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 2015 were announced tonight (Monday, 2 November 2015), during the Award Presentation Dinner at JW Marriott Hotel Hong Kong.

The Gold Award for the Campaign Awards this year went to "Share A Coke" campaign by Coca-Cola China Limited. Ms Beatrice Lo, Brand Director - Sparkling Beverages, Hong Kong & Macau Region, Coca-Cola China Limited said, "On behalf of the team and the Coca-Cola Company, it is a great honour to receive this award. Thank you, HKMA and TVB. Thank you, all the judges, for all the questions on the presentation day, I can tell all of you have great passions to the marketing industry even you are now in a very senior position. This award represents the acknowledgement from all of you."

The Marketer of the Year this year went to Ms Eve Leung, Senior Marketing Manager - Branded Products, Maxim`s Caterers Limited. Ms Leung was truly honored to receive the Award. She said, "Thanks to the respected judging panel and examiners, as well as Maxim`s Group Management for the support, trust and guidance. This award is not only recognition for my dedication to the marketing profession but also for the unfailing support from my passionate teammates and working partners throughout my career."

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. Celebrating its 30th anniversary this 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; Miss Randy Lai, Managing Director, McDonald`s Restaurants (HK) Ltd was the Guest of Honour of the Award Presentation Dinner. Miss Lai delivered a thought-provoking speech on marketing during the occasion.

All the Awards were presented by Mr Alfred Chan; Miss Randy Lai; Mr Mark Lee, Executive Director and Group Chief Executive Officer, Television Broadcasts Limited; Dr Kim Mak BBS JP, Executive Director, Corporate Affairs, The Hong Kong Jockey Club, and Council Member, HKMA; Mr Y K Pang SBS JP, Chief Executive, Hongkong Land Holdings Ltd, Executive Committee and Council Member, HKMA; Mr Michael Wu, Chairman and Managing Director, Maxim`s Caterers Ltd, and Council Member, HKMA; Dr Albert Ma JP, Chairman & Managing Director, Hong Kong LP Gas (Holdings) Limited and Executive Committee and Council Member, HKMA; and Dr Michael Chan, Chairman, Cafe de Coral Holdings Limited, Executive Committee and Council Member, HKMA; during the ceremony.

The results were as follow:

30TH ANNIVERSARY AWARDS

30th Anniversary Award for Achievement in Marketing Excellence

Cathay Pacific Airways Limited
"As one of the best airlines in the world, it has successfully built a strong brand loyalty among travelers through powerful brand marketing. It won nine awards in the award history."

CLP Power Hong Kong Limited
"As the largest power utility in Hong Kong, it has created the trend of induction cooking and smart green living through highly effective relationship marketing. It won altogether five awards in the last decade."

Coca-Cola China Limited
"As one of the world`s most powerful brands, Coca-Cola has embraced social media marketing to engage the innovation-hungry youth and kept the brand forever young. The company won 12 awards and maintained the record of receiving six awards in one single campaign."

The Dairy Farm Company, Limited - Wellcome
"As Hong Kong`s largest and longest-established supermarket chain, Wellcome has maintained its leading position through highly effective emotion branding. It has been awarded 13 awards in the award history."

Harbour City Estates Limited
"As the largest and most diverse shopping mall in Hong Kong, through effective engagement marketing, Harbour City continually delivers "wow" experience for locals and international tourists. It is a rare two-time gold award winner which won a total of 11 awards."

HKT Limited
"As Hong Kong`s leading operator in fixed-line, broadband and mobile communication services, HKT is a game changer who always redefines the industry standard and leads the market through product and service innovation. It won altogether nine awards in the award history."

Maxim`s Group
"As a leading food and beverage conglomerate in Hong Kong, Maxim`s Group has mastered the power of product innovation and marketing. It is a trend-setting company which won five awards since 2010 and maintained a well-deserved reputation for excellent customer experience."

McDonald`s Restaurants (Hong Kong) Limited
"As one of the world`s most valuable brands, McDonald`s grasps the pulse of Hong Kong people`s lifestyle by offering a range of innovative products and new service concepts. It won the largest number of 20 awards in the award history."

MTR Corporation Ltd
"As one of the world`s leading railway operators, MTR Corporation has effectively addressed the unprecedented challenge of rail merger through well-rounded marketing strategies. It won a total of eight awards over the past three decades."

Ocean Park Corporation
"As one of the world`s most visited tourist attractions, Ocean Park is well-respected for constantly reinventing itself to incorporate many first-in-the-market attractions. The company won altogether nine awards in the award history."

Pizza Hut Hong Kong Management Limited
"As the largest pizza chain restaurant in Hong Kong, Pizza Hut has successfully created brand-bonding with customers through more choices, values, experiences and connections. It won a total of ten awards over the past decade."

