Marketing magazine Hong Kong, Spring 2021 by Marketing Magazine Group

Editorial Nathan Erickson, Editor Simon Yuen, Senior Journalist Tracy Chan, Bilingual Sub Editor

Contents

Design Production Julia Li, Senior Graphic Designer

Editor’s Letter

編者的話 Advertising Sales Karen Yung, Regional Business Development Director Sandra Lui, Senior Account Manager Marketing and Circulation Cyrus Ching, Marketing Manager Iris Tse, Marketing Executive Event Production Wendy Yung, Head of Events Production & Content Selina Kwok, Senior Events Producer Tania Chan, Content Producer Event Services Melissa Tam, Event Manager Sharon Chu, Senior Event Executive Fiona Ng, Senior Event Executive Event Delegate Sales Gigi Ip, Senior Project Executive Gloria Yam, Senior Project Executive Sally Hui, Project Executive

SPRING 2021 6

Think Small, Win Big

以小贏大

Briefing

簡報 16 The new normal of social networks in 2021 尋找平和之地：2021年社交網

絡新常態 28 MARKies Awards 2021 MARKies宣傳項目大獎 60 Mob-Ex and Asia e-Commerce Awards 2021

Master Report - A new era of DOOH: MTR and Airport Express advertising

數碼戶外廣告新時代：港鐵及機場快綫廣告

手機市場推廣卓越大獎暨亞洲電子商務大獎 36 Ad Watch

廣告點評

Management Evelyn Wong, Managing Director

Case Study: Spread-it 個案研究 — Spread-it

Master Report - Phygital: Bridging the gap between digital and physical world Phygital結合數碼實體世界

To get in touch with our editorial team editorialhk@marketing-interactive.com For advertising enquiries Sandra Lui, sandral@marketing-interactive.com Karen Yung, kareny@lighthouse-media.com

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

Master Report - Three important strategies to transform and future proof your e-commerce business

三大重要策略助電子商務業務轉型並為未來作好準備

PIVOTING TO HONG KONG: A Q&A with InvestHK

轉戰香港：與香港投資推廣署的問與答

SCAN TO SUBSCRIBE

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

S PRING 2 02 1 MARK E TING HON G KON G 1

編者的話

ED’S LETTER

A NEW YEAR, A NEW PERSPECTIVE 新一年新希望 The Ox comes second in the Chinese zodiac. According to one legend, the Ox would’ve come first, but the Rat, clever as always, jumped ahead of him in line and took first billing with the Jade Emperor. That tricky, tricky Rat. But the Ox didn’t hold any grudges. The Ox, as he does, put his head down and kept working. Steady, reliable, hardworking and honest. And a new Year of the Ox for us all brings new opportunities, a renewed sense of focus, and the boundless optimism that comes with a fresh start. This year, we’re going to be taking a bold look forward at the strategies, the technologies, the people and places that can bring your marketing plans to the next level. We’re digging deep into the Greater Bay Area, we’re bringing in our experts, and we’re highlighting the innovators that are helping our industry evolve. In this very special mega-issue, we’re taking a micro look at the business of influence. Microand nano-influencers have reshaped the social media marketing landscape, and in a world where authenticity and opinion leadership comes with followings of all sizes, they might just be the right answer for your brand. We’ve also got a trio of great master reports from JCDecaux, XGATE, and FEED, so that’s some serious intel you won’t want to miss. And if that’s not enough, we’ve put the spotlight on some incredible businesses that have made Hong Kong their home in recent months, plus an interview with the InvestHK team that makes it possible. And of course, our MARKies, Mob-Ex and Asia e-Commerce Awards recaps will round up all of 2020’s most innovative and powerful campaigns to inspire you for the year ahead. So let’s take a page from the Ox’s book this year. Plow ahead.

中國十二生肖中，牛排名第二。有傳說指牛本來是第一名，但聰明的老鼠跳到牠頭上，搶先一步到達玉皇大帝面前，牛因而屈居第二。相當相當狡滑的老鼠。但牛沒有任何怨言，只是繼續埋頭苦幹。沉穩、可靠、勤奮又誠實。而新一年的牛年為所有人帶來新機遇、新目標、以及對一切重新開始的無限憧憬。今年，我們將勇於發掘有助提升市場推廣計劃至另一層次的策略、科技、人才及地方，深入了解大灣區、訪問一眾專家、並重點介紹正推動行業發展的創新者。今期別注版將深入剖析網紅行業。微網紅及「納米網紅」已徹底改變社交媒體營銷格局，在真實及意見領袖可吸引不同規模追隨者的世界，這可能是品牌的致勝關鍵。此外，還有德高貝登、XGATE及FEED三份精彩「Master Report」，絕對不容錯過。還未夠的話，我們亦重點介紹一些近月來港開業的優秀企業，並與香港投資推廣署進行訪問，了解該署如何為這些企業提供支持。當然，我們的「MARKies宣傳項目大獎」、「手機市場推廣卓越大獎」及「亞洲電子商務大獎」將回顧並表揚2020年所有最創新的一流推廣活動，希望為讀者帶來啟發。就讓我們跟牛一樣勇往直前。

Nathan Erickson Editor

2 M A RK ET I N G H O N G K O N G SP RING 2021

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

BRANDED CONTENT

SHKP M即中ALLS OFFER HUGE DISCOUNTS AMID PANDEMIC TO BOOST SALES AND TRAFFIC TO SHOPPING MALLS 新地商場疫下提供重磅優惠刺激商場消費及客流

疫情改變顧客的消費習慣，在新常態下，品牌及

The pandemic has changed customers’ spending habits, resulting in the change of strategies among brands and marketers in the new normal. To engage customers, East Point City, Landmark North and PopWalk, all of them are shopping malls under Sun Hung Kai Real Estate Agency (Sales and Leasing) launched Crazy Sale eStore to offer customers a wide range of discounts. The campaign scooped up three gold awards in the categories of Best Use of Mobile – Customer Engagement, Best Use of Mobile – Property and Best Use of Mobile – Retail. It won four silvers in Best Customer Journey, Best Use of KOL, Best Use of Social Media and Most Engaging Mobile Campaign categories. It also won three bronze awards in the categories of Best Insight-Driven Mobile Campaign, Best Result-Driven Mobile Campaign and Most Innovative Use of Mobile. Crazy Sale eStore was the first e-commerce platform for the 3 shopping malls of Sun Hung Kai Real Estate Agency (Sales and Leasing), which enabled shoppers to buy discounted e-coupons from over 130 merchants and gifts in advance, and come for shopping later. The campaign set itself

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

apart from the competitors through a number of features, including attractive discounts on coupons of up to 90% off, digital coupons and convenient login process, and leveraging multimedia channels to promote. Participating tenants from these malls consisted of beauty brands, clothing companies, restaurants, and lifestyle merchants. In addition, Crazy Sale eStore also encouraged customers to visit tenants’ physical stores for shopping by providing additional incentives, such as up to 70% discounts. Also, customers could also buy selected items such as smartphones, rice cookers and AirPods with only HK$10 after buying a pass and spending a designated amount. To maximise exposure, the campaign featured over 15 influencers and artists such as Shiga Lin, Christy Leung, Joey Leung and Hailey C in videos to promote products. Native and interstitial ads were launched on apps using  location targeting in Sai Kung, Kwun Tong, the Eastern District, the Northern District, Tai Po, and Shatin, while re-targeting was used at East Point City and Landmark North’s previous Campaign Clickers for 14 days.

市場推廣人員均須改變策略。為吸引顧客，新鴻基地產旗下商場東港城、上水廣場及PopWalk天晉滙，推出「折上折瘋搶Online Sale」優惠網，為顧客提供多項網上折扣優惠。該推廣活動在最佳手機應用 — 顧客聯繫、最佳手機應用 — 房地產及最佳手機應用 — 零售三個組別勇奪金獎，並在最佳顧客旅程、最佳KOL應用、最佳社交媒體應用及最具吸引力手機推廣活動四個組別奪得銀獎。此外，亦在最佳洞察導向手機推廣活動、最佳結果導向手機推廣活動及最創新手機應用三個組別贏得銅獎。「折上折瘋搶 Online Sale 」優惠網是新鴻基地產（銷售及租賃）代理有限公司為旗下3大商場推出的首個電子商務平台，顧客可透過該平台優先購買超過130間商戶的折扣電子優惠券及禮品，之後作購物之用。該推廣活動憑藉多項功能，包括低至一折的誘人折扣優惠券、電子優惠券、以及方便使用的登入流程，並運用多媒體渠道進行宣傳，成功從芸芸競爭對手之中脫穎而出。參與的商場商戶包括美容品牌、服飾品牌、餐廳及生活用品店。「折上折瘋搶 Online Sale」優惠網亦提供額外店內優惠，例如低至三折的優惠，鼓勵顧客前往商戶的實體店購物。此外，顧客購買禮品預留證並消費滿指定金額後，即可以港幣10元換購智能手機、電飯鍋及AirPods等精選商品。為增加曝光率，該推廣活動邀請超過15位網紅及藝人拍攝產品宣傳片，包括連詩雅、梁芷珮、梁祖堯及陳俞希等等。此推廣活動並運用定位技術，向身處西貢、觀塘、東區、北區、大埔及沙田等地區的受眾顯示原生廣告及插頁式廣告，並向之前曾點擊瀏覽東港城及上水廣場推廣活動的受眾進行為期14天的重定向推廣。

Brought to you by:

S PRING 2 02 1 MARK E TING HON G KON G 3

A GOOD YEAR FOR UNICORNS 獨角獸企業的美好一年 What’s on? Influence 360 (Virtual) What: The definitive bootcamp for all things content and communications. When: 27-29 April Loyalty & Engagement Awards What: Recognising and rewarding excellence in consumer-centric marketing activities. When: May

Though the COVID-19 pandemic took a tremendous toll on many businesses worldwide, China’s unicorn companies seem to have weathered the storm, with a slight majority (51%) even reporting that the impact of the pandemic was more positive than negative. The optimism continues into 2021 as well, with 74% of unicorns expecting to see revenue growth of more than 50% this year. The results were compiled in PricewaterhouseCoopers’ 2020 China Unicorn CEO Survey, which also identified the CEOs’ nine major trends that will matter going forward: 儘管新冠疫情重創全球許多企業，但中國的獨角獸企業似乎已安然度過，過半（51%）甚至認為疫情帶來積極影響大於負面影響。樂觀情緒亦延續至2021年，74%的獨角獸企業預計今年將錄得50%以上的收入增長。羅兵咸永道《2020年度中國獨角獸CEO調研》匯總以上結果，並列出九大重要未來趨勢：

Technological innovation 科技創新

“Following the market is the social currency for young people in China.” 「跟隨市場步伐是中國年輕人的社交貨幣。」

More resilient 更具韌性

Long-termism 長期主義

Focus on domestic 聚焦國內

Responsibility

Empowering transformation

責任擔當

賦能轉型

Take care of overseas

Focus on efficiency 注重效率

兼顧海外

Nurturing the world 反哺全球

Ashley Galina Dudarenok Founder of Alarice & ChoZan Alarice & ChoZan 創辦人 4 M A R K ET I N G H O N G K O N G SP RING 2021

Source: PricewaterhouseCoopers’ 2020 China Unicorn CEO Survey 資料來源：羅兵咸永道《2020年度中國獨角獸CEO調研》 WWW. MARK E TING– IN TE RAC TI VE . C OM

專題報告

FEATURE

Send message

6 M A R K ET I N G H O N G K O N G SP RING 2021

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

專題報告

FEATURE

encer u l f n i o r c i m t Why the righ returns g i b e t a e r c n strategy ca d for your bran

略運用恰當微網紅策品牌盡享豐厚回報 While influencers and KOLs have become a dominant force in social media marketing, don’t discount the ability of micro- and nano-influencers to generate powerful and authentic word-of-mouth for your brand.

網紅與KOL雖已成為社交媒體營銷主力，但微網紅與「納米網紅」能為品牌建立強大真實口碑，他們的力量不容忽視。

@Think Small, Win Big

@ 以小贏大 WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

S PRING 2 02 1 MARK E TING HON G KON G 7

專題報告

FEATURE

They’re all over your Instagram feed. They’re on YouTube. Facebook. TikTok. Even podcasts. Call them influencers, or KOLs — whatever you call them, they’re the ones who’ve spent the better part of the last decade completely reshaping the way we (and the younger generations that follow them) shop and discover the things we love online. They tell us what to buy, how to wear it, style it, shoot it, and even what to caption it. Like the actors, musicians, athletes, models and other famous pitchmen that came before them, they represent a classic, winning formula for brands: put the product next to a recognisable face that a large segment of the population trusts, admires and wants to emulate. The idea goes: If a global superstar like George Clooney likes to drink a certain tequila, then George Clooney’s fans ought to drink this certain tequila, as well. They might even get some of that Hollywood charm and magic to rub off on them, just by sipping it. But when bloggers and vloggers started to become the most talked-about fixtures in the beauty world and in the front rows at fashion week, we began to witness a seismic shift in the economy of influence. Suddenly, these “regular” folks had risen among the crowd, offering a perspective that felt more real, more authentic, more “just like us” than the polished A-listers we had always known

8 M A R K ET I N G H O N G K O N G SP R ING 2021

and loved. In fact, they weren’t celebrities in the traditional sense at all — many of them simply had a subject, like fashion, fitness or food, that they were passionate about, combined with a willingness to share that passion with the world. Through social media networks, we could watch them grow their audience and sharpen their #aesthetic and hone a personal brand as they became full-blown, Capital-I Influencers, and it was hard not to feel both simultaneously a part of that growth, and also, a sense that it could be any one of us, too. We wanted to know what they wore, what they ate, where they shopped, how they relaxed — brands noticed this, and quickly took advantage. So did social networks, and e-commerce platforms, and of course, the influencers themselves. The result? More influencers. More hashtags. More collabs. And why not? Fame, fortune, and an endless supply of products you love? Who wouldn’t want that? While year after year brought new questions, with thought leaders and op-eds asking if we had reached “peak influencer”, it’s become increasingly clear that there is little chance of ever going back. In fact, what we’ve seen is another seismic shift as the influencers and KOLs themselves have gone from the relatable outsiders to globally recognised celebrities in their own right. While their reach has grown, so has their price

在Instagram動態消息、YouTube、Facebook、 TikTok、甚至Podcast，他們無處不在。他們統稱為網紅或KOL，怎樣稱呼也可以。過去十年，他們徹底改變大眾及年輕追隨者。受眾的購物及使用互聯網搜尋喜愛事物方式隨之改變。他們告訴大眾應買甚麼、如何穿著或配搭、如何拍攝、甚至要給甚麼加上標題。正如以往的演員、音樂家、運動員、模特兒及其他著名推銷員，他們代表品牌的典型致勝之道：將產品配上大眾熟識的面孔。這些面孔獲得大眾信賴及欣賞，大眾亦希望仿效他們。譬如，如果國際巨星如佐治古尼喜歡喝某款龍舌蘭酒，那麼他的支持者也應該會喝這款龍舌蘭酒。他們只要喝一口，甚至可以感受到一點荷里活的魅力與魔力。但網誌作家及博主成為美容界的最熱門話題人物，並躋身時裝週的前排位置，網紅經濟隨之發生巨變。突然間，這些「平凡人」在人群之中冒起，以一種嶄新視角分享事物，比大眾一向熟悉及喜愛的頂級名人更真實貼地，而且更「同聲同氣」。事實上，他們根本不是傳統意義上的名人，當中許多只是熱衷於某種事物，例如時裝、健身或美食，並且樂於與全世界分享他們的興趣。他們不斷在社交網絡吸納觀眾、拍攝「#美學」並精心經營個人品牌，成為成熟的品牌網紅。我們既是網紅的支持者，但難免覺得任何人都可以成為網紅。大眾想知道他們穿甚麼、吃甚麼、到哪裡購物、如何放鬆休息。品牌注意到這一點，並迅速加以運用。社交網絡、電子商務平台、還有網紅本身當然也留意到這些商機。結果？愈來愈多網紅，愈來愈多標

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

專題報告

FEATURE

tag, pushing the limits for which brands even can afford to work with them, and perhaps reducing some of the relatability that earned them so many fans in the first place. But in a world where brands put influencers first in their digital marketing strategies and everyone wants you to like, comment and subscribe, a new market, made of microinfluencers and nano-influencers, has been rapidly emerging to make opinion leaders of us all. It may just be the one your brand needs in the year ahead. What makes a micro-influencer? When it comes to micro- and nano-influencers, it’s all about the numbers. While marketers differ on the specifics, the majority tend to agree that nano-influencers hover around 1,000 to 10,000 followers, while the micro-influencers live in the 10,000 to 100,000 followers range. Once you break that 100K mark, it’s safe to say you’ve entered KOL territory. “In our four years, some of our microinfluencers have turned into KOLs,” says Vin Ng, business development director for Spread-it, Hong Kong’s largest micro-influencer platform. “We don’t say, ‘Okay, you have 100,000 followers now, you’re no longer a microinfluencer’, because now we actually develop KOL as well. But as long as they’re in our app, willing to join campaigns, willing to stay active,

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

we are more than happy to have them there.” According to Ng, there are three keys that make someone an ideal micro-influencer: First, the content they put out is actually authentic to the individual, their personality, their interests. Second is photo quality, because being able to shoot the brand or campaign being featured in a positive way is crucial. And finally, their profile itself. They need to be active on social media, and it should go without saying, but in a time when anyone can buy followers to boost their reputation, those followers need to be real — something Spread-it verifies for its clients. Authenticity is everything It doesn’t matter if you’re dealing with KOLs, micro-influencers, nano-influencers, or anybody speaking on behalf of your brand, authenticity should be at the core of your messaging. Likewise, the up-and-coming young consumers who have been marketed to their entire lives are much better at spotting when they’re being sold a bag of half-truths — which goes back to the same issue of massive, celebrity level KOLs who might call “Brand A” their favorite lipstick one day, and “Brand Y” their favorite the next. While some brands don’t mind, and even enjoy being associated with an influencer

籤，愈來愈多合作。何樂而不為？既可名利雙收，又有無窮無盡的心水產品隨意享用，誰不想要？儘管新問題年復一年湧現，思想領袖及專欄評論經常討論是否已到達「網紅頂峰」，但愈趨明顯的是，一切沒甚麼可能回到從前。事實上，我們看到的是另一次巨變，因為網紅及 KOL憑自己的能力，從相關的局外人變成享譽全球的名人。隨著他們的愈來愈受歡迎，身價也隨之上升。即使有財力與他們合作的品牌，也快將接近極限，而他們或許正失去一些最初贏得眾多支持者的條件。隨著品牌將網紅放在數碼營銷策略的首位，而且人人都想得到其他人讚好、評論及訂閱，一個由微網紅與「納米網紅」組成的新市場迅速崛起，令所有人都成為意見領袖。品牌來年的發展或許正需要這一趨勢。

何謂微網紅？談到微網紅與「納米網紅」，分別在於支持者人數。雖然市場推廣人員對於細節有分歧，但大多數人傾向同意，「納米網紅」擁有大約1,000至10,000位支持者，微網紅的支持者人數介乎10,000至10萬，而突破10萬大關的網紅便可晉身成為KOL。香港最大的微網紅平台 Spread-it業務發展總監 Vin Ng 說：「我們成立四年間，一些微網紅已成為KOL。」「我們不會說，『好吧，你現在擁有10萬位支持者，你不再是微網紅了。』因為我們現時亦正在發展 KOL業務。只要他們仍然使用我們的應用程式，願意參與廣告活動，願意保持活躍，我們很歡迎他們繼續留在我們的平台。」他表示，成為理想微網紅須具備三大條件：首先，他們發布的內容必須是真實個人感受、性格及興趣。其次是照片質素，能夠以正面的方式拍攝品牌或廣告活動至關重要。最後，他們本身的影響力。他們要在社交媒體上保持活躍。這不用多說，但在現時任何人都可花錢購買支持者提高聲譽，他們必須擁有真實的支持者，Spread-it會為其客戶驗證。

真實最重要無論品牌合作的對象是KOL、微網紅、「納米網紅」、還是任何品牌代言人，真實是傳達訊息的關鍵。

S PRING 2 02 1 MARK E TING HO N G KON G 9

專題報告

FEATURE

willing to deliver that sort of glowing praise, others looking to build a community around their products and the people who love them might find more trust working with users with a smaller platform. Ng notes that among Spread-it’s network of micro-influencers (or “Spreadians”, as they’re called), their research has shown that reach rate is actually much higher for users with fewer than 10,000 followers, and the highest engagement rates happen on profiles between the 1,000 and 5,000 follower mark. It makes sense; a user with a smaller following will have an easier time interacting with commenters, as a result, those in their “community” will feel a closer association with the influencer, as they’ve grown together. Ideally, those positive associations carry over to the brands they promote. Another key for authenticity is for brands to trust the micro-influencers to create the content. Over 75% of Spread-it users say the top thing they value when working with a brand is creative freedom. Don’t ditch KOLs One thing that Ng notes when it comes to influencer marketing is that all boats rise, whether you’re working with micro- or nano-level influencers and KOLs alike. Going micro doesn’t mean having to ditch the big names; if you have the budget, it’s always better to work with both.

1 0 M AR K ET I N G H O N G K O N G SP RING 2021

Ng thinks of it like an iceberg, where one top-tier influencer or celebrity can give your campaign an instant hit of visibility and credibility, but all those smaller profiles down below are going to give it the bulk and substance that resonates from one individual to another. “Micro-influencers aren’t here to replace KOLs, because they won’t, and vice versa, KOLs couldn’t replace micro-influencers,” he says. “It’s like a one plus one equals three kind of thing. With micro-influencers plus a high value KOL, you can create a better campaign and achieve KPI a lot more.” Tapping into China With China’s rapid economic and social bounceback amid the ongoing global pandemic, more and more brands are feeling a sense of urgency when it comes to breaking into that market — one with a completely different set of rules and platforms when it comes to social media and how influence works. Ashley Galina Dudarenok is the founder of Alarice & ChoZan, specializing in digital marketing and strategy for brands in the Chinese market. Her 500+ page quarterly report on all things marketing in China is highly respected, and offers insights for brands who want to do exactly that. When it comes to breaking into China’s influencer market, Dudarenok is firm: It won’t be cheap.

同樣地，由出娘胎已接觸網上營銷的新一代年輕消費者，他們更擅於分辨半真半假的宣傳訊息。回到知名星級 KOL的相同問題，他們今天可能說最喜歡「甲品牌」的唇膏，第二天可能說最喜歡「乙品牌」。有些品牌不介意此情況，甚至很樂意與願意給予這類熱烈讚賞的網紅合作。但一些品牌希望建立與產品相關的團體，與喜歡產品的人互動，可能會認為與支持者規模較小的用戶合作較可靠。 Ng指根據Spread-it的研究顯示，在該平台的微網紅（他們稱之為「Spreadians」）之中，擁有少於 10,000 位支持者的用戶接觸率較高，而擁有1,000 至5,000位支持者的網紅帳戶錄得最高互動率。這結果很合理。擁有較少支持者的用戶較容易與評論者互動，因此其社群的人會覺得與該網紅有較緊密的聯繫，彼此共同成長。在理想情況下，這些正面聯繫會延伸至他們推廣的品牌。保持真實的另一關鍵，是品牌要信任微網紅，容許他們自由製作內容。超過75%的Spread-it用戶表示，與品牌合作時最重視創作自由。

KOL不可棄談到網紅營銷，Ng指無論與微網紅、「納米網紅」、還是 KOL合作，並駕齊驅很重要。選用微網紅不代表要摒棄知名網紅。有預算的話，兩者並用最好。 Ng以冰山比喻。頂端的網紅或名人有助廣告活動立即獲得知名度及公信力，而下面的較小型網紅將加強廣告活動的真實性，在人與人之間產生共鳴。他說：「微網紅不是要取代 KOL，亦不會取代 KOL，反之亦然。這是一加一等於三贏局面。微網紅加上高價值的 KOL，有助品牌推出更有效的廣告活動，並實現更多關鍵績效指標。」

進軍內地在全球疫情持續影響下，中國的經濟及社會迅速反彈，愈來愈多品牌亟欲打入內地市場。而當地擁有獨特的社交媒體規則及平台，網紅的運作方式也截然不同。 Ashley Galina Dudarenok 是 Alarice & ChoZan的創辦人，專門為品牌處理在內地市場的數碼營銷及策略業務。其 500多頁的季度報告涵蓋在中國進行營銷的各個範疇，為有意打入內地市場的品牌提供重要見解，備受業界推崇。

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

專題報告

FEATURE

“You can’t enter China with $10,000 US and expect to succeed,” she says. Brands are playing a whole different ballgame with influencers there, many of whom have even launched their own brands to control all elements of the business in-house. Ng agrees. “If you ask me how I see the China market, I say it’s going to be huge for the next ten years. But the question I always ask is ‘How much budget do you have?’ With a lot of budget, you can do a lot of things.” Influencer marketing has evolved quickly in China, and with influencer incubators becoming a regular step to a career in the country,, there is a larger crop of “micro-KOLs” available for brands who wish to sell themselves across platforms like WeChat, Douyin, and Taobao. In her book, Working with Bloggers, Influencers and KOLs, Dudarenok notes that micro-KOLs are “attractive to younger consumers who see themselves as more independent and less prone to the influence of commercial interests and personalities.” However, it’s true in China as it is elsewhere that it’s a combination of top-tier, mid-tier and micro-KOLs that offers the best solution, so, be prepared to spend. Prepare to go live If other markets should take anything away from China, it’s the success that the country has had for the last three years through livestreaming.

