Marketing magazine Hong Kong, October 2023

Editorial Rezwana Manjur, Editor-in-Chief Karen Wong, Deputy Editor, North Asia Vanessa Yuen, Journalist

Contents

Design Production Julia Li, Senior Graphic Designer

2

Editor’s Letter

Advertising Sales Karen Yung, Head of Commercial Matthew Chung, Business Development Manager Mandy Ma, Business Development Manager Sally Hui, Business Development Manager

4

Briefing

5

Ad Watch

Marketing and Circulation Cyrus Ching, Regional Marketing Manager Event Production Selina Kwok, Regional Events Producer Manager Lemuel Cheung, Events Producer Suhas Bhat, Regional Senior Conference Producer Event Services Chiyan Lam, Assistant Event Services Manager Hedy Chao, Events Services Executive

OCTOBER 2023 22

22 Snapped

6

Media Report 2023

24

Will performance marketing outweigh brand marketing in a world of shrinking budgets in APAC?

Event Delegate Sales Gloria Yam, Project Manager Mandy Chan, Senior Project Executive Management Evelyn Wong, Managing Director

44

Halloween Horror!

46

Spark Awards Hong Kong 2023

To get in touch with our editorial team editorialhk@marketing-interactive.com For advertising enquiries Karen Yung, kareny@lighthouse-media.com Matthew Chung, matthewc@marketing-interactive.com Mandy Ma, mandym@marketing-interactive.com Sally Hui, sallyh@lighthouse-media.com

Lighthouse Independent Media Ltd. Printed in Hong Kong by Apex Print Limited. For subscriptions, contact circulations at +852 2861 1882 or email subscriptions@marketing-interactive. com. COPYRIGHT & REPRINTS: All material printed in Marketing is protected under the copyright act. All rights reserved. No material may be reproduced in part or in whole without the prior written consent of the publisher and copyright holder. Permission may be requested through the Hong Kong office. Disclaimer: The views and opinions expressed in Marketing are not necessarily the views of the publisher.

Hong Kong: Lighthouse Independent Media Ltd, publisher of Marketing magazine 15/F, Golden Star Building, 20-24 Lockhart Road, Wanchai, Hong Kong Tel: +852 2861 1882 Fax: +852 2861 1336 Singapore: Lighthouse Independent Media Pte Ltd 100C Pasir Panjang Road, #05-01 See Hoy Chan Hub, Singapore 118519 Tel: +65 6423 0329 Fax: +65 6423 0117 To subscribe to MARKETING-INTERACTIVE, go to: www.marketing-interactive.com

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DigiZ Awards Hong Kong 2023

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OCTOB E R 2 02 3 MARK E TING H ON G KON G 1

ED’S LETTER

PREPARING FOR CHANGE

Dear reader, We can’t believe it’s almost the end of the year. This year has seen a lot of change in Hong Kong’s advertising and marketing industry; and as we dive into the autumn season, we are bringing you a diverse range of thought-provoking articles and the latest updates in the local ad land.

These changes include drastic shifts within the media landscape in Hong Kong, and the new challenges faced by traditional media. We wanted to provide you with a comprehensive understanding of the media dynamics in Hong Kong with our latest edition of our Media Report (page 6), continuing our annual tradition of shedding light on evolving media trends.

Apart from staying on top of the trends in a post-pandemic world, brands are also struggling with a looming question: will performance marketing outweigh brand marketing in a world of shrinking budgets?

With limited resources, businesses and marketers are questioning where to invest their efforts and funds. As such, we explore the pros and cons of both approaches, offering valuable insights into the potential shift in marketing strategies.

You can read this on page 24.

As we approach the spooky season, we couldn’t resist the opportunity to bring you some hair-raising tales. Our Halloween special story on page 44 features eerie stories and experiences shared by agency leads. Get ready to be thrilled and chilled as they recount their frightening encounters, adding a dash of the paranormal to your Halloween celebrations.

Last but not least, we are also excited to announce some of the key wins of the prestigious DigiZ Awards 2023 and Spark Awards 2023. These awards recognise excellence in digital marketing campaigns and celebrate the creativity, innovation, and impact achieved by industry leaders.

We hope this issue sparks your imagination, provides valuable insights, and offers an enjoyable reading experience.

Enjoy!

Karen Wong Deputy Editor, North Asia

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OVER 60% OF MAINLAND ENTERPRISES TURN TO HK FOR HELP WITH THEIR GLOBAL EXPANSION PLANS What’s on?

Digital Marketing Asia Hong Kong What: A conference that aims to reflect upon the profound evolution of the digital landscape, and how it has influenced – and will continue to influence – business decisions, marketing strategies and consumer behaviour.

Where: The Mira Hong Kong When: 26-27 October Marketing Excellence Awards What: An awards show that celebrates the marketing professionals and businesses who are driving growth and success in the industry – from creative advertising to digital marketing to public relations and brand building.

Where: JW Marriott When: 10 November

“Within the shifting global economic landscape, Hong Kong’s wellestablished business platform remains a pre-eminent resource.”

With geopolitical tensions, falling demand, and economic uncertainties, more than 60% of Mainland enterprises favour Hong Kong as a source of professional-service support for international expansion, a Hong Kong Trade Development Council (HKTDC) survey has found.

Conducted between May and July this year, HKTDC Research surveyed 791 Mainland enterprises operating primarily in the Guangdong-Hong Kong-Macao Greater Bay Area, and the Yangtze River Delta (長江三角洲) region.

The survey aimed to improve the understanding of the enterprises’ overseas expansion plans and build a clearer picture of the diverse challenges they face.

“In more specific terms, most Greater Bay Area-based businesses designated Hong Kong as their preferred service provider locale, while their Yangtze River Delta counterparts divided their needs more or less evenly across Hong Kong and Shanghai,” said Wing Chu, principal economist of HKTDC Research.

Irina Fan, director of HKTDC Research, said: “This survey more than confirms Hong Kong’s status as a ‘super-connector’, uniquely well-positioned to help Mainland companies make good decisions on their global expansion plans. Within the shifting global economic landscape, Hong Kong’s wellestablished business platform remains a pre-eminent resource.”

• Around 90% of Mainland China-based companies plan to expand their level of international business activity in the next one to three years. Meanwhile, 62.1% want to use Hong Kongbased professional services to help their expansion, while only 47.7% would opt for Mainland service providers.

• The survey also showed that 60% of Mainland enterprises preferred engaging Hong Kongbased professional service providers to ensure a successful international expansion.

• The four priority expansion areas among mainland businesses appear to be logistics and transport (28.8%), marketing and sales (26.9%), factories (23.3%), and overseas procurement (15.9%).

• The survey reported that 83.9% of participants were driven to expand internationally by concerns over long-term viability of their traditional markets.

• Meanwhile, 64.3% expressed interest in venturing into the emerging markets along the routes of the BRI, and beyond, including those located in the Middle East, Central and Eastern Europe, South America or Africa.

Irina Fan Director HKTDC Research 4 M A R K ET I N G H O N G K O N G O C T O BER 2023

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OPINION

AD WATCH 廣告點評 Stephen Chung Director Secret Tour HK and BYFA Consultancy

GOOD: DUREX X 8FIVE2 “GLIDING” SKATEBOARD CONTEST I was impressed by this “Gliding” Skateboard Contest, a creative and unconventional collaboration between Durex and 8FIVE2, a trend-setting skateboard brand in Hong Kong. The two brands joined forces to co-host a thrilling skateboarding competition, aptly named GAME OF L.E.D.G.E. The event wasn’t just about showcasing the spectacular skills of skateboarders, but to also highlight the superior lubrication of Durex’s premier product, Durex 001.

The concept of “gliding” was ingeniously employed to represent both the smooth ride of a skateboard and the frictionless experience offered

by Durex 001. This innovative marketing approach sought to draw a parallel between the fluid motion of a skateboarder and the effortless comfort provided by the product, presenting it in a light that was relatable to the young and vibrant skateboarding community.

The “Gliding” Skateboard Contest impressed with its originality and strategic appeal to the younger demographic. Durex’s pioneering approach demonstrated that the synergy between seemingly unrelated sectors can open up new avenues for brand promotion, push boundaries and break the conventional mould. This initiative reflected a brilliant and unexpected strategy that effectively resonated with a young and trendconscious audience.

BAD: JPEX MEGA OUTDOOR CAMPAIGN The recent controversy enveloping JPEX, a prominent digital asset platform, underscores the critical importance of truthfulness in advertising. This reputable brand has been embroiled in a scandal due to the use of false claims in a high-profile outdoor campaign, a situation that could potentially mislead and confuse users about the platform’s capabilities and services.

Upholding ethical standards isn’t just about complying with professional ethics; it’s also about protecting the brand’s reputation in the long run.

In our current era of digital connectivity and information transparency, untruths are rapidly uncovered and disseminated. This exposure can cause significant damage to a brand’s credibility, leading to loss of consumer trust and potential financial repercussions. So, from both ethical and practical standpoints, it’s absolutely crucial that we avoid making false claims in our advertising content.

Agencies should remember that truth in advertising isn’t just a legal requirement – it’s a commitment to the consumer. It’s about building and maintaining trust, fostering long-term relationships, and ultimately, preserving the integrity of the brand. In light of the JPEX controversy, we’re reminded that while false advertising may offer short-term gain, its long-term effects can be detrimental and far-reaching.

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OCTOB E R 2 02 3 MARK E TING HON G KON G 5

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.

Winners of the Media Report 2023 were announced at the Spark Awards Hong Kong 2023 at Hotel ICON on 5 October.

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How did we achieve this?

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

by MARKETING-INTERACTIVE when finalising the rankings.

Quality recipients and respondents A total of 520 respondents participated in the Hong Kong Media Survey 2023. Genuine advertising decision-makers and influencers across key agency-using industries were well represented as well as agency professionals from various marketing services.

Most respondents were manager-level decision makers and above, with 70% covering the Hong Kong market, and 30% responsible for other global markets. Out of the respondents, 33% came from business-to-consumer marketing companies, 24% from business-to-business marketing companies, and 43% 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.

Please also refer to the digital version of MARKETING-INTERACTIVE’s magazine for the results.

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DIGITAL MEDIA

LUXURY 1

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VOGUE Hong Kong MARKETING-INTERACTIVE: Can you share the strategies that are deployed for keeping the top spot?

At Vogue, we always strive to further enhance high-quality and creative visual storytelling to evoke emotions, inspire aspirations, and convey the essence of luxury to readers. We will see further investing in high-quality photography, video production, and graphic design to maintain the aesthetic appeal and prestige associated with luxury brands.

MARKETING-INTERACTIVE: Any media or marketing trends you think media professionals should take note of in the upcoming year?