Standard Chartered Bank (Hong Kong) Limited
"As a leading international bank group, Standard Chartered is well-recognized for its "Here for Good" Spirit. The company masterpieces many talk of the town events, greatly reinforcing its brand position. It won six awards in the award history with the first one back in 1989."

Swire Properties Limited
"As one of the major property developers in Hong Kong, Swire Properties has an impressive record of turning many nondescript areas into bustling residential and business districts. It won altogether six awards over the years."

Sun Hung Kai Properties Limited
"As a major property developer renowned for `Building Homes with Heart`, Sun Hung Kai Properties is a rare two-time gold award winner which pioneers many groundbreaking marketing strategies creating lasting impact on the industry. The company won seven awards in the award history."

30th Anniversary Award - Most Favourite TV Commercial

CAMPAIGN AWARDS

Gold Award

Judges` Comment: "It was commended as a unique and full of fun campaign, which has successfully strengthened the bonding between Coca-Cola and the young generation by embracing the new wave of social media and the advantage of its exclusive packaging. This programme was a classic case of "Content is King". The rejuvenation of the brand without altering any existing brand value of an international icon was certainly a momentous task. With clear understanding and precious execution to address the local market needs and trends, Coca-Cola successfully turned an overseas idea into a blockbuster campaign in Hong Kong that well surpassed its original intent."

Silver Award

Judges` Comment: "This was commended as an excellent and audacious marketing campaign with well-balanced risks, which enabled British Motors to achieve phenomenal marketing and financial results by creating an exhilarating experience to its target customers. The campaign was extremely successful in achieving top-of-mind product awareness and retail sales in the highly competitive market. The 100% digital strategy and spectacular launch event challenged the industry players to change their way of automotive marketing."

Bronze Award

Judges` Comment: "This was commended as a bold and ambitious campaign which has successfully overtaken the market leader in the egg custard mooncake market through innovative product design and differentiation. The results were remarkable and exemplary as evidenced by the triple-digit growth in sales. This signature product not only improved Maxim`s profitability of the egg custard mooncake business, but also benefited the overall mooncake market in general by offering alternatives to the traditional choices."

Excellence Awards

Judges` Comment: "This was commended as a well-organized and well-integrated marketing campaign which has successfully rejuvenated a tired brand and turned the threats into opportunities through comprehensive brand transformation strategies. It was in fact a last-ditch attempt to save the brand and Arome has achieved very encouraging financial results. The cross-over collaboration with successful Japanese brands not only differentiated Arome from other competitors, but also turned around a loss business."

"Small Space: Big Universe"
Pricerite Stores Limited

Judges` Comment: "This was commended as an outstanding customer needs driven business model, which has successfully transformed Pricerite from a low-end mass furniture supplier to a specialist solution provider and effectively raised its brand awareness. The results of the campaign were excellent with an increase in both retail and online sales and a stronger bonding with its target customers. Pricerite has made an incisive attempt to reinforce its brand equity and values by improving its products and brand image."

"FRUITIPS Relevancy Campaign"
Nestle Hong Kong Limited

Judges` Comment: "This was commended as a well-devised and well-implemented marketing campaign with a combination of re-launch and rejuvenation of a long-established candy brand in the highly competitive and heavily crowded snack market. Impressive financial results and volume growth were achieved. Fruitips became the No.1 top of mind candy brand in Hong Kong after the campaign launched. It was a classic example demonstrating how an old-fashioned and conservative brand could be reinvigorated through a creative and excellent marketing campaign."

MERIT AWARDS

Judges` Comment: "This was commended as a sentimental yet influential marketing campaign, which has changed the usage habit of Hong Kong people with impressive results and created a long term impact on the society. The results were most impressive, especially over 1.5 million pledges to cook for love were generated shortly after campaign launched. The campaign was altruistic as, "Cook For Love", was an open message to all the Hong Kong people to cook more for their loved ones regardless of the mode of cooking, whether flame or induction."

"Total Kitchen Solution"
The Hong Kong and China Gas Company Limited

Judges` Comment: "This was commended as a strategic and highly original marketing campaign which enabled Towngas to fill the gap of an emerging market need and find new avenues of business growth through excellent premium products and effective positioning. The results were encouraging, with impressive achievement in both marketing and financial aspects. It was an excellent marketing case of creating a blue ocean through innovative product development."

"K11 Revolutionary Art X Commerce Model, Local Customer Recognition as our Continued Driving Force"
K11 Concepts Limited

Judges` Comment: "It was commended as a bold and surprising marketing campaign which has effectively differentiated K11 as a unique art mall and brought a fresh look to the industry in Hong Kong through an exceptional business model. The results were impressive as the sales revenue has outperformed the market growth rate. K11 is leading the way among commercial malls to adopt art as a continuous theme in the shopping arena. It is becoming a more prevalent form of business model among newly planned "art community as a priority" semi-commercial entities."

