Individual Awards - Hong Kong Management Association
Corporate Sponsors
The Bank of East Asia
Cartier
Chung & Tang
Communications
Consultants
CIC Investor Services Limited
a subsidiary of Crédit Industriel et Commercial, France
Coca-Cola China Limited
Convoy Financial Services
Limited
Crown Motors Limited
The Dairy Farm Company
Limited - Wellcome
FANCL
FORTRESS
Watsons Your Personal Store
Fuji Photo Products
Company Limited
The Hong Kong and
China Gas Company Limited
Hong Kong Economic Times
The Hong Kong Jockey Club
Hong Kong L.P. Gas
(Holdings) Limited
MaBelle
MARKETING Magazine
MassMutual Asia Ltd
Maxim’s Group
McDonald’s Restaurants
(Hong Kong) Limited
MTR Corporation
Neo Derm Group Ltd
Premium Motors Ltd
Recruit Advertising Limited
Sales and Marketing
Executives Club
SKECHERS Hong Kong Limited
Tao Heung Group
HKMA/TVB AWARDS
FOR MARKETING EXCELLENCE
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Contents
Messages
P.23 Dr The Hon David K P Li GBM GBS JP, Chairman, The Hong Kong Management Association
P.24 Dr Norman Leung GBS LLD JP, Executive Deputy Chairman, Television Broadcasts Limited
P.25 Mr S K Cheong, Chairman, Organizing Committee, HKMA/TVB Awards for Marketing Excellence 2011
P.26 Dr Elizabeth S C Shing BBS JP, Director General, The Hong Kong Management Association
The Organizer
P.27 An Introduction to The Hong Kong Management Association
P.28 About the Awards
P.29 Panel of Judges: Campaign Awards
P.30-31 Panel of Judges: Individual Awards
P.32-33 Marketing Awards Organizing Committee 2011
P.34 Marketing Management Committee 2010/11
Campaign Awards
P.36 Judging Criteria and Campaign Award Winners
P.38 Gold Prize: Melco Crown Entertainment Limited
P.40 Silver Prize: Ocean Park Corporation
P.42 Bronze Prize: China 3D Digital Entertainment Limited
P.44 Excellence Award: Citibank (Hong Kong) Limited
P.46 Excellence Award: Ma Belle Jewellery Co Ltd
P.48 Excellence Award: McDonald’s Restaurants (HK) Limited
P.49 Past Campaign Award Winners
Individual Awards
P.50 Judging Criteria and Individual Award Winners
P.51 Marketer of the Year and Distinguished Marketing Leadership Awardees
P.52 Outstanding Marketing Professional Awardees
P.53 Past Individual Award Winners
22
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Message from
Dr The Hon David K P Li GBM GBS JP
T
Dr The Hon David K P Li GBM GBS JP
Chairman
The Hong Kong Management Association
oday, marketers are spoiled for choice, with more ways to reach prospective customers than ever before.
The Internet allows a targeted approach to select audiences, offering more cost-effective communication and
closer interaction with individual customers. Meanwhile, traditional media still plays a vital role in raising brand
awareness and remains a key component of any marketing strategy. With so many choices, marketers need to
understand and make effective use of multiple channels of communication in order to lead a successful marketing
campaign.
This year, I am very pleased to note that the participating companies in the HKMA/TVB Awards for Marketing
Excellence have embraced choice. Their submissions demonstrate how both new and traditional communication
channels may be combined to achieve corporate goals. I extend my sincere thanks to all participants in this Award
Programme for sharing their achievements with us. I also offer my hearty congratulations to all Award winners for
their outstanding accomplishments.
Many people have played important roles to the success of the HKMA/TVB Awards for Marketing Excellence. On
behalf of our Association, I take great pleasure in expressing my heartfelt thanks to Mr S K Cheong, Chairman of
the Organizing Committee, and to the members of our Panel of Judges, Board of Examiners and the Awards
Organizing Committee for allowing us to benefit from their expertise.
I would also like to extend my special gratitude to Television Broadcasts Limited and our Corporate Sponsors for
their generosity and continuous support for these Awards. Finally, we are most grateful to Dr Michael Chan,
Executive Chairman of Café de Coral Holdings Limited, for sharing his invaluable insights on marketing at the
Award Presentation Dinner.
23
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Message from
Dr Norman Leung GBS LLD JP
Dr Norman Leung GBS LLD JP
Executive Deputy Chairman
Television Broadcasts Limited
For more than two decades, TVB, in partnership with HKMA, has honoured the calibre marketers in Hong
Kong by featuring the HKMA/TVB Awards for Marketing Excellence. It provides an invariable opportunity
to encourage all marketing professionals to higher levels of excellence and commitment, and to attract young
minds to the profession.
The nature of the business sector is continuously evolving. As the pace of change accelerates and new technologies
keep emerging, it requires marketing efforts to advance and develop at an equal speed. At this time, when
marketing becomes an essential instrument for generating business growth, the Awards are honoured to have the
chance to showcase some of the best efforts in town.
The Awards have always had a substantial following, and I would like to take this opportunity to register my sincere
gratitude and heartfelt appreciation for the chairman, the committee, the honourable judges and all other parties
who have contributed to make the Awards such a significant event in the profession. My congratulations go to all
the award winners who have demonstrated professionalism, novelty, and dedication in their practices.
My best wishes for each and everyone who participates this year.
24
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Message from
Mr S K Cheong
Mr S K Cheong
Chairman, Organizing Committee
HKMA/TVB Awards for Marketing Excellence 2011
For the past 26 years, the HKMA/TVB Awards for Marketing Excellence has honoured marketers and companies
which have demonstrated excellence in marketing innovation and brand building. This year’s winners continue
to do us proud and we congratulate them as well as thank them for inspiring us with their outstanding marketing
prowess.
My grateful thanks go to my fellow members of the Marketing Awards Organizing Committee, Board of Examiners
and Panel of Judges. Their selfless devotion to promoting marketing excellence and invaluable contribution of
time, experience and professional judgment ensure the Awards are held in the highest esteem. I would also like to
thank our Corporate Sponsors most sincerely for their generosity and continuous support.
