A remarkable year for FABCOM: Pioneering breakthroughs and celebrating success

FABCOM has set a new standard for excellence in the advertising industry with a series of groundbreaking achievements in 2024. The agency's remarkable performance has not only earned it a staggering 16 awards at MARKETING-INTERACTIVE's prestigious Agency of the Year Awards in Hong Kong, but is also marked by a series of remarkable breakthroughs that have solidified its position as a leading full-service media agency.

This year, FABCOM has demonstrated a unique ability to blend innovation, creativity, and strategic thinking, leading to outstanding results for both the agency and its clients. The agency’s success is reflected in the multiple awards won by its clients, showcasing the powerful synergy between FABCOM and the brands it represents.

The trust and confidence placed in FABCOM by its clients have been instrumental in enabling the agency to push the boundaries of traditional advertising, resulting in innovative campaigns that resonate with audiences and drive tangible results.

A breakthrough of integrated branding excellence

One of the most striking examples of FABCOM's innovative approach is its integrated branding campaign for a leading Japanese electronics and electrical brand. This campaign stands as a testament to the agency's ability to seamlessly merge digital and offline strategies to create a unified and impactful brand message.

In the digital arena, FABCOM utilised the open data source from the Hong Kong Observatory to create dynamic banners that responded in real-time to weather conditions, generating immediate demand for the brand's dehumidifiers. This humidity-based media planning not only captivated audiences but also drove significant conversions and maintained the brand’s No. 1 position in the dehumidifier market.

Recognising the importance of reaching audiences across multiple touchpoints, the agency expanded its service offerings to include offline media. This year, FABCOM strategically targeted older residential areas with outdoor advertising for the brand's air conditioners. By focusing on buildings over 20 years old, the brand communication was able to reach a key demographic with a high propensity to purchase, resulting in heightened brand awareness and increased sales.

Furthermore, FABCOM became the first advertiser to launch the Digital Totem in Kowloon Tong Station, enhancing its communication with commuters and further solidifying its reputation as a forward-thinking agency. These efforts underscore FABCOM's evolution into a full-service agency that is as adept at digital innovation as it is at traditional media.

A breakthrough in offline conversion measurement of media touchpoints

FABCOM’s ability to innovate extends beyond just creative campaigns; the agency is also at the forefront of performance measurement. In a notable project with a luxury Korean skincare brand, FABCOM broke new ground by bridging the gap between digital advertising and in-store sales.

Through a partnership with The Trade Desk, FABCOM developed the capability to track the effectiveness of online advertising in driving foot traffic and purchases in physical stores. By matching user device IDs with in-store transactions, FABCOM was able to provide the brand with detailed insights into the direct impact of their online and offline marketing efforts.

This breakthrough addresses a longstanding challenge for retailers, enabling them to better understand the full customer journey and optimise their marketing strategies accordingly.

The future of advertising

2024 has been a year of transformation and achievement for FABCOM, thanks to the dedication and expertise of its media, creative, and data teams. The agency has expanded its capabilities, offering a full range of services that deliver measurable results across both integrated and performance-driven campaigns.

With a team of over 100 specialists, FABCOM is well-equipped to tackle any challenge in the advertising landscape. As the agency looks ahead to the coming year, it is clear that it is not content to rest on its laurels. Instead, it is ready to lead the charge in pushing the boundaries of what is possible in advertising, driving innovation, and setting new benchmarks for the industry.

With a track record of success and a vision for the future, FABCOM is undoubtedly a force to be reckoned with in the world of advertising.

This article is sponsored by FABCOM.