It’s that time of the year again where we unite and gather with our loved ones for the Mid-Autumn Festival. However, one of the main differences we are seeing this year is an outpouring amount of innovative mooncake flavours and packaging designs from local brands to attract young audiences.
From Maxim’s to Duddell’s, these brands have gone all out to capture the consumers of the future as they continue to value authentic and personalised experiences. Discover the creative ideas that are breathing new life into this traditional treat on page 8.
Apart from personalised experiences, brands are also looking to build consumer trust through transparency in AI-generated content. With artificial intelligence playing an increasingly prominent role in content creation, we examine the crucial role of openness and honesty in fostering trust with audiences on page 44.
To further discuss the latest content marketing trends, we also welcomed back the second edition of our very own conference – Content 360 Hong Kong in June, where marketers and industry players gathered to learn insights around trendjacking opportunities, AI-generated content, and more.
On the tech front, one of the latest hot topics is Google abandoning its plans to remove third-party cookies from Chrome. What does this mean for online privacy and the future of targeted advertising? We spoke with industry experts to explore the issue on page 36.
Last, but not least, we have also highlighted the key wins at our two prestigious awards – the DigiZ Awards and the Marketing Events Awards Hong Kong – and celebrated the achievements of the digital marketing and events community in the region.
We hope you enjoy this diverse range of features as much as we have in putting the pages together.
Until next time, take care!
To get in touch with our editorial team editorialhk@marketing-interactive.com
For advertising enquiries
Karen Yung, kareny@lighthouse-media.com
Mandy Ma, mandym@marketing-interactive.com
Sally Hui, sallyh@lighthouse-media.com
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Karen Wong Deputy Editor, North Asia
UNVEILING THE NEW FACE AND NEW ERA OF MTR^ ADVERTISING
The landscape of MTR^ advertising is undergoing a transformative shift, driven by the dual forces of digitalisation and market dynamics.
To embrace digitalisation in the everevolving advertising landscape, the MTR Corporation has made substantial investments in digitalising its media resources on the East Rail Line and Tuen Ma Line. This includes several mega digital zones at designated stations, along with aggressive DigitalAd inventory and network expansion, to craft the new face of MTR^ advertising.
As part of the digitalisation plan, MTR has launched the Digital Pillar Zone at the concourse of East Tsim Sha Tsui station. This innovative transformation offers a 3D and immersive visual experience for maximum impact.
Moreover, these digital pillars are equipped with sound and scent marketing capabilities (1), further enhancing the multi-sensory engagement with the passengers.
The East Tsim Sha Tsui station attracts a diversified range of tourists, shoppers, and an upscale working population – so the Digital Pillar Zone presents an ideal opportunity for advertisers to captivate and “wow” a quality audience with their innovative campaigns.
Simultaneously, a captivating Mega Digital Zone was introduced in August 2024 at Admiralty station, a prominent commercial district and vital interchange hub connecting
inbound Mainland travellers from cross-border locations to downtown.
This impressive zone features two giant curved digital walls positioned on both sides of the East Rail Line interchange platform, with full-panel extensions reaching up to the ceiling. The Mega Digital Zone provides advertisers with an unrivalled medium that delivers visual impact and captivating audience experiences to quality MTR passengers and tourists.
The exciting Trackside Digital Landscape Zone at Hung Hom station is also currently in the production pipeline. This innovative zone will showcase six 110-inch Digital Landscape displays along the track. The launch of this zone will offer advertisers an opportunity to engage with audiences in a visually stunning environment with lengthy exposure times.
In addition to the digital zones, MTR^ advertising is undergoing a substantial expansion in its DigitalAd inventory. The Digital Portrait inventory will grow from 33 pairs to 75 pairs, while the Digital Landscape inventory will expand from 16 panels to a remarkable 47 panels.
These digital panels are equipped with dynamic content capabilities, allowing for the display of real-time information such as weather updates, financial indices, and voting results.
In the post-pandemic era, there’s a notable rise in northbound and southbound travellers, and a shift in the Hong Kong population distribution to the New Territories. Statistics
(2) reveal that 77% of newly established private properties are located along the MTR^ advertising network, which holds a strong presence in Kowloon and the New Territories.
The network offers an extensive reach through its 27 stations on the Tuen Ma Line, 16 stations on the East Rail Line, 68 light rail stops, and 21 MTR bus routes, reaching over 130 shopping malls. The comprehensive reach of MTR^ advertising allows advertisers to effectively grab middle to high-income groups.
The populations in Tuen Mun, Yuen Long, and Tai Po, where the MTR, light rail and MTR bus serve as key modes of transport, consist of a significant number of indigenous inhabitants who are generally high-asset property owners without mortgage burdens, suburban bright lights who are generally mid-level managers, and associate professionals with mid-level incomes.
Richard Pétignaud, the managing director of Bravo Media, said: “We are thrilled to introduce these new initiatives to our clients, as they open new avenues for brands to connect with the sought-after customer segments, and will provide unparalleled opportunities to create impactful and engaging advertising campaigns.”
“We are dedicated to delivering innovative and exceptional OOH solutions, ensuring that advertisers receive the highest quality of service and cutting-edge advertising strategies,” he added.
1 Scent marketing is subject to technical feasibility study. 2 Hong Kong Monthly Digest of Statistics (Sep 2023). ^MTR here refers to East Rail Line, Tuen Ma Line, Light Rail, and MTR Bus.
Brought to you by:
What’s on?
PR Awards
What: An awards show that is designed to discover, recognise, and reward the most stunning work in the PR and communications industry across the North Asia region.
Where: Kerry Hotel, Hong Kong
When: 26 September
Digital Marketing Asia Hong Kong
What: A conference that will empower local marketers to navigate tech-driven transformation through data-driven insights.
Where: The Mira Hotel, Hong Kong
When: 22-23 October
TWO-THIRDS OF HONGKONGERS ADDICTED TO THEIR SMARTPHONES
Nearly two-thirds (63.4%) of Hongkongers admit smartphone addiction, with Gen Z and millennials spending the most time watching videos and streaming content, according to a Preply survey.
The report – “Hong Kong residents recognise smartphone addiction and consider cutting back” –recently surveyed 1,000 Hongkongers about their smartphone habits.
The survey found that 63.4% of Hong Kong residents acknowledge smartphone addiction, and 76.5% have taken steps or are considering reducing their phone use.
There’s also a strong preference for entertainment when it comes to using smartphones, with more than 25% of Hongkongers spending over three hours daily playing games, watching videos and streaming content on Netflix, YouTube, and social media platforms.
The survey also indicated that women are more likely to spend over three hours on social media (35.9%), video- streaming (34.3%), and playing online games (30.6%), surpassing their male counterparts in these activities, who reported 21%, 23.3%, and 28.9% respectively.
“It is likely that policymakers will enforce tighter privacy and compliance regulations with the likely possibility of users having more control over the data they share.”
Jan Harling, CEO of Virtus Asia Consulting
• Across all generations, the younger generations are also more aware of their addiction, with two-thirds of Gen Z and Millennials admitting their dependence on phones.
• In contrast, only about one in five Baby Boomers recognise their phone addiction. These findings stress the need for solutions to manage and reduce compulsive phone use.
• Meanwhile, Gen Z and Millennials spend the most time watching videos and streaming content, while Gen X and Baby Boomers focus on browsing social media.
• Gen Z and Millennials share the same favourite activities, but Gen Z tends to spend more time on average engaging in them. In contrast, Gen X and Boomers spend significantly less time on these activities.
• For instance, 75.2% of Gen Z and 63.7% of Millennials spend at least one hour on social media, whereas only 38.1% of Boomers do the same. Additionally, 29.4% of Hongkongers do not spend any time on educational activities, and 16.3% of Gen Z, 7.6% of Millennials, and 8.8% of Gen X do not read the news at all, the survey revealed.
