Editorial Rezwana Manjur, Editor-in-Chief Simon Yuen, Senior Journalist Tracy Chan, Bilingual Sub Editor
Contents
Design Production Julia Li, Senior Graphic Designer
2
6
Editor’s Letter
編者的話 Advertising Sales Karen Yung, Regional Business Development Director
DECEMBER 2021
4 Briefing
Media Report 2021 媒體報告 2021
簡報 Marketing and Circulation Cyrus Ching, Regional Marketing Manager Iris Tse, Marketing Executive
24 Snapped
營銷活動花絮
Event Production Wendy Yung, Head of Events Production & Content Selina Kwok, Regional Events Producer Manager Event Services Melissa Tam, Event Manager Sharon Chu, Assistant Manager - Events Services Fiona Ng, Senior Event Executive Event Delegate Sales Gloria Yam, Senior Project Executive Sally Hui, Senior Project Executive Management Evelyn Wong, Managing Director
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The Marketing Events Awards 2021 2021年營銷活動大獎
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Influencer marketing is here to stay. So how should brands in HK gear up for it in 2022
網紅營銷趨勢持續，香港品牌 該如何為2022年做好準備
To get in touch with our editorial team editorialhk@marketing-interactive.com For advertising enquiries Karen Yung, kareny@lighthouse-media.com
Lighthouse Independent Media Ltd. Printed in Hong Kong by Apex Print Limited. For subscriptions, contact circulations at +852 2861 1882 or email subscriptions@marketing-interactive.com. COPYRIGHT & REPRINTS: All material printed in Marketing is protected under the copyright act. All rights reserved. No material may be reproduced in part or in whole without the prior written consent of the publisher and copyright holder. Permission may be requested through the Hong Kong office. Disclaimer: The views and opinions expressed in Marketing are not necessarily the views of the publisher. Hong Kong: Lighthouse Independent Media Ltd, publisher of Marketing magazine Units 1804-1805, Seaview Commercial Building, 21-24 Connaught Road West, Sheung Wan, Hong Kong Tel: +852 2861 1882 Fax: +852 2861 1336 Singapore: Lighthouse Independent Media Pte Ltd 100C Pasir Panjang Road, #05-01 See Hoy Chan Hub, Singapore 118519 Tel: +65 6423 0329 Fax: +65 6423 0117 To subscribe to Marketing magazine, go to: www.marketing-interactive.com
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How to navigate the omnichannel galaxy
如何遊走於全渠道
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Marketing Excellence Awards 2021 2021年市場推廣卓越大獎
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DE CE MB E R 2 02 1 MARK E TING HON G KON G 1
編者的話
ED’S LETTER
2022 – FASTER, HIGHER, STRONGER – TOGETHER 2022年–更快、更高、更強、更團結 Time flies, and 2021 will soon be gone. Last year, we had hoped the pandemic would be over, and we had the same hopes this year. However, even in these tough times, we have stayed optimistic and resourceful – and from that we have seen a lot of new innovations in the world of marketing. Over the past two months, we launched Marketing Events Awards, and Marketing Excellence Awards. With these two awards shows, we have seen a lot of marketers using their creativity to beat the status quo, and offer new experiences to customers. It hasn’t been easy as there are still uncertainties ahead; evolving customer preferences and appetites; as well as new regulations from the government. But marketers have shown their innovative spirits, and have adapted to the new normal, and we at MARKETING-INTERACTIVE reflected this in our offerings as well. We launched several of our awards ceremonies this year and we are always grateful for your support, and happy to see our industry friends gather. We saw many people mingle at our Omnichannel Marketing Asia conference, and this was one of our successes – to bring industry leaders together to share their thoughts and interact. In this issue, you can see the highlights of the awards ceremonies and conference, as well as content around marketing trends for 2022. Looking ahead, we will spare no effort in providing the latest information and insights about the marketing industry to you, our readers, as we want to be the voice of the industry and make the marketing industry better for everyone. At the end of the year, it is always good to look back, reflect and forecast for the future. And, like every year, we can expect massive challenges and uncertainties ahead. You never know how good you are, or can be, until you overcome the challenges that attempt to block your way to success. With the Olympic Games successfully attracting the eyeballs of Hongkongers this year, let me conclude 2021 with the Olympic motto: Faster, Higher, Stronger – Together.
時光飛逝，2021年即將過去。去年，我們期望疫情早 日結束，今年我們也懷抱同一願望。儘管面對艱難時期，我 們仍保持積極樂觀，靈活應變，而市場推廣業界的不斷創 新就是一個好例子。 過去兩個月，我們舉辦了「營銷活動大獎」和「市場推 廣卓越大獎」兩大頒獎典禮，見證一眾市場推廣人員發揮 創意，打破現狀，為客戶提供嶄新的體驗。 未來仍有許多不明朗因素，顧客的喜好和習慣不斷轉 變，加上政府推出多種新規定，前路仍然困難重重。 市場推廣人員敢於創新以適應新常態，我們亦不敢怠 慢，舉行了多場頒獎典禮，衷心感謝大家的一路支持，並很 高興能與一眾業界朋友再次聚首。 在今年的「亞洲全渠道營銷大會」上，我看到許多業界 人士交流。舉辦會議，並邀請業界領袖分享見解，正是我們 的使命之一。 展望未來，我們將不遺餘力，繼續提供最新市場推廣 行業資訊和見解，希望能夠成為行業之聲，推動市場推廣 行業不斷進步。 今期雜誌將重溫頒獎典禮及會議的精彩花絮，並探討 2022年的市場推廣趨勢。 每逢年末，最適合回顧與預測。像每年一樣，未來預計 會充滿巨大挑戰和不確定性。 你永遠不會知道自己的潛能，直到你克服那些試圖阻 礙你邁向成功的挑戰。 今年的奧運會成功吸引港人的目光，我以今年奧運的 格言作結：讓我們變得「更快、更高、更強、更團結」。
Simon Yuen Senior Journalist
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SEVEN YEARS AND COUNTING 七年之後 What’s on? 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.
Uber Hong Kong has been operating in the city for seven years. Since its launch, it has become part of Hongkongers’ lifestyle and has been expanding over the years to better serve passengers. Uber Hong Kong在港經營七年，已成為港人生活一部分，多年來亦一直拓展業務，務求 為乘客提供更好服務。
For example, 例如 Uber Hong Kong: ：
• Launched Uber Flash in 2019 於2019年推出Uber Flash
• Launched Uber Taxi in 2020 which contributed to over 25% of the global Uber Taxi business 於2020年推出Uber Taxi，佔全球Uber Taxi業務總收入超過25%
• Collaborated with HKTaxi in 2021 於2021與HKTaxi合作
“Social media platforms will offer improved capabilities for live commerce, allowing for easier, faster and more interactive processes for checkout.” 「社交平台將為直播電 商提供升級功能，從而 提供更輕鬆快捷的互 動結帳流程。」
Jack Lambert Head of Social and Social Commerce Havas Hong Kong 社交及社交商務主管
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Over the past seven years, 在過去七年 Uber Hong Kong has: • Served one-third of the Hong Kong population 為三分之一的香港總人口提供服務
• Moved passengers around Hong Kong, culminating in more than 800 million kilometres. 接載乘客穿梭香港，累計行駛超過8億公里
• Assisted 290,000 elderly people, and passengers with special needs. 幫助29萬名長者及有特殊需要的乘客
• Provided earning opportunities to 216,000 Uber and Uber Taxi drivers. 為21.6萬位Uber及Uber Taxi司機提供賺錢機會
Source: Uber Hong Kong 資料來源：Uber Hong Kong WWW. MARK E TING– IN TE RAC TI VE . C OM
SHOWCASE YOUR BEST INNOVATIONS AND GAIN INDUSTRY-WIDE RECOGNITION Mark your calendar and stay involved in our awards shows
UPCOMING AWARDS Loyalty & Engagement Awards
PR Awards
April
August
MARKies Awards
DigiZ Awards
May
September
Agency of the Year
Marketing Events Awards
June
October
The Spark Awards
Marketing Excellence Awards
August
December
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A I D 1 E M 02 2
T R O P E R BY
G IN T KE R A M
TE I- N
E IV T C RA
Each year, MARKETING-INTERACTIVE undertakes one of its most significant research projects to discover the media preferences of Hong Kong’s marketers. We hope to understand which media platforms marketers are interested in for advertising solutions across digital, outdoor, TV, radio and print platforms. In this research, we ask respondents to name the magazines, TV stations, digital platforms, or OOH groups, they would use to target consumers across key industries. In this issue, we highlight the three top media platforms across digital and print in each category, and the top three in TV broadcasters and out-of-home.
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《MARKETING-INTERACTIVE》雜誌每年 均進行其中一項最重要的調查研究項目，以了解 香港市場推廣人員的媒體使用意向。 調查邀請受訪者選出會使用哪些雜誌、電視 台、數碼平台或戶外廣告集團來接觸各主要行 業的消費者，從中了解市場推廣人員喜歡選用哪 一個數碼、戶外、電視、電台及印刷媒體平台來 進行廣告宣傳。 今期雜誌從數碼及印刷各組別選出三大優秀 媒體平台，並在電視廣播及戶外廣告行業中選出 三甲得主。
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How did we achieve this? The media rankings were derived from questions in the annual Media Spend Benchmarking Survey. It employed an online questionnaire and surveyed its database of client advertisers and marketing services agency professionals. All answers given by respondents were considered by MARKETING-INTERACTIVE when finalising the rankings.
Quality recipients and respondents A total of 583 respondents participated in the Media Spend Benchmarking Survey. Genuine advertising decision-makers and influencers across key agency-using industries were well represented as were agency professionals from various marketing services. Over 71% of respondents were manager-level decision makers, and above, with about 29% from the most senior ranks of client advertisers – CEOs, MDs, or GMs. Advertisers from major and local international banks, FMCG companies, property and construction, IT and telecommunication firms, as well as those from travel and tourism companies, participated in the survey. Agency professionals across the marketing services spectrum were also represented.
結果如何產生？ 「年度最佳媒體」排名是根據《MARKETING-INTERACTIVE》的年度媒體支出 基準調查的結果而定。調查團隊邀請數據庫內的廣告客戶市場人員及市場 推廣服務公司人員回答一份網上問卷，然後根據受訪者的答案敲定最佳媒 體名單。
高質素的受訪者 本次「媒體支出基準調查」共有583人參與，調查結果充分反映廣告客戶的真 正決策人、以及各類市場推廣服務從業員的意向。 超過71%的受訪者屬經理級或以上決策人，29%屬廣告客戶方面的最高級 別管理層，包括行政總裁、執行董事或總經理。 受訪者來自各行各業，涵蓋本地及國際銀行、快速消費品公司、地產發展 及承建商、資訊科技與電訊公司、及旅遊業界等，結果也反映各類別市場推 廣服務從業員的意見。
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MEDIA REPORT
2021
DIGITAL MEDIA
BY MARKETING
LUXURY 1
NO.
VOGUE Hong Kong
Since its launch in 2019, VOGUE Hong Kong, the 25th edition of the Condé Nast fashion bible, has clearly staked its claim as the top luxury magazine and online platform in town through its highprofile cover page stars and in-depth content. This year, it has expanded into men’s fashion with VOGUE Man, and culture and lifestyle content with VOGUE LIVING. It’s safe to say VOGUE has delivered the final word on the finer things in life. Condé Nast時尚天書《VOGUE》於2019年推出第25個國際版本 — 香港版 《VOGUE》，務求以備受矚目的封面明星及具有深度的內容，在本港奠定頂級 奢華雜誌及網上平台的地位。該雜誌今年分別推出《VOGUE Man》及《VOGUE LIVING》，將內容拓展至男士潮流及文化生活領域，為高品味生活一錘定音。
2
NO.
Tatler Hong Kong
Tatler Hong Kong has navigated the challenges of this year by giving Hong Kong’s luxury space a relevant and informative portal online. From the city’s best fine-dining, to art and jewellery, Tatler Hong Kong continues to be a resource for those who appreciate the finer things in life.
《Tatler Hong Kong》在充滿挑戰的一年，為本港提供頂級時尚界相關的網上資訊平 台。從本港最佳高級餐廳、以至藝術品及珠寶，《Tatler Hong Kong》繼續成為高品味 人士的資訊來源。
3
NO.
Prestige Hong Kong
Prestige Hong Kong positions its site as an online lifestyle media of choice for the affluent and influential, high-flying corporate leaders, the city’s most eminent personalities, and Asia’s social elite. 《Prestige Hong Kong》將其網站定位為網上高級生活媒體，旨在成為一眾富裕和有 影響力的非凡企業領袖、香港傑出人物、以及亞洲社會精英的首選平台。
C
M
Y
CM
MY
BEAUTY AND FASHION
CY
2
NO.
CMY
ELLE
Offering a portal to discover the latest fashion, beauty and fitness trends, ELLE maintains an active and impressive social media following across Facebook, Instagram, and YouTube, and is another traditional print magazine that has earned a place in the Hong Kong digital media landscape. 《ELLE》網站提供最新時裝及美容瘦身潮流資訊，在Facebook、Instagram及 YouTube等社交平台擁有眾多活躍支持者，是成功在香港數碼媒體市場佔一席位的另 一傳統雜誌。
1
NO.
Cosmopolitan.com.hk
Cosmopolitan.com.hk is the official website of the iconic Cosmopolitan, published as part of the SCMP Hearst partnership. The site bills itself as “the online hub for young women in Hong Kong”, offering them expert advice on everything from fashion to beauty, to fitness and careers. Cosmopolitan.com.hk是SCMP Hearst合作出版的知名雜誌《Cosmopolitan》 的官方網站。該網站自稱為「香港年輕女性的網上樞紐」，為她們提供時裝、美 容、瘦身、以至職業等一切範疇的專業建議。
3
NO.
VOGUE Hong Kong
Since its launch in 2019, VOGUE Hong Kong, the 25th edition of the Condé Nast fashion bible, has clearly staked its claim as the top luxury magazine and online platform in town through its high-profile cover page stars and in-depth content. This year, it has expanded into men’s fashion with VOGUE Man, and culture and lifestyle content with VOGUE LIVING. It’s safe to say VOGUE has delivered the final word on the finer things in life. Condé Nast時尚天書《VOGUE》於2019年推出第25個國際版本 — 香港版 《VOGUE》，務求以備受矚目的封面明星及具有深度的內容，在本港奠定頂級奢華雜 誌及網上平台的地位。該雜誌今年分別推出《VOGUE Man》及《VOGUE LIVING》，將 內容拓展至男士潮流及文化生活領域，為高品味生活一錘定音。
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K
MEDIA REPORT
2021
BY MARKETING
DIGITAL MEDIA
PARENTING 2
NO.
Parenting Headline
Founded in 2015, Parenting Headline is a local independent parent-child media platform that provides parents with one-stop information on parenting, schooling, parent-child relations, social talks, and leisure time.
《親子頭條》網站成立於2015年，是本地獨立親子媒體平台，為家長提供一站式育 兒、升學、親子關係、社會熱話、休間玩樂等資訊。
1
NO.
Ohpama
Ohpama, a parenting media platform, has shown its excellence in providing parenting and family life news, including up-to-date information, practical expert knowledge, family activities, and local and overseas education resources for Hong Kong parents, and has made the top spot for four consecutive years. At the same time, this brand, under Sing Tao News Corporation, partners with brands to develop total marketing solutions, creates content, produces videos, and organises online and offline events. The platform has proven its strong penetration and audience engagement in its recent successful exhibition events, and school-kid projects. 親子媒體Oh! 爸媽連續四年於媒體調查報告中排名第一，成績有目共睹。平台 提供育兒及家庭生活資訊、實用專家知識、親子活動、本地和海外教育資源，是 香港家長的長期伙伴。與此同時，作為星島新聞集團旗下成員，Oh! 爸媽積極 與品牌合作，為品牌設計網上及實體營銷策略、創作內容、製作影片、舉辦活動 等。近期成功舉辦的展覽活動及體驗項目，都顯示了Oh! 爸媽在親子界強大的 滲透力和影響力。
3
NO.
