Marketing Magazine Hong Kong - September 2016 by Marketing Magazine Group

SEPTEMBER 2016

HONG KONG

marketing-interactive.com

編者的話

EDS LETTER

THEY SHOPPED TILL THEY DROPPED … AND DROPPED

Editorial Inti Tam, Deputy Editor intit@marketing-interactive.com Angel Tang, Senior Reporter angelt@marketing-interactive.com

梅⚽ⵡ⌻

Tracy Chan, Bilingual Sub Editor tracyc@marketing-interactive.com Advertising Sales - Hong Kong Sara Wan, Senior Sales Manager, Advertising & Sponsorships saraw@marketing-interactive.com Sherman Ho, Account Manager shermanh@marketing-interactive.com Ruby Lee, Account Manager rubyl@marketing-interactive.com Advertising Sales - International Søren Beaulieu, Publisher (Singapore) sorenb@marketing-interactive.com Production and Design Shahrom Kamarulzaman, Regional Art Director shahrom@lighthousemedia.com.sg Evisu Yip, Senior Designer evisuy@lighthousemedia.com.sg Samson Lam, Graphic Designer samsonl@lighthousemedia.com.sg Events Yeo Wei Qi, Regional Director, Events Services weiqi@lighthousemedia.com.sg Cathy Luk, Manager - Events Services cathyl@marketing-interactive.com Sarah Kee, Lead Producer sarahk@marketing-interactive.com Sanna Lun, Events Producer sannal@marketing-interactive.com Finance Evelyn Wong, Regional Finance Director evelynw@lighthousemedia.com.sg Management Tony Kelly, Managing Director tk@marketing-interactive.com Justin Randles, Group Managing Director jr@marketing-interactive.com

Lighthouse Independent Media Ltd. Printed in Hong Kong by Asia One Printing Ltd. For subscriptions, contact circulations at +65 6423 0329 or email subscriptions@marketing-interactive.com. COPYRIGHT & REPRINTS: All material printed in Marketing is protected under the copyright act. All rights reserved. No material may be reproduced in part or in whole without the prior written consent of the publisher and copyright holder. Permission may be requested through the Hong Kong office. Disclaimer: The views and opinions expressed in Marketing are not necessarily the views of the publisher. Singapore: Lighthouse Independent Media Pte Ltd 100C Pasir Panjang Road, #05-01 See Hoy Chan Hub, Singapore 118519 Tel: +65 6423 0329 Fax: +65 6423 0117 Hong Kong: Lighthouse Independent Media Ltd 1/F Wui Tat Centre, 55 Connaught Road West, Sheung Wan, Hong Kong Tel: +852 2861 1882 Fax: +852 2861 1336 To subscribe to Marketing magazine, go to: www.marketing-interactive.com

SCAN TO SUBSCRIBE

WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

For retailers looking for the clouds to clear this month after a gloomy year, there was definitely no sunshine, with retail figures, according to the government, down 7.7% and full-year results likely to deliver the worst year for sales since 1999. The reason the retail industry went over a cliff this year and is yet to bottom out (according to Retail Management Association chairman Thomson Cheng Wai-hung, that will happen next year) is obvious, the most enthusiastic spenders are Mainland travellers. The results reveal a worrying reliance on tourist dollars and the need for more robust marketing to locals and a broader segment of the world’s travellers; time spent building solid loyalty programmes and, for some, a radical rethink on distribution channels. If retailers don’t have a digital marketing strategy and, where category appropriate, an e-commerce platform and future plan for mobile wallet payments, they risk transitioning from traditional to terminal. The above strategy is not only suitable for fast-fashion, electronics, beauty products, luxury products, etc, but smaller bespoke retailers, who are feeling the pinch hard and now occupy premises, in this shopper scarce year, that some refer to as “ghost shops”. The China visitor slowdown is not only hitting retailers, but companies whose brands are tied to Mainlanders travelling and Mainlanders spending. Hong Kong has a beloved retail heritage and endless variety, but the realities of changing traveller and changing shopper habits, mean these attributes should migrate online – this will in turn further change the modern retailer – maybe the retail store becomes simply a showroom or a pick-up point or a help centre. We need to take advantage of the lessons of 2016 – when marketing for some categories was as simple as stacking the most popular items for tourists in the front of the store – and build more robust strategies to create longevity in the retail sector, and it all starts with data and marketing. Are you and your team ready for the retail future?

὚⍹Ꮥ῔⁴ᮍᛵዯᑧᅗ ᫋᪼ᱣ᫰᭬Ꮵ፸ỒᎤᯀ⑿ ⋘虇⃕㢏仑⾛㢪嗌䰉Ҹ㧈㙩欨㾾㛎〫䠓梅⚽㜇㙩槾䫉虇㢻㢗䠓梅⚽摆⚽槜彛7.7%虇军⁙〃⋷〃㜇⳦䢇 ⅰ㞾1999 〃⁴ℕ㢏⽽䠓ᾏ〃Ҹ 梅⚽姛㫼⁙〃彛厂巆〤虇厂⁙⁜㢹劌廿⎉⡿⷏ 虃㧈㙩梅⚽䴰䖕ⓣ㢒Ὴ⾼押⇘桓₿宗虇梅⚽㜇⳦嬐 ⎿㞝〃㏜╾劌嬚〤虄虇Ὴ嬐╦㕽捠⬑⢮䠓容㾾⋶⢿ 㝔ⴱ㾪ⶠ㏏㑥亾Ҹ 憨‪仟㤫㒖⎉ℬ広㝔懙㛅⋴䠓桀㌑ҷ㢻⢿㼗幊冔╙ᾥ䛛▓⢿懙ⴱ⶜テ⪶⾑⧃㔷ひ䠓梏㷑ҷ呀㟑朢ら䱚䯸⇴ⴱ㏅ㅯ尯〵宗␒䠓捜嬐虇⁴╙扷⎕梅⚽⛕ 嬐ㅈ〤╜ㆬ⌅⎕摆㾯懢Ҹ ⬑㤫梅⚽⛕㸡㢘䉉▗懸䠓䚱♐槭⎴⏅⴩㜇䩋⾑ ⧃㔷ひ䳥䛴ҷら䱚梊ⳟ⛕⑨。╿╙㏚㯮撱⒔㚾⁧宗 ␒虇⁥↠ⶖ棱卷廿■令彾䠓─㯮Ҹ ᾙ慿䳥䛴ᾜ≔懸䚷㝋ㅺ憮㟑婬ҷ梊ⳟҷ儝ⵈ䚱 ♐ҷ⫱℗♐䳘姛㫼虇▛㟑‵懸䚷㝋嬞㮰悒⶞䠓⴩⏅ 梅⚽⛕虇憨‪梅⚽⛕䖍㟑欥䜅⌅姬虇㎟䉉㸡㢘㼗幊冔⎿容䠓㏏岑Ӂ泋㄀⛕〦ӂҸ ᾼ⢚懙ⴱ⨭憮㛍佸ᾜ≔㏢㙙梅⚽⛕虇彮⋶⢿懙 ⴱ╙㼗幊㢘杫䠓ₐ㫼♐䏛‵⪶╦㄀榎Ҹ 欨㾾䠓梅⚽姛㫼ᾏ■›帯刁崌虇䠍呀烙㛍虇⃕ 样嗦懙ⴱ╙庋䏸兡㋲惘崙虇㊞☂嗦梅⚽㫼㍘廿■佩 ᾙ虇ㄭ军懁ᾏ㳴㛈崙䖍⁲梅⚽⛕虇ℎ梅⚽⛕〦崙㎟ ✽亣㞾栂⎦ⴳҷ㛅帷䱨㎥ⴱ㏅㢜⑨ᾼㅒҸ ⁴ㄏ虇ᾏ‪䚱♐䠓⾑⧃㔷ひ╹㞾ⶖ㢏╦㳰慝䠓帷♐㛍⢷〦⋶䜅䣋埤ℕ◇イ懙ⴱҸ㎠↠嬐ㄭ 2016 〃䠓㛨客ᾼ⬌⬌ⴇ兡虇ら䱚ᾏ⫦㢃テ⪶䠓䳥䛴虇ℎ 梅⚽㫼劌⪯㒐倛䠋ⷤ虇军憨ᾏ⎖⭚㝋㜇㙩╙⾑⧃㔷ひҸ ⃯☛⃯䠓⢧栙䀥∨⬌慝㔴梅⚽㫼䠓㢹ℕ❝虚

Tony Kelly Managing director S E PTE MB E R 201 6 MARK E TING HON G KON G 1

SEPTEMBER 2016 6

From athlete to marketer.

Ad Watch/Web Watch.

Cross-border e-commerce.

The Spark Awards 2016.

Brexit: Europe’s loss could be Hong Kong’s gain.

ㄭ㺂㏚㎟䉉⾑⧃㔷ひ⁉♰

ひ◙灭寤虊佁仰灭寤

彷⨒梊ⳟ⛕⑨

欨㾾ⓢ弙≂Ⱑ⪶䓝2016

咀⢚劺㳟處欨㾾䬞概

2 M A RK ET I N G H O N G K O N G SEP T EMBER 201 6

WWW. MARK E TING-IN TE RAC TI VE . C OM

Brieﬁng What’s on? Customer Loyalty 2016 What: The fourth Customer Loyalty Hong Kong conference aims to uncover insights of future loyalty programmes, customer retention and engagement as well as innovation in technology. Where: Hotel ICON. When: 7 September 2016. PR Awards 2016 What: The third PR Awards aims to showcase the best practices and appraise the professional standards of public relations in Hong Kong. Where: Hotel ICON. When: 30 September 2016.

60 seconds with

Michelle Chan Vice-president, strategic partnership and business development, Hong Kong Telecommunications (HKT)

How did you get into the industry? When I graduated from university, I was referred by my course professor for the product development specialist opening at SmarTone. Since then, I have been with the telecoms industry all these years. The opportunities I have been given to try many different areas and roles within the same industry, include product planning, partnership and development roles to strategic marketing at SmarTone, BlackBerry, Hutchison, CSL, Nokia Siemens Network and now HKT. Perks of your current job? I am given wide exposure and ﬂexibility to meet and work with business partners from all walks of life and many different industries. With my deep understanding of the telecoms business, I have enjoyed every moment when I have been able to identify and work out some innovative collaboration models with different partners – from coalition partnerships, service platform integration partnerships, event sponsorships or even long-term strategic partnerships with regional loyalty platforms. Business leader you admire the most? Elon Musk. I admire him for his bold vision to change the world and humanity via all those innovative businesses invented by him – SolarCity, Tesla Motors, SpaceX, as well as the Hyperloop (the high-speed transportation system).

ᑙᒺዹᒭᅞ㎠⪶ⴇ䛱㫼ㄛ虇㢘㛨㔗㔷圵㎠␯⋴㜇䩋憩朚宼䠓䚱♐䦣䠋⶗ⵅ⶞仓Ҹ卹㳳虇㎠⪩〃ℕᾏ䢃ㄭ‚ 梊宙姛㫼Ҹ㎠㢘㯮㢒╊➦寵▛ᾏ姛㫼䠓寀⪩ᾜ▛榧 ⥮╙孡吁虇ㄭ䚱♐嬞␒ҷ▗⃫╙䠋ⷤ分⑨ҷ⁴厂⾑⧃ 㔷ひ䳥䛴虇㢍㛗␪㜇䩋憩ҷBlackBerryҷ☛宧ҷCSL虂岍⦉‭嬎朏ⳟ憩ⅰҷ⁴厂䡽⏜䠓欨㾾梊宙Ҹ ᯀᐞጤᓆ᲌ᑗᛵᑊ፵៦ᅞ㎠╾⁴ひ㹪㔴宇╙棗㻊彮 ℕ卹ᾜ▛䵓䜖䠓▓姛▓㫼㫼⑨⪴⃃▗⃫Ҹ㌠坘㎠⶜ 梊宙㫼䠓㾀⋴―孲虇㎠ㄗ›╦劌⪯峧⎴╙㭚ㆬ⎉ᾏ‪ 厖ᾜ▛▗⃫⪴⃃䠓␄㜿▗⃫㮰ゞ虇⒔㑻凾䡮▗⃫⪴ ⃃杫⅑ҷ㢜⑨。╿㜃▗▗⃫⪴⃃杫⅑ҷ庌‚庙␸ҷ䚩厂㞾厖Ⓩ⥮ㅯ尯〵。╿䠓朆㢮㎿䛴▗⃫⪴⃃杫⅑Ҹ ᓇᚶ⋂ᛵ᪼Ổ↊ᰵᅞElon MuskҸ㎠ㄗ⃸㢜⁥憞懝␄䱚SolarCityҷTesla MotorsҷSpaceXҷ⁴╙ Hyperloop虃汧憮懚惇亊伀虄䳘␄㜿ₐ㫼虇ℕ㛈崙ᾥ 䛛╙⁉ㆶ䠓⪶卌㊂㹤Ҹ

