The shopping mall has installed five interactive game zones, each representing good fortune for an element of someone's life; relationships, family, health, wealth, and success.
(Verizon Media Asia Big Idea Chair Awards 2019 Judging Panel greeted by Mr. Rico Chan, Co-Head, Verizon Media, APAC and Ms. Erika Wang, Co-Head of Verizon Media, APAC.)
Verizon Media has announced the winners of the “Asia Big Idea Chair Awards 2019” (Asia BIC Awards 2019), with brands such as Wyeth Nutrition, Lenovo Legion, Manulife, and Sony Pictures Taiwan, as well as a host of agencies ranking among this year’s champions.
Held on 15 January at the St Regis Hong Kong, the annual event celebrated the wealth of remarkable advertising campaigns and ideas that featured on Verizon Media in Asia throughout 2019. With 16 given to Hong Kong-based campaigns and six to those around Asia, a total of 22 award categories were presented to Asia’s best digital creative minds.
Now marking its 11th year, the Asia BIC Awards has reached a new landmark in recognising digital creativity in the dynamic digital world for over a decade and becoming an acclaimed regional event that draws entrants, attendees, and enthusiasm from Hong Kong, Taiwan and across Southeast Asia. Considering the incredible digital evolution that has taken place since the awards first launched in 2009, Rico Chan, co-head, Verizon Media, APAC commented:
“Being in the 11th year, this year’s Asia Big Idea Chair Awards officially means we’ve graduated into the next decade. We’re delighted to have received more than 360 submissions from across the region and across a number of sectors that all espouse perfect marriages of digital technology and creativity. Frequented by more than 900 million consumers globally, we at Verizon Media have witnessed countless innovative, immersive and exciting digital experiences across various channels.”
Wyeth Nutrition was a big winner on the night with its “Materna 母乳媽媽唔易做 x Yahoo TV Partnership” campaign sweeping up several awards including the hall-of-fame Asia Big Idea Chair Champion Outstanding Award.
Reacting to the win, Traci Chow, executive business director of Wyeth Nutrition said, “Wyeth Nutrition believes every baby deserves the best of care, and we are the companions of moms and dads in Hong Kong. This campaign served to debunk a lot of myths around breastfeeding. Verizon Media played a significant part in this by garnering the eyeballs we needed. Not only it generated insight-led content for our brand, but the campaign has also provided a range of advertising solutions from display to programmatic ads that amplified our messages across. The partnership with Yahoo TV contributed over 18 million impressions, over 77,000 meaningful engagements. In the era of data, we strive to adopt ground-breaking data-driven ways to engage with Hong Kong parents.”
Lenovo Legion was also sitting pretty, having snagged a number of awards for its work, including Best Integrated Solution, Best Partnership Strategy, Best Video Strategy, Best Branded Content Campaign – Asia, Best Video Strategy – Asia, as well as the coveted Asia Big Idea Chair Champion award.
Amy Wong, AP consumer marketing director of Lenovo explained their winning streak saying, “‘Legion of Champions x Yahoo Esports Games On 2018’ was a trailblazer in introducing esports to the general public. The partnership with Verizon Media made it possible: whether it’s initial recruitment, creating an edutainment program with local celebrities, or the grand finale event at Harbour City was live-streamed beyond Hong Kong to Taiwan. The Esports Live Event attracted over 411,000 live views, and over 2.2 million views across social platforms. The native ad CTR is three times higher than industry benchmark. We effectively topped Apple and became the most preferred brand for gamers. We look forward to further collaborating with Verizon Media for future campaigns to come.”
Manulife Hong Kong had its own haul with five accolades including Best Branding Campaign, Best Programmatic Campaign, Best Data Strategy (Hong Kong and Asia), and Big Idea Chair Champion - Merit.
Commenting on its victories Isabella Lau, chief customer officer at Manulife Hong Kong said, “Manulife's Gen-Y PlanSimple campaign showcased a series of insight-led videos featuring influencers to deliver messages that target varying life-stages of our customers, effectively communicating the importance of retirement planning. Through the integration of display, native and programmatic ads, we increased brand awareness and successfully retargeted interested customers. With the help of Yahoo, our enquiry conversion rate increased by nearly 500%, and we over-achieved our campaign KPI by 324%.”
