Honoured as the Oscars of the Marketing industry and organized by The Hong Kong Management Association (HKMA), the results of the HKMA/TVB Awards for Marketing Excellence 2017 were announced on 16 October 2017, during the Award Presentation Dinner at JW Marriott Hotel Hong Kong.

The Gold Award for the Campaign Awards this year went to "1O1O - Be Distinctive" by CSL Mobile Limited. The Marketer of the Year this year went to Ms Canace Lin, CMO & Executive Director, CATALO Natural Health Foods Limited. The newly launched "Chow Tai Fook Digital Marketing Practice Champion" went to "NESCAF South East Asian Range Campaign" of Nestl Hong Kong Limited.

The HKMA/TVB Awards for Marketing Excellence has been organized by the Hong Kong Management Association since 1985 and sponsored by Television Broadcasts Limited since 1989. Now in its 32nd year, the Awards bestows honour and public recognition on individuals and organizations that have, through outstanding marketing programmes, broken barriers and raised the standards of marketing profession in Hong Kong.

Officiated by Mr James Thompson GBS, Chairman of the Association, Professor Tony Buzan, inventor of Mind Maps was the Guest of Honour of the event and shared his insights on how to develop a creative mindset in the age of digital marketing.

All the Awards were presented by Mr James Thompson GBS; Professor Tony Buzan; as well as Council Members of the Association including Professor Viveca Chan, Chairman & CEO, WE Marketing Group; Mr Winfried Engelbrecht-Bresges GBS JP, Chief Executive Officer, The Hong Kong Jockey Club; Miss Randy Lai, Chief Executive Officer, McDonald`s Hong Kong; Mr Michael Leung, Executive Chairman, SKECHERS Hong Kong Ltd; Dr Y K Pang GBS JP, Deputy Managing Director, Jardine Matheson Ltd; and Mr Kent Wong, Managing Director, Chow Tai Fook Jewellery Group Ltd during the ceremony.

The results of Campaign Awards and Individual Awards were as follow:

CAMPAIGN AWARDS

GOLD AWARD
"1O1O - Be Distinctive"
CSL Mobile Limited

Judges` Comment: It was commended as a glorious and deluxe campaign, which successfully redefined the luxury and distinctive brand image of 1O1O and "tangibly" differentiated the brand from competitors by offering inside out privilege experience to its premium customers. The campaign has achieved phenomenal marketing and financial results. With the excellent market insight, 1O1O successfully unleashed the untapped spending power and paved way for promising future revenue streams.

SILVER AWARD
"Disrupting Traditional Loan"
WeLend Limited

Judges` Comment: It was commended as a bold and tech-savvy campaign, which changed the rule of the game by introducing a completely new "Zero Branch, All Online" customer experience and successfully turned WeLend from a new comer to a giant player in the competitive personal loan industry. The results were overwhelming. The campaign has exerted far-reaching influence on people`s behaviour shifting from traditional offline to disruptive online borrowing. The campaign not only broke new ground in the conventional person loan industry, but also fostered FinTech development in Hong Kong.

BRONZE AWARD
"NESCAF South East Asian Range Campaign"
Nestl Hong Kong Limited

Judges` Comment: It was commended as a role model of viral marketing campaign by utilizing the emerging digital communication landscape. With digital-first strategy, the campaign successfully rejuvenated the brand, re-energized brand relevance to the younger generation and strengthened its leading position in instant coffee market. The campaign drove meritorious financial results and generated a record breaking number of views with almost 100% positive engagement. With the highly integrated and innovative use of emerging tools, the campaign became a best-in-class case study for the use of digital and KOL strategy in town.

EXCELLENCE AWARDS
"If Carlsberg Did Marketing"
Carlsberg Group Hong Kong

Judges` Comment: With strong local adaptation, it was commended as a truly unique and innovative campaign, which has successfully rejuvenated a 170-year heritage brand and re-connected the brand with young beer lovers through exceptional distribution and communications strategies. It was a highly successful marketing programme and the results were promising in terms of growth in sales volume and awareness among young drinkers. The "If Carlsberg Did" series demonstrated the "go the extra miles" spirit of the organization.

"Disruptive New Business Innovation for Millennial Entrepreneur - K11 Natural"
K11 Concepts Limited

Judges` Comment: It was commended as a highly original, insightful and pioneering campaign, which has successfully turned an immediate risk into sustainable business by intelligently engaging the millennial entrepreneurs to create and capture the untapped potential market niches. Impressive financial and marketing results were achieved. The campaign is impactful and revolutionary in the shopping mall industry. It enhanced K11`s unique proposition and took the brand to a new status in trend setting and being innovative.

