MARKETERS CAPITALISE ON THE TREND?
With all travel restrictions, and most of the social distancing measures having been lifted since December last year, Hong Kong is seeing more and more international visitors and tourists. This has been coupled with the fact that the government in Hong Kong is also pushing for overseas tourists by launching global campaigns and handing out free tickets.
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According to Expedia search data, the interest for inbound travel into Hong Kong has increased significantly, with average daily searches for inbound flights having increased by over 210%. Meanwhile, searches for accommodation in Hong Kong grew 10%.
The top 10 origin cities for inbound travellers are Toronto, Vancouver, New York, San Francisco, London, Los Angeles, Bangkok, Singapore, Taipei, and Seattle.
There has also been a more than 100% year-on-year growth in unique searches on Tripadvisor in December last year, and January and February this year. The pages that show an overview of what Hong Kong has to offer include travel advice such as the best places
to stay and visit, including dim sum restaurant suggestions, and sightseeing attractions, among others, a check by MARKETINGINTERACTIVE saw.
Commenting on how Tripadvisor is looking to better market Hong Kong as a destination, Duncan Skehens, director, international communications at Tripadvisor, told MARKETING-INTERACTIVE that the company is constantly looking at how it can improve its world-class guidance products to help travellers make decisions in a world where “it’s hard to find advice you can trust”.
“On Tripadvisor, we offer genuine travel advice from impartial experts, not just on places to stay and see, but unique and immersive
experiences to try, no matter your interests, budget or time frame, he said.
“Travellers can read advice about the best ways to visit and explore Hong Kong, discover travel itineraries and pro tips from local experts, and even access third party guides from trusted partners such as TTG Asia and Culture Trip.”
Can better travel search options help make Hong Kong a preferred go-to destination?
On the agency front, some industry players believed that when a particular destination experiences a spike in search activity, travel companies can adjust their marketing strategies in various ways to capitalise on this increased interest. These include social media
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marketing, special offers, and promotions, according to Jacopo Pesavento, CEO of Branding Records.
“By doing so, they can attract more users to their platforms and increase bookings for hotels, flights, and other travel-related services,” he added.
Other ways include search engine marketing – travel companies may bid on keywords related to the destination in question in order to appear at the top of search results pages when users search for information about that destination.
There is also content marketing – companies can create blog posts, videos, or other types of content, that highlight the attractions and experiences available at a destination. This
content can be shared on the company’s website or social media channels, and can help to build awareness and interest in a destination.
Agreeing with his view was Yvonne Ma, founder and managing director of destination marketing agency Eighty20, which helped Brand USA and Hawai’i Tourism Authority with destination marketing and representation in Hong Kong, Southern China, Taiwan and Southeast Asia before the pandemic.
She said the online travel sites can further highlight Hong Kong’s wonders and uniqueness to targeted markets, as well as creating thematic marketing campaigns that cater to Gen Z and Millennials, such as gradation trips or girls’ getaways.
On the other hand, because online travel sites such as Expedia, Agoda and Tripadvisor have made a name for themselves within the industry over the years, they don’t need to do much brand building, according to Desmond So, CEO of Uth Creative Group.
“Tactical promotions such as lucky draws, games to engage consumers and ensure customer stickiness are more than enough to market the destination Hong Kong,” So added.
How can tourism businesses stand out amid the frenzy of promotions?
The increase in inbound visitors to Hong Kong certainly creates new marketing opportunities for tourism businesses to bring in more revenue.
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“Other ways to increase ticket bookings and length of stay is by offering more non-traditional local tours with a storytelling angle to offer a new perspective, and collaborating with key airlines or popular media partners in each targeted country or city for co-op strategies such as online content campaigns.”
But with so many marketing activities out there, how can one cut through the clutter is a question for many companies.
Apart from all the iconic attractions in Hong Kong that have been promoted for years, Eighty20’s Ma suggested that tourism businesses should think of off-the-beaten-path experiences with storytelling by experts, such as the Airbnb Experiences model.
“Hong Kong tourism needs to focus on presenting something new and fun instead of worrying about other destinations taking away Mainland visitors,” she said.
“The recovery of Mainland China’s outbound travel will take more than a year, especially for leisure travel to long-haul destinations, so Hong
Kong has time to polish its advantages and offer a warm welcome to potential visitors.”
As for overseas tourists, she said that tourism companies need to differentiate themselves from other major cities in Northern Asia closer to China.
“For example, is it possible to combine Hong Kong with other GBA destinations to offer a unique experience?” She said.
Agreeing with the view was Jeffrey Hau, co-founder and CEO of PRIZM Group, who said businesses should try something new to attract international visitors as consumer preferences have changed.
“What travellers found attractive about Hong Kong pre-COVID might not work now, so
perhaps it’s time to perform research or focus groups again,” he said.
“If there is one thing for Hong Kong to stand out about, I think our shopping scene is a big draw for tourists, especially because of the variety of retail brands and the fact that you can shop tax-free.”
There are various ways that tourism businesses can differentiate themselves, including creating unique experiences that showcase Hong Kong’s culture and heritage, such as food tours, historical walking tours, and visits to traditional markets, according to Branding Records’ Pesavento.