Last but not least, I take this opportunity to extend my deepest appreciation to our Guest of Honour, Dr Michael
Chan, Executive Chairman of Café de Coral Holdings Limited, for sharing with us his wisdom at the Award
Presentation Dinner.
25
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Message from
Dr Elizabeth S C Shing BBS JP
Dr Elizabeth S C Shing BBS JP
Director General
The Hong Kong Management Association
The launch of the Individual Visit Scheme since 2003 has created a much-needed boost to various related
industries in Hong Kong. The fast growing Mainland visitors’ market provides ample business opportunities
for local marketers. The key to success is to engage these customers with different culture, needs and expectations
with the right messages through the appropriate channels and satisfy them with the right product offerings.
Over the years, the HKMA/TVB Awards for Marketing Excellence give public recognition to remarkable marketing
campaigns from a wide range of industries. This year, we are excited to witness the participation of numerous
excellent campaigns that are catering for both the local and Mainland markets. A special Citation for Excellence
in Mainland Marketing is awarded to recognize companies with outstanding achievement in this area.
I would like to express my heartfelt thanks to members of the Marketing Awards Organizing Committee, the Panel
of Judges and the Board of Examiners for their wisdom and guidance in making this year’s Award a great success.
My deepest gratitude also goes to Television Broadcasts Limited and our Corporate Sponsors for their long-standing
support.
Last but not least, I take great pleasure in congratulating all winners of the Campaign and Individual Awards for
inspiring us with their innovative ideas and extraordinary achievement.
26
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
An Introduction to
The Hong Kong Management Association
THE HONG KONG MANAGEMENT ASSOCIATION
The Hong Kong Management Association (HKMA) was established in 1960. As a non-profit-making professional
organization, its mission is to improve the effectiveness and efficiency of management in Hong Kong.
The HKMA is one of the largest providers of management training and education in the Territory offering more
than 2,200 training programmes to over 50,000 participants annually. A diverse range of programmes are
provided including Distance Learning courses, seminars and workshops, work-oriented short courses, Certificate
courses, Diploma and Professional Diploma programmes as well as Bachelor, Master and Doctoral degrees
offered in association with various prestigious overseas universities.
The HKMA also offers free services to both members and the business community at large. The Hong Kong
Manager, a bilingual professional journal on management, was first published in 1965. Members can now get
access to it free of charge through the website of the Association: www.hkma.org.hk.
To cultivate a general culture of modern management, a series of Awards has been organized. These include the
Best Annual Reports Awards, the HKMA Quality Award, the Award for Excellence in Training and Development,
the HKMA/TVB Awards for Marketing Excellence, the Hongkong Management Game, the Distinguished Salesperson
Award and the Award for China Marketing Excellence.
27
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
About The Awards
INTRODUCTION
Now in its 26th year, the HKMA/TVB Awards for Marketing Excellence bestow honour and public recognition on
individuals and organizations that have, through outstanding marketing programmes, broken barriers and raised
the standards of the marketing profession in Hong Kong. Organized by the Marketing Management Committee
of the Hong Kong Management Association, the Awards have been sponsored by Television Broadcasts Limited
since 1989.
AWARD CATEGORIES
1. Campaign Awards
2. Individual Awards
JUDGING PROCESS
Campaign Awards
All entrants were required to submit a 5-page write-up on their marketing campaigns. From written submissions,
six finalists as well as recipients of Certificates of Merit and other special awards would be chosen by the Board of
Examiners. Finalists would be invited to give a presentation before the Panel of Judges who would then decide on
the Gold, Silver, Bronze and Excellence Awards recipients.
Individual Awards
All entrants must be nominated by their companies. They were required to submit a write-up explaining their
achievements in marketing to be reviewed by the Board of Examiners. Outstanding marketers would be shortlisted
for a presentation and interview before the Panel of Judges who would then decide on the winners of the Marketer
of the Year, Distinguished Marketing Leadership Awards and Outstanding Marketing Professional Awards.
PRIZES AND RECOGNITION
Campaign Awards
Gold Prize
Silver Prize
Bronze Prize
3 Excellence Awards
Certificate of Merit
Citation for Outstanding TV Campaign
Citation for Innovation (Sponsored by MassMutual Asia Ltd)
Citation for Outstanding Small Budget Campaign (Sponsored by Tao Heung Group)
Citation for Excellence in Mainland Marketing
Best Marketing Partner Award
Best Presentation Award
Individual Awards
Marketer of the Year
Distinguished Marketing Leadership Awards
Outstanding Marketing Professional Awards
28
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Panel of Judges
Campaign Awards
Mr Albert Wong
Deputy Chairman
Managing Director
Midland Holdings Limited
Mr Anthony Leung
Managing Director
Hong Kong and Macau
FedEx Express
Mr Daniel C Y Chan
Managing Director
Paragon International Ltd
Dr Delman Lee
President and Chief Technology Officer
TAL Apparel Limited
Ms Karen So
General Manager
Hong Kong and Macau
Coca-Cola China Limited
Mr Tom Chan
Managing Director
Consumer Group
PCCW Limited
29
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Panel of Judges
Individual Awards
Mr S K Cheong (Chairman)
General Manager - Broadcasting
Television Broadcasts Limited
Mr Timothy Lo
Managing Director
CIC Investor Services Ltd
Mr Stanley Sun
Managing Director
Fuji Photo Products Company Limited
Mr Larry Sze
CEO
Gilman Group
Dr Kim Mak BBS JP
Executive Director
Corporate Affairs
The Hong Kong Jockey Club
30
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Panel of Judges
Individual Awards
Mr Andrew Kam
Managing Director
Hong Kong Disneyland Resort
Mr Lim Meng Teng
Founder and Managing Director
Neo Derm Group Ltd
Mr Bruce Lam
General Manager, Markets,
Hong Kong & Macau
Nokia (Hong Kong) Limited
Mr Robert Chan
Executive Director
Peninsular Asia Group Limited
Mr Vincent Leung
Senior Vice President
SKECHERS Hong Kong Limited
Mr Daniel Chong
Managing Director
YATA Department Store
31
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Marketing Awards
Organizing Committee 2011*
Mr S K Cheong (Chairman)
General Manager - Broadcasting
Television Broadcasts Limited
Mr Robert Chan
Executive Director
Peninsular Asia Group Limited
Mr Daniel Chong
Managing Director
YATA Department Store
Mr Andrew Kam
Managing Director
Hong Kong Disneyland Resort
Mr Bruce Lam
General Manager, Markets,
Hong Kong & Macau
Nokia (Hong Kong) Limited
Mr Martin Lee
General Manager
(Cakes & Bakery,
Branded Products & Leasing)
Maxim’s Caterers Ltd
* Members of the Marketing Awards Organizing Committee are also members of the Board of Examiners.
