative solutions and team results, it took home five trophies in total – four golds and one bronze.

The campaign which wowed the judges to win gold was “YSL BEAUTY RECORDS”. It was launched to boost YSL’s social media presence in the local market and differentiate the brand.

It also aimed to recruit new and younger customers, entertain customers, and increase brand stickiness, as well as boost sales which were impacted by the pandemic, while strengthening YSL’s eCommerce channels.

Instead of promoting its brand via Facebook and Instagram, the campaign reproduced the look and feel of a physical event with web augmented reality, Unity and HTML5 technologies on a virtual event website. With immersive entertainment, a live concert, rewards, and special offers, the brand wanted to show its customers something completely new and different.

Pontac

Pontac won the prestigious Best of Show – Agency. The agency took home a total of seven golds, three silvers and two bronzes with campaigns, including “Say it with VALENTINO” for Valentino Beauty Hong Kong; “2021 Member Loyalty Programme” for Charlotte Tilbury; and “YSL BEAUTY RECORDS” for YSL BEAUTÉ Hong Kong.

“Say it with VALENTINO” aimed to launch Valentino’s online media presence in the Hong Kong market in a way that differentiated the brand and educated consumers about its brand personality and the story of its fragrance products.

In order to leverage every tool in luxury beauty and cosmetic marketing, the brand combined digital marketing, experiential marketing, personalisation, automation, word-of-mouth social effects, novel technologies, and more.

The study also found that different generations seem to have a ranging affinity and awareness to pop-up events around them. It also revealed that within the age group of 25 to 34, 52% tend to be more aware of pop-upevents near them. Meanwhile, 36% of the Gen Z population said they are always aware of popup stores nearby. For the age group of 45 to 54, 40% of respondents are aware of pop-up stores around them, according to the findings.

With online advertising becoming more popular among consumers in Hong Kong, physical promotions and pop-up stores can be an interesting way to cut through the clutter and promote a brand’s campaigns and products across the city. While a survey by YouGov found that 54% of Hong Kong consumers prefer brands to engage with them via online means, interestingly a small segment of 22% do enjoy pop-ups. 網上廣告愈來愈受香港消費者歡迎，但實體宣傳及快閃 店可能是一種有趣的突圍方式，有助品牌在本港宣傳推 廣活動及產品。YouGov的一項調查發現，54%的香港消 費者較喜歡品牌以網上形式與他們互動。有趣的是，一 小撮人（22%）喜歡快閃店。

So clearly, when it comes to awareness, pop-ups tend to leave a mark. Pop-ups have also emerged as one of the most common types of advertising in Hong Kong.

On the marketing front, pop-up stores could help a brand create awareness and engage with customers by drawing people to a spot within a short period of time, said Ivy Wong, head of marketing of mobility at Shell Hong Kong and Macau.

“I think the more valuable part is the before and after viral discussion on social media platforms, which helps maximise the branding and promotional effectiveness,” Wong said.

“It is a good demonstration of omni-channel marketing which integrates various touch-points to lighten the customer experience and bring cohesiveness to a brand’s value.”

Agreeing with Wong was Vanessa Yeo Barger, vice-president of brand at Love, Bonito, who said pop-up stores subconsciously create a sense of urgency in the customer, which in return can incentivise visits or traffic and build brand awareness, as well as allowing brands to reach out to different customer segments.

Love, Bonito recently launched its operations in Hong Kong with a city-wide campaign.

“Pop-ups let us provide exclusive product assortments and study market conditions where other brands are present. We get to test and leverage alternative high-traffic locations with diversified customer types, while re-engaging with existing customers by offering them another

touch-point to shop and journey with the brand,” Barger said.

She added that through the exploration of pop-ups, the brand also tests potential locations, showcases its assortment of storytellers, and is “able to continue building its brand equity and gain market share”.

