Yahoo Hong Kong has been crowned Media of the Year at the 10th edition of MARKETING-INTERACTIVE's Spark Awards Hong Kong 2023. Designed to celebrate the best media solutions, products and services, the awards saw media professionals gather at Hotel ICON on 5 October to showcase their best work, achievements and innovations to the wider industry. All entries were carefully evaluated by an independent panel of industry leaders and senior marketers.
See the full list of winners here.
See the full jury here.
Standing out from the crowd and impressing the jury with innovative solutions and team results, was Yahoo Hong Kong which took home 26 trophies in total, including seven golds, seven silvers and 12 bronzes.
A number of Yahoo Hong Kong’s campaigns impressed the judges including AMEX (American Express) Be The Next Explorer campaign which won the gold for the Best Audience Acquisition & Retention Strategy category.
Continuing the momentum of “Never Stop Exploring” from last year, Yahoo BetterMe Magazine launched a campaign revolving around the theme of 探索自我, echoing AMEX’s theme “Be The Next Explorer” this year. The campaign aimed to leverage the content marketing partnership with the magazine to acquire new AMEX Explorer card members with limited-time welcome offers.
To build up the identity for the new AMEX Explorer card, and to penetrate different demographics, AMEX has invited Anson Kong from the local boy band MIRROR as the campaign endorser, aiming to influence the audience to explore together leveraging his fame and positive image.
AMEX partnered with BetterMe to produce two exclusive videos featuring Anson Kong to learn about his attitude towards exploration and relationships. Within the two exclusive videos featuring Kong, audiences took on the viewer's or girlfriend’s point of view to explore his life journey. One of the videos featured a travel theme that aligned with the relaxed travel restrictions in Hong Kong.
With the successful media strategy, the campaign has accumulated more than 1.4m reach and over 2m video views across social media platforms, almost 300k video views on Yahoo TV and over 20% engagement rate on the Anson Kong X BetterMe social video.
Meanwhile, DL電笠’s SAMSUNG - Impossible Gifting Factory campaign won the Overall Media Campaign of the Year, taking home two golds, three silvers and one bronze. Launched in 2021, DL電笠 considers itself to be the voice of the next generation. It has also been crowned the Best Start-Up Media for the year.
In hands with Samsung and FATface, the campaign presented an ultra-realistic "SAMSUNG - Impossible Gifting Factory" display on the large LED curved screen outside Samsung in Central, aiming to bring joy and excitement to everyone during difficult times.
Two versions of the video were developed to meet Samsung’s needs in promoting their products. One featured a nutcracker being projected by the Samsung product and the other video showcased another nutcracker dancing on top of the Samsung flip phone. From multiple storyboards, DL landed on the idea of a robot nutcracker, inspired by the idea of futuristic robot art.
Furthermore, DL created a set of Whatsapp stickers and in-store display window stickers. Such strategies managed to express less commercial feelings and used the nutcracker as the Samsung Christmas mascot to greet the audience with a happy holiday, bringing the relationship between Samsung and the audience closer.
More than 50 influencers shared photos of their experience in seeing the "SAMSUNG - Impossible Gifting Factory" in real life. It also gained more than 100k of digital impressions and over 30k of engagement. Moreover, the WhatsApp sticker pack that was developed from the "SAMSUNG - Impossible Gifting Factory" video gained over 5k downloads online.
This year, the competition was incredibly tight with over 170 entries across 31 categories and a total of 96 trophies awarded to the leading brands and agencies across the regions at the ceremony.
We thank all our 16 esteemed panel of judges for their time in judging the entries. Congratulations to all our winners for an excellent night! See you again next year!
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