4 M A R K ET I N G H O N G K O N G SEP T EMBER 201 6

WWW. MARK E TING-IN TE RAC TI VE . C OM

人物人物專人物專訪物專訪

PROFILE

6 M A R K ET I N G H O N G K O N G SEP T EMBER 201 6

WWW. MARK E TING-IN TE RAC TI VE . C OM

人物人物專人人物專訪物專物專訪

PROFILE

WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

S E PTE MB E R 2 016 MARK E TING HO N G KON G 7

人物專訪

PROFILE

When he was only three years old, Eijiro Nireki’s father threw him and his two brothers into the middle of the pool and forced them into swimming. “My parents were too busy to take care of all the boys. They had to make sure we could survive under any circumstances,” Nireki says. Since then, the former Japanese competition swimmer and the current brand management Asia manager for arena, a water wear brand aimed mostly at athletes and sport lovers, has spent more than half of his life in the water – and hasn’t looked back. At Descente, the place where he has spent 20 years, he first joined the company as a salesman for adidas upon retiring from his life as a professional swimmer. Before retirement, he was ranked fifth in Japan for the 200m IM (individual medley) category. Descente is a Japanese company that looks over multiple sports clothing and accessories brands, specialising in the retail and wholesale business in Southeast Asia. The company keeps rotating its employees every two to three years so they can work for another brand under the Descente banner. But Nireki was a special case – his joining with arena after three years with adidas was such an instant hit he has had roots in the brand ever since. “You have to understand the product before selling it,” he says. “When I talk to swimming coaches, I can relate to their technical terms and training routines or how difficult it is for swimmers to push themselves to the limits. My experience and passion have definitely helped and such communications are crucial for a productoriented brand.” From an athlete to a marketer, he no longer breaks his own records; instead he faces new challenges in finding ways to push the brand forward. But he has been very clear in his mind about what arena is, part of the confidence that stemmed from his own water instinct: the brand had to go professional. Amid a time that retail sales linger in Asia, and competition for sports clothing is getting white-hot for markets such as China and Indonesia, he believes product designs will matter even more. “It is very tough in Asia. But when people are staying more cautious, they will certainly look for better products. This is especially the case in the sports clothing industry. We 8 M A R K ET I N G H O N G K O N G SEP TEMBER 201 6

have to fit the athletes’ needs to keep our market positioning with fabric and design innovations,” he says. That is why the Olympics will make a difference. Every four years sportswear brands compete for sponsorships for the athletes – making the Olympics one of

Ợ፹₎ᑿᢸᑧṟጃủ᥸ᅗ᎘ᛵᎄ⏧ᕆ᎘ᘍᗣᒳ᎟ᔰ 㑚⋴㺂㷯虇慺⁥↠ⴇ㿇㺂Ҹ ⁥尹處Ӂ㎠䠓䏅㵜⪹ㅨ虇䊰㹤䋶㜨㏏㢘⳸ⳟ虇㏏ ⁴⁥↠ㅔ榗䩉Ⅼ㎠↠⢷₊⃤㉔㹐ᾚ䚮⳧Ҹӂ ㄭ㳳虇憨⃜⏜㝴㢻分㫼㺂㏚ҷ䖍₊㿇㺂㢜婬♐䏛 arena‭㻁Ⓩ♐䏛䴰䖕伢䖕ⶖ⌅⪶ⓙ䚮䠓㟑朢抌㐤㛍⢷㷃婰虇ᾏ䢃⑖ㄏ䢃⏜Ҹ

the most effective international marketing platforms in the world. This year, arena has secured five swimmers in Japan and two in China, including Xu Jiayu and Fu Yuanhui. Nireki says the brand will talk to more in 2020 Tokyo Olympics. Korea, for example, is a place of much interest. “In Korea, we have reached a 40% market share,” Nireki explains, “Japan has the biggest market size, but Korea still ranks top when compare to other markets.” But he is putting special efforts into China, for it has the greatest market potential among all Asia regions. Other than sports elites, the brand is discussing collaborations with Chinese athlete training schools by, for instance, giving out reasonable packages. Running third in China, Nireki believes early introduction into schools help in arousing young elites’ interest in the brand. “Speedo and Nosa are our biggest

㬕㢷㬽㲰扝仟㣮分㫼㿇㺂䚮㼾ㄛ虇␯ ⋴ 慹㧠䐈虃Descente虄⋗㙣₊adidas摆⚽♰虇ᾏ䢃⢷ 憨ⵅ⋻▇㛗␪―20〃Ҹ 憏ㄈ⏜虇⁥⢷㝴㢻 200 丂↚⁉㾆▗㺂仓⎴㔡▜ 䲻‣Ҹ 慹㧠䐈㞾ᾏⵅ㝴㢻汣剁䚷♐⋻▇虇帯帻摆⚽⪩↚ 懚⑤㢜婬╙拜檍♐䏛虇⶗朏ㄭ‚㤀ⓦ‭䠓梅⚽╙㐈䠋㫼⑨Ҹ封⋻▇㵞⋸厂ᾘ〃ⅎ㢒捜㜿屎拜♰⽴虇崢⁥↠ 劌⪯帯帻慹㧠䐈㝦ᾚ⌅⁥♐䏛䠓㫼⑨Ҹ⃕㬕㢷㬽㲰扝㞾↚ℚ⪥處⁥帯帻adidas㫼⑨ᾘ〃ㄛ␯⋴arena虇 ⷀ憨㮲ᾏ㑜│▗虇ㄭ㳳厖♐䏛仟ᾚᾜ孲Ὶ佲Ҹ ⁥尹處Ӂ㔷摆䚱♐Ὶ⏜虇⃯ㅔ榗⋗―孲䚱♐Ҹ䜅㎠㔴宇㿇㺂㛨侃㟑虇㎠劌⪯㞝䠌⁥↠䠓⶗㫼姢尭╙ 㝴⿇客侃㻐䮚虇╗㎥冔㺂㏚ᾜ㝆㒠㎿㬄柟䠓桲埤Ҹ㎠䠓伢毦╙䍀尯⶜⽴⃫ⓐ⎕㢘⿺␸虇军憨槭䀬憩⶜⁴ 䚱♐⃫Ὴ⶝䠓♐䏛厂杫捜嬐Ҹӂ ㄭᾏ⃜懚⑤♰虇⎿㎟䉉ᾏ⃜⾑⧃㔷ひ⁉♰虇⁥ 䊰榗⌜㏢䧃卹⾀䠓宧撓Ҹ䢇╜虇⁥棱卷䠓㜿㒠㎿㞾宼㹤㔷⑤♐䏛䠓䠋ⷤҸ⃕⁥ㄗ㾔㫩 arena 䠓⴩⃜虇 ⌅卹ⅰ扷⎕䀟㝋⁥⶜㷃䠓㢻劌處♐䏛ㅔ榗㎟䉉ᾏ↚ ⶗㫼♐䏛Ҹ 㳲⇋‭㻁梅⚽㫼⇫䁾ᾜ⏜䠓㟑㢮虇␯ᾙ懚⑤㢜婬姛㫼⢷ᾼ⢚╙⓿ⷋ䳘⾑⧃䠓䲅䎼㊗強䠌䍀⒥虇⁥ 尜䉉䚱♐宼宗ⶖ崙ㄦ㢃␯捜嬐Ҹ WWW. MARK E TING-IN TE RAC TI VE . C OM

人物專訪

PROFILE

Eijiro Nireki has recently joined a dragon boat race in Hong Kong. 䍀㊪㷃ᾙ懚⑤䠓㬕㢷㬽㲰扝㢏慠⢷欨㾾╒厖焜厮㵣庌Ҹ

Popular Chinese swimmer Fu Yuanhui is endosed by arena. ⪶╦㳰慝䠓ᾼ⢚㿇㺂戇㏚∔⢡㋶㎟䉉arena⁲宏⁉Ҹ

competitors now, but we will take over the first rank within five years,” he guarantees. And to make that work, sponsorships and offers themselves will not stand alone - customers today are too hungry for more interactions with brands. In Asia, only about 20% of the sales are driven by competitive swimmers, the other 80% come from the consumer market. That means apart from sponsoring athletes for brand building, marketers have to find new ways to get customers engaged. Last month the brand launched a campaign “arena Aqua Splash Day” in Hong Kong to get customers engaged in fun water sports activities such as water yoga and a water tug of war. WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

“It’s getting trickier – you have to get them interested by focusing more on the experience,” he says. According to Nireki, the change is more a motivation than a challenge: with his passion in water sports, he is more than happy to make the brand fun by making more splashes. Indeed, the marketer, now aged 44, has never given up water sports. From the New World Harbour Race two years ago, to his recent active participation in the Hong Kong Japanese Dragon Boat Club, he is still looking for more. “I feel uneasy if I miss water every now and then. Guess I am made to be a water man,” he laughs.

⁥尹處Ӂ‭㻁䠓䘿⨒ⓐ⎕吀揔虇⃕样嗦⪶䣍㼗幊㢃䉉峈㋝虇⁥↠ᾏ⴩㢒⶚㐍㢃⬌䠓䚱♐虇ⶳ⌅㞾 ⢷懚⑤㢜婬姛㫼Ҹ㎠↠ㅔ榗慝▗懚⑤♰䠓梏嬐虇憞懝␄㜿䠓棱㜨╙宼宗ℕⅬ㒐㎠↠䠓⾑⧃⴩⃜Ҹӂ 憨ⷀ㞾⫶懚㢒㎟䉉♐䏛⌄ⵅㅔ䎼Ὶ⢿䠓┮⡯Ҹ 㵞栣⡪〃虇▓懚⑤㢜婬♐䏛抌䎼䢇㎟䉉懚⑤♰䠓庙 ␸⛕虇ℎ⫶懚㎟䉉⋷䖒㢏㢘㛗䠓⢚株⾑⧃㔷ひ。╿ ῚᾏҸ ⁙〃虇arena ㎟␮䎼╥㎟䉉‣⃜㝴㢻㺂㏚虇⁴╙ ㄟ➘⃨╙∔⢡㋶⋸⃜ᾼ⢚㺂㏚䠓庙␸⛕Ҹ㬕㢷㬽㲰扝姷䫉虇⌅♐䏛㢒⢷ 2020 〃㤀※⫶懚㢒䎼╥㢃⪩ 㯮㢒Ҹ ℚ⬑虇楢⢚㢒㞾arena 䢇䜅捜嬥䠓ᾏ↚⾑⧃Ҹ 㬕㢷㬽㲰扝孲捚處Ӂ㎠↠⢷楢⢚䠓⾑⧃⃣㢘䔖⾁懣⎿ 40%虇㝴㢻⾑⧃䠓嬞㮰㢏⪶虇⃕䢇㵣⌅⁥⾑ ⧃虇楢⢚⁜埤㝋榧⋗⢿⃜Ҹӂ ⁥‵厃␪㝋㏢⋴⢷‭㻁Ⓩ㙐㢘㢏⪶䃪␪䠓ᾼ⢚ ⾑⧃Ҹ柳―汣剁乍咀虇封♐䏛㳲厖ᾼ⢚懚⑤♰䠓客侃ⴇ㦰⛕宝▗⃫虇᾵㕟⎉▗䖕䠓㨬㳍Ҹ ⃫䉉ᾼ⢚䲻ᾘ⪶♐䏛虇㬕㢷㬽㲰扝尜䉉╙㝸ⶖ ♐䏛イ⋴客侃ⴇ㦰虇㢘␸✩弆〃悤乍咀懚⑤♰⶜ ♐䏛䠓厗弲Ҹ⁥Ⅼ峘尹處ӁSpeedo╙Nosa 㞾㎠↠ 䖍㟑㢏 ⪶䠓䲅䎼⶜㏚虇⃕㎠↠㢒⢷‣〃⋶怜ⓖ㎟䉉䲻ᾏ⃜Ҹӂ 嬐⵵䖍憨↚䡽㮨虇庙␸╙㢜⑨㞾䢇患䢇㐎䠓虇䖍㟑䠓槶ⴱ䢇䜅㿃㷑厖♐䏛䠓‡⑤Ҹ ⢷‭㻁虇╹㢘⪶亓20%䠓摆⚽槜㞾ℕ卹⶗㫼㺂㏚虇⌅檧䠓 80% 㞾ℕ卹㼗幊⾑⧃虇憨㊞☂嗦柳庙␸ 懚⑤♰⁴㕟ⓖ♐䏛䥴▜〵⪥虇⾑⧃㔷ひ⁉♰ㅔ榗⶚ 㐍㜿灭ⳟℕ凾俺槶ⴱҸ ᾙ 㢗虇封 ♐ 䏛 ⢷ 欨㾾㔷 ⎉ᾏ ↚ ▜ 䉉Ӂa re n a Aqua Splash Dayӂ䠓㻊⑤虇槶ⴱ╾⁴╒厖㢘弲䠓㷃ᾙ㻊⑤虇⬑㷃ᾼ䗫䕗╙㷃ᾼ㑣㹂Ҹ ⁥尹處Ӂ䍮摆㝈ゞ㊗ℕ㊗㩧㏚虇槶ⴱ䖍㟑㢃㹷捜汣毦虇⁴㕟汧⁥↠⶜♐䏛䠓厗弲Ҹӂ 㬕㢷㬽㲰扝姷䫉虇憨䮽崙 ⒥ 厖 ⌅ 尹㞾 ᾏ ↚ 㒠㎿虇↡ ᾜ ⬑ 尹㞾 ᾏ 䮽 ⑤ ␪Ҹ㌠坘 ⁥ ⶜ 㷃 ᾙ 懚 ⑤䠓䍀㉔虇⁥ 㢃㮑㊞䅏弆㢃⪩㷃呀虇⁳♐䏛崙ㄦ㢃㢘弲Ҹ ‚⵵ᾙ虇憨⃜䖍〃44㴁䠓⾑⧃㔷ひ⁉♰ㄭ㢹㛍㩓懝㷃ᾙ懚⑤Ҹㄭ⋸〃⏜䠓㜿ᾥ䛛似㾾㺂虇⎿㢏慠 ␯⋴欨㾾㝴㢻⁉ↀ㮑扷焜厮㢒虇⁥戓䀥∨╒厖㢃⪩ 厖㷃㢘杫䠓懚⑤Ҹ ⁥䲠嗦尹處Ӂ⬑㤫㎠桱朚㷃⪹῔䠓尀虇㎠㢒㊮ ⎿ᾜ卹⢷虇㊂ℕ㎠⪸䚮ⷀ㞾ᾏ↚㼆⁉Ҹӂ S E PTE MB E R 2 016 MARK E TING HON G KON G 9

觀點

OPINION

Victor Manggunio Chief creative officer Leo Burnett China

AD WATCH 廣告點評

HOT: FiberFix

NOT: Audi – Pure attraction

FiberFix’s commercial embraced a lot that makes communications successful. It was true to the product beneﬁt and entertained without mercy. The writing was particularly inspired when going into the product applications that spanned nearly two thirds of the spot. At the end of it, I found myself checking the price and shipping and I don’t have anything to ﬁx in the house. Pure win. Now I wonder how much FiberFix is needed to wrap my CEO’s car …

The irony of this spot being selected for the NOT spot has not been lost on me. Being nicely shot is about the only praise I can muster for this commercial. It’s everything that makes me not believe in a brand or a product. The ﬁlm does not match the tone and manner of the product. Only an idiot would believe an Audi A1 is the stuff of pure sex appeal. There is nothing genuine about this ad and that it was 50-plus seconds of non-stop snogging is just pure creative self-indulgence.

