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RETHINKING RELEVANCE IN A HYPER-LOCAL WORLD

Editorial Rezwana Manjur, Editor-in-Chief Karen Wong, Editor, North Asia Vanessa Yuen, Journalist Lily Hu, Social Media Journalist

Dear readers,

Design Production Julia Li, Senior Graphic Designer Advertising Sales Karen Yung, Head of Commercial Sally Hui, Senior Business Development Manager Aaron Cheung, Business Development Manager Mandy Ma, Business Development Manager Marketing and Circulation Cyrus Ching, Regional Marketing Manager Event Production Selina Kwok, Events Producer Manager – Awards Event Services Chiyan Lam, Event Services Manager Hedy Chao, Senior Events Services Executive Niki Shek, Events Services Executive Event Delegate Sales Gloria Yam, Senior Project Manager Mandy Chan, Senior Project Executive Kristy Cheng, Senior Project Executive Kelly Chan. Project Executive Management Evelyn Wong, Managing Director

To get in touch with our editorial team editorialhk@marketing-interactive.com For advertising enquiries Karen Yung, kareny@lighthouse-media.com Mandy Ma, mandym@marketing-interactive.com Sally Hui, sallyh@lighthouse-media.com Aaron Cheung, aaronc@marketing-interactive.com

Lighthouse Independent Media Ltd. Printed in Hong Kong by Apex Print Limited. For subscriptions, contact circulations at +852 2861 1882 or email subscriptions@marketing-interactive. com. COPYRIGHT & REPRINTS: All material printed in Marketing is protected under the copyright act. All rights reserved. No material may be reproduced in part or in whole without the prior written consent of the publisher and copyright holder. Permission may be requested through the Hong Kong office. Disclaimer: The views and opinions expressed in Marketing are not necessarily the views of the publisher. Hong Kong: Lighthouse Independent Media Ltd, publisher of Marketing magazine 15/F, Golden Star Building, 20-24 Lockhart Road, Wanchai, Hong Kong Tel: +852 2861 1882 Fax: +852 2861 1336 Singapore: Lighthouse Independent Media Pte Ltd 100C Pasir Panjang Road, #05-01 See Hoy Chan Hub, Singapore 118519 Tel: +65 6423 0329 Fax: +65 6423 0117 To subscribe to MARKETING-INTERACTIVE, go to: www.marketing-interactive.com SCAN TO SUBSCRIBE

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As marketers navigate the rise of AI, alongside shrinking consumer attention spans, redefining brand resonance has become essential to capturing minds and market share. Today, audiences no longer look for mere presence; they demand place, culture, and context. In this month’s cover story on page 6, we explore why localisation has become the next frontier for pop-up marketing. What was once viewed as a simple plug-and-play experiential activation has evolved into a highly nuanced exercise in cultural alignment. We dive into how leading brands are abandoning cookie-cutter global templates to create hyper-local physical moments that build genuine community engagement and long-term affinity. Speaking of local resonance, our feature story on page 40 turns the spotlight on the Hong Kong Tourism Board’s latest “Only in Hong Kong” campaign. Earning widespread industry praise, the initiative masterfully balances nostalgic cultural heritage with modern storytelling, establishing a benchmark for how destination marketing can feel both deeply authentic to locals and irresistibly inviting to international audiences. September has also been an extraordinary month for our team as we expanded our own horizons. In this issue, we bring you comprehensive summaries from our flagship events across the region. We break down the highlights from MARKETING-INTERACTIVE’s inaugural EXPAND conference in Australia, where industry leaders gathered to decode the future of brand growth in the ANZ market. Alongside this, we also unpack the sharpest insights from Content360 Hong Kong on short-form content and AI integration. As we celebrate these industry milestones, we are also proud to shine a spotlight on the winners of the prestigious DigiZ Awards and Marketing Events Awards. Each winner represents the height of creativity, strategic excellence, and resilience in today’s rapidly evolving landscape. Whether you are scaling pop-up concepts, refining your content engine or charting your brand’s regional expansion, this issue is packed with the actionable strategies you need to stay ahead. Have a good read!

Karen Wong Editor, North Asia

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Contents

SEPTEMBER 2026

Editor’s Letter

Briefing

Ad Watch

Why localisation is the next frontier for pop-up marketing

Snapped

Content360 HK – Empowering culture. Elevating experience

DigiZ Awards 2026

Can ‘Only in Hong Kong’ truly capture the city’s evolving soul?

How to EXPAND successfully into Asia

Marketing Events Awards 2026

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GOOGLE: ONE IN FIVE HK CITIZENS ARE AI ‘SUPER USERS’ What’s on? Spark Awards What: An awards event that spotlights outstanding creativity, innovation, and talent that have pushed the boundaries of media excellence. Where: Hotel ICON When: 9 October Digital Marketing Asia Hong Kong What: A conference that will empower local marketers to navigate tech-driven transformations through data-driven insights. Where: The Ritz-Carlton, Hong Kong When: 27-28 October

“Helping our SMBs accelerate adoption and move from basic assistance to workflow delegation will be key to translating individual readiness into broader economic competitiveness.”

As Hong Kong enters the agentic AI era, its citizens are proving to be among the world’s most sophisticated users, with one in five (21%) classified as “super users”. Meanwhile, most of them are interested in trying time and admin agents, according to a recent Google survey. These findings come from a recent Google-commissioned “Building the future: Hong Kong’s AI opportunities” report conducted by Public First, and the first iteration (v1.0) of Google’s global “AI & Economy ATLAS” study. Over 80% of this advanced segment regularly meta-prompt, include examples, compare tools, and self-critique outputs, while two-thirds delegate full tasks, automate daily routines, and subscribe to paid AI services. Another 47% are classified as intermediate users, with nearly half of local adults reporting that AI tools save them over an hour per week across their work and personal lives. As AI shifts from reactive Q&A to proactive partners capable of executing complex tasks, demand is rising for AI agents that manage administrative and co-ordination workloads. Local interest is particularly strong among adults aged 25 to 34 (90%) and 35 to 44 (81%). Michael Yue, managing director and general manager of Google Hong Kong, said: “While AI has quickly become an essential everyday assistant at home, its workplace potential is still in its early stages. As we step into the agentic era, Hong Kong’s sophisticated user base provides the ideal foundation to bridge this gap.”

• Through Gemini Spark in Hong Kong, consumers are most eager to try AI agents as work assistants for email, scheduling, and admin tasks (65%), followed by personal assistants for bookings and reservations (55%). • Globally, the ATLAS study reveals that AI delivers significant home-life value, with over 86% of interactions occurring outside of work. • People rely on AI for productive household tasks such as product research and appliance troubleshooting, as well as high-friction administrative tasks such as navigating government services, taxes, and licensing. • In contrast, workplace AI usage remains selective, covering roughly 21% of typical job tasks, with less than 10% involving full automation. • To bridge this gap, Hong Kong’s workforce is seeking further training, with 79% of local workers expressing interest in skills development to leverage AI effectively. Accelerating adoption among small and medium-sized businesses (SMBs) will be crucial to unlocking economic value. • Projections indicate that if SMBs match large firms in AI adoption, it could unlock HK$65 billion by 2035. • Additionally, by reducing cross-border sales friction, AI could help SMBs expand internationally, generating an additional HK$590 billion in export income.

Michael Yue Managing director and general manager Google Hong Kong 4 M A R K ET I N G H O N G K O N G SEP T EMBER 2026

Source: Google’s global “AI & Economy ATLAS” study, and the Google-commissioned “Building the future: Hong Kong’s AI opportunities” report conducted by Public First. WWW. MARK E TING– IN TE RAC TI VE . C OM

OPINION

AD WATCH Monn Mak Creative director UNadvertising

HOT: ONEDEGREE’S ‘CRITICAL ILLNESS INSURANCE’ AD Insurance marketing has long suffered from two major tropes: clinical jargon and fear-mongering. OneDegree’s recent campaign neatly sidesteps both, delivering a masterclass in how product innovation and sharp consumer insights can elevate a brand narrative. At the centre of the campaign was an unprecedented product bundle linking personal critical illness coverage directly to a pet’s policy – promising to pay the pet’s premiums if the owner falls ill. While the product logic is undeniably strong, what elevated the execution into top-tier marketing was its profound emotional core. By delivering the quiet reality check – “If you can’t even take care of yourself, how can you take care of them?” – the ad gently flipped the script on pet guardianship. It reframed personal self-care not as an indulgence, but as an absolute, essential duty to one’s pet. The execution was where the strategic vision shone brightest. By framing the story around a hilarious “marriage counselling” session, the narrative successfully neutralised the natural discomfort usually surrounding a critical illness. This lighthearted trope made a heavy topic effortlessly digestible, while providing a highly flexible framework that seamlessly weaves into OneDegree’s wider product line. The result was a brilliant display of brand synergy that drove organic cross-selling without ever feeling forced.

NOT: PAYKOOL VISA PLATINUM CARD AD Consumer finance marketing frequently struggles to balance trendy aesthetics with clear product messaging. PayKool Visa Platinum’s latest campaign serves as a cautionary tale of this exact imbalance, demonstrating how disjointed creative choices can overshadow a genuinely useful product. At its core, the card offers a highly practical solution: a flexible three, four or five-month instalment plan designed to rescue cardholders from the high-interest trap of minimum payments. While the product logic is undeniably strong, the creative execution diluted its impact. The disconnect begins with the overarching messaging. The tagline – “Kool 住你最愛” (keep your favourites Kool) – attempted to playfully leverage the brand name, but failed to anchor itself to the core product feature. By prioritising a catchy pun over clarity, the campaign missed a critical opportunity to communicate the tangible value of its customisable instalment plans. The execution further muddled the strategic vision. Opting for a K-pop aesthetic, the ad featured an AI-generated virtual idol alongside a dancing cat mascot. However, the generative AI lacked the necessary visual refinement, and the AI-produced vocals awkwardly forced the product features into an off-beat melody, severely compromising the clarity of the message.

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FEATURE

o i n t a i s s i l t h a e ne c o l y x h t u p p o m W p r a o f r k r etin e i t n g o r f

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FEATURE

As traditional retail transforms into mixed-use, community-centric environments, temporary popups have emerged as the premier testing ground for brand relevance. But as industry experts reveal, the real frontier isn’t just about showing up in a new city; it’s about going hyper-local. Vanessa Yuen sat down with industry experts to unpack why this cultural resonance has shifted from a clever marketing tactic to an indispensable retail strategy.

Pop-ups have evolved from quick promotional tricks into the core drivers of modern retail, reshaping shopping malls into vibrant lifestyle spaces as landlords and retailers adapt to changing consumer habits. According to Cushman & Wakefield, the Asia Pacific region generated approximately US$4.8 billion in pop-up retail revenue in 2025, accounting for 32.4% of the global market. As traditional malls shift towards mixed-use developments that blend shopping, residential, and office environments, temporary brand

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activations have become a staple across the region – from Budweiser and adidas World Cup events in Hong Kong to a Spider-Man activation in Penang, and UNIQLO’s AIRism Cooling Station in Singapore. Local culture is not a decoration As the market grows crowded, leading brands are using temporary spaces to build meaningful cultural ties and spark genuine public conversations. In a region as diverse as APAC, success depends on hyper-localisation, with

Culture must be treated with a trained ear. It’s about listening to the nuances of the market.