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

Turning the 11.11 Single’s Day holiday into a series of livestreamed events across multiple days, Alibaba’s 2020 Global Shopping Festival generated RMB498 billion, or US$74.1 billion. Not bad for a down year. China’s livestream success inspired Spread-it to launch the Live Streaming Academy, training brands and aspiring influencers alike on the ins and outs of going live. From what Ng sees currently, just because someone is a great influencer who can post great content, it doesn’t necessarily mean they’re the best at earning live sales. “We believe that by using specifically trained livestreamers for live is much more interactive, and the result is actually a lot better,” says Ng. “They’re not too well known, they don’t have a lot of followers on IG or Facebook, but they are really fun, really interactive — basically, they’re really good at sales.” With live sales events continuing to drive massive sales numbers in China and more and more live events popping up in Hong Kong, it’s the next place marketers should be looking when it comes to selling their brand. Regardless of when and how commerce rebounds in Hong Kong, between the next generation of livestream-ready micro-influencers and a whole crop of niche, authentic content creators with engaged communities ready to work, brands looking to make the biggest impact might find the solution lies in thinking small.

談到進軍內地網紅市場，Dudarenok 斷言：價值不菲。她說：「拿著10,000美元進軍內地市場不可能成功。當地的網紅生態截然不同，很多內地網紅甚至成立自家品牌，自己控制所有業務。」 Ng表示同意：「如果問我如何看待內地市場，我會說未來十年發展將會十分龐大。但我經常問的問題是『你有多少預算？』有龐大預算可以做很多事。」內地的網紅營銷市場發展迅速，隨著網紅孵化公司成為在當地開展網紅事業的基本，內地現時有眾多「微KOL」，可供有意在微信、抖音及淘寶等平台進行推廣的品牌選用。 Dudarenok 在她所寫的著作《Working with Bloggers, Influencers and KOLs》中提到，微KOL 能夠「吸引認為自己較獨立，不易受到商業利益及性格影響的年輕消費者。」無論在內地還是其他地方，結合頂級、中級及微KOL進行推廣對品牌最有利，因此品牌要做好投資的準備。

為直播做好準備內地市場在過去三年透過直播所取得的成功，值得其他市場借鑒。阿里巴巴將「雙11光棍節」變成一連數天的一系列直播活動，使其2020年全球購物節賺取了4,980億元人民幣（折合741億美元）的收入，對不景氣的一年來說成績不俗。內地在直播方面的成功，啟發Spread-it成立直播學院，為品牌及有抱負的網紅提供直播培訓。按目前的情況來看，Ng表示出色的網紅能夠發佈出色的內容，但不代表他們能夠在直播銷售中賺取最多收入。 Ng說：「我們認為選用經過專門培訓的直播主進行直播銷售較具吸引力，並能帶來更好效果。他們的知名度有限，在 IG或 Facebook沒有太多支持者，但他們非常有趣，互動能力強，基本上非常擅長銷售。」隨著直播銷售活動不斷在內地帶動巨額銷量，而香港亦湧現愈來愈多直播活動，對於致力推廣品牌的市場推廣人員來說，這是下一個值得探索的領域。無論香港的商業環境何時及如何反彈，面對擅於直播的下一代微網紅，與擁有活躍社區的小眾真實內容創作者，想大展拳腳的品牌或者會發現，從小處入手才是王道。

S PRING 2 02 1 MARK E TING HO N G KON G 1 1

CASE STUDY

Spread-it Limited and VITA Lemon Tea launch the VLT Challenge

1 2 M AR K ET I N G H O N G K O N G SP RING 2021

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

CASE STUDY

CAMPAIGN VLT CHALLENGE INFLUENCER CAMPAIGN AGENCY SPREAD-IT LIMITED

The pandemic and the social unrest of the past two years have created a gloomy atmosphere in Hong Kong, and most of the general public have grown bored with the stay-home activities. VITA Lemon Tea (VLT), as one of the most popular packaged drink brands, launched their newly designed special packaging of VLT with a fun and creative “VLT challenge” to invigorate and reenergise society again. 過去兩年，疫情與社會動盪使香港社會氣氛低迷，大多數市民都對在家活動感到厭倦。維他檸檬茶（VLT）是本港最暢銷包裝飲料品牌之一，最新推出特別設計的全新包裝，以創新有趣的「VLT挑戰」為社會重新注入活力與正能量。

Background: The new VLT special pack designs were launched at the end of 2020. All of the designs feature graphics with difficult poses including the handstand, cycling on the wall and even “falling” from a building. Customers are encouraged to recreate poses on the pack as part of the VLT challenge with clever photo angles to create the illusion of completing the task. The special pack not only brings a new design for consumers to look at, but also creates a new experience, combining photography and enjoyment of the drink. Inviting friends is also encouraged in the challenge by tagging them on social media to increase the exposure as well as increase the number of participants in the VLT challenge. Objective: To leverage the challenge and promote the launch of VLT’s special pack, influencers are invited to join the VLT challenge by recreating the pose on the package, taking a photo with the new drink packaging nearby, and tagging friends in order to widely promote the new package of VLT and build public awareness of the campaign through their influence. VITA Lemon Tea hopes to create an idea of viewing life at different perspectives through the campaign. WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

背景: 維他檸檬茶於2020年底推出特別設計的全新包裝，包裝印有各種高難度動作圖案，包括倒立、在牆上騎單車、甚至從建築物「掉下」。參加VLT挑戰的顧客可巧妙運用不同攝影角度來營造錯覺，做出與包裝相同的姿勢並來拍照，從而完成任務。特別包裝設計不僅為消費者帶來耳目一新的視覺效果，亦將攝影與享受飲品融合成一種嶄新體驗。品牌亦鼓勵顧客在社交媒體上標記朋友，以增加宣傳效果，同時吸引更多人參與VLT挑戰。目標: 為宣傳新推出的特別包裝維他檸檬茶，邀請網紅參與 VLT挑戰，他們要對照飲品包裝擺出相同的姿勢，並在身旁放上新包裝檸檬茶合照，然後再邀請朋友參與挑戰，以加強宣傳效果，並運用其影響力提升推廣活動的知名度。維他檸檬茶希望以此推廣活動，帶出以不同角度觀察的訊息。 S PRING 2 02 1 MARK E TING HON G KON G 1 3

CASE STUDY

Execution: Spread-it, the largest influencer platform in Hong Kong, with over 20,000 local micro-influencers, helps brands create awareness on social media in a short period of time to create an explosion of exposure. VLT developed a collaboration with Spread-it, inviting more than 100 microinfluencers on Instagram to participate in the VLT challenge campaign. Influencers would pick any one of the three poses from the special packs and create their own photos with different tools or venues selected for the image. For instance, the Hong Kong Cultural Centre is one of the most popular venues for creating one of the visuals as it matched with the design on the pack. The new VLT packs have also been placed beside them in the photo to maximise the effectiveness of promoting the new designs and the challenge. Influencers would then share on social media and promote the challenge by tagging at least

1 4 M A R K ET I N G H O N G K O N G SP R ING 2021

two of their friends in the post to become participants in the challenge. Spread-it’s unique and groundbreaking technology helped VLT find suitable influencers with high Hong Kong followings to help increase the authenticity of the campaign. Additionally, Spread-it allowed VLT to closely track the campaign, providing unique data from the results. Results: With the help of micro-influencers, more than 100 social feeds related to the campaign shared posts mainly targeting VLT’s target audience of locals aged 25 to 34. With Spread-it’s technology, the influencers chosen had profiles that contained an average of more than 75% of Hong Kong followers. Across these 100 social feeds, the posts received over 24,000 engagements and reached more than 180,000 Instagram users, spreading info about the campaign, the VLT challenge and the new special packaging for VLT.

執行: Spread-it是香港最大的微網紅平台，擁有超過20,000位本地微網紅，能夠幫助品牌短時間內在社交媒體上建立知名度，從而引爆熱潮。維他檸檬茶與 Spread-it合作，邀請超過100位微網紅在Instagram參加VLT挑戰。微網紅可選擇模仿三款特別包裝中其中一款動作，並運用不同工具或場地來製作自己的照片。例如香港文化中心正好與包裝上的設計相配，因此成為最受歡迎的拍照地點之一。他們拍照時，身旁要放上新包裝的維他檸檬茶，以取得最大宣傳效果。微網紅隨後將照片分享至社交媒體，並在帖文中邀請至少兩位朋友參與挑戰以加強宣傳。 Spread-it採用創新而獨特的技術，幫助維他檸檬茶尋找擁有大量本地支持者的合適網紅，提高推廣活動的真實性。此外，Spread-it 為維他檸檬茶提供獨特的結果數據，讓品牌能夠密切追蹤活動成效。結果: 在微網紅幫助下，超過100個與該活動相關的社交摘要分享帖文，分享對象以25至34歲的維他檸檬茶本地目標受眾為主。憑藉 Spread-it的技術，所選擇的網紅平均擁有75%以上的香港支持者。這100個社交摘要的帖文錄得超過24,000次互動，並接觸超過18萬名Instagram用戶，有效宣傳該推廣活動、VLT挑戰及新包裝維他檸檬茶。

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

CASE STUDY

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

S PRING 2 02 1 MARK E TING HO N G KON G 1 5

專題報告

FEATURE

The new normal of social networks in 2021 尋找平和之地：2021年社交網絡新常態

1 6 M A R K ET I N G H O N G K O N G SP R ING 2021

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

專題報告

FEATURE

We witnessed a great deal of debate and controversy over the use of social networks in 2020. We could be on the verge of seeing a mass exodus from the mainstream social platforms as many users are not satisfied with their policies or approaches to social issues. However, it is very unlikely that we will abandon our smartphones and go back to a world without any social media. The question is: what can we expect in a world where the online landscape remains an integral part of our daily lives? For Marketing, Hungry Digital founder and director Rudi Leung offers his latest piece foreseeing the trends and issues that will impact the social landscape in 2021. 過去一年，我們見識不少社交媒體的問題、爭議及討論。目前不少社交媒體用戶，因不滿用戶條款及社交媒體對社會事件的處理手法而醞釀「轉會」。然而，我們非常不可能放下手中的智能電話，回到沒有社交媒體的日子。網上世界已是生活中不可分割的一部分，但問題是：我們應如何面對？《Marketing》獲得Hungry Digital創辦人及總監梁志成同意，轉載及翻譯他對社交群體的趨勢及問題的看法。

To many of us, 2020 was a lost year. Midway through, a client said to me, “Amid a crisis, don’t miss any chance which can help us change our destiny.” With the pandemic affecting an entire world, already beset by unease over politics, fellow marketers are trying their best to tackle the challenges. Over the past decade and even further back, digital transformation was just a vision among many companies. But now, it has kicked off and there is no sign of stopping. Emerging social networks: an echo chamber? At the very beginning, social media was aimed at bringing people closer together. However, in recent years, it has brewed division and opposition across different communities, fraught with hate speech, disinformation and conspiracies. The Pandora’s Box of social networking has opened and it remains difficult to decide how and who should monitor the content. People long for choices and that is why we have seen some people starting to leave mainstream social platforms. This phenomenon WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

helps emerging platforms expand their footprint. In the US, MeWe, Parler and Gab are some of the alternatives for people in the anti-mainstream platforms movement. MeWe, Parler and Gab: Three emerging social platforms These platforms are not new to the market. However, throughout the US presidential election and continuous conflicts in society, these platforms positioned themselves as places embracing freedom of speech without monitoring and screening, attracting users looking for a platform allowing them to say what they want. However, these platforms consist of many believers of conspiracies, people with radical political views and racists. Among these platforms, MeWe has gained the most attention in Hong Kong as lots of popular influencers are not satisfied with Facebook and have launched their profiles. Interestingly, MeWe users still rely on Facebook to promote the content on their new platform, as Facebook still boasts high traffic at the moment. I believe that this phenomenon will continue for a while.

2020年對大部份人而言，是被偷走的一年。去年年中，有位客戶對我說：「身處危機時，不要錯過任何逆轉命運的機會。」新冠肺炎肆虐全球，各地政治氣候彌漫不安，天像要塌下來之際，身邊不少營銷界朋友，無時無刻積極應對。過去十多年，數碼轉型只是不少公司籌備中的願景。直至現在，我相信數碼轉型已經展開，步伐更無放緩跡象。

新興社交網絡群起圍爐取暖社交網絡最初致力於拉近人與人之間的距離，近年卻因不同原因，成為了無數社群對立、仇恨言論、虛假消息、陰謀論等的散播之源。人們渴求選擇，令到主流社交網絡遭到部分人捨棄，新興社交網絡乘機而起。在美國，MeWe、Parler及Gab等，開始成為反 Facebook、Twitter，或反主流社交網絡浪潮中，人們的另類選擇。

MeWe、Parler及Gab三大新興社交網絡事實上，這三大新興社交網絡已出現幾年，但正值美國大選及社會矛盾無休止的爭拗下，這些社交網絡以崇尚言論自由、不過濾及不審查的旗幟，馬上吸引了渴望「暢所欲言」的用戶。可是，使用這類新興起「三不管地帶」的用戶，包括大量陰謀論信徒、激進政見人士及種族主義者等。

S PRING 2 02 1 MARK E TING HO N G KON G 1 7

專題報告

FEATURE

Social platforms are only popular among a minority of users at the very beginning and MeWe is no exception. No ads, no algorithms Among those in the anti-mainstream social platforms movement, the algorithms are commonly seen as the origin of the evils. Besides advertising, the intention of these algorithms was simply to enhance the user experience. Without algorithms and content based on users’ clicks and activities online, the user experience may not be the best. It’s clear that some are remaining at the mainstream social platforms, but looking for a new one to connect people with the same mindset. This could be their echo chamber. Netflix’s documentary The Social Dilemma tells us that in the digital world, the service itself is free in exchange for users’ personal information – the source of income for the platforms. Users themselves are commodities. Social or instant messaging platforms such as WhatsApp have been the necessities. However, why does nobody want to pay the price of a cup of coffee to use the services? As plenty of users are used to enjoying a “free lunch”, it’s difficult to understand that when they are uploading a multitude of photos and videos onto social platforms, these companies’ operation costs will surge phenomenally. At the same time, it’s too hard to maintain their services based only on popularity and the money paid by very few users. Social platforms offer free services to the public. The greater the users’ footprint, the higher income from the ads that social platforms 1 8 M AR K ET I N G H O N G K O N G SP RING 2021

could have. In my opinion, this business model will remain unchanged in the future. Ads on social platforms continue to thrive Amid the pandemic in 2020, advertisers spent more resources on social platforms and placed their ads there. Even Snapchat and Pinterest, which target a relatively small market, saw their stock price continue to rise as well. Although Facebook was sued for illegal monopolisation, coupled with the small chance for companies to enjoy a significant surge in business, the platform still dominates the ad market among all social platforms. Its sister platform Instagram will continue to be welcomed by advertisers as well. Meanwhile, Alphabet, with YouTube as its main platform, will catch up with Facebook and Instagram to create diversified ad formats. Last year, Brian Cha was a popular figure among Hongkongers. He launched plenty of ads on YouTube to help him gain fame, while many YouTubers created content mimicking (or mocking) him. These were the ways to help him achieve success. His story also proved that reaching the majority of Hongkongers can be done through YouTube apart from TVB. Newcomers will keep emerging, but in the world of advertising, social platforms will still be the main pillar of digital ads over the next five years.

在香港，這些社交網絡平台以 MeWe 獲得較多關注。不少受歡迎的關鍵意見領袖因不滿 Facebook，紛紛轉用 MeWe。有趣的是，嘗試在 MeWe另起爐灶的用戶，由於流量仍在Facebook，目前仍積極使用Facebook推送MeWe的新建內容。此現象相信會持續一段時間。任何社交網絡開始流行時，都以小眾用戶為主，MeWe也不例外。

零廣告零演算法是最好？在反大台浪潮中，不少人視演算法為社交網絡諸惡之源。但除了賣廣告，演算法的原意是提升用戶體驗。沒有演算法、不根據用戶的一舉一動及個人喜好推送內容，會否帶給用戶最佳體驗？這個一定沒有絕對答案。哪裡會是個天堂？暫時我看到的是，大家一邊留在原有的主流社交網絡中謾罵，一邊尋覓新興網絡地盤，聯繫同道中人，互相圍爐取暖。正如Netflix紀錄片The Social Dilemma所言，在數碼時代，網絡服務是免費，但用戶的個人資料難免成為平台賺取營運資金的來源。用戶本身就是商品。社交網絡或通訊軟件如WhatsApp，早已成為必需品。可以，為何偏偏沒有人願意每個月繳付約一杯咖啡的價錢，享用平台服務？大部分習慣了免費午餐的用戶，不明白自己每分每秒上載海量照片及影片時，用戶人數愈多，社交網絡的營運成本便會幾何級數增加。單憑網絡人氣，以及極少部分的付費用戶，根本難以維持營運成本。社交網絡為大眾提供免費服務，用戶愈活躍，在網絡上賣廣告的能力就愈高。此商業模式在可見的未來，我相信持續不變。

社交網絡廣告依然強勁 Stopping third-party cookies: good news for social platform ads? As countries around the world have started regulating the internet and users’ privacy, consumers are growing more aware of the

去年疫情中，各地廣告商在社交網絡增加投放廣告。展望2021年，Facebook即使未必再有大幅增長，同時面對反壟斷法的訴訟，依然會是社交網絡界獨領風騷的廣告平台，旗下的Instagram亦會進一步 WWW. MARK E TING– IN TE RAC TI VE . C OM

專題報告

FEATURE

備受廣告客戶青睞。Alphabet也會繼續以YouTube 為主打，用更多樣化的廣告模式急起直追。去年 Brian Cha 迅速成為香港街知巷聞的名字。他在YouTube 疲勞轟炸式落廣告，加上大量 YouTuber趁機「抽水」的內容，肯定是成功因素之一。他的故事，證明要成名或接觸到全港主流觀眾，除了無綫電視，原來YouTube也可以。新競爭者不斷出現，但在廣告營銷的世界裡，社交媒體廣告在未來最少 5年，依然會是數碼廣告的中流砥柱。

第三方Cookie消失，對社交媒體廣告更有利？

traceable personal network, or even avoid using it. Chrome, which has about 70% of worldwide browser market share, announced in early 2020 that it will stop the use of third-party cookies before 2022. Also, the latest version of iOS, which allows users to decide whether they can be tracked by advertisers, will void the Identifier for Advertising used by Apple. At the time of writing, Facebook is still negotiating with Apple. Combining a number of factors, advertisers will not obtain third-party cookies at a lower cost before buying and tracing their target audience and placing personalised ads in the future. Advertisers boasting a website and conducting e-commerce will spend more resources on obtaining first-party data. They will create personalised ads based on existing or potential customers’ behaviours and preferences. Therefore, the sales, marketing and IT departments within a company need to better align with each other to handle data from all parties, integrating them into the company’s first-party data. However, not every brand or company boasts the resources to run or leverage firstparty data. Also, not every brand conducts e-commerce. Advertisers still need to rely on social platforms (Facebook or YouTube) to trace target audiences, meaning these platforms will be just one tool to consolidate first-party data. Social platforms will have a closer tie with brand sites as these platforms can leverage ads and content marketing to target a wide range of customers and identify similar potential patrons, generating more traffic for brand sites. Also, brand sites can accumulate first-party data WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

related to users’ habits, hobbies, and behaviours, enabling them to roll out personalised ads. Previously, advertisers relied on third-party cookies and behaviours of potential customers before rolling out ads. Now, they need to find out what potential customers are looking at, and based on that content, create something related to the brand to generate more organic footfall. By leveraging personalised ads on social platforms, brands can gain more firstparty data as well. However, both first-party data and the aforementioned data marketing require more time, resources, long-term strategies and objectives. Hence, advertisers must reform old seasonal strategies to meet the needs of the new era. Snackable videos will become mainstream Social platforms have to lead the trend, so they will evolve to follow the changing tastes of young new users. Currently, Stories on Snapchat, Facebook and Instagram have become normal after several years of development. Snackable video spanning about 15 seconds will become people’s “snackable entertainment” too. Instagram is the leading platform. It allows users to share photos and now even videos, as the platform has rolled out Instagram Reels, hoping to change users’ bahaviours to attract more influencers and normal users to create and upload videos onto the platform. Alphabet’s YouTube launched YouTube Shorts to compete with IG Stories and TikTok. The competition in this 15-second vertical battlefield is expected to intensify even further this year.

隨著世界各地政府加強管制互聯網私隱，消費者愈來愈注意及避免可以追蹤的個人網絡。全球接近七成互聯網用戶使用的瀏覽器 Chrome，去年初正式宣佈於2022年之前停用Cookie。另一邊廂，Apple 手機最新版本的 iOS，容許用戶自行決定是否願意被廣告商或媒體代理追蹤，現存於Apple手機的IDFA(Identifier for Advertising) 識別碼將會作廢。執筆之際，Facebook仍然為此與 Apple交涉及高調抗議。綜合眾多因素，以往以較低成本獲取的第三方 Cookie 數據，從而購買和追蹤目標網絡用戶，成功大量投放個人化廣告的時代即將告終。擁有品牌網站，並同時經營電商服務的廣告客戶，將加強經營第一方數據，針對現有或潛在用戶的行為和喜好，大量製作個人化的廣告。因此，企業內，銷售、營銷、IT三大部門，必須加強合作，整合三方面的數據，梳理成為企業的第一方數據。可是，並非每個品牌或企業，都擁有龐大資源營運第一方數據。同時，並非每個品牌都有經營電商。廣告客戶要追蹤目標消費者，其社交媒體帳號如 Facebook或YouTube，將會繼續扮演重要角色，成為整合第一方數據的資源之一。社交媒體與品牌網站之間的關係會變得更密切，前者可透過社交廣告、內容營銷，針對廣大目標消費群，並且尋找類似的潛在客戶，為品牌網站提供更多流量；後者則可持續累積有關用戶習慣、興趣與行為的第一方數據，方便進行個人化鎖定的廣告追蹤。從前，廣告商主要依賴第三方 Cookie，根據目標消費群的行為，鎖定投放廣告；現在，廣告商卻要積極地鎖定目標消費群的關注內容，製作大量與品牌相關的內容，吸引更多自然流量，配合社交媒體個人化鎖定的廣告，亦可累積更多第一方數據。

直度短影片成為社交娛樂主流社交網絡往往要走在潮流尖端。因此，總會隨著新一代年輕用戶的口味而改變。Stories 內容在 Snapchat、Facebook、Instagram等平台經歷幾年的發酵，已成為社交分享的新常態。另一邊廂，主要用手機觀看的15秒直度短影片，亦成為大家茶餘飯後的零食式娛樂。始終Instagram是大台，由當初的照片分享，到現在的短片分享，預計短期內Reels能夠改變不少用戶的使用習慣，吸引更多KOL或普羅用戶，參與在其平台製作以及上載短片。另一網絡廣告龍頭Alphabet旗下的YouTube，已經推出了 YouTube Shorts 的測試版，正在磨拳擦掌，迎戰 IG Stories 之餘，亦可能準備加入圍攻 S PRING 2 02 1 MARK E TING HON G KON G 1 9

專題報告

FEATURE TikTok之列，預計這個15秒短直度影片的戰場，今年競爭更為激烈。 AR成為社交網絡介面的新常態當大家習慣打開手機的自拍鏡頭，再於 Snapchat、Instagram或Facebook打開AR Filters 的玩樂功能，在製作技術愈見成熟及普及下，AR Filters由最初的自娛，演變成更多品牌試圖與消費者互動。昔日的社交網絡互動，主要以留言或遊戲形式進行，但AR技術普及後，用戶可在網絡世界，與品牌進行一對一的擴增實境接觸，例如最常見的模擬試妝。消費者只要打開手機的自拍鏡頭，就可以在擴增實境的世界內，體驗不同化妝效果。由於 AR Filters 可以變化出無窮無盡的創意主題，於是，亦可以成為用戶個人向朋友展示創意的工具，品牌為消費者提供創意主題的AR Filters，雖然不能直接打廣告，但卻可以促進互動，並間接令品牌提高好感及知名度。美感、時尚、創意、娛樂性、遊戲化等等，都是品牌創作AR Filters的先決元素。

AR becomes the new normal Using a front-facing camera to take a selfie and utilising AR filters on Snapchat, Instagram or Facebook is a common behaviour among users. Many do so simply to entertain themselves, but now many brands hope to utilise the feature to engage and entertain users through the advanced technology. Previously, comments and games were the main forms of interaction. After the prevalence of AR technology, users can interact with brands individually on social platforms. The most prominent example is mock makeup. Users simply need to open the front camera of their phones to enjoy different cosmetics virtually. Due to the versatility of AR filters, users can demonstrate their creativity to friends. It means that brands can create AR filters with different themes to engage customers. Although brands cannot leverage AR filters as ads, the function can foster interaction between brands and customers, and brands can gain fame or brand love too. Aesthetics, trendiness, creativity, entertainment and gamification are all crucial to successful AR filters. Meanwhile, interacting with AR does not necessarily require a smartphone, but a pair of glasses. Some will recall Google Glass which was launched in 2013, but Google also rolled out Glass Enterprise Edition 2 in 2019, targeting corporate customers. Facebook has been working hard to become a leader in AR, too. In September 2020, it said it would roll out Smart Glasses with Luxottica’s Ray-Ban in 2021. Apart from AR, VR is on the rise According to a HubSpot report, amid social distancing, the number of gamers who were also social platform users increased by more than 30%. 2 0 M A R K ET I N G H O N G K O NG SP RING 2021

As the pandemic has forced many to stay home (whether they wanted to or not), VR games became the entertainment of choice for users who were hoping to escape from reality. With a VR headset and console, users can enjoy virtual reality. Expect this experience to become the next battlefield of e-commerce for brands and marketers. The democratisation of VR hardware can also help brands conduct marketing initiatives. Apart from showing their products in games, brands can also use VR interfaces to enable customers to simply enjoy virtual reality. They do not need to place ads but interact with customers through games or content marketing.

