Marketing magazine Hong Kong, December 2023 by Marketing Magazine Group

MARKETING MAGAZINE HONG KONG EDITION

THE ART & SCIENCE OF CONNECTING WITH CONSUMERS

HONG KONG

DECEMBER 2023

marketing – interactive.com

DECEMBER 2023

? Y E N O M E H T 24 0 2 S n i ’ s e E i R genc E a g H n o K W of growth for Hong

HK$55

Avenues

Editorial Rezwana Manjur, Editor-in-Chief Karen Wong, Deputy Editor, North Asia Vanessa Yuen, Journalist

UNLOCKING PATHWAYS TO PROSPERITY Dear reader,

Design Production Julia Li, Senior Graphic Designer Advertising Sales Karen Yung, Head of Commercial Mandy Ma, Business Development Manager Sally Hui, Business Development Manager Marketing and Circulation Cyrus Ching, Regional Marketing Manager Event Production Selina Kwok, Regional Events Producer Manager Lemuel Cheung, Events Producer Suhas Bhat, Regional Senior Conference Producer Event Services Chiyan Lam, Assistant Event Services Manager Hedy Chao, Events Services Executive Event Delegate Sales Gloria Yam, Project Manager Mandy Chan, Senior Project Executive Management Evelyn Wong, Managing Director

To get in touch with our editorial team editorialhk@marketing-interactive.com For advertising enquiries Karen Yung, kareny@lighthouse-media.com Mandy Ma, mandym@marketing-interactive.com Sally Hui, sallyh@lighthouse-media.com

Time flies and we’ve come to the end of 2023. This year has been an exciting time for the marketing and advertising industry in Hong Kong as it saw an increase in tourism-related ad spending. According to the latest survey by admanGo, the local ad spend for tourism-related industries was recorded at HK$86 million to September 2023, with a YOY increase of 240%. Apart from the recovery of Hong Kong tourism, rapid digital transformation and shifting consumer behaviours also require agencies to explore new avenues to drive growth to stay ahead of the curve. In our cover story, “Where’s the money? Avenues of growth for Hong Kong agencies in 2024”, (page 6), we speak to industry leaders across the realms of social media, creative, and media to identify the moneymakers for the coming year. As we approach the Christmas season, it’s also an opportune time to reflect on our impact on the environment and explore ways to make our celebrations more eco-friendly. As such, we invited experts to weigh in on the growing concerns of greenwashing among consumers in the APAC region. Our feature story on page 16 examines the impact of greenwashing, and how brands can authentically navigate this space, and build trust and loyalty with their customers. At the same time, we are also seeing more local companies focus on the captivating concept of digital twinning. Our feature article delves into real-world applications and the potential impact of digital twinning on the future of marketing, and beyond. 2023 has been a fruitful year for us as well as we saw the launch of our flagship conference Digital Marketing Asia in Hong Kong for the first time. The highly anticipated event brought together industry leaders, innovators, and visionaries to explore the latest trends, strategies, and technologies in digital marketing. Last, but not least, as we reflect on the year we’ve had, we want to thank and congratulate many of you for being part of our exciting awards shows. That’s why amid these pages, we will highlight some of the key wins from Marketing Excellence Awards Hong Kong 2023. As we bid farewell to 2023, we are excited about the possibilities that lie ahead. The marketing landscape is evolving at an unprecedented pace, and we are committed to keeping you informed and inspired through the holiday season ahead. Have a wonderful break, Merry Christmas, and a Happy New Year.

Lighthouse Independent Media Ltd. Printed in Hong Kong by Apex Print Limited. For subscriptions, contact circulations at +852 2861 1882 or email subscriptions@marketing-interactive. com. COPYRIGHT & REPRINTS: All material printed in Marketing is protected under the copyright act. All rights reserved. No material may be reproduced in part or in whole without the prior written consent of the publisher and copyright holder. Permission may be requested through the Hong Kong office. Disclaimer: The views and opinions expressed in Marketing are not necessarily the views of the publisher. Hong Kong: Lighthouse Independent Media Ltd, publisher of Marketing magazine 15/F, Golden Star Building, 20-24 Lockhart Road, Wanchai, Hong Kong Tel: +852 2861 1882 Fax: +852 2861 1336 Singapore: Lighthouse Independent Media Pte Ltd 100C Pasir Panjang Road, #05-01 See Hoy Chan Hub, Singapore 118519 Tel: +65 6423 0329 Fax: +65 6423 0117 To subscribe to MARKETING-INTERACTIVE, go to: www.marketing-interactive.com SCAN TO SUBSCRIBE

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Karen Wong Deputy Editor, North Asia

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Contents

DECEMBER 2023

Editor’s Letter

Briefing

Ad Watch

Where’s the money? Avenues of growth for Hong Kong agencies in 2024

Digital Marketing Asia Hong Kong 2023

How brands can regain consumer confidence amid greenwashing fears over packaging

Snapped

Digital twinning for dummies: 101 on how industry players can capitalise on the concept

Marketing Excellence Awards Hong Kong 2023

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OVER HALF OF HK FIRMS THAT INVEST IN AI APPLY THE TECH IN MARKETING What’s on? Loyalty & Engagement Awards What: Recognises and rewards excellence in consumer-centric marketing activities that have grown and retained customers. MARKies Awards What: An annual celebration of creativity, effectiveness, and media execution, it gives agencies in Hong Kong the opportunity to showcase unique and deserving works of brilliance.

“AI has empowered the development of thousands of industries and brought in huge growth potential to the economy”

More than one-third of Hong Kong enterprises are applying artificial intelligence (AI) at multiple levels such as marketing (58%), operations (44%), and internal management (34%), a survey has found. However, 49% of local AI enterprises have expressed encountering difficulties in recruiting technical talent. To understand the overall situation of Hong Kong enterprises’ use of AI, the Hong Kong Productivity Council’s New Industrialisation conducted the “Hong Kong AI Industry Development Study”. It collected additional data from 267 companies, of which 81% were SMEs, and 19% were large companies, covering multiple industries, including retail and catering, personal services, and professional service industries. Edmond Lai, chief digital director of HKPC, said: “Through this valuable data research, HKPC aims to further promote the application of AI across various industries, helping businesses optimise their operations and production processes, enhance efficiency, reduce costs, and facilitate the development of the AI industry in Hong Kong while providing practical recommendations.” Tang Hei Wai, associate director of the Hong Kong Institute of Economics and Business Strategy, said: “AI has empowered the development of thousands of industries and brought in huge growth potential to the economy.”

• 41% of surveyed Hong Kong enterprises are or will be using AI, with 32% of them already applying the technology at multiple levels such as marketing (58%), operations (44%), and internal management (34%). • The average cumulative investment in AI has reached HK$830,000. For the remaining 9% of companies preparing to integrate AI technology into their business operations, their average investment budget is approximately HK$140,000. • In terms of plans to expand the use of AI, 59% of companies that have already integrated AI stated they will further expand their AI applications and increase their investment. • 61% of them are considering expanding their investment by HK$300,000, and the average expected additional investment amount is as high as HK$1.22 million. • Among all AI enterprises interviewed, 17% said they are developing at all three levels (basic layer, technology layer, and application layer), and 22% said they intend to extend their development to other layers in the future. • However, 49% of companies said they are having difficulties recruiting, and some have even reduced their hires of technical talent in Hong Kong.

Tang Hei Wai Associate director of the Hong Kong Institute of Economics and Business Strategy 4 M A R K ET I N G H O N G K O N G D EC EMEBER 2023

• 77% of companies reasoned that it is due to Hong Kong’s high operating costs, and 41% expressed that Hong Kong lacks relevant technical talent. Source: Hong Kong Productivity Council’s New Industrialisation WWW. MARK E TING– IN TE RAC TI VE . C OM

OPINION

AD WATCH 廣告點評 John Koay Regional executive creative director Edelman

GOOD: TIM HO WAN’S “SEASONAL DELIGHTS: UNVEILING AUTHENTIC FLAVOURS” CAMPAIGN These images caught my eye, and I loved them at first sight, possibly because I’m a typographic geek. The latest social campaign for Tim Ho Wan looks amazing! Simple, impactful, and meaningful. I know how hard it is to do Chinese typography nicely, so seeing these beautifully crafted Chinese characters created from food not only made me more curious, but also hungry. Double win. Each of them had a deeper meaning which I thought was clever. I think craft is often undervalued in the Hong Kong advertising industry because we want things fast. However, the stuff that stands out and gets more awareness is this kind of work and I hope to see more of this!

BAD: 1664 BRUT - GOOD TASTE WITH A TWIST In my opinion, Hong Kong is too cluttered with celebrity endorsements. A lot of it looks the same and it’s bland. It’s still a popular go-to solution for many clients and agencies because they feel it’s a less risky solution, but there’s no cut through. Don’t get me wrong, using famous people works in some instances but I think when you have a brief for a big campaign, you have an opportunity to do something different. I think 1664 Brut missed a big opportunity to do something impactful and different for its latest campaign. Instead, another celebrity holding another product was chosen. It said celebrity Hins Cheung was picked for his unique style and passion, and how these qualities align with 1664’s brand positioning of sophistication and elegance… but was there another way to use him? I think the campaign would’ve worked a lot better if it was more surprising or set up as an interactive experience rather than another campaign with a celebrity and a forced smile. Perhaps a really epic reveal or starting a controversy may have worked better to get more awareness? The line “good taste with a twist” could also do with a bit more personality if I’m brutally honest. The industry needs to break free from just celebrity endorsements and start to pivot towards disruptive, groundbreaking, and distinctive work.

