Honoured as the Oscars of the Marketing industry, organized by The Hong Kong Management Association (HKMA) and proudly sponsored by ViuTV and Now TV, the results of the HKMA/ViuTV & Now TV Awards for Marketing Excellence 2021 were announced on 7 October 2021, during the Award Presentation Ceremony at the Convention Hall of the Hong Kong Convention and Exhibition Centre.

The Now TV Gold Award for the Campaign Awards this year went to “Citi Plus Launch Campaign” by Citibank (Hong Kong) Limited. The ViuTV Marketer of the Year this year went to Ms Tina Chao, Chief Marketing and Digital Customer Experience Officer, McDonald’s Hong Kong.

The HKMA is honoured to have ViuTV and Now TV as the title sponsors of the Awards for Marketing Excellence in 2021. Established by HKMA in 1985, the Awards aims to 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.

“Entering its 36th edition, the Award has become even more exciting this year with our new partners ViuTV and Now TV as the new title sponsors. We are very pleased with the many new sparks that this first-time partnership has already created, with the number of entries reaching a 10-year high, attracting the participation of many high-profile marketing campaigns in town,” said Dr Y K Pang GBS JP, Chairman of the HKMA. The Awards will continue to drive the development of the marketing profession in Hong Kong and the region under the name of HKMA/ViuTV & Now TV Awards for Marketing Excellence.

The Award was officiated by Dr Y K Pang; the Award Title Sponsor: Ms Susanna Hui, Executive Director and Group Managing Director of HKT Ltd; Executive Committee and Council Member of HKMA; and the Guest of Honour: Mr Alfred Chan BBS, Managing Director of The Hong Kong and China Gas Co Ltd.

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

CAMPAIGN AWARDS

NOW TV GOLD AWARD

“Citi Plus Launch Campaign”
Citibank (Hong Kong) Limited

Judges’ Comment: With a unique value proposition and powerful consumer insights, Citibank continues its digital transformation journey and rocks the industry with breakthroughs in user experience from Bank in Hand 1.0 & 2.0 to “Co-created Bank in Hand 3.0”. The innovative 100% customer co-creation has enabled Citibank to act faster and capture more in the younger segment in a fun and educational way and sustained its leading position in banking industry.

SILVER AWARD

“McDonald’s Big Mac x 姜濤 (Keung B)”
McDonald’s Hong Kong

Judges’ Comment: With amazing influencer and viral strategies, McDonald’s successfully enhanced its brand relevance with the Millennials by rejuvenating the image of the old-time hero product, Big Mac, and regaining its cultural icon status among the new generation. The tactical association between the new product features and the beloved influencer with strong youth appeal created a phenomenal hit in town and brought McDonald’s back to the brand of the younger segment.

BRONZE AWARD

“Holiday at Home”
Hong Kong Tourism Board

Judges’ Comment: Taking the lead in supporting the local travel and tourism industry and cheering up Hong Kong people from pandemic fatigue, the Hong Kong Tourism Board successfully ignited inbound travelling with exploration of new attractions and massive support from the travel trade. The campaign inspired everyone in the city to become authentic advocates of Hong Kong tourism and paved the way for attracting international visitors when borders reopen in the near future.

EXCELLENCE AWARDS

“全民加薪、全民放假”
Airstar Bank

Judges’ Comment: It was commended as a visionary and far-reaching campaign. Facing the highly saturated and increasingly competitive financial market, the campaign has successfully differentiated Airstar from and avoiding direct competition with the rivals from traditional and virtual banks by adopting strategic positioning and proposition strategies. The smart move to address the pain points of the target segment has embarked on a journey for Airstar towards success in the virtual bank industry.

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“OmniPork Luncheon Campaign (新餐肉系列)”
McDonald’s Hong Kong

Judges’ Comment: It was commended as a bold and revolutionary move for McDonald’s to try a Going Green initiative, breaking through from its stereotype offerings. With excellent customer insights into Vegetarian market and product innovation, McDonald’s has identified the emerging market need and new avenues of business growth while promoting environmental friendliness. The campaign was a perfect showcase of how creative marketing could entice customers’ change of behavior and brought in promising business results.