AR以外，還有蠢蠢欲動的VR 根據網絡營銷平台 HubSpot的社交網絡未來報告所觀察，在社交隔離期間，社交網絡用戶中的網絡遊戲玩家人口，持續上升，增長超過三成。此外，由於人人被迫安坐家中，但卻又不安於室，VR遊戲成為了大家可以暫時脫離現實的心理出口。只要戴上VR眼罩和手掣，連接上手機，就可以讓用戶置身於VR的虛擬世界，這類用戶體驗，亦會成為下一波網絡營銷的兵家必爭之地。 VR硬件平民化，亦有助品牌宣傳。除了在遊戲軟件中展示品牌，品牌亦可以透過VR介面，讓消費者投入不同的品牌體驗，當中不一定是直接打廣告，而是透過遊戲、或者是內容營銷的手法，與消費者互動。

除了廣告，社交網絡還有什麼商業模式？ Besides ads, what else do social platforms offer? We’ve talked about it for years, but when will social commerce truly become mainstream? It is very likely that a breakthrough will take place in 2021 for a variety of reasons. People are getting used to staying at home and doing their shopping online. Second, Facebook, Instagram Shops and Google Shoploop are all social shopping platforms that allow users to browse their social feeds and shop in the same app – good news for SMEs with limited resources to expand the business. Brands with websites can enjoy higher traffic through these channels, and can save costs related with joining traditional retail stores or large-scale e-commerce platforms. Entertainment and lifestyle content dominate social media. To brands, they need to create attractive images or videos for their products or services. In the near future, I believe that shops selling fashion, accessories and beauty products will enjoy the most opportunities.

社交電商已經說了好幾年，到底何時成為主流？ 2021年極有可能會取得更大突破，原因有二：首先，因為社交隔離的關係，足不出戶，在家網購已成生活新常態；其次，Facebook 和 Instagram Shops、Google Shoploop等等社交化購物生態，已伺機出動，用戶瀏覽社交網絡內容時，不用離開社交網絡平台，就可直接網購。未有資金或能力建立網店的獨立中小企，絕對可利用新商機。至於已建構品牌網店的企業，這亦不失為增加網店流量的新方便。從成本的角度而言，起碼免卻了在傳統零售店，或者大型電商網店的「上架費」。社交網絡內容始終是消閒為主。品牌必須要製作出吸引照片或影片的產品或服務。不久將來，我認為出售時尚衣著飾物、美妝用品等消費產品的社交電商店舖，會有較多商機。

網紅經濟帶動社交電商網紅經濟亦會受惠於 Facebook 和 Instagram Shops等的便利，帶動新商業模式。經濟每下愈況，社交網絡上開始出現了不少獨立用戶，以自家手作模式，在社交網絡上經營網店。至於「網紅帶貨」、「直播秒殺」等這類中國內地盛行的「潮語」，亦會乘新經濟常態之便，在其他市場包括在香港出現。

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

專題報告

FEATURE 回顧 2020 年，幾乎每個大品牌都曾經舉行網上直播，社交網絡用戶亦開始習慣收看這些拍攝較為隨意的直播影片。根據 Facebook 年中發表的數字，觀看網上直播的數字，較去年增加了超過50%。除了品牌的社交網絡專頁，網絡 KOL也開始流行網絡直播。而品牌與網絡 KOL，亦開始展開零星合作，以直接利潤分紅的合作方法，由 KOL充當銷售員，在個人的社交網絡頻道舉行直播，直接為品牌賣貨，多賣多賺互惠雙贏，這種商業模式，將逐步被各大品牌接受。

Influencer economy: A new business model Expect to see the influencer economy grow thanks to the convenience offered by social shopping platforms. The economy is on a downward spiral. Many individuals are running online stores on social platforms and selling their own products directly. Live commerce or “sec-killing” (selling products within just seconds) – popular slang in China – will grow in other markets including Hong Kong as we head toward this economic new normal. In 2020, as almost every major brand hosted livestreaming events, users on social platforms grew used to watching casually-produced live videos. According to Facebook’s figures, the number of watches of livestreaming videos increased by 50% year-over-year. Apart from brand’s official pages on social platforms, influencers are doing more livestreaming events. Brands and influencers have started collaborating with each other more this way, where brands hire influencers to promote and sell products through their channels and share the profits. Brands start accepting such collaborations as it guarantees a higher income if influencers can help promote and sell more products. The new content model on social platforms Content creators enjoy great success from Facebook, YouTube and Instagram as they can gain fame, and earn more through sponsorship ads. However, between 2019 and 2020, some content creators started leaving the mainstream platforms and joining platforms offering subscription services. Many writers have found a home on Medium, a platform similar to a blog, to earn money through traffic on the account. Some popular bloggers in foreign countries also offer technical articles for a niche market WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

or professionals. Among the subscribers of Medium, many of them are also content creators. In this eco-system, they support each other. Influencers go for Patreon Patreon is another platform that has gained even more popularity than Medium. Compared to Medium’s one-off subscription fee, Patreon requires users to create an account to pay per each content creator they subscribe to. Many of the content creators on Patreon have gained plenty of subscribers on other platforms. As subscribers are also the content creators’ fans, both parties can enjoy more meaningful and like-minded interactions, while content creators need not to be afraid of receiving a yellow monetisation icon on YouTube, or being reported by other users or suspended by Facebook. This gives creators the opportunity to enjoy greater freedom when curating content. However, they still have to create meaningful and quality content to survive. 2021: The aftermath of catastrophe To many of us, 2021 is the hangover from a global catastrophe. Many industries have been reshuffled while others have to close their businesses. Social platforms have been experiencing major changes amid the pandemic and political storm. Some structural problems in the online landscape or business model already existed, but the previous year truly exposed these long-term issues, which may have long-lasting consequences. It’s safe to say that social platforms will still play an important role in this digital era. Regardless of which platforms they choose, I can ascertain that almost nobody could leave social media when they still possess a smartphone. We can hardly separate the online landscape of today from our reality in the future.

內容創作者的社交網絡新模式 Facebook、YouTube及Instagram三大平台，成就不少內容創作者(Content Creator)明星。他們不單獲得網絡人氣，部分更依賴廣告或贊助而名利兼收。但2019至2020年期間，部分內容創作者陸續另闢蹊徑，離開主流平台，走向知識付費的商業模式。有不少以文字為主的內容創作者，在 Medium 開設網誌博客般的帳號，以流量換取收入。我見外國的活躍博客中，不少以技術性文字為主流，內容偏向專業和小眾。Medium訂閱者當中，不少內容創作者並互相支持。

網絡紅人紛紛在Patreon起壇此外，另一個崛起的新進平台，就是比 Medium 更受歡迎的 Patreon。有別於 Medium 的單一訂閱費，Patreon 需要按帳號逐一付費訂閱的平台。Patreon的內容創作者當中，大多是在其他社交網絡累積了一定人氣和粉絲數量的KOL。由於付費訂閱者大多為支持者，雙方可以更加同聲同氣密切交流，由於不用擔心如在YouTube 被「黃標」，或者在 Facebook 遭舉報而封鎖帳戶，Patreon的內容創作者能更加暢所欲言，創作自由度亦更大。純粹依靠圍爐取暖難以維持生計。因此，Patreon的內容創作者需要更有規律，定時發佈有質素的內容，才可以繼續生存。

2021劫後餘生重新歸零對於不少人來說，2021年彷彿是劫後餘生的一年，很多行業都因為世紀疫症而歸零，有些甚至被逼離場。全球的社交網絡，亦在疫症及世界各地政治風暴下，出現急劇變化。部分在網絡生態及商業模式上存在的結構性問題老早存在，只是這一年把大部分問題曝光。一次過引爆更是影響深遠。但可以肯定的是，社交網絡仍會在這個世代中，擔當舉足輕重的角色。無論轉了甚麼模式或平台，我膽敢斷言，只要用戶一日繼續有智能手機在手，幾乎沒有人可以完全脫離社交網絡，網上網下，虛擬與現實之間的界線，只會變得愈見模糊。

S PRING 2 02 1 MARK E TING HO N G KON G 2 1

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

The new era of digital outof-home: MTR* and Airport Express advertising

數碼戶外廣告新時代 : 港鐵*及機場快綫廣告

2 2 M A R K ET I N G H O N G K O N G SP RING 2021

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

Advertisers in Hong Kong have always been leveraging outdoor platforms, even after the challenges of last year. To better engage audiences and increase return on investment (ROI), out-of-home (OOH) advertising has evolved considerably. While online advertising has prospered, OOH ads are increasingly indispensable, due to the keen competition for eyeball in online advertising, especially in the Hong Kong market, and can greatly enhance campaign performance. Meanwhile, by applying data to locate the right audiences, advertisers can maximise the impact of ads and ensure the right ads are displayed to the right people. This Master Report, in collaboration with MTR* advertising, will delve into the development of MTR* digital advertising and the rapid digital evolution of the OOH industry, two factors that ensure advertisers can deliver even better, greater and more successful campaigns.

儘管去年經歷多重挑戰•香港廣告客戶也一直運用戶外廣告平台宣傳其品牌。而戶外(OOH)廣告亦正迅速地發展使之能吸引目標受眾•並大大地增加其投資回報(ROI)。當線上廣告篷勃發展的同時，由於線上廣告的激烈競爭，戶外廣告越來越不可或缺•特別是在香港市場更能幫助品牌大大提升宣傳成效。與此同時，廣告客戶可運用數據尋找合適的目標受眾，確保廣告呈現給合適的受眾，以發揮廣告的最大效用。今期「Master Report」與港鐵* 廣告合作，深入了解港鐵*數碼廣告的發展，以及戶外廣告行業的急速數碼演變，正因此兩項因素，以至令廣告客戶能夠推出更完善、更有效及更成功的宣傳推廣活動。

BROUGHT TO YOU BY:

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

S PRING 2 02 1 MARK E TING HON G KON G 2 3

The new Iconic Digital are strategically located at the core areas of MTR Causeway Bay and Tsim Sha Tsui stations, together with the Digital Diorama at MTR Hong Kong Station, successfully capture maximum attention of MTR passengers. 全新的Iconic Digital策略性地位於港鐵銅鑼灣及尖沙咀站的核心區域，連同港鐵香港站的Digital Diorama，成功吸引港鐵乘客的目光及注意。

Out-of-home (OOH) has undergone vast changes in the last decade, but it remains an irreplaceable medium that enables advertisers to reach large audiences quickly, with unmissable yet unintrusive brand advertising messages. Compared to print, mobile, or TV advertising – which is one-to-one, can be turned off, or permits consumers to move to another channel – OOH campaigns provide one-to-many audience experiences and cannot be ignored. Despite tougher competition and a challenging media landscape, MTR* advertising continues to infuse innovation into digital media, creating a powerful tool that offers extraordinary digital out-of-home (DOOH) experiences to advertisers and passengers. This report highlights the rapid digital evolution of the OOH industry and the development of MTR* digital advertising, which, combined with data, creativity, and technology, can enable advertisers to deliver more targeted, effective, and measurable oneto-many advertising campaigns. 2 4 M A R K ET I N G H O N G K O NG SP R ING 2021

Digital is driving OOH growth While OOH inventory is basically physical, more digital screens are crucial to the growth of OOH. DOOH allows more advertisers to benefit from each digital panel, increasing the revenue that each screen generates. MTR has made a substantial investment in the expansion of its network of digital screens across different MTR stations, giving MTR* advertising the largest DOOH resources in Hong Kong. The latest investment by MTR includes the newly added Concourse Digital Motion Network, Trackside Digital Motion Zones, Digital Panel Network Extension, Iconic Digital, Digital Diorama and the upgrade of the Trackside Digital Motion Network screen size to 108” LED. A pioneer and market leader of digitalisation in Hong Kong, MTR* advertising introduced digital advertising formats in 2008. Since then, the MTR* digital advertising inventory has grown significantly, propelling the transformation to a new era.

戶外廣告(OOH)於過往十年間經歷著極大的轉變，但仍舊能把廣告客户的品牌信息迅速及有效地傳送到大量目標受眾，成為不可取締之廣告媒體。相比屬一對一推廣模式的紙媒、手機或電視廣告，較易被消費者忽視或隨時轉至其他頻道，戶外廣告則屬一對多眾，消費者無法忽視，達到廣而告之的宣傳效果。即使面對著艱難且充滿挑戰的媒體競爭，港鐵* 廣告仍不斷為數碼媒體注入創新意念，創造強而有力的廣告平台，為廣告客户及乘客帶來非凡的數碼户外廣告(DOOH) 體驗！本報告重點闡述戶外廣告行業急速數碼化轉型及港鐵*數碼廣告的發展，並且結合數據、創意及科技，讓廣告客戶能傳遞出更準確、有效而可量度的數碼廣告營銷方案。數碼化推動戶外廣告發展戶外廣告基本有賴於實體廣告板，因此更多數碼屏幕的出現對數碼戶外廣告的發展至為關鍵。數碼戶外廣告的每塊數碼屏幕可以吸納多個廣告客户，從而增加每塊屏幕的收入。港鐵為擴展數碼網絡作出重大的投資，於港鐵各站建設多個數碼屏幕，讓港鐵*廣告擁有全港最大型的數碼戶外廣告平台。港鐵最新投資項目包括大

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

The Tourism Authority of Thailand enhances its “Amazing Thailand” campaign with its bespoke video and the weather display content to spotlight the weather in various cities of Thailand like Bangkok, Chiang Mai, Samui, Chiang Rai and Phuket. 「泰國政府旅遊局」運用港鐵最新的數碼媒體播放精彩視頻，並結合實時天氣預報的動態內容，展示泰國城市如曼谷、清邁、蘇梅、清萊及布吉的實時天氣內容，有效地推廣其最新宣傳活動「Amazing Thailand」。

The digital automation campaign targeting Travel Lovers was launched with Japan Hokkaido Tourism Board, allowing maximal scheduling flexibility with the right ad message, at the right timing, the right location and with the right audience. 北海道旅遊局瞄準目標受眾，通過數碼自動化，挑選合適廣告內容、時間、位置以及目標受眾類別，靈活及有效地推廣其旅遊資訊，達致最佳宣傳效果。

Snow Brand showcases its creativity by social-sharing dynamic content of the “Emoji Greetings” game on the brand’s Facebook page and displaying the greetings on the Iconic Digital located at MTR Causeway Bay Station in near real-time. 「雪印」利用位於港鐵銅鑼灣站的Icon Digital結合品牌之社交平台Facebook作互動，推出創意度甚高的「Emoji Grettings」遊戲，做到近乎實時的共享效果，增加互動體驗

Data has entered the DOOH The OOH advertising industry has focused heavily on solutions to measure the results of OOH campaigns and to provide audience insights and analytics into ad engagement and conversion. Campaign or audience impressions are now measurable, and attribution is possible and precise. Marketers can acquire detailed metrics of impressions and conversions as data has enrolled this in the DOOH world, making DOOH ads a powerful tool kit for any marketer. Measurement has come a long way in over the past 17 years, as MTR* advertising has started to build a comprehensive, gigantic data ecosystem by collecting audience attributes such as habits, behaviours, footprints, and hobbies. It can then devise an audience analytical measurement that identifies audiences by where they go in each MTR station, reveals the digital panels that the audiences would be exposed to over a defined period, and determines which screens and stations are the best places to reach them. WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

Brands can now identify which attributes they should use and the number of impressions their DOOH campaign has generated, and marketers can now say with confidence how many passengers saw their ads. With the increase in audience data that is available, MTR* advertising DOOH can precisely find out the right customers and leverage technology to deliver ads at the right moment. The 20 most popular audience attributes, such as FMCG shoppers, health conscious and home lovers, to name a few, are commonly used by advertisers lately and are readily available for advertisers to use to match with their campaigns. Tailor-made attributes will also be available to meet advertisers’ specific needs. Digital automation helps increase ROI While data is pivotal for measurement and accountability in DOOH, advertisers must also consider where to place their ads to have the biggest impact. To reach large yet

堂數碼視頻網絡、月台數碼視頻專區、數碼雙屏網絡、Iconic Digital、Digital Diorama，以及把月台數碼視頻網絡之數碼屏幕升級至108吋的LED屏幕。港鐵*廣告於香港作為廣告數碼化的先驅及市場領導者，早於2008年經已引入數碼廣告格式。及後，港鐵*數碼廣告屏幕更大幅增加，推動數碼化轉型及邁向數碼新時代。數碼戶外廣告與數據相結合戶外廣告行業一直注重衡量戶外廣告成效的方法，並希望提供受眾深刻見解報告及數據分析，從而提高廣告參與度和銷售轉化率。隨著數碼化轉型及與數據相結合，廣告曝光次數及受眾人數得以衡量，制定受眾屬性亦更清晰準確。營銷人員從而可獲得更詳盡的廣告曝光數據及銷售轉化指標，令數碼戶外廣告成為任何營銷人員的強大營銷工具。港鐵*廣告於過往17年間不斷研究及制定一套衡量戶外廣告成效的方式，通過收集受眾習慣、消費行為、足跡及嗜好等屬性，從而建立一個全面而龐大的數據系統。系統能演算並分析該廣告受眾，識別受眾在每個港鐵站的去向來識別他們，並顯示受眾在特定時間內所接觸到的數碼屏幕，從而確定哪些屏幕及車站最能夠有效地接觸受眾。時至今日，營銷團隊可掌握到其數碼戶外廣告曾觸及的乘客數量，因為品牌現可根據數據決定所需要的受眾屬性及獲得可量化的廣告曝光數據。隨著日漸應用於港鐵*數碼戶外廣告的受眾數據，港鐵*廣告可更精準地識別合適的顧客，同時運用科技去配對合適的廣告投放時段。其中廣告客戶近期最常用的二十種目標客戶屬性，如快速消費品顧客、健康主義者、住家男女等，均可供廣告客戶隨時選擇及使用，與此同時港鐵*廣告客戶亦可根據大數據度身訂造適合其廣告的受眾屬性來滿足客户的投放需要。

S PRING 2 02 1 MARK E TING HON G KON G 2 5

The newly upgraded Trackside Digital Motion Zones compose of 3 consecutive 108” Digital Motion screens together with the Platform Screen Door Wrap, thus creating a perfect combination of static and motion visuals, allowing a multitude of creative possibilities to ensure advertising campaigns work more effectively. 最新升級的月台數碼視頻區由3個串連的108”數碼屏幕所組成，配合月台幕門貼紙，完美結合靜態與動態視覺效果，為廣告客户提供多種創意的可能性。

active audiences in a flexible and efficient way based on audience and location data, MTR* advertising has proudly introduced the newly launched automated media planning and distribution platform. The Smart Digital Media Planning Platform combines audience data and technology to enable brand-safe and measurable advertising, transparently connecting brands to the target audience. To create the greatest advertising impact, it is better to have more impressions and reach as many target audiences as possible rather than simply buying more sites. The allocation engine inside the media planning platform incorporates the data to schedule and optimise campaigns. It computes a score based on audience data on each digital screen and ranks them accordingly. Then, it allocates more ads to those with higher scores, and fewer ads to those with lower scores, thus efficiently and effectively selecting the right panels and stations and allocating them to the right audiences with measurable impressions. With the flexible scheduling display capability, the new digital media planning and distribution platform then distributes different advertising content to different panels at various times. Such integrated technology platforms can help to deliver and optimise campaigns with almost limitless creative flexibility. Advertisers can use these tools to enrich their creative strategies and create geographical context, enabling them to run ads 2 6 M A R K ET I N G H O N G K O NG SP R ING 2021

tailored to the environment and to customize ad content for every screen. With the rise of DOOH and launching of the new media planning and distribution platform, advertisers can now do much more with location and audience. For example, it is possible to understand, the demographics of consumers who are near a specific MTR station. Based on this data, advertisers can deliver contextual, creative, and dynamic ads that best suit the consumers’ needs at any given moment, allowing maximal flexibility and efficiency with the right message, right timing and moment, right location, and right target audience, making MTR* advertising DOOH the most powerful asset for marketers and advertisers. Dynamic content helps DOOH ads boost effectiveness Audience targeting and media planning are not the only ways to use advertising technology. It can also customise important, popular, and trend-setting creative context. Effective and creative context are always the king and contextual DOOH ads are more memorable, more personally relevant, and more likely to produce a positive impact on brand metrics such as awareness and consideration. With more digital screens becoming available, advertisers can create more dynamic campaigns and more personalised messaging based on consumers’ needs.

數碼自動化有助提高投資回報率（ROI）數據固然是數碼戶外廣告衡量指標及建立其公信度的關鍵，但廣告客户亦需審慎選擇其廣告播放位置，務求發揮最大宣傳成效。為了能根據受眾及廣告位置數據，靈活及有效地擴大受眾曝光率，港鐵*廣告誠意推出全新自動化媒體規劃及發放平台。此智能自動化媒體規劃平台結合目標受眾數據與技術，能提升品牌安全及確保數碼户外廣告可衡量化，務求品牌與目標受眾的連接更為緊密及高透明度。為求達致最大的廣告效益，與其盲目投放多個廣告點，倒不如專注於有效地接觸更多目標受眾及其曝光率。媒體規劃平台配備的廣告發放系統，整合數據再設定及優化廣告時間。系統根據每個數碼屏幕的受眾數據作出評分及排名。得分較高的數碼屏幕可獲分配較多廣告，相反，得分較低的則獲配較少廣告，從而為廣告客戶選擇更有效及較高效率的數碼屏幕及港鐵站，並得出可計算的營銷曝光次數。接著，新的媒體規劃及發放平台於不同時段分派不同的廣告內容到各港鐵站內的數碼屏幕，實現更靈活的廣告投放功能。此項整合技術平台有助廣告客戶靈活發揮無限創意，展示及優化其宣傳廣告。廣告客戶亦可利用此平台豐富其創意營銷策略，同時配合相關環境，度身訂造適合不同數碼屏幕位置的廣告內容。隨著數碼戶外廣告興起，及新媒體規劃及發放平台的推出，廣告客戶能更易掌握其目標受眾及投放位置。例如，現在可了解特定港鐵站附近的消費者人口數據資訊，根據此數據，廣告客户能投放較相關、具創意的動態廣告，盡量滿足顧客當刻所需。通過合適的廣告內容、合適的時間和時段、合適的位置以及合適的目標受眾和受眾類別，提供最靈活及更有效的廣告宣傳計劃。使港鐵*數碼戶外廣告成為各個營銷團隊及廣告客戶的最強勁夥伴。

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

The first-ever dynamic content of real-time financial index was utilized by Citibank at the newly launched Concourse Digital Motion Network, providing daily warrant insight to client’s target audience. 花旗銀行於最新的港鐵大堂數碼視頻網絡推出首個有關金融資訊的實時動態內容，為品牌目標受眾提供每日認股權資訊。

It is possible for advertisers to glean different kinds of triggers and real-time insights within a real-world context, such as weather, time, social factors, breaking news, or environmental inputs. They can then schedule and update content based on geolocations, time of day, day of week, sales, promotions, and events, to generate a more dynamic form of DOOH advertising. Combination of new technologies and OOH makes the best of two worlds The combination of digital advancement, technological advances, and the benefits of OOH has made the world of OOH indispensable to many marketers and advertisers. The shift toward data-driven campaigns, automated planning and distribution, and dynamic creative context has helped advertisers reach large targeted audiences quickly, with unmissable yet unintrusive brand advertising messages.