• Overwhelmingly, a significant 76.5% of Hongkongers considered reducing their smartphone use. The survey showed that 37% of Hongkongers would choose to spend more time with their family and friends, with another 37% wanting to enjoy outdoor activities.
Source: Preply’s “Hong Kong residents recognise smartphone addiction and consider cutting back” study.
AD WATCH 廣告點評
Alejandro Canciobello Regional executive creative director
DDB Group Hong Kong
HOT: SONG OF CATHAY
Cathay Pacific’s “Move Beyond” campaign has elevated the brand’s purpose by connecting people with meaningful experiences. Recognising the power music can play to evoke feelings and identity, the brand has taken the opportunity to develop its own “song”.
“Song of Cathay”, developed with sonic branding agency, Sixième Son, takes this further.
Played across various touch-points, the musical piece offers a soothing and anticipatory auditory experience, a refreshing change from typical Hong Kong advertising KOLs and jingles, to truly move beyond its service offerings and give a stronger emotional connection with Cathay, and strengthening the brand itself at the same time.
Every aspect of the development seems to have been carefully considered, and having the Asian Youth Orchestra involved was a nice touch.
I hope this signals the beginning of more creative marketing that can truly build brand image while connecting to an audience in a deeper, emotional, and sensorial way. Clap, clap, clap, to Cathay!
NOT: PIZZA HUT’S “TWIST, CRUNCH AND DIP” CAMPAIGN
Pizza Hut has confused its audience with its latest “Twist, Crunch and Dip” campaign. The TV spot presents new pizzas as long-lost royalty of the Pizza Kingdom, ruled by their “father”, the King. It sounds fun, but what exactly is it selling? If it is promoting the new Cheesy Crust Bite or showcasing Pizza Hut’s range, why not focus more on affordability and flavour instead of an outlandish fantasy?
I feel this is a tactical ad that ultimately tries to say and do too much, leaving viewers without a clear message. It tried too hard to make something weird and humorous (questionable), without considering if it was relatable to the audience.
Non-sensical advertising can in fact work, looking back there are some classic examples of this with Cadbury’s “Gorilla” or the Skittles ads. But when you force something simply to shock, you will only generate short-term interest at best, doing nothing for the brand’s longterm growth. Pizza Hut could have tried harder here.
Young at heart:
How HK brands are revitalising the mooncake experience
The Mid-Autumn Festival is just around the corner, and brands have gone all out to impress consumers, especially the younger generations. From traditional hospitality brands to local bakery brands, marketers are investing a lot more in creative and youthful packaging designs for mooncakes to appeal to youngsters.
To celebrate this cherished occasion, Karen Wong spoke with industry experts to explore how brands can win the hearts of the younger segments while achieving better returns on investment.
As the Chinese Mid-Autumn Festival fast approaches, Hong Kong brands are reimagining mooncakes and their packaging to appeal to younger generations.
For example, Hong Kong’s Chinese finedining restaurant Duddell’s collaborated with Hong Chong Ip, co-founder of creative firm MoDesign, to create a modern packaging concept inspired by traditional Chinese craftsmanship such as the “Mother-of-Pearl Inlay”, and the Mid-Autumn Festival mascot “Jade Rabbit”.
By incorporating contemporary colours and pearlescent tones, this design merges heritage with a contemporary aesthetic, resonating with younger demographics who appreciate a blend of tradition and modernity, a spokesperson from Duddell’s said.
Meanwhile, Hong Kong-based food, beverage, and restaurant chain Maxim’s has launched new products to attract a younger audience, including the “MX lava black truffle custard mooncake” and the elegant “MX lava assorted mooncake”.
Besides a variety of flavours, special attention has been given to product design, including licensed cartoon mooncakes –“Minions lotus seed paste mooncake with egg yolk,” said Eve Leung, head of marketing, branded products, Maxim’s Group.
“The gift box is full of whimsy. When the light is turned on and the handle is rotated, six different Minions characters hidden in the slides will be unveiled, incredibly entertaining and captivating the hearts of youngsters and children.”
Grand Hyatt Hong Kong has also taken pride in unveiling a new mooncake packaging design inspired by the floral and Chinese motifs of its Chinese restaurant One Harbour Road, according to Eva Kwok, director of marketing and communications for Grand Hyatt Hong Kong.
“This design features the iconic arch at the restaurant, reminiscent of the splendour and elegance of a Taipan’s mansion in the 1930s. The choice of pastel pink sets it apart from traditional mooncake packaging, aiming to evoke feelings of warmth and joy,” she said.
Do young people care about the tradition? While younger audiences may not share the same deep emotional attachments to traditional customs such as the Mid-Autumn Festival,
and mooncakes, as older generations do, as a Cantonese restaurant, Duddell’s prioritises these traditions because they are integral to its restaurant philosophy.
“Despite our embrace of modernity and creativity, we place immense value on preserving and passing down traditions to younger generations, aligning with our approach to Cantonese cuisine,” the spokesperson said.
Through incorporating traditional elements with contemporary twists into its mooncake offerings, Duddell’s not only attracts younger audiences seeking novel
experiences, but it also showcases its commitment to honouring its cultural legacy while adapting to modern preferences.
“We hope to educate younger audiences about the importance of traditions, encouraging them to appreciate and continue these practices in the future.”
To tap into the younger generations, Maxim’s believes it is essential for the brand to innovate and stay youthful and vibrant, capturing the joy and happiness of the festival by continuously injecting new elements into the flavour, packaging, and promotion of its products.
Meanwhile, Grand Hyatt’s Kwok believes that Gen Z not only upholds traditional Chinese customs by sharing mooncakes, but also embraces new experiences with their loved ones.
“These mooncakes also make thoughtful gifts for business partners and clients, and we also offer the option to personalise messages or include company logos for bulk orders,” she added.
Beyond a seasonal offering True enough, brands need to continuously innovate and wow consumers to ensure brand longevity.
To extend beyond being just a seasonal offering, Duddell’s has designed a stylish LED lantern mooncake packaged in a way that it can be repurposed as a home decoration, providing added value to its customers.
“This feature allows our packaging to serve a dual purpose, transforming it from a container for mooncakes during the festive season to a decorative item that can be displayed at home all year-round. By offering this versatility, we aim to ensure that our product remains relevant and useful beyond its initial purpose, providing a lasting impression on our guests.”
Apart from a delectable range of festive items for customers to celebrate traditional festivals with delicious food, Maxim’s also provides a variety of bakery goods such as egg rolls, cookies, and sweet pastries which are available all year-round and are highly appreciated in the market.
On the agency front, Judd Christie, managing director at Uniplan Hong Kong, said selling mooncakes alone will be hard beyond their normal season.
“However, brands can try to reinvent the mooncake to follow the lunar cycle and turn it into a habit for Millennials to enjoy on every full
moon – and push limited edition flavours for each lunar cycle,” he added.
To transcend the typical seasonal execution, some brands are creating limitededition mooncake series and hosting pop-up events, according to David Ko, managing director of RFI Asia.
“These initiatives generate buzz and exclusivity, turning mooncake purchases into an experience rather than just a transaction. Additionally, incorporating eco-friendly packaging appeals to the environmentally conscious segment of young buyers,” he added.
Measuring the return on investment (ROI) When it comes to marketing dollars, brands measure the ROI through increased sales, enhanced brand visibility, and customer engagement metrics on social media platforms, according to Ko.
“By tracking hashtags, mentions, and consumer feedback, brands gain insights into
their campaigns’ effectiveness. Moreover, partnerships with influencers provide qualitative data on reach and impact, helping brands refine their strategies for future festivals,” he said.
Duddell’s said its mooncake sales consistently meet ROI expectations, indicating a strong demand.
“The loyalty of our returning customers who repurchase our mooncakes annually underscores their satisfaction with our offerings,” the spokesperson said.
