Honoured as the Oscars of the Marketing industry and organized by The Hong Kong Management Association (HKMA), the results of the HKMA/TVB Awards for Marketing Excellence 2018 were announced on 22 October 2018, during the Award Presentation Dinner at JW Marriott Hotel Hong Kong.
The Gold Award for the Campaign Awards this year went to "Probably the Best Beer Marketing Revolution" by Carlsberg Hong Kong Ltd. The Marketer of the Year this year went to Ms Macy Ng, Vice President, Brand & Communications, CSL Mobile Ltd.
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 33rd 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.
The Award was officiated by Mr James Thompson GBS, Chairman of the Association; and Mr Ricky Wong, co-founder and chairman of Hong Kong Television Network Limited (HKTV), the Guest of Honour of the event.
All the Awards were presented by Mr James Thompson GBS; Mr Helmuth Hennig, Deputy Chairman of the Association; Dr Y K Pang, Deputy Chairman of the Association; Mr Mark Lee, Executive Director and Group Chief Executive Officer, Television Broadcasts Ltd; Mr Ricky Wong; as well as Ms Randy Lai and Mr Kent Wong, Council Members of the Association during the ceremony.
The results of Campaign Awards and Individual Awards were as follows:
CAMPAIGN AWARDS
GOLD AWARD
"Probably the Best Beer Marketing Revolution"
Carlsberg Hong Kong Limited
Judges` Comment: It was commended as a highly original and revolutionary campaign, which has successfully built a strong brand perception for Carlsberg without a hitch through innovative product development and pioneering distribution channels. This top-class campaign not only recaptured the market share and paved the way for long-term category growth, but also consolidated Carlsberg`s leading position in the beer industry.
SILVER AWARD
"It`s a Bank in My Hand"
Citibank (Hong Kong) Limited
Judges` Comment: It was commended as a visionary and insightful marketing campaign, which enabled Citibank to entirely embrace the wave of technology on-the-go and launched the first ever 24/7 fingertip banking services to ease the customers` daily lives. The campaign successfully increased its customers` mobile banking usage rate and differentiated Citibank`s leading position in the mobile space and digital capabilities.
BRONZE AWARD
"Small Space Big Universe"
CASH Retail Management Group Limited
Judges` Comment: It was commended as an admirable and hero campaign, which has effectively addressed the pain point of Hong Kong people`s living challenges through innovative product solutions and has successfully strengthened the brand equity of Pricerite and its bonding with the customers. The campaign remarkably boosted the brand`s likeability and enhanced Pricerite`s image as a "local hero" who truly understood the needs of Hong Kong people.
EXCELLENCE AWARDS
"Chow Tai Fook T MARK `To Tell the Truth`"
Chow Tai Fook Jewellery Co Ltd
Judges` Comment: It was commended as a groundbreaking and revolutionary marketing campaign. With the introduction of the state-of-the-art nano marking technology, Chow Tai Fook has successfully disrupted the long-established industry standards in the diamond market and distinguished its supreme product quality and trusted brand values from other industry players. It was a homegrown brand that Hong Kong people should be proud of.
"Love of a Lifetime"
Chow Tai Fook Jewellery Co Ltd
Judges` Comment: It was commended as an intelligent and innovative marketing campaign. With powerful big data analysis, Chow Tai Fook has successfully captured the awareness of the high population of millennials and rejuvenated its image from a traditional gold jeweller to a trendy lifetime marriage coach. The campaign not only broke new ground in the industry, but also created a unique position for the company.
"The One Card That Has It All"
The Hongkong and Shanghai Banking Corporation Limited
Judges` Comment: This was commended as a well-executed customer-centric business model, which enabled a well-established bank with a long and successful legacy of market dominance to break out its conventional corporate tone to resonate with Hong Kong citizens and modernized the brand. All in all, the campaign reinforced HSBC Credit Card`s leadership stance and disrupted category conventions with a new gold standard of customer engagement.
