MEDIA
REPORT
2019
Every year, Marketing magazine runs a number of initiatives to facilitate information-sharing, peer-to-peer benchmarking, and awareness of the latest industry trends and updates.
《Marketing》雜誌每年均透過多種方式來 促進訊息共享、對等基準測試、以及對行業 最新趨勢及更新的了解。
Our 2019 Media Report, which looks at Hong Kong’s media landscape, is one such initiative. It communicates the preferences and opinions of the region’s senior marketers and media planners/ buyers with respect to media usage across all platforms based on target demographics.
其中 一 種 方 式 是 進 行 年 度 媒 體 報 告 調 查。2019年媒體報告聚焦香港媒體環境，根 據目標人口統計數據，了解區內高級市場推 廣人員及媒體策劃人員／買手對所有媒體平 台應用的喜好及意見。
The aim of our survey was to reveal which media platforms marketers look to for advertising solutions. We asked respondents to name the magazines, TV stations, digital platforms or OOH groups they would use to target consumers across key industry verticals in multiple categories.
該調查要求受訪者選出會用來吸引各個主 要行業類別消費者的雜誌、電視台、數碼平 台或戶外廣告媒體，以了解市場推廣人員選 擇哪一類媒體平台進行廣告宣傳。
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How did we achieve this? The media rankings were derived from questions in our annual Media Benchmarking Survey. Our research team 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 when finalising the rankings.
Quality recipients and respondents A total of 525 respondents participated in the Media Benchmarking Survey. Genuine advertising decision-makers and influencers across key agency-using industries were well represented as were agency professionals from various marketing services. 73% of respondents were client-side marketers and 27% were solution providers. Out of that, 9% were from the most senior ranks of client advertisers – CEOs, MDs or GMs – and another 30% were VPs or director-level marketers. Participants of the survey hailed from a range of industries, including, but not limited to: major and local international banks, FMCG companies, property and construction, IT and telecommunication firms, and tourism companies. Agency professionals across the marketing services spectrum were also well represented.
結果如何產生？ 「年度最佳媒體」排名是根據我們的年度媒體支出基準調查的結果而定。調查團隊邀請 其數據庫內的市場人員（廣告客戶）及市場推廣服務公司人員回答一份網上問卷，然後 《Marketing》根據他們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525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。 73%的受訪者是廣告客戶市場人員，27%是解決方案供應商，其中9%屬最高級別的 廣告客戶領導層，包括行政總裁、執行董事或總經理，另有30%是市場部副總裁或總監。 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的從業員意見。
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MEDIAREPORT2019 OUT OF HOME MEDIA
PARENTING MAGAZINES
JCDecaux Transport
Smart Parents
Seven times. In a row. That is how often JCDecaux Transport has taken the number one spot for Out of Home in our annual survey. And although it was already in top spot, this has been a very good year for the OOH provider. But the launch of its new Arrival Digital Impact Zone – providing the ability for complex animated ads and imageflow presentations – and the overall digital transformation of Hong Kong International Airport, was the jewel in its 2019 crown.
Published by Sing Tao Corporation, Smart Parents is a weekly magazine that targets middle-class parents who have children aged from two to 12. The publication covers the latest trends and issues on parenting and extra-curricular activities. A number of columnists also contribute articles to the magazine on the topics of family, health, and education. Apart from the print publication, it has expanded its business to online platforms to complement the magazine.
德高貝登連續七年榮登「年度最佳戶外廣告媒體」榜首。這家穩坐寶座的戶外廣 告供應商繼續經歷精彩的一年，其新推出的「抵港數碼區」提供複雜的動畫及流 動式圖像廣告功能，以及香港國際機場廣告進一步拓展數碼化轉型，成為其2019 年亮眼的焦點。
POAD POAD is celebrating its 30th anniversary this year. The letters of its name stand for “Passion for Outdoor Advertising” and it’s a passion that over those three decades has gained it the respect of Fortune 500 brands, essential transport operators, distinguished property developers, and the Hong Kong government. Its outdoor billboards span across prominent street locations in Central and Wan Chai and dominate the city’s landscape. It is also the operator of the Cross-Harbour Tunnel advertisement boards, and oversees taxi ads. POAD今年慶祝成立30週年，其名字的意思代表「Passion for Outdoor Advertising 憑藉這股對戶外廣告的熱誠，該公司過去卅載贏得財富500強品牌、主要交通營運 商、知名房地產開發商、以及香港政府的尊重。其戶外廣告牌遍佈中環及灣仔主 要街道，並成為本港的矚目景觀。該公司也是紅磡海底隧道廣告牌的營運商，並 負責管理的士廣告的業務。
JCDecaux Cityscape JCDecaux Cityscape has some decent bragging rights as an OOH provider. Its the exclusive operator of bus shelters on HK island and for the city’s Tramcar Advertising Network, and since 2015, has expanded its bus body advertising to New World First Bus and Citybus vehicles. That above-ground advertising network includes 300-plus advertising shelters, 1,640 buses, and 140 tramcars. But in 2019 it stepped up again, with the launch of its 45-screen Digital Frame Bus Shelter Network and an illuminated Bright Ring Tramcar to provide advertisers with innovative media platforms for showcasing their brands. 作為戶外廣告供應商，德高展域有限公司有其過人之處。該公司獨家營運香港 島的巴士站候車亭及電車車身廣告網絡，並自2015年起將獨家營運權擴展至新 巴及城巴旗下巴士車身廣告。其地面廣告網絡覆蓋300多個巴士站候車亭廣告 牌、1,640輛巴士及140輛電車。該公司於2019年再下一城，推出45個數碼巴士站候 車亭廣告屏幕，以及會發光的「Bright Ring Tram」，為廣告客戶提供創新的媒體平 台來展示其品牌。
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星島新聞集團出版的《親子王》以育有年齡 介乎2至12歲子女的中產父母為目標。該週 刊的內容涵蓋有關育兒及親子活動的最新趨勢及話題，並邀請多位專欄作家撰寫 有關家庭、健康及教育主題的文章。除印刷雜誌外，《親子王》還拓展網上業務， 以提供更豐富的內容。
ART & CULTURE MAGAZINES Ming Pao Weekly Founded in 1968, Ming Pao Weekly
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is a local standard that covers entertainment, celebrities, fashion, the arts, culture, and society. It positions itself as the region’s most comprehensive magazine covering trendy topics and the showbiz industry. Its readership – aged from 12 to 64 – has a reach of 350,000. Interestingly, 51% of those readers are female, 31% have received tertiary education, and 49% are regular travellers.
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《明報周刊》創刊於1968年，內容涵蓋娛 樂、名人、時裝、藝術、文化及社會時事等 資訊。《明周》自我定位為區內最全面的 雜誌，內容涵蓋時尚潮流話題及娛樂圈。其讀者人數高達35萬，年齡從12至64歲 不等。有趣的是，當中51%的讀者是女性，31%接受過高等教育，而49%是經常旅 遊的人士。
BUSINESS MAGAZINES (LOCAL) iMoney A Hong Kong Economic Times Group publication, iMoney magazine tracks the weekly ongoings of the financial investment market and the trends that Hongkongers are most concerned about. It claims to be the publication with the highest level of international knowledge on the investment market, with experts providing multiangled analysis and conducting interviews with leading figures. It also offers financial advice with the goal of giving its readers financial freedom. Digital versions of iMoney are also available on desktop and portable devices. 香港經濟日報集團出版的《iMoney 智富雜誌》每周追蹤財經投資市場焦點，剖析 港人最關心的環球經濟投資大趨勢。該雜誌聲稱是本港最具國際視野的知識型投 資理財雜誌，專家作多角度分析、經常訪問知名人物、並提供投資理財建議分析， 目標是為讀者盡早達至財務自由。《iMoney 智富雜誌》電子版可透過桌面電腦及 便攜式設備瀏覽。
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MEDIAREPORT2019 TRAVEL MAGAZINES (LOCAL)
BUSINESS MAGAZINES (REGIONAL)
U Magazine (Travel) U Magazine (Travel) is one of the magazines
Bloomberg Businessweek Originally founded in 1929 as Businessweek with a name change to Bloomberg Businessweek L.P. in 2010, the magazine provides information and opinions on the happenings in the world of business. This includes coverage of markets, technology and lifestyle, with opinions in its magazine and on its website. In Hong Kong, it has offered a traditional Chinese edition since 2013 and the magazine is built on an agreement between Bloomberg LP in New York and Hong Kong-listed Modern Media.
that makes up the larger U Magazine brand. It covers global destinations, particularly for Asian cities and regions that its local readership would be more familiar with. The magazine also covers Hong Kong attractions, local cuisine, and restaurants across the city’s districts. A number of columnists also regularly contribute articles to enrich the publication’s output. It has topped the local tourism category several times. 《U Travel》是《U Magazine》內含書冊之一，提 供全球旅遊目的地資訊，尤其是本地讀者較為 熟悉的亞洲城市及地區。該雜誌亦介紹香港各區景點、本地美食及餐廳資訊，還 有多位專欄作家定期撰寫文章，使雜誌的內容更為豐富。
ENTERTAINMENT MAGAZINES
創刊於1929年，前名為《商業周刊》，2010年更 名為《彭博商業周刊》，透過雜誌及網站提供 有關商業世界的時事資訊及觀點，內容涵蓋各地市場、科技、生活潮流及觀點。紐 約彭博社與香港上市公司現代傳播於2013年達成協議，在香港出版繁體中文版《 彭博商業周刊》。
LUXURY MAGAZINES
East Week East Week is the Sing Tao News Group’s
HK Tatler Hong Kong Tatler covers everything chic:
flagship weekly magazine covering local and international news, entertainment, celebrities, finance, beauty, fashion, health, and travel. It provides in-depth discussions of the city’s goings-on and concerns. Its readership is mostly made up of professional management executives of a high income and education level. In addition, to its Wednesday (standard) and weekend (condensed) print editions, it also has a digital version online and a mobile app.
events, fine-dining, international fashion, and luxury travel, and looks into the lives of the world’s most glamorous people. Reaching 700,000 through its outlets such as the print magazine, digital magazine, e-newsletter, YouTube, and social media platforms, it claims a print readership of 174,925. The brand’s name is so powerful that in October this year, its publisher Edipresse Media Asia rebranded as Tatler Asia Group.