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FEATURE

Ultimately, success lies in how well the experience stays relevant beyond the physical space.

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consumers increasingly favouring purposedriven experiences over empty marketing claims, according to Virginia Ngai, associate partner at Prophet. Ngai noted that heritage brands hold a strong edge because existing consumer trust gives them the freedom to experiment. When an established brand uses a pop-up to refresh its narrative, it honours nostalgia for older shoppers while signalling fresh relevance to younger generations. Rather than dropping a standardised global concept into a new market, a successful activation embeds local culture into its core, creating a community-focused ecosystem that builds long-term brand resilience. “Culture must be treated with a trained ear. It’s about listening to the nuances of the market,” said Ngai. Achieving an authentic localisation requires a clear understanding of regional nuances alongside a distinct brand identity – a balance emphasised by Cassie Howard, senior director of category management and marketing at Sunkist Growers.

Taking Sunkist’s “Joocies Party” pop-up in Hong Kong as an example, where collectible citrus cases and charms blended fruit with fashion, Howard shared how the brand translated California’s bright spirit into a locally rooted experience. The pop-up was photogenic for social feeds and portable for busy streets, striking a balance between global energy and a local pulse. “By pairing brand heritage with how people connect and live locally, we created experiences that felt both globally consistent and personally relevant, which ultimately drove a deeper connection,” Howard said. Another brand that brought its glocal philosophy to the fore was UNIQLO Singapore, which recently partnered with the Asian Civilisations Museum for its first museum pop-up in Southeast Asia. The initiative brought UNIQLO’s “Art for All” vision to life by making local art and heritage more accessible, said Paulene Ong, marketing director at UNIQLO Singapore. “We are guided by our philosophy of ‘koten keiei’ – which reflects how we believe a WWW. MARK E TING– IN TE RAC TI VE . C OM

FEATURE

global brand should genuinely show up in the communities it calls home,” she explained. Indeed, while many global brands invest heavily in trying to replicate the authenticity that local brands naturally possess, the ones that succeed tend to be those willing to go genuinely specific, treating “local flavour” not as an aesthetic overlay, but as real substance, said Jacopo Pesavento, founder and CEO of Branding Records. Measuring what actually matters If local culture is the heart of a great pop-up, measurement is its brain. Foot traffic and sales are easy to count, but they reveal only a fraction of the story. Ngai advocated for broader and more forward-looking metrics. She introduced the concept of “uncommon growth” – exceptional, sustainable, and a durable performance. To achieve that, she recommended tracking: • Co-creation value: How many people engaged with the personalised elements, where they shifted from being passive shoppers to active participants. WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

• Relationship equity: Post-event behaviour – were people talking about the celebrity guest or the brand’s heritage? • Customer lifetime value uplift and sustainability: Did the pop-up drive repeat purchases over a five-year horizon? • Culture as a catalyst: How did the activation inspire internal teams? A purpose built culture starts from within. For Sunkist, the focus extends beyond the physical space to engagement quality, social amplification, and ongoing brand conversations. With Joocies, Howard said this meant tracking user-generated content, organic exchanges such as collectible charm swaps, and continued social interaction after the event. “Ultimately, success lies in how well the experience stays relevant beyond the physical space,” she added. Sentiment shift and the quality of organic content people create are valued over sheer volume, yet the metric that matters most is retention and repeat purchase in the two

to three months after a pop-up closes, as Pesavento puts it. “A pop-up that spikes and disappears was a good party. One that quietly moves behaviour for months afterwards is a brand investment,” he said. S E PTE MB E R 2 02 6 MARK E TING HO N G KON G 9

SPOTLIGHT

SNAPPED International Lantern Spectacular DATE: 17-27 September 2026 VENUE: Victoria Park 1. Echoing the theme of “Reunion”, several lanterns will incorporate circular elements symbolising harmony and togetherness, creating memorable settings for visitors and locals. 2. Stepping onto the World Lantern Boulevard, locals and visitors will be surrounded by over 3,000 distinctive lanterns from 20 countries and regions.

3. Taking centre stage is the Shadowlight, a giant-themed lantern standing eight metres tall at the main entrance to Victoria Park. 4. Another highlight, Lotus Fish, features rows of giant lotus leaves in neat formation, with lifelike, brightly coloured carp, darting nimbly through the play of the light and shadows.

Arts in the city: Revisit Tai Hang DATE: 19 September – 31 October 2026 VENUE: Tai Hang 1. Riding on the inaugural art walk “small valley TAI HANG” in 2023, “Revisit Tai Hang” invites members of the public and visitors to rediscover this small charming neighbourhood. 2. Weaving artist Zoe Siu continues her creative journey from “small valley TAI HANG” to presenting the classic Hakka fa dai blessing motif – the “Lum Chai” in the form of unconventional kites in the community.

3. Mixed media artist Max Cheng and paper mache art collective Hira Hira also return to Tai Hang to host handicraft workshops inspired by the neighbourhood’s culture and community stories. 4. Members of the public are welcome to purchase the “selfguided tour goodie bag”, which includes artist-designed cultural and creative products, a selfguided map, and redemption vouchers from local shops.

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SPOTLIGHT

“Under the moon” truck DATE: 10 – 13 September 2026 VENUE: G/F, Piazza, K11 Art Mall 1. Hennessy is inviting consumers to embrace a modern take on tradition with its new campaign, “Experience a new kind of ceremony”.

2. Visitors will be able to experience a tailored, teaand-cognac tasting journey, headlined by an exclusive “Hennessy V.S.O.P Boba” bubble tea cocktail.

3. Bridging his Asian heritage with modern international influence, Jackson Wang embodies the campaign’s blend of tradition and contemporary flair. 4. Rounding out the festive lineup, Hennessy has teamed up with InterContinental Grand Stanford Hong Kong to introduce a limitededition mooncake.

Mega Art Space DATE: From now until 4 October 2026 VENUE: Mega Sky Rooftop Garden, L18, MegaBox 1. MegaBox has partnered with local art platform Art Dreamers to present an innovative community art project, featuring a 10-metrewide giant corgi called “Mochi”.

2. The project also features veteran artist Li Hok Fung, who has personally created a series of giant cat and dog murals, including a five-metre-long cat-and-dog artwork painted live on site.

3. The giant Mochi is remarkably lifelike, with every strand of fur rendered in exquisite detail. Sporting a cheerful and endearing expression on its face, it quietly awaits visitors from across Hong Kong to come and snap photos. 4. The Mega Sky light show pet garden, set to delightful music, creates an immersive audio-visual experience that will captivate visitors of all ages. 3

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SPOTLIGHT

Content360 HK – Empowering culture. Elevating experience

In Hong Kong’s fast-paced market – where AI adoption accelerates daily and consumer attention spans continue to shrink – brands must move with speed and agility to capture hearts and mindshare. In Hong Kong, content travels at lightning speed across social feeds, search engines, and emerging AI platforms. With 96% of the population online, and 84% active on social media, brands face fierce competition in a hyper-connected market where trust, relevance, and cultural fluency are paramount. To help marketers navigate this shifting landscape, MARKETING-INTERACTIVE brought back its flagship conference Content360 Hong Kong, under the theme: “Empowering culture. Elevating experience.” Held on 24 June at the Kerry Hotel, the conference brought together over 200 marketing professionals to explore the new pathways of modern engagement – from AI-enabled storytelling and generative engine optimisation (GEO) to community-led activations and hyper-

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personalisation. The spotlight fell squarely on the creators turning culture into influence, the brands building intelligent AI-led creative systems, and the leaders putting community at the heart of their strategies. Creative intelligence as the new marketing mindset Kicking off the conference, Adrian Cheng, founder and executive chairman of ALMAD Group, K11 by AC, and K11, joined Karen Wong, North Asia editor at MARKETINGINTERACTIVE, for an opening fireside chat. Their discussion explored Hong Kong’s identity as a creative capital, and examined how brands can harness culture, memory, and local context to build long-term brand equity. Bridging the gap between traditional ways of working and modern technology, the

conversation naturally turned towards artificial intelligence – not as a panacea, but as an operational mindset. Calvin Tang, marketing director at Alibaba Cloud, confronted the industry’s widespread AI anxiety head-on. Citing McKinsey data showing that while 60% of marketers actively use AI, only 5% to 15% capture meaningful productivity gains, Tang argued that the bottleneck is not technology, but perspective. Demonstrating an AI-powered social listening dashboard and an integrated reporting system built by his team in minutes, Tang emphasised that AI transformation demands a fundamental role reversal: from operating tools to redesigning AI workflows, from executing tasks to orchestrating systems, and from running campaigns to sustaining intelligent operations.

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Expanding on this tech evolution, Sean Pun, director of digital strategy at Digital Zoo, took the stage to address generative engine optimisation (GEO). Pun noted that traditional SEO fundamentals still underpin AI search success, introducing the concept of “query fan-out” – how AI engines deconstruct a single prompt into sub-queries covering verification, personalisation, and cultural context. He stressed that winning content must feature dense semantics, modular autonomy, and structural clarity. “Until ranking factors are fully established, those experimenting today will be the pioneers ahead of the competition,” he noted. Why cultural relevance is the new brand battleground While technological infrastructure provides the engine for scale, an authentic cultural connection

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remains the primary driver of consumer trust. During a morning panel discussion on brand revitalisation moderated by Jennifer Lin, head of feminine care core marketing (international) at Kimberly-Clark, cross-sector leaders agreed that local relevance starts with a clear sense of identity. Karen Ng, general manager of corporate branding and marketing at Airport Authority Hong Kong, shared how Terminal 2’s interactive digital screens transform the check-in journey into an experiential moment, encouraging passengers to become content creators themselves. Shifting from experience curation to lifestyle philosophy, Enzo Cheng, CEO of noc, explained how a “live slow” framework allows local flexibility within a universal brand identity. Meanwhile, Aris Maroulis, vice president of TUMI Asia Pacific and Middle East, highlighted the role of creator partnerships in driving localised resonance.

“Authenticity means developing long-term relationships based on mutual understanding,” he said. “You need a strong sense of self before you can work with others.” This sentiment was reinforced in an afternoon fireside chat with content creator and Attention Whale founder Torres Pit, who revealed his reverse-engineered content strategy: starting with the thumbnail and title before scripting for emotional payoff. “Spend 70% of your time on thumbnails and titles,” Pit advised. “Get them hooked and make them stay.” He cautioned against relying on AI-generated scripts, adding: “I can tell straight away when a script is AIwritten – it lacks human performance nuance and EQ.”

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SPOTLIGHT

Building belief and embracing authenticity Beyond content formatting, connecting with modern audiences requires aligning with core human values. Rita Wong, head of customer centricity, brand and integrated marketing at AIA Hong Kong and Macau, demonstrated this through a campaign with Tottenham Hotspur. Facing a midweek match, Wong pivoted to a “12th man” narrative – turning local fans into the heroes and rallying Hongkongers around the value of perseverance. Similarly, Cindy Ho, vice president of business development at AsiaPac Net Media, argued the real marketing battleground has shifted from generating buzz to earning belief. Citing a regional campaign for a smart robot vacuum cleaner in Southeast Asia, Ho detailed how leveraging an AI-powered KOL analysis tool to target five distinct buyer groups drove a massive volume of private inquiries to the brand – a direct indicator of intent and trust over vanity reach.