There were other high scorers on the night. Sony Pictures Taiwan was crowned king in Asia, taking home Best Mobile Strategy, Best AR/VR Experience as well as the revered Asia Big Idea Chair Champion Award. Meanwhile, on the agency front, Oglivy & Mather was named Advertising Agency of the Year; Mindshare Hong Kong as Media Agency of the Year, and Amnet Hong Kong Programmatic Agency of the Year.
Originating from Yahoo! Inc., the Asia Big Idea Chair Awards have always focused on honouring innovative exceptional digital campaigns that amalgamate imagination and cutting-edge technology. And with several fantastic advancements on display, this year was no exception,
Offering his thoughts on some of the tech that was shown off and what’s to come in future, Chan said, “This year, we were so impressed to see many brands are starting to adopt AR/VR technology and to bring immersive content experiences in their campaigns. We expect this trend will keep going in the next few years with the introduction of 5G technology.”For the full list of all the night’s very deserving winners please visit the official website at https://yahoo.digitaladvertising.com.hk/bicawards/asia2019/.
This content was sponsored by Verizon Media.
With 84% of Chinese outbound travellers making purchases at airport retailers, it’s no surprise that brands are jostling for a position to capture Chinese outbound tourism expenditure, making this channel a critical battleground.
On World Bee Day, Guerlain presented Bee Garden as a unique charity event that belonged to every Hongkonger, providing cheer and spreading the concept of #BEELOVEBELOVED.
Times have been tough for marketing professionals in Hong Kong. But rather than an excuse to sink into lethargy, perhaps the hardship should be acting as an industry-wide wake-up call.
MSIG's app - which has been out for a year - is a mobile solution that allows users to apply for insurance, manage their existing policies, communicate with MSIG (including filing claims), and earn loyalty rewards.
With the theme of "Precise Digital Marketing: Transformation & Innovation," it will offer insights in cutting-edge market trends and successful case scenarios presented by more than 100 business leaders.
Hong Kong International Airport is a strategic gateway between China and the world. Serving 74.7 million passengers in 2018, in terms of passenger traffic it is APAC’s busiest international airport and the third busiest international airport in the world.
Though it would be easy to simply bask in the overwhelming potential Hong Kong International Airport offers as a premium and prime out-of-home (OOH) location, Hong Kong International Airport Advertising has chosen to build on that potential. It has invested hugely in the latest digital technologies to turn prime sites into an incredible experience for air passengers while presenting unparalleled chances for brands and advertisers to connect.
However, making digital advertising work to its full capacity requires a deep understanding of locations and the spaces within them, but more importantly, how passengers interact with these sites.
This Master Report from Hong Kong International Airport Advertising discusses a fantastic collection of digital projects that come together to create an amazing experiential traveller journey across the airport. Making use of audible and visual stimuli, live reactive displays, mobile applications, and more, air passengers are able to form a bond with brands in the airport.
The era of DOOH
While OOH remains one of the most enduring mediums of advertising, it is currently undergoing its greatest period of change, becoming more valuable and important.
What accounts for OOH’s thriving state? Going digital is one key driver; expanding capabilities to digital has driven enormous shifts to more effective and engaging forms of OOH, offering unprecedented boosts from the perspective of digital, data, and technologies.
Positioned at the forefront of digital transformation, Hong Kong International Airport Advertising has made a substantial investment in the expansion of its network of digital screens - in terms of quantity, size, variety of highly demanded digital formats, and the installation of exciting and innovative digital products across the Airport. These digitalised products have formed smart and instant engagements with passengers, as well as strong social media connections via smart devices.
As an industry leader in digitalisation, Hong Kong International Airport Advertising started to introduce digital advertising formats in 2009. Following their debut, the airport’s digital advertising inventory grew significantly throughout the years to 115 units and is undergoing a digital transformation that has brought it into the digital era. Hong Kong International Airport Advertising developed advertising solutions that serve as a unique showcase to demonstrate how a new digital era has arrived. It has leveraged the power of Digital Out-of-Home (DOOH) by presenting a digital experience that integrates innovative ideas and executions, elevating ad campaigns and passenger engagement to a whole new level.