Being seen as part of a successful omnichannel marketing strategy, some online retailers have also started to extend from online to offline such as Hong Kong-based men’s clothing online shop DETERMINANT. Its

a good demonstration of omnichannel marketing which integrates various touch-points to lighten the customer experience and bring cohesiveness to a brand’s value.”

associate director of operations management, Luke Ng, believed that pop-up stores can allow consumers to feel and touch the high-quality products the brand offers, and reach out to a wider audience.

Meanwhile, some brands can also rely on being promoted by their own supporters.

Sarah Garner, founder and CEO of Retykle, said: “Pop-ups are part of our marketing mix, but we continue to acquire and engage with our customers across different channels. We are fortunate that we can largely rely on our incredible Retyklers to share our mission to grow our community and collective impact organically.”

What complements pop-up stores best?

Love, Bonito’s Barger said besides pop-ups, the company often runs initiatives such as influencer and media product seeding, and holds social media conversations.

“Another way a brand can promote its presence would be giving back to their

community, the biggest supporters of any brand,” she said.

These could be through corporate social responsibility initiatives or even partnerships with students or universities or workplaces outside of the consumer realm, by offering them an opportunity to connect with the brand through collaborative design projects, or by bonding with the brand via community events and experiences.

Shell’s Wong believes that tying any initiative with digitisation is also key. For example this can come through a loyalty app, eDM, push notification, flash offers, influencer marketing – all of which allows a brand to reach and engage its target audience.

“You can also add a human touch by bringing online and offline together tactically. One challenge is to find the right frequency of communication with quality content to ensure your audience would subscribe and read your message,” she said.

Having gone through a tumultuous period over the past two years, many of you have had to go above and beyond with your campaigns to stand out in today’s unpredictable world. And while some may say marketing is a thankless job, we are here to say thank you for your brilliant and unwavering endeavours to put customers front and centre.

As the leading platform for marketing professionals across Hong Kong to showcase their cutting-edge strategies, Marketing Excellence Awards Hong Kong 2022 saw industry professionals gather at Kerry Hotel on 2 December to see if their companies would take home the top accolades.

MARKETING-INTERACTIVE would also like to thank our industryleading judges for their time and effort to go through around 750 submissions. All entries were carefully evaluated by our 31 professionals.

We would also like to congratulate all our finalists for an amazing showing despite the difficulties the pandemic has kept presenting. We hope that this year’s awards have inspired the industry to keep fighting the good fight as we head into 2023.

HO

of Marketing & Communications agnès b. HK

Director of Marketing – Asia Pacific AMERICAN EAGLE OUTFITTERS INC.

London

SAMSON LI

JUDGES

ALEX LAW Marketing Director foodpanda

LEWIS AU Marketing Director, Diageo Brands Moët Hennessy Diageo Hong Kong & Macau

ERIC LUI General Manager, HK & Macau L’Occitane (Far East)

JANIS TSE Global Director, Marketing Plaza Premium Group

RITA FAN Associate Marketing Director Lee Kum Kee (HK)

MICHELLE WONG Regional Brand and Communications Director SMCP Asia

ANISA TIO Head of Marketing, Japanese Chain Restaurants Maxim’s Caterers

AGNES LUNG Group Chief Marketing and Digital Officer Tam Jai International Company

MAGGIE CHENG General Manager – MINI MINI Hong Kong

DENNIS WU Director of Marketing Hong Kong Philharmonic Orchestra

DEEP YIM Head of Marketing Communications Nestlé

WENDY WONG Head of Advertising & Branding, APAC UBS AG Hong Kong Office

WINKIE WONG Vice President, Brand and Creative DFS Group

BRIAN HUI Managing Director, Head of Customer Propositions and Marketing, Wealth and Personal Banking HK HSBC

K. SIN Regional Director, Marketing Pi 3.14

KRISTIE CHEUNG Head of Marketing Communications Lalamove

JASON KWOK Head of Marketing Communication and CRM Sony Corporation of Hong Kong

CHRIS LEUNG Director, Brand Management – Asia Pacific Marriott International

CHRIS FUNG Chief Client and Marketing Officer Sun Life Hong Kong

JANET LAM Marketing Director Miele (Hong Kong)