“Additionally, our mooncakes serve as an accessible entry point for new customers, introducing them to our restaurant and brand. Many first-time customers are drawn in by our stylish mooncakes and later become regular diners, demonstrating the tangible impact of our ‘spend’ in this aspect of our restaurant.”
However, at times, brands may not be getting significant returns in the traditional sense, but many clients still expect the right calibre of mooncake, and brands continue
to have a huge benefit from this exposure, especially those who create memorable packaging and concepts for their mooncakes, said Uniplan’s Christie.
“The challenge will be, as we all now expect more sustainable packaging, how will brands adapt while retaining the same premium experience and sense of tradition. If they are to remain relevant to a younger audience, this will be a key factor going forward,” he said.
Taking Grand Hyatt as an example, environmental sustainability is a core focus for the hospitality brand, Kwok said.
“Our commitment is evident through the use of eco-friendly FSC-certified materials in all our packaging, showcasing our unwavering dedication to sustainability while celebrating the festival in a stylish and environmentally conscious manner,” she said.
Beyond its commercial value, this also presents an opportunity for Grand Hyatt Hong Kong and One Harbour Road to narrate its journey of continually improving its offerings and reaffirming its commitment to sustainability, she added.
For Maxim’s, the brand has always focused on building brand equity in terms of recognition, reputation, and consumer perception through integrated online and offline multichannel marketing campaigns.
“This has enabled us to stand as the market leader for mooncakes in Hong Kong for 26 consecutive years with the classic ‘White lotus seed paste mooncake with two egg yolks’. We maintain an optimistic outlook and anticipate a very positive ROI,” Leung said.
SNAPPED
Moon Moon Dance Party
DATE: 3 – 22 September
VENUE: Starstreet Precinct, outside Three Pacific Place on Wing Fung Street
1. Starstreet Precinct is set to illuminate the Mid-Autumn Festival with a “Moon Moon Dance Party” featuring Mr and Mrs Moon.
2. Visitors can start their moon journey together by taking picturesque selfies under the moonlit sky, striking iconic kissing poses, and dancing the night away with Instagram-worthy filters.
3. Visitors can enjoy the lunar festivities to the fullest by participating in a giveaway to receive an exclusive Moon Moon Rabbit Balloon and collection cards.
4. For those looking to bring home a piece of the lunar festivities, check out the Moony Shopping Rewards to redeem exclusive Moon Moon 3D Soy Sauce Dish Sets and Moon Moon Stainless Steel Tumblers.
Yu-Gi-Oh! Official Card Game Duelling Monsters
DATE: From now until 30 September
VENUE: T.O.P This is Our Place
1. To mark the 25th anniversary of the “Yu-Gi-Oh!” card game this year, T.O.P has transformed itself into an interactive crossover experience space.
2. Among the five meticulously designed exhibition areas, the highlight is the six-metre-long YuGi-Oh! OCG Card Wall, making its debut in Hong Kong, which is showcasing more than 1,600 cards.
3. Additionally, there is a two-metrehigh installation featuring one of the game’s most famous monsters, the “Blue-Eyed White Dragon”.
4. Shoppers who electronically spend more than HK$200 can join in the “T.O.P Super Firm Action Game Challenge Station” for the opportunity to win trendy rewards.
Geometric Wonderzoo
DATE: From 14 August onwards VENUE: 3/F, Sau Mau Ping Shopping Centre
1. The “Geometric Wonderzoo” spans about 12,000 square feet and boasts a range of exciting attractions, including a giant elephant slide, a turtle trampoline, and a crocodile hopscotch.
2. This marks Link’s 100th asset enhancement project in Hong Kong, adding several popular restaurants and specialty food stores to enhance the dining experience for young families.
3. The park’s flooring is adorned with neatly arranged hexagonal patterns, inspired by the unique hexagonal rock columns of the Hong Kong UNESCO Global Geopark.
4. Additionally, the park features an educational zone where children can learn fascinating facts about animals through interactive games, promoting a love for discovery and learning.
Green Building Exploration Fair
DATE: 21 – 22 September
VENUE: Event Hall, G/F, Olympian City 2, 18 Hoi Ting Road, West Kowloon
1. This year’s Hong Kong Green Building Week includes the first Green Building Exploration Fair, featuring six fun-drenched interactive zones to introduce various innovative green building technologies to the public.
2. In addition, there will be a creative green workshop series that aims to help the public understand green buildings in an interesting way.
3. The Exploration Fair seeks to demonstrate how the innovative technologies can be incorporated into green buildings to reduce carbon emissions throughout their life cycle.
4. Meanwhile, the Green Building Guided Tour will cultivate the message of low-carbon living through guided tours and workshops.
During the second half of the year, Hong Kong has seen an influx of music festivals, drone shows, and mega events that have driven tourism. In fact, since the pandemic, we have witnessed – in the new normal – the power of events, and how excellent content and engagement for both virtual and physical audiences can be a great boost for any organisation.
To celebrate the best work in the event marketing scene, we brought back our very own Marketing Events Awards, which are designed to recognise excellence in event marketing across the North Asia region. This year, the competition was incredibly tight with over 440 entries across 35 categories, and a total of 109 trophies awarded to the leading brands and agencies across the region at our awards ceremony.
MARKETING-INTERACTIVE would like to thank our esteemed panel of 19 judges for their time in judging the entries. We would also like to congratulate all the winners on their remarkable success. We are confident this year's awards will set the stage for exciting and innovative initiatives within the industry in the years to come.
PANEL OF JUDGES
FATIMA LAM Head of Marketing, APAC Bonhams
HEIDI THOMPSON Head of Creative & Marketing CARAT* London
GINNY SO Marketing Director Emperor Cinemas Group
IRIS KAN Marketing Director, HK & Macau
L’OCCITANE (FAR EAST)
JASMINE YU Director of Marketing Peak Tramways Company
CARMEN WONG Head of Marketing foodpanda
ERIC LIN General Manager Lee Kum Kee
ROMMEL FUENTEBELLA Senior Director, Premium and Execution, Asia Carlsberg Group
DOROTHY MA Director, PR & Communications Green Monday
JENNIFER LAI Director, Innovation & Public Relations Melco Resorts & Entertainment
LILIAN CHEUNG Senior Associate Director –Marketing Savills Hong Kong
CATHERINE TSE Head of Brand & Marketing Transamerica Life (Bermuda)
VIVIAN CHEUNG Marketing & Business Development Director Casablanca Group
TRACY HUANG Head of Marketing and Development Hong Kong Chinese Orchestra
DEEP YIM Head of Corporate Marketing Nestlé
KIMBERLY LO Marketing Director Shangri-La Group
TOMMY TSE Penfolds PR and Corporate Communications Director –Greater China Treasury Wine Estates
MICHAEL HO Associate Director, Marketing & Partnerships (HK & TW) ZALORA Group
MATTHEW LAM Director of Marketing Swire Properties Hotel Management
GOLD
Hang Seng Bank Campaign: Fraud Chart Awards Public Education Campaign Agency: DDB Group Hong Kong
SILVER
Citywalk, Urban Renewal Authority, Sino Group
Brand: Sino Malls
Campaign: A Hundred Blessings for a Caring Community Agency: Above The Line Company
BRONZE
The Hong Kong Jockey Club Campaign: The Jockey Club Youth Football Academy Summit Agency: PHD Hong Kong