SundayKiss
SundayKiss is a Hong Kongbased parenting editorial platform from New Media Group. The site offers a wide range of content, including news, advice, and guidance for mothers. Other areas include self-care information recipes for young children. 新傳媒集團旗下的本港親子育兒資訊平台SundayKiss提供豐富內容，包括新聞資訊、 育兒建議及指南、自我保健、以至幼兒食譜等。
SEARCH 2
NO.
Yahoo
Yahoo remains a crucial and important search resource for many in Hong Kong as its product offerings, and localisation, remain especially useful for Chinese speakers. It offers news, entertainment and a wide variety of content curated in collaboration with clients.
雅虎仍然是許多港人的必備重要搜尋平台，其產品服務及本地化內容對華語用戶尤其 實用。該網站提供新聞、娛樂、以及各種與客戶合作策劃的內容。
1
NO.
A name so synonymous with searching online that it needs no introduction. Google takes the top spot for Hongkongers, whether they’re looking for information, photos, videos, news, shopping, or, in a far more normal year than this one, flight information. Google作為網上搜尋的代名詞，相信無需多加介紹。無論想搜尋資訊、圖片、影 片、新聞、購物、或往常搜尋的航班資訊，Google都是港人首選的搜尋網站。
3
NO.
Baidu
Often referred to as the “Google of China”, Baidu remains and continues to grow as a critical resource for Chinese speakers. Offering the ability to search in Chinese phonetics, as well as news, images, videos, weather, and more, Baidu also offers an ever-growing suite of products and services spanning from productivity apps to mobile gaming. 經常被稱為「中國版Google」，百度繼續發展成為華語用戶的重要搜尋平台。該網站具 備中文語音搜索功能，以及提供新聞、圖片、影片、天氣等內容，並不斷新增不同產品 及服務套件，涵蓋生產力應用程式以至 手機遊戲。
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MEDIA REPORT
2021
BY MARKETING
DIGITAL MEDIA
ENTERTAINMENT 2
NO.
King Jer
King Jer is an online platform offering news and information about entertainment and showbiz. It also provides commentary on pop music, movies, and TV episodes.
King Jer娛樂台是一個報導娛樂圈新聞及 消息的網上平台，亦提供歌影視評論。
1
NO.
HK01
HK01 provides personalised and diversified internet services for the digital era. As a trailblazer of Hong Kong's internet industry, HK01 offers factual information and inspiring content through the use of innovative technology. 《香港01》在數碼時代提供個人代及多元化的互聯網服務。作為香港互聯網行 業的先驅，《香港01》善用創新科技提供具啟發性的真實內容。
3
NO.
100most
100most provides a selfcurated stream about current affairs and online content accompanying an ad platform. The site provides integrated advertising and media services to customers which are categorised into digital services, print services, and event organisation and artist management. 《100毛》網站提供與時事相關的自選網上內容，同時也是一個廣告平台，為客戶提供 綜合廣告及媒體服務，包括數碼媒體服務、印刷媒體服務、活動組織及藝人管理。
NEWS & CURRENT AFFAIRS 2
NO.
South China Morning Post
SCMP.com boasts 30.7 million monthly active users, 325 million ad impressions, and 2.4 billion video views per year. In addition, its branded content team, Morning Studio, aims to engage readers through storytelling while enabling brands to achieve their marketing objectives.
SCMP.com每月活躍用戶3,070萬名，廣告曝光次數3.25億次，每年影片瀏覽次數24億 次。此外，其品牌內容團隊「Morning Studio」旨在通過故事吸引讀者，並協助品牌實 現營銷目標。
1
NO.
HK01
HK01 provides personalised and diversified internet services for the digital era. As a trailblazer of Hong Kong's internet industry, HK01provides factual information and inspiring content through the use of innovative technology. 《香港01》在數碼時代提供個人代及多元化的互聯網服務。作為香港互聯網行 業的先驅，《香港01》善用創新科技提供具啟發性的真實內容。
3
NO.
Headline Daily
Headline Daily is the only newspaper with a readership in excess of one million, and it continues to take the leading position with the largest distribution network and coverage, occupying the first position among newspapers in Hong Kong. Its website is also a source of leisure and entertainment information, in additional to news. 《頭條日報》是香港唯一讀者人數突破100萬的報章，發行量及覆蓋率均跑贏全港，穩 佔全港第一地位。其網站亦提供新聞、消閒及娛樂資訊。
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《香港01》總瀏覽人數 無縫，連繫生活
全港第一．單月突破500萬* 與企業共創品牌影響力
榮獲多項大獎
多元優質內容
線上線下新體驗
自家品牌活動
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*Comscore MMX Multi-Platform，新聞/資訊-綜合新聞類別，總觀眾人數 （桌面電腦6+及流動裝置15+），不重覆訪客500.7萬，2021年10月數據，香港
MEDIA REPORT
2021
BY MARKETING
DIGITAL MEDIA
FINANCIAL INFORMATION 2
NO.
HKET
The site of HKET provides the digital edition of the Hong Kong Economic Times and has an archive dating back to 2010. HKET offers professional analysis on finance, and the property markets, as well as the economy, which users can access through mobile, tablets and desktops.
《香港經濟日報》網站提供的電子報可追溯至2010年的新聞檔案，提供有關財經、房 地產市場、以及宏觀經濟專業分析，用戶可透過手機、平板電腦及桌面電腦瀏覽。
1
NO.
Bloomberg
Bloomberg believes its customers rely on it to deliver accurate and real-time business and market-moving information that helps them make critical financial decisions by unleashing the power of information and technology to bring clarity to a complex world. 彭博社致力為客戶提供準確實時的商業資訊和市場動向，以助他們運用訊息與 科技洞悉複雜世界，從而作出重要財務決策。
3
NO.
South China Morning Post
SCMP.com boasts 30.7 million monthly active users, 325 million ad impressions, and 2.4 billion video views per year. In addition, its branded content team, Morning Studio, aims to engage readers through storytelling while enabling brands to achieve their marketing objectives. SCMP.com每月活躍用戶3,070萬名，廣告曝光次數3.25億次，每年影片瀏覽次數24億 次。此外，其品牌內容團隊「Morning Studio」旨在通過故事吸引讀者，並協助品牌實 現營銷目標。
CONSUMER ELECTRONICS 2
NO.
Unwire.hk
Established in 2008, Unwire.hk is a free website providing technology information and analysis, product test reports, and profiles. The website says its target users are aged 20 to 40, from students to professionals, and it claims it reaches more than two million unique visitors per month.
1
NO.
Price.com.hk
Price.com.hk is the No.1 price comparison platform in Hong Kong, listing more than 200,000 consumer electronics from different categories, including audio/visual, home appliances, communication, gaming, computer, and photography. With more than 10,000 local retail merchants, Price.com.hk is committed to creating a smart shopping experience for customers, and providing unique services for local retailers at the same time. With the increasing popularity of online shopping, merchants of Price.com.hk can also run their own PriceShop and launch their products on the Price eMarketplace, which provides a wide range of offerings, including consumer electronics, lifestyle goods, healthcare and beauty products, and even F&B. 香港領先格價平台Price.com.hk收錄超過20萬款消費電子產品資料，涵蓋 數碼影音，家庭電器，手提電話，電玩遊戲，電腦和攝影器材等不同產品類 別。Price.com.hk與過萬零售商戶緊密合作，致力為消費者提供智能購物體驗， 同時為本地零售客戶提供獨特的服務。 隨著網購興起，Price商戶可開設自己的Price網店，並於Price網購平台推出自己 的產品，包括電子產品、時尚生活用品、保健美容產品、以至美食等多元化產品。
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Unwire.hk成立於2008年，是一個提供科技資訊及分析、產品測試報告及資料的免費 網站。該網站指其目標用戶包括學生以至專業人士，年齡從20至40歲不等，並聲稱其每 月獨立瀏覽人次超過200萬。
3
NO.
DCFever.com
Established in 2002, DCFever.com is Hong Kong’s leading photography, tech and lifestyle website, aimed at creating interaction between consumer electronics users, and encouraging them to use technology to elevate their standard of living. DCFever.com成立於2002年，是香港領先的攝影、科技及生活網站，致力促進電子消 費品用家之間的交流，並鼓勵他們善用科技提升生活質素。
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SOCIAL MEDIA 2
NO.
With a product offering that began as a college directory, but has gone on to consume and connect nearly every online touch-point in our lives in less than two decades, Facebook and its interconnected apps, and ad partners, are with us, and our friends, and their friends, every step of the way.
由提供大學資訊索引目錄起家，Facebook在短短廿年間發展迅速，涵蓋並連接日常生 活中幾乎所有網上接觸點。Facebook及其相關的應用程式及廣告合作夥伴，陪伴我 們、我們的朋友及他們的朋友一路走來。
1
NO.
Acquired by Facebook for US$1 billion in 2012, Instagram’s storytelling and live-streaming platform has become the standard way that many of us share photos and keep up with friends, family, and total strangers online. Instagram於2012年獲Facebook以10億美元收購，這個故事敘述及直播平台已 成為許多人分享照片，並與朋友、家人及陌生網友保持聯繫的首選途徑。
3
NO.
LinkedIn boasts more than 780 million members from more than 200 countries and regions. It hopes to create opportunities for everyone in the job market, and has a mission to help professionals to leverage their networks to achieve success. LinkedIn擁有來自200多個國家和地區的超 過7.8億名會員，旨在為就業市場的所有人創造機會，其使命是幫助專業人士善用其人 際網絡取得成功。
DEMAND SIDE PLATFORM 2
NO.
Facebook Ad Manager
Offering the ability to place ads on Facebook, Instagram, and Facebook Audience Network, the platform enables precision targeting of potential consumers and sophisticated analytics to ensure advertisers get the most out of every dollar spent. 該平台提供在Facebook、Instagram及Facebook Audience Network投放廣告的功 能，能夠精準鎖定潛在消費者並提供精密分析，確保廣告客戶能夠獲取最大投資回 報。
1
NO.
Google Marketing Platform
A fully integrated digital marketing service, Google Marketing Platform was launched in 2018 to unite the company’s DoubleClick and Analytics 360 offerings to create a one-stop shop for marketers to plan campaigns, understand their customers, create connections, and ultimately, drive results. Google Marketing Platform於2018年面世，整合該公司旗下的DoubleClick及 Analytics 360產品服務，提供全綜合式數碼營銷服務，為市場推廣人員建立一站 式平台，以規劃市場推廣活動、了解顧客、建立聯繫、最終實現成果。
3
NO.
DoubleClick Bid Manager
DoubleClick Bid Manager gives advertisers access to many ad space inventories for programmatic media buying, across all formats and channels. It gives advertisers trading desks, and advertising agencies access to ad spaces in real-time. DoubleClick Bid Manager為廣告客戶提供多元化的程序化媒體購買廣告空間庫存，涵 蓋所有格式和渠道，並為廣告客戶提供廣告採購交易平台，廣告代理公司亦可實時購 買廣告空間。
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MEDIA REPORT
2021
BY MARKETING
DIGITAL MEDIA
TRAVEL 2
NO.
Weekend Weekly
Launched in 1999, Weekend Weekly is one of Hong Kong’s leading travel, dining and leisure magazines. Its website is also one of Hong Kong’s leading leisure and lifestyle digital platforms, offering lifestyle and entertainment information.
《新假期》創刊於1999年，是本港最受歡迎的旅遊、飲食及消閒雜誌之一，其網頁也 是全港最受歡迎的吃喝玩樂數碼平台之一，提供各式玩樂消費情報。
1
NO.
U Travel
Hongkongers look to their top home-grown travel outlets to get up-to-date news on what is happening, and to dream about where they will go in the future. Through it all, U Travel has delivered consistent and relevant content that has kept readers coming back for more. 港人透過本地知名旅遊網站來搜集最新旅遊資訊，以規劃日後理想行程，其中 U Travel提供一致相關的內容，吸引讀者一再瀏覽。
3
NO.
Flyday.hk
Flyday.hk is an independent travel site offering air ticket promotions and hotel packages. It welcomes netizens to send in questions about cheap tickets, and budget hotels. It also offers information about staycation packages with travel restrictions still in place. Flyday.hk是一個獨立旅遊網站，提供平價機票及酒店優惠情報，歡迎廣大網友查詢有 關廉航機票、平價酒店等資料。在旅遊限制措施仍然生效的這段日子，該網站亦提供 「宅度假」特價套票資訊。
LIFESTYLE 2
NO.
Harper’s Bazaar HK
Offering information about fashion, beauty, celebrities, entertainment, and art and design, Harper’s Bazaar HK also boasts social media platforms to engage audiences, as well as a loyalty programme which provides members with a multitude of promotions.
港版《Harper’s Bazaar》雜誌提供時尚美容、名人娛樂、以及藝術設計方面的內容， 並透過社交平台聯繫受眾，以及透過忠誠度計劃為會員提供各項優惠。
1
NO.
U Lifestyle
Year after year, Hongkongers turn to U Lifestyle as their digital resource for the best of Hong Kong. Combining U Travel, U HK, U Beauty, U Food, and U Blog, they provide an excellent user experience, an engaged social base, and a distinctively local portal for everything you need. 年復一年，港人視U Lifestyle為尋找本地生活資訊的最佳數碼平台。U lifestyle 結合旗下頻道U Travel、港生活、U Beauty、U Food、U Blog，提供出色的用戶 體驗、互動的社交網絡、以及可滿足讀者一切需求的特色本地平台。
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3
NO.
HYPEBEAST
HYPEBEAST is an online platform for men’s contemporary fashion and streetwear. It offers content about entertainment, design, food and beverage, gaming, travel, and sports. HYPEBEAST 網站為男士們提供當代時裝及街頭服飾資訊，涵蓋娛樂、設計、飲食、遊 戲、旅遊及體育等內容。
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PRINT MEDIA
MOBILE AD NETWORK 2
NO.
Google AdMob
AdMob remains an extremely popular option for app developers who want to monetise their mobile products by way of in-app advertising. Both developer, and user-friendly, AdMob is designed to ensure that relevant and appropriate ads are served, maximising performance for the developer, without driving users away.
對於想通過應用程式內置廣告推銷其流動產品的應用程式開發人員而言，AdMob仍然 是一個極受歡迎的選擇。AdMob的設計既迎合開發人員的需求，亦方便一般用戶使用， 確保能提供相關合適的廣告，在不令用戶反感的情況下為開發人員帶來最高效益。
1
NO.
With an audience of 2.89 billion monthly active users, Facebook has an unprecedented ability to track and analyse user data. It only makes sense that its ability to help marketers create effective mobile advertising is second-to-none. Facebook每月擁有28.9億活躍用戶，並具有無與倫比的用戶數據追蹤及分析功 能，能夠幫助市場推廣人員製作高效的流動廣告。
3
NO.
Vpon
Consolidating the power of big data analytics and applications, Vpon utilises innovative machine learning and AI technology to analyse user behaviour and market trends to help marketers come up with an optimal strategy to target and reach consumers across multiple mobile advertising formats. Vpon結合大數據分析與應用程式的力量，運用創新機器學習及人工智能技術來分析用 戶行為及市場趨勢，幫助市場推廣人員制定最佳策略，通過不同的流動廣告格式鎖定 並接觸消費者。
BUSINESS MAGAZINE 1
NO.
iMoney
iMoney is a member of the Hong Kong Economic Times. Established in 2007, it focuses on wealth management with content that stretches across global and local finance news, innovative business features, marketing strategies, topics that concern the workplace, and personal development. 《iMoney 智富雜誌》為香港經 濟日報集團成員之一，創刊於 2007年，以投資理財資訊內容 為主，每周追蹤市場焦點，剖析 環球經濟投資大趨勢。該雜誌 兼備營商、職場及進修等多元化題材，提供生活化、貼身務實的投資理財建議。
2
NO.
