THE ART & SCIENCE OF CONNECTING WITH CONSUMERS
HONG HO O NG N G KONG G
FEBRUARY 2014
marketing-interactive.com ma a rk rke ke ting-in i n teract int in t e ctt iv i v e .co ive com co m
The MARKies are a companion to the celebrated Agency of the Year Awards and recognise the most innovative, creative and effective campaigns or projects spanning Hong Kong’s entire marketing services industry. Get your entries in now. Creative Ideas 1. Best Idea – Apps 2. Best Idea – Content Marketing 3. Best Idea – Events 4. Best Idea – Experiential 5. Best Idea – Gaming 6. Best Idea – Integrated Marketing 7. Best Idea – Loyalty & CRM 8. Best Idea – Out of Home 9. Best Idea – Print 10. Best Idea – Public Relations 11. Best Idea – Retail 12. Best Idea – Social 13. Best Idea – TV 14. Best Idea – Viral 15. Best Idea – Web Design
Media Usage 16. 17. 18. 19. 20. 21. 22. 23. 24.
Best Best Best Best Best Best Best Best Best
Use Use Use Use Use Use Use Use Use
of of of of of of of of of
Apps Gaming Integrated Media Mobile Online Out of Home Print Search Social
Submission deadline: 3 March Awards night: Friday, 30 May, JW Marriott Hotel Hong Kong
Submit your entries TODAY! For more information on the awards or entries, please contact Cindy Yeung at +852 2861 1882 or email cindyy@marketing _ interactive.com For sponsorship opportunities, please contact Josi Yan at +852 2861 1882 or email josiy@marketing _ interactive.com
Brought to you by:
aotyawards.com/HK
Editorial Matt Eaton, Group Editor matte@marketing-interactive.com Jennifer Chan, Reporter jenniferc@marketing-interactive.com Tracy Chan, Bilingual Sub Editor tracyc@marketing-interactive.com International Team Rayana Pandey, Editor (Singapore) rayanap@marketing-interactive.com Vivian Chong, Editor (Malaysia) vivianc@marketing-interactive.com Oliver Bayani, Editor (Philippines) oliverb@marketing-interactive.com Events Cathy Luk, Events Manager cathyl@marketing-interactive.com Cindy Yeung, Events Executive cindyy@marketing-interactive.com Advertising Sales - Hong Kong Josi Yan, Sales Director josiy@marketing-interactive.com Sara Wan, Senior Account Manager saraw@marketing-interactive.com Suki Hung, Account Manager sukih@marketing-interactive.com Advertising Sales - International Che Winstrom, Sales Manager (Singapore) chew@marketing-interactive.com Ginnee Leong, Head of Sales (Malaysia) ginneel@lighthouse.com.sg Production and Design Shahrom Kamarulzaman, Regional Art Director shahrom@lighthousemedia.com.sg Evisu Yip, Senior Designer evisuy@lighthousemedia.com.sg Finance Evelyn Wong, Regional Finance Director evelynw@lighthousemedia.com.sg Marketing June Tan, Regional Marketing Executive junet@lighthousemedia.com.sg Management Tony Kelly, Managing Director tk@marketing-interactive.com Justin Randles, Publisher jr@marketing-interactive.com Lighthouse Independent Media Ltd. Printed in Hong Kong by Asia One Printing Ltd. For subscriptions, contact circulations at +65 6423 0329 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. 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 Hong Kong: Lighthouse Independent Media Ltd Unit A, 7/F, Wah Kit Commercial Building 300 Des Voeux Road Central, Sheung Wan, Hong Kong Tel: +852 2861 1882 Fax: +852 2861 1336 Malaysia: Lighthouse Independent Media Sdn Bhd, Suite 11.7 11th Floor, Bangunan Yee Seng 15 Jalan Raja Chulan, Kuala Lumpur Malaysia Tel: +603 2072 0355 Fax: +603 2075 0395 To subscribe to Marketing magazine, go to: www.marketing-interactive.com SCAN TO SUBSCRIBE
Matt Eaton Group Editor WWW.M A R K ET I N G - I N T ER A C T I V E.C O M
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No. 1 Digital Media of The Year in Local Business & Finance* The ideal platform to reach out to the affluent and high-net-worth consumers. To place ads, contact us at digital-sales @hkej.com or 852-2856 6363.