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“Paid media is only the opening claim of the trust test. What happens next is where brand loyalty is won,” she said. Embracing real-time authenticity, Ed Rolston, co-founder and CMO of Dough Bros. Pizza & Doughnuts, advocated for “messy” fast-reactive content. From a playful “OOH awkward” post during the Lionel Messi exhibition match to delivering free pizza to quarantined guests at Penny’s Bay, Rolston proved the power of agile marketing. “Perfection isn’t precious anymore – being present and real is,” he noted, clarifying that “messy doesn’t mean careless”. From fleeting attention to genuine belonging As the afternoon unfolded, speakers turned their focus to the mechanics of long-term engagement. Olga Loktionova, PR and sales director at CAPSBOLD, warned of the growing risks AI can create for enterprise brands, from hallucinations and cultural missteps to inconsistencies at scale, fragmented brand

tone and compliance leakage, emphasising that to hold the reins on AI, human oversight must always remain in place. Reinforcing this focus on human purpose, Carol Chan, chief sales director at Basis Media, noted that successful marketing isn’t about prompt accuracy, but brand recall at the point of purchase. “The real objective is not just to execute a campaign, but to drive conversion. AI is merely a supporting tool, not the endgame,” Chan said. Michael Pang, CEO and founder of Basis Media, added during a lightning talk that brand consistency beats random experimentation. Introducing the concept of “brand anchors” – distinct visual, audio, and narrative cues – Pang stressed that while AI can generate volume, humans must orchestrate creative judgement. Moving from brand recall to an emotional connection, Sylvana Lee, head of marketing at Whiskers N Paws, linked the booming pet economy to a universal need for belonging in a fast-paced city. “Competing on price is a race

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to the bottom,” she said. “The real value lies in building belonging, not managing transactions.” Closing out the individual brand showcases, Adwin Lau, marketing director at Fairwood, shared how his team has capitalised on real-time cultural moments. When Apple unveiled the iPhone 17 Pro in cosmic orange – matching Fairwood’s iconic brand colour – the team launched a social post within hours. Generating 9,500 likes and 2,000 shares, the post sparked a full-funnel activation featuring app promotions, giveaways, and an “Orange Day” customer discount. The horizon of hyper-personalisation Nowadays, brands cannot neglect the power of hyper-personalisation to unlock consumer

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journeys. During the final panel discussion, Natalie Chan, director of branded experience and partnerships at Hasbro (APAC), noted a shift away from traditional TV ads towards immersive storytelling across animation and entertainment. “Once we build that emotional connection, consumers feel the brand truly knows them – delivering far greater value than traditional demographic targeting,” she explained. Yannie Chen, head of marketing for Häagen-Dazs Hong Kong at General Mills, highlighted that while Häagen-Dazs maintains a consistent core message around premium craftsmanship globally, its activation channels are tailored locally.

Similarly, Tania Wan, deputy general manager of personal banking and wealth management at Bank of China (Hong Kong), outlined how personalisation dictates channel selection – utilising established public figures on Instagram for Hong Kong audiences, while leveraging KOCs and Xiaohongshu for crossborder segments in the GBA. By uniting strategic technology with a local cultural fluency, Content360 Hong Kong 2026 underscored a clear mandate for modern marketers: driving sustainable growth requires moving beyond passive attention to build authentic and long-term brand equity.

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Now in its seventh year, the DigiZ Awards Hong Kong returned to the Hong Kong Ocean Park Marriott Hotel on 7 August to celebrate excellence in digital marketing. In an era where digital strategies have become truly indispensable for modern marketers, this year’s awards brought together a strong turnout of industry leaders aiming to raise the bar for excellence. The competition was notably intense, drawing around 310 submissions across 44 categories – each independently evaluated by a panel of 19 senior brand-side experts. A total of 120 trophies were awarded to the region’s top-performing brands and agencies. We also extend our warmest congratulations to all the finalists, whose innovative work continues to set the standard for future digital transformations.

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Isabelle Piffard

Nicolas Tran Dinh

Marketing Director

APAC Digital & Media Director

BlackRock

Campari Korea

Colgate-Palmolive

David Boh

Dominic Siu

Isaac Kong

Amy Lim

Director of Digital Marketing

General Manager, Head of Data Analytics & Digital Transformation

Executive Director, Head of Digital & Platforms, Consumer Banking & Wealth Management Group

Regional Head of Digital & Ecommerce

COMO Hotels and Resorts

Dah Sing Bank

JUDGES

Kristie Wong Head of Digital, APAC

Ego Pharmaceuticals

DBS Bank Hong Kong

Cornelia Kwok

Mathew Chan

Olivia Tang

Rachel Chan

General Manager, Product Delivery, Technology

Digital Marketing Director, Greater China

Senior Marketing Director

Regional Marketing Director, APAC

HKLand

JLL

Kao HK

Lee Kum Kee (International)

Andy Wong

Mabel Leung

Jaslin Goh

Esther Tan

Regional Director, Digital Performance Marketing

Head of Marketing, Quick Service Restaurants & Catering Services

Director, Marketing, Communication & Data

Global Director of Marketing & E-Commerce

Octopus Cards

Plaza Premium Group

Mandarin Oriental Hotel Group

Maxim’s Group

Daniel Koo

Phoebe Hung

David Hung

Wallace Ho

Vice President, Shangri-La Circle (Digital Platforms & SLC Marketing)

Director, Digital Acquisition & Experience

Group Associate CRM and Digital Marketing Director

Standard Chartered Bank

Tam Jai International Co.

General Manager, Corporate Communications, CRM and Digital

Shangri-La Group

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The Garden Company

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Best CRM Campaign

Best AI-Generated Campaign

GOLD

The Garden Company Brand: Garden Campaign: Unlocking Hidden Connections: Garden’s Evolution into a Data-Driven Brand Agency: PRIZM Group

L'ORÉAL TRAVEL RETAIL ASIA PACIFIC Brand: YSL Travel Retail Asia Pacific Campaign: YSL Beauty Light Club 2025 Agency: AIR Concepts

SILVER

Mentholatum (Asia Pacific) Brand: Mentholatum Campaign: Little Nurse is in the AI-R Agency: iProspect Hong Kong

Cathay Campaign: Cathay Connected Identity: From First‑Party Data to Full‑Ecosystem Growth Agency: Digitas Hong Kong

BRONZE

Hang Seng Bank Campaign: Card Usage Winter Spending Campaign Agency: WPP Media

Sber Campaign: Tour to Custodia Agency: SberMarketing

Best Data Activation

Best Digital Branded Content

GOLD

Hang Seng Bank Campaign: Hang Seng Preferred Banking – Plan Smart! Maximise Every Dollar of Your Salary Agency: WPP Media

Uber Brand: Uber Taxi Campaign: Skip The Kung Fu 2.0 Agencies: WPP Media, Special Group, Omelette

SILVER

BRONZE

DBS Bank (Hong Kong) Campaign: DBS Treasures Campaign 2025 – Trust & Confidence: The New Currency of Wealth Agencies: Potassium, Wavemaker Hong Kong

Midland Realty Campaign: Truth Loop Agencies: WPP Media, FiveStones

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Ocean Park Hong Kong Campaign: Global Celebration of Panda Twins’ First Birthday Agency: KREW

Hang Seng Bank Campaign: Hang Seng Anti Fraud Band Agency: BYFA Consultancy

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Best Use of Gamification

Best Programmatic Strategies

GOLD

PARKnSHOP Campaign: Find Out Your FBTI Food Personality Agency: iDEER

PARKnSHOP - PNS eShop Campaign: Convenience Delivered Campaign Agency: FABCOM

SILVER

BRONZE

Standard Chartered Bank (Hong Kong) Campaign: “Save to Play, Play to Save” SCB Toy Story Deposits Campaign Agencies: dentsu Hong Kong, Leo Hong Kong

Hong Kong Tourism Board Campaign: Remix of Flavours Agency: Carat Hong Kong

Swire Properties Brand: Citygate Outlets Campaign: Citygate Outlets x Calbee “A Golden-Crisp New Year” Agency: Cymballe

GSK Campaign: MenB Disease Awareness Campaign Agencies: Zenith HK, Teads

Best Digital Launch/Rebranding Campaign

Best Digital Mass Audience Campaign

GOLD

ZA Bank Campaign: StockBack x ZA Card: Spend & Get Stock Agency: AsiaPac Net Media

SILVER

DFI Retail Group Brand: Wellcome Campaign: Wellcome Everyday Value 2025 Agencies: OMD Hong Kong, The Society, Feverworks

BRONZE

Cathay Cargo Campaign: We carry them all, big and small. Agencies: Leo Hong Kong, Digitas Hong Kong

Hang Seng Bank Campaign: Hang Seng Anti Fraud Band Agency: BYFA Consultancy

SILVER

The Garden Company Brand: Garden Campaign: Unlocking Hidden Connections: Garden’s Evolution into a Data-Driven Brand Agency: PRIZM Group

BRONZE

Fairwood Holdings Brand: Fairwood Campaign: Fairwood Orange

BRONZE

The Viriyah Insurance Campaign: The “VI” Rewind: Make the most of second Agency: Assembly

2 2 M A R K ET I N G H O N G K O N G SEP T EMBER 2026

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Best Digital Targeted Audience Campaign

Best Digital Performance Campaign

GOLD

Citibank (Hong Kong), Mastercard Asia Pacific Campaign: Citi Prestige® – Voyage into elevated indulgence Agency: Spark Foundry

Cathay Campaign: Cathay Connected Identity: From First‑Party Data to Full‑Ecosystem Growth Agency: Digitas Hong Kong

SILVER

DBS Bank (Hong Kong) Campaign: DBS Treasures Campaign 2025 – Trust & Confidence: The New Currency of Wealth Agencies: Potassium, Wavemaker Hong Kong

Midland Realty Campaign: Truth Loop Agencies: WPP Media, FiveStones

BRONZE

Midland IC&I Campaign: Democratizing Location Intelligence Agency: WPP Media

Standard Chartered Bank (Hong Kong) Campaign: Salary Intelligence – Bonus Saver C Performance Engine Agencies: dentsu Hong Kong, Hungry Digital M Y

CMY

Best Digital OOH Campaign

Best eCommerce Campaign

GOLD

Standard Chartered Bank (Hong Kong) Campaign: “Save to Play, Play to Save” SCB Toy Story Deposits Campaign Agencies: dentsu Hong Kong, Leo Hong Kong

SILVER

MTR Corporation Brands: HKTB, BOC, VTC, Herbalgy, Amber Education, Jintan, YUTAKANA Campaign: 5G Summer Thrill

BRONZE

The Garden Company Brand: Garden Campaign: Unlocking Hidden Connections: Garden’s Evolution into a Data-Driven Brand Agency: PRIZM Group

2 4 M A R K ET I N G H O N G K O NG SEP TEMBER 2026

DFI Retail Group Brand: Wellcome Campaign: Click & Collect – Fresh. Fast. Easy.