32
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Marketing Awards
Organizing Committee 2011*
Mr Vincent Leung
Senior Vice President
SKECHERS Hong Kong Limited
Mr Lim Meng Teng
Founder and Managing Director
Neo Derm Group Ltd
Mr Timothy Lo
Managing Director
CIC Investor Services Ltd
Dr Kim Mak BBS JP
Executive Director,
Corporate Affairs
The Hong Kong Jockey Club
Ms Winnie Ng
Director
The Kowloon Motor Bus Co (1933) Ltd
Mr Stanley Sun
Managing Director
Fuji Photo Products Company Limited
Mr Larry Sze
CEO
Gilman Group
Mr K K Tsang
CEO
GroupM Hong Kong
* Members of the Marketing Awards Organizing Committee are also members of the Board of Examiners.
33
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Marketing Management
Committee 2010/11
Professor T S Chan*
Associate Vice President
(Academic Quality Assurance)
Lingnan University
Mr S K Cheong (Chairman)*
General Manager - Broadcasting
Television Broadcasts Limited
Ms Rosetta Fong*
Chief Executive Officer
Convoy Financial Services Ltd
Mr Raymond Fung*
Vice President
Business Imaging Solution Group
Canon Hongkong Co Ltd
Ms Jeny Yeung*
Commercial Director
MTR Corporation Limited
Mr Young Man Kim, Robert*
Executive Director
Yip’s Chemical Holdings Ltd
Mr Titus H K Yu*
Senior Agency Director
The Prudential Assurance Co Ltd
Dr Royce Yuen JP
Deputy CEO
Pacific Global Management Asia
* Also member of the Board of Examiners
34
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Campaign Awards
JUDGING CRITERIA
1. Rationale Behind the Marketing Campaign
2. Marketing Execution including Development and Positioning of Product or Service; Pricing; Sales or Distribution
Channels; Communication and Promotion; People; and Overall Integration of Campaign Elements
3. Originality and Strategic Impact of the Campaign
4. Results including Marketing and Financial Results
5. Exceptional Meritorious Aspects of Campaign
CAMPAIGN AWARD WINNERS
Gold Prize
“The House of Dancing Water, City of Dreams
– A New Era of Entertainment in Macau”
Melco Crown Entertainment Limited
Silver Prize
“Aqua City – The re-birth of a miracle”
Ocean Park Corporation
Bronze Prize
“3 Dimensional Marketing of 3D Sex and Zen”
China 3D Digital Entertainment Limited
Certificates of Merit
“Pearl’s MosquitOut Launch Campaign”
Luxembourg Medicine Co Ltd
“McParty”
McDonald’s Restaurants (HK) Limited
Citation for Outstanding TV Campaign
“Aqua City – The re-birth of a miracle”
Ocean Park Corporation
Citation for Outstanding
Small Budget Campaign
“Concert in the Dark”
Dialogue in the Dark (HK)/ Social Ventures
Hong Kong
Citation for Excellence in Mainland Marketing
“Enriching Lives Enhancing Character
– Insightful Marketing Campaign – The Market
Pioneer from the beginning to ever”
New World Department Store China Limited
Excellence Awards
“Citibank Banks on New Standards to Break
Banking Inertia”
Citibank (Hong Kong) Limited
“Free Golden Bangle”
Ma Belle Jewellery Co Ltd
“Breaking Out of the Price Prison – How
McDonald's launched its first premium
product, 35 years on”
McDonald’s Restaurants (HK) Limited
Citations for Innovation
“3 Dimensional Marketing of 3D Sex and Zen”
China 3D Digital Entertainment Limited
“Concert in the Dark”
Dialogue in the Dark (HK)/ Social Ventures
Hong Kong
“Free Golden Bangle”
Ma Belle Jewellery Co Ltd
“The House of Dancing Water, City of Dreams
– A New Era of Entertainment in Macau”
Melco Crown Entertainment Limited
Best Marketing Partner Awards
MediaCom
Metta Communications
Weber Shandwick
Best Presentation Award
Mr Stephen Shiu Jr
Chairman
China 3D Digital Entertainment Limited
* The order of presentation of the campaigns receiving the same award is based on the alphabetical order of the
company name.
36
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Gold Prize
“The House of Dancing Water, City of Dreams - A New Era of Entertainment
in Macau”
Melco Crown Entertainment Limited
This was the story behind The House of Dancing Water, Asia’s first-ever world-class extravaganza staged at City of Dreams
Macau, flagship integrated entertainment resort of Melco Crown Entertainment.
A 250-million-USD-production, created and produced by world-renowned show maker Franco Dragone, the story was not
all glam at the beginning. Costumes and rehearsals delays, lack of casts and materials for marketing and pre-show PR, the
marketing campaign started as a disaster. But the management persevered and created the most successful show in the
history of Macau with their in-depth understanding of the market and the clever use of WOM marketing. Instead of
advertising headlines, editorial headlines were created. Instead of spoon-feeding the public with advertising messages,
behind-the-scene stories were published to fascinate them. Effective use of celebrity spokesperson, Sammi Cheng, created
a popular theme tune and a top-of-the-chart MTV interlaid with lots and lots of show footages that double-served as free
advertising for the show. And with the help of social media and incentives to the staff, travel agents, the public and the press,
literally everyone was successfully turned into the show’s advocates.
