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Hong Kong Disneyland wins Marketer of the Year

Hong Kong Disneyland has taken out the prestigious title of Marketer of the Year at the 2013 Marketing Excellence Awards.

Organised by Marketing magazine, the Marketing Excellence Awards celebrate the best marketing and communications campaigns across Hong Kong, from unique one-off executions to long term programmes.

This year a total of 72 trophies were given out to some of Hong Kong’s top brands from CSL, AIA Group, City Chain, Watsons Water, Hotels.com , Reckitt Benckiser, Shangri-La Hotels and Resorts, Standard Chartered Bank and Pizza Hut.

But it was Hong Kong Disneyland which took out the overall position of Marketer of the Year, winning three Gold Awards and two Silver Awards.

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Hong Kong Disneyland takes over the title of Marketer of the Year from Standard Chartered, which won the title in 2012.

Other big winners from the night included WWF Hong Kong, which picked up two Gold Awards, one for its Earth Hour 2013 campaign and one for its recent Vote Ruby campaign.

Harbour City also picked up two Gold Awards for its hugely popular Rubber Duck @Harbour City campaign, along with Citibank, which also walked away with two Gold Awards.

More than 430 people attended this year’s black tie awards, held at The Mira Hotel last Friday 15 November.

A host of the city’s biggest advertising agencies from Ogilvy & Mather, McCann Worldgroup Hong Kong, Grey Group Hong Kong, PHD Hong Kong, TBWAHong Kong, Mindshare Hong Kong, Cherrypicks Limited, Rice 5, Turn Creative and AllRightsReserved were there to support and collect awards with their top clients.

This is the second year the awards have been held.

Here’s the complete winners list.

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Excellence in Integrated Marketing

Gold Rubber Duck @ Harbour City

Brand: Harbour City

Agencies: AllRightsReserved. Ltd/IPS/Muse

Silver Ultimate Voice

Brand: PCCW-HKT mobile service

Agencies: Uth Creative Group Limited/MediaWise HK

Bronze See the World at Home
Brand: Wyeth Gold
Agencies: OMD Hong Kong/TBWAHong Kong

Excellence in Loyalty Marketing

Gold My Starbucks Rewards™
Brand: Starbucks
Agency: Wunderman | AGENDA Hong Kong

Silver City Triple
Brand: Shangri-La Golden Circle
Agency: Ogilvy & Mather Group, Hong Kong

Bronze Genki Sushi Loyalty Campaign
Brand: Genki
Agencies: Cherrypicks Limited/Rice 5 Limited/Turn Creative Limited

Excellence in Media Strategy

Gold Disney’s Haunted Halloween – Choose Your Dark Side
Brand: Hong Kong Disneyland Resort
Agency: Mindshare Hong Kong Limited

Silver The Performan
Brand: Durex
Agencies: PHD Hong Kong/Kitchen

Bronze Two Thoughts One Goal
Brand: Wyeth Materna
Agencies: OMD Hong Kong/Wunderman | AGENDA Hong Kong

Excellence in Corporate Social Responsibility

Gold Earth Hour 2013

Brand: WWF

Agency: Fluid HK

Silver Don’t Be Haunted By Your Sexual Past

Brand: Aids Concern

Agency: TBWAHong Kong

Bronze Vote Ruby

Brand: WWF

Agency: Ogilvy & Mather Group, Hong Kong

Excellence in Advertising

Gold Real life never stops

Brand: AIA GROUP

Agency: TBWAHong Kong

Silver Time is Love

Brand: Solvil et Titus

Agency: McCann Worldgroup Hong Kong Limited

Bronze The Strength of Persistence

Brand: Watsons Water

Agency: Grey Group Hong Kong

Excellence in Location-Based Marketing

Gold Choose Your Dark Side Challenge

Brand: Hong Kong Disneyland Resort

Agency: Green Tomato Limited

Silver Power-up Moonwalkers – SPREAD the message of saving sight

Brand: ORBIS Hong Kong

Agency: Hotmob

Bronze STANDARD CHARTERED BANK (HONG KONG) LIMITED

And here comes the winners of the second part, congratulations and job well done!

