The HKJC wins big at Loyalty and Engagement Awards Hong Kong 2022

The Hong Kong Jockey Club won big at the Loyalty and Engagement Awards Hong Kong 2022 on 26 May and was crowned Best of Show - Brand. As the leading platform for marketing professionals across Hong Kong to showcase their cutting-edge strategies, the Loyalty and Engagement Awards Hong Kong 2022 saw industry professionals gather at Hotel ICON to see if their company would take home the top accolades last night. All entries were carefully evaluated by a high-profile panel of 18 professionals.

See the full jury here.

The Hong Kong Jockey Club (HKJC) won two golds, one silver and two bronze as it organised three campaigns that successfully won the hearts of the judging panel, including the campaign “LONGINES Hong Kong International Races 2021”.

The HKJC aims to sustain awareness and exposure of Hong Kong’s international races across both global and local racing enthusiasts amid the pandemic, as international jockeys had to undergo strict quarantine conditions, which meant they could rarely attend any usual pre-race activities or audience engagement events. Moreover, global media and fans couldn’t come to Hong Kong because of border closures, which potentially limited the exposure of the event on the world stage.

This saw the team adopt a hybrid format with state-of-the-art technology and communications innovations. It offered live broadcasting to audiences, bringing the event to them in a seamless and real-time manner. The HKJC also increased the global distribution of its showings and utilised strategic media placements and targeting to further engage global media and racing fans.

To drive awareness of the event among racing fans and the media, the HKJC created a series of content such as promo videos of key moments. It also created timely and exclusive content such as its International Jockeys’ Championship Special which utilised state-of-the-art technology, as well as daily interviews featuring horse trainers, jockeys and other experts, along with racing pundits giving in-depth information and opinions.

In addition to the HKJC's success, the Best of Show – Agency winner KREW scooped up three golds, one silver and one bronze award. The title came after the agency showcased a well-rounded strategy to successfully engage customers of SOGO Hong Kong, and the audience of a photo contest launched by Wheelock Properties (Hong Kong).

The agency co-created the campaign SOGO Thankful Weeks 2021 with SOGO Hong Kong, targeting the young middle class who were interested in beauty, home entertainment, sports and fashion. Last year, as there were no tourists, and with a rise in online shopping, SOGO Hong Kong hoped to rekindle people’s urge to go out and shop.

Divided into two phases, the campaign included several activities for the pre-launch, including live-streaming events, creative content, collaborations with influencers and online and OOH ads. After that, during the launch phase, SOGO Hong Kong collaborated with five media outlets, each of them targeting a specific segment such as fashion, F&B, parenting, luxury lifestyle, travel, and sports, to offer content related to the campaign. Content spanned from in-store videos, promotion summaries, styling guides, and breaking news.

MARKETING-INTERACTIVE would like to thank our industry leading judges for their time and effort to go through over 302 submissions. We would also like to congratulate all our finalists for an amazing showing despite the difficulties the pandemic presented. We hope that this year's awards have inspired the industry in the future.