With The House of Dancing Water, the City of Dreams was turned into a must-visit destination in Macau. More importantly,
the show has fulfilled the company’s vision of bringing Macau one step further to diversifying its tourism industry and
becoming an integrated entertainment terminus in Asia.
Comments from the Judges
This was commended as a world-class marketing campaign, which has successfully changed the landscape of Macau from a
gamblers’ heaven to a multi-dimensional entertainment destination for everyone in the family.
The programme was unique and effective with comprehensive marketing tailor-made for Macau and the target customers
around the city. Facing severe competition in the gaming industry, City of Dreams identified a hidden market and addressed
the unmet desires of entertainment seeker by launching a beat – Las Vegas product – water based theatrical show. Backed by
a mega communication effort, the successful positioning of this unique stunning product as the show for Chinese people
which reflected the Eastern values has successfully created a huge impact. The innovative use of different media along side
with a celebrity spokesperson was proven to be effective and had instantly turned the show into a talk of the town in Asia.
The results were overwhelming. The impeccable start cemented a solid foundation to facilitate the progression opening of
more non-gaming amenities for different visitors that finally led to a change of the entertainment landscape which was not
just a mission of the company but also critically important to the future development of Macau’s entertainment industry.
Parties to be Recognized for Contributing to the Success of the Programme
1. Mr Lawrence Ho, Co-Chairman and CEO of Melco Crown Entertainment
2. Mr Franco Dragone and Franco Dragone Entertainment Group
3. All staff members of Melco Crown Entertainment and especially thanks to City of Dreams
38
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Silver Prize
“Aqua City - The re-birth of a miracle”
Ocean Park Corporation
For over 30 years, Ocean Park has been creating memorable entertaining and educational experiences for thousands of
visitors from all over the world. However, wear and tear have started to take their toll by taking away some of the park’s original
luster. A Master Redevelopment Plan was embarked to completely overhaul the park, extend its long-term competitiveness and
create a world-class theme park. The resulting flagship project was Aqua City.
The campaign aimed to significantly bolster the park as a world-class must-see attraction for locals and tourists, reverse the
declining local attendance, drive business from the fast growing FIT (Frequent Individual Traveller) segment and increase in-park
spending.
The following five key strategies were employed:
1. Developing a world-class product - Aqua City was an innovative product full of “first ever” features. Among them
was the awe-inspiring Grand Aquarium featuring the largest viewing dome in the world, a multi sensory Symbio show
shown on the world’s first 360-degree water screen and Hong Kong’s first and only fine dining destination in an
aquarium setting.
2. Positioning as the birth of a brand new Ocean Park - Every facet of the park has been rethought and redeveloped.
There was a new entrance, new parking, new shops, and new operating hours.
3. Re-creating the miracle through advertising and promotion - The advertising campaign dramatized an underwater
journey that took people into the depths of the ocean where they would interact with the fascinating underwater
creatures. TV, Outdoor, Print and Online campaigns were launched in Hong Kong and China, together with the strategic
use of PR.
4. Increase in-park spending while maintaining a value for money admission ticket price - Maintaining a value
for money pricing strategy in order to fulfill its mission of connecting people with the wonders of nature.
5. Distribution strategy focused on increasing accessibility and ease of ticket purchase - More ticketing booths
to cater for the anticipated increased visitor. Three representative offices were set up in China to work closely with local
travel agents.
The campaign was a resounding success, marking yet another historic milestone for Ocean Park. Initial results far exceeded
any and all expectations. It brought six consecutive record-breaking months and the overall attendance has grown by a
spectacular 27% compared to same period last year. Local attendance grew by 35% while SmartFun annual pass member
soared by 36%. The advertising campaign also had excellent feedback. After seeing the TV commercial, 88% and 99%
people, in Hong Kong and China respectively, indicated a strong intention to visit.
Ocean Park is very proud with this totally self-financing project that demonstrates the Hong Kong spirit. It has further
strengthened Hong Kong’s appeal and attractiveness to tourists, and unveiled a new chapter in marine education and
conservation.
Comments from the Judges
This was commended as an all-rounded and effective campaign which has successfully strengthened Ocean Park’s position
as a must visit destination for visitors from all over the world and re-captured the hearts of local customers.
Under stiff competition, piecemeal attractions no longer satisfy customers’ expectation. The management of Ocean Park was
forward looking and successfully turned the issues into opportunities. With thorough market analysis, Ocean Park clearly
identified the increasingly sophisticated customer needs and recognized its own strengths and weaknesses. A comprehensive
redevelopment plan was thus developed to differentiate Ocean Park as an “ocean park from seafloor to seashore” and to
position itself as a regional leader of themed recreational and educational park. The advertising campaign was thoughtfully
designed to dramatize its unique miraculous undersea adventure and deliver the park’s message in connecting people with
nature through entertainment, education and conservation.
Apart from record-breaking attendance and significant growth of in-park spending, Ocean Park, as a homegrown theme park,
was commended for offering a series of Corporate Social Responsibility initiatives for the underprivileged groups in Hong
Kong which was definitely a solid contribution to the society. Overall, it was an excellent showcase of turning business
threats into opportunities.
Parties to be Recognized for Contributing to the Success of the Programme
1. MediaCom Limited
2. Metta Communications Limited
3. Weber Shandwick
40
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Bronze Prize
“3 Dimensional Marketing of 3D Sex and Zen”
China 3D Digital Entertainment Limited
3D Sex and Zen: Extreme Ecstasy (the “Movie”) was produced by China 3D Digital Entertainment Limited. Dubbed by media
around the world as “the world’s first 3D erotic film”, the Movie has “made and broken” box office records, set new industry
practice and benchmark, and won international acclaim.