*Digital Media of the Year Award 2012 and 2013, Marketing Magazine
www.hkej.com
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OPENING FEATURE
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CASE STUDY >> CLAIM AT FINGERTIPS
CHALLENGE: Complicated claiming processes and lengthy processing times have always been a customer’s biggest annoyance. It was also a problem for the entire industry. While general insurance was Zurich’s strength, clients tended to easily switch between companies following their personal agents. So how could it retain and attract new customers by delivering superb services and unprecedented simple claiming processes? OBJECTIVE: To provide simple and convenient claiming processes to clients. To build trust between Zurich and clients and retain customer loyalty. To save Zurich’s administrative resources on claiming processes.
CAMPAIGN CLAIM AT FINGERTIPS CLIENT ZURICH INSURANCE (HONG KONG) AGENCY THE GRAVITAS GROUP 30 M A R K ET I N G H O N G K O N G FEBR UARY 201 4
STRATEGY AND EXECUTION: It is an unpleasant experience having an accident. Zurich was ambitious to transform the cumbersome claiming processes to make them intuitive, instant and on-the-go. Zurich is the pioneer in the market in developing a mobile application to provide an express way to ease all the hassles after a misfortune. Simply take photos of the accident, such as a damaged suitcase or home ceiling, and other supporting documents. Then submit via the app anytime, anywhere, unlimited to Hong Kong. It is so fast a travel claim settlement may arrive before you have returned to Hong Kong. RESULTS: As the average time of completing a claim was less than 10 minutes, Zurich’s insurance claiming platform was widely used by clients. It has consolidated Zurich’s grand position as market leader in the insurance industry in Hong Kong. It also created a winwin accomplishment because the admin cost of handling general insurance claims was greatly reduced. With this platform, Zurich redefined the insurance claiming process to promote its business. This revolutionary service was also recognised with three gold awards at Marketing magazine’s Mob-Ex 2013, taking out Best mCommerce Solution, Best User Experience and Best Innovative Use of Mobile.
挑戰﹕繁複的保險 索償 程 序及漫長的處 理時 間最令顧客煩惱，亦是整個保險業界的不足之 處。雖然一般保險業務是蘇黎世保險的強項， 但客戶很容易會跟隨個人保險經紀轉投保險公 司。如何透過提供意想不到的優質服務及前所 未有的簡易索償程序來留住及吸引新客戶﹖ 目標﹕為客戶提供最簡單方便的索償程序。在 蘇黎世保險與客戶之間建立信任及保持客戶忠 誠度。節省蘇黎世保險在索償過程中所耗費的 行政資源。 策略及執行﹕遇上意外是一個不愉快的經歷， 蘇黎世保險銳意將繁瑣的索償程序變得即時、 快捷、方便。蘇黎世保險首創以手機應用程式 提供特快索償服務，只須簡單拍下意外情況， 如 破 損 的 行 李 箱 或 家 裡 的 天花 板，並 附上 其 他 證 明 文件，便 可 隨 時 隨 地 無 限 次 提 交 索 償 申請，旅 遊 索 償 甚 至 有 機 會 在 回 港 前 已 獲 得 賠償。 結果﹕整 個索償 過程在平均少於10 分鐘內完 成，因此蘇黎世保險的索償平台得到廣泛客戶 使用，鞏固了蘇黎世保險在香港保險業界的領 先地位。此外，處理一般保險業務索償的行政 費用大幅減低，造就雙贏的局面，蘇黎世保險 更 透 過 這個平台在保險 索償 過程中推 廣 其 業 務。革命性的服務在《Marketing》雜誌「手機 市場推廣卓越大奬2013」中贏得最佳流動電子 商務解決方案、最佳用戶體驗、及最佳創新手 機應用三個組別的金獎殊榮。 WWW. MARK E TING-IN TE RAC TI VE . C OM
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CASE STUDY >> SEARCH ENGINE OPTIMISATION OF HKU SPACE WEBSITE
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We craft in the digital world
Web / Mobile / Social Media info@theorigo.com
+852 3422 8905
www.theorigo.com
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Find out more at www.affluential.com/marketing-interactive, or contact us at contact@affluential.com. Agility Research & Strategy, 300 Beach Road, #14-07, The Concourse, Singapore 199555 T: +65 6396 6832 | F: +65 6396 6583 | E: contactus@agility-research.com
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(852) 8104 8872 (852) 8106 8872 enquiry@milton-exhibits.com www.milton-exhibits.com Beijing · Dalian · Shanghai · Guangzhou · Macao · Hong Kong · Taipei · Singapore · New Delhi · Mumbai © Milton Exhibits Group. All Rights Reserved.
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