Honoured as the Oscars of the marketing industry and organized by The Hong Kong Management Association (HKMA), the results of the HKMA/ViuTV & Now TV Awards for Marketing Excellence 2022 were announced on 26 September 2022, during the Award Presentation Ceremony at HKCEC.
The Now TV Gold Award for the Campaign Awards this year went to “csl x MIRROR 5G Campaign” by CSL Mobile Limited. The Marketer of the Year this year went to Samantha Fan, General Manager, Marketing of Hong Kong Tourism Board.
The HKMA/ViuTV & Now TV Awards for Marketing Excellence has been organized by The Hong Kong Management Association since 1985 and sponsored by ViuTV and Now TV since 2021. Now in its 37th year, the Awards bestows honour and public recognition on individuals and organizations that have, through outstanding marketing programmes, broken barriers and raised the standards of marketing profession in Hong Kong.
The Award was officiated The Honourary Algernon Yau JP, Secretary for Commerce and Economic Development, the Guest of Honour of the event; Dr Y K Pang GBS JP, Chairman of the Association; Ms Susanna Hui, Group Managing Director of HKT Limited (HKT) and HKT Management Limited (Trustee-Manager); and Professor Viveca Chan, founder of WE Marketing Group.
The results of Campaign Awards and Individual Awards were as follows:
Campaign Awards
NOW TV GOLD AWARD
“csl x MIRROR 5G Campaign”
CSL Mobile Limited
Judges’ Comment: It was commended as a transformational and immersive campaign. Exuding courage as a true market leader, CSL has successfully unleashed its homegrown 5G technology and won a battle under the pandemic-induced economic downturn by investing in the right content and technology enabling consumers to engage in a completely new mobile experience.
SILVER AWARD
“McDonald’s App 1st Anniversary – Celebrating the Super Fans”
McDonald’s Hong Kong
Judges’ Comment: It was commended as a visionary and revolutionary campaign. Grasped the perfect opportunity of the one-year anniversary of its app, McDonald’s has reignited and evolved its proposition of providing seamless experience and highest value to the customers and successfully took the brand to the next level.
BRONZE AWARD
“McDonald’s x MIRROR – 麥炸雞”
McDonald’s Hong Kong
Judges’ Comment: It was commended as an ambitious and acuminous campaign. Riding on the revival of canto-pop, McDonald’s launched a large-scale celebrity campaign to build its leading position in the Bone-In-Chicken market.
EXCELLENCE AWARDS
“送嘢就嗌Lalamove，一Call萬應！”
Lalamove
Judges’ Comment: It was commended as a tactical and methodical marketing campaign which has remarkably established high brand awareness of Lalamove within a short period of time through well-defined positioning and proposition strategies.
“The Tuen Ma Line Opening”
MTR Corporation
Judges’ Comment: This was commended as a customer-centric and all-rounded campaign which had successfully restored the image of MTR through a city-wide celebration on the launch of a new train line by bringing long-term benefits to stakeholders and the general public.
“HSBC Premier #ThisIsMyFamily Campaign”
HSBC
Judges’ Comment: It was commended as a bold and surprising marketing campaign which has effectively revitalized HSBC Premier brand in the face of changing social and financial environment and sustained its leading position in the affluent banking industry.
MERIT AWARDS
“HSBC One – Say Goodbye to Wealth A0 Millennials Campaign”
HSBC
Judges’ Comment: It was commended as an innovative and educational marketing campaign, which enabled HSBC One to successfully attract the young Millennial to its customer pipeline through an edu-tainment approach and build long-term relationships with the target segment in the highly competitive financial market.
“VIRTUAL BEN – WE KNOW, WHAT YOU ‘KONG'”
WeLab Bank
Judges’ Comment: It was commended as a unique and highly original campaign, which has successfully enhanced WeLab Bank’s proposition as the only home-grown virtual bank, that’s “Made in Hong Kong for Hong Kong” while preserving the Canto culture to tap the young generation segment.
“HSBC EveryMile Credit Card Launch”
HSBC
Judges’ Comment: It was commended as a creative and agile campaign, which enabled HSBC to turn the threats into opportunities by filling the gap in travel card market through excellent product design and development to maximize the earning opportunities of the card holders and the bank itself.
“Hong Kong’s Laisee”
PayMe from HSBC
Judges’ Comment: It was commended as a highly inclusive and glorious campaign. With an innovative product enhancement of e-laisee, PayMe has successfully re-ignited the acquisition and installation of the app and set a new tradition of celebrating CNY in Hong Kong.
