Marketing Events Awards Hong Kong biggest names unveiled

Harbour North went above and beyond at the competition at Marketing Events Awards Hong Kong 2021 on 18 November and was crowned Best of Show – Brand. The leading platform for marketing professionals across Hong Kong to showcase their cutting-edge strategies, the awards saw plenty of excited industry professionals gather at Hotel ICON to see if their company would take home the top awards. All entries were carefully evaluated by a high-profile panel of 19 professionals.

See the fill list of winners here. 

See the full jury here.

Standing out from the crowd, and impressing the jury was Harbour North which took home 13 trophies in total. The campaign which wowed the judges, and helped to bag the golds was “Harbour North Purple Flower Galore”. The campaign was aimed at engaging the target audience through entertaining events in town to raise the mall’s popularity and drive footfall and sales in the shopping mall.

The campaign successfully evoked the memories of travel by bringing photogenic travel destinations to the mall and offering immersive experiences during the daytime and at night.

For example, given Japan is one of the most preferred travel destinations among Hongkongers, in one execution, Harbour North replicated Kawachi Wisteria Garden in Fukuoka in the mall. To further engage visitors, the mall built a Wisteria Tunnel at the mall’s lawn area which was certificated by Fukuoka Prefectural Government Hong Kong Office.

Meanwhile, the mall also collaborated with Hyatt Centric Victoria Harbour Hong Kong to offer exclusive purple products and encourage shopping in the mall.

On the other hand, Wasabi Creation won the prestigious Best of Show – Agency. The agency took home three golds and two silvers in total with the launch of the Cupnoodles Museum Hong Kong. It demonstrated Cupnoodles’ food innovations through an immersive and experiential journey that goes far beyond just a food manufacturer and showcased the brand’s history, development and social commitment in Hong Kong and the world.

The museum was divided into six zones, offering workshops, feature walls, signature props, key visuals and a souvenir shop to engage visitors. One of the most engaging features of the campaign was the My Cupnoodles Factory. In this 30-minute workshop, visitors can personalise their cup noodles design with colour pens.

They could also choose their favourite ingredients before being taken to the kitchen as the staff would show them how to put the noodles in the cup. The workshop allowed visitors to witness the manufacturing process. After the workshop, they could even take home their Cup Noodles. 

MARKETING-INTERACTIVE would also like to congratulate all our finalists for an amazing showing despite the difficulties the pandemic presented. We'd also like to thank all our judges for putting in time and effort to go through the submissions.

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