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“做壞規矩 做好銀行”
ZA Bank

Judges’ Comment: It was commended as an unconventional and out-of-the-box marketing campaign, which has successfully built a strong brand identity through well-defined positioning and proposition strategies. The campaign has achieved a very impressive result in market share. Standing at the centre of digital evolution, ZA Bank has successfully leveraged the technological strengths of virtual banks, dared to break all rules and legacy and amplified the brand’s image as the game changer in the emerging virtual bank industry.

MERIT AWARDS

“Golden 7 Seconds”
AQUA PRO+TECH

Judges’ Comment: It was commended as a methodical and agile campaign, which has grasped the business opportunities during the pandemic crisis by introducing a relevant and innovative product, combining a disinfection machine and an advertising screen, to the market. This cost-effective campaign has achieved significant growth in brand awareness and product sales. The good tactics of promoting its products within the ‘Golden 7 Seconds’ has further strengthened the unique selling proposition of the brand.

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“Everyday Gets Better with Emma”
AXA Hong Kong and Macau

Judges’ Comment: With strong local adaptation, it was commended as a thoughtful and impressive campaign, which has successfully adopted humanized technology to engage customers with personalized experience and captured the business opportunities during pandemic crisis. The usage of a friendly avatar made it cost effective and adaptable in regional deployment. Apart from tangible results, the intangible brand awareness and escalated customer experience all incorporated to a long-lasting impact for AXA.

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“Top Cars, Race Now: Refuel Shell V-Power, Re-energize in New Normal”
Shell Hong Kong Limited

Judges’ Comment: It was commended as a unique and smart campaign demonstrating a strong drive to turnaround the business amidst challenging times. With a highly creative premium give-away strategy combining an e-sports toy car with traditional gasoline market, the campaign has successfully turned crisis into opportunities and delivered “power” to the customers. This is indeed an excellent model of how innovative marketing and utilization of technology could liven up a traditional business.

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“The WeLend A.I. Evolution: Re-engineering the Future of Loan Business”
WeLend Limited

Judges’ Comment: It was commended as a ground-breaking and impactful business model, which enabled WeLend to create a blue ocean strategy by using powerful A.I. to identify and capture valuable new customer segments, improve product offering as well as customer experience and redefine the online lending landscape in Hong Kong. WeLend’s fintech leadership has not only challenged the industry players with authentic automatized A.I. experience and revolutionized the loan marketer, but also laid the cornerstone for its future success.

Chow Tai Fook Excellence in Use of Data

“SmarTone 5G Launch Campaign”
SmarTone Mobile Communications Limited

“The WeLend A.I. Evolution: Re-engineering the Future of Loan Business”
WeLend Limited

“Zeek the Key to Quick Commerce”
Zeek

Citibank Excellence in Innovation

“Golden 7 Seconds”
AQUA PRO+TECH

“Everyday Gets Better with Emma”
AXA Hong Kong and Macau

“Yahoo 25 Hong Kong Passion Moments in 5G”
Yahoo Hong Kong

Manulife Excellence in Social Media Marketing

“Citi Plus Launch Campaign”
Citibank (Hong Kong) Limited

“McDonald’s Big Mac x 姜濤 (Keung B)”
McDonald’s Hong Kong

McDonald’s Hong Kong Excellence in Branding

“McDonald’s Big Mac x 姜濤 (Keung B)”
McDonald’s Hong Kong

“OmniPork Luncheon Campaign (新餐肉系列)”
McDonald’s Hong Kong

“做壞規矩 做好銀行”
ZA Bank

Tai Hing Group Excellence in Marketing Collaboration

“Pizza Hut x KFC Chicken Popcorn Pizza Campaign”
Jardine Matheson & Co Limited –Pizza Hut Division