Second, they can offer services such as personalised itineraries and local recommendations based on travellers’ interests.
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“Brands that aim at tourism businesses should also consider their brands as part of Hong Kong and share the same values it does; where it’s about new ideas and energy; thus, brands should consider new angles to attract tourists to pay repeated visits to their shops because every time there are new reasons for them to visit again.”
They can also leverage technology to enhance the visitor experience such as virtual tours or augmented reality experiences.
Finally, they could partner with local businesses to offer bundled packages that include experiences, accommodation, and dining options, he added.
Uth’s So said that ultimately it’s the soul of a new Hong Kong that has brought Hong Kong residents new excitement, and brands should leverage that with overseas visitors as well.
What challenges can marketers expect?
Given the influx of marketing activities as Hong Kong opens up, marketing budgets will be under pressure to deliver effective campaigns that
reach target audiences, according to Branding Records’ Pesavento.
“Another challenge will be to create compelling content that resonates with visitors while complying with evolving regulations on public health and safety. Finally, it will be important to balance the need for promoting tourism with the need to preserve Hong Kong’s natural and cultural heritage,” he added.
When it comes to marketing dollars, brands have become more cautious likely because of the global economic uncertainty and increased competition from other short and long-haul destinations, according to Eighty20’s Ma.
“Despite seeing a gradual pick-up in demand to travel to Hong Kong, it is difficult
to accurately forecast revenue and it will take time to reach pre-pandemic inbound traffic numbers. However, effective marketing in Mainland China does require an adequate budget,” she said.
She also explained that Hong Kong tourism businesses must work harder to educate their teams about Mainland Chinese travellers’ online behaviours, and the HK marketing landscape.
On the other hand, Tony Hon, executive creative director at Turn Creative, said marketing budgets will be tight because the market is still recovering.
“But the fact is that marketing expenses are an investment. So it is all about the value, but only if you have the right vision.”
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BUILDING LOYALTY AMONG TOURISTS
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Brands invest in loyalty programmes to retain customers in the local market, but they often overlook the potential of tourists as repeat customers.
Though many businesses assume that tourists are a one-time thing, in reality, a significant portion of inbound travellers are frequent visitors. The example often given is how a taxi driver doesn’t see much value in maintaining a good service because they are unlikely to see a customer again. However, that’s actually not the case. There is a good portion of repeat frequent travellers in the inbound traveller mix.
We might soon see the return of repeat frequent tourists from neighbouring cities and countries for business or leisure shopping and, like locals, they tend to visit the same shops and restaurants.
If we put Hongkongers into the same context, you will see that the vast majority of us will visit the same restaurant or same shop during our multiple trips to our second homes of Taipei, Bangkok or Japan. You may have heard friends saying it’s time to fly to Japan to “refill” home essentials, basically it is the same thing.
However, the challenge is that most loyalty programmes do not apply to travellers. Brands often do not have access to tourist profile data or the origin of their tourist customers. To address this, brands that have a presence in multiple regions should consider a borderless loyalty programme that allows customers to earn and burn points across different regions.
But do brands have a good grasp on the tourist segment of their customer profile? Regrettably, most brands lack access to tourist profile data, leaving many in the dark. However, some industry-specific brands may be in for a surprise when comparing tourist demographics to those of their local customers. It’s crucial to shed some light on this data and see if there are any untapped opportunities for growth.
Loyalty programmes should be borderless
You’re a loyal customer of a brand that has stores all over the world. But when you try to use those vouchers in a different region, you find they’re not accepted, which may lead you to feel like you have been let down by the brand.
Brands that have a presence in multiple regions should consider a borderless loyalty programme to leverage their customer reach. We recently launched a loyalty app for Chow Sang
Sang Jewellery. The app enables customised vouchers to be distributed to their members which can be used across multiple regions, including Hong Kong, China and Taiwan.
If you’re a brand trying to attract travellers, you have to make sure you’re fishing in the right pond, and on the right platform. You need a centralised database to store all your precious data, and a front end entrance built on multiple platforms that is tailored to your target demographics.
For example, you’ll want a WeChat mini programme to cater to Mainland Chinese users. And while brick-and-mortar stores might act as the “love at first sight” touch-point for many retailers, mature brands know how to keep the momentum going by luring customers to their eCommerce sites for an extension of the customer journey once they’re back in their home towns.
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Brands that want the wallets of travellers need to win over their hearts as well, and regular communication with relevant content is key.
But let’s be real, it’s tough to persuade tourists to keep coming back to your store. That’s why it’s crucial to create touch-points that keep them engaged. One tactic that works is a loyalty programme infused with gamification, especially for Gen Z, who love token economies in mobile games.
A user habit is built on encouraging users to complete missions such as to check-in at designated stores, to collect virtual gifts or to share a special moment on their social media. Of course, at the end of the day, the behaviour of travellers is different from your daily local customer, so before you go all-in, consider if the traveller segment is sizeable enough to justify the extra effort of setting up a unique customer journey.
A foot in the door
In the Hong Kong retail scene, competition is fierce and often tourists will go shopping in a location that is nearby or convenient to their travel itinerary, and this is especially true for the spontaneous Gen Z travellers.
