<< Back to Winners

Corporate Branding Campaign of the Year


Silver
Campaign Title

Link Cheers Express
Client

Link Asset Management
Agency

-

Studies have shown that people in Hong Kong are busier than ever, and are spending less and less time with family and friends. This not only translates into weaker interpersonal bonds, it also has a wider impact on the entire community.

 

In 2015, Link launched a high-profile rebranding campaign to celebrate the 10th Anniversary of its IPO, and utilised this moment to launch an inspirational series of activities – “Cheers Express” – to help everyone in the community, to strengthen their personal bonds in four key areas, namely neighbours, grandparents and grandchildren, friends and couples.  

 

"Cheers Express” was the first-ever food truck event in Hong Kong. In order to strengthen the connection of people in the community, we used a daily essential – food. Celebrity chefs were invited to tailor-make dishes on the four themes of relationships. Local artists were also invited to decorate the giant containers with art installations on the four themes, and shared their personal experience of bonding. Since clapping is a simple yet easy way to build bonds between people, Link invited Eli Bishop, the Guinness World Record holder of ‘Most Claps in a Minute’ (1,020 times), to pay his first visit to Hong Kong and spread joy in the community through clapping.

 

Silver
Campaign Title

Igniting Possibilities, Sparking Joy
Client

DBS Bank (Hong Kong)
Agency

Guru Online; MEC; OMD; MUSE; Fevaworks Solutions

DBS is seeking to challenge traditional perceptions of banks and banking by sparking joyful experiences that connect businesses and communities, illuminate the lives of people everywhere through creativity and innovation, and much more. This is at the heart of the “Igniting Possibilities, Sparking Joy” campaign, which provided people with the opportunity to spark joy and creativity and give back to the Hong Kong community.

"Igniting Possibilities, Sparking Joy” spanned two phases over the course of nine weeks in the months of March 2015 and September 2015.It was a holistic 360-degree PR-led campaign that encompassed traditional and digital media, and more. The ideation of “Spark” spread across billboards, TV, the internet, newspapers, PR and charity events and more, to illuminate Hong Kong and the community through creativity and innovation.

The conclusion of both phases of the campaign saw DBS Bank (Hong Kong) Limited generate more online buzz and gain the highest share of voice among the other banks in Hong Kong.

 

Bronze
Campaign Title

KFit Stretches into APAC with Fitness Sharing Model
Client

KFit
Agency

FleishmanHillard Hong Kong

While fitness club memberships in the U.S stand at 16%, in APAC it is less than 4%. For fitness brand and app KFit that offers members highly personalized fitness experiences, this was an opportunity to get the fitness business in the region moving in a stronger direction.

 

The team created a 360-degree stakeholder communications campaign to attract investors, business partners and members to kick off the launch of KFit in May 2015. The results were impressive, with KFit expanding into 10 cities – a milestone that ended up taking only seven months to achieve instead of the originally-planned 12 months. KFit attracted some USD15M in capital from top-tier venture capitalists and investors. It recorded a five-fold surge in club partners to 5,000 in nine months. In the last six months alone, KFit members have made over 250,000 reservations in different classes and activities. A reservation is made every minute.