Best Use of Influencer
SILVER
GOLD
Hang Seng Bank Campaign: Fraud Chart Awards Public Education Campaign Agency: DDB Group Hong Kong
Link Asset Management Brand: Link Up Campaign: Link Up Grand Launch
General Mills Hong Kong Brand: Häagen-Dazs Campaign: “A Spoonful of Macaron” –Macaron Ice Cream Launch Agency: Purple Cow Communications
GOLD
Standard Chartered Hong Kong Campaign: Travel To The Fullest. Live Life To The Fullest. Agency: Leo Burnett Hong Kong
SILVER
Hang Seng Bank Campaign: Fraud Chart Awards Public Education Campaign Agency: DDB Group Hong Kong
BRONZE Pottinger 22
Campaign: A Path to Glory – Jin Yong's Centennial Memorial, The World of Wuxia Agency: Occasions Asia Pacific
BRONZE
Best Event – Creative
Best Experiential Event
GOLD
New World Development
Campaign: New World Harbour Race 2023 – Harbour Playpark
SILVER Henderson Leasing Agency Brand: MOSTown Campaign: MOSTown “The MOST Green Fin-est Summer Eco-Camp”
BRONZE
Standard Chartered Hong Kong Campaign: Travel To The Fullest. Live Life To The Fullest. Agency: Leo Burnett Hong Kong
Best Event – Retail
SILVER
GOLD
Citywalk, Urban Renewal Authority, Sino Group
Brand: Sino Malls
Campaign: “KIDS DREAM BIG! My Dream Job Expo” by Citywalk Agency: Busyart.hk
Eagle Property Management (CP) Brand: Langham Place Campaign: Langham Place X kk+ “Care BearsTM Express” Christmas Campaign Agency: Above The Line Company
BRONZE
Cityplaza Hong Kong
Campaign: Cityplaza x Disney Grow with LOVE Agencies: MakeItLoud, Boxing Promotions
Hong Kong Housing Society Campaign: Community ESG Programme
BRONZE MTR Corporation Brand: The Wai
Campaign: The Wai Mall Opening Agency: Above The Line Company
Best Event – Arts, Leisure and Entertainment
GOLD
MTR Corporation Campaign: Double Ducks @ MTR
SILVER
Forward Fashion (International)
Brand: Artelli, ASCE, BE@RBRICK MACAU
Campaign: Art Macao 2023 –A showcase of Forward Fashion’s curatorial capability
BRONZE
Sino Malls
Brand: tmtplaza
Campaign: Auspicious Dragon Blessings for the New Year
Agency: Magic Art Center
Best Event Production
GOLD
InvestHK, The FSTB, HKMA, SFC, IA Campaign: Hong Kong FinTech Week 2023 Agencies: WHub, LORE
SILVER Pottinger 22
Campaign: A Path to Glory – Jin Yong's Centennial Memorial, The World of Wuxia Agency: Occasions Asia Pacific
BRONZE Hong Kong Tourism Board Campaign: Cathay International Chinese New Year Night Parade
Best Event – Targeted Community
GOLD
The Hong Kong Jockey Club Campaign: The Jockey Club Youth Football Academy Summit Agency: PHD Hong Kong
SILVER
Link Asset Management Campaign: Tuen Mun Adventure 2023 Agency: Nevertoolate
BRONZE Henderson Leasing Agency
Brand: MCP CENTRAL & MCP DISCOVERY
Campaign: MCP x The Wooderful Land “Summer in the Wooderful Land”
Best Audience Growth Event
GOLD
Sun Hung Kai Real Estate Agency Brand: apm
Campaign: Light Up the Night with apm –Shows, shopping and more
SILVER
Link Asset Management
Campaign: Tuen Mun Adventure 2023 Agency: Nevertoolate
BRONZE
Swire Properties Management
Brand: Pacific Place
Campaign: A Fairytale Christmas Agency: ANON
Best Brand Experience
GOLD
Standard Chartered Hong Kong Campaign: Travel To The Fullest. Live Life To The Fullest. Agency: Leo Burnett Hong Kong
SILVER
HSBC Hong Kong
Brand: HSBC Campaign: HSBC RewardCash
Red Hot Auction Agency: VML
BRONZE
Sun Hung Kai Real Estate Agency
Brand: apm
Campaign: Light Up the Night with apm – Shows, shopping and more
GOLD
Pottinger 22
Campaign: A Path to Glory – Jin Yong's Centennial Memorial Agency: Occasions Asia Pacific
SILVER
The Hong Kong Jockey Club Campaign: “With You. Then. Now. Always.” Exhibition Agency: Madlab
BRONZE
The University of Chicago Campaign: Tram Tales: 120 Years of Hong Kong Tramways
GOLD
Festival Walk
Campaign: Festival Walk 25th Anniversary “Walk with Me”
Christmas Art Project Agencies: The Bridge Agency, OUTSIGN.LAB
SILVER
Pottinger 22
Campaign: A Path to Glory – Jin Yong's Centennial Memorial Agency: Occasions Asia Pacific
BRONZE
Swire Properties Management Brand: Pacific Place Campaign: THIS IS THE PLACE Agency: ANON
Best Story-Telling Event
GOLD
Pottinger 22
Campaign: A Path to Glory – Jin Yong's Centennial Memorial Agency: Occasions Asia Pacific
SILVER
Chinachem Group – Nina Mall
Brand: Nina Mall
Campaign: Nina Mall x Nina Park –
Primeval Forest Agency: Oasis Brand Communications Company
BRONZE
Olympian City Brand: Sino Malls
Campaign: NBA SUMMER BASE Agencies: Neonet, MGV
GOLD
Occasions Asia Pacific
SILVER Ngong Ping 360
BRONZE Olympian City
Best Content Creation Event
Best Exhibition Event
Best Event Team
STAY AHEAD RISE ABOVE
FROM VISION TO RECOGNITION SINCE 1987
With 37 years of expertise in corporate brand marketing consultancy and mega event creation, we help our clients to stay ahead of the game through conceptualising innovative strategies that deliver sustainable business results across the region.
Best Cost-Effective Event
SILVER
GOLD
Sino Malls
Brand: tmtplaza Campaign: Auspicious Dragon Blessings for the New Year Agency: Magic Art Center
FWD Life Insurance Company (Bermuda) Campaign: FWD MAX The “Kyubi School” Event
SILVER
The Hong Kong Academy for Performing Arts Campaign: 2024/25 Admission for Post-secondary and Undergraduate Programmes
BRONZE
Moet Hennessy Diageo Hong Kong
Brand: Moet Hennessy Diageo Campaign: Mastery of Scotch Agency: Kenal Group
Best Event – Gamification
GOLD
FWD Life Insurance Company (Bermuda) Campaign: Here We Are For Your Health Agency: Cymballe
Swire Properties Management Brand: Pacific Place Campaign: THIS IS THE PLACE Agency: ANON
Thank you to our judges for their invaluable insights and expertise.
Best of Show - Brand Standard Chartered Hong Kong
Standing out from the crowd, and impressing the jury was Standard Chartered Hong Kong which took home seven trophies: four golds, two silvers and one bronze. The campaign which wowed the judges, and helped win the golds was the “Travel to the fullest. Live life to the fullest”.
The campaign, which ran from December 2023 to April 2024, aimed to bridge the gap beyond cards to full-spectrum travel banking among affluent and highnet-worth travellers. This included the bank's suite of banking services, such as foreign exchange rewards, multi-currency debit cards, and Asia Miles time deposits.
Instead of just talking about the mechanics of earning miles, the campaign aimed to make locals feel how quickly they could realise their dream holiday. Thus, the campaign was inspired by a human truth: “Just anticipating a dream holiday makes you happier and act faster.”
Furthermore, the campaign invited local artist Ivana Wong to create a series of immersive experiences – “SC presents: JOURNEY・REIMAGINED” – that transported
people to popular locations such as Japan, Norway, among other places.
Participants could feel as if they were boarding a plane and stepping into a cabin, where they were then transported into immersive dreamscapes through sights and sounds. These dreamscapes were inspired by Wong's dream holiday, with her voice acting as a guide, and were generated by AI artists.
Therefore, the core strategy of the campaign was to merge the target audience's twin passions for art and travel, presenting a grand and travel-themed immersive experience that went beyond conventional advertising.
To decode the minds and habits of its target audience, a study – "Hong Kong affluent travel study 2024" – was commissioned. The results found they anticipate taking eight trips per year, are willing to spend HK$150,000 per long-haul trip, and value premium privileges such as airport lounge access and priority boarding. They also sought invigorating and tailor-made travel experiences in uncharted territories that enable a deep immersion in the local culture.