“KFC X Red A Original Classic Collection”
KFC HK

“”Get Rewards Around the Town” 18 District Cross-Merchant Campaign”
MoneyBack

Tonghai Financial Excellence in Customer Insights

“Everyday Gets Better with Emma”
AXA Hong Kong and Macau

“Citi Plus Launch Campaign”
Citibank (Hong Kong) Limited

“STAQUIS 有救無「類」新一代無類固醇濕疹藥膏”
Pfizer Corporation Hong Kong Limited

Excellence in Agility and Crisis Management

“Bally與您童行”
ABC Pathways Group

“Holiday at Home”
Hong Kong Tourism Board

“Stay Home, Stay Entertained”
Now TV

Excellence in Content Marketing

“Pizza Hut The 12th Player Football Club”
Jardine Matheson & Co Limited – Pizza Hut Division

“Top Cars, Race Now: Refuel Shell V-Power, Re-energize in New Normal”
Shell Hong Kong Limited

Excellence in Online and Offline Integration

“Pricerite Food – 漫活人生 In Praise of Inner Peace”
Pricerite Home Limited

“WeWa – Much More Than Just Cash Rebate”
PrimeCredit Limited

Excellence in Small Budget Marketing

“Golden 7 Seconds”
AQUA PRO+TECH

“Pizza Hut X IKEA Meatball Pizza”
Jardine Matheson & Co Limited – Pizza Hut Division

“Yahoo 25 Hong Kong Passion Moments in 5G”
Yahoo Hong Kong

Excellence in Social Good

“#Love is On #Cheers for Hong Kong”
CLP Power Hong Kong Limited

“Our Journey Towards Social Inclusion”
MTR Corporation

“Home is “Craftsmen Impact Project””
Yip’s Chemical Holdings Limited

Excellence in TV Commercial

“全民加薪、全民放假”
Airstar Bank

“LP10 ’10 Episodes of Fulfilling Life'”
Nan Fung Development Ltd

Excellence in Video Marketing

“Starry Tales”
Hang Seng Bank

“HKBALLET@HOME”
Hong Kong Ballet

Agencies of the Year

Fimmick Limited

Giraffe Hong Kong Limited

Mindshare Hong Kong

Starcom Hong Kong

Marketers’ Favourite Marketing Campaign

“McDonald’s Big Mac x 姜濤 (Keung B)”
McDonald’s Hong Kong

INDIVIDUAL AWARDS

ViuTV Marketer of the Year

Ms Tina Chao
Chief Marketing and Digital Customer Experience Officer
McDonald’s Hong Kong

Distinguished Marketing Leadership Awardees

Ms Tina Chao
Chief Marketing and Digital Customer Experience Officer
McDonald’s Hong Kong

Mr Calvin Ng
Co-Head of Retail Banking and Alternate Chief Executive
ZA Bank

Mrs Bally Wong
Founder and Chairman
ABC Pathways Group

Outstanding Marketing Professional Awardees

Ms Ramona Carmen Schmidt
Head, Corporate, Commercial & Institutional Banking Marketing
Standard Chartered Bank (Hong Kong) Limited

Ms Charmaine Wu
Director – Marketing
McDonald’s Hong Kong

HKMA/ViuTV & Now TV Awards for Marketing Excellence 2021 – PANEL OF JUDGES

Campaign Awards

• Mrs Carrina Chan, Managing Director, St Honore Cake Shop Ltd
• Mr T K Chiang, Managing Director, CLP Power Hong Kong Limited
• Dr Jacob Kam, Chief Executive Officer, MTR Corporation Ltd
• Ms Juliana Lam, Founder and President, INNOTIER Limited
• Mr Sam Li, Managing Director, Price.com.hk Limited
• Mr Roy Lim, President, Tung Hing Automation Investment Limited

Individual Awards

• Mr S K Cheong (Chairman), Senior Advisor, Hong Kong Television Entertainment Co Ltd
• Ms May Chung, General Manager, Nestlé Hong Kong Ltd
• Mr Stephen Ho, Founder and CEO, n-hop Technologies Limited
• Mr William Ip, Vice President and Head of Digital Commerce, APAC, Fiserv Inc
• Mr Lawrence Lam, Chief Executive and Consumer Business Manager, Citibank (Hong Kong) Limited
• Mr Raymond Lam, General Manager, MaBelle International Limited
• Mr Larry Sze, Chairman, Gibb Livingston & Co

