Page 38 - HKMA/TVB Awards for Marketing Excellence 2019-Dinner Souvenir Programme

Campaign Awards

Judging Criteria

1. Rationale Behind the Marketing Campaign
2. Marketing Execution including Development and Positioning of Product / Service / Behaviour / Idea; Pricing / Cost of Target

Audience; Sales or Distribution Channels; Communication and Promotion; People; and Overall Integration of Campaign Elements;
Challenges in the process of Marketing Execution
3. Originality and Strategic Impact of the Campaign
4. Results including Marketing and Financial Results
5. Exceptional Meritorious Aspects of Campaign

Judging Criteria for Digital Marketing Practice Champion

1. Digital Budget Allocation Strategy
2. Executional Strategy
3. Use of Data or Artificial Intelligence or Advanced Digital Techniques

Campaign Award Winners

Gold Award
“McDonald’s X 鋒味 MY TASTE OF HONG KONG”
McDonald’s Hong Kong
Silver Award
“Humanizing a Humanless Experience - WeLend A.I. Loan”
W eLend Limited
Bronze Award
“Swipe EX - Literature of Mindful Cleaning”
SWIPE (HK) Limited
Excellence Awards*
“Citigold‘Own The Affluent’Campaign”
Citibank Hong Kong Limited
“HKTVmall - Miss Do Do Cheng Online Shopping Tutorial”
HKTVmall
“KOSÉ GRACE ONE - THE ACADEMY OF AGELESSNESS”
Saving International (Holdings) Limited
Merit Awards*
“Reboot HSBC Life”
HSBC Life
“The Power of the Inner Smile”
Mannings - The Dairy Farm Company, Limited
“The REAL Listing”
Ricacorp Properties Limited
“Breakup Tour”
Secret Tour (HK) Limited

36 HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2019