As we welcome the vibrant energy of spring, the winds of global trade are once again shifting – and Hong Kong’s marketing world is feeling the ripple effects.
The latest wave of US tariffs on Chinese goods is not just altering import strategies and pricing models – it’s also prompting brands to rethink how they communicate value, origin, and trust to increasingly discerning consumers.
At the same time, a surge of Chinese brands expanding into Hong Kong is intensifying the competitive landscape. These brands bring not only aggressive positioning and digital agility, but also a fresh approach to consumer engagement, forcing local and international players alike to raise their game across creativity, speed, and cultural relevance. Explore how industry players are reacting to this trend on page 6.
Despite the global trade war and increased competition within the market, Hong Kong has successfully drawn global artists to perform in the city such as British band Coldplay, Taiwanese singer JJ Lin and Korean girl group Babymonster. On page 12, we examine how this trend is repositioning the city’s international status and creating new revenue streams for industry players.
On the other hand, brands have put out oversized activations such as adidas’ giant shoe and Lego’s life-size replica of a Ferrari F1 car to capture Hongkongers’ hearts and attention. From massive pop-ups to interactive installations, we explore how scale and spectacle are redefining consumer engagement. Read the story on page 16.
We were also proud to celebrate innovation and excellence at our Loyalty & Engagement Awards Hong Kong 2025. These standout campaigns demonstrated how brands are building lasting connections through cuttingedge tactics, innovative strategies and creativity in an ever-changing consumer landscape.
Whether you’re a marketer, brand leader, or creative, we hope this issue sparks new ideas and inspires your next big move. Enjoy!
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
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
Karen Wong Deputy Editor, North Asia
What’s on?
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.
Where: JW Marriott Hong Kong
When: 23 May
Content360 Hong Kong
What: A conference that aims to foster discussions on the diverse aspects of content marketing, including the latest content trends, content creation processes, AI-led disruption, and greater integration with Mainland China.
Where: The Ritz-Carlton, Hong Kong
When: 17 June
“If briefs serve as a guide for agency thinking, then ideas are the vehicle that propels effectiveness in the advertising world.”
SURVEY: OVER HALF OF INDUSTRY PLAYERS SAY CREATIVE WORK DOESN’T STAND OUT
More than half of global marketers and agency creatives say that most creative work doesn’t cut through the clutter. Meanwhile, the creative process in marketing is flawed and stifles creativity, as only 27% of global marketers and 30% of agencies agree that they are well-trained in evaluating ideas, highlighting a lack of training in the industry, a survey has found.
Conducted by BetterBriefs and research agency Flood + Partners, and produced in partnership with the World Federation of Advertisers (WFA) and The Institute of Practitioners in Advertising, the “BetterIdeas Project” report surveyed 1034 industry individuals across 54 countries, including the US, UK, and Australia, with representation from both the B2C and B2B sectors.
The report examined the current landscape of ideas and creative decision-making, aiming to ignite discussions among young teams within companies and helping them generate improved ideas.
Stephan Loerke, chief executive officer at WFA, said: “Creativity is the lifeblood of our industry and a core driver of growth. Sadly, there’s often a suboptimal creative process that delivers sub-par results.
“Advertisers and their agencies must invest time, effort and greater faith in fit-for-purpose briefing, evaluation and approval processes that foster collaboration and trust to generate bold ideas. Getting this right is the only way to truly harness the power of creativity and enhance the perception of marketing as a key driver of growth.”
• The survey found that 76% of marketers and 91% of creative agencies agree that strong creative ideas are key drivers to the overall success of an organisation’s marketing efforts.
• However, 54% of marketers agree that creative work doesn’t stand out, with 75% of people working at creative agencies agreeing with the statement.
• Despite the industry having access to more tools and increased knowledge of how creativity works, 47% of marketers and 76% of agencies still feel the quality of creative work is not improving. Meanwhile, 64% of marketers and 71% of agencies agree that evaluating ideas is a tricky, but important responsibility.
• Looking at the causes, difficulties arise both within agencies and during the implementation process. On marketers and their feedback, after agencies have presented ideas, only 30% of agencies receive clear and constructive client feedback, and 70% of agencies are unclear about the feedback they receive.
• Over half of marketers (56%) and 23% of agencies agree the current approval process is functioning well. When asked to describe their current approval process, respondents’ most commonly used words were: painful, slow, subjective, and inconsistent.
• Only 27% of marketers and 30% of agencies agree they are well-trained in evaluating ideas, showing the industry lacks training.
• Evaluating creative ideas and providing support to agencies are also discussed in the study, as 23% of agencies and even fewer (15%) marketers agree that briefs are always used by their organisations when evaluating ideas. Only 10% of all respondents agree that ideas are always evaluated against clearly defined criteria in their organisations.
• In terms of the impact of poor assessment practices, 84% of marketers and 89% of agencies believe that personal opinion has a big influence on decision-making. Additionally, 70% of creative agencies do not trust the creative judgment of the marketers
Matt Davies
and Pieter-Paul
von Weiler, co-founders of BetterBriefs
Source: BetterBriefs and Flood + Partners’ BetterIdeas Project.