Media professionals nowadays are finding new ways to enhance immersive experiences for their audiences. From virtual and first-experience tours, behindthe-scenes glimpses, to interactive presentations and experiential events, the combination of creativity and new technology in content-making will create higher levels of experiences that resonate with audiences, and further enhance their engagement with the content.

Taking the number one spot in luxury media for the fourth year in a row, Vogue Hong Kong has truly claimed its position as the leading platform of choice for fashion, luxury, and design brands which tap into its wealth of expertise in print, digital, and event offerings.

Another ongoing marketing trend is the increasing focus on sustainability and ethical luxury. Sustainable and ethical practices are becoming part of our lives nowadays. Media companies will be putting more in-depth and creative efforts on stories of eco-friendly practices, sustainable brands and ethically sourced products. This will resonate with environmentally conscious readers and provide a platform to showcase brands that align with sustainable values.

With the addition of new products such as Vogue Man, Vogue Living, and its customised content team – Content Lab, the Hong Kong edition of the world’s most famous magazine brand is truly 360 degrees.

Let’s find out Vogue’s secret recipe for staying on top of the media trends in Hong Kong.

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Tatler Hong Kong

Tatler Hong Kong has navigated the challenges of this year by giving Hong Kong’s luxury space a relevant and informative portal.

From the latest restaurant news, insider guides to the hippest places to eat and drink, Tatler Hong Kong continues to be a resource for those who appreciate the finer things in life.

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Prestige Hong Kong Prestige Hong Kong positions its site as an online lifestyle media of choice for the affluent and influential, high-flying corporate leaders, the city’s most eminent personalities, and Asia’s social elite.

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BEAUTY AND FASHION 2

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Vogue Hong Kong

Vogue Hong Kong is one of the leading platforms of choice for fashion, luxury and beauty brands who tap into its wealth of expertise in print, digital and event offerings. With the addition of new products such as Vogue Man, Vogue Living, and its customised content team – Content Lab, the Hong Kong edition of the world’s most famous magazine brand is truly 360 degrees.

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Cosmopolitan HK Cosmopolitan HK keeps up with the latest beauty and fashion trends, shares healthy life information, and works with readers to inspire them to be a fun, fearless female – someone who loves life, has the courage to innovate, and lives a happy and fulfilling life with mindfulness. Founded in 1984, Cosmopolitan is one of Hong Kong’s first international women's magazines and has the largest number of female subscribers.

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ELLE

Offering a portal to discover the latest fashion, beauty, and fitness trends, ELLE maintains an active and impressive social media following across Facebook, Instagram, and YouTube, and is another popular beauty and fashion site that has earned a place in the Hong Kong digital media landscape.

PARENTING 2

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Sunday Kiss

A Hong Kong-based parenting platform under New Media Group, Sunday Kiss is one of the most popular parenting platforms in Hong Kong, providing trustworthy, engaging and inspiring content to empower parents. Its website mainly covers content on childcaring/parenting/education, parenting activities, health/pregnancy as well as recipes, and has already become popular among families with young parents.

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Ohpama Ohpama has been topping this list for six consecutive years.

Parents are highly engaged with the platform’s practical parenting intelligence, family life news, education resources, and parent-kid activities. Under the Sing Tao News Corporation umbrella, Ohpama has built up a unique and strong family-friendly position and has upheld its media credibility for years. The platform has also proven its media excellence in providing marketing solutions to business partners by winning different industrial awards.

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Smart Parents

In recent years, Sing Tao’s Smart Parents has become a one-stop multimedia platform for children’s education, and the most popular parent-child playground in Hong Kong.

It is designed to be a guide for parents who are intent on bringing out the best in their children.

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DIGITAL MEDIA

CONSUMER ELECTRONICS 2

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Unwire.hk Established in 2008, Unwire.hk is a free website providing technology information and analysis, product test reports, and profiles. The website says its target users are aged 20 to 40, from students to professionals, and it claims it reaches more than two million unique visitors per month.

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Price.com.hk Price.com.hk is one of the leading price comparison platforms in Hong Kong, listing more than 200,000 consumer electronics from different categories, including audio/visual, home appliances, communication, gaming, computer, and photography. With more than 10,000 local retail merchants, Price.com.hk is committed to creating a smart shopping experience for customers and providing unique services for local retailers at the same time.

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DCFever.com Established in 2002, DCFever. com is Hong Kong’s leading photography, tech, and lifestyle website, aimed at creating interactions between consumer electronics users, and encouraging them to use technology to elevate their standard of living.

FINANCE 2

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Bloomberg 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.

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Hong Kong Economic Times 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, the property markets, as well as the economy, of which users can access through mobile, tablets, and desktops.

NO.

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AASTOCKS

Founded in 2000, fintech platform AASTOCKS is committed to offering fully fledged global financial information and analytical tools through innovative technologies for investors. It also provides content spanning from Hong Kong stocks, A shares, US stocks, Singapore stocks, Japan stocks, forex, cryptocurrencies, funds, ETFs, precious metals to global indexes, and more.

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ENTERTAINMENT 2

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100Most 100Most provides a self-curated stream about current affairs and online content, accompanying an ad platform. The site provides integrated advertising and media services to customers which are categorised into digital services, print services, event organisation, and artist management.

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HK01 Established in 2015, HK01 is a Hong Kong-based online news portal that strives to deliver the latest happenings around town, including insider news from the entertainment industry.

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Ming Pao Weekly Ming Pao Weekly has been a premier brand among celebrities over the past 50 years in Hong Kong, focusing on entertainment, culture, and fashion in both print and digital platforms.

HK01 aspires to build a “Media +” online lifestyle platform, which provides instant and diversified news and lifestyle information in more than 60 channels, as well as personalised lifestyle services with multiple service platforms under the digital era for Hong Kong people. world for now and the future.

TRAVEL 2

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Klook Klook is a travel and leisure eCommerce platform for experiences and services anytime, anywhere. With its website and app, users can experience a world of joy, from attractions and tours, to local transportation and stays.

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U Travel U Travel is a travel platform under U Lifestyle, which provides diversified content, including the latest travel information and the hottest destinations around the world, selected air ticket discounts and exclusive packages, itinerary recommendations, and more.

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GOtrip

GOtrip is an interactive travelsharing platform under New Media Group. It not only provides information on attractions and the latest travel intelligence, but it also provides netizens with a complete travel reference. GOtrip will also invite different travellers, celebrities, and bloggers to provide travel insights, including travel experiences through videos and other formats.

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DIGITAL MEDIA

FORUM 2

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Discuss.com.hk Discuss.com.hk sees main discussions covering news and current affairs, entertainment, food, trends, all walks of life, real estate, finance, stocks, cars, love and marriage, computers and mobile phones, sports, and more.

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LIHKG LIHKG is a multi-category forum website based in Hong Kong.

Launched in 2016, the website has gained popularity, and is often referred to as the Hong Kong version of Reddit.

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Baby-Kingdom.com

Baby-Kingdom.com is a Hong Kong-based online community site that offers parenting information. With over 300,000 registered members, and 300 million messages in its database, it is one of the most popular sites for Chinese-speaking parents around the world to discuss and share information on parenting and family-related matters.

LIFESTYLE 2

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Mill Milk Mill Milk is a digital lifestyle platform which features the latest happenings in Hong Kong, insights on the workplace, atypical exploration, travel information from around the world, talk shows, and the latest restaurant recommendations.

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U Lifestyle Year after year, Hongkongers turn to U Lifestyle as their digital resource for the best of Hong Kong. Combining U Travel, U HK, U Beauty, U Food, and U Blog, it provides an excellent user experience, an engaged social base, and a distinctively local portal for everything you need.

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HYPEBEAST Standing at the forefront of fashion and culture, Hypebeast uncovers the latest, emerging trends, and creates a lifestyle universe through highly curated content and various business offerings that inspires, educates, and connects a global audience.

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NEWS & CURRENT AFFAIRS 2

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am730 The free Chinese-language newspaper am730 is distributed from Monday to Friday and covers local, international, entertainment, fashion, and travel news, while providing content on its website and mobile app.

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HK01 HK01 provides personalised and diversified internet services for the digital era. As a trailblazer of Hong Kong’s internet industry, HK01 offers factual information and inspiring content through the use of innovative technology.

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Hong Kong Economic Times 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, the property markets, as well as the economy, of which users can access through mobile, tablets, and desktops.

HK01 aspires to build a “Media +” online lifestyle platform, which provides instant and diversified news and lifestyle information in more than 60 channels, as well as personalised lifestyle services with multiple service platforms under the digital era for Hong Kong people.

SEARCH 2

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Yahoo A web services provider which delivers the latest news coverage, email, free stock quotes, live scores, and videos. It provides a web portal, the search engine Yahoo Search, and related services, including My Yahoo, Yahoo Mail, Yahoo News, Yahoo Finance, Yahoo Sports, and its

advertising platform, Yahoo Native.

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Google A platform for global users to search the world’s information, including web pages, images, videos, and more. It has been referred to as the “most powerful company in the world”, and one of the world’s most valuable brands, because of its market dominance, data collection, and technological advantages in the area of artificial intelligence.

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Baidu Baidu is a Chinese multinational technology company specialising in internet-related services and products, and artificial intelligence, headquartered in Beijing’s Haidian District.

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DIGITAL MEDIA

SOCIAL MEDIA 1

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Instagram live-streaming platform that has become a staple for many individuals, shaping the way we share photos and connect with friends, family, and even strangers in the digital realm.

One of the most popular features of Instagram is Instagram Reels, which allows users to create and share short, engaging videos. With Reels, users can record and edit 15 to 30-second videos, adding various creative elements such as music, effects, text, and stickers.

By leveraging Reels, users can reach a broader audience, as their videos can be discovered on the Explore page and shared with their followers. It has become a popular tool for content creators, influencers, and businesses to entertain, inform, and connect with their audience in a visually captivating and dynamic way.

As a popular app accessible on both iPhone and Android devices, Instagram offers a free platform for sharing photos and videos. Users have the ability to upload their visual content and share it with their followers or a specific group of friends. Additionally, they can engage with posts from their friends by viewing, commenting, and liking them.

After being acquired by Facebook for a staggering US$1 billion in 2012, Instagram has transformed into a powerful storytelling and

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Facebook

With its user-friendly interface and a wide array of creative features, Instagram has revolutionised social media engagement, allowing users to curate their online presence, explore diverse communities, and foster meaningful connections through visual storytelling.

Its immense popularity and widespread adoption have solidified Instagram's position as a leading social media platform, influencing the way we communicate, discover content, and build digital relationships.

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With a product offering that began as a college directory, but has gone on to consume and connect nearly every online touch-point in our lives in less than two decades, Facebook, and its interconnected apps, and ad partners, are with us, and our friends, and their friends, every step of the way.

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YouTube Currently owned by Google, YouTube has more than 2.5 billion monthly users who collectively watch more than one billion hours of videos each day.

