Marketing Magazine HK - Jan 2014

THE ART & SCIENCE OF CONNECTING WITH CONSUMERS

DECEMBER 2013/JANUARY 2014

HONG KONG

marketing-interactive.com

改 造 者

FOR THE HEAD OF FIRST TIME, TH CSL TELL E NEW M THE BUR S WHAT LIES AH ARKETING GEONING EAD FO 新 T E L CO B R 有限 任 公司 香港 RAND 移 首次 (CSL)市 動通訊 電 訊 披 露 務總 品牌 這個 裁 的前 新興 景如 何

CHEWIN WITH CH G THE FAT 與朱 U 嘉 PAGE 6 盈閒聊

MARKET AWARDS ING EXCELLENC E 市場 2013 推廣 PAGE 24 卓越大 獎2 0

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CAREERS

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新聞剖析

NEWS ANALYSIS

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Yahoo Big Idea Chair Awards Presentation Gala Dinner was held on Nov 4 housed over 330 distinguished guest. Special appearance of Lenka and her band marked the climax of the night. Yahoo congratulates all the winning advertisers and agencies for their continuous support over the years.

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4 1. The BIC Award Presentation was held in Harbour Grand Hotel on Nov 4.

2. Special guest performance by Lenka and the band 3. Mindshare won Yahoo Big Idea Chair 5-Years Award – Agency Award 4. The special Yahoo Big Idea Chair 5-Years Award winners: Citibank and Cartier 5. Wunderman | AGENDA won Best Advertising Agency Award 6. Starcom MediaVest won Best Media Agency for Display Award 7. iClick Interactive Asia won Best Media Agency for Search Award 8. HSBC won the Yahoo Big Idea Chair Award 2013 - Outstanding Award

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Presented by

Penny Wong General manager AMAZE Mobile Media Deep linking is the strategy of linking products on mobile ads to specific product landing pages to drive sales. Recently, I’ve finally seen a mobile ad format in Hong Kong supporting the deep linking strategy. Estée Lauder bundles multiple products on the same ad, with independent hyperlinks attaching to specific products. According to studies, up to a 30% failure in conversion was due to audiences’ difficulties getting from the home page to a specific product page. Thus, deep linking serves as a perfect solution to enhance shopper experience, leading to a high conversion rate. Deep linking strategy on mobile is best for driving an immediate surge in online sales, such as seasonal promotions.

It is also effective for impulsive buying, without having to drill down on specifications, for example, fashion beauty and deal-of-the-day products.

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目錄

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China • Dubai • Hong Kong • India • Indonesia • Japan • South Korea • Macau M a l a y s i a • P h i l i p p i n e s • S i n g a p o r e • T h a i l a n d • Ta i w a n • V i e n t a m

SUN MOBILE

MOBILE ADVERTISING

PROFESSIONAL MOBILE SERVICES

Direct Messaging Delivery SMS/MMS Services Variable Field Matching SMS – VMS In-Message Telecom Services

Theme MSC Layers MMS Advanced Technology – Theme MMS Services

Profiled Generating Message Services Location Based Telecom Services

Website www.sunmobilecorp.com Hong Kong Office Telephone (852) 2824 8692 Email marketing-asia@sunmobilecorp.com

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Holiday Inn outlets around the world boosts its appeal to children with colourful facilities and events like egg races. 世界各地的假日酒店以色彩繽紛的設施及活動吸引小朋友，例如傳雞蛋遊戲。

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Annual Hotels.com campaigns promote the efficiency of online bookings.

Hotels.com年度推廣計劃宣傳其網上預約服務的效率。

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市場推廣 卓越大獎

MARKETING EXCELLENCE 2013 AWARDS

After a huge launch in 2012, the Marketing Excellence Awards returned for a second run and what a year it has been for Hong Kong’s marketing industry.

The standard of work in this year’s field was strong. Standout campaigns from Ogilvy and WWF’s Vote Ruby, alongside great work from City Chain and McCann Worldgroup, Durex’s “Performan” and the Rubber Duck at Harbour City, to name a few, were huge hits.