⟰;➠℆ᣩ

⇜;ẏᢱᅮᨎ⃴⅌᳡

倥似ⅽ䠓ひ◙⌆∨寀⪩㎟␮䠓嬐亯虇ⴒ⬑⵵╜㞯䚱♐䠓⬌埤虇军ᾣ䠋㕽⎿㬄厃Ҹひ◙䚷―慠ᾘ⎕Ὶ‛䠓䵖⿔ℕ㕞慿䚱♐䠓ℎ䚷㝈㹤虇⋶ⵈⓐ⎕⌆⛮䠋ㆶҸ ⎿ひ◙䠓㢏ㄛ虇桥䋅㎠ⵅᾼ㸡㢘₊⃤㤀嬎梏嬐ⅽ婫虇⃕㎠⾁庋幆䚱♐᾵ⴘ㔡憐帷Ҹ憨⏖ひ◙庞ㄦ䂑‽Ҹ䖍⢷㎠ᾜ䬐⬌⫖虇⎿〤梏嬐䚷⪩ⶠ倥似ⅽℕ⒔媈㎠ CEO䠓恙//////

憨↚ひ◙㏏⒔►䠓岆⏉㊞☂虇㳲㞾㎠嬐Ӂプӂ䠓⢿㝈Ҹ㑜㚬䛺棱乍儝㞾⚾ᾏ⇋ㄦ姷㕩Ὶ埤Ҹ㜃↚ひ◙抌䊰㹤⁳㎠⶜䚱♐㎥♐䏛䚱䚮ⅰ₊虇㄀䏖ᾜ䲵▗䚱♐䠓尭屎╙⴩⃜虇╹㢘≊䙫㏜㢒䢇ⅰ Audi A1㞾ᾏ₅亣么⌆ㆶ◇イ␪䠓㤀嬎Ҹ憨↚ひ ◙ᾏ灭΅ᾜ䢮⵵虇╹㞾弔懝50 䭡䠓ᾜ⇫㔴◊虇㎥亣么╹㞾␄⃫⁉䠓卹㎠㛍俀Ҹ

Kit Koh Creative director BBDO and Proximity South China

WEB WATCH 網絡點評

HOT: PX Mart: What Can You See

NOT: Carrefour Taiwan Good Brother

Zhong Yuan Jie, also known as Hungry Ghost Festival, is one of the golden occasions for retail promotions in Taiwan. PX Mart’s campaign “What Can You See” is a highly attention-grabbing spot with the host pointing to an empty space while saying someone is there. If a viewer gets intrigued, they will be encouraged to visit its interactive site to see the “ghost” after inputting the keyword “RIP”. Judging from the media effect, it’s a great promotion campaign after many years of success in keeping the momentum going.

Carrefour Taiwan chose another promotional approach for Zhong Yuan Festival by using a brainwashing song, with a bunch of “ghosts” dancing merrily in the store and on the street. It attempted to get closer to consumers by creating a happy festive mood. It didn’t work and probably resulted in turning people off. First of all, creating a song with the hope to brainwash is beyond being commonly used; a point or two to remember is crucial, but absent here. Sometimes production values will help in making an impression, but this spot failed to do so.

⟰;ᐨⓨḐᏕᆋᡒጰᖤ᲌Ꮅᙦᆌ 㵞〃⎿泋䵏虃╗䯀ᾼ⋒䵏虄䠓㟑↨虇╿䇲⁉ᾏ⴩㢒⎿弔⾑⪶捞㔰庋⁴㑫䫼⋗⁉虇 ΅㎟䉉弔⾑ᾏ〃ᾏ〵⅒摆䠓灒捠㟑⏊Ҹ⁙〃虇㎠䐈⎴✫㳰⋷凾弔⾑Ӂ䢚ᾜ嬚㢏╾ ㆤӂ䠓ひ◙Ҹ䏖ᾼ䛆Ὴ孡㒖嗦䰉㟾┊尹㢘⁉虇ᾜ✽㐢⃞⬌⫖孏䣍䠓䣋䖒虇戓㢘☛㼗幊冔懁姛‡⑤䠓宼宗虇䜅⃯⢷ⴧ佁ᾙ㏢RIPⷀ劌䢚⎿Ӂ泋㄀ӂ虇⢷佁彾ᾙ宝履☛䞚 ≂Ҹㄭイ䠋䠓Ⱑ汣㛗䡙ℕ䢚虇⋷凾弔⾑伢䍮泋䵏㰣㢮慼㢘ℂ⃫虇⁙〃╗㢘䰐䧃Ҹ 1 0 M AR K ET I N G H O N G K O N G SEP TEMBER 201 6

⇜;ᤲ∛⃡␈ᦏጱፅ ▛㮲㞾嬐↮␸ᾼ⋒䵏姛摆虇╿䇲ⵅ㮑䬞䚷㺦勵㳛㢁虇拜▗ᾏ儳Ӂ泋ӂ䂣♰徂姦厭虇䍮憯㳰㮑㻍⶜䠓㶲㶪虇ₐ⢥㑘慠☛㼗幊冔䠓彬桱Ҹ欥⋗虇⾑棱ᾙ㺦勵ひ◙㳛⪹⪩虇军㳛㢁僉῞宧㍅灭虖⌜冔虇⪶卌䒫㾻⋷凾厖ⵅ㮑䬞䠓媌⃫榟䴦抌ᾜ㢒⪹汧虇⢧栙戇㙖尹㛔‚䠓㝈㹤㢒⶜媌⃫♐幹䚱䚮ᾜ▛孏㊮虇军憨㚾ひ◙槾䫉⎉⌅♐幹ᾜ汧Ҹ WWW. MARK E TING-IN TE RAC TI VE . C OM

ĺżŤć&#x2039;?

SNAPPED

Volvo Cars showroom launch ceremony DATE: 18 August VENUE: Volvo showroom 1 Actress Nancy Wu on stage during the unveiling ceremony. 2 Guests take part in a traditional eye-dotting ceremony to kick off a lion dance. 3 Waiters showing off their juggling skills.

4 Dancers dressed as racers perform for the audience.

HKT ePrix fever carnival DATE: 29 July VENUE: The Central Harbourfront 1 We are the champions! 2 The event was a prelude to the HKT Hong Kong ePrix in October. 3 The carnival featured racing games, a Formula E racing car exhibit and live performances. 4 Guests enjoying some refreshments in front of the wheel.

WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

S E PTE MB E R 2 016 MARK E TING HON G KON G 1 1

................................................................................................................................................................................................................

1 2 M AR K ET I N G H O N G K O N G SEP T EMBER 201 6

WWW. MARK E TING-IN TE RAC TI VE . C OM

BROUGHT TO YOU BY:

WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

S E PTE MB E R 2 016 MARK E TING HON G KON G 1 3

The retail landscape looks quite different today than it did 10 years ago. The way that consumers make purchasing decisions has dramatically changed: they are physically in stores, but using their smartphones to compare prices and product reviews online; family and friends instantly weigh in on shopping decisions via social media; and when they’re ready to buy, multiple online retailers deliver products directly to them, sometimes even on the same day. 䖍㟑梅⚽㫼䠓⾑⧃䘿⨒彮ⓐ〃⏜ㄗᾜ▛虇㼗幊冔䠓庋幆㸉⴩⾁⎉䖍⽷⪶惘崙處⁥↠怺⢷⛕〦虇 ⃕┊ℎ䚷㠉劌㏚㯮⢷佁ᾙ㧋⊈╙㵣悒䚱♐寤⊈虇ⵅ⁉╙㢚╚㢃│㟑憩懝䫍″Ⱑ汣㕟K庋䏸ら峿虖䜅⁥↠䀥∨庋幆䚱♐虇⪩↚佁ᾙ梅⚽⛕㢒䢃㔴ⶖ帷♐憐⎿⁥↠ⵅᾼ虇㢘㟑䚩厂⢷▛ᾏ⪸ⴛ ㎟″⁧Ҹ 1 4 M A R K ET I N G H O N G K O N G SEP T EMBER 201 6

WWW. MARK E TING-IN TE RAC TI VE . C OM

Modern customers do not only shop domestically, but purchase goods from household to luxury products all over the world – at their ﬁngertips. According to eMarketer, in 2019 retail e-commerce sales are expected to grow 18.7% to US$3.578 trillion. Asia Paciﬁc will be the main driver behind the growth, while eMarketer estimates e-commerce sales in the region to climb US$1.459 trillion by 2019. Consumers in emerging countries especially have strong demands for high quality imported goods as they have concern regarding their country’s product’s safety and authenticity. Take Chinese consumers as an example. They are attracted to big-name global brands as well as the cachet of buying a product from

another country. Some savvy manufacturers and retailers outside of China are already using e-commerce as a platform to enter the market and find new growth opportunities. It’s widely believed the most significant factors when shopping are price and value; however, offering only competitive prices is not enough in today’s competitive world. Today’s customer is smart and savvy and is expected to focus on a specific store that they can depend and rely on that will also provide them with a pleasant shopping experience. For example, they will have a better experience when they get a personalised email summarising the latest offers that are relevant to their recent search history; which keeps them engaged and desiring more. WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

On the other hand, social networks and apps are not to be neglected in the rise of e-commerce, as shoppers tend to seek out user-generated online content before making a purchase. US jewellery retailer Tiffany has become the first luxury brand to buy a sponsored selfie lens on Snapchat in an attempt to connect with a younger audience. The branded selfie lens transforms the eye colour of users into Tiffany’s signature blue and adds heartshaped branding on top. After all, as shopping needs to be an experience and interactive – be that online or offline – retailers should take advantage of their physical and digital assets to build a connection between consumers and their brand.

ᯀ᎚❁ហጰṟᑋ᫓ፇ┠ᛦᅗ᎘ᣞᏁṎ᪳᪳។␴ᅗᝅ ╾⢷ᾥ䛛▓⢿庋幆ⵅ〼䚷♐⁴厂⫱℗♐Ҹ 㧈㙩 eMarketer姷䫉虇梅⚽梊ⳟ⛕⑨摆⚽槜榟宗ⶖ㝋2019 〃⨭朆18.7%厂3,578 喻⊓儝⋒虇‭⪹ ⢿Ⓩⶖ㎟䉉⨭朆䠓Ὴ嬐⑤␪ҸeMarketer₿宗虇封 ⢿Ⓩ䠓梊ⳟ⛕⑨摆⚽槜ⶖ㝋2019 〃㚏ⓖ厂1,459 喻⊓儝⋒Ҹ 㜿厗⢚ⵅ䠓㼗幊冔ⓐ⎕杫㹷䚱♐䠓ⴘ⋷ㆶ╙ 䢮⵵ㆶ虇⡯㳳⶜汧幹亯䠓⪥⢚⛕♐梏㷑ⶳ⌅㞉䡪Ҹ ⁴ᾼ⢚㼗幊冔䉉ℚ虇⁥↠憌㷑⢚株䥴▜♐䏛虇 ⁴╙ㄭ⌅⁥⢚ⵅ庋幆䚱♐㏏ㄦ⎿䠓⊹弙㊮Ҹ ᾏ‪乍㞝䠓⢚⪥䚮䚱⛕╙梅⚽⛕⾁朚⭚⁴梊 ⳟ⛕⑨⃫䉉懁⋴戲‪⾑⧃䠓㾯懢虇᾵䠋㔧⿅ℕ⨭朆㯮懖Ҹ 㟽懜尜䉉虇㼗幊冔庋䏸㟑㢏捜嬥⊈㧋╙⊈⇋Ҹ 䋅军虇✽棯⌆䲅䎼␪䠓⊈㧋ᾜ彂⁴慝▗䖍㟑䲅䎼䅏䉗䠓⾑⧃Ҹ 䖍㟑䠓槶ⴱ䢇䜅凿㞝╙乍㞝虇⁥↠㢒戇⴩╾⁴ ℬ棯╙ⅰ広虇▛㟑劌⪯䉉⁥↠㕟K㊘ㅺ庋䏸汣毦䠓 ⛕〦Ҹ ℚ⬑虇㧈㙩槶ⴱ㢏慠䠓㖫⶚亏撓㕟K䢇杫䠓↚ ⁉⒥㢏㜿⊹㉯梊抄虇㕟ⓖ⁥↠䠓╒厖╙⶜䚱♐䠓梏㷑虇▛㟑㕟K㢃⬌䠓庋䏸汣毦Ҹ ╵ᾏ㝈棱虇䫍″佁仰╙㍘䚷䮚ゞ‵㞾⢷梊ⳟ⛕ ⑨䍀䃽ᾼᾜ劌娺ㆌ嬥䠓⡯亯虇⡯䉉㼗幊冔ㄏㄏ㢒⢷ 庋䏸⏜ᾙ佁㖫⶚䚷㏅䚮㎟⋶ⵈҸ 儝 ⢚ 䕯 ⶅ 梅 ⚽ ⛕ T if fa ny⾁㎟䉉䲻ᾏ ↚ ⢷ Snapchat 庙␸卹㑜数榼䠓汧亩♐䏛虇⾛㢪坘㳳◇ イ〃悤╦䣍Ҹ封♐䏛庙␸䠓卹㑜数榼╾ⶖ䚷㏅䠓䣋䣪槞吁惘㕪䉉Tiffany 䠓㑪䏛坜吁虇᾵⢷ᾙ棱␯ᾙㅒ ヱ䠓♐䏛㮨尛Ҹ 䊰履㞾佁 ᾙ 庋䏸戓㞾 ⵵ 汣庋䏸虇㢏仑抌㞾岪㷑汣毦ҷ‡ ⑤虇梅 ⚽ ⛕ ㍘ ⋔ ⎕ ✓ 䚷卹⾀䠓 ⵵ 汣 ╙ 㜇䩋 ⊹ ⑱虇⁴ ら䱚㼗幊冔厖 ♐ 䏛 Ὶ 朢䠓憲俺Ҹ S E PTE MB E R 2 016 MARK E TING HO N G KON G 1 5