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OUT OF HOME MEDIA

OUT-OF-HOME MEDIA 1

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JCDecaux Transport

There are indeed some exciting examples of innovations to share: 1. The Sandbox Metaverse: JCDecaux Transport has joined The Sandbox Metaverse, a virtual world platform, and launched the MTR Metaverse, which offers a time-travelling journey through futuristic and historical elements of the MTR Metaverse Station.

2. HKIA Metaverse: We launched the first-ever HKIA Metaverse. This virtual world offers international visitors and local travellers an interactive experience to explore the airport in a virtual environment.

3. JCDecaux Transport's Summer Sports Fiesta event showcased the use of AI deep change technology. Participants had the opportunity to experience a virtual 3D rowing event at Tsim Sha Tsui MTR Station.

4. Rowing boat treasure hunt game: As part of the Summer Sports Fiesta, JCDecaux Transport introduced a rowing boat treasure hunt game. Participants were encouraged to engage by scanning QR codes with their smartphones and earn MTR points.

MARKETING-INTERACTIVE: Any media or marketing trends you think media professionals should take note of in the upcoming year?

Established in 1976, JCDecaux Transport is one of the leading outdoor advertising companies in Hong Kong. With over 40 years of experience, it manages advertising sales concessions for MTR and Airport Express.

The company also holds concessions for Hong Kong International Airport (24 years), Macau International Airport (21 years), and Pacific Place Passages (28 years).

JCDecaux Transport continues to lead the OOH advertising industry with outstanding achievements such as digitally transforming the MTR and Hong Kong International Airport. By merging offline and online strategies, it offers innovative online-tooffline outdoor advertising, and pioneering programmatic digital out-of-home solutions.

MARKETING-INTERACTIVE: How do you keep up with the rapidly evolving digital landscape? Are there any exciting innovations on the radar?

In the rapidly evolving digital landscape, JCDecaux Transport navigates the dynamic DOOH landscape, delivers impactful campaigns, and stays ahead of the competition by following these strategies: We stay updated on DOOH trends by attending DOOH events and conferences to foster creativity and innovation. We embrace and explore data-driven technology such as AR and VR. We also conduct various reports to monitor competitors and industry leaders.

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JCDecaux Cityscape

AIGC has the capability to generate various types of content, including text, images, videos, and even audio, based on predefined parameters.

This significantly reduces the time and resources required for content creation, allowing advertisers to create and deliver compelling campaigns more efficiently.

We recently launched TLive, a brand new eCommerce platform in collaboration with MTR Advertising. TLive incorporates the latest AI technology to generate AIGC humans, providing a unique way for guests to interact. Using 4K holographic transmission technology, guests can engage with AI-generated idol digital avatars, and clients are enabled to promote their brands more effectively, and expand into the local Hong Kong and Greater Bay Area markets.

In summary, media professionals should pay attention to the growing trend of artificial intelligence-generated content in the upcoming year.

Its potential to create personalised and engaging experiences, coupled with its efficiency in content creation, makes it a valuable tool in the ever-evolving media and marketing landscape.

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JCDecaux Cityscape initiated its digital transformation process in 2018 by introducing marketfirst campaign-based audience impressions analytics, building a solid foundation for the launch of programmatic digital out-ofhome (pDOOH).

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One trend that we believe will continue to grow in the future is artificial intelligence-generated content (AIGC). The advancements in AIGC technology have paved the way for more engaging and personalised experiences for viewers, making DOOH an increasingly innovative and effective advertising medium. We are actively exploring innovative ideas to integrate AIGC technology into DOOH.

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.

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DIGITAL OUT-OF-HOME MEDIA

DIGITAL OUT-OF-HOME MEDIA 1

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JCDecaux Cityscape connecting all 300-plus JCDecaux cityscape bus shelters and 36 tram shelters, we are able to count all traffic exposed to our ads, building a strong foundation for our pDOOH offerings.

Secondly, we understand that pDOOH requires a different selling technique compared to traditional OOH, as it is highly data-driven. To address this, we have prioritised equipping our advertising consultant team with comprehensive product knowledge. This ensures that they are well-versed in the complexities of pDOOH and can effectively communicate its value to clients.

JCDecaux Cityscape has been crowned the winner in the Digital Out-of-Home Media category for the second year in a row. JCDecaux Cityscape initiated its digital transformation journey in 2018 by introducing market-first campaign-based audience impressions analytics, building a strong foundation for the launch of programmatic digital out-of-home (pDOOH).

The company has had pDOOH offerings in Hong Kong's central business districts across its first-class digital frame network since 2021. This cutting-edge initiative enables advertisers to engage in programmatic trading, leveraging data to optimise campaign efficiency, and integrate omni-channel marketing strategies.

This year, the company rolled out pDOOH campaigns with prominent brands such as HSBC, Samsung, Levi’s, Hennessy, and many others.

MARKETING-INTERACTIVE: Can you share the strategies that are deployed for keeping the top spot?

JCDecaux Cityscape has implemented several strategies to maintain the top position. Firstly, we recognise the importance of data in shaping the programmatic digital out-of-home (pDOOH) ecosystem. Since 2018, we have been at the forefront of audience measurement development for Out-of-home (OOH) advertising.

Our real-time campaign-based audience analytics have set us apart as the sole OOH media company in Hong Kong offering this service. By

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JCDecaux Transport

Lastly, in addition to focusing on internal capabilities, we place great emphasis on educating and sharing insights with the industry. As the concept of pDOOH is relatively new in the Hong Kong market, we believe that providing information to clients and partners increases the likelihood of them trying out this innovative trading solution.

MARKETING-INTERACTIVE: Have you noticed any radical shifts in your audience’s media consumption trends recently?

In the current post-pandemic landscape, where brands are operating with limited budgets and seeking to maximise their investments, the data-driven optimisation of pDOOH becomes even more relevant. We have observed significant shifts in audience media consumption trends.

PDOOH offers a seamless integration into the media mix via omnichannel DSPs (demand-side platforms), which allows brands to maximise their opportunities. With its fast, agile, and flexible trading mode, advertisers can easily pause and resume campaigns with a simple click.

The ability of pDOOH to adapt and respond quickly to changing circumstances has become crucial in this dynamic environment.

Advertisers can adjust their message, creative content, and targeting strategies in real-time, ensuring that their campaigns remain effective and impactful.

In summary, the data-driven optimisation, seamless integration, and flexibility of pDOOH have proven to be valuable assets in meeting the evolving media consumption habits of our audience in the postpandemic era.

3

NO.

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

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Asiaray Media Group Asiaray launched the first programmatic digital out-ofhome (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.

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OCTOB E R 2 02 3 MARK E TING HO N G KON G 1 7

PRINT MEDIA

BUSINESS MAGAZINE 1

iMoney iMoney is a member of the Hong Kong Economic Times.

Established in 2007, it focuses on wealth management with content that stretches across global and local finance news, innovative business features, marketing strategies, topics that concern the workplace, and personal development.

NO.

2

Bloomberg Businessweek The magazine provides information and opinions on the important happenings in the world of business. Renamed 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.

3

The Economist

NO.

NO.

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

LOCAL NEWSPAPER 1

am730 The free Chineselanguage newspaper am730 is distributed from Monday to Friday and covers local, international, entertainment, fashion, and travel news, while providing content on its website and mobile app.

NO.

2

Hong Kong Economic Times HKET is one of the financial daily newspapers in Hong Kong offering professional analysis on finance, the property markets, as well as the economy, of which users can access through mobile, tablet, and desktop.

3

Headline Daily

NO.

NO.

Headline Daily is one of the publications of Sing Tao News Corporation. Over the years, Headline Daily has been providing quality news, leisure, and entertainment information via its multimedia platforms to reach targeted audiences.

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TRAVEL 1

U Magazine U Travel is one of the books distributed by U Magazine, providing the latest information and travel reports to destinations both at home and across the globe, and featuring promotions and suggested itineraries. Over the past few years, U Magazine has gained increasing recognition in the media industry, achieving multiple honours for its work.

NO.

2

National Geographic National Geographic is a magazine published by the National Geographic Society. Topics covered by this magazine include science, geography, history, and world culture. In addition to its content, the magazine is wellknown for its layout with a thick square-bound glossy format and a yellow rectangular border on the cover.

3

Discovery

NO.

NO.

Discovery shares travel stories to connect you with meaningful experiences and places, from the experts at Cathay Pacific’s in-flight magazine.

PARENTING MAGAZINE 1

Smart Parents Sing Tao's Smart Parents has won the title of Best Parenting Magazine for 11 consecutive years. In recent years, it has become a one-stop multimedia platform for children's education and the most popular parent-child playground in Hong Kong. It is designed to be a guide for parents who are intent on bringing out the best in their children.

NO.

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2

NO.

Playtimes Playtimes covers childcare, education, health, 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 them and their families.

OCTOB E R 2 02 3 MARK E TING HON G KON G 1 9

TV BROADCASTERS AND RADIO

TV BROADCASTERS 2

NO.

TVB Headquartered in Hong Kong, TVB is one of the few broadcasters in the world that operates a vertically integrated business model encompassing content creation, broadcasting, and distribution.

Since 2016, TVB has begun its transformation journey from a traditional media player to a major digital player.

1

ViuTV In its eighth year of operation, ViuTV has taken the TV world by storm and has already become the favourite choice for local marketers.

It offers various types of programming throughout the day, including news and public affairs, lifestyle, documentaries, and overseas content.

NO.

3

NO.

Now TV Now TV is a paid television provider, and the largest in Hong Kong. While most of its programmes are in English, Cantonese or putonghua, it also offers some programmes in Hindi and French.

RADIO 2

NO.

Commercial Radio 1 Commercial Radio 1 offers programmes about current affairs, traffic, and financial information.

It also has many talk shows, interactive phone-in programmes, as well as some cultural and drama programmes.

1

Commercial Radio 2 Commercial Radio 2 targets a younger audience and offers a wide range of music and entertainment programmes. It also launches the Ultimate Song Chart Awards Presentation ceremony every year, one of the most well-received awards ceremonies for the city’s music industry.

NO.

2 0 M A R K ET I N G H O N G K O NG O C T O BER 2023

3

NO.

RTHK Radio 1 RTHK Radio 1 is a broadcast radio station in Hong Kong, providing breaking news, current affairs, and talk shows.

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Visual area

and

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OCTOB E R 2 02 3 MARK E TING HO N G KON G 2 1

SPOTLIGHT

SNAPPED 快拍 Madame Song: Pioneering Art and Fashion in China DATE: 29 July 2023 – 14 April 2024 VENUE: M+ West Gallery 1. This recent exhibition at M+ brings to light Chinese artist Madame Song’s multiple identities and professional pursuits.

2. As Song was the first chief representative for the French luxury brand Pierre Cardin, the exhibition showcases some of the brand’s archives of what Song has worn before.