“MTR* advertising incorporates over 40 years of innovation and experience in navigating the ever-changing outdoor advertising landscape,” said Shirley Chan, managing director of JCDecaux Transport, Hong Kong and Macau. “The demand for MTR* advertising has been growing as MTR and JCDecaux Transport have become more digitally driven. The growth is driving increased ad spending, more precise audience targeting, better measurement, and more creative content to engage consumers with DOOH. Harnessing the power of innovation and the latest technologies, MTR* advertising has become an important and must-use medium for any client’s sales and marketing plan. Therefore, we believe that integrating digital and OOH will be the next frontier, setting a new milestone for OOH,” Chan concluded.

動態內容有助提升數碼戶外廣告成效廣告科技不僅適用於受眾定位及制定媒體規劃，亦能自訂相對重要、普及及引領潮流趨勢的創意廣告。有效且具創意的廣告內容一向是致勝之道，而配合情境的數碼戶外廣告，總是令人印象較深刻，更能貼近受眾需要，且對品牌指標如品牌知名度、購買意欲等產生正面影響。隨著日漸增加的數碼屏幕，廣告客戶可根據消費者的需要，製作更多動態營銷廣告及更具個性化的廣告資訊予消費者。廣告客户可收集各種實時資訊，如天氣、時間、社會時事、突發新聞，或環境信息等，然後根據受眾的地理位置、指定時間、日子、減價促銷及推廣活動來設定廣告時間及更新廣告內容，創作更靈活的數碼戶外廣告。

新科技與戶外廣告相輔相成憑藉戶外廣告與數碼發展和科技進步相結合的優勢，它將成為一眾營銷團隊及廣告客户不可缺少的宣傳媒介。戶外廣告正趨向數據化、媒體規劃及發放自動化，以及動態營銷廣告，以至令廣告客戶能有效接觸大量目標受眾，迅速傳遞令人難以忘懷且不擾人的品牌廣告。陳麗君總結：「港鐵 *廣告結合四十多年的創新意念及經驗來應對變化不斷的戶外廣告環境。而隨著港鐵與德高貝登日趨數碼化，市場對港鐵*廣告的需求不斷上升，而數碼化戶外廣告之發展亦促使更精準的目標受眾定位、更佳的廣告成效測量，以及更多創意內容，從而吸引更多消費者，增加更多廣告支出。陳補充：「由於善用創新及最新科技，令港鐵 * 廣告成為各廣告客户銷售和營銷策劃必選的重要廣告媒體。因此，我們堅信數碼與戶外廣告的結合將會成為嶄新的趨勢，並為戶外廣告奠下新的里程碑。」

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 sales concessions of MTR* and Airport Express for MTR Corporation for over 40 years. The company also operates the advertising concessions for Hong Kong International Airport, 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。德高貝登擁有港鐵*及機場快綫的廣告媒體項目專營權超過40年。德高貝登目前亦擁有多項戶外廣告媒體項目，包括香港國際機場、澳門國際機場、太古廣場人行通道及昂坪360。

Shirley Chan, managing director, JCDecaux Transport

*MTR refers to Kwun Tong Line, Tsuen Wan Line, Island Line, South Island Line, Tung Chung Line, Tseung Kwan O Line and Disneyland Resort Line. *港鐵指觀塘綫、荃灣綫、港島綫、南港島綫、東涌綫、將軍澳綫及迪士尼綫。

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

S PRING 2 02 1 MARK E TING HON G KON G 2 7

Over the past decade, media, technology and social trends may have shifted significantly. However, creativity and innovation, particularly in this unprecedented time, remain key elements to winning in the marketing and advertising industry. In this year’s MARKies Awards, we are back once again to celebrate the most innovative, creative and effective campaigns and initiatives. Taking home the coveted overall title of Best of Show – Agency was Hardchi Creative, while Best of Show – Campaign was TamJai Yunnan Mixian’s TamJai Jeh Jeh. Both Hardchi Creative and TamJai Yunnan Mixian co-created the campaign TamJai Jeh Jeh. We offer our congratulations to these and all of this year’s winners who are shaping and shaking up Hong Kong’s marketing landscape.

2 8 M AR K ET I N G H O N G K O N G SP R ING 2021

過去十年，媒體、科技及社交趨勢或者經歷巨變，但創意與創新仍然是市場推廣及廣告行業的致勝關鍵，尤其在這前所未有的時代。今年的「MARKies宣傳項目大獎」再一次表揚最創新、最具創意及成效的推廣活動及項目。今年分別由 Hardchi Creative及譚仔雲南米線「譚仔遮遮」勇奪夢寐以求的「最佳表現大獎 — 代理公司」及「最佳表現大獎 — 推廣活動」大獎殊榮。「譚仔遮遮」是Hardchi Creative與譚仔雲南米線聯手打造的推廣活動。恭喜兩位大獎得主，以及所有在今年塑造並改變香港市場推廣格局的得獎者。

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

JUDGES CARMEN WONG

Former Brand General Manager

AMOREPACIFIC

ROSE YEUNG

Marketing Director

LYDIA CHUNG

Ocean Park Hong Kong

The Club

TIMOTEO HUNG

Former Assistant Vice President, Brand Marketing

Brand Director & Head of Media, Hong Kong and Taiwan P&G

EUNICE LEE

Sales and Marketing Director, HK & Taiwan Costa Cruise

ELLEN WONG

Associate Director Marketing

RONALD WONG

sky100 Hong Kong Observation Deck

Head of Marketing

yuu Rewards Club, Dairy Farm Group

MAUREEN LUI

Senior Director Asia, Head of Marketing & Strategy

AMY WU

Sotheby’s

Executive Director, Head of Group Strategic Marketing and Communications DBS Bank (Hong Kong)

KITTY WONG

PATRICK FONG

Head of Trade Marketing (Hong Kong & Taiwan) Ferrero Asia

Head of Marketing and Communications

Tai Kwun

TOMMY TSE

Regional PR Director, Asia and Global Travel Retail Treasury Wine Estates

ADRIAN LEUNG

Head of Marketing, Hong Kong

Hawley & Hazel Asia Investment Co.

SUNSHINE FARZAN

TRACEY KWONG

General Manager Corporate Communications

Group Head of Marketing & Communications

Tricor Group

Hong Kong Airlines

JENNIFER LEE

Head of Corporate Marketing United Asia Finance

NIXON CHEUNG

Head of Commercial and Brand Hong Kong Tramways

MICHELLE LAM

MARIETTA LI

Head of Strategic Communications, Brand and Customer Insights, Hong Kong and Taiwan

UOB

Senior Director, Sustainability & Communications Kerry Properties

JOANNA HO

General Manager (Hong Kong, Taiwan and Macau)

CYNTHIA YUEN

Xtep Retail Trading Company

Associate Director – Brand, Marcom and Trade Marketing, Asia Pacific Kohler Asia Pacific

S PRING 2 02 1 MARK E TING HON G KON G 2 9

30 M A R K ET I N G H O N G K O N G SP R ING 2021

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

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

S PRING 2 02 1 MARK E TING HON G KON G 31

Best Idea – Corporate Social Responsibility

Best Idea – Branded Content

GOLD

Carat Media Services Hong Kong Client: foodpanda Hong Kong Campaign: THE AHHH 2.0

eMotionLAB Client: Sino Group Campaign: Sino Group X eMotionLAB – Feel the Motion SILVER Metta Communications, 3T6B Client: DBS Campaign: Portraits of Purpose

SILVER M&C Saatchi Spencer Hong Kong Client: DFI Development (HK) Campaign: yuu Rewards Club Launch 2020

BRONZE Narrow Door Client: Senior Citizen Home Safety Association Campaign: Memory fades, but love is not forgotten.

BRONZE Hardchi Creative Client: TamJai Yunnan Mixian Campaign: TamJai Jeh Jeh

Best Use of AI

Best Idea – Customer Engagement

GOLD

CruiSo Digital Solutions Client: CSL Mobile Campaign: csl. 5G Launch

GOLD

Hardchi Creative Client: TamJai Yunnan Mixian Campaign: TamJai Jeh Jeh

SILVER Pontac Client: YSL BEAUTÉ Hong Kong Campaign: Intelligent B2C Automation & Activation

SILVER Ogilvy Hong Kong, UM Hong Kong Client: American Express Campaign: The Road to Platinum

BRONZE iClick Interactive Asia Group Client: K11 Musea Campaign: K11 Musea – “Share Joy” Campaign

BRONZE Cymballe Client: Citygate Outlets (Swire Properties Management) Campaign: The Hunt is On

32 M A R K ET I N G H O N G K O N G SP RING 2021

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

BRANDED CONTENT

SINO GROUP TEAMS UP WITH EMOTIONLAB TO INSPIRE NEW ART TECH DESIGNERS 信和集團與EMOTIONLAB合作培育新一代藝術科技設計師市場推廣宣傳向來瞬息萬變，時至今日，設計需要更快吸引受眾注意、更有效傳遞訊息、並發揮更大影響力。因此，隨著科技不斷進步，市場未來對動態影像設計的需求將會上升，使之成為現代廣告及市場推廣的必備元素。年輕而有活力的動態影像設計公司 eMotionLAB，提供創新思維及突破常規的動態影像設計方案，在市場上開闢一條新路徑。

為啟發新一代藝術科技設計師，信和集團於

2020年10月與 eMotionLAB攜手推出嶄新的「Feel the Motion」計劃，希望為本港的年輕設計師創造機

Marketing communications have been changing at warp speed. Nowadays, design needs to capture audiences’ attention faster, communicate more profoundly and exert a greater influence on people. As a result, motion design is vital to modern advertising and marketing communications while it is expected to grow in the future as the technology develops. Vibrant and young, eMotionLAB has carved out a growing niche for itself as a motion-design and video content creation company offering innovative thinking and out-of-the-box motiondesign solutions. To inspire a new generation of art tech designers, Sino Group launched the unique new training programme “Feel the Motion” with the collaboration of eMotionLAB in October 2020, hoping to create opportunities for young Hong Kong designers to develop their motion design skills. ”Motion design is a powerful tool as it changes the way companies and brands communicate today. The programme could be a vital catalyst in driving this important medium forward and providing a new generation of young designers with future-proof skill sets,” said Mandy Tsang, founder and director of eMotionLAB. Over the past years, Sino Group has been actively enhancing the synergy between arts, WWW.M A R K ET I N G — I N T ER A C T I V E.C O M

design and technology to foster the growth of the local creative industry. It is also committed to creating better lifescapes by delivering products and services in a way that respects six key areas: green, wellness, design, innovation, heritage and community. Accelerator Workshops - the highlight of the programme - attracted over 100 applications and portfolios from young people who interested in entering the field of motion design. Toward the end of the programme, students will produce motion design works of 15 to 30 seconds following the tutor’s instructions. A maximum of six outstanding works, whether conducted individually or as a group, will each be awarded HK$20,000 and showcased at Sino Group’s properties. “Sino Group has been actively incorporating the concept of sustainability into its businesses through promoting innovation, cultural heritage and community bond. With the Feel the Motion’ programme, we hope to help young people aspiring to start a design career to equip themselves. The platform strives to unleash their potential through professional guidance and motivate them to showcase their diverse abilities and talents,” commented Andrea Leung, general manager of leasing marketing and promotions at Sino Group.

會，培育他們在動態影像設計方面的技能。 eMotionLAB創辦人及創意總監曾為民表示：「動態影像設計改變現今企業及品牌的宣傳方式，是一項強大的傳意工具。該計劃可成為推動這一重要媒體發展的主要催化劑，並幫助新一代年輕設計師裝備技能，為未來作好準備。」過去幾年，信和集團一直積極提升藝術、設計與科技之間的協同效應，以促進本地創意產業的發展，同時亦提供注重綠色、健康、設計、創新、傳承及社區六大重要範疇的產品及服務，致力創造更美好的生活環境。該計劃的重點項目「創意教學工作坊」，吸引超過100名有志加入動態影像設計行業的年輕人報名參加及提交作品。課程完結前，學員按照導師的指示，以個人或團體名義製作15至30秒的動態影像設計作品，最終選出最多六個優秀作品，每個獲選作品將分別獲得港幣20,000獎金，並在信和集團旗下的物業展出。信和集團租務部市務及推廣總經理梁翠珊評論道：「信和集團一直透過宣揚創新、文化傳承及社區聯繫，積極將可持續發展理念融入我們的業務之中。透過『Feel the Motion』計劃，我們希望幫助有抱負的年輕人裝備自己，開拓自己的設計事業。該平台致力通過專業指導，幫助年輕人發揮潛能，並鼓勵他們展現自己的多元化能力和才華。」

Brought to you by:

S PRING 2 02 1 MARK E TING HONG KON G 33

Best Idea – Experiential Marketing

Best Idea – Design

GOLD

PONTAC, SPRING PUBLIC RELATIONS, PEN & PAPER Client: GUERLAIN (HONG KONG) Campaign: BEE GARDEN 2020

Hardchi Creative Client: TamJai Yunnan Mixian Campaign: TamJai Jeh Jeh

SILVER Zparkle Asia Client: Henderson Land Development — Square Mile Association Campaign: Square Mile Barrel Run Challenge

SILVER Havas Hong Kong, Wavemaker Hong Kong Client: Kimberly-Clark Campaign: Blossom Me, Blossom Anytime

BRONZE BIG and PLAY Production Client: Leisure and Cultural Services Department, HKSAR Government Campaign: FEST BOX

SILVER Havas Hong Kong, Wavemaker Hong Kong Client: Kimberly-Clark Campaign: PEACH-UP Baby Butt

Best Idea – Digital Solution

Best Use of SEM Strategy

BRONZE Zlashy Client: Nespresso Hong Kong Campaign: What is Nespresso

GOLD

EY Mtel Client: A.S. Watson Group Campaign: New Digital Initiatives of Watsons HK Shopping App

CMY

GroupM Communications Hong Kong Client: United Asia Finance Campaign: YES UA Digital Activation Campaign 2020

SILVER CMRS Digital Solutions Client: Visa Hong Kong Campaign: #SupportSmall

SILVER Aloha Group Client: Genki Sushi Campaign: Genki Sushi 24/7 Sales Driven SEM Campaign

BRONZE Zlashy Client: Fidelity Investment Management Campaign: Apply TVC in 15 minutes

BRONZE Aloha Group Client: Fidelity International Campaign: Fidelity International 2020 Thought Leadership SEM Campaign BRONZE KREW Client: TATCHA HONG KONG Campaign: TATCHA. REDISCOVER THE QUIET DELIGHT OF SELF-CARE

34 M AR K ET I N G H O N G K O NG SP R ING 2021

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

BRANDED CONTENT

GUERLAIN “BEE” WITH YOU SPREAD JOY AND LOVE AT POP-UP STORE IN CAUSEWAY BAY 法國嬌蘭銅鑼灣開設限定專門店與你「迎」蜂同行傳遞愛與快樂法國嬌蘭憑藉優質產品，以及對蜜蜂保育的堅

Guerlain has been winning the hearts of customers thanks to its quality and dedication to the preservation of bees. To celebrate last year’s World Bee Day, the brand launched a pop-up store at Fashion Walk in Causeway Bay, offering fun and interactive experiences and products to customers. The pop-up store Bee Garden offered customers the #BeeLoveBeloved journey. It housed a wide range of products, from skincare to fragrances, to put every visitor in a good mood. The much-loved Abeille Royale collection features royal jelly from the black bees of Ouessant Island in France, which is one of the most unique and refined ingredients to heal and repair skin cells effectively. Customers could get their hands on a range of Abeille Royale products from Ouessant Island, as well as other intriguing creations, all in the presence of Guerlain’s professional beauty consultants. Apart from the products, the pop-up store featured thoughtful details across every corner, with photo-friendly installations reminding the busy customers to slow down, take pictures and appreciate what is around them. To surprise customers, Guerlain Hong Kong’s skincare ambassador Louis Koo visited Bee Garden, enabling visitors to spot and join him for a stroll in the venue. Taking his role of Mr. Bee from previous events to the next level, Koo encouraged customers all to post their stories on various social media platforms to spread love through the WWW.M A R K ET I N G — I N T ER A C T I V E.C O M

#BeeLoveBelovedKooStories initiative. It received overwhelming feedback online, with Koo personally replying to fans’ messages. As biodiversity, eco-design, climate and solidarity are Guerlain’s core commitments to sustainable development, the brand pledges to make sustainability of beauty possible, ensuring that extracting and using raw material from nature also adheres to vital biodiversity conservation strategies. More importantly, Guerlain takes on a leading role in protecting the bees. Since 2015, it has been supporting the French Apidology Observatory. By 2025, the target number of newly established bee colonies in Europe is expected to reach 10 million, and that of newlytrained beekeepers being 30,000. It also co-operates with UNESCO’s Man and Biosphere, a five-year project with goals to train beekeepers in biosphere reserves designated by UNESCO to establish beekeeping systems across 50 bee farms globally, and to provide technical support to ensure the sustainability of the business models.

持，一直深受顧客愛戴。為慶祝去年的世界蜜蜂日，該品牌在銅鑼灣 Fashion Walk 開設限定專門店，為顧客帶來有趣的互動體驗及不同產品。 Bee Garden 「油•花園」限定專門店為顧客開啟#BeeLoveBeloved探索之旅，提供護膚品及香水等各類產品選擇，希望為每位訪客帶來正能量。深受歡迎的「殿級蜂皇系列」獨家蘊含法國烏埃尚島黑蜂的特級蜂皇漿成分，具強效療癒及修護肌膚細胞功能。在法國嬌蘭的專業美容顧問伴隨下，顧客可選購皇牌「殿級蜂皇系列」產品，並體驗其他有趣的創意活動。除產品陳列外，限定專門店的每個角落均經過精心佈置，設有適合打卡的甜「蜜」攝影館，提醒忙碌的顧客放慢腳步，拍照留念，並細心欣賞周遭的事物。法國嬌蘭亦為顧客送上驚喜，邀請了香港區護膚大使古天樂親臨 Bee Garden「油•花園」限定專門店，讓顧客尋找他的蹤影，並與他一起同遊。古天樂繼擔任早前活動的迎「蜂」大使後再進一步發揮影響力，鼓勵顧客透過《#BeeLoveBeloved古仔講故仔》方式，將自己的故事分享至不同社交平台，以傳揚愛的能量。該活動在網上反應熱烈，古天樂更親自回覆粉絲的留言。法國嬌蘭秉承推動生物多樣性、永續創新、應對氣候變化和團結人心的核心承諾，以美之名致力實踐可持續發展，確保提取及使用自然界原材料的同時，也遵守重要的生物多樣性保護策略。更重要的是，法國嬌蘭在蜜蜂保育方面擔當著引領者的角色。自2015年起，法國嬌蘭一直與法國蜜蜂觀察站合作，預計到了2025年，在歐洲新設置的養蜂箱數目將達至1,000萬，並培訓30,000名養蜂新人。法國嬌蘭亦與聯合國教科文組織的人與生物圈計劃合作，該項目為期五年，目的是在聯合國教科文組織指定的生物圈保護區內培訓養蜂新人，以及在全球50個養蜂場建立養蜂同盟，並提供技術支援以確保這些商業模式能夠永續發展。

Brought to you by:

S PRING 2 02 1 MARK E TING HON G KON G 35

Best Use of Venue

Best Idea – Gaming

GOLD

Zparkle Asia Client: Henderson Land Development — Square Mile Association Campaign: Square Mile Barrel Run Challenge

GOLD

Guru Online Client: Hysan Development Company Campaign: Cheap Century Exclusive – Communities Mobilized

SILVER Havas Hong Kong, Wavemaker Hong Kong Client: Kimberly-Clark Campaign: PEACH-UP Baby Butt

SILVER CMRS Digital Solutions Client: Maxim's Caterers – Maxim's Cakes Campaign: Maxim's Cakes Monopoly Mission

BRONZE Cymballe Client: Citygate Outlets (Swire Properties Management) Campaign: The Hunt is On

SILVER Cymballe, Zlashy Client: adidas Hong Kong Campaign: adidas Sneakerhead challenge BRONZE CruiSo Digital Solutions Client: BCT Group Campaign: MPF Simulation Game

Best Idea – Influencer

Best Idea – Integrated Marketing

GOLD

French Rotational Production Client: PrimeCredit Campaign: WeWa – Much More Than Just Cash Rebate

GOLD

Hardchi Creative Client: TamJai Yunnan Mixian Campaign: TamJai Jeh Jeh SILVER Le Groupe Passion Client: FWD Life Insurance Company (Bermuda) Campaign: FWD North Pole Marathon 2020

GOLD

Carat Media Services Hong Kong Client: foodpanda Hong Kong Campaign: THE AHHH 2.0 SILVER M&C Saatchi Spencer Hong Kong Client: DFI Development (HK) Campaign: yuu Rewards Club Launch 2020 BRONZE Narrow Door, PRIZM Group Client: Sun Life Hong Kong Campaign: Helping Millennials Improve Retirement Readiness

BRONZE Eighty20 Marketing Client: K11 Concepts Campaign: K11 Twinning 36 M AR K ET I N G H O N G K O NG SP R ING 2021

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

Best Use of Out-Of-Home

Best Idea – Public Awareness

GOLD

M&C Saatchi Spencer Hong Kong Client: DFI Development (HK) Campaign: yuu Rewards Club Launch 2020

MSLGROUP Client: JobsDB Hong Kong Campaign: Jobs That Matter

SILVER frengers communications Client: P&G Oral-B Campaign: The Arrival of the Future

SILVER 5 Miles Lab, CMRS Digital Solutions Client: Sun Life Hong Kong Campaign: Prediabetes Awareness Campaign

BRONZE Mediabrands Hong Kong, M&C Saatchi Spencer Hong Kong Client: China Construction Bank (Asia) Campaign: CCBA 2020 Thematic Campaign

BRONZE frengers communications Client: Bowtie Life Insurance Company Campaign: Self-Protection Era

Best Idea – Social Media

Best Idea – Video

GOLD

Ogilvy Hong Kong Client: Pizza Hut Campaign: Pizza Hut x IKEA Meatball Pizza

GOLD

Carat HK, iProspect HK Client: Standard Chartered (Hong Kong) Campaign: Bank From Home. Invest From Home

SILVER Hardchi Creative Client: TamJai Yunnan Mixian Campaign: TamJai Jeh Jeh

SILVER dentsuMCGARRYBOWEN Client: Manulife (International) Campaign: Increase Your Odds of Survival

BRONZE CMRS Digital Solutions Client: Visa Hong Kong Campaign: #SupportSmall

BRONZE Dentsu Hong Kong Client: Prudential Hong Kong Campaign: Unpredictable Doesn’t Stop You

BRONZE Sutton Hong Kong Client: Sunpride Foundation Campaign: #MyArtPrideStory

38 M A R K ET I N G H O N G K O N G SP R ING 2021

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

Best Idea – Customer Acquisition

Best Use of Content

GOLD

M&C Saatchi Spencer Hong Kong Client: DFI Development (HK) Campaign: yuu Rewards Club Launch 2020

Carat HK, iProspect HK Client: Standard Chartered (Hong Kong) Campaign: Bank From Home. Invest From Home

SILVER Narrow Door, PRIZM Group Client: Sun Life Hong Kong Campaign: Helping Millennials Improve Retirement Readiness

SILVER Hardchi Creative Client: TamJai Yunnan Mixian Campaign: TamJai Jeh Jeh

BRONZE French Rotational Production, Vibes, Wavemaker Hong Kong, Fimmick Client: PrimeCredit Campaign: WeWa Card is THAT Instant

BRONZE Ogilvy Hong Kong, UM Hong Kong Client: American Express Campaign: The Road to Platinum

Best Use of CRM

Best Use of Data/Insights

GOLD

iProspect HK Client: Shiseido Hong Kong Campaign: Ultimune Repush 2020

GOLD

CruiSo Digital Solutions Client: CSL Mobile Campaign: csl. 5G Launch

SILVER Pontac Client: YSL BEAUTÉ Hong Kong Campaign: Intelligent B2C Automation & Activation

SILVER iProspect HK, Carat HK Client: Standard Chartered (Hong Kong) Campaign: Smarter Loan Nowadays

SILVER PRIZM Group Client: Hysan Mall Campaign: Hysan O2O CRM vending machine Program

BRONZE iProspect HK, Carat HK Client: Standard Chartered (Hong Kong) Campaign: FX in Your Everyday Life