With international expansion always the top priority for businesses in different sectors, the rise of e-commerce has undeniably changed the way the world does business at every level. ⶖ㫼⑨㑢ⷤ厂⢚株ᾏ■㞾ᾜ▛姛㫼䠓⊹⋗冒㋽Ҹ样䣏梊ⳟ ⛕⑨䠓⺪弆虇䊰䜠⾁⢷▓㝈棱㛈崙―⋷䖒䠓䍮⛕㝈ゞҸ

In 2014, 18 million people in China shopped online via overseas platforms. The number is estimated to be 35.6 million by 2018. The transaction value of the cross-border e-commerce market in China last year was 900 billion yuan, and is estimated to be 1.9 trillion by 2018. The consumption power of this emerging market is undoubtedly huge – and everyone wants to have a ﬁnger in the pie. In this high mobile era, digital strategies open up opportunities for international brands to break into emerging markets. 1 6 M A R K ET I N G H O N G K O N G SEP TEMBER 201 6

The rise of cross-border e-commerce Gmarket, Rakuten and TaoBao are the popular online marketplaces in Asia. Consumers nowadays are no longer satisﬁed in shopping locally; instead, they look for better quality products at cheaper prices worldwide. E-commerce has revolutionised the business world, and now it’s reshaping its future. Take China’s Singles Day (11 November) for example. There were less people than usual on the busiest commercial street of Wangfujing in Beijing, owing to the online shopping festival hosted by Taobao where everyone did their shopping on the platform at home instead.

2014ᑧᅗᑺ1,800Ὀጱ᫓ዷᱜ῜ᦫᏊ⃿ጆᏗᏄ┠ᛦᅙ 榟宗⎿―2018〃虇⁉㜇㢒汧懣3,560䠍喻Ҹ军2015〃彷⨒梊ⳟ⛕⑨⾑⧃䠓″㞢槜䉉9,000⊓⋒⁉㶠⿲虇榟宗⎿―2018〃虇㜇⳦㢒橙ⓖ厂1.9喻⊓⋒⁉㶠⿲Ҹ 㜿厗⾑⧃䠓㼗幊劌␪䊰䜠棭⿇⽷⪶虇⁉⁉抌㊂⎕ ᾏ㣾儽Ҹ⢷䖍⁙汧㻐⑤ㆶ䠓㟑⁲虇㜇䩋䳥䛴䉉⢚株♐ 䏛㏢⋴㜿厗⾑⧃朚⛮ᾏ㨬⪶懢Ҹ ῄ⁀ ጛ᪼᪱ᛵ⏏ᩪ Gmarketҷ㮑⪸╙㽧ⶅ㞾‭㻁䥴▜佁ᾙ庋䏸。╿虇⁙ 㟑⁙㝴䠓㼗幊冔ᾜ⌜䂎彂㝋㢻⢿㼗幊虇䢇╜虇⁥↠㢒ㄭᾥ䛛▓⢿⶚㐍幹亯㢃⬌ҷ⊈㧋㢃⵵㉯䠓䚱♐Ҹ 梊ⳟ⛕⑨⾁㛈崙⛕㫼ᾥ䛛虇᾵ⶖ㛈⵺⌅㢹ℕҸ ⁴ᾼ⢚䠓⋘㩜䵏虃11㢗11㝴虄䉉ℚ虇⒦※㢏俐啾䠓 ⛕㫼姦䔚〫․⁉㻐㵣。㟑ⶠ虇⋷⡯╦⎿㽧ⶅ佁厘愵䠓⋘㩜䵏佁庋㻊⑤㏏㄀榎虇⁉⁉抌恁⢷ⵅ婰ᾙ佁庋䏸Ҹ ⋓ᖭ∋≜ᎌᠾ 朚宼⵵汣⛕〦ᾜ⌜㞾懁恜㼆⪥⾑⧃䠓ㅔ伢Ὶ彾虇梊 ⳟ⛕⑨䠓㎟㢻╙樷根悒⃝虇╾⁴⃫䉉㳲ゞ⢷㜿厗⾑ ⧃ら䱚㫼⑨Ὶ⏜䠓寵捠䦂Ҹ 卹2012〃弆虇䉉㔷⑤彷⨒梊ⳟ⛕⑨䠓䠋ⷤ虇ᾼ⢚ 㛎〫⾁㔷⎉ᾏ亊⎦㛎䳥虇㚾㒐㼆⪥梅⚽⛕憩懝䔁㔗㲙䠓彷⨒梊ⳟ⛕⑨。╿⢷ᾼ⢚摆⚽䚱♐Ҹ WWW. MARK E TING-IN TE RAC TI VE . C OM

Stepping into the digital landscape Since opening a physical store is no longer a must to entering a foreign market, e-commerce could be the way to test the emerging market before actually setting up businesses, with lower cost and risks. Since 2012, to boost cross-border e-commerce development, the Chinese government has rolled out a series of supporting policies for overseas retailers to sell in China through authorised cross-border e-commerce platforms. The largest US department chain, Macy’s, opened its flagship store on Tmall Global, Alibaba’s cross-border online shopping marketplace in 2015. The retailer giant has even set up its warehouse in Hong Kong to improve the delivery speed, flexibility and pricing for goods ordered by Chinese consumers via the Tmall Global store. Meanwhile, e-commerce can be a complementation of the offline channel bringing your customers from online to offline or the other way round. The UK high-end department store, Selfridges & Co, has entered the Hong Kong market and enables delivery to the city, China and the US markets. Cosmetics store Sephora closed down its physical store in Hong Kong in 2010, but came back this year with a Hong Kong region online shop.

Implementing an omni-channel strategy Over the years, the role of physical stores has been changing. Online fashion retailer Zalora introduced the idea of opening a popup store as a showroom in Hong Kong with fitting services. However, with no monetary trade happening physically in the store, Zalora prepared some iPads for customers to scan the QR code on items and proceed to the checkout on its app. Customers can get the items delivered to their doorsteps from the warehouse. In this way, Zalora brings the offline customers back to the online store. Some brands believe opening bricks-andmortar is the way to reach consumers directly, such as Topshop. It opened a few flagship stores in Hong Kong to showcase its latest products. The brand also adopts an omni-channel strategy by implementing e-commerce and m-commerce, making sure it reaches consumers at every touch-point and at every stage of their shopping journey to increase connection with customers. It used to be a big step for companies to expand their markets in emerging markets. Digital channels undoubtedly have been adopted by companies to lower the investment risk. Whether big or small, businesses should consider adopting digital strategies and take the next step to thrive in this changing marketplace.

儝⢚㢏⪶⤚䠓憲攥䠍帷⋻▇Macy 㝋2015〃⢷ 柎捛⾃⾃㝦ᾚ䠓彷⨒庋䏸佁䱨⪸帢朚宼―㝦叵〦Ҹ 封⋻▇㢃ⶖ↘〺宼㝋欨㾾虇䉉憩懝⪸帢庋䏸䠓 ᾼ⢚㼗幊冔㕟K㢃ㅺ䠓憐帷㢜⑨ҷ㢃⪶䠓棗㻊ㆶ╙ 㾪⃝㎟㢻Ҹ 厖㳳▛㟑虇梊ⳟ⛕⑨‵╾厖佩ᾚ摆⚽㾯懢 ‡ 婫虇⁳槶ⴱㄭ佩ᾙ廿⎿佩ᾚ虇╜Ὶ‵䋅Ҹ ℚ⬑虇咀⢚汧亩䠍帷⋻▇Selfridges & Co䖍㟑㕟K憐帷厂欨㾾ҷ䚩厂ᾼ⢚╙儝⢚䠓㢜⑨虇坘㳳懁恜憨‪㼆⪥⾑⧃Ҹ 儝 ⵈ ⛕ 〦 S e p h o r a 㝋 2 010 〃仟㣮 ⌅ ⢷ 欨㾾䠓 ⵵ 汣〦虇⃕ 㝋 ⁙ 〃憞懝佁 ᾙ ⛕〦捜慣欨㾾⾑⧃Ҹ ⁘០ᐨᵈ῔ᶠᯇ ⪩〃ℕ虇⵵汣⛕〦䠓孡吁伢⾁惘崙Ҹ佁ᾙ㟑婬〦 Zalora イ懁⼓㜿䠓㬑ㆄ虇⢷欨㾾朚宼柟㟑⵵汣〦 ⃫ 䉉栂⎦ⴳ虇㕟 K寵怺㢜⑨虇⃕ 〦⋶ᾜ懁姛₊ ⃤ 捠撱″㞢ҸZalora ⢷〦⋶㕟K⪩╿ iPad虇槶ⴱ╾ 㔒䤓帷♐ᾙ䠓 QR 䩋虇䋅ㄛ懁 ⋴ Zalora 䠓㍘䚷䮚ゞ⁧㳍虇帷♐样ㄛ㢒ㄭ↘〺䢃㔴憐 ⎿槶ⴱ〫ᾙҸ 憞懝憨䮽㝈ゞ虇Zalora ⶖ桱佩槶ⴱ捜㜿⿅⡭佁ᾙ ⛕〦Ҹ ᾏ‪♐䏛尜䉉虇朚宼⵵汣⛕〦⁜䋅㞾䢃㔴㔴宇㼗幊冔䠓憣ㄠ虇Topshopⷀ㞾⌅ᾼᾏ↚ℚⳟҸ封♐ 䏛⢷欨㾾朚―」ⵅ㝦叵〦虇⁴ⷤ䫉⌅㢏㜿䠓䚱♐Ҹ 封〦‵㔰╥⋷㾯懢䳥䛴虇⵵姛梊ⳟ⛕⑨╙䮊⑤⛕ ⑨虇䩉Ⅼ劌⪯⢷㵞ᾏ↚㔴宇灭╙庋䏸㝔䮚ᾼ䠓㵞ᾏ ↚栝㵄㔴宇⎿槶ⴱ虇⁴㕟ⓖ厖槶ⴱ䠓凾俺Ҹ 㑢ⷤ㜿厗⾑⧃⶜ₐ㫼ℕ尹㞾捜⪶䠓ᾏ㳴虇㔰䚷㜇䩋㾯懢ℕ㾪⃝㐤幖樷根㞾䖕㏏䜅䋅Ҹ₊⃤嬞㮰䠓 ₐ㫼抌㍘冒㋽⏅⴩㜇䩋䳥䛴虇᾵㔰╥ᾚᾏ㳴虇㏜劌 ⢷ᾜ㝆崙⒥䠓⾑⧃ᾼ噻⑒䠋ⷤҸ

About Mtel ng Mtel is a leading digital solutions provider in Hong Kong and nearby regions, headquartered in Hong Kong, with branch offices in Macau, Guangzhou and Taipei. With over a hundred talent – providing a tal myriad services, including design and development of mobile, web, social applications, campaigns, digital ail, installations and cloud platform – we serve leading corporations in a myriad industries, including retail, finance, insurance, telecommunications, advertising and public utilities. ent Our proprietary solutions power enterprises, encompassing internal communications, event interactions, sales presentations tools, e-learning platforms and so on. Our substantial experience in serving international enterprises enables us to provide one-of-a-kind professional tools to our clients. Our pe. state-of-the-art solutions ensure stable and continuous support to clients in this quick changing landscape. 杫㝋Mtel ⪩ Mtel㞾欨㾾╙抿慠⢿Ⓩ䠓榧⋗㜇䩋孲㸉㝈㧗K㍘⛕虇俌扷宼⢷欨㾾虇⢷䅂朏ҷひ⽭╙╿⒦⣖宼㢘⎕⋻▇Ҹ㙐㢘䠍⪩ ⃜⊹䭏⁉㏜虇㕟K⪩⋒⒥㢜⑨虇⒔㑻宼宗╙朚䠋㏚㯮ҷ佁䱨╙䫍″㍘䚷䮚ゞҷ㔷ひ㻊⑤ҷ㜇䩋婬僽ҷ⁴╙梁䱾。╿Ҹ Ҹ ㎠↠䉉䣍⪩姛㫼䠓榧⋗㯮㭚㕟K㢜⑨虇⒔㑻梅⚽ҷ捠夜ҷⅬ根ҷ梊宙ҷひ◙╙⋻⌀‚㫼Ҹ ㎠↠䉉ₐ㫼㕟K䠓⶗⎸孲㸉㝈㧗㽄噚⋶扷憩宙ҷ㻊⑤‡⑤ҷ摆⚽䂣䫉⽴⌆ҷ梊ⳟⴇ兡。╿䳘Ҹ㎠↠㙐㢘巟ⵛ䠓䠓 ⢚株ₐ㫼㢜⑨伢毦虇劌⪯䉉ⴱ㏅㕟K䓷ᾏ䊰‛䠓⶗㫼⽴⌆Ҹ㎠↠㢏⋗懁䠓孲㸉㝈㧗虇䩉Ⅼ劌⢷憨䤻ㇾ喻崙䠓⾑⧃ᾙ䉉䉉 ⴱ㏅㕟K䯸⴩军╾棯䠓㚾㖃Ҹ

WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

S E PTE MB E R 2 016 MARK E TING HO N G KON G 1 7

CASE STUDY ↚㧗⎕㤟

ᐨᵈ῔ᶠᯇᑙᒺᠥ᎔ᤲ᥉ᠥᐂ∕ᛵ᪼Ჵᅗ⁘ᒭ ỉ ⛕㫼㮰ゞҸ

How an omni-channel strategy helped implement a new business model in a family-oriented shopping mall. Overview Li and Fung conceived that China was a new ideal market for adopting the omnichannel strategy by opening a large-scale laboratory in Shanghai called Explorium last year. The laboratory provides a controlled setting for businesses to observe and explore in real-time how consumers interact with new technologies, products and environments. Challenge A shopping mall was designed with a familyoriented concept, offering an interactive edutainment experience to customers. While kids are learning in playgroups, parents can do their shopping on the other side of the mall. To keep customers engaged and visiting the mall more, its theme, pop-up stores and workshops will be updated from time to time. However, what is the best layout arrangement to maximise the proﬁt? Solution Understanding parents’ desires to keep track of their kids closely in this large shopping mall, there is a customer app that can track the location of their companions. Through implementing iBeacon technology, kids’ locations are shown as they wear the iBeacon bracelet registered with their parents’ mobiles.