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FEATURE

E H T S ’ E R E H W ? Y E MON 24 0 2 n i s e i genc a g n o K ong H r o f h t grow f o s e u n Ave

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FEATURE

As we inch closer to 2024, the local ad land is set to encounter more shifts and trends that will redefine how companies outline their strategies and business directions. Marketing efforts and campaigns have increasingly demanded unique ideas and creativity to capture and engage consumers in a world that is overloaded with content. Beyond traditional means, 2023 saw many creatives incorporate experiential elements and storytelling to hold onto consumers’ attention. Many also anticipated artificial intelligence, automation, and interactive experiences to dominate marketing strategies, according to a report by Hubspot.

The emergence of new technologies not only affects the creative strategies of a business, but also gives rise to new features and formats on social media platforms such as Instagram reels and YouTube Shorts. These trends indicate an inclination towards harnessing social media to engage audiences more effectively. A recent study by We Are Social also pointed out that individuals are re-evaluating their values when it comes to where their attention should be, and their participation on social media, adding another challenge for marketers to connect with them. When it comes to the predictions of media trends, consumer segmentation needs to move beyond traditional demographics to a more behavioural and attitudinal approach, according to Kantar’s 2024 Media Trends and Predictions report. With these trends in mind, what can Hong Kong agencies anticipate in the coming year? In this series, Karen Wong speaks to seven agency professionals across the realms of social media, creative, and media to identify the moneymakers of 2024.

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Human Lam, Hong Kong market director and client partner, Assembly Global “Omni-channel.” In a region where consumers utilise 15 or more digital platforms on average, Lam observed that single-channel strategies are no longer effective. “APAC boasts the world’s most digitally connected and savvy consumers who are seeking more meaningful and elevated brand experiences,” she said.

She added that with the return of physical retail, consumers now expect seamless integration between online and offline experiences. This makes it increasingly challenging to track points of purchase. Lam anticipated that this situation will be amplified in 2024, making it more important for brands to have complete visibility and control over the entire consumer journey, from brand to performance. “A well-designed omni-channel strategy that showcases different facets of the brand and offers diverse levels of engagement will be crucial to capturing consumer attention and loyalty,” she said. Critically, this strategy will require a seamless integration between online and offline channels, especially as third-party cookies fade out. It will be tremendously valuable to accumulate first-party consumer data for performance tracking and optimisation in order to bridge this gap. Additionally, as over 72% of APAC consumers have come to expect personalised brand experiences, first-party data will also come in handy.

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FEATURE

Tim Hung, founder and CEO, Blossom Lane Communications “Tourists.” Based in Hong Kong, Tim Hung highlighted how posts about “travelling to Hong Kong” are climbing with each quarter on social media platform Red (Xiaohongshu). The resurgence of tourists from Mainland China comes as a “clear signal of opportunity” for growth through effective social strategies. “They might be spending less currently, but I believe this reflects a shift in their interests towards unique and new experiences,” he said. “By crafting the right products and experiences tailored to their preferences and engaging them on their social platforms in their language, we can definitely inspire them to spend more. Our success lies in our ability to understand them, adapt and innovate.” he added.

Jacopo Pesavento, CEO, Branding Records “Synergy.” Pesavento predicted the collaborative dance between human creativity and AI innovation to be the driving force behind the next wave of social media trends, unlocking unprecedented possibilities for creative expression. “As we step into 2024, the pulse of creativity beats where AI is harnessed to speed up

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repetitive tasks, enhancing productivity in the dynamic world of creative expression,” he said. AI tools such as GPT-3 have changed the game for crafting advertising copies, enabling creatives to weave compelling and personalised narratives on an unprecedented scale. Pesavento suggested that as AI in content creation matures, creative strategies will shift to become more efficient and effective. At the same time, industry leaders are emphasising the human touch in creativity because the core of impactful messages is rooted in human qualities such as creativity, emotion, and storytelling. Humans bring a unique cultural understanding and empathy to content created through AI, he said. In this way, AI enhances rather than replaces human ingenuity. Consequently, for Pesavento, the synergy between human creativity and AI innovation is poised to propel growth in 2024, unlocking a new era of artistic expression. “The future lies in a collaborative symphony, where humans take the lead, and AI provides the supporting melody,” he said.

Daniel Wu, director, Meology “Social.” As marketers become more cautious about measuring the ROI of their marketing spend and both attention and traffic become ever more expensive, the industry has become cognisant that social is more than just having a mere presence on social platforms, Wu said.

“It’s about embracing a social-first mindset even for a 100% offline thematic campaign,” he added. In terms of social trends, Wu said it also means that many marketers will start being more open-minded about creating and confronting controversies (instead of avoiding them like the plague); finding the sweet spot between branding and social (instead of sabotaging every social effort in the name of branding); experimenting with lo-fi production; using a genuine consumercentric approach to work with influencers; and revisiting whether existing SOPs are up-to-date (instead of just asking everyone to be faster for fast’s sake).

Irene Tsui, managing director, Mindshare Hong Kong “Artificial intelligence.” With the belief that AI is the next big transformation for the marketing and media industry, Tsui said AI-powered algorithms have enabled greater personalisation of content and more targeted advertising at scale. “Consumers now have the expectation of tailored recommendations and personalised experiences which have driven the demand for AI-driven solutions among advertisers. More effective targeting, higher engagement rates and easier proven ROI – this positive spiral will take the adoption of and investment into AI even further,” she said.

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FEATURE

To stay on top of the latest market trends, she said GroupM also integrates proprietary AI technologies into every aspect of its clients’ work, from audience planning to activation, and optimisation, to ensure that it targets the right audience, leverages predictive analytics, and gains deeper insights into the customer journey, all for better ROI on its clients’ investments.

Florence Kong, founder and managing director, We Glow Hong Kong “Influencers and creators.” Citing how the creator economy has significantly grown with platforms such as Meta and YouTube, Kong posited that influencers and creators on social media will drive growth in 2024. “These platforms have played a crucial role in facilitating this growth, offering valuable resources and incentives to support content creation and community building[…] they also have dedicated resources to support and incentivise creators in developing content and communities,” she said.

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Consequently, these resources further drive growth through creators and brands, and marketers need to recognise the significant impact that influencers have on shaping consumer purchasing decisions.

Desmond So, CEO, Uth Creative “Brand activation.” As we navigate today’s marketing landscape, So’s conjecture included a mix of areas. Digital and mobile advertising have become paramount, but brands might approach it differently depending on their size, status, and objectives. He envisioned larger leading brands investing more heavily in film production as a way to project a quality image and evoke aspirational sentiments among target audiences. These brands would also need to produce a substantial amount of content to support their campaigns in response to the rise of programmatic advertising. Outdoor advertising such as billboards and transit

displays would also help in fostering a stronger brand presence among a wide audience. Meanwhile, he suggested that brands that do not aim to be market leaders might opt for more tactical programmes and costeffective production methods such as motion graphics or simple animations. Depending on a brand’s positioning and target market, the quality requirements of these collaterals would vary. Across the board, however, brand activation “shows dramatic growth potential”, So said. “Brands are increasingly investing in innovative experiences to help consumers understand their brands better. Street stunts, private events, roadshows, and other activation strategies allow brands to create memorable and immersive experiences that resonate with their target audience,” he added. Finally, influencer marketing and celebrity endorsements will continue to play a significant role in brand promotion as brands look to connect with their dedicated fan bases, he added.

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SPOTLIGHT

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EXHIBITORS

Driving new digital journeys in a post-cookie world – Digital Marketing Asia Hong Kong 2023 Digital marketing is now an essential aspect of marketing strategies. It has become integral to reaching and engaging target audiences, driving brand awareness, and delivering personalised messages. With its measurable results, interactivity, cost-effectiveness, and scalability, a strong digital presence is crucial for businesses to stay competitive in today’s landscape. After surviving the tough years of the pandemic, brands in Hong Kong are well aware that they need to embrace new technologies and keep up with changing consumer habits to ensure long-term growth. With this in mind, MARKETINGINTERACTIVE especially brought its flagship conference Digital Marketing Asia from Singapore to Hong Kong. This year, we distilled the conversations into three key themes: the rising use of AI in marketing, a post-cookie landscape, and a shift from eCommerce to social commerce. The event saw over 250 marketing professionals gather at The Mira Hong Kong on 26 and 27 October. Kicking off the conference was Leo Lau, director, martech lead Asia, Manulife, who shared how a cookie-less environment will impact web operations, the customer experience, and upskilling. 1 0 M AR K ET I N G H O N G K O N G D EC EMBER 2023

