Marketing magazine Hong Kong, October 2022

EMBRACING THE UNKNOWN

Dear reader,

We hope you are doing well. We can’t believe it’s almost the end of the year – and what an eventful year it has been. From the choosing of new leaders to the easing of travel, the Hong Kong market – both in advertising and marketing and out of it – has seen a lot of change.

As we wrap up the year and plan for the fresh new one ahead, we wanted to keep up with our annual tradition of bringing you a list of the top performing platforms in the country – voted by our marketing community.

This brings us to our Media Report – a guide which was created with the aim of highlighting platforms that are going to give you the best bang for your buck. We sincerely hope this will make planning for the right platforms in 2023 a little bit simpler for you.

Honestly, we know the year hasn’t been an easy one, and we aren’t completely sure that next year will be any easier with all the ongoing talk about a recession. But one thing we are sure of is the adaptability of the media industry which continues to shift at a rapid pace.

As I reflect on the year we’ve had, one area that really stood out to me was the incredible number of submissions we received during our Spark Awards. Often going hand in hand with the media scene is the PR scene. So amid the pages of the magazine, we will also bring you some of the leading brands in Hong Kong acing the PR space.

We also hope we inspired you to rethink some of your marketing strategies after our recently concluded Omnichannel Marketing Asia conference. Our aim was for you to think of new ways of commercialisation in the year ahead.

In our eyes, the media and marketing industry in Hong Kong has well and truly proven that it can embrace the rapid technological changes of today, and thrive in the world of tomorrow. We hope we are able to bring that to light through this issue.

親愛的讀者：

場到放寬旅遊限制，今年的確發生很多事，而香港 廣告及營銷市場亦發生很大轉變。 在總結這一年並規劃來年之際，我們希望延續 每年的傳統，為您提供由市場推廣人員投選的最佳 媒體平台排名。

「年度最佳媒體」排名旨在列出能為市場推廣 人員帶來最大效益的平台，我們衷心希望這份指南 能助您更輕鬆揀選合適平台以配合 2023 年的業務 規劃。

我們明白這一年過得不易，面對全球經濟可能 出現衰退，來年的情況也是未知之數。但有一點可 以肯定的是，媒體行業依然能夠靈活適應，迅速作 出應變。

回顧過去這一年，其中一樣令我印象深刻的是 「香港卓越傳媒大獎」收到如此多出色的參賽作 品。媒體與公關總是並駕齊驅，因此今期雜誌亦會 為大家介紹一些在香港公關行業表現傑出的品牌。

我們亦希望最近舉行的「亞洲全渠道營銷大 會」能啟發您重新思考一些營銷策略，為來年構思 新的推廣方式。

在我們眼中，香港媒體及市場推廣行業已成功 適應當今瞬息萬變的科技趨勢，並準備好在未來蓬 勃發展。希望透過今期雜誌能夠表揚各位的成就。

請細閱今期雜誌。

Karen Wong Assistant Deputy Editor

BRANDS

DigiZ Awards

What: The DigiZ Awards are designed to recognise and reward the brightest stars in the digital marketing industry. Where: Hotel ICON When: 2 November

Marketing Excellence Awards

What: The awards are back again to recognise outstanding work in Hong Kong’s marketing industry. They are one of Hong Kong’s largest awards shows to celebrate the region’s top marketers. When: 2 December

giant Netflix has become the most recommended brand in Hong Kong for 2022, while HKTVmall and Uniqlo ranked second and third respectively on YouGov’s recommended rankings.

成為2022年香港最受推薦品牌，HKTVmall及Uniqlo分

• Netflix has retained its title as the most recommended brand in Hong Kong for 2022 with 79.4% of its consumers recommending it to others.

Netflix衛冕 2022年香港最受推薦品牌，79.4%的消費者表示會將其推薦給其他人。

• Shopping and entertainment platform HKTVmall was a close second (76.9%), similarly retaining its 2021 position. 購物及娛樂平台HKTVmall緊隨其後（76.9%）排名第二，同樣保持2021年的名次。

• Japanese clothing retailer Uniqlo was the next most recommended brand (75.8%), followed by CHANEL (personal care) and CHANEL (fashion) with recommend scores of 75.3 and 75.0 respectively.

日本服裝零售品牌Uniqlo排名第三（75.8%），其次是 CHANEL（個人護理）及CHANEL（時尚），推

Next was

The list of

2021

programme

followed

with

MTR, and McDonald’s subsidiary McCafé, completed the improvers’ list with improved scores of +5.6 points and +5.4 points respectively.

+5.6

James Hill Managing partner of SEC Newgate Greater China SEC Newgate大中華區執行合夥人

+5.4得分躋身「最佳進步品牌」榜單。

Source: YouGov Recommend Rankings 2022. 資料來源：YouGov「2022年香港品牌推薦度排行榜」

Terry Tsang Director

Door

HOT: NESCAFÉ

message

and delivered in this wit-filled

performed by MC $oHo & KidNey, while the tasteful art direction is almost as good as the taste of the product itself.

creative use of those hot phrases coined by this pair might be a bit expected, but it doesn’t suggest the copywriter is being lazy. I think the copywriter has used the right dosage to spice up the script without overdoing it.

NESCAFÉ

NOT: DUREX

Durex has been in the market for years and it’s definitely a market leader. Everyone knows what Durex is, and the functional side of it. So why does the brand still try to own “love making” when it could own a higher ground?

I have seen the ad featuring an LGBT couple talking about commitment and it touched me. As the key message of this ad suggests, I am looking for a better expression of “unity of body, mind and soul”.

There are many facets of love that the brand could have played with. Why boil it down to bodily pleasure and lust when you can own love? The brain is the new sexy. Maybe it’s a lot sexier to talk about sex without showing sex.

Each year, MARKETING-INTERACTIVE undertakes one of its most significant research projects to discover the media preferences of Hong Kong’s marketers. We hope to understand which media platforms marketers are interested in for advertising solutions across the digital, outdoor, TV, radio, and print platforms.

In this research, we ask respondents to name the magazines, TV stations, digital platforms or OOH groups they would use to target consumers across key industries, including luxury, local business, and finance.

How did we achieve this?

The media rankings were derived from questions in the annual Media Spend Benchmarking Survey. It employed an online questionnaire and surveyed its database of client advertisers and marketing services agency professionals. All answers given by respondents were considered by MARKETING-INTERACTIVE when finalising the rankings.