AD WATCH
Phoebe Chan Regional creative director DDB Group Hong Kong
Since starting a new regional role last year, I’ve had many more Cathay commutes. Watching this airline’s safety video for the first time had my producer, five rows away, and I, turning to each other at the same time, eyes wide, mouthing: “That was good!”
Every safety instruction is conveyed with exceptional clarity, with the help of Hong Kong’s DNA – from Wing Chun masters teaching the “brace-brace” mantras, to lantern-lit streets transformed into illuminated escape routes, to bar patrons learning device retrieval etiquette through drunken selfies.
Cinematically, the colour palette and cultural references are both charming and impressive. The six-and-a-half minutes flew by in the blink of an eye, marking the first time I found myself completely absorbed by a safety video – and I inadvertently developed a newfound crush on my own city.
HSBC’s advertisements never fail to surprise. This time it cast Lam Suet – Hong Kong’s patron saint of sidewalk swagger – to learn English. It was expected to be a clash of cultures, complete with his trademark “Cantonese-meets-kindergarten-English” hybrid language. While Lam delivers an authentic performance, the pacing feels a bit sluggish in this three-minute reality show-style format. The few punchlines take too long to arrive, and some of the dialogue feels slightly forced.
The video would have benefited from tightening the edit for faster comedic pacing. And maybe it could have let Lam loose – his legendary ad-libs (I’ve witnessed them first-hand; the man spiced up scripts on the fly, often leading the entire crew to laughter!) would have amplified the comedic impact.
Mainland m o m entum: The new face of H K advertising
As borders blur and digital platforms rise, the Hong Kong market is experiencing a marketing renaissance – driven not by homegrown players, but by a new wave of Chinese brands making bold and calculated moves into the city.
From JD.com’s billion-dollar expansion strategy to Keeta’s rapid dominance in food delivery, and Taobao’s innovative push into hybrid retail, these brands are not just entering Hong Kong – they’re reshaping its marketing landscape. But this isn’t just about market share. It’s a cultural dance.
As the Mainland giants dive deep into localisation, marketers are being called to bridge two worlds – balancing China’s aggressive, sales-driven strategies, with Hong Kong’s nuanced, brand-first, consumer expectations. The result? A high-stakes opportunity where cultural intelligence, digital agility, and data fluency are the new currency.
Karen Wong has turned to the experts to explore how Chinese brands are transforming their marketing mix for Hong Kong, and why localisation is no longer a “nice-to-have”.
Recently, Chinese brands such as JD.com, Taobao, and Keeta have been ramping up their marketing investments in Hong Kong. JD.com’s limited-time service “買貴就賠 ” is a continuation of the HK$1.5 billion investment announced in September last year to expand into the Hong Kong market.
Meanwhile, in February, Taobao Hong Kong partnered with local home improvement platform Papabo to launch the latter’s first furniture and lifestyle superstore in Hong Kong. This store has adopted an online-merge-offline (OMO) operating model, designed to provide local consumers with a new shopping experience.
Following the shutdown of Deliveroo Hong Kong, its competitor Keeta has launched various promotional campaigns for Hong Kong consumers to step up its game. Since its arrival in Hong Kong less than two years ago, Keeta has seized 43% of the food delivery market share in Hong Kong as of March 2024, and has become
the largest food delivery service provider by order number in the city, according to a report by alternative data provider Measurable AI.
On the other hand, Chinese QSR brands such as Guming, Home Original Chicken, and Green Tea are preparing to list in Hong Kong, highlighting strong investor interest in the sector, according to multiple reports such as Reuters.
According to SCMP, Guming Holdings was aiming to raise up to HK$1.58 billion (US$202 million) from a Hong Kong initial public offering (IPO) earlier this year. The company said the funds would be used to enhance supply chain capabilities, branding and consumer engagement efforts, and for other general corporate purposes.
Home Original Chicken handed in its application to the Hong Kong stock exchange in January, with the funds being used to enhance its supply chain, expand its restaurant network and improve technologies, among other
purposes. The company had proposed to raise 1.2 billion yuan (US$164 million) in its previous applications to the Shanghai Stock Exchange, before withdrawing its submission in August.
Opportunities for marketers
As Chinese brands increasingly adopt localised strategies to connect with Hong Kong consumers, the real opportunity for marketers lies in understanding Hong Kong’s unique cultural landscape, according to Shufen Goh, president for APAC at MediaSense and cofounder of R3.
“While the languages – Cantonese and English are widely spoken in Hong Kong, and Mandarin dominates in Mainland China, along with other local dialects – are an important consideration, the challenge goes beyond mere translation,” she said.
“Hong Kong’s fusion of Eastern and Western influences shapes distinct consumer
behaviours, humour, and media preferences. What resonates in Mainland China may not have the same impact in Hong Kong. To succeed, brands should navigate these local nuances while staying true to their core identity.”
Marketers also play a crucial role as cultural bridges, helping brands move beyond translation to tap into local values, humour, and tone, Goh added.
“This might involve incorporating Hong Kong-specific slang or design elements to make subtle changes that can significantly influence how a brand is perceived,” she said.