"Turning Property into Cash"
PrimeCredit Limited

Judges` Comment: "This was commended as a well-designed and all-rounded marketing campaign which has, through precise positioning and excellent product development, identified a new business opportunity and addressed the unmet desires of the target market. The campaign achieved tremendous success in brand building and business performance. It successfully strengthened the brand presence from nobody to a dominant player in the property owner loan market."

CITATION FOR DIGITAL MARKETING "The Unexpected - All New Discovery Sport" British Motors Limited "Share A Coke" Coca-Cola China Limited "Starbucks HK - `A Twinkle Surprise` Christmas Campaign" Coffee Concepts (Hong Kong) Ltd

CITATION FOR INNOVATION "Share A Coke" Coca-Cola China Limited CITATIONS FOR OUSTANDING TV CAMPAIGN "Like Always For 70 Years" The Dairy Farm Company Limited - Wellcome "Small Space: Big Universe" Pricerite Stores Limited

HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2015 - PANEL OF JUDGES

Campaign Award

• Dr Helen Chan, Co-Founder and Managing Director, Vita Green Health Products Co Ltd
• Mr William Fu, Managing Director, YGM Trading Ltd
• Mr Frank Lee, President, Tom Lee Music Co Ltd
• Mr Lim Meng Teng, Founder and Managing Director, NEO DERM Group Limited
• Mr Allen Ma, Chief Executive Officer, Hong Kong Science and Technology Parks Corporation
• Mr Henry Yim, Group Managing Director, Amoy Food Limited

Individual Awards

• Mr S K Cheong, Executive Director and General Manager, Television Broadcasts Limited
• Mr Tom Chan, Managing Director, Commercial Group, HKT Limited
• Mr Thomson Cheng, Managing Director, ImagineX Management Co Limited
• Mr Stephen Ho, Chief Executive Officer, CITIC Telecom International CPC Limited
• Mr Bankee Kwan, Chairman & CEO, CASH Group
• Mr Edmund Mak, Executive Director and Chief Executive Officer, Bossini International Holdings Limited
• Dr Kim Mak BBS JP, Executive Director, Corporate Affairs, The Hong Kong Jockey Club
• Mr Patrick Lee, Chief Executive Officer, North Asia and China, Inchcape Hong Kong
• Ms Angela Wong, Deputy Chairman and Managing Director, Midland Holdings Limited

BOARD OF EXAMINERS

Marketing Awards Organizing Committee 2015

• Mr S K Cheong (Chairman), Executive Director and General Manager, Television Broadcasts Limited
• Dr Kim Mak BBS JP, Executive Director, Corporate Affairs, The Hong Kong Jockey Club
• Mr Tom Chan, Managing Director, Commercial Group, HKT Limited
• Mr Thomson Cheng, Managing Director, ImagineX Management Co Limited
• Mr Horace Chow, General Manager, Microsoft Hong Kong Limited
• Mr Stephen Ho, Chief Executive Officer, CITIC Telecom International CPC Limited
• Mr Bankee Kwan, Chairman & CEO, CASH Group
• Ms Christine Lam, Head of Operations & Technology, Asia Pacific and Managing Director, Citibank, N.A.
• Mr Patrick Lee, Chief Executive Officer, North Asia and China, Inchcape Hong Kong
• Ms Susanna Liew, Chief Executive Officer, PrimeCredit Limited
• Mr Theodore Ma, Co-Founder, CoCoon
• Mr Edmund Mak, Executive Director and Chief Executive Officer, Bossini International Holdings Limited
• Ms Angela Wong, Deputy Chairman and Managing Director, Midland Holdings Limited

Marketing Management Committee 2014/15

• Mr S K Cheong (Chairman), Executive Director and General Manager, Television Broadcasts Limited
• Prof T S Chan BBS, Vice President (Quality Assurance), UNESCO Hong Kong Association
• Ms Rosetta Fong, Chief Executive Officer & Executive Director, Convoy Financial Services Limited
• Ms Randy Lai, Managing Director, McDonalds` Restaurants (Hong Kong) Ltd
• Mr Bruce Lam, Chief Marketing Officer, CSL Mobile Limited
• Mr Vincent Leung, President, SKETCHERS Hong Kong Ltd
• Mr Stanley Sun, Managing Director, Fuji Photo Products Co Ltd
• Mr Larry Sze, Chief Executive Officer, Gilman Group
• Mr Kent Wong, Managing Director, Chow Tai Fook Jewellery Group Ltd
• Mr Robert Young, CEO, Food For Good Limited
• Mr Titus Yu, Senior Regional Director, Prudential Hong Kong Ltd
• Ms Jeny Yeung, Commercial Director, MTR Corporation Limited

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Issued by The Hong Kong Management Association on 2 November 2015.