Case Study: JCDecaux Transport

EVENTS   CASE STUDIES

COMPANY:
JCDecaux Transport

EVENT:
MTR Advertising "The Best of the Best Awards 2011"

DATE:
30 March 2012

LOCALE:
Hong Kong

 

EVENT OBJECTIVE:

To recognise advertisers and agencies who have executed successful advertising campaigns on the MTR, as well as commemorate the awards show's 10^th anniversary.

 

EXECUTION:

Event planning began last September, with renowned industry professionals, artists, and academics identified and invited as judges for the awards show.

In January 2012, an online voting website for the public was launched allowing votes to be casted for their favourite MTR Advertising campaign, TVC campaign, and the "Best of the Best 10^th Anniversary" category. The online voting was also fully supported by a wide coverage advertising campaign at MTR stations alongside online promotions and email marketing.

Thirteen judges finalised the results in a judging session in February, followed by pre-event interviews held with JCDecaux's top management to heighten awareness of the event.

The awards show was held at the Grand Hyatt Hotel in Hong Kong and commenced at 7 in the evening.

The cocktail area contained three live ads showcasing the classic campaigns three live ads showcasing past classic campaigns were set up at the cocktail area for photo-taking.

Jay H Walder, CEO of MTR Corporation was invited as the honourable guest of honour, while DJ Sammy and TV artiste Sarah Song were the emcees for the evening.

Based on the theme "Past & Beyond", a total of 26 awards in 16 categories were presented, while guests were treated to a performance by Hanjin Tan in the middle of the programme.

Additionally, a table prize was arranged at the start of the event as a gimmick. The guest who had a "No. 10" place card at his or her seat was entitled to a free bottle of wine produced in 2002 - the year when the Best of the Best Awards launched.

 

RESULT:

The event saw a turnout of approximately 300 guests from both clientside and agencies, as well as academics.

Some winners include Nissin's New Cup Noodles Launching Campaign in the 10^th Anniversary category, Canon's EOS 600D Sense of Direction campaign in the creative category, and Samsonite's Step Out campaign in media.

 

LESSONS LEARNED:

It was a challenging task to ensure each of its 300 guests felt welcome at the event, according to Amy Chan, managing director of JCDecaux Transport.

"Hence from planning to execution, we paid a lot of attention at every guest touch point - from reception, cocktail area, ambiance, to seating arrangement, gifts, menu, and performance - to make sure they were well taken care of."

The team worked to ensure RSVP and registration would go smoothly, with a contingency plan set in place to deal with last-minute changes on guest attendance.

"Through this event, we realised the power of interaction and every little detail helped connect and impress the guests to make the experience enjoyable and memorable," Chan said.

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