With the impending shift away from cookies, Lau said the local marketing industry faces challenges in replicating the tracking, retargeting, and personalised experiences brands provide. To deliver a better customer experience on the digital property for conversion, he suggested brands shift their focus from upper funnel acquisition to a more comprehensive overall customer experience. Apart from enhancing the customer experience, how marketers measure the return on investment in a cookie-less world is also a million-dollar question. Ben Chow, director of digital APAC, Hyatt Hotels Corporation, said marketers should first analyse their data before third-party cookies totally drop off. “That also gave us the confidence that we were actually doing the right thing. Because if we had not been running campaigns at the time (when Apple first implemented its App Tracking Transparency), we would have been very discouraged by the much lower results,” Chow said. He added that marketers should also gather more data and run A/B tests. While identity is key for driving brand impact and effectiveness in a cookie-free landscape, not all marketers are aware of the critical role it plays. That saw Johnnie Leung, business

development director, The Trade Desk, take the stage to share the power of identity in the new cookie-less era. Leung said if brands’ first-party data is their most valuable asset, then an identity strategy is the currency to help brands maximise it to their full potential. “That seed is extremely important for your brand. The data you invested so much in is going to be important for all of your media and marketing strategies moving forward,” Leung added. In fact, understanding user identity allows businesses to deliver personalised content and experiences that engage users on a deeper level, creating a next-gen digital experience that goes beyond generic messaging. From a hospitality perspective, Philip Chau, vice president, group head of marketing at Regal Hotels International, said during a panel discussion that the golden standard is to ultimately have a fully integrated and seamless experience for consumers where online and offline happen together where they don’t even notice. Chau was joined by Veronica Ho, head of data analytics and insights at Swire Properties; John Gist, global head of Fidelity Labs at Fidelity International; and moderator Vincent Ma, cofounder and business director at Zlashy. WWW. MARK E TING– IN TE RAC TI VE . C OM

SPOTLIGHT

Ho said the digital experience is about how brands stitch footprints to have one customer view under one umbrella. “It is important to enable prejodictive modelling, instead of just relying on the human experience,” she said. Immersive and gamified experiences are also ways to enhance customer interactions, said Fidelity’s Gist. In today’s customer-centric world, loyalty is crucial for a brand to build its reputation and maintain its business. Among the various brands that have joined as part of its loyalty ecosystem, The Club has launched a GPT tool anchored around travel to offer comprehensive and personalised experiences for travellers, said Felix Tsui, chief strategy officer, HKT Digital Ventures, during a fireside chat with Terri Yang, vice president of loyalty and strategic business development, HKT Digital Ventures. This tool will assist customers in planning their travels before they start purchasing tickets or making other arrangements through the platform. “The goal is to capture the earliest point of engagement possible in the customer journey so we know how to engage with the customer during the rest of the journey,” Tsui said. To continue exploring the opportunities in the post-cookie landscape, MARKETINGWWW.M A R K ET I N G – I N T ER A C T I V E .C O M

INTERACTIVE and The Trade Desk co-hosted a power lunch session with various marketing professionals and industry players. After lunch, Jessica Chong, head of strategic marketing, Henderson Land Development, took the stage to share how brands can leverage digital art to refresh their brand image. Last year, Henderson Land introduced the tag line “Realising Your Imagination” and engaged with the community through initiatives such as a creative competition, inviting Hong Kong-based talent from around the world to go to their own drawing boards and turn visions into realities. The company primarily utilised online digital channels for the campaign such as a competition website, collaborations with supporting organisations and schools, as well as programmatic ads and social media. With the right marketing channels, Chong said the marketing team had a clear purpose, content, and engagement, and had the right strategy to reach the right audience. In fact, digitalisation and new tech such as artificial intelligence (AI) are reshaping the way businesses operate. In the next session, Melvin Chng, enterprise area sales director, Greater China, Meltwater, shared how marketers can apply generative AI to improve decision-making.

According to Meltwater insights, 35% of organisations plan to transition from operational to strategic work with AI. By 2026, 90% of online content will be optimised by AI, and by 2025, 30% of outbound marketing content will be AI-generated. Chng highlighted that AI goes beyond time-saving and is focused on comprehending and fulfilling companies’ business objectives. Training AI systems and aligning them with the company’s specific environment through data structuring are crucial steps in achieving this. “AI means nothing if it’s a standalone, and it cannot be generalised. It has to be trained up to be specific to that organisation’s environment, and sections, but it’s also based on the customer’s objectives and goals as well,” he said. With the emergence of new technologies, industry players, especially marketing leaders managing regional marketing hubs, may have to reconsider their operational structures across markets. Companies continue to debate how much to centralise media strategy, planning, and operations activities. Adam Clark, Hasbro’s director of integrated marketing and omnichannel for Asia, shared a case study of how the company had implemented a regional DE CE MB E R 2 02 3 MARK E TING HON G KON G 1 1

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media centre of excellence to overcome the fundamental challenges of lack of business scale, inability to hire specialist resources, and inconsistency in planning and execution. Consolidating digital media spend for all Asia markets through one hub in Singapore provided the scale needed for Hasbro’s media agency to justify staffing specialists in digital planning and ad ops to its account. Centralisation on the media agency side was paired with a re-organisation at Hasbro to bring on specialists in brand and performance media to handle all media campaigns for the region in close co-ordination with local marketing teams. More specialised media resources led to a 37% improvement in Hasbro’s YouTube targeting, while the more efficient, centralised agency structure led to a 56% reduction in fees. It also saw a closer alignment between different types of media, said Clark. “So, the brand media and performance media are actually co-ordinated and promoting the same product with the same messaging, which wasn’t always happening in the past,” he added. Following Clark’s speech was a fireside chat with Angela Wong, brand, advertising and campaign management director, AXA Hong Kong and Macau. Moderated by Vanessa Yuen, journalist at MARKETING-INTERACTIVE, the 1 2 M AR K ET I N G H O N G K O N G D EC EMBER 2023

chat centred around how dynamic ads, customer insights and online-to-offline activations can drive business growth. While health protection insurance plans have not fully penetrated the local market, Wong said AXA Hong Kong highlighted customers’ “pain points” of health protection by creating a campaign featuring “hijacking moments” last year. “Hijacking moments are basically about contextual targeting. First of all, we have to identify various interest audiences. We are leveraging different contextual creatives to deliver a personalised message to different targeted customers,” she said. With the digital marketing strategy, Wong said the campaign was able to create a very relevant message to its customers. “We have delivered different messages to different target segments according to their interests, so they really connect with the messages, and we improved on the reach and performance,” she added. When it comes to digital campaigns, influencers also play a huge role in capturing the attention of consumers, especially the Gen Z segment. Jacqueline Choi, head of marketing, Prudential Hong Kong, said during a panel discussion that influencer marketing can yield impressive results within the financial sector by incorporating effective calls to action.

“For the other products such as luxury goods, consumers can taste and also try them and buy many of them. But for financial products, consumers aren’t really able to visualise what they look like,” she said. She was joined by Jordan Cheung, chief marketing officer, Hang Seng Bank; Grace Chan, head of brand and brand partnerships, Asia Pacific, HSBC; and moderator Angel Chiu, international marketing director, Warner Music Hong Kong. The authenticity of the influencer is an essential factor when a brand chooses an endorser, said Cheung. Recently, the bank created a virtual KOL named Hazel to showcase the bank’s long-established history as an innovative brand. The second day of the conference centred around conversations of social commerce and AI in practice. Starting off with a keynote presentation was Larry Chan, head of digital, Asia, Aesop, who shared how conversations can drive commerce in Asia. Currently, Aesop is leveraging the power of conversational commerce in China, Taiwan, Japan, and Hong Kong to enhance the customer experience and strengthen customer relationships, he said. For example, despite the long queues at Aesop’s China stores, Aesop developed a mini WeChat programme that WWW. MARK E TING– IN TE RAC TI VE . C OM

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allows customers to make online purchases and then pick up their products in-store, eliminating the need for prolonged waiting outside the store. “If some customers already know what products they want, they can add the products to the cart in the mini programme and checkout. So they don’t need to queue, they just have to go straight into the store and pick up the products,” Chan said. Apart from conversational commerce, exploring the psychology behind CRM and driving loyalty are the fundamentals before deciding on the channel and tech to deploy, said Jeffrey Hau, co-founder and CEO, PRIZM Group, during his presentation. For instance, in the many loyalty programmes Prizm has designed for its clients, onboarding missions are incorporated. This process includes various activities that participants need to complete to earn rewards, for example, points may be awarded for validating email addresses, filling out preference surveys, or completing profiles. These points are given even before any actual purchase is made. “Consumers are more inclined to engage with the loyalty programme once they have invested initial effort, so they’re likely to continue on this journey. Psychologists call it the ‘endowed progress effect’,” Hau said. Delving into the latest social media trends, it is not surprising to see brands in Hong Kong trying to tap into Chinese social platforms such as Douyin and Xiaohongshu to keep Chinese consumers engaged. Having returned from a business trip from Shanghai and Hangzhou, the capitals of China’s KOL universe, Vincent Leung, global head of digital brand marketing, Lenzing Group, took the stage to share how brands can leverage these platforms as social commerce channels. Leung pointed out it is crucial to find celebrities, KOLs, and KOCs who genuinely believe in the company’s mission. This ensures their continued advocacy for the brand. “And also, their audiences themselves are our target audience because they follow this celebrity for a certain reason,” he said. WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