"WeWa New Brand Launch Campaign - WeShake WeWin WeWa"
PrimeCredit Limited

Judges` Comment: It was commended as an interactive, fun and playful campaign, which has successfully generated market buzz and captured the attention of young customers by offering them a unique and integrated experience driven credit card. The results were remarkable in terms of increase of card retail sales and brand awareness. The campaign has broken a lot of old rules to transform PrimeCredit from a traditional credit card service provider to a mobile-enabled industry leader.

MERIT AWARDS
"FWD Drivamatics Mobile App"
FWD General Insurance Company Limited

Judges` Comment: It was commended as an innovative and pioneering campaign. Combining the use of the most avant-garde app technology, big data analytics and IoT, the campaign enabled FWD to develop a new disruptive business model, which has shaken the traditional motor insurance industry. The result of the campaign was excellent with high app penetration after its launched for just eight months. The renowned industry awards reaffirmed the leadership role of FWD in InsurTech development. More importantly, the campaign has exerted comprehensive influence on people`s driving attitude at large.

"This is How Insurance Works Today"
FWD Life Insurance Company (Bermuda) Limited

Judges` Comment: It was commended as an unconventional and creative campaign, which has set new norm for insurance industry by initiating first of its kind services and successfully changed the way how people felt about insurance. The result was encouraging in view of the increase in brand awareness and consideration. With new thinking, a new culture and readiness to take up more challenges ahead, the campaign successfully transformed FWD from a young challenger to a formidable player in the market.

"Revolutionize Hong Kong Financial Market"
MoneySQ Limited

Judges` Comment: It was commended as a revolutionary and highly creative campaign, which has disrupted Hong Kong`s financial service section by launching the first ever, "Crowdfunding and Online Leading" platform and successfully distinguished MoneySQ.com as the undisputed pioneering leader in the competitive market. The campaign has achieved tremendous results in terms of brand building, attracting investors and loan applications. The concept of Share Economy through innovative financing solution to truly create value for different stakeholders was groundbreaking and steering the financial market a new direction.

"Roulette Cheesy Bites Pizza: The Brave-or-Crave Challenge"
Pizza Hut Hong Kong Management Limited

Judges` Comment: It was commended as an engaging and playful campaign, which has successfully combined gaming with an innovative product to excite the millennials with a unique customer experience. The results were remarkable and exemplary as evidenced by the significant growth in year-on-year sales and store transaction. The campaign recalled customers` memories that Pizza Hut was where for them to share good times with each other.

DIGITAL MARKETING PRACTICE CHAMPION
"NESCAF South East Asian Range Campaign"
Nestl Hong Kong Limited

CITATIONS FOR INNOVATION
"FWD Drivamatics Mobile App"
FWD General Insurance Company Limited

"Disruptive New Business Innovation for Millennial Entrepreneur - K11 Natural"
K11 Concepts Limited

"Revolutionize Hong Kong Financial Market"
MoneySQ Limited

CITATIONS FOR MOBILE MARKETING
"FWD Drivamatics Mobile App"
FWD General Insurance Company Limited

"Disrupting Traditional Loan"
WeLend Limited

CITATIONS FOR INNOVATIVE SOCIAL MEDIA MARKETING
"If Carlsberg did Marketing"
Carlsberg Group Hong Kong

"NESCAF South East Asian Range Campaign"
Nestl Hong Kong Limited

"Disrupting Traditional Loan"
WeLend Limited

CITATIONS FOR OUSTANDING TV CAMPAIGN
"If Carlsberg did Marketing"
Carlsberg Group Hong Kong

"Revolutionize Hong Kong Financial Market"
MoneySQ Limited

"NESCAF South East Asian Range Campaign"
Nestl Hong Kong Limited

CITATION FOR OUTSTANDING SMALL BUDGET CAMPAIGN
"Loan Fighter"
WeLend Limited

CITATION FOR EXCELLENCE IN MAINLAND MARKETING
"Chow Tai Fook T MARK"
Chow Tai Fook Jewellery Company Limited

BEST MARKETING PARTNER AWARD
METTA communications
OMD
Zenith

BEST PRESENTATION AWARD
Ms Macy Ng
Assistant Vice President, Brand and Communication
CSL Mobile Limited

INDIVIDUAL AWARDS

MARKETER OF THE YEAR
Ms Canace Lin
CMO & Executive Director
CATALO Natural Health Foods Limited

