Sino Malls has risen to the top at the competition at Marketing Events Awards Hong Kong 2022 on 27 October and was crowned Best of Show – Brand. The leading platform for marketing professionals across Hong Kong to showcase their cutting-edge strategies, the awards saw plenty of excited industry professionals gather at Hotel ICON to see if their company would take home the top awards. All entries were carefully evaluated by a high-profile panel of 17 professionals.
See the fill list of winners here.
See the full jury here.
Standing out from the crowd, and impressing the jury was Sino Malls which took home 16 trophies in total, including three golds, six silvers and seven bronzes. The campaign which wowed the judges, and helped to bag the golds was “tmtplaza’s Bee Conservancy Quest”. The campaign was aimed at conveying a positive image and cheerful messages to the community, especially family with kids during the pandemic. As a yearlong program to promote sustainability, the campaign targetted to involve every member of the community and to deepen the public’s understanding of HONEYBEES and change their perception towards bees via a series of activities.
In terms of marketing strategies, the campaign turned global issues into digestible, relatable, education and entertaining information and action. It has also anthropomorphised bees with an featuring cartoon bees for edutaining animation broadcasting in the shopping mall and social media. It added a sustainable edge with a 360-degree campaign composed of games-workshops-exhibitions to wow mall goers while teaching them conservation in a soft approach.
Furthermore, the brand has partnered with beekeeping NGO Eco Pioneer and its founder Lancelot to discuss why he left his high paying job to save bees, as well as collaborating with emerging artist Manda, the mastermind behind the illustrations and videos, telling the story via her career of “upcoming artists”.
On the other hand, Above The Line Company won the prestigious Best of Show – Agency. The agency took home three golds, one silver and six bronzes in total with the launch of “Ngong Ping 360 Sweatival”. It demonstrated Ngong Ping 360’s use of multi-channels and how it succeeded in gaining public awareness. Ngong Ping 360 joined hands with Pocari Sweat last year to transform the Ngong Ping Village into the “360 Sweatival Sports Gala”, featuring six supersised installations inspired by Pocari Sweat’s distinguished colors.
By working with influencers and actor Kenny Wong, who starred in Ossan’s Love (HK version), the event created engagement and excitement among the youngsters. These successful events have demonstrated how cross-sector partnerships can create synergy and benefit the brands involved.
Apart from offline campaigns, Ngong Ping 360 also leveraged online platforms to generate awareness. For example, the company introduced the “360 Sweat Coins” game on Instagram, allowing users to obtain coins by playing a custom-built Instagram camera filter game. Lau said the number of followers on Instagram grew by 50%, and the game attracted a young demographics as over 65% of the followers were aged from 18 to 34 years old.
MARKETING-INTERACTIVE would also like to congratulate all our finalists for an amazing showing despite the difficulties the pandemic presented. We’d also like to thank all our judges for putting in time and effort to go through the submissions.
Marketing Events Awards Hong Kong biggest names unveiled
Marketing Events Awards 2020 Hong Kong winners revealed