Page 49 - HKMA/TVB Awards for Marketing Excellence 2019-Dinner Souvenir Programme
P. 49
Excellence Award
“HKTVmall - Miss Do Do Cheng Online Shopping Tutorial”
HKTVmall
Launched in February 2015, HKTVmall aims to be the first and the largest online shopping mall in Hong Kong. With the provision
of one-stop shop platform including online marketplace, logistics & delivery as well as impressive customer experiences, HKTVmall
bears the mission to lead the change and help to transform retail industry and the digital business ecosystem in Hong Kong, which
still entrenched in the past success and the throne of Shoppers’ Paradise. On the other hand, we need to create a showcase to our
merchants, suppliers and business partners that HKTVmall has the potential and capability to acquire customers and sales.
In 2018, it launched “HK$99 for premium frozen meat and seafood bundles” campaign, targeting middle class families to
unleashing consumer demand in frozen food with delivery convenience. This campaign encompassed online and offline facets
- TV commercials, decoration and events at our 35 O2O shops, as well as digital advertising and in-app promotions. Highlight of
the campaign was featured with Do Do Cheng, a respectful artiste in Hong Kong, that has contributed to build market awareness
and brand trustworthiness. Another important element was the people at HKTVmall - with different roles from supporting,
merchandising, logistics and warehousing, everyone was moving towards these difficult tasks. And even its O2O shop frontline
talents, they were not just receiving sales briefing, but they were taught with cooking skills, sauce pairing and dish styling.
Campaign results were satisfactory - HKTVmall sold more than 41,000 frozen meat seats, and acquired more than 21,000 new
c ustomers! According to a survey conducted by KPMG & GS1 in Nov 2018, HKTVmall has become the top choice of online shopping
for food & beverage for online shopping too. This campaign is a true testimonial of stakeholder cooperation and communications.
This first and fast mover advantage has not only established its leading position in Ecommerce market in Hong Kong, and has
opened the sky for our cooperation with business partner from different industries such as top tier banks.
Comments from the Judges:
It was commended as a strategic and far-reaching campaign, which has achieved customer acquisition by changing the perception
and behaviour of the matured segment towards online purchase of frozen food and successfully introduced a new daily household
shopping style.
Addressing the hectic lifestyle of the target segment, HKTVmall captured their hearts with high value for money products and a
trustworthy local marketplace providing one stop shop convenience and confidence. The great network of O2O shops effectively
acquired the non-digital consumers and enhanced the brand exposure. The use of celebrity endorser Ms Do Do Cheng attracted
the attention of widest audience from all walks of life. The visionary leadership and commitment with a passionate team was the
key success factor of the campaign.
The results in terms of new customer growth and repeated purchase rate were impressive. HKTVmall has disrupted the status quo
and the entrenched belief on traditional retail industry while established a sustainable brand of online marketplace to attract top
tier partnership for future development.
47HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2019
