"The Leighton Hill - Home to the New Aristocracy" marketing campaign by Sun Hung Kai Real Estate Agency Ltd won the Gold Prize of the HKMA/TVB Award for Marketing Excellence 2001. It is highly commended as a top class Rolls Royce marketing campaign which had achieved remarkable results through successful market positioning and image building supplemented by an impactful advertising campaign.

Dr The Hon David K P Li GBS JP, Chairman of The Hong Kong Management Association and Mr T K Ho, General Manager, Television Broadcasts Ltd presented the trophies and certificates at the Award Presentation Luncheon on Tuesday, 20 November 2001. The Award has been sponsored by Television Broadcasts Ltd since 1989.

In addition to Sun Hung Kai Real Estate Agency Ltd, other winners include:

Silver Prize
"Orangeworld - A world where your fantasy takes flight"
Hutchison Telecommunications (Hong Kong) Limited

Bronze Prize
"Ribena Mobile the Ultimate Breakthrough"
GlaxoSmithKline

Certificates of Merit
"Complete Repositioning Campaign"
Allergan Asia Ltd

"The MPF Launch Campaign"
Manulife (International) Ltd

"Launch of Propertystreet.net"
SUNeVision PropertyStreet (HK) Ltd

Citations for Innovation
"3D-Gold"
Hang Fung Gold Technology Group

"Orangeworld - A world where your fantasy takes flight"
Hutchison Telecommunications (Hong Kong) Limited

Citations for Outstanding TV Campaign
"Giving Buses the Green Light"
The Kowloon Motor Bus Co (1933) 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, originality of the campaign, accurate results forecasting and efficient administration.

The Award Presentation Ceremony this year featured the keynote address on "The Power of the Brand" by Mr Peter Wong, Chief Executive & General Manager, Hong Kong, Standard Chartered Bank.

This year, a total of 39 marketing campaigns entered the competition. Commenting on the winners this year, the Panel of Judges noted that on the whole, all the six finalists displayed a very high level of professionalism in planning and execution. The judges were impressed with their high standards and the application of marketing theories and knowledge. Most of them have demonstrated very good use of market research and analyses in designing product positioning and repositioning. In all cases, the marketing attributes were well integrated and executed with a lot of creative elements. The judges were pleased to recognize these outstanding marketing efforts which not only benefited the trade but also Hong Kong as a whole.

"The Leighton Hill - Home to the New Aristocracy" is cited for its tremendous achievement in successfully marketing at an admirable price nearly all the units of this luxury property development under extremely challenging market conditions.

"Orangeworld - A world where your fantasy takes flight" is awarded for its bold and successful efforts in capturing the opportunity created by wireless internet technology to race ahead of its competitors in this promising new market.

"Ribena Mobile the Ultimate Breakthrough" was commended as a perfectly crafted campaign whose efforts to rejuvenate an old brand turned into the ultimate marketing breakthrough, resulting in a tripling of business volume compared to the old brand.

The Judges were also impressed with the effectiveness of the "Complete Repositioning Campaign" especially with a small budget. The company has created tremendous opportunity for itself by accurately identifying an unsatisfied consumer need and skilfully communicating its solution (the new Complete Multi-Purpose Solution) to that need. "The MPF Launch Campaign" was a very structured campaign which competed against time and achieved pleasing results by fully utilizing its core competencies and resources. "Launch of Propertystreet.net" was commended for adopting a refreshing approach to cut through a crowded market during the Internet boom. The choice of recreating the well-known fairy tale characters, the 3 Little Piggies, for product launch was creative and had successfully built up the brand image.

The Panel of Judges this year include: Mr Philip Chen, Director & Chief Operating Officer, Cathay Pacific Airways Ltd; Ms Caroline Mak, Chief Executive Officer, The Dairy Farm Company Ltd - Mannings; Mrs Agnes Nardi, Managing Director, Hutchison Telecommunications (Hong Kong) Ltd; Mr Mike Wong, Executive Committee Member, The Association of Accredited Advertising Agents of Hong Kong; Mr Peter Wong, Chief Executive & General Manager, Hong Kong, Standard Chartered Bank; and Mr Michael Wu, Managing Director, Maxim`s Caterers Ltd.

The Board of Examiners this year comprises members of the Marketing Awards Organizing Committee 2001 and the Marketing Management Committee 2000/01 of the Association.

Members of the Marketing Awards Organizing Committee 2001 include: Mr S K Cheong, Assistant General Manager, Television Broadcasts Ltd (Chairman); Mr Tony Cheung, Director - Marketing, New T & T; Mr Aloysius Lee, Managing Director - Commercial Group, PCCW; Mr Wilson Mok, Chief Executive, Mazda Motors (HK) Ltd; Mr Tony Tai, Director of Marketing, Greater China Group, IBM China/Hong Kong Ltd; Mr Jeffrey Yu, Chairman, The Association of Accredited Advertising Agents of Hong Kong; and Mr Kenneth Yuen, Senior Manager, Advertising Department, Cheung Kong (Holdings) Ltd.

Members of the Marketing Management Committee 2000/01 include: Mr Alfred Chan, Managing Director, The Hong Kong & China Gas Co Ltd (Chairman); Professor T S Chan, Associate Vice President, Academic Dean (Business Studies), Chair Professor of Marketing, Lingnan University; Ms Viveca Chan, Chairman & CEO, Grey Worldwide China & Hong Kong; Mr S K Cheong, Assistant General Manager, Television Broadcasts Ltd; Mr Sam Lam, Chief Executive, A-World (China) Ltd; Mr Louis Tong, CEO, Paramount (China) Ltd; Mr Robert Young, Consultant, Hong Kong Commercial Broadcasting Co Ltd; and Mr Titus Yu, Agency Manager, The Prudential Assurance Co Ltd.



For more information, please visit the website of the Association at www.hkma.org.hk.

List of previous winners

Issue by The Hong Kong Management Association on 20 November 2001.

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