Bloomberg Businessweek
The magazine provides information and opinions on important happenings in the world of business. Renamed to Bloomberg Businessweek in 2010, the publication provides news about markets, technology and lifestyle, and hosts editorials and opinions in its magazine and on its website.
該雜誌於2010年更名為《彭博商業周刊》，透過雜誌及網站 提供有關商業世界的重要時事資訊及意見，內容涵蓋各地市 場、科技、生活潮流、編輯報導及觀點。
3
NO.
Capital
Capital offers a wide variety of information on finance, management, lifestyle, investment, property, and more, as well as insights contributed by experts and industry leaders. 《資本雜誌》提供有關金融、理財管理、生活品味、投資、地產 等各類資訊，以及專家與行業領袖的觀點。
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MEDIA REPORT
2021
PRINT MEDIA
BY MARKETING
PARENTING MAGAZINE 1
NO.
Smart Parents
Sing Tao’s Smart Parents has once again won the title of Best Parenting Magazine. In recent years, it has become a one-stop multimedia platform for children’s education, and the most popular parentchild playground in Hong Kong. It is designed to be a guide for parents who are intent on bringing out the best in their children. 星島《親子王》再度榮獲「最 佳親子雜誌」冠軍，近年更躍 升成為一站式多媒體育兒升 學平台，成為全港最受歡迎的 「親子操場」，是全城父母培 育子女成材的必讀天書。
2
NO.
Playtimes
Playtimes covers childcare, education, health, food and fun activities. The publication said its magazine and the digital edition offer an honest and informative perspective on parenting in Hong Kong to help readers make the best decisions for you and your family. Playtimes涵蓋兒童保育、教育、健康、食品和娛樂活動。該 刊物指其雜誌和電子版提供有關香港育兒的翔實觀點，幫助 讀者為自己和家人做出最佳決定。
3
NO.
Baby Magazine
A member of Pop Art Group, Baby Magazine offers information about pregnancy, raising babies, and related information. 香港博藝集團有限公司旗下的《Baby親子雜誌》提供有關懷 孕、育兒及相關資訊。
TRAVEL 1
NO.
U Travel
U Travel is one of the books distributed by U Magazine, providing the latest information and travel reports to destinations both at home and across the globe, featuring promotions and suggested itineraries. Over the past few years, U Magazine has gained increasing recognition in the media industry, achieving multiple honours for its work. 《U Travel》是《U Magazine》內含的書冊之一， 提供本地及全球旅遊目的地 的最新資訊及遊記，並附載優惠情報及推薦行程。過去幾年，《U Magazine》在 媒體行業獲得認可，並成功獲得各種榮譽。
2
NO.
Japan Walker@HK
Previously known as Hong Kong Walker, Japan Walker@HK lays claim to being Hong Kong’s only travel magazine published by a Japanese company that is focused on Japan. It covers a wide range of topics concerning Japanese travel news, such as dining, lifestyle, destinations, and hot issues related to the country. 《Japan Walker@HK》前稱《Hong Kong Walker》，聲稱是 本港唯一一本由日資公司出版的日本旅遊雜誌，內容涵蓋各 種與日本旅遊資訊相關的廣泛主題，例如餐飲、生活潮流、 旅遊勝地及日本相關的熱話。
3
NO.
National Geographic
National Geographic is a magazine published by the National Geographic Society. Topics covered by this magazine include science, geography, history, and world culture. In addition to its content, the magazine is well-known for its layout with a thick square-bound glossy format with a yellow rectangular border on the cover.
《國家地理雜誌》由國家地理學會出版，涵蓋的主題包括科 學、地理、歷史和世界文化。除了內容之外，該雜誌最為人所 知的特點，包括其封面上的黃色矩形邊框。
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NO 2013-2021
MEDIA REPORT
2021
PRINT MEDIA
BY MARKETING
OUT OF HOME MEDIA
LOCAL NEWSPAPER 1
NO.
Headline Daily
Headline Daily is the only newspaper with a readership in excess of one million, and it continues to take the leading position with the largest distribution network and coverage, occupying the first position among newspapers in Hong Kong. Over the years, Headline Daily has been providing quality news, leisure and entertainment information via its multimedia platforms to reach target audiences. 《頭條日報》是香港唯一讀者人數突破100萬的報章，發行量及覆蓋率均跑贏 全港，穩佔全港第一地位。《頭條日報》多年來一直提供優質新聞、消閒及娛樂 資訊，並透過多媒體平台有效接通目標群眾。
2
NO.
South China Morning Post
The readership of the South China Morning Post and Sunday Morning Post has a reach of 350,000. The South China Morning Post’s circulation is 105,347, while the Sunday Morning Post’s circulation is 82,117. More than half of its readers are aged 39 or below. 《南華早報》和《星期日南華早報》的讀者達35萬人。《南華早報》的發行量為105,347 份，而《星期日南華早報》的發行量為82,117份，超過一半讀者的年齡在39歲或以下。
3
NO.
am730
The free Chinese-language newspaper am730 is distributed from Monday to Friday and covers local, international, entertainment, fashion and travel news, while providing content on its website and mobile app as well. 免費中文報紙《am730》逢星期一至星期五派發，內容涵蓋本地、國際、娛樂、時尚及旅 遊新聞，讀者亦可透過其網站及手機應用程式瀏覽報紙內容。
OUT OF HOME MEDIA 2
NO.
POAD
POAD retains its place on the list of this year’s top three in the OOH category. It is the operator of the Cross Harbour Tunnel advertisement boards, billboards across prominent spaces in Hong Kong’s business districts, and taxi advertisements.
POAD穩佔今年「年度最佳戶外廣告媒體」的三甲位置。該公司專營海底隧道廣告牌、 香港商業區地標廣告牌及的士車身廣告業務。
1
NO.
JCDecaux Transport
JCDecaux Transport has now secured a place in the OOH Media top three for six consecutive years. The company has been managing the ad sales concessions for the MTR for more than 30 years, and for the Hong Kong International Airport since 1998. 德高貝登已連續六年打入「年度最佳戶外廣告媒體」三甲位置。該公司為港鐵管 理廣告銷售業務超過30年，並自1998年起負責香港國際機場的廣告銷售業務。
3
NO.
Asiaray Media Group
The out-of-home media company has worked with a number of Hong Kong brands such as MTR and High Speed Rail. Its work can be seen across various platforms such as billboards, LED walls, shopping malls, bus shelters and MTR stations. 該戶外廣告公司與多個本港品牌合作，包括港鐵及高速鐵路，其作品涵蓋不同平台，例 如廣告牌、LED牆、商場、巴士站及港鐵站。
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MEDIA REPORT
2021
BY MARKETING
TV BROADCASTERS AND RADIO
TV BROADCASTERS 2
NO.
Now TV
Now TV is a pay television provider, and the largest in Hong Kong. While most of its programming is in English, Cantonese or putonghua, it also offers some programming in Hindi and French.
Now TV是本港最大的收費電視台，大多數節目以英語、廣東話或普通話廣播，亦會播 放一些印度語及法語的節目。
1
NO.
ViuTV
In its sixth year of operation, ViuTV has taken the TV world by storm and has already become the favourite choice for local marketers. It offers various types of programming throughout the day, including news and public affairs, lifestyle, documentaries, and overseas content. ViuTV開台第六年，已經顛覆電視世界，成為本地市場推廣人員評選的「年度最 佳電視廣播機構」。該電視台每天提供不同類型的節目，包括新聞時事、生活資 訊、紀錄片及海外劇集。
3
NO.
Hong Kong Cable Television
The company has won the multi-year contract with MTR to be the exclusive commercial airtime sales distributor and content provider for intrain TV through to 2023. The services will be further expanded to the Island Line, Tsuen Wan Line, Tseung Kwan O Line, and the Tuen Ma Line.
香港有線電視成功與港鐵公司簽訂多年合約，成為港鐵車廂電視獨家廣告總代理及內 容供應商，合約期至2023年，服務範圍將進一步擴展至港島綫、荃灣綫、將軍澳綫及屯 馬綫一期。
RADIO 2
NO.
Commercial Radio 1
Commercial Radio 1 offers programmes about current affairs, traffic, and financial information. It also has many talk shows, interactive phone-in programmes, as well as some cultural and drama programmes.
商業一台提供時事、交通及財經節目，亦有許多清談及互動烽煙節目，以及一些文化及 戲劇節目。
1
NO.
Commercial Radio 2
Commercial Radio 2 targets a younger audience and offers a wide range of music and entertainment programmes. It also launches the Ultimate Song Chart Awards Presentation ceremony every year, one of the most well-received awards ceremonies for the city’s music industry. 商業二台的聽眾以年青人為主，提供廣泛的音樂資訊及娛樂節目，而每年舉行 的叱咤樂壇流行榜頒獎典禮是本港最受歡迎的音樂頒獎典禮之一。
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NO.
Metro Finance
Metro Finance is a Cantonese channel offering financial information for audiences in the city, and worldwide, providing them with accurate and real-time information about the global financial markets. 新城財經台是一個廣東話財經電台頻道，旨在為香港以及世界各地聽眾提供準確、實 時以及緊貼環球金融市場的重要資訊。
2 2 M A R K ET I N G H O N G K O N G D EC EMBER 2021
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焦點
SPOTLIGHT
SNAPPED 快拍 Disney Winter Celebration DATE: 11 November 2021 to 2 January 2022 VENUE: tmtplaza, Olympian City, Citywalk, Tsim Sha Tsui Centre, Empire Centre, China Hong Kong City, and Sino Plaza, Lee Tung Avenue
1. Character installations include Mickey Mouse, Elsa, and Pinocchio from Disney; Woody and Buzz Lightyear from Pixar; Iron Man from Marvel; and the Mandalorian from Star Wars, who will meet and greet visitors at different venues.
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2. The 4,000 square-metre multimedia wall at Tsim Sha Tsui Centre features 82,000 colourchanging LED bulbs, and will include an animation featuring six iconic Disney+ brands for all to enjoy. 3. Olympian City also features “Disney Classics Library” with five interactive experience zones.
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Christmas Terminal DATE: 19 November 2021 to 2 January 2022 VENUE: Harbour City.
1. Harbour City has reinstalled large-scale Christmas decorations at Ocean Terminal Forecourt again. 2. Harbour City is continuing to raise funds for the Hong Kong Blood Cancer Foundation through various activities. 3. The Ocean Terminal Forecourt has been transformed into the “Christmas Cookies Departure Hall”, welcoming participants aboard their festive journey.
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4. Visitors can shop at the “Christmas Gift Shop” at Ocean Terminal Lobby, and participate in various activities.
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24 M A RKE TING HONG KONG DECEMBER 2021
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焦點
SPOTLIGHT
WeWeave Cultural Festival DATE: 4 to 5 December VENUE: The Mills
1. Weaving together art, culture and music, the festival presented Hong Kong’s vibrantly unique local culture to visitors, firing up their imagination beyond the everyday life. 2. The key programme of WeWeave was the cultural and creative market that gathered a variety of popular brands and online shops to The Mills.
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3. The Mills collaborated with AIA for the first time, where participants brought their own T-shirts to create a brand new, unique item to wear.
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Wild West Adventure Xmas Market DATE: 11, 12, 18, 19, 24, and 27 December 2021 VENUE: Stanley Plaza
1. The market features more than 60 stalls of covetable brands, festive goodies, handcrafted products, and seasonal delicacies. 2. Stanley Plaza Market is bedecked with cowboy decor at the entrance, alongside the log cabindesigned booths in a gold mine setting of an Old West town.
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3. It also launches the first-ever gold rush game and participants who strike gold on each event day are given a pure gold ingot.
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DECEMBER 2021 M A RKE TING HONG KONG 25
Nobody doubts that events are important. A compelling, yet engaging event, can really make a difference between a vague consideration and an on-the-spot purchase. At the same time, an amazing physical experience can provide visitors with a great impression, and brands can easily turn them into loyal customers. We have once again witnessed the marketing industry innovate in order to create better experiences for customers. That’s an accomplishment we can all be proud of – pushing the industry forward, and making sure that every year is better than the previous year. Congratulations to all winners!
2 6 M A R K ET I N G H O N G K O NG D EC EMBER 2021
活動的重要性無庸置疑。一場具吸引力的 有趣活動，可鼓勵猶豫不決的顧客即場消 費，而一流的親身體驗可令訪客留下深刻印 象，使他們輕易變成品牌的忠實顧客。 我們再次見證市場推廣行業通過創新 為顧客創造更好體驗，推動行業向前發展， 確保一年比一年更進步，這個成就值得我們 所有人引以為傲。 恭喜所有得獎者。
WWW. MARK E TING– IN TE RAC TI VE . C OM
JUDGES CHARLOTTE HO Director of Hospitality Marketing and Membership Auberge Hospitality
CINDY CHAN Market Director, KIND North Asia & South East Asia Mars Hong Kong (KIND International)
ERIC CHIU Head of PR, Events, & Sponsorships, Asia AXA Asia & Africa
CARMAN CHEUNG Senior Brand Director, Olay, Hong Kong & Taiwan Procter & Gamble
MAGGIE CHENG General Manager – Marketing BMW Concessionaires (HK)
MATTHIEU AMELIN Events Director Redress Asia
JOYCE WU Head of Public Affairs FrieslandCampina (Hong Kong)
JANICE LEUNG Head of Brand Communications Ronald Lu & Partners (Hong Kong)
CHRISTINE LI Senior Vice President, Head of Marketing & Communication Genting Cruise Lines
MING CHAN Director of Corporate Communications & Investor Relations Sa Sa International Holdings
ANNIE HO Marketing & Development Director Hong Kong Arts Centre
AGNES LUNG Chief Marketing Officer (Hong Kong & International Markets) Tam Jai International Company
DAVID LEUNG Head of Branding, Research and Development Hong Kong Maxim's Group
CHRISTOPH LIDMAN Head of Marketing The Hive Worldwide
MEGGY CHENG Director of Marketing Hong Kong Philharmonic Orchestra
JULIETA LEONG Assistant Executive (Marketing Manager) Racing Event Marketing The Hong Kong Jockey Club
YVONNE LO Chief Marketing Officer Lify Wellness Beverage
KINGSLEY JAYASEKERA Director, Marketing M+ Opening Campaign West Kowloon Cultural District Authority
WINKIE WONG Senior Director, Premium Brands, Asia Pacific Marriott International
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DE CE MB E R 2 02 1 MARK E TING HON G KON G 2 7
AWARDS 2021
2 8 M AR K ET I N G H O N G K O N G D EC EMBER 2021
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DE CE MB E R 2 02 1 MARK E TING HONG KON G 2 9
AWARDS 2021 Best Audience Growth Event
Best Launch/Rebranding Event
GOLD
GOLD
Sun Hung Kai Real Estate (Sales And Leasing) Agency
Nissin Foods (H.K.) Company
Brand: CUPNOODLES MUSEUM Hong Kong Campaign: Launch of CUPNOODLES MUSEUM Hong Kong Agency: Wasabi Creation
Brand: Harbour North Campaign: CATART by Shu Yamamoto Agencies: Wasabi Creation, Talors Communications
SILVER BMW Concessionaires (HK)
Brand: BMW Campaign: THE new 5 Music Lounge Agencies: Imagine Lab, Stonewood Design Lab
SILVER DBS Bank (Hong Kong) Campaign: DBS Live Fresh Event
BRONZE Ngong Ping 360
Campaign: 360 FILA Sports Fest
SILVER Ngong Ping 360
Campaign: 360 FILA Sports Fest
BRONZE DBS Bank (Hong Kong) Campaign: DBS Live Fresh Event
Best Engaging Event
Best Event – Retail
GOLD
GOLD
Sun Hung Kai Real Estate (Sales And Leasing) Agency
Sun Hung Kai Real Estate (Sales And Leasing) Agency
Brand: Harbour North Campaign: Purple Flower Galore Agencies: Wasabi Creation, Sun Promotion
SILVER Link Asset Management Brand: Kai Tin Shopping Centre Campaign: Kai Tin Key to Fun
BRONZE DBS Bank (Hong Kong) Campaign: DBS Live Fresh Event
Brand: Harbour North Campaign: CATART by Shu Yamamoto Agencies: Wasabi Creation, Talors Communications
SILVER Sun Hung Kai Real Estate (Sales And Leasing) Agency Brand: Harbour North Campaign: Purple Flower Galore Agencies: Wasabi Creation, Sun Promotion
BRONZE Swire Properties Management Brand: Citygate Outlets Campaign: The Hunt Is On Ageny: Cymballe
30 M A R K ET I N G H O N G K O N G D EC EMBER 2021
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AWARDS 2021 Best Use of Social Media
Best Sponsorship/Partnership Event
GOLD
GOLD
Campaign: DBS Live Fresh Event
Campaign: DBS Live Fresh Event
DBS Bank (Hong Kong)
DBS Bank (Hong Kong)
SILVER Ngong Ping 360
SILVER Link Asset Management
Brand: T.O.P This is Our Place Campaign: T.O.P x Cheap Century Christmas Campaign
Campaign: 360 FILA Sports Fest
BRONZE Sun Hung Kai Real Estate Agency
Campaign: Feel the Motion
Best Use of Multi-Channel
Best Use of Influencer
BRONZE Sino Group
Brand: Tai Po Mega Mall Campaign: Tai Po Mega Mall's “Online Learning is Fun” eLab Programme
GOLD
GOLD
Campaign: DBS Live Fresh Event
Campaign: DBS Live Fresh Event
DBS Bank (Hong Kong)
DBS Bank (Hong Kong)
SILVER Ngong Ping 360
SILVER Hong Kong Tourism Board
BRONZE Cityplaza Hong Kong
BRONZE Link Asset Management
Campaign: 360 FILA Sports Fest Campaign: Cityplaza “Springtime Wishes” Agencies: Button Creations, Happicorner
32 M A R K ET I N G H O N G K O N G D EC EMBER 2021
Campaign: Hong Kong WinterFest Brand: Kai Tin Shopping Centre Campaign: Kai Tin Key to Fun
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AWARDS 2021 Best Virtual Event
Best Use of Technology
GOLD
Link Asset Management
Brand: Temple Mall Campaign: Temple Mall Blooming Bliss Chinese New Year Campaign
GOLD FEED HK
Campaign: RUN INTO 2021 Agency: FEED HK
SILVER Hong Kong Tourism Board
Campaign: 2020 Hong Kong Wine & Dine Festival – Go Live!
