Marketing magazine Hong Kong, September 2019 by Marketing Magazine Group

Contents SEPTEMBER 2019

Editorial Rick Boost, Editor Simon Yuen, Senior Journalist Sharon Kwok, Journalist Tracy Chan, Bilingual Sub Editor James Foster, Sub Editor

Advertising Sales Karen Yung, Sales Director Alvis Ng, Senior Account Manager Sandra Lui, Senior Account Manager

Editor’s Letter

編者的話 4

Briefing

簡報 Circulation Deborah Quek, Circulation Manager

12 Ad Watch

Your one and only? The challenges of maintaining customer loyalty amid endless brand choices.

情有獨鍾？在無窮無盡的品牌選擇中保持客戶忠誠度的挑戰

廣告點評 Marketing Cyrus Ching, Marketing Executive

20 Snapped

營銷活動花絮

Event Production Selina Kwok, Senior Event Producer Venus Cheung, Event Producer

48 Job Shuffle

人事變動 Event Services Melissa Tam, Senior Event Manager Sharon Chu, Senior Event Executive Fiona Ng, Event Executive Event Delegate Sales Nicholas Lam, Senior Project Executive Gloria Yam, Senior Project Executive Gigi Ip, Project Executive Management Vivien Peters, Publisher

Master Report: Clienteling: Redefining the future of the instore customer brand experience.

顧客服務解決方案 — 重新定義店內顧客品牌體驗的未來

Master Report: Smart, engaging, and intelligent OOH.

香港國際機場的睿智、互動，智能戶外廣告

For advertising enquiries Karen Yung, Sales Director kareny@marketing-interactive.com To get in touch with our editorial team editorialhk@marketing-interactive.com

Lighthouse Independent Media Ltd. Printed in Hong Kong by Asia One Printing Ltd. 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 Unit B-D, 16/F, Yardley Commercial Building, 3 Connaught Road West, Sheung Wan, 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 magazine, go to: www.marketing-interactive.com

Spark Awards 2019. 香港卓越傳媒大獎 2019

Master Report: Data analysis plus creativity equals real precision.

數據分析加上創意等於真正精準

SCAN TO SUBSCRIBE

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編者的話

EDS LETTER

YOU DON’T OWN ME 你不擁有我 When any company talks about its “loyal customers”, you cannot deny that there is an element of cringe to that statement. For myself, it conjures up the image of a grumpy owner of a musty corner shop. There’s a weird sense of self-declared selfimportance to the phrase; an uncomfortable hint that those customers somehow “belong” to the brand, and that if they go elsewhere they’ve been stolen or are disloyal. People are loyal to causes, to nations, and to loved ones. But “loyalty” to a type of dish soap? That’s just madness isn’t it? Of course, I’m being slightly obtuse. We know consumers do find brands they stick to and even praise in the company of others, and without a better alternative word on hand, loyalty stuck. It’s still a misnomer because loyalty comes with a sense of responsibility, of something owed by either party in the relationship. But the reality is that consumers don’t owe brands a thing. They can switch between brands as they see fit. Yet, brands have desperately tried to hold onto consumers by sticking to the same old techniques of declaring their superiority from the rooftops or straight up bribing shoppers. These methods can indeed pay off, but in a modern environment where access to any product or service, with comparisons between them available at your fingertips, it’s simply not good enough. Real connections are required. In this issue, Simon Yuen takes a look at techniques to maintain customer loyalty, and how methods have evolved beyond cheeky schemes. And, on the subject of innovation, we have not one, not two, but three Master Reports in this issue, from JCDecaux, New iMedia, and XGATE. All three have presented examples of work that show off the power of connecting with consumers through better data and new technology. We also have our coverage of the 2019 Spark Awards, where media brands that demonstrated excellence won big. Oh, and finally, there’s our regular sections. There’s Briefing, Ad Watch, Snapped, and Job Shuffle. But you’d know all that because you’re a loyal reader. Right?

任何企業談及其「忠實顧客」時，該聲明無可否認有點令人難為情，我會聯想到一位脾氣暴躁的街角發霉商店老闆形象。這個詞語有一種奇怪的自我宣揚的自負感覺，有一種那些顧客某程度上是「屬於」該品牌的不舒服暗示，如果那些顧客選擇其他品牌，就是被撬走或者是不忠誠。人們忠於事業、忠於國家、忠於摯愛，但對一款洗碗皂「忠誠」？豈不是荒謬？當然，我有點遲鈍。消費者的確有自己堅持使用的品牌，甚至與其他人一同對品牌讚不絕口，如果沒有更好的選擇，忠誠度會一直維持。但這個名稱仍然用詞不當，因為忠誠度伴隨著責任感、以及在關係中其中一方欠了另一方。但現實是，消費者不欠品牌甚麼，他們可以根據自己的需要隨意選擇不同品牌。然而，品牌仍執意嘗試通過宣稱自己高人一等的優越性，或直接賄賂消費者這些舊技倆來抓住消費者。這些方法確實有成效，但在現代化的環境中，消費者只需動動指頭便可瀏覽任何產品或服務，並可從中比較，要留住消費者不能單靠這些方法，而是需要真正的聯繫。今期雜誌中，Simon Yuen探討保持客戶忠誠度的技巧，以及這些方法如何超越嬉皮笑臉的方式。而在創新方面，今期雜誌不只有一篇、兩篇、而是有三篇由德高貝登、New iMedia及XGATE提供的「Master Report」，三篇文章均展示通過更好的數據及新科技聯繫消費者的例子。今期還有「香港卓越傳媒大獎2019」的報導，其中表現卓越的媒體品牌贏得大獎。噢，最後，還有我們的常設欄目：簡報、廣告點評、營銷活動花絮、人事變動，這些您都知道，因為您是一位忠實讀者，對嗎？

Rick Boost Editor

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BRANDED CONTENT

ORIENTAL WATCH SHA TIN TROPHY GENTLEMEN’S BOW TIE RACEDAY 2019 IS SET TO DISPLAY HONG KONG CHIC 2019東方表行沙田錦標「時尚煲呔賽馬日」將展示香港時尚潮流

The Oriental Watch Sha Tin Trophy Gentlemen’s Bow Tie Raceday is making a glamorous return in 2019 with a comprehensive campaign under the theme, “There is a Gentleman in Every Man.” This year marks the eighth time Oriental Watch Company has been the event’s title sponsor, once again joining hands with The Hong Kong Jockey Club (HKJC) to present the festivities. Taking place on 20 October 2019 at Sha Tin Racecourse. Guests and the general public are invited to attend the races in attire adorned with bow ties or bow-related elements, endowing the day’s proceedings with an air of classic elegance. Oriental Watch Company kicked off a yearlong campaign in September 2018, with a Bow Tie Walk and Fine Gentlemen Evening. It was aimed at igniting public awareness and inspiring people strolling the streets of Hong Kong to discover the gentleman within themselves. Oriental Watch Company invited eight of the city’s distinctive gentlemen - managing director of Oriental Watch Company Limited Dennis Yeung, managing director of Ascot Chang Tony Chang, deputy managing director of Ascot Chang Justin Chang, Hong Kong horse trainer Frankie Lor and his personal assistant Lok Lor, Hong Kong jockey and 2018/2019 Tony Cruz Award winner Vincent Ho, and renowned actors Alex Fong and Kevin Chu - to be the “Oriental Fine Gentlemen” of 2019. Dressed up for the event in fine evening attire matched with bow ties and spectacular timepieces, they made a bold statement, each representing the core ideals of gentlemen with their own inimitable styles. WWW.M A R K ET I N G — I N T ER A C T I V E.C O M

A fashionable parade began at the historic Tai Kwun compound in Central, strutting down Pottinger Street to Queen’s Road Central. Participants were then picked up and brought to The Millions venue at Happy Valley Racecourse, for the Fine Gentlemen Evening to kick off properly. The Fine Gentlemen Evening featured a variety of multibranded activity booths such as a tailoring experience by Ascot Chang, a writing instrument showcase by MontBlanc, bespoke shoe services by Shoe Artistry, cold brew tea tasting by Yú Tea House, and gin cocktail tasting by Hendricks Gin. In addition, three interactive game booths were set up to further engage guests. Senior marketing manager for Greater China at Oriental Watch Company, Anthony Tsang says, “The event is a grand celebration for horseracing, fashion and watches. While a bow tie is a perfect choice for such a formal event, a gentleman should also have a dedicated luxury accessory for this special occasions exquisite, a high-quality watch would be the perfect finishing touch for a gentleman’s outfit. It also showcases a men’s taste and represents his image and attitude.” Just as horseracing is part of Hong Kong’s collective legacy, Oriental Watch Company was locally founded (established in 1961) and maintains a strong legacy and reputation within the city. The company hopes that promoting recognition of these shared elements will elevate the brand. In fact, the Bow Tie Walk has already gotten praise and attention, being endowed with a silver award in the Best Exclusive Event category at the Marketing Events Awards 2019.

東方表行沙田錦標「時尚煲呔賽馬日」於 2019 年閃耀回歸，並以「There is a Gentleman in Every Man」為主題推出全面推廣活動。今年是東方表行集團有限公司第八年成為該活動的冠名贊助商，並再度與香港賽馬會攜手合作舉辦慶祝活動。東方表行沙田錦標「時尚煲呔賽馬日」於2019 年 10月21日假沙田馬場舉行，誠邀入場貴賓及公眾人士佩戴煲呔或作有蝴蝶結元素的打扮，以時尚風姿參與這項年度盛事。東方表行於2018年 9月展開為期一年的推廣活動，舉辦Bow Tie Walk紳士巡遊及Fine Gentlemen Evening活動，旨在引起公眾關注，並鼓勵城中男士打起煲呔配上名表穿梭香港大街小巷，發掘自己潛藏的紳士魅力。東方表行邀請八位城中型男擔任2019 年東方紳士，分別為東方表行董事總經理楊衍傑、Ascot Chang詩閣董事總經理張宗琪、Ascot Chang詩閣副董事總經理張奕庭、著名練馬師羅富全、羅富全私人助理羅峻濼、著名騎師及應屆告東尼獎得主何澤堯、著名演員方力申及著名演員朱鑑然。他們悉心打扮，身穿優雅的紳士服裝，結上煲呔，並佩戴各款精湛腕表，各自演繹別樹一格的紳士風範。時裝巡遊以歷史悠久的中環大館為起點，沿著砵典乍街直至皇后大道中。參加者最後抵達位於跑馬地馬場的百萬廂房，迎接Fine Gentlemen Evening晚會開幕。 Fine Gentlemen Evening現場設有多個品牌活動攤位，例如詩閣的裁剪體驗、萬寶龍的書寫工具展覽、鞋藝工舘的皮鞋訂製服務、瑜茶舍的冷泡茶品嚐、以及蘇格蘭亨利爵士琴酒的雞尾酒品酒體驗。此外，現場還設有三個互動遊戲攤位，進一步與來賓同樂。東方表行集團有限公司市場推廣部高級經理（大中華區）曾子禧說：「此次活動是馬壇、時尚界及表壇的盛事，煲呔是這種正式活動的最佳選擇，紳士們亦應佩戴精緻奢華的配飾出席這種特殊場合，高品質的精湛腕表正好為紳士們的服裝畫龍點睛，同時展現出紳士的品味、形象及態度。」正如賽馬是香港的集體歷史一部分，東方表行於1961年成立於本港，一直保持強大的傳統及聲譽。該公司希望向大眾推廣這些共同價值觀，藉此提升品牌。事實上，Bow Tie Walk已獲得廣大讚譽及關注，並在《 Marketing》舉辦的「營銷活動大獎 2019」上獲得「最佳尊貴營銷活動」組別的銀獎。

Brought to you by:

S E MPTE MB E R 2 019 MARK E TING HO N G KON G 3

THE RIGHT FORMULA 嬰兒奶粉正確之選 What’s on? Asia eCommerce Awards What Designed to recognise excellence in eCommerce across Hong Kong, Macau, and Mainland China, the awards reflect the breadth and creativity of the industry, showcasing the best industry players from brands and e-retailers to agencies and enablers. Where The Mira. When 11 October. Marketing Excellence Awards What The event recognises excellence across the marketing communications services industry, rewarding Hong Kong’s outstanding marketing campaigns over the past 12 months. Where InterContinental Hong Kong. When 7 November.

As consumer interest in the pursuit of a healthier lifestyles rises, mothers have become more concerned about the contents of the baby formulas they’re using. 隨著消費者對更健康生活方式的追求與日俱增，媽媽們愈來愈關注餵哺子女所使用的嬰幼兒配方奶粉資訊。

of mothers felt current information on food sourcing and manufacturing processes was insufficient.

的媽媽認為目前有關食品採購及製造過程的資訊不足。

said they wanted to know more about quality checks at the food source and production stage.

的受訪者表示，希望了解更多食品來源及產品生產階段的質量檢查資訊。

Top three pieces of information mothers want traced: 媽媽們希望追蹤的三大資訊：

What 甚麼

wanted to know more about production processes, and 63% hoped to receive information about food sources.

人想了解更多有關產品生產過程的資訊，63%人希望獲得有關食品來源的資訊

“We’re constantly working to detect and stop this type of activity (co-ordinated inauthentic behaviour towards Hong Kong) because we don’t want our services to be used to manipulate people.” 「我們一直致力發現及阻止這類活動（處理針對香港的不正當行為），因為我們不希望所提供的服務被利用來操弄人群。」

Where 哪裡

wanted to know information about the production environment itself.

would like to know how products are actually made.

人想了解有關產品生產環境的資訊

How 如何

人想了解產品製造方式

Reasons for mothers hoping to trace information: 媽媽們希望追蹤資訊的原因：

for quality reassurance. 人為了確定質量保證

人希望確定自己作出正確的選擇

Nathaniel Gleicher, Head of cybersecurity policy of Facebook.

Source: Understanding concerns of mums of infants and toddlers towards baby products in Mainland China and Hong Kong, Nielsen Survey April 2019.

Facebook網絡安全政策主管格萊赫

資料來源：尼爾森2019年4月《了解中國內地及香港嬰幼兒媽媽對嬰兒用品的關注》調查

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to be confident they are making the right choice.

