Roadshow Wins the Top Prize for Marketing Excellence
18/10/2002
| For Immediate Release |
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ROADSHOW WINS THE TOP PRIZE FOR MARKETING EXCELLENCE
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"The Making of RoadShow" marketing campaign by RoadShow Holdings Ltd won the Gold Prize of the HKMA/TVB Award for Marketing Excellence 2002. It is highly commended for its tremendous success in capitalizing on a niche media market and turning it into a profitable business proposition through well planned marketing activities.
In addition to RoadShow Holdings Ltd, other winners include:
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Silver Prize
"Cathay Pacific - The World`s Biggest Welcome"
Cathay Pacific Airways Ltd
Bronze Prizes
"See You at Caf de Coral"
Caf de Coral Fast Food Ltd
"An Exceptional Community for An Exceptional Childhood -
Discovery Bay Siena One Marketing Campaign"
Hong Kong Resort Company Limited
Certificates of Merit
"Hang Seng Femina Banking - Lead a Fabulous Life"
Hang Seng Bank Ltd
"M.I. Kid" Account - Develop your Children`s Potential for Great Achievements"
Hang Seng Bank Ltd
Citation for Innovation
"The Making of: RoadShow"
RoadShow Holdings Ltd
Citation for Excellence in Mainland Marketing
"Cluster Based Relationship Marketing: How to Create, Win and Dominate a Small Niche High-Tech Industrial Market in China"
L K Machinery Co Ltd
Citations for Outstanding TV Campaign
"1010 - The Best Campaign"
Hong Kong CSL Ltd
"An Exceptional Community for An Exceptional Childhood -
Discovery Bay Siena One Marketing Campaign"
Hong Kong Resort Company Limited
( * The order of presentation of the campaigns receiving the same award is based on the alphabetical order of the campany name and in the case of entries by the same company, in the alphabetical order of the campaign name.)
Dr Dennis Sun BBS JP, Deputy Chairman of The Hong Kong Management Association and Mr Raymond R Wong, Assistant General Manager, Television Broadcasting, Television Broadcasts Ltd presented the trophies and certificates at the Award Presentation Luncheon this afternoon (Thursday, 17 October 2002). The Award Presentation Ceremony also featured the keynote address on "Hong Kong Marketing Experience Can Win in the Mainland - The Story of Shanghai Xintiandi" by Dr Vincent Lo GBS JP, Chairman and Chief Executive, Shui On Group.
This unique Award on marketing, organized by the Association since 1985 and has been sponsored by Television Broadcasts Ltd since 1989, is looking for a well-integrated marketing programme which comprises meticulous market research, well-organized promotional work, good public relations, highly original concepts and strategies, accurate results forecasting and efficient administration.
This year, a total of 54 marketing campaigns entered the competition. Commenting on the winners this year, the Panel of Judges noted that on the whole, all the six finalists were of very high quality and showed true innovations and thorough application of the disciplines of marketing in the face of a very unfavourable business climate. There were two common characteristics among the finalists. Firstly, most of them applied life-style marketing approach to package their products or services, with life-style theme, to cope with the needs of the target customers. Another common characteristic was micro-marketing. The finalists were good at analyzing the market environment and customer needs. Their marketing strategies were very detailed and well thought out as well as tailored to the specific needs of the customers. The success of these marketing programmes clearly demonstrated that it was possible to achieve success even in an economic downturn if sufficient effort was made to achieve a creative campaign and a unique product or service.
"The Making of RoadShow" is regarded as a well thought out and innovative business idea amidst the prevalence of "traditional media" for a long time. The company had clearly defined an opportunity and successfully developed a hidden value to generate a new source of business and revenue from the passengers of its parent company, KMB, a source that previously had not been recognized elsewhere. It has created a win-win-win-win situation for RoadShow, KMB, the passengers and the advertisers.
"Cathay Pacific - The World`s Biggest Welcome" is commended as a truly creative and innovative business idea which had effectively built up Cathay Pacific`s corporate image and generated good business. With effective and well integrated marketing strategies, the programme had successfully generated a great deal of interest and publicity and had enhanced Cathay`s leading and respectable position as a good corporate citizen.
"See You at Caf de Coral" was commended as a comprehensive marketing programme which had successfully addressed the needs of its price and value conscious customers through innovative product bundling and shop re-imaging. The objectives were clearly presented and well addressed to the current market situation and well intended for the business operation.
"An Exceptional Community for An Exceptional Childhood - Discovery Bay Siena One Marketing Campaign" is regarded as highly successful especially in choosing a suitable theme which hit the hearts of the major potential buyers, middle class parents, and turning the product disadvantages into an asset of the company and created an urgency to buy during a sluggish economy.
The Judges were also impressed with the successful lifestyle marketing adopted by "Hang Seng Femina Banking - Lead a Fabulous Life" which was original and had achieved promising results. Detailed study and analysis of customer needs enabled the company to accurately identify the potential target segment, young working ladies with high spending power. This was crucial for the development of a good product mix that satisfied the neglected niche segment.
