"Independence Day" marketing campaign by SUNDAY Communications
Limited won the Gold Prize of the HKMA/TVB Award for Marketing Excellence
2000. It is highly commended as a creative, innovative and unconventional
campaign which had successfully captured the opportunity created by
portability of mobile phone number to gain market shares from competitors.
Dr The Hon David K P Li, JP, Chairman of The Hong Kong Management
Association, presented the trophies at the Award Presentation Luncheon
on Wednesday, 4 October. The Award has been sponsored by Television
Broadcasts Limited since 1989.
In addition to SUNDAY Communications Limited, other winners include:
Silver Prize
"Ocean Shores - Live the Good Life, Live at the Best"
Swire Properties Real Estate Agency Ltd
Bronze Prize
"The Creative Positioning of 5-7 Seater Mazda Premacy Capsule V"
Mazda Motors (Hong Kong) Ltd
Certificate of Merit
"U-point Credit Card"
BOC Credit Card (International) Ltd
"You Name the Price"
Hong Kong`s Tender Ltd
"Guangzhou-Kowloon Through Train Service Improvement Turned Business
Around"
Kowloon-Canton Railway Corporation
Citation for Innovation
"You Name the Price"
Hong Kong`s Tender Ltd
"V-Teen Cyber Hunt"
Marketing Consultancy Office (Social Service)
Citation for Outstanding TV Campaign
"Tempo Superior Wet Strength"
D`Arcy Masius Benton & Bowles (Hong Kong)
"Independence Day"
SUNDAY Communications Ltd
"The Rejuvenation of Cityplaza"
Swire Properties Ltd
This unique Award on marketing, organized by the Association since
1985, is looking for a well-integrated marketing programme which comprises
meticulous market research, well-organized promotional work, good
public relations, accurate results forecasting and efficient administration.
The Award Presentation Ceremony this year featured the keynote address
of "Building Customer Loyalty in the Changing Marketplace" by Mr Vincent
Cheng, OBE JP, Vice-Chairman and Chief Executive of Hang Seng Bank.
This year, a total of 53 marketing campaigns entered the competition.
Commenting on the winners this year, the Board of Examiners (which
comprises members of the Marketing Management Committee and Marketing
Awards Organizing Committee of the Association) and the Panel of Judges
noted that despite the threats posed by economic downturns, all the
campaigns not only responded effectively and efficiently with focused
objectives but also backed them up with well thoughtout strategies,
based on vigorous market analysis and research. In most cases, they
had successfully turned threats into opportunities to capture market
share, to gain market awareness and even to turn business around with
right pricing, right position and right product. They had also demonstrated
how sophisticated marketing could create values.
The launch of "Independence Day" was commended as an outstanding communication
and image-building campaign which knew exactly what it set out to
achieve, focussed on getting its message across, charted out its strategies
and tactics on a planned course, and ensured its entertaining value
not being sacrificed in the process. The overall strategies were well-aligned,
well-coordinated and integrative with the central theme of the campaign.
"Ocean Shores - Live the Good Life, Live at the Best" was commended
as an extremely smart campaign which successfully redefined the playing
field by positioning its residential development as an East Kowloon
project and benchmarked it with Taikooshing, the most popular estate
in the territory. The use of "baby" campaign not only captured recalls
and awareness but also effectively brought out the message of providing
the best to the next generation which was especially appealing to
the young family users.
"The Creative Positioning of 5-7 Seater Mazda Premacy Capsule V" was
commended as an excellent example of need creation in a depressed
market environment. Mazda had successfully captured the "value for
money" mindset prevalent among consumers at the time and established
a new image for the 7-seater which was appealing to a niche traditional
family car market.
The Judges were impressed with the bold measures adopted by "U-point
Credit Card" in creating an unique image for the card, such as the
breakthrough product design, the use of celebrity and innovative promotion
channels, which were all effective in bringing about a substantial
increase in the number of young customers.
"You Name the Price" was commended as a brilliant programme which
had successfully open up a new segment within the traditional retail
structure - promoting on-line/telephone shopping as a convenient and
effective channel for popular brand durable goods and appliances supplied
by authorized local dealers.
"Guangzhou-Kowloon Through Train (GKTT) - Service Improvement Turned
Business Around" marketing campaign was recognized for its successful
effort in revamping the unfavourable perception of commuters on the
service standards of the GKTT with the introduction of the electrified
train, modern carriages supported by more attentive in-cabin services
and more convenient terminal facilities.
The Panel of Judges this year are: Professor Andrew Chan, Associate
Dean (Graduate Studies), Faculty of Business Administration, The Chinese
University of Hong Kong; Mr Michael Chan, Chairman, Cafe de Coral
Holdings Ltd; Mr Conrad Chiu, Executive Committee Member, The Association
of Accredited Advertising Agents of Hong Kong; Mr Adolf Ho, Managing
Director - Greater China, Campbell Soup Asia Ltd; Mr Roger Luk, Managing
Director and Deputy Chief Executive, Hang Seng Bank Ltd and Mr Peter
Yeung, Managing Director, Compaq Computer Ltd.
The Board of Examiners this year comprises members of the Marketing
Awards Organizing Committee 2000 and the Marketing Management Committee
1999/2000 of the Association.
Members of the Marketing Awards Organizing Committee 2000 are: Mr
Robert Young (Chairman), Consultant, Hong Kong Commercial Broadcasting
Co Ltd; Mr S K Cheong, Assistant General Manager, Television Broadcasts
Ltd; Mr Tony Cheung, Director - Marketing, New T & T; Mr Antony Chow,
Vice President - Grand China, Euro RSCG Partnership; Mr Eric Tai,
Head of Strategic Alliances e-Business - Asia Pacific , The Hongkong
and Shanghai Banking Corporation Ltd; and Mr Timothy Wu, Managing
Director - Consumer, Greater China, JDH (Hong Kong) Ltd.
Members of the Marketing Management Committee 1999/2000 of the Association
are: Mr Irving Koo (Chairman), General Manager - Marketing and Customer
Services, CLP Power Hong Kong Ltd; Ms Viveca Chan, Chairman & Chief
Executive Officer, Grey Worldwide: China & Hong Kong; Mr David Tai,
Branch Manager, The Prudential Assurance Co Ltd; Mr Louis Tong, CEO,
Paramount (China) Ltd; and Mr Robert Young, Consultant, Hong Kong
Commercial Broadcasting Co Ltd.
For more information, please visit the website of the Association
at: www.hkma.org.hk.
Issued by The Hong Kong Management Association on 4 October 2000
For press enquiries, please contact Ms Titania Woo on 2526 6516/7392
3505