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專題報告

FEATURE

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專題報告

FEATURE

YOUR ONE AND ONLY 情有獨鍾

The challenges of maintaining customer loyalty amid endless brand choices. 在無窮無盡的品牌選擇中保持客戶忠誠度的挑戰 Customers are truly spoilt for choice. And if it wasn’t already a headache for brands and marketers to hold onto them, it’s even harder to build up customer loyalty in an era full of alternatives available at one’s fingertips. Simon Yuen explores how brands can build and retain customer loyalty by keeping consumers keen amid a sea of deals. 顧客現時的確選擇眾多，留住顧客已令品牌及市場推廣人員大為頭痛，而在動動指頭即有各式選擇的時代，建立客戶忠誠度就更難上加難。Simon Yuen探討品牌如何在茫茫選擇中令消費者保持興趣，從而建立客戶忠誠度。

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專題報告

FEATURE

Get emotional Customer loyalty is pretty much unanimously accepted to come about as the end result of consistently positive emotional experiences, physical attributebased satisfaction, and perceived value of an experience, which includes the products or services. Put in even simpler terms: does it please me, is it good quality, and is it worth me spending my cash on again? With such a loose set of criteria, it means that competitors and alternatives are to be found around every corner, making it difficult for many brands to keep their customers’ fidelity high. Now, it would seem a no-brainer that a loyal customer would ergo be a satisfied customer, but a customer being happy could have nothing to do with their loyalty. Nowadays, the nearconstant availability of great products, prices, and services is not a strong enough lure on its own to maintain a closeness to customers. Customers are increasingly making their decisions based on how retailers connect with them and make them feel. According to an article by Collinson, which specialises in loyalty and benefits, loyalty is a behaviour rather than a discount, so brands that make themselves integral to a way of life are far more successful at gaining customer loyalty than those that only offer discounts. But retaining customers is still a problem if another product or service can simply fill that same essential role. Mary English, former executive vicepresident of APAC for Collinson, says that after acquiring customers, brands have to immediately

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start work on retaining them by offering wider experiential redemption opportunities and ensuring customers can drive additional value by accessing their own data. “Discounts and freebies certainly don’t hurt customer loyalty,” says Serenity Gibbons, writer of Entrepreneur. She uses American clothing company Patagonia as an example to showcase how putting a brand’s mission front and centre can be helpful in building up customer loyalty. “Patagonia’s loyalty strategy works because shoppers overwhelmingly support social change with their wallets,” she says. “It is so dedicated to its environmental mission that it actually encourages its customers not to buy clothing they don’t need. Its Worn Wear Wagon programme (which aims to keep clothing, regardless of brand, in circulation for as long as possible) even tours around the US to teach people how to fix their used gear for free.” A survey conducted by Cone Communications found that 87% of customers would buy a product because a company advocated for an issue they cared about, while 76% would refuse to buy a company’s products or services after learning it supported an issue contrary to their beliefs. Humans are easily enchanted by convenience, so factors such as price, proximity

引起共鳴幾乎普遍認為，客戶忠誠度是持續積極的情感體驗、基於物理屬性的滿意度、以及包括對產品或服務的體驗感知價值的結果。簡而言之，就是產品或服務能否令我滿意、質素好不好、是否值得我再次花錢購買？標準如此寬鬆，意味著競爭對手及代替品隨處可見，使許多品牌難以令顧客保持高度忠誠。忠實顧客會成為滿意的顧客似乎很合理，但滿意的顧客不一定忠實。今時今日，單靠近乎普遍的優質產品、價格及服務並不足以與顧客保持緊密的關係，愈來愈多顧客會根據零售商與他們聯繫的方式、以及帶給他們的感受來作出購買決定。專門研究忠誠度與優惠關係的 Collinson於一篇文章提到，忠誠度是一種行為而不是一種折扣優惠，因此能夠成為生活中不可或缺的品牌，比單靠提供折扣優惠更能贏得顧客的忠誠。但如果其他產品或服務可以輕易取代其相同的基本角色，那麼留住顧客仍然是個棘手問題。前Collinson亞太區執行副總裁殷美莉表示，贏得顧客之後，品牌必須立即開始提供更廣泛的體驗機會來留住客人，並確保顧客可通過訪問自己的數據來增值。《Entrepreneur》作者Serenity Gibbons說：「折扣優惠及免費贈品肯定無損客戶忠誠度。」她以美國服裝公司Patagonia為例，解釋將品牌使命作為重點可如何有助建立客戶忠誠度。她說：「 Patagonia 的忠誠度策略之所以有效，是因為消費者用金錢來全力支持品牌推動社會變革。」

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專題報告

FEATURE

「這亦有賴品牌的環保使命，以實際行動鼓勵顧客不要購買多餘的衣服。其『 Worn Wear Wagon』計劃（無分品牌，旨在盡量循環善用衣服）甚至在美國各地巡演，免費教人如何修補舊衣。」

Cone Communications

to a bricks and mortar store, and accessibility to a brand’s products, can build a docile form of dependent loyalty. But when it comes to emotional loyalty, customers who are emotionally engaged and happy with a brand’s activities will probably recommend the products and services of this brand to their friends and families. Getting the word out on those activities, or brand beliefs, means spending money on advertising for exposure. But brands and marketers need to use their budgets in smarter ways. Rather then throwing cash at the challenge to buy up all available media space, the power of storytelling is a much more effective way for brands to build up their images. Bozoma Saint John, CMO of Endeavour, mentioned at this year’s MarketingPulse event – organised by the Hong Kong Trade Development Council – that one major stereotype of using celebrities and influencers is about spending big heaps of moolah, but not knowing what messages they had to bring out to their audience. She provided an example from some years ago, when Apple launched an ad starring three black women. In the video, the women talked about what music meant to them. With the theme of a “Heartbreak recovery service”, the video aimed to tell the audience that Apple

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Music could offer much more than the songs themselves. Saint John stressed that marketing for the long-term is about sparking customer emotions, and building a deeper connection between brands and customers. A successful emotional connection can spark interest from people of every stripe, not just those mentioned in the content. Though topics could feature ethnic minorities or LGBT issues that could be associated with a specific segment of the audience, the actual impact could be universal. A good example from Hong Kong would be when AIA released a short film to generate an emotional connection with customers. Through the campaign, AIA associated critical illness insurance with the relatable pain of having a loved one suffer from cancer. At the end of the film, a group of family members find it easier to fight against this serious illness with the support of insurance. Get personal Another common method to build up customer loyalty is personalised marketing. “Personalised marketing is the implementation of a strategy by which companies deliver individualised content to recipients through data collection, analysis, and the use of automation technology,” says Jen Murray, lead nurturing manager at Emarsys.

進行的一項調查發現，87% 的顧客會因為企業支持他們所關心的議題而購買其產品，而 76%的人得知企業支持與他們信念背道而馳的主張後會拒絕購買其產品或服務。消費者很容易受便利所吸引，因此價格、鄰近實體商店、以及品牌產品親和力等因素有助建立一種溫順式的依賴忠誠度。但在情感忠誠度方面，對品牌活動產生情感共鳴及感到滿意的顧客，很可能會向朋友及家人推薦該品牌的產品及服務。花錢刊登廣告是宣傳活動或品牌理念的常用方式，但品牌及市場推廣人員須以更精明的方式運用其預算。與其花錢試圖在所有可用的媒體空間刊登廣告，講故事的力量對於建立品牌形象更有效。 Endeavour首席營銷官Bozoma Saint John在今年香港貿易發展局舉辦的 MarketingPulse論壇上提到，邀請名人及具影響力人士是大灑金錢作宣傳的典型例子，但他們不知道要向受眾傳遞甚麼訊息。她舉出幾年前的蘋果廣告作為例子。當時蘋果推出一段由三位黑人女性主演的廣告片，三位女性在片中談到音樂對她們的意義。以「Heartbreak recovery service」為主題，廣告片旨在告訴觀眾 Apple Music可提供超越歌曲本身的價值。 Saint John強調，市場推廣的長遠目標在於觸動顧客的情感，在品牌與顧客之間建立更深層次的聯繫。成功引起情感共鳴不僅可吸引廣告內容提及的受眾，更可燃起各類型人士的興趣。少數族裔或 LGBT等主題可能只與特定受眾有關，但實際影響可以很全面。

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專題報告

FEATURE

Marketers have known about the importance of personalisation for years. Adobe’s latest report, “Experience Index: 2019 Digital Trends”, revealed that 44% of marketers said the biggest challenge they faced this year was the “difficulty in getting a holistic view of customers across all interactions”. In fact, almost one-third (31%) of marketers see a “lack of marketing technology integration” as a barrier to securing an end-to-end view of audience and customer interactions. As the customer experience continues to be a key competitive differentiator, businesses are aiming to deliver data-driven, personalised marketing at scale. Among 32% of marketers, “delivering personalised experiences in realtime”, remains by far the most exciting prospect within the next three years. As for customers, letting them enjoy a taste of a product is conducive to offering a personal experience as well. Samsung, for example, has held several experiential Galaxy Studio laboratories in the past, which offer a first-hand experience of the latest products for customers with different interactive activities. The South Korean conglomerate says it understands the importance of offering Millennials an all-new experience. At the Galaxy Studio, Samsung maintains close interaction and communication with its consumers. The studio also lets them experience all the advanced functions of its flagship smartphones and other products, allowing them to briefly participate in the lifestyle of the next generation.

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Get with the programme Customer loyalty programmes first started in the airline industry where traditional customer engagement was transactional-based, such as taking a certain amount of flights, the customer would then get a free upgrade. Today, the airline industry still relies on these programmes hugely. Paul Smitton, CEO of Asia Miles, tells Marketing a loyalty programme is about how brands understand customers, and engage them, in a holistic way through CRM. The company is celebrating its 20th anniversary this year and has been expanding its partnerships with companies from a wider stretch of industries. Just as customers can earn points from methods other than flying with partner airlines, they can now also redeem other rewards rather than just flight tickets. The company has positioned itself as a travel and lifestyle programme, rather than a travel loyalty programme. More and more, brands have realised that traditional approaches – such as earning and burning points – are not good enough for customers’ needs any more, with many of them offering customers a more diverse batch of rewards. These rewards don’t have to have a close relationship with the bread and butter of a company’s business. However, by covering as many as – if not every aspect of its customers’ daily lives, they provide more

香港的一個好例子是友邦保險推出一部微電影，藉此與客戶產生情感聯繫。在廣告中，友邦保險將危疾保險與親人患癌的切身痛苦聯繫起來，片尾看到主角家人在保險的支持下可以較輕鬆面對這場大病。

個人化個人化營銷是建立客戶忠誠度的另一種常用方法。 Emarsys首席客戶經理Jen Murray說：「個人化營銷策略在於企業通過收集數據、分析及運用自動化技術，向受眾提供個人化內容。」市場推廣人員多年前已了解個人化的重要。 Adobe的最新《體驗指數：2019年數字趨勢報告》顯示，44%的市場推廣人員認為今年面臨的最大挑戰是「難以對顧客的所有互動有全面的了解」。事實上，近三分之一（31%）的市場推廣人員認為，「缺乏市場推廣技術整合」是全面了解受眾及顧客點到點互動的障礙。隨著顧客體驗繼續成為關鍵競爭優勢，企業的目標是大規模推行數據主導的個人化營銷。在32%的市場推廣人員當中，「實時提供個人化體驗」到目前為止仍然是未來三年最令人雀躍的前景。讓顧客試用產品也有助提供個人化體驗，例如三星過去曾舉行多場Galaxy Studio體驗實驗室，

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專題報告

FEATURE

透過不同互動活動為顧客提供最新產品的第一手體驗。該南韓集團表示，明白為千禧一代提供全新體驗的重要性。在 Galaxy Studio，三星與消費者保持緊密的互動及溝通，亦讓消費者體驗其旗艦智能手機及其他產品的所有先進功能，讓他們一嚐新一代的生活方式。

計劃回報

“Relevance is key. Offers, stories,

experiences, and communications have to be relevant to customers. Otherwise, they have no time for you.” 「相關是關鍵。優惠、故事、體驗及溝通必須與顧客息息相關，否則他們不會花時間理會。」 incentives for willing customers to participate in future loyalty programmes. “We have progressed to launch a VIP programme in 2019,” says Emily Wong, regional marketing director, health and beauty, Asia and Eastern Europe, A.S. Watson Group. The VIP programme targets the highestspending members who have contributed 25% of sales to the company, and offers “moneycannot-buy” experiences to members such as meet-and-greet events with celebrities, movie premiere attendances, and workshops to learn more about health and beauty tips and trends. Wong thinks it’s a useful way to communicate with customers.

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“Loyalty programmes allow customers to provide feedback over their shopping experience so that we can fine-tune our marketing strategies. To retain our members, we need to make them feel special and valued by offering amazing benefits and even more tailored rewards,” Wong says. Though there are many ways to engage customers, brands are advised to stay relevant to them as customers have little patience with unwanted experiences. “Relevance is key. Offers, stories, experiences, and communications have to be relevant to customers. Otherwise, they have no time for you,” Wong concludes.