《東周刊》是星島新聞集團的旗艦雜誌，內容 涵蓋本地及國際時事、娛樂、名人、財經、美容、時裝、健康及旅遊等資訊，深入討 論城中熱話及議題。其讀者多為高收入及高教育水平的專業管理級行政人員。此 外，除星期三（標準版）及週末（精裝版）雜誌外，《東周刊》同時提供數碼及手機 應用程式的版本。
《Hong Kong Tatler》內容涵蓋一切時尚資 訊，包括城中活動、美酒佳餚、國際時裝、 豪華旅遊、以及世界各地名人明星生活等，透過其印刷雜誌、網上雜誌、電子 通訊、YouTube及社交平台等渠道接觸70萬名觀眾，並聲稱其雜誌讀者人數達 174,925人。該品牌如此鼎鼎大名，以至其出版商Edipresse Media Asia於今年10月將 集團更名為Tatler Asia Group。
Ming Pao Weekly Founded in 1968, Ming Pao Weekly
Vogue Hong Kong
is a local standard that covers entertainment, celebrities, fashion, the arts, culture, and society. It positions itself as the region’s most comprehensive magazine covering trendy topics and the showbiz industry. Its readership – aged from 12 to 64 – has a reach of 350,000. Interestingly, 51% of those readers are female, 31% have received tertiary education, and 49% are regular travellers. 《明報周刊》創刊於1968年，內容涵蓋娛 樂、名人、時裝、藝術、文化及社會時事等 資訊。《明周》自我定位為區內最全面的 雜誌，內容涵蓋時尚潮流話題及娛樂圈。其讀者人數高達35萬，年齡從12至64歲 不等。有趣的是，當中51%的讀者是女性，31%接受過高等教育，而49%是經常旅 遊的人士。
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The latest expansion of the Condé Nast publishing empire, Vogue Hong Kong launched this spring. And though the landing may have been bumpy, with some drawing issue with its initial launch cover, the magazine’s presence on this list shows it has arrived. An offshoot of the legendary brand, Vogue HK aims to deliver the final word on the city’s fashion, contemporary culture, and creative scene. Bolstered by a bilingual online and social media presence, Vogue Hong Kong is set to be a major arbiter of taste in the region. Condé Nast出版王國的最新拓展，是於今年春 季推出《Vogue Hong Kong》。儘管出版之初因一些發行封面繪圖問題而有點波 折，但該雜誌能夠入榜，證明其已成功面世。作為傳奇品牌的衍生產品，《Vogue Hong Kong》旨在提供城中有關時裝、當代文化及創意行業的最新資訊。《Vogue Hong Kong》網站及社交媒體提供雙語內容，勢將成為該地區的主要潮流品味 權威。
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2011-2019 連續九年
最佳雜誌第一位 No.1
TRAVEL MAGAZINE（LOCAL & REGIONAL）
No.1 LIFESTYLE MAGAZINE
No 1 No.2 DIGITAL MEDIA: ENTERTAINMENT
TRAVEL FOOD LIFE + WEEKEND
MAGAZINE
旅遊 生活周刊
OF THE YEAR
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MEDIAREPORT2019 CONSUMER ELECTRONICS MAGAZINES
NEWS & CURRENT AFFAIRS (LOCAL) East Week East Week is the Sing Tao News Group’s
E-zone E-zone is a mass-market IT weekly magazine that focuses on the latest trends in information and communications technology. Established in 1998, it features the application of PC hardware and software, how-to information about tablets and smartphones, and the highlights of digital AV products. It boasts the highest readership compared with similar magazines and the highest page views among similar websites. 《e-zone》是一份大眾市場資訊科技週刊， 專門提供有關資訊及通訊技術的最新趨勢。 《e-zone》創刊於1998年，內容圍繞電腦軟硬件 應用、平板電腦與智能電話操作指南、數碼影音產品的最新資訊。該雜誌聲稱與 同類雜誌相比擁有最多讀者，並在同類網站中擁有最高頁面瀏覽量。
LIFESTYLE MAGAZINES U Magazine Launched in 2005, U Magazine is a travel and lifestyle magazine that aims to keep its audience stylish and in the know. Published every Friday, it offers this guidance under the banner of three separate brands. Travel offers the latest travel information and on-location interviews. Food provides a comprehensive dietary guide and points out new restaurants in Hong Kong. Life+Weekend sets out a guide to the weekend’s activities. 《U周刊》創刊於2005年，是一份以追求優 質及時尚生活為宗旨的旅遊生活周刊，並多 次榮登本地旅遊雜誌組別第一位。該雜誌逢 星期五出版，一書三冊提供全面旅遊生活指南。「Travel」一冊為最新旅遊資訊 及記者實地採訪的旅遊專題； 「Food」介紹香港新餐廳及提供全面飲食指南； 「Life+Weekend」 提供最齊全的周末節目指南。
Ming Pao Weekly Founded in 1968, Ming Pao Weekly is a local standard that covers entertainment, celebrities, fashion, the arts, culture, and society. It positions itself as the region’s most comprehensive magazine covering trendy topics and the showbiz industry. Its readership – aged from 12 to 64 – has a reach of 350,000. Interestingly, 51% of those readers are female, 31% have received tertiary education, and 49% are regular travellers. 《明報周刊》創刊於1968年，內容涵蓋娛 樂、名人、時裝、藝術、文化及社會時事等 資訊。《明周》自我定位為區內最全面的雜 誌，內容涵蓋時尚潮流話題及娛樂圈。其讀 者人數高達35萬，年齡從12至64歲不等。有趣的是，當中51%的讀者是女性，31% 接受過高等教育，而49%是經常旅遊的人士。
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flagship weekly magazine covering local and international news, entertainment, celebrities, finance, beauty, fashion, health, and travel. It provides in-depth discussions of the city’s goings-on and concerns. Its readership is mostly made up of professional management executives of a high income and education level. In addition, to its Wednesday (standard) and weekend (condensed) print editions, it also has a digital version online and a mobile app. 《東周刊》是星島新聞集團的旗艦雜誌，內容涵 蓋本地及國際時事、娛樂、名人、財經、美容、時裝、健康及旅遊等資訊，深入討 論城中熱話及議題。其讀者多為高收入及高教育水平的專業管理級行政人員。 此外，除星期三（標準版）及週末（精裝版）雜誌外，《東周刊》同時提供數碼及 手機應用程式的版本。
NEWS & CURRENT AFFAIRS (REGIONAL) TIME A global institution, TIME is found on news stands, in stores, and delivered to doors worldwide. The monthly periodical was founded in the US in 1923, but regional variations now cater to Europe, Asia, and Asia Pacific. It contains thought-provoking articles on leading topics spanning politics, business, health, notable figures, and entertainment, and is famous for its special Person of the Year, TIME 100, and Best Invention features. Its subscription models now provide access to iPad and iPhone editions as well as unlimited access and subscriber-only content on the website, in addition to print. Its Asia circulation is currently 285,000. 作為一家國際機構，《時代》雜誌在世界各地報紙亭及商店有售，並提供雜誌送 遞服務。該月刊於1923年在美國創刊，現時提供歐洲、亞洲及亞太地區版本，內 容涵蓋發人深省的政治、商業、健康、知名人物及娛樂等主題文章，當中以其《時 代》雜誌年度百大人物及「最佳發明」專題最為著稱。除印刷雜誌外，更提供iPad 和iPhone訂閱版本，以及無限閱覽及僅供訂閱的網站內容。目前其亞洲發行量為 28.5萬份。
Bloomberg Businessweek Originally founded in 1929 as Businessweek with a name change to Bloomberg Businessweek L.P. in 2010, the magazine provides information and opinions on the happenings in the world of business. This includes coverage of markets, technology and lifestyle, with opinions in its magazine and on its website. In Hong Kong, it has offered a traditional Chinese edition since 2013 and the magazine is built on an agreement between Bloomberg LP in New York and Hong Kong-listed Modern Media. 創刊於1929年，前名為《商業周刊》，2010年更 名為《彭博商業周刊》，透過雜誌及網站提供 有關商業世界的時事資訊及觀點，內容涵蓋各地市場、科技、生活潮流及觀點。紐 約彭博社與香港上市公司現代傳播於2013年達成協議，在香港出版繁體中文版 《彭博商業周刊》。
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MEDIAREPORT2019 WOMEN’S MAGAZINES
BRIDAL MAGAZINES
Cosmopolitan
Cosmopolitan Bride
Published by SCMP Hearst, Cosmopolitan informs and inspires modern career women on fashion, beauty, relationships, romance, health, wellbeing, careers, and culture. Famous for its upbeat style and candid discussions on contemporary lifestyles, human relationships, and social trends, “Cosmo” has grown to embody the idea of the current female identity. Therefore, it is no mystery why it has been ranked No.1 for women’s magazines several years running. In addition to Cosmopolitan’s print edition, the magazine has an online version available and is very active on its social channels.
Part of the SCMP Hearst division and published twice a year since 2004, Cosmopolitan Bride has become a widely recognised Hong Kong wedding magazine and web portal. It combines current styles with local sources to offer brides the inspiration they need for their big day. From gorgeous dresses to the hippest honeymoon destinations, the magazine is packed with ideas, tips, and expert advice to assist with the planning process. Additionally, more detailed sections cater to the bride’s specific interests as well as the needs of her groom, friends and family.