Social commerce or live commerce is definitely an emerging trend for brands to engage a wider audience and drive sales, but with limited budgets, marketers who want to invest in their live commerce business need to look for sustainable investments for over one to three years, with clearly stated objectives and a picture of success, said Danny Ho, chief financial officer, Sa Sa International Holdings, during a panel discussion. Ho was then joined by Agnes Lung, group chief marketing and digital officer, UniChina Group; Ken Chan, director, business development and marketing, HKTVmall; and moderator Karen Wong, deputy editor, North Asia, MARKETING-INTERACTIVE. While live commerce is a retail trend that has been leading the China market for years, but is only now emerging in Hong Kong, it’s important for marketers to define their objectives before they start their live commerce business, according to Chan. “It’s critically important that you talk to your CFO and clarify your target audience ... it’s important to give the CFO a benchmark on the average performance, but the actual project is going to be even better,” he added. However, it’s not always possible for companies to dish out big bucks on live commerce channels, especially when they are still in their premature stage. As such, it’s crucial for marketers to leverage the assets they currently

have and turn them into the tools to drive longterm sales, said Uni-China Group’s Lung. Speaking next was Alice Au, group director digital marketing, Wharf Hotels Management, who shared the ways it has transformed its presence on WeChat and Xiaohongshu to capitalise on the rise of social commerce. Entering the post-pandemic era, Au said the hotel leveraged on its WeChat eCommerce platforms with the “Direct Connect” feature of social content on Xiaohongshu and Douyin to draw the attention from Mainland visitors. On top of this layer, Wharf Hotels, including Niccolo, Marco Polo, and the newly established Maqo Brand offers two different digital journeys for customers, including the official website and WeChat. Customers who want to go through the WeChat journey can scan the QR code contained on its website and complete the WeChat journey, and vice versa from WeChat to its website, Au said. “We have taken away the boundary between WeChat and the official website to allow online traffic to flow from one to another freely, and customers can always choose their most preferred channel to complete their user journey with our hotels. This is how we exercise the true omni-channel strategy that can cater customers from any parts of the world,” she added. Apart from social media and livestreaming, messaging platforms also play a key role in winning the attention battle and DE CE MB E R 2 02 3 MARK E TING HO N G KON G 1 3

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helping brands generate buzz around their offerings during festivals. That saw Michelle Law, business development manager, SleekFlow, take the stage to share ways for brands to leverage automated messaging to stand out in a crowded online space. While people may tend to have higher spending during peak seasons such as Christmas and Black Friday, Law said brands can leverage WhatsApp chatbots to enhance customer engagement and support. By implementing chatbots on WhatsApp, brands can provide instant assistance, answer customer queries, offer personalised recommendations, and facilitate transactions, ultimately enhancing the overall customer experience and driving sales during these busy periods. “It is important to us that SleekFlow’s users can deliver seamless and frictionless experiences when their customers have reached the pivotal moment of making a purchase,” Law said. By improving the digital user experience and contributing to the bottom line, marketing automation is proving to be an invaluable tool in a world of shrinking budgets. Elvis Yan, chief marketing officer, UA Finance, shared during his presentation how marketing automation is helping his company build a strong analytical foundation, improving digital UX, and contributing to the bottom line. 1 4 M A R K ET I N G H O N G K O N G D EC EMBER 2023

In today’s rapidly changing business landscape, AI automation is no longer an option, but a necessary “must-have” for companies to stay competitive in the digital age, he said. “By leveraging AI, brands can deliver the right message at the right time through channels such as EDM and SMS,” he said. “AI-powered chatbots can also effectively handle sudden surges in traffic and provide instant support, reducing costs and meeting customer preferences.” As the world has shifted its focus to AI, marketers may wonder if Web3 is still relevant. Ben Wiggins, partnerships lead, Asia, Chelsea Football Club, and Jag Sharma, head of social media, APAC for Kaspersky, discussed whether Web3 will truly forge a long-term community and whether it is worth the cost of investment. There has been some negativity surrounding NFTs, and one suggestion for marketers is to stop referring to them as “NFTs” since many people still don’t fully understand what they are, according to Wiggins. Instead, there is a need for more education and awareness building within the sector. Trust and credibility in NFTs, as well as cryptocurrencies, are still limited. “I think we need more education around the sector. There’s still very little trust and credibility in NFTs and arguably crypto right now. So, I think there needs to be another push to re-educate and reposition NFTs, with a focus on their utility for the consumer, and making them more accessible,” Wiggins added.

The conference was wrapped up by a panel discussion with David Kim, group chief marketing and strategic business development officer, Vitasoy International; and Cheuk Shum, managing director, head of marketing, wealth and personal banking, HSBC. Moderated by Ben Evetts, head of brand, international health, Cigna Healthcare, the debate centred around whether licensing celebrity assets using generative AI for novel digital campaigns is too risky or the start of a new sponsorship format. While Kim expressed a cautious and conservative view regarding how brands can effectively utilise new tools in branding and marketing, Shum highlighted its AI-powered campaign named “Wealth Decoded.” The campaign featured Hong Kong comedian and actor Dayo Wong, along with the AI character “AI Dayo.” “From a brand and creative standpoint, definitely, we see strong potential in using generative AI. Imagine celebrities are going to be immortal, they will never age, right. And also the creative possibilities of the interaction, the immersive experience that you can offer, as a brand, to your consumers,” Shum said. On the other hand, Kim said generative AI is a double-edged sword so marketers should be very careful of how they assess the opportunity versus the risk factor. WWW. MARK E TING– IN TE RAC TI VE . C OM

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How brands can regain consumer confidence amid greenwashing fears over packaging From McDonald’s initiative to reduce excessive packaging and introduce recycled cutleries for consumers, to Nestlé Hong Kong’s adoption of “plastic-free” packaging for its products, we’ve seen brands putting efforts into promoting sustainable packaging in recent years. However, despite these commendable efforts by brands, consumer scepticism towards sustainable packaging remains prevalent. The widespread issue of greenwashing, as reported by Kantar’s 2023 Sustainability Index, has created a challenge for brands seeking to build trust and credibility in their sustainability initiatives. As such, Karen Wong reached out to industry leaders to explore solutions of how to regain consumer confidence amid greenwashing fears across APAC.

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This Christmas, traditional holiday gift bags and plastic wrappings are no longer the go-to options for consumers when they shop for festive gifts. In fact, with the rise of environmental awareness, consumers have preferred recycled packaging paper, and products with less packaging in recent years. According to the “Navigating a Greener Future” study by Delta Global, 91% of APAC customers wished luxury brands would stop using plastic wrap in their packaging, while over 80% of APAC luxury consumers said they would consider switching to another luxury brand that offers a similar product that uses less packaging. The survey also revealed that luxury customers across APAC identified a lack of transparency around sustainability initiatives (59%) as their biggest turn-off, followed closely by non-sustainable packaging and the creation of excessive waste (both 58%). Another study by Trivium Packaging – the 2023 Buying Green Report – also revealed that 82% of respondents overall would be willing to pay more for sustainable packaging, up four points from 2022, and eight points since 2021. Younger consumers (18 to 24-year-olds) were even more willing, leading at 90%. As Christmas is a time when gift-giving is a prevalent tradition, industry players 1 8 M AR K ET I N G H O N G K O N G D EC EMBER 2023

MARKETING-INTERACTIVE spoke to believed that brands should make use of this festive season to demonstrate their sustainability efforts to consumers. Robert Lockyer, founder and chief client officer of Delta Global, said brands should embrace sustainable packaging in the festive season with notable sustainability initiatives or certifications printed clearly on it. Festive periods are incredibly busy for shoppers as they are spoilt with choices, so it can be challenging for brands to cut through the clutter. That’s why brands should also explore innovative methods to engage consumers more effectively in sustainable packaging, in addition to using renewable, recyclable, and compostable materials for packaging, according to MSL Sustainability, a sustainability arm established by Publicis Groupe MSL China to strengthen sustainability developments. This includes offering discounts to customers who bring their personal cups to establishments such as Starbucks. “Some consumers feel that festive occasions may generate excessive waste. Consequently, they prefer less purchasing and fewer parties as an environmentally sustainable lifestyle choice,” MSL Sustainability added.

Herbert Pradjaja, associate creative director, Media.Monks took the agency’s collaboration with telco brand MI as an example. Last year, the agency helped M1 make a small change to its Christmas activity, which put sustainable wrapping in the hands of its customers. “The gift tag had seeds embedded so people could grow plants. Not only was it sustainable, but it also added joy to giftwrapping. Sometimes, small changes make the biggest impact when it comes to sustainability,” he added. Closing the value-action gap for sustainable packaging However, the cost of going green can impact a company or a brand’s ability to have sustainable growth, as consumers may become more price-sensitive in a less favourable economic environment, according to MSL Sustainability. “Hence, companies will attempt to strike a balance between having environmentally friendly packaging and managing production cost at a price point that is acceptable to the consumers.” Agreeing with MSL was Carmen Wu, head of Havas Market Hong Kong, who said price, quality, brand reputation, and convenience tend to rank higher than overall sustainability as a buying criteria. WWW. MARK E TING– IN TE RAC TI VE . C OM