To recognise the newer areas of CSR, social media and location-based marketing, we expanded the MEA awards in 2013, adding new categories and revamping a few existing ones.

If you walked away with an MEA trophy, you should be proud. We had a record 18 top-tier judges this year from some of Hong Kong’s most respected companies.

A huge congratulations to all the 2013 winners and thank you to all our judges for taking the time (and it does take time) to judge the work. Your support lends a huge amount of credibility to the process.

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經過2012年的大成功後，「市場推廣卓越大 獎」強勢回歸，以表揚香港市場推廣業界過去 一年的表現。 今年業界的表現卓越，奧美與世界自然基 金會合作的「齊撐Ruby」行動、時間廊與麥 肯世界集團攜手打造的出色廣告、杜蕾斯《持 力奇俠》、以及海港城「Rubber Duck@海港 城」展覽等等，都引起全城熱話。 為表揚在企業社會責任、社交媒體及定位 市推廣新領域的出色作品，2013年的「市場推 廣卓越大獎」增設新得獎組別及對一些現行組 別進行改革。 我們邀請了18位來自香港著名企業的高級 管理人員擔任今年的評審，當晚的得獎者應為 自己取得的成就感到自豪。 在此恭喜2013年的所有得獎者，並衷心感 謝各位評審在百忙中抽出寶貴的時間為我們進 行評選工作，你的支持令獎項更具代表性。

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MARKETER OF THE YEAR

年度最佳市場推廣機構

Hong Kong Disneyland Effective use of mobile technology and integrated executions saw Hongkong International Theme Parks Limited, or Hong Kong Disneyland Resort, snatch three gold and two silver at this year’s Marketing Excellence Awards, in addition to the overall award of Marketer of the Year.

The company stands out with its executions, especially in the digital space. Its mobile campaign, “Let’s Animate”, under the Star Guest Program, grabbed top spot in the Excellence in Use of App category. The app provides a platform for users to create customised celebratory e-cards adorned with iconic Disney characters, syncing with social media where users are encouraged to share their works on email, Facebook and Twitter.

The app reached more than 250,000 downloads in four months and more than three million views on its TV commercial as a result.

Its strength on mobile was also exemplified in this year’s Halloween promotion. The interactive “Choose Your Dark Side” mobile app snatched gold in the Excellence in Location-based Marketing category. The location-based app, which drew in 50,000 downloads, tells the story on the clash between two evil forces Vampire Coven and Were Tribe where users get to choose a team WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

and challenge the foe by searching AR codes. It was fully integrated with social media where users were encouraged to share their achievements on Facebook and encourage Facebook friends to join force. As a result, the app reached the highest ranking of the top three in overall Hong Kong apps on both iOS and Android.

The overall campaign, which was also crowned as the top in the Excellence in Media Strategy category and grabbed silver in the Excellence in Digital Marketing category, generated more than 50 media clippings and over HK$1.2 million in free media coverage.

On the launch front, the company had a strong push to promote its new attraction Mystic Point, securing second spot in Excellence in Launch Marketing for the campaign, “Unlock the Mystery of Mystic Point”. Highlighting its visual illusions and special effects, the activation spanned print, online, mobile, OOH and TV. The campaign marked a stellar result with its top-ofmind awareness increasing 7% points compared with the same period last year.

The above MEA-winning campaigns were strategically led by Maple Lee, vice-president of marketing at Hong Kong Disneyland Resort and the Hong Kong marketing team.