SCMP Hearst出版的《Cosmopolitan》為現代職業女性提供有關時裝、美容、人際 關係、情愛、健康、生活、職業及文化等資訊及啟發。《Cosmo》以其樂觀風格、 以及對現代生活方式、人際關係及社會趨勢的坦率討論而著稱，並體現對現代 女性身份的觀念，難怪連續多年穩佔女性雜誌組別的第一位。除印刷雜誌外， 《Cosmopolitan》亦提供網上版本，並非常活躍於社交平台。
ELLE Published by SCMP Hearst in Hong Kong, ELLE’s website covers a wide range of topics, namely fashion, beauty and health, celebrity, and bridal news. Apart from the website, ELLE HK also reaches its readers through Facebook, Instagram, Weibo, YouTube, and Tencent QQ. ELLE HK launched a new membership programme in July, offering information about latest trends, make-up and fashion workshops, and discounts. Members will also receive souvenirs after registration. SCMP Hearst出版的《ELLE Hong Kong》，其 網站涵蓋廣泛主題，包括時裝、美容及健康、 名人及新娘資訊。除網站外，《ELLE Hong Kong》亦透過Facebook、Instagram、微 博、YouTube及騰訊QQ接觸其讀者。《ELLE Hong Kong》於7月推出新會員計劃，提 供有關最新潮流趨勢、化妝及時尚講座、以及折扣優惠等資訊，會員註冊後將獲 得紀念品。
Vogue Hong Kong The latest expansion of the Condé Nast publishing empire, Vogue Hong Kong launched this spring. And though the landing may have been bumpy, with some drawing issue with its initial launch cover, the magazine’s presence on this list shows it has arrived. An offshoot of the legendary brand, Vogue HK aims to deliver the final word on the city’s fashion, contemporary culture, and creative scene. Bolstered by a bilingual online and social media presence, Vogue Hong Kong is set to be a major arbiter of taste in the region. Condé Nast出版王國的最新拓展，是於今年春 季推出《Vogue Hong Kong》。儘管出版之初因一些發行封面繪圖問題而有點波 折，但該雜誌能夠入榜，證明其已成功面世。作為傳奇品牌的衍生產品，《Vogue Hong Kong》旨在提供城中有關時裝、當代文化及創意行業的最新資訊。《Vogue Hong Kong》網站及社交媒體提供雙語內容，勢將成為該地區的主要潮流品味 權威。
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SCMP Hearst出版的《Cosmopolitan Bride》創刊於2004年，每年出版兩次，現已成 為廣受認可的香港婚嫁雜誌及網站。該雜誌提供最新本地潮流資訊，為迎接大日 子的新娘提供靈感。從華麗的婚紗到最時髦的蜜月旅行目的地，該雜誌提供各種 想法、心得及專家建議，協助準新娘進行規劃。此外，亦提供更詳細的資訊，以滿 足新娘的特定興趣，以及新郎、朋友及家人的需求。
ELLE Bride ELLE Bride covers a wide range of topics, including fashion, beauty and health, celebrity, life, and romantic advice. Other than these expected topics for a women’s lifestyle magazine, it also offers a lot of information about bridal news, such as the latest trends on gowns and make-up. As a useful handbook for brides-to-be, lifestyle topics are also an important part of ELLE Bride. 《ELLE Bride》的內容涵蓋廣泛主題，包括時 裝、美容及健康、名人、生活潮流及愛情心得 等。除這些女性生活雜誌必備主題外，亦提供 大量與新娘有關的新聞資訊，例如最新婚紗 及化妝趨勢。作為準新娘的實用指南，生活潮流資訊也是《ELLE Bride》的重要內 容。
Hong Kong Tatler Weddings Hong Kong Tatler Weddings is a spin-off magazine from Hong Kong Tatler, and like the original, is published by the recently rebranded Tatler Asia Group. It pitches itself as the quintessential wedding guide, reaching an internationally minded, welleducated audience of affluent brides and grooms in the region. The guide showcases high society nuptials, wedding planners, dress designers, and banquet venues. It maintains a current circulation of 28,000, a readership of 126,000, and in addition to its biannual print publication, has several digital portals. 《Hong Kong Tatler Weddings》是《Hong Kong Tatler》的衍生雜誌，同樣由最近改 名的Tatler Asia Group出版。該雜誌自我定位為典型的婚嫁指南，以區內具國際視 野、受過良好教育的富裕新娘及新郎為目標。該指南介紹上流社會婚禮、婚禮策 劃師、禮服設計師及婚宴場地。該雜誌目前的發行量為28,000份，讀者人數為12.6 萬，除每兩年出版一次的印刷雜誌外，還開設多個數碼平台。
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Lighthouse Events, the events management division of Lighthouse Independent Media, has been bringing Lighthouse’s conferences, awards shows and internal meetings to life since 2006 - over 40 events annually in multiple formats through numerous markets across Asia. Staffed by a team of experienced and dedicated event professionals, Lighthouse Events is commited to understanding and delivering its clients’ strategic objectives. Lighthouse Events has the expertise and experience to conceptualise and manage any customised event, making sure its clients’goals are met on every occasion. Call us if you need a partner for: • Venue Sourcing • Destination Management • Event Conceptualisation • Supplier Management
• Registration Services • Branding & Graphic Design • Event Production/Logistics Support
Contact us with your event brief today. Melissa Tam Events Services Manager melissat@lighthousemedia.com.sg +852 2695 6609 Unit B-D, 16/F Yardley Commercial Building 3 Connaught Road West Sheung Wan, Hong Kong
香港經濟日報 hket.com
MEDIAREPORT2019 DIGITAL MEDIA: PARENTING
DIGITAL MEDIA: FORUMS
Ohpama Celebrating its fourth anniversary, Ohpama.com is a portal under the Sing Tao News Corporation umbrella that provides information about local and overseas education, parenting, as well as relevant events and products. It has ranked as the No.1 Parenting Digital Media outlet for two consecutive years. And with the addition of its newly launched product trial centre subsection, visitors are able to connect with product trials and user reports as a strong example of enhanced interactive engagement. 星島新聞集團旗下網站「Oh! 爸媽」成立四週年，提供本地及海外升學、親子育 兒、相關活動及產品等資訊。該網站連續兩年勇奪最佳親子數碼媒體第一位。其新 推出的《Oh!爸媽試用中心》可讓訪客瀏覽用戶對不同產品或服務的試用報告，是 其增強互動參與的一個出色例子。
DIGITAL MEDIA: ENTERTAINMENT
Baby Kingdom Founded in 2002, Baby Kingdom is one of Hong Kong’s most popular information and discussion platforms for parents looking for information on better childcare. It provides content on various child education topics, including input by parent KOLs sharing their experiences and chats about what to do during pregnancy, as well as prenatal and postnatal care, and infant feeding. It also supports trading between its members of second-hand maternal and child supplies, There’s also advice on general good childrearing and finance management. 親子王國網站成立於2002年，是香港最受歡迎 的資訊及討論平台之一，深受尋求更好育兒資訊的父母歡迎。其網站內容涵蓋各 類兒童教育主題，包括家長KOL分享經驗，以及有關懷孕期間注意事項、產前產後 護理、嬰兒餵哺等問題的討論。此外，亦為會員提供二手母嬰用品交易平台，並提 供一般育兒及理財建議。
DIGITAL MEDIA: LIFESTYLE
Apple Daily
U lifestyle
Apple Daily has had an extremely good year, with the Next Digital publication becoming an essential source of news for Hongkongers during what has been a tumultuous year for the city. Usually, it’s a gamble when a news rag introduces an online paywall, but in 2019, Apple Daily got over 500,000 subscribers within a month of announcing it. The reputation of the outlet as a bastion for up-to-the-minute honest journalism has seen it maintain its position as a local leader despite its regular tussles with political figures over its coverage.
U lifestyle is an online platform providing an integrated entrance for all its members to its brands that include U Travel, U HK, U Beauty, U Food, and U Blog. Its content includes local entertainment, food, beauty and travel. The portal carries high-quality interactive lifestyle information and is designed to provide the best user experience. This platform also offers video content about the latest news and trends regarding entertainment, travel destinations, and food.
在香港動盪不安的一年，壹傳媒旗下報章《蘋 果日報》成為港人必讀的消息及新聞來源，經歷非常豐收的一年。報章引入網上付 費訂閱制往往是一場賭博，但《蘋果日報》在2019年宣布推行付費訂閱制一個月 內，已吸引50萬名用戶訂閱。儘管經常與政治人物就報章內容產生爭拗，但秉持報 導第一手最新真實新聞的聲譽，使其一直保持本地報章龍頭的地位。
U lifestyle網上生活資訊平台結合旗下網站成員U Travel、港生活、U Beauty、U Food、U Blog等內容，提供高質素的本地娛樂、美食、美容及旅遊等相關互動生活 資訊，以及有關娛樂、旅遊目的地及美食最新消息及趨勢的影片內容，旨在提供最 佳的用戶體驗。
Yahoo Hong Kong has always been a stronghold for Yahoo, where it currently still holds 9.74% of the city’s search share. Its popularity comes down to some great localisation for Chinese speakers. The HK page dropped its English language version way back in 2004. This year, Yahoo’s ad platform Oath rebranded itself as Verizon and it has been pushing tomorrow’s tech hard. This includes expansions of XR, AI, machine learning, and 5G. 香港一直是雅虎的大本營，目前雅虎仍佔香港搜索份額的9.74%，其受到歡迎全 因為中文使用者採取的一些出色本地化措施，例如其香港網站早在2004年棄用英 語版本。雅虎的廣告平台Oath今年改名為Verizon，並致力發展其明日科技，包括 XR、AI、機器學習及5G。
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MEDIAREPORT2019 DIGITAL MEDIA: SEARCH
DIGITAL MEDIA: NEWS & CURRENT AFFAIRS
Apple Daily
Though it’s fighting the verbification of its brand name tooth and nail, there’s a good reason why some would argue that Google has become synonymous with web searching. This year it stepped up and knocked Yahoo out of the top spot, which is unsurprising with a local market share hovering around 87%. But this is, but one battle: voice search will determine the future. Luckily, Google is pouring a lot of resources into this area, as would-be challengers rise up to try and take its crown. 儘管Google正竭力反對外界將其品牌名稱用作動詞，但有充分理由支持為何 Google會成為網絡搜索的代名詞。Google的本地市場佔有率約87%，難怪今年能 夠擊敗雅虎榮登寶座。但這只是其中一場戰爭，語音搜索將主宰未來。雖然潛在 挑戰者奮起直追，但可幸的是Google一直投入大量資源發展這一領域。
Yahoo Hong Kong has always been a stronghold for Yahoo, where it currently still holds 9.74% of the city’s search share. Its popularity comes down to some great localisation for Chinese speakers. The HK page dropped its English language version way back in 2004. This year, Yahoo’s ad platform Oath rebranded itself as Verizon and it has been pushing tomorrow’s tech hard. This includes expansions of XR, AI, machine learning, and 5G. 香港一直是雅虎的大本營，目前雅虎仍佔香港搜索份額的9.74%，其受到歡迎全 因為中文使用者採取的一些出色本地化措施，例如其香港網站早在2004年棄用英 語版本。雅虎的廣告平台Oath今年改名為Verizon，並致力發展其明日科技，包括 XR、AI、機器學習及5G。
Apple Daily has had an extremely good year, with the Next Digital publication becoming an essential source of news for Hongkongers during what has been a tumultuous year for the city. Usually, it’s a gamble when a news rag introduces an online paywall, but in 2019, Apple Daily got over 500,000 subscribers within a month of announcing it. The reputation of the outlet as a bastion for up-to-the-minute honest journalism has seen it maintain its position as a local leader despite its regular tussles with political figures over its coverage. 在香港動盪不安的一年，壹傳媒旗下報章《蘋 果日報》成為港人必讀的消息及新聞來源，經歷非常豐收的一年。報章引入網上付 費訂閱制往往是一場賭博，但《蘋果日報》在2019年宣布推行付費訂閱制一個月 內，已吸引50萬名用戶訂閱。儘管經常與政治人物就報章內容產生爭拗，但秉持報 導第一手最新真實新聞的聲譽，使其一直保持本地報章龍頭的地位。
South China Morning Post Founded in 1903, the South China Morning Post’s (SCMP) print edition is Hong Kong’s longest-running English-language print publication and boasts a readership of 396,000. The publication positions itself as the most authoritative voice reporting on China and Asia. Its tailor-made platforms about China include Abacus (reporting on China tech news); Inkstone (a daily multimedia digest of China-focused stories); and Goldthread (which offers stories about the way of life of Chinese people). 《南華早報》創刊於1903年，是香港最長壽的 英文報章，擁有39.6萬名讀者。該報自我定位為中國及亞洲地區最權威的報章，其 專為中國市場度身訂造的平台包括Abacus（報導中國科技新聞）、Inkstone（以中 國新聞為主的多媒體每日摘要）、以及Goldthread（報導中國人的生活故事）。
DIGITAL MEDIA: MOBILE AD NETWORKS Google AdMob Google AdMob was the highest ranking in the mobile category. The mobile app to ad matchmaker service has become extremely popular due to its ability to help app makers capitalise on their products without setting a purchase price on them. The tool allows developers to set specific criteria so their app users won’t be hit by uninteresting or inappropriate ads. It also has a range of formats and performance tools to maximise performance. Google AdMob榮登流動廣告網站組別第一位。透過該流動廣告匹配服務應用程 式，應用程式製造商無需為其產品定價亦能透過其產品賺取收入，因此大受歡 迎。該工具允許開發人員設置特定條件，以免其應用程式用戶受到不感興趣或不 合適的廣告滋擾。該應用程式還具備一系列格式及績效工具，以助廣告取得最佳 成效。
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Vpon Vpon is a big data company that focuses on big data analytics and applications. Through the technology of machine learning and artificial intelligence, Vpon has built models to obtain user behaviour data and market trends, allowing marketers to optimise their marketing campaign performances. Its big data analysis and forecasting technology is able to target audiences through different mobile advertising formats. Vpon是一家專注於大數據分析及應用程式的大數據公司。通過機器學習及人工智 能（AI）技術，Vpon建立了獲取用戶行為數據及市場趨勢的模型，讓市場推廣人員 能夠優化市場推廣活動的績效。其大數據分析及預測技術能夠通過不同的流動廣 告格式鎖定受眾。
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MEDIAREPORT2019 DIGITAL MEDIA: DSPS Google Marketing Platform In 2018, Google unified its DoubleClick and Analytics 360 assets into one tidy platform. An intuitive move, it made sense to bring together advertising tools and the analytics that drives them into a single location for planning and buying, with information on hand to do so. Improvements have also made it easier to build customer connections, discover deeper insights, and drive results.