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“Even within the realm of packaging, factors such as hygiene, shelf life, and convenience often take precedence over environmental considerations,” she added. To overcome the value-action gap, brands must address the fuels and frictions that influence people’s decision-making and offer a product-service where sustainability is integrated into the proposition versus a tradeoff that consumers need to pay more just because it is more eco-friendly, said Trezelene Chan, Kantar’s APAC head of sustainability. Beyond premium offerings where there is a clear value exchange for the consumer through the sustainable option, brands need to think about mainstreaming options so that sustainable options are not just a premium, niche option, she added. “We need more radical transformation in the different sectors where we have more sustainable choices for Christmas gifting, not just in packaging to reduce the waste, but also products-services that are designed with circularity in mind where waste is reduced from production through to the way the consumer uses-interacts with it,” she said. How to regain consumer confidence amid greenwashing fears on social media While cost considerations may affect a company’s ability to embrace sustainability, WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

the issue of trust and transparency remains a critical factor in the successful implementation of green initiatives. On the consumer front, greenwashing fears are widespread among consumers in APAC, with 60% of consumers reporting encountering false or misleading information about sustainable actions taken by brands, according to Kantar’s 2023 Sustainability Index report. The worst offending sector is social media – 66% of people in APAC believe that brands in this sector share false or inaccurate information regarding their sustainability efforts, the report found. Regaining consumer confidence on social media platforms requires brands to prioritise authenticity. Havas Market’s Wu said it is essential for brands to provide accurate and reliable information, and avoid false or misleading claims. “By being open and transparent, brands can demonstrate their commitment to providing reliable and trustworthy information to their audience. This can help regain consumer confidence and create a positive perception of the brand on social media platforms,” she said. Another way for brands to step up and address social issues associated with social media is to build trust with consumers by

establishing brand integrity and connecting with consumers at a human level, said Kantar’s Chan. Brands are also advised to provide concrete evidence to support their sustainability claims and ensure that they are grounded in facts such as sharing other industry recognised accreditations such as B Corp, EcoVadis, and similar certifications, said Delta Global’s Lockyer. “These accreditations provide independent verification of brands’ sustainability efforts and can serve as a valuable endorsement of their commitment to responsible business practices,” he added. Meanwhile, Mauro Marescialli, managing director of MetaDesign China, said companies and marketers must have a more ethical approach in the way they communicate and engage with consumers, within and beyond social media platforms. Before delving into strategies to enhance brand credibility and restore consumer confidence, MSL Sustainability said both brands and PR agencies must engage in selfreflection regarding their current initiatives and their level of commitment to sustainability as well as the practice of being transparent in the traceability of their efforts on their sustainability journey. DE CE MB E R 2 02 3 MARK E TING HON G KON G 1 9

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SNAPPED 快拍 Celebrate the Gift of Each Other DATE: 1 December 2023 – 1 January 2024 VENUE: LANDMARK 1. LANDMARK Atrium has been transformed into a wondrous winter scene this Christmas, featuring Mount Santa Paws – a gigantic snow-covered polar bear mountain. 2. Visitors will be invited to hopup on Timmy’s Ski Adventure for an amazing immersive VR skiing experience down the mountain’s snowy slopes.

3. All proceeds from tickets purchased to visit the “All-in-One” Mount Santa Paws Experience will go to LANDMARK’s charity partners. 4. There will also be photo opportunities at the Snow Turn and Tumble, Slip N Slide Ski Rent, and Fuzzy Foxes Snow Spa selfie-spots.

Disney100 CHRISTMAS LOVE 2000% BE@ RBRICK UP DATE: 24 November – 1 January 2024 VENUE: Harbour City 1. Harbour City has collaborated with MEDICOM TOY to unveil 100 giant Disney-themed BE@RBRICK figurines in 2000% size. 2. This is also the first Olaf in BE@ RBRICK’s collection to coincide with the 10th anniversary of the release of Frozen.

3. These figurines have been crafted from fibreglass material in an all-in-one and non-action design, solely for this exhibition. 4. Harbour City will donate all proceeds from the project after deduction of costs to “Hong Kong Blood Cancer Foundation”, continuing the cherished Christmas tradition.

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CHKC Christmas Car Boot Market DATE: 8-10, 16, 17, 23-26, 30 and 31 December 2023 VENUE: China Hong Kong City, Tsim Sha Tsui 1. Originating in the UK, car boot sales are markets where people sell goods, oftentimes household goods and used items, from their car boots.

2. The car boot market will focus on creative and cultural products and crafts, and will also feature food and game booths.

3. Car owners can take the chance to show off their vehicles, for example, by decorating them with Christmas lights to shine the spotlight on their “movable stores”. 4. It is hoped the market will raise funds for charity to spread love and care to those in need in the community during the holiday season.

The Christmas Cuckoo at MCP campaign DATE: 23 November 2023 – 1 January 2024 VENUE: Metro City Plaza 1. MCP CENTRAL and MCP DISCOVERY have joined forces with Hönes Uhren GmbH to present Asia’s first Christmas campaign themed on the German Black Forest Cuckoo Clock.

2. The cuckoo clock is part timepiece and part cultural symbol of craftsmanship; it embodies the artisan’s love for nature and passion for life. 3. Visitors can create their own avatars thanks to the AR projection technology and interact with these caricatures on screen. 4. This cultural lineage will be represented through three thematic photo ops at MCP CENTRAL, with the characters and figurines of these dioramas calling every half an hour in an automated dance.

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Digital twinning for dummies: 101 on how industry players can capitalise on the concept In today’s competitive business landscape, digitalisation is no longer an option, but a musthave for companies to reach a vast audience, engage with users in real-time, and measure the effectiveness of marketing efforts. With the advancement of digital technologies and algorithms, the term “digital twinning” technology has come into effect in recent years, impacting various industries across the globe.

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According to Deloitte’s Tech Trends report in 2020, the global digital twinning market was worth US$3.8 billion in 2019 and is projected to reach US$35.8 billion in value by 2025. Much of that momentum derives from rapidly evolving simulation and modelling capabilities, better interoperability and internet of things (IoT) sensors, as well as more availability of tools and computing infrastructure. Meanwhile, global IoT market research company IoT Analytics’ Digital Twin Market Report 2023–2027 found that the digital twin market is expanding, with a projected CAGR of 30% between 2023 and 2027. The report also showed that 29% of global manufacturing companies have either fully or partially implemented their digital twin strategies, marking a noticeable increase from 20% in 2020. Moreover, the proportion of these companies not contemplating the implementation of digital twins appears to have been reduced to 9% in 2023, down from 33.6% in 2020. If you are confused by this new digital tech, we are here to break it down and tell you everything you need to know about it. What is digital twinning? Largely adopted by the industrial sector over the past 20 years, a digital twin is a virtual representation that closely resembles a physical object. It is created by equipping an object such as a wind turbine with sensors that capture data related to its performance. This data is then transmitted to a processing system, which updates the digital twin accordingly. A typical digital twin needs to be comprised of the following ingredients: a physical subject that continuously generates real-time data while active or in operation; a digital replica 3D model of a physical subject; a continuous feed of data WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

from a physical subject to a virtual twin; as well as a software platform that can integrate all relevant data and mirror a physical subject in real-time. With the real-time data incorporated, the digital twin becomes a powerful tool for conducting simulations, analysing performance issues, and generating potential enhancements. By leveraging the insights gained from the digital twin, valuable improvements can be made to the physical object itself. With the recent introductions of IoT, blockchain, machine learning, and AI into the arsenal of modern-day tech, digital twins of products, components, processes, and systems, and even DToCs (digital twins of customers), the application of this adaptive technology spans far beyond the real-time monitoring and management of factories, power plants, and construction grounds. It has become significantly more valuable and accessible to various stakeholders. How can APAC brands capitalise on the concept? As digital twinning offers a unique opportunity to bridge the gap between the physical and digital realms, how brands in APAC harness the potential of digital twinning technology to drive customer engagement is the million-dollar question. Marketers and advertisers who are interested in exploring more with digital twins may get started with geographic information system (GIS) data, which is most often an opensource resource, according to Lewis Lupton, chief metaverse officer at Shadow Factory. “By combining a 3D model from GIS data of ad deployment locations with, say, foottraffic data fed by infrared motion sensors, I can already start to visualise all that raw data in a 3D context, making it much easier and interesting

for my clients and stakeholders to see and make confident data-driven decisions,” Lupton said. Another example of digital twinning is leveraging the metaverse to provide immersive social experiences in parallel to consumers’ reallife activations. Sebastien Borget, co-founder and COO of The Sandbox, said: “The metaverse is a creative channel for customer engagement, bringing a brand to life in a new way that leverages existing video clips, print and TV ads, and instore displays, while also encouraging in-depth storytelling and co-creation with its audience.” In recent months, Sandbox’s community has participated in numerous immersive social experiences and events in parallel to their real-life activations. For example, it recently partnered with McDonald’s Hong Kong to take McNuggets to a gaming virtual world powered by Web3 that was filled with themed gamified challenges and virtual rewards that closely echoed its in-store activities. As there is already a good number of digital twinning sets ready for industrial application such as process modelling, the only discussion left is how industry players can leverage the “digital-to-real” concept by bridging the digital and physical worlds, said Donald Wong, former executive partner, We Are Social Hong Kong. “Even without a fully simulated digital twin in the virtual world, a lot of adtech implementations akin to the twinning concept are already the solutions to aid marketers in better understanding consumers and their preferences,” he said. He added that with Asian cities such as Hong Kong vying for the “Smart City” status, marketers are seeing more opportunities with “digital twinning” such as the ability to paint an even better portrait or create more accurate predictive models. DE CE MB E R 2 02 3 MARK E TING HON G KON G 2 3

In this industry, we eat, sleep, and breathe for the consumers we serve. As we go through the tumultuous period of what has been dubbed the new normal, many industry players have been going above and beyond to engineer campaigns that have withstood the shifting paradigms of today’s unpredictable world. This is exactly why the Marketing Excellence Awards exist. Designed to recognise outstanding work in the region’s marketing industry, this year’s awards saw industry professionals gather at the JW Marriott Hotel Hong Kong on 10 November to see if their companies would take home the top accolades. MARKETING-INTERACTIVE would like to thank our 32 esteemed judges for their time in judging the entries, and extend our heartfelt congratulations to all the deserving finalists for their outstanding performances in the face of the challenges posed by the ongoing effects of the pandemic.

