“One2Free ‘SMS Lover’” marketing campaign by Hong Kong CSL Ltd won the Gold
Prize of the HKMA/TVB Award for Marketing Excellence 2003. It is commended
as a highly successful programme. In a fiercely competitive market, Hong
Kong CSL Ltd has managed to carve a new business segment while dramatically
changing consumers` attitude and usage habit towards a new service with
outstanding sales results as well as long term brand building impact.
In addition to Hong Kong CSL Ltd, other winners include:
Silver Prize
“The Power of Love – The Power of Music”
Warner Music Hong Kong
Bronze Prize
“Ocean Park Halloween Bash 2002”
Ocean Park Corporation
Certificates of Merit *
“Twins Mobile – Breakthrough Info-tainment Service Keeps Idols Close”
New World PCS Ltd
“McDull, Hong Kong One Egg Tart”
Regent Lane Ltd
“Watsons Water – Wats Next”
Watsons Water
Citation For Innovation
“McDull, Hong Kong One Egg Tart”
Regent Lane Ltd
Citation For Outstanding TV Campaign
“One2Free ‘SMS Lovers’"
Hong Kong CSL Ltd
( * The order of presentation of the campaigns receiving the same award is
based on the alphabetical order of the company name.)
Dr David K P Li GBS JP, Chairman of The Hong Kong Management Association and
Mr T K Ho, Group General Manager, Television Broadcasts Ltd presented the
trophies and certificates at the Award Presentation Luncheon this afternoon
(Monday, 27 October 2003). The Award Presentation Ceremony also featured the
keynote address on "Beyond Light & Power" by Mrs Betty Yuen, Managing
Director, CLP Power Hong Kong Ltd.
This unique Award on marketing, organized by the Association since 1985 and
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 49 marketing campaigns entered the competition.
Commenting on the winners this year, the Panel of Judges noted that on the
whole, all the six finalists demonstrated their ability to identify business
and marketing opportunities amidst a highly competitive market and difficult
economic environment. The finalists proved that creativity and innovation
rather than pricing was the key to capturing market growth and business
opportunities. In all cases, it was vital that the company had a clear
understanding of the target market and the motivation behind. The creative
use of media as a powerful partner in marketing was evident in all cases. In
general, the success of the six finalists demonstrated that a well-planned
and well-designed marketing programme with excellent execution really
yielded both business and marketing results.
“One2Free ‘SMS Lover’” was a classic marketing campaign of 100% integration
of 5Ps together with the synergetic use of off-line and on-line devices.
Having its TV audience involved in the outcome of the TVC was a refreshing
and clever idea, while selecting Jay Chau as the spokesperson was a smart
move. The results of the campaign were overwhelming judging from the
significant increase in SMS usage, subscription of SMS packages, brand
awareness and reinforcement of the company’s trendy lifestyle image.
“The Power of Love – The Power of Music” is commended as an outstanding case
of successfully turning a threat into a medium term business opportunity and
making major paradigm shift in marketing – an uphill battle well-fought. It
proved that retail business could always achieve good results by giving the
right products to the right target market through creative marketing. The
innovative product development, combining an evergreen theme of “love song”
with the careful use of customer research and the creative partnership with
the media, enabled the company to achieve impressive result.
“Ocean Park Halloween Bash 2002” was a well-planned and well-executed
marketing campaign which made creative use of traditional marketing elements
to address its short and long term needs within a limited budget. Ocean Park
found the answer to repackage an one-night event into a month-long,
revenue-generating festival through tidal PR and promotion strategies which
highlighted weekly special events to keep top of mind awareness and optimize
its exposure all over Hong Kong through partnership with various companies.
The most notable merit rested on its long-term impact on revamping Ocean
Park’s image from a traditional theme park into an exciting amusement park
with all kinds of fun events, in particular during festival occasions and
making it more appealing to the youngsters.
“Twins Mobile – Breakthrough Info-tainment Service Keeps Idols Close” was
commended as a well thought out and well-executed programme which made use
of new technology to develop innovative and pioneering services that were
appealing to the youth market. The campaign was executed in a creative way
and took an intelligent approach of not using “Twins” as spokespersons, but
the product itself, which was a breaking through concept from the
traditional gimmick of celebrity endorsement. The campaign created a
sustainable new brand image for the company and enabled the company to
develop other services that rode on the same themed info-tainment service
concept.
“McDull, Hong Kong One Egg Tart” was commended as a highly innovative
marketing campaign with strong local relevance and appeal and had
successfully achieved its target results with limited budget through
creative partnership with other popular brands. The progrmame had
successfully leveraged on the creation of a lovely animation, McDull, to
capture the interests and awareness of the target market. With the effective
partnerships with different outstanding companies, the company was able to
enhance its distribution channels, capture business opportunities, increase
its product exposure and reach the mass public as well as the niche market.
“Watsons Water – Wats Next” was a well-coordinated and integrated programme
which had successfully rejuvenated the company’s corporate image and
leveraged on its reputation and high brand awareness to maintain its market
leader position. The programme objectives were clearly defined through
detailed market research and reviews with management team. The development
of a new corporate identity and name as well as a brand new product design,
enabled the company to rejuvenate its corporate image effectively. More
importantly, the repackaging and rejuvenation of brand image had effectively
alleviated the great pressure for drastic price cuts to maintain market
share.
The Panel of Judges this year include: Professor K C Chan, Dean, School of
Business and Management, Professor of Finance, Hong Kong University of
Science & Technology; Mr Bob Choi, Director, Corporate Research &
Development, American International Companies; Mr Martin Hui, Chief
Representative, HSBC Guyerzeller Bank AG, Hong Kong Representative Office;
Mr Michael Lee, Managing Director, Hysan Development Co Ltd; Ms Annie Leung,
Managing Director, Longman Hong Kong Education and Dr Ng Tat Lun BBS MBE JP,
Managing Director, Energizer Company, Inc.
The Board of Examiners comprised members of the Marketing Awards Organizing
Committee 2003 and the Marketing Management Committee 2002/03. They include:
Mr S K Cheong, Assistant General Manager, Television Broadcasts Ltd
(Chairman); Professor T S Chan, Associate Vice President, Academic Dean
(Business Studies), Chair Professor of Marketing, Lingnan University; Mr
Cheang Yoon Hoong, Managing Director, Morning Star Resources Ltd; Mr Antony
Chow, Executive Vice President, Grand China, Euro RSCG Group Grand China; Mr
Fan Cheuk Hung, Managing Director, Synergis Management Services Ltd; Mr
Adolf Ho, Managing Director – Greater China, Campbell Soup Asia Ltd; Mr Sam
Lam, Chief Executive Officer, A-World China Ltd; Mr Andrew Lee, Managing
Director, Grey Worldwide; Ms Marisa Kwok, Director, Marketing & Operations,
Hong Kong CSL Ltd; Mr Johnny Tang, General Manager, Vast Luck Group of
Companies; Mr Louis Tong, Senior Advisor, Consumer Research Hong Kong Ltd;
Mr Robert Young, Director, Yip’s Chemical Holdings Ltd and Mr Titus H K Yu,
Agency Manager, The Prudential Assurance Co Ltd.
For more information, please visit the website of the Association at
www.hkma.org.hk.
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Issue by The Hong Kong Management Association on 27 October 2003.
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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