1

2

3. The exhibition traces Song’s life and work from the 1950s to the early 2000s, revealing her overlooked, yet influential role in shaping China’s transformation into a cosmopolitan and culturally diverse society.

4. The exhibition also features more than 320 objects, including rare archival materials, garments from global fashion designers and movie costumes.

3

4

Ocean Park Halloween Fest 2023 DATE: 14 October – 31 October VENUE: Ocean Park Hong Kong 1. This year’s Ocean Park Halloween Festival beckoned fearless “students” to embark on a spine-chilling journey at the School of Unending Horror with six unique and terrifying haunted houses.

2. The “Bad Dues” took visitors from school to a hellish funeral, allowing them to delve into the issue of school bullies and abuse.

1

2

3. In the “180 Laboratory”, visitors could equip themselves with laser guns as they had been enlisted into the ranks of Team X, a fearless group whose mission was to eradicate the monsters and defeat the source of the infection.

4. Finally, the Halloween Fest urged visitors to the ultimate thrill as they ventured into “The House of Wraith Puppet II”.

3

22 M A RKE TING HONG KONG OC TOBER 2023

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SPOTLIGHT

World of Frozen DATE: 20 November onwards VENUE: Hong Kong Disneyland 1. The World of Frozen is the world’s first and largest “Frozen” themed land, which will transport guests to the cinematic and living land of Arendelle.

1

2. Visitors will have the opportunity to spot the beloved characters Elsa and Anna from the “Frozen” movie. They can capture cherished memories by taking pictures with them.

2

3. The World of Frozen brings a number of iconic scenes from the “Frozen” movie to life such as the North Mountain, with its peak as the highest point in Arendelle.

4. The scenery and architectural design are infused with rich Norwegian elements, including the “dragestil” architectural style, and the rosemaling floral decorative paintings.

3

4

HK Signature DATE: 22 September – 23 October VENUE: Level 3, Ocean Terminal, Harbour City 1. LCX launched a pop-up event that blended Chinese and Western cultures seamlessly in a nostalgic celebration.

2. LCX partnered with local illustrator Rick Lo to showcase an array of artwork that captured the essence of Hong Kong.

1

2

3. The event recreated the nostalgic herbal tea houses of the 1950s-60s. It hosted workshops where visitors could learn cocktail mixing and fragrance blending.

4. Moreover, the event set up a 70s-style ambiance that sold eight selected local brand products and offered a liqueur mixing experience.

3

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OC TOBER 2023 M A RKE TING HONG KONG 23

FEATURE

Will performance marketing outweigh brand marketing in a world of shrinking budgets in APAC?

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FEATURE

In recent years, performance marketing has become a prevalent approach for companies to drive shortterm sales, deliver measurable return on investment, as well as engaging with new consumers.

However, marketers are also frequently expressing concerns that the emphasis on short-term sales in performance marketing is overshadowing brand-building efforts, which are intended to shape customer perceptions and align with brand strategies.

As such, Karen Wong spoke to various agency leads to explore which kind of approach brands prefer leveraging in today’s marketing world, and how they can strike a balance between them.

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OCTOB E R 2 02 3 MARK E TING HON G KON G 2 5

FEATURE

In today’s marketing world, we often hear about the importance of brand building for brands to create awareness and establish emotional connections with customers. However, over the past decade, marketers have been shifting their focus to driving short-term sales by setting up different types of KPIs, especially during times of economic uncertainties where marketing budgets are tight.

In fact, inflationary pressures continue to affect businesses around the world in 2023. As such, many companies across the globe have decided to tightly control or even cut expenses – including marketing budgets. According to technological research and consulting firm Gartner, as a proportion of company revenue, marketing budgets have fallen from 9.5% in 2022 to 9.1% this year.

Furthermore, 75% of CMOs globally are currently readjusting their companies’ marketing channel commitments to do more with less, meaning a greater emphasis on growth, yield and return, a drive towards technological optimisation (pushing up utilisation and ROI), and a tighter focus on the most relevant multichannel KPIs. In Hong Kong, industry players MARKETING-INTERACTIVE spoke to have

2 6 M A R K ET I N G H O N G K O NG O C TO BER 2023

also seen a noticeable shift among clients towards prioritising performance marketing over brand marketing. Antony Yiu, CEO of PHD HK, said industries such as banking and finance, travel and hospitality, eCommerce, as well as insurance, are more likely to spend on performance marketing.

He added there are some key factors driving marketers to put performance marketing front and centre, including promotion-driven offers, less human interaction needed, being able to purchase at a relatively low cost, and being able to engage with new customers.

Businesses in travel, eCommerce, OTT or streaming services, and app-based services, who have to acquire customers online, also tend to focus on performance marketing, according to Ranga Somanathan, co-founder at RSquared Global Ventures, and former CEO of Omnicom Media Group.

“Brands who have digital fulfilment, for example to complete their sales online, typically over-index on performance marketing. And those who sell via brick-and-mortar stores tend to skew their marketing investments towards brand building. We see this trend across Asia as well,” he said.

By focusing on the upper funnel efforts, marketers can help establish continued awareness for the brand, as well as sustaining market demand, expanding the customer base, and fostering brand loyalty, according to Wai Chung Au, managing director of media business, dentsu Hong Kong.

Striking a balance between branding and performance marketing While economic uncertainties and tighter marketing budgets have played a role in this shift, it’s still important to strike a balance between short-term performance and long-term brand building.

Dentsu HK’s Au said he has seen brands reach a “plateau” in the growing curve, where further sales or conversions become challenging when solely relying on the lower funnels. “Consequently, we are witnessing a resurgence of brands rebalancing their focus and reinvigorating their brand building endeavours.”

This shift reflects a recognition of the enduring value and necessity of upholding brand equity, even when brands are under immediate business pressure, he added.

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FEATURE

“Brands will continue to balance brand building and performance marketing while integrating upper and lower-funnel efforts.

This integration will be facilitated by leveraging data and advanced analytics such as major ad platforms which offer tools, including data-driven attribution models, that go beyond measuring lower funnel results.”

By mapping the end-to-end customer journey, brands can identify key moments of truth and their pain points, he added.

“This allows them to address experience gaps through improved content, offers, and channel integration, ultimately converting

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visitors to customers,” he said.

“Additionally, brands should track marketing effectiveness against customer satisfaction and lifetime value metrics, prioritise longterm growth over shortterm sales, and invest in retention marketing, to name a few.”

With multi-touch attribution modelling becoming more prevalent, marketers are investing in data science teams and connecting the dots between upper funnel preference campaigns and lower funnel performance campaigns.

RSquared’s Somanathan said he anticipates a balancing of budgets to optimise the whole funnel and not just “squeeze the blood out of the rock” at the bottom of the funnel (performance media).

Is there a perfect ratio?

However, there is no one-size-fits-all “perfect” ratio between branding and performance

marketing, as it largely depends on various factors, including the nature of the business, industry, target audience, marketing objectives, and available resources.

PHD HK’s Yiu said there will be campaigns more focused on brand building such as anniversary campaigns, new product launches, and education messages to reach an untapped target audience.

“Therefore, while most advertisers will keep performance marketing as a baseline activity to capture the lower funnel acquisitions, there is a must for the presence of top and middle funnel activities based on the current brand awareness and consideration level amongst the target audience to determine the proper split between branding and performance marketing.”

After all, marketers need to look at each campaign objective to identify the proper split of their budgets to paint a 360-degree story for their target audiences.

“We need to be aware that customers don’t classify the ads they see as brand versus performance marketing … one cannot fly and hope to achieve the best results with low cost per action/cost per lead and high volume without the presence of the other,” he added.

OCTOB E R 2 02 3 MARK E TING HON G KON G 2 7

GOLD SPONSORS

Today, no campaign is ever complete without the power of digital. In fact, the power of digital marketing lies in its ability to reach a vast audience, engage with users in real-time, and track and measure the effectiveness of marketing efforts.

As such, we wanted to recognise and reward the brightest stars in the digital marketing industry at this year’s DigiZ Awards Hong Kong 2023. The awards focused on creative, innovative and effective campaigns, strategies and marketing technologies, along with leadership, in the huge growth area of digital marketing.

The awards ceremony took place at the Hong Kong Ocean Park Marriott Hotel on 15 September 2023.

MARKETING-INTERACTIVE would like to thank our 23 esteemed judges for their time in judging the entries, as well as our gold sponsors Alibaba Cloud and SleekFlow.

Congratulations to all our winners.

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JUDGES

Freda Ng

Ellen Yau

Kristie Wong

Aidan Bonel

Chief Digital Officer, Watsons International Chief Customer & Digital Officer – Watsons Hong Kong

Head of Marketing and Innovation, Consumer Health (North Asia)

Head of APAC Digital

Head of Data & Experience – Global Marketing

BlackRock

Credit Suisse

Bayer

A.S. Watson Group

Aldric Chau

Terry Tong

Andy Luk

Jonathan Liu

General Manager Digital

Assistant Director, Digital Marketing

Head of Digital Transformation & Insights

Regional Vice President, Digital & Loyalty, ASPAC Region

GP Batteries

HK Express

Hyatt Hotels Corporation

Cathay Pacific Airways

Matthew Chan

Viv Chan

Frankie Li

Lance Tsang

Group Chief Digital Officer

Digital Transformation Director

Jardine Restaurant Group

Jebsen Group

Global Vice President, Category and eCommerce

Assistant Director, Marketing (Digital & App Commerce)

Lee Kum Kee

McDonald’s Hong Kong

Andrew Li

Dorothy Cheung

Kathy Chung

Sumanna Chan

Deputy General Manager, Sales and Marketing, Mobile Octopus, Wallet and Digital

Head of eCommerce & Digital, HKTW

Director of Digital Marketing (Hong Kong)

Director, Digital Shared Services

Reckitt

Shangri-La Hotels and Resorts

Shiseido Hong Kong Group

Octopus Holdings

Eric Chan

Samuel Fung

Lucas Ng

Veronica Ho

Head, Growth and Digital Marketing, CPBB Marketing

Vice President, Product and Marketing

Global Digital Marketing Director

Head of Data Analytics & Insights

Standard Chartered Bank

Starbucks Asia Pacific

Strawberrynet

Swire Properties

Flora Hu

Niamh Downey

Ronald Wong

Online Director

Head of Digital Strategy, Asia

Vice President – Brand & Marketing

Warner Music Group

yuu, DFI Retail Group

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OCTOB E R 2 02 3 MARK E TING HON G KON G 2 9

30 M A R K ET I N G H O N G K O N G O C TO BER 2023

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OCTOB E R 2 02 3 MARK E TING HON G KON G 31