Quality recipients and respondents

total of 418 respondents participated in the Hong Kong Media Survey 2022. Genuine advertising decision-makers and influencers across key agency-using industries were well represented as were agency professionals from various marketing services.

Most respondents were manager-level decision makers and above, with 94% covering the Hong Kong market, and 6% responsible for other global markets. Out of the respondents, 42% came from business-to-consumer marketing companies, 24% from business-tobusiness marketing companies, and 34% came from both.

Advertisers from major and local international banks, FMCG companies, property and construction, IT and telecommunication firms, as well as those from travel and tourism companies participated in the survey. Agency professionals across the marketing services spectrum were also represented.

VOGUE Hong Kong

Since its launch in 2019, VOGUE Hong Kong, the 25th edition of the Condé Nast fashion bible, has clearly staked its claim as the top luxury magazine and online platform in town through its high profile cover page stars and in-depth content. It has also expanded into men’s fashion with VOGUE Man, and culture and lifestyle content with VOGUE LIVING. It’s safe to say VOGUE has delivered the final word on the finer things in life.

Hong Kong

Hong Kong has navigated

of this year by giving

a relevant

portal online. From the

best fine-dining, to art and

Tatler Hong Kong continues

resource for those who appreciate the finer things in life.

Prestige Hong Kong

Hong Kong positions its site as an online lifestyle media of choice for the affluent and influential, high-

corporate leaders, the city’s most eminent personalities, and Asia’s social elite.

Hong Kong

Exchange

SundayKiss

Hong Kong-based

editorial platform from

Media Group.

of content,

offers

and guidance for

areas include self-

information recipes for young

Smart Parents

playground in

be a guide for

in their

Bloomberg

believes its customers rely on it to deliver accurate and real-time business and marketmoving information that helps them make critical financial decisions by unleashing the power of information and technology to bring clarity to a complex world.

AASTOCKS

website offers abundant financial information and its content is

enhanced and updated. It not only assists investors in analysing China,

and global stock markets with

but also helps them scout investment opportunities. The website is highly appealing to investors in Hong Kong and other parts of China.

management.

Travel

Klook

a travel and leisure

for experiences

website and app, users

experience a world of joy,

attractions and tours,

Weekend Weekly

sees main

covering news and

affairs, entertainment, food,

all walks of life, real estate,

stocks, cars, love and marriage, computers and mobile

and more.

PressLogic

is a data-driven media commerce company comprising a broad portfolio of market-leading digital media brands, boasting operations in Hong Kong, Taiwan, Singapore, India, Korea, and Malaysia. Across its social media accounts and websites, PressLogic accumulates over 12 million Facebook and Instagram followers, and more than 700 million monthly content impressions.

HK

of

HKET

The site of HKET provides the digital edition of the Hong Kong Economic Times and has archives dating back to 2010. HKET offers professional analysis on finance, current affairs, the property markets, as well as the economy, which users can access through mobile, tablets, and desktops.

company in the

of

and

as the

services provider which delivers

coverage,

free

scores, and videos.

web portal, search engine

Search, and related services,

My Yahoo, Yahoo Mail, Yahoo News, Yahoo Finance, Yahoo Sports,

advertising platform, Yahoo Native.

the

the

of

most

intelligence.

Baidu

and artificial intelligence, headquartered in Beijing’s Haidian District.

by Google, YouTube has

BUSINESS

Smart Parents

Tao’s Smart Parents has once again won the title of

Magazine.

Baby Magazine

A member of Pop Art Group, Baby Magazine offers information about pregnancy, raising babies, and related information.

a

platform

parent-child

to be a guide

on

香港博藝集團有限公司旗下的《Baby親子雜誌》提供有關 懷孕、育兒及相關資訊。

out

their

Playtimes

Playtimes covers childcare, education, health, and food and fun activities. The publication says its magazine and the digital edition offer an honest and informative perspective on parenting in Hong Kong to help readers make the best decisions for you and your family.

《 Playtimes

The Economist

A weekly magazine printed in demitab format, and published digitally, that focuses on current affairs, international business, politics, technology, and culture.

Bloomberg Businessweek

The magazine provides information and opinions on the important happenings in the world of business. Renamed to Bloomberg Businessweek in 2010, the publication provides news about markets, technology and lifestyle, and hosts editorials and opinions in its magazine and on its website.

該雜誌於 2010

Headline Daily Headline Daily is the only newspaper with a readership in excess of one million, and it continues to take the leading position with the largest distribution network and coverage, occupying first position among newspapers in Hong Kong. Its website is also a source of leisure and entertainment information, in addition to

am730

瀏覽。

HKET

Discovery

National Geographic National Geographic is a magazine published by the National Geographic Society. Topics covered by this magazine include science, geography, history, and world

its

的特點，包括其封面的黃色長方形邊框。

JCDecaux Cityscape

JCDecaux Transport

JCDecaux Transport

Combined with creativity, passion, data and technology, JCDecaux Transport offers innovative DOOH advertising solutions catering for different brands. Most of its works are often showcased at MTR stations and Hong Kong International Airport.

Media Group

launched the first programmatic digital out-of-home (pDOOH) campaign along Singapore's latest ThomsonEast Coast MRT Line. The campaign engaged with on-the-go audiences along the rail line, and resulted in the successful delivery of more than 210,000 impressions.

Asiaray Media Group

The out-of-home media company has worked with a number of Hong Kong brands such as MTR and High Speed Rail. Its work can be seen across various platforms such as billboards, LED walls, shopping malls, bus shelters, and MTR stations.

POAD

its place on the

in the

operator

billboards

in Hong

and

advertisements.

SNAPPED 快拍

The Grounds

DATE: 13 October onwards

VENUE: Hong Kong Observation Wheel and AIA Vitality Park

1. Hong Kong’s most loved entertainment space is back at AIA Vitality Park for a second season with new activities for the family, new pods, new ticket types, new food options, and new blockbuster movies.

2. Among the enhancements this season are the original Classic Pods which now include four upgraded deck chairs, while the all-new Prime Pods feature B Project “sofa-style” chairs in prime viewing locations.

3. The Grounds is also introducing multi-movie and movie marathon tickets, with more details and titles to be revealed soon.

4. Guests can still order food from the comfort of their private pod through The Grounds’ seamless mobile ordering system, be it popcorn, tacos, gourmet burgers, authentic Vietnamese, or more.