客戶忠誠度計劃始於航空業，該行業的傳統顧客聯繫方式是基於交易，例如乘坐一定數量的航班，顧客便可獲得免費升級。今時今日，航空業仍然非常依賴這些計劃。「亞洲萬里通」行政總裁施愷民曾表示，忠誠度計劃在於品牌對顧客的了解，以及如何通過客戶關係管理以全面的方式聯繫他們。「亞洲萬里通」今年慶祝成立 20週年，該公司一直拓展與不同行業公司的合作夥伴關係，正如顧客可透過乘坐合作夥伴航空公司以外的方式賺取里數，亦可兌換機票以外的獎勵。該公司將自己定位為旅遊及生活方式計劃，而非旅遊忠誠度計劃。品牌愈來愈意識到累積及兌換積分等傳統方式不再足以滿足顧客的需求，因此許多品牌正為顧客提供更多元化的獎勵。這些獎勵未必與公司主要業務收入來源密切相關，但通過盡量覆蓋顧客日常生活的各個層面，企業提供更多獎勵以鼓勵顧客參與未來的忠誠度計劃。屈臣氏集團亞洲及東歐地區健康與美容市場推廣總監Emily Wong說：「我們已在2019年推出VIP 會員計劃。」屈臣氏的VIP會員計劃以高消費的會員為目標，這些會員的消費佔公司整體銷售額的25%。該計劃為會員提供「金錢買不到」的體驗，例如名人見面會、出席電影首映、以及工作坊讓他們了解更多有關健康與美容的心得及趨勢等。 Wong認為這是與顧客溝通的有效方式。 Wong說：「忠誠度計劃讓顧客提供有關其購物體驗的意見反饋，讓我們能夠微調市場推廣策略。為留住我們的會員，我們需要提供出色的優惠，甚至更度身訂造的獎勵，讓他們感到特別及受重視。」雖然聯繫顧客有很多方法，但顧客對不想要的體驗缺乏耐性，因此品牌應保持相關。 Wong總結道：「相關是關鍵。優惠、故事、體驗及溝通必須與顧客息息相關，否則他們不會花時間理會。」

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觀點

OPINION

Joe Wong General Manager, Integrated Marketing Services George P. Johnson

AD WATCH 廣告點評

HOT: GOJEK – ‘CERDIKIAWAN’

NOT: ‘D&G LOVES CHINA’

Gojek is the Indonesian-born Uber for Asia. The ride-hailing tech company has very quickly expanded its footprint across Southeast Asia and re-introduced itself as a “super app”. Last month, a piece of Gojek rebranding work caught my attention. The campaign – “Cerdikiawan” – cleverly illustrated how anyone can rise above simple everyday challenges by being resourceful and tapping into their own spark of brilliance, no matter how odd they may look at first glance. A great bit of advertising drama. The brand used a #PastiAdaJalan campaign hashtag (translated as “there is always a way”) to hold everything together. To demonstrate the idea, Gojek worked with Rich Brian, a famous Indonesian rapper, to stage a social media stunt. He tweeted how much he missed Indonesian food in New York and Gojek replied to that tweet, following it up by actually delivering food from home halfway around the world. This garnered lots of positivity in Indonesia, and press coverage around Asia. This campaign was a brilliant piece of insight-led work. The team behind it not only showcased amazing creativity, it made great connections with the audience and a lot of Indonesian pride. Check out the rap song, produced by a fan. Everyone behind it deserves a pat on the back.

Launched in preparation for last year’s highly anticipated “D&G Loves China” fashion event in China, Dolce & Gabbana’s pre-event campaign kicked up an anger storm. The fashion powerhouse was heavily criticised for what netizens in China saw as a racist piece of advertising. In the ad, a Chinese woman is taught how to use chopsticks to enjoy Italian food via a male voice-over. The brand’s lack of understanding or respect for Chinese consumers erupted into an uncontrollable uproar online. I will not dive into the sequence of events that made it worse. It is unbelievable how such a campaign was approved in the first place. Why didn’t its Chinese team step in before it was aired? Is this a problem of a globally controlled creative development? Contrary to my HOT choice, which I believe forms a great foundation for Gojek to build upon, this blunder caused a multimillion dollar fashion event to be cancelled, got D&G delisted with key distribution partners in China (including Farfetch, Yoox Net-A-Porter, and Lane Crawford) and made its A-list celebrity endorsers cut ties with the brand. Bad advertising can have a negative and lasting impact on a business.

讚: GOJEK 「Cerdikiawan」 Go-Jek是印尼起家的亞洲版Uber服務。該網約車技術公司已迅速擴大其在東南亞的業務範圍，並重新包裝自己為「超級應用程式」。上月，一個 G o - J e k 品牌重塑廣告引起我的注意。這個名為「Cerdikiawan」的廣告巧妙地說明，不管乍看起來有多奇怪，任何人都可善用心思和創意來應對簡單的日常挑戰。是一個出色的廣告劇。該品牌運用#PastiAdaJalan廣告標籤（意譯為「總會有辦法」）將所有內容串連起來。為展示這一概念，Go-Jek與印尼著名說唱歌手Rich Brian合作，在社交媒體製造噱頭。他發文表示自己在紐約非常掛念印尼美食，Gojek 回應其帖文，隨後真的橫跨半個地球將美食從家鄉送到紐約。此舉在印尼獲得很多點讚，並獲得亞洲各地傳媒報導。這是以洞悉主導廣告的示範作，其背後的團隊展現出驚人的創意，並與觀眾產生共鳴，引起很多印尼人的自豪感。看看廣告的說唱歌，是由一位粉絲製作。廣告背後的每個人都值得表揚。

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彈: 「D&G Loves China」為宣傳去年備受期待的「D&G Loves China」中國時裝騷，Dolce & Gabbana推出騷前推廣活動，結果卻惹來眾怒。該時裝巨頭的廣告中，一把男性旁白聲音指導一位中國女性如何使用筷子享用意大利美食，因而遭中國網民炮轟，指廣告涉及種族歧視。該品牌對中國消費者缺乏了解或尊重，演變成無法控制的網上騷動。我不會深入詳述導致情況惡化的一系列事件。令人難以置信的是，這個廣告最初到底是如何通過審批。廣告面世前，該品牌的中國團隊為何沒有介入？是全球控制的創意發展出問題嗎？與我的「讚」選擇相反（我認為那為 Go-Jek日後宣傳打下良好基礎），這次失誤導致數百萬元的時裝騷取消，令中國主要分銷合作夥伴（包括 Farfetch、Yoox Net-A-Porter及連卡佛）將D&G下架，並讓一眾名人代言人在事後與品牌割席。糟糕的廣告可以對業務帶來長遠負面的影響。

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RETAIL CX ................................................................................................................................................................................................................

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Clienteling: Redefining the future of the in-store customer brand experience 顧客服務解決方案 — 重新定義店內顧客品牌體驗的未來 The customer journey is often looked at in rather stiff terms, as a chart moving from point to point in a sterile manner. But in reality, each individual customer journey actually tells an interesting story with stakes, goals, and ups and downs, hopefully resulting in a happy ever after for the customer. This is especially apparent when jumping in medias res to the most exciting central part of the story, the in-store experience. Functioning as a tale of its own, the shopper’s quest to find what they’re seeking, and to walk out of a store with a smile, hangs in the balance. And, the hook this plot’s result largely hangs on, is the quality of the in-store customer experience. In this Master Report, XGATE provides us with such a narrative of a shopper in a retail store and their hunt for an outfit. The twist being that the store staff have a clienteling portal on hand to facilitate the shopper’s experience, radically changing the story path at each step. XGATE’s walkthrough demonstrates why it’s important to understand the implementation of new retail technology at the human level, and how it works in practice, rather than listing out a variety of functions. Only then can customer journeys be crafted in such a manner as to leave the shopper feeling like the brand is their hero.

顧客旅程予人的印象往往是從一點到另一點的刻板圖表。但實際上，每個單獨顧客旅程都在講述一個包括回報、目標及起伏的有趣故事，並希望能為顧客帶來美滿結局。這一點在故事中段的高潮部分 — 店內體驗中尤為明顯。本身作為一個故事，消費者尋找他們想要的東西，並帶着滿意的笑容走出商店，而這個故事結局很大程度上取決於店內顧客體驗的質素。在今期「Master Report」，XGATE為我們講述一個關於一位消費者在零售店尋找衣服的故事。轉折在於店員擁有顧客服務平台以提升消費者體驗，徹底改變故事的每一個情節。 XGATE的介紹展示出了解以人性化方式應用新零售技術的重要性，以及它如何發揮實際作用而不只是列出各種功能。只有這樣才能打造理想的顧客旅程，讓消費者視品牌為心目中的英雄。

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Enabling the experience Technology today is changing the very nature of relationships between brands and consumers. Marketers are constantly looking for ways to improve efficiency through automation and technology. Ultimately, every brand will develop its digital competency, which raises the question: “What sets you apart from your competitors?” The answer lies in the connection between the customer experience and business profitability. Research from Temkin Group reports that a moderate improvement in the customer experience will impact the revenue of a typical US$1 billion company to an average of $775 million over three years. Instead of discussing the customer experience in general, this article aims to provide

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an in-depth understanding of using clienteling as a retailing tool to recreate an exceptional in-store brand experience. Specifically, clienteling will enable your sales associates to deliver the kind of personalised customer experiences that consumers still crave. To understand the concept of clienteling, imagine having a clienteling portal on an iPad and putting it in the hands of a sales associate to empower them with customer data to create a personalised in-store shopping experience. Life of Patrick Meet Patrick Lee, a store manager for an apparel brand. Patrick starts his day accessing his clienteling portal to search for a list of VIP customers whom he had not been in contact for

提供體驗現今科技正改變品牌與消費者之間的關係本質。市場推廣人員一直嘗試通過自動化及科技來提升效率，最終每個品牌都會發展自己的數碼化能力，這引伸出一個問題：「如何從競爭對手中突圍而出？」答案在於顧客體驗與業務盈利之間的關係。Temkin Group的研究報告表示，適度的顧客體驗改善將影響一家典型10億美元公司的收入在三年間平均達到7.75億美元。本文並非對顧客體驗進行一般討論，而是深入探討如何運用顧客服務解決方案作為零售工具，重新打造卓越的店內品牌體驗。具體而言，顧客服務解決方案有助銷售人員提供消費者仍然渴望的個人化顧客體驗。為了解顧客服務解決方案的概念，想像一下銷售人員手上的 iPad設有一個顧客服務平台，向其提供顧客數據，使其能夠打造個人化的店內購物體驗。

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a while. He called and invited them to a special VIP promotion. Michael Wong, a VIP on the list, was contacted and was interested to drop by for the VIP promotion. At the store, Michael was greeted by Patrick with a friendly: “Welcome sir, you’re here for our VIP promotion? Do you have our member e-card?” Michael showed the e-card from his Apple Wallet. Patrick scanned the QR code using the clienteling portal and pulled out his profile details. Instantaneously, on the clienteling portal, Patrick obtained a 360-view of Michael across channels, including order history, profile, and wish list. Patrick said: “Mr Wong, we have several new arrivals and we do have them in your sizes

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for most of the pieces. Let me show you at the men’s section.” Michael delightedly browsed the items and began trying them on. Eventually, he picked two jackets, three white shirts, and two pairs of jeans before asking Patrick to confirm the sizes again. Patrick answered: “Mr Wong, you’re size 48 jacket, size 15 for the shirt and 33-inch waist for your jeans. Let me see what we have in stock.” Minutes later, Patrick returned with the grey and black jackets, and the shirts: two in white and one in blue. But there was an issue. Patrick explained: “Mr Wong, we have your size for the jackets and the two white shirts. However, for the third white shirt, I am sorry, but we actually only have that style of cut in your size, 15, in a baby blue.”

Patrick的生活這位是服裝品牌商店經理Patrick Lee。 Patrick一上班便瀏覽其顧客服務平台，搜索一段時間沒有聯繫的VIP顧客名單。他致電並邀請他們參加特別的VIP促銷活動。其中一位貴賓Michael Wong收到來電，並有興趣參加VIP促銷活動。 Michael在店內得到Patrick的友好招待：「先生歡迎您，您來參加我們的VIP促銷活動嗎？您有我們的電子會員卡嗎？」 Michael展示其 Apple Wallet上的電子會員卡，Patrick使用顧客服務平台掃瞄二維碼，並查閱他的詳細個人資料。 Patrick瞬間在顧客服務平台獲得 Michael在各種平台的360度視圖，包括訂單記錄、個人資料及願望清單。 Patrick說：「黃先生，我們有幾款新貨品，大部分有適合您的尺碼，請跟我到男裝部向您介紹一下。」

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Patrick displayed an image on the clienteling portal of a co-ordinated brown jacket with the baby blue shirt. Patrick said: “Mr Wong, I recommend the blue shirt because it matches well with the brown jacket you bought previously.” Michael liked the matching outfit. Then he asked for one size larger for the denim jeans. Patrick checked the stocks on the portal and informed Michael that they had no stock for the 34-inch waist. “Our new stocks arrive next week. I can see you’ve marked those jeans on your wish list on our online store. You must love denim,” Patrick said, adding: “Mr Wong, should I wrap up the jackets and shirts for you? Would you also want the blue shirt as well? You look charming in that.” Michael replied yes to the baby blue shirt. He then signed on the iPad to pay for the items and informed Patrick to contact him when the jeans arrived. An email receipt was sent to Michael for his records, and Patrick used the clienteling portal to set a reminder to contact Michael when the stock was in. A week later, Patrick got an alert from the clienteling portal that the size 34-inch jeans

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were in-store and called Michael to arrange an appointment time to pick them up. Michael arrived at the store and showed his VIP member e-card. Patrick used the clienteling portal to scan the QR code and pull out the order’s details. Patrick said: “Welcome back Mr Wong. Do you want to try on the jeans once more?” Michael tried them on and proceeded to pay by signing on the iPad. Patrick bid Michael farewell as he left the store: a satisfied customer with two new pairs of jeans. Later that week, Michael used his social messaging app to text Patrick and thank him for the great customer service. Patrick received the message on his clienteling portal and set a reminder to send a personalised birthday message to Michael in December. Moral of the story Clienteling has ignited the magic of personalised retailing to enhance the in-store brand experience. At XGATE, we believe such capabilities are possible with advances in CRM and loyalty marketing, integrating data across multiple systems, including CRM, loyalty,