Best of Show - Agency LEO BURNETT HONG KONG
The above campaign was done in partnership with the Best of Show – Agency winner Leo Burnett Hong Kong, which won four golds, two silvers, and one bronze.
To synchronise with major art events and maximise the impact, the campaign event was timed with Art Month in March 2024. Its roll-out enveloped strategic initiatives such as being the official sponsor of Hong Kong Holiday and Travel Expo 2024, hosting an exclusive travel seminar with celebrities, and creating bespoke chartered flight experiences for VIP clients.
The campaign also built a lifelike airport set-up complete with check-in and boarding experiences at K11 MUSEA. An immersive aeroplane theatre transported visitors through AI-generated dreamscapes tailored to affluent preferences such as Tokyo's Shibuya Crossing reimagined with surreal tranquillity and cyber-punk koi fish.
To amplify buzz, the campaign harnessed the power of KOLs whose shared stories sparked conversations. Attendees were encouraged to share their experiences online with personalised videos to spread the word, ensuring the event's digital echoes reached beyond the physical space.
Coupled with being the title sponsor of TVB’s travel programme, and a diverse mass ad spread, this campaign set the stage to showcase Standard Chartered Hong Kong's comprehensive travel banking experiences – drumming up excitement and driving home the message: Embarking on your luxury journey begins with Standard Chartered.
Over four years ago, Google initiated an extraordinary plan to remove thirdparty cookies in its Chorome browser, as part of its effort to adopt privacycentric, durable strategies and solutions for years.
Earlier this year, the tech giant began testing Tracking Protection, a new feature that limits cross-site tracking by restricting website access to third-party cookies by default.
After six months, the company has decided to ditch its third-party cookie phaseout plan. How will this impact advertisers and marketers? Karen Wong spoke with industry players to find out more.
Google is backtracking on its plan to remove third-party cookies in its Chrome browser, after its long-standing efforts to phase out the cookies which were created to track users online. The big move comes after advertisers continuously expressed their concerns as the phaseout of the cookies on Chrome would impact their ability to collect data for personalised ads, meaning they would need to rely on Google’s user databases.
At the same time, the UK Competition and Markets Authority has also said Google’s cookie deprecation plan would cause serious impact on competition in digital advertising.
Google-backed Privacy Sandbox’s vice president Anthony Chavez said in a recent blog post that early testing from ad tech companies, including Google, has indicated the Privacy Sandbox APIs have the potential to encourage the adoption of privacyenhancing technologies.
“At the same time, we recognise this transition requires significant work by many participants and will have an impact on publishers, advertisers, and everyone involved in online advertising,” he said.
In light of this, the tech giant is proposing an updated approach that elevates user choice.
“Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choices that applies across their web browsing, and they’d be able to adjust that choice at any time. We’re discussing this new path with regulators, and will engage with the industry as we roll this out,” Chavez added.
Stephen Bonner, deputy commissioner at the UK’s Information Commissioner’s Office, said the office was disappointed at Google’s move.
“From the start of Google’s Sandbox project in 2019, it has been our view that blocking third party cookies would be a positive step for consumers. The new plan set out by Google is a significant change and we will reflect on this new course of action when more detail is available,” he said.
“Our ambition to support the creation of a more privacy-friendly internet continues. Despite Google’s decision, we continue to encourage the digital advertising industry to move to more private alternatives than third party cookies – and not to resort to more opaque forms of tracking.”
“We will monitor how the industry responds and consider regulatory action where systemic non-compliance is identified for all companies, including Google.”
Google’s decision to keep third-party cookies reflects the company’s reliance on advertising revenue, according to Nathan Petralia, former managing director of Merkle Hong Kong.
“While it may seem like a setback for privacy advocates, the move should strike a balance between user privacy and the needs of digital advertisers,” he said.
“The introduction of a new Chrome feature for informed user choices is a step in the right direction, but its success will depend on how effectively it empowers users to control their data.”
According to Jeff Green, CEO of The Trade Desk, the move shows that Google has finally acknowledged what the advertising industry has been saying for years – the privacy sandbox is not a good product and doesn’t sufficiently protect consumers’ privacy or empower advertisers. Moreover, it hurts publisher monetisation the most, he said.
“Google seems to have finally acknowledged that the best option for them is to give consumers the choice. The question that remains is – will Google truly give consumers’ choice? Or will they make the decision for consumers and then bury consumers access to change it?” he questioned.
Perhaps it is worth taking the effort to show the industry that Google takes privacy with the utmost seriousness, said Hari Shankar, senior partner of APAC and ex-vice president of APAC at ShowHeroes.
“An elaborate strategy was required to ‘not’ sacrifice the third-party cookies, but also stay in the ‘right’ political quadrant – and that’s what they may have just pulled off at the end of four years. Of course, it could be just another flop from Google adding to the list from the past years, for all you know.”
A sigh of relief for marketers
While the judgement is still out on whether users will have more choice, the reality is that many advertisers will consider it good news. Across the region many were not fully prepared to embrace the significant changes required for running digital campaigns without cookies. In fact, a 2024 YouGov and Taboola study showed that only 25% of advertisers were ready for cookie deprecation, and less than half (46%) were satisfied with Google’s decision to delay the phaseout.
However, it remains crucial for brands to explore ways to reduce their reliance on cookies, and to prepare for the future, explained Jan Harling, CEO of Virtus Asia Consulting.
“It is likely that policymakers will enforce tighter privacy and compliance regulations with the possibility of users having more control over the data they share,” he said.
“Significant progress has been made with solutions such as Cleanrooms, and I expect these technologies to continue evolving.”
As such, he said marketers need to double down on contextual targeting, adding that contextual marketing “has proven to be highly effective, even outperforming other targeting methods in multiple studies”.
Petralia echoed the sentiment saying the move provides short-term stability and continuity in marketers’ advertising strategies as they continue using third-party cookies for targeted ads without having to overhaul their systems.
However, there’s still long-term uncertainty due to ongoing regulatory scrutiny and evolving privacy standards. As such, marketers will need to stay agile and prepared for future changes in the digital advertising landscape.
Forrester’s principal analyst Xiaofeng Wang said many marketers in APAC saw the move by Google coming after its three delays in four years.
Additionally, according to Forrester’s Marketing Survey 2024, 53% of B2C marketing decision-makers in APAC said they did not believe Google would deprecate the thirdparty cookie.
“But the reality is, data deprecation is happening with or without Google’s cookie deprecation plans,” she said.
“Marketers who strive to use personalisation to improve customer experiences must also adopt a privacyfirst approach to earn consumer trust and ultimately win a competitive advantage.”
More than ever before, marketers need to be transparent and granular about data collection and usage, and learn to communicate to consumers that the value is not just in free content or free samples, but in better personalisation, more customised services, and products that ultimately yield better customer experiences.
Miranda Dimopoulos, regional CEO of IAB Southeast Asia and India, said her organisation believes this development emphasises the importance of prioritising user privacy while balancing the needs of businesses and consumers.
“We encourage businesses in our region to carefully evaluate the ever-evolving landscape and explore all available options, including first-party data strategies, alternative identifiers, and privacy-preserving technologies. The diverse markets in Southeast Asia and India necessitate a tailored approach that considers local regulations and consumer preferences,” she said.
Moving the needle on first-party data and contextual marketing
While Google has decided to cancel its plans on the deprecation of third-party cookies, the scare it presented forced many marketers to focus on owning their own first-party data, inspiring them to consider full-funnel tracking and breaking down internal silos, said Melissa Cheng, country manager of NP Digital Malaysia. This shift allows marketers to create more personalised and relevant content to drive traffic, and use their first-party cookies for effective re-marketing and attribution.