善用流動科技及綜合製作，香港國際主題樂園 有限公司(香港迪士尼樂園度假區)在今年的「市 場推廣卓越大獎」頒獎禮上勇奪三金兩銀，並 贏得「年度最佳市場推廣機構」大獎。 該公司的宣傳製作出色，在數碼領域的表 現尤其突出，其「迪士尼星級款待」大型推廣 計劃的手機推廣活動「Let’s Animate」贏 得最佳應用程式組別的金獎。該應用程式提供 一個平台讓用戶自製印有迪士尼卡通人物的 電子賀卡，並且結合社交媒體，用戶可透過 電郵、Facebook及Twitter與朋友分享自己的 傑作。 該應用程式在四個月內錄得超過250,000次 下載率，電視廣告亦錄得超過300萬次瀏覽。 今年的萬聖節宣傳活動亦充分體現了樂園 在流動通訊領域的優勢。其互動手機應用程式 「黑色聯盟戰」奪得最佳定位市場推廣組別的 金獎。該定位應用程式以殭屍黨與狼人族兩大 邪惡勢力對峙的故事作引子，用戶可選擇加入 其中一個陣營，然後透過搜尋AR碼與敵人對 決。用戶亦可透過Facebook與朋友分享成績， 並邀請Facebook朋友加入陣營，充分結合了社 交媒體功能，因此吸引了50,000次下載，成為 全港iOS及Android應用程式下載率前三名的應 用程式。 其整體宣傳計劃共獲得超過50篇媒體報 導、從免費媒體獲得的廣告收益達港幣120萬 元，因此贏得最佳媒體策劃組別的金獎，以及 最佳數碼市場推廣組別的銀獎。 在推廣方面，樂園大力宣傳其新園區迷離 莊園，更憑「Unlock the Mystery of Mystic Point」活動贏得最佳行銷策劃組別的銀獎。該 宣傳活動着重視覺影像及特別效果，覆蓋報章 雜誌、網絡、流動通訊、戶外廣告及電視，令 知名度較去年同期上升7%，取得耀眼的成果。 以上所有得獎作品均由香港迪士尼樂園市 務副總裁李嘉麗及香港市場推廣團隊帶領。

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Excellence in Integrated Marketing

SILVER

Ultimate Voice Brand PCCW-HKT mobile service Agencies Uth Creative Group Limited/MediaWise HK

BRONZE

See the World at Home Brand Wyeth Gold Agencies OMD Hong Kong/TBWA\Hong Kong

GOLD

Rubber Duck@Harbour City Brand Harbour City Agencies AllRightsReserved. Ltd/IPS/Muse

Finalists Real Life Never Stops Brand AIA Group Agency TBWA\Hong Kong

Doraemon Brings Innovative Surprises through Joyful Experiences Brand Harbour City Agencies AllRightsReserved. Ltd/IPS/Muse

Excellence in Loyalty Marketing

SILVER City Triple

Brand Shangri-La Golden Circle Agency Ogilvy & Mather Group, Hong Kong

BRONZE

Genki Sushi Loyalty Campaign Brand Genki Sushi Agencies Cherrypicks Limited/Rice 5 Limited/Turn Creative Limited

GOLD

My Starbucks Rewards™ Brand Starbucks Agency Wunderman | AGENDA Hong Kong

Finalists Compass Rewards App Brand Compass Visa Agency New Digital Noise

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Surprise Rewards – redeem rewards at discounted 360 points Brand Standard Chartered Bank (Hong Kong) Limited

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Excellence in Mobile Marketing

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Discover Hong Kong • AR Walks Mobile App Series Brand Hong Kong Tourism Board Agency Cherrypicks Limited

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The Low Low Price Watcher Game Brand Wellcome Agencies McCann Erickson/Universal McCann

BRONZE

PIZZA HUT BIG BOX BIG PARTY Brand Pizza Hut Agency Ogilvy & Mather Group, Hong Kong

GOLD

Download hotels.com app Brand Hotels.com Agency Fetch

Finalists See the World at Home Brand Wyeth Gold Agencies OMD Hong Kong/TBWA\Hong Kong

Disney’s Haunted Halloween – Choose Your Dark Side Brand Hong Kong Disneyland Resort Agency Mindshare Hong Kong Limited

Excellence in Use of Apps

SILVER

My Starbucks Rewards™ Brand Starbucks Agency Wunderman | AGENDA Hong Kong

BRONZE

Compass Rewards App Brand Compass Visa Agency New Digital Noise

GOLD

Let’s Animate Brand Hong Kong Disneyland Resort Agency Green Tomato Limited

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Finalists Disney’s Haunted Halloween – Choose Your Dark Side Brand Hong Kong Disneyland Resort Agency Mindshare Hong Kong Limited