Michael高興地瀏覽這些貨品，並開始試身。最後，他挑選了兩件外套、三件白襯衫及兩條牛仔褲，並請Patrick再次確認尺碼。 Patrick回答說：「黃先生，您的外套尺碼為48、襯衫尺碼為15、而牛仔褲腰圍為33吋，讓我看看有沒有存貨。」幾分鐘後，Patrick 帶著灰色及黑色的外套，以及兩件白色及一件藍色的襯衫回來，但有一個問題。 Patrick解釋：「黃先生，我們有適合您尺碼的外套及兩件白襯衫，至於第三件白色襯衫，很抱歉我們只有適合您15號尺碼的同款淺藍色襯衫。」 Patrick在顧客服務平台上展示一幅啡色外套配淺藍色襯衫的圖片。 Patrick說：「黃先生，我推薦藍色襯衫，因為跟您之前購買的啡色外套很相配。」 Michael喜歡這個服裝搭配，然後他要求大一碼的牛仔褲，Patrick 檢查平台上的存貨，並告知 Michael沒有34吋腰圍的牛仔褲現貨。 Patrick說：「新貨下星期會送到，我看到您已經在我們的網店上將這些牛仔褲標記在願望清單，您一定很喜歡牛仔褲。」「黃先生，要為您包起外套及襯衫嗎？您也要那件藍色襯衫嗎？您穿起來很好看。」 Michael表示要買那件淺藍色襯衫，然後在iPad 上簽名結賬，並告知Patrick待牛仔褲新貨送到後聯絡他。

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系統隨後向Michael發送這次消費的電郵收據以作記錄，而Patrick使用顧客服務平台設置提醒，待牛仔褲新貨送到後聯絡Michael。一星期後，Patrick收到顧客服務平台通知34吋腰圍的牛仔褲已入貨，因此致電Michael安排預約時間來取貨。 Michael 到達商店，並出示他的 VIP電子會員卡，Patrick使用顧客服務平台掃瞄二維碼，並查閱他的詳細訂單資料。 Patrick說：「黃先生歡迎再次光臨，您想再試穿一次牛仔褲嗎？」 Michael 試穿牛仔褲，然後在 iPad上簽名結賬。Patrick歡送Michael，而Michael拿著兩條全新的牛仔褲滿意離開。同一星期稍後，Michael 使用他的社交通訊應用程式發短訊給Patrick，感謝他提供出色的顧客服務。 Patrick通過其顧客服務平台收到這條短訊，並設置提醒在12月向Michael發送個人化的生日祝賀。

POS, order management, eCommerce, and communication channels – mobile technology, and omni-channel services. Ultimately, three essential factors – customer insights, personalisation and fulfilment – will drive the success for clienteling by offering a unique brand experience at different touch-points of a customer’s shopping journey. Businesses looking to develop their own clienteling portal should consider the different functions (as illustrated in the graphic diagram)

required by sales associates to deliver customer experiences distinctly crafted for a brand. Empowering our sales associates with well-developed clienteling tools to target segments, create personalised services, and offer seamless fulfilment for shoppers will soon be the norm for retail marketing. This necessity allows brands to make technology feel more human and blend it with the most meaningful aspects of the customer experience. That’s the new future.

故事的啟示顧客服務解決方案發揮個人化零售的神奇之處，有助提升店內品牌體驗。XGATE相信隨著客戶關係管理及忠誠度營銷的發展，結合各種系統的數據，包括客戶關係管理、忠誠度、零售管理系統、訂單管理、電子商務及通訊渠道、以及流動技術及全渠道服務，這些能力可成為現實。最終，客戶洞悉、個人化及滿足感這三大基本因素，將通過在顧客購物旅程的不同接觸點提供獨特的品牌體驗，來推動顧客服務解決方案的成功。有意開發自己的顧客服務平台的企業應考慮銷售人員所需的不同功能（如圖表所示），以便為品牌提供獨特的客戶體驗。為銷售人員提供完善的顧客服務解決方案工具來瞄準客群，打造個人化的服務，並為消費者提供無縫滿足，快將成為零售營銷的常態。這種必然讓品牌能夠令科技變得更人性化，並與最有意義的顧客體驗融為一體。那就是新的未來。

ABOUT XGATE XGATE is a digital marketing agency. At the heart of our proprietary DMS suite consists a diverse range of multi-channel marketing (mobile, email, social and web) and technology solutions – marketing automation, CRM and loyalty system, data management platform, social media marketing, SMS gateway and BI and analytics module. Apart from CRM and loyalty management, DMS provides real-time campaign performance tracking, behaviour analytics, reporting; and acts as a social CRM for leads generation and nurturing. Hence, marketers can engage with customers throughout the entire life cycle journey to optimise marketing ROI and build customer loyalty to grow their lifetime value. 關於XGATE XGATE是一家數碼營銷代理公司，我們的專利DMS套件核心是多元化的多渠道營銷（流動設備、電郵、社交媒體及網站）及技術解決方案，包括市場推廣自動化、客戶關係管理及忠誠度系統、數據管理平台、社交媒體營銷、SMS網關、以及BI 及分析模塊。除客戶關係管理及忠誠度管理外，DMS亦提供實時推廣活動表現追蹤、行為分析及報告，並作為社交客戶關係管理系統以生成及培養銷售線索，使市場推廣人員可以在整個生命週期中與顧客互動，以優化市場推廣投資回報率，建立客戶忠誠度，從而提高其終身價值。

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SPOTLIGHT

SNAPPED 快拍 HANG LUNG PROPERTIES’ “YOU CAN BE ANYTHING” CAMPAIGN DATE: 16 July to 30 August. VENUE: Fashion Walk. 1. Celebrating Barbie’s 60th birthday, Hang Lung Properties launched a campaign at Fashion Walk in Causeway Bay. Two photo booths were set up on Food Street for fans to snap selfies in life-sized doll boxes. 2. A “fascinating wardrobe” installation in the atrium featured Barbie’s latest Japanese-style clothing and shoe collection. Local celebrity Laurinda Ho made an appearance.

3. A Barbie 60th anniversary

showcase displayed 60 exclusive Barbie collectables from over the decades, as well as limited editions designed by global brands.

4. At a SoCal-style Barbie food truck, shoppers spending HK$200 or more at outlets could redeem a Barbie-themed chocolate doughnut from self-service baking studio, Bake Your Own.

DFS Group’s sixth annual “First Class Beauty” campaign launch party DATE: 1 August. VENUE: T Galleria Beauty by DFS, Causeway Bay. 1. Over 300 VIPs attended a launch party to kick off the campaign. The venue was transformed into a “beauty disco” with servings of First Class Beauty desserts and Baileys exclusive cocktails. 2. This year, the campaign was

themed around “Your one-stop beauty destination”, featuring a wide array of exclusive products and experiences from more than 40 brands. DFS Group’s senior vice-president of beauty Christophe Marque spoke about 2019’s beauty trends at the event.

3. DFS collaborated with Meitu to

set up an interactive lip bar featuring the latest in AR make-up application tech. Actress Jessica Jann played with the DFS x Meitu lip bar.

4. KOLs enjoyed a beauty-focused masterclass at the event.

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SPOTLIGHT

Nespresso sustainability pop-up exhibition DATE: 2-11 August. VENUE: Elements, Tsim Sha Tsui. 1. “The Capsule Journey” pop-up exhibition featured three zones, including showcasing an aluminium coffee capsule recycling journey, and the Nespresso sustainability process from bean to cup.

2. The pop-up incorporated eco/green design elements such as a platform made from over 120,000 crushed recycled aluminium capsules, serving as both an art installation and a meaningful demonstration of second-life creation.

3. The space was decorated

with 264 mini herb plants grown using food waste and recycled Nespresso coffee grounds. Biodegradable pots were easily absorbed by the soil as fertiliser.

4. A number of educational and interactive workshops were hosted at the Nespresso pop-up, including coffee masterclasses, herb planting, and aluminium upcycling artwork workshops.

HSBC Life’s Badminton Experience Tour DATE: 11 July. VENUE: Mong Kok. 1. The HSBC Life “Badminton Experience Tour” kicked off in Mong Kok with an array of interactive badminton-themed activities. 2. Experiences on the tour

were split into three zones: a shuttle speed challenge, a racquet makeover, and a drop shot challenge.

3. Some of the world’s top

professional badminton players made an appearance at the launch event, including current world number three and 2017 BWF World Championships men’s singles champion Viktor Axelsen who participated in some on-site interactive games.

4. Hong Kong’s highest-ranked women’s singles badminton player, Cheung Ngan Yi, also demonstrated her badminton skills.

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OUT-OF-HOME ................................................................................................................................................................................................................

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Hong Kong International Airport Advertising: Smart, engaging, and intelligent OOH 香港機場廣告：香港國際機場的睿智、互動，智能戶外廣告 Hong Kong International Airport is a strategic gateway between China and the world. Serving 74.7 million passengers in 2018, in terms of passenger traffic it is APAC’s busiest international airport and the third busiest international airport in the world. Though it would be easy to simply bask in the overwhelming potential Hong Kong International Airport offers as a premium and prime out-of-home (OOH) location, Hong Kong International Airport Advertising has chosen to build on that potential. It has invested hugely in the latest digital technologies to turn prime sites into an incredible experience for air passengers while presenting unparalleled chances for brands and advertisers to connect. However, making digital advertising work to its full capacity requires a deep understanding of locations and the spaces within them, but more importantly, how passengers interact with these sites. This Master Report from Hong Kong International Airport Advertising discusses a fantastic collection of digital projects that come together to create an amazing experiential traveller journey across the airport. Making use of audible and visual stimuli, live reactive displays, mobile applications, and more, air passengers are able to form a bond with brands in the airport..

香港國際機場是通往世界各地及中國的重要樞杻。作為亞太區最繁忙及世界第三最繁忙的國際機場，其客流量於2018年已高達 7,470萬人次。香港國際機場的戶外廣告，發揮了其優越位置的潛力，配合最新數碼科技，將香港國際機場廣告變身成為旅客的精彩體驗，同時為品牌及廣告客戶提供接觸受眾的絕佳機會。但要充分發揮數碼廣告的成效，除了善用先進的電子科技外，更要深入了解及掌握廣告位置的優勢，以有效的方式與消費者進行互動至為重要。今期「Master Report」展示香港國際機場廣告如何結合最新的電子廣告媒體，善用聽覺及視覺刺激、動態內容、流動應用程式等元素，為旅客帶來精彩的體驗式旅程，讓乘客能夠在與別不同的公共空間與品牌建立聯繫。

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The era of DOOH While OOH remains one of the most enduring mediums of advertising, it is currently undergoing its greatest period of change, becoming more valuable and important. What accounts for OOH’s thriving state? Going digital is one key driver; expanding capabilities to digital has driven enormous shifts to more effective and engaging forms of OOH, offering unprecedented boosts from the perspective of digital, data, and technologies. Positioned at the forefront of digital transformation, Hong Kong International Airport Advertising has made a substantial investment in the expansion of its network of digital screens

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- in terms of quantity, size, variety of highly demanded digital formats, and the installation of exciting and innovative digital products across the Airport. These digitalised products have formed smart and instant engagements with passengers, as well as strong social media connections via smart devices. As an industry leader in digitalisation, Hong Kong International Airport Advertising started to introduce digital advertising formats in 2009. Following their debut, the airport’s digital advertising inventory grew significantly throughout the years to 115 units and is undergoing a digital transformation that has brought it into the digital era. Hong Kong

數碼戶外廣告時代儘管戶外廣告一直深受客戶歡迎，但近年戶外廣告卻不斷在演化，令其更具競爭力及更能迎合市場的需要。戶外廣告蓬勃發展的原因是什麼？走向數碼化無疑是一個重要的推動力。將數碼化擴展至戶外廣告能更有效地為不同客戶及顧客提供互動性體驗，為數碼、數據及技術層面帶來前所未有的提升。定位成數碼化轉型最前線的廣告平台，香港國際機場廣告致力擴展數碼屏幕網絡，不僅增加屏幕數量、增大熒幕尺寸及各項高規格的數碼格式，更在香港國際機場多個區域設置創新的數碼廣告平台。新式數碼化平台讓廣告客戶與旅客能以智能形式作即時互動，並能透過智能手機建立更強大的社交網絡聯繫。

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作為數碼化媒體的領導者，香港國際機場廣告於 2009年開始已引入數碼廣告媒體。多年來，其數碼廣告屏幕現更增加至115個，以至近年積極推動數碼化轉型，奠定了香港國際機場廣告正式進入新數碼時代。由香港國際機場廣告設計的廣告方案向大眾展示了在數碼時代的廣告獨特之處。透過結合創新理念及數碼體驗，廣告客戶可以充分利用數碼廣告的力量，將廣告活動和乘客參與度提升到一個全新的水平。

International Airport Advertising developed advertising solutions that serve as a unique showcase to demonstrate how a new digital era has arrived. It has leveraged the power of Digital Out-of-Home (DOOH) by presenting a digital experience that integrates innovative ideas and executions, elevating ad campaigns and passenger engagement to a whole new level. Hong Kong International Airport Digital Transformation From departures to arrivals, Hong Kong International Airport passengers can interact and engage with digital advertising through their journey across the Airport.