“From a digital marketing perspective, this decision provides continuity for advertisers who rely on cookies for detailed audience insights and ad targeting,” Cheng said.
Wang also added that marketers in APAC have actively been exploring and experimenting with alternative methods, with 64% of B2C marketing decision-makers saying they have since invested in more zero- and first-party data collection, and 62% are testing more contextbased advertising.
Niall Hogan, GM of GumGum JAPAC, said that at the heart of it, there are complexities
in balancing user privacy with effective advertising, and clearly the decision highlights the evolving consumer expectations around privacy and transparency in the digital landscape. Consumers are increasingly aware of, and concerned about, how their data is used, leading to a growing demand for privacycentric solutions.
From a consumer perspective, this shift is crucial. As users become more informed about data privacy, they expect brands to prioritise their privacy while maintaining ad quality. Contextual advertising meets these expectations, providing a seamless and nonintrusive experience, he added.
A cat and mouse game
Google may have announced it is no longer deprecating cookies, but ultimately, the Privacy Sandbox is still moving forward, and the bottom line is, it means massive changes to audience data, media buying, and measurement in Chrome, said Drew Stein, CEO and founder of Audigent:
He said: “Who cares if we deprecate the dessert or not? Privacy Sandbox has always been the main course.”
The announcement may come as a relief to many advertisers and marketers. However, it isn’t much more than a sleight of hand, Stein said.
“Google is not trying to put the cat back in the bag. If anything, Google is the cat, and the industry continues to be its big ball of yarn,” Stein added.
“One thing is for sure – these cat and mouse games need to end, and Google needs to meaningfully engage in fixing Privacy Sandbox instead of toying with cookie deprecation once again to distract from the main challenges created by its proposed sea of changes in Chrome.”
22-23 OCTOBER • 9AM - 5PM • THE MIRA HONG KONG
Accelerating digital evolution, Empowering marketing innovation
Digital Marketing Asia is the premier platform brought to you by MARKETING-INTERACTIVE. With over a decade of influence across Asia, the platform unites the brightest minds in the digital marketing industry.
Tailored to Hong Kong’s evolving customer landscape, this second edition will equip attendees with advanced analytics, omnichannel strategies and journey-centric innovations to thrive in the digital-first future.
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Content that captivates –Content360 Hong Kong 2024
Post-pandemic, Hong Kong has seen the return of international events and conversations around evolving consumer habits because of northbound consumption, and a greater uptake of generative AI tools.
Given that today we are living in the golden era of content, it’s essential for marketers to equip themselves with the right mindset to create content that matters. That’s why MARKETINGINTERACTIVE brought back Content360 to Hong Kong this year with the tagline: “Content that captivates.”
The event discussed topics such as bringing content to life through events, employee branding, and new-age experiences to connect with consumers. It saw over 240 marketing professionals gather at Ocean Park Marriott Hotel on 22 June.
Kicking off the conference was Matthew Li, head of brand and marketing at Decathlon Hong Kong. During the session, he shared how brands can capitalise on the recently concluded Paris Olympic Games and create sports-related content.
To effectively trendjack and maximise the benefits, Li said consistency is key and it is crucial to link it with the brand’s purpose and personality. “Brands must find the tone and manner that are relevant to them. Either you do it, or you don’t. If you do a 50%, you will only confuse your audience and your customers.”
Beyond trendjacking opportunities, brands are also increasingly investing in gathering firstparty data within their loyalty programmes to create personalised experiences for consumers.
This saw Jeffrey Hau, founder and CEO of PRIZM Group, take the stage to share how brands could elevate their loyalty game with AIgenerated content creativity and data mining.
To ensure the content brands deliver is consistently relevant to consumers, Hau said brands should leverage AI for techniques such as archiving scalability for content creation, automated interactive communication, and data driven hyper-personalised marketing.
“We should always set the objective in the first place. We need to know what we are trying to achieve, and what kind of problem we are going to try to solve with AI. After that, we look for tools, instead of just randomly going out and using those AI tools. AI might be a PR gimmick a year ago, but now the public is no longer being amazed by AI anymore” he said.
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One of the brands that has embraced gen AI content to engage consumers is Hong Kongbased dim sum brand Tim Ho Wan. Back in November last year, it used AI to create visuals with hidden Chinese words that authentically described the unique features and flavours of its seasonal items.
Daniel Lin, general manager (Hong Kong), Tim Ho Wan, said the brand has used AI tools such as Midjourney to generate a unique combination of ingredients and high-quality images to captivate younger audiences.
Embracing new-age experiences
Apart from these tools, marketers have been eagerly exploring new-age experiences to engage with consumers such as augmented reality (AR), and digital gaming in content creation.
These emerging technologies have helped brands drive more productivity and create different assets for a campaign, said Lisa Leung, director of marketing and brand partnerships at Starbucks Asia Pacific during an afternoon panel discussion moderated by Manmeet Malhi, head of product marketing insurance at MoneyHero Group.
AI also creates convenience for content testing to understand the consumer, said Iris Kan, marketing director, Hong Kong and Macau, L’OCCITANE Group in the same panel.
“Consumer behaviour is changing every day, that’s why we need to test different kinds of content approach and communication to optimise and feed the best creative and impactful content to the right consumers,” she added.
New technologies also enable brands to engage with target audiences via new forms of content expression and storytelling, according to Marco Lee, deputy head of retail and wealth management marketing at Standard Chartered (Hong Kong).
“Leveraging on new technologies gives us new ways of doing marketing campaigns beyond traditional media placement which supports us to achieve better results,” he said.
While AI technology is currently limited in its ability to generate creative content, as it primarily synthesises existing information, David Thorn, vice president of content at ExpressVPN, said during a fireside chat the real skill that content marketers must master is how to make their content distinct, when there’s a sea of people all armed with ChatGPT and AI that can churn out lots and lots of content.
No matter how advanced AI technology becomes, there will always be an irreplaceable element of human creativity, touch, finesse, and nuance in how content is communicated and connects with audiences, said Rhianna Richards, head of marketing at Currenxie, during the same chat.
Tapping into the “New Hongkongers” segment
Beyond AI, one of the hottest conversations among Hong Kong marketers has been how to bring content to life through in-person events which have re-emerged in the city after the pandemic.
When organising events, especially bigscale ones, effective contingency planning and clear communication are essential, said Charlotte Ho, assistant general manager for branding and marketing at Hong Kong Resort Company, during a panel discussion.
“So, whenever there is something that doesn’t work along our expectation, we have something in store to cater for that immediately.”
While risks are unavoidable at times when organising large-scale events, Sam Lam, curator and project director of “Chubby Hearts HK” at Hong Kong Design Centre, said balancing a large-scale impact with small-event intimacy is the key to success.
“By curating a series of small events alongside larger ones, this combined approach not only mitigates risks, but also enhances audience engagement, allowing organisers to innovate and adapt in a dynamic event landscape.”
With these large-scale events in town, Hong Kong has received about 25 million visitors in the first seven months of the year, of which 19.3 million came from the Mainland, according to the Hong Kong Tourism Board.
As such, local brands are also looking to tap into the “new Hongkonger” segment given the southbound consumption trend. Alison Shih,
business development director for international business at iClick Interactive Asia, said this segment has a young, large, and high-income population, and marketers can definitely tap into this opportunity.
Shih said marketers should focus on social platforms such as Xiaohongshu and Douyin and leverage influencer marketing to effectively reach and engage this segment.
Marketers should also leverage the WeChat mini programme as their eCommerce funnel to convert customers in the Chinese market, said Ruud Liu, former head of marketing for Greater China at Go City, during an afternoon keynote presentation.
While the Chinese government’s internet regulations are strict and constantly evolving, maintaining good relationships with key social platforms such as Douyin, Xiaohongshu, and WeChat, is crucial, in addition to understanding the fundamental dos and don’ts of the industry, according to Liu.