CHOW TAI FOOK EXCELLENCE IN USE OF DATA
“McDonald’s x Google – Media Targeting Through Machine Learning”
McDonald’s Hong Kong
CITIBANK EXCELLENCE IN INNOVATION
“csl x MIRROR 5G Campaign”
CSL Mobile Limited
MANULIFE EXCELLENCE IN SOCIAL MEDIA MARKETING
“McDonald’s x MIRROR – 麥炸雞”
McDonald’s Hong Kong
“The FANtastic EURO 2020”
Now TV
“livi PayLater”
livi bank
MCDONALD’S HONG KONG EXCELLENCE IN BRANDING
“csl x MIRROR 5G Campaign”
CSL Mobile Limited
“HSBC One – Say Goodbye to Wealth A0 Millennials Campaign”
HSBC
“The Tuen Ma Line Opening”
MTR Corporation
PIZZA HUT HONG KONG EXCELLENCE IN SMALL BUDGET MARKETING
“CLP Energy Efficiency & Conservation (EE&C) Online Video”
CLP Power Hong Kong Limited
TAI HING GROUP EXCELLENCE IN MARKETING COLLABORATION
“Central Market: Revitalisation Project”
Chinachem Group
“Sino Malls Consumption Voucher Scheme Promotions”
Sino Group
“Sino Malls Disney Winter Celebration”
Sino Group, Lee Tung Avenue Management Company Ltd
EXCELLENCE IN AGILITY AND CRISIS MANAGEMENT
“Stay Strong, Stay Safe”
McDonald’s Hong Kong
EXCELLENCE IN CONTENT MARKETING
“The Tuen Ma Line Opening”
MTR Corporation
Excellence in Customer Engagement and Experience
“csl x MIRROR 5G Campaign”
CSL Mobile Limited
“Hong Kong’s Laisee”
PayMe from HSBC
“MTR Mobile 2.0”
MTR Corporation
EXCELLENCE IN CUSTOMER INSIGHTS
“HSBC EveryMile Credit Card Launch”
HSBC
“SmarTone Home 5G Broadband – The New 5G Private Broadband Era”
SmarTone Mobile Communications Limited
“McDonald’s App 1st Anniversary – Celebrating the Super Fans”
McDonald’s Hong Kong
EXCELLENCE IN INNOVATIVE USE OF TECHNOLOGY
“csl x MIRROR 5G Campaign”
CSL Mobile Limited
“Hong Kong’s Laisee”
PayMe from HSBC
“McDonald’s x Google – Media Targeting Through Machine Learning”
McDonald’s Hong Kong
EXCELLENCE IN ONLINE AND OFFLINE INTEGRATION
“送嘢就嗌Lalamove，一Call萬應！”
Lalamove
“McDonald’s App 1st Anniversary – Celebrating the Super Fans”
McDonald’s Hong Kong
“Hong Kong’s Wallet”
PayMe from HSBC
EXCELLENCE IN SOCIAL GOOD
“With Ping Pong, Achieve More and Beyond”
Hang Seng Bank
“Hong Kong Neighbourhood: West Kowloon”
Hong Kong Tourism Board
“One Heart, Fight the Virus”
Hong Kong Community Anti-Coronavirus Link x CLP Power Hong Kong Limited
EXCELLENCE IN TV COMMERCIAL
“csl x MIRROR 5G Campaign”
CSL Mobile Limited
“McDonald’s x MIRROR – 麥炸雞”
McDonald’s Hong Kong
“HSBC Premier #ThisIsMyFamily Campaign”
HSBC
EXCELLENCE IN VIDEO MARKETING
“McDonald’s App 1st Anniversary – Celebrating the Super Fans”
McDonald’s Hong Kong
“VIRTUAL BEN – WE KNOW, WHAT YOU ‘KONG'”
WeLab Bank
AGENCIES OF THE YEAR (LOCAL CATEGORY)
Uth Creative Group
CruiSo Digital Solutions Limited
Gusto Collective
AGENCIES OF THE YEAR (MULTINATIONAL CATEGORY)
OMD Hong Kong
DDB Group Hong Kong
Wunderman Thompson Hong Kong
AQUA PRO+TECH MARKETERS’ FAVOURITE MARKETING CAMPAIGN
“csl x MIRROR 5G Campaign”
CSL Mobile Limited
Individual Awards
MARKETER OF THE YEAR
Ms Samantha Fan
General Manager, Marketing
Hong Kong Tourism Board
DISTINGUISHED MARKETING LEADERSHIP AWARDS
Ms Angela Wong
Brand, Advertising and Customer Management Director
AXA Hong Kong and Macau
Ms Samantha Fan
General Manager, Marketing
Hong Kong Tourism Board
Mr Kai Tsang
Senior Director, Digital Customer Experience and Partnership
McDonald’s Hong Kong
Ms Yen Lee
Vice President, Marketing
Now TV
Ms Jaslin Goh
Head of Marketing, Design & Customer Experience
PayMe from HSBC
