Page 51 - MA2024

Bronze Award

“Mom-certified”
Hong Kong Technology Venture Company Limited

The “Mom-Certified” campaign was a resounding success for HKTVmall, far exceeding the company’s initial objectives and driving
substantial business outcomes.
The campaign’s impact through OOH MTR domination was immediately apparent, achieving a record-breaking 1.78 million
active users during the promotional period. This remarkable user engagement highlighted the campaign’s ability to attract new
customers and drive sustained eCommerce behaviour through cross-platform selling and promoting. Even more impressively,
while the overall supermarket segment experienced a 9% year-over-year decline, HKTVmall’s sales grew by 2% - a clear testament
to the campaign’s effectiveness in driving online shopping. This direct, data-driven understanding of the target audience of Hong
Kong mothers led HKTVmall to craft an authentic, relatable campaign that resonated powerfully with customers.

Beyond just boosting sales, HKTVmall expanded its reach across product categories. Non-grocery related shopping increased from
51% to 57.3% of total gross marginal value, showcasing the company’s successful efforts to engage customers beyond its core
grocery offerings. This diversification not only enhanced customer value but also positioned HKTVmall as a true one-stop-shop
for Hong Kong moms.

The long-term implications of the campaign’s success are equally significant. By solidifying HKTVmall’s position as the eCommerce
platform of choice for Hong Kong mothers, the company has effectively rendered direct competitors irrelevant for the foreseeable
future. Moreover, the rich data insights gleaned from the campaign will empower HKTVmall to further refine its personalization
and communication strategies, ensuring that it remains at the forefront of evolving customer preferences.

Ultimately, the “Mom-Certified” campaign has not only delivered immediate business results but has also transformed HKTVmall’s
position by democratizing eCommerce and making it more accessible and beneficial for both consumers and small businesses.
HKTVmall has gone beyond its role as a true industry leader to make eCommerce the normal habit, poised to continue driving
innovation and growth in the years to come.

Comments from the Judges:
The campaign brilliantly positioned HKTVMall as the premier destination for online shopping, transforming how busy mothers
engage with eCommerce. By harnessing the genuine voices of real mom-influencers, it created an authentic connection that
resonated deeply with its audience, positioning the brand as a trusted ally in their daily lives.

With a strategic approach centered on MTR OOH advertising, the campaign delivered captivating, localized messages that sparked
widespread conversation and effectively drove behavioral change among consumers. The power of big data was utilized to tailor
messaging based on shopping habits, enhancing engagement and reinforcing the platform’s value over traditional retail.

The campaign’s outcomes were nothing short of extraordinary, culminating in the highest number of active users in HKTVMall’s
history. It successfully broadened shopping behaviors beyond groceries, showcasing the platform’s versatility and enhancing
its dominant position in Hong Kong’s e-commerce market. The campaign exemplifies how understanding consumer needs and
leveraging authentic storytelling can lead to monumental success..

Parties to be Recognized for Contributing to the Success of the Programme:
1. Manning Selvage & Lee
2. Saatchi & Saatchi

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2024

Dinner 2024 souvenir programme.indd 49
10/4/2024 12:07:31 PM
Dinner 2024 souvenir programme.indd 49 10/4/2024 12:07:31 PM