Hong Kong International Airport Digital Transformation
From departures to arrivals, Hong Kong International airport passengers can interact and engage with digital advertising through their journey across the Airport.
Last year, as a part of its digital transformation, Hong Kong International Airport Advertising unveiled the largest example of interior digital media in both Arrival Halls of the airport. This first-ever pair of Spectacular Digitals - giant high definition LED screens - ensure quality visuals to give brands the ability to deliver innovative, customizable, and dynamic content and premium exposure to millions of travellers.
To further extend the potential of DOOH at the airport, Hong Kong International Airport Advertising has introduced a new definition of digital creativity beyond video and animation. Interactions between digital screens and air passengers have become closer than ever. Dynamic content, where ad material can automatically adapt according to pre-set rules or conditions - such as international time, daypart, weather, financial index, currency rate, countdowns, and more - are increasingly used. Messages can now be fed from digital screens to mobile devices and vice versa. In practice this means that passengers can instantly engage with ad messages on these digital screens via smart devices, performing actions like creating social media posts or using the store proximity function to display the distance to the nearest desired store. This interplay can create stronger and deeper connections with brands.
Additionally, to increase its relevance along the customer journey and to spark customer engagement, there is the “Experiential Zone”, paired with the 360 Digital Totem - the first edgeless four-faced LED screen launched in Asia, that’s since been replicated in other airports - further inducing experiential moments for air passengers. Powered by new technologies, OOH campaigns revolving around creative impact, innovation, and interactions with consumers have now become more prominent via virtual reality, augmented reality, and new mobile technologies like QR codes, NFC, and Beacons, to ensure passenger engagement levels. Technologies of these kinds may allow brands to personalize consumer experiences and provide the chance for immediate interactions. An OOH campaign perceived primarily as a brand-awareness driver can now become an instrument in driving real-time purchases.
To perfect the engagement process, Hong Kong International Airport Advertising has proudly launched a digital O2O advertising solution on the award-winning “HKG My Flight” mobile app, developed by Airport Authority Hong Kong. It can connect with passengers and maximize the audience-reach synergy of Hong Kong International Airport Advertising. The app provides an O2O advertising solution by creating a personalised passenger experience. Furthermore, by combining the digital advertising panels with the HKG MyFlight app synergy effects are produced as a brand’s messages and airport offers are able to capture passengers from all sides, with the aim of drawing concrete footfall to airport stores. Air passengers can at the same time enjoy real-time flight details, airport navigation information, and connection instructions via free Wi-Fi upon arrival at Hong Kong International Airport.
This year, Hong Kong International Airport Advertising further pursued its digital transformation with the introduction of new digital media. Specifically, “The Arrival Digital Impact Zone” and the “270° Tri-Digital”, two iconic and impactful pieces of digital media added to the digital inventory of Hong Kong International Airport Advertising.
Introduction of the new media
- The Arrival Digital Impact Zone
The Arrival Digital Impact Zone is made up of a combination of six digital panels, allowing motion and dynamic visuals that offer highly creative flexibility. The panels are designed for motion graphics, animated ads, and image-flow presentations, producing a striking visual impact to attract the attention of the many air passengers in Hong Kong International Airport.
This new media is strategically located in the Arrivals Central Concourse in Main Terminal 1 bridging the busiest arrival concourse and the immigration hall. It is designed to maximize brand recall communication as it enables absorbing interactive ads to foster passenger outreach.
“Impactful brand communication has become a digital reality through the brand-new Arrival Digital Impact Zone. Hong Kong International Airport Advertising strives to deliver dynamic airport media with motion elements and image flow impact, thus constantly encouraging our advertisers to fully leverage the power of our digital assets. This new media platform can bring greater vibrancy for brands to communicate with audiences in a memorable manner, alongside with extensive creative possibilities,” said managing director at JCDecaux Transport Shirley Chan.