The Movie was conceived and inspired by the success of 3D movies in drawing audience’s return to cinema. While a 3D erotica
emerged as a formidable recipe for a commercial production and poised for success, it was beset with challenges including
moral repression in the Chinese community
a male and adult only market
ban from release in China
local media’s self censorship
Topping the list was casting. The company responded by inviting audition online and the result was unexpected. Leveraging the
support it had, online media was adopted as the “key” communication platform for gauging feedback, dissemination of
information, shaping opinion and building solidarity. Each month, a “Making of 3D Sex & Zen” video was uploaded online and
the view count was phenomenal - averaging over a million views for each video. Other activities included bloggers’ visits to
filming locations and to attend the premiere, and eventually, packaged tour for watching the movie in Hong Kong.
Recognizing the needs of the female audience, the company negotiated with local cinema operators and pioneered the first
female only screening in the territory. The arrangement was a huge success, with over 20 screenings and average
occupancy of over 70%. The Movie was officially closed on 11 August 2011 after 120 days, recording a box office of
HK$41,080,000, making it the 2 nd best selling erotic movie in Hong Kong. In addition, the Movie was awarded the
“Manvention of the Year” title at the Guys’ Choice Awards in the United States, another icing to the cake.
Comments from the Judges
It was commended as a bold, original and cost-effective campaign which has achieved record-breaking results and opened up
a new platform for the movie industry in Hong Kong through innovative product design and exceptional promotional tactics.
The overall campaign was strategically calculated to create noise in the market that resulted in a lot of controversial discussion.
It created immense media coverage and effectively overcame social repression in the Chinese community, market restrictions
and media self censorship. Special credits should be given to the team which has successfully converted weaknesses into
strengths. The use of online platform and various social media were wise and highly effective in engaging audience from all
over the world. The company has further captured the hearts of target segments by pioneering exclusive screening for female
and organizing packaged tours for Mainland visitors. The campaign was a perfect showcase of how creative marketing could
make a huge difference.
The results were remarkable. The programme was an excellent demonstration of advanced strategic planning, first class
execution with play-by-ear marketing initiatives to fuel business momentum. It has created a long term impact to the industry
and challenged the industry players to change their way of marketing a movie.
Parties to be Recognized for Contributing to the Success of the Programme
1. The team at China 3D Digital Entertainment Limited
2. Apple Daily
3. Sina.com
4. Southern Metropolis Daily
42
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Excellence Award
“Citibank Banks on New Standards to Break Banking Inertia”
Citibank (Hong Kong) Limited
Post global economic crisis, 2009 saw the financial institutions the over world trying to find their footing. Hong Kong
consumers were reeling from the impact of failed investments and job insecurities. Banks, once the infallible bastion of society,
proved itself to be “un-count on-able”. It was no surprise that the consumer research showed the local Hong Kong middle class
to be short on money and shorter on trust towards financial institutions. Their usual apathy towards the category was
simmering into bitterness.
It was during these challenging times that Citibank undertook its strategic business overhaul.
For almost three decades, Citibank’s successful core business in Hong Kong was wealth-management for the Affluent segment
(consumers with liquid assets of 130,000USD plus) via the Citigold brand. Aggressive growth objective demanded Citibank
look to new grounds to expand its business pipeline.
Citibank set sight on the Emerging Affluent (EA), 1.7 million middle class Hong Konger with assets of 13,000 to 130,000
USD. EAs made up one third of Hong Kong’s total banking population and was identified as the segment with the greatest
growth potential. To attract and serve this segment required Citibank’s inside-out re-invention from a niche wealth management
bank to a mainstream retail bank.
EAs, however, had no interest to change bank, especially when they believed that all banks were disappointingly the same.
Moreover, their relationships with their bank were governed by heavy inertia and longevity.
None of these deterred Citibank. Three phases of research were conducted to understand what kind of change would make the
most difference to EAs. Real and meaningful changes across every facets of the bank were rolled out along with many game
changing new products. Simply said, Citibank’s ‘New Standards’ products and services were changing the retail banking scene
in Hong Kong.
This was how Citibank became the challenger retail bank in Hong Kong. And Hong Kong EAs responded in droves. Results
exceeded all business objectives (increase main payroll account by 238% vs objective of 100%, increase total new customer
acquisition by 126% vs objective of 50%), branding objectives (Increase brand awareness by 93% vs 50%) and preference
target (record high of 150% shift in brand preference vs the objective of 50%) at a time when competition was fierce, consumers
were disenfranchised, inertia was heavy and trust was low.
Comments from the Judges
This was commended as an outstanding customer needs driven business model, where a well-established foreign bank
successfully transformed from a niche wealth management bank to a mainstream retail bank and expanded its business
pipelines.
The marketing campaign was well-executed. It was a great idea to start by attuning to customers’ pain points so that target
customers could be effectively engaged. The success of the campaign was based on in-depth customer analysis and identification
of the fast growing “emerging affluent segment” for business to re-focus and develop. It is not easy for a “titanic institution” to
adapt change. Determination is the key. It was reflected from the number of branches opened, ATM machines put in service and
staff training conducted in just six months. All these marched forward together with the outstanding communications efforts to
make the marketing campaign highly effective.
All in all, it was a very successful marketing programme and the results were encouraging. It not only succeeded in expanding
the new customer base and repositioning the Bank as a mainstream retail bank, but also set new standards in the competitive
banking industry.
Parties to be Recognized for Contributing to the Success of the Programme
1. All staff of Citibank Hong Kong
2. Publicis Hong Kong
3. Mediaegde:cia
44
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Excellence Award
“Free Golden Bangle”
Ma Belle Jewellery Co Ltd
MaBelle is renowned in Hong Kong for retailing fashionable yet affordable diamond jewellery. Within this mature market,
MaBelle identified weddings as being a potential growth area, especially given the rising number of marriages and soaring
price of gold. MaBelle, therefore, created value in the eyes of customers by solving their needs and wants, and took the lead
in introducing the innovative and original “value-added programme” – “Complimentary Golden Bangle Rental Service” in
September 2009 targeting to-be-weds and their parents.