Excellence in Retail/Shopper Marketing

Gold Eat Play Love

Brand: Maxim’s Caterers Limited

Agency: Maxus Hong Kong

Silver LET’S LINE

Brand: Circle K

Agency: Rena Creative Products Ltd.

Bronze Building a Stronger Brand through Credit Card Perceptual Scale at Shopping Malls

Brand: Citibank (Hong Kong) Limited

Agency: Publicis

Excellence in Product Placement

Gold Kotex Softness Surprise

Brand: Kotex

Agency: Ogilvy & Mather Group, Hong Kong

Silver Sony Xperia™ Perfect Zs Cooking Class

Brand: Sony Mobile Communications

Agency: Anac Solutions Limited

Bronze A Taste of Mum’s Life

Brand: Wyeth ILLUMA

Agencies: OMD Hong Kong/TBWAHong Kong

Excellence in Use of New Technology

Gold See the World at Home

Brand: Wyeth Gold

Agencies: OMD Hong Kong/TBWAHong Kong

Silver Power-up Moonwalkers – SPREAD the message of saving sight

Brand: ORBIS Hong Kong

Agency: Hotmob

Bronze HKT Smart Living launch campaign

Brand: HKT Smart Living

Agency: Communion W

Excellence in Experiential Marketing

Gold Shiseido Bio-Performance: The Time Journey

Brand: Shiseido

Agency: Maxus Hong Kong

Silver DORAEMON Brings Innovative

Surprises through Joyful Experiences

Brand: Harbour City

Agencies: AllRightsReserved. Ltd/IPS/Muse

Bronze The Low Low Price Watcher Game

Brand: Wellcome

Agencies: McCann Erickson/Universal McCann

Excellence in Data-Driven Marketing

Gold Credit Card Audience Planning

Brand: Citibank Credit Card

Agency: MEC Hong Kong

Silver Online Acquisition

Brand: Hotels.com

Agency: PHD Singapore

Bronze Credit Card – Red Hot Dine & Fly

Brand: Hong Kong and Shanghai Banking Corporation

Agencies: Mindshare HK Limited/JWT

Excellence in Digital Marketing

Gold Photo Kidictionary

Brand: Canon IXUS

Agency: Draftfcb Hong Kong Limited

Silver Disney’s Haunted Halloween – Choose Your Dark Side

Brand: Hong Kong Disneyland Resort

Agency: Mindshare Hong Kong Limited

Bronze Stay Curious

Brand: Lee Jeans Hong Kong

Agency: Beehive Strategy

Excellence in Sponsorship

Gold “Always Game” Rugby Sevens Campaign

Brand: Cathay Pacific Airways

Agency: McCann Erickson

Silver Road to Old Trafford

Brand: Hong Kong Jockey Club

Agencies: OMD Hong Kong/ActionHouse International Limited

Bronze “Beat the Banana!” Charity Run

Brand: Wellcome

Excellence in Search Marketing

Gold Finding Sony: 360 Digital Optimisation Strategy

Brand: Sony Consumer Electronics

Agency: iProspect Hong Kong Limited

Silver “Always On” Search Marketing

Brand: STANDARD CHARTERED BANK (HONG KONG) LIMITED

Agencies: PHD Hong Kong/Resolution

Bronze Credit Card – Red Hot Dine & Fly
Brand: Hong Kong and Shanghai Banking Corporation

Agencies: Mindshare HK Limited/JWT

Excellence in Social Media Marketing

Gold MvsW

Brand: NIKE HONG KONG LTD.