Kiztopia

DATE: 30 September onwards

VENUE: New Town Plaza Play Park

1. Kiztopia, Singapore’s megaindoor kids’ edutainment centre, has officially launched in Hong Kong, sharing the core vision of “Play to learn, learn through play”.

2. The Mojo Zone features eight slides, including the highest of which is four metres (approximately two storeys high).

3. Consisting of challenging obstacles such as a meteor swing and rope bridge, the Ninja Warrior Zone aims to improve children’s physical ability, stimulate logical thinking, and train children’s independence and bravery in facing adversity.

4. Children can also express themselves through their jumping on Mark the Monkey Scientist’s trampolines, while putting their agility and sense of space to the test.

Inflatable Installation Duo Just “Wants to Have Fun”

DATE: 10 September – 31 October

VENUE: The Mills

1. The Mills has joined hands with British inflatable design group Designs in Air to transform the property into a magical marine wonderland, featuring spooky inflatable monsters and their terrifying tentacles.

2. In their latest partnership with The Mills, textile-based artist Pete Hamilton, and mixed-media sculptor Luke Egan, have brought their favourite “Inflatable Tentacles” — as a symbol of conservation and the victorious sustenance of nature.

3. By partnering with Designs in Air, The Mills hopes to bring the same oomph, pizzazz, zing, and attention to historic conservation in Hong Kong.

4. The pair believe The Mills is a very unique cultural landmark whose history in textiles has much to do with their inflatable installations. They want to inject this creative attitude to further promote inflatable installations as art for all.

Pets Garden

DATE: 7 October onwards

VENUE: : K11 MUSEA’s Bohemian Garden

1. Founded in 1894, Barbour is a British classic lifestyle clothing brand which is not only a long-time favourite of the royal family and celebrities, but also highly coveted in Japan.

2. Surrounded by an architectural waterfall wall, a renowned outdoor art installation, alfresco cafés and restaurants, and a dedicated parking areas for pet strollers, it is an ideal environment to relax and spend quality time with family, friends, and men’s best friends.

3. Co-created with Barbour, the Pets Garden allows all furry friends to roam with their owners and enjoy the tailor-made facilities, including stepping paws, a sit-andstay bench, platform climb, and more.

4. K11 MUSEA encourages all owners to take snap shots of their dogs and cats at the Pets Garden and upload them on Instagram with the specific hashtags.

The media landscape is changing rapidly, and continues to change. Streaming services are overtaking traditional TV; traditional ad sales are at an all-time low; internet giants are rapidly catching up to the tried and tested newspapers of old; and many outlets have opted to go fully digital, often forsaking print altogether.

But to say the media landscape is in trouble would be a vast overstatement – evidenced by the fantastic media owners, publishers, and platforms represented at the Spark Awards 2022. The media industry has proven it can adapt to rapid technological change, and even thrive in the world of tomorrow.

Given the number of top quality entries the judges saw, it was difficult to pick a winner in all of our categories given the tremendous variety of submissions we had this year. So let’s celebrate with these brilliant

CAROLINE YORK Former Head of Corporate Communications AQUMON

ANTHONY TSANG Head of Marketing & Digital (Greater China Region) Oriental Watch Company

KAREN LAU Head of Marketing & Communications CBRE Hong Kong IVY WONG Head of Marketing, Mobility Shell Hong Kong

AMANDA CHANG Head of Marketing Guardforce Group KATHERINE CHEUNG Chief Marketing Officer Snapask

JASON LAM Asia Pacific Brand Director Lululemon

RENEE SIN Senior Director, e-commerce UCP International

LAWRENCE CHAU Head of Marketing

Department Midland Holdings

MICHAEL HO Head of Hong Kong ZALORA Group

MILDRED WONG Director of Brand Development and Field Marketing Artyzen Hospitality Group

ANSON SHUM VP Marketing SAUVEREIGN

SHIRLEY CHIU Regional Head of Marketing, Asia-Pacific Fitch Ratings

VIVIAN LEE Group General Manager, Corporate Marketing & Communications Sino Group

HELEN LO Regional Head of Marketing and Communications, Asia Pacific Lockton Companies ADA LAU Brand Director WeChat Pay HK, Tencent Financial Technology

ALICE LI AVP, Head of Corporate Communications Manulife (International)

LUTRICIA KWOK Head of Marketing Visa Hong Kong & Macau

VERONICA SZE Director,

Affairs

Hong Kong

SILVER

BRONZE

SILVER

BRONZE OHPAMA.COM

BRONZE

CAMPAIGN – DIGITAL

GOLD DL Client: DBS Bank (Hong Kong) Campaign: Moment of Purpose

GOLD OHPAMA.COM (RAYMA, SING TAO GROUP)

Client: LEE KUM KEE Campaign: LEE KUM KEE x Ohpama Parent-kid Cooking Journey

SILVER Metro Broadcast Campaign: Hit Awards 2021

BRONZE Yahoo Hong Kong Client: Nan Fung Development Campaign: LP10’s Perfect 10 Launch with Eco-Rich Seagull Mascot

MEDIA CAMPAIGN – EXPERIENTIAL

GOLD CTgoodjobs

Client: DBS Bank (Hong Kong) Campaign: Employer Branding Campaign

SILVER CTgoodjobs Client: The Hong Kong Jockey Club Charities Trust  Campaign: Jockey Club Age-friendly City Project –“The New Olds” Campaign

BRONZE Yahoo Hong Kong Client: Constitutional and Mainland Affairs Bureau Campaign: The Constitution and the Basic Law Internet Game 2021

GOLD Mill MILK Campaign: Mill MILK Neighborhood in Causeway Bay

SILVER Yahoo Hong Kong Client: SoFi Hong Kong Campaign: SoFi x Yahoo Finance Youth Program “Hunger Investment Game”

BRONZE OHPAMA.COM (RAYMA, SING TAO GROUP)

Client: LEISURE & CULTURAL SERVICES DEPARTMENT Campaign: LITTLE MUSEUM KOL

MEDIA CAMPAIGN – INTEGRATED MEDIA

GOLD Vogue Hong Kong Client: Samsung Electronics HK Co. Campaign: Mirror Forever: Pillow Talk

SILVER Metro Broadcast Campaign: Hit Awards 2021

BRONZE Metro Broadcast Campaign: Primary School Quiz 2021

BEST

GOLD

Client:

SILVER

Campaign:

Client:

Campaign:

GOLD Mill MILK Campaign: Life

SILVER Our China Story Client: Our Hong Kong Foundation Campaign: Modern China in