ICARUS KWOK Marketing Director, Greater China The Clorox Company

AMANDA LEE Assistant General Manager Marketing & Communications Nan Fung Development

ELLEN TSANG Managing Director, Head of Marketing and Communications Value Partners Group

WILLIAM TAM General Manager TSL Jewellery

EXCELLENCE

EXCELLENCE

BRONZE

EXCELLENCE

BRONZE

SILVER SHISEIDO Hong Kong Brand: SHISEIDO Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE Agency: Pontac

BRONZE The Hong Kong Jockey Club Campaign: HKJC My STABLE Campaign Agency: Webs s'up Production Company

GOLD Hong Kong Tourism Board Campaign: Holiday at Home Agency: Mindshare Hong Kong

SILVER Midland Realty Campaign: VR Property Tour Agencies: Mindshare Hong Kong, GroupM Nexus

BRONZE CSL Mobile Brand: csl. Campaign: “csl. 5G x MIRROR – Experience the World Differently” Campaign Agency: CruiSo Digital Solutions

GOLD Link Asset Management Brand: T.O.P This is Our Place Campaign: T.O.P x Mr n Mrs Moon. Super Chill Luxury Tour

SILVER SHISEIDO Hong Kong Brand: SHISEIDO Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE Agency: Pontac

SILVER Tam Jai International Campaign: TamJai Souper Hero NFT Agencies: EY Mtel, The Bridge Agency

BRONZE Tam Jai International Brand: TamJai Yunnan Mixian Campaign: The Unconventional Anniversary Campaign –The TamJai Way Agency: Hardchi Creative

GOLD CSL Mobile Brand: csl. Campaign: “csl. 5G x MIRROR – Experience the World Differently” Campaign Agency: CruiSo Digital Solutions

SILVER SHISEIDO Hong Kong Brand: SHISEIDO Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE Agency: Pontac

BRONZE Midland Realty Campaign: VR Property Tour Agencies: Mindshare Hong Kong, GroupM Nexus

EXCELLENCE IN EXPERIENTIAL MARKETING

GOLD

The Hongkong and Shanghai Banking Corporation Brand:

PayMe from HSBC Campaign: Hong Kong’s Laisee Agency: Ogilvy Hong Kong

SILVER Eagle Property Management (CP) Brand: Langham Place Campaign: New LP Club Loyalty App – Happy Shopping Formula Agency: DigiSalad

SILVER Midland Realty Campaign: VR Property Tour Agencies: Mindshare Hong Kong, GroupM Nexus

BRONZE Hongkong Land Brand: LANDMARK Campaign: Christmas Joy House Agencies: Cymballe, Isobar, Mindshare Hong Kong, PAMCO, PRIZM Group

EXCELLENCE IN COVID-19 RESPONSE

EXCELLENCE IN FINANCIAL & INSURANCE MARKETING

GOLD The Hongkong and Shanghai Banking Corporation Brand: PayMe from HSBC Campaign: Hong Kong’s Laisee Agency: Ogilvy Hong Kong

SILVER AIA International Brand: AIA Hong Kong Campaign: The launch of Cre8 by AIA Agencies: Noah Workshop, De Goose

BRONZE AIA International Brand: AIA Hong Kong Campaign: AIA Beyond Insurance Integrated Marketing Campaign Agency: Uth Creative Group

GOLD Hong Kong Tourism Board Campaign: Holiday at Home Agency: Mindshare Hong Kong

SILVER The Hongkong and Shanghai Banking Corporation

Brand: PayMe from HSBC Campaign: Hong Kong’s Laisee Agency: Ogilvy Hong Kong

BRONZE Reckitt Benckiser Hong Kong Brand: Dettol HK Campaign: Dettol – There is a Way of Protection Called Persistency Agency: Durian HK

