Honoured as the Oscar of the Marketing industry and organized by The Hong Kong Management Association (HKMA), the results of the HKMA/TVB Awards for Marketing Excellence 2014 were announced tonight (Friday, 24 October 2014), during the Award Presentation Dinner at JW Marriott Hotel Hong Kong.

The Gold Award for the Campaign Awards this year went to "Rubber Duck Joy to the World Campaign" by Harbour City Estates Limited. Ms Yen Leng, Executive Director, Wharf Estates Limited said, "The innovative marketing campaign has brought joy, laughter and a sense of peace to people in Hong Kong and around the world. But importantly, the happy memories and positive energy has remained even as Rubber Duck continues making waves in other destinations."

The Marketer of the Year this year went to Ms Karen Tam, Assistant General Manager - Promotions and Marketing, Harbour City Estates Limited. Ms Tam was truly honored to receive the Award. She said, "This is a key milestone in my career and inspires me to continue pursuing excellence in the future with the "One Up" spirit. My heartfelt thanks also go to the Harbour City management and team, as well as our valuable partners for their continued support and making every innovative idea to life."

The HKMA/TVB Awards for Marketing Excellence has been organized by the Hong Kong Management Association since 1985 and sponsored by Television Broadcasts Limited since 1989. Now in its 29th year, the Awards bestows honour and public recognition on individuals and organizations that have, through outstanding marketing programmes, broken barriers and raised the standards of marketing profession in Hong Kong.

Officiated by Mr Alfred Chan BBS, Chairman of the Association; Mr Andrew Kam, Managing Director, Hong Kong Disneyland Resort was the Guest of Honour of the Award Presentation Dinner. Mr Kam delivered a thought-provoking speech on marketing during the occasion.

All the Awards were presented by Mr Alfred Chan; Mr Andrew Kam; Dr Norman Leung GBS LLD JP, Executive Chairman, Television Broadcasts Limited; Mr Michael Leung, Executive Chairman, Top Secret Fashion Concepts Ltd and Council Member, HKMA; Dr Michael Chan, Chairman , Cafe de Coral Holdings Limited and Executive Committee and Council Member, HKMA; Dr Albert Ma JP, Chairman & Managing Director, Hong Kong LP Gas (Holdings) Limited and Executive Committee and Council Member, HKMA during the ceremony.

The results of Campaign Awards and Individual Awards were as follow:

Gold Award

"Rubber Duck Joy to the World Campaign" Harbour City Estates Limited Judges` Comment: "It was commended as a superb and extraordinary thematic campaign, which enabled Harbour City to steal the show at the global arena, and defend its market leadership. ...... It has achieved phenomenal increase in retail sales, foot traffic as well as extensive media coverage. More importantly, the overall theme exemplified Hong Kong`s perfect capacity of staging international events and its leading position as a superb shopping paradise for local and international visitors."

Silver Award

"Wellcome`s `Like Always` Campaign" The Dairy Farm Company, Limited - Wellcome Judges` Comment: "This was commended as a revolutionary and highly effective marketing campaign with a unique emotional appeal. It has successfully strengthened Wellcome`s brand equity and regained the hearts and minds of its target customers through an all-rounded marketing strategy. The campaign not only brought an increase in sales and recaptured the market share, but also built customers` preference over the competitors and sustained the brand`s leading position in the competitive supermarket landscape."

Bronze Award

"`Let`s Save Now For A Better Future` Marketing Campaign" CLP Power HK Limited Judges` Comment: "This was commended as a unique and original marketing campaign that advocates sustainability of the Earth. By promoting energy efficiency and conservation, which was against its core business model, CLP has turned the risk into opportunities in strengthening its relationship with the customers, and enhancing its socially responsible image as an electricity provider. ...... CLP has successfully improved the mindset and behaviour of its target audience towards energy efficiency and paved way for future revenue streams."