BRONZE Hong Kong Tourism Board
Campaign: Hong Kong New Year Countdown Celebrations
SILVER Lee Tung Avenue Management Company Brand: Lee Tung Avenue Campaign: Butterflies of Hope Agencies: Oasis Brand Communications Company, vfxNova Digital Productions
BRONZE Leisure and Cultural Services Department Campaign: Muse Fest HK 2020 Agency: FEED HK
C
M
Y
CM
MY
Best Event – Targeted Community
Best Event Production
CY
CMY
GOLD
Sun Hung Kai Real Estate (Sales And Leasing) Agency Brand: Harbour North Campaign: Purple Flower Galore Agencies: Wasabi Creation, Sun Promotion
SILVER Link Asset Management
Brand: The Quayside Campaign: The Quayside – Happy Formula
BRONZE Sun Hung Kai Real Estate (Sales And Leasing) Agency
Brand: Harbour North Campaign: CATART by Shu Yamamoto Agencies: Wasabi Creation, Talors Communications
34 M AR K ET I N G H O N G K O NG D EC EMBER 2021
GOLD
Greater Bay Media Entertainment
Brand: The Grounds Campaign: The Grounds at AIA Vitality Park Agencies: Great Entertainment Group, Agenda Consulting
SILVER BMW Concessionaires (HK)
Brand: BMW Campaign: THE new 5 Music Lounge Agencies: Imagine Lab, Stonewood Design Lab
BRONZE Sun Hung Kai Real Estate (Sales and Leasing) Agency
Brands: East Point City, Landmark North, Mikiki, PopWalk, life@KCC, Chelsea Heights, K-Point & Blossom Garden Campaign: Toy Story x PIXAR Carnival Agency: BBG Promotion
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K
Creative concept by
AWARDS 2021 Best Cost-Effective Event
Best Event – Arts, Leisure and Entertainment
GOLD
GOLD
Greater Bay Media Entertainment
Sun Hung Kai Real Estate Agency
Brand: The Grounds Campaign: The Grounds at AIA Vitality Park Agencies: Great Entertainment Group, Agenda Consulting
Brand: Tai Po Mega Mall Campaign: Tai Po Mega Mall's “Online Learning is Fun” eLab Programme
SILVER Hong Kong Gold Coast
Campaign: Hong Kong Gold Coast Digital Egg Hunt Agency: Oasis Brand Communications Company
BRONZE China Tonghai International Financial
Brands: Direct Spot, Quamnet Campaign: Tonghai Financial x Direct Spot x Tai Hing
BRONZE Sino Club
Campaign: Farm Together
SILVER Nissin Foods (H.K.) Company
Brand: CUPNOODLES MUSEUM Hong Kong Campaign: Launch of CUPNOODLES MUSEUM Hong Kong Agency: Wasabi Creation
SILVER Sun Hung Kai Real Estate (Sales And Leasing) Agency Brand: Harbour North Campaign: Purple Flower Galore Agencies: Wasabi Creation, Sun Promotion
BRONZE BMW Concessionaires (HK)
Brand: BMW Campaign: THE new 5 Music Lounge Agencies: Imagine Lab, Stonewood Design Lab
C
M
Y
CM
MY
Best Innovative Transition – Physical to Virtual
Best Experiential Event
CY
CMY
K
GOLD
GOLD
Swire Properties Management
Hong Kong Tourism Board
Brand: Citygate Outlets Campaign: The Hunt Is On Ageny: Cymballe
SILVER Olympian City
Campaign: Alien Planet Christmas Party Agency: HK Creates
BRONZE Sun Hung Kai Real Estate Agency
Brand: Tai Po Mega Mall Campaign: Tai Po Mega Mall's “Online Learning is Fun” eLab Programme
36 M AR K ET I N G H O N G K O NG D EC EMBER 2021
Campaign: 2020 Hong Kong Wine & Dine Festival – Go Live!
SILVER FWD Insurance
Campaign: FWD Presents: The Frozen Exhibition Hong Kong Agency: MSLGROUP
BRONZE Cityplaza Hong Kong
Campaign: Cityplaza x Disney Princess – LIVE YOUR TRUE SELF Agencies: MakeItLoud Marketing, SOCIETY
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AWARDS 2021 Best Result-Driven Event
Best Pop-Up Event
GOLD
GOLD
Brand: Harbour North Campaign: Purple Flower Galore Agencies: Wasabi Creation, Sun Promotion
Brand: Harbour North Campaign: CATART by Shu Yamamoto Agencies: Wasabi Creation, Talors Communications
Sun Hung Kai Real Estate (Sales And Leasing) Agency
Sun Hung Kai Real Estate (Sales And Leasing) Agency
SILVER Ngong Ping 360
SILVER DBS Bank (Hong Kong)
Campaign: 360 FILA Sports Fest
Campaign: DBS Live Fresh Event
BRONZE tmtplaza
BRONZE Ngong Ping 360
Campaign: tmtplaza · Sumikkogurashi Sweet Christmas Studio Agency: MakeItLoud Marketing
Campaign: 360 FILA Sports Fest
Best Event – B2B
Best Sustainability Event
GOLD
GOLD
Yahoo Hong Kong
Sino Club
Brand: Yahoo Campaign: Yahoo APAC Growth Summit 2021 Ageny: Stir Production
SILVER Yahoo Hong Kong
Campaign: Farm Together
SILVER Link Asset Management
Brand: Yahoo Campaign: Yahoo Asia Big Idea Chair Awards 2020 Agency: Bentley Communications
Brand: Lok Fu Place Campaign: Lok Fu Place Urban Retreat
BRONZE Tricor Services
Brand: TKO Plaza Campaign: TKO Plaza proudly presents: A Green Christmas “Fabrics and Wreath” Agency: Six Degrees PR
Campaign: Tricor 18th Annual Corporate Governance Seminar – Digitising Corporate Governance Agency: On Stage Production & Consultant
38 M A R K ET I N G H O N G K O N G D EC EMBER 2021
BRONZE Nan Fung Group
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Best Event – Corporate Social Responsibility
Most Innovative Event
GOLD
Sun Hung Kai Real Estate (Sales and Leasing) Agency
GOLD
Brands: East Point City, Landmark North, Mikiki, PopWalk, life@KCC, Chelsea Heights, K-Point & Blossom Garden Campaign: Toy Story x PIXAR Carnival Agency: BBG Promotion
Sino Club
Campaign: Farm Together
SILVER Hong Kong Monetary Authority
SILVER DBS Bank (Hong Kong)
Campaign: Online Parenting and Educational Campaign Agency: Rayma (Ohpama.com)
Campaign: DBS Live Fresh Event
SILVER Olympian City
Campaign: Alien Planet Christmas Party Agency: HK Creates
BRONZE Sino Group
Campaign: Feel the Motion
BRONZE Henderson
Brand: Square Mile Association Campaign: Square Mile Barrel Run Challenge 2020 Agencies: Zparkle Asia, MOSOSISI
Best Use of Venue
Best Event – Health and Fitness
GOLD
GOLD
Greater Bay Media Entertainment
Swire Properties Management
Brand: The Grounds Campaign: The Grounds at AIA Vitality Park Agencies: Great Entertainment Group, Agenda Consulting
SILVER Link Asset Management
Brand: Citygate Outlets Campaign: The Hunt Is On Ageny: Cymballe
SILVER Ngong Ping 360
Brand: The Quayside Campaign: The Quayside – Happy Formula
Campaign: 360 FILA Sports Fest
BRONZE Sun Hung Kai Real Estate (Sales And Leasing) Agency
Campaign: Ask Dr Chiu Series – Leading in a Time of COVID-19 Pandemic Agencies: Real-finder Production, Starcom Hong Kong
Brand: Harbour North Campaign: Purple Flower Galore Agencies: Wasabi Creation, Sun Promotion
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BRONZE AXA Hong Kong and Macau
BRONZE Link Asset Management
Brand: The Quayside Campaign: The Quayside – Happy Formula
DE CE MB E R 2 02 1 MARK E TING HONG KON G 39
AWARDS 2021 Best Hybrid Event
Best Event Team
GOLD
GOLD
Sun Hung Kai Real Estate Agency
Ngong Ping 360
Brand: apm Campaign: apm's Digitally Infused Interactive Year of the Ox
SILVER Hong Kong Tourism Board
SILVER South China Morning Post
BRONZE Hong Kong Gold Coast
BRONZE Hong Kong Gold Coast
Best Event – Gamification
Best Event – Public Awareness
Campaign: 2020 Hong Kong Wine & Dine Festival – Go Live! Campaign: Hong Kong Gold Coast Digital Egg Hunt Agency: Oasis Brand Communications Company
GOLD
Sun Hung Kai Real Estate (Sales and Leasing) Agency
GOLD
Swire Properties Management
Brands: East Point City, Landmark North, Mikiki, PopWalk, life@KCC, Chelsea Heights, K-Point & Blossom Garden Campaign: Toy Story x PIXAR Carnival Agency: BBG Promotion
Brand: Citygate Outlets Campaign: The Hunt Is On Ageny: Cymballe
SILVER Sun Hung Kai Real Estate (Sales and Leasing) Agency Brands: East Point City, Landmark North, Mikiki, PopWalk, life@KCC, Chelsea Heights, K-Point & Blossom Garden Campaign: Toy Story x PIXAR Carnival Agency: BBG Promotion
BRONZE Kerry Properties
SILVER Cityplaza Hong Kong
Campaign: Cityplaza “Springtime Wishes” Agencies: Button Creations, Happicorner
BRONZE Ngong Ping 360
Campaign: 360 FILA Sports Fest
Brand: MegaBox Campaign: MegaBox x LEGO LEVEL UP Your Imagination
40 M A R K ET I N G H O N G K O NG D EC EMBER 2021
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Best Event – Creative
Best Mall Event
GOLD
DBS Bank (Hong Kong)
Campaign: DBS Live Fresh Event
GOLD
Sun Hung Kai Real Estate (Sales And Leasing) Agency Brand: Harbour North Campaign: CATART by Shu Yamamoto Agencies: Wasabi Creation, Talors Communications
SILVER Lee Tung Avenue Management Company
GOLD
Brand: Lee Tung Avenue Campaign: Butterflies of Hope Agencies: Oasis Brand Communications Company, vfxNova Digital Productions
Ngong Ping 360
Campaign: 360 FILA Sports Fest
SILVER Nissin Foods (H.K.) Company
Brand: CUPNOODLES MUSEUM Hong Kong Campaign: Launch of CUPNOODLES MUSEUM Hong Kong Agency: Wasabi Creation
BRONZE Sun Hung Kai Real Estate (Sales and Leasing) Agency
Brands: East Point City, Landmark North, Mikiki, PopWalk, life@KCC, Chelsea Heights, K-Point & Blossom Garden Campaign: Toy Story x PIXAR Carnival Agency: BBG Promotion
BRONZE Sun Hung Kai Real Estate (Sales And Leasing) Agency
Brand: Harbour North Campaign: Purple Flower Galore Agencies: Wasabi Creation, Sun Promotion
BRONZE Swire Properties Management Brand: Citygate Outlets Campaign: The Hunt Is On Ageny: Cymballe
Best Cultural Event
Best Exhibition Event
Best Media Event
GOLD
GOLD
GOLD
Brand: CUPNOODLES MUSEUM Hong Kong Campaign: Launch of CUPNOODLES MUSEUM Hong Kong Agency: Wasabi Creation
Brand: CUPNOODLES MUSEUM Hong Kong Campaign: Launch of CUPNOODLES MUSEUM Hong Kong Agency: Wasabi Creation
Nissin Foods (H.K.) Company
SILVER Olympian City
Campaign: Chinese New Year Cultural Extravaganza Agency: Above The Line
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Nissin Foods (H.K.) Company
Sun Hung Kai Real Estate (Sales and Leasing) Agency
Brands: East Point City, Landmark North, Mikiki, PopWalk, life@KCC, Chelsea Heights, K-Point & Blossom Garden Campaign: Toy Story x PIXAR Carnival SILVER Sun Hung Kai Real Estate (Sales Agency: BBG Promotion
and Leasing) Agency
Brands: East Point City, Landmark North, Mikiki, PopWalk, life@KCC, Chelsea Heights, K-Point & Blossom Garden Campaign: Toy Story x PIXAR Carnival Agency: BBG Promotion
SILVER Olympian City
Campaign: Chinese New Year Cultural Extravaganza Agency: Above The Line DE CE MB E R 2 02 1 MARK E TING HON G KON G 41
AWARDS 2021
Best of Show - Agency 最佳表現大獎 — 代理公司 Wasabi Creation
Taking home the coveted title of Best of Show – Agency was Wasabi Creation. The agency won a total of three gold awards in the categories of Best Cultural Event; Best Exhibition Event; and Best Launch/Rebranding Event. It also won two silver awards in the Best Event – Arts, Leisure and Entertainment; and Best Event – Creative. Apart from these awards, Wasabi Creation also collaborated with Sun Promotion to win three gold awards in Best Engaging Event; Best Event – Targeted Community; and Best Pop-Up Event; two silver awards in Best Event – Arts, Leisure and Entertainment; and Best Event – Retail; as well as two bronzes in the Best Mall Event and Best Use of Venue categories. Additionally, it won four gold awards with Talors Communications in the Best Audience Growth Event; Best Event – Retail; Best Mall Event; and Best Result-Driven Event categories. Both agencies also collaborated to win a bronze award in the Best Event – Targeted Community category. The campaign that helped Wasabi Creation to achieve great success was the launch of the Cupnoodles Museum Hong Kong. It demonstrated Cupnoodles’ food innovations through an immersive and experiential journey that went far beyond just a food manufacturer, but showcased the brand’s history, development and social commitment in Hong Kong and the world. The museum was divided into six zones, offering workshops, feature walls, signature props, key visuals, and a souvenir shop to engage visitors. One of the most engaging features of the campaign was the My Cupnoodles Factory. In this 30-minute workshop, visitors could personalise their cup noodles design with colour pens. They could also choose their favourite ingredients before being taken to the kitchen where the staff would show them how to put the noodles in the cup. The workshop allowed visitors to witness the manufacturing process. After the workshop, they could even take home their cup noodles. 42 M A R K ET I N G H O N G K O NG D EC EMBER 2021
Wasabi Creation 榮獲「最佳表現大獎 — 代理公司」 殊榮。該代理公司共奪得三個組別的金獎，分別是最 佳文化活動、最佳展覽活動和最佳上市／品牌重塑營 銷活動，並在最佳營銷活動 — 藝術、休閒及娛樂和 最佳營銷活動 — 創意兩個組別贏得銀獎。 此外，Wasabi Creation與Sun Promotion合作，在 最具吸引力營銷活動、最佳營銷活動 — 目標受眾和 最佳快閃營銷活動三個組別贏得金獎；在最佳營銷 活動 — 藝術、休閒及娛樂和最佳營銷活動 — 零售 兩個組別贏得銀獎；以及在最佳商場營銷活動及最佳 場地應用組別贏得銅獎。 另外，該代理公司與Talors
Communications共同
在最佳受眾增長活動、最佳營銷活動 — 零售、最佳 商場營銷活動和最佳成果驅動活動四個組別贏得金 獎。而 Talors 亦與 Sun Promotion合作在最佳營銷活 動 — 目標受眾組別贏得銅獎。 「合味道紀念館香港」的推出令Wasabi Creation 大獲成功。該活動透過身臨其境的體驗，帶領參觀者 展開合味道創新食品之旅，了解品牌作為食品製造商 以外的面貌，同時展示日清食品多年來在香港和世界 各地的發展里程碑，以及對社會的承諾。 紀念館分成六個區域，設有工作坊、特色展牆、標 誌道具、鮮明視覺擺設和紀念品店來吸引參觀人士。 其中最具吸引力的特色之一，是「我的合味道工 作坊」。在30分鐘的工作坊期間，參加者可用顏色筆 親手設計自己的杯麵包裝，選擇喜愛的配搭材料，然 後交予職員製作杯麵，並見證將麵放進杯內的過程， 最後將成品帶回家珍藏。
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Best of Show - Brand 最佳表現大獎 — 品牌 Harbour North
Harbour North won the prestigious Best of Show – Brand. It took home seven gold awards in the categories of Best Engaging Event; Best Event – Targeted Community; Best PopUp Event; Best Audience Growth Event; Best Event – Retail; Best Mall Event, and Best Result-Driven Event. It also won two silver awards in the Best Event – Arts, Leisure and Entertainment, and Best Event – Retail categories. Moreover, the brand also won three bronze awards in the Best Mall Event; Best Event – Targeted Community; and Best Use of Venue categories. One of the most successful campaigns was the “Harbour North Purple Flower Galore”. The campaign was aimed at engaging the target audience through entertaining events in town to raise the mall’s popularity, and drive footfall and sales in the shopping mall. The campaign successfully evoked the memories of travel by bringing photogenic travel destinations to the mall and offering immersive experiences during the daytime and at night. For example, as Japan is one of the most preferred travel destinations among Hongkongers, Harbour North replicated the Kawachi Wisteria Garden in Fukuoka in the mall. To further engage visitors, the mall built a Wisteria Tunnel on the mall’s lawn area which was certified by the Fukuoka Prefectural Government Hong Kong Office. Meanwhile, the mall also collaborated with Hyatt Centric Victoria Harbour Hong Kong to offer exclusive purple products and encourage shopping in the mall. Harbour North said more than 40,000 participants registered to enter the Wisteria Tunnel, and it had to rollout measures to control traffic. Also, during the campaign period, the mall’s overall sales increased by over 200% compared with the pre-campaign period. WWW.M A R K ET I N G – I N T ER A C T I V E .C O M