DIGITAL MEDIA: ONLINE AD NETWORKS Google Ad Network Google AdWords is divided into two networks, the search network and the display network. After advertising on the search network, ads can show nearby search results when someone searches with terms related to one of a series of keywords. The display network is designed to help advertisers find the right audience. By using it, advertisers can find new customers or engage existing customers and drive more conversions through automation.
Google於2018年將廣告工具DoubleClick與分析工具Analytics 360整合為統一平 台，讓市場推廣人員可運用手上的訊息，透過單一平台進行廣告規劃及購買。這些 改進亦有助建立顧客聯繫、發掘更深入洞悉、從而取得更佳成果。
Google AdWords分為搜索網絡及展示廣告網絡。在搜索網絡投放廣告後，當有人 搜索與關鍵字列表中其中一個關鍵字相關的字詞時，廣告可顯示相近的搜索結 果。展示廣告網絡旨在幫助廣告客戶尋找合適的受眾，廣告客戶可藉此尋找新顧 客或吸引現有顧客，並通過自動化來刺激更多轉換。
Facebook Ads Manager
Yahoo
Facebook Ads Manager helps run ads on Facebook, Instagram, and Audience Network. It’s an integrated tool to create ads, manage when and where they’ll run, and track the performance of campaigns. In 2018, Facebook allowed advertisers access to shadow profiles to further engage potential consumers. In action, this means that when users shop online, relevant data will be accessible to advertisers, resulting in more tailored ads that consumers will see.
Hong Kong has always been a stronghold for Yahoo, where it currently still holds 9.74% of the city’s search share. Its popularity comes down to some great localisation for Chinese speakers. The HK page dropped its English language version way back in 2004. This year, Yahoo’s ad platform Oath rebranded itself as Verizon and it has been pushing tomorrow’s tech hard. This includes expansions of XR, AI, machine learning, and 5G.
Facebook Ads Manager是一個集成工具，用於製作廣告、管理廣告投放時間及 位置、以及跟蹤廣告活動成效，幫助廣告客戶在Facebook、Instagram或Audience Network投放廣告。Facebook於2018年允許廣告客戶訪問影子帳戶，使其能夠在用 戶網購時獲取相關數據，從而讓消費者看到更切合需求的廣告，藉此幫助廣告客 戶進一步吸引潛在消費者。
香港一直是雅虎的大本營，目前雅虎仍佔香港搜索份額的9.74%，其受到歡迎全 因為中文使用者採取的一些出色本地化措施，例如其香港網站早在2004年棄用英 語版本。雅虎的廣告平台Oath今年改名為Verizon，並致力發展其明日科技，包括 XR、AI、機器學習及5G。
The Trade Desk
Innity
Agencies, aggregators, and advertisers worldwide depend on The Trade Desk, and Hong Kong is no exception. It provides technology for practitioners to manage ad campaigns across display, social, mobile, and video. It also offers top-class bidding capabilities, full-funnel attribution, and detailed insights across the consumer journey. Its range of tools now also includes the Data Management Platform, Cross-Device targeting, and the Koa AI.
Established in 1999, Innity is an online media company and provider of digital advertising technologies for both advertisers and publishers. It provides a diverse range of data-driven, interactive, and engaging online marketing solutions. These include display advertising, mobile advertising, premium marketplaces, programmatic solutions, video advertising, influencer marketing, and content marketing. Headquartered in Malaysia, its business spans across China, Singapore, Hong Kong, Taiwan, South Korea, and some Southeast Asian countries.
世界各地的廣告代理公司、整合商及廣告客戶均依賴The Trade Desk，香港也不例 外。該平台提供管理展示、社交、流動及影片廣告活動的技術，並在整個消費者旅 程中提供一流的出價功能、全渠道屬性及詳細洞悉。其工具範圍現時還包括數據 管理平台、跨設備定位及Koa AI。
成立於1999年，Innity是一家網上媒體公司，同時為廣告客戶及出版商提供數碼廣 告技術。該平台提供各種數據主導、具吸引力的互動網上營銷解決方案，包括展 示廣告、手機廣告、優質交易市場、程序化解決方案、影片廣告、網紅營銷及內容 營銷。Innity的總部位於馬來西亞，業務遍及中國、新加坡、香港、台灣、韓國及一 些東南亞國家。
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觀點
OPINION
Rick Kwan Executive creative director Dentsu Hong Kong
AD WATCH 廣告 點評
HOT: OCEAN PARK – HALLOWEEN FEST 2019
NOT: LIQUID DEATH – ‘CERTIFIED CURSED’
Ocean Park’s Halloween campaign started in 2001, and is a Hong Kong staple. Many people can’t wait for what it will come up with each year – and this year it raised the bar frighteningly high! Taking local cultural cues from urban legends and ghost stories involving public housing, the city’s school uniforms, minibuses and haunted lifts, this campaign pushed the censorship boundaries of what would normally be too much for a mass viewing audience. It ticks all the right boxes with a cinematic look and feel, super intense moments, mixed with a bit of humour. Definitely more treat than trick, making audiences look forward to what it is going to do next year.
It’s the “extreme” mountain water brand, founded by a former Netflix creative director, for people who are too cool for alcohol. Now, if you start a water brand and are brash enough to name it Liquid Death with a hashtag #MurderYourThirst, you’d expect that the campaigns would be just as daring. Its other videos have a sense of humour that appeals to a very specific target audience. But this latest Halloween stunt just doesn’t feel edgy or scary at all. It holds some merit by doing something no other water brand has ever done, but at the same time, it feels more like an elaborate joke that caters to a very small niche. This one is full of tricks that murdered more than just thirst.