" M.I. Kid" Account - Develop your Children`s Potential for Great Achievements " was a well-integrated and well-executed programme with excellent product concept integrating children needs with bank marketing and had achieved good marketing and business results. The Bank had clearly identified an opportunity to use kids accounts to strengthen crossing-selling of other related banking products to parents and to enhance relationship building with existing and new customers.
The Panel of Judges this year include: Professor Andrew Chan, Director, Executive MBA Programme & Professor, Department of Marketing, The Chinese University of Hong Kong; Mr Peter Lau, Chairman and Chief Executive, Giordano International Ltd; Mr Douglas Li, Chief Executive Officer, SmarTone Telecommunications Holdings Ltd; Dr Ng Tat Lun BBS MBE JP, Managing Director, Energizer Company, Inc; Mr Y K Pang, Chief Executive Officer, Zung Fu Co Ltd; and Ms Magdalena Wong, Managing Director, Oracle Market Research.
The Board of Examiners comprised members of the Marketing Awards Organizing Committee 2002 and the Marketing Management Committee 2001/2.
Members of the Marketing Awards Organizing Committee 2002 include: Mr S K Cheong, Assistant General Manager, Television Broadcasts Ltd (Chairman); Mr Adolf Ho, Managing Director - Greater China, Campbell Soup Asia Ltd; Ms Marisa Kwok, Director, Marketing & Operations, Hong Kong CSL Ltd; Mr Eddy Lee, Chairman, Lee Kum Kee Co Ltd; Mr Michael Wu, Managing Director, Maxim`s Caterers Ltd; and Mr Andrew Yao, Chairman, Van Shung Chong Holdings Ltd.
Members of the Marketing Management Committee 2001/2 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 Justin Chiu, Executive Director, Cheung Kong (Holdings) Ltd; Mr Sam Lam, Chief Executive Officer, A-World (China) Ltd; Mr Louis Tong, CEO, Paramount (China) Ltd; Mr Robert Young, Director, Yip`s Chemical Holdings 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 past award winners attached.) |
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Issue by The Hong Kong Management Association on 17 October 2002.
For press enquiries, please contact Ms Titania Woo (Tel: 2774 8580 /
Email: titaniawoo@hkma.org.hk) or Ms Sunnie Ma (Tel: 2774 8581 /
Email: sunniema@hkma.org.hk)
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THE HONG KONG MANAGEMENT ASSOCIATION
HKMA/TVB AWARD FOR MARKETING EXCELLENCE 2001
PAST AWARD WINNERS
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2001年 |
GOLD |
The Leighton Hill - Home to the New Aristocracy |
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SILVER |
Orangeworld - A world where your fantasy takes flight |
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BRONZE |
Ribena Mobile the Ultimate Breakthrough |
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2000年 |
GOLD |
SUNDAY Independence Day |
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SILVER |
Ocean Shores - Live the Good Life, Live at the Best |
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BRONZE |
The Creative Positioning of 5-7 Seater Mazda Premacy Capsule V |
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1999年
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GOLD |
A Sentimental Journey |
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SILVER |
Tierra Verde - Breaking Through A Bleak Market |
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BRONZE |
Panadol Cold & Flu Campaign |
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1998年
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GOLD |
Lipton Ming Han Ching Tea Bags |
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SILVER |
The Launch of 5th C Jewellery Consultant Service - A New Dimension in Diamond Marketing |
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BRONZE |
Dai Pai Dong - Passion of Hong Kong |
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1997年
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GOLD |
The Launch of One2Free |
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SILVER |
Shell Supercharged 881 Friends of the Road |
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BRONZE |
Product Launch of Lee Kum Kee Seasoned Soy Sauce for Seafood in 1996 |
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1995年
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GOLD |
The Kingswood Villas Metamorphosis |
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SILVER |
Standard Chartered Credit Card Real Life Privilege |
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BRONZE |
Launching of HMV Superstores: Music at its Best |
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1994年
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GOLD |
Kalm`s - A Gift from the Heart Marketing Campaign |
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SILVER |
All I Want for Christmas is Pacific Place |
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BRONZE |
City Telecom Campaign 1994 |
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1993年
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GOLD |
Dairy Farm Hi-Calcium Milk |
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SILVER |
Taipan Snowy Mooncake |
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BRONZE |
Hongkong Telecom CSL 1010 Digital Launch |
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1992年
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GOLD |
Recruit |
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SILVER |
K-Swiss Sports Shoes |
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BRONZE |
MTR Customer Service Campaign |
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1991年
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GOLD |
Just Gold Concept |
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SILVER |
IKEA Show-Flat Campaign |
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BRONZE |
Mazda 121 Campaign |
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1990年
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GOLD |
Hong Kong Economic Times Circulation Driven Campaign |
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1989年
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Fujicolor Circle Campaign |
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Standard Chartered Bank`s Mortgage Plus Enhancement Programme |
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1988年
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First Pacific Bank CCU Deposit Campaign |
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1987年
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American Express Card |
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Fotomax Video Club |
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1986年
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Jade VTR Package |
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Three Grains Rice |
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1985年
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Cafe de Coral |
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Exchange Square |
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Mitsubishi 4-Seater Taxi |
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