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Last year, as a part of its digital transformation, Hong Kong International Airport Advertising unveiled the largest example of interior digital media in both Arrival Halls of the airport. This first-ever pair of Spectacular Digitals - giant high definition LED screens - ensure quality visuals to give brands the ability to deliver innovative, customizable, and dynamic content and premium exposure to millions of travellers. To further extend the potential of DOOH at the airport, Hong Kong International Airport Advertising has introduced a new definition of digital creativity beyond video and animation. Interactions between digital screens and air passengers have become closer than ever. Dynamic content, where ad content can automatically adapt according to pre-set rules or conditions - such as international time, daypart, weather, financial index, currency rate, countdowns, and more - are increasingly used. Messages can now be fed from digital screens to mobile devices and vice versa. In practice this means that passengers can instantly engage with ad messages on these digital screens via smart devices, performing actions like creating social media posts or using the store proximity function to display the distance to the nearest desired store. This interplay can create stronger and deeper connections with brands. Additionally, to increase its relevance along the customer journey and to spark customer engagement, there is the “Experiential Zone”, paired with the 360 Digital Totem - the first edgeless four-faced LED screen launched in Asia, that’s since been replicated in other airports - further inducing experiential moments for air passengers. Powered by new technologies, OOH campaigns revolving around creative impact, innovation, and

香港國際機場的數碼轉型從離港至抵港，香港國際機場的旅客於旅程當中可參與機場內的數碼廣告活動。作為數碼化轉型的一部分，香港國際機場廣告去年首次在接機大堂推出了極大型的室內數碼媒體—「Spectacular Digitals」。「Spectacular Digitals」具備巨型高清 LED屏幕，確保高質素的顯示效果，使廣告客戶能為數百萬旅客提供創新、及可定制的動態廣告內容。為了進一步擴大機場數碼戶外廣告的潛力，香港國際機場廣告已引入超越影片及動畫的嶄新數碼創意。旅客與數碼屏幕間的互動比以往更加緊密。「動態內容」的廣告內容隨著預先設定的數據或條件而自動轉變，例如顯示國際時間、日與夜變化、天氣預報、財務指標、貨幣匯率、倒計時服務及即時投票。資訊可以從數碼屏幕轉移至手機裝置，反之亦然。因此，乘客可以通過手機即時與數碼屏幕上的廣告互相交流，進行互動，如社交媒體發布或顯示機場內商店的距離，從而讓顧客與品牌建立一個更強大的聯繫。此外，為增加旅客與廣告的相關性及互動性，香港國際機場廣告成為亞洲首個廣告媒體推出360°數碼圖騰的互動體驗區，並配上四面無邊的LED屏幕，進一步為航空旅客帶來新體驗時刻。推出後，其創新模式更先後被其他機場模仿。在新技術的支持下，戶外廣告活動的創意影響性、創新性及與旅客的互動性能透過虛擬現實變得更加突出，與二維碼、NFC及 Beacons等新技術的配合，令乘客有著非常高的參與度。這些新技術和互動化可讓廣告客戶為不同顧客制定不同的體驗，甚至能與目標客群作即時互動交流。機場戶外廣告因此不單是一個推廣品牌的平台，更轉變成為推動即時購買的媒體。為了更完善旅客與品牌的互動，香港國際機場廣告成功推出由香港機場管理局開發的手機應用程式「HKG My Flight」的數碼O2O廣告方案，增加乘客與機場線上及線下廣告的聯繫性。O2O廣告方案旨在通過應用程式為乘客創造出個性化的廣告體驗。數碼廣告屏幕與應用程式HKG MyFlight一起創造了協同效應，展示品牌宣傳信息和機場優惠，以便捕捉來自四面八方具有消費力的旅客。乘客亦可在抵達香港國際機場時獲得實時的航班信息、機場導航及免費無線網絡連接。

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interactions with consumers have now become more prominent via virtual reality, augmented reality, and new mobile technologies like QR codes, NFC, and Beacons, to ensure passenger engagement levels. Technologies of these kinds may allow brands to personalize consumer experiences and provide the chance for immediate interactions. An OOH campaign perceived primarily as a brand-awareness driver can now become an instrument in driving real-time purchases. To perfect the engagement process, Hong Kong International Airport Advertising has proudly launched a digital O2O advertising solution on the award-winning “HKG My Flight” mobile app, developed by Airport Authority Hong Kong. It can connect with passengers and maximize the audience-reach synergy of Hong Kong International Airport Advertising. The app provides an O2O advertising solution by creating a personalised passenger experience. Furthermore, by combining the digital advertising panels with the HKG MyFlight app synergy effects are produced as a brand’s messages and airport offers are able to capture passengers from all sides, with the aim of drawing concrete footfall to airport stores. Air passengers can at the same time enjoy realtime flight details, airport navigation information, and connection instructions via free Wi-Fi upon

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arrival at Hong Kong International Airport. This year, Hong Kong International Airport Advertising further pursued its digital transformation with the introduction of new digital media. Specifically, “The Arrival Digital Impact Zone” and the “270° Tri-Digital”, two iconic and impactful pieces of digital media added to the digital inventory of Hong Kong International Airport Advertising. Introduction of the new media 1. The Arrival Digital Impact Zone The Arrival Digital Impact Zone is made up of a combination of six digital panels, allowing motion and dynamic visuals that offer highly creative flexibility. The panels are designed for motion graphics, animated ads, and imageflow presentations, producing a striking visual impact to attract the attention of the many air passengers in Hong Kong International Airport. This new media is strategically located in the Arrivals Central Concourse in Main Terminal 1 bridging the busiest arrival concourse and the immigration hall. It is designed to maximize brand recall communication as it enables absorbing interactive ads to foster passenger outreach. “Impactful brand communication has become a digital reality through the brandnew Arrival Digital Impact Zone. Hong Kong International Airport Advertising strives to

今年，香港國際機場廣告進一步拓展數碼化轉型，推出被視為極具代表性及影響力的數碼媒體：「抵港數碼區」及「270°三面數碼屏幕」。新媒體簡介 1. 抵港數碼區「抵港數碼區」由六個數碼屏幕合併，不但以動態形式展示廣告，更為創意提供更多靈活性。數碼屏幕適合刊登各項動態圖騰、動畫及流動式圖像廣告，能夠產生視覺衝擊，吸引更多香港國際機場旅客的注意。抵港數碼區策略性地設置於一號客運大樓的抵港大堂中央位置，成功連接人流最繁忙的抵港通道和入境大堂，有助提升客戶品牌的號召力，進一步向旅客推廣產品形象及資訊。德高貝登董事總經理陳麗君表示:「香港國際機場廣告推出全新抵港數碼區電子媒體，不但能讓不同品牌以數碼化形式宣傳及推廣產品，更提供不同元素的動態資訊媒體，充分利用提供的數碼網絡平台，為品牌注入不一樣的活力，更以新穎及令人難忘的方式與目標客戶進行交流，為創意帶來更多的選擇。」

2. 270°三面數碼屏幕除了「抵港數碼區」，香港國際機場於9月初更推出嶄新數碼媒體—「270° Tri Digital」（270° 三面數碼屏幕）。數碼媒體裝置座落於香港國際機場一號客運大樓7樓的東面離境大堂禁區，保安檢查站後方；優越的位置能充分捕捉離境旅客注目。三面屏幕有著立體及動態的效果，有助廣告客戶大大提高品牌知名度。隨著這款極具影響力的270°三面數碼屏幕推出市場，廣告客戶將有機會利用這款全新具代表性的

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

deliver dynamic airport media with motion elements and image flow impact, thus constantly encouraging our advertisers to fully leverage the power of our digital assets. This new media platform can bring greater vibrancy for brands to communicate with audiences in a memorable manner, alongside with extensive creative possibilities,” said managing director at JCDecaux Transport Shirley Chan. 2. 270° Tri-Digital Other than the “Arrival Digital Impact Zone”, in early September Hong Kong International Airport Advertising launched an entirely new and unique piece of digital media, the 270° Tri Digital. Strategically located just after the security checkpoint - in the Departure, Airside, East Hall, Terminal 1 of Hong Kong International Airport - this new media asset catches 100% of departing passengers’ attention. The threefaced coverage offers an unprecedented visual impact perfect for showcasing engaging digital and storytelling-based outdoor campaigns to increase brand awareness, with the impact of its 3D motion that encourages brand recall of messages. With the launch of this element, advertisers will have the opportunity to invite air passengers into an immersive brand experience by using the full potential of its new and iconic 4K high definition LED screen A 270° Tri-Digital asset located at the south side of Departures will be launched later on for network buy in the fourth quarter to optimise and guarantee full passenger outreach. “In a fast-paced media landscape, we strive to deliver the most innovative and competitive media to our clients. Following our digital transformation strategy, Hong Kong International Airport Advertising is glad to introduce such a new iconic digital format in the airport. This new digital format will offer local and global advertisers more

advertising varieties and more innovative way to communicate and to exploit the flexibility of DOOH to effectively reach the targeted audience and ultimately help advertisers to grow their business,” commented Chan. In summary, the potential for Airport advertising DOOH is huge. The current trend in the OOH industry is for audience selling and Hong Kong International Airport Advertising will continue to develop tools and make smart use of the collectable big data of Hong Kong International Airport. This data will provide more comprehensive audience measurement and more precise micro-audience targeting. The combination of tech, connectivity, data, the smart use of content, and collaborations and partnerships with advertisers and brands has made the outdoor world more engaging, more functional, more connected, and more intelligent than ever!

4K高清LED屏幕為乘客帶來親臨其境的視覺體驗。另一個位於香港國際機場離港大堂南面的「270° Tri Digital」將於今年第四季推出，確保為每位客戶提供全面的廣告網絡宣傳推廣平台。德高貝登董事總經理陳麗君表示：「在快速轉型的數碼媒體領域中，我們致力為客戶提供最具創新性和競爭力的戶外媒體。隨著香港國際機場廣告的數碼化轉型策略，推出現今極具代表性新一代電子媒體廣告平台。新的數碼格式將能為本地及全球廣告客戶提供更多廣告方案選擇及帶來全新的傳播方法，並利用數碼戶外廣告的靈活性更有效地接觸目標群眾，幫助提升廣告客戶的業務發展。」總括而言，香港國際機場的數碼戶外廣告發展潛力無限。現今戶外廣告行業趨勢在於目標顧客行銷，而香港國際機場廣告將會繼續發展數碼廣告平台，推陳出新，巧妙地利用收集不同的機場大數據，提供更全面的旅客分析和更精準的顧客定位。將科技、連接、數據及智能內容模式相互結合，與廣告客戶及品牌聯繫，有助促使其戶外廣告媒體比以往更具吸引力、高效率、更易接觸客戶及更智能化！

ABOUT JCDecaux Transport JCDecaux Transport is the main subsidiary of the JCDecaux Group, the number one outdoor advertising company worldwide. Established in 1976, JCDecaux Transport is the market leader in outdoor advertising in Hong Kong and has been managing the advertising concessions for the Hong Kong International Airport since its opening in 1998. The company also operates the advertising concessions for MTR Corporation, Macau International Airport, Pacific Place Passages and Ngong Ping 360. 關於JCDecaux Transport 德高集團旗下的全資附屬機構德高貝登有限公司，是全球首屈一指的戶外廣告公司，自1976年在香港成立至今，一直雄踞戶外廣告的領導地位。德高具登自1998年新香港國際機場啟用開始便擁有其廣告媒體項目的專營權。德高貝登目前亦擁有多項戶外廣告媒體項目，包括港鐵及機場快線、澳門國際機場、太古廣場人行通道及昂坪360。

Shirley Chan, Managing Director, JCDecaux Transport

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S E PTE MB E R 2 019 MARK E TING HON G KON G 2 7

2019

The ever-changing media landscape is pushing industry players to be even more creative. With streaming services snapping at traditional TV’s heels,several media outlets opting to embrace the trend of going fully digital,and social platforms becoming the home of original content, marketers are finding it harder to meet the needs of brands. But saying that “traditional media is dying” would be an overstatement, as media owners and publishers are continuing to broaden their platforms and offerings. At this year’s Spark Awards, the winners and finalists have proven that the local media industry can adapt to rapid technological enhancements, evolve better business models, and thrive in tomorrow's world. 不斷變化的媒體環境，正推動行業參與者變得更具創意。隨著串流媒體服務逐漸蠶食傳統電視業務，一些媒體機構選擇順應趨勢走向全數碼化，而社交平台成為原創內容的發源地，使廣告銷售愈來愈難以滿足品牌的需求。然而，「傳統媒體正步向滅亡」的說法未免誇大其詞，因為媒體機構及出版商正積極拓展其平台及產品。在今年的「香港卓越傳媒大獎」上，得獎者及決賽入圍者均證明本地媒體行業能夠適應急速的科技發展，發展出一套更好的商業模式，甚至在未來的世界中茁壯成長

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JUDGES JOHN YEUNG Director, Sponsorship and Marketing Campaign – Brand and Communications Department AIA International

MICHAEL LIM Deputy General Manager, Marketing HK Express

DAISY LAM Regional Head, Marketing Communications and Brand Management, Asia Pacific BASF

DAVID LEUNG Head of Branding, Research and Development Hong Kong Maxim’s Group

SARAH TAM Vice-President and Head of Customer Blue

VICKY CHEN Head of Marketing – Hong Kong and Macau Philip Morris Asia

KEN IP Head of Marketing B.S.C. Group

TRICIA KWONG Assistant Vice-President, Group Strategic Marketing and Communications DBS Bank (Hong Kong)

ERIC LIN General Manager, Haircare, HK and Taiwan Procter & Gamble

ELLEN CHAN Director of Marketing Simmons Bedding & Furniture (HK)

BRUCEMOND CHAN Associate Marketing Director Fonterra Hong Kong

CHRIS LIU Director of Corporate Communications Sun Hung Kai Properties

EVA KWOK Assistant Director of Marketing Communications Grand Hyatt Hong Kong

FIONA TIN Marketing and Communication Director TimeVallée

MARTINA CHAN Director of Marketing Communications Harbour Grand Hong Kong

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2019

3 0 M A R K E TIN G H O N G KO N G SEP T EM B ER 2019

SEP T EM B ER 2019 M A R K E TIN G H O N G KO N G 31

Best Custom Event

Best Promotion Strategy

GOLD

Owner: Next Mobile Campaign: Clé de Peau Beauté x DELUXE “Create Your Balance”

Owner: PCCW Media Campaign: No Sleep No Fomo Program Launch

Apple Daily Digital

SILVER Yahoo Owner: Verizon Media Campaign: Lenovo Legion Championship x Yahoo eSports Campaign BRONZE Sky Post Owner: Hong Kong Economic Times Campaign: A Childhood Dream Comes True

Best Use of Technology

Viu

SILVER Morning Studio Owner: South China Morning Post Campaign: Good Morning, Hong Kong BRONZE HK01 Company Owner: HK01 Company Campaign: Big Debate on Land Supply

Best Audience Retention Strategy

GOLD

Owner: Verizon Media Campaign: CMAB Food Truck Internet game 2018

Owner: Next Mobile Campaign: Apple Daily Digital Subscription – Retention Program

Yahoo

Apple Daily Digital

SILVER Hit Awards 2018 Owner: Metro Broadcast Campaign: Prudential Presents Hit Awards 2018

SILVER U Magazine Owner: Hong Kong Economic Times Campaign: Get along with U Magazine

BRONZE MTR advertising Owner: JCDecaux Transport Campaign: The Power of Intelligent OOH