讚: 海洋公園哈囉喂全園祭 2019
彈: Liquid Death「Certified Cursed」
海洋公園哈囉喂萬聖節慶祝活動始於2001年，是香港每年的盛事，許多人都 熱切期待每年的驚喜，海洋公園今年更將驚嚇程度提升至另一新高。 融入公屋、校服、小巴及鬧鬼電梯等本地都市傳說及鬼故元素，這個廣 告挑戰大眾廣告尺度。畫面充滿電影感，超緊張時刻融入一點幽默感，各方 面都做得很出色。 這個廣告絕對驚喜多於驚嚇，使觀眾更加期待明年的大作。
這是由前Netflix創意總監創立的「極端」山泉水品牌，專為追求比喝酒更新 潮的人士而設。 今時今日，如果創立了一個飲用水品牌，有膽量將其命名為「Liquid Death」，並配上「#MurderYourThirst」的標籤，觀眾會期望其廣告同樣大 膽。該品牌的其他廣告帶有幽默感，可以吸引非常特定的目標受眾。 但這個最新的萬聖節廣告一點前衛或恐怖的感覺都沒有。廣告敢於做 一些其他飲用水品牌從未做過的事，這一點值得讚許，但與此同時，整個廣 告更像一個為迎合非常小眾市場而精心設計的笑話。這個廣告充滿惡作劇感 覺，謀殺的不只是口渴。
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THE FENCE 跨越邊界 How China brands succeed and fail to woo Hongkongers 中國品 牌 吸引港人 的 成 與 敗
2 6 M A R K ET I N G H O N G K O NG NOVEMBER 201 9
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Hong Kong’s ongoing political unrest and the China-US trade war have caused marketers in the region to become more cautious. Yet, while the growth of Asian markets has indeed slowed, many companies are still looking to expand outside of their home markets, and Chinese brands are no exception. As Simon Yuen reports, they remain keen to go global. 持續的香港政治動盪及中美貿易戰，使區內的市場推廣人員變得更為謹慎。儘管 亞洲市場增長的確有所放緩，但許多企業仍致力尋求方法將業務擴展到海外市 場，中國品牌也不例外。正如Simon Yuen報導，它們仍熱衷於走向全球化。
年輕躁動 The young and restless The relationship between brands from China and companies operating in Hong Kong has seesawed over decades. Once upon a time, local consumers would only purchase made-in-China products to demonstrate their patriotism. These days, Chinese brands offer goods and services that are stylish, trendy, and competitive. Presently, however, a haze of anti-China sentiment hovers in the air as protests against potential suppression by the central government continue to take place. This fog of resentment is especially potent among members of the younger generation. Consumer boycotts have ramped up, with brands deemed as showing a pro-government stance being shunned by swathes of the community; restaurants under the Maxim’s Group and Yoshinoya Hong Kong being prominent examples. And in a more aggressive development, branches of certain businesses such as Bank of China, China Mobile Hong Kong, and Chung Hwa Book Co, have had their physical outlets damaged by more radical protesters. What this comes down to is that a large proportion of Hongkongers in the age groups with the highest purchasing power could start
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to have a hostile outlook towards Chinese brands instilled within them for the long term. And that would have serious ramifications for the bottom lines of Chinese companies. Though some Chinese brands may seem not welcomed by local consumers, some believe the impact on their overall business may not be too severe. “The damage of the retail shops does not imply damage to the core business,” says Henry Fock, head of the department of marketing at Hong Kong Baptist University. He says Chinese banks make most of their profits from business loans and mortgages, rather than the retail banking business, meaning that though the negative publicity isn’t great, these parts will likely be unaffected. Their strengths and positions in the market are also keys to their success. “(The reason why) top Chinese brands have become leading brands in their respective industries is because they possess sophisticated technology, such as DJI and Huawei, or innovative marketing and logistic techniques, including Alibaba and TikTok,” he adds. As many a PR professional will sympathise with, it’s difficult for brands to change customer minds and behaviours if negative perceptions refuse
中國品牌與在港經營企業之間的關係數十年來反覆 無常。曾幾何時，本地消費者只會選購中國製造的 產品，以表明自己的愛國心。時至今日，國內品牌提 供具競爭力的時尚新潮商品及服務。 然而，最近反對中央政府潛在壓迫的抗議活動 仍然持續，反中情緒籠罩香港，香港年輕一代的怨 恨情緒尤為激烈。 消費者罷買的情況經已加劇，一些被視為表現 出親政府立場的品牌遭大批人士抵制，美心集團旗 下餐廳及香港吉野家就是其中一些明顯例子。 情況更有愈演愈烈的趨勢，中國銀行、中國移 動香港及中華書局等企業的實體店遭到較激進的示 威者破壞。 長遠來說，大部分處於擁有高消費力年齡層的 港人可能會開始對國內品牌產生敵意，並可能會對 國內企業的盈利產生重大影響。 儘管一些國內品牌似乎不受本地消費者歡迎， 但有人認為未必對其整體業務有太大影響。 香港浸會大學工商管理學院市場學系系主任霍 廣賢博士說：「零售店受破壞不代表核心業務受到 損害。」 他表示中資銀行的大部分盈利 來自商業貸款及抵押貸款，而非 零售銀行業務，因此儘管品牌 形象不太正面，但這些盈利 收入未必會受到影響。 此外，這 些 銀 行在 市 場上的優勢及地位也是其 成功的關鍵。
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to be tempered. But brands can continue to grow with or without adjusting their marketing strategies to cope with the negative sentiments among young Hong Kong consumers. Some are fortunate to be the best established players. SF Express, Taobao, AlipayHK, and DJI, have little comparable nonChinese alternatives in the local market. And what’s more, they have the benefit of youth. “Hong Kong people, particularly those under 30, tend to abandon the conventional media and are attracted by new social media which tends to challenge the authorities in society, including ruling parties of government, organisation management, and traditional cultures,” Fock says. “That is probably why most of the Chinese brands of the new generation, such as DJI, Alipay, Taobao, and SF Express, are suffering less than the traditional brands in the recent unrest.” Before the civil discordance powder keg was set off this summer, plenty of Chinese brands were gaining great popularity in the local market. For example, Shenzhen-based Chinese tea shop chain Heytea had been wellreceived by young consumers across China and Hong Kong. The brand has mainly relied on word-ofmouth recommendations on social media and mentions from influencers. Following a sudden rush of visitors travelling to the Mainland just to enjoy a cup of tea, the chain decided to come to the Hong Kong market in December 2018. 2 8 M AR K ET I N G H O N G K O N G NOV EMBER 201 9
One year on and Heytea now runs eight stores in the city. Hot pot restaurant chains Little Sheep, and Haidilao, are two other clear examples of brands who have hopped across the border to score success in Hong Kong. “Hongkongers love going out and eating. I think it is easy to accept a foreign (F&B) brand because cuisine has been something that travels very well,” says Jay Milliken, senior partner of Prophet. “When we talk about software and hardware, building a restaurant is a low-cost way to enter a market, and the software, such as concepts of food and menus, can be localised.” The realisation of localisation On the retail front, despite some recent controversies, Huawei and Xiaomi have been popular not only in Hong Kong, but worldwide. And low-cost retailer Miniso, a provider of household and consumer goods, is an example from another category that has swept Hong Kong. What they have in common is that consumers are drawn to these brands by the balance the products offer between affordability and high quality. However, not every brand can succeed on that balance alone. For many others, gaining a cultural foothold is going to be required. Milliken believes that brands which failed to establish their business in a foreign market were mainly unsuccessful due to the lack of localisation strategies.
他補充說：「中國頂尖品牌成為其各自行業的 領先品牌，是因為它們擁有先進技術，如大疆創新及 華為；或擁有創新市場推廣及物流技術，如阿里巴巴 及TikTok。」 如果無法扭轉顧客對品牌的負面印象，品牌很難 改變顧客的想法及行為，相信很多公關專業人士都對 此感同身受。但無論是否調整其市場推廣策略來應 對本港年輕消費者的負面情緒，品牌仍可繼續發展。 有些品牌幸運地打出名堂。順豐速運、淘寶、支 付寶香港及大疆創新在本地市場幾乎沒有可比拼的 非中國對手，而且它們受年輕人歡迎。 霍博士說：「尤其是30歲以下的港人傾向放棄傳 統媒體，並受到往往敢於挑戰社會權威，包括政府執 政黨、組織管理層及傳統文化的新社交媒體所吸引。 「這或者就是大多數新一代國內品牌，例如大 疆創新、支付寶、淘寶及順豐速運在最近的社會動 盪中，較傳統品牌遭受較少打擊的原因。」 在今夏的社會動盪火藥庫點燃之前，許多國內 品牌在本地市場大受歡迎，例如總部位於深圳的中 國連鎖茶飲品牌喜茶深受中港兩地的年輕消費者 熱捧。 該品牌主要靠社交媒體上的口碑推薦及網紅點 評而走紅，隨著顧客一窩蜂湧上內地一嚐茶味，該連 鎖店決定於2018年12月進軍香港市場。一年過後， 喜茶現時在本港有八家分店。 人氣連鎖火鍋店小肥羊及海底撈是跨境來港大 獲成功的兩個著名例子。 Prophet高級合夥人麥裡根說：「港人喜歡外出 用餐，而美食一向受歡迎，因此本地消費者很容易 接受外來（餐飲）品牌。」 「談到軟件及硬件，開設餐廳是進入市場的一 種低成本方式，而食物概念及餐單等軟件可以變得 本地化。」
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實現本地化
He says: “Brands would have to consider this trade-off – is (almost) eight million people here worth it to localise the strategies quite significantly, or just to translate?” He elaborates on Apple as an example. The company spends little effort on localisation in markets outside of the US, doing little more than translating the tag line on its ads. “Adopting a universal idea is a typical failure of entering the Chinese market. Apple’s businesses in China rapidly declined even before the challenge of the China-US trade war.” Milliken describes Apple’s ecosystem as a “beautiful prison” – a chic, yet convenient place in which users are willing to stay. However, what works in the US is not necessarily applicable to China, a place with its own unique ecosystem. “Apple has learned that they can’t just take the same ad and translate it, or just drop the same store idea into anywhere. Everything can’t be the same; there are differences in markets, different competitors, different ecosystems, and different cultures. They require you to be more thoughtful on how to market it.” Striking a balance between localisation and brand consistency is crucial. An in-depth understanding of customers is the key to deciding the focus of brand building and how to translate a global purpose into localised efforts. “There needs to be modifications. It doesn’t mean that you need a 180-degree change in strategy, but there are new ways like how you talk about yourself, who you target, how you deliver, WWW.M A R K ET I N G – I N T ER A C T I V E .C O M
that have to happen in this market. If you are not willing to make those adjustments, it is more likely that you are going to fail,” Milliken explains. Undoubtedly, relevance with consumers is fundamental to building a strong brand. By constantly engaging, surprising, and connecting with customers, consumers are more willing to support and stay loyal to a brand. Localising a business is the key to unlocking relevance. “The way brands communicate with consumers in Hong Kong has a unique nature to it,” Milliken says. “In Hong Kong, the use of Cantonese is very friendly and approachable; you often see brands use wordplay that makes it feel very familiar with Hong Kong people. Giveaways are also a common method in Hong Kong as a promotional tactic. “So you need to understand these little new answers of how Hong Kong is different from other markets. Being different is necessarily good, but it is more important to be relevant. You have to localise your business. There are really few companies that have a single business model or a single brand that works globally.” Culture and environment can radically change people’s needs, behaviours, and attitudes. The cultural differences and environmental differences where consumers live translate to which brands they transact with. “It depends on who you go after, and how similar are their needs. These are very important elements of how businesses
