Widely acclaimed 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 2023 were unveiled on 3 October 2023, during the Award Presentation Ceremony at the Hong Kong Convention and Exhibition Centre.
The Now TV Gold Award for the Campaign Awards this year went to “Yayoi Kusama: 1945 to Now” by M+, West Kowloon Cultural District.
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 38th 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 Professor Harry Shum, Council Chairman of The Hong Kong University of science and Technology, the Guest of Honour of the event; Dr Y K Pang GBS JP, Chairman of the Association; and Mr Bruce Lam, Chief Executive Officer, Consumer of HKT Limited (HKT).
The results of Campaign Awards and Individual Awards were as follows:
CAMPAIGN AWARDS
NOW TV GOLD AWARD
“Yayoi Kusama: 1945 to Now”
M+, West Kowloon Cultural District
Judges’ Comment: Leveraging the strong brand presence established during the inaugural year, the campaign has boldly transitioned M+ from free entry to a paid model, strategically reshaping the perceptions of a diverse audience, including local, Mainland, and overseas visitors, towards art, and ensuring the museum’s long-term sustainability.
SILVER AWARD
“Better protection, better healthcare”
AXA Hong Kong and Macau
Judges’ Comment: The campaign was meticulously crafted to seize a significant opportunity within the Hong Kong health insurance market. Anchored by a comprehensive, research-driven go-to-market strategy that deeply understood market dynamics and consumer insights, it effectively established AXA’s preeminence among Voluntary Health Insurance Scheme (VHIS) products.
BRONZE AWARD
“HSBC Mobile Banking presents: DuoVerse”
HSBC
Judges’ Comment: The campaign has effectively solidified HSBC’s standing as a leading digital bank among GenZ consumers through a bold and inventive approach, resulting in a unique and immersive experience that significantly shifted brand perception and boosted market share among the younger demographic.
EXCELLENCE AWARDS
“McDonald’s Baby Shark 齊齊減塑”
McDonald’s Hong Kong
Judges’ Comment: Addressing urgent environmental concerns, the campaign successfully engaged and educated families, with a special focus on children about sustainability, while enhancing the brand’s reputation through a multi-faceted approach.
“East Rail Line Cross Harbour Extension Opening Campaign”
MTR Corporation
Judges’ Comment: The innovative and customer-centric campaign has generated significant exposure and awareness of the East Rail Line Extension’s opening, enhancing the brand’s reputation through improved connectivity and mobility, sparking excitement among Hong Kongers during the COVID-19 pandemic, and boosting patronage.
“Share for Good”
New World Development
Judges’ Comment: The campaign adeptly identified a critical gap between corporate donors and NGOs, marking the beginning of an extraordinary journey. This campaign, akin to finding a “blue ocean” opportunity, quickly evolved from a visionary concept into a real-world solution.
MERIT AWARDS
“McDonald’s Big Mac x 季前賽 x 903 All Star 籃球賽”
McDonald’s Hong Kong
Judges’ Comment: The campaign has brilliantly revitalized the cultural relevance of the beloved Big Mac among the Gen Z audience through a distinctive and unconventional marketing approach. By adopting a multifaceted approach that blended elements of TV drama, celebrity endorsements, and innovative storytelling, the campaign not only elevated the brand’s stature but also firmly embedded it within the pop culture discourse.
“McDonald’s Raise Your Arches (去麥記lor)”
McDonald’s Hong Kong
Judges’ Comment: Employing a multifaceted strategy that blended innovation with cultural relevance, the campaign strategically harnessed the festive spirit of Chinese New Year to rekindle interest in dining at McDonald’s, particularly among Gen Z, following pandemic-related declines in in-store visits.
“Tai Hing 33rd Anniversary – Milk Tea Campaign”
Tai Hing Catering Group
Judges’ Comment: Leveraging the brand’s 33rd anniversary, the campaign reinvigorated Tai Hing’s image by capitalizing on their iconic Hong Kong-style milk tea with innovative fusion flavors. The outcome constituted a triumphant brand relevance, notably captivating a more youthful demographic.
“When WeLend A.I. Technology and Humanity Meet for Empowering ‘Financial Sustainability’”
WeLend Limited
Judges’ Comment: The campaign identified an opportunity to address the evolving needs of borrowers by empowering them with a distinctive blend of AI technology and financial wisdom that transcended conventional lending practices. The campaign has successfully elevated brand awareness, fortified customer loyalty, and enhanced WeLend as a frontrunner in the realms of AI and fintech while also broadening its customer base.