MaBelle pondered on renting a pair of golden bangles, weighing 3 taels, for free when customers purchase wedding jewellery.
Leveraging on this campaign, MaBelle completely redefined the “value” proposition. “Value” is not just correlated with pricing,
but “Value = Quality + Price + Service”. MaBelle stretched the quality element to inject higher value into the equation.
“Retail is Detail.” MaBelle paired an “A” grade idea with an “A” grade execution to achieve desired results. Through
360-degree integration, consistent brand image was successfully delivered to target customers. A highly impactful campaign
highlighting “Free” was developed. An integrated approach with various marketing mix, including TV advertising, print,
12-sheet advertising, social media platform and roadshows were rolled out to reach defined target. MaBelle ensured that the
campaign was completely integrated at all customer touch points across various levels in retail, service/experience and
communications with execution excellence, and demonstrated its commitment to driving the wedding segment.
The success of this campaign elevated MaBelle as a brand that cares for its customers, not only meeting their needs but also
wowing and delighting them. The campaign is also a valuable practice that can be adopted by MaBelle in China and allow
it to move a big step forward to reach its ultimate goal - expanding the Mainland’s immense wedding market.
Comments from the Judges
This was commended as a well-designed marketing campaign demonstrating that a creative proposition could deliver a
remarkable reward if all marketing elements were skillfully integrated and executed.
In a highly saturated and mature jewellery market, Mabelle took a bold step in making use of the wedding market as an entry
point for complementing its current diamond business to create great return. The marketing strategies were highly effective in
capturing a very truthful insight. The behind-the-scene effort from tabling the new idea to execution was tremendous. MaBelle
handled all details well and launched the campaign quickly to take the first-mover advantages. The word “free” stimulated
customers’ curiosity and evoked thoughts related to the product and the brand which helped built up and sustain brand
awareness. This pioneered value-added service not only took advantage of a vacuum in the market but also served as a
prototype for MaBelle in China.
The results were outstanding in terms of financial and marketing value. With an integrated 360-degree campaign, MaBelle
succeeded in expanding customer base and increasing sales while preserving its core diamond business. It was a great
campaign to build MaBelle’s brand equity on wedding platform and a good play to push for high-margin diamond products.
Parties to be recognized for Contributing to the Success of the Programme
1. All staff of Ma Belle Jewellery Co Ltd
46
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Excellence Award
“Breaking Out of the Price Prison - How McDonald’s launched its first premium
product, 35 years on”
McDonald’s Restaurants (HK) Limited
In seeking a growth avenue to move beyond its traditional offering of value priced products, McDonald’s ®
embraced its
international roots and launched M Selections. M Selections was a specially designed range of limited edition premium
burgers that commanded a premium price, with unique flavors from around the world, and had never been launched in Hong
Kong. Over the space of 10 weeks, the management was able to change long entrenched perception that McDonald’s stood
for low prices by launching M Selections products from the most sought after travel destinations: New York, Japan and France.
The flagship burger for M Selections was the Chicken Bacon Deluxe (CBD). It had the difficult job of convincing consumers to
pay a premium for a new chicken burger, but through unique and differentiating communications, it successfully encouraged
consumers to pay more for the unique taste. To capture the experience, and cut through to an elusive audience, McDonald’s
literally brought New York to the streets of Hong Kong, via an unique integrated “street to store” communication effort that
largely eschewed traditional media.
The overall M Selections campaign generated sales of millions of burgers, almost one for each of the target population, and
significant sales increments were generated compared with a similar offer from the previous year.
McDonald’s had been trapped in a prison of low prices, and it broke out, helping to prepare the brand’s business model for
greater future success. It just goes to show that when you aim high, the sky is the limit!
Comments from the Judges
This was commended as a well-designed and well-executed marketing communication campaign which enabled the company
to break the price prison and find new avenues of business growth through excellent premium products and effective positioning.
McDonald’s has long established extensive market coverage with its low price burgers in Hong Kong. With genuine understanding
of the target customers, it has taken a bold step to introduce premium burgers which were appealing to the young adults. The
overall strategies were well-planned and highly integrated. Careful attention to every detail reflected meticulousness of
thinking in design, planning and execution. Utilization of different communication channels in an unconventional way was
highly effective. The “yellow taxi” and “cherry blossom corridor” did create a positive impact in town to successfully attract and
engage the target customers. Coupled with creative promotional strategies and leveraging on its well-established distribution
channels, McDonald’s has not only brought premium burgers to customers, but also created a unique customer experience.
Impressive financial results and volume growth were achieved. The outstanding results paved the way to generate more
breakthrough campaigns to effectively support future business growth.
Parties to be recognized for Contributing to the Success of the Programme
1. All staff members at McDonald’s Restaurants (HK) Limited
2. DDB
3. OMD
4. Tribal DDB
48
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Past Campaign Award Winners
2010 Gold “Maxim’s Angel and Devil”
Silver “Standard Chartered Hong Kong 150 th
Anniversary Commemorative Charity
Banknote Marketing Campaign”
Bronze “McDonald’s Moments Delivered”
2009 Gold Rail Merger Campaign –
The Unprecedented Marketing Challenge
Silver McDonald’s Democratizing
Premium Coffee
Bronze American Express Cathay Pacific Credit
Card – Fly Faster
2008 Gold Continuous ‘One-Up’ Breakthrough –
The Success Story of Harbour City, the
Success Story of You & Me!