BRONZE Sky Post Owner: Hong Kong Economic Times Campaign: Sky Post – “Smart, Healthy, Family”

32 M A R K E TIN G H O N G KO N G SEP T EM B ER 2019

Best Sponsorship Campaign

Best Fast-Growing Media

GOLD

Owner: SCMP Hearst Hong Kong Campaign: ELLE Girl Program x Guerlain

Owner: Verizon Media Campaign: BetterMe

ELLE

SILVER Apple Daily Digital Owner: Next Mobile Campaign: EF English Centers x Seed Gourmet “Eat & Learn” BRONZE Yahoo Owner: Verizon Media Campaign: HUAWEI Branding Campaign with YUP & eSports Event

Best Result-Driven Event

Yahoo – BetterMe

SILVER Ohpama.com Owner: Rayma, Sing Tao Group Campaign: Ohpama 2018/19 BRONZE Sky Post Owner: Hong Kong Economic Times Campaign: Sky Post – “Smart, Healthy, Family”

Best Partnership Strategy

GOLD

Owner: Hong Kong Economic Times Campaign: 7-SIGNATURE – Dim Sum Refined – Wholehearted, Simple, Tasty

Sky Post

SILVER MTR advertising Owner: JCDecaux Transport Campaign: MTR advertising Soccer Fever 2018 – Hong Kong Elite eSports Soccer Cup BRONZE Apple Daily Digital Owner: Next Mobile Campaign: Best Mall Awards 2018

Sky Post

SILVER Yahoo Owner: Verizon Media Campaign: Yahoo eSports Game On BRONZE Yahoo – Only Live Once Owner: Verizon Media Campaign: American Express® Cathay Pacific Elite Credit Card x Yahoo Only Live Once Campaign #Inspiration

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Best Audience Acquisition Strategy

Best Launch/Rebranding

GOLD

Owner: Metro Broadcast Campaign: Prudential Presents Hit Awards 2018

Owner: South China Morning Post Campaign: Morning Studio Launch

Hit Awards 2018

Morning Studio

SILVER HK01 Company Owner: HK01 Company Campaign: “Craft Your Hong Kong” Concert

SILVER Sky Post Owner: Hong Kong Economic Times Campaign: Sky Post – Digital Rebrand

BRONZE Sky Post Owner: Hong Kong Economic Times Campaign: Sky Post – “Smart, Healthy, Family”

BRONZE U Magazine Owner: Hong Kong Economic Times Campaign: A new era of U Magazine

Best Use of Branded Content

Best Use of App

GOLD

Owner: Verizon Media Campaign: Wyeth PROMAMA – PROMAMA e-Learning Module

Owner: Shimba Digital (Sing Tao Group) Campaign: Headline Jetso App

Yahoo

Headline Jetso App

SILVER Viu Owner: PCCW Media Campaign: No Sleep No Fomo Program Launch

SILVER Sky Post Owner: Hong Kong Economic Times Campaign: Sky Post App Revitalization

BRONZE Yahoo – Only Live Once Owner: Verizon Media Campaign: American Express® Cathay Pacific Elite Credit Card x Yahoo Only Live Once Campaign #Inspiration

BRONZE Apple Daily Digital Owner: Next Mobile Campaign: Apple Daily Digital Subscription Promotion

34 M A R K E TIN G H O N G KO N G SEP T EM B ER 2019

Best Media Campaign – Print

Best Media Campaign – Digital

GOLD

Owner: Hong Kong Economic Times Campaign: Nestlé® Carnation® Goodlifer Column

Owner: JCDecaux Transport Campaign: MTR advertising Sony The Beauty Begins The Beauty Lasts Portrait Gallery

Sky Post

SILVER SCMP Hearst Hong Kong Owner: SCMP Hearst Hong Kong Campaign: Sands Macao Fashion Week 2018 BRONZE Pioneers of China’s reform and Opening up Owner: Hong Kong Economic Times Campaign: Pioneers of China’s reform and Opening up

Best Media Campaign – Creative

MTR advertising

SILVER RoadShow Digital Panel Owner: RoadShow Campaign: Promotions of Hong Kong Science Museum Exhibitions BRONZE MTR advertising Owner: JCDecaux Transport Campaign: MTR advertising “Digital Diorama” Inaugurated by Samsung at MTR Hong Kong Station

Best Corporate Social Responsibility Media

GOLD

Owner: Hong Kong Economic Times Campaign: Miniature edition of Sky Post featuring “Ant-Man and The Wasp: Nano Battle Ride”

Owner: Hong Kong Economic Times Campaign: Sky Post – Let’s Cheer Up!

Sky Post

SILVER Yahoo Owner: Verizon Media Campaign: SmarTone Broadband with Yahoo Poll & DSP Solutions BRONZE SCMP Hearst Hong Kong Owner: SCMP Hearst Hong Kong Campaign: Sands Macao Fashion Week 2018

Sky Post

SILVER Yahoo – BetterMe Owner: Verizon Media Campaign: BetterMe CSR Campaign BRONZE 01 Heart Charity Platform Owner: HK01 Company Campaign: Good Deeds Accomplished by Great Hearts

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Best Influential Media

Best Media Campaign – Experiential

GOLD

Owner: Next Mobile Campaign: Apple Daily Digital Subscription Promotion

Owner: Hong Kong Economic Times Campaign: 7-SIGNATURE – Dim Sum Refined – Wholehearted, Simple, Tasty

Apple Daily Digital

Sky Post

SILVER Yahoo Owner: Verizon Media Campaign: HUAWEI Branding Campaign with YUP & eSports Event

SILVER Viu Owner: PCCW Media Campaign: Viu HK Launch SILVER Yahoo Hong Kong Owner: Verizon Media Campaign: Yahoo Hong Kong BRONZE Ohpama.com Owner: Rayma, Sing Tao Group Campaign: Ohpama 2018/19

Best Use of Multi-Channels

BRONZE Cosmopolitan HK Owner: SCMP Hearst Hong Kong Campaign: Project Campus 2019 x Levi’s

Best Media Campaign – KOL

GOLD

Owner: Metro Broadcast Campaign: Prudential Presents Hit Awards 2018

Owner: HK01 Company Campaign: Zurich – Get ‘Z’ Go

Hit Awards 2018

SILVER Harper’s BAZAAR Hong Kong Owner: SCMP Hearst Hong Kong Campaign: BAZAAR 30th Anniversary Celebrations BRONZE U Magazine Owner: Hong Kong Economic Times Campaign: Go Viral Go Live – U Magazine

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HK01 Company

SILVER Apple Daily Digital Owner: Next Mobile Campaign: Oriental Watch LUX MOMENT 2018 x DELUXE BRONZE Sky Post Owner: Hong Kong Economic Times Campaign: 7-SIGNATURE – Dim Sum Refined – Wholehearted, Simple, Tasty

Best Use of Data-Driven Strategy

Best Media Campaign – Integrated Media

GOLD

Owner: JCDecaux Transport Campaign: The Power of Intelligent OOH

Owner: Hong Kong Economic Times Campaign: 7-SIGNATURE – Dim Sum Refined – Wholehearted, Simple, Tasty

MTR advertising

SILVER Apple Daily Digital Owner: Next Mobile Campaign: Apple Daily Digital – Data Driven Solutions BRONZE Owner: Networld Technology Campaign: Toyota Hiace Campaign x Discuss.com.hk

Sky Post

SILVER Yahoo Owner: Verizon Media Campaign: Lenovo Legion Championship x Yahoo eSports Campaign BRONZE Apple Daily Digital Owner: Next Mobile Campaign: Oriental Watch LUX MOMENT 2018 x DELUXE BRONZE Sky Post Owner: Hong Kong Economic Times Campaign: Chibi Maruko-chan Our Neighbourhood Scene

Best Media Campaign – Out-Of-Home

Best Social Media Strategy

GOLD

Owner: Hong Kong Economic Times Campaign: 7-SIGNATURE – Dim Sum Refined – Wholehearted, Simple, Tasty

Owner: Verizon Media Campaign: BetterMe CSR Campaign

Sky Post

SILVER MTR advertising Owner: JCDecaux Transport Campaign: MTR advertising “Swarovski Christmas Campaign 2018” BRONZE Wan Chai – Gloucester Road Chinachem Century Tower

Owner: Asiaray Media Group Campaign: “High Jumper Goodness” Giant Building Solution

Yahoo – BetterMe

SILVER ELLE Owner: SCMP Hearst Hong Kong Campaign: ELLE Girl Program BRONZE ELLE MEN Owner: SCMP Hearst Hong Kong Campaign: ELLE MEN Presents “Road To Love”

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Best Engagement Strategy

Best Media Campaign – Mobile

GOLD

Owner: PCCW Media Campaign: No Sleep No Fomo Program Launch

Owner: Shimba Digital (Sing Tao Group) Campaign: PRIZES FOR EVERYONE Campaign 2019

Viu

Headline Jetso App

SILVER Hit Awards 2018 Owner: Metro Broadcast Campaign: Prudential Presents Hit Awards 2018

SILVER Sky Post Owner: Hong Kong Economic Times Campaign: Sebamed Custom Channel

BRONZE TOPick Owner: Hong Kong Economic Times

BRONZE Yahoo Owner: Verizon Media Campaign: CMAB Food Truck Internet game 2018

Best Outdoor Innovation

Best Media Campaign – Video

GOLD

Owner: Asiaray Media Group Campaign: COCA-COLA COOL SUMMER

Owner: Hong Kong Economic Times Campaign: 7-SIGNATURE – Dim Sum Refined – Wholehearted, Simple, Tasty

Causeway Bay – Russell Street Giant LED

SILVER MTR advertising, Airport Express advertising, Hong Kong International Airport advertising Owner: JCDecaux Transport Campaign: 360° Experiential Journey BRONZE RoadShow Digital Panel Owner: RoadShow Campaign: Launch of “The Meg” Movie

38 M A R K E TIN G H O N G KO N G SEP T EM B ER 2019

Sky Post

SILVER Apple Daily Digital Owner: Next Mobile Campaign: Planters World Class Peanut Fans BRONZE Apple Daily Digital Owner: Next Mobile Campaign: CNY Tips by Maltesers

Best Entertainment Platform

Best Media Campaign – Social

GOLD

Owner: Hong Kong Economic Times Campaign: “Be Social” by U Magazine

Owner: Rayma, Sing Tao Group Campaign: MathConcept 2018

U Magazine

SILVER ELLE Owner: SCMP Hearst Hong Kong Campaign: ELLE Girl Program BRONZE Esquire HK Owner: SCMP Hearst Hong Kong Campaign: Driver and Bossss

Ohpama.com

SILVER Sky Post Owner: Hong Kong Economic Times Campaign: Chibi Maruko-chan Our Neighbourhood Scene BRONZE Apple Daily Digital Owner: Next Mobile Campaign: Oriental Watch LUX MOMENT 2018 x DELUXE BRONZE Creative Flagship Shelter Owner: JCDecaux Cityscape Campaign: FUJIFILM GFX 50R Photo Gallery at Bus Shelter

Best Original Content

GOLD

HK01 Company

Owner: HK01 Company Campaign: Big Debate on Land Supply

SILVER Viu Owner: PCCW Media Campaign: No Sleep No Fomo Program Launch BRONZE Morning Studio Owner: South China Morning Post Campaign: Good Morning, Hong Kong

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Media Owner of The Year 年度最佳媒體機構大獎

Hong Kong Economic Times 香港經濟日報

Amongst stiff competition, the Hong Kong Economic Times managed to stand out from its competitors, and defend its title of Media Owner of the Year at the annual Spark Awards for Media Excellence in Hong Kong. The media giant took home the grand prize after securing 25 trophies – 10 gold, five silver, and 10 bronze. The categories where Hong Kong Economic Times won gold were Best Result-Driven Event, Best Partnership Strategy, Best Media Campaign – Print, Best Media Campaign – Creative, Best Corporate Social Responsibility Media, Best Media Campaign – Experiential, Best Media Campaign – Integrated Media, Best Media Campaign – Out-Of-Home, Best Media Campaign – Video, and Best Entertainment Platform. Standing out from the crowd and impressing the jury with creative solutions, strategies and campaigns, the free newspaper publication Sky Post snagged most of the prizes for Hong Kong Economic Times. 40 M A R K E TIN G H O N G KO N G SEP T EM B ER 2019

Notably, Sky Post leveraged multiple platforms to reach audiences. Apart from the printed newspaper, website, and mobile app, it also set up various social media channels (Facebook, Instagram, and YouTube) to reach out to a wider pool of potential readers who are highly engaged in internet culture and social media. Sky Post’s website was also revamped in 2018 Q3 to become more device-responsive and userfriendly, along with the addition of new digital content. Furthermore, Sky Post rolled out regular activities for both its online and offline users, including giveaway campaigns, redemption programmes, and health talks to engage its audiences. Another Hong Kong Economic Times’ subsidiary, U Magazine, also shone in the industry limelight. U Magazine has been focusing on delivering multimedia content via multi-entertainment platforms, including in its print magazine and social media channels, to reach different target audiences, as well as sustain its brand identity, social influence, and revenue.