“Additionally, focusing on popular platforms in Hong Kong – such as Facebook, Instagram, and LIHKG (連登 ) and using real-time feedback to optimise messaging – can help brands leverage data-driven insights to engage their target audience effectively.”
For retail marketers, it’s a golden opportunity to partner with the Chinese platforms (Tmall Global, JD Worldwide) and leverage China’s booming cross-border eCommerce (CBEC) market estimated at over RMB2 trillion in 2024, said Xen Chia, strategic marketing director at XGATE.
“Demand for premium imported goods such as skincare and cosmetics to infant formula and supplements continue to surge as Chinese consumers prioritise quality and authenticity,” he said.
“Hong Kong’s global reputation for genuine products, tax-free advantages, and a seamless connectivity to Mainland China, offers an ideal gateway for CBEC expansion. China’s favourable policies, including bonded warehouses, free trade zones, and a low CBEC tax rate of just 9.1% further enhances the opportunities.”
Milton Liao, client president for South China and head of GroupM’s Greater Bay Area, said brands can also leverage the data analytics capabilities these brands often bring to understand the Hong Kong consumer better.
Providing valuable insights into the local culture, language, and consumer preferences to ensure campaigns resonate effectively is also key. Finally, focusing on the unique benefits and value propositions these Chinese brands offer to price-conscious Hong Kong consumers will also be crucial for success.
How are Chinese brands’ marketing mix different from HK brands?
In their pursuit of rapid market share, Chinese brands are adopting a distinctly salesdriven marketing mix, prioritising immediate conversions through high-impact media buys such as extensive outdoor and locationbased advertising, and creative content that aggressively highlights strong product features and direct value propositions, said Kathy Wong, general manager of We Are Social
Hong Kong, who has worked with Chinese clients such as Keeta.
“This contrasts sharply with Hong Kong clients, whose targeting strategies diverge significantly. Hong Kong brands cultivate digital connections with Gen Z, foster online communities, and typically emphasise longterm brand equity building through storytelling and sustained brand positioning,” Wong said.
Chinese brands are also inherently digitalfirst and mobile-centric, added Liao. “They prioritise eCommerce and driving online sales. Look at Keeta’s promotional campaigns – they’re incredibly aggressive and valuedriven. And they’re masters at building online communities. Taobao’s OMO strategy with PapaHome is also a great example of blending online and offline experiences.”
To engage a wider audience, Chinese brands are deeply integrated into local platforms such as WeChat, Douyin, and Tmall, where they create a seamless experience that blends social engagement with direct eCommerce, said Goh.
“These platforms cater to Chinese consumers’ preference for instant, in-platform purchases. Influencer marketing in China is heavily shaped by user-generated content, particularly trends like grass-planting (種草 ) and store visiting (探店 ),” she said.
“In fact, social media plays a pivotal role in the average Chinese consumer’s purchasing
journey. According to PwC’s Voice of the Consumer Survey 2024 China report, 71% of Chinese Mainland and 70% of Hong Kong consumers agree that they use social media to discover new brands, while 63% of Chinese consumers and 43% of Hong Kong consumers purchase products directly via social media.
“Grass-planting involves subtly planting the desire for products through authentic, peer-driven content on platforms such as Xiaohongshu and Douyin, creating a more relatable connection with consumers.
“Store visiting refers to visiting physical stores and sharing the experience on social media, offering a virtual preview of the store’s atmosphere, products, and services. Both trends highlight the trust consumers place in peer recommendations over KOL endorsements, emphasising the power of usergenerated content in influencing purchasing decisions and building brand trust.”
Do agencies need to tweak their strategies?
To attract advertising dollars from new Chinese clients, Hong Kong agencies must prioritise agility and a deep understanding of valuedriven consumer needs, according to Wong, adding that agencies with an existing China footprint have a strategic advantage by being able to facilitate a holistic approach that aligns with Chinese client expectations, and ensuring brand synergy.
“Key elements include the rapid adaptation to market changes, delivering high-impact creative strategies, and proactive identification of consumer pain points,” Wong said.
“By providing innovative and attentiongrabbing solutions that clearly showcase a strong value proposition, agencies can effectively meet the demands of these fastpaced clients.”
To keep up with the trend, industry players now need to become cross-border experts, added Liao. “It’s no longer enough to think of just Hong Kong; a GBA strategy is essential.
That means understanding the Chinese digital landscape – WeChat, Douyin, RedNote, the whole ecosystem. Data fluency is also crucial. These brands are data-driven, so agencies need to demonstrate their ability to deliver measurable results. And, of course, cultural sensitivity is paramount.”
On the other hand, Goh said agencies should focus on showcasing their deep understanding of the Hong Kong market, rather than simply tweaking strategies to attract new clients.
“Brands entering Hong Kong should seek local partners who can navigate the region’s unique consumer behaviours, cultural nuances, and media landscapes,” she said.
“Instead of acting as service providers, agencies should position themselves as strategic partners at the centre of brand growth and localisation efforts. By demonstrating cultural intelligence and expertise in the Greater Bay Area, they can build trust with Chinese brands looking to create meaningful connections. Cultural intelligence is key.”