MERIT AWARDS
"Ocean Pride Development"
CK Asset Holdings Limited
Judges` Comment: It was commended as a glorious and luxury campaign. With an in-depth analysis of the industry, the campaign successfully differentiated the deluxe property from the competitors by adopting the premiumization strategy in a unique physical location and enabled CK Asset to sweep a great success. The campaign was a perfect showcase of how creative marketing could turn the year`s most challenging property launch into its biggest story.
"Striding On"
The Hong Kong Jockey Club
Judges` Comment: It was commended as an inspirational and educational marketing campaign, which has successfully advocated and engaged the general public in Hong Kong on an unprecedented level to build new and positive habits in their lives and broke through the public perception towards the Hong Kong Jockey Club as a gambling organization only. The dual purpose of encouraging Hong Kong people to put personal improvement into action and their concerted effort to contribute betterments in community with the Club were achieved remarkably.
"McCafe `It`s What`s Inside That Counts`"
MHK Restaurants Limited
Judges` Comment: It was commended as a well-devised and cost-effective marketing campaign which successfully enhanced the brand preference for McCafe and created a strong connection between the business and its target customers through its authentic down-to-earth products with high quality. Through outstanding strategic planning, McCafe has successfully created foundations to become a modern coffee destination with emphasis on the core elements inside the cup.
"Watsons Water `Drops of Fun` Rewards"
Watsons Water
Judges` Comment: It was commended as a pioneering and well thought out marketing campaign, which has successfully avoided dragging the product into price war and created a new battlefield for Watson`s Water by impressing the customers with innovative tactics and clear differentiation strategies. Watsons Water has done an excellent job in building a higher level of top-of -mind awareness to boost consumption and sales revenue. This first ever social loyalty campaign provided an exemplary case study for beverage industry in Hong Kong.
DIGITAL MARKETING PRACTICE CHAMPION
"Chow Tai Fook T MARK `To Tell the Truth`"
Chow Tai Fook Jewellery Co Ltd
CITATIONS FOR INNOVATION
"Chow Tai Fook T MARK `To Tell the Truth`"
Chow Tai Fook Jewellery Co Ltd
"It`s a Bank in My Hand"
Citibank (Hong Kong) Limited
CITATIONS FOR INNOVATIVE SOCIAL MEDIA MARKETING
"Full Moon And The Fire Dragon & Vampires Gathering Under The Moon"
Lee Tung Avenue Management Company Limited
"Watsons Water `Drops of Fun` Rewards"
Watsons Water
CITATIONS FOR OUSTANDING TV CAMPAIGN
"Small Space Big Universe"
CASH Retail Management Group Limited
"It`s a Bank in My Hand"
Citibank (Hong Kong) Limited
CITATIONS FOR OUTSTANDING SMALL BUDGET CAMPAIGN
"Expect the Unexpected. digiFilm Camera by YASHICA"
100 Enterprises International Group Co Ltd
"McCafe `It`s What`s Inside That Counts`"
MHK Restaurants Limited
CITATION FOR EXCELLENCE IN MAINLAND MARKETING
"`CONTENT IS KING`: RETHINKING THE WAY WE RUN WECHAT IN CHINA"
Cushman & Wakefield
BEST MARKETING PARTNER AWARDS
OMD Hong Kong
Uth Creative Group Limited
BEST PRESENTATION AWARD
Ms Winnie Leung & Mr Jason Chan
The Hongkong and Shanghai Banking Corporation Limited
INDIVIDUAL AWARDS
MARKETER OF THE YEAR
Ms Macy Ng
Vice President, Brand & Communications
CSL Mobile Limited
DISTINGUISHED MARKETING LEADERSHIP AWARDEES
Ms Bonnie Hung
Senior Manager, Marketing and Brand Management
CASH Retail Management Group Limited
Ms Macy Ng
Vice President, Brand & Communications
CSL Mobile Limited
Mr Albert Jin
Head of Marketing & Communications, Greater China
Cushman & Wakefield
Ms Julieta Leong
Deputy Director - Marketing & Events (HK)
Lan Kwai Fong Group
Ms Angie Chung
Senior Promotion Manager
Lee Tung Avenue Management Company Limited
OUTSTANDING MARKETING PROFESSIONAL AWARDEES
Mr Chan Hip Shun Charles
Head of Centurion and Premium Customer Experience
American Express International Inc.
