Page 49 - HKMA 2020 Awards Souvenir Programme

Excellence Award

“BioEm: Spray the Distance Away on a Mission to Bring us Closer”
BioEm Air Sanitizing Technology Co Ltd

With COVID-19 continues to take its toll, BioEm has to make sure everyone sanitizes whenever they should. Competitors increased
by five folds in mere months. In a dire need to stand out in a fiercely competitive market, BioEm came up with an epiphany—
all humans are born with the desire to connect, physically and psychologically. By providing them with disinfection products,
BioEm enables them to connect with people physically without having to worry about transmitting germs, especially during the
COVID-19 pandemic.

Hence, BioEm sets its sight to bring Hong Kongers closer and remain helpful and caring to one another. “心連一起 噴走距離” is
not just a campaign, it’s a way for Hong Kongers to stay connected with one another amid the coronavirus pandemic. It is also a
promise BioEm has been keeping to employees, Hong Kongers and now the world.

BioEm invited Hong Kongers to “Spray the Distance Away” with:
• A thematic TVC series “心連一起 噴走距離” (“With Our Hearts Connected, We Can Spray the Distance Away”), which depicts

Hong Kongers’ day-to-day struggles during the COVID-19 outbreak.
• A 360-degree integrated media blitz across Hong Kong through TV, OTT, online, offline and OOH channels.

To say the campaign achieved an unprecedented success is an understatement. Not only did “Spray the Distance Away” tangibly
differentiate BioEm from competitors, it also further strengthened the brand identity of a technologically innovative brand with a
sentimental touch. By showing the softer, more sentimental side of BioEm, the brand also closed the distance from its customers—
an invaluable result that BioEm cherishes more than anything else. Other remarkable results include:

• Revenue has increased by 5,000% since the campaign.
• Paved way for multiple promising long-term revenue streams, suggesting a continuous exponential growth for the brand in

the future.
• Guided by a single vision to bring people closer, BioEm has brought a revolutionary change to different industries and countries

as BioEm continues to collaborate with more governments and enterprises from all over the world.

Comments from the Judges:
It was commended as a meaningful and far-reaching campaign, which has successfully turned a massive health crisis caused
by COVID-19 into a limitless business opportunity. By intelligently launching a series of new disinfection solutions alongside a
communications campaign encouraging people to combat the coronavirus together at this difficult time, BioEm becomes a case
in point that linking profit and purpose does not only do good to the society; it can also attract new business and drive growth.

With groundbreaking products and a clear goal to bring everyone closer, the campaign has tangibly set BioEm apart from its
powerful competitors and catapulted the brand to new heights. The campaign also utilized thematic TVC series alongside outdoor
sanitizing demonstration events, both of which added elements of human touch.

Impressive financial and marketing results were achieved. The campaign is influential and inspirational to Hong Kong sanitizing
brands. Being a first-of-its-kind campaign in the market, it enhanced BioEm’s unique proposition and enabled the brand to bring
its innovations to the world and establish a foothold in new markets.

Parties to be Recognized for Contributing to the Success of the Programme:
1. What A Sunny Day Management Company Limited
2. HAKUHODO Hong Kong Limited

47HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2020