Accenture Interactive, Greater China and MTR Corporation took home the highest honours of the night being named Best of Show – Agency and Best of Show – Brand respectively at the seventh edition of the Mob-Ex Awards.
MTR clinched four gold awards in the Best App – Consumer Brand, Best Reform of App, Best Mobile Team, and Most Innovative Use of Mobile categories. The railway operator also won one silver and two bronze in the Best Customer Engagement App, Best Use of Mobile Integration and Most Engaging Mobile Campaign categories.
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Under the marketing umbrella theme, “Rail Gen 2.0 – New Customer Experience”, MTR said it had developed a digitisation road map with a rolling programme of digital initiatives.
In 2017, MTR also launched various digital initiatives on its flagship mobile app MTR Mobile, including “ticket suggestion”, “chatbot”, “in-station finder”, “fast exit” and “airport express shuttle bus real-time schedule”.
With data collected from MTR Mobile, the app has been enhanced to provide personalised marketing communication and service information to customers.
MTR Mobile usage and MTR club membership registration count grew significantly last year with member activities and the communication channel having being shifted through to MTR Mobile.
To maximise the awareness of the new functions of the app, it launched multiple marketing communication campaigns, including a press conference, a demonstration trial for the media, a series of social media short story videos and an interactive location-based mobile game.
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On the agency front, Accenture Interactive, Greater China was crowned Best of Show – Agency title with seven gold, six silver and two bronze awards for campaigns that included adidas Sports Base, the SKY100 mobile application revamp, and CLP Power Hong Kong’s electric vehicle promotions.
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For adidas’ event, it helped create a mobile-centric experience with innovative technologies for sports lovers.
To enhance the customer experience of the Hong Kong’s observation deck SKY100 mobile application, Accenture added new features such as a time-lapse video, a location-based tour guide, VR supported 360-degreed panorama photos, Hong Kong style photo frames and itinerary suggestions.
The electric vehicle (EV) adoption rate has recorded a 600% growth in the past three years.
To develop a digital ecosystem on sharing real-time availability status for the public in Hong Kong, CLP Power, the largest power supply company, and Accenture, added a new feature to the CLP app and website, allowing the public to check the latest status of CLP Power’s charging stations and locate the nearest vacant charging point.
EV drivers can locate vacant charging points with detailed maps and suggested driving routes. The usage information about CLP Power’s charging stations is updated every five to 10 minutes. The updated information is also available on the CLP Power website.
A total of 91 trophies across 29 categories were awarded and determined by a panel of senior marketing communications professionals from leading brands including AsiaWorld-Expo Mangement, L'Occitane Far East, L'Oréal Hong Kong, LVMH Perfumes & Cosmetics Asia Pacific, Mattel East Asia, Maxim's Group, Ngong Ping 360, Sun Life Financial Asia and many more.
To know more about the full list of winners, click here.
You can order additional trophies for your company here.