- 270° Tri-Digital
Other than the “Arrival Digital Impact Zone”, in early September Hong Kong International Airport Advertising launched an entirely new and unique piece of digital media, the 270° Tri Digital.
Strategically located just after the security checkpoint - in the Departure, Airside, East Hall, Terminal 1 of Hong Kong International Airport - this new media asset catches 100% of departing passengers’ attention. The three-faced coverage offers an unprecedented visual impact perfect for showcasing engaging digital and storytelling-based outdoor campaigns to increase brand awareness, with the impact of its 3D motion that encourages brand recall of messages. With the launch of this element, advertisers will have the opportunity to invite air passengers into an immersive brand experience by using the full potential of its new and iconic 4K high definition LED screen.
A 270° Tri-Digital asset located at the south side of Departures will be launched later on for network buy in the fourth quarter to optimise and guarantee full passenger outreach.
“In a fast-paced media landscape, we strive to deliver the most innovative and competitive media to our clients. Following our digital transformation strategy, Hong Kong International Airport Advertising is glad to introduce such a new iconic digital format in the airport. This new digital format will offer local and global advertisers more advertising varieties and more innovative way to communicate and to exploit the flexibility of DOOH to effectively reach the targeted audience and ultimately help advertisers to grow their business,” commented Chan.
In summary, the potential for Airport advertising DOOH is huge. The current trend in the OOH industry is for audience selling and Hong Kong International Airport Advertising will continue to develop tools and make smart use of the collectable big data of Hong Kong International Airport. This data will provide more comprehensive audience measurement and more precise micro-audience targeting. The combination of tech, connectivity, data, the smart use of content, and collaborations and partnerships with advertisers and brands has made the outdoor world more engaging, more functional, more connected, and more intelligent than ever!
ABOUT JCDecaux Transport
Shirley Chan, managing director for Hong Kong & Macau
JCDecaux Transport is the main subsidiary of the JCDecaux Group, the number one outdoor advertising company worldwide. Established in 1976, JCDecaux Transport is the market leader in outdoor advertising in Hong Kong and has been managing the advertising concessions for the Hong Kong International Airport since its opening in 1998.
The company also operates the advertising concessions for MTR Corporation, Macau International Airport, Pacific Place Passages and Ngong Ping 360.
This article is brought to you by JCDecaux Transport.
Magnetic Asia is a full-service event production and marketing agency based in Hong Kong. Its mission is audience-centric, delivering meaningful and memorable event experiences across all genres.
A pioneer of the city’s event scene, Magnetic Asia was formed over a decade ago by the founders of the Clockenflap Music & Arts Festival, the biggest of its kind in Hong Kong.
Over the years, the agency has worked with an expanding portfolio of global and local partners on every kind of event, from festivals and concerts to theatre productions, brand activations, and conferences.
With the team’s expertise and experience, Magnetic Asia is the perfect partner to help capitalise on the growing audience demand for genuinely moving branded events, experiences, and activities.
The agency’s services include
- Event conceptualisation and design
- Project Management
- Musician booking
- Art curation
- Creative Direction
- Event design and production
- Stage production
- Marketing and PR
- Sponsorship consultancy
- Brand activation curation/production
- Crowd safety planning and ops
- Ticketing and RFiD
- Event I.T.
You can contact Magnetic Asia at www.magneticasia.com
This content was sponsored by Magnetics Asia
Marketers are currently tapping into Hong Kong’s rapidly growing pre-owned luxury product market. WatchBox’s marketing director, Natasha Li, spoke with Sharon Kwok about how the company has adopted an omnichannel strategy to unlock the underestimated potential of the city’s timepieces.
Based on global sales over the last 15 years, WatchBox estimates that there is close to US$400 billion of watches sitting in people’s watch boxes around the globe.
“Hong Kong, the US, and China make up the three largest watch markets in the world, and Hong Kong is on top. This is why the founders of WatchBox saw an untapped opportunity to create a trusted omnichannel platform, offering liquidity to watch collectors around the globe and change the landscape of a currently very fragmented sector of the luxury watch industry,” Li said.