在零售方面，儘管面對近期爭議，華為及小米在香 港、以至世界各地均很受歡迎。低成本零售店名創 優品售賣家居及消費用品，是席捲香港市場的另一 個例子。這些品牌的共通點，都是以價廉物美的產 品來吸引消費者。 但並非每個品牌都能單憑這一點獲得成功。對 許多其他品牌而言，找到文化立足點很重要。麥裡 根認為，品牌無法成功在外地市場立足的主要原 因，是因為缺乏本地化推廣策略。 他說：「品牌必須考慮這種折衷：這個市場有 （近）800萬人，值得重新™制訂本地化的推廣策略， 還是僅僅將原有廣告翻譯成本地語言？」 他以蘋果作為例子解釋。對於美國以外的市 場，該公司只是將廣告標語翻譯成當地語言，沒有花 太大心力進行本地化推廣。 「採用普世概念打入中國市場註定失敗。即使 在中美貿易戰來臨之前，蘋果在中國的業績已迅速 下滑。」 麥裡根形容蘋果的生態系統為一個「美麗的監 獄」，一個令用戶自願留下的時尚方便之地。然而， 在美國行之有效的方法不一定適用於中國，因為中 國擁有自己的獨特生態系統。 「蘋果公司明白到，他們不能單純將相同的廣 告翻譯成不同語言，或將相同的商店概念套用在所 有地方。一切都各有不同，市場存在差異、競爭者不 同、生態系統不同、文化也不同，在市場推廣方面需 要多花點心思。」 在本地化與品牌一致性之間取得平衡相當重 要。對顧客的深入了解有助品牌決定宣傳重點，以及 如何將其全球化目標轉化為本地化推廣。 麥裡根解釋：「這需要進行調整，並不表示要在 策略上進行180度的改變，但可採取新方法，例如 如何介紹自己、誰是目標顧客、如何實現在這個市 場的目標等。如果不願意作出這些調整，失敗的機 會愈大。」 毫無疑問，與消費者保持相關是打造強大品牌 的基礎。通過不斷聯繫及接觸顧客、並為其帶來驚 喜，消費者會較願意支持並忠於品牌。而將業務本 地化是建立關聯的關鍵。 麥裡根說：「品牌與香港消費者溝通的方式很 獨特。」 「在香港使用廣東話非常親切及平易近人，因 此品牌經常『玩食字』來引起港人共鳴。送贈品也是 香港常用的促銷手法。」 「因此要了解香港與其他市場的不同之處。與 眾不同固然是好事，但保持相關更重要。必須將業 務本地化，很少企業可以憑單一商業模式或單一品 牌通行全球。」 文化及環境可從根本上改變大眾的需求、行為 及態度，消費者所在地的文化差異及環境差異會影 響他們對品牌的選擇。 「這取決於品牌的目標受眾是誰，以及他們的 需求有多相似，這些因素對於企業在目標市場取得 成功非常重要。需求愈相似，愈有可能（在不同市場 上）採用相同的營運模式。」 NOVE MB E R 2 019 MARK E TING HON G KON G 2 9
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有需要的「朋友」
succeed in whatever markets they want. The more universal the needs are, the more likely that the operating model can be the same (in different markets).” The “friend” in need To get an idea of how to successfully get a brand over the border, let’s talk about Alipay and TikTok and how they built custom brands to do so. Starting with Alipay, as Alibaba’s third-party mobile and online payment platform, it is no doubt an indispensable mobile app to people’s daily lives in China, and has been for some time. However, when it entered the Hong Kong market, it did so as an independent company with a new brand – “AlipayHK” – under a joint venture of CK Hutchison Holdings, and Ant Financial Services Group. With its localised in-app features and appealing promotional offers, in a short time, AlipayHK has fast become one of the most popular mobile payment apps in Hong Kong. It is ranked among the top three most positively talked about brands among Millennials in the city, according to YouGov BrandIndex, and took the top title of Most Relevant Brand in Prophet’s Brand Relevance Index 2019. But AlipayHK hasn’t stopped its localisation efforts there. The brand sees consumers as still mixing up “Alipay” and “AlipayHK”. AlipayHK has taken it upon itself to educate the public about the difference between these two brands through several marketing initiatives. Earlier this year, it launched the AlipayHK NEXT unmanned Store campaign to showcase its innovation and technology, alongside joint promotions with local malls and brands to raise brand relevance. 30 M A R K ET I N G H O N G K O N G NOV EMBER 201 9
Now, let’s turn to look at the similar case of the app Douyin and its more recognisable brand for overseas markets, TikTok. These short video platforms are gaining momentum globally as they fulfil the consumer need for instant gratification. Both apps are backed by internet technology company ByteDance, but their brand positioning and inapp features are different. Douyin targets users in China and is additionally used as an eCommerce channel, while TikTok targets overseas markets with a slimline focused eye on pure entertainment with far fewer bonus functions. In light of this, Douyin can thrive happily in the environment it was birthed in, while TikTok has the potential to expand its popularity abroad and become increasingly distinct, according to Hong Kong-based digital marketing agency NDN Group. “TikTok is gaining momentum in the West. The number of downloads has surpassed Facebook and Instagram. It is common to see new social media apps debut in America or Europe, with popularity catching on in other parts of the world later. Douyin and TikTok are changing this standard,” says Andy Ann, chairman of NDN Group. Hong Kong marketers are seizing this opportunity to create more marketing content for TikTok in a bid to tap into this platform to engage its active users. Because of this, NDN Group has partnered with GELOS to introduce Douyin TikTok marketing to Hong Kong. “Many brands that have used Douyin and TikTok have experienced extraordinary growth. The fact that Douyin and TikTok can remove the middleman is very powerful. We believe Douyin and TikTok will perform better than western
想了解如何 帶領品牌成 功跨境打入本 地市場，可 參考一下支付寶及TikTok如何建立定制品牌來獲取 成功。 首先，支付寶作為阿里巴巴第三方手機及網上 支付平台，早已成為國內民眾日常生活中不可缺少 的手機應用程式，但該應用程式是以長江和記實業 有限公司與螞蟻金融服務集團合資成立的獨立公司 及新品牌「支付寶香港」打入香港市場。 憑藉其本地化的應用程式內置功能及具吸引力 的促銷優惠，支付寶香港在短時間內迅速成為香港 最受歡迎的手機支付應用程式之一。據 YouGov品 牌指數顯示，支付寶香港是最受本港千禧一代好評 的前三名品牌之一，並在Prophet的「品牌相關性指 數2019」中獲得最相關品牌第一位。 但支付寶香港未有因此停止其在本地化方面的 努力，該品牌看到消費者仍將「支付寶」及「支付寶 香港」混淆。 支付寶香港致力通過不同市場推廣活動，向公 眾介紹這兩個品牌之間的區別。今年初，該品牌推 出AlipayHK未來生活館無人店推廣活動，以展示其 創新及科技，並聯同本地商場及品牌進行宣傳以提 高品牌相關性。 另一個類似例子，是應用程式抖音及海外市場 較為熟悉的TikTok。 這些短片平台滿足消費者對即時讚賞的需求， 因此在世界各地愈來愈流行。兩款應用程式均屬互 聯網科技公司字節跳動旗下，但它們的品牌定位及 應用程式內置功能卻有所不同。 抖音以國內用戶為目標，並用作電子商務渠道； 而TikTok瞄準海外市場，專注提供純娛樂內容，額外 功能則少得多。 因此，據 總部位 於香港的數碼營銷代 理公司 NDN Group表示，抖音可以在其誕生地蓬勃發展， 而TikTok則有潛力在國外擴大知名度，並變得愈益 獨特。 NDN Group行政總裁安宇昭說：「TikTok在西 方國家愈來愈流行，下載次數已超越 Facebook及 Instagram。歐美市場推出的新社交媒體應用程式 隨後在世界其他地區愈來愈受歡迎很常見，抖音及 TikTok正改變這一常規。」 香港市場推廣人員正把握這個機會為TikTok 打造更多市場推廣內容，藉此接觸該平台的活躍用 戶。因此，NDN Group與GELOS合作，將抖音及 TikTok的宣傳推廣引入香港。 NDN Group集團首席營運官Louise Au說： 「許多運用抖音及TikTok作宣傳推廣的品牌均錄得 驚人增長。抖音及TikTok可免卻中間人這一點非常 具吸引力。國內的互聯網市場更加先進及高盈利， 我們相信抖音及TikTok的表現將更勝西方國家的同 類產品。」 這個以內容主導的應用程式，以其引人入勝的 影片內容抓住用戶的注意。但要擴大本港用戶人數， 製作能打動年輕用戶的真實本地內容至關重要。 GELOS抖音／TikTok專家Jack Lee說：「要 提高 TikTok 在香港的知名度，應先從本地音樂著 手。TikTok音樂庫的播放列表應加入香港歌曲，讓用 戶可以輕鬆使用熟悉的歌曲來製作用戶生成內容。」
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專題報告
FEATURE
alternatives because the internet market in China is much more advanced and profitable,” says Louise Au, group chief operating officer of NDN Group. The content-oriented app has captured users’ attention with its captivating video content, but to broaden the Hong Kong user base, creating authentic local content that connects emotionally with young users will be essential. “For TikTok to raise awareness in Hong Kong, it should start with local music. Music tracks from Hong Kong shall be incorporated into the playlist of the TikTok music banks. Therefore, users can use it with ease to produce user-generated content with the soundtracks they are familiar with,” says Jack Lee, Douyin/ TikTok expert at GELOS. The challenge moving forward “Hong Kong is benefited from its location and unique relationship with China. Pre-handover or post-handover, Hong Kong is seen as a jumping off point for businesses to enter China. There are lots of benefits, but also negativities around this special relationship. It is always a tricky cultural, social, and political environment for Chinese brands in Hong Kong,” Milliken says. China brands not only face intense local competition in Hong Kong, but also the negative ingrained perceptions of low quality made-inChina products. Chinese brands need to find ways to overcome these challenges regardless WWW.M A R K ET I N G – I N T ER A C T I V E .C O M
of whether they are coming to Hong Kong or going to other markets. To overcome the challenge presented by consumer doubts as to the quality of Chinese wares, smartphone maker Huawei armoured itself with the reputation of another brand. By forming a partnership with Leica – a camera maker that is legendary for its exceptional production standards – Huawei was able to highly publicise the inclusion of Leica camera components in its phones. This drastically elevated consumer perceptions by cancelling out the low-quality stereotype. The association doesn’t need to be quite as close as producing physical products together to alleviate the bad vibes. But when a Chinese brand is shown to be working in partnership or alongside a recognised external company in any capacity, it can also increase confidence. Consumers will trust the judgment of the known brand, lending the China brand some of its shine. However, some feel that worrying about the quality perception has become a superstition rather than a reality. Something to be dropped moving forward. “I personally don’t believe in the so-called ‘ancestral sin’ of Chinese brands. When Chinese products and services provide the best solutions to people’s daily lives, no matter in Hong Kong, overseas or anywhere, people will love those Chinese brands,” Fock says.
未來挑戰 麥裡根說：「香港受惠於其地理位置及與中國的獨 特關係。回歸前後，香港均被視為企業進入中國市 場的跳板。這種特殊關係帶來很多好處，但也有很 多缺點。對於在港經營的中國品牌來說，這始終是 一個棘手的文化、社會及政治環境。」 中國品牌在香港不僅要面臨激烈的本地競爭， 還要應付本地消費者對中國製造產品質素低劣的固 有負面觀感。無論要打入香港市場還是進軍其他市 場，中國品牌都必須找到方法克服這些挑戰。 為克服消費者質疑中國商品質量所帶來的挑 戰，智能手機製造商華為與另一知名品牌合作來提 升自身形象。 通過與一向以卓越生產標準而聞名的相機製造 商Leica建立合作夥伴關係，華為得以大力宣傳其手 機內置的Leica相機組件，一掃中國產品低質素的刻 板形象，大大提升消費者對品牌的觀感。 合作關係不一定是共同生產實體產品那樣緊 密，以減輕不良影響。但當一個中國品牌與任何範 疇的知名外部企業合作或聯手，消費者會信任該知 名品牌的判斷，從而為中國品牌增添些許光彩，有助 增強消費者的信心。 但有人擔心對中國產品質量的觀感已成為一種 偏見而不是基於現實。要向前發展，一些觀念必須 拋棄。 霍博士說：「我個人不認同中國品牌的所謂『原 罪』。當中國的產品及服務能為大眾的日常生活提供 最佳解決方案，無論在香港、海外還是任何地方，大 眾都會喜歡那些中國品牌。」
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焦點
SPOTLIGHT
SNAPPED 快拍 LUSH’S #CARRYTHECUP COFFEE POP-UP DATE: 24 October. VENUE: Lush Naked Shop. 1. Aimed at encouraging people to form a habit of bringing their own cups and to stop using disposable cups, Lush offered vegan coffee to those who brought mugs in. 2. Lush did not provide disposable
cups during the event, but sold reusables, each made from six used paper cups.
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3. Lush offered Fair Taste locally
roasted vegan coffee and Oatly’s oat-based milk to brew with.