1 8 M AR K ET I N G H O N G K O N G SEP TEMBER 201 6

The bracelet also serves as a hangtag to check in with the scanners to earn points via both activity-based and duration-based modes. This provides contextual data ranging from in-store traffic patterns and volumes, individual paths and dwell times, to mass shopping journeys and patterns influencing business operations. To enrich the shopping experience, users can simply add products to the shopping cart by scanning QR codes on the product hangtags. Then customers can pay at the central cashiers. Or they can pay online and choose in-store pick-up or home delivery. Results Among the technologies in the laboratory, which have been functioning on a soft-opening basis for three months, are virtual reality fitting rooms, magic mirrors that bring images to life and 3D printing for creating customised products. Brands are also using Explorium to understand opportunities in China for their products and services, based on consumer feedback collected and analysed at the laboratory. Retailers are also using it to test different store concepts. After the first three months of operations, analysis showed that more than 40% of customers come from the upper-middle and affluent income segments of Shanghai. While this group tends to spend less dwell time than other demographic groups of participants, the 10% higher conversion rate of this group has proven they have a higher propensity to purchase.

ớ⟤ ⎸巟桕⢧尜䉉ᾼ⢚㞾㔰䚷⋷㾯懢䳥䛴䠓䖕㊂⾑⧃虇 ⡯㳳╊〃⢷ᾙ㼆ら䱚ᾏ↚▜䉉⎸䮚⣙䠓⪶⤚⵵毦 ⴳҸ䛀⎸䮚⣙屎㔶䠓⵵毦䘿⨒ᾼ虇╒厖䠓⋻▇╙♐ 䏛╾孏⵮᾵㔱亱㼗幊冔⢷䢮⵵䠓䘿⨒ᾼ⬑⃤☛㜿䭠㐏ҷ㜿䚱♐虇⁴╙㜿䠓庋䏸䘿⨒‡⑤Ҹ ៛⍓ 封⛕⧃䠓宼宗㔰䚷ⵅ〼䉉㢻䠓㬑ㆄ虇䉉槶ⴱ㕟Kⵢ 㛨剁㝋⮪㮑䠓‡⑤汣毦虇⶞⳸ⳟ╾⁴彮懙㏁⶞仓ᾏ ▛ⴇ兡虇军ⵅ朆╾⁴⢷⛕⧃䠓⌅⁥⢿㝈庋䏸Ҹ䉉―彮槶ⴱⅬ㒐凾俺᾵◇イ⁥↠㟑⿇⎿容虇⛕⧃䠓Ὴ槛ҷ柟㟑〦╙⽴⃫⣙伢⿇惘㕪Ҹ⃕⬑⃤嬞␒⛕⧃⃗⷏㏜劌庉╥㢏╾孏䠓⎸䃳虚 ᾢᕰ፵ᦆ 㞝䠌⎿ⵅ朆⾛㢪⢷憨↚⪶⤚庋䏸⛕⧃ⵕ⎖䢚䴰卹⾀⳸ ⳟ虇⛕⧃㔷⎉ⴱ㏅㍘䚷䮚ゞ虇崢⁥↠憌忳⳸ⳟ⃜僽Ҹ ⳸ⳟ╹榗⿅ᾙ拜∨iBeacon㐏姢䠓㏚䘿虇᾵厖⁥ ↠䏅㵜䠓㏚㯮懁姛Ⓢ拜ㄛ虇ⅎ╾槾䫉⎉⳸ⳟ䠓⃜僽Ҹ ㏚䘿‵╾憞懝⦉㝋㻊⑤╙㟑朢䠓㮰ゞ㔒䤓㮨䷳虇⁴ 庞╥䯜⎕Ҹ憨㕟K㢘⊈⇋䠓㉔⨒㜇㙩虇⒔㑻〦⋶⁉㻐㮰ゞ╙㜇捞ҷ↚⁉彾ㄠ╙⇫䛨㟑朢ҷ⁴厂㄀榎㫼⑨ 䍮懚䠓⪶嬞㮰庋䏸㝔䮚╙㮰ゞҸ 䉉㕟K㢃巟ⵛ䠓庋䏸汣毦虇䚷㏅╾⁴䶰✽憞懝㔒㕞䚱♐䠓QR䩋ⶖ䚱♐␯⋴庋䏸恙虇䋅ㄛ⎿ᾼ⪽㛅搏╿⁧㳍Ҹ⁥↠╗╾⁴⢷佁ᾙ⁧㳍虇䋅ㄛ戇㙖〦⋶╥ 帷㎥憐帷ᾙ朏Ҹ ᶬᚤ 寵姛ᾘ↚㢗䠓⵵毦ⴳ⒔►⼓㜿䭠㐏虇⒔㑻埪㙻䖍⵵ 寵姲朢ҷ崢㄀≞㎟䢮䠓泣数虇╙╾ⶖ䚱♐宑⏅⒥䠓3D ㏢⓿Ҹ▓♐䏛╾憞懝⢷⵵毦ⴳ㛅桕☛⎕㤟㼗幊冔䠓 ╜櫚虇ㄭ军―孲⌅䚱♐☛㢜⑨⢷ᾼ⢚⾑⧃䠓䃪␪Ҹ梅 ⚽⛕‵╾㾻寵ᾜ▛〦摹㮰ゞ䠓伢䍮䖕ㆄҸ 伢懝ᾘ↚㢗䠓懚⃫虇⎕㤟槾䫉⡪㎟⁴ᾙ䠓槶ⴱ 㞾ℕ卹ᾙ㼆䠓ᾼᾙⷳ╙ⵛ婤栝ⷳҸ⊧䴰憨↚ⴱ儳䠓憦䛨㟑朢悒⌅⁥ⴱ儳䥼虇⃕㼗幊㲰㜇悒⌅⁥╒厖䠓 ⴱ儳汧ᾏ㎟虇峘㞝憨↚ⴱ儳䠓㼗幊㊞■悒汧Ҹ

WWW. MARK E TING-IN TE RAC TI VE . C OM

There has been such a dramatic shift in the way readers watch, consume, trust and engage with the media around them, it’s easy to assume media owners have ceded control to the audience. In an effort to counter or at least participate in the rise of DIY (do it yourself) media where everyone contributes and has a voice, the media has both joined the fray and pushed back on its more traditional strengths. We’ve followed readers into their homes, pursued them on their daily commutes and even nuzzled in on their leisure and family time as diverse programming of widely varying quality illuminates every screen surrounding, or clutched by, our audience. Mass fragmentation, diversity and choice in the media hasn’t changed one fundamental thing: media remains very personal to individuals, which means reaching them at the right time in the right location when they are receptive to both content and or messaging, remains an art form. Those who can do it will continue to succeed no matter what technological innovations change our world. The following pages feature winners of the 2016 Spark Awards, representing Hong Kong’s most innovative media companies and the work they are creating.

ᯀፂ❴ᜇ⁝⟤ᡒᅘᗐᏸᅘᝂᐞ፛ⓨ♄ᘐ⋥᳂➳ᛵ ㋚〵伢⾁ㅈ〤惘崙虇㏏⁴ᾏ去㢒尜䉉㔶⏅㲙⾁ㄭ Ⱑ汣嗌⋴孏䣍㏚ᾼҸ 样嗦↚⁉Ⱑ汣䡪姛虇䖍㟑⁉⁉抌╾⁴䉉卹⾀䠋刁虇䉉―㍘⶜ҷ㎥亣么榕㍘䃽㻐虇Ⱑ汣㯮㭚亪亪␯ ⋴憨↚姛⎦虇᾵⏙㾪⌅悒≂伀㫼⑨Ҹ 崏冔䊰履⢷ⵅᾼҷ㝴⿇ᾙ䕼憣ᾼҷ䚩厂₠ㇾ╙ 厖ⵅ⁉⌀㾰䠓㟑朢虇Ⱑ汣抌⬑㄀样ヱ虇▓ゞ▓㮲䠓 ⪩⋒⒥䵏䡽⎉䖍⢷㵞 ↚ⷞ⿤ᾙ虇䏱䏱㐢⃞孏䣍䠓嬥佩Ҹ 桥䋅 ⪶䣍Ⱑ汣崙ㄦ㢃⎕㛲ҷ⪩⋒⒥╙ 㢃⪩戇㙖虇⃕⌅㧇ㅒ㸡㢘㛈崙處Ⱑ汣⁜䋅棭⿇↚⁉⒥虇㊞ ☂嗦⢷㳲䩉䠓㟑朢ҷ㳲䩉䠓⃜僽■⁥↠㕟K▗懸䠓⋶ⵈ㎥宙ㇾ⁜䋅㞾↚杫攄Ҹ 䊰履 ␄㜿䭠㐏⬑⃤㛈崙ᾥ䛛虇劌⪯⇩⎿ᾙ慿 ᾏ灭䠓Ⱑ汣ⷀ劌䔁╥㎟␮Ҹ ⁴ᾚⶖ⁚仈⁲ 姷欨㾾㢏 ␄㜿Ⱑ汣㯮㭚䠓Ӂ欨㾾ⓢ弙≂Ⱑ⪶䓝 2016ӂㄦῊ虇⁴╙ⴒ↠䠓⃫♐Ҹ

WWW. MARK E TING-IN TE RAC TI VE . C OM

Aneurin Ng Vice-president, senior marketing manager, Asia Pacific Allianz Global Investors

Kim Siu General manager – marketing A.S. Watson Industries (Beverages manufacturing)

Flora Chan Head of digital Cigna Worldwide Life Insurance Company

Elaine Tai Regional marketing manager, Asia Pacific Furla

Christian Mischler Co-founder and CMO HotelQuickly

Michelle Lam Director – corporate and marketing communication Kerry Properties

Jhorna Rincon Director, e-commerce and digital services – Asia Pacific Marriott International

Wilson Yeung Director of marketing Morning Star Travel Service

Bob Neville Global retail creative director New Balance

Kannis Cheung Head of marketing department The Bank of East Asia, Limited

Maria Cheung Head of marketing, Northeast Asia Visa

Samantha Lee Head of corporate communications Wharf T&T

WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

S E PTE MB E R 2 016 MARK E TING HO N G KON G 2 1

BEST ENTERTAINMENT PLATFORM SILVER shemom Facebook Fan Page Media owner she communications

GOLD U Magazine

BRONZE she.com Facebook Fan Page Media owner she communications

Media owner Hong Kong Economic Times

BEST PROGRAMME PROMOTION SILVER ELLE Fashion Week Media owner SCMP Hearst Hong Kong

GOLD U Magazine

BRONZE Google Play Game Week Media owner Google (Hong Kong)

Media owner Hong Kong Economic Times

BEST ENGAGEMENT STRATEGY SILVER ELLE.com.hk Media owner SCMP Hearst Hong Kong

GOLD Weekend Weekly (weekendhk.com)

BRONZE Sound of Talent â&#x20AC;&#x201C; Illuma Music Channel on Spotify Media owner Pixels

Media owner New Media Group

2 2 M A R K ET I N G H O N G K O N G SEP T EMBER 201 6

WWW. MARK E TING-IN TE RAC TI VE . C OM

U Magazine

BEST EVENT SILVER Pixels Multi-screen & O2O Brand Experience Solution Media owner Pixels

GOLD Yahoo HK Emotive Brand Awards 2015

BRONZE U Magazine Media owner Hong Kong Economic Times

Media owner Yahoo Hong Kong

BEST MEDIA CAMPAIGN – INTEGRATED MEDIA SILVER Apple Daily Action News Media owner Next Mobile Campaign Go Around Japan with KIT KAT

GOLD South China Morning Post Media owner South China Morning Post Publishers – Marketing Solutions Campaign Wishes Come True at LANDMARK

BRONZE South China Morning Post Media owner South China Morning Post Publishers – Marketing Solutions Campaign Club Med Sanya Launch Campaign

BEST MEDIA CAMPAIGN – VIDEO SILVER she.com Media owner she communications Campaign VS x she.com x Kwangor #StylishNewYou

GOLD New Media Group

BRONZE New Media Group Campaign Levi’s – We are Original

Campaign Pulse of Love

2 4 M A R K ET I N G H O N G K O NG SEP TEMBER 201 6

WWW. MARK E TING-IN TE RAC TI VE . C OM

BEST MEDIA CAMPAIGN – SOCIAL SILVER New Media Group Media owner New Media Group (NewDiGi.Solutions) Campaign LeTV EPL 2015 via Facebook

GOLD she.com

BRONZE New Media Group Campaign Pulse of Love

Media owner she communications Campaign VS x she.com x Kwangor #StylishNewYou

BEST MEDIA CAMPAIGN – PRINT SILVER U Magazine Media owner Hong Kong Economic Times Campaign Galaxy Macau Grand Opening

GOLD South China Morning Post

BRONZE NMGplus Campaign FY16 VISA – Outbound II Campaign (Tokyo & Macau)

Media owner South China Morning Post Publishers – Marketing Solutions Campaign Wishes Come True at LANDMARK

FAST GROWTH AWARD SILVER Cosmopolitan | CosmoBody Media owner Cosmopolitan

GOLD

BRONZE New Media Group

Pixels Mobile Ad Marketplace Media owner Pixels

2 6 M A R K ET I N G H O N G K O NG SEP TEMBER 201 6

WWW. MARK E TING-IN TE RAC TI VE . C OM

BEST OUTDOOR INNOVATION SILVER Russell Street Giant Outdoor LED Media owner Asiaray Media Group Campaign McDonald’s The First Large-scale Outdoor LED Interactive Game in Hong Kong

GOLD MTR advertising

BRONZE MTR advertising Media owner JCDecaux Transport Campaign HKTVmall Summer Giveaway

Media owner JCDecaux Transport Campaign ECCO – Virtual Fitting Journey

BEST MEDIA CAMPAIGN – DIGITAL SILVER Yahoo Style Media owner Yahoo Hong Kong Campaign Bayer HealthCare – City Less Sensitive

GOLD New Media Group Campaign Pulse of Love

BRONZE Sky Post Media owner Hong Kong Economic Times Campaign Citibank x Sky Post – Bid the Hottest X’mas Gift!