Silver Pizza Hut Cheesy Bites –
Release the Child in You
Bronze Manhattan Hill –
Magic Happens in West Kowloon
2007 Gold Bel-Air No.8 – The New Landmark
Silver
in Island South
Cathay Pacific – Moving Forward with
Hong Kong for 60 Years
Bronze Luxottica – Revitalized an Old Brand
in a Stagnant Industry
2006 Gold Love Hong Kong, Love Ocean Park!
Silver CLP Power: Create the Market –
Induction Cooking
Bronze apm – A retail breakthrough for HK
2005 Gold Revolution of Pizza Hut’s Business Concept
Silver Repositioning of e-zone
Bronze Cathay Pacific – It’s the little things
we remember
2004 Gold YOHO Town – Transforming
Residential Property into a Lifestyle Brand
Silver Swire Homes’ Distinctive New Living –
The Orchards
Bronze Launch of a New Brand: VAGO with
INSOLIA – The Painless Hi-Heels
2003 Gold One2Free SMS Lovers
Silver The Power of Love – The Power of Music
Bronze Ocean Park Halloween Bash 2002
2002 Gold The Making of RoadShow
Silver Cathay Pacific – The World’s Biggest Welcome
Bronze See You at Café de Coral
Bronze An Exceptional Community for An
Exceptional Childhood – Discovery
Bay Siena One Marketing Campaign
2001 Gold The Leighton Hill – Home to the New
Silver
Aristocracy
Orangeworld – A World Where Your
Fantasy Takes Flight
Bronze Ribena Mobile the Ultimate
Breakthrough
49
2000 Gold SUNDAY Independence Day
Silver
Ocean Shores – Live the Good Life,
Live at the Best
Bronze The Creative Positioning of 5-7 Seater
Mazda Premacy Capsule V
1999 Gold A Sentimental Journey
Silver Tierra Verde – Breaking Through a Bleak
Market
Bronze Panadol Cold & Flu Campaign
1998 Gold Lipton Ming Han Ching Tea Bags
Silver The Launch of 5th C Jewellery Consultancy
Service – A New Dimension in
Diamond Marketing
Bronze Dai Pai Dong – Passion of Hong Kong
1997 Gold The Launch of One2Free
Silver Shell Supercharged 881 Friends of the Road
Bronze Product Launch of Lee Kum Kee Seasoned
Soy Sauce for Seafood in 1996
1995 Gold The Kingswood Villas Metamorphosis
Silver Standard Chartered Credit Card Real Life
Privilege
Bronze Launching of HMV Superstores:
Music at its Best
1994 Gold Kalm’s – A Gift from the Heart
Marketing Campaign
Silver All I Want for Christmas is Pacific Place
Bronze City Telecom Marketing Campaign 1994
1993 Gold Dairy Farm Hi-Calcium Milk
Silver Taipan Snowy Mooncake
Bronze Hongkong Telecom CSL 1010
Digital Launch
1992 Gold Recruit
Silver K-Swiss Sports Shoes
Bronze MTR Customer Service Campaign
1991 Gold Just Gold Concept
Silver IKEA Showflat Campaign
Bronze Mazda 121 Campaign
1990 Hong Kong Economic Times Circulation Driven
Campaign
1989 Fujicolor Circle Campaign
Standard Chartered Bank’s Mortgage Plus
Enhancement Programme
1988 First Pacific Bank CCU Deposit Campaign
1987 American Express Card
Fotomax Video Club
1986 Jade VTR Package
Three Grains Rice
1985 Café de Coral
Exchange Square
Mitsubishi 4-Seater Taxi
* Starting from 1997, the year of the Award Presentation was
adopted as the year of the Award.
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Individual Awards
JUDGING CRITERIA
Distinguished Marketing Leadership Awards
1. Single Campaign Track Record
2. Track Record Highlights including Marketing Achievements; Achievements in the Leadership of the
Marketing Function in the Organization or Client Organization; Contributions to the Strategic Business
Direction of the Organization or Client Organization; and Personal Achievements
3. General Contributions
Outstanding Marketing Professional Awards
1. Single Campaign Track Record
2. Track Record Highlights including Marketing Achievements and Personal Achievements
3. Self-improvement Plan
INDIVIDUAL AWARD WINNERS
Marketer of the Year
Ms Josephine Wu
Marketing Director
Luxembourg Medicine Co Ltd
Distinguished Marketing Leadership Awardees*
Ms Lo Bo Ki, Vocalis
Manager, Rewards
American Express International, Inc
Mr Joseph Wong
Founder & Managing Director
Cookie Galerie
Ms Josephine Wu
Marketing Director
Luxembourg Medicine Co Ltd
Outstanding Marketing Professional Awardees*
Ms Irene Au
Assistant Manager, Rewards
American Express International, Inc
Mr Cheung Chi Kwong, Ricky
Division Manager, Industrial & Transportation Business
3M Hong Kong Limited
* The above list shows the Award recipients and their companies during the year of the Award indicated.
* The order of presentation of individual award winners receiving the same award is based on the alphabetical order of their surname.
50
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Individual Awards
MARKETER OF THE YEAR AND DISTINGUISHED MARKETING LEADERSHIP AWARDEE
Ms Josephine Wu
Marketing Director
Luxembourg Medicine Co Ltd
It is my great honour to receive the Marketer of the Year and Distinguished Marketing
Leadership Award. These awards are important milestone in my career development. It
will motivate me to continue working hard to become an outstanding marketer. As a
marketer, I believe in “Don’t wait for perfect opportunity, create it by yourself”. Today,
these awards indicate my belief is right.
My heartfelt thanks go to the Luxembourg management, marketing team, my colleagues
and my business partners for giving me guidance and support.
DISTINGUISHED MARKETING LEADERSHIP AWARDEES*
Ms Lo Bo Ki, Vocalis
Manager, Rewards
American Express International, Inc
I am so honoured to receive the Distinguished Marketing Leadership Award which is a
recognition not only for me but also for the entire FastPay working team. The award
inspires me to continue to pursue marketing excellence through innovation and
perseverance. My heartfelt thanks go to American Express management, marketing teams
and colleagues for their guidance and support!
Mr Joseph Wong
Founder & Managing Director
Cookie Galerie
I am excited to receive the Distinguished Marketing Leadership Award this year. Being
known as a music marketer, the Distinguished Marketer Award of 2006 was a great
impetus for me to start my cookie business. This year’s award is basically a recognition of
my marketing achievement in marketing products other than music and art.
* The above list shows the Award recipients and their companies during the year of the Award indicated.