See the World at Home Brand Wyeth Gold Agencies OMD Hong Kong/TBWA\Hong Kong

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Excellence in Media Strategy

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The Performan Brand Durex Agencies PHD Hong Kong/Kitchen

BRONZE

Two Thoughts One Goal Brand Wyeth Materna Agencies OMD Hong Kong/Wunderman | AGENDA Hong Kong

GOLD

Disney’s Haunted Halloween – Choose Your Dark Side Brand Hong Kong Disneyland Resort Agency Mindshare Hong Kong Limited

Finalists AIA K-POP 2013 Campaign Brand AIA Group Hong Kong Agency Pixo Punch Limited

Rubber Duck@Harbour City Brand Harbour City Agencies AllRightsReserved. Ltd/IPS/Muse

Excellence in Corporate Social Responsibility

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Don’t Be Haunted

By Your Sexual Past Brand Aids Concern Agency TBWA\Hong Kong

BRONZE Vote Ruby

Brand WWF Agency Ogilvy & Mather Group, Hong Kong

GOLD

Earth Hour 2013 Brand WWF Agency Fluid HK

Finalists Raising Awareness for Local Entrepreneurship Brand CoCoon Agency Lighthouse Consultant Limited

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FASHIONALLY Brand HKTDC Agency DASH Co. Ltd.

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Excellence in Sponsorship

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Road to Old Trafford Brand Hong Kong Jockey Club Agencies OMD Hong Kong/ ActionHouse International Limited

BRONZE

“Beat the Banana!” Charity Run Brand Wellcome

GOLD

“Always Game” Rugby Sevens Campaign Brand Cathay Pacific Airways Agency McCann Erickson

Finalists Longines Hong Kong Masters Brand EEM World/Longines Agency Uniplan Hong Kong Limited

Mead Johnson Baby Log Book Brand Mead Johnson Agency Starcom MediaVest Group

Excellence in Product Placement

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Sony Xperia™ Perfect Zs Cooking Class Brand Sony Mobile Communications Agency Anac Solutions Limited

BRONZE

A Taste of Mum’s Life Brand Wyeth ILLUMA Agencies OMD Hong Kong/TBWA\Hong Kong

GOLD

Kotex Softness Surprise Brand Kotex Agency Ogilvy & Mather Group, Hong Kong

Finalists The most enchanting tasting experience – Arome Bus Event Brand Arome Agency Maxus Hong Kong

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Strengthen brand compass through TV product placement in relevant context Brand Airwaves Gum Agency MediaCom Limited

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Excellence in Use of New Technology

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Power-up Moonwalkers – SPREAD the Message of Saving Sight Brand ORBIS Hong Kong Agency Hotmob

BRONZE

HKT Smart Living Launch Campaign Brand HKT Smart Living Agency Communion W

GOLD

See the World at Home Brand Wyeth Gold Agencies OMD Hong Kong/TBWA\Hong Kong

Finalists Noise Free Cinema Brand UA Cinemas Agency Grey Group Hong Kong

Jasons Secret Garden Brand Jasons • Food & Living Agency Designercity

Excellence in Advertising

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Time is Love Brand Solvil et Titus Agency McCann Worldgroup Hong Kong Limited

BRONZE

The Strength of Persistence Brand Watsons Water Agency Grey Group Hong Kong

GOLD

Real Life Never Stops Brand AIA Group Agency TBWA\Hong Kong

Finalists ECA Launch Brand Mandatory Provident Fund (MPF) Employee Choice Arrangement (ECA) Agency Draftfcb Hong Kong Limited

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The Performan Brand Durex Agencies PHD Hong Kong/Kitchen

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Excellence in Data-Driven Marketing

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Online Acquisition Brand Hotels.com Agency PHD Singapore

BRONZE

Credit Card – Red Hot Dine & Fly Brand Hong Kong and Shanghai Banking Corporation Agencies Mindshare HK Limited/JWT