北角匯
北角匯勇奪「最佳表現大獎 — 品牌」。該商場分別在七 個組別贏得金獎，包括最具吸引力營銷活動、最佳營銷 活動 — 目標受眾、最佳快閃營銷活動、最佳受眾增長活 動、最佳營銷活動 — 零售、最佳商場營銷活動和最佳成 果驅動活動。 此外，在最佳營銷活動 — 藝術、休閒及娛樂和最佳營 銷活動 — 零售兩個組別贏得銀獎；以及在最佳商場營銷 活動、最佳營銷活動 — 目標受眾和最佳場地應用三個組 別贏得銅獎。 其 中 最 成 功 的 活 動 之 一，是《 紫 在 北 角 匯 花 夏 祭 》。該 活 動 旨 在 通 過 本 地 娛 樂 活 動 吸 引目 標 受眾，以增加商場知名度，吸引人流並提高商場銷售額。 該活動將商場打造成旅遊打卡熱點，晝夜提供沉浸式 體驗，成功喚起港人的旅行回憶。 日本是港人最喜歡的旅遊目的地之一，因此北角匯以 日本福岡河內藤園為藍本，將商場設計成一片紫色花海。 為進一步吸引訪客，該商場在戶外海濱公園修建了一條長 紫藤隧道，並獲得日本國福岡縣政府香港事務所的認證。 同時，該商場亦與香港維港凱悅尚萃酒店合作推出一 系列獨家紫系產品，以吸引消費者在商場購物。 北角匯表示，超過40,000名參加者登記參觀長紫藤 花園，因此必須採取人流管制措施。此外，在活動期間，商 場的整體銷售額與活動前相比增長超過200%。
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Influencer marketing is here to stay. So how should brands in HK gear up for it in 2022? 網 紅 營 銷 趨 勢 持 續，香 港 品 牌 該 如 何 為 2022年 做 好 準 備？
要吸引受眾，品牌及市場推廣人員需了解 哪 個
To better engage the audience, brands and marketers need to know which platform suits them most and the most used social platform. A previous study by AnyMind group highlighted that Instagram remained the most-used social media platform by influencers in Hong Kong with a share of 53.77%, followed by Facebook (24.58%) and YouTube (20.72%). Only less than 1% of influencers leveraged Twitter to engage the audience. Instagram was mainly used by nano-influencers (1,000 to 10,000 followers) and micro-influencers (10,000 to 50,000 followers) due to its ability to cater to those starting out and aiding them in growing their influence. Moreover, plenty of nano-influencers also leveraged Facebook to curate content, but only a handful of micro-influencers used it.
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Meanwhile, a survey done by VS Media unveiled that 78% did not mind indirect advertising as long as the content produced by influencers was entertaining. Also, 73% trusted influencers’ recommendations or reviews even if their content contained ads or involved paid partnerships. In light of the rising importance of influencers, we asked the marketing industry in Hong Kong what are some of the trends they are looking out for as we fast approach 2022. Ben Chien, Greater China managing director of AnyMind Group With today’s technology, data around influencers and influencer marketing campaigns will be even more varied and accessible. Marketers are able to easily visualise the impact of influencer
平台最 適合他們，以及哪個社交平台最 受歡 迎。 AnyMind Group 早前的一項研究指出，Instagram仍 然是香港網紅最常用的社交平台，比率達53.77%， 其次是Facebook（24.58%）及YouTube（20.72%）， 只有少於1%的網紅使用 Twitter與受眾聯繫。使用 Instagram 的主要是「納米網紅」（擁有 1,000至 10,000名支持者）及微網紅（擁有10,000至50,000 名支持者），因為該平台能夠滿足新入行網紅的需 求，並有助他們擴大影響力。此外，許多納米網紅也 使用Facebook製作內容，但只有少數微網紅使用此 平台。 而 VS Media 的一項調查顯示，只要網紅製作 的內容富娛樂性，78%的受訪者不介意當中有間接 宣傳。另有73%的受訪者表示，即使內容包含廣告或 涉及商業合作，仍願意信任網紅的推薦或意見。鑑 於網紅變得日益重要，我們訪問本港市場推廣業界 人士，探討2022年有哪些趨勢值得注意。
AnyMind Group大中華區董事總經理錢鵬 憑藉現今科技，市場推廣人員將更易獲取有關網紅 及網紅營銷活動的不同數據，並能輕易量化網紅營 銷活動對品牌業績的影響。到了2022年，除增加品 牌知名度外，網紅營銷將愈來愈重視點擊次數及轉 換率等指標。 市場推廣人員可善用這些數據，了解網紅營銷對 消費者旅程各個階段的影響，從而就各個階段制定 更完善的策略以吸引顧客。
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Influencers have been an important part of the marketing industry. Brands and marketers collaborate with them to work on campaigns or other marketing efforts, and they have a lot of influencers from various categories to choose from, such as fashion and beauty, entertainment, travel, food and drink, sports, to name a few. 網紅一直在市場推廣行業中佔有重要席位，品牌及市場推廣人員可選擇與時尚 美妝、娛樂、旅遊、飲食、體育等不同類型的網紅合作，以進行宣傳活動或其他 推廣工作。
marketing campaigns on business results. Apart from being a driver for brand awareness, influencer marketing in 2022 will be increasingly focused on conversion metrics such as click and conversion rates. Marketers can take advantage of such data to better understand the impact of influencer marketing on each stage of the consumer journey, and better plan strategies to capture customers at various stages of their journey. The rise of social commerce will have a profound impact on influencer marketing as well. Social media will become a key sales channel for brands and even influencers rather than just a communication platform. This means content curation of campaigns must be spot on to not only attract people’s attention, but also strong enough to spur consumers to make the purchase immediately without heading to another platform. For brands, it is important to keep trying new ways to approach the target audience. Influencer marketing is not just focusing on one particular type of influencer that a brand is working with, but working with influencers in other verticals to see whether they share the same follower demographics with your target audience. For example, a cosmetics brand can work with travel influencers in addition to beauty influencers. Additionally, influencers, who have started their own brands, can also demonstrate their capability to drive business results. Apart from purchase volume, they can also show how to create and deliver content that converts sales. Brands need to plan how to get deeper insights from influencers and marketing campaigns; run and scale campaigns across tens or hundreds of influencers and A/B testing; and build a long-term influencer marketing strategy and audience relationship based
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on previously available campaign data while optimising and improving these campaigns. Influencers also need to cultivate loyal followers and build deeper connections with their fans. Of course, having an in-depth understanding of their followers is important to know what types of content that they need to create. However, they also need to find ways to build greater relationships with fans such as exclusive content subscriptions and creating branded products. Moreover, being present and building communities across multiple social media channels are other ways to not only broaden the audience base but also create more collaborations with brands to deliver different types of content across various platforms. Jack Lambert, head of social and social commerce at Havas Hong Kong Influencer marketing will become more of a staple for brands, and less of a nice to have. It’s proven to drive real business outcomes for brands, and therefore we’ll see it become always-on for many. I also believe that brands and influencers will be brought closer together as channels mature. One example of this is Meta’s launch of Instagram Collabs – a way to co-produce content between two parties and share credits for likes, views and comments generated together. Finally, and linking back to the point above, I can foresee social media platforms offer improved capabilities for live commerce, allowing for easier, faster and more interactive processes for checkout, straight from the streaming platform. Brand should look to build longer term relationships with influencers, instead of finding an influencer for just a campaign. We already know that long term relationships with influential people work – you just have
隨著社交商務興起，社交媒體不再只是通訊平 台，而是成為品牌、甚至網紅的主要銷售渠道，對網 紅營銷帶來深遠影響。 因此，推廣活動的內容不僅要吸引大眾的注意， 亦要刺激消費者透過同一平台即時購物。 品牌須不斷嘗試新方法接觸目標受眾。網紅營 銷的合作對象亦不應局限於品牌一貫合作的特定 類型網紅。相反，他們可嘗試與不同主題的網紅合 作，例如美妝品牌與美容達人合作之餘，亦可與旅 遊達人合作，看看他們是否與品牌擁有相同的目標 受眾。 此外，已創立自家品牌的網紅也可展示自己的業 績能力，除銷售額外，亦可示範如何製作並提供有 利銷售的內容。 品牌需計劃如何從網紅及推廣活動中獲取更深 入的見解；與數十或數百名網紅合作推出及擴大宣 傳活動，並進行A/B測試；根據以往的宣傳活動數據 建立長遠的網紅營銷策略及受眾關係，同時提升現 有推廣活動。 網紅亦要與支持者建立更深層次的聯繫，以培 養忠實擁躉。深入了解支持者當然有助他們製作合 適的內容，同時亦要尋找方法與支持者建立更深厚 的關係，例如提供獨家內容訂閱及推出品牌產品。 另一方法是使用不同社交平台建立社區，這不 僅可擴大受眾群，亦能與更多不同品牌建立合作，在 各平台上提供不同類型的內容。
Havas Hong Kong社交及社交商務主管 Jack Lambert 對品牌而言，網紅營銷將不再是錦上添花，而是不 可缺 少的宣傳途 徑。事實證明，網紅營銷能 為品 牌帶來實際效益，因此將成為許多品牌的必備策 略。而隨著渠道發 展 漸趨 成熟，品牌與 網紅的關 係將變得愈益緊密。其中一個例子是 Meta推出的 Instagram「Collabs」功能，兩名用戶可共同製作內 容，並共享雙方獲得的讚好、觀看次數及評論。另外， 我預測社交平台將為直播電商提供升級功能，從而在 串流平台上直接提供更輕鬆快捷的互動結帳流程。 品牌應著眼於與網紅建立長遠合作關係，而非 只為單次推廣活動尋找網紅合作。
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與名人建立長遠合作關係的成效有目共睹，單 看體育贊助的競爭有多激烈便可知道。其次，我鼓勵 品牌考慮與微網紅合作。能夠透過知名網紅接觸大 量受眾固之然好，但透過感覺較親近的人與受眾建 立緊密聯繫同樣重要。消費者喜歡購買能夠引起他 們共鳴的品牌，而微網紅製作的內容感覺較真實，正 可做到這一點。市場推廣人員可輕易透過現今的網 紅平台與微網紅合作，並推出以數據為本的規劃、活 動及匯報。
Price.com.hk市場部總監Wilson Wong
to look at sports sponsorships to see how competitive this space really is. Secondly, I encourage brands to explore micro-influencer activations. While being able to reach a huge amount of people with a high-profile influencer is a benefit, having a highly engaged audience from someone who you feel closer to is equally important. We know that people like buying from brands they feel a connection with or relate to, and that’s exactly what micro-influencers can do as there is a greater sense of authenticity in their content. Influencer platforms today can allow marketers to scale micro-influencer activations very easily, and also come with the insights required to run data-driven planning, activation and reporting. Wilson Wong, marketing director at Price.com.hk Influencer commerce will be one of the key trends in influencer marketing next year as eCommerce is getting more important. Marketers would try to apply more KPIs to influencer promotions, from the basic figures to conversion. Basic figures such as views, comments, shares and likes are no longer enough, while traffic and conversion are the upcoming KPIs for influencer marketing. Another key trend is increased fragmentation. It is expected that more and more new individual influencers will enter the market, thus it is more difficult for marketers spreading their promotion messages by only employing a handful of influencers. Influencers can make more effort in building a stronger ties with followers instead of boosting the number of followers. By cultivating followers’ loyalty, influencers can introduce a subscription model and build
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a loyal fan club to generate more revenue. Having more followers is not the only way to succeed, but building loyalty from fans could also be another smart way to stay competitive. Ivy Wong, founder and CEO of VS Media The right mix of influencers in any marketing campaign will be the key trend next year. Brands need to make good use of mega influencers to build brand awareness, then collaborate with influencers and micro-influencers to amplify the messages across different levels. After that, they need to leverage KOCs (key opinion customers) to induce sales. Another trend is social commerce. How to engage influencers to directly drive sales for brands such as using livestreaming flash sales is something that brands need to take note of. The last trend is that influencer marketing will become more targeted. Brands should work with influencers who have a niche to engage customers. On the other hand, influencers should show what they are passionate about. They need to show their true identity and opinion and be genuine to their audience, as well as focus on building loyalty and engagement instead of increasing the number of followers. That is, the term “genuinfluencers” will be more popular. Also, influencers can work with an influencer agency to represent them, facilitating partnerships with brands since influencer marketing will only be getting more complicated as there are new ways of partnership and formats in the future. Riki Li, managing partner, content, Wavemaker China Influencer co-creation will be more accessible within a platform ecosystem. We can use the
隨著電子商務愈趨重要，網紅電商將成為明年網紅 營銷的主要趨勢之一。市場推廣人員將嘗試應用更 多關鍵績效指標在網紅宣傳之上，從基本指標以至 轉換率都很重要。觀看次數、評論、分享及讚好等基 本數據已不再足夠，流量及轉換率將成為網紅營銷 的新興關鍵績效指標。另一主要趨勢是市場變得更 加分散。 預計將有愈來愈多新晉個人網紅進入市場， 因此市場推廣人員更難單靠少數網紅來宣傳品牌 訊息。 網紅不應只著眼於增加支持者人數，而是要加 倍努力與支持者建立更深厚的聯繫，通過提升支持 者的忠誠度，網紅可引入訂閱模式及建立忠實粉絲 俱樂部，以賺取更多收入。增加支持者人數不是成功 的唯一途徑，培養支持者忠誠度也是保持競爭力的 另一明智做法。
VS Media創辦人兼行政總裁黃雅芬 在推廣活動中適當調配不同類型的網紅將會是明年 的主要趨勢。品牌需充分善用超級網紅來增加品牌 知名度，然後與網紅及微網紅合作在不同層面宣揚 訊息，之後再透過關鍵意見消費者來誘導銷售。 社交商務是另一趨勢，品牌需考慮如何透過網 紅直接提高銷售，例如透過直播閃購。 最後一個趨勢是網紅營銷將變得更具針對性， 品牌應與能吸引小眾顧客的網紅合作。 另一方面，網紅應表現出他們的興趣所在，展示 自己的真實身份及意見，對受眾真誠，並著眼於提升 忠誠度及參與度而非增加支持者人數，因此「真誠 的網紅」一詞將變得更流行。此外，網紅營銷只會變 得愈益複雜，未來會有新的合作模式及形式，因此 網紅可透過網紅代理公司促成與品牌的合作。
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Wavemaker China內容執行合夥人Riki Li
Chinese market as an example. Social media giants, such as Douyin, Xiaohongshu and WeChat, are continuously improving digital infrastructure. They are building an influencer management database to refine their operation, meaning that managing branded influencer data is becoming particularly important. The rise of social commerce also spurs the phenomenon of “interest to commerce.” For example, Douyin’s data showed that consumers’ click-for-purchase increased by 22%; and the total gross merchandise volume (GMV) of branded social commerce stores increased by 92% in the first half of 2021. The numbers indicated that a new commerce model led by an influencer matrix deserves more attention. In Greater China, influencer marketing has the potential of continuing to grow rapidly in the next few years. We can foresee spending on influencer cocreation will keep increasing. More brands are realising that influencer marketing is an effective branded seeding method. As digital giants have already completed their infrastructure of data capabilities and designed a closed-loop purchase journey, what clients expect most is leveraging influencer marketing to achieve the synergy of branding and conversion. Therefore, there are two things that brands need to keep in mind: First, they can build a branded influencer pool for the refined operation to guide influencer selection, content optimisation, and enhance conversion efficiency. Second, they can build up new commerce channels as soon as possible within the social commerce ecosystem to accelerate purchase conversion.
