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Excellence Award

“Ho Chai Kung March”
Ho Chai Kung Medicine Manufactory Limited

During the COVID-19 pandemic, the demand for fever and pain relievers surged, highlighting a dependence on a few major brands
and a lack of awareness about alternatives like Ho Chai Kung (HCK), an 80-year-old Hong Kong brand. Despite its respected legacy
and faster-absorbing powder format, HCK had weak brand recall, especially among younger consumers. The campaign aimed to
revitalize HCK by educating self-medicating consumers on its trusted branding, cost-effectiveness, and proven efficacy.

Recognizing the challenge of the cluttered media landscape, HCK employed bold, unconventional creativity to stand out. The
campaign featured celebrity Hins Cheung, who has over 1 million Instagram followers, in a humorous “racer” concept TV commercial
with a catchy, easy-to-sing melody featuring the brand name Ho Chai Kung. This created a resonant earworm that quickly raised
market awareness and sparked public discussion. The commercial also included Easter eggs related to Hins’social media content,
boosting engagement.

HCK’s innovative TV commercial challenged conventional norms in the OTC advertising landscape, rapidly rejuvenating its market
standing and solidifying its role as a significant player in both the Hong Kong and Greater Bay Area markets. The campaign’s
immediate and widespread impact was evidenced by an abundance of user-generated content and strong sales performance,
demonstrating the transformative power of strategic and creative marketing.

Comments from the Judges:
With a strategic blend of innovative marketing tactics and impactful celebrity endorsements, the campaign was commended as a
truly landmark and compelling endeavor that successfully revitalized an 80-year heritage brand. This longstanding brand has been
effectively transformed into a modern contender within a competitive market.

The execution was meticulously crafted, impressing the judging panel with its unconventional television commercial that
distinguished itself in a crowded advertising landscape. The clever incorporation of a catchy jingle and engaging content generated
significant social media buzz, enhancing brand recall and fostering deeper consumer interaction. It was the attention to detail that
truly mattered, demonstrating a profound understanding of consumer behavior and market dynamics.

The results of the campaign were remarkable, showcasing exceptional returns on investment and sales performance. It adeptly
leveraged the post-COVID landscape to enhance brand visibility and consumer awareness. Not only did it surpass sales targets,
but it also established Ho Chai Kung as a significant player in the pain relief market, setting a solid foundation for future growth.

Parties to be Recognized for Contributing to the Success of the Programme:
1. COT LTD
2. Lic HiTak Communications
3. Zenith HK

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2024

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