DISTINGUISHED MARKETING LEADERSHIP AWARDEES
Ms Canace Lin
CMO & Executive Director
CATALO Natural Health Foods Limited

Ms Angela Yam
Chief Marketing Officer
FTLife Insurance Company Limited

OUTSTANDING MARKETING PROFESSIONAL AWARDEES
Ms Amanda Chan
Senior Manager - Communications
McDonald`s Hong Kong

Mr Jordan Cheng
Founder and CEO
Dragon Creative Enterprise Solution Ltd

Ms Yvonne So
Brand Manager - Coffee
Nestl Hong Kong Ltd

HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2017 - PANEL OF JUDGES

Campaign Awards

• Dr Helen Chan, Chief Executive Officer, Vita Green Health Products Co Ltd
• Mrs Michelle Ma Chan, Executive Director, Fantastic Natural Cosmetics Limited
• Mr Joseph Lau, Managing Director, BMW Concessionaires (HK) Limited
• Mr Samuel Lau, Managing Director, Hong Kong Disneyland
• Mr Billy Wong, Managing Director, Greater China, Crown Worldwide (HK) Ltd

Individual Awards

• Mr S K Cheong (Chairman), Executive Director and General Manager, Television Broadcasts Ltd
• Mr Calvin Chan, Chairman & CEO, CATALO Natural Health Foods Limited
• Ms Grace Ho, General Manager, Nestl Hong Kong Limited
• Mr Stephen Ho, Chief Executive Officer, CITIC Telecom International CPC Limited
• Mr Bankee Kwan JP, Chairman and CEO, CASH Group
• Mr Raymond Lam, Former General Manager, Mars Food Inc.
• Mr Frank Lee, President, Tom Lee Music Co. Ltd
• Mr Patrick Lee, Chief Executive Officer, Greater China, Inchcape Hong Kong
• Mr Lennard Yong, Regional Chief Executive Officer, FTL Asia Holdings Limited

BOARD OF EXAMINERS
Marketing Awards Organizing Committee 2017

• Mr S K Cheong (Chairman), Executive Director and General Manager, Television Broadcasts Ltd
• Mr Calvin Chan, Executive Director & CEO, CATALO Natural Health Foods Limited
• Mr Tom Chan, Managing Director, Commercial Group, HKT Ltd
• Mr Horace Chow, Microsoft Vice President and Chief Operating Officer, China, Microsoft (China) Co., Ltd
• Ms Grace Ho, General Manager, Nestl (Hong Kong) Ltd
• Mr Stephen Ho, Chief Executive Officer, CITIC Telecom International CPC Ltd
• Mr Bankee Kwan, Chairman and CEO, CASH Group
• Mr Raymond Lam, Former General Manager, Mars Food Inc.
• Mr Frank Lee, President, Tom Lee Music Co. Ltd
• Ms Susanna Liew, Chief Executive Officer, PrimeCredit Ltd
• Dr Kim Mak BBS JP, President, Caritas Institute of Higher Education and Caritas Bianchi College of Careers
• Mr Lennard Yong, Regional Chief Executive Officer & CEO Hong Kong, FT Life Insurance Co. Ltd

Marketing Management Committee 2016/17

• Mr S K Cheong (Chairman), Executive Director and General Manager, Television Broadcasts Ltd
• Ms Rosetta Fong, Group Vice Chairman & Executive Director, Convoy Financial Holdings Ltd
• Mr Tom Chan, Managing Director, Commercial Group, HKT Ltd
• Miss Randy Lai, Chief Executive Officer, McDonald`s Hong Kong
• Mr Bruce Lam, Chief Marketing Officer, CSL Mobile Ltd & Chief Executive Officer, The Club
• Mr Patrick Lee, Chief Executive Officer, Greater China, Inchcape Hong Kong
• Mr Vincent Leung, President, SKECHERS Hong Kong Ltd
• Mr Edmund Mak, Executive Director and Chief Executive Officer, Bossini International Holdings Ltd
• Mr Stanley Sun, Managing Director, Fuji Photo Products Co Ltd
• Mr Larry Sze, Chief Executive Officer, Gilman Group
• Mr Kent Wong, Managing Director, Chow Tai Fook Jewellery Group Ltd
• Ms Jeny Yeung, Commercial Director, MTR Corporation Ltd
• Mr Robert Young, Member, Marketing Management Committee
• Mr Titus H K Yu, Senior Regional Director, Prudential Hong Kong Ltd

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Issued by The Hong Kong Management Association on 16 October 2017.