Special Awards
AXA Excellence in Greater Bay Area Marketing
“Nice to meet you again”
Cathay
“MTR Cross Border Campaign – Reconnecting Relationships and Beyond”
MTR Corporation
Chow Tai Fook Excellence in Use of Data and Technology
“livi Rewards”
livi bank”
“When WeLend A.I. Technology and Humanity Meet for Empowering ‘Financial Sustainability’”
WeLend Limited
Citibank Excellence in Innovation
“HSBC Mobile Banking presents: DuoVerse”
HSBC
“Share for Good”
New World Development
“When WeLend A.I. Technology and Humanity Meet for Empowering ‘Financial Sustainability’”
WeLend Limited
Manulife Excellence in Influencer Marketing
“HSBC No.1 Buy Now Pay Later Campaign 2022”
HSBC
“McDonald’s Baby Shark 齊齊減塑”
McDonald’s Hong Kong
“McDonald’s Raise Your Arches (去麥記lor)”
McDonald’s Hong Kong
McDonald's Hong Kong Excellence in Branding
“Hang Seng 90th Anniversary – Ever Growing Ever Innovating”
Hang Seng Bank Limited
“Yayoi Kusama: 1945 to Now”
M+, West Kowloon Cultural District
“McDonald’s Raise Your Arches (去麥記lor)”
McDonald’s Hong Kong
Pizza Hut Excellence in Content Marketing
“HSBC Mobile Banking presents: DuoVerse”
HSBC
Prudential Excellence in Customer Engagement and Experience
“Nobody Does Rugby Sevens Like Hong Kong”
Cathay
“HSBC Mobile Banking presents: DuoVerse”
HSBC
“East Rail Line Cross Harbour Extension Opening Campaign”
MTR Corporation
Tai Hing Group Holdings Limited Excellence in Marketing Collaboration
“World Cup for All”
Chinachem Group – Central Market
“Arts Cafe: Brushstrokes that Bridge Perspectives”
Hong Kong Tourism Board
“HSBC Premier Elevate Campaign”
HSBC
“McDonald’s Big Mac x 季前賽 x 903 All Star 籃球賽”
McDonald’s Hong Kong
Excellence in Agility and Normalcy Resumption
“HSBC SuperStart 2023”
HSBC
“Share for Good”
New World Development
Excellence in Customer Insights
“Better protection, better healthcare”
AXA Hong Kong and Macau
“Make time for me-time”
AXA Hong Kong and Macau
“The Only Pet CEO Plan”
OneDegree Hong Kong Limited
Excellence in Online and Offline Integration
“McDonald’s Big Mac x 季前賽 x 903 All Star 籃球賽”
McDonald’s Hong Kong
“Endless Summer – Go Splash! Have crazy fun at Water World”
Ocean Park Corporation
Excellence in Segment Marketing
“DBS BusinessClass”
DBS Bank (Hong Kong) Limited
“Business Level Up Campaign”
Hang Seng Commercial Banking
Excellence in Small Budget Marketing
“World Cup for All”
Chinachem Group – Central Market
“CLP Power Connect Low-Carbon Ambassador Scheme”
CLP Power Hong Kong Limited
“CLP Smart Energy Award Programme”
CLP Power Hong Kong Limited
Excellence in Social and Community Good
“CLP Power Connect Low-Carbon Ambassador Scheme”
CLP Power Hong Kong Limited
“Share for Good”
New World Development
“Building Stronger Communities Together”
The Hong Kong Jockey Club
Excellence in Video Marketing
“Here we are for your health”
FWD Hong Kong
“McDonald’s Big Mac x 季前賽 x 903 All Star 籃球賽”
McDonald’s Hong Kong
“ Prudential We Do Family Campaign – “Love Transcends Time” ”
Prudential Hong Kong Limited
Marketers’ Favourite Marketing Campaign
“East Rail Line Cross Harbour Extension Opening Campaign”
MTR Corporation
Agencies of the Year (Multinational Category)
DDB Group Hong Kong
OMD Hong Kong
PHD
Saatchi & Saatchi
Agency of the Year (Local Category)
Uth Creative Group Limited
INDIVIDUAL AWARDS
MARKETER OF THE YEAR & DISTINGUISHED MARKETING LEADERSHIP AWARDS
Nil
OUTSTANDING MARKETING PROFESSIONAL AWARDS
Jessica Chi
McDonald’s Hong Kong
Candy Chu
MTR Corporation
Pollex Lam
McDonald’s Hong Kong
Kelvin Wai
MTR Corporation
Ernest Yu