SNAPPED
AIRSIDE x Cinnamoroll
‘Roll out the fun’
DATE: 11 April – 1 June
VENUE: The Atrium, 2/F, AIRSIDE
1. AIRSIDE has partnered with the popular Sanrio character Cinnamoroll to create a limited-time fairytale world filled with surprises and sweetness for guests.
2. The five-metre-tall fluffy Cinnamoroll inflatable, featuring bow-tied ears, sits beside a ball pool that allows visitors to interact closely with Cinnamoroll and take memorable photos.
3. In the dreamy “Rainbow track and field” set-up, Cinnamoroll is featured as a runner, allowing visitors to take photos with the gold medal Cinnamoroll on the champion podium.
4. Inside the Cinnamoroll Café, visitors can find a pop-up store featuring Sanrio gifts, with over 300 different Cinnamoroll products, including exclusive limited-edition items.
Chill Guy. Chill Walk pop-up store
DATE: 11 April – 5 May
VENUE: Level LG2, Festival Walk
1. The viral internet meme character “Chill Guy”, created by American artist Phillip Bankss, has debuted its first global pop-up store. A 1.5-metre Chill Guy installation greets fans at the entrance of the pop-up store on Level LG2.
2. Across the atrium, a giant wall displays a famous typhoon photo that captures the spirit of Hongkongers. The back of Chill Guy features the serene dialogue –“Going to work” (返工) – illustrating his calmness after the chaos.
3. The back of the store has Chill Guy’s calm responses to unexpected situations, such as traffic jams and conflicts with an upset girlfriend, allowing visitors to choose the one that resonates with them.
4. The pop-up store also features over 100 officially licensed merchandise items such as figures, tees, baseball caps, disposable cameras and collectibles that target Gen Z.
MY BOY ERA@NGONG PING 360
DATE: 28 March – 25 May VENUE: Ngong Ping Village
1. Ngong Ping 360 partnered with the classic Hong Kong comic “My Boy” (牛仔) to transform the Ngong Ping Village into a colourful comic wonderland during Easter.
2. Meanwhile, nine local artists, including Eric Kot and Jan Lamb, have reimagined My Boy through nine 3D sculptures and 2D artworks. Their unique styles are featured against classic comic strip backdrops at four locations in Ngong Ping Village.
3. Ngong Ping 360 also hosted an egg hunt adventure, where participants were able to find four checkpoints, collect stamps, and win exclusive Ngong Ping 360 x My Boy Easter-themed collectibles.
4. Ngong Ping 360 has also launched the My Boy pop-up store, featuring a series of event-exclusive goodies themed around My Boy and his exploration of Hong Kong.
Plaza Hollywood x Kiztopia “Fantasy Castle Journey”
DATE: From now until 5 May VENUE: Star Plaza, 1/F, Plaza Hollywood, Diamond Hill
1. Plaza Hollywood has partnered with edutainment centre Kiztopia to create Hong Kong’s largest children’s block kingdom, spanning over 5,000 square feet.
2. Young warriors have been invited to the “Kiztopia children’s block castle”, featuring a pastel candy colour scheme and various obstacles to test their physical strength and perseverance.
3. Young enthusiasts with an interest in architecture can unleash their creativity in the “Block dream factory”, where they can construct a variety of exciting structures.
4. Children can then jump into the “Bubble ocean adventure”, filled with 110,000 ocean-coloured balls, and defend themselves with air cannons on the pirate ship.
HK pushes ‘capital of pop culture’ agenda, but what’s needed to make it a reality?
As global superstars such as Coldplay, Jay Chou, JJ Lin, and K-pop sensation Babymonster light up stages across Hong Kong, the city is making a bold play to rebrand itself as Asia’s “capital of pop culture”.
With millions in tourism dollars flowing from concertgoers and international fans, these high-profile performances are more than entertainment – they’re strategic moves to reignite Hong Kong’s global appeal and drive economic recovery.
But while the lights are bright and the crowds are back, industry experts say it will take more than a star-studded line-up to secure the city’s place on the global entertainment map. So, what’s missing – and what will it truly take for this vision to become a reality? Vanessa Yuen explores.
Hong Kong has had quite a number of global artists performing in the city, driving millions in tourism dollars in a bid to boost the local economy.
From the recent Coldplay shows to upcoming concerts by Taiwanese singers Jay Chou, JJ Lin, and Korean girl group Babymonster, Hong Kong is positioning itself as a premier destination for major pop concerts, aligning with the government’s objective of establishing the city as the “capital of pop culture”, according to the city’s tourism chief Rosanna Law.
These global artists and concerts clearly present a significant opportunity for Hong Kong to boost its tourism and economy by attracting a diverse international fanbase, said Rajiv Jayaraj, principal consultant for R3, in a conversation with MARKETING-INTERACTIVE.
He added the key, however, lies in delivering exceptional experiences to both the artists and their audiences to ensure long-term engagement and repeat visits.
International fans travelling specifically for these concerts offer an immediate opportunity to enhance Hong Kong’s tourism sector, he explained. “This influx creates a platform to position the city as a dynamic, international destination, strengthening its status as a global entertainment hub.”