Excellence Awards

"Chow Tai Fook `The Perfect One` Bridal Campaign 2013" Chow Tai Fook Jewellery Co., Limited Judges` Comment: "This was commended as an innovative and well thought-out marketing campaign which enabled Chow Tai Fook to tap into the tremendous wedding segment through a powerful viral strategy together with an ingenious integration across the elements of product, retail shops and people. ......The campaign has successfully ingrained the western style of marriage proposal in the mind of the younger generation and turned it into a sustainable cross-generation business." "Food Wise Hong Kong" Environmental Protection Department Judges` Comment: "This was commended as a highly effective and well-designed marketing campaign, which has exerted far-reaching influence on the community`s behaviour towards food waste reduction through exceptional promotion tactics. The education value and actual benefits to the society that the campaign has achieved and continued to achieve were praiseworthy." "Golden-teeth Promise" PrimeCredit Limited Judges` Comment: "It was commended as a thoughtful and well-executed thematic marketing campaign, which has, based on a good analysis of the business environment and thorough understanding of consumers` needs, identified a niche market for the business to re-focus and develop. ......The campaign not only delivered one-time results but also laid the cornerstone for its future success by maneuvering the business from one lending arena to another and clearly differentiating itself from the competitors. "

Merit Awards

"From CNY to WNY: Making the Most of the New Year" McDonald`s Restaurants (Hong Kong) Limited Judges` Comment: "This was commended as a simple yet effective marketing campaign which enabled McDonald`s to achieve the highest daily sales in its Hong Kong history, through new product launches during a specific time of the year and executing solid marketing mix elements. McDonald`s was able to drive the brand loyalty, guest counts and sales record which went far beyond the target." "RunOurCity `Free to Run 3.23 Hong Kong Streetathon`" RunOurCity Foundation Limited Judges` Comment: "This was commended as a pioneering and original community programme targeting teenagers. The campaign has successfully built the brand identity and boosted patronage for a new running event, STREETATHON, through outstanding product innovation. The campaign has achieved win-win results for all parties concerned in terms of brand building of the event, fund raising for charities, boost in community spirit and more importantly, personal improvement of the teenagers." "My Hero 太好味道" Tai Hing Catering Group Judges` Comment: "It was commended as a well-structured and clearly defined marketing campaign. Through excellent product design and effective positioning, the campaign has successfully changed the customer perception towards the brand and has differentiated itself as a modern restaurant chain. The results were overwhelming as evidenced by the substantial enhancement in brand recognition and financial results." "Times Square: This is Your Time; Timely Transformation Of A Fading Meeting Place" Times Square Limited Judges` Comment: "It was commended as a well-planned and comprehensive marketing campaign which has effectively devoted effort to the challenges arising from the new waves of shopping malls, and has successfully turned the threats into opportunities through excellent product development and exceptional promotional tactics. The results were impressive as the growth in foot traffic has outperformed the market and competitors."

CITATION FOR DIGITAL MARKETING

"GO in a click" GoGo Van

CITATION FOR INNOVATION

"Rubber Duck Joy to the World Campaign" Harbour City Estates Limited

CITATIONS FOR OUSTANDING TV CAMPAIGN

"Wellcome`s `Like Always` Campaign" The Dairy Farm Company, Limited - Wellcome

"My Hero 太好味道" Tai Hing Catering Group

CITATION FOR OUTSTANDING SMALL BUDGET CAMPAIGN

"RunOurCity `Free to Run 3.23 Hong Kong Streetathon`" RunOurCity Foundation Limited

CITATION FOR CREATIVE MARKETING PARTNERSHIP

"Rubber Duck Joy to the World Campaign" Harbour City Estates Limited

CITATION FOR EXCELLENCE IN MAINLAND MARKETING

"Chow Tai Fook `The Perfect One` Bridal Campaign 2013" Chow Tai Fook Jewellery Co., Limited

BEST MARKETING PARTNER AWARDS

OMD Uth Creative Group Limited

BEST PRESENTATION AWARD

Ms Tammy Poon Times Square Conversion Task Force Manager & Assistant to Executive Director Times Square Limited