SILVER

DFI Retail Group Brand: Mannings Campaign: Mannings Online 11.11 Megasale

BRONZE

PARKnSHOP - PNS eShop Campaign: Convenience Delivered Campaign Agency: FABCOM

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LEE MAN KWOK

Best Use of Immersive Technology

Best Customer Journey

GOLD

Link Asset Management Brand: LINK Campaign: Link “Gather Fortune, Celebrate Community” AR Game Agency: AIR Concepts

GOLD

MTR Corporation Brands: HKTB, BOC, VTC, Herbalgy, Amber Education, Jintan, YUTAKANA Campaign: 5G Summer Thrill

GOLD

The Hong Kong Jockey Club Campaign: Classic 3-in-1 App

SILVER

FWD Life Insurance Company (Bermuda) Campaign: FWD MAX 4.0: Evolving Loyalty into an Intelligent Life Companion

SILVER

Swire Properties Brand: Citygate Outlets Campaign: BIG HUGS SPARKTACULAR CHRISTMAS Agency: Cymballe

BRONZE

MTR Corporation Campaign: Intelligent Crowd Diversion System

BRONZE

Mentholatum (Asia Pacific) Brand: 50 Megumi Men Campaign: Hair Freedom: The Ultimate Hair Growth Duo Agencies: iProspect Hong Kong, ZOO Allies

Best Mobile Campaign

Best Engaging Campaign

GOLD

Bank of China (Hong Kong) Brand: BOCHK Wealth Management Campaign: BOCHK “Connect Wealth Beats” Agency: Hungry Digital

SILVER

GSK Campaign: MenB Disease Awareness Campaign Agencies: Zenith HK, Teads

BRONZE

FWD Life Insurance Company (Bermuda) Campaign: FWD MAX 4.0: A MobileFirst Experience Driving Engagement and Conversion

2 6 M A R K ET I N G H O N G K O NG SEP TEMBER 2026

Hang Seng Bank Campaign: New Gen CEO Incubation Programme 2025 Agency: The Puzzle Marketing and PR

SILVER

Hang Seng Bank Campaign: Hang Seng Anti Fraud Band Agency: BYFA Consultancy

BRONZE

DFI Retail Group Brand: Wellcome Campaign: Doraemon Summer Magic Fun Campaign

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Best Video Campaign

Best Influencer Strategies

GOLD

DBS Bank (Hong Kong) Campaign: DBS Treasures Campaign 2025 – Trust & Confidence: The New Currency of Wealth Agencies: Potassium, Wavemaker Hong Kong

SILVER

BRONZE

Hang Seng Bank Campaign: Card Usage Winter Spending Campaign Agencies: WPP Media, Indigo Colab Company

Asahi Beer Asia Campaign: Asahi in Your Area Agency: dentsu X

Hang Seng Bank Campaign: Hang Seng Anti Fraud Band Agency: BYFA Consultancy

Best Viral Campaign

Hang Seng Bank Campaign: Hang Seng Anti Fraud Band Agency: BYFA Consultancy

Best Acquisition & Retention Strategies

GOLD

DFI Retail Group Brand: Wellcome Campaign: Click & Collect – Fresh. Fast. Easy.

GOLD

Uber Brand: Uber Taxi Campaign: Skip The Kung Fu 2.0 Agencies: WPP Media, Special Group, Omelette

SILVER

Fairwood Holdings Brand: Fairwood Campaign: Fairwood Orange

BRONZE

Hong Kong Football Club Brand: Hong Kong Soccer 7s Campaign: From Zero Budget to Global Buzz: How HKFC Standard Chartered Soccer Sevens Scored Big Online Agency: Havas Hong Kong

2 8 M AR K ET I N G H O N G K O N G SEP TEMBER 2026

GOLD

Midland Realty Campaign: Midland AI Search: Digital Innovations for Smarter Property Decisions Agency: WPP Media

SILVER

Hang Seng Bank Campaign: Hang Seng Preferred Banking – Plan Smart! Maximise Every Dollar of Your Salary Agency: WPP Media

BRONZE

Promise Finance Campaign: Promise Always-On Acquisition Campaign Agency: WPP Media

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Best Sustainability Campaign

Best Conversion Optimisation Strategies

GOLD

Sino Group Brand: S+ REWARDS Campaign: S+ Urban Run

Midland Realty Campaign: Truth Loop Agencies: WPP Media, FiveStones

SILVER

Watson's The Chemist Campaign: AI in Action: Driving Intelligent Conversion Growth for Watsons HK Agency: FABCOM

SILVER

Cathay Cargo Campaign: We carry them all, big and small. Agencies: Leo Hong Kong, Digitas Hong Kong

BRONZE

UA Finance Campaign: 0% Interest Rate 2026 Agency: WPP Media

Best Digital Advertising Strategies

Best Phygital Experience

GOLD

Uber Brand: Uber Taxi Campaign: Skip The Kung Fu 2.0 Agencies: WPP Media, Special Group, Omelette

SILVER

Hang Seng Bank Campaign: Hang Seng Anti Fraud Band Agency: BYFA Consultancy

BRONZE

Hong Kong Tourism Board Campaign: Remix of Flavours Agency: Carat Hong Kong

30 M A R K ET I N G H O N G K O N G SEP TEMBER 2026

Standard Chartered Bank (Hong Kong) Campaign: SC Invest – Time for What Truly Matters Agencies: dentsu Hong Kong, Leo Hong Kong, MSL, Accenture Song

SILVER

L'ORÉAL TRAVEL RETAIL ASIA PACIFIC Brand: YSL Travel Retail Asia Pacific Campaign: YSL Beauty Light Club 2025 Agency: AIR Concepts

BRONZE

MTR Corporation Campaign: AI Tracy

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Best Use of AI

Best Omnichannel Strategies

GOLD

DBS Bank – Institutional Banking Group Campaign: The 4X Factor: Agentic AI & Operation Model Transformation (OMT)

DBS Bank (Hong Kong) Campaign: DBS Treasures Campaign 2025 – Trust & Confidence: The New Currency of Wealth Agencies: Potassium, Wavemaker Hong Kong

SILVER

L'ORÉAL TRAVEL RETAIL ASIA PACIFIC Brand: YSL Travel Retail Asia Pacific Campaign: YSL Beauty Light Club 2025 Agency: AIR Concepts

PARKnSHOP Campaign: Find Out Your FBTI Food Personality Agency: iDEER

BRONZE

Airport Authority Hong Kong Campaign: Generative AI Virtual Assistant at Hong Kong International Airport

Cartier Campaign: Cartier OmniPresence Digital-to-Door Agency: WPP Media

Best Effective Search Campaign

Best Digital Creative Campaign

GOLD

UA Finance Campaign: 0% Interest Rate 2026 Agency: WPP Media

Hang Seng Bank Campaign: Hang Seng Anti Fraud Band Agency: BYFA Consultancy

SILVER

BRONZE

Mentholatum (Asia Pacific) Brand: Mentholatum Campaign: Little Nurse is in the AI-R Agency: iProspect Hong Kong

Watson's The Chemist Campaign: AI in Action: Driving Intelligent Search Growth for Watsons HK Agency: FABCOM

32 M A R K ET I N G H O N G K O N G SEP T EMBER 2026

PARKnSHOP Campaign: Find Out Your FBTI Food Personality Agency: iDEER

L'ORÉAL TRAVEL RETAIL ASIA PACIFIC Brand: YSL Travel Retail Asia Pacific Campaign: YSL Beauty Light Club 2025 Agency: AIR Concepts

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Best UI/UX Design

Best Digital Integrated Campaign

GOLD

The Hong Kong Jockey Club Brand: HKJC Membership and Customer Excellence Campaign: Delivering Membership Excellence in the Digital Age

DFI Retail Group Brand: Mannings Campaign: Mannings Online 11.11 Megasale

SILVER

Midland IC&I Campaign: Democratizing Location Intelligence Agency: WPP Media

Uber Brand: Uber Taxi Campaign: Skip The Kung Fu 2.0 Agencies: WPP Media, Special Group, Omelette

BRONZE

FWD Life Insurance Company (Bermuda) Campaign: FWD MAX 4.0: Evolving Loyalty into an Intelligent Life Companion

Ego Pharmaceuticals Hong Kong Brand: QV CERAMIDES Campaign: Embrace the Transformed You! Call For New Changes Agency: PressLogic

Best Use of Personalisation Strategies

Best Use of Social Media

GOLD

Standard Chartered Bank (Hong Kong) Campaign: Fly Moments Campaign Agencies: dentsu Hong Kong, Accenture Song, Adzymic

SILVER

Standard Chartered Bank (Hong Kong) Campaign: Salary Intelligence – Bonus Saver Performance Engine Agencies: dentsu Hong Kong, Hungry Digital

BRONZE

The Coca Cola Company Campaign: Cracking the Mealtime Code: Coca-Cola’s Omnichannel Demand Engine Agencies: WPP Media, The Trade Desk

PARKnSHOP Campaign: Find Out Your FBTI Food Personality Agency: iDEER

SILVER

Ascott Brand: DiscoverASR Campaign: DiscoverASR Mid-Year Sale Agency: Assembly

BRONZE

Hong Kong Disneyland Campaign: Hong Kong Disneyland 20th Anniversary – “The Most Magical Party of All” Agencies: Zenith HK, APX Exchange Hong Kong

BRONZE

Promise Finance Campaign: Go Smart! Agencies: WPP Media, Cheil Pengtai

34 M AR K ET I N G H O N G K O NG SEP TEMBER 2026

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Best Use of Visual Storytelling

Best Martech for CRM

GOLD

Swire Properties Brand: Pacific Place Campaign: Ticket to Christmas Agencies: Voltage X, Oink Oink

WPP Media

SILVER

JuicySuite

Hang Seng Bank Campaign: Hang Seng Anti Fraud Band Agency: BYFA Consultancy

BRONZE

Cityplaza Hong Kong Campaign: Cityplaza “Sweetmas” Agencies: ANON, Boxing Promotions, Fevaworks

PRIZM Group

Best Martech for Programmatic Advertising

Best Martech for eCommerce

GOLD

WPP Media

Assembly

SILVER

PRIZM Group

WPP Media

36 M AR K ET I N G H O N G K O NG SEP TEMBER 2026

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Best Martech for Creative Content and Storytelling

Best Martech for AI-Driven Analytics and Insights

GOLD

WPP Media

SILVER

Admazes

Digitas Hong Kong

BRONZE Admazes

Best Martech for Performance Marketing

Martech Team of the Year (Agency)

GOLD WPP Media Hong Kong GSO Team (Generative Search Optimization)

SILVER

WPP Media

Assembly

BRONZE PRIZM Group

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S E PTE MB E R 2 02 6 MARK E TING HONG KON G 37