Despite the best efforts of retailers to target them with ads before they even leave home,
there’s no guarantee they’ll visit your store. That’s where early bird vouchers might be the answer. By offering discounted cash vouchers or added perks before their trip, you’re luring them in before they even arrive. And let’s be real, who doesn’t love a good deal?
During the pandemic, shopping malls discovered a new way to capture these customers. We launched eCommerce portals for many of them, something both the malls and us never considered pre-COVID.
We encourage consumers to purchase discounted cash vouchers or vouchers with additional perks before their trip. Some travellers already have a shopping list, while others may appreciate a goodies bag with mystery vouchers for random shops. It’s like a shopping adventure where they don’t know what treasures they’ll find. Also, let’s not forget the power of now. Travellers want to use their coupons or acquire their incentives right away, so immediate redemption is key. Another significant benefit is that brands can collect customer data right at the beginning of the customer journey, opening up many possibilities for further engagement.
Traveller-centric communications
Including a messaging bot in your marketing arsenal is a savvy move when targeting travellers.
After all, tourists come from all over the globe, and a customer support team that only works regular business hours is really only businesscentric. To truly be customer-centric, you need to provide round-the-clock, omni-channel communication options that cater to the needs and preferences of travellers.
For instance, businesses that only take email enquiries will find this doesn’t work for Mainland Chinese, while WhatsApp doesn’t serve the Japanese or Koreans very well.
By incorporating a chatbot with a simple dialogue flow, you can quickly and efficiently handle common questions and even help travellers book a table at a restaurant. To make the experience even smoother, be sure to confirm bookings through the traveller’s messaging app, as they may not have a local phone number.
Another idea is to send your customers a survey with a voucher after their visit to get their thoughts, which can also help you build your data base for next time they visit.
While tourists, of course, won’t usually come back within two weeks, a small trick we enabled was allowing a voucher to be transferred to a friend that might be visiting the city very soon, and that is also an easy and effective way of creating a referral programme. The article is done in collaboration with PRIZM.
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SNAPPED 快拍
“Refresh. Easter. Bunny” art installation
DATE: 28 March – 16 April
VENUE: Starstreet Precinct
1. Starstreet Precinct collaborated with emmaAparty and Fashion Clinic to launch the Bah Pau bunny rabbits’ art installation. Made from upcycled materials, the rabbits were dressed in spring outfits.
2. When people walked up the slope outside Three Pacific Place on Star Street, they found another striking rabbit installation.
3. There were two stylish bunnies showing off their cool ensembles on the wooden deck and illuminated benches.
4. By upcycling emmaAparty’s rabbit characters and dressing them up in sustainable outfits from unique designs from Fashion Clinic, the upcycled outfits worn by the rabbit installations were a mixture of sustainability and style.
Pinkfong & Ninimo Funfair
DATE: : 1-10, 15, 16, 22, 23 April
VENUE: Atrium, Ocean Terminal, Harbour City
1. Harbour City has partnered with global entertainment company Pinkfong to launch a funfair featuring its character Ninimo.
2. There are three carnival games in the funfair. Visitors who donate on-site will receive a game card and can participate in the game booths.
3. Apart from the cup stack, roll ball and ring toss, game booths are also available for participants to play. Each time they win a game, they will receive a stamp on their game cards.
4. The funfair features a popup store selling limited edition Pinkfong, Ninimo, and other characters merchandise.
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Duffy and Friends Play Days
DATE: 1 April – 22 June
VENUE: Hong Kong Disneyland Resort
1. Hong Kong Disneyland Resort has launched the immersive “Duffy and Friends Play Days” experience with seven scenic Duffy and Friends sculpture.
2. The StellaLou’s “Wonderful Wishes Ballet” show was a 30-minute show played five times a day from 5-10 April and 14-16 April in Disney’s Storybook Theater.
3. The Duffy and Friends Play House brings the playfulness and innocence of their story world to life.
4. Guests can enjoy an afternoon tea set at Main Street Corner Cafe hosted by Coca-Cola, special drinks and delectable pastries at Main Street Bakery.
Thai Select Carnival
DATE: 22 April
VENUE: : Lan Kwai Fong
1. Lan Kwai Fong has partnered with The Department of International Trade Promotion (DITP), Ministry of Commerce, Thailand, to present a sensational Thai cultural celebration.
2. Visitors can also try various Thai grub such as chicken rice, papaya salad and grilled satay skewers at the carnival’s dedicated F&B brands.
3. The carnival will also showcase a series of performances throughout the day, including traditional dance performances, Muay Thai demonstrations, and a special parade.
4. The highlight of the carnival will be the water blessing ceremony, an ancient Songkran (Thai New Year) tradition that brings good luck and fortune to everyone around.
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MIRROR’s global ambition comes at a strategic time, but what more is needed for a breakthrough?
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Photo courtesy: MIRROR’s fan club
The recent launch of Hong Kong boy band MIRROR’s first-ever English single has many fans in Hong Kong excited for the band’s global ambitions, and the reach of Cantopop.