Seconds

BRONZE ELLE HK, Harper's BAZAAR, Esquire, Cosmopolitan Client: South China Morning Publishers Campaign: The Editors Season II

BEST

GOLD

GOLD DL Campaign: Voice of

SILVER

BRONZE

SILVER MTR advertising

Client: JCDecaux

Campaign:

BRONZE OHPAMA.COM (RAYMA,

GROUP)

& CULTURAL SERVICES DEPARTMENT Campaign: LITTLE MUSEUM

Client:

BEST

GOLD

BEST SPONSORSHIP CAMPAIGN

SILVER Yahoo

BRONZE Yahoo Hong

Client: DBS Bank (Hong Kong) Campaign:

of

SILVER Yahoo Hong Kong Client: Warner Music Group Campaign: Warner Music – Music to

BRONZE Yahoo Hong Kong Client: SoFi Hong Kong Campaign: SoFi x Yahoo Finance Youth Program “Hunger Investment Game”

BEST USE OF

BEST USE OF

SILVER Yahoo

BRONZE

Client: JCDecaux Transport Campaign: Summer

SILVER Yahoo Hong Kong

and

Bureau Campaign: The

the

BEST USE OF MULTI-CHANNELS

BEST USE OF TECHNOLOGY

GOLD CTgoodjobs Client: The Hong Kong Jockey Club Charities Trust Campaign: Jockey Club Age-friendly City Project – “The New Olds” Campaign

SILVER DL Campaign: Voice of contemporary BRONZE Metro Broadcast Campaign: Hit Awards 2021

GOLD Metro Broadcast Campaign: Primary School Quiz 2021

SILVER Yahoo Hong Kong Client: livi bank Campaign: livi PayLater Campaign

BRONZE Yahoo Hong Kong Client: American Express International, Inc. Campaign: AMEX – Never Stop Exploring

DL電笠's "voice of contemporary" has won the Media Campaign of the Year at MARKETING-INTERACTIVE's ninth edition of the Spark Awards, taking home two golds and three silvers. Launched in 2021, DL電笠 considers itself to be the voice of the next generation.

The word “電笠” is derived from the Japanese Kanji「電灯の 笠」 , meaning lampshade. This underpins the philosophy of the ambitious digital platform which hopes to bring to light a myriad of stories, opinions, and points of view.

The company mantra or slogan – voice of contemporary ______ – is designed to make sure it’s listening to its contemporaries. The blank line at the end is to be constantly reevaluated and refilled with – “what are the most representative issues of our time?”

This year’s entries were filled with unrivalled creativity, and innovative media professionals who pushed boundaries. The celebrations took place at Harbour Grand Kowloon on 17 August 2022. MARKETING-INTERACTIVE would also like to thank our 19 judges who took time out of their busy schedules to go through the entries.

Yahoo Hong Kong has risen to the top at this year's Spark Awards, snagging the title of “Media of the Year”. The media platform won two gold, nine silver and nine bronze awards.

A number of Yahoo’s campaigns impressed the judges, including the “livi PayLater” campaign which won gold in the Best Media Campaign – Out-Of-Home/DOOH category.

The campaign saw actress Stephy Tang in a series of commercials where she mitigates relationship disputes, offers relationship/financial advice, and lists the benefits of the flexibility of being able to “buy now, pay later” with livi PayLater.

Having established a solid campaign awareness through inspiring and creative assets on TV, strategic outdoor displays, and online channels, livi bank partnered with Yahoo Hong Kong and JCDecaux Cityscape for the market-first programmatic digital bus shelter with an omni-channel re-targeting solution to boost on-target efficiency.

Yahoo’s "AMEX – Never Stop Exploring" campaign also won bronze for Best Use of Technology. The campaign aimed to enhance the brand positioning for the new AMEX Explorer card and to grow its customer base. It featured three local artists Alfred Hui, Jace Chan and AGA to share their philosophy of “Keep Exploring”, meaning no matter which life stage they are at, there is always more than one way to explore life.

Embracing omni-channel marketing the right way

Omni-channel marketing is essentially the ability for marketers to communicate with consumers in a unified manner, regardless of the multiple devices they are using in today’s fragmented media landscape.

In fact, numerous studies have shown that marketers using three or more channels in a campaign have a higher conversion rate than using a single channel. The best marketers also know that consistent brand messaging and seamless communications across channels is key to creating a holistic experience for consumers.

Kicking off MARKETING-INTERACTIVE ’s

“Omnichannel Marketing Asia” conference was Matthew Lam, head of brand and marketing at Decathlon Hong Kong. Lam talked about how marketers could solve problems by prioritising consumer needs through design thinking.

Lam encouraged marketers and brands to know their audience, and to speak to them in a manner that appeals to them.

“What we need is research and insights to understand the market and customers, and then to create a winning proposition that aligns to our brand values and also resonates with our audience,” he said.

On the marketing front, he suggested to approach design-thinking by first attracting customers with visual content, then engaging them on their preferred channels, and then delighting them with incentives.

Speaking next on the topic of ethical marketing and advertising, was Karen Ho, head of corporate and community sustainability at WWF Hong Kong.

She shared that while brands might not always share every element of their products

through advertisements, consumers today are smart enough to gather information they want at their convenience.

“People can simply go to Google and then find a whole range of things. That’s why word of mouth is very important [even in today’s digital world],” she said. Word of mouth recommendations are also one of the best ways for brands to gain trust.

If the message of an advertisement is not properly implemented across different channels or from the brand ambassadors, or social media channels, consumers can start responding in a different language and manner. As such, consistency in messaging is vital.

Next up was a panel discussion with speakers David Leung, head of branding, research and development at Hong Kong Maxim’s Group; Anson Leung, co-founder and business director at Pontac; and Anson Shum, vice-president of marketing at SAUVEREIGN.

Moderated by Cecilia Chan, marketing director of valuation and advisory services Asia at Colliers, the panel centred around the topic of the metaverse and NFTs.

The topic of the metaverse has been a hot one in the Hong Kong market. SAUVEREIGN’s Shum said that uniqueness is the key to applying the metaverse and NFTs into campaigns.

“We can think about applying the metaverse and NFTs to start thinking about coming up with a certificate for your uniqueness to your products,” he said.

But, at the end of the day, staying true to the service you provide in the real world is still important, despite your interactions in the metaverse.

Pontac’s Leung said that taking care of consumers’ feelings in both the physical and virtual world is important.

