Individual Awards - Hong Kong Management Association

hkma.org.hk

Individual Awards - Hong Kong Management Association

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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

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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.

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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.

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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.

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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.

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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.

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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

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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

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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

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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

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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.

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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.

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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

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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.

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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

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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

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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

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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

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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

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