BRONZE PRIZM Group Client: Friso Campaign: WhatsApp Business Integrated with Chatbot

40 M A R K ET I N G H O N G K O NG SP R ING 2021

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

Best Use of Programmatic

GOLD

Hungry Digital Client: Fairwood Holdings Campaign: Click & Collect

Best Use of Gaming

GOLD

Guru Online Client: Hysan Development Company Campaign: Cheap Century Exclusive – Communities Mobilized

SILVER Pontac Client: YSL BEAUTÉ Hong Kong Campaign: Intelligent B2C Automation & Activation

SILVER CMRS Digital Solutions Client: Maxim's Caterers – Maxim's Cakes Campaign: Maxim's Cakes Monopoly Mission

BRONZE Hungry Digital, OMD, Search Guru Client: Cigna Worldwide Life Insurance Company & Cigna Worldwide General Insurance Company Campaign: RETHINK

BRONZE iClick Interactive Asia Group Client: Great Eagle Holdings Campaign: Ontolo’s “Wisdom of Living” Membership Campaign

Best Use of Influencer

Best Use of Digital Solution

GOLD

Hardchi Creative Client: TamJai Yunnan Mixian Campaign: TamJai Jeh Jeh

GOLD

Cosmose Clients: K11 Concepts, SKII Campaign: Anti-Pandemic Digital Campaign

SILVER Madbox Communications Client: New Zealand Trade & Enterprise Campaign: Taste New Zealand

SILVER PRIZM Group Client: Hysan Mall Campaign: Hysan O2O CRM vending machine Program

BRONZE Ogilvy Hong Kong, UM Hong Kong Client: American Express Campaign: The Road to Platinum

BRONZE Zlashy Client: Zurich Campaign: ZUUUP – Zuuuper Speed Micro-insurance

42 M A R K ET I N G H O N G K O NG SP R ING 2021

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

Best Use of Integrated Media

GOLD

Strategic Public Relations Group Client: Procter & Gamble, First Aid Beauty Campaign: First Aid Beauty – The FABulous launch

Best Use of O2O Strategy

GOLD

Guru Online Client: Hysan Development Company Campaign: Cheap Century Exclusive – Communities Mobilized

SILVER Ogilvy Hong Kong, UM Hong Kong Client: American Express Campaign: The Road to Platinum

SILVER FevaWorks Solutions Client: Langham Place Campaign: POP UP eSTORE Campaign

BRONZE New iMedia Solutions Client: DR REBORN Campaign: Time to REBORN

BRONZE Cosmose Client: K11 Concepts Campaign: Anti-Pandemic O2O Campaign

BRONZE Omakase Greater Bay Area Client: Futu Securities International (HK) Campaign: FuPower

44 M AR K ET I N G H O N G K O N G SP R ING 2021

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

Best Idea – Public Relations

Best Idea – Mobile & Apps

GOLD

Ogilvy Hong Kong Client: Pizza Hut Campaign: Pizza Hut x IKEA Meatball Pizza

Cymballe Client: Citygate Outlets (Swire Properties Management) Campaign: The Hunt is On

SILVER MSLGROUP Client: New World Development Campaign: Love Without Borders

SILVER EY Mtel Client: A.S. Watson Group Campaign: New Digital Initiatives of Watsons HK Shopping App

BRONZE MSLGROUP Client: JobsDB Hong Kong Campaign: Jobs That Matter

BRONZE Uth Creative Client: CSL Mobile Campaign: csl. 5G Launch

Best Idea – Launch/Rebranding

Best Idea – Partnership/Sponsorship

GOLD

frengers communications Client: P&G Oral-B Campaign: The Arrival of the Future

CruiSo Digital Solutions Client: CSL Mobile Campaign: csl. 5G Launch

SILVER M&C Saatchi Spencer Hong Kong Client: DFI Development (HK) Campaign: yuu Rewards Club Launch 2020

SILVER CMRS Digital Solutions Client: Visa Hong Kong Campaign: #SupportSmall

BRONZE dentsuMCGARRYBOWEN, amnet Client: Manulife (International) Campaign: Increase Your Odds of Survival

BRONZE Le Groupe Passion Client: FWD Life Insurance Company (Bermuda) Campaign: FWD North Pole Marathon 2020

46 M AR K ET I N G H O N G K O N G SP R ING 2021

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

Best Idea – CX/UX

Best Idea – Out-of-Home

GOLD

French Rotational Production, Vibes, Wavemaker Hong Kong, Fimmick Client: PrimeCredit Campaign: WeWa Card is THAT Instant

GOLD

frengers communications Client: P&G Oral-B Campaign: The Arrival of the Future

SILVER Guru Online Client: Hysan Development Company Campaign: Cheap Century Exclusive – Communities Mobilized

SILVER M&C Saatchi Spencer Hong Kong Client: DFI Development (HK) Campaign: yuu Rewards Club Launch 2020

BRONZE Zlashy Client: Fidelity Investment Management Campaign: Apply TVC in 15 minutes

BRONZE Carat Media Services Hong Kong Client: foodpanda Hong Kong Campaign: THE AHHH 2.0

Wewa_116mm(h)x183mm(w)_CMYK.pdf

4/3/2021

11:34 AM

受條款及細則約束。

48 M A R K ET I N G H O N G K O NG SP RING 2021

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

VIRTUALISE YOUR EVENTS CREATE A FRICTIONLESS EXPERIENCE

Lighthouse Events is your trusted partner to manage concept, technology and delivery!

Best Idea – Events

Best Use of Technology

GOLD

CMRS Digital Solutions Client: 1O1O Campaign: 1O1O 5G Launch – Embrace Exclusive Vision SILVER Cosmose Client: K11 Concepts Campaign: Anti-Pandemic Campaign BRONZE Ogilvy Hong Kong, UM Hong Kong Client: American Express Campaign: The Road to Platinum BRONZE Zlashy Client: Fidelity Investment Management Campaign: Apply TVC in 15 minutes

5 0 M AR K ET I N G H O N G K O N G SP R ING 2021

GOLD

Zparkle Asia Client: Henderson Land Development — Square Mile Association Campaign: Square Mile Barrel Run Challenge SILVER Infinity Pico Asia Client: HP Inc. Malaysia Campaign: HP Inc.’s 2020 Launch and Partner Event – Creators of Tomorrow BRONZE 5 Miles Lab Client: Sun Life Hong Kong Campaign: Prediabetes Awareness Campaign Sports Interest Discovery AI Test

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

Best Use of Social Media

Best Use of Mobile & Apps

GOLD

Hardchi Creative Client: TamJai Yunnan Mixian Campaign: TamJai Jeh Jeh

GOLD

KREW Client: Wheelock Properties (Hong Kong) Campaign: Wheelock Living SILVER REPRISE, Pontac Company Client: Sino Real Estate Agency Campaign: S+ REWARDS by Sino Malls – Freestyle Raffle BRONZE EY Mtel Client: A.S. Watson Group Campaign: New Digital Initiatives of Watsons HK Shopping App

GOLD

Muse Group Client: Ocean Park Hong Kong Campaign: Getting closer in Social during park closed SILVER Twenty Production House Client: K11 Concepts Campaign: K11 MUSEA LIVE SHOP BRONZE JengAh Client: Gillette Hong Kong Campaign: Gillette HK – Shave Now!

OUTPUT_aoty_print.pdf

CMY

17/3/2021

12:07 PM

Best of Show – Campaign 最佳表現大獎―推廣活動 Best of Show – Agency 最佳表現大獎―代理

TamJai Jeh Jeh Hardchi Creative

Hardchi Creative co-created the campaign of TamJai Jeh Jeh with TamJai Yunnan Mixian. Both companies snatched a total of five gold awards, two silvers, and one bronze. Aimed at reinforcing its identity as a Hong Kong brand and bringing itself closer to customers, TamJai Yunnan Mixian came up with four strategies to engage audiences: highlighting brand characteristics, incorporating localised elements, offering an innovative campaign and benefiting the society. At the same time, TamJai Yunnan Mixian also hoped to tell audiences that it was operating every district after August 2020, when the restaurant chain opened its first store at Tung Chung. To build awareness, TaiJai Yunnan Mixian created a set of umbrellas, as umbrellas have the same pronunciation of Jeh Jeh in Cantonese, while Jeh Jeh means female waitresses – the most iconic element of the brand. Therefore, TaiJai Yunnan Mixian decided to launch a collection of umbrellas with 18 editions created by 18 illustrators, highlighting its footprint across Hong Kong’s every district. Customers could redeem the umbrellas at designated outlets, while TamJai JehJeh also leveraged the illustrators’ platforms to convey the campaign message and drive engagement. Each of the umbrellas featured a district’s local elements with brand characteristics including TamJai Jeh Jeh and the ingredients of the products being showcased. Apart from building brand awareness, TamJai Jeh Jeh also worked with Heep Hong Society with all proceeds from the campaign being donated to the charity without any cost reduction. This not only provided support to the children in need but also inspired children with special educational needs that they can be outstanding illustrators in the future. The campaign achieved great success. At some outlets, customers queued up outside and TaiJai Yunnan Mixian even claimed that some customers had requested the company to produce extra quantities of the souvenirs. It also reached more than 3.7 million audiences and amassed more than 100 articles from media outlets. 5 2 M AR K ET I N G H O N G K O N G SP R ING 2021

Hardchi Creative 與譚仔雲南米線聯手打造「譚仔遮遮」推廣活動。兩家公司共奪得五金、兩銀、一銅。為鞏固其香港品牌的形象，並拉近與顧客的距離，譚仔雲南米線提出四項策略以聯繫受眾：凸顯品牌特色、融入本地元素、推出創新推廣活動、造福社會。與此同時，譚仔雲南米線亦希望讓大眾知道，隨著東涌首家分店在2020年8月開業，這家連鎖餐廳的分店已遍及全港18區。為提高知名度，譚仔雲南米線製作了一系列雨傘，名為「譚仔遮遮」，令人聯想到品牌的招牌「譚仔姐姐」侍應。譚仔雲南米線聯乘 18位插畫師，推出18款特色「譚仔遮遮」，以展示其在全港各區的足跡。顧客可在指定門店換購雨傘，譚仔雲南米線亦運用插畫師的平台來宣傳活動及提高參與度。每款雨傘的設計將本港各區的獨有特色融入譚仔元素，包括「譚仔姐姐」侍應及產品食材等。除提高品牌知名度外，「譚仔遮遮」推廣活動亦與協康會合作，收益不扣除成本，全數撥捐協康會作慈善用途，協助有特殊教育需要的兒童，並啟發他們將來成為傑出的插畫師。該推廣活動大獲成功，一些門店吸引顧客在門外大排長龍，譚仔雲南米線更聲稱有顧客要求其生產更多數量的紀念品。該推廣活動亦接觸超過370萬受眾，並獲得逾百篇傳媒報導。

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

E-COMMERCE ................................................................................................................................................................................................................

5 4 M A R K ET I N G H O N G K O NG SP RING 2021

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

Three important strategies to transform and future proof your e-commerce business 三大重要策略助電子商務業務轉型並為未來作好準備 Social distancing measures and lockdowns have resulted in a serious impact on businesses and consumer lifestyle. The pandemic has shifted consumer spending towards online e-commerce and this shift is not going away even after things get back to normal. Indeed, the crisis has led many bold companies to invest ambitiously into online channels and those with the right transformation strategy are likely to emerge as market leaders. In this Master Report, XGATE proposes looking into three strategies to build a “headless commerce” architecture that will future-proof businesses as they dive into the new e-commerce reality.

社交距離及封鎖措施已嚴重影響企業營商及消費者生活的模式，疫情令消費者轉向網上消費，即使日後一切回復正常，已改變的習慣也不會消失。事實上，這場危機已令許多大膽的企業大舉投資網上渠道，而具備合適轉型策略的經營者有機會成為市場領導者。在今期「Master Report」，XGATE探討建立「無頭商務」架構的三種策略，助企業為未來的嶄新電子商務環境作好準備。

BROUGHT TO YOU BY:

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

S PRING 2 02 1 MARK E TING HON G KON G 5 5

As retail brands explore new online store strategies, it is imperative to understand the potential hurdles that e-commerce players may encounter when facing enhancing customer expectations. Consumers are spoilt for choices, making the competition in digital online business fiercer than ever. Consumers can afford to be choosy in which brands receive their attention and then their business. Even companies with mature e-commerce capabilities today are facing challenging hurdles – capturing the right leads for conversions, retaining customers and rising customer acquisition cost. Hence, if the future of e-commerce is now, then companies must create a frictionless digital journey that comprises the following attributes:

5 6 M A R K ET I N G H O N G K O N G SP RING 2021

1. A headless commerce architecture for rapid deployment With paid media costs rising along with market competition, having a robust content strategy to attract organic traffic becomes vital. This strategy of content and commerce has been adopted by brands across social platforms such as Facebook Shops, Instagram Shopping, Taobao Live and Little Red Book, to name a few. However, many retailers are adopting headless commerce architecture by decoupling the storefront from the backend e-commerce functionality. This approach allows brands to choose the best breed of architectural performance by integrating different systems such as content management, customer profile management, loyalty management, order management, warehouse management or even

零售品牌正不斷探索嶄新的網上商店策略，面對不斷提高的顧客期望，電子商務經營者的當務之急，是要了解可能遇到的潛在難題。當下眾多的選擇已將消費者「寵壞」，他們可以在從「被吸引」到「選擇購買」這個過程中精挑細選，這無疑使得數字化線上業務競爭空前激烈。即使電子商務發展較成熟的企業，現時也面臨具挑戰的難題—如何吸引合適的潛在顧客消費、如何留住顧客、以及如何降低不斷上升的獲取顧客成本。為迎接電子商務的未來，企業必須建立一個涵蓋以下特質的無縫數碼旅程： 1. 能夠快速部署的無頭商務架構隨著付費媒體成本上升，加上市場競爭加劇，制定有效的內容策略來吸引自然流量變得十分重要。各大社交平台的品牌已採取這種內容及商務策略，例如 Facebook Shops 、 Instagram Shopping、Taobao Live及小紅書等。

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

然而，許多零售商正採取將前端店面與後端電子商務功能脫鉤的無頭商務架構，品牌可藉此將內容管理、顧客檔案管理、忠誠度管理、訂單管理、倉庫管理、甚至aPOS 等不同系統與電子商務平台結合，從而選擇最佳效能的架構。以下圖表概述如何連接以API為基礎的無頭商務架構，以支援內容發布、忠誠度營銷及商務營運。品牌可運用無頭商務架構迅速推行電子商務，無須花費數月，幾天便可開設一家新網上商店。在競爭激烈的全球市場，上市時間一向是致勝關鍵。一項業務的成敗，取決於市場推廣人員能否將推出廣告宣傳的時間從數星期縮短至數日。此外，品牌亦可迅速有效地分享數碼內容，有助進一步在不同接觸點上，包括漸進式網絡應用程式、原生應用程式、會員網站、社交應用程式及任何智能設備，發布產品、產品宣傳片及社交帖文。

aPOS with an e-commerce platform. Here’s an overview diagram of how API-first headless commerce architecture is connected to support content distribution, loyalty marketing and commerce operations. With headless commerce architecture, brands can launch e-commerce rapidly. A new online shop can be set up in days instead of months. In a competitive global market, timeto-market is always a key winning formula. Marketers’ ability to launch a campaign from weeks to days can determine the success or failure of a business. Additionally, brands can also share digital content rapidly and effectively. This truly opens up new possibilities to further distribute products, product videos, social blogs to different touchpoints – progressive web app, native app, member portal, social apps and any smart devices. 2. An omni-channel retail experience Mobile technologies and social media adoption have changed the way consumers engage with brands. With the online and offline experience converging, brands need to adopt an omni-channel retail strategy as consumers will connect with a brand across multiple touchpoints throughout their buying journey. This means the product has to be

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

everywhere when your customers browse, research or even buy. Managing a multitude of selling channels online and offline is already a massive task requiring lots of resource planning, not to mention managing inventory across those channels. The implications for an out-of-stock situation or overstock position are costly from customer experience and operational expense perspectives. Hence, deploying commerce architecture with a well-integrated modular order management system (OMS) and warehouse management system (WMS) is essential in supporting e-commerce, ERPs and POS. The omni-channel solution needs to ensure dataflow consistency across all platforms, consolidate data from all channels, reach customers at every possible touchpoint, and help manage inventory effectively. In fact, future approaches to commerce should incorporate user experience at every touchpoint as a critical solution design. Conversely, in comparison to traditional retail and online stores, the lack of a customer-first system architecture is the result of building solutions where individual channels were optimised continuously without considering the whole customer experience.

2. 全渠道零售體驗流動科技及社交媒體應用已改變消費者與品牌互動的方式。隨著線上線下體驗相融合，消費者在整個購物旅程中將透過多個接觸點與品牌聯繫，因此品牌需要採取全渠道零售策略，當顧客瀏覽、進行研究、甚至購物時，產品都必須無處不在。管理大量線上線下銷售渠道涉及大量資源規劃，經已是一項艱鉅的任務，更遑論要管理那些渠道的產品庫存。從顧客體驗及營運開支角度來看，庫存不足或存貨過多的情況均會造成沉重的後果。因此，部署完善整合訂單管理系統（OMS）及倉庫管理系統（WMS）的商務架構，對支援電子商務、ERP及 POS系統非常重要。全渠道解決方案須確保所有平台的數據流保持一致、整合來自所有渠道的數據、在每個可能的接觸點聯繫顧客、並幫助有效管理庫存。事實上，未來的商務解決方案應將每個接觸點的用戶體驗納入為一項重點設計。相反，與傳統零售及網上商店相比，缺乏以顧客為先的系統架構，是由於所設計的解決方案只著眼於不斷優化各個渠道，而沒有考慮整體顧客體驗。 3. 忠誠度策略配合個人化生命週期營銷電子商務的激烈競爭導致品牌的平均獲取顧客成本不斷上升。從「光棍節」或「黑色星期五」期間的促銷大減價、到網紅營銷推廣的成本不斷上升，市場推廣人員正逐步改變其商務策略，加大對建立顧客忠誠度的投資。個人化通訊是品牌進行忠誠度營銷的一個常用手法。在顧客生命週期的各個階段，顧客會收到歡迎訊息、生日祝賀、積分或會藉到期提醒、預購邀請、獨家折扣、甚至是包裝小禮物。

S PRING 2 02 1 MARK E TING HON G KON G 5 7

3. A loyalty strategy with personalised lifecycle marketing The fierce competition for e-commerce has led to rising average acquisition cost for brands. From aggressive price-slashing during the Singles’ Day or Black Friday to the rising cost of influencer marketing campaigns, marketers are progressively changing their business strategies to invest more in building customer loyalty. As brands implement loyalty marketing, one simple tactic is personalised communication. At various stages of a customer lifecycle, customers could be receiving welcome messages, birthday greetings, a reminder for points or membership expiry, pre-order invitations, private sales and even a small gift in shipped packages. Creating a personalised shopping experience is more than the usual “people who bought X also purchased Y”. The backend systems have data on what a consumer has bought. Hence, it is important to use those data to power the personalisation engines on CMS, mobile apps and social channels. At different touchpoints, brands can reward loyal customers with small benefits. They can also highlight those extra benefits on the e-commerce page, such as free delivery after a certain spending amount or a personalised customer service contact for VIPs

where they can reach out via telephone, SMS or chat. Ultimately, the idea is to delight customers by delivering a consistent experience across touchpoints at critical moments in their journey. The new e-commerce is here One of the most compelling reasons for companies to embark into e-commerce is to avoid being caught up in a paradigm shift when retail business changes rapidly (especially during the COVID-19 pandemic). Today, different companies are in various stages of e-commerce maturity and some early adopters are already becoming mainstream online businesses in their industries – like Sephora in cosmetics, Suning. com in electronics or The Home Depot in home improvement products. The future of commerce is already here as more people engage in new ways to explore product information, read reviews and place orders through various touchpoints. Today, new and mature online brands are meeting at a cross junction to evaluate a sustainable business strategy and choice of e-commerce platforms that offer true business agility. Therefore brands must make the switch to headless commerce architecture to support omni-channel (online and offline) retail marketing, create personalised experiences, retain customers with loyalty and remain competitive beyond the present.

由於後端系統已記錄消費者的購物數據，因此設計個人化購物體驗，並不如「購買X 的人亦會購買 Y」一樣。因此，最重要是運用那些數據令內容管理系統、手機應用程式及社交渠道變得個人化。在不同的接觸點上，品牌可以向忠實顧客送上小福利。品牌亦可在電子商務專頁上宣傳額外優惠，例如消費一定金額後免費送貨，或者為VIP會員提供專人客戶服務，讓他們可經電話、短訊或通訊軟件直接聯繫。在購買過程中，透過各個接觸點提供一致的體驗取悅顧客。嶄新電子商務時代經已來臨企業投身電子商務的最大理由之一，是要避免因瞬息萬變的零售業務環境而陷入困境（尤其在新冠疫情期間）。不同企業目前正處於不同電子商務發展階段，一些早起步的經營者正成為其行業的主流網上企業，例如化妝品行業的 Sephora、電子產品行業的蘇寧、或者家居裝飾產品行業的家得寶。隨著愈來愈多人以新方式在各種接觸點上發掘產品資訊、閱讀評論及下訂單，電子商務的未來經已來臨。嶄新與成熟的網上品牌現正處於交匯點，評估能真正幫助業務變得靈活的可持續發展業務策略及電子商務平台選擇。因此，品牌必須轉向無頭商務架構，以支援全渠道（線上及線下）零售營銷、打造個人化體驗、留住忠實顧客、並保持長遠競爭優勢。

ABOUT XGATE XGATE Corporation Limited was founded in 2004, headquartered at the Science Park in Hong Kong. Since then we have expanded our footprint to Macau, Guangzhou, Chengdu, Shanghai and Singapore. We’re an award-winning digital marketing agency that offers a complete range of CRM marketing solutions with our flagship product, Digital Marketing Services (DMS) suite. With our digital marketing solutions, lifecycle approach and a team of experts, we strive to deliver exceptional customer experience using data to constantly get smarter. That way, you become more productive, while your customers become more loyal. 關於XGATE

XGATE Corporation成立於2004年,總部設於香港科學園,其後於澳門、廣州、成都、上海及新加坡均設有辦事處。XGATE是一家獲得多項國際數字營銷大獎的數字營銷機構，以自主研發的“DMS”數字自動化營銷平台為客戶提供全面的 CRM 營銷解決方案。我們擁有先進的數字營銷解決方案、生命週期理論和專家營銷團隊，致力於打造更卓越的客戶體驗，讓營銷變得更加便捷。同時使品牌營銷工作更有效率，進一步培養客戶忠誠度。

5 8 M A R K ET I N G H O N G K O N G SP R ING 2021

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

CASE STUDY 個案研究

RETAIL DIGITAL TRANSFORMATION: FROM IN-STORE TO OMNICHANNEL 零售數碼化轉型：從商店到全渠道 Omnichannel retail doesn’t require brands to be present everywhere, just everywhere your customers are. Ultimately, the business goal is to create an integrated approach to commerce by providing a unified shopping experience across all channels or touchpoints. Key business challenges: • Weak retail sales – COVID-19 pandemic and lockdown have impacted retail sales, particularly luxury goods. • The consumer behaviour shift – The slow economy has caused consumers to go for lower-priced premium brands that offer comparable quality without the high price tag. To address the challenges, D&G adopted an e-commerce strategy to bring the store experience to the consumers across touchpoints, while enhancing retail sales competence to provide customer service for online shoppers. To deliver a unique seamless in-store and online shopping experience, they adopted headless commerce architecture as the foundation and developed mini-programs

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

around WeChat core functions. Three miniprogrammes were developed to serve different purposes: 1. E-commerce – for online sales activities 2. Member centre – for customers to check their transaction history, membership status and link to e-commerce 3. Clientelling – for retail sales to manage sales opportunities, connect customers to e-commerce and track sales performance Additionally, D&G also developed a 360° virtual store with links to the online store. The digital strategy has transformed retail operations to deliver omnichannel customer experience with high retention and sales conversion. At the retail stores, sales associates using clientelling were able to drive sales traffic into e-commerce and generated over 95% of new leads in a few months. The leads to sales conversions in the e-commerce miniprogramme have increased by over 13% and the brand was able to keep a healthy customer retention rate well above 40%. Indeed, D&G has successfully leveraged technology innovations to create a seamless customer experience and drive business profitability.