To fully leverage these events, a robust marketing strategy and seamless production are essential. Integrating promotion with efficient logistics will amplify the impact and extend the benefits beyond the event itself, he further explains.
In today’s experience-driven world, global artists are the new economic engines, according to Jacopo Pesavento, founder and CEO of Branding Records.
“Fans don’t just buy tickets, they book flights, flood hotels, and turn entire districts into pop-culture hot spots. K-pop alone has reshaped tourism in Seoul, turning it into a pilgrimage site for global fans – why shouldn’t Hong Kong do the same?”
Analysing the Lady Gaga situation
However, Pesavento said that with JJ Lin and Babymonster headlining major concerts in the city, the question isn’t whether they’ll sell out (they will), but how much of a seismic impact these events will have on Hong Kong’s tourism and economy.
Taking Lady Gaga’s recent Asia tour that skipped Hong Kong as an example, Singapore has positioned itself as the go-to hub for highprofile entertainment, while Hong Kong is still playing catch-up, he said.
“The question isn’t why we lost this show –it’s why we’re losing the narrative. If Hong Kong wants to be recognised as a global centre of entertainment, it needs more than just a new stadium – it needs a strategy, a brand, a pull,” he said.
This requires more than just a concert – it needs a strategy, he said, adding the city is leveraging the universal power of music to pull in high-spending, experience-hungry travellers who will spend big not just on tickets, but on shopping, dining, and entertainment.
“Hong Kong isn’t just hosting artists – it’s making a play to reclaim its status as Asia’s ultimate cultural and entertainment hub. So, the real question is: Will Hong Kong doubledown on this momentum or let other cities steal the stage?”
Meanwhile, cities such as Singapore have openly pursued aggressive strategies such as offering substantial incentives to Taylor Swift to make the city her exclusive stop in Asia. For Hong Kong to compete effectively, it will need to adopt a similarly bold approach to securing top-tier performers and high-profile events, said other industry players.
Additionally, Hong Kong continues to grapple with the residual effects of political and social unrest, which have impacted its global image, said
Alexandra Harrison, senior brand and partnerships manager at Havas Media Hong Kong.
“While the city boasts state-of-the-art infrastructure, including the newly launched Kai Tak Sports Park, challenges such as high operational costs and complex bureaucratic processes must be addressed,” she said.
“By streamlining event logistics and enhancing support for organisers, Hong Kong has the opportunity to rebuild its standing and re-establish itself as a premier destination in the global concert economy.”
International stars such as Lady Gaga’s decision to skip Hong Kong highlights a broader challenge: attracting global artists involves more than just having the right venue, but a compelling combination of government
incentives, strong brand partnerships, and tourism-driven promotions.
For instance, in Singapore, Marina Bay Sands rolled out special hotel packages that referenced Swift’s popular songs such as the “Stay Stay Stay” package starting from HK$58,000 and the “Wildest Dreams” package starting at HK$290,000.
Maximising the potential of Kai Tak Sports Park
To make the most out of Kai Tak Sports Park and re-establish the city as a key player in the global entertainment scene, Hong Kong should streamline event logistics and enhance support for organisers, according to Havas Media’s Harrison.
These strategies should include offering financial incentives or subsidies to event organisers, simplifying the permit process, and enhancing marketing efforts to showcase the city’s unique cultural and logistical advantages. Collaborations with global entertainment companies could also help attract high-profile acts, she added.
Kai Tak Sports Park also presents an opportunity for Hong Kong to offer exclusive deals and incentives to secure key tour stops and attract top-tier talent through a focused, strategic approach, thereby positioning itself as an attractive, hassle-free stop, according to R3’s Jayaraj.
To fully leverage these events, a robust marketing strategy and seamless production are essential, with integrated promotions and efficient logistics amplifying the impact and extending the benefits beyond the event itself.
In a broader context, Branding Records’ Pesavento said infrastructure is table stakes, while the real play is in perception, policy, and proactive deal-making. He added that the Las Vegas Sphere in US is a good example, which is marketed for its immersive video and audio capabilities and 16K resolution wraparound interior LED screen, speakers with beamforming and wave field synthesis technologies, and 4D physical effects.
The bigger the better? How brands can capitalise on oversized activations
Have you come across adidas’ giant Superstar sneaker in Hong Kong that appears to burst out from the ground or paid a visit to Coach’s pop-up store in Singapore featuring a giant Tabby bag installation?
These large-scale installations are hard to miss, offering immersive, real-world engagement, that connects with people emotionally, making a brand more memorable. But how can brands better capitalise on these oversized activations? Vanessa Yuen turned to industry experts to learn more about the power of “big”.
Grabbing eyeballs has long been a focus in the marketing world and brands are starting to embrace massive props and gigantic installations to capture attention. This can be described by one specific term – oversized installations –where brands across the globe try to make a bold statement to impress consumers.
Recently, Coach unveiled a giant Tabby bag installation at a pop-up store in Singapore, inviting guests to explore the latest collection. For every bag purchased,
customers received free customisation from local artists Tiffany Lovage and Aeropalmics. Any purchase made at the pop-up store saw consumers enter a lucky draw. Prizes included Coach bags, small leather goods, pins and leather care sets.