Agency: Wunderman|AGENDA Hong Kong

Silver Real life never stops

Brand: AIA GROUP

Agency: TBWAHong Kong

Bronze Rubber Duck @Harbour City

Brand: Harbour City

Agencies: CMRS Digital Solutions Limited/Brandtology/ Mercury Digital Marketing Communications

Excellence in Public Relations

Gold Vote Ruby

Brand: WWF

Agency: Ogilvy & Mather Group, Hong Kong

Silver London 2012 Paralympic Games – Cheers Hong Kong

Brand: Plaza Hollywood Limited

Agency: Wasabi Creation

Bronze Road to Old Trafford

Brand: Hong Kong Jockey Club

Agencies: OMD Hong Kong/ActionHouse International Limited

Excellence in Mobile Marketing

Gold Download hotels.com app

Brand: Hotels.com

Agency: Fetch

Silver Discover Hong Kong • AR Walks Mobile App Series

Brand: Hong Kong Tourism Board

Agency: Cherrypicks Limited

Silver The Low Low Price Watcher Game

Brand: Wellcome

Agencies: McCann Erickson/Universal McCann

Bronze PIZZA HUT BIG BOX BIG PARTY

Brand: PIZZA HUT

Agency: Ogilvy & Mather Group, Hong Kong

Excellence in Use of App

Gold Let’s Animate

Brand: Hong Kong Disneyland Resort

Agency: Green Tomato Limited

Silver My Starbucks Rewards™

Brand: Starbucks

Agency: Wunderman | AGENDA Hong Kong

Bronze Compass Rewards App

Brand: Compass Visa

Agency: New Digital Noise

Excellence in Out-Of-Home Marketing

Gold Wellcome 68th Anniversary Time Tunnel

Brand: Wellcome

Agencies: Grey Group Hong Kong/Universal McCann

Silver The Joyful Bus Waiting Experience

Brand: Samsung

Agency: Starcom MediaVest Group

Bronze See the World at Home

Brand: Wyeth Gold

Agencies: OMD Hong Kong/TBWAHong Kong

Excellence in Consumer Insights/Market Research

Gold Rethink Banking

Brand: Citibank (Hong Kong) Limited

Agency: Publicis

Silver Customer Charter

Brand: STANDARD CHARTERED BANK (HONG KONG) LIMITED

Bronze PIZZA HUT BIG BOX BIG PARTY

Brand: PIZZA HUT

Agency: Ogilvy & Mather Group, Hong Kong

Excellence in Launch Marketing

Gold Ultimate Service

Brand: PCCW-HKT mobile service

Agencies: Uth Creative Group Limited/MediaWise HK

Silver Unlock the Mystery of Mystic Point

Brand: Hong Kong Disneyland Resort

Agency: Mindshare Hong Kong Limited

Bronze 7-Eleven Monsters University Student Association

Brand: 7-Eleven

Agency: Wunderman | AGENDA Hong Kong

Excellence in Branded Content

Gold Hotels.com Xtreme Booking 3

Brand: Hotels.com

Silver The Performan

Brand: Durex

Agencies: PHD Hong Kong/Kitchen

Bronze The Very Heart of Shanghai

Brand: Shangri-La Hotels and Resorts

Agency: Ogilvy & Mather Group, Hong Kong

Excellence in Event Marketing

Gold Take Away Art

Brand: Affordable Art Fair

Agencies: AOMM Creative/QNM Communications/The Antithesis

Gold Rubber Duck @Harbour City

Brand: Harbour City

Agencies: AllRightsReserved. Ltd/IPS/Muse

Silver MvsW

Brand: NIKE HONG KONG LTD.

Agency: Wunderman | AGENDA Hong Kong

Bronze Audi High Performance Vehicle Launch

Brand: Audi Hong Kong

Agency: Luminous Experiential Marketing Communications

Marketer of the Year

Hongkong International Theme Parks Limited

Brand: Hong Kong Disneyland Resort

Marketing Excellence Awards were sponsored by PacificLink iMedia Group, Roadshow, Sky Post, Gravitas Group, POAD, JAG, ET Net, ACTIVE Network, Peroni Nastro Azzuro, Chivas 18 and Freeflow Productions.

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