“The virtual world is great, you can do so much stuff on it, but people are still living in reality, so we have to take care of their feelings, like in the real world. They’re not separate,” he shared.

After the first networking break was a fireside chat on defining an efficient omnichannel strategy, with William Ferrell II, associate director, digital brand APAC, Colgate-Palmolive.

The chat was moderated by MARKETINGINTERACTIVE ’s head of conferences Zoe Auclair-Boissonnat.

Ferrell shared that omni-channel marketing is more about consumer spirit regardless of channels. When asked how brands can ensure that all channels are delivering a unified message, he said that connecting all data channels, and ensuring all business units are working together on a consistent brand identity, is important.

He added that data needs to be democratised and shared “holistically across all channels, campaigns, and brands” for success.

Next up was a presentation on messenger bots, and how they can be used in marketing, by Jeffrey Hau, co-founder and director of PRIZM. He shared that many social media users prefer using chatbot messaging over traditional phone calls or face-to-face meetings as it offers more privacy to them. However, he also said that chatbots have their own limitations and marketers should try to avoid very complex navigations.

“Visualisation is another cool element that can be incorporated into a chatbot. Chatbots don’t necessarily need to complete an entire conversation with just text,” he said. This function could be useful for brands in the cosmetics and skin care arena.

His presentation was followed by a panel discussion on why supply chains matter to marketers, moderated by Chelsea Perino, managing director of global marketing and communications at The Executive Centre.

Speaking on the topic were Fai Leung, associate director of omni-channel business integration for Chow Sang Sang Jewellery Company, and Suki Cheung, director of global commerce and corporate communications, ESG and sustainability, CN Logistics.

Both speakers agreed that supply chains play an important role in today’s eCommercedriven world. Smooth logistics enable brands to deliver products on time, and are key to surprising and delighting time-starved consumers.

In the afternoon, Lawrence Chau, head of marketing communications at Midland Holdings, shared his insights on utilising proptech to redefine real estate marketing.

To further engage home buyers, real estate companies such as Midland utilise artificial intelligence technology to provide viewing and instant valuation services before purchase, as well as exclusive insurance after purchase for consumers, according to Chau.

Philip Chau, vice-president and head of group marketing at Regal Hotels International, then took the stage to share more on the omnichannel journey of the company. The common challenge a historical company has is through the reluctance of change within employees, and of course, the value proposition, said Chau. Being able to add structure to the chaos can help smoothen the process.

“The challenge of omni-channel marketing is that you’ve got so many channels, if you have 20 channels with 20 content angles it will

be such a mess. So you’ve got to be able to structure in a way where your channels match the story.”

The final session of the day was a panel discussion on the trends for the year ahead, moderated by Kevin Tsang, president and head of distribution and marketing at Blue.

Speakers included Margaret Mok, head of product and segment marketing of consumer banking group and wealth management at DBS Hong Kong; Tamara Grindrod, GM of Hasbro North Asia; and Ivy Wong, head of marketing at Shell Hong Kong.

Giving tips for the future Mok was of the view that businesses must adapt an operation model which combines the digital and physical, while Wong believed that online and offline advertising should co-exist to offer a better customer experience.

Meanwhile, Grindrod said that engaging multigenerational consumers via relevant channels is one of the challenges for marketers moving forward.

“It’s a matter of trying to focus on what’s going to have the biggest return on investment for that specific audience, and making sure that the content for the audience is going to be delivered on the right side of the funnel,” she said.

Let’s face it, Hongkongers have a fascination with Japan. This is not only demonstrated by the number of times they have visited the country, but also how Japan influences their preference in choosing brands. According to YouGov’s latest recommended rankings, Japanese clothing retailer Uniqlo was the third most recommended brand (75.8%) among Hongkongers, while Japanese-based multinational cosmetics brand SK-II ranked eighth (74.2%). Meanwhile, Don Don Donki saw the opening of its 10th store in Whampoa Garden despite the difficulties of COVID restrictions in Hong Kong.

Does ‘Japanising’ a brand help win over HK consumers?

appeal towards Japanese culture isn’t isolated to Hong Kong alone. Recently, global Chinese retailer MINISO had to publicly apologise for presenting the company as a Japanese designer brand as an early part of its marketing strategy. Moving forward, the brand promised to “de-japanise” its stores by March 2023.

has long been a cultural and fashion icon for global consumers. Brands have often incorporated Japanese styles and features into their products,” said James Hill, managing partner of SEC Newgate Greater China.

for example, the fashion retailer Superdry. Its products lean heavily on Japanese characters and graphics, and yet, it is headquartered in the leafy town of Cheltenham in the UK.”

Specifically, in Hong Kong, the market has been a fan of Japanese culture for many years, added Desmond Ku, founder and director of The Bridge Agency. The high quality generally associated with Japanese products has left a lasting impression on consumers, and transcended generations.

The Japanese image has impressed locals since the 1990s, and “japanising” a brand definitely helps the brand image to communicate well with audiences, explained Ku.

As long as “Japanese quality” is still carrying a certain level of positive image in a particular product industry, “japanising” a brand could help resonate with consumers, according to Wilson Wong, marketing director of Price.com.hk.

Sushiro and Don Don Donki are typical recent examples in Hong Kong for the food and supermarket industries, said Wong. Both brands launched and grew very quickly in Hong Kong by emphasising Japanese quality in the food and supermarket categories.

“Japanese quality also boosts product demand in segments such as consumer electronics,” Wong added.

Not a new phenomenon. But it is getting trickier. According to SEC Newgate’s Hill, there is a history of brands borrowing the brand

attributes of another country to help sell products and services.

“Countless examples can be found in the electronics, alcohol and automotive industries. However, in today’s world, where authenticity is prized, and nationalism is on the rise, borrowing the brand attributes of another country carries considerable risk,” he said.

Moreover, “japanising” a brand can backfire sometimes, said David Ko, managing director of RFI Asia.

“Yes, it does resonate with consumers in Hong Kong who have had decades of a love affair with Japanese culture, with many residents even jokingly referring to vacationing in Japan as visiting their ‘homeland’. But this strategy can only work if there is a fundamental commitment to integrating Japanese sensibility into the DNA of the brand,” Ko said.

Should the adaptation feel forced and inauthentic, or come across as an opportunistic tactic to gain mindshare among Hong Kong consumers, it can backfire.

“Once the brand is found out or even just accused of cultural appropriation, then trust is lost and it will be very difficult for the brand to recover,” he said.