The song Rumours has drawn a range of reactions from fans showing their support. According to media intelligence firm CARMA, the song saw a total of 8,200 mentions globally regarding the new song, with 42.3% positive and 2.6% negative sentiments across local social platforms. Keywords associated with the band’s latest single include “language”, “sexy”, “exclusive” and “sensual”.
MIRROR has been a hot favourite not just with fans, but also advertisers in the Hong Kong market. Some of the campaigns the band has been a part of include work for FWD Insurance, Coca-Cola, and Watsons, among others.
Nonetheless, in the past few months, the band has been somewhat more silent given the tragic accident which occurred during its show in July last year, which left one of its dancers seriously injured after a giant screen crashed on him.
However, with the news of their plans for a global expansion, it may just revive the fire fans have for the band.
Breaking into the global market with a diversity of talent
With a 12-member band, one way to resonate better with the global market is to create distinct personalities for each member, said Candy Tong,
founder and director of Above The Line, which focuses on PR and marketing solutions. Each member of the band has his own talent, and should create their own style beyond dancing, singing and composing songs.
She added that choosing to launch an English song to reach Chinese listeners, and other overseas fans, is also a good move.
Agreeing with her was Chris Kyme, cofounder and creative director of Kymechow, a creative services agency specialising in building brands and driving effective marketing campaigns. He said that releasing an English song is a smart move for the band to help it gain more exposure and success overseas. He added that the way Korea markets its pop culture overseas is definitely something Hong Kong artists can learn from.
Meanwhile, creative agency Turn Creative’s executive creative director Tony Hon said
that MIRROR is a very local boy band and the members must identify their strength and market positioning. “For example, the best dancing boy band in Asia, the best singer-songwriter band in Asia. Brands will come to them naturally, while MIRROR finds its precise and unique positioning,” he said.
Riding the Asian wave
Currently, the Asian dominance in Hollywood has been well felt. K-pop stars BTS have long been lauded for their phenomenal success in breaking into the Western market. Meanwhile, Netflix shows such as Bling Empire are also putting more focus on Asian personalities. And needless to say, Michelle Yeoh’s monumental Oscar win has also placed a lot more attention on Asian talent.
With their prominence in Western markets rising, Asian artists need to focus on their unique talent, creativity,
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and passions to resonate with a diverse audience across various cultures and entertainment preferences, said Miuson Chi, general manager of MSL Group, an agency focused on integrated communications and influencer marketing.
He added that in today’s increasingly globalised entertainment industry, artists must adapt, innovate, and collaborate across borders to succeed.
“MIRROR’s new English single is an example of how artists can engage with their fans in different communities and cultures. While expanding their reach worldwide may not necessarily be their primary goal, it’s an opportunity to connect with a broader audience and showcase their talents to a wider fan base,” he said.
While learning from K-pop is definitely a good start, PR professionals such as David Ko, managing director of RFI Asia, remain conservative about MIRROR’s global ambitions.
“The key question is whether the boy band brings something unique to the table that helps them stand out against stiff competition from K-Pop and international boy bands. I love that they have huge ambitions. But the journey ahead is very long,” he said.
Visibility is key
While talent is no doubt important, Above The Line’s Tong, said that visibility is equally important. Taking reference from local pop stars such as Andy Lau and Aaron Kwok during the 1990s, she said these local stars established a unique impression and brand image beyond
Hong Kong. Furthermore, participating in international movies and TV dramas, as well as collaborating with international artists, are also ways to make noise beyond Hong Kong.
“I believe MIRROR can utilise its advantage of being a multilingual band to expand its brand presence globally,” she added.
Leung Chung, managing partner, creative, Sunny Idea, which focuses on entertainment and creative solutions, said that MakerVille’s role is also very critical in this instance.
“If MakerVille can bring MIRROR to collaborate with international artists, and participate in global music events, I am sure they can expand their presence and reach to the whole world through social media. At the same time, they can attract brand sponsorships beyond Hong Kong,” he said.
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“If MakerVille can bring MIRROR to collaborate with international artists, and participate in global music events, I am sure they can expand their presence and reach to the whole world through social media. At the same time, they can attract brand sponsorships beyond Hong Kong,”
Fizzling out in the local market?
While MIRROR has no doubt made its presence felt in the Hong Kong market, experts MARKETING-INTERACTIVE spoke to seem to agree that the brand’s impact on advertising spend and ROI is fizzling out little by little.
According to Ko, MIRROR is seeing an alarming waning in fan passion because of them being seen as “money-grubbing” and promiscuous in their brand endorsement activities. As such, the public may struggle to associate them with a specific brand, which diminishes the effectiveness of a marketing campaign.
“Using MIRROR also risks overshadowing the brand itself, with consumers focusing more on the stars than the product,” he said.
Agreeing with his view was Kyme, who said local artists such as MIRROR are completely overused in Hong Kong.
“When you pay for celebrities that everyone else is using, all the public remembers is the celebrity, not your brand. If you’re using celebrities that are not the most visible, for a good reason, that’s different,” he added.
While MIRROR is still capable of creating buzz, brands should consider their brand identities carefully, explained Uth Creative Group CEO Desmond So. At the end of the day, brand loyalty should be rooted in brand values, attitude, and triggered by relevant consumer insights.