GOLD

Credit Card Audience Planning Brand Citibank Credit Card Agency MEC Hong Kong

Finalists Compass Rewards App Brand Compass Visa Agency New Digital Noise

Stay Curious Brand Lee Jeans Hong Kong Agency Beehive Strategy

Excellence in Digital Marketing

SILVER

Disney’s Haunted Halloween – Choose Your Dark Side Brand Hong Kong Disneyland Resort Agency Mindshare Hong Kong Limited

BRONZE Stay Curious

Brand Lee Jeans Hong Kong Agency Beehive Strategy

GOLD

Photo Kidictionary Brand Canon IXUS Agency Draftfcb Hong Kong Limited

Finalists Compass Rewards App Brand Compass Visa Agency New Digital Noise

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Solvil et Titus “Love Contract” campaign Brand Solvil et Titus Agency Pixo Punch Limited

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Excellence in Retail/Shopper Marketing

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LET’S LINE Brand Circle K Agency Rena Creative Products Ltd.

BRONZE

Building a Stronger Brand through Credit Card Perceptual Scale at Shopping Malls Brand Citibank (Hong Kong) Limited Agency Publicis

GOLD

Eat Play Love Brand Maxim’s Caterers Limited Agency Maxus Hong Kong

Finalists Shop Elsewhere Brand Shop Elsewhere Agency Ogilvy & Mather Group, Hong Kong

Shiseido Bio-Performance: The Time Journey Brand Shiseido Agency Maxus Hong Kong

Excellence in Search Marketing

SILVER

“Always On” Search Marketing Brand Standard Chartered Bank (Hong Kong) Limited Agencies PHD Hong Kong/Resolution

BRONZE

Credit Card – Red Hot Dine & Fly Brand Hong Kong and Shanghai Banking Corporation Agencies Mindshare HK Limited/JWT

GOLD

Finalists

Brand Sony Consumer Electronics Agency iProspect Hong Kong Limited

Maximising Returns Through Direct Online Reservations Brand Shangri-La Hotels & Resorts Agency iProspect Hong Kong Limited

Finding Sony: 360 Digital Optimisation Strategy

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Search for the Perfect Moment – Integrated SEM/SEO Campaign for The Peninsula Hotels Brand The Peninsula Hotels Agency iProspect Hong Kong Limited

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Excellence in Location-Based Marketing

SILVER

Power-up Moonwalkers – SPREAD the Message of Saving Sight Brand ORBIS Hong Kong Agency Hotmob

BRONZE

Standard Chartered Bank (Hong Kong) Limited Branch Localised Promotions

GOLD

Choose Your Dark Side Challenge Brand Hong Kong Disneyland Resort Agency Green Tomato Limited

Finalists Shop Elsewhere Brand Shop Elsewhere Agency Ogilvy & Mather Group, Hong Kong

Wrangler Mileage Brand Wrangler Agency TBWA\Digital Arts Network Hong Kong

Excellence in Experiential Marketing

SILVER

Doraemon Brings Innovative Surprises Through Joyful Experiences Brand Harbour City Agencies AllRightsReserved. Ltd/IPS/Muse

BRONZE

The Low Low Price Watcher Game Brand Wellcome Agencies McCann Erickson/Universal McCann

GOLD

Shiseido Bio-Performance: The Time Journey Brand Shiseido Agency Maxus Hong Kong

Finalists adidas Run Cool with Music Brand adidas Hong Kong Agency Carat Media Services Hong Kong Limited

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Kotex Softness Surprise Brand Kotex Agency Ogilvy & Mather Group, Hong Kong

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Excellence in Out-Of-Home Marketing

SILVER

The Joyful Bus Waiting Experience Brand Samsung Agency Starcom MediaVest Group

BRONZE

See the World at Home Brand Wyeth Gold Agencies OMD Hong Kong/TBWA\Hong Kong

GOLD

Wellcome 68th Anniversary Time Tunnel Brand Wellcome Agencies Grey Group Hong Kong/Universal McCann