Ms Normi Cheung
Assistant Manager, Marketing & Brand Management
CASH Retail Management Group Limited
Mr Jason Ng
Associate Marketing Manager
Oath (Yahoo Hong Kong)
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2018 - PANEL OF JUDGES
Campaign Awards
- Dr Helen Chan, Chief Executive Officer, Vita Green Health Products Co Ltd
- Mr T K Chiang, Managing Director, CLP Power Hong Kong Limited
- Mr Bosco Law, Deputy Chairman & CEO, Laws Fashion Group Limited
- Dr Victor Lee, Executive Director, The Hong Kong Management Association
- Ms Jelly Zhou, Executive Director and Managing Director - Shopping and E-commerce, Hong Kong Television Network Limited
Individual Awards
- Mr S K Cheong (Chairman), Executive Director and General Manager, Television Broadcasts Ltd
- Mr Calvin Chan, Chairman & CEO, CATALO Natural Health Foods Limited
- Ms Grace Ho, General Manager, Nestle Hong Kong Limited
- Mr Stephen Ho, Chief Executive Officer, CITIC Telecom International CPC Limited
- Dr Bankee Kwan JP, Chairman and CEO, CASH Group
- Mr Raymond Lam, General Manager, MaBelle International Limited
- Mr Joseph Lau, Managing Director, BMW Concessionaires (HK) Limited
- Mr Frank Lee, President, Tom Lee Music Co. Ltd
- Mr Steven Lee, Founder and CEO, MoneySQ Limited
- Mr Lennard Yong, Group CEO - Group Office, Tricor Services Limited
BOARD OF EXAMINERS
Marketing Awards Organizing Committee 2018
- Mr S K Cheong (Chairman), Executive Director and General Manager, Television Broadcasts Ltd
- Ms Cally Chan, General Manager, Hong Kong and Macau, Microsoft Hong Kong Limited
- Mr Calvin Chan, Chairman & CEO, CATALO Natural Health Foods Limited
- Mr Tom Chan, Managing Director, Commercial Group, HKT Limited
- Ms Grace Ho, General Manager, Nestle Hong Kong Limited
- Mr Stephen Ho, Chief Executive Officer, CITIC Telecom International CPC Limited
- Dr Bankee Kwan JP, Chairman and CEO, CASH Group
- Mr Raymond Lam, General Manager, MaBelle International Limited
- Ms Dorcas Lau, Chief Executive Officer, Hong Kong Vitasoy International Holdings Limited
- Mr Joseph Lau, Managing Director, BMW Concessionaires (HK) Limited
- Mr Frank Lee, President, Tom Lee Music Co. Ltd
- Mr Steven Lee, Founder and CEO, MoneySQ Limited
- Dr Kim Mak BBS JP, President, Caritas Institute of Higher Education and Caritas Bianchi College of Careers
- Mr Kenneth She, Head of Ageing Innovation and Wellness, New World Development Company Ltd
- Ms Catherine So, General Manager, North East Asia of Expedia
- Mr Norman Tam, General Manager of International Business Group, Tencent Hong Kong and Taiwan
- Mr Lennard Yong, Group CEO - Group Office, Tricor Services Limited
Marketing Management Committee 2018/19
- Mr S K Cheong (Chairman), Executive Director and General Manager, Television Broadcasts Ltd
- Miss Randy Lai, Chief Executive Officer, McDonald`s Hong Kong
- Mr Bruce Lam, CSL Mobile Chief Marketing Officer and The Club Chief Executive Officer
- Mr Vincent Leung, President, SKECHERS Hong Kong Ltd
- Mr Edmund Mak, Executive Director and Chief Executive Officer, Bossini International Holdings 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
- Ms Jeny Yeung, Commercial Director, MTR Corporation Ltd
- Mr Robert Young, Member, Marketing Management Committee
- Mr Titus Yu, Senior Regional Director, Prudential Hong Kong Ltd
* * * * *
Issued by The Hong Kong Management Association on 22 October 2018
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