Recovery for MINISO?

As a solution for the hot water MINISO has found itself in, Hill said it is time for Chinese brands to proudly assert their local heritage and Chinese characteristics.

This is not just because domestic consumers are increasingly championing Chinese brands over overseas alternatives, but also because, despite all the geopolitical noise, international consumers increasingly see Chinese goods and services as higher quality, more innovative, and better value.

“Companies should label their goods: ‘Made in China – and proud of it’,” Hill added.

On the other hand, The Bridge Agency’s Ku suggested the brand should focus on its product design and the brand vision.

“Apart from apologising, it should avoid mentioning which country of culture it is resembling. What matters is the innovation and vision of the brand.”

品牌承諾於 2023 年 3月前將其門店「去日本化」。 SEC Newgate 大中華區執行合夥人 James Hill 說：「日本一向是全球消費者的文化潮流 指標，品牌經常將日本風格及特色融入其產品 之中。」

「以時裝零售品牌 Superdry 為例，其產品大 量運用日本字符及圖案，但其總部其實是位於綠 樹成蔭的英國小鎮切爾滕納姆。」

The Bridge Agency 創辦人兼總監 Desmond Ku 補充表示，香港市場多年來一直是日本文化的 支持者，普遍高質素的日本產品令消費者留下深 刻印象，影響了好幾代人。

Ku 解釋表示，日本形象自 90 年代以來一直深 入民心，將品牌「日本化」絕對有助向受眾宣揚品 牌形象。

Price.com.hk市場部總監 Wilson Wong 表 示，只要「日本品質」仍然在個別產品行業維持一 定程度的正面形象，將品牌「日本化」有助引起消 費者的共鳴。

Wong表示，壽司郎及 Don Don Donki是香港 飲食及超市行業近期的典型例子，這兩個品牌憑 藉日本食品及超市商品的品質保證，成功在香港 開業並迅速發展。

Wong 補充說：「日本品質也提高市民對電子 消費產品等類別的產品需求。」

並非新現象，但變得愈棘手

據 SEC Newgate 的 Hill表示，品牌借助另一國家的 品牌特質來刺激產品及服務銷售早有先例。

他說：「電子、酒類及汽車行業的例子多不勝 數。但在現今世界，真實很重要，民族主義亦正抬 頭，借助另一國家品牌的特質作招徠會帶來相當 大風險。」

此外，羅德互動亞洲董事總經理高展鵬表 示，將品牌「日本化」有時會適得其反。

他說：「香港消費者鍾情日本文化數十年，許 多人甚至戲稱到日本旅行是『返鄉下』，將品牌『 日本化』的確能引起他們的共鳴。但品牌必須將

The PR Awards offer a well-established platform for PR professionals across Hong Kong to showcase their cutting-edge strategies. It is also designed to discover, recognise, and reward the most stunning work in the PR and communications industry.

Over the past year we’ve seen some grand-scale crises for various brands, and without the guiding hand of public relations, these crises could have had far more disastrous outcomes.

But even in times of peace and quiet, the folks in charge of communications are always gently guiding the narrative of a brand, ensuring positive perceptions, and opening a dialogue with consumers – and that’s where PR really shines.

Held at Hotel ICON, the awards show saw many communications professionals attend to see if their company would take home the top awards. This year, the competition was incredibly tight with nearly 336 entries across 33 categories, and a total of 104 trophies awarded to the leading brands and agencies across the region at the ceremony.

We thank all our esteemed 25 judges, and congratulate all our winners for an excellent night!

Best Experiential PR Campaign

GOLD Hysan Development, Lee Gardens Association Campaign: Lee Gardens Skateboard Fest 2021

SILVER Hong Kong Public Libraries, LCSD Brand: Hong Kong Public Libraries Campaign: Discover & Share the Joy of Reading 2021-22 Agency: Betake Marketing

BRONZE AsiaWorld-Expo Management Brand: AsiaWorld-Expo Campaign: The AWEsome Way to Recovery

Best Innovative Campaign

GOLD Times Square Brand: Hong Kong Times Square Campaign: Cantopop 101 Agencies: The Bridge Agency, Number One PR Communication

SILVER TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai Yunnan Mixian 25th Anniversary Campaign Agencies: The Bridge Agency, Hardchi Creative

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

Launch/Rebranding Campaign

Best PR Campaign –Corporate Social Responsibility

GOLD Central Market, Chinachem Group, Urban Renewal Authority Brand: Central Market Campaign: Central Market Revitalization Agency: TEAM LEWIS

SILVER The Walt Disney Company (Hong Kong) Brand: Disney+ Campaign: Disney+ Hong Kong Launch Agency: Above The Line Company

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

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

SILVER Urban Renewal Authority Brand: YM² Yue Man Square Campaign: Love at Kwun Tong Miniature Exhibition Agency: Impact Communications Company

BRONZE Citywalk Campaign: “Go Green! Save Our Planet” by Citywalk Agency: Boxing Promotions

GOLD Manulife Hong Kong Brand: Manulife Campaign: Manulife Retirement Solution Campaign – “Retirement is Your Choice” Agencies: dentsumcgarrybowen, Burson Cohn & Wolfe

SILVER BOC Life Brand: Live Young Campaign: Live Young Agencies: Madkids, Walter Cheung Communications, Genki

BRONZE FWD Life Insurance Company (Bermuda) Brand: FWD Insurance Campaign: FWD “Treasurance Shop” Campaign Agencies: Sinclair, MSL GROUP

Best

Campaign – Food and Beverage

GOLD TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai Yunnan Mixian 25th Anniversary Campaign Agency: The Bridge Agency

SILVER TamJai International Brand: TamJai SamGor Mixian Campaign: Duck Blood Returns Agencies: The Bridge Agency, Madkids

BRONZE TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai Yunnan Mixian Branding & Product Launch PR Agency: The Bridge Agency

Campaign –

and

Shop

Shop

Campaign Agency:

SILVER Hong Kong Performing Artistes Guild, Wishing

Foundation Campaign: “HAPPY RUN 2022” Agency: Oasis Brand Communications Company

BRONZE AstraZeneca Brand: Forxiga Campaign: More than just Diabetes Agency: GCI Health

The Walt Disney Company (Hong Kong) Brand: Disney+ Campaign: Disney+ Hong Kong Launch Agency: Above The Line Company

SILVER Sino Group Brands: Sino Malls & Lee Tung Avenue Campaign: Sino Malls Disney Winter Celebration Agency: Boxing Promotions