Best of Show – Brand

Hang Seng Bank

Standing out from the crowd and impressing the judges with innovative solutions and great results, Hang Seng Bank took home 13 trophies – four golds, five silvers, and four bronzes. Several of its campaigns won the judges’ hearts, including the “Hang Seng preferred banking – plan smart! Maximise every dollar of your salary” with WPP Media; the “Hang Seng anti-fraud band” campaign with BYFA Consultancy; the “New-gen CEO incubation programme 2025” with The Puzzle Marketing and PR; and the “Card usage winter spending campaign” with Indigo Colab Company. Among these, the “Hang Seng anti-fraud band” campaign stood out for its innovative approach and impact. Launched from 1 September to 31 December 2025, it targeted Hong Kong people across all age groups. It aimed to raise awareness of fraud as a daily threat, promote memorable anti-fraud actions for all ages, reduce victimisation, and position Hang Seng as a trusted and culturally relevant guardian of Hong Kong’s financial wellbeing across generations. To encourage people to move from simply noticing fraud messages to actively preventing them, the campaign recruited Hong Kong actors Michael Wong, Timothy Tse, Justin Cheung, and Sammy Sum, who are often cast as villains, to become anti-fraud protectors. This role reversal 38 M A R K ET I N G H O N G K O N G SEP TEMBER 2026

helped turn recognisable faces of deception into trusted voices of fraud prevention. The campaign dropped with the release of the music video “The Fraudsters’ Downfall” (騙徒不勝) across YouTube, Facebook and Instagram and mirrored posts with the anti-fraud boy band members. The video presented reallife scenarios of four corresponding scams, each paired with actionable prevention tips. The campaign extended beyond passive viewing by turning anti-fraud education into a live, fandom-style participation. The idol-style launch event, together with the anti-fraud truck roadshow and surprise flash mobs, created interactive “meet-the-band” moments where entertainment and education came together – deepening engagement, reinforcing prevention cues, and extending the campaign from on-site participation to online sharing. The event was partnered with media exposure, including TVB’s programme Scoop, alongside other media interviews. This positioned the four villain actors as the newest “boy band,” expanding the campaign into mainstream entertainment conversations. The campaign maintained a continuous offline presence – playing the hero music video on repeat to reach commuters and passers-by in real-world, hightraffic moments. WWW. MARK E TING– IN TE RAC TI VE . C OM

Best of Show – Agency

WPP Media

WPP Media won the prestigious Best of Show – Agency award. It took home 26 trophies – 12 golds, six silvers, and eight bronzes. These included work for Hang Seng Bank; “Truth Loop” for Midland Realty in collaboration with FiveStones; “Skip the Kung Fu 2.0” for Uber Taxi with Special Group and Omelette; “Promise always-on acquisition campaign” for Promise Finance; “0% Interest Rate 2026” for UA Finance; “Cartier omnipresence digital-to-door” for Cartier; “Democratising location intelligence” for Midland IC&I; “Cracking the mealtime code: Coca-Cola’s omnichannel demand engine” for The Coca-Cola Company with The Trade Desk; and "Go Smart!" for Promise Finance with Cheil PengTai. Among these, the “Skip the Kung Fu 2.0” campaign for Uber Taxi, created with Special Group and Omelette, stands out for its innovative approach and impact. Launched in August 2025, the ongoing campaign is targeting a mass audience. Uber Taxi’s 2024 “Skip the Kung Fu” campaign challenged the local habit of street hailing, with the tagline “大費功夫？Skip!” meaning “skip the effort”. The 2.0 campaign builds on that insight. Many Hongkongers see street hailing as a productive act, even when it is inefficient, as waiting for an app-booked taxi feels like idle time. The core message remains: stop searching and get going with a Uber Taxi. The 2.0 campaign builds on last year’s work by enhancing brand consideration and improving fare WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

transparency. Its goal is to overcome street-hail inertia and accelerate Hong Kong’s transition to e-hailing. The campaign pays homage to kung fu movies, with its visual style, pacing, choreography, and casting all drawing from the genre. It features Louis Koo and Nick Cheung, who are not only pop-cultural icons, but also trusted community figures – making them ideal messengers for behaviour change. The 2025 activities inaugurated with a marketfirst red-carpet activation, in which its 2024 star Koo arrived at the Hong Kong Film Awards in a Uber Taxi. It went further to sustain the social momentum with an unbranded viral video featuring Cheung in a staged street scuffle, amplified by local influencers. The hero video launch followed, with a dramatic press conference reveal for Uber Taxi, accompanied by new action-themed films and a rewritten iconic anthem to solidify brand association. This was immediately reinforced by OOH domination, strategically turning commuter pain points in high-traffic “waiting” zones into direct brand exposure, positioning Uber Taxi as the effortless solution. Out of the overall wins, WPP Media took home gold in five categories: Best Martech for CRM, Best Martech for Programmatic Advertising, Best Martech for Creative Content and Storytelling, Best Martech for AI-Driven Analytics and Insights, and Best Martech for Performance Marketing. The agency also received a silver award in Best Martech for eCommerce. S E PTE MB E R 2 02 6 MARK E TING HONG KON G 39

FEATURE

Can ‘Only in Hong Kong’ truly capture the city’s evolving soul?

40 M A R K ET I N G H O N G K O NG SEP TEMBER 2026

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FEATURE

Replacing the post-pandemic greeting of “Hello Hong Kong”, the Hong Kong Tourism Board’s new global campaign – “Only in Hong Kong” (只在香港 ) – trades generic hospitality for grit, texture, and visceral cultural moments. From neon-lit streets and mahjong games to hidden beaches, the initiative promises a multidimensional look at a city made to be “felt”. But behind the bold 16-colour visual identity and documentary-style films, can a tourism campaign truly capture Hong Kong’s shifting soul, or does it merely rebrand the same familiar symbols? Vanessa Yuen spoke to industry leaders to weigh up the hype against the reality.

The Hong Kong Tourism Board (HKTB) is making a pitch to the world with its new theme “Only in Hong Kong” (只在香港) – a global campaign built not on broad hospitality, but on the promise of experiences that exist nowhere else. Replacing the “Hello Hong Kong” global campaign launched in February 2023, the “Only in Hong Kong” campaign is inspired by the city’s rich cultural tapestry. Taking an authentic, documentary-style lens, it celebrates real moments, real settings, real culture, and real people.

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Moving beyond a place to see, the campaign reveals a Hong Kong made to be “felt”. By capturing the city’s sights, sounds, and rich flavours, “Only in Hong Kong” reveals the true soul of the city by transforming everyday moments into lifelong memories, according to a spokesperson from the Hong Kong Tourism Board. Unearthing insights “Only in Hong Kong” is built around four defining qualities of the city: Variety, vibrancy, contrast,

world-class, explained the spokesperson. This DNA has been brought to life through a distinctive visual system comprised of 16 bold colours, inspired by iconic elements of Hong Kong such as Dukling Red, Bauhinia Pink (洋紫荊粉), Ding Ding Green (叮叮綠), and Kai Tak Stadium Lavender (啟德紫). At the heart of the campaign is a distinctive visual identity. The “Only in Hong Kong” logo fuses the electric glow of Hong Kong’s neon street signs with the timeless imprint of a traditional Chinese signature seal.

S E PTE MB E R 2 02 6 MARK E TING HON G KON G 41

FEATURE

“This is a modern expression and a coming together of heritage and energy. At the base of this logo sits Asia’s World City highlighting Hong Kong’s status as a premier global destination where East meets West,” the HKTB spokesperson said. Furthermore, a video ad has also been launched. Moving beyond polished, conventional imagery, the campaign draws from real street scenes, capturing the textures, colours and authentic moments that define and differentiate the city’s authentic character. From bustling city energy to secluded natural escapes, and from Star Ferry rides and skyline hikes to Kai Tak Stadium, local neighbourhoods, mahjong, hidden beaches and world-class hotels and bars, the campaign reveals a multi-dimensional Hong Kong. This is a showcase of Hong Kong moments. The campaign started on global high-impact digital and social media platforms, followed by a broader mix of global and regional TV, localised media channels, and outdoor, across all source markets, bringing the campaign into everyday consumer touchpoints.

42 M A R K ET I N G H O N G K O NG SEP TEMBER 2026

“The campaign is an ongoing global effort to continuously showcase Hong Kong’s multidimensional appeal through authentic and relatable city moments. HKTB will continue to introduce new creative assets to keep the campaign fresh while highlighting different facets of the city,” the spokesperson said. To sustain momentum and further amplify visibility across all key source markets, HKTB will continue to leverage a multi-channel strategy. In parallel, HKTB will invite international KOLs, Mainland and overseas media to experience the city’s moments first-hand, amplifying the campaign through authentic and credible voices. Curious, witty, and playful, the campaign’s tone of voice embraces Hong Kong’s unique personality and sense of drama, said the spokesperson. “With tongue-in-cheek headlines such as ‘Here, every day is an event’ and ‘It’s where East meets best’, the campaign highlights how even a simple, everyday encounter, is infused with the energy of a grand occasion, charming visitors and inviting them to lean in, and experience the energy of the city.”

Can “Only in Hong Kong” truly capture the city’s uniqueness? This strategic shift from “Hello Hong Kong” to “Only in Hong Kong” is what Hong Kong needs, according to John Koay, chief creative officer of Omnicom Advertising Hong Kong. He describes it as a major step forward, noting the new platform allows for more stories to be told in a way that feels less contrived. “It’s textural, it’s visceral, and it resonates.” While “Hello Hong Kong” served as an invitation for the world to return after the pandemic, “Only in Hong Kong” gives people a clearer reason to choose the city by focusing on experiences they simply cannot find anywhere else, added Rudi Leung, director and founder of Hungry Digital. Leung praised the films, noting that he could almost smell and taste Hong Kong through the screen, and that the sound design effectively captures the city’s authentic rhythm and energy. “Hong Kong was never famous simply for its skyline or dim sum. What people really remember is the feeling of being here – the

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FEATURE

surprising and deeply human things that make the city unique. “The execution just does not push that idea far enough,” he added. Echoing Reynolds, Chris Kyme, co-founder and creative director of kymechow, agreed the campaign provides a good platform to build upon, noting the expression is already commonly used by locals when commenting on uniquely Hong Kong situations. With global perceptions of Hong Kong having shifted, Kyme said the city now needs to show how it has evolved, not just what has stayed the same, and this presents an opportunity.

energy, the contrasts, and the way East and West coexist,” he said. A different view comes from Andy Reynolds, founder and creative director of Imagination Riot, who observed that while the video captures a version of Hong Kong, it is the version everyone already knows. He added: “Neon, dim sum, markets, ferries and the skyline are all iconic, but the campaign feels more like a checklist of familiar symbols than a fresh point of view on the city.” Still, Reynolds sees potential in the “Only in Hong Kong” line to uncover the strange,

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What’s next for “Only in Hong Kong”? To truly succeed, industry experts believe the campaign must move past the safe and traditional tropes that Hong Kong has promoted for decades and embrace its contemporary subcultures. Reynolds said the campaign should find a new way to frame familiar stories. “Even familiar stories can feel fresh if they are shot differently, told through an unexpected character or built around a strong creative device.” The potential is there to show how Hong Kong has evolved, says Kyme, adding that while Hong Kong is a unique balance between tradition and modernity, the city has always promoted its traditional attractions over the decades, as seen in these films. The city has much more to show, he said, pointing to the new younger generation,

stunning new buildings, modern events such as Art Basel, and the everyday diversity that makes Hong Kong unlike any other city. Also calling for a balance, Omnicom Advertising’s Koay noted that while nostalgia is nice, looking forward is just as important. He pointed to the many developments in the pipeline, adding that Hong Kong has a chance to attract the subcultures that define today’s popular culture. “So not just the nice places to visit, but the cool, hidden gems only certain people know about such as colourful Fish Street in Mong Kok, the busy computer and gaming centres in Sham Shui Po, and the small fresh seafood eats in Ap Lei Chau. There’s a lot to be told that is ‘Only in Hong Kong’.” The campaign needs fresh chapters to surprise audiences, according to Leung, who pointed to the city’s growing arts and cultural scene, neighbourhood culture, independent cafés, waterfronts and creative communities as richer stories beyond just the landmarks. “Showing how Hong Kong has changed, while remaining unmistakably Hong Kong, would make the campaign even more compelling,” he said. The campaign shouldn’t be judged by whether Hong Kong people love it, but by whether it makes someone want to experience the city for themselves, as advertising can inspire a visit, yet only people create lasting memories, and every Hongkonger is part of that story, Leung points out. “If visitors leave feeling that Hong Kong has changed, yet remains unmistakably Hong Kong, then we’ve done our job.”