McDonald’s Hong Kong
HKMA/ViuTV & Now TV AWARDS FOR MARKETING EXCELLENCE 2023 - PANEL OF JUDGES
Panel of Judges (Campaign Awards)
- Mr Evan Auyang, Group President, Animoca Brands
- Mr Darren Chan, Managing Director, Wellcome Hong Kong & Macau
- Mr Joseph Law, Managing Director, CLP Power Hong Kong Limited
- Ms Elsa Wong, Managing Director, NEC Hong Kong Limited
- Mr Franz Wu, Co-Founder, CEO and Chairman, Yoho Group
Panel of Judges (Individual Awards)
- Mr S K Cheong (Chairman), Vice Chairman, HK Television Entertainment Co Ltd
- Mr Tom Chan, Mentor, Cyberport Mentorship Services and HKSTP Mentorship Programme
- Mr Stephen Ho, Founder and CEO, n-hop Technologies Limited
- Mr Lawrence Lam, Chief Executive Officer, Prudential Hong Kong Limited
- Dr Kim Mak BBS JP, President, Caritas Institute of Higher Education and Caritas Bianchi College of Careers
Mr Francis Phua, Managing Director, Franck Muller (HK) Limited
BOARD OF EXAMINERS
Board of Examiner (Marketing Awards Organizing Committee)
- Mr S K Cheong, 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, Mentor, Cyberport Mentorship Services and HKSTP Mentorship Programme
- Mr Derek Choi, Managing Director, HKT Home
- Mr Stephen Ho, Founder and CEO, n-hop Technologies Limited
- Mr Brian Hui, Managing Director and Head of Customer Propositions and Marketing, Wealth and Personal Banking, HSBC
- Mr William Ip, General Manager, APAC, Unlimit
- Mr Lawrence Lam, Chief Executive Officer, Prudential Hong Kong Limited
- Mr Raymond Lam, General Manager, Digital Transformation, Cafe de Coral Holdings Limited
- Mr Joseph Lau, Managing Director, Multi-Franchise Group Hong Kong, Macau & Taiwan, Sime Derby Motor Group (HK) Limited
- Mr Gary Liu, Co-founder & CEO, Terminal 3; Founder & CEO, Artifact Labs
- Dr Kim Mak BBS JP, President, Caritas Institute of Higher Education and Caritas Bianchi College of Careers
- Mr Francis Phua, Managing Director, Franck Muller (HK) Limited
- Mr Gareth Pope, SVP – Asia Pacific, lululemon
- Mr Norman Tam, Advisor, YAS Microinsurance
- Mr Peter Yan, Chief Executive Officer, Hong Kong Cyberport Management Co Ltd
Board of Examiner (Marketing Management Committee 2022/23)
- Mr S K Cheong, 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, Chief Executive Officer, Consumer, HKT Limited
- 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, Corporate & HK, Macau & Overseas, Chow Tai Fook Jewellery Group Ltd
- Mr Robert Young, Member, Marketing Management Committee
- Mr Titus Yu, Senior Regional Director, Prudential Hong Kong Ltd
Board of Examiner (Chief Marketing Officer Committee)
- Mr Rudy Chan, Co-founder & COO, Cloudbreakr
- Ms Tina Chao, Chief Marketing and Digital Customer Experience Officer, McDonald’s Hong Kong
- Mr Kelvin Cheng, Marketing Director, HK & TW, LEGO Hong Kong Limited
- Ms Diane Chiu, General Manager, Marketing & Revenue Management, MTR Corporation
- Mr Matthew Lam, Director of Marketing – Digital, SWIRE Hotels Group
- Ms Isabella Lau, Chief Customer, Strategy and Transformation Officer, AIA Hong Kong & Macau
- Ms Angela Shing, Asia Citi Global Wealth CMO & Hong Kong, Head of Digital Sales & Marketing, Citibank
- Ms Catherine Wong, General Manager – Retail Marketing and Sales, Hong Kong & China Gas Co Ltd
Issued by The Hong Kong Management Association on 3 October 2023.
For press enquiries, please contact:
Ms Sunnie Ma, Senior Membership & Event Consultant (HKMA) sunniema@hkma.org.hk
Mr Albert Yeung, Senior Manager, Membership and Event (HKMA) 2774 8575 / albertyeung@hkma.org.hk