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Howell Wong, co-founder of Zero Plus One Brands are becoming more data-savvy. There are more tools available on the market such as measurement tools for social platforms, while they can also access social listening and other third-party tools. The engagement between clients and influencers will certainly become more performance-based. Brands will focus more on the performance of influencers and whether influencers can help achieve business goals - and these will become more transparent in the world of data. More sophisticated ways of storytelling will be used in the form of gamification and different media formats too. In 2022, although mainstream platforms will continue to dominate the market, it is expected that more emerging social platforms tailored to certain communities will become popular. Moreover, the cost of collaborating with influencers is increasing. Hence, ROI is getting more important. Brands need to measure the performance of influencers, as well as stay ahead and know the trends in upcoming platforms and influencers. Building longer and more meaningful ties with a team of influencers is the key to success too. They can even take one step further by collaborating with super-loyal customers or commissioning their employees to create content. Influencers need to have more freedom to create content for brands. Currently, many millennials have ad-blockers and they even despise scripted captions. Hence, both brands and influencers have to work harder on how to better engage the audience in different platforms; the diversity of formats and creativity.
網紅共創將在平台生態圈內變得更普遍，以中國市 場為例，抖音、小紅書、微信等社交媒體巨頭正不 斷完善其數碼基建，並建立網紅管理數據庫來提 升營運精準度，可見管理品牌網紅數據變得尤其 重要。 社交商務興起亦掀起「興趣電商」的現象，例如 抖音的數據顯示，消費者的點擊購買率增長22%， 品牌社交商務門店在2021年上半年的商品成交總額 上升 92%。這些數字表明，由網紅矩陣主導的新商 務模式值得更多關注。 網紅營銷有潛力在未來數年繼續於大中華地區 高速增長。 愈來愈多品牌意識到網紅營銷是一種有效的 品牌宣傳方式，預計用於網紅共創的開支將不斷增 加。隨著數碼巨頭已建立能提升數據能力的基建， 並已設計閉環式購買旅程，客戶最期待的是運用網 紅營銷同時宣傳品牌及提升銷售額。 因此品牌要謹記兩點：第一，可就精細化營運建 立品牌網紅數據庫，以作為網紅篩選、內容優化及 提升銷售轉換效率的指引；第二，可盡快在社交商務 生態系統中建立新電商渠道，以加快購買轉換。
Zero Plus One聯合創辦人Howell Wong 品牌愈來愈精通數據，市場上亦有更多可用的工具， 例如社交平台測量工具，以及社交聆聽及其他第三 方工具，客戶與網紅之間的合作肯定會更加以業績 為基礎。 品牌將更重視網紅的業績，以及網紅能否幫助 其實現業務目標，數據世界使一切變得更透明。 品牌將運用更先進的遊戲化方式及不同媒體格 式來講述故事。雖然主流平台將繼續在2022年主導 市場，但預計更多以特定社群為目標的新興社交平 台將大行其道。 此外，與網紅合作的成本不斷增加，因此投資回 報率變得愈來愈重要。品牌需衡量網紅的業績，並 要率先了解新興平台及網紅趨勢，與不同網紅建立 更長遠而有意義的聯繫也是成功的關鍵。品牌亦可 更進一步，與超級忠實顧客合作，或委託他們的員 工來製作內容。 網紅需要更多自由來為品牌製作內容。目前，許 多千禧一代已安裝廣告攔截軟件，甚至鄙視公式化 標題，因此品牌與網紅必須加倍努力，發揮創意，透 過不同平台及形式更好地聯繫受眾。
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EXHIBITORS
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How to navigate the omni-channel galaxy 如何遊 走 於全渠 道 After almost two years, MARKETINGINTERACTIVE launched its first physical conference for marketers. “Omnichannel Marketing Asia” touched on the omni-channel experience, customer journey, and life cycle, in a marketing era where it’s no longer feasible to exclusively focus on traditional, digital, or even multichannel media. Every channel, and every medium, needs to work in tandem with one another; but it’s easier said than done as most marketers will attest to. Kicking off the conference was a panel discussion with three speakers: William Ferrell, associate director, digital brand APAC, ColgatePalmolive; Maurice Audinet, head of digital transformation at Jurlique; and Annemiek Ballesty, senior vice-president, commercial, Fossil Group Asia Pacific. Moderated by MARKETING-INTERACTIVE’s head of production and content, Wendy Alison 48 M A R K ET I N G H O N G K O NG D EC EMBER 2021
Yung, the panel centred on “omni-channel is the rule not the exception”. Currently, B2B or B2C consumers are actively informing themselves both online and offline. They use multiple channels throughout their decision-making journey. The choice of channel boils down to efficiency, timing, and practicality, and the key is seamless interaction and engagement throughout. Ballesty said the pandemic has changed the industry. “It pushes you so much harder to different platforms. Currently, everything is online,” she said. The omni-channel galaxy Eric Lam, head of marketing at Pret a Manger, talked about multichannel mistakes that can hamper omni-channel efforts. He mentioned some common mistakes in the presentation,
闊別近兩年，《MARKETING-INTERACTIVE》 為市場推廣人員舉行首場實體會議「亞洲全渠道營 銷大會」，探討多個主題，包括涵蓋全渠道體驗、顧 客旅程及週期。在營銷時代，市場推廣人員不能再 單單專注於傳統、數碼、甚至多渠道媒體，每種渠道 與媒體相輔相成，但大多數市場推廣人員均表示說 易行難。 當日首先以一場小組討論為會議揭開序幕，參 與討論的三位嘉賓分別是：高露潔 — 棕欖亞太區 數碼品牌副總監William Ferrell、Jurlique數碼轉型 負責人Maurice Audinet、以及Fossil Group亞太區 高級商業副總裁 Annemiek Ballesty。 小組討論以「全渠道是必然而非例外」為主題， 並由《MARKETING-INTERACTIVE》活動製作及 內容負責人Wendy Alison Yung擔任主持。 目前的 B2B 或 B2C消費者在考慮購物的過程 中，會積極透過線上線下多個不同渠道搜集資訊。 選擇渠道取決於效率、時機和實用性，關鍵在 於貫徹始終的無縫互動與聯繫。Ballesty表示，疫情 已改變這個行業。
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including the lack of understanding of evolving customer needs and organisation-wide commitment to driving end-to-end adoption, integration, and scale; limited integration of a technology road map with a business strategy; and difficulties in attracting the right talent to build new capabilities. He advised that brands can create a multichannel experience for a personalised journey across physical and digital platforms that anchors holistically on customer lifetime value. Moving on, there was another panel discussion moderated by Daniel Hagos, managing director, Greater China and Southeast Asia, at Emarsys, who was joined by Céline Sciortino, head of global marketing at APM Monaco; Adriana Lica, director of growth marketing at Bullish; and Samyin Mequillet, customer experience consultant at Emarsys. Amid the pandemic, the adoption of eCommerce has sped up a lot. To meet changing customer needs, marketers need to be able to quickly shift between every digital channel, platform, and touchpoint while reimagining the experience within physical locations. From superior cross-channel transactional experiences online to tailored, targeted, and relevant engagement on-scale, and finally an ecosystem integrated with customers’ unique needs and lifestyles; there is no formula, but there’s a pathway. Jeffrey Hau, director of PRIZM Group, took the audience for a closer look at the tools, WWW.M A R K ET I N G – I N T ER A C T I V E .C O M
platforms and strategies that collect, assess and process insights and data to understand how customers make decisions throughout a brand’s marketing plan. “People use multiple devices and interact with various channel points while navigating their purchasing decision process. Brands need to make the customer feel like they are experiencing the brand, but not a channel within the brand,” he said. Hau said an existing customer is more likely to buy and spend more than a new customer. Moving forward, brands need to unlock zero party loyalty data and build loyalty via chat to enable customers to comprehend and make them satisfied; data for accuracy; automation to find the right time; and gamification for retention. Personalisation and relevance YesStyle.com’s global head of customer retention and marketing promotions, Melanie Man, and she.com’s director, O2O in marketing, social and digital, Wendy Yung, were joined by MARKETING-INTERACTIVE’s Yung to talk about how to turn data and insights into something that speaks the human language to customers. She.com’s Yung said: “COVID-19 is a wake-up call for all of us. We struggled at first as businesses cut their marketing budgets. However, we rolled out more sales-driven campaigns and pushed social commerce via our platforms. Customers are the centre of the
她說：「現時一切都在網上進行，驅使大家加倍 努力採用不同平台。」
全渠道銀河 Pret a Manger市場推廣主管Eric Lam談到可能妨 礙全渠道營銷的謬誤。他在演講中提到一些常見問 題，包括難以理解顧客不斷變化的需求、以及企業 沒有致力推動點對點應用、整合及規模化；技術路 線圖與業務策略之間的整合有限；以及難以吸引合 適人才來建立新技能。 他建議品牌可創造橫跨實體與數碼平台的個人 化多渠道體驗，全面鎖定客戶終生價值。 接下來，Emarsys 大中華區 及 東南亞區 董事 總經理 Daniel Hagos 主持另一場小組討論，參與 討論的嘉賓包括APM Monaco全球營銷主管Céline Sciortino、Bullish增長營銷總監Adriana Lica、以及 Emarsys客戶體驗顧問Samyin Mequillet。 疫情下，電子商務應用增速加快。為迎合顧客 不斷變化的需求，市場推廣人員需要在各個數碼渠 道、平台與接觸點之間快速轉換，同時重新設計實 體店內的體驗。從卓越的跨渠道網上交易體驗、以 至度身設計兼具針對性的大規模相關聯繫、最終建 立一個迎合顧客獨特需求及生活方式的生態系統， 當中沒有公式，但有路徑。 PRIZM Group總監侯晉熙向與會者仔細分析在 品牌整個營銷計劃中，可採用甚麼工具、平台及策略 來收集、評估及處理洞悉及數據，以了解顧客如何作 出購買決定。 他說：「大眾在考慮購物的過程中，會使用多種 設備與各種渠道接觸點互動，品牌需要讓顧客覺得 在體驗品牌，而非只是品牌的一個渠道。」 侯晉熙表示，與新顧客相比，現有顧客購物及大 額消費的機會較高。展望未來，品牌需解構顧客主
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omni-channel universe and we need to know how to tell brand stories to them.” Yoyo Ng, general manager of iClick Interactive, then went on to explain the topic: “The marketers’ plight – do we really need another platform or channel?” “We need to rethink our digital marketing strategy. The pandemic has increased the demand for convenient, immediate, and streamlined eCommerce experiences. To meet the demands, brands have adopted omnichannel eCommerce strategies to sell across numerous digital channels,” she said. Ng added that social commerce also poses challenges for brands. For example, brands may not be able to establish a direct relationship with consumers and leverage all of the data collected in connection with a transaction. There are also important legal considerations around who acts as the merchant of record, and who is responsible for making the required consumer disclosures, maintaining data security, and processing returns. Ng’s presentation was followed by an exclusive Power Lunch sponsored by Emarsys. Speakers of the “Omnichannel
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Marketing Asia”, along with selected guests attended the lunch and they talked about a wide variety of topics, including how to create a seamless customer experience and connect the dots; convenience and flexibility when it comes to engaging customers; ways to create a memorable experience and relationship; and embracing a channel agnostic mentality. In the afternoon, Astor Keung, market development advisor – nature and environmental solutions – at Shell, said omnichannel was not just for B2C businesses, but was relevant to B2B companies as well. She explained Shell’s story on how it overcame various challenges, and improved the engagement and interaction among various stakeholders along the indirect value chain. A panel discussion about getting customers to buy, become repeat customers, and advocate, was after Keung’s presentation. Moderated by Renee Sin, senior director of eCommerce at UCP International, the discussion included Vallois Choi, director of digital marketing strategy at Hotel ICON, and Vincent Leung, global head of digital brand marketing at Lenzing Group.