EXCELLENCE IN VIDEO

GOLD MTR Corporation Campaign: East Rail Line Cross Harbour Extension Branding Campaign Agency: Hardchi Creative

SILVER Samsung Electronics Hong Kong Campaign: Samsung Galaxy S22 launch Campaign Agency: The Bread Digital

BRONZE Café de Coral Holdings Brand: Café de Coral Campaign: A Taste of Togetherness Agency: dentsumcgarrybowen Hong Kong

EXCELLENCE IN HEALTH & BEAUTY MARKETING

GOLD

Hawley & Hazel Asia Investment Co. Brand: Darlie Campaign: Closer with every smile Agency: Narrow Door

SILVER Hong Kong Anti-Cancer Society

Brand: HKACS Our Story Campaign: Our Story Agency: Bones Communications

BRONZE Reckitt Benckiser Hong Kong Brand: Dettol HK Campaign: Dettol – There is a Way of Protection Called Persistency Agency: Durian HK

EXCELLENCE IN BRANDED CONTENT

GOLD Samsung Electronics Hong Kong Campaign: Samsung Galaxy S22 launch Campaign Agency: The Bread Digital

SILVER Tam Jai International Brand: TamJai SamGor Mixian Campaign: Life’s a mixture, we taste it all Agency: SOCIETY

SILVER Tam Jai International Brand: TamJai Yunnan Mixian Campaign: TamJai Yunnan Mixian “Dream Comes True 2022” Agency: The Bridge Agency

BRONZE Sony Hong Kong Campaign: Sony ZV-E10 Launch campaign Agency: Naughty Things Creative Production

EXCELLENCE IN KOL PARTNERSHIP

EXCELLENCE IN EXCLUSIVE EVENT

GOLD MTR Corporation Campaign: East Rail Line Cross Harbour Extension Branding Campaign Agencies: Hardchi Creative, Uth Creative Group

SILVER Tam Jai International Brand: TamJai Yunnan Mixian Campaign: TamJai Yunnan Mixian “Dream Comes True 2022” Agency: The Bridge Agency

BRONZE A.S. Watson Group (HK) Brand: Watsons Water Campaign: Watsons Water x Master 7 CNY Campaign Agencies: Purple Cow Communications, The Bridge Agency

GOLD

Tam Jai International Brand: TamJai Yunnan Mixian Campaign: The Unconventional Anniversary Campaign – The TamJai Way Agencies: Hardchi Creative, The Bridge Agency

SILVER MTR Corporation Campaign: East Rail Line Cross Harbour Extension Branding Campaign Agencies: Hardchi Creative, Uth Creative Group

SILVER Plaza Hollywood Brand: AIR METAVERSE Campaign: Plaza Hollywood MetaGreen Village Adventure Agency: MakeitFun Studio

BRONZE Olympian City Brand: Sino Malls Campaign: Olympian Kids Imagineer

EXCELLENCE IN LOYALTY MARKETING

GOLD MHK Restaurant Brand: McDonald’s Hong Kong Campaign: McDonald's Digital Transformation Chatbot Activations Agencies: PRIZM Group, DDB Group Hong Kong

SILVER Jebsen Beverage Company Brand: Blue Girl Beer Campaign: Blue Girl – Taste The Real Moment Agencies: CMRS Digital Solutions, Uth Creative Group, The Kitchen

SILVER Reckitt Benckiser Hong Kong Brand: Durex HK Campaign: Let's Start Loving with Durex! Agency: Durian HK

BRONZE MTR Corporation Brand: MTR Campaign: MTR Mobile 2.0 Agency: Cheil Hong Kong

EXCELLENCE IN DIGITAL MARKETING

EXCELLENCE IN INTEGRATED MARKETING

GOLD

Heep Hong Society Campaign: Autism Awareness Week Agency: Hardchi Creative

SILVER Easy Mobile Logistics Brand: Lalamove Campaign: Let's LALAMOVE it! Agency: Secret Tour (HK)