全渠道零售無須品牌無處不在，品牌只須出現在顧客所在之處。全渠道零售的最終目標，是通過在所有渠道或接觸點上提供統一的購物體驗，以建立一套綜合營商方式。主要業務挑戰： • 零售銷售疲弱 — 新冠疫情及封鎖措施對零售銷售造成打擊，尤其是奢侈品。 • 消費者行為轉變 — 經濟低迷令消費者選擇價格較低的高質素高檔品牌。為應對這些挑戰，D&G採取電子商務策略，通過不同接觸點為消費者提供商店購物體驗，同時提升零售人員為網上顧客提供客戶服務的能力。為提供獨特無縫的店內及網上購物體驗，品牌以無頭商務架構為基礎，圍繞微信的核心功能開發三款小程序以滿足不同需求： 1. 電子商務 — 用於網上銷售活動 2. 會員中心 — 供顧客查看交易記錄、會員狀態、以及電子商務鏈結 3. 顧客服務 — 供零售人員管理銷售商機、將顧客連接到電子商務平台、並追蹤銷售業績此外，D&G亦開設一家360度虛擬商店，當中提供網上商店的鏈結。該數碼化策略能夠提供全渠道顧客體驗，有助留住顧客及提高銷售額，改變零售業務的營運方式。銷售人員可在零售店使用顧客服務功能提升電子商務平台的銷售流量，數月內令新潛在顧客增加超過95%，電子商務電商小程序的銷售額增加超過13%，品牌的顧客留存率亦保持在40%以上的健康水平。事實上，D&G已成功運用科技創新來打造無縫的顧客體驗，並有效提高業務盈利。

S PRING 2 02 1 MARK E TING HON G KON G 5 9

& Marketing is proud to announce the return of Mob-Ex. This year, together with the Asia e-Commerce Awards, we crown the industry’s champions for the most innovative and forward-thinking marketers in mobile and e-commerce. These awards recognise and celebrate excellence among brands, marketplaces and agencies in their mobile and e-commerce efforts in Hong Kong. Each entry went under the microscope for our judges to pull out the best and brightest in every category. Here, we are happy to announce the winners as they have showcased their creativity, innovation and ability to get results. Congratulations to all winners.

6 0 M A R K ET I N G H O N G K O NG SP R ING 2021

《Marketing》很榮幸宣布「手機市場推廣卓越大獎」載譽歸來。今年聯同「亞洲電子商務大獎」，為最創新及具遠見的流動及電子商務市場推廣人員加冕。這些獎項表揚及肯定品牌、網上平台及代理公司在本港流動及電子商務領域所取得的卓越成就。每個參賽作品均經過評審團的嚴格甄選，從而選出每個組別的頂尖佳作。我們很高興在此宣布得獎名單，見證這些得獎者憑藉創意、創新及實力，取得豐碩的成果。恭喜所有得獎者。

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

JUDGES DEEP YIM

Brand General Manager Amorepacific

KATRINA TSE

Cluster Director of Digital Marketing Hyatt Hotels Corporation

LIT LUK

Asia Ecommerce and Acting Marketing Director Clorox Asia

KAI TSANG

Director of Digital Customer Experience McDonald’s Hong Kong

SUKI CHEUNG

Director – Corporate Marketing and Public Relations CN Logistics International Holdings

WINKY CHOW

Head of Digital Marketing, APAC Fossil Group

Philip Chau

Director of Strategic Marketing Great Eagle Holdings

CALVIN FU

Director of E-Commerce The Mira Hong Kong

KAREN WOO

General Manager – Branding and Marketing MTR Corporation

DOMINIC SIU

Director, Digital Prudential Hong Kong

SAMUEL FUNG

VILLIE TSANG

Global Head of Digital Marketing GP Global Marketing, KEF Audio Group and GP Batteries Consumer Sales

Director, Marketing, Lobby and Digital Customer Experience Starbucks Coffee Asia Pacific

LUI TONG BIRGITTA TAM

Director, Direct to Consumer Swire Coca-Cola

Head of Customer Digital Experience The Hong Kong Jockey Club

GEMINI WONG

Chief Digital Officer Union Medical Healthcare

ALICE AU

Group Director Digital Marketing Wharf Hotels

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

S PRING 2 02 1 MARK E TING HON G KON G 6 1

Best Use of Mobile – Branded Content

Best Use of Mobile – Customer Engagement

GOLD

Sun Hung Kai Real Estate (Sales & Leasing) Agency

FWD Life Insurance Brand: FWD MAX Campaign: FWD MAX 2.0 Revamp Campaign Agencies: DDB Hong Kong, Kinetix Systems

SILVER AXA China Region Insurance Company Brand: AXA Hong Kong & Macau Campaign: AXA BetterMe

BRONZE The Hong Kong Jockey Club

Brand: East Point City x Landmark North x PopWalk Campaign: Crazy Sale eStore Agency: PRIZM Group

SILVER AIA International

Brand: AIA Hong Kong Campaign: AIA Connect Agency: Accenture Interactive, Greater China

Brand: Racing Touch App Campaign: Racing Touch App

BRONZE Sino Real Estate Agency

Best Use of Mobile – Retail

Best Customer Journey

Brand: S+ REWARDS by Sino Malls Campaign: S+ REWARDS by Sino Malls Agencies: REPRISE, Pontac Company, Gravitas

GOLD

Sun Hung Kai Real Estate (Sales & Leasing) Agency Brand: East Point City x Landmark North x PopWalk Campaign: Crazy Sale eStore Agency: PRIZM Group

SILVER Sino Real Estate Agency

Brand: S+ REWARDS by Sino Malls Campaign: S+ REWARDS by Sino Malls Agencies: REPRISE, Pontac Company, Gravitas

SILVER Sun Hung Kai Real Estate Agency

Brand: apm Campaign: apm All-in-One Online Portal “happybuymall.com” x Flash Sale @ KOL Live

BRONZE A.S. Watson Group

GOLD

A.S. Watson Group Brand: Watsons Hong Kong Campaign: New Digital Initiatives of Watsons HK Shopping App Agency: EY Mtel

SILVER Sun Hung Kai Real Estate (Sales & Leasing) Agency Brand: East Point City x Landmark North x PopWalk Campaign: Crazy Sale eStore Agency: PRIZM Group

BRONZE Sun Hung Kai Properties

Brands: Metroplaza, MOKO, YOHO MALL Campaign: SHKP Malls – Mega Sales Agency: Sun Hung Kai Real Estate Agency

Brand: Watsons Hong Kong Campaign: New Digital Initiatives of Watsons HK Shopping App Agency: EY Mtel

6 2 M A R K ET I N G H O N G K O N G SP R ING 2021

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

Most Innovative Use of Mobile Technology

GOLD

Campaign: Museum Visitor Experience Programme – Stamp By Me Agency: Animae Technologies

Campaign: Anti-Pandemic Campaign Agency: Cosmose

Hong Kong Museum of Art

SILVER AIA International

Brand: AIA Hong Kong Campaign: The Fight Against COVID-19 Agency: Accenture Interactive, Greater China

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

K11 Concepts

BRONZE FTLife

Campaign: Embrace Change for a Better Future Agencies: Havas Media Hong Kong, Havas Hong Kong

S PRING 2 02 1 MARK E TING HON G KON G 6 3

Best Insight-Driven Mobile Campaign

Best Use of Mobile – Property

GOLD

Sun Hung Kai Real Estate (Sales & Leasing) Agency

Sino Malls Campaign: Jetso & Live Everyday Agency: PRIZM Group

SILVER Kimberly-Clark

Brand: Kotex Campaign: Blossom Me, Blossom Anytime Agencies: Havas Hong Kong, Wavemaker Hong Kong

BRONZE Sun Hung Kai Real Estate (Sales & Leasing) Agency Brand: East Point City x Landmark North x PopWalk Campaign: Crazy Sale eStore Agency: PRIZM Group

Best Original Content

Brand: East Point City x Landmark North x PopWalk Campaign: Crazy Sale eStore Agency: PRIZM Group

SILVER Sino Malls

Campaign: Jetso & Live Everyday Agency: PRIZM Group

BRONZE Swire Properties

Brand: Cityplaza Campaign: Cityplaza Endless Rewards, Endless Joy Agency: Cymballe

Best Result-Driven Mobile Campaign

GOLD

Brand: FWD Insurance Campaign: FWD North Pole Marathon 2020 Agency: Le Groupe Passion

Brand: AIA Hong Kong Campaign: The Fight Against COVID-19 Agency: Accenture Interactive, Greater China

FWD Life Insurance Company (Bermuda)

AIA International

SILVER Sun Hung Kai Real Estate Agency

BRONZE AXA China Region Insurance Company

BRONZE Sun Hung Kai Real Estate (Sales & Leasing) Agency

Brand: Tai Po Mega Mall Campaign: Tai Po Mega Mall's “Online Learning Is Fun” eLab Programme

Brand: AXA Hong Kong & Macau Campaign: Go, Goal! Liverpool Double Rewards Agency: XGATE

6 4 M AR K ET I N G H O N G K O N G SP R ING 2021

Brand: apm Campaign: WhatsApp O2O Optimization Campaign

Brand: East Point City x Landmark North x PopWalk Campaign: Crazy Sale eStore Agency: PRIZM Group

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

Best Use of Interactive Media

Best Use of KOL

GOLD

A.S. Watson Group Brand: Watsons Hong Kong Campaign: New Digital Initiatives of Watsons HK Shopping App Agency: EY Mtel

SILVER Hysan Development Company

Brand: Lee Gardens Campaign: Cheap Century Exclusive – Communities Mobilized Agency: Guru Online

SILVER Olympian City & PopSquare

Brand: POP Gallery Campaign: POP Gallery – A New Retail Experience

BRONZE FWD Life Insurance

GOLD

Price.com.hk Campaign: The First Price Computer Online Expo

SILVER Sun Hung Kai Real Estate (Sales & Leasing) Agency Brand: East Point City x Landmark North x PopWalk Campaign: Crazy Sale eStore Agency: PRIZM Group

BRONZE Sun Hung Kai Real Estate Agency

Brand: apm Campaign: apm All-in-One Online Portal “happybuymall.com” x Flash Sale @ KOL Live

Brand: FWD MAX Campaign: FWD MAX Gamification Platform Agencies: Cymballe, Kinetix Systems

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

S PRING 2 02 1 MARK E TING HON G KON G 6 5

Most Engaging Mobile Campaign

Most Innovative Use of Mobile

GOLD

Brand: AIA Hong Kong Campaign: The Fight Against COVID-19 Agency: Accenture Interactive, Greater China

Brand: Watsons Hong Kong Campaign: New Digital Initiatives of Watsons HK Shopping App Agency: EY Mtel

AIA International

SILVER Sun Hung Kai Real Estate (Sales & Leasing) Agency Brand: East Point City x Landmark North x PopWalk Campaign: Crazy Sale eStore Agency: PRIZM Group

A.S. Watson Group

SILVER Hysan Development Company

Brand: Lee Gardens Campaign: Cheap Century Exclusive – Communities Mobilized Agency: Guru Online

BRONZE Sun Life Hong Kong

BRONZE Sun Hung Kai Real Estate (Sales & Leasing) Agency

Campaign: Millennial Retirement Planning Campaign Agency: PRIZM Group

Brand: East Point City x Landmark North x PopWalk Campaign: Crazy Sale eStore Agency: PRIZM Group

Best Use of Mobile – Lifestyle/Entertainment

Best Mobile-Based Launch/Rebranding

GOLD

The Hong Kong Jockey Club

AIA International Brand: AIA Hong Kong Campaign: AIA Connect Agency: Accenture Interactive, Greater China

Brand: HKJC TV App Campaign: HKJC TV App

Best Use of UX/UI Design

GOLD

The Hong Kong Jockey Club Brand: Racing Touch App Campaign: Racing Touch App

6 6 M AR K ET I N G H O N G K O N G SP R ING 2021

SILVER Sun Life Hong Kong

Campaign: Millennial Retirement Planning Campaign Agency: PRIZM Group

BRONZE FWD Life Insurance

Brand: FWD MAX Campaign: FWD MAX 2.0 Revamp Campaign Agencies: DDB Hong Kong, Kinetix Systems

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

Best Use of Mobile – Financial Services

Best Use of Mobile – Insurance Services

GOLD

Brand: AIA Hong Kong Campaign: The Fight Against COVID-19 Agency: Accenture Interactive, Greater China

Brand: AIA Hong Kong Campaign: AIA Connect Agency: Accenture Interactive, Greater China

AIA International

SILVER FWD Life Insurance

Brand: FWD MAX Campaign: FWD MAX 2.0 Revamp Campaign Agencies: DDB Hong Kong, Kinetix Systems

BRONZE United Asia Finance

AIA International

SILVER Sun Life Hong Kong

Campaign: Millennial Retirement Planning Campaign Agency: PRIZM Group

BRONZE FWD Life Insurance

Campaign: “YES UA” Mobile App – “Click to Loan” Launch Campaign

Brand: FWD MAX Campaign: FWD MAX 2.0 Revamp Campaign Agencies: DDB Hong Kong, Kinetix Systems

Best Use of Mobile Integration

Best Use of Social Media

GOLD

Brands: Metroplaza, MOKO, YOHO MALL Campaign: SHKP Malls – Mega Sales Agency: Sun Hung Kai Real Estate Agency

Campaign: Millennial Retirement Planning Campaign Agency: PRIZM Group

Sun Hung Kai Properties

SILVER The Hong Kong Jockey Club Brand: Racing Touch App Campaign: Racing Touch App

BRONZE Sun Hung Kai Real Estate Agency

Brand: apm Campaign: apm All-in-One Online Portal “happybuymall.com” x Flash Sale @ KOL Live

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

Sun Life Hong Kong

SILVER Sun Hung Kai Real Estate (Sales & Leasing) Agency Brand: East Point City x Landmark North x PopWalk Campaign: Crazy Sale eStore Agency: PRIZM Group

BRONZE Sun Hung Kai Real Estate Agency

Brand: apm Campaign: WhatsApp O2O Optimization Campaign

S PRING 2 02 1 MARK E TING HON G KON G 6 7

Best of Mob-Ex – Brand of the Year 「手機市場推廣卓越大獎」年度最佳品牌

East Point City x Landmark North x PopWalk East Point City, Landmark North and PopWalk, all shopping malls under Sun Hung Kai Real Estate Agency (Sales and Leasing), together with PRIZM Group, launched the Crazy Sale eStore to offer customers a wide range of discounts. Crazy Sale eStore was the first e-commerce platform for shopping malls of Sun Hung Kai Real Estate Agency (Sales and Leasing), which enables shoppers to buy discounted e-coupons and gifts in advance, and come for shopping later. The campaign set it apart from the competitors through including attractive discounts 90%, digital coupons and and leveraging multimedia

a number of features, on coupons of up to convenient login process, channels to promote. In addition, Crazy Sale eStore also encouraged customers to visit tenants’ physical stores for shopping by providing additional incentives. To maximise exposure, the campaign featured over 15 influencers and artists such as Shiga Lin Christy Leung, Joey Leung and Hailey C in videos to promote products. Native and interstitial ads were launched on apps using location targeting in Sai Kung, Kwun Tong, the Eastern District, the Northern District, Tai Po and Shatin, while re-targeting was used at East Point City and Landmark North’s previous Campaign Clickers for 14 days.

新鴻基地產（銷售及租賃）代理有限公司旗下商場東港城、上水廣場及PopWalk天晉滙，與 PRIZM Group 聯手推出「折上折瘋搶Online Sale」優惠網，為顧客提供多項網上折扣優惠。「折上折瘋搶 Online Sale」優惠網是新鴻基地產（銷售及租賃）代理有限公司為旗下商場推出的首個電子商務平台，顧客可透過該平台優先購買折扣電子優惠券及禮品，之後作購物之用。該推廣活動憑藉多項功能，包括低至一折的誘人折扣優惠券、電子優惠券、以及方便使用的登入流程，並運用多媒體渠道進行宣傳，成功從芸芸競爭對手之中脫穎而出。此外，「折上折瘋搶 Online Sale」優惠網亦提供額外店內優惠，鼓勵顧客前往商戶的實體店購物。為增加曝光率，該推廣活動邀請超過15位網紅及藝人拍攝產品宣傳片，包括連詩雅、梁芷珮、梁祖堯及陳俞希。其應用程式運用定位技術，向身處西貢、觀塘、東區、北區、大埔及沙田等地區的受眾顯示原生廣告及插頁式廣告，並向之前曾點擊瀏覽東港城及上水廣場推廣活動的受眾進行為期14天的重定向推廣。

Best of Mob-Ex – Agency of the Year 「手機市場推廣卓越大獎」年度最佳代理公司

PRIZM Group

PRIZM Group achieved great success at this year’s awards. The agency partnered with Sun Life Hong Kong and Sino Malls to launch two campaigns. The campaign included a Sun Life Hong Kong minisite offering a retirement calculator that guided audiences through a series of questions to discover their true needs or goals, while also providing professional guidelines to making retirement attainable and manageable. Additionally, the campaign featured a video co-created with entertainment company Manner and a minisite that invited audiences to ask questions about retirement. The last part of the campaign was a video featuring actor Kenneth Ma. In the video, Ma went through different life stages and had to make decisions about his future. With Sun Life Hong Kong’s retirement planning, his goals could be achieved. Another campaign created by PRIZM Group was Jetso & Live Everyday in collaboration with Sino Malls. The campaign was aimed at encouraging shoppers to spend and boost tenants’ business in October 2020 when the pandemic had some signs of improving, while increasing tenants’ exposure on social media. The campaign consisted of a new online coupon sales platform and daily Facebook Live campaigns on major Sino Group shopping malls’ Facebook pages. To better engage audiences, more than 10,000 coupons from over 300 tenants were sold every Wednesday at 1:30 pm, allowing customers to buy during their lunch hour.

6 8 M A R K ET I N G H O N G K O NG SP RING 2021

PRIZM Group 在今年的頒獎典禮上大獲成功。該代理公司亦聯同香港永明金融及信和集團商場合作推出兩項推廣活動。與香港永明金融合作的推廣活動包括一個迷你網站，當中提供退得「優」計算機，透過一系列問題引導受眾了解自己的真正需要或目標，同時為他們提供專業指引，幫助他們實現及管理自己的退休計劃。此外，該推廣活動亦與娛樂公司微辣聯合製作一段廣告片，以及一個迷你網站讓觀眾提出與退休相關的問題。該推廣活動的最後部分，是由演員馬國明主演的廣告片。馬國明在片中經歷不同人生階段，並要為自己的未來作出決定。而透過香港永明金融的退休計劃，他可以輕鬆實現自己的目標。 PRIZM Group 打造的另一推廣活動，是與信和集團商場合作的「日日Jetso日日Live」。該推廣活動旨在於2020年10月本港疫情有所緩和期間，鼓勵顧客到商場消費，振興商戶的生意，並提升商戶在社交媒體上的曝光率。該推廣活動包括一個全新網上優惠券銷售平台，以及每天在各大信和集團商場Facebook專頁進行的直播銷售活動。為更好地吸引受眾，每個星期三下午1時 30分出售逾 300間商戶的超過 10,000張電子現金券，供顧客午膳時間購物。

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

Best e-Commerce Innovation

Best e-Commerce – Financial Services

GOLD

Brand: AIA Hong Kong Campaign: AIA iTravel Protect Agency: MediaCom Hong Kong

Campaign: “YES UA” Mobile App – “Click to Loan” Launch Campaign

AIA International

SILVER Olympian City & PopSquare

Brand: POP Gallery Campaign: POP Gallery – A New Retail Experience

BRONZE Sun Hung Kai Real Estate (Sales & Leasing) Agency

United Asia Finance

SILVER AIA International

Brand: AIA Hong Kong Campaign: AIA iTravel Protect Agency: MediaCom Hong Kong

Brand: East Point City x Landmark North x PopWalk Campaign: Crazy Sale eStore Agency: PRIZM Group

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

S PRING 2 02 1 MARK E TING HON G KON G 6 9

Best e-Commerce – Retail

Best e-Commerce Campaign

GOLD

Brand: HKTVmall Campaign: Ecommerce platform Agency: SAP Hong Kong Co.

Brand: AIA Hong Kong Campaign: AIA iTravel Protect Agency: MediaCom Hong Kong

HKTV

SILVER Olympian City & PopSquare

Brand: POP Gallery Campaign: POP Gallery – A New Retail Experience

BRONZE Sino Malls

Campaign: Jetso & Live Everyday Agency: PRIZM Group

AIA International

SILVER Sun Hung Kai Real Estate (Sales & Leasing) Agency Brand: East Point City x Landmark North x PopWalk Campaign: Crazy Sale eStore Agency: PRIZM Group

BRONZE Price.com.hk

Campaign: The First Price Computer Online Expo

Best e-Commerce Strategy

Best Omni Channel Process

GOLD

DOLCE & GABBANA (SHANGHAI)

Brand: DOLCE & GABBANA Campaign: D&G NEW RETAIL EXPERIENCE Agency: XGATE

SILVER AIA International

Brand: AIA Hong Kong Campaign: AIA iTravel Protect Agency: MediaCom Hong Kong

BRONZE Sun Hung Kai Real Estate (Sales & Leasing) Agency Brand: East Point City x Landmark North x PopWalk Campaign: Crazy Sale eStore Agency: PRIZM Group

Brand: DOLCE & GABBANA Campaign: D&G NEW RETAIL EXPERIENCE Agency: XGATE

SILVER Sun Hung Kai Properties

Brand: SHKP Malls – Metroplaza, MOKO, YOHO MALL Campaign: SHKP Malls – Mega Sales Agency: Sun Hung Kai Real Estate Agency

BRONZE Sino Malls

Campaign: Jetso & Live Everyday Agency: PRIZM Group

BRONZE VF Hong Kong

Brand: Timberland Campaign: TIMBERLAND FALL/WINTER 2020 – MEMBER PRESALE Agency: XGATE 7 0 M A R K ET I N G H O N G K O NG SP RING 2021

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

Best e-Commerce Design

Best e-Commerce – Lifestyle & Entertainment

GOLD

Sun Hung Kai Real Estate (Sales & Leasing) Agency

Trip.com

Campaign: Trip.com Live – Flash Sale on Air Agency: GrowthRing

Brand: East Point City x Landmark North x PopWalk Campaign: Crazy Sale eStore Agency: PRIZM Group

SILVER DOLCE & GABBANA (SHANGHAI)

SILVER Sun Hung Kai Real Estate Agency

BRONZE VF Hong Kong

BRONZE COLOURLIVING

Brand: DOLCE & GABBANA Campaign: D&G NEW RETAIL EXPERIENCE Agency: XGATE

Brand: Timberland Campaign: TIMBERLAND FALL/WINTER 2020 – MEMBER PRESALE Agency: XGATE

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

Brand: apm Campaign: apm All-in-One Online Portal “happybuymall.com” x Flash Sale @ KOL Live

Campaign: COLOURLIVING – Digital Transformation

S PRING 2 02 1 MARK E TING HO N G KON G 7 1

Best Solution – Sales Lead Generation

Best User Experience

GOLD

Brand: AIA Hong Kong Campaign: AIA iTravel Protect Agency: MediaCom Hong Kong

Brand: POP Gallery Campaign: POP Gallery – A New Retail Experience

AIA International

SILVER Sino Malls

SILVER Sun Hung Kai Real Estate (Sales & Leasing) Agency

Campaign: Jetso & Live Everyday Agency: PRIZM Group

BRONZE DOLCE & GABBANA (SHANGHAI) Brand: DOLCE & GABBANA Campaign: D&G NEW RETAIL EXPERIENCE Agency: XGATE

Olympian City & PopSquare

Brand: East Point City x Landmark North x PopWalk Campaign: Crazy Sale eStore Agency: PRIZM Group

BRONZE Sino Malls

Campaign: Jetso & Live Everyday Agency: PRIZM Group

27-29 April 2021

INFLUENCE

days of content

20+

action oriented sessions

50+

international speakers

The only content conference worth your time LAST CHANCE TO REGISTER

7 2 M A R K ET I N G H O N G K O N G SP RING 2021

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

Best of e-Commerce – Brand of the Year 「亞洲電子商務大獎」年度最佳品牌

AIA Hong Kong Best of e-Commerce – Agency of the Year 「亞洲電子商務大獎」年度最佳代理公司

MediaCom Hong Kong

AIA Hong Kong took home the coveted title Best of e-Commerce – Brand of the Year in collaboration with MediaCom Hong Kong, which won Best of e-Commerce – Agency of the Year, through the campaign AIA iTravel Protect. Both companies won three gold awards in the categories of Best e-Commerce Campaign, Best e-Commerce Innovation and Best Solution – Sales Lead Generation. They also won two silvers in Best e-Commerce – Financial Services and Best e-Commerce Strategy categories. The campaign showcased AIA Hong Kong’s commitment to leveraging innovative technologies, big data, machine learning and e-commerce platform AIA iShop with human-centric design. The company enhanced productivity by providing coverages seamlessly at the point-of-purchase and created highly personalised user experiences to different customer segments, namely frequent, long or short haul travellers and extreme sports enthusiasts. Creating and maintaining high messaging relevancy was central to AIA Hong Kong’s communication strategies. It achieved this through different stages of communication personalisation by leveraging its agency’s data management platform, which possessed more than three million device IDs, allowing the company to not only segregate travellers by demographics, but also by family size, key life stages, travel content and travel planning stages. After identifying the types of potential customers, data signals would inform the company to create the most personalised message based on three key elements: key visuals, key messages and call to action messages. Then, AIA Hong Kong gave scores to audiences by their likeliness to convert, judged by their last actions such as keyword searches, time spent on the website, last minute drop out or video view time. To enhance the overall product awareness, a series of highly relevant short videos with two hero videos were launched along with over 300 banners. FInally, apart from rotating the creatives, AIA Hong Kong applied recency retargeting as high prospects would be targeted more recently and frequently, while low prospects would be reminded only after a period. WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

友邦保險香港與MediaCom Hong Kong憑藉AIA 「智遊保」推廣活動，攜手勇奪令人夢寐以求的「亞洲電子商務大獎 — 年度最佳品牌」及「亞洲電子商務大獎 — 年度最佳代理公司」殊榮。兩家公司在最佳電子商務推廣活動、最佳電子商務創新及最佳解決方案 — 銷售線索生成三個組別贏得金獎，並在最佳電子商務 — 金融服務及最佳電子商務策略兩個組別奪得銀獎。該推廣活動體現友邦保險香港致力透過以人為本的設計，善用創新科技、大數據、機器學習及其電子商務平台「AIA iShop 友保易」。該公司在購買點提供無間斷的保障，以提高其工作效率，並為不同客戶，包括頻繁外遊的長短途旅客及極限運動愛好者，打造高度個人化的用戶體驗。打造並保持高度相關的宣傳訊息，是友邦保險香港傳訊策略的重點。該公司運用其代理公司的數據管理平台，透過不同階段的個人化通訊實現這一目標。其代理公司的數據管理平台擁有超過300萬個設備ID，有助友邦保險香港根據人口統計數據、家庭規模、重要人生階段、旅行內容及旅程規劃階段將旅客分類。確定潛在客戶類型之後，數據訊號將通知該公司根據三大關鍵要素打造最個人化的訊息；關鍵視覺效果、關鍵訊息及行動呼籲訊息。友邦保險香港隨後根據受眾的最後動作，例如關鍵字搜索、在網站所用的時間、最後離開時間或影片觀看時間，判斷他們的轉化意願並作出評分。為提高整體產品知名度，友邦保險香港推出一系列高度相關的短片、兩段大型影片、以及超過300個橫額廣告。最後，友邦保險香港除了輪換廣告素材外，亦採用最近一次消費數據進行重定向推廣，較頻繁向高潛力顧客進行宣傳，並相隔一段時間才向低潛力顧客發送提醒。 S PRING 2 02 1 MARK E TING HON G KON G 7 3

PHYGITAL ................................................................................................................................................................................................................