Best Cross-Platform Campaign

Best CRM Campaign

GOLD

GOLD

Now TV Campaign: FIFA World Cup 2022 Agency: Secret Tour Hong Kong

TOYOTA Campaign: All New Noah Campaign Agency: FABCOM

SILVER FWD Insurance Brand: FWD Campaign: Simple is Our Basic Agencies: Indigo, GroupM

SILVER FWD Life Insurance Company (Bermuda) Brand: FWD MAX Campaign: FWD MAX Engagement Platform

BRONZE SHISEIDO Hong Kong Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE Agencies: Pontac, Narrow Door, iProspect

BRONZE Chow Sang Sang Jewellery Co. Brand: Chow Sang Sang Campaign: Chow Sang Sang – AI Optimized Relationship-Centric CRM Ecosystem Agency: PRIZM Group

Best Data Activation

Best Digital Branded Content

GOLD

GOLD

LION Brand: Mizutori Zosan Campaign: Mizutori Zosan Smart Dehumidifying Campaign Agency: FABCOM

SILVER DBS Bank (Hong Kong) Campaign: SME Banking Campaign Agency: FABCOM

BRONZE Hong Kong Disneyland Campaign: “Momentous” Nighttime Spectacular Agencies: Zenith Hong Kong, The Trade Desk

Swire Properties Brand: Citygate Outlets Campaign: “WOOD” You Agency: Hardchi Creative

SILVER BCA Campaign: #TolakDenganAnggun: Say NO to Fraud with Grace Agency: ADA Asia

BRONZE Coca-Cola China Brand: Coca-Cola Campaign: Coca-Cola Starlight Agencies: PS Workshop, de goose

BRONZE

McDonald’s Hong Kong Campaign: McDonald’s Global-first GA4 Predictive Audiences Activation Agency: OMD Hong Kong

32 M A R K ET I N G H O N G K O N G O C T O BER 2023

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Best Digital Launch/Rebranding Campaign

Best Digital Mass Audience Campaign

GOLD

GOLD

Coca-Cola China Brand: OOHA Campaign: OOHA launch Agency: PS Workshop

American Express Brand: AMEX Explorer Campaign: #ChooseExplorer Agencies: UM Hong Kong, Ogilvy PR

SILVER AIA International Brand: Cre8 by AIA Campaign: The launch of Cre8 by AIA Agencies: Noah Workshop, de goose

SILVER DBS Bank (Hong Kong) Campaign: DBS Eminent Card Event PlanetME Agency: KREW

BRONZE Coca-Cola China Brand: Coca-Cola Campaign: Coca-Cola Starlight Agencies: PS Workshop, de goose

BRONZE Now TV Campaign: FIFA World Cup 2022 Agency: Secret Tour Hong Kong

Best Digital OOH Campaign

Best Digital Performance Campaign

GOLD

GOLD

Promise HK Brand: PROMISE Campaign: PROMISE 30th Anniversary Celebration Agency: EssenceMediacom

SILVER Ocean Park Corporation

Brand: Water World Ocean Park Hong Kong Campaign: Water World Go Splash Summer Campaign Agencies: Dentsu X, Hivestack

BRONZE Pernod Ricard

Brand: The Glenlivet Campaign: #BreakTheStereotype Agency: The Trade Desk

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AXA Hong Kong & Macau Campaign: Better protection, better healthcare Agencies: Publicis Hong Kong, Starcom Hong Kong

SILVER McDonald’s Hong Kong Campaign: McDonald’s Global-first GA4 Predictive Audiences Activation Agency: OMD Hong Kong

BRONZE Eagle Property Management (CP) Brand: Langham Place Campaign: LP Club App 2.0 – Gamify Your Shopping Journey!

Agency: DigiSalad

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Best Digital Targeted Audience Campaign

Best e-Commerce Campaign

GOLD

GOLD

AIA International Brand: Cre8 by AIA Campaign: The launch of Cre8 by AIA Agencies: Noah Workshop, de goose

Watsons Hong Kong eShop Campaign: Watsons HK Shopping App Agency: EY Mtel

SILVER FORTRESS Campaign: FORTRESS Sales Festival Campaign 2022 Agency: Naughty Things Creative

SILVER AXA Hong Kong & Macau

Campaign: Better protection, better healthcare Agencies: Starcom Hong Kong, The Trade Desk, Adzymic

BRONZE Chow Sang Sang Jewellery Co. Brand: Chow Sang Sang Campaign: Chow Sang Sang – AI Optimized Relationship-Centric CRM Ecosystem Agency: PRIZM Group

SILVER SHISEIDO Hong Kong Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE Agency: iProspect Hong Kong BRONZE Hang Seng Bank Campaign: DSE Secret Gear Agency: DataMetas

Best Effective Search Campaign

Best Engaging Campaign

GOLD

GOLD

United Asia Finance Brand: UA Finance Campaign: SEM breakthrough on customer acquisition Agency: GroupM Communications Hong Kong

SILVER Serta

Campaign: Serta Search Booster Agency: Strategic Digital Marketing Company

BRONZE Bannershop

Campaign: Bannershop Search Booster Agency: Strategic Digital Marketing Company

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FWD Life Insurance Company (Bermuda) Brand: FWD MAX Campaign: FWD MAX Engagement Platform

SILVER Promise HK Brand: PROMISE Campaign: PROMISE 30th Anniversary Celebration Agency: EssenceMediacom BRONZE DBS Bank (Hong Kong) Campaign: DBS Eminent Card Event PlanetME Agency: KREW

OCTOB E R 2 02 3 MARK E TING HON G KON G 35

Best Metaverse Campaign

Best Mobile Campaign

GOLD

GOLD

SHISEIDO Hong Kong Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE Agency: Pontac

Watsons Hong Kong eShop Campaign: Watsons eDr app Agency: EY Mtel

SILVER Chow Sang Sang Jewellery Co. Brand: Chow Sang Sang Campaign: Chow Sang Sang – AI Optimized Relationship-Centric CRM Ecosystem Agency: PRIZM Group

SILVER Hang Seng Bank Brand: GO!GingerOnion Campaign: GO!GingerOnion 5** College Agency: INDEX GAME

BRONZE Times Square Brand: Hong Kong Times Square Campaign: “Good Food Good Times” Eat • Play • Earn Agency: AiR World

BRONZE Sino Group Brand: S+ REWARDS by Sino Malls Campaign: “Stamp & Earn” Multi-tier Reward Programme BRONZE Watsons Hong Kong eShop Campaign: Watsons HK Shopping App Agency: EY Mtel

Best Phygital Experience

Best Video/Live Streaming Campaign

GOLD

GOLD

Cityplaza Hong Kong Campaign: Story Traveller Agencies: Pro Inzight, Boxing Promotions

The Hong Kong Jockey Club Brand: HKJC TV Campaign: HKJC TV app

SILVER SHISEIDO Hong Kong Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE Agency: Pontac

SILVER Hong Kong Productivity Council Campaign: Innovation Never Stops

BRONZE MegaBox Development Company Campaign: “Joy to the World of Van Gogh” Immersive Experience Exhibition

BRONZE Hong Kong Tourism Board Campaign: Hong Kong – Through the lenz of GenZ​ Agency: Mindshare Hong Kong

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Best Viral Campaign

Best Acquisition & Retention Strategies

GOLD

GOLD

Now TV Campaign: FIFA World Cup 2022 Agency: Secret Tour Hong Kong

AIA International Brand: Cre8 by AIA Campaign: The launch of Cre8 by AIA Agencies: Noah Workshop, de goose

SILVER FORTRESS Campaign: FORTRESS Brand Campaign 2022 Agency: Naughty Things Creative

SILVER American Express Brand: AMEX Explorer Campaign: #ChooseExplorer Agencies: UM Hong Kong, Ogilvy PR

BRONZE Dah Sing Bank Brand: Dah Sing Credit Card Campaign: Catch it if you can – Fantastic Wonderverse Agency: Cymballe

SILVER SHISEIDO Hong Kong Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE Agencies: Narrow Door, Pontac BRONZE Chow Sang Sang Jewellery Co. Brand: Chow Sang Sang Campaign: Chow Sang Sang – AI Optimized Relationship-Centric CRM Ecosystem Agency: PRIZM Group

Best Conversion Optimisation Strategies

Best Creative Use of AR/VR

GOLD

GOLD

SHISEIDO Hong Kong Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE Agencies: Narrow Door, Pontac

CSL Mobile Campaign: CSL Mobile x M+ “Reshaping the New Art Tech Experience” Agency: CruiSo Digital Solutions

SILVER Dah Sing Bank Brand: Dah Sing Credit Card Campaign: Catch it if you can – Fantastic Wonderverse Agency: Cymballe

SILVER SHISEIDO Hong Kong Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE Agency: Pontac

BRONZE Times Square Brand: Hong Kong Times Square Campaign: “Good Food Good Times” Eat • Play • Earn Agency: AiR World

BRONZE Hysan Marketing Services Brand: Lee Gardens Campaign: Little Monster E-lab Agency: Cymballe

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OCTOB E R 2 02 3 MARK E TING HON G KON G 37

Best Customer Journey

Best Digital Advertising Strategies

GOLD

GOLD

FWD Insurance Brand: FWD Campaign: Unleash Your Insurance Needs with FWD AI Discovery

American Express Brand: AMEX Explorer Campaign: #ChooseExplorer Agencies: UM Hong Kong, Ogilvy PR

SILVER Dah Sing Bank Brand: Dah Sing Credit Card Campaign: Catch it if you can – Fantastic Wonderverse Agency: Cymballe

SILVER Coca-Cola China Brand: OOHA Campaign: OOHA launch Agency: PS Workshop

BRONZE Watsons Hong Kong eShop Campaign: Watsons eDr app Agency: EY Mtel

BRONZE Coca-Cola China Brand: Coca-Cola Campaign: Coca-Cola Starlight Agencies: PS Workshop, de goose

Best e-Commerce Strategies

Best Gaming Integration Strategies

GOLD

GOLD

Watsons Hong Kong eShop Campaign: Watsons HK Shopping App Agency: EY Mtel

SILVER FORTRESS Campaign: FORTRESS Sales Festival Campaign 2022 Agency: Naughty Things Creative

BRONZE Chow Sang Sang Jewellery Co. Brand: Chow Sang Sang Campaign: Chow Sang Sang – AI Optimized Relationship-Centric CRM Ecosystem Agency: PRIZM Group

SHISEIDO Hong Kong Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE Agencies: Narrow Door, Pontac

SILVER Swire Properties Brand: Citygate Outlets Campaign: Summer FARMily Agency: Rabbit Studio

BRONZE CSL Mobile Campaign: CSL Mobile – Into the Future-era Agency: CruiSo Digital Solutions BRONZE Hysan Marketing Services Brand: Lee Gardens Campaign: Little Monster E-lab Agency: Cymballe