BRONZE Sino Malls Campaign: Cheer For Athletes

Best PR Campaign – Customer Loyalty

GOLD

The Body Shop Campaign: The Body Shop Self Love Campaign Agency: rsvp communications

SILVER FWD Life Insurance Company (Bermuda) Brand: FWD Insurance Campaign: FWD “Treasurance Shop” Campaign Agencies: Sinclair, MSL GROUP

BRONZE Hong Kong Performing Artistes Guild, Wishing Well Foundation Campaign: “HAPPY RUN 2022” Agency: Oasis Brand Communications Company

Best PR Campaign – Partnership/Sponsorship

GOLD Central Market, Chinachem Group, Urban Renewal Authority Brand: Central Market Campaign: Central Market Revitalization Agency: TEAM LEWIS

SILVER Wheelock Properties (Hong Kong) Campaign: Wheelock Properties X National Geographic Hong Kong Photo contest 2021 Agency: KREW

BRONZE TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai Yunnan Mixian 25th Anniversary Campaign Agency: The Bridge Agency

PR Campaign – Property

GOLD

Kai Real Estate Agency Brand: apm Campaign: apm

The Piggy

oink logical Winter Extravaganza

SILVER ifc mall Campaign: Orient Express is Coming to Town Agency: Poem Communications

BRONZE Sino Group Brand: Sino Malls & Lee Tung Avenue Campaign: Sino

Disney Winter Celebration Agency: Boxing Promotions

Best PR Campaign – Public Awareness

GOLD Central Market, Chinachem Group, Urban Renewal Authority Brand: Central Market Campaign: Central Market Revitalization Agency: TEAM LEWIS

SILVER The Walt Disney Company (Hong Kong) Brand: Disney+ Campaign: Disney+ Hong Kong Launch Agency: Above The Line Company

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

Best

Campaign – Retail

GOLD Harbour North Campaign: Dog Art Gallery by Michel Keck Agencies: KASHow, Wasabi Creation

PR Campaign – Sustainability

GOLD DBS Bank (Hong Kong) Campaign: DBS Towards Zero Food Waste Campaign 2021

SILVER Fortnum & Mason Campaign: Fortnum & Mason’s 2021 Festive Campaign Agency: PURPLE

BRONZE Colgate Campaign: Colgate Optic White x Anson Lo Agency: rsvp communications

SILVER Hong Kong Public Libraries, LCSD Brand: Hong Kong Public Libraries Campaign: Discover & Share the Joy of Reading 2021-22 Agency: Betake Marketing

BRONZE Carousell Campaign: Carousell Recommerce Index (2021 Report) Agency: Sinclair

Best PR Event

GOLD Wheelock Properties (Hong Kong) Campaign: Wheelock Properties X National Geographic Hong Kong Photo contest 2021 Agency: KREW

SILVER Times Square Brand: Hong Kong Times Square Campaign: Cantopop 101 Agencies: The Bridge Agency, Number One PR Communication

BRONZE The Walt Disney Company (Hong Kong) Brand: Disney+ Campaign: Disney+ Hong Kong Launch Agency: Above The Line Company

Best Promotional Campaign

GOLD Urban Renewal Authority Brand: YM² Yue Man Square Campaign: Love at Kwun Tong Miniature Exhibition Agency: Impact Communications Company

SILVER TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai Yunnan Mixian Branding & Product Launch PR Agency: The Bridge Agency

BRONZE FWD Life Insurance Company (Bermuda) Brand: FWD Insurance Campaign: FWD “Treasurance Shop” Campaign Agencies: Sinclair, MSL GROUP

Best Performance Campaign

GOLD TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai Yunnan Mixian Branding & Product Launch PR Agency: The Bridge Agency

SILVER TamJai International Brand: TamJai SamGor Mixian Campaign: Duck Blood Returns Agencies: The Bridge Agency, Madkids

BRONZE Sino Group Brand: Sino Malls Campaign: Consumption Voucher Scheme Promotions Agency: Boxing Promotions

Best Viral Campaign

GOLD TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai Yunnan Mixian Branding & Product Launch PR Agency: The Bridge Agency

SILVER TamJai International Brand: TamJai SamGor Mixian Campaign: Duck Blood Returns Agencies: The Bridge Agency, Madkids

BRONZE Times Square Brand: Hong Kong Times Square Campaign: Cantopop 101 Agencies: The Bridge Agency, Number One PR Communication

Best Branding Strategy

GOLD DBS Bank (Hong Kong) Campaign: DBS Towards Zero Food Waste Campaign 2021

Best COVID-19 Response

GOLD Lalamove Campaign: Lalamove Deliver Care to SMEs and underprivileged communities Agency: Hill+Knowlton Strategies

SILVER Urban Renewal Authority Brand: YM² Yue Man Square Campaign: Love at Kwun Tong Miniature Exhibition Agency: Impact Communications Company

BRONZE TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai Yunnan Mixian Branding & Product Launch PR Agency: The Bridge Agency

BRONZE The Hong Kong Jockey Club, Oriental Watch Company Campaign: Oriental Watch 60th Anniversary Sha Tin Trophy Gentlemen’s Bow Tie Raceday

SILVER Sino Group Brand: Sino Malls Campaign: Consumption Voucher Scheme Promotions Agency: Boxing Promotions

BRONZE Hong Kong Housing Society Campaign: Fighting the Virus Together with Positivity

Best Engagement – Mass Community

Best Engagement – Targeted Community

GOLD Ngong Ping 360 Campaign: Ngong Ping 360 Sweatival Agency: Above The Line Company

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

BRONZE Central Market, Chinachem Group, Urban Renewal Authority Brand: Central Market Campaign: Central Market Revitalization Agency: TEAM LEWIS

BRONZE Cityplaza Hong Kong Campaign: LIVE HAPPY – Unleash Your Happiness Agency: E's Concept

Best Influencers Strategy

GOLD TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai Yunnan Mixian 25th Anniversary Campaign Agency: The Bridge Agency

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

BRONZE Link Asset Management Brand: T.O.P This is Our Place Campaign: T.O.P x Wade and Leta. From New York to Hong Kong Agency: Dynamic Duo Company (DDPR)

GOLD Link Asset Management Brand: The Quayside Campaign: The Quayside – Be Part of the Team Green