MOST INNOVATIVE TECHNOLOGY SILVER Russell Street Giant Outdoor LED Media owner Asiaray Media Group Campaign McDonald’s The First Large-scale Outdoor LED Interactive Game in Hong Kong

GOLD MTR advertising

BRONZE Apple Daily Action News Media owner Next Mobile Campaign Go Around Japan with KIT KAT

Media owner JCDecaux Transport Campaign ECCO – Virtual Fitting Journey

2 8 M AR K ET I N G H O N G K O N G SEP TEMBER 201 6

WWW. MARK E TING-IN TE RAC TI VE . C OM

BEST PARTNERSHIP STRATEGY SILVER U Magazine Media owner Hong Kong Economic Times

GOLD ELLE

BRONZE Sky Post Media owner Hong Kong Economic Times

Media owner SCMP Hearst Hong Kong

BEST LAUNCH/RELAUNCH SILVER Cosmopolitan | CosmoBody Media owner Cosmopolitan

GOLD Sizz

BRONZE Cap TV Media owner New Media Group

Media owner New Media Group

BEST SOCIAL MEDIA EVENT SILVER ELLE Fashion Week Media owner SCMP Hearst Hong Kong

GOLD Google Play Game Week

BRONZE ELLE Travel Media owner SCMP Hearst Hong Kong

Media owner Google (Hong Kong)

30 M A R K ET I N G H O N G K O NG SEP TEMBER 201 6

WWW. MARK E TING-IN TE RAC TI VE . C OM

BEST RETENTION STRATEGY SILVER men’s uno facebook fan page Media owner men’s uno HK

GOLD Google Play Game Week

BRONZE ELLE Travel Media owner SCMP Hearst Hong Kong

Media owner Google (Hong Kong)

BEST USE OF LIMITED BUDGET SILVER Sky Post Media owner Hong Kong Economic Times Campaign Kleenex ® Clean-up, Freshen-up, Anytime, Anywhere.

GOLD SundayMore

BRONZE NMGplus Campaign MX Hainan Chicken Rice Campaign

Media owner New Media Group (NewDiGi.Solutions) Campaign Beauty Box Campaign

BEST USE OF BRANDED CONTENT SILVER she.com Media owner she communications Campaign she.com x SK-II #changedestiny symposium

GOLD Yahoo Hong Kong

BRONZE she.com Media owner she communications Campaign MGTO Ladies Campaign 2016

Campaign Wyeth Nutrition – Kids Learn to Love

32 M A R K ET I N G H O N G K O N G SEP TEMBER 201 6

WWW. MARK E TING-IN TE RAC TI VE . C OM

BEST USE OF TECHNOLOGY SILVER Pixels VRical Mobile HTML5 Ad Format Media owner Pixels

GOLD Creative Flagship Shelter Media owner JCDecaux Cityscape

BRONZE New Media Group Print On Demand Media owner New Media Group

BEST USE OF CUSTOMER INSIGHTS SILVER SundayMore Facebook Retargeting Media owner New Media Group

GOLD Yahoo Mobile Every Day

BRONZE Shangyi Media owner Qihoo 360

Media owner Yahoo Hong Kong

BEST MEDIA CAMPAIGN – EXPERIENTIAL SILVER NMGplus Campaign LINE x Ocean Park Summer Splash

GOLD MTR advertising

BRONZE MTR advertising Media owner JCDecaux Transport Campaign PANDORA – “Hear My Love” Campaign

Media owner JCDecaux Transport Campaign ECCO – Virtual Fitting Journey

34 M AR K ET I N G H O N G K O N G SEP TEMBER 201 6

WWW. MARK E TING-IN TE RAC TI VE . C OM

BEST MEDIA CAMPAIGN – MOBILE SILVER New Media Group Media owner New Media Group (NewDiGi.Solutions) Campaign LeTV EPL 2015 via Facebook

GOLD Apple Daily Action News

BRONZE MTR Advertising Media owner Asiaray Media Group Campaign Shake for Luck – New O2O Experience

Media owner Next Mobile Campaign Go Around Japan with KIT KAT

BEST APP SILVER AASTOCKS MARKET+ MOBILE Media owner AASTOCKS.COM

GOLD etnet Finance and Lifestyle App

BRONZE Google Play Media owner Google (Hong Kong)

Media owner etnet

BEST CUSTOM EVENT SILVER Sky Post Media owner Hong Kong Economic Times Campaign Mannings X Sky Post – The Largest Laughter Yoga Class

GOLD South China Morning Post Media owner South China Morning Post Publishers – Marketing Solutions Campaign Starstreet Gourmet & Wine Walk 2015 WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

BRONZE she.com Media owner she communications Campaign she.com x SK-II #changedestiny symposium

S E PTE MB E R 2 016 MARK E TING HONG KON G 35

BEST USE OF INTEGRATION SILVER Sky Post Media owner Hong Kong Economic Times

GOLD Yahoo Mobile Every Day

BRONZE Google Play Game Week Media owner Google (Hong Kong)

Media owner Yahoo Hong Kong

BEST USE OF CONTENT SILVER NM+ • Reebok Run2Connect Media owner New Media Group

GOLD Weekend Weekly (weekendhk.com)

BRONZE EsquireHK.com – Baselworld 2016 Media owner Esquire HK

Media owner New Media Group

BEST MEDIA CAMPAIGN – OUT-OF-HOME SILVER MTR advertising Media owner JCDecaux Transport Campaign PANDORA – “Hear My Love” Campaign

GOLD MTR advertising Media owner JCDecaux Transport Campaign ECCO – Virtual Fitting Journey

36 M AR K ET I N G H O N G K O N G SEP TEMBER 201 6

BRONZE Creative Flagship Shelter Media owner JCDecaux Cityscape Campaign Sony TV Giveaway Challenge at Bus Shelter

WWW. MARK E TING-IN TE RAC TI VE . C OM

BEST ONLINE COMMUNITY PLATFORM SILVER ELLE Insider Media owner SCMP Hearst Hong Kong

BRONZE

GOLD

Discuss Ladies

U Magazine

Media owner Networld Technology

Media owner Hong Kong Economic Times

BEST ACQUISITION STRATEGY SILVER U Magazine Media owner Hong Kong Economic Times

BRONZE

GOLD

Weekend Weekly (weekendhk.com)

New Monday (nmplus.hk)

Media owner New Media Group Media owner New Media Group

BEST SPONSORSHIP CAMPAIGN

GOLD South China Morning Post Media owner South China Morning Post Publishers – Marketing Solutions Campaign UnionPay Chill Out Your Way Campaign

WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

SILVER Yahoo Education Media owner Yahoo Hong Kong Campaign The LEGO Group – Building Playground

BRONZE NM+ x G-SHOCK Let’s Run 2015 Media owner NM+ Campaign NM+ x G-SHOCK Let’s Run 2015

BRONZE U Magazine Media owner Hong Kong Economic Times Campaign BOC Credit Card x U Favourite Food Awards 2015 – Title Sponsor & Merchant Liaison Program

S E PTEE MB E R 2 016 MARK EETING TING HON H ON G KON KO N G 37

MTR advertising, owned by JCDecaux Transport, was named Media Brand of the Year after snagging four gold awards for Best Outdoor Innovation, Most Innovative Technology, Best Media Campaign – Experiential and Best Media Campaign – Out-of-Home. Together with one silver award in Best Media Campaign – Out-of-Home, and two bronze awards in Best Outdoor Innovation and Best Media Campaign – Experiential, it gained the highest number of points across all categories. JCDecaux Transport clinched these accolades for various campaigns with its clients, ECCO, HKTVmall and PANDORA. MTR, as the highest traffic means of transportation in Hong Kong, which carries more than 4.8 million passengers every day, its billboards are a valuable outdoor advertising channel. Yet, with more passengers tending to bury their heads in their smartphones, challenges to attract eyeballs abound. But the agency nailed it with cuttingedge technology such as augmented reality (AR) and QR codes to bring an innovative and interactive format of advertising to life, enhancing the experience and drawing much interest from passers-by. One innovative example was ECCO’s campaign “Virtual Fitting Journey” which secured the company four gold. 38 M A R K ET I N G H O N G K O N G SEP TEMBER 201 6

The exhibition site of MTR Causeway Bay Station was geared up with a virtual fitting digital installation, allowing passers-by to try on the virtual ECCO shoes and bags in front of a giant TV interface. Within three weeks, more than 3,000 visitors had tried on the shoes and bags, with many converted into traffic in the retail shop. As for the initiative launched for PANDORA – “Hear My Love” campaign, more than 7,000 were engaged in a month at the exhibition site as visitors were eager to hear the heartfelt Christmas greetings on the headphones via QR codes from their friends. HKTVmall’s massive takeover of the MTR last August was also a perfect showcase of why media placement is just as important as the creative component with the geographically varied “HKTVmall Summer Giveaway” billboards. “We are very grateful to receive such notable honours in recognition of our ongoing achievements in the fast-evolving advertising industry,” said Shirley Chan, managing director of JCDecaux Transport. “As O2O is the growing marketing trend, JCDecaux Transport has been continuously developing feasible and viable solutions aiming to integrate OOH with online platforms and facilitate more successful advertising campaigns. The award of Media Brand of the Year motivates us to continue to build on our successes to develop innovative solutions to our advertisers.”