S E PTE MB E R 2 02 6 MARK E TING HON G KON G 43

SPOTLIGHT

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How to EXPAND successfully into Asia 44 M AR K ET I N G H O N G K O N G SEP TEMBER 2026

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SPOTLIGHT

For years, Australian brands have eyed Asia as the ultimate growth frontier. At MARKETING-INTERACTIVE’s inaugural EXPAND conference in Sydney, one message rang out loud and clear: there is no single playbook for success across the region. More than 150 marketers, founders and business leaders piled into Doltone House in Hyde Park to hear practical lessons from executives with experience leading brands across Asia. For Australian CMOs and strategists looking north, the takeaway is stark: capitalising on the region’s explosive growth will take far more than just copy-pasting domestic campaigns. Success in one of the world’s fastest-moving markets will hinge on deep cultural fluency, agile localisation, and precise executions. Setting the stage for us with an opening fireside chat was Merrill Pereyra, CEO of Domino’s Australia and New Zealand. With more than 35 years of leadership experience across 23 geographies, he has held senior executive and board roles with some of the world’s most recognised F&B and quick-service restaurant businesses, including Yum Restaurants, Pizza Hut, and QSR Brands. According to Pereyra, companies looking to expand into Asia should abandon the idea of a one-size-fits-all regional strategy and instead build market-specific approaches. “The real strategy has to be how you go about building a portfolio of marketplaces. It’s not one option. It’s not one opportunity, and it’s not one market,” He advised attendees to prioritise localisation, conduct thorough due diligence

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on partners, and innovate continuously while staying true to their brand values. One of the biggest challenges brands face when expanding into Asia is navigating the region’s fragmented media landscape. Marketers in Asia are juggling marketplaces, live-stream commerce, creator ecosystems and traditional media, all while being expected to prove ROI on every dollar spent. That’s before they even begin measuring what’s actually driving results. Byron Munson, vice president of APJ at Supermetrics, a marketing intelligence platform that helps organisations turn historical performance data into future action, said the real challenge isn’t the sheer number of platforms, but bringing data together to generate meaningful insights and smarter marketing decisions. He added that brands looking to expand into Asia need to recognise that every market operates differently. While technology is reshaping how brands engage consumers, innovation alone is no longer enough. From AI-powered activations and immersive experiences to retail innovation, brands are experimenting at a rapid pace. But without cultural relevance,

even the most cutting-edge campaigns risk falling flat. According to Jason Yong, founder and CEO of Unicom Marketing, brands need to pair innovation with cultural equity to create experiences that truly resonate. With more than 15 years of experience, Yong has built his career around understanding consumer journeys and using technology, data and creative thinking to transform brand ideas into memorable experiences. While creator marketing continues to grow across the region, he said brands should not overlook the value of in-person experiences. While his presentation brought to life practical executions, the panel that followed shed light on the strategic thinking required for market expansion and local resonance. Allie Sparr, global head of brand and marketing at Envoyage, part of Flight Centre Travel Group, shared how localised customer behaviour drives its market strategy. “What [market expansion] looks like is different in every country – different content, different nuances – it ultimately comes from the customer and what they are driving,” Sparr said. “Their willingness to use a travel advisor, and how they bring that into their culture and

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SPOTLIGHT

perception, is very different. That’s certainly something we’ve needed to look at from a local perspective.” Adding to the conversation, Alisha Thornley, global head of marketing at Seafolly, who oversees marketing across the company’s global portfolio, highlighted the necessity of flexible pricing strategies across borders. “It’s really easy to assume that it’s one playbook per market. But what really surprised me in Singapore, specifically for Seafolly, is that there are actually two playbooks we need to use for the same market,” Thornley noted, pointing out the distinct behaviours of their local shoppers versus tourist clientele. Sundip Mace, founder of Sun Maison, who helps brands such as W Hotels, Sheraton, Gulf Air, and Fiji Airways unlock growth and strengthen their market positions, emphasised the operational pillar of expansion alongside a brand narrative. “The global story and expression help bring relevance,” she said. “Where a hotel is sharing a local story, instead of using a generic fragrance, using [local elements] helps communicate that narrative. A local story feels real.” Meanwhile, Matthias Blume, vice president of alcohol ready-to-drink for ASEAN and South Pacific at The Coca-Cola Company, rounded up the discussion by emphasising the value of

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listening to regional insights while building longterm brand differentiation. The panel reminded audience members that a successful expansion is about adapting to each market without losing what makes your brand distinctive. During his keynote presentation, director of Julie’s Biscuits, Sai Tzy Horng, who has led the brand’s growth across Singapore, Indonesia, Thailand, the Philippines, and Hong Kong, reflected on the lessons the company has learned from expanding across Asia. He admitted one of Julie’s biggest mistakes was producing a single campaign for both China and Thailand, which won creative accolades, but failed commercially because it tried to appeal to two very different audiences. Sai said that brands need to respond to the unique dynamics of each market, particularly as consumer behaviour, retail channels, and regulations evolve rapidly across the region. Keeping to the theme of local partnerships and building relationships, PR agency founder and CEO Oliver Budgen, who runs Bud Communications, argued that a successful market expansion depends not on how loudly brands communicate, but on whether their actions consistently match their promises.

“When intention, perception, and proof align – that’s where trust is earned. And that’s even more important than visibility,” he said. One of the platforms that has gained significant prominence over the past year is Xiaohongshu, otherwise known as RedNote. Giving an in-depth understanding of the platform was Jeffrey Hau, co-founder and CEO of PRIZM Group. Hau founded PRIZM in 2012 and has grown the business into a regional agency of more than 200 people across Hong Kong, Singapore, Australia, New Zealand, Japan, and China. He highlighted the massive commercial potential of Chinese travellers and diaspora in markets such as Australia, noting that over 700,000 local Xiaohongshu users represent a high-value, long-stay audience. “Chinese tourists to Australia stay for months visiting family, spending five to six times more than UK or US visitors,” Hau noted. “We have over 700,000 Xiaohongshu users in Australia alone – that’s a larger population than Tasmania or Canberra.” Meanwhile, Monica Zheng, managing director of Weixin Pay Oceania, explained to the audience the power of WeChat. Today the platform has evolved way beyond a messaging app and is one of the world’s most sophisticated digital ecosystems, bringing

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SPOTLIGHT

together communication, payments, commerce and customer engagement in a way that’s still difficult to imagine in many global markets. To help local merchants capitalise on this opportunity, she outlined a strategy to bridge operational gaps and engage mobile-first consumers across their entire journey. “The answer lies in creating a seamless pretrip, in-trip, and post-trip closed loop. So, before they arrive, you have to drive their attention and discovery, even make them make a pre-booking through social seeding, and when they’re in the store, you need to eliminate the friction with fast payment,” she explained. Commenting further on the creator economy was Nathan Powell, co-founder and chief product and strategy officer at Fabulate, an AI-powered creator marketing platform helping brands turn creator influence into measurable growth. Powell argued the traditional flow of marketing innovation has reversed. While brands have long looked to the US for best practices, Southeast Asia is now setting the benchmark in creator marketing, particularly through social commerce, livestreaming, affiliate ecosystems and integrated creator campaigns. Flying in from Hong Kong, Ronald Wong, group chief marketing officer at Tam Jai International, one of the city’s most recognised

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fast-casual dining groups, shared how the brand is modernising its visual marketing and content strategies to capture consumer attention in new markets. He said: “We used to have a static key visual of key products, but that’s not the game anymore. We have to step up and evolve. Our product needs to fly visually – otherwise, they just scroll past on their phone.” The next phase of growth at home While we spent the whole day talking about growth in Asia, it was also important to take a minute to understand the changing demographics within Australia. According to the Australian Bureau of Statistics census data, approximately 17% to 17.4% of Australia’s population identifies as having Asian ancestry. Unpacking what this means for marketers, the panel agreed that Australia’s changing demographics demand more than simply importing successful ideas from Asia. Instead, brands need to distinguish between fleeting trends and lasting consumer behaviours, using local insights to determine which innovations are worth adapting for the Australian market. Michelle Wee, general manager of marketing, ANZ, at Hisense, said, “Our role is

to really understand what consumers need, what their pain points are, and to be able to be creative and understand what their expectations are (and) to create products that actually solve their pain points.” Building on that, Sebastian Cruz, group eCommerce leader at Laser Clinics Australia, said marketers should look beyond social media trends and analyse search behaviour, which often reveals emerging consumer demand before it reaches the mainstream. Rounding up the conversation was Serge Costi, general manager of international marketing at Noumi. In his opinion, brands should focus on developing products that solve genuine consumer needs and fit local consumption occasions, rather than reacting to every viral moment. While trends can present opportunities, he cautioned that brands need to distinguish between short-lived fads and lasting consumer behaviour.

Special thanks to Supermetrics, our exclusive Table Talks sponsor; platinum sponsors PRIZM Group and Weixin Pay; silver sponsors Bud Communications, Fabulate, and Unicom Marketing; brand sponsor Redhill; event partner Pigeonhole; and Lighthouse Events for helping bring the conference to life.

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The power of memorable live experiences took centre stage on 16 July at Hotel ICON as the 2026 Marketing Events Awards recognised the most creative initiatives reshaping North Asia’s marketing scene. The celebration came at a pivotal moment for the city’s event economy. Writing in his weekly blog, Financial Secretary Paul Chan highlighted that Hong Kong expects to welcome over 1.85 million visitors for the remainder of the year as it hosts over 100 mega events. Capturing this high-energy momentum, this year’s awards saw 370 entries across 37 categories. Evaluated by an independent panel of 23 senior brand-side judges, a total of 115 trophies were presented to the top brands and agencies that pushed the boundaries of experiential marketing. MARKETING-INTERACTIVE would like to thank our judges for their dedication and congratulate all finalists whose exceptional work continues to elevate the region’s event ecosystem.