Finalists Real Life Never Stops Brand AIA Group Agency TBWA\Hong Kong

QR Cookies Brand Four Directions Agency Grey Group Hong Kong

Excellence in Consumer Insights/Market Research

SILVER

Customer Charter Brand Standard Chartered Bank (Hong Kong) Limited

BRONZE

PIZZA HUT BIG BOX BIG PARTY Brand Pizza Hut Agency Ogilvy & Mather Group, Hong Kong

GOLD

Rethink Banking Brand Citibank (Hong Kong) Limited Agency Publicis

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Finalists The Golden Teeth Promise Brand PrimeCredit Agencies Maxus Hong Kong/Uth Creative Group Limited

Two Thoughts One Goal Brand Wyeth Materna Agencies OMD Hong Kong/Wunderman | AGENDA Hong Kong

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Excellence in Social Media Marketing

SILVER

Real Life Never Stops Brand AIA Group Agency TBWA\Hong Kong

BRONZE

Rubber Duck@Harbour City Brand Harbour City Agencies CMRS Digital Solutions Limited/Brandtology/ Mercury Digital Marketing Communications

GOLD MvsW

Brand Nike Hong Kong Ltd. Agency Wunderman | AGENDA Hong Kong

Finalists Estée Lauder Hong Kong Social Media Year Round Campaign Brand Estée Lauder Hong Kong Agency PacificLink iMedia Limited

Run Sailor Run Brand Crocs Agency Ogilvy & Mather Group, Hong Kong

Excellence in Public Relations

SILVER

London 2012 Paralympic Games – Cheers Hong Kong Brand Plaza Hollywood Limited Agency Wasabi Creation

BRONZE

Road to Old Trafford Brand Hong Kong Jockey Club Agencies OMD Hong Kong/ActionHouse International Limited

GOLD Vote Ruby

Brand WWF Agency Ogilvy & Mather Group, Hong Kong

Finalists Business of Design Week Brand Hong Kong Design Centre Agency DT Communications Asia Pacific

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Movember Launches in Hong Kong Brand Movember Agency Racepoint Group

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新聞剖析

NEWS ANALYSIS

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Excellence in Launch Marketing

SILVER

Unlock the Mystery of Mystic Point Brand Hong Kong Disneyland Resort Agency Mindshare Hong Kong Limited

BRONZE

7-Eleven Monsters University Student Association Brand 7-Eleven Agency Wunderman | AGENDA Hong Kong

GOLD

Ultimate Service Brand PCCW-HKT mobile service Agencies Uth Creative Group Limited/MediaWise HK

Finalists Disney’s Haunted Halloween – Choose Your Dark Side Brand Hong Kong Disneyland Resort Agency Mindshare Hong Kong Limited

Yahoo Supermart Launch Brand Yahoo Hong Kong Agency iPR Ogilvy Ltd

Excellence in Branded Content

SILVER

The Performan Brand Durex Agencies PHD Hong Kong/Kitchen

BRONZE

The Very Heart of Shanghai Brand Shangri-La Hotels and Resorts Agency Ogilvy & Mather Group, Hong Kong

GOLD

Hotels.com Xtreme Booking 3 Brand Hotels.com

Finalists A social media and commerce platform focus on fashion and beauty Brand VISS Agency VS Media

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A Taste of Mum’s Life Brand Wyeth ILLUMA Agencies OMD Hong Kong/TBWA\Hong Kong

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Excellence in Event Marketing

GOLD

Take Away Art Brand Affordable Art Fair Agencies AOMM Creative/QNM Communications/ The Antithesis

SILVER MvsW

Brand Nike Hong Kong Ltd. Agency Wunderman | AGENDA Hong Kong

BRONZE

Audi High Performance Vehicle Launch

GOLD

Rubber Duck@Harbour City

Brand Audi Hong Kong Agency Luminous Experiential Marketing Communications

Brand Harbour City Agencies AllRightsReserved. Ltd/IPS/Muse

Finalists Doraemon Brings Innovative Surprises through Joyful Experiences Brand Harbour City Agencies AllRightsReserved. Ltd/IPS/Muse

TITLE SPONSOR

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Road to Old Trafford Brand Hong Kong Jockey Club Agencies OMD Hong Kong/ActionHouse International Limited

SPONSORS

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The judging panel Judging criteria The entries were assessed based on market circumstances, strategic foresight behind the campaign or initiative, the delivery and execution and, of course, results. To ensure no conflict of interest, judges did not score their own campaigns.