38 M A R K ET I N G H O N G K O N G O C TO BER 2023

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Best Influencer Strategies

Best O2O Strategies

GOLD

GOLD

AIA International Brand: Cre8 by AIA Campaign: The launch of Cre8 by AIA Agencies: Noah Workshop, de goose

Chow Sang Sang Jewellery Co. Brand: Chow Sang Sang Campaign: Chow Sang Sang – AI Optimized RelationshipCentric CRM Ecosystem Agency: PRIZM Group

SILVER DFI Retail Group Brand: Mannings Campaign: Mannings Online Store Double 11 Play Shop Rewards Campaign Agency: Fimmick

SILVER Circle K Convenience Store (HK) Brand: Circle K Campaign: Easy Goal Online Game Campaign Agency: ESDlife

BRONZE American Express Brand: AMEX Explorer Campaign: #ChooseExplorer Agencies: UM Hong Kong, Ogilvy PR

BRONZE Times Square Brand: Hong Kong Times Square Campaign: “Good Food Good Times” Eat • Play • Earn Agency: AiR World

Best Programmatic Strategies

Best Social Media Strategies

GOLD

GOLD

LION Brand: Mizutori Zosan Campaign: Mizutori Zosan Smart Dehumidifying Campaign Agency: FABCOM

AXA Hong Kong & Macau Campaign: SmartProtect Plus – Ensured Claims for Your Insured Pains Campaign Agency: So Don’t Bore

SILVER DBS Bank (Hong Kong) Campaign: SME Banking Campaign Agency: FABCOM

SILVER Coca-Cola China Brand: Coca-Cola Campaign: Coca-Cola Starlight Agencies: PS Workshop, de goose

BRONZE SHISEIDO Hong Kong Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE Agency: iProspect Hong Kong

BRONZE Hong Kong Tourism Board Campaign: Hong Kong – Through the lenz of GenZ​ Agency: Mindshare Hong Kong

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OCTOB E R 2 02 3 MARK E TING HON G KON G 39

Best UI/UX Design

Best Use of Real-Time Marketing

GOLD

GOLD

Eagle Property Management (CP) Brand: Langham Place Campaign: LP Club App 2.0 – Gamify Your Shopping Journey!

Agency: DigiSalad

LION Brand: Mizutori Zosan Campaign: Mizutori Zosan Smart Dehumidifying Campaign Agency: FABCOM

SILVER Watsons Hong Kong eShop Campaign: Watsons eDr app Agency: EY Mtel

SILVER United Asia Finance Brand: UA Finance Campaign: UAF Scenario Campaign Agency: GroupM Communications Hong Kong

BRONZE AIA Group Campaign: Website Integrated Sales Enhancement (WISE)

BRONZE Hysan Marketing Services Brand: Lee Gardens Campaign: Little Monster E-lab Agency: Cymballe

Best Use of Web3 Marketing

Best MarTech Team

GOLD

GOLD

Times Square Brand: Hong Kong Times Square Campaign: “Good Food Good Times” Eat • Play • Earn Agency: AiR World

SILVER Hang Seng Bank

Brand: GO!GingerOnion Campaign: GO!GingerOnion 5** College Agency: INDEX GAME

BRONZE MTR Corporation Brand: MTR Campaign: Next Station: Metaverse

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Cymballe

SILVER

Admazes

BRONZE

Hang Seng Bank

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Best Ad-Tech Tool

Best Conversational Marketing Solution

GOLD

GOLD

Swire Properties

SILVER

Spread-it

BRONZE

Admazes

Best Data Analytics Tool

SleekFlow

SILVER

DigiSalad

Best Programmatic Advertising Platform

GOLD

GOLD

New World Ecosystem empowered by A. Intelligence

SILVER

Admazes

BRONZE

New World Ecosystem empowered

by Voice of Artisan (VOA)

Best Influencer Marketing Platform

The Trade Desk

SILVER

Xaxis Hong Kong

Best Marketing Automation Platform

GOLD

GOLD

Goat x INCA

SILVER

Starnet Ai

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BRONZE

Spread-it

New World Ecosystem empowered by A. Intelligence

SILVER

BRONZE

New World Ecosystem empowered

by Voice of Artisan (VOA)

Admazes

OCTOB E R 2 02 3 MARK E TING HON G KON G 41

Best of Show – Brand

SHISEIDO Hong Kong

Standing out from the crowd, and impressing the jury with innovative solutions and team results, was SHISEIDO Hong Kong which was crowned Best of Show – Brand.

It took home nine trophies in total, including three golds, four silvers and two bronzes.

The campaign which wowed the judges and helped to win gold for SHISEIDO Hong Kong was “SHISEIDOVERSE: 150 YEARS TO THE FUTURE”. Done in collaboration with Pontac, Narrow Door, and iProspect, the campaign celebrated SHISEIDO’s legacy and its commitment to future innovation for its 150th anniversary.

Featuring its MIRROR ambassadors, the campaign created an immersive online-merge-offline (OMO) journey that was implemented in both the virtual and physical worlds to bring this innovative experience to its fans in all facets.

42 M A R K ET I N G H O N G K O NG O C TO BER 2023

Furthermore, SHISEIDO launched an exclusive livestreaming party. With designated mission points, users could redeem a virtual live show ticket and interact with MIRROR in real-time to send their support messages.

SHISEIDO also launched a beauty metaverse, in which the MIRROR ambassadors were transformed into personal shoppers. Each customer could be personally served by their favourite ambassador.

Through an array of events that blended the physical experience and the digital ecosystem, the campaign was able to educate users about its iconic products and increase product presence via its ambassadors and branded games, as well as promoting brand stickiness.

The campaign also went from the virtual world to offline events with an AR video booth. Participants could take videos and selfies with brand ambassadors.

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Best of Show – Agency

FABCOM

FABCOM won the prestigious Best of Show – Agency.

The agency took home a total of four golds and two silvers with a number of thought-provoking campaigns, including the “All New Noah” for Toyota; the “Mizutori Zosan Smart Dehumidifying Campaign” for Lion; and the “DBS Lead Generation 2022 Campaign” for DBS Bank (Hong Kong).

The “Mizutori Zosan Smart Dehumidifying Campaign” targeted household purchase decision makers aged between 25 and 55. It aimed to drive instant demand for products by creative communication to shorten the consideration period.

Within the campaign, FABCOM leveraged digital capability to engage with purchase decision makers via various data sources such as display and video 360, Eyeota, and Oracle BlueKai. After that, ads were placed on mainstream online media platforms such as YouTube, Instagram, and myTV SUPER.

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The campaign transformed existing offline creative assets to digital-first creatives with minimal adaptation by combining the messages from key visuals and TV commercials. These creatives were then adapted on Facebook and YouTube with platform-friendly formats.

In terms of communication, the campaign was further amplified through an awareness consideration purchase funnel with customised messages. It also leveraged the flexibility of digital to have better control over budget and marketing efforts.

By leveraging second and third-party data, the campaign was able to drive quality audience and new user acquisitions for its online shop. It also drove instant demand of the product by creative messages.

This year, the competition was incredibly tight with over 310 entries across 39 categories and a total of 119 trophies awarded to the leading brands and agencies across the region.

OCTOB E R 2 02 3 MARK E TING HONG KON G 43

FEATURE

HALLOWEEN HORROR!

Industry players in Hong Kong recall their scary encounters

In Hong Kong, industry players within the local ad land are quite familiar with crafting captivating stories to engage audiences during the thrilling Halloween season. However, amidst the demanding workload and exhausting schedules, it’s inevitable that many professionals in the industry have encountered their own hairraising moments.

In light of this, Vanessa Yuen explores some of the spine-chilling encounters within this ecosystem.

the night, something fell on my chest and choked my throat to the extent that I couldn’t utter a voice.

When I turned to Philip for help, I vaguely remembered I saw some blurry object over his body too. We both woke up and shared the same visit from the spiritual realm. So, we immediately alerted our producer in the other room and asked for a change of room at midnight. However, all the rooms were occupied so we eventually slept in the lobby and stayed there until the next morning.

Terry Tsang, director, Narrow Door My most horrible experience happened in my second year in advertising as a copywriter, in which I was tasked to handle a property project alone with art-based partner Philip. We engaged a top-grade director Brian Lai for the job, and he took us all the way to the South of France for one week of shooting in various locations, obviously my very first overseas shoot.

We flew to Lyon on the first day and checked in late in a little cottage in a remote village somewhere in the area, pending for day two of the shoot. I shared the room with my partner Philip. I fell asleep shortly after I checked in to avoid the snoring sound of Philip. However, in the middle of

Desmond So, CEO, Uth Creative During my time in the advertising industry, I experienced a chilling incident that still haunts me to this day. This happened when I was running my own small agency, driven by passion and a strong desire to succeed.

I received a call from a potential client who needed a presentation for a brand new product launch. Excited about the opportunity to collaborate, the client shared their plans and even brought a sample of the product. However, there was a condition – the boss wanted to personally reveal all the intricate details. So, we arranged a meeting at a restaurant located at China Ferry Terminal.

44 M AR K ET I N G H O N G K O N G O C TO BER 2023

When I arrived at the restaurant, I found a group of nervous middle-level clients waiting for their boss in a private room. As time passed, one of the clients received a phone call informing us of the boss’ unexpected delay. We were left stranded, forced to wait for an hour or more.

Suddenly, the clients casually took out a deck of playing cards and suggested a harmless game with small bets. Unaware of the impending danger, I joined in, fuelled by an unexplainable streak of luck. However, deep down, I couldn’t ignore the sense of foreboding that lingered in my mind.

At one point, I found myself with almost unbeatable cards, and the bets started to escalate dramatically. After a few rounds, I realised that I had already wagered thousands of dollars. It suddenly dawned on me that it was a trap. Thinking quickly, I made up an excuse about another meeting and attempted to leave.

Two of the so-called clients insisted on accompanying me to an ATM machine to collect my bet money since I didn’t have enough cash on hand. So, I took the money, paid, and immediately ran away. In the end, I realised that the whole situation had been orchestrated by professional criminals.

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FEATURE

It’s that trick-or-treat time of the year again, and Hong Kong is seeing loads of physical activities and events celebrating Halloween upon the city finally returning to some normalcy. Halloween, which falls on 31 October every year, is a festival that originated from ancient Celtic traditions and is known for dressing up, trick-or-treating, as well as festive activities such as parties, costumes, candy, and haunted houses.

This incident serves as a constant reminder to me about the importance of being cautious and aware of potential scams. It was a valuable lesson that I will never forget from my time in the advertising world.

Matt Kwok, creative director, Omelette Digital My experience in creative agencies wasn’t just filled with creative projects, but also supernatural encounters. It was about 10 years ago. My first stint as art director at a creative agency was eyeopening in multiple ways.

While I was busy working at 2am, I heard a phone ring. The ringing continued, echoing through the empty office, spreading from desk to desk. It got closer and closer, until it stopped right behind me.