KAREN MONG Marketing Director

Abbott Nutrition

KATTY CHU

Chief Marketing & PR Officer

Alfa Romeo Hong Kong

EUGENE KWEK

Director, Group Digital Marketing

AIA

ANDREA WONG Chief Marketing and Customer Officer

AXA Hong Kong

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TERENCE SO

KAREN NG

Head of Marketing (HK & Macao)

AirAsia

General Manager, Corporate Branding and Marketing

Airport Authority Hong Kong

TEREZA HUI

Head of Marketing Management

Bank of China (Hong Kong)

KEVIN TSANG

Vice president, Head of Distribution & Marketing

Blue

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WILLIAM TSING

SCARLETT CHAN

Café de Coral

COTY

Corporate Director, Branding and Marketing

ANNE LEUNG

Director, Brand Marketing

Hong Kong Tourism Board

ANGELA WONG Director, Corporate Communications & Administration

Jebsen Group

ELMAN LEE

Marketing Director, Hong Kong & Taiwan

Marketing Director, North Asia Food & Convenience and Company Communications

NATALIE YUEN

FrieslandCampina Hong Kong

DFI Retail Group

NIXON CHEUNG

Head of Commercial and Brand

Hong Kong Tramways

ANNA TANG

Assistant General Manager, Marketing and Communications

Hongkong Land

HEISEN CHENG

LESLIE FOK

Marketing Director

Jones Lang LaSalle Investments

Laws Group

FRANKLIN LAW

JACQUELINE CHEUNG

BOUDEWIJN FEITH

Ocean Park Hong Kong

PARKnSHOP Hong Kong

Reckitt Hong Kong Taiwan and Macau

Marketing Director

JANICE LEUNG

Director, Head of Brand Communications and Employee Engagement

Online Business Director

Royal Medic (Holdings)

Ronald Lu & Partners

AMY CHOI

Integrated Marketing Experiences (IMX) Director Greater China & Mongolia

The Coca-Cola Company

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General Manager

SALLY WONG

Marketing Director

CHRISTINE TSOI

Assistant Marketing Director

Sony Music Entertainment Hong Kong

PAUL YUEN

Marketing Director

Associate Director, Marketing

The Mentholatum Company

LEO HO

Group Marketing Director

Tsit Wing Coffee Company

STEPHANIE NG

Managing Director, Global Head of Marketing, Wealth & Personal Banking

HSBC

EVE LEUNG

Head of Marketing, Branded Products

Maxim’s Caterers

SAVOY LIN

Group Director of Marketing Communications

Regal Hotels International

LISA LEUNG

Director, Marketing and Brand Partnerships

Starbucks Asia Pacific

LYDIA YAU

Head of Group Marketing Strategies and Communications

Vitasoy

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Excellence in KOL Partnership

Excellence in Digital Marketing

GOLD

Brand: Klook HK Campaign: “Everyone can be Travel Goddess” Branding Campaign Agencies: frengers communications, SOCIETY

Campaign: Take Your Cat To The Vet Agency: Omelette

Klook

Royal Canin

SILVER

SHISEIDO HONG KONG

SILVER

AXA Hong Kong and Macau

Campaign: Eudermine Campaign Agency: iProspect

Campaign: “Guaranteed interest rate” VS Gareth T. Agencies: So Don’t Bore, Starcom, Digitas

BRONZE

AXA Hong Kong and Macau

BRONZE

Royal Canin

Campaign: “Guaranteed interest rate” VS Gareth T. Agencies: So Don’t Bore, Starcom, Digitas

Campaign: Take Your Cat To The Vet Agency: Omelette

Excellence in Content Marketing

Excellence in Creative Design

GOLD

Campaign: 7 million ways of living in Hong Kong

Brand: 1664 Blanc Campaign: 1664 Blanc – A Twist of Fashion with a Taste for Style Agency: We Glow HK

Mill MILK

SILVER

MTR Corporation

Brand: MTR Campaign: OMGreen! Campaign Agencies: RDS Digital, GAIA CREATIVE

BRONZE

Hong Kong Tourism Board

Campaign: 360 Hong Kong Everyday Agency: Make Noises Co.

2 8 MMAAR I N GGH H O NOGN G K OKO N G NDG ECDEMBER 28 RKKET E TIN ECEM 2023 B ER 2019 / JA N UA RY 2020

Carlsberg Hong Kong

SILVER

Hang Seng Bank

Campaign: Hang Seng 90th Anniversary – Ever Growing Ever Innovating Campaign Agencies: Uth Creative Group, Zenith HK

BRONZE Cathay

Campaign: Nobody does Rugby 7’s like Hong Kong 2023 Agencies: Leo Burnett Hong Kong, Digitas Hong Kong, Luminous MSL

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From “NO” to “YES” Here to protect you always CareForAll Critical Illness Plan • As few as 3 simple health underwriting questions • No Medical examinations or reports required • Premium as low as HKD 5.3 per day+ Know You Can

Terms and conditions apply. For details, please refer to the related product brochure and promotional leaflet. +Based on a 30-year-old male, non-smoker, Prestige plan level with the sum insured of HKD 500,000, renewed annually.

Excellence in Branded Content

Excellence in Customer Engagement

GOLD

Campaign: Take Your Time to Rediscover The City Agency: Omelette

Campaign: THE BIGGEST LAISEE OF ALL Agencies: Ogilvy Hong Kong, Mirum Hong Kong, PHD Media Hong Kong

Oriental Watch Company

PayMe By HSBC

SILVER

7-Eleven Hong Kong & Macau

SILVER

SHISEIDO HONG KONG

Brand: 7-SELECT Campaign: Explore the 7-SELECT Foodie-verse. Anytime Anywhere. Agencies: SO DON'T BORE, Serif, Kids & Dogs, PHD Media Hong Kong

Brand: SHISEIDO EUDERMINE Campaign: #MyFirstLight: A 126-year-old EUDERMINE’s Transformation Agencies: Pontac, Narrow Door

BRONZE

Campaign: My Attitude. My say. Agency: DDB Group Hong Kong

Brand: DFS CIRCLE Campaign: DFS CIRCLE: TransformingCa Loyalty Program in Travel Retail

Vitasoy

DFS Group

Excellence in Customer Experience

Excellence in Innovation

CMY

GOLD

Brand: Emperor Cinemas Campaign: The Super Mario Bros. Movie Adventure, Only at Emperor Cinemas

Campaign: DuoVerse Agency: Saatchi & Saatchi

Emperor Cinemas Group

SILVER

PayMe By HSBC

Campaign: THE BIGGEST LAISEE OF ALL Agencies: Ogilvy Hong Kong, Mirum Hong Kong, PHD Media Hong Kong

HSBC Hong Kong

SILVER PayMe By HSBC

Campaign: THE BIGGEST LAISEE OF ALL Agencies: Ogilvy Hong Kong, Mirum Hong Kong, PHD Media Hong Kong

SILVER Yahoo Hong Kong

BRONZE

Link Asset Management

Brand: T.O.P This is Our Place Campaign: T.O.P x Mr n Mrs Moon. Super Chill Luxury Tour

30 MAA R R KKET I N GGH H O NOGN KGOKO N G NDG ECDEMBER 3 0 M E TIN ECEM 2023 B ER 2019 / JA N UA RY 2020

Campaign: Yahoo Asia Multiverse Buzz Awards 2023

BRONZE

NARS Cosmetics Hong Kong

Campaign: NARS POWERICON NFT Campaign Agencies: We Glow HK, Mosaic Digital, Echo Picture

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Excellence in Health & Beauty Marketing

Excellence in Corporate Social Responsibility

GOLD

A Drop of Life

Campaign: 25th Anniversary Campaign Agency: frengers ommunications

GOLD

SHISEIDO HONG KONG

Brand: SHISEIDO EUDERMINE Campaign: #MyFirstLight: A 126-year-old EUDERMINE’s Transformation Agencies: NARROW DOOR, PONTAC, IPROSPECT

SILVER

GOLD

Standard Chartered Hong Kong

Campaign: 25th Standard Chartered Hong Kong Marathon

DFI Retail Group

Brand: Mannings Campaign: Many Healthy Returns 2023 Agency: MTWT communications

SILVER

DFI Retail Group

Brand: Mannings Campaign: Many Healthy Returns 2023 Agency: MTWT communications

BRONZE

Bupa (Asia)

Brand: Blua Health Campaign: Blua Health: A One-stop AI-powered App for Health Agency: DigiSalad

BRONZE

Henderson Leasing Agency

Brands: MCP CENTRAL, MCP DISCOVERY Campaign: MCP x The Wooderful Land “Summer In the Wooderful Land"

