Page 44 - MA Dinner 2023

Campaign Awards

Judging Criteria
1. Rationale Behind and Objectives of the Marketing Campaign
2. Strategic Impact and Originality of the Campaign
3. 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
4. Results including Marketing and Financial Results
5. Exceptional Meritorious Aspects of Campaign

Campaign Award Winners Special Awards

Now TV Gold Award Excellence in Greater Bay Area Marketing
“Yayoi Kusama: 1945 to Now” “Nice to meet you again”
M+, West Kowloon Cultural District
Cathay
Silver Award “MTR Cross Border Campaign - Reconnecting Relationships
“Better protection, better healthcare” and Beyond”
AXA Hong Kong and Macau MTR Corporation

Bronze Award Excellence in Use of Data and Technology
“HSBC Mobile Banking presents: DuoVerse”
HSBC “livi Rewards”
livi bank
Excellence Awards
“McDonald’s Baby Shark 齊齊減塑” “When WeLend A.I. Technology and Humanity Meet for
McDonald’s Hong Kong Empowering ‘Financial Sustainability’”
WeLend Limited
“East Rail Line Cross Harbour Extension Opening Campaign”
MTR Corporation Excellence in Innovation
“HSBC Mobile Banking presents: DuoVerse”
“Share for Good” HSBC
New World Development
“Share for Good”
Merit Awards New World Development
“McDonald’s Big Mac x 季前賽 x 903 All Star 籃球賽”
McDonald’s Hong Kong “When WeLend A.I. Technology and Humanity Meet for
Empowering ‘Financial Sustainability’”
“McDonald’s Raise Your Arches (去麥記lor)” WeLend Limited
McDonald’s Hong Kong
Excellence in Influencer Marketing
“Tai Hing 33rd Anniversary - Milk Tea Campaign” “HSBC No.1 Buy Now Pay Later Campaign 2022”
Tai Hing Catering Group
HSBC
“When WeLend A.I. Technology and Humanity Meet for “McDonald’s Baby Shark 齊齊減塑”
Empowering ‘Financial Sustainability’” McDonald’s Hong Kong
WeLend Limited
“McDonald’s Raise Your Arches (去麥記lor)”
McDonald’s Hong Kong

* The order of presentation of the campaigns receiving the same award is based on the alphabetical order of the company name.
42 HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2023

9/26/2023 3:35:37 PM
Dinner 2023 Ken.indd 42
Dinner 2023 Ken.indd 42 9/26/2023 3:35:37 PM