BOARD OF EXAMINERS

Marketing Awards Organizing Committee 2021

• Mr S K Cheong (Chairman), Senior Advisor, Hong Kong Television Entertainment Co Ltd
• Mr C K Chan, Head of Hong Kong & Macau, Tmall World
• Ms Jojo Chan, Executive Director, Tai Hing Group Holdings Limited
• Mr Tom Chan, Managing Director Commercial Group, HKT Limited
• Mr Derek Choi, Head of Pay TV, HKT Limited
• Ms May Chung, General Manager, Nestlé Hong Kong Ltd
• Mr Stephen Ho, Founder and CEO, n-hop Technologies Limited
• Mr William Ip, Vice President and Head of Digital Commerce, APAC, Fiserv Inc
• Mr Lawrence Lam, Chief Executive and Consumer Business Manager, Citibank (Hong Kong) Limited
• Mr Raymond Lam, General Manager, MaBelle International Limited
• Mr Joseph Lau, Managing Director, Multi-Franchise Group Hong Kong, Macau & Taiwan, Sime Darby Motor Group (HK) Limited
• Dr Kim Mak BBS JP, President, Caritas Institute of Higher Education and Caritas Bianchi College of Careers
• Mr Francis Phua, Member, Marketing Award Organizing Committee, HKMA/ViuTV & Now TV Awards for Marketing Excellence 2021
• Mr Norman Tam, Vice President, Tencent Cloud International
• Mr Peter Yan, Chief Executive Officer, Hong Kong Cyberport Management Co Ltd
• Mr Charlie Yip, Managing Director, OTO Bodycare (H.K.) Limited

Marketing Management Committee 2020/21

• Mr S K Cheong (Chairman), Senior Advisor, Hong Kong Television Entertainment Co Ltd
• Mr Calvin Chan, Chairman & CEO, CATALO Group
• Dr Bankee Kwan JP, Chairman and CEO, CASH Group
• Prof Randy Lai, CEO, McDonald’s Hong Kong
• Mr Bruce Lam, Managing Director Consumer Mobile, CSL Mobile Limited
• Mr Frank Lee, President, Tom Lee Music Co Ltd
• Ms Scarlette Leung, Former Executive Director, Corporate Planning, Branding and Membership, The Hong Kong Jockey Club
• Mr Vincent Leung, Vice Chairman, Peoples Smart Living Limited
• Mr Edmund Mak, Partners, Funder Capital Group
• Mr Stanley Sun, Managing Director, Fuji Photo Products Co Ltd
• Mr Larry Sze, Chairman, Gibb Livingston & Co
• Mr Kent Wong, Managing Director, Chow Tai Fook Jewellery Group Ltd
• Ms Jeny Yeung, HK Transport Services Director, MTR Corporation Ltd
• Mr Robert Young, Member, Marketing Management Committee, HKMA
• Mr Titus Yu, Senior Regional Director, Prudential Hong Kong Ltd

SPONSORS AND SUPPORTING ORGANIZATIONS

Special Award Title Sponsors

• Chow Tai Fook Jewellery Group Limited
• China Tonghai International Financial Ltd
• Citibank (Hong Kong) Limited
• Manulife (International) Limited
• McDonald’s Hong Kong
• Tai Hing Group Holdings Limited

Corporate Sponsors

• Chow Tai Fook Jewellery Group Limited
• China Tonghai International Financial Ltd
• Citibank (Hong Kong) Limited
• Manulife (International) Limited
• McDonald’s Hong Kong
• Tai Hing Group Holdings Limited

Supporting Organizations

• Digital Marketing Community
• Sales and Marketing Executives Club
• The Hong Kong Advertisers Association
• Metro Finance
• The Hong Kong and China Gas Co Ltd
• HKT Limited
• MTR Corporation Ltd
• PrimeCredit Limited
• SKECHERS Hong Kong Limited
• Hong Kong Economic Times
• The Standard

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Issued by The Hong Kong Management Association on 8 October 2021.