* The order of presentation of individual award winners receiving the same award is based on the alphabetical order of their surname.
51
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Individual Awards
OUTSTANDING MARKETING PROFESSIONAL AWARDEES*
Ms Irene Au
Assistant Manager, Rewards
American Express International, Inc
The Outstanding Marketing Professional Award marks an important milestone in my career.
This award is not only a recognition, but also an encouragement for me to continuously
pursue innovation in my work. I would like to share this honour with the entire FastPay
project team, and give special thanks to my leaders for their encouragement, guidance
and support in making this possible.
Mr Cheung Chi Kwong, Ricky
Division Manager, Industrial & Transportation Business
3M Hong Kong Limited
This is a great honour to be awarded the Outstanding Marketing Professional Award. It
is not simply a personal glory, but recognition to the great teamwork in driving the
operational excellence. My sincere thanks go to 3M Hong Kong management for providing
me with a great platform to take off and also for their guidance and encouragement.
* The above list shows the Award recipients and their companies during the year of the Award indicated.
* The order of presentation of individual award winners receiving the same award is based on the alphabetical order of their surname.
52
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011
Past Individual Award Winners
2010
Marketer of the Year
Ms Rhoda Chan
Standard Chartered Bank (Hong Kong) Limited
Distinguished Marketing
Leadership Awardees:
Ms Elaine Chan
New World First Bus Services Limited
Ms Rhoda Chan
Standard Chartered Bank (Hong Kong) Limited
Ms Helen Cheung
McDonald’s Restaurants (Hong Kong) Limited
Mr Jacky Hui
EGL Tours Co Ltd
Ms Tracy Leung
American Express International, Inc
Outstanding Marketing
Professional Awardees:
Ms Esther Chung
McDonald’s Restaurants (Hong Kong) Limited
Ms Mary Shek
Standard Chartered Bank (Hong Kong) Limited
Ms Rebecca Tse
YATA Department Store
2009
CIM Marketer of the Year
Ms Diane Chiu
The Dairy Farm Company Ltd – Wellcome
Distinguished Marketing
Leadership Awardees:
Ms Diane Chiu
The Dairy Farm Company Ltd – Wellcome
Ms Clare Ho
PCCW Limited
Ms Betty Leong
MTR Corporation Limited
Ms Lena Tsang
Sir Hudson International Limited
Outstanding Marketing
Professional Awardees:
Ms Emily Chow
PrimeCredit Limited
Ms Wendy Leung
McDonald’s Restaurants (Hong Kong) Limited
Mr Ivan Wong
PCCW Limited
2008
CIM Marketer of the Year
Ms Koby Kwan
Cerebos (Hong Kong) Limited
Distinguished Marketing
Leadership Awardees:
Ms Bertha Chan
Ngong Ping 360 Limited
Mr Stanley Cheung
Okamoto Industries (HK) Limited
Ms Koby Kwan
Cerebos (Hong Kong) Limited
Ms Karen Tam
Harbour City Estates Limited
Outstanding Marketing
Professional Awardees:
Ms Pinky Chiang
Convoy Financial Group
Ms Avis Lau
Shell Hong Kong Limited
Mr Andrew Yeung
Wharf Estates China Limited
Ms Florence Yiu
3M Hong Kong Limited
2007
CIM Marketer of the Year
Mr Lewis Soo
CLP Power Hong Kong Limited
Distinguished Marketer Awardees:
Ms Susanna Lau
Hong Thai Travel
Ms Vivian Lee
Ocean Park Hong Kong
Mr Lewis Soo
CLP Power Hong Kong Limited
Mr Gilman Too
Luxottica Retail China Limited
Mr Alan Wong
DHL Express (Hong Kong) Limited
Outstanding Young Marketing
Professional Awardees:
Ms Jamie Chan
Energy Source
Mr Wilson Chung
Pacific Century Premium Developments Limited
Mr Joseph Lau
CLP Power Hong Kong Limited
Ms Canny Leung
BMA Marketing & Advertising Limited
Ms Canace Lin
McDonald’s Restaurants (Hong Kong) Limited
Mr Balwin Yeung
Hong Thai Travel
2006
CIM Marketer of the Year
Ms Randy Lai
McDonald’s Restaurants (Hong Kong) Limited
Distinguished Marketer Awardees:
Ms Fanny Chan
Job Market Publishing Ltd, Sing Tao News Corporation
Mr James Hong, Akio
Sony Computer Entertainment Hong Kong Limited
Ms Randy Lai
McDonald’s Restaurants (Hong Kong) Limited
Ms Rita Li
PCCW Limited
Mr Joseph Wong
Hong Kong Philharmonic Orchestra
Mr Harold Yip
Double A
Outstanding Young Marketing
Professional Awardees:
Ms Vivian Lee
MTR Corporation Limited
Ms Clara Lo
Amoy Food Limited
Ms Sharon Siu
Job Market Publishing Ltd, Sing Tao News Corporation
Ms Anisa Tio
McDonald’s Restaurants (Hong Kong) Limited
2005
CIM Marketer of the Year
Ms Amanda Lui
RoadShow Holdings Limited
Distinguished Marketer Awardees:
Ms Anita S Y Chan
Sun Hung Kai Real Estate Agency Ltd
Ms Melanie Lee
New World Mobility
Mr Terence Lee
The Hong Kong and China Gas Company Limited
Ms Amanda Lui
RoadShow Holdings Limited
Ms Eunice Wong
Jardine Restaurant Group, Pizza Hut Hong Kong
Outstanding Young Marketing
Professional Awardees:
Ms Sandy Lau
Double A
Ms Camellia Lee
Double A
Ms Elman Lee
FORTRESS
Ms Joanne Tang
Warner Music Hong Kong Limited
Ms Nancy Yau
Jardine Restaurant Group, Pizza Hut Hong Kong
* The above list shows the Award recipients and their companies during the year of the Award indicated.
* The order of presentation of individual award winners receiving the same award is based on the alphabetical order of their surname.
53
Change language