“Brands must question if consumers prefer a brand that follows trends or one that is original? Advertisers should spend more effort
in defining their brand value clearly instead of solely relying on celebrity endorsements for short-term results. I am not opposed to using celebrities, but a relevant and creative approach will have better mileage,” he said.
He said an example of this was the recent Coke Zero campaign utilising Keung To to appeal to a younger audience and generate social buzz. But where the campaign, however, fell short, was in the messaging which So found somewhat unrelated to the product.
“My understanding is that Coke Zero is marketed as sugar-free and tasting like the original Coke. It is difficult for me to associate Keung To with sugar-free since he is known for weight fluctuation. Perhaps the idea was to play with the concept of ‘original’, but it did not come across clearly,” he said.
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Customer loyalty is often talked about in today’s marketing world as most brands value the ongoing relationship and trust between themselves and their customers, and they often manifest themselves by how willing a customer is to engage with and repeatedly purchase from them amid the stiff competition out there.
In fact, increasing customer retention is the key to increasing profits. That’s why MARKETINGINTERACTIVE once again proudly presented the Loyalty & Engagement Awards in Hong Kong, celebrating the most effective and creative campaigns for brands’ biggest advocates – their customers.
Adjudicated by an independent panel of senior client-side marketers and loyalty experts who have vast experience in the art of engagement, the Loyalty & Engagement Awards sets the benchmark for outstanding achievements in building lasting relationships. Our judges have picked the cream of the crop, and these are the results.
Congratulations to all winners.
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APRIL 2023 MARKETING HONG KONG 23 IRIS LUI Marketing Director Blackbird Concessionaires JAMES BACON Head of Marketing BMW Hong Kong Services KIMBERLY HU Senior Director of Membership & Marketing Carlyle & Co. STANLEY TONG Chief Customer Officer Cigna Worldwide General Insurance Company AMY WU Executive Director, Head of Group Strategic Marketing and Communications DBS Bank (Hong Kong) MARK SAGE VP, Loyalty & Member Engagement DFS Group MICHEL WONG Head of Consumer Communications, Asia Deliveroo IRIS YEUNG Head of Marketing Hong Kong Flash Coffee PASU CHEUNG Head of CRM, Marketing Department FrieslandCampina ERIC THAIN Director, Customer & Brand HK Express CHARLOTTE HO Assistant General Manager – Branding & Marketing, Discovery Bay Hong Kong Resort Co VALLOIS CHOI Director of Marketing Hotel ICON MARCUS SIGURDSSON Group Head of Marketing, Health & Wellness HSBC Life BJÖRN LUNDBERG Director, CRM PVH Asia JULIEN RAPINAT Client Engagement Director, Asia Pacific Saint Laurent WEE KEE NG Vice President, Deputy Head of Shangri-La Circle Shangri-La International Hotel Management VANESSA TSANG Global CRM Strategy Lead Shell DAISY WONG Head of Brand and Communication WeLab Bank MARIETTA LI Head of Strategic Communications, Brand and Customer Insights, Hong Kong and Taiwan UOB ERIK HOHMANN Vice President of Marketing YesStyle.com
JUDGES
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BEST LOYALTY PROGRAMME – FASHION & BEAUTY
GOLD
L'Oréal Hong Kong
Brand: YSL BEAUTÉ
Campaign: YSL BEAUTY ZONE
Agency: Pontac
SILVER
Sino Malls
Campaign: BEAUTY WORLD Beauty
Me@tmtplaza
Agencies: Cymballe, DIA, Brandworks
BRONZE The Hong Kong Jockey Club, Oriental Watch Company
Campaign: Oriental Watch Sha Tin Trophy
Gentlemen's Bow Tie Raceday
BEST USE OF MARTECH
GOLD
Club HKT
Brand: The Club
Campaign: The Club MarTech Capabilities
SILVER
L'Oréal Hong Kong
Brand: Kiehl's
Campaign: Camp Kiehl's
Agency: Pontac
BRONZE
Hysan Marketing Services
Brand: Lee Gardens
Campaign: Little Monster E-lab
Agency: Cymballe
BEST CX/UX STRATEGY
GOLD
Watsons Hong Kong eShop
Campaign: Watsons HK Shopping App
Agency: EY Mtel
SILVER
L'Oréal Hong Kong
Brand: YSL BEAUTÉ
Campaign: YSL BEAUTY ZONE
Agency: Pontac
BRONZE
Eagle Property Management (CP)
Brand: Langham Place
Campaign: LP Club App 2.0 – Gamify Your Shopping Journey!