WatchBox is a global platform specialised in buying, selling and trading of pre-owned luxury timepieces founded by watch industry veterans Danny Govberg and Tay Liam Wee. The company established dual headquarters in the United States and Hong Kong in Q4 of 2017 and continues its global expansion with a division recently launching in Neuchâtel, Switzerland in Q2 of 2018. The founders believe that pre-owned timepieces have the potential to lead the watch industry’s next revolution.
“Obviously Asian customers are now being more open-minded towards pre-owned products. People go for pre-owned watches because some models are no longer in production, or they are looking for a specific model.” Li explained.
She adds, “There is an increasing number of millennial customers that don’t have a problem buying pre-owned products, and they are looking for something new, trendy but with quality. Some of them just want to keep the watch for a short period of time, then they can sell it and buy another model.”
Li expanded that part of the allure for consumers was that the value of some luxury timepieces may increase over time and that some customers purchase as a long-term investment.
“Some brands can hold value better than others. But whether the pieces would increase in value depends on many factors, such as whether the model is still in production, the auction price, market demand, mechanical and cosmetic condition of the piece, and availability of the accessory sets and paperwork.”
Li said that while the average watch price is US$13,000 at WatchBox, in Hong Kong, the average sales price is significantly higher, approaching US$20,000.
“We allow the market to drive pricing for watches. We have extensive data on watch prices from our own experience as well as our proprietary technology that has recorded millions of watch transactions. We use big data to predict the price that a watch will sell on the market, combined with solid estimates of the cost to refurbish them to like-new condition, to offer a fair valuation for watches submitted to us.”
WatchBox offers an extensive selection of pre-owned luxury timepieces, including exclusive, hard-to-source and limited production models by 40 leading watchmaker brands. Approximately 4,000 pre-owned pieces are currently in stock. With over $400B of watches that have been exported from Switzerland in recent years, there is no shortage of supply.
“Trust, pricing transparency and authentication are central tenants to WatchBox. At WatchBox we have pre-owned luxury watch specialists and expertly trained watchmakers responsible for the authentication, verification and presentation of each and every watch that is offered for sale.”
Li commented on the company’s omnichannel approach to the pre-owned luxury watch category in what is traditionally a brick and mortar industry:
“We see many others just adopt the brick and mortar directly on the online store, but that doesn’t work. We provide so much function in our WatchBox app and online educational content to educate our customers before they make the purchase decision or meet us in person.”
Technology plays a crucial role in the company’s approach. Through the mobile app, customers can access an extensive inventory catalogue of pre-owned watches, real-time pricing valuations, sell/trade functionalities, augmented reality “try-ons”, educational knowledge, collection management advice, tech support, as well as interactions with the larger horological community. The company also leverages its website, social media, and dedicated concierge teams with personalised client service.
“We believe that vertical selling is the key to any brand’s future success and we believe we are bringing this to the watch market. In recognising the limitations of an online shopping platform and the fact that a traditional store environment is not aligned with the interests, behaviours, and needs of many modern consumers, WatchBox developed its personal commerce division as a solution to client needs.”
WatchBox also believes editorial content is key to the modern eCommerce experience. It launched WatchBox Studios as an in-house creative studio and video production division to connect with global consumers. Representing the foundation of WatchBox’s digital media strategy and the company’s position as a video-first frontrunner, WatchBox Studios produces daily live streaming programs, hands-on watch reviews, and educational videos for users.
Li said collaborations work especially well in the Hong Kong market where the company has worked with fashion brands to launch events for members. It also hosts highbrow private events such as whiskey and wine tasting to engage customers and create occasions for them to talk about watch products.
Looking forward, WatchBox’s goal is to elevate the pre-owned market and give value to the secondary market. As customers gain profits from their existing collection, they’re enabled to purchase new watches at a faster rate.
In 2018 WatchBox expanded to Switzerland and South Africa. In 2019, it plans to expand to other regions including other Asian countries and to the Middle East. For its e-commerce business its seeking to continue growth rates of 35%-40%.
Li explains, “We are operating at a US$200 million run rate for 2018, and are looking to achieve a US$500 million annualised revenue in the next 2-3 years.”