In Hong Kong, individuals walking past the Causeway Bay Fashion Walk have been captivated by the adidas Originals’ oversized Superstar sneaker and an iconic shoe box that appears to burst out from the ground. Running
throughout the month of March, this outdoor installation aimed to offer an opportunity for audiences to experience this transformative art piece in person.
Meanwhile, LEGO launched a life-size replica of a Ferrari F1 car across various locations, including Causeway Bay, Kwun Tong, Wan Chai, Olympic, and Kwai Fong from 4 to 7 March. This launch was part of its “Catch me if you can” campaign, celebrating its recent partnership with Formula 1 (F1).
On the marketing front, industry players MARKETING-INTERACTIVE spoke to agreed that this approach excels in upper-funnel marketing, driving brand awareness and recognition among potential customers.
Oversized activations are a smart strategy for Hong Kong, particularly in bustling districts such as Causeway Bay and Tsim Sha Tsui, due to their dense foot traffic and a constant urban vibe, according to Florence Kong, managing director of We Glow.
“In Hong Kong’s highly Instagrammable culture, these activations not only attract onlookers, but also spur organic social sharing. It’s a dynamic tool for storytelling,” she said.
Echoing her thoughts was Richard Petignaud, managing director of Bravo Media, a local OOH media agency, who said that in the world of OOH media, focusing on “reach” and “impact” was crucial.
“To achieve the latter, we often advise to leverage large advertising formats that effectively capture the audience’s attention and create lasting impressions, making them powerful tools for building brand awareness,” he said.
When executed thoughtfully, oversized activations can transcend their original purpose and become a work of art that enhances the surrounding environment while forging a strong emotional connection with the audience, according to Petignaud.
Taking Bravo Media’s recent partnership with UnionPay and PayMe by HSBC as an example, he said the agency utilised a 10-metre curved
LED screen at Admiralty MTR station, featuring PayMe’s mascot, PayMeow, with a 3D effect.
“This oversized PayMeow successfully captivated every passenger and exemplifies how such campaigns can significantly enhance branding,” he said.
Extending the impact down the funnel
Oversized activations can also push potential customers further down the sales funnel, according to We Glow’s Kong. For example, as part of LEGO’s “Catch me if you can” campaign, customers had the opportunity to redeem a LEGO box set of the latest F1 racing car by taking a photo of the 1:1 giant LEGO Ferrari sports car model running through the streets of Hong Kong and uploading it to personal social platforms such as Facebook and Instagram.
This strategy directly linked top-of-mind awareness to mid-funnel conversion, Kong said. Furthermore, installing giant displays also supports brand identity, such as craftsmanship or creativity, and can tie in with timely partnerships, forming a robust, multi-tiered strategy, she added.
“Brands targeting families, collectors, or social media-savvy audiences especially benefit from these larger-than-life activations,” she said.
Maximising the power of ‘big’
To unlock the full potential of oversized installations, brands should integrate them with digital campaigns or community
engagement initiatives, ensuring a cohesive message and amplifying reach, according to Vivian Fok, managing director, Strategic Communications Consultants.
The longevity of these installations is also key, said Fok. Tying these activations to a larger brand narrative is crucial to avoid gimmicks and create lasting value. Brands should also consider the potential for relocating or repurposing the installations for future campaigns.
“By planning for long-term use, brands can distribute costs across multiple initiatives, enhancing ROI. When executed strategically, oversized marketing becomes a powerful tool for driving both immediate impact and sustained brand growth,” she said.
For example, brands can tie a new product release or special promotion to the installation to reinforce messaging, while partnering with influencers or other brands to broaden reach, said Kong.
“Repurposing content such as behindthe-scenes reels and how-to tutorials also breathes new life into the campaign long after the physical display has been set up,” she said.
Meanwhile, Kong suggested that by balancing compelling creativity with a solid strategy, oversized installations can generate brand equity and tangible results. “Brands can encourage user-generated content through incentives, pitch stories to the media for additional coverage, and drive sales with time-limited offers or product collaborations to capitalise on the buzz.”
In a world where customer attention is fleeting and brand loyalty is harder to earn than ever, true engagement stands as the ultimate prize. As such, MARKETINGINTERACTIVE’s Loyalty & Engagement Awards was back to celebrate the brands, campaigns, and teams who have not only captured hearts, but kept them beating in rhythm with their vision.
This year’s entries showcased an inspiring blend of creativity, innovation, and strategy – proof that when brands truly listen and respond to their audiences, the results can be extraordinary. From groundbreaking digital experiences to personalised loyalty programmes that felt like second nature, our finalists redefined what it means to build lasting connections.
With 32 categories recognising various specialisations, all brands and agencies had the chance to shine. We would also like to thank our 25 client-side marketers who dedicated their time and effort to judging every entry.
Congratulations to all the contenders who continue to push the boundaries of engagement and lead the way to a more connected future.
