adidas Hong Kong blitzed the competition and bagged the highest honour of the night — ‘Marketer of the Year’ — in front of some 500 audience members, at Marketing‘s annual Marketing Excellence Awards 2017.
Helping adidas Hong Kong gain momentum was the iconic event “adidas Sports Base”. With a total prize pool of five golds, one silver and one bronze, the sports apparel giant won big in the categories of Excellence in Mass Event, Excellence in Use of Technology, Excellence in Gaming and Excellence in Event Marketing.
The adidas Sports Base took place during summer beneath the Observation Wheel at Hong Kong Harbourfront, and aimed to create a stronger bond and relationship with sports lovers and the public at large by promoting a variety of sports.
Sports Base was intended to inspire sports lovers to go beyond just sports and included multiple sports activations, events and rewards to encourage multiple visits and to try out new moves, increase flexibility, agility, strength and stamina.
The brand also encouraged participants to register by linking up their Facebook account with a chatbot, which would ask the participants questions to understand their sports preferences and recommend activities.
adidas shared the victory with Accenture Interactive, Greater China, Carat Media Services Hong Kong and LORE for the activation.
adidas Hong Kong also won gold in the Excellence in Retail Marketing category for its “adidas Climaheat Snow Run” campaign with its agencies TBWA Hong Kong, Many Many Creations and Untitled.
Coming in close at second was Society for Community Organisation, which took home three golds and one bronze. It won gold in Excellence in Advertising, Excellence in Public Relations and Excellence in Marketing – NGO with its ‘Wardrobe Apartment’ campaign that looked to raise awareness of Hong Kong’s housing problems, targeting Hong Kong citizens and the government.
The organisation partnered up with BBDO Hong Kong to host a road show in Causeway Bay named ‘Closet’, featuring a 1:1 room to showcase the awful living conditions in those subdivided units.
Click here to see this year’s full list of winners.
You can order additional trophies for your company here.