Meanwhile, Meggy Cheng, executive director at the Hong Kong Dance Company, also showcased how her company leveraged its 42-year expertise in Chinese dance as a form of cultural expertise, suggesting marketers should use art and the art experience as a platform to reach their target audience.
Local adaptation for global brands For global brands, local relevance is key to resonating with local consumers. The approach should be built on a strong global brand strategy to maintain consistency, while selectively
incorporating flexible elements based on local market insights, said Grace Chan, head of brand and brand partnerships for Asia Pacific at HSBC, during a panel discussion.
She was joined by Eva Kwok, director of marketing communications at Grand Hyatt Hong Kong; Kathryn Williams, regional director APAC at Stoli Group; and moderator of the panel Ben Thrasher, strategy director for Design Bridge and Partners.
For some of the industries, one of the most cost-effective approaches for marketers to adopt localisation is to collaborate closely with operations teams, Kwok said. This allows them to ensure the marketing message is effectively delivered, such as by actively encouraging guests to share their positive experiences on review platforms.
“Williams suggested that brands with limited budgets should immerse themselves in the target market, deeply understanding their consumers, to ensure that their small marketing spend is focused towards engaging directly with the right audience.”
The conference was wrapped up by a panel discussion surrounding employee branding, moderated by Karen Wong, deputy editor, North Asia, MARKETING-INTERACTIVE.
In fact, employees are the ones who deliver the “moment of truth” for customers.
Ronald Wong, group chief marketing officer at Tam Jai International, said during a panel discussion that its brand ambassadors TamJai Jeh Jehs not only play a front line role in customer communication, but also serve
an important function in the company’s internal communications.
“If you collaborate with your employees consistently, it does go a long way in helping your communications to become very effective,” he said.
Eric Lam, head of marketing for Asia at Pret A Manger, agreed that employer branding is especially crucial for F&B companies that rely heavily on front line staff. Effective employee branding helps not only to attract talent, but also to retain it, he said.
Authenticity is essential for effective employee branding. However, the reality is that not all brands are successful in this area.
According to Fatima Lam, head of marketing for APAC at Bonhams, this can depend on whether the brand is collaborative and customer-centric, and if management genuinely appreciates employee contributions.
“If the brand really appreciates its employees’ contribution, it will be very natural to calibrate the staff members to the brand storytelling,” she said.
For AirAsia, the company emphasises its responsibility to be mindful on how it acts internally, out of the office, online, and offline, as whatever staff post will reflect upon themselves and the company’s image. Terence So, head of marketing for Greater China, AirAsia, suggested that companies can provide code of business and social media guidelines, or even trainings for employees to avoid any brand association that may potentially harm the brand, and to create a positive environment together.
Do brands need to be transparent with consumers when using AI content?
With the emergence of new technologies such as artificial intelligence (AI), companies are investing more in the new technology, and are learning how to adopt AI in their operations to survive under a staggering economy.
A recent study by Capgemini – “Harnessing the value of generative AI: 2nd edition” – also found that organisations are embracing gen AI, with 80% of them increasing their investments from 2023, while 20% are maintaining their investment level, and not one organisation has decreased its investment from last year.
On the other hand, there’s also an increase in privacy concerns when it comes to producing content with AI. As such, Karen Wong turned to industry experts to explore if brands should be transparent with consumers when they put out AIgenerated content.
In the era of AI disruption, businesses are learning how to employ generative AI to improve efficiencies, and to stand out from the crowd in digital marketing.
Interestingly, brands across the APJ region now lead other geographies in generative AI deployment, and are set to make major nearterm organisational changes to scale- up adoption, according to Adobe’s Digital Trends 2024 Asia Pacific and Japan report.
According to executives among APJ brands, almost two in three (65%) have implemented full or initial AI solutions and pilots, making them further along than their peers in the US (61%) and Europe (55%). Within the APJ region, deployment is the highest in Japan (82%), followed by India and Asia (both 72%).
The report also said that among APJ brands, generative AI integration is the digital initiative most likely to support growth in 2024. As a result, most brands are developing guidelines for the responsible use of AI (73%),
and aligning a comprehensive AI road map with broader business goals (71%).
Over two-thirds of APJ brands also believe that generative AI will transform data analytics and management more than any other part of the organisation. They also recognise that data capabilities and governance are a cornerstone capability, with most planning to increase investment in customer data management in 2024. Within APJ, this is the highest in India (75%).
Importance of consumer trust
The rapid increase in digital content creation, sharing, and publishing in the age of generative AI, has raised important questions for businesses and consumers relating to issues of trust, according to Simon Dale, vice president of Asia at Adobe.
“Can people tell when they encounter AI-generated content and, more importantly, misinformation? How do organisations and
content creators ensure they are innovating responsibly when harnessing the benefits of AI?” he said.
These questions still remain as the world has witnessed the potential for AI to spread misinformation, and this can significantly impact a brand’s reputation, which is closely tied to consumer trust, Dale added.
In fact, Adobe’s report found that trust remains the top priority for 86% of consumers in the region when it comes to how brands deliver a digital customer experience.
Meanwhile, 81% of consumers are comfortable with brands using AI- generated images to make marketing messages more engaging, while 80% are on board with brands using AI to make better suggestions for products and services they might be interested in.
With more brands using gen AI in content creation, consumers will begin to appreciate the content because they will know that the AI is just the tool; it is the wielder of the tool that
will be the one to be trusted and not the tool itself, said Sagar Paranjpe, senior consultant of marketing and customer experience, Prasarana Malaysia.
Maintaining transparency
Given gen AI tools are becoming more ubiquitous and widely employed by marketers, particularly in content creation, brands should be transparent with consumers and declare when the content is AI-generated, Paranjpe said.
“Trust is extremely important, and if consumers find out after the fact, gaining back that trust will be a very difficult, shameful, and expensive task. And in this day and age
of information we live in, the consumer is sooner or later going to find out, and the later they find out the worse it will get,” he said.
True enough, the era of AIgenerated content demands a new level of openness and honesty, and consumers will expect brands to be upfront about their practices, said Adobe’s Dale.
That’s why Adobe started the Content Authenticity Initiative, and co-founded the Coalition for Content Provenance and Authenticity, to advance the work of open specification development towards the broad adoption of provenance standards. It also recently signed an MOU with the Centre for Advanced Technologies in Online Safety to explore the implementation of content provenance technologies in Singapore.
Additionally, transparency about AIgenerated content is not just a matter of meeting consumer expectations, but also a strategic imperative for building trust, ensuring ethical practices, and maintaining high standards of quality and authenticity, he added.
However, sometimes, it depends on the type of content being produced, said Don Anderson, CEO of Kaddadle Consultancy.
“For example, a run-of-the-mill, text-based social media post on Facebook, probably doesn’t need highlighting if it is produced by AI, whereas a research report may require this, given intellectual property considerations, and the sourcing of, and substantiation of, the information cited,” he said.
For consumer-directed messaging, and the increased ease of access to information, and the creative ideation that AI tools provide, it is necessary for brands to ensure they are using proprietary data and insights to maintain consumer trust, Anderson added.
“This is particularly important for finance and insurance brands, where qualified, trust-worthy information in marketing communications, is paramount to the consumer experience and purchasing decisions.”
He also used Dove as an example with the brand effectively addressing consumer concerns of deep fakes and AI-generated images in its #KeepBeautyReal campaign by reinforcing how it represents and celebrates beauty around the world, while using owned research to reinforce its positioning as a brand that values natural beauty.
is an essential component of successful campaigns. Brands leverage digital marketing to connect with a wide audience, foster real-time engagement, and measure the impact of their initiatives.
In recognition of the brightest stars in the digital marketing industry, we proudly presented the DigiZ Awards Hong Kong 2024. With a keen focus on creative, innovative, and effective campaigns, strategies, and marketing technologies, these awards celebrated leadership in the ever-expanding realm of digital marketing.