4. The upper level of Lush’s first naked store in Asia (located in Causeway Bay) serves as an education hub, offering classes and exhibitions.
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Harbour City’s Brew in the City DATE: 11-13 and 18-20 October. VENUE: Harbour City. 1. Harbour City worked with local beer brewery H.K. Lovecraft, specialty coffee roaster Roastwork, and coffee-sharing platform ListCup to offer specialty coffees and craft beer to visitors. 2. More than 30 local and
international coffee roasteries and craft beer breweries took part.
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3. A two-day Hong Kong
AeroPress Championship was held on 12-13 October with 70 competing coffee brewers. The winner will go on to represent Hong Kong in London’s world AeroPress Championship.
4. Participants could also join workshops and sharing sessions to learn about the art of brewing from Hong Kong, Taiwanese, and Japanese brewers.
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焦點
SPOTLIGHT
Ngong Ping 360’s Happy Childhood Memories DATE: 27 September – 10 November. VENUE: Ngong Ping 360. 1. A wide range of displays recreated the childhood memories of Hongkongers, including a threemetre high toy capsule vending machine, Aeroplane Chess, and a giant Rubik’s Cube. 2. Hopscotch, another playground
staple, was also popular.
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3. Ngong Ping 360 also offered
free workshops for traditional Chinese crafts, sugar painting, and sugar-blowing.
4. To attract more visitors, Ngong
Ping 360 offered a round-trip standard cabin cable car ticket for HK$88, the price at its original opening.
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SCCHK and Octopus’ “Tap, Return & Earn” beverage bottle redemption scheme DATE: 19 September. VENUE: Blueprint, 2/F Dorset House, Taikoo Place.
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1. Swire Coca-Cola HK (SCCHK) launched a series of drinks bottle deposit machines. Part of a redemption and education scheme, they’re aimed at driving recycling, promoting sustainable lifestyles, and raising public awareness about waste management. 2. The machines are designed to accept plastic beverage bottles of any brand with a 330ml to twolitre capacity. 3. Information stored in a bottle’s barcode is scanned for identification and data analysis before it is compressed and deposited into the machine’s receptacle for collection. 4. Users can earn a HK$0.2 cash
rebate via Octopus for every plastic beverage bottle returned.
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亞 洲電子商務大 獎
MUSIC PARTNER
As 2020 approaches, Asia’s evolving marketing landscape is forcing established industry players to become more innovative. With offline methods not matching up to meet the needs of brands, digital alternatives are stepping up and getting greater attention. Though it’s been evolving for years, eCommerce may just now be hitting its prime time to shine.
2020年臨近，不斷演變的亞洲市場推 廣環境正驅使具規模的行業參與者變 得更創新。離線推廣方式已不足以滿 足品牌的需求，數碼推廣方式正逐步 取而代之，並獲得更大關注。儘管電子 商務市場已發展多年，但現時可能正 趕上其發光發亮的輝煌時期。
In its third year, the Asia e-Commerce Awards returns to honour the brands in Hong Kong that are seizing this moment. At a glamorous event, Marketing showcased unique and brilliant work that struck a chord with our judging panel.
「亞洲電子商務大獎」來到第三年， 繼 續 表 揚能夠 把 握 這個重要 時 刻 的香港品牌。在盛 大的 頒 獎禮上， 《Marketing》展示一眾能引起評審 共鳴的獨特出色作品。
Taking home the coveted grand prizes of Best of Show – Agency, and Best of Show – Brand were Xaxis Hong Kong and AIA Hong Kong respectively. But let’s offer a hearty congratulations to all of this year’s winners!
Xaxis Hong Kong及友邦保險香港 於今年分別獲頒「最佳表現大獎 — 代 理公司」及「最佳表現大獎 — 品牌」 最高殊榮，衷心祝賀今年所有得獎者！
WINE PARTNER
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STYLE PARTNER
VIDEO PRODUCTION PARTNER
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JUDGES Jimsun Lui
Head of Marketing, Digital Bupa Asia
Ravel Lai
Chief Digital Officer Dah Chong Hong Holdings
Jenny Yip
Head of eCommerce FORTRESS
William Chan
General Manager of Experience, Service & Technology Hang Lung Properties
Sally Mok
General Manager, eCommerce & Distribution HK Express
Bert Leung
General Manager - Strategic Retailing HKTV Mall
Edison Tsui
Director of E-Commerce Langham Hospitality Group
Min Lai
Regional Digital & CRM Director L’OCCITANE Group
Phoebe Hung
Assistant Director, Digital Marketing & eCommerce Melco Resorts & Entertainment
Farrukh Shad
Global eCommerce SVP Schneider Electric
Ken Lo
Head of IT, HK & Macau SF DHL Supply Chain China
Calvin Fu
Director of eCommerce The Mira Hong Kong
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Best e-Commerce – Food & Beverage
GOLD
General Mills
Brand: Häagen-Dazs Campaign: Häagen-Dazs E-Coupon Distribution System Agency: PRIZM
Best e-Commerce – Lifestyle & Entertainment
GOLD
Cyber Games Arena
Campaign: Cyber Games Arena eCommerce Ecosystem Agency: MONI
SILVER Genting Cruise Lines Brand: Dream Cruises Campaign: Cruising to the Dream Performance Agency: Mindshare Hong Kong – Neo BRONZE Crown Motor Brand: Toyota Supra Campaign: Toyota’s legend Supra new launch online pre-ordering & event support Agency: PRIZM
Best Solution – Sales Lead Generation
GOLD
AIA Hong Kong
Campaign: AIA HK Voluntary Health Insurance Scheme Campaign Agencies: Xaxis Hong Kong, MediaCom Hong Kong
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SILVER Cathay Pacific Airways Campaign: Cathay Pacific Always On Global Performance Campaign Agency: Digitas Hong Kong BRONZE B.S.C. Online Brand: BKEE.com Campaign: BKEE.com B2B eCommerce Portal Agency: CLEARgo
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Best Omni-Channel Process
GOLD
Nike Hong Kong
Brand: Nike Campaign: NikePlus Membership 2.0 Agency: AnalogFolk Hong Kong
SILVER bossini Brand: bossini BRONZE SmarTone Telecommunication Brand: SmarTone Campaign: Omni-Channel Development in SmarTone
Best Use of Programmatic
GOLD
Cathay Pacific Airways
Campaign: Cathay Pacific Always On Global Performance Campaign Agency: Digitas Hong Kong
SILVER Genting Cruise Lines Brand: Dream Cruises Campaign: Cruising to the Dream Performance Agency: Mindshare Hong Kong – Neo BRONZE The Dairy Farm Company Brand: Market Place by Jasons Campaign: Market Place Delivers Always-on Campaign Agencies: Xaxis Hong Kong, Mindshare Hong Kong
Best e-Commerce – Financial Services
GOLD
AIA Hong Kong
Campaign: AIA HK Voluntary Health Insurance Scheme Campaign Agencies: Xaxis Hong Kong, MediaCom Hong Kong
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SILVER MSIG Insurance (Hong Kong) Campaign: MSIG Mobile App Agency: ESDlife BRONZE AXA China Region Insurance Company Brand: AXA Hong Kong & Macau Campaign: Travel insurance eCommerce revamp
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Best Solution – Best Organic Search Campaign
GOLD ASH
Campaign: From Last Page to #1: Uplifting Visibility and Growing Traffic for ASH through SEO Agency: iProspect Hong Kong
Best Mobile/App e-Commerce
GOLD
MSIG Insurance (Hong Kong)
SILVER Hong Kong Telecom Brand: Tap & Go Campaign: Tap & Go Market Place Agency: MONI
Campaign: MSIG Mobile App Agency: ESDlife
BRONZE MO – Mobile Online Campaign: Disrupt Telcos with MO Agency: IBM iX
Best e-Commerce Campaign
GOLD
Cathay Pacific Airways
Campaign: Cathay Pacific Always On Global Performance Campaign Agency: Digitas Hong Kong
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SILVER tmtplaza Campaign: tmtplaza 30th Anniversary – Christmas Light Extravaganza Agency: Joy Luck Entertainment SILVER Trip.com Campaign: Trip.com “The Easy Way To Go” Agency: Digitas Hong Kong BRONZE Samsonite Asia Brand: Samsonite Campaign: Samsonite 2019 Chinese New Year 360° Promotion Agency: French Rotational Production NOVE MB E R 2 019 MARK E TING HON G KON G 41
Best Solution – Customer Communication
GOLD
tmtplaza
Campaign: tmtplaza 30th Anniversary – Christmas Light Extravaganza Agency: Joy Luck Entertainment
SILVER Ubisoft Campaign: Ubisoft ChinaJoy – Unlocks the Next Level Agency: Freeman BRONZE B.S.C. Online Brand: BKEE.com Campaign: BKEE.com eCommerce Solution Agency: CLEARgo
Best e-Commerce Strategies
GOLD
AIA Hong Kong
Campaign: AIA HK Voluntary Health Insurance Scheme Campaign Agencies: Xaxis Hong Kong, MediaCom Hong Kong
SILVER Cathay Pacific Airways Campaign: Cathay Pacific Always On Global Performance Campaign Agency: Digitas Hong Kong BRONZE bossini Brand: bossini BRONZE Yahoo Hong Kong Brand: Yahoo Shopping Campaign: Yahoo App x Yahoo Shopping 8th Anniversary
Best e-Commerce – Telecommunication
GOLD
Birdie Mobile
Campaign: Birdie Mobile and Birdie Farm
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SILVER MO – Mobile Online Campaign: Disrupt Telcos with MO Agency: IBM iX BRONZE SmarTone Telecommunication Brand: SmarTone Campaign: e-Commerce in SmarTone
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Best Solution – International Expansion
GOLD
THE NET-A-PORTER GROUP ASIA PACIFIC
Brand: NET-A-PORTER Campaign: New Fashion Talents Agency: Havas Media
Best e-Commerce – Retail
GOLD bossini
Brand: bossini
SILVER Cyber Games Arena Campaign: Cyber Games Arena eCommerce Ecosystem Agency: MONI BRONZE New Balance Campaign: APAC e-Commerce Rollout Agency: MONI
Best e-Commerce Website Design SILVER bossini
GOLD
Puyi Group
Brand: Puyi Optical Campaign: e-Commerce with Omni-channel Solution for Puyi Agency: CLEARgo
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BRONZE New Balance Campaign: APAC e-Commerce Rollout Agency: MONI
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Best e-Commerce – Hospitality & Travel
GOLD
The Peninsula Boutique
Campaign: Peninsula Boutique E-commerce B2B & B2C Agency: MONI
SILVER The Peninsula Hotels Campaign: Driving Direct Hotel Bookings Through Always On SEM Agency: iProspect Hong Kong BRONZE Trip.com Campaign: Trip.com “The Easy Way To Go” Agency: Digitas Hong Kong