動提供的數據，通過聊天建立忠誠度，讓客戶理解 品牌並使他們感到滿意；善用數據制定準確策略； 運用自動化技術來尋找合適時機；以及通過遊戲化 來留住顧客。
個人化與相關 YesStyle.com 全 球客戶保留及營銷推 廣 負責人 Melanie Man，與 she.com 的 O2O 營銷、社交 及數碼總監 Wendy Yung 、以及《MARKETINGINTERACTIVE》的Yung一起討論如何將數據與洞 悉轉化為吸引顧客的人性化內容。 She.com的Yung說：「新冠疫情向我們所有人 敲響了警鐘。由於企業削減市場推廣預算，我們起初 遇到困難。但我們推出更多以銷售為主的推廣活動， 並透過我們的平台推動社交商務。顧客是全渠道的 中心，我們需了解如何向他們講述品牌故事。」 愛點擊互動亞洲集團有限公司總經理吳皓瑛接 著解說「市場推廣人員面對的困境：我們真的需要 另一個平台或渠道嗎？」 她說：「我們需重新檢視自己的數碼營銷策略。 疫情令消費者對即時方便的簡化電子商務體驗需求 增加，為滿足這些需求，品牌須採取全渠道電商策 略，在多個數碼渠道上進行銷售。」 吳皓瑛補充表示，社交商務也為品牌帶來挑戰， 例如品牌未必能與消費者建立直接關係，以及運用 從交易之中收集到的所有相關數據。另外亦涉及法
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“We need to give them a hook. The first hook is the most effective. For example, in November, we drove our staycation business and targeted people who like travel sites. We rolled out content about our hotel’s safety measures and re-targeted them after they stayed or dined here. Afterwards, we promoted our eShop,” Choi said. “All we do is to extend offline engagement to the online landscape.” David Wei, head of digital at FrieslandCampina, explained that developing and nurturing a relationship with customers, ensuring the seamless experience they expect with every encounter, and satisfying them to the extent they incorporate a brand or organisation into their lifestyle would be the cherry on top. He cited some figures. For example, according to the “Trust Barometer Special Report: Brand Trust in 2020” conducted by
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Edelman, 70% of respondents said trusting a brand was more important today than in the past; while 74% said a brand’s impact on society was a reason why brand trust had become more important. In response to the challenges, FrieslandCampina has turned stories into experiences via digital touch-points. The last segment of the conference was a panel discussion moderated by MARKETINGINTERACTIVE’s Yung. Ryan Purkey, head of digital at Tanner De Witt; Philip Chau, director of strategic marketing at Great Eagle Holdings; and Rebekah Bradley, marketing and development director at LUÜNA naturals, revealed what constituted an extraordinary omni-channel journey, telling the audience the most important omni-channel decisions can help position a company head and shoulders above the competition.
律考慮，包括由誰擔當紀錄商戶，以及由誰負責必要 的消費者資訊披露、維護數據安全及處理退貨。 吳皓瑛的演講之後，是由Emarsys 獨家贊助的 午餐會。「亞洲全渠道營銷大會」的演講嘉賓與部 分獲邀的與會者共晉午餐，席間談及各式各樣的話 題，包括如何創造無縫連貫的顧客體驗、如何靈活 方便地聯繫顧客、如何創造難忘的體驗和建立關 係、以及如何迎合「無關渠道」的心態。 蜆殼公司自然與環境解決方案市場發展顧問 Astor Keung在下午的演講中表示，全渠道不僅適 用於 B2C企業，與 B2B公司也息息相關。她講述蜆 殼公司如何克服各種挑戰，並提升間接價值鏈上各 持份者之間的聯繫及互動。 在 Keung的演講之後，另一場小組討論探討如 何吸引顧客消費、成為回頭客及忠實支持者。這場 小組討論由華源國際有限公司高級電子商務總監 Renee Sin擔任主持，參與討論的嘉賓包括唯港薈 數碼營銷策略總監Vallois Choi，以及蘭精集團全球 數碼品牌營銷負責人Vincent Leung。 Choi說：「我們要為他們提供誘因，第一個誘因 是最有效的。例如，我們於11月以喜歡旅遊網站的人 士為目標，向他們推廣我們的『宅度假』服務。我們 推出內容介紹酒店的防疫措施，並在他們入住酒店 或在酒店用餐後向他們再行銷，然後推廣我們的網 上商店。我們所做的一切，旨在將線下互動伸延至 網上。」 FrieslandCampina數碼主管 David Wei 解釋 指，與顧客建立及培養關係，確保他們在每個接觸 點上獲得預期的無縫體驗，以及滿足他們的需求， 使品牌或企業成為他們的生活方式一部分，這些都 是錦上添花。 他引述一些數字，例如根據愛德曼《信任度特別 調查報告：2020年品牌信任度》顯示，70%的受訪 者表示如今比以往更重視對品牌的信任度；而 74% 的受訪者表示，品牌對社會的影響力，是品牌信任 度變得更重要的原因。 為應對挑戰，FrieslandCampina透過數碼接觸 點將故事轉化為體驗。 最 後 一 個 環 節 是 由《 M A R K E T I N G INTERACTIVE》的Yung主持的小組討論。 Tanner De Witt數碼主管Ryan Purkey、鷹君集 團策略營銷總監Philip Chau、以及LUÜNA naturals 營銷及發展總監Rebekah Bradley剖析如何打造非 凡的全渠道旅程，並向與會者表示制定最重要的全 渠道決策有助企業在競爭中處於領先地位。
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市場推廣卓越大獎 As MARKETING-INTERACTIVE’s flagship event, the Marketing Excellence Awards is Hong Kong’s main event recognising excellence across the marketing communications services industry. It is also about rewarding exceptional talent that keeps pushing the industry forward.
作為《MARKETING-INTERACTIVE》的旗艦活動，「市場推 廣卓越大獎」是香港的主要盛事，旨在表揚市場推廣傳訊服 務行業的卓越成就，並對不斷推動行業向前邁進的傑出人才 予以嘉許。
There were 33 categories open for entry, covering a diverse spectrum of marketing disciplines. The awards were judged by an esteemed panel of industry leaders and senior marketers. The winners of the Marketing Excellence Awards represent the very best in the industry.
今年的「市場推廣卓越大獎」共設有33個獎項組別，涵蓋不 同市場推廣範疇。結果經由備受尊崇的業界領袖及高級市場 推廣人員組成的評審團嚴格甄選，得獎者都是行內最優秀的 精英。
Last year, we switched the grand ceremony online. After a small hiatus, we were happy to have our friends in the industry at Hotel ICON to celebrate their success. We hope to see you in a full inperson ceremony once again next year. Congratulations to all of the winners.
去年受疫情影響，頒獎禮移師網上舉行。暫別一年，很高興今 年與各位業內同儕再度於Hotel ICON聚首一堂，一同慶祝業 界的成就。希望明年能夠在頒獎禮上再次與大家見面。恭喜 所有得獎者。
ALI FUNG
General Manager Amway Hong Kong
MILDRED WONG
Director of Brand Development and Field Marketing Artyzen Hospitality Group
WILLIAM TSING
Marketing Director Café de Coral (Hong Kong Fast Food)
52 M MAARRKKET I N G GH OHNOGN KGOKO N G NDG ECD EMBER 52 E TIN ECEM2021 B ER 2019 / JA N UA RY 2020
ELMAN LEE
Marketing Director, North Asia Food & Convenience and Company Communications DFI Retail Group
OLIVIA LUK
Associate Marketing Director D-mop
PATRICK FONG
Head of Trade Marketing (Hong Kong & Taiwan) Ferrero
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JUDGES BRUCEMOND CHAN
Associate Marketing Director Fonterra
LEON DORAI
Assistant Vice President, Product Positioning FWD Group
HENRY HO
Head of Marketing, Häagen-Dazs Hong Kong & Taiwan General Mills
ERIC LEONG
Marketing Director, Brand Marketing GP Batteries
ADRIAN LEUNG
Head of Marketing, Darlie Hong Kong Hawley & Hazel Asia Investment Co.
ERIC THAIN
General Manager – Brand & Customer HK Express
NICK CHAN
Head, Marketing and Branding (Performing Arts) West Kowloon Cultural District Authority
JENKIN HO
Director, Marketing Hong Kong Disneyland Resort
JENNIFER LAM
Head of Marketing & Communications Hongkong Land
WENDY PANG
Director, Communications & PR, Asia Pacific lululemon
EVE LEUNG
Head of Marketing, Branded Products Maxim’s Caterers
PETER LARKO
Director of Marketing and Public Relations Mercedes-Benz Hong Kong
IGOR LAU
KEN LUNG
Head of Corporate Communications Octopus Holdings
JASLIN GOH
Head of Marketing, Design and Customer Experience PayMe by HSBC
SARAH TAM
Director, Head of Marketing & Corporate Communications Peak Reinsurance
MIGUEL ANGEL PASCUAL NOMBELA
Marketing Director Pernod Ricard
WINNIE HO
Senior Corporate Director of Brand Communications Rosewood Hotel Group
BONNIE MAK
Associate Director, Head of eStore Online Group Samsung Electronics Hong Kong
VANESSA TSANG
Head of Retail Marketing Shell
SIMOIS NG
Director of Customer Marketing Sony Hong Kong
ELLEN TSANG
Head of Marketing – Asia ex-Japan State Street Global Advisors
RYAN PURKEY
Head of Digital Tanner De Witt
SALLY CHENG
Brand Director – Greater China & Mongolia The Coca-Cola Company
CATALINA MAN
Head of Group Creative, Group Marketing & International Business TSL Jewellery
Head of Marketing Mox Bank WWW.M A R K ET I N G – I N T ER A C T I V E .C O M
DEBCEER MB2019 E R 2 019 JANU CERY MB ARY E R 2202 02 1R MARK E TING HON KON 3 D ECEM / JA/NDE UA 2020 M0A K E TIN G HO N GG KO NGG 553
5 4 MMAA R R KKET I N GGH H O NOGN G K OKO NG NDG ECDEMBER 54 E TIN ECEM 2021 B ER 2019 / JA N UA RY 2020
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DEBCEER MB2019 E R 2 019 JANU CERY MB ARY E R 2202 02 1R MARK E TING HONG HON KON 5 D ECEM / JA/NDE UA 2020 M0A K E TIN G HO N GG KO NGG 555
EXCELLENCE IN ADVERTISING
GOLD
AIA International Brand: AIA Hong Kong Campaign: AIA “Today • Plan for Your Future” Campaign Agency: Uth Creative Group
SILVER foodpanda Hong Kong Campaign: More Than Just Food Agencies: Carat Media Services Hong Kong, Curious Few BRONZE Coca-Cola China Brand: Coca-Cola Campaign: Coca’Cola’s City Can: We Can! Agency: SOCIETY
EXCELLENCE IN USE OF TECHNOLOGY
GOLD
AIA International Brand: AIA Hong Kong Campaign: iSay – Social Media Prospecting Agency: Accenture Interactive, Greater China
SILVER MTR Corporation Brand: The LOHAS Campaign: The LOHAS Smart Mall Platform BRONZE FWD Insurance Brand: FWD MAX Campaign: FWD MAX 2.0 Revamp Campaign Agencies: DDB Group Hong Kong, Kinetix Systems
EXCELLENCE IN DATA-DRIVEN MARKETING
GOLD
AIA International Brand: AIA Hong Kong Campaign: AIA Digital Dexterity and Leading CX
56 M MAA R R KKET I N G GH OHNOGN KGOKO N G NDG ECD EMBER 56 E TIN ECEM2021 B ER 2019 / JA N UA RY 2020
SILVER Shiseido Hong Kong Campaign: Ultimune (UTM)3.0 Agencies: iProspect Hong Kong, Narrow Door BRONZE AIA International Brand: AIA Hong Kong Campaign: iSay – Social Media Prospecting Agency: Accenture Interactive, Greater China
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EXCELLENCE IN COVID-19 RESPONSE
GOLD
Link Asset Management Campaign: All for Care, Care for All
SILVER FWD Insurance Campaign: Keep Going, Celebrate Living Agency: MSLGROUP SILVER K11 Concepts Campaign: Turning a COVID-19 Crisis into Opportunities BRONZE AXA Hong Kong and Macau Campaign: Everyday gets better with Emma Agency: Publicis Groupe Hong Kong
EXCELLENCE IN CORPORATE SOCIAL RESPONSIBILITY
GOLD
FWD Insurance Campaign: FWD x Hong Chi “Dishes Make Wishes” Campaign Agency: FleishmanHillard Hong Kong
SILVER AIA International Brand: AIA Hong Kong Campaign: Commitment in Nurturing Future Human Capital BRONZE Sun Life Hong Kong Brand: Sun Life Campaign: Our commitment to sustainability brings our Purpose to life Agencies: Narrow Door, PRIZM Group, Point Communications
EXCELLENCE IN CREATIVE DESIGN
GOLD
K11 Concepts Campaign: K11 MUSEA’s Sanitisation Robots Waltz Through the Pandemic
5 8 MMAA R R KKET I N GGH H O NOGN KGOKO N G NDG ECDEMBER 58 E TIN ECEM2021 B ER 2019 / JA N UA RY 2020
SILVER Hong Kong Times Square Campaign: Donald Duck Geometric World BRONZE L'Oréal Hong Kong Brand: YSL BEAUTÉ HONG KONG Campaign: YSL BEAUTY RECORDS Agency: Pontac
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EXCELLENCE IN MASS EVENT
GOLD
New World Development Brand: Culture for Tomorrow Campaign: Discover the State Theater in All of Us
SILVER Alipay Payment Services (HK) Brand: AlipayHK Campaign: Endless Vouchers. Enjoyment Everywhere! Agency: V-Monkeys SILVER Hong Kong Times Square Campaign: Cantopop 101 BRONZE SmarTone Mobile Communications Brand: SmarTone Campaign: 5G LAB for All Agency: Spoon Digital
EXCELLENCE IN CX/UX
C
GOLD
LVMH Brand: Fresh Hong Kong Campaign: Loyalty Programme that Grew Retail in 2020 Agency: Pontac
SILVER MTR Corporation Brand: The LOHAS Campaign: The LOHAS Smart Mall Platform
L'Oréal Hong Kong Brand: YSL BEAUTÉ HONG KONG Campaign: YSL BEAUTY RECORDS Agency: Pontac
MAA RKKET I N GGH H O NOGN G K OKO NG NDG ECDEMBER 6 00 M E TIN ECEM 2021 B ER 2019 / JA N UA RY 2020
Y
CM
BRONZE Ngong Ping 360 Campaign: Ngong Ping 360 x Hang Heung 100 “Eggs-plore 360” Agency: Above The Line
MY
CY
CMY
BRONZE Swire Properties Brand: Cityplaza Campaign: Cityplaza LIVE HAPPY website revamp Agency: Zlashy
EXCELLENCE IN CUSTOMER ENGAGEMENT
GOLD
M
SILVER Coca-Cola China Brand: Coca-Cola Campaign: 365 Taste Of Home Kong Agency: SOCIETY BRONZE lululemon Campaign: Feel Closer to Your Run Agency: Omelette
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EXCELLENCE IN EXPERIENTIAL MARKETING
GOLD
New World Development Brand: Culture for Tomorrow Campaign: Discover the State Theater in All of Us
SILVER Alipay Payment Services (HK) Brand: AlipayHK Campaign: AlipayHK x Sino VouchersLand BRONZE DBS Bank (Hong Kong) Brand: DBS Credit Card Campaign: DBS Live Fresh: Dancing Light Agency: Dentsu International
EXCELLENCE IN EVENT MARKETING
GOLD
New World Development Brand: Culture for Tomorrow Campaign: Discover the State Theater in All of Us
SILVER Reckitt Benckiser Hong Kong Brand: Durex Campaign: Durex Love Series Campaign 2020-2021 Agency: The Bread Digital BRONZE L'Oréal Hong Kong Brand: YSL BEAUTÉ HONG KONG Campaign: YSL BEAUTY RECORDS Agency: Pontac
EXCELLENCE IN EXCLUSIVE EVENT
GOLD
Sun Hung Kai Real Estate (Sales And Leasing) Agency Brands: East Point City, Landmark North, Mikiki, PopWalk, life@KCC, Chelsea Heights, K-Point & Blossom Garden Campaign: Toy Story x PIXAR Carnival Agency: BBG Promotion
6 2 MMAA R R KKET I N GGH H O NOGN KGOKO N G NDG ECDEMBER 62 E TIN ECEM2021 B ER 2019 / JA N UA RY 2020