7 4 M A R K ET I N G H O N G K O NG SP R ING 2021

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

Phygital: Bridging the gap between digital and physical world Phygital 結合數碼實體世界 The pandemic has affected the events industry in a massive way. In the past, it would have been difficult to imagine large-scale events taking place online. However, companies in this space have had no choice but to innovate to survive, and some industry players have achieved great success while finding new ways to engage audiences and customers. With only five years of history, one-stop marketing solutions company FEED HK has been launching impactful events thanks to its seasoned team and strong connections with brands. In this Master Report, FEED HK will review recent works and demonstrate how to create engaging events through the “phygital” approach, a way of using technology to bridge the digital world with the physical to provide unique and interactive experiences for the user.

疫情對活動行業造成巨大影響，以往很難想像在網上舉行大型活動，但現時要在業界生存就要創新，一些行業參與者致力開創新渠道來吸引受眾客群，並成功獲得肯定。一站式市場營銷及活動策劃公司FEED HK 憑藉經驗豐富的團隊，以及與品牌的緊密聯繫，在短短五年間舉行多項具影響力的活動。在今期「Master Report」，FEED HK 將回顧近期業績，並展示如何運用科技將線上線下連接起來，透過「Phygital」形式為用戶提供獨特的互動體驗，打造引人入勝的活動。

BROUGHT TO YOU BY:

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

S PRING 2 02 1 MARK E TING HON G KON G 7 5

It is no secret that 2020 had more impact on some of us than others. Most of us were caught off guard and completely unprepared to face the challenges caused by the pandemic. However, it has become apparent that, although no one could have predicted the devastating impact of the pandemic on the global economy, some individuals and companies, thanks to their visionary approach and foresight to embrace the dynamic changes that technology brought to our lives, have managed to stay afloat or even thrive during the crisis. An example of turning a crisis into a golden opportunity is FEED HK. While marketing agencies and brands struggled to find ways to engage frightened, sad and worried audiences, FEED HK drew on its integrated marketing and events experience which, since 2016, has grown from creating physical events to hybrid gatherings. Working with leading companies and riding on the launch of food trucks in the city, the integrated-marketing curator made a splash in 2016 with Hong Kong’s first food truck event, The Food Truck Festival 2016. It not only made significant noise for the food truck scene, but also solidified FEED HK’s presence in the city as a leading player in event promotion. The success and media attention gained from The Food Truck Festival 2016 created momentum for FEED HK to launch another event in 2017: MART IN HONG KONG. It was the first Chinese New Year market ever hosted in Central that proved once again the importance of being able to think outside the box. These events achieved great success thanks to FEED HK’s strong connections with local media and its energetic events team. The team’s experience in hosting live events was proven to be essential for creating hybrid events requiring versatility and flexibility as organisers needed to traverse online and offline mediums.

7 6 M A R K ET I N G H O N G K O NG SP R ING 2021

Playing on its strengths, FEED HK continued to capitalise on its expertise in the F&B sector for 2018’s The Coffee Agenda event. The event drew regional awareness and is to date one of the most significant and impactful coffee events in the city. Increasingly aware of its strengths in B2C events, FEED HK brought its expertise to China, spearheading partnered events in both Guangzhou and Shanghai. As the pandemic made its way through the region, FEED HK found itself once again revolutionising the events industry in its original battleground. In 2020, FEED HK tapped into its unique position as a live B2C events curator as well as commissioning its seasoned and dynamic team to create a new breed of hybrid events. When gatherings were perceived to be dangerous and nearly impossible, FEED HK was able to quickly transition and modify the event space into a realm that merged both digital and physical elements. The success of online B2C events such as coffee tasting and clubbing would never have taken off without a team that was well versed in executing physical events. Drawing on this expertise, FEED HK was able to pioneer and finesse the careful orchestration of the integration of physical and digital worlds to groundbreaking effect. The company also expanded its reach with the founding of PROJECT 108 in 2020 as a way to target digital marketing, advertising, public relations and production initiatives. PROJECT 108 brought together a group of pioneers in marketing, events, production and digital solutions to build new experiences in O2O, B2C and B2B events. The fully-integrated collective offers comprehensive branding and marketing insights to clients seeking to synergise their online and offline reach. With a firm foundation in the fundamentals of events management, FEED HK kicked off

2020年對我們影響深遠，惟部分人受到的打擊比其他人更大。疫情突然來襲，令大多數人措手不及，並對隨之而來的挑戰完全束手無策。然而，儘管事前沒有人能預計得到這場疫症對全球經濟帶來的毀滅性影響，但很明顯部分企業及代理憑藉卓越遠見及前瞻手法，迎合科技為我們生活帶來的靈活轉變，成功度過難關，甚至蓬勃發展。成功轉危為機的一個例子是FEED HK。正當不同市場推廣公司及品牌努力尋方法吸引飽受疫情困擾的受眾時，FEED HK善用自2016年成立以來累積的綜合市場推廣及活動經驗，多年來由製作實體活動，發展至舉辦線上線下混合活動。透過與知名企業合作，並順應本港美食車的推出，這家綜合市場推廣策劃公司在2016年舉辦本港首個美食車活動「香港美食車嘉年華2016」，從而大放異彩。該活動不僅為美食車行業創造巨大迴響，同時亦鞏固FEED HK作為本港領先活動推廣公司的地位。「香港美食車嘉年華 2016」圓滿舉行，加上活動所獲得的媒體關注，為 FEED HK 在2017年舉辦另一項活動「MART IN HONG KONG」打響聲勢。「MART IN HONG KONG」是首次在中環舉辦的農曆年宵市場，再一次證明敢於突破常規的重要。有賴FEED HK與本港媒體的緊密聯繫，以及其充滿活力的活動團隊，這些活動大獲成功。混合式活動講求靈活變通，活動組織者需要巧妙運用線上線下媒介，而事實證明，FEED HK團隊舉辦現場活動的經驗，對於打造混合式活動十分重要。 FEED HK發揮自身優勢，繼續善用在餐飲行業的專業知識資源，於2018年舉辦「The Coffee Agenda 咖啡生活市集」，成功在社區引起關注，成為本港迄今最重要及最具影響力的咖啡活動之一。日益意識到自身在B2C活動的優勢。FEED HK 將其專業知識帶到中國內地，率先在廣州及上海舉辦合作活動。隨著疫情在區內蔓延，FEED HK於2020年重回陣地，再次為本港活動行業帶來革新。FEED HK 發揮其作為B2C活動策劃人的獨特定位，委託其經驗豐富的靈活團隊打造嶄新形式的混合式活動。在人群聚集被視為高危且幾乎是不可能的時候，FEED HK迅速作出應變，將活動空間轉化為融合數碼及實體元素的領域。

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

the year by redefining the meaning of togetherness in 2021. Introducing hybrid elements to the RUN INTO 2021 and MART IN HONG KONG 2021, FEED HK created new ways for the city to come together as one. Marathons have a long tradition in Hong Kong with several largescale international editions taking place on an annual basis. However, these annual gatherings have come to a standstill with the restrictions on gatherings. To bring a fresh start to the year, FEED HK created the RUN INTO 2021, an event that allowed participants to clock their runs around the city. Participants were encouraged to create their own routes to break the physical and geographical boundaries of conventional marathons. Engaging over 50 influencers to participate in the event, personalities who had little connection with athletic pursuits were invited to become part of this unique experience, including contemporary Feng Shui master Thierry Chow, logistics influencer Siu Chu and music producer Dough-Boy. The event consisted of three categories, including the 3KM Fun Run, 5KM Power Run and the 10KM Achiever Run. It brought together individuals with different physical capabilities and ultimately allowed everyone to indulge in the positive results of both physical and digital social engagement with peers and friends. To enhance a sense of community, participants were asked to share their routes, results and overall experiences through social media. And to build an even greater sense of togetherness, FEED HK’s team incorporated physical elements into the event, including sending participants a physical runner’s pack

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

consisting of an event t-shirt, a medal and vouchers from supporting sponsors. FEED HK’s founder Kim Yuen says the synergy between physical and virtual momentum was the key to success. “We are able to identify the elements crucial to a successful event, and incorporate them into an enhanced virtual experience. We are capable of achieving great results thanks to our team that have years of experience in engaging brands and customers, and we know how to create these same sorts of connections online,” Yuen explains. The event RUN INTO 2021, supported by livi bank, was the first of its kind in the city. The bank saw significant boost in branding following FEED HK’s online and offline approach used in the event, and was inspired by the FEED HK team’s

創新線上全賴擅於執行實體活動的團隊，首個咖啡線上活動及 Be Cofee 及酒吧活動等網上B2C 項目方可成功。憑藉其專業知識，FEED HK 成功開創並巧妙融合實體與數碼世界，取得突破性的效果。該公司亦於2020年成立 PROJECT 108，將其業務範圍擴大至涵蓋數碼營銷、廣告、公關及製作企劃。 PROJECT 108雲集一眾市場推廣、活動、製作及數碼解決方案的先驅，以打造創新的 O2O、B2C 及B2B活動體驗。全面綜合的團隊，為尋求整合線上線下業務的客戶提供完善的品牌推廣及營銷見解。憑藉在活動管理方面的紮實根基，FEED HK在 2021年為團結重新定義，為新一年揭開序幕。FEED HK在「RUN INTO 2021」及「MART IN HONG KONG 2021」活動引入混合元素，以創新方式令香港團結起來。馬拉松比賽在香港擁有悠久歷史，每年均有多項大型國際馬拉松賽事在本港舉行。但受限聚令影響，這些年度盛事陷入停辦。為迎接新一年新開

S PRING 2 02 1 MARK E TING HON G KON G 7 7

unique insights to provide when stepping into this relatively uncharted territory. In addition, over 80% of livi bank’s staff participated in the event and the run proved to be a hugely successful team building exercise during the pandemic. In all, the RUN INTO 2021 was a success and a testament to the advantages of being versatile, agile and innovative. It also proved the rules of the events industry: engage and meet the needs, interests and desires of audiences. Chinese New Year is the most festive and celebrated season in the city. It was the second Chinese New Year during the pandemic. Some people decided to stop the traditions of family gatherings and visiting the flower market. The city was still looking for ways to enjoy the festive spirit of Chinese New Year. With the experience of working with the Hong Kong Tourism Board for the MART IN HONG KONG 2021 Chinese New Year market

7 8 M AR K ET I N G H O N G K O N G SP R ING 2021

in Central, FEED HK spearheaded an initiative to combine the classic concept with an online shop launched in conjunction with a physical showroom at PMQ. The event Fortunes at Home - MART IN HONG KONG 2021 invited both historic local brands as well as young and up-and-coming names in design and innovation to participate in the digital market. Offering everything from festive decor to holiday treats, the event allowed shoppers to purchase goods online with the option to touch and experience the items at PMQ. Unlike traditional Chinese New Year markets, MART IN HONG KONG 2021 extended to the second week of Chinese New Year, offering more opportunities for Hongkongers to indulge in the event and share the joy. The success of this hybrid market was made possible by FEED HK’s unique position and ability to provide in-person support to the event. The initiative was a success in driving

始，FEED HK創辦「RUN INTO 2021」，參加者可在全港任何地方開跑，並計算自己的跑步距離，鼓勵參加者創建自己的跑步路線，打破常規馬拉松的物理及地理界限。該活動邀請超過50 位網紅參加，並邀請並非以運動聞名的名人參與，包括現代風水大師周亦彤、運輸界紅人小朱、以及音樂製作人Dough-Boy。該活動分為三個組別，包括「3KM嘗試跑」、「5KM勇於跑」及「10KM挑戰跑」，讓不同體能的人士走在一起，最終讓每個人感受與同伴及朋友進行親身及數碼社交聯繫所帶來的正面成果。為加強社區意識，該活動邀請參加者在社交媒體上分享他們的路線、成績及整體體驗。為建立更強的團結感，FEED HK的團隊在活動之中加入實體元素，包括向參加者送上實體選手包，其中包括一件活動T-恤、一枚獎牌、以及活動贊助商提供的優惠劵。 FEED HK創辦人Kim Yuen表示，實體與虛擬力量相結合是成功的關鍵。 Kim解釋：「我們能夠識別出令活動成功的關鍵元素，並將這些元素融入活動以打造升級的虛擬體驗。有賴團隊在聯繫品牌及顧客方面的多年經驗，我們能夠取得出色的成果，並了解如何在網上建立同類的聯繫。」在本地虛擬銀行livi bank的支持下，「RUN INTO 2021」成為本港首個同類活動。隨著FEED HK在活動中採取線上線下結合的方式，該銀行的品牌形象得到顯著提升，並受到FEED HK團隊對於涉足這一相對未知領域所提供的獨特見解所啟發。此外，超過80%的livi bank員工參加是次活動，證明這項跑步活動是疫情期間一個非常成功的團隊建設活動。「RUN INTO 2021」取得成功，並證明保持多元化、靈活、創新的優勢，亦印證活動行業的成功定律：聯繫並滿足受眾的需求、興趣及願望。農曆新年是本港最喜慶的慶祝節日，但在疫情下的第二個農曆新年，有些人決定暫停舉行傳統的家庭聚會及前往年宵花市。但市民仍致力尋找方法感受農曆新年的節日氣氛。亦於與香港旅遊發展局在合辦「MART IN HONG KONG 2021」農曆年宵市場的經驗，FEED HK 率先提出與PMQ元創方設實體陳列室，推出結合線下實體與網上商店的企劃。「Fortunes at Home - MART IN HONG KONG 2021」活動邀請本港歷史悠久的品牌，與新興的年輕設計及創新品牌一同參與，提供各式各樣的商品，從節日裝飾以至節慶食品包羅萬有，消費者可在網上購物，亦可選擇到PMQ元創方親身接觸及體驗商品。有別於傳統的農曆年宵市場，「MART IN HONG KONG 2021」的活動期伸延至情節及元宵，讓港人有更多機會參與活動，一同分享節日喜慶。

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

traditions forward and bringing them to a younger generation. This shift towards hybrid events taking place simultaneously in physical and digital realms is clearly the way forward. While we can expect a recovery from the pandemic in near future, our digital presence has become a crucial part of our identity as consumers are becoming increasingly comfortable with the

flexibility and ease that comes with physical and digital events. There is no doubt that the combination of physical and digital events is a trend and norm. As the pioneer in hybrid events in the city, FEED HK is well positioned to lead the industry into the digital age where the lines between online and offline are becoming increasingly blurred.

FEED HK憑藉其獨特定位，以及為活動提供現場支援的能力，使這個線下線上混合式市集圓滿成功。該企劃成功推動傳統的發展，並拉近傳統與年輕一代的距離。同時在實體與數碼領域舉行混合式活動的轉變，顯然是未來的發展趨勢。憧憬市場會在不久的將來從疫情中復甦的同時，隨著消費者愈來愈適應實體與數碼活動帶來的靈活方便，數碼業務已成為我們身份的重要一環。實體與數碼活動相結合無疑是一個趨勢及常態，隨著線上線下之間的界線變得愈來愈模糊，作為本港混合式活動的先驅，FEED HK正處於引領行業邁進數碼時代的有利位置。

ABOUT FEED Founded in 2016, FEED HK is an event, marketing and branding agency that sets out to deliver creative and impactful campaigns both online and offline. Launching Hong Kong’s first food truck festival in the same year, the company was able to cleverly leverage the buzz generated around the city’s inaugural initiative. The company has since expanded its reach, creating tailored events and marketing solutions for clients in Guangzhou and Shanghai. FEED HK’s experience in creating live events acts as a springboard to migrate its efforts to host one-of-a-kind digital events, engaging a new generation of tech-savvy audiences. In 2020, FEED HK created a subsidiary, PROJECT 108, to cater to the growing demand for fully-integrated branding and marketing in the city. Tapping into its experience in physical events, PROJECT 108 now delivers a wholly innovative phygital experience to clients through the integration of physical elements into digital events. With a team of experts in everything from creative photograph and videography to social media management, PROJECT 108 has become an invaluable extension of FEED HK in its efforts to provide broad-ranging media solutions. 關於FEED

FEED HK 成立於2016年，是一家活動、營銷及品牌推廣代理公司，致力提供富有創意及影響力的線上線下推廣活動。同年，該公司在本港舉行首個美食車嘉年華，巧妙運用首屆活動所產生的迴響，隨後擴大其業務範圍，為廣州及上海的客戶打造度身訂造的活動及營銷解決方案。FEED HK製作現場活動的經驗，成為其轉型舉辦各類獨一無二數碼活動的跳板，以吸引精通科技的新一代受眾。 FEED HK 於2020年成立子公司PROJECT 108，以迎合本港市場對全面綜合品牌推廣及營銷服務不斷增長的需求。善用其在實體活動的經驗，PROJECT 108 現時透過將實體元素融入數碼活動，為客戶提供結合實體與數碼的全面創新體驗。 PROJECT 108 的專家團隊擁有創意、攝影、影像製作、以至社交媒體管理等各範疇的專業知識，成為FEED HK致力提供廣泛媒體解決方案的最強後盾。

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

S PRING 2 02 1 MARK E TING HON G KON G 7 9

專題報告

FEATURE

PIVOTING TO HONG KONG

轉戰香港 80 M AR K ET I N G H O N G K O N G SP R ING 2021

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

專題報告

FEATURE

Between social unrest and the pandemic, there is no doubt that Hong Kong and its businesses have faced a great deal of uncertainty in the past two years. However, enterprising entrepreneurs from around the globe have seen those challenges as opportunities, envisioning the potential for Hong Kong and have set up shop here in the face of it all. Within, we put the spotlight on nine brands from a variety of different sectors that have pivoted to Hong Kong in recent months and made their investment in the region’s future… and themselves. 受社會動盪及疫情影響，本港及企業過去兩年無疑面臨相當大的不確定性。但來自世界各地富有創業精神的企業家將這些挑戰視為機遇，他們看準香港的潛力，勇於在這裡開拓自己的業務。我們訪問其中九個來自不同行業的品牌，這些品牌近月轉戰香港，為這個地區的未來及其自身發展作出投資。

ST YLE THEORY

With Style Theory, founders Raena Lim and Chris Halim took an idea to minimise the damage of fast fashion and turned it into Southeast Asia’s largest fashion rental subscription platform. A circular model that turns gently used, preowned and new apparel from A-list luxury designers like Hermès, Celine, Saint Laurent and Gucci into an affordable and sustainable “digital wardrobe,” subscribers to the service can rotate their favourite pieces from month

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

to month to always stay up-to-date with the latest fashion. Last September, the Singaporean startup made its Hong Kong debut, kicking things off with luxury handbags. For an HK$899 monthly subscription fee, customers can choose one bag per month (at a maximum of three months) from a selection of more than 2,000 luxury bags by over 25 international brands. Customers’ bags will arrive within 2-3 days, and pickup can be arranged when its time to send their rental back — or, if parting proves to be too difficult, users also have the opportunity to purchase their bag through the Style Theory app. Luxury can be sustainable, after all.

Style Theory 創辦人Raena Lim及Chris Halim的理念是盡量減少快速時裝對環境造成的破壞，並將這個理念轉化為東南亞最大的網上時裝租借平台。該平台將新淨的二手 Hermès、Celine、Saint Laurent、Gucci等頂級名牌衣履，變身成價格相宜且可持續發展的「數碼衣櫥」，會員可每月輪流租用心水產品，時刻緊貼最新時裝潮流。

去年 9月，這家新加坡初創企業登陸香港，以租借名牌手袋服務打響頭炮。每月只需繳付港幣 899 元月費，顧客便可任意租用超過 2,000個來自逾 25 個國際品牌的時尚手袋。會員每月可租用一個名牌手袋，最長租用3個月。租用的手袋於2至3個工作天內送到會員府上，亦可安排回收服務。如果捨不得退還，會員亦可透過 Style Theory 應用程式購買手袋。畢竟奢侈品也可以環保。

S PRING 2 02 1 MARK E TING HON G KON G 8 1

專題報告

FEATURE

BOUILLON HONG KONG

Chef Johan Ducroquet is already a familiar name in Hong Kong for his elevated Parisian cuisine at Wan Chai’s Le Bistro Winebeast, and the Frencheducated chef has opened Hong Kong to a new bistro experience with Bouillon Bistro Parisien, which opened in Sheung Wan this past October.

During a period that has seen no shortage of challenges for the local food and beverage scene, Chef Ducroquet joins a host of restaurateurs who instead envision the opportunity that lies ahead for Hong Kong’s culinary landscape. Alongside business partner and French Concept founder Gregory Alexandre, the two have expanded Hong Kong’s dining options for Francophiles from the restaurant’s daily broth to its rum babas and beef bourguignon.

大廚Johan Ducroquet在灣仔Le Bistro Winebeast 掌廚時，已憑藉巧手的巴黎菜式在本港打響名堂。這位在法國學藝的大廚，去年10月在上環開設餐廳 Bouillon Bistro Parisien，為本港引入嶄新的法式小酒館體驗。本地餐飲業界在這段時間面臨種種挑戰，但大廚Ducroquet與多位餐廳經營者反而看到香港餐飲業的未來機遇。與業務夥伴兼French Concept創辦人Gregory Alexandre合作，兩人以餐廳的每日法式濃湯、蘭姆酒漬蛋糕及紅酒燉牛肉，為崇尚法式風情的港人開闢更多餐飲選擇。

KOFFEE MAMEYA 亞洲的咖啡愛好者，對國友榮一創立的東京知名隱世咖啡店Omotesando Koffee不會感到陌生。該日本咖啡店將業務擴展至香港、新加坡、曼谷及倫敦等地，並致力宣揚其特製咖啡，其訂製的方形咖啡吧台已成為追求完美咖啡人士的聖殿。為迎合追求真正獨特咖啡體驗的顧客， Omotesando 的姊妹品牌 Koffee Mameya 於去年9月正式在香港開業，在九龍 K11 Musea 的 Omotesando Koffee店後，開設一家精緻的咖啡豆專門店。Koffee Mameya（Mameya日文意指「豆子店」）的顧客可品嚐世界各地一些最罕有單一產地咖啡豆沖泡而成的咖啡，以及由國友榮一親自挑選的香港獨有風味。

Coffee lovers in Asia are no stranger to Omotesando Koffee, founder Eiichi Kunitomo’s famous hidden Tokyo cafe. After expanding its locations and evangelism of artfully brewed coffee to new locations in Hong Kong, Singapore, Bangkok and London, the Japanese cafe and its bespoke cube-shaped coffee bar have become a destination for those seeking an exemplary cuppa. And for those in search of a truly unique coffee experience, Omotesando’s sister brand

82 M AR K ET I N G H O N G K O N G SP R ING 2021

Koffee Mameya officially opened in Hong Kong this past September, setting up shop in a beautifully minimal location behind the original Omotesando Koffee in Kowloon’s K11 Musea. At Koffee Mameya, (or “beans shop” in Japanese), customers can sample blends and single-origin pours of some of the rarest beans from around the world, with flavours exclusive to Hong Kong selected by Eiichi Kunitomo himself.