Agency: DigiSalad
BEST ECO-LOYALTY CAMPAIGN
GOLD
Urban Renewal Authority, Sino Land
Brand: Sino Malls
Campaign: “Merry Christmas! Goodbye Plastic!” by Citywalk
Agencies: Hattrick Creative, Boxing Promotions
SILVER
Nan Fung Group
Brand: NF Touch
Campaign: Green Explorer
Agency: Cymballe
BRONZE
Sino Group
Brand: Sino Club
Campaign: Upcycled Christmas Challenge
Agency: Rabbit
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BEST CRM STRATEGY
GOLD
Shiseido Hong Kong
Brands: Shiseido, Clé de Peau Beauté, IPSA, NARS
Campaign: Customer-centric and Data-driven CRM Strategy
Agency: Accenture Services Private
SILVER
Club HKT
Brand: The Club
Campaign: The Club MarTech Capabilities
BEST USE OF CONTESTS/PROMOTIONS
GOLD
Shangri-La Group
Brand: Shangri-La Circle
Campaign: Members Day – Circle the 6th
Agency: H.E.A
SILVER
Olympian City
Brand: Sino Malls
Campaign: Goal Together
BRONZE
Eagle Property Management (CP)
Brand: Langham Place
Campaign: LP Club App 2.0 –
Gamify Your Shopping Journey!
Agency: DigiSalad
BRONZE
FWD Insurance
Brand: FWD MAX
Campaign: FWD MAX
Engagement Platform
BEST LOYALTY PROGRAMME – FOOD & BEVERAGE
GOLD
Danone Nutricia Early Life Nutrition (Hong Kong) – Cow & Gate Club
Campaign: Cow & Gate Club Digitalization – A Transformative Martech
Recruitment and Loyalty Omni-system
Agency: PRIZM Group
SILVER
Café de Coral
Brand: Club 100
Campaign: Joy Our Club
Agencies: Omakase Advertising GBA,
Deloitte Digital Hong Kong
BRONZE
Telford International
Brand: Ovaltine
Campaign: Taste the Ovaltine Tour
Agency: Spark Lab
BRONZE
DBS Bank (Hong Kong)
Campaign: DBS Eminent Card
Event PlanetME
Agency: KREW
BEST SOCIAL MEDIA STRATEGY
GOLD
Sun Life Hong Kong
BRONZE
Nan Fung Group
Brand: NF Touch
Campaign: Green Explorer
Agency: Cymballe
Campaign: SLHK Pursuit of Happiness Cross-Social Empowerment Campaign
Agency: PRIZM Group
SILVER
American Express
Brand: Amex Explorer
Campaign: Choose Explorer
Agency: UM Hong Kong
BRONZE
Telford International
Brand: Ovaltine
Campaign: Taste the Ovaltine Tour
Agency: Spark Lab
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BEST ENGAGEMENT CAMPAIGN – MASS AUDIENCE
GOLD
Sun Life Hong Kong
Campaign: SLHK Pursuit of Happiness Cross-Social Empowerment Campaign
Agency: PRIZM Group
SILVER
Circle K Convenience Stores (HK)
Brand: Circle K
Campaign: Brand Revamp Campaign 2022
Agency: Uth Creative Group
BRONZE
Olympian City
Brand: Sino Malls
Campaign: Goal Together
BEST LOYALTY CAMPAIGN
GOLD
FWD Insurance
Brand: FWD MAX
Campaign: FWD MAX Engagement Platform
SILVER
Cathay Pacific Airways
Brand: Cathay
Campaign: Cathay Membership
Programme Relaunch
Agency: Leo Burnett
BRONZE
Club HKT
Brand: The Club
Campaign: The Club Loyalty Programme
BEST ENGAGEMENT CAMPAIGN – SPECIFIC AUDIENCE
GOLD
American Express
Brand: Amex Explorer
Campaign: Choose Explorer
Agency: UM Hong Kong
SILVER
Watsons Hong Kong eShop
Campaign: Watsons HK Shopping App
Agency: EY Mtel
BRONZE
The Hong Kong Jockey Club, Oriental Watch Company
Campaign: Oriental Watch Sha Tin Trophy
Gentlemen's Bow Tie Raceday
BEST LOYALTY CAMPAIGN – LAUNCH/REBRANDING
GOLD Eagle Property Management (CP)
Brand: Langham Place
Campaign: LP Club App 2.0 – Gamify Your Shopping Journey!
Agency: DigiSalad
SILVER
Shangri-La Group
Brand: Shangri-La Circle
Campaign: Life Isn't Meant to be Square
Agency: Cedar Hong Kong
BRONZE
Cathay Pacific Airways
Brand: Cathay
Campaign: Cathay Membership
Programme Relaunch
Agency: Leo Burnett
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BEST LOYALTY PROGRAMME – FINANCE & INSURANCE
BEST LOYALTY PROGRAMME – RETAIL
GOLD
FWD Insurance
Brand: FWD MAX
Campaign: FWD MAX Engagement Platform
SILVER
AXA Hong Kong & Macau
Campaign: Keep customers engaged via Proactive Communication
BRONZE
Sun Life Hong Kong
Campaign: SLHK Loyalty & Community
Architecture Technovation
Agency: PRIZM Group
GOLD
DFI Retail Group
Brand: yuu to me
Campaign: yuu to me is INCREDIBLE!
Agencies: PHD, M&C Saatchi Spencer
SILVER
Watsons Hong Kong eShop
Campaign: Watsons HK Shopping App
Agency: EY Mtel
BRONZE
Eagle Property Management (CP)
Brand: Langham Place
Campaign: LP Club App 2.0 – Gamify Your Shopping Journey!
