Loyalty and Engagement Awards HK 2024 winners unveiled

Pacific Coffee Hong Kong won big at the fifth edition of MARKETING-INTERACTIVE's Loyalty and Engagement Awards Hong Kong 2024 on 25 April and was crowned Best of Show - Brand.

The Loyalty and Engagement Awards Hong Kong 2024, the prestigious platform for marketing professionals in Hong Kong to showcase their innovative strategies, brought together industry experts at the Kowloon Shangri-La Hotel, Hong Kong, to see if their company would take home the top accolades last night. All entries were carefully evaluated by a high-profile panel of 21 professionals.

See the full list of winners here.

See the full jury here. 

Pacific Coffee Hong Kong won four gold awards and two silver awards. Its campaign, titled "True Frictionless O2O2O App Experience and Loyalty Ecosystem”, successfully won the hearts of the judging panel.

Done in collaboration with ad agency PRIZM GROUP, the "True Frictionless O2O2O App Experience and Loyalty Ecosystem" campaign ran from January until December last year. It aimed to create a seamless O2O2O purchasing journey and utilise data insights to enhance personalisation.

To differentiate itself from competitors' established digital loyalty, the campaign has focused on convenience, personalisation and shareability. In terms of convenience, the campaign has enhanced the user experience by launching the market-first “top-up” subscription plan, smart order history, and in-app loyalty benefits.

In terms of personalisation, the campaign has offered continuous and flexible customised options by integrating the automated AI tagging system of the app to segment users and leveraging customer data. When it comes to shareability, the campaign has rolled out collective missions and game for members to team up and trigger more daily interactions. It has also launched frequent member-get-member campaigns to increase new user signups and exposure.

Behind every successful campaign, agencies have also played a huge part in creating and crafting the storytelling concept. This time, the Best of Show – Agency winner PRIZM Group bagged seven gold awards, five silver awards, and one bronze award. The title was awarded to the agency after they also presented a comprehensive strategy that effectively engaged customers through the collaborative development of the "Transformative Edu-tainment C-Section Pregnancy CRM Ecosystem" with Danone Nutricia Early Life Nutrition (Hong Kong).

Launched on 1 January 2024, the ongoing campaign targets potential parents who are preparing for a C-section and parents with children aged zero to three. It aims to dominate and take advantage of the emerging C-section trend and create an all-in-one content hub that can be accessed across the omnichannel.

To raise awareness and target mums interested in C-sections, the campaign employed various strategies. These included utilizing offline Out-of-Home (OOH) exposure, participating in baby expos, distributing goodie bags, and collaborating with maternal and child health clinics to launch preference-gathering forms.

Additionally, the campaign has emphasised Aptamil's credibility and focused on educating and supporting mums interested in C-sections through engaging "edu-tainment" content. It has also encouraged participants to join AptaClub, enabling them to embark on a personalised pregnancy journey. 

In terms of conversion, the campaign has launched trial requests, C-section seminars, e-shop discounts, and automated notifications via eDMs, WhatsApp chatbot, and the mobile app. The campaign has sustained awareness by providing mums with ongoing educational content and rewards based on their pregnancy stage.

MARKETING-INTERACTIVE would like to thank the esteemed panel of judges for dedicating their time and effort to reviewing over 270 submissions. We would also like to congratulate all the well-deserving finalists for their outstanding achievements. We firmly believe that this year's awards have catalysed inspiring future endeavors within the industry.

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