OUTSTANDING MARKETING PROFESSIONAL AWARDS
Ms Cola Mok
Head of Digital Communication, Communications and Corporate Sustainability Department
Hang Seng Bank
Ms Anne Leung
Director, Brand Marketing
Hong Kong Tourism Board
Ms Jay Choi
Senior Marketing Manager – Digital Customer Experience
McDonald’s Hong Kong
Ms Ellie Chui
Manager – Marketing
McDonald’s Hong Kong
Ms Lillian To
Manager – Marketing
McDonald’s Hong Kong
Ms Mabel Wong
Manager, Marketing & Brand Management Department
TMF, Pricerite Group
Panel of Judges
Campaign Awards
- Ms Charmaine Li, Joint CEO,The Kowloon Dairy Limited
- Mr Tony Wong, Co-Founder and Chief Executive Officer,Shopline
- Mr Alias Yeung, Managing Director,HP Inc Hong Kong Limited
- Mr Kent Wong, Managing Director,Chow Tai Fook Jewellery Group Ltd
- Mr Dane Cheng, Executive Director,Hong Kong Tourism Board
Individual Awards
- Mr S K Cheong (Chairman), Vice Chairman, HK Television Entertainment Co Ltd
- Mr Joseph Lau, Managing Director, Multi-Franchise Group Hong Kong, Macau & Taiwan, Sime Derby Motor Group (HK) Limited
- Mr Stephen Ho, Founder and CEO, n-hop Technologies Limited
- Mr Raymond Lam, General Manager, Mabelle International Ltd
- Mr C K Chan, Head of Hong Kong & Macau, Tmall World
- Mr William Ip, Vice President and Head of Digital Commerce, APAC, Fiserv
- Mr Lawrence Lam, Chief Executive Officer, Prudential Hong Kong Limited
- Ms Jojo Chan, Executive Director, Tai Hing Group Holdings Limited
- Ms May Chung, General Manager, Nestlé Hong Kong Ltd
- Dr Kim Mak BBS JP, President, Caritas Institute of Higher Education and Caritas Bianchi College
Board of Examiners
Marketing Awards Organizing Committee 2022
- Mr S K Cheong (Chairman), Vice Chairman, HK 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, Managing Director, HKT Home
- 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
- Mr Lawrence Lam, Chief Executive Officer, Prudential Hong Kong Limited
- Mr Raymond Lam, General Manager, Mabelle International Ltd
- Mr Joseph Lau, Managing Director, Multi-Franchise Group Hong Kong, Macau & Taiwan, Sime Derby Motor Group (HK) Limited
- Dr Kim Mak BBS JP, President, Caritas Institute of Higher Education and Caritas Bianchi College
- Ms Maggie Ng, Head of Wealth and Personal Banking, The Hongkong and Shanghai Banking Corporation Limited
- Mr Norman Tam, Deputy Chief Executive Officer, SmarTone Mobile Communications Limited
- Mr Peter Yan, Chief Executive Officer, Hong Kong Cyberport Management Co Ltd
Marketing Management Committee 2021/22
- Mr S K Cheong (Chairman), Vice Chairman, HK Television Entertainment Co Ltd
- Mr Calvin Chan, Chairman & CEO, CATALO Group
- Dr Bankee Kwan JP, Chairman & CEO, CASH Group
- Prof Randy Lai, CEO, McDonald’s Hong Kong
- Mr Bruce Lam, Managing Director, Consumer Mobile, CSL Mobile
- Mr Frank Lee, President, Tom Lee Music Co. Ltd
- Ms Scarlette Leung, CEO and Founder, Integrative Betterment Services Co Ltd
- Mr Vincent Leung, Vice Chairman, Peoples Smart Living Limited
- Mr Edmund Mak, Partner, 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
- Mr Robert Young, Member, Marketing Management Committee
- Mr Titus Yu, Senior Regional Director, Prudential Hong Kong Ltd
Issued by The Hong Kong Management Association on Monday, 26 September 2022.
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| Ms Karen Sham | (+852) 2774 8525 / karensham@hkma.org.hk |
| Manager (HKMA) | |