經過激烈的競爭，香港經濟日報成功在芸芸對手之中脫穎而出，在年度「香港卓越傳媒大獎」上穩守「年度最佳媒體機構大獎」的殊榮。該媒體巨頭憑藉10金、5銀、10銅共25個獎項勇奪大獎。香港經濟日報獲得金獎的組別分為是最佳結果導向活動、最佳合作夥伴策略、最佳媒體宣傳項目―出版媒體、最佳媒體宣傳項目―創意、最佳企業社會責任媒體、最佳媒體宣傳項目―體驗營銷、最佳媒體宣傳項目―綜合媒體、最佳媒體宣傳項目—戶外廣告、最佳媒體宣傳項目―影片及最佳娛樂平台。香港經濟日報集團旗下的免費報紙《晴報》脫穎而出，以創意解決方案、策略及推廣活動贏得評審團的青睞，為香港經濟日報集團贏得大部分獎項。值得注意的是，《晴報》運用不同平台來接觸受眾，除印刷報紙、網站及手機應用程式外，還建立各種社交媒體渠道（Facebook、Instagram及YouTube），以接觸更多活躍於互聯網及社交媒體的潛在讀者。《晴報》的網站也在2018年第三季度進行升級，變得更靈活方便，同時增加新的數碼內容。此外，《晴報》為其線上線下用戶舉辦定期活動，包括贈品活動、兌換計劃及健康講座，以吸引受眾。香港經濟日報集團旗下的另一刊物《 U Magazine》也在行內發光發亮。《U Magazine》一直致力透過印刷雜誌及社交媒體渠道等不同娛樂平台提供多媒體內容，以接觸不同的目標受眾，同時維持品牌定位、社會影響力及收入。

Media Brand of the Year 年度最佳媒體品牌大獎

Sky Post 晴報

As the winner of the Media Brand of the Year, Sky Post walked away with 19 trophies: nine gold, four silver, and six bronzes. Sky Post is a free Chinese daily publication covering local, international, financial, entertainment, parenting, health, food, and travel news. It also provides information on smart consumption, targeting the young middle class and young families. Last year, it enriched its onlineoffline offering across all platforms echoing its brand position tag line – “Smart, Healthy, Family” – in order to cater to its target audience’s needs. Sky Post also partnered with a number of brands and launched integrated marketing campaigns. In particular, its collaboration with 7-Eleven Hong Kong helped Sky Post gain local momentum. The “7-Signature – Dim Sum Refined – Wholehearted, Simple,

Tasty” campaign won six gold in Best Result-Driven Event, Best Partnership Strategy, and Best Media Campaign in Experiential, Integrated Media, Video, and OutOf-Home. Under the campaign, Sky Post launched multiple crossplatform promotions to bolster the convenience store chain’s image of offering tasty ready-to-go dim sum at an affordable price. It rolled out a series of activations, including a Dim Sum Food Truck event, TV commercials, and comprehensive social posts. Other winning campaigns included Nestlé’s “Carnation Goodlifer Column”, a miniature edition of Sky Post featuring “AntMan and the Wasp: Nano Battle Ride”, and the “Chibi Maruko-Chan Our Neighbourhood Scene”.

作為「年度最佳媒體品牌大獎」得主，《晴報》奪得9金、4銀、6銅共19個獎項。《晴報》是一份免費中文日報，內容涵蓋本地、國際、金融、娛樂、育兒、健康、飲食及旅遊新聞，亦提供精明消費資訊，以吸引年輕中產階級及年輕家庭讀者。去年，該報加強其所有平台的在線—離線內容，呼應其「精明、健康、家庭」的品牌定位，以滿足其目標受眾的需求。該報亦與多個品牌合作推出綜合市場推廣活動，與7-Eleven香港的合作尤其為《晴報》贏盡口碑。「7-Signature全新自家品牌點心系列—用心．簡單．滋味」推廣活動橫掃最佳結果導向活動、最佳合作夥伴策略、最佳媒體宣傳項目―體驗營銷、最佳媒體宣傳項目―綜合媒體、最佳媒體宣傳項目―影片及最佳媒體宣傳項目—戶外廣告六個組別的金獎。作為該活動的一部分，《晴報》推出多項跨平台促銷活動，以提升該連鎖便利店以實惠價格提供美味即食點心的形象，推出的一系列宣傳活動包括點心茶車活動、電視廣告及綜合社交帖文。其他獲獎活動包括雀巢三花「美好生活」專欄、聯乘「蟻俠與黃蜂女：擊戰特攻！」遊樂設施的迷你版《晴報》、以及櫻桃小丸子「左鄰右里小情景」積木系列。

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DATA ANALYSIS ................................................................................................................................................................................................................

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Data analysis plus creativity equals real precision

數據分析加上創意等於真正精準 For a long time, a war has been waged between marketing practitioners. An ideological conflict of human judgment versus technological superiority, and deciding which should have prominence when it comes to forming a strategy. And, the war, has only been made worse by recent economic woes. But, however lofty the intentions of these battles, the eventual result often amounts to a messy (and unwinnable) philosophical debate on the merits and flaws of instinct versus the ability and limits of machine intelligence. We should have long ago laid this dispute to rest and embraced balance, ceasing our doubts of either side and made use of their strengths equally, attaining precision so as to make the best use of advertising budgets. In this Master Report, New iMedia presents the possibilities available for brands who take advantage of services like the kind it offers, mixing creative team knowledge with self-built data management systems and digital ad specialists. The report describes how precision marketing depends on advanced tools to collect and leverage relevant data for generating advanced advertising strategies, but also makes clear that putting those solutions into practice requires a solid foundation of experience, knowledge and innovation that only a human professional possesses. Citing the high success of using its iMatrix system and iMedia Insider, New iMedia presents what could be an ideal solution for those brands seeking insights on attaining real precision. But more importantly, the report is another demonstration that though data is fantastic, it is always contextual and the focus should always be on knowing how that context best serves the client.

恒久而來，市場推廣從業者之間一直就關於人類判斷的優點對比科技優勢、以及在制訂策略時哪一方較重要作出漫長的爭論，而最近的經濟困境使情況變得更糟。但無論這些鬥爭背後的目的有多崇高，最終結果往往變成將人類直覺的優點與缺點對比機器智能的能力與限制的混亂哲學爭辯（且無法獲得結論）。為了善用預算及達至精準營銷，我們應一早停止這場爭拗，接受平衡，消除對任何一方的疑慮，同時平等地運用兩方的優勢。在今期的「Master Report」，New iMedia 展示了這種平等的合作關係可以為各行業不同品牌帶來的可能性。本專題報告除了介紹精準營銷如何以先進工具來收集相關數據以提供精準的營銷方案，亦明確指出要將這些方案付諸實行，需要配合只有專業人員才擁有的扎實經驗、知識及創新基礎。

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iMedia Insider Annual Average CTR of Major Industries (August 2018 to July 2019) 8

6.3% 6

4.1%

4.0%

3.3% 3

3.7%

3.3%

3.3% 2.6%

Technology

Education

Travel

Household

Retail

Business Service

Beauty & Healthcare

Finance & Investment

iMedia Platform

The precise aim Maximising cost efficiency for better campaign performances is always a top priority for marketers. And attempts at precision are always under the spotlight, especially in the current doom and gloom economic environment. But with rapid advancements in technology, employing automation, big data and even artificial intelligence, precision is more attainable than ever. However, in order to achieve that vaunted “real precise” of advertising, it’s not just about using data to reach the right target group, but also tailoring creative content to advertise your message effectively while truly achieving your campaign objectives. In light of this, New iMedia is always striving to help customers achieve precision by tailoring both campaign strategy and ad content with its self-built Smart Ad Management System – “iMatrix”, and creative full-service digital marketing solutions, helping our clients reach real precision and accomplish their ultimate business goals. When it comes to a precise campaign strategy, iMatrix leverages automation and explicit data analysis on its exclusive knowledge

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base, lending a big hand to enhancing digital campaign planning, monitoring, and reporting for clients. The functionality of iMatrix For planning, our unique self-owned “Keyword Knowledge Base System” has aggregated massive amounts of data for six years. This includes 184,000-plus keywords and five billion impressions generated from over 40 industries. By combining the tactical analysis performed by machines with the expertise of human ad specialists, New iMedia can produce and provide valuable information and advice. This help can range from big insights to detailed improvements such as keyword suggestions and finding the best advertising periods, helping clients maximise campaign effectiveness and cost-efficiency. Regarding monitoring, automation means that timely and effective adjustments are constantly being made. These work in tandem with effective tools such as hourly alert systems and in-house negative keyword automation for minimised wastage. An exclusive placement exclusion list with over 1,900 placements

精準目標將成本效益最大化以取得更好廣告成效，始終是市場推廣人員的首要任務。如何達至精準經常成為討論焦點，尤其在當前黯淡不明的經濟環境下。隨著科技急速發展，加上自動化、大數據、甚至人工智能的應用，要達至精準較以往容易。然而，要實現那種號稱「真正精準」的廣告，不僅要運用數據來接觸正確的目標受眾，還要訂制創意內容來有效宣傳廣告訊息，以真正實現推廣活動的目標。有見及此，New iMedia一直致力通過自建的智能廣告管理系統「iMatrix」及具創意的全方位數碼營銷方案，為客戶訂制市場推廣策略及廣告內容以達至真正精準，實現其最終業務目標。在精準營銷活動策略方面，iMatrix在其獨家數據庫採用自動化及精密數據分析，大大幫助客戶在規劃、監察及報告方面提升數碼營銷活動表現。 iMatrix的功能在規劃方面，其獨特的自建關鍵字數據庫存有超過六年的大量數據，其中包括來自40多個行業、多達 18.4萬個的關鍵字及50億次展示( impression)。結合智能系統執行的精確分析與廣告專員的專業知識，New iMedia可生成並提供有價值的資訊及建議，提供從宏觀洞悉、以至關鍵字建議及最佳內容發布時間等仔細改進、幫助客戶盡量提高市場推廣活動的效率及成本效益。

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在監察效果方面，自動化意味著可不斷進行及時有效的調整。透過配合有效的工具，例如 New iMedia自有的每小時警報系統及自動排除低效能關鍵字等自動化功能，可大大減少廣告預算的浪費。此外，New iMedia還自設獨家廣告展示位置排除清單，其中包含超過1,900個敏感的廣告刊登位置及網站，旨在維護品牌安全，同時精明地把預算分配，將廣告投放於有效帶來回報的位置之上，從而提高成本效益。在反饋方面，自動報告系統可生成並提供詳細的數據分析報告（例如人口統計摘要），幫助客戶更清晰地了解其市場推廣活動的表現。此外，我們最新推出的客戶平台「iMedia Platform」將於9月正式推出，讓客戶能夠隨時隨地查看市場推廣活動表現及分析。

of concern is also established, aimed at maintaining brand safety, while spending a budget wisely and ensuring we are launching ad on placements with a likely return, attaining cost-efficiency as a result. When considering reporting, our autoreporting systems can generate and deliver detailed data analysis reports (for example, demographic summaries), helping our clients have a better understanding of their campaign performance. Furthermore, our new customer platform – “iMedia Platform” – will officially launch in September, enabling our clients to view campaign performance and analysis anytime, anywhere. Making use of it all The twin keys that are always required when trying to bring mountains of data into full play are insights and actionable suggestions. Riding on our massive knowledge base, New iMedia provides dedicated insights on a consistent basis. Specifically, our “iMedia Insider” helps our clients implement strategic media planning. But how does that work in practice? Well, New iMedia can extract the data of search marketing campaign performances – such as click-through-rate (CTR) and cost-perclick (CPC) – from its keyword knowledge base to analyse the market trend. Let’s provide some context on how that works and can be acted upon.

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Looking into the data from August 2018 to July 2019, we can compare the CTR and CPC among eight major industries as listed on the table. When it comes to CTR, the retail industry generates the highest (6.3%), while the business service industry obtains the lowest (2.6%). For retail – as brand awareness in this industry is relatively high – advertisers usually include their brand names as search keywords. These help to grab an audience’s attention and results in a higher CTR. For the business service industry, since brand awareness and stickiness are uncommon, most of the search keywords are generic service or solution terms with intense competition. Hence, it’s hard for those advertised brands to differentiate themselves, resulting in a lower CTR. In order to attract an audience, it is recommended to enrich the title and description of your search campaign by including tailored content and edges. For instance, highlighting the brand’s years of experience and the awards it has won if it is a company with a legacy. On the other hand, the iMedia Insider shows that the CPC of the business service and finance and investment industries are comparatively high among different industries, the CPC of most of the keywords even exceeds HK$100. We believe this is due to the common use of general keywords (for example, mortgage) and the intense competition in the market. However, it would be wise for marketers

充分運用要充分地運用大量數據的潛力，提供洞悉及實際建議是兩大關鍵元素。憑藉我們的龐大數據庫，New iMedia 可持續提供專業的見解。具體而言，我們的「iMedia Insider」有助客戶實施策略性媒體規劃。但實際上如何運作？New iMedia可以從其關鍵字數據庫中，提取搜尋推廣活動的表現數據，例如點擊率（CTR）及每次點擊成本（CPC），以分析市場趨勢。以下的數據分析可助你體驗其運作及效用。我們抽取了從2018年 8月到2019年7月的數據，並比較表中列出的八個主要行業的CTR及CPC，發現在CTR方面，零售業錄得最高的數字（6.3%），而商業服務業則錄得最低（2.6%）。零售業方面，由於該行業的品牌知名度相對較高，廣告客戶通常會在搜尋關鍵字中加入其品牌名稱，這有助吸引受眾的注意，因此錄得較高的CTR。至於商業服務業方面，由於品牌知名度一般不大，因此此行業的廣告商大多數選用競爭激烈的通用服務或解決方案名詞作搜尋關鍵字，令這些品牌的廣告難以突圍而出，導致 CTR較低。為更有效吸引受眾，廣告商應加入訂制內容及公司特點來豐富其搜尋廣告的標題及說明（T&D），例如一家歷史悠久的公司，應在其T&D強調品牌的多年經驗，以及曾獲得的獎項。另一方面，iMedia Insider資料顯示，在不同行業中，商業服務及金融投資行業的CPC相對較高，大多數關鍵字的CPC甚至超過100港元。我們認為，這是由於這些行業普遍使用一些通用關鍵字（例如抵押貸款）、以及市場競爭激烈所致。不過，若這些關鍵字能有效提升轉換率，市場推廣人員繼續使用這些熱門關鍵字將會是明智之舉。因此，我們建議在決定關鍵字列表前先分析相關數據，例如關鍵字表現及最高開支。另外，值得注意的是，iMedia Insider顯示零售業錄得8大行業中的最低CPC，這可能是由於該行業普遍在搜尋關鍵字中使用品牌名稱，鑑於其獨特性，因此成本較低。出於這個原因，我們強烈建議知名度較高的品牌在其搜尋關鍵字中加入其品牌名稱。除年度分析外，我們亦可深入了解數據，以獲得更詳細的見解，例如最佳廣告時間。