Agency: DigiSalad
BEST LOYALTY PROGRAMME – LIFESTYLE, TRAVEL & ENTERTAINMENT
GOLD
Club HKT
Brand: The Club
Campaign: The Club Ecosystem
SILVER
Cathay Pacific Airways
Brand: Cathay
Campaign: Cathay Membership
Programme Relaunch
Agency: Leo Burnett
BRONZE
Nan Fung Group
Brand: NF Touch
Campaign: Green Explorer
Agency: Cymballe
BEST OMNI-CHANNEL STRATEGY
GOLD
Danone Nutricia Early Life Nutrition (Hong Kong) – Cow & Gate Club
Campaign: Cow & Gate Club Digitalization – A Transformative Martech
Recruitment and Loyalty Omni-system
Agency: PRIZM Group
SILVER
McDonald's Hong Kong
Campaign: Big Mac vs Chicken Big Mac
Agency: OMD Hong Kong
BRONZE Club HKT
Brand: The Club
Campaign: The Club MarTech Capabilities
WWW.MARKETING–INTERACTIVE.COM APRIL 2023 MARKETING HONG KONG 31
BEST USE OF INFLUENCERS
GOLD
Sino Group
Brand: Tuen Mun Town Plaza
Campaign: Beauty World Campaign
Agency: Cymballe
SILVER
American Express
Brand: Amex Explorer
Campaign: Choose Explorer
Agency: UM Hong Kong
BRONZE
Sun Life Hong Kong
Campaign: SLHK Pursuit of Happiness Cross-
Social Empowerment Campaign
Agency: PRIZM Group
BEST USE OF EXPERIENTIAL MARKETING
GOLD
Swire Properties
Brand: Citygate Outlets
Campaign: Summer FARMily
SILVER
L'Oréal Hong Kong
Brand: YSL BEAUTÉ
Campaign: YSL BEAUTY ZONE
Agency: Pontac
BEST USE OF SMART DATA ANALYTICS
GOLD
McDonald's Hong Kong
Campaign: McDonald's Global-first GA4 Predictive Audiences Activation
Agency: OMD Hong Kong
SILVER
Shiseido Hong Kong
Brands: Shiseido, Clé de Peau Beauté, IPSA, NARS
Campaign: CRM Analytics-driven Campaigns
Agency: Accenture Services Private
BRONZE
Nestle
Brand: Nestlé Eshop
Campaign: Double 11 Campaign
Agency: OMD Hong Kong
BRONZE
Lee Tung Avenue
Management Company
Brand: Lee Tung Avenue
Campaign: LTA CHRISTMAS DISCO: Glitz n' Glam Party
BEST USE OF GAMIFICATION
GOLD
L'Oréal Hong Kong
Brand: YSL BEAUTÉ
Campaign: YSL BEAUTY ZONE
Agency: Pontac
BRONZE
Urban Renewal Authority, Sino Land
Brand: Sino Malls
Campaign: “Merry Christmas!
Goodbye Plastic!” by Citywalk
Agencies: Hattrick Creative, Boxing Promotions
SILVER
Shangri-La Group
Brand: Shangri-La Circle
Campaign: Enchanted Wonders Advent
Calendar Campaign
Agency: H.E.A
BRONZE
Hang Seng Bank
Brand: GO!GingerOnion
Campaign: GO!GingerOnion 5** College
Agency: INDEX GAME
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BEST PARTNERSHIP LOYALTY CAMPAIGN
GOLD
Urban Renewal Authority, Sino Land
Brand: Sino Malls
Campaign: “Merry Christmas! Goodbye Plastic!” by Citywalk
Agencies: Hattrick Creative, Boxing Promotions
SILVER
American Express
Brand: Amex Explorer
Campaign: Choose Explorer
Agency: UM Hong Kong
SILVER
Olympian City
Campaign: HK Breaking Team
Qualifiers 2022
Agency: ABOVE THE LINE Company
BRONZE
Sun Hung Kai Real Estate Agency
Brand: Go Royal
Campaign: "Go Royal" Launch Campaign
Agency: DDB Group Hong Kong
BEST USE OF CORPORATE SOCIAL RESPONSIBILITY
GOLD
Urban Renewal Authority, Sino Land
Brand: Sino Malls
Campaign: “Merry Christmas! Goodbye Plastic!” by Citywalk
Agencies: Hattrick Creative, Boxing Promotions
SILVER
McDonald's Hong Kong
Campaign: McDonald's x Baby Shark x Aaron
ESG Campaign-McDonald's-Sep 2022
Agency: OMD Hong Kong
BRONZE
Sino Malls
Campaign: GREENHOUSE@tmtplaza
BEST PANDEMIC RESPONSE
GOLD
Watsons Hong Kong eShop
Campaign: Watsons Here For You
Agency: Omnichat
SILVER
American Express
Brand: Amex Explorer
Campaign: Choose Explorer
Agency: UM Hong Kong
SILVER
Watsons Hong Kong eShop
Campaign: Watsons HK Shopping App
Agency: EY Mtel
BRONZE
MTR Corporation
Brand: East Rail Line Cross-Harbour Extension
Campaign: East Rail Line Cross-Harbour
Extension Opening and Introduction Website
Agency: CCCDI
BEST MEMBERSHIP PROGRAMME
GOLD
FWD Insurance
Brand: FWD MAX
Campaign: FWD MAX Engagement Platform
SILVER
Sino Group
Brand: S+ REWARDS by Sino Malls
Campaign: “Stamp & Earn” Multi-tier
Reward Programme
BRONZE
Cathay Pacific Airways
Brand: Cathay
Campaign: Cathay Membership
Programme Relaunch
Agency: Leo Burnett
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BEST ACQUISITION STRATEGY
GOLD
DFI Retail Group
Brand: yuu to me
Campaign: yuu to me is INCREDIBLE!