This year's competition was exceptionally fierce, drawing in over 330 submissions across 41 categories. A total of 117 trophies were awarded, recognising the top-performing brands and agencies throughout the region.
The awards ceremony took place at the Hong Kong Ocean Park Marriott Hotel on 9 August. MARKETING-INTERACTIVE would like to thank our 24 esteemed judges who dedicated their time and effort to selecting this year's winners.
Corum Chu
Associate Director, Digital Marketing AGBA
Gigi Chong
Assistant General Manager, Digital Experience Innovation Airport Authority Hong Kong
Min Lai Former Head of CRM and Digital BEYORG
David Chiu
Group Director, Strategy & Digitization Hawley & Hazel
Leo Lau Director, MarTech Lead Asia Manulife
Mami Sakamaki Director Marketing, Digital and Commercial Enablement, East Asia Market
Philip Morris
Joey Wong
Stephanie Lai Brand And Digital Marketing Director AXA Hong Kong and Macau
Sunny Lee
Regional Head of Digital Marketing
BNP Paribas Cardif
Ivy Au Vice President, Digital Marketing & CRM Hearts On Fire
Ellen Yau Head of Marketing and Innovation, Consumer Health North Asia
Bayer Healthcare
Alison Chan Director of Omnichannel & O2O, Asia Pacific region Colgate-Palmolive
Jet Wong Assistant Director, Digital Performance and Content Marketing Hong Kong Science and Technology Parks Corporation
David Leung Head of Branding + Research & Development (Head Quarters) Maxim’s Group
Maximilian Wang Managing Director SAU LEE
Agnes Lung
Head, Performance Marketing and MarTech
Standard Chartered Bank (Hong Kong)
Tony Chow Vice President, Digital Marketing
Galaxy Entertainment Group
Kennie Tang Vice President - Digital and E-commerce
Langham Hospitality Groupa
Lawrence Chau, CFA Head of Property Data & Marketing Communications Midland Realty
Eva Ng Head of Global Research and Brand Performance Schneider Electric
Executive Director, Group Chief Marketing & Digital Officer Uni-China Group
Mellisa Lim Omni Channel Marketing Director Vacheron Constantin
Alexandra Lo Head of Digital and Consumer Engagement
Nestlé Hong Kong
Alan Lui Vice President, Head of Shangri-La Circle Shangri-La
David Kim Group Chief Marketing & Strategic Business Development Officer Vitasoy International
Best Customer Journey
GOLD
Dyson Hong Kong
Brand: Dyson Campaign: Styling Journey with Dyson on WhatsApp Agency: Omnichat
SILVER FWD Life Insurance Company (Bermuda)
Brand: FWD MAX Campaign: FWD MAX – Customer Engagement & CRM Mobile Platform
BRONZE The Hong Kong Jockey Club Campaign: Discover by Classic 3-in-1
Best CRM Campaign
GOLD
AS Watson
Brand: MoneyBack Campaign: Let's Go Green Agency: Society
SILVER Octopus Hong Kong
Brand: Octopus Easy Earn
Campaign: Spend Consumption Voucher with Octopus Easy Earn, Earn Easily Everyday Agency: OMD Hong Kong
BRONZE FWD Life Insurance Company (Bermuda)
Brand: FWD MAX Campaign: FWD MAX – Customer Engagement & CRM Mobile Platform
Best Data Activation
GOLD
L'Oréal Hong Kong
Campaign: L'Oréal Digital Force – Centralized Digital Operation System Agency: Pontac
SILVER DBS
Brand: DBS SME Banking Campaign: DBS Lead Generation Campaign Agency: FABCOM
Brand: MoneyBack Campaign: Let's Go Green Agency: Society
SILVER FWD MAX
DigiSalad
SILVER Spread-it
SILVER Admazes BRONZE DigiSalad
SILVER Admazes
Circle
SILVER Admazes
Spread-it
Best of Show – Brand Blua Health
Standing out from the crowd, and impressing the jury with innovative solutions and team results, was Blua Health which was crowned Best of Show – Brand. It took home six trophies: two golds, two silvers, and two bronzes.
The campaign which wowed the judges and helped win gold for Blua Health was “Blua Health: A one-stop AI-powered app for health”. Done in collaboration with digital agency DigiSalad, the campaign was launched in July 2023 and continues as an ongoing initiative. It centres around the “Blua Health” app that aims to provide a one-stop solution by combining AI, health management, and a rewards programme.
In order to make it easier and more rewarding for users to adopt healthy habits and achieve their health goals, the campaign has adopted the “2E2P customer loyalty formula”, which includes experience, engagement, privilege, and personalisation.
The campaign has featured a customer-centric approach, with a clear structure and intuitive UI design, as well as prominent call-to-action elements. To drive engagement, the campaign has incorporated an earn points system, and provided users with various health and wellness tips. Meanwhile, it has also adopted tiered membership and offered members exclusive rewards.
Furthermore, the campaign has utilised various personalisation marketing features to deliver a tailored
and engaging experience, empowering users to take control of their health and well-being.
For example, the app provides personalised health recommendations by analysing user data such as preferences and in-app behaviour. It also enables health challenges tailored to each user’s abilities and preferences. Users can adjust their own health goals based on their needs.
In terms of an acquisition strategy, the campaign has leveraged the power of data. Through data analysis, specific audience segments with a keen interest in health and wellness are identified and targeted. By leveraging demographic, behavioural, and psychographic data, the marketing initiatives are customised to reach the ideal customers with personalised messaging and enticing offers.
Best of Show – Agency Omnichat
The Best of Show – Agency winner Omnichat took home a total of seven golds, one silver, and one bronze with a number of thought-provoking campaigns, including the “Watsons order and pay express on WhatsApp” for Watsons Hong Kong eShop; and the “Styling journey with Dyson on WhatsApp” for Dyson.
The “Watsons order and pay express on WhatsApp” campaign targeted health and beauty product shoppers. Leveraging WhatsApp chats to streamline the checkout process and eliminate unnecessary steps, the campaign aimed to make it more convenient for customers to complete their purchases, leading to enhanced user experiences and higher conversion rates.
Customers could start a one-on-one WhatsApp chat with a Watsons health advisor, who could then recommend relevant health products to the customer, create an order on their behalf, and send the checkout link directly through WhatsApp. This allowed customers to complete the payment and receive the order confirmation within the WhatsApp chat interface.
Additionally, the campaign created a new revenue channel across multiple customer touch-points to boost conversions. Once the customer completed the order, the Watsons health advisor could earn commissions through the WhatsApp channel. Management could also view the order details on the dashboard to track the performance of the campaign.
To drive the exposure and usage of the “Order and pay express”, Watsons rolled out limited offers to shop through WhatsApp chats. The implementation of omni-
channel promotions across various channels and touchpoints had been made with Watsons’ eShop, WhatsApp Catalogue and Payment, as well as the MoneyBack platform. Customers who purchased on WhatsApp were eligible to earn points for the MoneyBack platform.
On the other hand, the “Styling journey with Dyson on WhatsApp” campaign for Dyson targeted customers who value innovation and quality in home appliances and personal care products. It aimed to reach customers across various online and offline touch-points and elevate the overall customer experience seamlessly throughout the journey.
The campaign took a customer-centric approach across the entire journey – from discovery to purchase and after-sales. While Dyson offered in-store product demonstrations, it also encouraged customers to scan a QR code to connect with its official WhatsApp. Sales representatives could then send customers product referral links during the one-on-one WhatsApp chats. After customers clicked the links and completed the purchases online, the sales representatives could receive incentives for these online sales.
Additionally, the campaign used the WhatsApp Business API to maximise the usage of existing online and offline resources. Website and social inquiries would trigger a chatbot that drove customers to sales representatives on WhatsApp. This enabled WhatsApp commerce, where customers could reserve in-store demos. Sales representatives offered discounts to incentivise store visits, and then encouraged in-store customers to register on WhatsApp to redeem funds.