JUDGES
TERENCE SO Head of Marketing (HONG KONG & MACAO) AirAsia
JACK TAM General Manager, CRM Chinachem Group
SHAWN LAM Brand Director Dough Bros
JEFFERY LIU Marketing Director Mentholatum (China) Pharmaceutical
JACQUELINE CHOI
Chief Officer, Group Marketing Prudential plc
SAMSON LI General Manager American Eagle Outfitters
PATRICK NG Head of Marketing City Super
JESSICA YEUNG Assistant Vice President, F&B Marketing Partnership Galaxy Entertainment Group
AMANDA LEE Assistant General Manager Marketing & Communications Nan Fung Development
DENNIS WU Director of Marketing The Hong Kong Philharmonic Society
MIA WONG General Manager, Customer Experience BMW Concessionaires (HK)
KIM TSE Assistant General Manager Dah Chong Hong Holdings
ALEXIA CHOW Director of Marketing Hong Kong Ballet
FRANKLIN LAW Marketing Director Ocean Park Corporation
ELVIS YAN Chief Marketing Officer United Asia Finance
YVONNE LEUNG Director of Customer Transformation & Growth Bupa
DON CHAN Vice President, Product & Segment Marketing DBS Hong Kong
CORINNA KWAN Head of Loyalty Programs and Partnership Lalamove
JAMES GANNABAN Director of Marketing & Communications Pirata Group
AMY YANG Vice President Marketing, APAC & IMEA VistaJet
RICARDO LO Head of Cargo Marketing Cathay Pacific Airways
YOZORA WONG Head of CRM (Global) DFS Group
MABEL LEUNG Head of Marketing, Quick Service Restaurants and Catering Services Maxim’s Caterers
RENEE CHAN Customer Experience and Marketing Director Pizza Hut and PHD Hong Kong and Macau, Jardine Restaurant Group
HOLGER JAKOBS Vice President Sales and Marketing
Wharf Hotels Management
BEST LOYALTY STRATEGY – FINANCE & INSURANCE
GOLD
Bupa (Asia)
Brand: Blua Health
Campaign: Together For Your Health – Blua Health AI-powered Loyalty Mobile App Agency: DigiSalad
SILVER
Standard Chartered Bank (Hong Kong) Campaign: Travel To The Fullest. Live Life To The Fullest. Agencies: Leo Burnett Hong Kong, dentsu Hong Kong
BRONZE CTF Life Campaign: CTF Life CIRCLE Agency: Saatchi & Saatchi
BEST AI-POWERED ENGAGEMENT CAMPAIGN
GOLD
Standard Chartered Bank (Hong Kong)
Campaign: Standard Chartered In Times of Need Campaign Agencies: dentsu Hong Kong, Hungry Digital
SILVER
Standard Chartered Bank (Hong Kong) Campaign: Standard Chartered Credit Card Acquisition Campaign Agencies: dentsu, Teads
BRONZE
Standard Chartered Bank (Hong Kong)
Campaign: “Interest-ing Moments” Digital Deposits Campaign Agencies: Hungry Digital, dentsu Hong Kong
BEST SHORT-TERM LOYALTY INITIATIVE
GOLD
Shangri-La Group
Brand: Shangri-La Circle
Campaign: Tuesday’s Treasures Agencies: Air Concepts, Lenovo PCCW Solutions
SILVER
Standard Chartered Bank (Hong Kong)
Campaign: Standard Chartered Chartered Flight Campaign Agency: dentsu Hong Kong
Bank of China (Hong Kong) Campaign: MTR* advertising – “BOCHK –Connect Every Excitement" Campaign Agencies: MTR* advertising, JCDecaux Transport, Think Inc.
SILVER
HSBC Mastercard Campaign: HSBC X Meituan-Dianping GBA Program Agency: Mastercard
Campaign: Standard Chartered Anti-Fraud Campaign Agencies: dentsu Hong Kong, Secret Tour
SILVER
Chinachem Group (CCG)
Brand: CCG Hearts
Campaign: CCG Hearts Loyalty Programme
BRONZE
Swire Properties
Campaign: Swire Properties’ White Christmas
Street Fair 2024
Agency: CIAO & CHEERS
BEST USE OF EXPERIENTIAL MARKETING
GOLD
Standard Chartered Bank (Hong Kong)
Campaign: Travel To The Fullest. Live Life To The Fullest. Agencies: Leo Burnett Hong Kong, dentsu Hong Kong
SILVER
PrimeCredit
Brand: WeWa Card
Campaign: WeWa Plays Big: Lying Down
Challenge
Agency: Project Doloo
BRONZE
Swire Properties
Campaign: Swire Properties x LFC “Welcome to Anfield – The LFC Experience”
BEST USE OF GAMIFICATION
GOLD
PrimeCredit
Brand: WeWa Card
Campaign: WeWa Plays Big: Lying Down Challenge Agency: Project Doloo
SILVER Bank of China (Hong Kong)
Campaign: MTR* advertising – “BOCHK –Connect Every Excitement" Campaign Agencies: MTR* advertising, JCDecaux Transport, Think Inc.