A wave of fear overwhelmed me, so I tried to leave at once. Just when I was getting my courage up to move, I heard a loud bang coming from the men’s washroom. I stood frozen, not knowing what to do next as my heart skipped a beat. I murmured, “I’m sorry, I’m leaving”, in a trembling voice. What happened that night still eludes me.

But I realise it’s not wise for me to work overtime until midnight for whatever reasons.

Antony Yiu, CEO, PHD Hong Kong One of the spookiest moments I have encountered was from my first job in a media agency. Our office building was close to the funeral home in North Point. There had been rumours about lights flashing, doors opening, and machines printing at odd hours in the office.

One day, I was the only one working late and the A/C was shut off in the building. I felt the temperature of the office drop suddenly.

I tried to put on a jacket, but I somehow felt a constant stream of cold breeze when a concrete pillar was behind my seat, with no air coming from behind.

As I continued to work through the night, things became more eerie. There were conversations from the kitchen area. I went over a few times, and the lights were all off. As

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it progressed through the night, I heard the exit door creaking, and it sounded like someone was pushing the door open and closed.

By then, I was so afraid that I decided to go home. To make it worse, I waited for the only working lift, but it never stopped on my floor. It just kept going up and down. I was finally too scared and decided to run down the stairs and hail a taxi home.

Kate Kwan, managing director, TEAM LEWIS Greater China Region There was an incident that happened while I was starting out as an account executive. Not only was I responsible for a press event, I was also doubling up as the event emcee. We had a tight budget to work with and so we opted for a foam backdrop at the event venue which was a small business centre.

As I was opening the session, the backdrop behind me started to fall apart – I remember holding on to the microphone with one hand, and holding up the backdrop with the other while I waited for my team to come to my rescue. It was a lesson in learning how to keep calm – a valuable skill for any PR professional when it comes to events!

Kenneth Wan, co-founder and director, The Bread Digital Back in the old days when newspapers were still one of the mainstream media, I was a junior in a media agency. One night, I was working until very late as usual. The office light was centrally controlled which was switched off automatically at midnight. All the lights were gone and I only had my desk lamp on.

Around 3am, I went to the washroom so I was very sure I was the only one in the office.

When I was focusing on my work, suddenly, I heard some paper flipping sound. First page, second page, third page … it kept flipping.

Though I was terrified, I couldn’t keep my curiosity to see what happened. I went to the newspaper corner and then … “Why are you here???” I yelled. It was one of my

bosses who couldn’t sleep and came back to the office to read the newspaper in the middle of the night.

Who would go back to the office to read the newspaper at 3am in the morning! I don’t think this would happen nowadays because if you couldn’t sleep you would just pick up the phone and skim through your Instagram.

Stephen Chung, director, The Secret Tour In this job field, you know, we get plenty of weird or tough moments with clients. But sharing these? Not so simple, as most of these clients are still in the game with us. Still, there’s one story from when I was just starting in advertising.

I think I can share this one.

Back then, I was a newbie copywriter at a 4As agency. One day, super long day it was, almost 8pm, a client called for a debrief on the key visual. I was just a youngster, knackered, and all those commentsfrom the client were really getting to me. Once the call ended, or at least I thought it ended, I said something not so nice about the client. I was so done.

Then, a voice comes from the phone, “Are you talking about me?” I almost dropped the phone. It didn’t hang up properly, and the client heard everything! That moment, my mind went blank. I didn’t know how to “explain” – so I just quickly said, “no, I was talking to my colleague”, thanked her and said bye. After that, I checked the phone so many times to make sure it was really hung up.

The words I used weren’t personal, just a way to vent my stress. But I felt so bad for saying it out loud. After that, I was super quiet in any calls with that client for a few days. Until we had to present another project at their office. I was so scared to look at her. But at the end of the meeting, she came to me, smiled and said, “make sure the phone is properly hung up next time!” She was so cool about it, and we were OK after that.

Now, I always triple-check my phone. And I mean always. This lesson was a hard one, but it’s kept me on my toes ever since.

OCTOB E R 2 02 3 MARK E TING HONG KON G 45

The media landscape is undergoing a rapid and continuous transformation. Streaming services have taken over traditional TV, and internet giants are quickly catching up to established print publications; while numerous media outlets have chosen to embrace full digitalisation in response to mounting pressures.

However, it would be incorrect to paint the situation as entirely bleak or pessimistic.

We have witnessed the remarkable dedication and passion the industry players have invested in evolving their platforms to meet the demands of the future.

That’s why we decided to celebrate the best media solutions, products, and services at this year’s Spark Awards Hong Kong. The awards saw media professionals on both the client and agency side gather at Hotel ICON on 5 October to showcase their best work, achievements, and innovations to the wider industry.

MARKETING-INTERACTIVE would like to thank our 16 judges for their time in judging the entries. Congratulations to all our winners for an excellent night! See you again next year!

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JUDGES

ANGIE CHUNG

General Manager, Central Market Chinachem Group

AMY PAK

MATTHEW LI

Head of Brand & Marketing

Director, Group Brand & Marketing

SUBIE WONG

FWD Insurance

Associate Director – Marketing

Decathlon Hong Kong

HKTVmall

GLORIA LEE

EUGENE LO

Associate Marketing Director

Director of Marketing Communications Hotel COZi

Hong Kong Arts Festival Society

Lenzing Group

KATRINA TSE

Hong Kong Cluster Director of Digital Marketing

JANET LAM

Marketing Director

WILLA LAU

Miele (Hong Kong)

JENNIFER LEE

Director, External Communications, Retirement, Asia

Assistant General Manager – Communication

Manulife Investment Management

New World Development Company

KIMBERLEY LO

RYAN DUCIE

Director of Marketing

REAMY YUNG

Kohler Co

Hyatt Hotels Corporation

VINCENT LEUNG

Global Head of Digital Brand Marketing

CYNTHIA YUEN

Head of Marcom and Trade Marketing Asia Pacific

Shangri-La Group

MURPHY LAM

Director, Marketing and Communications, Properties

Associate Director, Marketing – International Residential

Associate Director, Marketing, Clé de Peau Beauté

Savills (Hong Kong)

Shiseido Hong Kong

The Hongkong and Shanghai Hotels

OCTOB E R 2 02 3 MARK E TING HON G KON G 47

48 M A R K ET I N G H O N G K O NG O C T O BER 2023

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OCTOB E R 2 02 3 MARK E TING HONG KON G 49

BEST MEDIA CAMPAIGN – DIGITAL OUT-OF-HOME

GOLD

BEST VIRAL CAMPAIGN

GOLD

JCDecaux Transport

Client: MTR* advertising Campaign: Programmatic DOOH Campaign: Water World Ocean Park Hong Kong

JCDecaux Transport

Client: MTR* advertising Campaign: Hennessy x NBA Campaign 2022

SILVER

SILVER

JCDecaux Transport

DL

Client: MTR* advertising Campaign: Hennessy x NBA Campaign 2022

Client: SAMSUNG – Campaign: Impossible Gifting Factory

BRONZE

BRONZE

XGD Media

JCDecaux Transport

Client: Uber Campaign: Uber Taxi

BEST MEDIA CAMPAIGN – EXPERIENTIAL

GOLD

Client: MTR* advertising Campaign: Metaverse Adventure

BEST MEDIA CAMPAIGN – REAL TIME RESPONSE

GOLD

JCDecaux Transport

Client: MTR* advertising Campaign: Metaverse Adventure

SILVER

Yahoo Hong Kong

Campaign: Yahoo – Yahoo Metaverse

BRONZE

Yahoo Hong Kong

Campaign: Betterme City Frenchie NFT project (Jul-Aug2022)

5 0 M AR K ET I N G H O N G K O N G O C TO BER 2023

Google Hong Kong

Client: Cathay Pacific Campaign: Cathay Real Time Travel Performance

SILVER

JCDecaux Transport

Client: MTR* advertising Campaign: Programmatic DOOH Campaign: Water World Ocean Park Hong Kong

BRONZE

JCDecaux Transport

Client: MTR* advertising Campaign: BOC (HK) Dynamic Content Ads by Hang Seng Index

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BEST MEDIA CAMPAIGN – INTEGRATED MEDIA

GOLD

BEST ORIGINAL CONTENT

GOLD

Ming Pao Weekly

Ming Pao Weekly

Client: Ming Pao Magazines Campaign: Director Class

Client: Ming Pao Magazines Campaign: Director Class

SILVER

SILVER

Yahoo Hong Kong

Hong Kong Economic Times

Client: HSBC Campaign: HSBC x Yahoo Youth Programme Campaign (Q3-Q4, 2022)

Client: CLP POWER HONG KONG Campaign: Power Connect Love • Low-Carbon e-Living Save Energy • Help Others • Earn Rewards

BRONZE

BRONZE

Now TV

Yahoo Hong Kong

Campaign: The FIFA World Cup 2022

Campaign: Yahoo All Markets Summit Extra Asia 2022 C

M

Y

CM

MY

BEST USE OF VIDEO CONTENT

BEST MEDIA CAMPAIGN – VIDEO

CY

CMY

K

GOLD

GOLD

DL

Campaign: The [City] Pal-ette short film shooting competition and exhibition

SILVER

Ming Pao Weekly

Client: Ming Pao Magazines Campaign: Director Class

BRONZE

Now TV

Campaign: The FIFA World Cup 2022

5 2 M AR K ET I N G H O N G K O N G O C TO BER 2023

DL

Client: SAMSUNG – Campaign: Impossible Gifting Factory

SILVER

Ming Pao Weekly

Client: Ming Pao Magazines Campaign: Director Class

BRONZE

Now TV

Campaign: The FIFA World Cup 2022

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凝聚創意，實現創新！ ︽明周︾55周年，

原創節目

DESIGNER CLASS

明周娛樂 MP Weekly

entertainment.mpw

www.mpweekly.com

MING PAO MAGAZINES LIMITED 明 報 雜 誌 有 限 公 司

BEST LAUNCH/REBRANDING CAMPAIGN

GOLD

BEST MEDIA CAMPAIGN – KOL

GOLD

Yahoo Hong Kong

Client: FWD Campaign: FWD – 2023 Health Proposition Campaign

South China Morning Post Campaign: I Read the SCMP

SILVER

SILVER

South China Morning Post

Now TV

Campaign: I Read the SCMP

Campaign: The FIFA World Cup 2022

BRONZE

BRONZE

JCDecaux Cityscape

Esquire Hong Kong

Client: Dyson Campaign: Dyson Zone Headphones with Air Purification ADventure Tram Tour

