Kitchen cleans up at LongXi

Hong Kong - Creative agency Kitchen has been awarded the Grand Prix and a Gold for its campaign for electric drill maker HILTI at the inaugural LongXi Catch Awards, a Chinese-language creative award dedicated to recognising integrated campaigns.

The three other Gold awards were won by McCann Erickson Guangming for its Coca-Cola DIY Christmas Tree 2006 campaign; OgilvyOne Worldwide Shanghai for Adidas' KG3 dragon blow smoke banner and e-Crusade for Nike's Air Force One DNA Decode campaign.

The complete list of the Grand Prix, Gold, Silver, Bronze and Merit winners for the Catch and LongXi Nova awards are published on a mini-site.

The LongXi Catch awards attracted more than 200 entries from over 30 agencies in Hong Kong, Beijing, Shanghai, Taiwan and Malaysia in its first year. Categories include online, viral, interactive and ambience media.

The judging panel comprised of Kitty Lun chairman & CEO for Lowe; Zhang Xiao Ping, CEO for Blackhorse Guangzhou; Yanyan Yang, CD for OgilvyOne Beijing; Endy Fung, CD for e-Crusade Hong Kong; Ben Lui, CEO & creative chief for IGOO Communications; Teresa Tsang, CD for Arc Worldwide Malaysia and Nick Lim, CD for McCann Erciskon Guangming Hong Kong.

"Kitchen fully understands the needs of the client. The agency conducted research and knew that the brand's target audience could be found in restaurants, tea houses and cafes as they normally have lunch at those places," Lun and Lui said.

"The agency has used direct marketing as an approach to invite the target customers to go to dedicated restaurants to enjoy free dim-sum. As a result, the agency successfully gathered its client's target customers and then held an event in the restaurant. HILTI could directly communicate with its target customers in order to uplift its products' professional image."

Instead of just developing a print ad, Kitchen developed a campaign which included a pre-launch event, on-site event, giveaway items, point-of-purchase activity, leaflets, and direct marketing to reach HILTI's target audience consisting of construction companies, contractors and workers.