Agencies: PHD, M&C Saatchi Spencer
SILVER
Café de Coral
Brand: Club 100
Campaign: Joy Our Club
Agencies: Omakase Advertising GBA, Deloitte Digital Hong Kong
BRONZE
DBS Bank (Hong Kong)
Campaign: DBS Eminent Card Event PlanetME
Agency: KREW
BEST USE OF REWARDS & INCENTIVES
GOLD
Shangri-La Group
Brand: Shangri-La Circle
Campaign: Members Day – Circle the 6th
Agency: H.E.A
BEST USE OF INTEGRATED MARKETING STRATEGY
GOLD
Club HKT
Brand: The Club
Campaign: Citi The Club Credit Card
SILVER
American Express
Brand: Amex Explorer
Campaign: Choose Explorer
Agency: UM Hong Kong
BRONZE
The Hong Kong Jockey Club
Campaign: 25th Anniversary Hong Kong
Reunification Raceday
BEST USE OF MOBILE
GOLD
Watsons Hong Kong eShop
Campaign: Watsons HK Shopping App
Agency: EY Mtel
SILVER
Shangri-La Group
Brand: Shangri-La Circle
Campaign: Enchanted Wonders Advent
Calendar Campaign
Agency: H.E.A
BRONZE
Dah Sing Bank
Brand: Dah Sing Credit Card
Campaign: Catch It If You Can 3.0
Agency: Cymballe
SILVER
Eagle Property Management (CP)
Brand: Langham Place
Campaign: LP Club App 2.0 – Gamify Your Shopping Journey!
Agency: DigiSalad
BRONZE
Nan Fung Group
Brand: NF Touch
Campaign: Green Explorer
Agency: Cymballe
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Best of Show – Brand
Shangri-La Circle
Shangri-La Circle, a membership programme under Shangri-La Group, won big at the Loyalty & Engagement Awards Hong Kong 2023 on 13 April being crowned Best of Show – Brand.
As the leading platform for marketing professionals across Hong Kong to showcase their cutting-edge strategies, the Loyalty & Engagement Awards Hong Kong 2023 saw industry professionals gather at Hotel ICON to see if their company would take home the top accolades. All entries were carefully evaluated by a high-profile panel of 20 marketers.
Shangri-La Circle (SLC) won two golds and three silvers for three campaigns that successfully won the hearts of the judging panel, including the “Members’ Day – Circle the 6th”. Done in collaboration with local ad agency H.E.A, the campaign ran from June until December last year.
The campaign aimed to regain Shangri-La Circle’s foothold and drive brand recall, engagement, and revenue among existing SLC members, and gain new members amid the gradual reopening of Hong Kong.
It has also leveraged omni-channel marketing strategies due to higher user retention, including using Baidu’s search engine to target leisure or travel search behaviours, as well as utilising influencer activation and earned media for coverage of the SLC Members Day launch.
In terms of mediums of promotion, the group also collaborated with seven macro KOLs and 170 micro KOLs to drive awareness and engagement respectively. It was also promoted on various social platforms, including Weibo, Facebook, Instagram, Xiaohongshu and WeChat.
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Best of Show – Agency H.E.A
In addition to the Shangri-La Group's success, the Best of Show – Agency winner H.E.A won two gold and two silver awards. The title came after the agency showcased a well-rounded strategy to successfully engage customers by co-creating the “Shangri-La Circle Enchanted Wonders Advent Calendar Campaign” with Shangri-La Group.
Launched on 1 December 2022 in response to border restrictions and lockdowns, the month-long campaign aimed to engage existing members and grow the audience base, as well as driving revenue of Shangri-La Boutique through contests and promotions based on its online boutique store.
The campaign also leveraged an omni-channel marketing strategy, with the key online advent calendar contest and promotion where members could sign in on the SLC app
daily to unlock Christmas-themed member points, stayand-dine vouchers, and more rewards. Offline on-property promotions included complimentary drinks on Members Day to drive F&B revenue and member acquisition.
In terms of promotion, members who signed in on the app daily for 24 days through the countdown obtained a Christmas badge and were eligible for the social media contest for the grand prize on Instagram. For the China market, Xiaohongshu, Weibo and WeChat were used for further engagement.
MARKETING-INTERACTIVE would like to thank our industry-leading judges for their time and effort to go through over 230 submissions. We would also like to congratulate all our finalists for an amazing showing despite the difficulties the pandemic presented. We hope this year’s awards have inspired the industry for the future.
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Hugo Yiu Group creative director Uth Creative