BEST MEDIA CAMPAIGN – OUT-OF-HOME

Client: CROCS Campaign: Digital Cover

BEST MEDIA CAMPAIGN – CREATIVE

GOLD

GOLD

MTR Corporation

Client: MTR Corporation Campaign: Virtual Walk 25 – Walk With You

SILVER

XGD Media

Client: Uber Campaign: Uber Taxi

BRONZE

JCDecaux Cityscape

Campaign: Tram Shelter – Supreme Runway

5 4 M A R K ET I N G H O N G K O NG O C T O BER 2023

DL

Client: SAMSUNG – Campaign: Impossible Gifting Factory

SILVER

JCDecaux Transport

Client: MTR* advertising Campaign: Metaverse Adventure

BRONZE

Yahoo Hong Kong

Client: Fidelity International Campaign: Yahoo x Fidelity Invest in Good Campaign

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BEST MEDIA CAMPAIGN – SOCIAL

GOLD

BEST MEDIA CAMPAIGN – TARGETED AUDIENCE

GOLD

Now TV

Campaign: The FIFA World Cup 2022

DL

Campaign: The [City] Pal-ette short film shooting competition and exhibition

SILVER

SILVER

Yahoo Hong Kong

Hong Kong Economic Times

BRONZE

Yahoo Hong Kong

Client: Fidelity International Campaign: Yahoo x Fidelity Invest in Good Campaign

Client: CLP POWER HONG KONG Campaign: Power Connect Love • Low-Carbon e-Living Save Energy • Help Others • Earn Rewards

BRONZE

Yahoo Hong Kong

Client: FWD Campaign: FWD – 2023 Health Proposition Campaign

Campaign: Betterme City Frenchie NFT project (Jul-Aug2022)

BEST AUDIENCE ACQUISITION & RETENTION STRATEGY

BEST CUSTOM EVENT

GOLD

GOLD

Yahoo Hong Kong

Client: American Express International Inc. Campaign: AMEX Be The Next Explorer

SILVER

Yahoo Hong Kong

Client: HSBC Campaign: HSBC x Yahoo Youth Programme Campaign (Q3-Q4, 2022)

BRONZE

Metro Broadcast

Client: Metro Broadcast Corporation Campaign: Hit Awards 2022

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Yahoo Hong Kong

Client: HSBC Campaign: HSBC x Yahoo Youth Programme Campaign (Q3-Q4, 2022)

SILVER

CTgoodjobs

Campaign: Hong Kong Future Leader Awards 2022

BRONZE

Harper's BAZAAR Hong Kong

Client: South China Morning Post Publishers Campaign: BAZAAR At Work Summit 2023

OCTOB E R 2 02 3 MARK E TING HON G KON G 5 5

BEST PARTNERSHIP STRATEGY

GOLD

Hong Kong Economic Times

Client: CLP POWER HONG KONG Campaign: Power Connect Love • Low-Carbon e-Living Save Energy • Help Others • Earn Rewards

BEST PROMOTION STRATEGY

GOLD

ESDlife

Campaign: WeVow

SILVER

SILVER

DL

DL

Client: SAMSUNG – Campaign: Impossible Gifting Factory

Client: SAMSUNG – Campaign: Impossible Gifting Factory

BRONZE

BRONZE

Yahoo Hong Kong

Now TV

Client: Intellectual Property Department, HKSARG Campaign: IP Literacy Concert 2022

Campaign: The FIFA World Cup 2022

BEST RESULT-DRIVEN CAMPAIGN

GOLD

BEST SPONSORSHIP CAMPAIGN

GOLD

Google Hong Kong

Client: Cathay Pacific Campaign: Cathay Real Time Travel Performance

SILVER

MTR Corporation

Client: MTR Corporation Campaign: Virtual Walk 25 – Walk With You

BRONZE

South China Morning Post Campaign: I Read the SCMP

5 6 M A R K ET I N G H O N G K O N G O C T O BER 2023

Vogue Hong Kong

Client: LANDMARK Campaign: Vogue Fashion's Night Out 2023

SILVER

Yahoo Hong Kong

Client: HSBC Campaign: HSBC x Yahoo Youth Programme Campaign (Q3-Q4, 2022)

BRONZE

JCDecaux Transport

Client: MTR* advertising Campaign: Metaverse Adventure

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BEST USE OF BRANDED CONTENT

GOLD

Hong Kong Economic Times

Client: CLP POWER HONG KONG Campaign: Power Connect Love • Low-Carbon e-Living Save Energy • Help Others • Earn Rewards

BEST USE OF MOBILE/APP

GOLD

ESDlife

Campaign: WeVow

SILVER

SILVER

MTR Corporation

Yahoo Hong Kong

Client: MTR Corporation Campaign: Virtual Walk 25 – Walk With You

Client: IKEA Campaign: IKEA Empower Your Everyday

BRONZE

BRONZE

JCDecaux Transport

Yahoo Hong Kong

Client: MTR* advertising Campaign: HSBC Credit Card: Festive Seasons DOOH Campaign

Client: Ninety One Hong Kong Campaign: Decarbonisation Investing

BEST USE OF MULTI-CHANNELS

GOLD

BEST USE OF TECHNOLOGY

GOLD

Now TV

Campaign: The FIFA World Cup 2022

SILVER

ELLE Hong Kong

Campaign: ELLE Society

BRONZE

Yahoo Hong Kong

Campaign: Yahoo Asia Buzz Multiverse Awards 2022

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Yahoo Hong Kong

Campaign: Yahoo – Yahoo Metaverse

SILVER

Metro Broadcast

Client: Metro Broadcast Corporation Campaign: Hit Awards 2022

BRONZE

Yahoo Hong Kong

Campaign: Betterme City Frenchie NFT project (Jul-Aug2022)

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BEST ENGAGEMENT STRATEGY

GOLD

BEST INFLUENTIAL EVENT

GOLD

Yahoo Hong Kong

Client: Cetaphil Campaign: Cetaphil x Yahoo Asia Buzz Multiverse Awards 2022

SILVER

Metro Broadcast

Client: Metro Broadcast Corporation Campaign: Hit Awards 2022

BRONZE

JCDecaux Transport

Client: MTR* advertising Campaign: Hennessy x NBA Campaign 2022

Yahoo Hong Kong

Client: csl Campaign: csl x Yahoo Metaverse “Electric City” Sponsorship

SILVER

Vogue Hong Kong

Client: LANDMARK Campaign: Vogue Fashion's Night Out 2023

BRONZE

DL

Client: SAMSUNG – Campaign: Impossible Gifting Factory

BEST MEDIA CAMPAIGN – DIGITAL

GOLD

MTR Corporation

Client: MTR Corporation Campaign: Virtual Walk 25 – Walk With You

SILVER

Metro Broadcast

Client: Metro Broadcast Corporation Campaign: Hit Awards 2022

SILVER

Yahoo Hong Kong

Client: csl Campaign: csl x Yahoo Metaverse “Electric City” Sponsorship

BRONZE

CTgoodjobs

Client: McDonald’s Hong Kong Campaign: McDonald’s Hong Kong – People Story Campaign

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BEST INFLUENTIAL MEDIA

GOLD

BEST INFORMATIVE MEDIA

GOLD

JCDecaux Transport

South China Morning Post

SILVER

Tramcar Advertising by JCDecaux Cityscape

BRONZE

GOLD

Yahoo Hong Kong

Yahoo Hong Kong

SILVER

AASTOCKS Market+ Mobile

BEST INNOVATIVE MEDIA

GOLD

BEST SOCIALLY RESPONSIBLE MEDIA

GOLD

DL

South China Morning Post

SILVER

JCDecaux Transport

BRONZE

Yahoo Hong Kong

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SILVER

JCDecaux Transport

BRONZE

Yahoo Hong Kong

OCTOB E R 2 02 3 MARK E TING HON G KON G 5 9

Media of the Year – Yahoo Hong Kong

Winning Media of the Year by impressing the jury with innovative solutions and team results was Yahoo Hong Kong which took home 26 trophies in total: seven golds, seven silvers and 12 bronzes.

A number of Yahoo Hong Kong’s campaigns impressed the judges, including AMEX (American Express) Be the Next Explorer campaign which won gold in the Best Audience Acquisition & Retention Strategy category.

Continuing the momentum of “Never Stop Exploring” from last year, Yahoo BetterMe Magazine launched a campaign this year revolving around the theme of

探索自我, echoing AMEX’s “Be the Next Explorer”. The campaign aimed to leverage the content marketing partnership with the magazine to acquire new AMEX Explorer card members with limitedtime welcome offers.

To build up the identity for the new AMEX Explorer card, and to penetrate different demographics, AMEX invited Anson Kong from the local boy band MIRROR as the campaign endorser, aiming to influence the audience to explore together by leveraging his fame and positive image.

AMEX partnered with BetterMe to produce two exclusive videos to learn about Kong’s attitudes towards exploration and relationships. Audiences took on the viewer's or girlfriend’s point of view; while the phase two video featured a travel theme that aligned with the relaxed travel restrictions in Hong Kong.

With the successful media strategy, the campaign accumulated over a 1.4 million reach and over two million video views across social media platforms, almost 300,000 video views on Yahoo TV, and a more than 20% engagement rate on the Anson Kong X BetterMe social video.

Media Campaign of the Year – Impossible Gifting Factory Meanwhile, DL電笠’s Impossible Gifting Factory campaign won the Overall Media Campaign of the Year, taking home two golds, three silvers and one bronze. It has also been crowned the Best Start-Up Media for the year.

In partnership with Samsung and FatFace, the campaign presented an ultra-realistic “SAMSUNG - Impossible Gifting Factory” display on the large LED curved screen outside Samsung in Central, aiming to bring joy and excitement to everyone during difficult times.

Two versions of the video were developed to meet Samsung’s needs in promoting its products. One featured a nutcracker being projected by the Samsung product, and the other video showcased another nutcracker dancing on top of the Samsung flip phone.

From multiple storyboards, DL landed on the idea of a robot nutcracker, inspired by the idea of futuristic robot art.

Furthermore, DL created a set of Whatsapp stickers and in-store display window stickers. Such strategies managed to express less commercial feeling and used the nutcracker as the Samsung Christmas mascot to greet the audience with a happy holiday, bringing the relationship between Samsung and the audience closer.

A clip of the “SAMSUNG - Impossible Gifting Factory” was shared on Samsung’s social platform, showing how the 6 0 M A R K ET I N G H O N G K O NG O C TO BER 2023

display looked when played at the Entertainment Building during the daytime and at night.

After launching the “SAMSUNG - Impossible Gifting Factory” display, DL released a making of the video on its social platform. It not only called on the audience to experience the display, but it also explained the story and thoughts behind the creation.

More than 50 influencers shared photos of their experience in seeing the “SAMSUNG - Impossible Gifting Factory” in real life. It also gained more than 100,000 digital impressions and over 30,000 of engagement. Moreover, the WhatsApp sticker pack that was developed from the “SAMSUNG - Impossible Gifting Factory” video gained over 5,000 downloads online.

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