Entrants were required to structure their cases based on the following four criteria: Problem (20%), solution (30%), delivery (30%) and performance (20%).

The overall scores for each category were then tabulated and ranked, with the five best entries short-listed as finalists.

In the event the scores between fifth and sixth were too close to call (that is, the difference was less than two percentile points), a sixth finalist would be called. Gold, silver and bronze winners were determined based on the top three scoring entries in each category.

Winning Marketer of the Year The title is reserved for the organisation that performs best in all Marketing Excellence Awards categories.

This year, the race for Marketer of the Year saw a close fight between Hong Kong Disneyland, Citibank, WWF Hong Kong and Harbour City Estates Limited, but Hong Kong Disneyland emerged in front with three gold awards and two silver. 評審準則 評判團會根據市場情況、廣告或方案背後的策 略遠見、其執行情況、以及結果來遴選作品。為 公平起見，評審團不會對自己的廣告計劃進行 評分。 入選者的表現會根據以下四項準則來審核﹕ 分別是問題(20%)、解決方案(30%)、執行(30%) 、以及績效(20%)。 之後會按每個組別的總分進行排名，分數最 高的五個作品會進入最後五強。 如果第五位與第六位作品的分數相當接近( 分數相差不到兩個百分點)，便會出現最後六強。 在各個組別中得分最高的三個作品會分別獲頒 金、銀、銅獎。

年度最佳市場推廣機構 在「市場推廣卓越大獎」各組別中表現最出色 的機構會獲頒這個獎項。今年，香港迪士尼樂 園、花旗銀行、世界自然基金會香港分會及海港 城的爭持競烈，最後香港迪士尼樂園以三金兩 銀力壓對手，奪得本年度「最佳市場推廣機構」 殊榮。

Anson Shum Marketing and communications director (Greater China) Bluebell Hong Kong

Anthony Jim Director – group marketing TSL︱謝瑞麟

Bonnie Chow Head of marketing City Super Group

Catherine Scown Senior director of marketing Four Seasons Hotel Hong Kong

Choi Fong Marketing lead, Asia Pacific British Airways

Christopher Hatfield Director of digital consumer marketing and media Clinique Asia Pacific

Gladis Young Director of marketing communications Grand Hyatt Hong Kong

Joehan Martinus Director of mass marketing CSL

Joyce Tang Head of marketing, Hong Kong and Macau Sony Mobile Communications International AB

Karen Tam Assistant general manager – promotions and marketing Harbour City Estates

Larry Feng Marketing and communications director Imaginex Group Hong Kong

Louise Robinson Head of marketing, APAC, private investor products and solutions, institutional clients group Citi

Perry Mak Managing director and executive director, publisher of HKET Hong Kong Economic Times

Rebecca Li Senior vice-president, head of consumer banking marketing and marketing communications DBS Bank (Hong Kong)

Ruby Tang Regional marketing director Moët Hennessy Asia Pacific

Tsun Chung Chao Head of strategic planning and marketing Ricoh Hong Kong

Victoria Lai Marketing director King Fook

Vincent Lau Director of e-commerce, Asia Pacific region Deckers Outdoor Corporation

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Marketing Excellence Awards 2013 DATE: 15 November 2013 VENUE: The Mira More than 430 people attended this year’s black tie awards at The Mira Hotel on Friday 15 November. Here’s a selection of photos from the night.

For more, head to our Facebook page or check out the story on marketing-interactive.com.

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職埸

CAREERS

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職埸

CAREERS

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職埸

CAREERS

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職埸

CAREERS

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新聞剖析

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