Best User Experience
GOLD
MSIG Insurance (Hong Kong)
Campaign: MSIG Mobile App Agency: ESDlife
SILVER AIA Hong Kong Campaign: AIA HK Voluntary Health Insurance Scheme Campaign Agencies: Xaxis Hong Kong, MediaCom Hong Kong BRONZE New World Property Management Company Campaign: Artisanal Living App
Best CRM Campaign
GOLD
Nike Hong Kong
Brand: Nike Campaign: NikePlus Membership 2.0 Agency: AnalogFolk Hong Kong
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SILVER B.S.C. Online Brand: BKEE.com Campaign: Client Retargeting Campaign Agency: CLEARgo BRONZE Hutchison Telephone Company Brand: 3HK Campaign: 3Mall
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Best Use of Social Media
GOLD
Sino Group
Campaign: Sino Green Hackers Agency: KASHow
SILVER tmtplaza Campaign: tmtplaza 30th Anniversary – Christmas Light Extravaganza Agency: Joy Luck Entertainment BRONZE Tsui Heung Food Factory Campaign: Tsui Heung Social Media with E-Commerce Management Agency: Ying Interactive Marketing Services
e-Commerce Business of the Year
GOLD
HK Express
Brand: HK Express
SILVER B.S.C. Online Brand: BKEE.com Agency: CLEARgo BRONZE bossini Brand: bossini
e-Commerce Marketing Agency of the Year
GOLD
Xaxis Hong Kong
SILVER Digitas Hong Kong
BRONZE iProspect Hong Kong
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Best of Show – Agency 最佳表現大獎 — 代理公司
Xaxis Hong Kong
As the winner of Best of Show – Agency, Xaxis Hong Kong scooped four gold awards across the categories of Best e-Commerce – Financial Services; Best Solution – Sales Lead Generation; Best e-Commerce Strategies; and e-Commerce Marketing Agency of the Year. The Xaxis team also took home one silver and one bronze in the categories of Best User Experience, and Best Use of Programmatic. Most of the prizes were awarded for the agency’s commendable work on AIA Hong Kong’s “AIA HK Voluntary Health Insurance Scheme” campaign. It enabled the brand’s target audiences – parents, professionals, and practitioners from the business and finance sectors – to have a better understanding of the Voluntary Health Insurance Scheme. Offering individual indemnity hospital insurance plans, certified by the city’s Food and Health Bureau, the scheme was launched by the Hong Kong government in April 2019. The campaign was intended to spread awareness, but was also aimed at driving direct sales and 46 M AR K ET I N G H O N G K O N G NOVEMBER 201 9
bolstering AIA Hong Kong’s leading position in the industry. Xaxis Hong Kong’s effort successfully spurred interest. From March to May 2019, the campaign recorded more than 55 million impressions with potential customers, and almost 3,000 conversions. The agency also demonstrated its expertise in programmatic for The Dairy Farm Company’s “Market Place Delivers Always-on” campaign, which aimed to drive awareness of the complimentary delivery service offering from Market Place by Jason’s. Using a programmatic strategy to reach audiences in different environments, and using different devices such as mobile and desktop, the campaign recorded a total of 877 conversations from March to May 2019. Its cost-peraction also improved by 78% in the same period. Xaxis Hong Kong’s fine work captured the attention of judges, who awarded it the prestigious title of e-Commerce Marketing Agency of the Year.
作為「最佳表現大獎 — 代理公司」的得獎 者，Xaxis Hong Kong撗掃最佳電子商務 — 金 融服務、最佳解決方案 — 銷售線索生成、最 佳電子商務策略及年度電子商務營銷代理四 個組別的金獎。 Xaxis團隊亦分別在最佳用戶體驗及最佳 程序化應用兩個組別獲得一銀一銅。 大部分獎項是憑藉該公司為友邦保險香 港打造的「AIA自願醫保計劃」出色推廣活動而 獲得。該推廣活動讓品牌的目標受眾，包括父 母、專業人士、以及商務及金融界從業員能夠 對「自願醫保計劃（VHIS）」有更深入的了解。 香港政府於 2019年 4月推出「自願醫保計 劃」，提供經食物及衞生局認證的個人償款住 院保險產品。該推廣活動旨在宣傳計劃，同時 刺激產品的直接銷售額，並鞏固友邦保險香港 的行業領先地位。 Xaxis Hong Kong的努力成功引起大眾的 興趣。從2019年 3月至5月期間，該推廣活動向 潛在客戶展示超過5,500萬次廣告，並錄得近 3,000次轉換率。 為牛奶公司打造的「Market Place Delivers Always-on」推廣活動旨在宣傳 Market Place by Jasons 提供的免費送貨服務，展現出Xaxis Hong Kong在程序化營銷方面的專業知識。 該推廣活動運用程序化營銷策略、以及手 機及桌面電腦等不同設備來接觸不同環境的 受眾，從2019年 3月至5月期間共錄得 877次轉 換率，每行動成本（CPA）亦同時提高78%。 Xaxis Hong Kong的出色作品得到評審的青 睞，因此勇奪年度電子商務營銷代理的稱號。
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Best of Show – Brand 最佳表現大獎 — 品牌
AIA Hong Kong 友邦保險香港
AIA Hong Kong grabbed the title of Best of Show – Brand, winning three gold and one silver for its “AIA HK Voluntary Health Insurance Scheme” campaign. The outstanding campaign won golds for Best e-Commerce – Financial Services; Best Solution – Sales Lead Generation; and Best e-Commerce Strategies; while also taking a silver for Best User Experience. The campaign was launched from March to May 2019 for three months, with an aim to create top-of-mind association between AIA Hong Kong and the Voluntary Health Insurance Scheme launched by the Hong Kong government in April 2019. The brand reached out to its target audiences – parents, professionals, and practitioners from the business and finance sectors – through a meticulously designed plan leveraging Xaxis Hong Kong’s data management platform which tracked audiences globally on their digital behaviour.
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The platform also enabled AIA Hong Kong to dive deep into its data and reach specific types of audience members. It provided the capability of analysing the website audiences and using that information to build a look-alike modelling strategy. This meant it could reach audience members with similar online behaviours as the website’s existing visitors. After discovering its preferred audiences, AIA Hong Kong launched several key visuals to highlight the key points of the scheme and present what was on offer for customers. The company also created re-targeted creative messages based on the visiting journeys of consumers. Around 3,000 conversions were recorded during the campaign period, 150 times more than for any other AIA Hong Kong iShop product.
友邦保險香港憑藉其「AIA自願醫保計劃」推 廣活動獲得三金一銀，成功奪得「最佳表現大 獎 — 品牌」殊榮。 這項出色的推廣活動贏得最佳電子商務 — 金融服務、最佳解決方案 — 銷售線索生 成、最佳電子商務策略三個組別的金獎，同時 獲得最佳用戶體驗組別的銀獎。 為期三個月的推廣活動於2019年3月至5月 期間推出，旨在令大眾想起香港政府於2019年 4月推出的「自願醫保計劃」時，第一時間會聯 想到友邦保險香港。 該 品 牌 運 用追 蹤 全 球 受 眾 數碼 行為 的 Xaxis Hong Kong數據管理平台，打造精心設計 的計劃以接觸父母、專業人士、以及商務及金 融界從業員等品牌目標受眾。 友邦保險香港亦透過該平台深入研究其數 據，以接觸特定類型的受眾。該平台能夠分析 網站訪客，並運用該訊息建立同類建模策略， 意味著可接觸擁有類似網上行為的網站現有 訪客受眾。 發掘到目標受眾後，友邦保險香港推出多 個主要宣傳圖像來突出該計劃的重點，並向客 戶介紹所提供的服務。該公司亦根據消費者的 訪問旅程製作重新定向創意宣傳訊息。 推廣活動期間，錄得約3,000次轉換率，是 其他友邦保險香港iShop產品的150倍。
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觀點
OPINION
ASK JACK Hard-boiled advice for the modern marketer Jack So is co-founder and ECD of So Fuk Yu, the mythical Hong Kong agency in the pages of Richard Tong’s critically acclaimed neonnoir novels. Here, he quells concerns, solves problems and addresses the big issues with uncommon sense. Send your questions to AskJack@marketing-interactive.com. Dear Jack: People keep telling us what the future will be like. Yet, they don’t seem to agree. Who can I trust? Gullible, Singapore.
Dear Jack: In meetings, it seems everyone has an opinion. Who should I listen to? Sponge, Hong Kong. Opinions are the natural enemy of creative people. They’re like noses. Everyone has one. Well, except Voldemort, Red Skull, Ultron and that octopus dude in Pirates of the Caribbean. If you have to pick one, a professional opinion based on knowledge and proven experience is better than a personal preference based on penchant and predisposition. I go with something that scientists call Gut Feel TM because there’s no room for logic in the chambers of the human heart, and even less so in the mind of a marketer.
The only thing less trustworthy than advertising, Gullible, is the evangelical bombast of digital maniacs. No one ever got rich and famous by suggesting that things won’t change. Listen to all, accept few, trust no one. Henry David Thoreau once said what lies behind us and what lies ahead of us are tiny matters compared to what lives within us.
Dear Jack: What is advertising in the 21st Century? Analog, Malaysia. Someone once said that advertising is 85% confusion, and 15% commission. That’s not true. Commissions are way under 5% now.
Dear Jack: What do you think of AI? Cerebrus, Bangkok. People have been faking their smartness since Adam was a boy. The internet, however, has made the artificiality of intelligence pandemic. Everyone thinks they’re an expert on everything when, in fact, they know nothing and can’t be told anything. Fact is, in the closed world and kind-learning environments, AI has made great progress. In open, wicked-learning environments, AI has been poor. It’s great at playing chess and Jeopardy, where the answers are known or predictable. It’s not so good for curing cancer, where people still haven’t worked out what questions to ask. Read David Epstein’s Range if you want an intelligent view on intelligence, artificial or otherwise.
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Dear Jack: Is advertising an art or a science? Curious, Hong Kong. Art is a function of culture. It draws attention to itself and seeks to increase its own value. Advertising is a function of commerce. It draws attention to something else and seeks to increase the value of other things. Art doesn’t have a thesis, a strategy or a half-life. It doesn’t have to prove anything, or need an algorithm and a three-hour meeting to work out when the next meeting is going to be. I just completed some postgraduate work in marketing and was awarded a master’s in science. So, you know, there’s that.
Dear Jack: My supervisor tells me I’m too honest and critical. But I was always told to tell the truth about how I feel. What should I do? Blunt, Thailand. Sincerity is the secret to success. Learn to fake that and you’ve got it made. Jean Giraudoux said that a hundred years ago. It’s just as true today. He was a French diplomat, so he probably knew what he was talking about.
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