SILVER Wheelock Properties (Hong Kong) Campaign: Wheelock Properties X National Geographic Hong Kong Photo contest 2021 Agency: KREW

BRONZE Times Square Brand: Hong Kong Times Square Campaign: Juventus Experience Hong Kong Agencies: The Bridge Agency, Number One PR Communication

Best Integrated Communications

GOLD TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai Yunnan Mixian 25th Anniversary Campaign Agencies: The Bridge Agency, Hardchi Creative

SILVER Manulife Hong Kong Brand: Manulife Campaign: Manulife Retirement Solution Campaign –“Retirement is Your Choice” Agencies: dentsumcgarrybowen, Burson Cohn & Wolfe

BRONZE Ngong Ping 360 Campaign: Ngong Ping 360 Sweatival Agency: Above The Line Company

Best Internal Communications Strategy

GOLD Manulife Hong Kong Campaign: Our Future is Now: Transforming Internal Communications, Reaching New Heights

Best Media Relations Strategy

GOLD Deliveroo Campaign: A Mouthful of Inspiring Stories Agency: Golin Hong Kong

SILVER Guerbet Brand: Lipiodol® Campaign: Shining Light – The 100-year story of Lipiodol® Agency: BlueCurrent Group

BRONZE DBS Bank (Hong Kong) Campaign: A Purpose driven Bank

SILVER Times Square Brand: Hong Kong Times Square Campaign: Juventus Experience Hong Kong Agencies: The Bridge Agency, Number One PR Communication

BRONZE Hong Kong Public Libraries, LCSD Brand: Hong Kong Public Libraries Campaign: Discover & Share the Joy of Reading 2021-22 Agency: Betake Marketing

Best Storytelling Strategy

GOLD TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai Yunnan Mixian 25th Anniversary Campaign Agencies: The Bridge Agency, Hardchi Creative

SILVER TKO Plaza (Nan Fung Group) Brand: TKO Plaza Campaign: “A Dazzling Christmas – Igniting a Green-minded Festival” Agency: Above The Line Company

BRONZE DBS Bank (Hong Kong) Campaign: DBS Towards Zero Food Waste Campaign 2021

Best Use of Content

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

GOLD TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai Yunnan Mixian Branding & Product Launch PR Agency: The Bridge Agency

SILVER TamJai International Brand: TamJai SamGor Mixian Campaign: Duck Blood Returns Agencies: The Bridge Agency, Madkids

BRONZE K11 Concepts Campaign: K11 STREET/PARK

Best Use of Social Media

GOLD TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai Yunnan Mixian Branding & Product Launch PR Agency: The Bridge Agency

SILVER SOGO Hong Kong Campaign: SOGO Thankful Weeks 2021 Agency: KREW

BRONZE Link Asset Management Campaign: Tuen Mun Adventure

Best Use of Technology

GOLD TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai Yunnan Mixian Branding & Product Launch PR Agency: The Bridge Agency

SILVER Sun Hung Kai Real Estate Agency Brand: Tai Po Mega Mall Campaign: Immersive 3D Art Christmas Playground

BRONZE Link Asset Management Brand: T.O.P This is Our Place Campaign: “Running Away of Mona Lisa” Agency: Oasis Brand Communications Company

Best Use of Virtual Platforms Campaign of the Year

GOLD TamJai International Brand: TamJai Yunnan Mixian Campaign: TamJai Yunnan Mixian 25th Anniversary Campaign Agencies: The Bridge Agency, Hardchi Creative

SILVER Link Asset Management Brand: T.O.P This is Our Place Campaign: “Running Away of Mona Lisa” Agency: Oasis Brand Communications Company

BRONZE Hong Kong Performing Artistes Guild, Wishing Well Foundation Campaign: “HAPPY RUN 2022” Agency: Oasis Brand Communications Company

GOLD Ocean Park Corporation Brand: Water World Ocean Park Campaign: Water World Ocean Park Launch Agencies: Ogilvy Public Relations, Number One PR Communication

SILVER SOGO Hong Kong Campaign: SOGO Thankful Weeks 2021 Agency: KREW

BRONZE Ngong Ping 360 Campaign: Ngong Ping 360 Sweatival Agency: Above The Line Company

PR Team of the Year

GOLD Hong Kong Housing Society

SILVER Manulife Hong Kong

BRONZE Ngong Ping 360

The Bridge Agency

TamJai Yunnan Mixian was crowned Best of Show – Brand at the PR Awards. With innovative solutions, TamJai Yunnan Mixian stood out from the crowd taking home 15 trophies in total – 10 golds, two silvers and three bronzes.

The campaign that wowed the judges the most, and helped it win five of the 10 golds, was the “TamJai Yunnan Mixian Branding & Product Launch PR”.

The campaign was aimed at sustaining the buzz created by the efforts of previous years, and reinforcing customers’ impressions of the brand. Through the campaign, the brand aimed to boost sales despite fierce competition, and to further develop the branding of TamJai Jeh Jeh (its staff) and the TamJai Jeh Jeh Performing Group (its staff-led choir).

With its down-to-earth image, the brand collaborated with MC $oHo & KidNey to create a song about the vicissitudes of life. The campaign was launched with a series of PR coverage in just two weeks to create buzz, including a song with lyrics containing the “stirring” elements.

In terms of the medium of promotions, a large number of media was focused on F&B. In addition, 30 F&B KOLs were invited to a tasting event, where TamJai Jeh Jeh and MC $oho & KidNey created an engaging and humorous interview to introduce new products.

Furthermore, F&B media partners and influencers were invited to try out the new stirred noodles. The video generated more than 10,000 likes and comments, breaking the brand’s own records. More than one million views were registered on TamJai’s Facebook and YouTube in three days.

Meanwhile, The Bridge Agency once again won the prestigious Best of Show – Agency. The agency took home a total of five golds, one silver and two bronzes with the campaign, “TamJai Yunnan Mixian Branding & Product Launch PR”.

The Bridge Agency prides itself on being a unique and hybrid boutique PR agency. Within only eight years, it has evolved from a budding PR agency into a seasoned award-winning firm that is renowned for producing creative content in the media realm.

The agency is able to go against the tides by blending creativity and groundbreaking executions with the strategic savvy of a PR agency, while maintaining the core integrity and expertise of a traditional PR firm.

Driven by innovation, dedication, and a highly client-centred PR approach, it continues to expand its client base and develop integrated, creative and effective processes that have resulted in hundreds of hits, prestigious award wins, and successful PR programmes for its clients.