SILVER Manulife International Brand: Manulife Hong Kong Campaign: Choose to have a choice in retirement Agency: dentsumcgarrybowen Hong Kong

BRONZE Coca-Cola China Brand: OOHA Campaign: OOHA Launch Agency: PS Workshop

EXCELLENCE IN LAUNCH/REBRANDING

GOLD Coca-Cola China Brand: Coca-Cola Campaign: Coke Starlight Launch Agencies: PS Workshop, De Goose

SILVER HKT Brand: Now TV Campaign: Home of Sports Agency: Havas Hong Kong

BRONZE Yahoo Hong Kong Campaign: Yahoo Metaverse Agency: Above The Line Company

GOLD Ocean Park Corporation Brand: Water World Ocean Park Campaign: Water World Ocean Park Grand Opening Campaign Agency: dentsu X

SILVER AIA International Brand: AIA Hong Kong Campaign: The launch of Cre8 by AIA Agencies: Noah Workshop, De Goose

BRONZE Coca-Cola China Brand: OOHA Campaign: OOHA Launch Agency: PS Workshop

EXCELLENCE IN LIFESTYLE

EXCELLENCE IN INNOVATION

SILVER

SILVER

BRONZE

EXCELLENCE

EXCELLENCE

EXCELLENCE IN PUBLIC RELATIONS

GOLD

SILVER

SILVER

BRONZE

BRONZE

EXCELLENCE IN RETAIL MARKETING

EXCELLENCE IN SOCIAL MEDIA

GOLD

SILVER

BRONZE

BRONZE

TamJai Yunnan Mixian has risen to the top of the Marketing Excellence Awards Hong Kong 2022 to be crowned Marketer of the Year.

The brand won two golds in the categories Excellence in Exclusive Event and Excellence in Innovation; four silvers in Excellence in Social Media; Excellence in Branded Content; Excellence in KOL Partnership; and Excellence in Content Marketing; and two bronzes in Excellence in Public Relations; and Excellence in Creative Design.

“The Unconventional Anniversary Campaign – The TamJai Way” wowed the judges. The brand had several aims with the campaign: to sustain the buzz it created last year and to reinforce customers’ impression on the brand as part of its 25th anniversary celebration; to further uplift the brand image as being more than just a local and creative food and beverage brand; to convey the brand’s core values and principles upheld over 25 years; and to establish a closer relationship with audiences.

To stand out amid stiff competition, the campaign adopted an unconventional strategy with integrated touch-points by leveraging TamJai Jeh Jeh, the brand’s most valuable asset. It also partnered with TamJai Jeh Jeh Performing Group, and local singer-songwriter Terence Lam, to develop a music video featuring Sham Shui Po, the origin of TamJai.

By collaborating with various creative institutes it established a new brand image: localised, yet decent; humorous, yet sophisticated; creative, yet meaningful.

To further leverage the popularity of TamJai Jeh Jeh, the brand relaunched the merchandise “TamJai Jeh Jeh” which won customers’ hearts last year. It is a folded umbrella collection designed by local illustrators featuring Sham Shui Po and TamJai Jeh Jeh.

The brand also launched the TamJai Yunnan Mixian “Dream Comes True 2022” campaign, following the campaign done in collaboration with Master 7 last year.

Targeting young families and working ladies, the campaign aimed to promote the brand’s own talent, TamJai Jeh Jeh Performing Group, which was established during the 25th anniversary campaign. To generate more buzz, the brand aimed to create a diverse, yet unconventional campaign with more talking points, paving the way for launching new products in the future and bringing more surprises to customers.

With its down-to-earth image, TamJai Jeh Jeh and the brand collaborated with MC $oHo & KidNey to work on creative songs which talked about the vicissitudes of life. Moreover, a series of PR coverage was launched in just two weeks to create buzz, including a song with lyrics containing the “stirring” elements.