SILVER DBS Bank (Hong Kong) Brand: DBS Credit Card Campaign: DBS Live Fresh: Dancing Light Agency: Dentsu International BRONZE Sun Hung Kai Real Estate (Sales And Leasing) Agency Brand: Harbour North Campaign: Purple Flower Galore Agencies: Sun Promotion, Wasabi Creation
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EXCELLENCE IN INTEGRATED MARKETING
GOLD
MHK Restaurants Brand: McDonald's Campaign: A New Big Mac for A New Generation Agency: DDB Group Hong Kong
SILVER Coca-Cola China Brand: Coca-Cola Campaign: Coca’Cola’s City Can: We Can! Agency: SOCIETY SILVER foodpanda Hong Kong Campaign: More Than Just Food Agencies: Carat Media Services Hong Kong, Curious Few BRONZE Hong Kong Tourism Board Campaign: Wine & Dine Go Live! Agencies: Mindshare Hong Kong, Grey Hong Kong
EXCELLENCE IN INSURANCE MARKETING
GOLD
FWD Insurance Campaign: Better Coverage, More Comprehensive Protection Agency: DDB Group Hong Kong
SILVER AIA International Brand: AIA Hong Kong Campaign: AIA “Today • Plan for Your Future” Campaign Agency: Uth Creative Group BRONZE Sun Life Hong Kong Campaign: Millennial Retirement Planning Campaign Agencies: Narrow Door, PRIZM Group
EXCELLENCE IN MOBILE MARKETING
GOLD
FWD Insurance Brand: FWD MAX Campaign: FWD MAX 2.0 Revamp Campaign Agencies: DDB Group Hong Kong, Kinetix Systems
I N GGH H O NOGN G K OKO N G NDGECDEMBER 6 44 MMAAR R KKET E TIN ECEM 2021 B ER 2019 / JA N UA RY 2020
SILVER McDonald's Campaign: McDonald’s App Revamp + Value Double Up Campaign Agency: OMD Hong Kong SILVER Sun Hung Kai Real Estate (Sales And Leasing) Agency Brand: Harbour North Campaign: CATART by Shu Yamamoto Agencies: Talors Communications, Wasabi Creation BRONZE ZA Bank Campaign: Be the Game Changer
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EXCELLENCE IN INNOVATION
GOLD
Coca-Cola China Brand: Bonaqua Campaign: Water For Tomorrow Agency: SOCIETY
SILVER TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai Jeh Jeh Agency: Hardchi Creative BRONZE AIA International Brand: AIA Hong Kong Campaign: iSay – Social Media Prospecting Agency: Accenture Interactive, Greater China
EXCELLENCE IN BRANDED CONTENT
GOLD
Carlsberg Brewery Hong Kong Brand: Carlsberg Campaign: DeliverSmooth Agency: We Glow Hong Kong
GOLD
SILVER Octopus Cards Brand: Octopus Campaign: “Take It Easy” Consumption Voucher Campaign Agency: DDB Group Hong Kong BRONZE General Mills Hong Kong Brand: Häagen-Dazs Campaign: Häagen-Dazs “Twinkle Twinkle Little Wishes” Mooncake 2021 Agency: Purple Cow Communications
TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai x Master 7 Mother’s Day Special Agency: Hardchi Creative
EXCELLENCE IN DIGITAL MARKETING
GOLD
Coca-Cola China Brand: Coca-Cola Campaign: 365 Taste Of Home Kong Agency: SOCIETY
6 6 DMEC AREMB K ET ER I N G 2H0O1 N9G/ KJA O NNUA G DREC Y EMBER 2020 MA 2021 R KET ING H O NG KO NG
SILVER Reckitt Benckiser Hong Kong Brand: Durex Campaign: Durex Love Series Campaign 2020-2021 Agency: The Bread Digital BRONZE Carlsberg Brewery Hong Kong Brand: Carlsberg Campaign: DeliverSmooth Agency: We Glow Hong Kong
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EXCELLENCE IN KOL PARTNERSHIP
GOLD
Hong Kong Disneyland Campaign: Magical Occasions Agency: MSLGROUP
SILVER American Eagle Outfitters Hong Kong Brand: Aerie by American Eagle Campaign: Aerie HK Launch Agency: On Air Collective SILVER MHK Restaurants Brand: McDonald's Campaign: A New Big Mac for A New Generation Agency: DDB Group Hong Kong BRONZE HKT Brand: Now TV Campaign: The FANtastic EURO 2020 Agencies: Havas Hong Kong, Mindshare Hong Kong
EXCELLENCE IN LAUNCH/REBRANDING
GOLD
WeLab Group Brand: WeLab Bank Campaign: Virtual Ben – We know, what you “Kong” Agency: Stunz Creative
SILVER P&G Hong Kong Brand: Oral B Campaign: The Arrival of the Future Agency: frengers communications BRONZE TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai Jeh Jeh Agency: Hardchi Creative
EXCELLENCE IN LIFESTYLE & ENTERTAINMENT MARKETING
GOLD
K11 Art Mall and 9GAG Campaign: K11 Art Mall MEME Museum by 9GAG
SILVER Hong Kong Times Square Campaign: Cantopop 101 BRONZE HKT Brand: Now TV Campaign: The FANtastic EURO 2020 Agencies: Havas Hong Kong, Mindshare Hong Kong BRONZE Yahoo Hong Kong Campaign: Yahoo Asia Buzz Awards xR Live 2021 Agency: Above The Line
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EXCELLENCE IN MEDIA STRATEGY
GOLD
Shiseido Hong Kong Campaign: Ultimune (UTM)3.0 Agency: iProspect Hong Kong
SILVER Promise (HK) Brand: Promise Campaign: PROMISE, Diva Rookie Agencies: MediaCom Hong Kong, Wunderman Thompson, Mirum Hong Kong BRONZE SOGO Hong Kong Campaign: SOGO Thankful Weeks 2021 Agency: KREW
EXCELLENCE IN FINANCIAL MARKETING
GOLD
WeLab Group Brand: WeLab Bank Campaign: Virtual Ben – We know, what you “Kong” Agency: Stunz Creative
SILVER FWD Insurance Brand: FWD MAX Campaign: FWD MAX 2.0 Revamp Campaign Agencies: DDB Group Hong Kong, Kinetix Systems BRONZE American Express Campaign: The Road to Platinum Agencies: Ogilvy Hong Kong, UM Hong Kong
EXCELLENCE IN LOYALTY MARKETING
GOLD
Sun Hung Kai Real Estate Agency Brand: apm Campaign: apm All in One Online Portal “happybuymall.com” x Flash Sale @ KOL Live
6 8 DEC M A REMB K ET ER I N G 2H0O1 N9G/ KJA O NG N UADREC Y EMBER 2020 MA 2021 R KET ING H O NG KO NG
SILVER FWD Insurance Brand: FWD MAX Campaign: FWD MAX 2.0 Revamp Campaign Agencies: DDB Group Hong Kong, Kinetix Systems BRONZE Sino Group Brand: S+ REWARDS by Sino Malls Campaign: “Special Missions” Spend Stimulation Campaign
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EXCELLENCE IN SOCIAL MEDIA
GOLD
Vennic Brand: TamJai SamGor Campaign: A Taste Of Memories Agency: Ogilvy Public Relations
SILVER TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai x Master 7 Mother’s Day Special Agency: Hardchi Creative BRONZE lululemon Campaign: Feel Closer to Your Run Agency: Omelette
EXCELLENCE IN PARTNERSHIP
GOLD
Hong Kong Times Square Campaign: Cantopop 101
SILVER K11 Art Mall and 9GAG Campaign: K11 Art Mall MEME Museum by 9GAG BRONZE TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai Jeh Jeh Agency: Hardchi Creative
EXCELLENCE IN HEALTH & BEAUTY MARKETING
GOLD
L'Oréal Hong Kong Brand: YSL BEAUTÉ HONG KONG Campaign: YSL BEAUTY RECORDS Agency: Pontac
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SILVER P&G Hong Kong Brand: Olay Campaign: Secret to Dewy Glowy Skin – Olay WR essence Agency: Starcom Hong Kong BRONZE The Body Shop Campaign: The Body Shop Self-Love Campaign Agency: rsvp communications
DE CE MB E R 2 019 / DE JANU CE MB ARY E R 2202 0201 MARK E TING HONG KON G 6 9
EXCELLENCE IN PUBLIC RELATIONS
GOLD
TamJai International Brand: TamJai Yunnan Mixian Campaign: Tamjai x Master 7 Mother’s Day Special Agency: The Bridge Agency
SILVER MTR Corporation Campaign: The Full Tuen Ma Line Opening Campaign Agency: OMD Hong Kong BRONZE Patisserie La Lune Campaign: The Distance Agency: SOCIETY
EXCELLENCE IN RETAIL MARKETING
GOLD
Coca-Cola China Brand: Coca-Cola Campaign: 365 Taste Of Home Kong Agency: SOCIETY
SILVER Sun Hung Kai Real Estate (Sales And Leasing) Agency Brand: Harbour North Campaign: Purple Flower Galore Agencies: Sun Promotion, Wasabi Creation BRONZE American Eagle Outfitters Hong Kong Brand: American Eagle Campaign: Real Good Together Agency: We Glow Hong Kong
EXCELLENCE IN VIDEO
GOLD
K11 Concepts Campaign: K11 MUSEA’s Sanitisation Robots Waltz Through the Pandemic
70 7 0 DEC M A REMB K ET ER I N G 2H0O1 N9G/ KJA O NG N UADREC Y EMBER 2020 MA 2021 R KET ING H O NG KO NG
SILVER foodpanda Hong Kong Campaign: More Than Just Food Agencies: Carat Media Services Hong Kong, Curious Few BRONZE Carlsberg Brewery Hong Kong Brand: Carlsberg Campaign: DeliverSmooth Agency: We Glow Hong Kong
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EXCELLENCE IN CONTENT MARKETING
GOLD
Carlsberg Brewery Hong Kong Brand: Carlsberg Campaign: DeliverSmooth Agency: We Glow Hong Kong
SILVER K11 Art Mall and 9GAG Campaign: K11 Art Mall MEME Museum by 9GAG Agency: NNNNNNN BRONZE Coca-Cola China Brand: Coca-Cola Campaign: Coca’Cola’s City Can: We Can! Agency: SOCIETY
EXCELLENCE IN TARGETED EVENT
GOLD
L'Oréal Hong Kong SILVER K11 Art Mall and 9GAG Brand: YSL BEAUTÉ HONG KONG Campaign: K11 Art Mall MEME Museum by 9GAG Campaign: YSL BEAUTY RECORDS Agency: Pontac BRONZE BMW Concessionaires (HK) Brand: BMW Campaign: BMW M Town Never Rests Agency: Imagine Lab
GOLD
Sun Hung Kai Real Estate (Sales And Leasing) Agency Brand: Harbour North Campaign: CATART by Shu Yamamoto Agencies: Talors Communications, Wasabi Creation
EXCELLENCE IN PERFORMANCE MARKETING
GOLD
Hawley & Hazel Asia Investment Co. Brand: Darlie Campaign: 2021 Shopper Program Campaign Agency: FABCOM
WWW.M A R K ET I N G – I N T ER A C T I V E .C O M
SILVER SOGO Hong Kong Campaign: SOGO Thankful Weeks 2021 Agency: KREW BRONZE KEF Campaign: KEF E Commerce and Lead Generation Campaign Agency: FABCOM
DE CE MB E R 2 019 / DE JANU CE MB ARY E R 2202 0201 MARK E TING HON G KON G 7 1
Marketer of the Year 年度最佳市場推廣機構
Coca-Cola 可口可樂
At the Marketing Excellence Awards 2021, Coca-Cola took home six awards and the coveted title of “Marketer of the Year”. The beverage company won two gold awards in the Excellence in Retail Marketing, and Excellence in Digital Marketing categories; two silvers in Excellence in Integrated Marketing, and Excellence in Customer Engagement; and two bronzes in Excellence in Content Marketing, and Excellence in Advertising. In the “365 Taste of Home Kong” campaign, the company wanted to take action to help restaurants recover, and bring people together amid the pandemic. The first part of the campaign was to collect recipes from local families and put the stories into a social cookbook. With more than 100 quality recipes and stories received, Coca-Cola selected the best three entries. Afterwards, celebrities visited their kitchens and filmed the stories. The company also celebrated restaurants across the city, showed appreciation and support to all of its restaurant partners, and gave them a helping hand amid the pandemic. Coca-Cola partnered with more than 300 local restaurants and celebrated the unsung heroes behind the scenes. At the same time, it invited Hong Kong
people to support the restaurants, and help them boost their business, together with Coca-Cola. Additionally, a loyalty programme was launched to engage customers. They could join a programme to support all Coca-Cola partner restaurants, collect stamps after every meal, and redeem a free can of Coca-Cola or other beverages. Meanwhile, Coca-Cola China's Bonaqua also launched the "Water For Tomorrow" campaign, as Bonaqua was aimed at being brand for sustainability, offering label-less bottle packaging, renewed 100% rPET bottle and extended water station services. The campaign was aimed at maintaining its market leading position in the still water category and its status as the target audience's favourite brand. To promote the rebranding vision, Bonaqua dominated the media space in Causeway Bay, in addition to plenty of ads on the exteriors of buses, spreading the message all over the city. Bonaqua also partnered with HKTVmall and YouTube channel Pomato to engage young adults and teenagers, with targeted delivery of the manifesto circulating in all mainstream platforms through programmatic networks.
7 2 MMAA R R KKET I N GGH H O NOGN KGOKO N G NDG ECDEMBER 72 E TIN ECEM 2021 B ER 2019 / JA N UA RY 2020
在「市場推廣卓越大獎 2021」上，可口可 樂共榮獲六個獎項，並勇奪「年度最佳市 場推廣機構」最高殊榮。該飲料公司分別 在零售營銷卓越大獎和數碼營銷卓越大 獎兩個組別贏得金獎；在綜合營銷卓越大 獎和客戶參與卓越大獎兩個組別贏得銀 獎；以及在內容營銷卓越大獎和廣告卓越 大獎兩個組別贏得銅獎。 可口可樂希望透過其「365 Taste of Home Kong」推廣活動振興本港餐飲 業，並在疫情下團結市民大眾。該推廣活 動首先收集本地家庭食譜，然後連同背後 的故事上載至社交平台。 可口可樂從收到的過百個精彩食譜和 故事之中選出三甲，之後請來名人到訪這 些家庭的廚房，並將故事拍成影片。疫情 下，可口可樂亦大力支持全港餐廳食肆， 向其所有餐廳合作夥伴作出表揚及給 予 支持，並向他們伸出援手。 可口可樂 與 超 過 30 0 家 本 地餐 廳 合 作，並向其背後的無名英雄致敬。與此同 時，亦邀請港人與可口可樂攜手支持這些 餐廳，幫助他們振興生意。 此外，可口可樂又推出忠誠度計劃，顧 客可透過參與計劃支持所有可口可樂合作 餐廳。顧客每次在這些餐廳用餐後，可收 集印花以換取免費可口可樂或其他飲品。 可口可樂中國旗下品牌Bonaqua同時 推出了名為「Water For Tomorrow」的市 場推廣活動。該公司重新推出了 Bonaqua 品牌，以及推出無招紙包裝及100%再造的 rPET水樽，同時加強加水站服務，藉此推 廣可持續理念。此推廣活動希望維持品牌 於無氣泡水的市場領導地位，並繼續成為 深受目標顧客喜愛的品牌。 另外，Bonaqua重新推出後，亦透過 於銅鑼灣推出戶外廣告，以及於巴士車身 刊登廣 告，將品牌的新願景推 廣 至全香 港。Bonaqua亦與 HKTVmall及YouTube 頻 道 Pomato 合 作，經 程 式 化 平 台加 強 推廣品牌，希望吸引年輕成人及青少年的 注意。
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