Excellence in Exclusive Event

Excellence in Experiential Marketing

GOLD

Brand: WeWa Card Campaign: WeWa Card “Treat Yourself” Maid Café Party Agency: Vibes

Campaign: THE BIGGEST LAISEE OF ALL Agencies: Ogilvy Hong Kong, Mirum Hong Kong, PHD Media Hong Kong

PrimeCredit

PayMe By HSBC

SILVER

Campaign: Double Ducks@Ngong Ping 360

Campaign: DuoVerse Agency: Saatchi & Saatchi

Ngong Ping 360

HSBC Hong Kong

BRONZE

Campaign: BMW M CARnival x Outdoor Music Festival Agencies: Above The Line Company, Imagine Lab

Campaign: Tuen Mun Adventure 2022 Agency: Nevertoolate

BMW Concessionaires (HK)

MAA RRKKET I N G GH OHNOGN KGO KO N G NDG ECD EMBER 32 M E TIN ECEM2023 B ER 2019 / JA N UA RY 2020

Link Asset Management

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Excellence in Advertising

Excellence in Event Marketing

GOLD

Brand: Hang Seng Bank Prestige Banking Campaign: Prestige Banking CFO Campaign Agencies: The Bread Digital, Zenith HK

Campaign: DuoVerse Agency: Saatchi & Saatchi

Hang Seng Bank

HSBC Hong Kong

SILVER

Cathay

SILVER

Oriental Watch Company

Campaign: Nobody does Rugby 7’s like Hong Kong 2023 Agencies: Leo Burnett Hong Kong, Digitas Hong Kong, Luminous MSL

Campaign: Take Your Time to Rediscover The City Agency: Omelette

BRONZE

Ngong Ping 360

BRONZE

PayMe By HSBC

Campaign: Double Ducks@Ngong Ping 360

Campaign: THE BIGGEST LAISEE OF ALL Agencies: Ogilvy Hong Kong, Mirum Hong Kong, PHD Media Hong Kong

Excellence in Financial & Insurance Marketing

Excellence in Gamification

GOLD

Campaign: DuoVerse Agency: Saatchi & Saatchi

Campaign: HSBC Paraverse Agencies: Wunderman Thompson HK, PHD Media Hong Kong

HSBC Hong Kong

The Hongkong and Shanghai Banking Corporation

SILVER

Brand: Hang Seng Bank Prestige Banking Campaign: Prestige Banking CFO Campaign Agencies: The Bread Digital, Zenith HK

Campaign: Shell X BMW Motorsport Campaign Agencies: Dentsu Creative, EssenceMediacom

Hang Seng Bank

Shell

BRONZE

Brand: Standard Chartered Cathay Mastercard Campaign: Earn by Banking Agency: Leo Burnett Hong Kong

Campaign: THE BIGGEST LAISEE OF ALL Agencies: Ogilvy Hong Kong, Mirum Hong Kong, PHD Media Hong Kong

Standard Chartered Hong Kong

34 MMAAR I N GGH H O NOGN G K OKO NG NDG ECDEMBER 34 RKKET E TIN ECEM 2023 B ER 2019 / JA N UA RY 2020

PayMe By HSBC

WWW. MARK E TING– IN TE RAC TI VE . C OM

Plan for Your Family’s Present and Future

Become New Prestige Customers • Up to HK$6,000 with

the first HK$1,000,000 new funds

For details please visit

• USD time deposit interest rate of up to

5.2% p.a.

Hang Seng Mobile App

Customer Enquiry 2998 8008

The promotion period is from 1 October 2023 to 31 December 2023. The offer includes fulfilling the first HKD1,000,000 "Total Relationship Balance" growth and the designated requirements to enjoy up to HKD6,000. In addition, the time deposit offer is applicable to New Customers who place a 3-month or 6-month USD Time Deposit with designated amount of Eligible New Fund Balance via Phone Banking or branch. Interest rate is indicative as of 25 September 2023, for reference only. Foreign exchange involves exchange rate risk. Terms and Conditions apply. Please approach Hang Seng Bank Limited ("Hang Seng") branch staff for enquiries. The promotion is intended for persons in Hong Kong. Hang Seng reserves the right to suspend, vary or terminate this promotion and the related offers and to amend their terms and conditions at any time without prior notice. In case of disputes, the decision of Hang Seng shall be final. The contents of this document have not been reviewed by any regulatory authority in Hong Kong. This material is not intended to provide or regard as legal or taxation advice, or investment recommendations.

Excellence in Mass Event

Excellence in Partnership

GOLD

Campaign: 25th Standard Chartered Hong Kong Marathon

Campaign: Nobody does Rugby 7’s like Hong Kong 2023 Agencies: Leo Burnett Hong Kong, Digitas Hong Kong, MSL Hong Kong

Standard Chartered Hong Kong

Cathay

SILVER

Brand: Sino Malls Campaign: “Merry Christmas! Goodbye Plastic!” by Citywalk Agencies: Hattrick Creative, Boxing Promotions

Campaign: 25th Standard Chartered Hong Kong Marathon

Standard Chartered Hong Kong

Urban Renewal Authority, Sino Land

BRONZE

Tam Jai International

BRONZE

BMW Concessionaires (HK)

Campaign: Why not loving both? Agencies: SOCIETY, The Bridge Agency

Campaign: BMW M CARnival x Outdoor Music Festival Agencies: Above The Line Company, Imagine Lab

Excellence in Interactive Marketing

Excellence in Launch/Rebranding

GOLD

Brand: HPV PREVENTION Campaign: MEN'S CHOICE MATTER Agency: NARROW DOOR

Campaign: Why not loving both? Agencies: SOCIETY, The Bridge Agency

MERCK SHARP & DOHME (ASIA)

SILVER

PayMe By HSBC

Campaign: THE BIGGEST LAISEE OF ALL Agencies: Ogilvy Hong Kong, Mirum Hong Kong, PHD Media Hong Kong

BRONZE

Hongkong Land

Brand: LANDMARK Campaign: 2022 LANDMARK Christmas Digital – Mrs Claus Bakery Agency: MARKET TREND INTERACTIVE SOLUTION

MAARRKKET I N G GH OHNOGN KGO KO NG NDG ECD EMBER 36 M E TIN ECEM2023 B ER 2019 / JA N UA RY 2020

Tam Jai International

SILVER

General Mills Hong Kong

Brand: Häagen-Dazs Campaign: “A Spoonful of Macaron” – Macaron Ice Cream Launch Agencies: Purple Cow Communications, The Bridge Agency, Mindshare Hong Kong

BRONZE Clarins

Campaign: Clarins Precious Launch Campaign Agency: Assembly

WWW. MARK E TING– IN TE RAC TI VE . C OM

Excellence in Integrated Marketing

Excellence in Media Strategy

GOLD

Campaign: THE BIGGEST LAISEE OF ALL Agencies: Ogilvy Hong Kong, Mirum Hong Kong, PHD Media Hong Kong

Brand: Hang Seng Bank Prestige Banking Campaign: Prestige Banking CFO Campaign Agencies: Zenith HK, The Bread Digital

PayMe By HSBC

Hang Seng Bank

SILVER

Brand: Hang Seng Bank Prestige Banking Campaign: Prestige Banking CFO Campaign Agencies: The Bread Digital, Zenith HK

Brand: American Express Explorer Credit Card Campaign: Choose Explorer Agency: UM Hong Kong

Hang Seng Bank

American Express

BRONZE

Campaign: WE DO FAMILY Agencies: One Cool Punch, Mindshare Hong Kong

Campaign: Eudermine Campaign Agency: iProspect

Prudential Hong Kong

Excellence in Lifestyle & Entertainment Marketing

SHISEIDO HONG KONG

Excellence in Loyalty Marketing

GOLD

Bupa (Asia)

GOLD

BMW Concessionaires (HK)

Campaign: BMW M CARnival x Outdoor Music Festival Agencies: Above The Line Company, Imagine Lab

SILVER

Emperor Cinemas Group

Brand: Emperor Cinemas Campaign: The Super Mario Bros. Movie Adventure, Only at Emperor Cinemas

BRONZE

Hong Kong Disneyland

Campaign: “Momentous” Nighttime Spectacular Agencies: MSL HK, Analogfolk HK, AIR Concept, Zenith HK

MAA R R KKET I N GGH O N G NDG ECDEMBER 38 M E TIN HNOGN K GOKO ECEM2023 B ER 2019 / JA N UA RY 2020

Brand: Blua Health Campaign: Blua Health: A One-stop AI-powered App for Health Agency: DigiSalad

SILVER

BMW Concessionaires (HK)

Campaign: BMW M CARnival x Outdoor Music Festival Agencies: Above The Line Company, Imagine Lab

BRONZE Chow Sang Sang Jewellery Co. Brand: Chow Sang Sang Campaign: Chow Sang Sang – AI Optimized Relationship-Centric CRM Ecosystem Agency: PRIZM Group

BRONZE TOYOTA

Campaign: All New Noah Agency: FABCOM

WWW. MARK E TING– IN TE RAC TI VE . C OM

Excellence in Data-Driven Marketing

Excellence in Omnichannel

GOLD

Brands: Shiseido Group Hong Kong – brand Shiseido, Clé de Peau Beauté, IPSA, NARS Campaign: O2O Analytical Project & Activation Agencies: iProspect Hong Kong, Merkle Hong Kong