⇞᪓ᖪᶊ₅ጄᛵᵁ✷⇚ᓯፍᓕᑋᆋ᲌ᗏ፮Ꮚ⇚ᓯᲐ 㜿ӂҷӁ㢏ℂ␄㜿䭠㐏㍘䚷ӂҷӁ㢏ℂⰡ汣ⴲ≂榔䡽ʠ 汣毦䍮摆ӂ╙Ӂ㢏ℂⰡ汣ⴲ≂榔䡽ʠ㏅⪥ひ◙ӂ⡪↚ 仓⎴庞ㄦ捠䓝虖⢷Ӂ㢏ℂⰡ汣ⴲ≂榔䡽ʠ㏅⪥ひ◙ӂ 仓⎴庞ㄦ搏䓝虖⁴╙⢷Ӂ㢏ℂ㏅⪥ひ◙␄㜿ӂ╙Ӂ㢏 ℂⰡ汣ⴲ≂榔䡽ʠ汣毦䍮摆ӂ⋸↚仓⎴庞ㄦ搔䓝虇 ⁴㢏汧俌ㄦ⎕㬽䠊Ӂ〃〵㢏ℂⰡ汣♐䏛⪶䓝ӂⶅ〶Ҹ ㅆ汧帬䠊㌠坘䉉ECCOҷHKTVmall╙Pandora 䳘ⴱ㏅媌⃫䠓▓↚㔷ひ榔䡽军⑖⫹憨‪䓝榔Ҹ ⃫䉉欨㾾懚惇捞㢏汧䠓″憩⽴⌆虇㾾旄㵞⪸㔴悘弔懝 480喻⁉㲰虇ℎ㾾旄䠓ひ◙䏛㎟䉉䈨㏚╾䍀䠓㏅⪥ひ◙。╿Ҹ䋅军虇㊗ℕ㊗⪩ῧⴱ㎟䉉Ӂ⃝榼㝞ӂ虇⬑⃤◇イ⁥↠䠓䣋䖒㎟䉉ᾏ⪶㒠㎿Ҹ 封⁲䖕⋻▇懚䚷ⶥ䱾㐏姢虇⬑㚃⨭⵵⨒) AR)╙ QR䩋虇ⶖ␄㜿╙‡⑤䠓ひ◙ヱゞ夜⋴䚮㻊虇㕟ⓖ汣毦虇㎟␮◇イῧⴱ䠓杫㹷Ҹ ⌅ᾼᾏ↚␄㜿䠓ℚⳟ㞾 ECCO䠓Ӂ埪㙻寵怺Ὶ 㝔ӂ㔷ひ㻊⑤虇封㻊⑤▛㟑䉉ㅆ汧帬䠊㎟␮㗧ㄦ⡪ 捠Ҹ宼㝋㾾旄搔昋䇲䱨䠓ⷤ孌㚳⃜ⴘ婬ᾏ↚埪㙻㜇䩋寵怺婬僽虇崢伢懝䠓ῧⴱ╾⁴⢷⽷⤚梊嬥ⷞ⿤⏜ 㮰㙻寵䰎㏃ECCO䠓椚ⷴ╙㏚娚Ҹ㻊⑤⢷ᾘ㞮㢮⋶ ◇イ⎿3,000⪩▜ῧⴱ╒厖虇᾵⿅⑤梅⚽〦䠓⁉㻐Ҹ 厂㝋Pandora䠓ӁHear My Loveӂ㔷ひ㻊⑤虇㝋ᾏ↚㢗⋶◇イ弔懝7,000⁉䔖⋗⢷ⷤ孌㚳⃜虇憞懝 QR䩋凂㯮凕刌⁥↠㢚╚䠓䰸ㅒ凥尤䫬䬞Ҹ HK T Vmall╊ 〃 ⋺ 㢗䠓 ⪶ ⤚ 㾾旄ひ ◙ ӁHKTVmallⓏⓏ⪶憐䬽ӂ虇㝋▓Ⓩ㾾旄䱨⎙䠊ᾜ▛ 䠓ひ◙䏛虇ⴛ儝ⷤ䫉Ⱑ汣僽⋴彮␄㊞ᾏ㮲捜嬐Ҹ ㅆ汧帬䠊嗲‚俌伢䖕栂瀦▪尹處Ӂ㎠↠棭⿇㊮岬 Ὴ愵✽⃜■㎠↠榡店憨↚㬽崌虇⁴姷㕩㎠↠⢷ㆴ憮䠋ⷤ䠓ひ◙㫼ᾼᾜ㝆╥ㄦ䠓㎟ⷀҸӂ ⬈婫⋔處Ӂ样嗦O2O㎟䉉ᾜ㝆⨭朆䠓⾑⧃強⑱虇 ㅆ汧帬䠊㢒ᾜ㝆䦣䠋悤沕╾姛䠓孲㸉㝈㧗虇ⶖ㏅⪥ ひ◙厖佁仰。╿䢇仟▗虇᾵媌⃫㢃㎟␮䠓ひ◙㻊⑤Ҹ Ӄ〃〵㢏ℂⰡ汣♐䏛⪶䓝ӄ炢⒄㎠↠個倛␹␪虇䉉㎠ ↠䠓ひ◙ⴱ㏅㏢憯㢃㎟␮䠓␄㜿孲㸉㝈㧗Ҹӂ WWW. MARK E TING-IN TE RAC TI VE . C OM

BRINGS

APS guarantees QUALITY products with hight perceived value. Your ADVANCED personalized solutions.

LIFE

ASIA PREMIUM SOLUTIONS LTD.

Asia Premium Solutions Limited 13/F Asia One Tower, 8 Fung Yip Street, 6 MA RK ET I NG H O NG K O NG F E BRUARY 2 0 1 6 Chai Wan, Hong Kong

T : +852 2889 2385 F : +852 2889 3837 E : contact@asiapremium.com.hk

aps.asiaone

www.asiapremium.com.hk

WWW. MARK ETIN G- INT ER A CT I V E.COM "A member of Asia One Communications Group"

New Media Group (NMG) won the coveted title of Media Owner of the Year at the Spark Awards for the third consecutive year. Amid the fast-evolving and competitive media industry in Hong Kong, this was no easy task. The big winner secured a record seven gold, three silver and six bronze awards. The company’s newly launched digital media content unit, Cap TV, and its new lifestyle website Sizz.hk snatched both bronze and gold for the Launch/Relaunch category, while Weekend Weekly clinched awards for Best Engagement Strategy, Best Use of Content and Best Acquisition Strategy. NMG was also crowned for the Fast Growth Award, Best Media Campaign Digital, Best Sponsorship Campaign and more. Shirley Hughes, chief executive officer of New Media Group, said the recognition indicated the group was on the right track in transforming from solely a traditional print media to a multi-platform publisher with a sound influence in the digital arena. “The win is no doubt a huge pat on our shoulders. At the same time, pioneer marketers are trusting our expertise to work as close partners in their campaigns. The 40 M A R K ET I N G H O N G K O NG SEP TEMBER 201 6

awards have given them a big applause which they totally deserve,” she said. The team is making sweeping gains by tapping into a digital mindset, a strategy it has pursued in recent years. It has shown a quick response in making efforts to offer all-round services for its clients and readers via different channels and platforms, both in print and on social or digital media channels. From mobile websites, Facebook and Instagram feeds, YouTube videos and SEO designs to a wide range of offline promotion channels such as magazines, posters and big engaging campaigns, the diversity of platforms attract clients from all sectors, for example with its clients, The Pulse and LeTV. Leveraging different creative strategies such as producing viral videos to catch eyeballs of audiences, outdoor campaigns to drive traffi c to the digital platforms, and even responding to online comments to increase engaging conversation levels on content creation, the team has made its voice even more potent. As the media ecosystem continues to be more holistic, a strategy such as this will ensure clients stay engaged and the media remains a profi table and sustainable business.

ỉṞ᳂ṇ‼᱕✟ጃᑧ₎⒫ᆋᑧឯ᲌ᗏ᳂➳⍶ₐጙ 䓝ӂ虇⢷欨㾾憨↚ㆴ憮䠋ⷤҷ䲅䎼䅏䉗䠓Ⱑ汣姛㫼 ᾼ虇㞾ᾏ↚―ᾜ弆䠓㎟ⷀҸ 憨↚⪶庞ⵅ⌀庞ㄦᾒ捠ҷᾘ搏ҷ⋼搔Ҹ封⋻▇ 㢏㜿㔷⎉䠓㜇䩋Ⱑ汣⋶ⵈ。╿ Cap TV虇⁴╙⌅㢏㜿䚮㻊佁䱨 Sizz.hk⎕⎴⒔愵Ӂ㢏ℂᾙ⾑虊捜㜿ᾙ⾑ⴲ ≂ӂ仓⎴䠓搔䓝╙捠䓝虇军ҿ㜿⇖㢮Ӏ‵庞ㄦӁ㢏ℂ 凾俺䳥䛴ӂҷӁ㢏ℂ⋶ⵈ㍘䚷ӂ╙Ӂ㢏ℂⴲ≂䳥䛴ӂ ⪶䓝Ҹ㳳⪥虇㜿≂Ⱑ‵⑖⫹Ӂ㢏ℂㅺ憮⨭朆Ⱑ汣㯮㭚ӂҷӁ㢏ℂⰡ汣ⴲ≂榔䡽ʠ㜇䩋ӂҷӁ㢏ℂ♐䏛庙 ␸ⴲ≂榔䡽ӂ䳘⪩↚䓝榔Ҹ 㜿≂Ⱑ桕⢧姛㛎俌婐寀⃸㜾姷䫉虇䓝榔⁲姷嗦 ⌅⋻▇從ᾙ―㳲䩉䠓惘⤚懢彾虇ㄭᾏⵅ✽亣䠓≂伀亨Ⱑ虇䂣崙㎟䉉ᾏ↚⢷㜇䩋榧⥮⌆㢘捜嬐㄀榎␪䠓 ⪩。╿⎉䏗⛕Ҹ ⬈尹處Ӂ憨⧃⑬⎸䊰䜠㞾⶜㎠↠䠓ᾏ⪶炢⒄虇厖㳳▛㟑虇廿⢷㢏⏜䠓⾑⧃㔷ひ⁉♰ⅰ₊㎠↠䠓⶗ 㫼䥴峧虇戇㙖彮㎠↠▗⃫㔷姛ⴲ≂ₐ␒虇憨‪䓝榔 ‵仵‗⁥↠㍘ㄦ䠓尜▛Ҹӂ 封⢧栙㌠坘慠〃䠓㜇䩋惘⤚ ╙⎉吁䳥䛴虇㯺㔒⪩↚䓝榔Ҹ⁥↠⡯㍘㟑⑱⃫⎉慔憮䠓╜㍘虇憞懝 ᾜ▛䠓㾯懢╙。╿虇⒔㑻。棱ҷ䫍″╙㜇䩋Ⱑ汣槊懢虇䉉ⴱ㏅╙崏冔㕟K⋷㝈⃜䠓㢜⑨Ҹ ㄭ㏚㯮佁䱨ҷ Fac e b o o k ╙ Instagra m 䠋㜖ҷYouTube㄀䏖╙㖫亱イ㙝⊹⒥宼宗ҷ⁴厂ひ㹪䠓佩ᾚ㔷ひ㾯懢虇⬑桫尛ҷ㼆⧀╙⪶⤚㻊⑤虇⪩⋒ ⒥䠓。╿◇イℕ卹▓姛▓㫼ⴱ㏅虇⒔㑻The Pulse╙ 㮑嬥Ҹ 憞懝✓䚷ᾜ▛䠓␄㊞䳥䛴虇⬑媌⃫䝔㵡ゞ㄀䏖 ⁴◇イ孏䣍䣋䖒ҷ㏅⪥ⴲ≂㻊⑤⁴⨭␯㜇䩋。╿㻐捞ҷ䚩厂㞾⡭㍘佁ᾙ㊞嬚⁴㕟ⓖ⋶ⵈ␄⃫㝈棱䠓⶜ 尀虇⢧栙⾁ら䱚弆㢃テ⪶䠓㄀榎␪Ҹ 样嗦Ⱑ汣䚮㋚亊伀個倛崙ㄦ㢃⋷棱虇憨䮽䳥䛴 ⶖ䩉Ⅼⴱ㏅厖㟑᾵懁虇᾵ℎⰡ汣姛㫼個倛㎟䉉ᾏ↚ 㢘⎸╾⢥╙╾㒐倛䠋ⷤ䠓姛㫼Ҹ WWW. MARK E TING-IN TE RAC TI VE . C OM

The Spark Awards 2016 DATE: 10 August, 2016 VENUE: The Mira Hong Kong Celebrating solutions across all of todayâ&#x20AC;&#x2122;s vital media mix, a trophy won at the Spark Awards is a powerful indicator as a trustworthy and effective partner in Hong Kong.

WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

S E PTE MB E R 2 016 MARK E TING HON G KON G 41

結語

LAST WORD

42 M A R K ET I N G H O N G K O NG SEP TEMBER 201 6

WWW. MARK E TING-IN TE RAC TI VE . C OM

結語

LAST WORD

In recent months it has been suggested that Hong Kong is losing its competitive edge as a result of Beijing’s increasing influence over the city, along with the rampant growth of competitor markets such as Singapore. In the face of this criticism, the recent Brexit decision could provide the platform the SAR needs to regain its mojo. First, it should be said there are currently far more unknowns than knowns, and the process is fluid enough to be mired in almost complete uncertainty. The situation is evolving by the day, as evidenced by the upheaval around the globe across financial markets, political parties and social strata. But one of the few areas of consensus seems to be that the UK creative industries are set to suffer their worst setback in generations. In the short to medium-term, this presents a unique, once-in-a-lifetime opportunity for Hong Kong to cement its role as a key regional player again. The city’s burgeoning start-up scene will see a host of new entrants enticed by favourable breaks, a wealth of local talent, and access to opportunities across SE Asia. That trend has been promised for some time, but the uncertainties in London could trigger a deluge of innovations – and capital – into Hong Kong. Finance hubs, already a deep part of the business fabric of Hong Kong, are likely to rally around the city’s stability, potentially providing a much-needed boost to the lauded (but so far underwhelming) stock connections between the city and the Mainland. As Mainland growth continues to look shaky, expect to see other financial brands investing and building in Hong Kong. Multinational brands are already eyeing up new markets, with everyone from Vodafone to Siemens warning of inevitable change. The unofficial word is that brands from every industry are considering the relocation of HQs and creative hubs.

By Nick Thorpe Content director at Text100 Hong Kong

WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

What does this mean for marketers in Hong Kong? As Martin Sorrell, chief executive of WPP, recently said: “This is going to be very painful, but the turmoil does bring opportunities.” My peers across advertising, marketing, design and digital are all reporting that client planning around FY17 is focusing on diverting budgets (and, in some cases, talent) away from Europe to Asia, where the market is perceived to be both stable and growing. Campaigns will continue in Europe, of course, but there has rarely been a better time to pivot elements of your strategy and use of resources to focus on your audiences across SE Asia. The creative industries are thriving across the SAR, Singapore and beyond, and the palpable optimism in the marketing air should make any team salivate at the opportunities. In-house marketers in Hong Kong should use this opportunity to be both brave and innovative. Resurrect that idea that was shouted down by London. Initiate that online campaign that never quite made the budget. Explore new channels, target new audiences. For agency teams, this is the time to show your creativity and dynamism. Counsel your clients on the opportunity, and build campaigns that push the envelope further than before. Recruiters are already reporting an uptick in enquiries from British marketers looking to relocate. While there’s no shortage of home-grown talent in Hong Kong and throughout Asia, as in any market, gaps do exist. Marketers now have the rare chance to cherry pick from new candidates to strengthen their teams and even add new skill sets. With planning well underway for 2017 campaigns, the time to act is now. Europe’s instability could be a boon for Hong Kong, but only if agencies, brands and organisations across the city rally themselves to take advantage of this unique opportunity.