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PANEL OF JUDGES ISAAC LAU

PHYLLIS WONG

Marketing Director 24/7 FITNESS

Head of Account Management & Marketing ASUS Technology (HK)

DANNY WU

REKKY LIU

VP and Head of Digital & Marketing Blue Insurance

KAMAN CHAN

ANNA HO

ZIV WANG

General Manager HK and Macau K-Swiss Global Brands

RENEE SIN

KEY NG

ANGELA CHAN

Senior Director, Marketing Communications, Asia Pacific TransUnion

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Head of Marketing Leading Nation Hospitality

Director of Communications Mira Hotel Collection

MILKY LAU

Deputy General Manager, Sales and Marketing Octopus Cards

MIKO LAU

Head of Marketing Hong Kong Hereditary Breast Cancer Family Registry

MANCY HOWE

JOANNE YUE

Chief Marketing Officer Medialink Group

Vice President, Brand and Communications OCBC

SHIRLEY CHOY

Director of Marketing Hong Kong Ballet

JOANNA HO

Head of Marketing and Communications KGI Asia

Head of Marketing Cathay Cargo

ALEXIA CHOW

Director, Marketing & Communications Gaw Capital

Head of Marketing, Hong Kong & Macau Marsh

RICARDO LO

Head of Marketing, Asia Pacific Canali

LESLIE TANG

Head of Marketing and Public Relations EGL Tours Company

TEREZA HUI

Senior Head of Payment Business (Business Development & Marketing Communications Bank of China (Hong Kong)

Assistant General Manager, Marketing (Trading) Uni-China Group

KATELYN JIANG

Head of APAC Marketing & Global Segment Marketing Lead MSCI

VIVIAN LEE

Group General Manager, Corporate Marketing, Communications & Sustainability Sino Group

ERNEST SIU

Director of Marketing ZOTAC

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Best Integrated Event

Best Audience Growth Event

GOLD

PrimeCredit Brand: WeWa Card Campaign: WeWa Plays Big: Pak Pak Pak World Record Challenge Agency: Project Doloo

Festival Walk Campaign: BABY MIRROR GO ROUND Agencies: Madlab, The Bridge Agency

SILVER

SILVER Bank of China (Hong Kong) Brand: Banking TrendyToo Campaign: Banking TrendyToo x Music Panda Special:《TrendyToo SPLASH!》

Swire Properties Brand: Citygate Outlets Campaign: Citygate Outlets x Calbee “A Golden-Crisp New Year” Agencies: BBG Promotion, Boxing Promotions

BRONZE

Central Market, Chinachem Group, NBA Hong Kong Campaign: Central Market x NBA “Game On! @Central Playground” Agencies: Neonet Creative and Production, Fame Union International

Chow Sang Sang Jewellery Company Campaign: Chow Sang Sang’s Innovative & Penetrative 360 Marketing Campaign Agencies: Sekgamdong, Ogilvy Hong Kong, Grey Group Hong Kong, Sage House

Best Brand Experience and Activation

Best Content Creation Event

GOLD

MHK Restaurants Brand: McDonald’s Hong Kong Campaign: Back to the Beginning Agencies: BBDO Hong Kong, OMD Hong Kong

SILVER

Chow Sang Sang Jewellery Company Campaign: Chow Sang Sang’s Innovative & Penetrative 360 Marketing Campaign Agencies: Sekgamdong, Ogilvy Hong Kong, Grey Group Hong Kong, Sage House

Henderson Leasing Agency Brands: MCP CENTRAL, MCP DISCOVERY Campaign: MCP x Disney Princess Summer Blossom Gardens Agencies: MakeItLoud, Boxing Promotions

BRONZE

MTR Malls Brand: PopCorn Campaign: PopCorn Pop Into More Colors Brand Activation Agency: dentsu Hong Kong

Ocean Park Hong Kong Campaign: Global Celebration of Panda Twins’ First Birthday Agency: KREW

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Best Event – Corporate Social Responsibility

Best Event – Arts / Leisure / Entertainment

GOLD

CTF Life, Kai Tak Sports Initiative Campaign: CTF Life Title Sponsors: Kai Tak Sports Initiative “Fencing Plus” Training Programme

Festival Walk Campaign: BABY MIRROR GO ROUND Agencies: Madlab, The Bridge Agency

SILVER

Henderson Leasing Agency Brands: MCP CENTRAL, MCP DISCOVERY Campaign: MCP Wish Come True Sustainable Fashion Competition Agency: Boxing Promotions

Macao Government Tourism Office (MGTO) Campaign: CreatorWeek Macao Agency: Branded

BRONZE

MHK Restaurants Brand: McDonald’s Hong Kong Campaign: From Bites to Beats Agencies: BBDO Hong Kong, Commercial Radio Productions, OMD Hong Kong

Maxim’s Group, The Hong Kong China Gas Company Brand: Silver Hair Yum Cha x GENTLEMEAL Campaign: Silver Hair Yum Cha 10th Anniversary cum GENTLEMEAL Launch Event

Best Festive Event

Best Event – Creative

GOLD

AIA Carnival Campaign: AIA Carnival 2025/2026 A Beloved Winter Tradition Agency: Great Entertainment Group

SILVER Lee Tung Avenue Management Company Campaign: Luminous Carnival Agency: Globall Concept Asia

BRONZE Sino Group Campaign: “Windows of Wonder” Festive Illumination

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PrimeCredit Brand: WeWa Card Campaign: WeWa Plays Big: Pak Pak Pak World Record Challenge Agency: Project Doloo

SILVER Blackbird Concessionaires Brand: Ferrari Campaign: Ferrari 849 Hong Kong Launch – The Tunnel Run

BRONZE Uni-China Group Brand: Hong Kong Market Campaign: Beliverpool Market Agency: Hardchi Creative

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Best Event – Financial / Insurance

Best Use of Venue

GOLD

Standard Chartered Bank (Hong Kong) Campaign: SC Invest – Time for What Truly Matters Agencies: dentsu Hong Kong, Leo Hong Kong, MSL, Accenture Song

Hongkong Land Brand: LANDMARK Campaign: Metamorphosis Agencies: Ogilvy Hong Kong, Serious Staging, COI, MSL

SILVER

Alipay Payment Services (HK) Brand: AlipayHK Campaign: Claim Your Stage with AlipayHK Agency: Go In Marketing

MTR Corporation Campaign: “The Formless Way: Memorialising 85 years since Bruce Lee's birth” Exhibition

BRONZE

Cityplaza Hong Kong Campaign: Cityplaza x NBA “Live The Game!” Agencies: Neonet, Boxing Promotions, Fevaworks

HKEX

Campaign: HKEX Gong Tour Agency: Sinclair

Best Event – Retail

Best Event – Public Awareness

GOLD

CMY

Fairwood Holdings Brand: Fairwood Campaign: Fairwood Soft Meal Product Launch Campaign Agency: Hardchi Creative

GOLD

SILVER D·PARK

Campaign: Gachapon Christmas Carnival @ D·PARK

Agency: MAD Ideas

SILVER Henderson Leasing Agency

Brands: MCP CENTRAL, MCP DISCOVERY Campaign: MCP x Disney Princess

Festival Walk Campaign: BABY MIRROR GO ROUND Agencies: Madlab, The Bridge Agency

SILVER Cityplaza Hong Kong Campaign: Cityplaza “Sweetmas” Agencies: ANON, Boxing Promotions, Fevaworks

Summer Blossom Gardens

Agencies: MakeItLoud, Boxing Promotions

BRONZE Henderson Land Campaign: Henderson Land x Cj Hendry Flower Market Hong Kong Agencies: Pen & Paper, 6 Degrees PR

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BRONZE Chow Sang Sang Jewellery Company Campaign: Chow Sang Sang’s Innovative & Penetrative 360 Marketing Campaign Agencies: Sekgamdong, Ogilvy Hong Kong, Grey Group Hong Kong, Sage House

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Best Event – Targeted Community

Best Event Design & Production

GOLD

Fairwood Holdings Brand: Fairwood Campaign: Fairwood Soft Meal Product Launch Campaign Agency: Hardchi Creative

GOLD

SILVER CW Exhibition Brand: Doggo Fest Campaign: Doggo Fest 2025 Agency: Good Work Collective

Blackbird Concessionaires Brand: Ferrari Campaign: Ferrari Amalfi Hong Kong Launch on a Mega Yacht

SILVER MHK Restaurants Brand: McDonald’s Hong Kong Campaign: Back to the Beginning Agencies: BBDO Hong Kong, OMD Hong Kong

BRONZE AsiaWorld-Expo

Campaign: From Delegates to Devoted Advocates: Engineering a Fan Centric Experience at the 92nd UFI Global Congress

BRONZE

Swire Properties Management Brand: Pacific Place Campaign: Ticket to Christmas Agency: Anonymous

Maxim’s Group, HKCSS, Sino Group Brand: GENTLEMEAL Campaign: “GENTLEMEAL x Care Food Incubation Scheme and Community Program” Launch Ceremony

Best Exhibition Event

Best Experiential Event

GOLD

CoinDesk

Campaign: Consensus Hong Kong 2026 Agency: MCI Hong Kong & Macau

SILVER Sino Group Brand: Olympian City Campaign: Olympian City “A Timeless Dialogue with Xu Beihong”

BRONZE Peak Tramways Company, The Peak Tower Campaign: Hong Kong: Through the Looking Glass’ Miniature Exhibition Agency: Joyful Miniature Association

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MHK Restaurants Brand: McDonald’s Hong Kong Campaign: Back to the Beginning Agencies: BBDO Hong Kong, OMD Hong Kong

SILVER PrimeCredit Brand: WeWa Card Campaign: WeWa Plays Big: Pak Pak Pak World Record Challenge Agency: Project Doloo

BRONZE Alibaba Cloud Campaign: Cultural Tech Fusion: Alibaba Cloud and the Spirit of Cha Chaan Tech – Alibaba Cloud Hong Kong Summit 2025 Agency: Moxie

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Best Engaging Event

Best Immersive Experience

GOLD

MHK Restaurants Brand: McDonald’s Hong Kong Campaign: Back to the Beginning Agencies: BBDO Hong Kong, OMD Hong Kong

SILVER

Jebsen & Co. Brand: Blue Girl Beer Campaign: Blue Girl Beer Dai Pai Dong Brand Event Agency: LORE

adidas

Campaign: ADIDAS SS26 TRADE MEETING BRAND SHOW

Agency: amc asia!