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

專題報告

FEATURE

CHARBONNEL ET WALKER

Charbonnel et Walker is most famously known for its connection to England’s royal family: As holder of a Royal Warrant, the house is the official chocolatier of Her Majesty Queen Elizabeth II. Based on London’s Bond Street, the 146-year-old firm has a storied history dating back to its early days in the city as “Parisian Confectioners and Bon-Bon Manufacturers” under a partnership

between Virginie Eugenie Lévy (née Charbonnel) of Paris’s Maison Boissier chocolate house and Minnie Walker. Though much has changed since those early days, what hasn’t is Britain’s first chocolatier’s commitment to exquisite and mouthwatering confectioneries. Given Hong Kong’s long ties to the U.K., it almost seems overdue that Charbonnel et Walker opened its first local retail location in November 2020 inside Prince’s Building in Central. Designed to resemble a classic Covent Garden flower cart, Hong Kong consumers with a sweet tooth can get their hands on the brand’s iconic champagne and chocolate truffles, with a number of other goodies available in-store and online as well.

Charbonnel et Walker最為人所熟悉的是與英格蘭王室的關聯：作為「英國皇家認證」品牌，該店是英女王伊利沙伯二世的御用朱古力專門店。總部位於倫敦龐德街，這家朱古力專門店的悠久歷史可追溯至146年前，原身是巴黎Maison Boissier朱古力製造商的Virginie Eugenie Lévy（原名Charbonnel）與 Minnie Walker 共同在倫敦開設的「Parisian Confectioners and Bon-Bon Manufacturers」。儘管早已時移世易，但始終不變的是，這家英國首屈一指的朱古力專門店一直致力製作令人垂涎的精緻糖果。鑑於香港與英國的深厚淵源，Charbonnel et Walker終於在2020年11月在中環太子大廈開設首家本地零售店。零售店以柯芬園的經典鮮花「車仔檔」為設計藍本，嗜甜的本港消費者可購買該品牌的招牌香檳及松露朱古力，以及在店內及網上商店購買多款商品。

RUE MADAME

In 2010, Ariane Zagury went from investment banking to running her own boutique, offering a curated and affordable selection of luxurious French fashion labels that weren’t as easy to come by in Hong Kong. Over the decade her portfolio would expand, even going on to

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

launch her own concept of contemporary French style with Clémence by rue Madame. From multi-label boutiques to individual stores, the group currently operates 34 outlets between Hong Kong, Macau and Singapore. Rue Madame Fashion Group has been responsible for bringing brands including American Vintage, Hobbs, Phase Eight and Whistles to the region, and recently, women’s active wear brand Sweaty Betty made its Hong Kong (and Asian) debut with a new store at IFC Mall in Central — showing that as Asian consumers increasingly invest in fashion, these brands will continue to invest in Hong Kong.

Ariane Zagury於2010年從投資銀行轉行經營自己的概念店，提供價格相宜、香港少見的訂製豪華法式時尚品牌選擇。過去十年，其業務範圍不斷擴大，甚至與Clémence by rue Madame攜手推出自己的現代法式風格概念。從多品牌概念店發展成為獨立專門店，該集團目前在香港、澳門及新加坡經營 34家門店。 Rue Madame Fashion Group 一直負責將American Vintage、Hobbs、Phase Eight 及 Whistles 等品牌引入區內，而女性運動時尚品牌 Sweaty Betty最近登陸香港（及亞洲），在中環國際金融中心商場開設新店，可見隨著亞洲消費者在時裝方面的消費不斷增加，這些品牌在香港的投資將源源不斷。

S PRING 2 02 1 MARK E TING HONG KON G 8 3

專題報告

FEATURE

THE MACALLAN ROOM

Since 1824, the name Macallan has been synonymous with fine Scotch whisky. The only Scotch brand with its own “Master of Wood”, the Craigellachie, Moray, Scotland distillery is known for its commitment to mastery of distillation and wooden casks that produce some of the most sought-after whiskies in the world. Its rare and special releases are difficult for even those inthe-know to get their hands on, and have only contributed to The Macallan’s legend among whisky lovers.

With the launch of The Macallan Room in August 2020, the brand sought to bring the best of its distillery and a world-first experience to Hong Kong’s K11 Musea. With an intimate back bar housing over 80 bottles of The Macallan Sherry Oak and The Macallan Rare Cask as well as opportunities to shop and even experience some of their rarest bottlings, there’s something for beginners, enthusiasts and aficionados alike as they taste and learn about some of the world’s most celebrated whiskies.

自1824年以來，Macallan這個名字一直是優質蘇格蘭威士忌的代名詞。作為唯一擁有自己的「橡木大師」的蘇格蘭品牌，這家位於蘇格蘭 Moray Craigellachie的釀酒廠致力以精湛的蒸餾技藝及優質木製酒桶，釀造出世界上最受歡迎的威士忌，因而享負盛名。其稀有的特別版威士忌只供Macallan 傳奇人物享用，即使是行內威士忌愛好者也可望而不可及。隨著The Macallan Room於2020年8月開業，該品牌力圖將其頂尖釀酒工藝及世界一流的體驗引進香港的K11 Musea。氣氛親密的酒吧供應超過 80瓶 The Macallan Sherry Oak 及The Macallan Rare Cask，客人亦有機會購買甚至體驗品牌一些最稀有的瓶裝酒，適合初學者、愛好者及酒迷品嚐並認識世界上一些最著名的威士忌。

SENNET FRÈRES

150 years ago in Paris, a man named Albert Weill founded Sennet Frères, a seller of luxurious European watches. He would later bring the business to Hong Kong, importing and selling high-end automobiles to the city’s most affluent residents before adding jewellery and watches to their portfolio over the years as well. You can still find original Sennet Frères enamel table clocks that were given as gifts to the Manchu imperial family at the Palace Museum in Beijing.

84 M A R K ET I N G H O N G K O NG SP RING 2021

Following a 70year sabbatical after World War II, the brand returned home just before Christmas 2020. The new Sennet Frères of Hong Kong isn’t selling watches or automobiles, but rather elegant couture bridal gowns in the heart of Causeway Bay. The project is the brainchild of singer and songwriter Hins Cheung, chief creative and design director Kev Yiu, business director Jacky Cheng and operations director Katherine Luk, who sought to embrace the beauty of all women while honouring the spirit and craftsmanship of the esteemed Sennet Frères brand. The collections are named for the women of the Weill family: Rosie, Susannah, and Sophie, and each dress is handmade here in Hong Kong, taking an average of 120 hours for a single piece.

150年前，一位名為Albert Weill的男子在巴黎創立歐洲高級手錶零售店Sennet Frères，隨後將業務引進香港，向城中最富裕的人士進口及出售豪華汽車，幾年後再引入珠寶及手錶等商品。現時在北京故宮博物院，仍可看到當年送給清朝皇室作禮物的 Sennet Frères琺瑯座鐘原物。第二次世界大戰結束後70年，該品牌在2020年聖誕節前夕重臨香江。新的香港Sennet Frères門店不再銷售手錶或汽車，而是在銅鑼灣的中心地帶出售優雅的高級訂製婚紗禮服。該項目是歌手兼唱作人張敬軒、首席創意與設計總監姚子裕、業務總監 Jacky Cheng 及營運總監Katherine Luk的心血結晶，他們將Sennet Frères品牌獨具匠心的鐘錶工藝及精神，融合所有女性對美的追求。婚紗系列均以Weill家族的女性命名：Rosie、Susannah及Sophie，每件婚紗都是由人手在香港製造，每件平均需時120個小時完成。

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

專題報告

FEATURE

MESSIKA PARIS

Diamonds run in Valérie Messika’s DNA. Not literally, of course, but as the eldest daughter of legendary diamond trader Andre Messika, her interest in cut, colour, clarity and carats formed at an early age — with the best mentor a future jewellery designer could ask for. By the

time she became founder and creative director of her own brand, MESSIKA, in 2005, she had long developed a distinct perspective and style, and used that to carve out her niche in the industry. Today, as the only woman in France leading her own jewellery Maison, MESSIKA’s youthful, wearable and “by a women, for women” approach has made it a favourite of A-listers around the globe, from Beyoncé to Kendall Jenner to Jessica Jung. This past November, MESSIKA made its Hong Kong debut, opening its flagship boutique in Harbour City. In addition to her collections from Paris, Messika adds that she is already planning new designs and limited editions exclusive to the local market.

對鑽石的熱情，可謂深深植根於Valérie Messika的 DNA之中。作為傳奇鑽石商人Andre Messika的長女，在最好的導師薰陶下，她從小已對鑽石的切割、顏色、淨度及克拉建立濃厚興趣，為其日後成為珠寶設計師奠下最佳基礎。她於2005年成為自家品牌 MESSIKA的創辦人兼創意總監，並憑藉獨到的觸角與時尚風格，在行內嶄露頭角。時至今日，作為法國唯一擁有自己獨立珠寶品牌的女商人，MESSIKA 年輕、可隨意配搭、以及「由女士為女士而設計」的鑽飾風格，使其成為風靡全球頂尖名人的首選品牌，包括Beyoncé、Kendall Jenner及Jessica Jung。去年11月，MESSIKA登陸香港，在海港城開設旗艦店。除了來自巴黎的款式系列外，Messika 表示正籌備專為本地市場而設的新款設計及限量版鑽飾。

CAMDEN 30年前成立於蒙特利爾的國際廣告公司Camden，於2021年1月在香港設立新辦事處，選址鰂魚涌，以作為該廣告代理公司在亞洲的創意中心，並成為繼蒙特利爾、多倫多及法國里昂之後，Camden在全球的第四個辦事處。這家一站式的廣告代理公司專門為 B2B及 B2C 客戶提供數碼內容策略、創意構思及廣告製作服務。Camden Hong Kong 由總經理Lucie Marceaux領軍，這位資深廣告人曾任職於1969 Hong Kong、Forever Beta London及奧美倫敦。該廣告代理公司致力為尋求數碼業務轉型的本地品牌，以及有意進軍香港及其他市場的全球品牌提供服務。 Thirty years after its founding in Montreal, international advertising network Camden opened a new Hong Kong office in January 2021. Based in Quarry Bay, it serves as the creative hub for the agency’s APAC efforts, and joins Montreal, Toronto, and Lyon in France as the fourth Camden office worldwide. A full-service agency focused on digital content strategy, creative development, and

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

production for both B2B and B2C clients, Camden Hong Kong runs under the direction of GM Lucie Marceaux, an agency veteran out of 1969 Hong Kong, Forever Beta London and Ogilvy & Mather London. The agency aims to be a resource both for local brands looking to transform their digital business and global brands looking for a way into Hong Kong and beyond.

S PRING 2 02 1 MARK E TING HON G KON G 8 5

專題報告

FEATURE

PIVOTING TO HONG KONG:

A Q&A with

轉戰香港：與香港投資推廣署的問與答 Setting up a business is never easy — doubly so when it comes to starting up in a new country, with new regulations, new customs and a whole new market to navigate. Fortunately, investors and entrepreneurs from the Mainland and overseas never walk alone when pivoting to Hong Kong, because InvestHK is with them every step of the way. A special department of the HKSAR government, InvestHK helps businesses of all sizes put down roots and grow, from marketing and publicity to professional services, and even networking opportunities. InvestHK chief marketing officer Edith Wong spoke to Marketing about how the department supports businesses, how they’ve navigated the challenges of the past year, and why right now is an excellent time to invest in Hong Kong. 創業向來非易事，尤其來到一個新地方，面對新法規、新習俗、以及需要探索的全新市場，建立業務更是難上加難。可幸的是，來港開業的內地及海外投資者及企業家並非孤軍作戰，因為香港投資推廣署與他們一路同行。作為香港特別行政區政府屬下一個特別部門，香港投資推廣署提供市場推廣及宣傳、專業服務、甚至商務聯誼活動，致力幫助不同規模的企業扎根香港，蓬勃發展。香港投資推廣署市場推廣總監黃淑賢接受《Marketing》訪問，分享該署如何為企業提供支援、如何應對過去一年的挑戰、以及現時為何是在香港投資的絕佳時機。

Tell me about InvestHK in your own words: What do you do, how do you work with businesses? InvestHK is a HKSAR government department responsible for attracting Mainland and overseas investors to set up businesses in Hong Kong and help them achieve success in one of the most business-friendly cities in the world, regardless of their size or business development stage. We provide clients with information on relevant laws and regulations, referral to government departments, business and professional services, marketing and publicity support, as well as networking opportunities. Do businesses primarily come to you when they’re looking to make a move here, or do you court others overseas? Both. Businesses approach us through our 86 M A R K ET I N G H O N G K O NG SP RING 2021

marketing, events, or simply word of mouth. At the same time, we also have a target list to attract businesses which are strategically important to the economic development of Hong Kong. What do you look for in an ideal business for Hong Kong? We welcome businesses of all sizes and sectors from around the world. This adds to the diversity and vibrancy of the economy and creates job opportunities. Are there any specific sectors or markets that the government is currently pursuing? InvestHK has ten specialist teams, covering pillar sectors, innovation and technology sectors, and lifestyle and creative sectors. Specifically these include financial services, business and professional services, consumer products, creative industries, financial technology (fintech), innovation and technology, tourism and

請介紹一下香港投資推廣署：工作範疇是甚麼？如何與企業合作？香港投資推廣署是香港特別行政區政府屬下部門，負責吸引內地及海外投資者在香港建立業務，不論企業的規模或業務發展階段，協助他們在全球其中一個最適合營商的城市取得成功。我們為客戶提供有關法律與規管條例的資訊丶相關政府部門及專業服務轉介丶宣傳工作以及商務聯誼活動。

是有意來港開業的企業主動聯絡香港投資推廣署，還是香港投資推廣署在海外招募投資者？兩種情況都有。企業通過我們的市場推廣宣傳、活動、或單憑口碑來聯絡我們，同時我們有一張目標清單，希望吸引對香港經濟發展具有戰略意義的企業。

香港投資推廣署期望吸引哪些企業來港開業？我們歡迎來自世界各地、各種規模及行業的企業，令香港的經濟增添多元活力，並創造更多就業機會。

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

專題報告

FEATURE

hospitality, transport and industrial, information and communications technology, and startups. In terms of markets, InvestHK has representatives based in 32 key business cities worldwide, who work seamlessly with our colleagues in Hong Kong to help Mainland and overseas companies set up and expand in our city. What incentives are available to businesses that might consider opening here? Hong Kong is one of the freest economies in the world. We have a simple and low taxation system, world-class infrastructure, strategic location, multicultural talent pool, as well as a cosmopolitan lifestyle that appeals to all businesses. We have a supportive government who plays the role of facilitator and growth enabler. In recent years, the government has introduced specific tax incentives around the corporate treasury centre, conducting research and development, aircraft leasing, and more recently ship leasing, for instance. Given the challenges of recent years, how would you convince a business that now is the best time to invest in Hong Kong? Indeed it has been challenging for all of us. But do not underestimate the ability of businesses and people to constantly adapt and reinvent themselves. If you check out the case studies on InvestHK’s website (www.investhk.gov.hk), it is remarkable to see how companies and entrepreneurs have reinvented themselves and used innovation to thrive in the pandemic and post-pandemic world. As the world is getting ready for a recovery and reset, at Invest Hong Kong we see lots of exciting opportunities in Hong Kong, in the Guangdong-Hong Kong-Macau Greater Bay Area, and more broadly, across Asia. Does InvestHK offer any kind of support to businesses that have come here, and felt some of the struggles of the recent period? Our Financial Secretary’s Budget speech has announced a series of support measures to support enterprises during this challenging period, such as extending the application period of 100% guarantee low-interest loan for enterprises to the end of this year, raising the loan ceiling to $6 million, and extending repayment period and duration of principal moratorium. The government has also injected additional funding to revive the economy and provide support especially to the tourism, cultural and creative industries, financial services, innovation and technology, and the air cargo sector. WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

Reduce profits tax for ‘20-21 assessment year by 100% (subject to $10,000 ceiling) 寬減2020/21課稅年度100%利得稅（上限10,000元） Provide rates concession for non-domestic properties in ‘21-22 (subject to $5,000 quarterly ceiling in Q1-Q2 and $2,000 in Q3-Q4) 寬減2021/22年度非住宅物業差餉（首兩季每季上限 5,000元，後兩季每季上限2,000元） Waive business registration fees for ‘21-22 寬免2021/22年度商業登記費 Waive 75% of water and sewage charges for nondomestic households for 8 months, (subject to $20,000 and $12,500 ceiling, respectively) 繼續寬減非住宅用戶75%水費／排污費8個月（每戶每月上限20,000元／12,500元） Grant 75% rental/fee concession for eligible Government properties/short-term tenancies and waivers for 6 months (100% concession for those closed at the Government’s request) 繼續寬減合資格政府物業／短期租約及豁免書75% 租金及費用6個月（如應政府要求而關閉可獲100% 寬免）

Which government organisations do you work most closely with in terms of fostering strong businesses in Hong Kong? We work closely with a diverse portfolio of government organisations and statutory bodies, depending on the subject matter and the sector involved. On innovation and technology, we work closely with Cyberport and Hong Kong Science Park. On financial services, we work closely with our Financial Services and the Treasury Bureau, Hong Kong Monetary Authority, Hong Kong Stock Exchange, the Securities and the Futures Commission, Financial Services and Development Council, etc. to promote Hong Kong as a global financial services hub. We work closely with the Transport and Housing Bureau to promote Hong Kong as a maritime hub and an ideal location to set up an aircraft leasing business. We also work very closely with international business chambers to keep them informed of the latest business environment in Hong Kong. How do you market yourselves as InvestHK overseas? Any interesting campaigns or information you can share? We use an omnichannel approach to reach out to our target audience around the globe – events (online, physical, hybrid), digital marketing, social media, engagement with mainstream and trade specific media, etc. StartmeupHK Festival and Hong Kong Fintech Week are two of our signature campaigns which have promoted and strengthened Hong Kong’s startup and fintech ecosystems respectively.

政府目前有否以哪些特定行業或市場為目標？香港投資推廣署共設有十個專責團隊，涵蓋支柱行業、創科行業、以及生活及創意行業。具體而言，這些行業包括金融服務、商業及專業服務、消費產品、創意產業、金融科技、創新科技、旅遊及款待、運輸及工業、資訊及通訊科技、以及初創企業。市場方面，香港投資推廣署在全球共 32個主要商業城市設有辦事處，他們與香港同事合作無間，協助內地及海外企業在港設立公司及拓展業務。

對於有意在港開業的企業提供哪些誘因？香港是全球最自由經濟體之一，享有簡單稅制及低稅率，擁有世界一流的基礎設施、優越的核心地理位置、多元文化人才、以及國際化的生活方式，對所有企業具有吸引力。香港政府發揮「促成者」和「推廣者」的角色，為企業在港發展提供全面支持，例如港府近年圍繞企業財資中心、研發活動、飛機租賃、以及最近的船舶租賃推出稅收優惠政策。

面對近年挑戰，香港投資推廣署如何說服企業現時是來港投資的最佳時機？近年市場挑戰重重，但不宜低估企業及人們不斷適應及自我重塑的能力。查看一下香港投資推廣署網站（www.investhk.gov.hk）的案例研究，便能發現企業及創業人士如何重新整裝出發，善用創新在疫情期間及後疫情世界蓬勃發展。隨著全球為復甦重啟作好準備，香港投資推廣署在香港、粵港澳大灣區、以及整個亞洲看到許多令人興奮的機遇。

對於經已來港開業、但近期面對困難的企業，香港投資推廣署提供哪些支援？財政司司長在財政預算案中提出多項支援措施，協助企業度過艱難時期，例如延長百分百擔保企業低息貸款申請期限至今年底，提高貸款額上限至600 萬元，延長還款期及「還息不還本」安排。政府亦注入額外資金振興經濟，並特別為旅遊、文化及創意產業、金融服務、創新科技、以及空運業提供支持。

香港投資推廣署與哪些政府組織密切合作，以助企業在香港發展壯大？因應業務範疇及涉及的行業，我們與不同政府組織及法定機構緊密合作。創新科技方面，我們與數碼港及香港科學園緊密合作；金融服務方面，我們與財經事務及庫務局、金管局、香港交易所、香港證券及期貨事務監察委員會、香港金融發展局等緊密合作，以促進香港成為全球金融服務中心。我們與運輸及房屋局緊密合作，促進香港作為海上樞紐及建立飛機租賃業務的理想地點。我們亦與不同國際商會緊密合作，提供有關香港營商環境的最新資訊。

香港投資推廣署如何在海外自我推廣？有何有趣的推廣活動或資訊可以分享？我們採取全渠道方式接觸全球目標受眾，包括活動（網上、實體、混合）、數碼營銷、社交媒體、與主流媒體及特定行業媒體聯繫等。具代表性的推廣活動 StartmeupHK創業節及香港金融科技周，分別推廣及加強香港初創企業及金融科技行業生態系統。

S PRING 2 02 1 MARK E TING HON G KON G 8 7

觀點

OPINION

AD WATCH 廣告點評 Augustin Chan Director, strategic planning frengers communications

HOT: STAGE YOUR DRIVEWAY – BMW

NOT: FUEL HOUSE – JACK IN THE BOX

When we are talking about the automotive category, what they are always trying to do is build brand love and drive consumers to the showroom to take a test drive, ultimately. But we all know that it is not that easy, especially when we are talking about asking someone to spend US$50,000 on a single purchase. Yes, this is not a new campaign, but what I like about it is not only about extending the “showroom” concept to a new platform, but also tapping into the moment when consumers are ready to make a larger purchase – their future home. Imagine when you are ready to make that purchase, your future home. It means you want to make some changes in your life. After you have browsed tons of new houses but you can’t find your ideal one, consumers can easily fall into another option, like, “OK, I need more time to find my perfect home, but maybe I can spend less and get a new car first?” And that’s the moment where BMW comes in, smartly and subtly.

Brands are trying to stay connected with consumers with always-on content, and to build a long-term relationship. Jack in the Box is injecting a whole new dimension to their images, by sponsoring Dallas Fuel e-sport teams and creating the Fuel House. The idea is appealing when they treat the sponsorship itself as the master content and spin tons of engaging content that is tailor-made for multiple platforms. However, what I felt is the disconnect on what they did and the brand itself. I do not see the “WHY” behind the sponsorship. It only appears to me as another animation appearing on Netflix or other video platforms, where consumers may lose their interest at first sight. I appreciate what they want to achieve, and the campaign has definitely created noise. But to me, the Fuel House may lack sustainability and originality.

讚:BMW「Stage your Driveway」

彈: Jack in the Box「Fuel House」

汽車行業常用的宣傳手法，是致力令大眾愛上品牌，最終吸引消費者前往陳列室試駕。但要做到這一點並不容易，尤其要推銷一件開價5萬美元的產品。這的確不是一個新廣告，但我喜歡它的原因，不僅是因為這個廣告將「陳列室」的概念擴展至新平台，亦因為它善用消費者準備購買更大目標的時機 — 他們的未來家園。想像一下，當你準備購買未來新居，表示你想改變一下自己的生活。不斷參觀新房子都找不到理想新居時，消費者很容易會轉移目標，例如「好吧，我需要多點時間來尋找理想新居，或者我可以先花一點錢購買新車吧？」 BMW就在這個時候巧妙地登場。

各品牌致力透過網上內容與消費者保持聯繫，並建立長遠關係。 Jack in the Box通過贊助Dallas Fuel電競團隊並創作網上節目「Fuel House」，為其品牌形象注入全新面貌。他們將贊助本身用作主要內容，並為不同平台度身訂造大量引人入勝的內容，這個主意的確很吸引。但我覺得他們所做的事與品牌本身沒甚麼關係，我不明白贊助背後的「原因」。在我看來，這只是出現在Netflix或其他影片平台的另一部動畫，消費者可能看一下便失去興趣。我很欣賞他們的努力，這個廣告無疑能夠引起迴響，但我認為「Fuel House」可能缺乏可持續發展的潛力及原創性。

88 M A R K ET I N G H O N G K O NG SP R ING 2021