ᜬ፸ᅗ␣ᷕᎫᗋ៝ᙐ⁝ᣍᵁᛵ⇝❀ዾጰ╴↾ᎧᅗᎧ ᾙ棱⶜㜿␯⣰䳘䲅䎼⾑⧃㝴䡙⩾⪶虇ㄗ⪩⁉㒖欨㾾㳲憟䃇⫀╊⌅䲅䎼⊹⑱Ҹ棱⶜憨‪㐈寤虇咀⢚劺㳟 ╾劌崢欨㾾捜㒍⋘䘿Ҹ 欥⋗虇䡽⏜⾑㹐⳧⢷⪹⪩䠓㢹䥴㜇虇⏜彾咺咺虇㵞⪸抌㢘㜿䠋ⷤ虇㢏㞝槾䠓㞾ᾥ䛛▓⢿䠓捠夜⾑ ⧃ҷ㛎㹊灷㻍╙䫍㢒栝ⷳ抌⋔䂎⑤䡹Ҹ 军╾榟嬚䠓㞾虇咀⢚␄㊞䚱㫼⃋῝ⶖ伢㴆」↚ ᾥ⁲⁴ℕ㢏⡃⺊䠓㏢㙙Ҹⷀᾼ䥼㢮军宏虇憨⷏棱䉉欨㾾椞⢉⌅捜嬐⢿Ⓩ㮭亟䠓⢿⃜虇㕟Kᾏ↚ⓒ悘桲憱䠓䓷䐈㯮懖Ҹ ㌠坘⊹㉯䮔䔖ҷ⪶捞㢻⢿⁉㏜ҷ╙⃫䉉憩ㄏ㤀 ⓦ‭⢿Ⓩ䠓朏㏅虇欨㾾噻⑒䠋ⷤ䠓⎬␄ₐ㫼䘿⨒ⶖ 慝ℕ㢃⪩㜿㎟♰Ҹ憨強⑱⾁⎉䖍―ᾏ㵄㟑朢虇⃕↺ 㛵䠓⾑⧃㹱⑤╾劌㢒◇イ␄㜿ₐ㫼墑㙐军厂虇比ℎ 幖捠㻐⋴欨㾾Ҹ 欨㾾朆῔⁴ℕ⃫䉉捠夜ᾼㅒ虇㢘⎸⾑⧃䯸⴩䠋 ⷤ虇䠋㕽ᾼ㾾到䫷⾑⧃‡憩䠓⊹⑱Ҹ样嗦⋶⢿伢䅮 ⨭朆㒐倛㛍佸虇ⶖ㢘㢃⪩捠夜♐䏛ⶖ幖捠╙䠋ⷤ捜 ㅒ惘䮊厂欨㾾Ҹ 彷⢚♐䏛⾁伢ⶖ䡽⋘㐤■㜿⾑⧃虇⶞厂↚⁉虇⪶ 厂 Vodafone⁴厂嬎朏ⳟ䳘♐䏛抌䊰㹤㐦姰憨↚強 ⑱虇」῝㵞ᾏ↚姛㫼䠓♐䏛抌⢷冒㋽䉉俌扷╙␄㊞ ᾼㅒ捜㜿戇⣏Ҹ 军劺㳟⶜㢻⢿䠓⾑⧃㔷ひ⁉♰㢘⃤㄀榎虚尯⬑ WPP桕⢧姛㛎俌婐Martin Sorrell尹懢處Ӂ憨ⶖ㞾棭⿇䝪呵虇⃕劺㳟⿅ℕ䠓梖䡹⴩㢒⿅ℕ㯮懖Ҹӂ ひ◙ҷ⾑⧃㔷ひҷ宼宗╙㜇䩋榧⥮䠓▛㫼⣖姷䫉虇ⴱ㏅䉉 2017帰㛎〃〵懁姛嬞␒㟑虇抌桕ᾼⶖ榟䴦虃䚩厂⁉㏜虄ㄭ㳟㻁惘䮊⎿ヱ⑱悒䯸⴩╙⨭朆悒 ㅺ䠓‭㻁⾑⧃Ҹ 䜅䋅虇♐䏛個倛㢒⢷㳟㻁㔷⎉ひ◙㻊⑤虇⃕䖍㟑㞾㛈崙䳥䛴ҷⶖ幖䀟䤓䀥㤀ⓦ‭⢿Ⓩ╦䣍䠓㢏ℂ 㟑㯮Ҹ␄㊞䚱㫼⢷欨㾾ҷ㜿␯⣰䳘⢿䠓䠋ⷤᾏ㤬䓷䭏虇⶜䍮摆⾑⧃䘿⨒䠓㮑孏㶲㶪虇⁳₊⃤ᾏ㚾⢧栙抌埝嬥䢗䢗Ҹ 欨㾾ₐ㫼䠓⋶扷⾑⧃㔷ひ⁉♰㍘⬌⬌㐙㕰憨 ↚㯮㢒虇⑖㝋␄㜿虇捜㒾⁴ㄏ娺⩢↡↺㛵䠓孏ㆄ虇朚 ⷤᾏ■∨╦ㆌ嬥䠓佁ᾙ㔷ひ㻊⑤虇䠋㔧㜿㾯懢╙䤓䀥㜿╦䣍䳘Ҹ⶜ひ◙⁲䖕⢧栙军宏虇䖍㟑㞾㟑↨ⷤ 䖍⃯䠓␄㊞╙㻊␪虇■ⴱ㏅杰慿憨㲰㯮懖虇᾵ᾜ㝆㏢䧃㔷ひ㻊⑤䠓䛛柟Ҹ 㑪凧⁉♰姷䫉⾁憟䃇㛅⎿咀⢚⾑⧃㔷ひ⁉♰㢘㊞⶚㐍㼆⪥分⃜䠓㥴寱虇⊧䴰彮⌅⁥⾑⧃ᾏ㮲虇欨㾾╙㜃↚‭㻁⾑⧃ᾜ῞㢻⢮⁉㏜虇⃕䜅ᾼ⁜䩉⵵⳧ ⢷⽽彬Ҹ⾑⧃㔷ひ⁉♰桲ㄦ㢘㯮㢒╾⁴㒠戇㜿姏虇 ␯テ⢧栙⵵␪虇䚩厂䔁╥㜿㐏劌Ҹ 样嗦2017〃⾑⧃㔷ひ嬞␒懁姛ㄦ⬑䇺⬑唋虇䖍 ⢷㍘╙㟑㔰╥姛⑤Ҹ㳟㻁⾑⧃ᾜ䯸⶜欨㾾㞾▵ᾏ↚ 䬞概虇ⷀ嬥῝欨㾾䠓ひ◙⁲䖕⋻▇ҷ♐䏛╙ₐ㫼劌 ▵⬌⬌㐙㕰憨↚䓷䐈㯮懖Ҹ S E PTE MB E R 2 016 MARK E TING HON G KON G 43

職埸

CAREERS

JOB SHUFFLE ⁉‚崙⑤

IPG MEDIABRANDS APPOINTS NEW CEO IPG䡮ⓩ₊☌㜿欨㾾姛㛎俌婐 Kasper Aakerlund has taken on the role of CEO of IPG Mediabrands Hong Kong, succeeding managing director Lilian Leong who stepped down for 9gag. He will lead its overall business strategy and operations, while driving the growth of its diversifi ed services. He will start his new assignment with the agency mid-September. Before his appointment, he was COO and CDIO of GroupM Vietnam and Indonesia, where he oversaw two of the fastest growing global markets. Kasper Aakerlund⾁㳲ゞ⎉₊IPG䡮ⓩ欨㾾姛㛎俌婐ᾏ分虇⁴㔴㢎惘㐤 9gag 䠓嗲‚俌伢䖕㨐呆哄Ҹ⁥ⶖ⿅榧封⋻▇䠓㜃汣㫼⑨䳥䛴╙䍮懚虇▛㟑⿅⑤⌅⪩⋒⒥㫼⑨䠓⨭朆虇᾵㝋Ῥ㢗ᾼ㳲ゞⷴ㜿Ҹ ␯⋴IPG䡮ⓩῚ⏜虇Aakerlund㙣₊儳戠弙ⓦ╙⓿ ⷋ䠓COO╙CDIO虇帯帻䴰䖕憨⋸↚⋷䖒⨭朆㢏ㅺ 䠓⾑⧃㫼⑨Ҹ

The former managing director of Lion & Lion Hong Kong, Johnny Ng, joins King Content as general manager of its Hong Kong offi ce. He has more than 15 years of experience in digital organisations across the world. He has worked with companies such as P&G, Pernod Ricard, FWD, Moët Hennessy, Philip Morris, British American Tobacco, Mercedes-Benz and The Peninsula Hotels.

National Australia Bank (NAB) appointed Michelle Toy as head of marketing and corporate affairs for its international branches. She will oversee the marketing and corporate affairs team based in Hong Kong, Singapore, Japan and Australia, with overall responsibility of the NAB international branches in Hong Kong, China, Singapore, Japan, India, UK and the US as well as representative offices in Vietnam and Indonesia.

Lion & Lion Hong Kong⏜嗲‚俌伢䖕Johnny Ng ␯⋴King Content虇⎉₊欨㾾愵‚埤俌伢䖕ҸNg ⢷ ᾥ䛛▓⢿ᾜ▛㜇䩋⋻▇㙐㢘弔懝15 〃䠓伢毦虇㢍㛗 ␪ⶅ䃣ҷⅬ㮑␪␯ҷⵛ姪ҷ拸㈔恡ⷋ寸ҷPhilip! Morrisҷ咀儝䋨哘⋻▇ҷ。㹊㸌恙╙ⓙ⺅拡〦Ҹ

䅂㻁⢚㶠搏姛₊☌ Michell Toy 䉉⌅⢚株⎕姛⾑ ⧃㔷ひ╙ₐ㫼‚⑨Ὴ䴰Ҹ⬈ⶖ帯帻䡲䴰欨㾾ҷ㜿␯ ⣰ҷ㝴㢻╙䅂㻁䠓⾑⧃㔷ひ╙ₐ㫼‚⑨⢧栙虇᾵帯帻䅂㻁⢚㶠搏姛⢷欨㾾ҷᾼ⢚ҷ㜿␯⣰ҷ㝴㢻ҷ⓿ 〵ҷ咀⢚ҷ儝⢚䠓⢚株⎕姛ҷ⁴╙弙ⓦ╙⓿ⷋ⁲姷埤䠓㜃汣㫼⑨Ҹ

Google appointed Leonie as managing Valentine director for sales and operations in Hong Kong. With more than 20 years of sales and marketing experience under her belt, she has served as director of customer experience for Asia Pacific at Google for the past two years. Before joining Google, she was executive vice-president for customer service and operations at CSL Limited. Google ₊☌Leonie Valentine䉉欨㾾摆⚽╙䍮懚俌伢䖕Ҹ⬈㙐㢘 20 ⪩〃摆⚽╙⾑⧃㔷ひ伢毦虇⢷ 懝╊⋸〃㢍㙣₊ Google‭⪹Ⓩⴱ㏅汣毦俌䡲Ҹ␯ ⋴Google⏜虇Valentine 㞾欨㾾䮊⑤憩宙㢘柟⋻▇ ⴱ㏅㢜⑨╙䍮懚⦆姛⏾俌婐Ҹ

Long-standing group director of group marketing and events Michael Chu is set to depart the South China Morning Post after six years with the company. He will be moving out of marketing and media into another field and the company is currently searching for his replacement.

Convoy Financial has appointed Daniel Chong, the former chief executive officer of department store chain YATA, as chief executive officer. In his new role, he will manage all departments of the company, including the branches of asset management, property consultancy, lending and independent wealth advisory. He said he had received a lot of job invitations since his retirement, but was especially fond of Convoy’s chairman Quincy Wong, so agreed to the offer. うⴞ䖕帰₊☌ᾏ䚿䠍帷⏜姛㛎俌婐唙⇘ㅯ䉉姛㛎俌婐Ҹ⢷⌅㜿分⃜ᾙ虇唙⇘ㅯⶖ帯帻䴰䖕封⋻▇䠓㏏㢘扷朏虇⒔㑻幖䚱䴰䖕ҷ䏸㫼槶⛞ҷ幇㳍╙䓷䱚䖕帰槶⛞⎕㚾㯮㭚Ҹ唙⇘ㅯ姷䫉虇⁥憏₠ㄛ㛅⎿ㄗ ⪩⽴⃫戏屚虇⃕⁥䐈⎴✫㳰うⴞ桕⢧Ὴ⾼䔚⎸㶠虇㏏⁴▛㊞㔴₊㳳分⃜Ҹ

㛗␪ⓦ啾㝸⧀桕⢧⋼〃䠓幖㾀桕⢧⾑⧃㔷ひ╙㻊 ⑤俌䡲Michael Chu 桱分虇ⶖ桱朚⾑⧃㔷ひ╙Ⱑ 汣姛㫼虇惘㐤╵ᾏ䠋ⷤ榧⥮Ҹ封⋻▇䡽⏜㳲⶚㐍⌅ 㔴₊⁉戇Ҹ

ON THE MOVE? LET US KNOW! INTIT@MARKETING-INTERACTIVE.COM

44 M AR K ET I N G H O N G K O N G SEP TEMBER 201 6

WWW. MARK E TING-IN TE RAC TI VE . C OM

CASE STUDY SPECIAL 2016

Lighthouse Events, the events management division of Lighthouse Independent Media, has been bringing Lighthouse’s conferences, awards shows and internal meetings to life since 2006 - over 40 events annually in multiple formats through numerous markets across Asia. Staffed by a team of experienced and dedicated event professionals, Lighthouse Events is commited to understanding and delivering its clients’ strategic objectives. Lighthouse Events has the expertise and experience to conceptualise and manage any customised event, making sure its clients’goals are met on every occasion. Call us if you need a partner for:• Venue Sourcing • Destination Management • Event Conceptualization • Supplier Management

• Registration Services • Branding & Graphic Design • Event Production/Logistics Support

WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

FE B RU ARY 2 016 MARK E TING HONG KON G 2 5