BRONZE

China Hong Kong City, Sino Group Campaign: Car Boot Christmas Market 2025 Agencies: Higher Purpose Company, Start from Zero

Sino Group Brand: Olympian City, STAYFUN Campaign: Olympian City × STAYFUN: Animal Care Intern

Best Anniversary Event

Best Launch / Rebranding Event

GOLD

MHK Restaurants Brand: McDonald’s Hong Kong Campaign: I’m lovin’ 50 Agencies: BBDO Hong Kong, OMD Hong Kong

SILVER

Fairwood Holdings Brand: Fairwood Campaign: Fairwood Soft Meal Product Launch Campaign Agency: Hardchi Creative

SILVER

Rubicon Media Brands: Vogue Hong Kong, GQ Hong Kong Campaign: DOUBLEVISION 2026 Agencies: EX-R Consulting, Rubison Marketing Solutions

Blackbird Concessionaires Brand: Ferrari Campaign: Ferrari Amalfi Hong Kong Launch on a Mega Yacht

BRONZE

Eagle Property Management (CP) Brand: Langham Place Campaign: WOW! We Play – 20th Anniversary Transformation Platform

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Blackbird Concessionaires Brand: Ferrari Campaign: Ferrari 849 Hong Kong Launch – The Tunnel Run

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Best Sponsorship / Partnership Event

Best Outdoor Event

GOLD

CHARGESPOT Campaign: Powering Hong Kong Pride – Homegrown Energy

GOLD

Ocean Park Hong Kong Campaign: Global Celebration of Panda Twins' First Birthday Agency: KREW

GOLD

Lee Tung Avenue Management Company Campaign: Luminous Carnival Agency: Globall Concept Asia

SILVER Peak Tramways Company Campaign: Disney’s “Mickey Keep It Real” Campaign at The Peak Agencies: MakeItLoud, Boxing Promotions

SILVER Cirque du Soleil KOOZA HK Brand: UBS Campaign: Cirque du Soleil HK Agency: Great Entertainment Group

BRONZE Cathay

Campaign: Time Travel Agencies: Leo Hong Kong, MSL Group,

BRONZE College of Liberal Arts and Social Sciences at CityUHK Campaign: FASHION TO RECONNECT: A Tale of Two Style Capitals Agency: Poem Communications

Digitas Hong Kong

Best Pop-up Experience

Best Mall Event

GOLD

Chow Sang Sang Jewellery Company Campaign: Chow Sang Sang’s Innovative & Penetrative 360 Marketing Campaign Agencies: Sekgamdong, Sage House, Grey Group Hong Kong, Ogilvy Hong Kong

SILVER Festival Walk Campaign: BABY MIRROR GO ROUND Agencies: Madlab, The Bridge Agency

BRONZE Uni-China Group Brand: Hong Kong Market Campaign: Beliverpool Market Agency: Hardchi Creative

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Hongkong Land Brand: LANDMARK Campaign: Metamorphosis Agencies: Ogilvy Hong Kong, Serious Staging, COI, MSL

SILVER Lee Tung Avenue Management Company Campaign: Luminous Carnival Agency: Globall Concept Asia

BRONZE Swire Properties Management Brand: Pacific Place Campaign: Ticket to Christmas Agency: Anonymous

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Best Use of Social Media

Best Sustainability Event

GOLD

Swire Properties Brand: Citygate Outlets Campaign: Dive into Summer Campaign Agency: Hardchi Creative

College of Liberal Arts and Social Sciences at CityUHK Campaign: FASHION TO RECONNECT: A Tale of Two Style Capitals Agency: Poem Communications

SILVER

Swire Properties Campaign: White Christmas Street Fair Agency: Ciao And Cheers

Ocean Park Hong Kong Campaign: Global Celebration of Panda Twins’ First Birthday Agency: KREW

BRONZE

Henderson Leasing Agency Brands: MCP CENTRAL, MCP DISCOVERY Campaign: MCP Wish Come True Sustainable Fashion Competition Agency: Boxing Promotions

MTR Corporation Brand: MTR Malls – THE SOUTHSIDE Campaign: “MADE in THE SOUTHSIDE” Agency: LEWIMAGE

Best Use of Budget

Best Use of Gamification / Contests

GOLD

Henderson Leasing Agency Brands: MCP CENTRAL, MCP DISCOVERY Campaign: MCP Wish Come True Sustainable Fashion Competition Agency: Boxing Promotions

SILVER

Chinachem Group Campaign: Pungry Army in Da House Gourmet Fest Agency: NoTwo HK

SILVER

MakeItLoud Brand: Merry Balloon Campaign: Merry Balloon Hong Kong 2025

PrimeCredit Brand: WeWa Card Campaign: WeWa Plays Big: Pak Pak Pak World Record Challenge Agency: Project Doloo

BRONZE

Central Market, Chinachem Group, NBA Hong Kong Campaign: Central Market x NBA “Game On! @Central Playground” Agencies: Neonet Creative and Production, Fame Union International

Swire Properties Brand: Citygate Outlets Campaign: Citygate Outlets x BIG HUGS “SPARKTACULAR Christmas” Agency: Cymballe

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Explore more

Best Use of Merchandise

Best Use of Influencer

GOLD

Festival Walk Campaign: BABY MIRROR GO ROUND Agencies: Madlab, The Bridge Agency

SILVER Henderson Leasing Agency Brands: MCP CENTRAL, MCP DISCOVERY Campaign: MCP x Disney Princess Summer Blossom Gardens Agencies: MakeItLoud, Boxing Promotions

GOLD

The Development Bureau of the HKSARG, Construction Industry Council Campaign: Hong Kong Infrastructure No.1 Agencies: Above The Line Company, Metta Communication

SILVER Standard Chartered Bank (Hong Kong) Campaign: SC Invest – Time for What Truly Matters Agencies: dentsu Hong Kong, Leo Hong Kong, MSL, Accenture Song

BRONZE Festival Walk

Campaign: Chill Guy . Chill Walk Pop-up Store

Agencies: AMAZ, The Bridge Agency

BRONZE

PrimeCredit Brand: WeWa Card Campaign: WeWa Plays Big: Pak Pak Pak World Record Challenge Agency: Project Doloo

Uni-China Group Brand: Hong Kong Market Campaign: Hong Kong Market 12th Anniversary Campaign 2026 Agency: The Bridge Agency

Best Use of Omnichannel

Best Story-Telling Event

GOLD

Standard Chartered Bank (Hong Kong) Campaign: SC Invest – Time for What Truly Matters Agencies: dentsu Hong Kong, Leo Hong Kong, MSL, Accenture Song

MHK Restaurants Brand: McDonald’s Hong Kong Campaign: Back to the Beginning Agencies: BBDO Hong Kong, OMD Hong Kong

SILVER

Ocean Park Hong Kong Campaign: Ocean Park Halloween Fest 2025: The Cursed Collection – Everything taken demands a soul Agency: The Bread Digital

Henderson Leasing Agency Brand: MOSTown Campaign: MOSTown x The World of Eric Carle “MOST-Whimsical Summer” Agencies: Beeple Company, Boxing Promotions

BRONZE MakeItLoud Brand: Merry Balloon Campaign: Merry Balloon Hong Kong 2025

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BRONZE Festival Walk Campaign: Chill Guy . Chill Walk Pop-up Store Agencies: AMAZ, The Bridge Agency

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Best Use of Tech

Event Team of the Year (Agency)

GOLD

AIA Carnival Campaign: AIA Carnival: Hong Kong's Winter Tradition Agencies: Zicket, Magnificent Media, OCPR

Clearwater Communications

SILVER Sino Group Brand: Hong Kong Gold Coast Campaign: Hong Kong Gold Coast Hydrangea Festival Agencies: Oasis Brand Communications, OWOWWW Creative

SILVER Sino Group Brand: Olympian City Campaign: Olympian City “A Timeless Dialogue with Xu Beihong”

Globall Concept Asia

MakeItLoud

BRONZE MTR Corporation Brand: MTR Malls – Telford Plaza Campaign: Telford Community 45th Anniversary Celebration Agencies: Strategic Communications Consultants, CMRS Digital Solutions

Best Event – Health / Wellness / Fitness

Pen & Paper

Event Team of the Year (Brand)

AsiaWorld-Expo

GOLD

Central Market, Chinachem Group, NBA Hong Kong Campaign: Central Market x NBA “Game On! @Central Playground” Agencies: Neonet Creative and Production, Fame Union International

Langham Place

SILVER CTF Life, Kai Tak Sports Initiative Campaign: CTF Life Title Sponsors: Kai Tak Sports Initiative “Fencing Plus” Training Programme

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TST Team (Leasing Marketing & Promotions), Sino Group

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Event Marketer of the Year

MCDONALD’S HONG KONG

Standing out from the crowd and impressing the jury was McDonald’s Hong Kong, which took home nine trophies in total – seven golds, one silver, and one bronze for a number of thought-provoking campaigns: “I’m lovin’ 50”, “Back to the Beginning”, and “From Bites to Beats”. The “Back to the Beginning” campaign stood out as McDonald’s Hong Kong’s most remarkable initiative, and impressing the judges the most. Running from 14 September to 19 October 2025, the campaign was done in collaboration with the Event Agency of the Year winner, BBDO Hong Kong, and media agency OMD Hong Kong. To celebrate McDonald’s Hong Kong’s 50th anniversary, the campaign returned to the brand’s origins. Social listening showed that Hongkongers value their own restaurant memories over corporate milestones. Daily conversations about past menu items, toys, uniforms, and store designs confirmed this. To build brand love, the brand could not be the star. It had to be the platform. The campaign transformed McDonald’s Hong Kong’s 1975 origin story into an immersive nostalgic experience, boosting both brand and business. It launched with “Back to the Beginning”, a 10-minute period drama featuring local actor Nicholas Tse as the first store manager, James Chu. The film showed Chu and his 7 0 M A R K ET I N G H O N G K O NG SEP T EMBER 2026

rookie crew frantically preparing for opening day, only to be flooded by a huge crowd on Paterson Street. The campaign also relocated the film set to the West Kowloon Cultural District as a ticketed immersive exhibition, where fans explored a 1975 storefront and curated zones across 50 years of history. The centrepiece was a one-toone recreation of Hong Kong’s first McDonald’s on Paterson Street, allowing visitors to step back into the brand’s 1975 origins. It transformed the brand’s history into a tangible and walk-through experience. Beyond the restaurant, the exhibition recreated 1975 Paterson Street as a nostalgic streetscape with period details and neon signage evoking 1970s Causeway Bay. This gave the experience a richer sense of time and place, turning the visit from a store replica into an immersive glimpse of old Hong Kong. The exhibition also featured zones such as The Grimace Book Store, which turned classic packaging, posters, and tray mats into cultural artifacts, showing McDonald’s deep roots in Hong Kong’s collective memory. Meanwhile, The Hamburglar Boutique traced the evolution of crew uniforms across generations, celebrating both the design and the people behind the brand’s everyday presence in Hong Kong. WWW. MARK E TING– IN TE RAC TI VE . C OM

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Event Agency of the Year

BBDO HONG KONG

Meanwhile, BBDO Hong Kong, the creative agency behind the “Back to the Beginning” campaign, won the prestigious Event Agency of the Year award. The agency took home nine trophies in total – seven golds, one silver, and one bronze for its work on McDonald’s Hong Kong’s “I’m lovin’ 50”, “Back to the Beginning”, and the “From Bites to Beats” campaigns. The “From Bites to Beats” campaign, also born from McDonald’s 50th anniversary, aimed to generate citywide buzz and drive participation for the “McDonald’s 50th Anniversary ‘i’m lovin’ it’ Concert”. This one-night music event brought the city’s shared soundtrack to life, while driving donations to Ronald McDonald House Charities (RMHC) and lifting brand perception through stronger relevance scores. This campaign was drawn from McDonald’s decadeslong participation in Hong Kong pop culture. For years, 7 2 M A R K ET I N G H O N G K O N G SEP T EMBER 2026

the brand’s advertising has tapped into the latest stars and music. With its 50th anniversary, McDonald’s aimed to create a pop culture event that celebrated this legacy. Featuring a once-in-a-lifetime stage collaboration between Nicholas Tse, Eason Chan, Keung To, Mirror, Hins Cheung, Joey Yung, and Softhard, the campaign democratised access by making tickets “not for sale”. The only way to get in was to donate to RMHC, transforming the concert into a citywide movement for good. From nostalgic McDonald’s jingles and TVCs to timeless Cantopop hits, the evening was a joyful tribute to five decades of connection between McDonald’s and the Hong Kong people. Brand elements such as iconic McDonaldland characters were also featured on the stage as performers. WWW. MARK E TING– IN TE RAC TI VE . C OM