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to keep using these popular keywords if conversion can be effectually driven. It is suggested to analyse relevant data, such as keyword performance and top spending, in advance of deciding on a keyword list. Notably, the knowledge base shows that the retail industry generates the lowest CPC. It may be due to the common usage of brand names in search keywords, which is lower in cost due to its niche value. For that reason, we strongly recommend brands with high brand stickiness to feature their brand names in their search keywords. In addition to yearly analysis, we can also dive deeper into the data for more detailed insights such as the best advertising times. If we look at the travel industry, iMedia Insider found that during autumn and winter, the best timing for an ad launch is between October to November, as it provides the best CTR in the period. Information that synchronises with Google’s data. According to Google, outbound passengers begin searching for hotels, travel agencies, and other relevant information two months before departing. With the assumed peak travel periods as Christmas and New Year’s Day (December to January), our suggested period (October and November) is exactly two months before the peak season. Therefore, with dedicated data analysis and insights, New iMedia is able to assist clients strategically, allocating their budgets for maximised cost-effectiveness. Moreover, since consumers today are more curious, demanding and impatient than ever, there is a growing voice search trend. According to Comscore, it’s predicted that

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50% of all searches will be voice searches by 2020. As the queries from voice searches are longer than that of text searches, businesses are advised to set more keyword match types (for example, broad match and phrase match) so as to reach voice search users. Apart from sophisticated ad planning, creative and tailored ad content is absolutely vital for effectual promotional message delivery. Therefore, our full-service creative digital marketing solutions, including creative idea generation, holistic types of media planning and execution, multi-media production, and reports and analysis, are absolutely what’s needed. Our professional ad specialists and creative team members collaborate closely to provide tailor-made ad planning strategies and campaign master ideas, helping clients outperform competitors tactically and innovatively. We also provide all-round online and offline marketing solutions, such as video production, KOL marketing, OOH, print ads and even event organisation, better fulfilling all imaginable advertising needs. Work together and win Want to outshine competitors cost-effectively during this difficult period? Precise campaign strategies plus tailored creative solutions are definitely the solution. By riding on our self-built Smart Ad Management System, professional teams, and our extensive partnership with over 100 local and international partners, including Google and Yahoo, we can attain that real precise level of precision together. Though the times may look gloomy, with these tools we can persevere hand in hand and embrace the dawn.

以旅遊業為例，iMedia Insider發現在秋冬季旅遊業在10月至11月期間錄得最佳的CTR，為節最佳的廣告發布時間，這發現明顯與Google的數據同步。據 Google表示，出境旅客在出遊前兩個月開始搜索酒店、旅行社及其他相關資訊。聖誕節及新年（12月至1月）一向被視為外遊高峰期，而我們建議的廣告發布時段（10月及11月）恰好是旅遊旺季前兩個月。因此，憑藉專門的數據分析及洞悉，New iMedia能夠協助客戶策略性地有效分配預算，以實現最高成本效益。此外，由於現今的消費者比以往更加好奇、更高要求及缺乏耐性，因此語音搜索正逐漸成為大趨勢。據Comscore 預測，到了2020年，語音搜索將佔整體搜索量的一半。由於語音搜索查詢內容比文字搜索查詢更長，建議企業可設定更多關鍵字配對組合（例如廣泛配對及詞組配對），以接觸語音搜索用戶。除了精密的廣告規劃外，訂制創意廣告內容對有效傳遞宣傳訊息亦至關重要。因此，我們的全方位創意數碼營銷方案包括創意構思、全方位媒體規劃及執行、多媒體製作、以及報告與分析，絕對可以迎合客戶的需求。我們的專業廣告專員與創意團隊緊密合作，為客戶提供量身訂制的廣告規劃策略及推廣活動的創意規劃，幫助客戶在戰術及創新方面傲視同儕。同時，我們亦提供全面的線上及線下營銷方案，如影片製作、KOL營銷、戶外廣告、平面廣告、甚至活動統籌，真正全面滿足客戶的廣告需求。合作共贏想在這個關鍵時期以高成本效益的方式超越競爭對手？精準推廣活動策略加上訂制的創意方案絕對是最佳選擇！憑藉我們的自建智能廣告管理系統、專業團隊、以及與Google及雅虎等逾百個本地及國際合作夥伴的廣泛合作，我們可以共同實現真正有效的精準推廣。雖然前景看似不明朗，但透過這些工具及專業知識，我們可以繼續攜手邁步擁抱黎明。

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CASE STUDY 個案分析

Creative case sharing: Hutchison – MO Since 2018, we have been collaborating with “MO” – a new brand under Hutchison Telecommunications which provides pioneering telecom services for youngsters, including a “no contract and admin fee” scheme and a “digitalised CS via MO App”. By employing a mixture of precise media strategies and creative solutions, we have effectually enhanced MO’s brand awareness and conversion. We offered MO a full-service of digital marketing solutions, including master idea generation, video production, media planning and execution, and more. With our Smart Ad Management System, we suggested a tailored strategy for ad planning and monitoring. For instance, we excluded over 1,500 less effective GDN placements to make the best use of the budget. We also provided customised ideas and strategy for creative video production. Creating energetic and vividly styled content with a fun tone and

impressive use of the quote “LAM 到盡” was one suggestion for producing animated video ads that would cater to youths effectively. Together with the precise use of data, tactical ad strategies, and tailored creative solutions, the campaign CTR and conversions (app download) were effectually increased by 63.6% and up to 138.75% respectively. Meanwhile, the cost-per-action of the app downloads was decreased by 33%, successfully boosting sales and enhancing cost efficiency, making the best use of every single dollar of the ad budget.

創意案例分享：和記 — MO 我們自2018年起與和記電訊旗下的一個新品牌「MO」合作。該品牌旨在為年青人提供創新的電訊服務，包括「無合約及免收行政費」計劃，以及通過MO App提供「數碼化客戶服務」。通過結合精準媒體策略及創意，我們成功提高MO的品牌知名度及轉換率。我們為MO提供全面的數碼營銷方案服務，包括創意主題構思、影片製作、媒體規劃及執行等。基於自建的智能廣告管理系統，我們就廣告規劃及監控提出一套訂制策略。例如，為充分善用預算，我們為MO排除超過1,500個效果未如理想的GDN廣告展示位置。我們亦為創意影片製作提供訂制構思及策略，其中一個建議是運用有趣及令人印象深刻的標語「LAM到盡」打造充滿活力而生動的內容，以製作能有效吸引年輕人的動畫影片廣告。通過精準運用數據、戰術廣告策略及訂制創意解決方案，我們成功令該推廣活動的 CTR 增加63.6%，轉換率 (應用程式下載率)亦提升高達138.75%。同時，應用程式下載的每次行動成本（CPA）減少 33%，成功幫助提升銷售額，同時提高成本效益，充分利用廣告預算的一分一毫。

ABOUT New iMedia New iMedia Solutions, with over 12 years of digital marketing experience, is a full-service digital marketing agency striving to help clients meet their business objectives. With extensive recognition from various remarkable institutions, including Marketing magazine, we have garnered over 90 heavyweight awards in the past 12 years. Riding on our self-built Smart Ad Management System and all-round expertise, we offer creative, holistic and precise solutions, including search marketing, social media marketing, video marketing, KOL marketing, multimedia design and production and master idea generation. As a Premier Google Partner, Gold Authorised Reseller of Yahoo, we also have a strong online media alliance with Facebook, Baidu, WeChat and over 100 local and international websites, KOLs and social media platforms for providing comprehensive and strategic digital marketing solutions. 關於New iMedia New iMedia擁有超過12年的數碼營銷經驗，是一家致力協助客戶實現業務目標的全方位數碼營銷代理商。我們在過去12年獲得包括《Marketing》雜誌在內的各大知名機構的廣泛認可，榮獲90多個重量級獎項。憑藉我們自建的智能廣告管理系統及全方位專業知識，我們提供創新、全面及精確的解決方案，包括搜索營銷、社交媒體營銷、影片營銷、KOL營銷、多媒體設計及製作、以及創意構思。作為Premier Google Partner及雅虎特選授權代理商，我們還與Facebook、百度、微信以及逾百個本地及國際網站、KOL及社交媒體平台建立強大的網上媒體聯盟，以提供全面的策略性數碼營銷方案。

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JOB SHUFFLE 人事變動 GroupM has named Christian Juhl as its global CEO, effective in October. He will be responsible for the vision, strategy and overall operation of WPP’s media-focused companies, boasting 35,000 people and US$48 billion in annual client media billings. He currently holds the position of global CEO for Essence, a data and measurementdriven agency, which he first joined in 2013. In 2015, he led Essence’s acquisition by WPP. Before Essence, he held senior management roles with several companies, including Publicis, Razorfish and USWeb/CKS. GroupM任命Christian Juhl為全球行政總裁，10月起生效。他將負責WPP集團旗下以媒體業務為重點的公司的願景、策略及整體營運，涵蓋35,000 名員工及每年480億美元的客戶媒體業務。 Juhl目前擔任Essence全球行政總裁。Essence 是一家數據及測量主導的代理公司，Juhl於2013年首次加入該公司。2015年，他帶領Essence接受WPP 集團的收購。加入Essence前，Juhl曾在多家公司擔任高級管理職位，包括陽獅、睿域及USWeb/CKS。 Isobar Hong Kong has promoted Edward Williams from business director to general manager. Williams will continue to report to David Jessop, managing director of Isobar Hong Kong. In his new role, he will be responsible for driving experienceled transformation for clients through Isobar’s marketing and communications, ecosystems and commerce, products and services, and transformation consulting offerings. An Isobar veteran for 14 years, he has led several of the agency’s major accounts and projects. He gained particular kudos for helping guide clients and teams in creating human-centric business solutions. According to the agency, he has enhanced and diversified its digital platform offering, accelerating the agency’s growth. 安索帕香港將Edward Williams從業務總監擢升為總經理。Williams將繼續向安索帕香港董事總經理David Jessop述職。履新後，Williams將負責通過安索帕的市場推廣與傳訊、生態系統與商務、產品與服務、以及轉型諮詢顧問服務為客戶推動以體驗為主導的轉型。任職安索帕14年，Williams曾負責該公司多個主要客戶及項目，並憑藉協助指導客戶及團隊制訂以人為本的業務解決方案而享負盛名。該代理公司表示，Williams已提升安索帕的數碼平台產品服務，使其變得多元化，以加快該代理公司的業務發展。

Bryce Whitwam has joined MRM//McCann as its new China CEO. He will be responsible for driving growth across its China operations of more than 200 people. Before joining MRM//McCann, he was CEO of Wunderman Greater China. He has previously held senior management roles at Nielsen, MullenLowe, and Ogilvy. Whitwam has 25 years of marketing communications experience across key categories, including automotive and telecommunications, and has run teams for Ford, Huawei, Land Rover, and Microsoft. He is a specialist in digital and data-driven marketing, retail communications, and brand activation. 萬文忻加入MRM//McCann擔任新任中國區首席執行官，負責帶領MRM//McCann逾兩百人的中國區團隊。加入MRM//McCann前，萬文忻擔任偉門大中華區首席執行官，並曾在尼爾森、睿獅及奧美擔任高級管理職務。萬文忻擁有25年的營銷傳播經驗，涉獵汽車及電訊等主要領域，服務過包括福特、華為、路虎、微軟等客戶。他專長於數碼及數據傳播、零售業行銷、品牌營銷及市場推廣。

Mindshare China has appointed Ron Zou as its talent director. In his new position, he will report to Michelle Jiang, chief talent officer for GroupM China, and Amrita Randhawa, Mindshare’s Asia Pacific CEO and executive chair for Greater China. Possessing more than 15 years of human resources experience, Zou most recently worked for Starbucks China where, in addition to supporting functional roles, he assisted in developing marketing and digital venture-based talent-related initiatives. 傳立媒體任命鄒加為中國區人才總監。履新後，鄒加將直接向群邑中國區首席人才官姜春鳴、以及傳立亞太區行政總裁及大中華區主席 Amrita Randhawa述職。鄒加在人力資源領域擁有超過15年經驗，加入傳立前，他就職於星巴克中國，除負責常規人力資源事務外，還支持開展一系列營銷及數碼投資相關的人才發展舉措。

AKQA has promoted Sam Sterling to managing director of Greater China and Japan. Sterling, previously the managing director of China, will now additionally oversee AKQA’s Tokyo studio. In her new position, she plans to create cross-border synergies that provide clients in both countries with broader, industry-leading design and experience innovation offerings. Since taking over the reins of AKQA China in February 2018, the agency’s business has grown tremendously, most notably taking on several new clients, including Evian and Ford Motor Company. Under her leadership, AKQA China achieved the highest recorded staff retention rate in the region by developing a strong, innovative and collaborative working culture. AKQA擢升Sam Sterling為大中華區及日本董事總經理。之前擔任中國區董事總經理的Sterling現時將兼管AKQA的東京工作室。在其新職位上，Sterling計劃促進跨境合作，為兩國客戶提供更廣泛的行業領先設計及體驗創新產品服務。她自2018年 2月接管AKQA中國區業務以來，該代理公司的業務迅速發展，最顯著的是贏得多個新客戶，包括依雲及福特汽車公司。在她的領導下，AKQA中國區通過建立強大、創新及協作的工作文化，錄得區內最高的員工留職率。

Dentsu Hong Kong has promoted to Popo Hu managing director. For the previous two years, she had been heading up the business as the general manager, driving cross-market and inter-agency collaboration and synergy. She has been instrumental in leading agency growth, most notably with a number of new wins, including Zespri, Prudential, Bank of China, Audi, and Suntory. She joined Dentsu in 2000 to manage some of the agency’s major accounts, in particular helping clients and teams to define and expand their partnerships. 電通香港擢升Popo Hu為董事總經理。過去兩年，Hu一直擔任業務總經理，負責促進跨市場及代理公司內部的合作及協同。她在帶領該代理公司業務增長方面發揮重要作用，最顯著的是贏得多個新客戶，包括Zespri、英國保誠、中國銀行、奧迪及三得利。 Hu於2000年加入電通，負責管理該公司的一些主要客戶，尤其是幫助客戶及團隊定義及擴展其合作夥伴關係。

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