SILVER Bupa (Asia)
Brand: Blua Health Campaign: Together For Your Health – Blua Health AI-powered Loyalty Mobile App Agency: DigiSalad
BRONZE
The Hong Kong Jockey Club Campaign: Sha Tin Racecourse Delights Agency: Vide Insight Asia
BEST USE OF MARTECH
GOLD
Standard Chartered Bank (Hong Kong)
Campaign: Standard Chartered In Times of Need Campaign Agencies: dentsu Hong Kong, Hungry Digital
SILVER
A.S. Watsons Group
Brand: Watsons Hong Kong eShop Campaign: Watsons All-in-One Care Companion on WhatsApp Agency: Omnichat
BRONZE
Danone Nutricia Early Life Nutrition (Hong Kong)
Brand: Aptamil – Apta Club Campaign: Beyond Campaigns: the Loyalty Journey with AI and Human Touch Agency: PRIZM Group
BEST USE OF INFLUENCERS
GOLD
MTR Corporation
Campaign: Journey Together Agencies: Mindshare, Uth Creative Group, The Bread Digital
SILVER Shangri-La Group
Brand: Shangri-La Hotels & Resorts
Campaign: Shangri-La x XiaoHongShu –My Family Adventure
BRONZE
Cityplaza Hong Kong
Campaign: LIVE HAPPY BANK
Agencies: Button Creations, Boxing Promotions
BEST USE OF REWARDS & INCENTIVES
GOLD
Cathay
Brand: Asia Miles by Cathay
Campaign: Asia Miles 25th Anniversary – Unlocking possibilities Agencies: Leo Burnett Hong Kong, Digitas Hong Kong
SILVER
Namco Enterprises Asia
Brand: Namco Bandai
Campaign: Enjoy Playing 365 Days – Namco
Bandai CRM Mobile App Agency: DigiSalad
BRONZE
Sino Group
Brand: S+ REWARDS
Campaign: S+ REWARDS 5th Anniversary Campaign
Best of Show – Agency
dentsu Hong Kong
Behind every successful campaign, agencies play a significant role in developing and shaping the storytelling concept. This time, dentsu Hong Kong –the Best of Show – Agency winner – secured eight gold awards, seven silvers, and four bronzes.
In addition to the “Standard Chartered Chartered Flight Campaign”, the “Standard Chartered Anti-Fraud Campaign”, created in collaboration with dentsu Hong Kong and Secret Tour, also impressed the judges with its focus on customer engagement and experience.
Available from April to June 2024, the campaign targeted the general public, particularly in light of the rising number of fraud cases, and especially those singling out the elderly. Despite existing antifraud measures, scammers continue to outsmart the market with increasingly creative tactics.
To effectively reinforce the anti-fraud message to the elderly, the campaign recognised that many of them enjoyed dim sum. So it transformed a yum cha restaurant into an anti-fraud classroom, serving
a selection of unique, anti-fraud-themed dim sum dishes to the elderly.
To further engage with elderly people, the campaign partnered with non-governmental organisations St. James’ Settlement and Po Leung Kuk to host a range of public educational activities for over 1,000 underserved seniors. It also extended branch opening hours to Saturday afternoons, offering community centres with anti-fraud interactive games.
In terms of social engagement, the campaign invited senior and financial celebrities to try the dim sum and share easily digestible anti-fraud messages on their social media pages. Bite-sized anti-fraud tips were also shared on Standard Chartered’s social media platforms to raise awareness.
Best of Show – Brand
StandardCharteredBank(HongKong)
Standing out from the crowd and impressing the jury was Standard Chartered Bank (Hong Kong), which took home 21 trophies in total – eight golds, nine silvers, and four bronzes – with a number of thoughtprovoking campaigns: the “Interest-ing Moments” Digital Deposits Campaign”, “Travel To The Fullest. Live Life To The Fullest”, “Standard Chartered Chartered Flight Campaign”, “Standard Chartered In Times of Need Campaign”, ”Standard Chartered Anti-Fraud Campaign”, and “Standard Chartered Credit Card Acquisition Campaign”.
The “Standard Chartered Chartered Flight Campaign”, created in collaboration with dentsu Hong Kong, impressed the judges the most among the campaigns launched by the bank. Running from December 2023 to April 2024, the campaign aimed to change customers’ perception that travel perks were synonymous with credit cards alone, highlighting the bank's all-encompassing travel banking potential.
Targeting affluent and high-net-worth travellers, the campaign’s first step was to delve into their habits by commissioning the "Hong Kong Affluent Travel Study 2024". The study found that these travellers anticipated taking eight trips a year and were willing to spend HK$150,000 per long-haul trip, prioritising premium privileges such as access to airport lounges and priority check-in and boarding.
As part of the campaign, Standard Chartered partnered with Cathay Pacific to introduce two exclusive chartered flights for over 400 affluent customers to Taipei and Osaka. The trip included a meet-and-greet with celebrities such as Priscilla Wong and Samantha Ko, customised gifts on their plane seats, folk dance performances, culinary adventures at local Michelin restaurants, stays at luxury hotels, and a glamping night.
MARKETING-INTERACTIVE would like to thank the esteemed panel of judges for dedicating their time and effort to reviewing over 324 submissions. We also thank all the deserving finalists for their outstanding achievements. We believe this year's awards will inspire future endeavours within the industry.