Campaign: AI-Powered Transformation for Marketing Success

SHISEIDO HONG KONG

DBS Bank (Hong Kong)

SILVER

LION CORPORATION

SILVER

Brand: Mizutori Zosan Campaign: Mizutori Zosan Smart Dehumidifying Campaign Agency: FABCOM

HKT

Brand: Netvigator Campaign: Netvigator Online Branding & Acquisition Campaign Agency: FABCOM

BRONZE

SHISEIDO HONG KONG

BRONZE

Brand: SHISEIDO EUDERMINE Campaign: #MyFirstLight: A 126-year-old EUDERMINE’s Transformation Agencies: Pontac, iProspect

WeLend

Campaign: When WeLend A.I. Technology and Humanity Meet for Empowering “Financial Sustainability” Agencies: Indigo Concept, Mindshare Hong Kong

Excellence in Out-Of-Home Marketing

Excellence in Performance Marketing

GOLD

Campaign: THE BIGGEST LAISEE OF ALL Agencies: Ogilvy Hong Kong, Mirum Hong Kong, PHD Media Hong Kong

Brand: HSBC Campaign: HSBC. No.1 Buy Now Pay Later campaign Agencies: Wunderman Thompson HK, PHD Media

PayMe By HSBC

HSBC Hong Kong

SILVER

Campaign: CSL Mobile x M+ “Reshaping the New Art Tech Experience” Agency: CruiSo Digital Solutions

Campaign: BMW M CARnival x Outdoor Music Festival Agencies: Above The Line Company, Imagine Lab

CSL Mobile

BMW Concessionaires (HK)

BRONZE

Brand: Water World Ocean Park Hong Kong Campaign: Water World Go Splash Summer Campaign Agencies: Dentsu X, Hivestack

Campaign: PROMISE 30th Anniversary Celebration Agency: EssenceMediacom

Ocean Park Corporation

40 MMAAR R KKET I N GGHH O NOGN G K OKO NG NDGECDEMBER 2023 40 E TIN ECEM B ER 2019 / JA N UA RY 2020

Promise

WWW. MARK E TING– IN TE RAC TI VE . C OM

Excellence in Personalisation Marketing

Excellence in Public Relations

GOLD

Brand: Chow Sang Sang Campaign: Chow Sang Sang – AI Optimized Relationship-Centric CRM Ecosystem Agency: PRIZM Group

Campaign: Double Ducks@Ngong Ping 360

Chow Sang Sang Jewellery Co.

Ngong Ping 360

SILVER

BMW Concessionaires (HK)

SILVER

Campaign: BMW M CARnival x Outdoor Music Festival Agencies: Above The Line Company, Imagine Lab

Hyakunousha international

Brand: Hana-musubi, Omusubi Campaign: Hanamusubi: Transformative Data-focused Loyalty Ecosystem with Hyper-Personalization Agency: PRIZM Group

BRONZE

Tam Jai International

Brand: Tam Jai Yunnan Mixian Campaign: TamJai Jeh Jeh Speaks Exhibition Agencies: Hardchi Creative, The Bridge Agency

BRONZE

Cathay Pacific

Campaign: Cathay Real Time Travel Performance Agency: Digitas HK

Excellence in Social Media

Excellence in Retail Marketing

GOLD

Campaign: Double Ducks@Ngong Ping 360

Brand: SHISEIDO EUDERMINE Campaign: #MyFirstLight: A 126-year-old EUDERMINE’s Transformation Agencies: NARROW DOOR, PONTAC, IPROSPECT

Ngong Ping 360

SILVER

Coca-Cola China

Brand: Coca-Cola Campaign: A Real Magic CNY 2023 Agencies: Ogilvy HK, EssenceMediacom HK, VMLY&R HK

BRONZE Cathay

Campaign: LET'S GET MOVING ;P Agencies: Leo Burnett Hong Kong, Digitas Hong Kong, MSL Hong Kong

SHISEIDO HONG KONG

SILVER

Jebsen Beverage Company

Brand: Blue Girl Beer Campaign: Blue Girl Light – Anytime, Anywhere, Taste The Real Moment Agency: Uth Creative Group

BRONZE

Swire Properties

Brand: Citygate Outlets Campaign: Summer FARMily

BRONZE

Swire Properties

Campaign: Swire x V&A: Bags Inside Out

4 42 2 DEC M A REM K ET B ER I N G 2H0O1 N9G/ KJA O NG NUARY D EC EMBER 2020 MARKETING 2023 H O NG KO NG

WWW. MARK E TING– IN TE RAC TI VE . C OM

Excellence in Targeted Event

Excellence in Viral Marketing

GOLD

Brand: DBS BusinessClass Campaign: DBS BusinessClass Reborn Exhibition Agency: Secret Tour (HK)

Brand: Tam Jai SamGor Mixian Campaign: TamJai SamGor “Spicy Martial Art” New Product Launch Agencies: The Bridge Agency, Madkids

DBS Bank (Hong Kong)

Tam Jai International

SILVER

Brand: Emperor Cinemas Campaign: The Super Mario Bros. Movie Adventure, Only at Emperor Cinemas

Brand: Coca-Cola Campaign: A Real Magic CNY 2023 Agencies: Ogilvy HK, EssenceMediacom HK, VMLY&R HK

Emperor Cinemas Group

Coca-Cola China

BRONZE NowTV

BRONZE

HSBC Hong Kong

Campaign: The FIFA World Cup 2022 Agency: Secret Tour (HK)

Campaign: DuoVerse Agency: Saatchi & Saatchi

Excellence in Video

Excellence in Use of Technology

GOLD

Campaign: Why not loving both? Agencies: SOCIETY, The Bridge Agency

Brand: French May Campaign: VIRTUALLY VERSAILLES Immersive Touring Exhibition Agency: LORE

Tam Jai International

French May Arts Festival

SILVER

Brand: Hang Seng Bank Prestige Banking Campaign: Prestige Banking CFO Campaign Agencies: The Bread Digital, Zenith HK

Brands: Shiseido Group Hong Kong – brand Shiseido, Clé de Peau Beauté, IPSA, NARS Campaign: O2O Analytical Project & Activation Agencies: iProspect Hong Kong, Merkle Hong Kong

Hang Seng Bank

BRONZE

Oriental Watch Company

Campaign: Take Your Time to Rediscover The City Agency: Omelette

SHISEIDO HONG KONG

BRONZE BOC Life

Brand: Live Young Campaign: Live Young WEWARD Agency: Madkids Communications

BRONZE FWD

Brand: FWD MAX Campaign: Here We Are For Your Health Agency: Cymballe

WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

DE CE MB E R 2 019 /DEJANU CE MB ARY E R 2 02 0 3 MARK E TING HON G KON G 43

Marketer of the Year

PayMe By HSBC

PayMe by HSBC took home nine awards and the coveted

them with its technologies, and uniting Hongkongers with

title of “Marketer of the Year”. The brand won four golds in

surprising experiences.

Excellence in Customer Engagement, Excellence in Experiential

Turning strategy into an innovative experience, PayMe by

Marketing, Excellence in Integrated Marketing, and Excellence

HSBC launched an immersive experience where everyone could

in Out-of-Home Marketing; three silvers in Excellence in

grab a laisee. Within the campaign, it created the first meta

Customer Experience, Excellence in Innovation, and Excellence

temple in Hong Kong, hosting the “god of fortune” PayMeow

in Interactive Marketing; and two bronzes in Excellence in

and its peers. It also leveraged the biggest QR codes as the

Advertising, and Excellence in Gamification.

trigger to attract people and generate instant responses.

The campaign that wowed the judges was The Biggest

Moreover, PayMe leveraged its online-to-offline strategy by

Laisee of All – PayMe by HSBC. While most Hongkongers

spreading fortune to Hongkongers via a virtual temple through an

already had their preferred e-wallet choices on their mobile

offline interaction. In order to make the idea the talk of the town,

phones, the brand rewrote the playbook on user acquisition

PayMe by HSBC rolled out music videos featuring PayMeow.

despite facing bigger and more established market players. Its

It also amplified the campaign through a KOL partnership

campaign helped boost user acquisition and maximise sales

and drove usage in the ever-growing ecosystem by partnering

transactions with merchants during the Chinese New Year.

with brands such as McDonald’s, 7-Eleven, and Wing On Travel.

In partnership with Ogilvy Hong Kong, Mirum, and PHD, the

By reinventing Chinese New Year laisee, and gamifying

campaign combined the superpower of QR codes and festivities.

transactions, PayMe by HSBC successfully pioneered a new

While QR codes are powerful in attracting people with their

path to user acquisition among fierce competition.

ability to generate instant responses, PayMe by HSBC wanted

It recorded a 9.4 times daily registration on Chinese New

to take the opportunity of Chinese New Year to demonstrate

Year's Day. It also recorded over 57,000 on registration in one

a deep understanding and resonation for the traditions, while

month, four times more than fintech/virtual banking brands with

introducing a novel take on the joyful festivities, enriching

high incentives.

44 I N GGHH O NOGN G K OKO N G NDGECDEMBER 2023 4 4 MMAAR RK KET E TIN ECEM B ER 2019 / JA N UA RY 2020