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Marketing magazine is proud to present the ninth edition of Marketing Excellence Awards in Hong Kong. Designed to recognise outstanding work in Hong Kong’s marketing industry, it is one of Hong Kong’s largest awards shows to celebrate the region’s top marketers.

Judged solely by an independent panel of industry leaders and senior marketers, the awards present the perfect opportunity to recognise the companies that have pushed their brands towards measurable success and to claim your position at the forefront of this success.

Winning a trophy at Marketing Excellence Awards is not only proof of your great work in the industry, but also a crucial in-house tool for you to celebrate the wealth of talent in your department. Enter today to ensure you have a chance to be recognised as the best in the industry!

We look forward to receiving your submissions. All the best!

Awards Categories

CATEGORIES1. Excellence in Advertising2. Excellence in Branded Content3. Excellence in Content Marketing4. Excellence in Corporate Social Responsibility5. Excellence in Creative Design6. Excellence in CX/UX7. Excellence in Customer Engagement8. Excellence in Data-Driven Marketing9. Excellence in Digital Marketing10. Excellence in Exclusive Event11. Excellence in Experiential Marketing12. Excellence in Event Marketing13. Excellence in Financial Marketing14. Excellence in Health & Beauty Marketing15. Excellence in Innovation16. Excellence in Insurance Marketing

17. Excellence in Integrated Marketing18. Excellence in KOL Partnership19. Excellence in Launch/Rebranding20. Excellence in Lifestyle & Entertainment Marketing21. Excellence in Loyalty Marketing22. Excellence in Mass Event23. Excellence in Media Strategy24. Excellence in Mobile Marketing25. Excellence in Online Video26. Excellence in Partnership27. Excellence in Programmatic Marketing28. Excellence in Public Relations29. Excellence in Retail Marketing30. Excellence in Social Media31. Excellence in Targeted Event32. Excellence in Use of Technology

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To ensure a smooth entry submission, please go through these guidelines thoroughly before you proceed.

All entries, supporting documents and required materials are to be submitted online here: https://awards.marketing-interactive.asia/mea-hk-2020/entry-submission by 7 August 2020, 6pm.

Important: To ensure a fair result, Marketing enforces a system where judges will not have access to entries submitted by their own organisation or other organisations from the same industry.

ELIGIBILITY All work, campaigns or initiatives must have been conceptualised, created or carried out in the Hong Kong market, or for a regional and/or global market that included the Hong Kong market.

Eligibility period: All work, campaigns or initiatives must have been launched or active between the eligibility period of 1 August 2019 to 31 July 2020. Entries should reflect results achieved during this period.

Please note that work submitted for last year’s awards cannot be resubmitted for this year’s event.

Number of submissions: Entrants may submit the same work/campaign/initiative into multiple categories or different works/campaigns/initiatives into one category. There is no limit to the number of entries an entrant may submit. However, when submitting multiple entries, you are strongly recommended to tailor them based on the requirements of each category.

KEY DATESSubmission deadline 7 August 2020, 6pm

Finalists announced 22 September 2020

Awards ceremony 5 November 2020

Submission Overview

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REQUIRED FORMATSAll entries must be completed on the templates* issued by the organiser and submitted in the format mentioned below. Entries done in any other format will NOT be accepted.

The submission template can be downloaded via the link below:http://assets.marketing-interactive.com/hk/awards/MEA2020/MEAHK2020_Template.pptx*The number of slides specified for each template is FIXED and CANNOT be exceeded.

Important points to note:– Entries done in any other format will NOT be

accepted.– Altering the submission template or deleting

any words from the slides may result in a 30% deduction of total marks.

– The number of slides specified for each template is FIXED and CANNOT be exceeded.

– Upon the submission deadline, all details on the entry submission form, including company names, credits and so on, are FINAL and CANNOT be changed and/or transferred to another party. Details will be reflected on the website, trophy (presented on the awards night, should you win) and/or any other awards-related materials.

– Any changes made after submission will be charged 10% of the submission fee.

– Also, please ensure that all details are submitted in English only.

Please check your submissions thoroughly. Any invalid or incomplete submissions will be subject to a penalty deduction of your total score.

Document formatCore submission document: .ppt / .pptx / .pdf only

Name your submission document as in: Category name_Client organisation

Logo of the client organisation and image(s) of campaign:

.jpg only

Font size: 16 or above Indicate in red text or highlighted in red any specific information or content intended only for judging purposes and not for publication.

Video: YouTube or Vimeo link only. Please read the video requirements below.

Max file size (all documents): 10 MB

Video requirementsLength: 3 minutes only.

Video beyond this time limit will NOT be viewed.

Procedure: 1. Upload your video onto YouTube or Vimeo. 2. Set the privacy setting to “unlisted” so the video is accessible to only those

with the link. 3. Include the direct link in your core submission document. 4. If you password-protect it, include the access password in your document.

Entry Submission

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ENTRY FEE AND PAYMENT METHOD

Entry fee: HK$1,900.Payment methods: Credit cards, cheques, bank transfers. – Credit cards accepted: Visa, MasterCard, Amex. – For payments made by cheque and bank transfer, they are welcome for amounts over HK$10,000. An invoice

will be sent to you upon confirmation of your entry submission.

Entry fees are non-refundable. Trophy is not included in the entry fees.

CONTACT USFor further enquires, please contact: Nicholas LamSenior Project ExecutiveTel: +852 2695 6620Email: nicholasl@marketing-interactive.com

Gloria YamSenior Project ExecutiveTel: +852 2695 6614Email: gloriay@marketing-interactive.com

Entry Submission

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CHALLENGE – 25% ( 1 slide )

- The market situation the brand was operating in.- A clear description of the business/brand consumer challenge the advertising/

project/work was asked to address.- Key statistics which help illustrate the scale of this challenge in detail. Mandatory information:- Campaign start date and end date, key objectives, target audience, key

competitors and budget.

Reminder: Eligibility period: 1 August 2019 - 31 July 2020

STRATEGY – 25% ( 2 slides, visuals included )

- An introduction of the campaign/project/work.- The rationale of launching the campaign/project/work to address the marketing

challenge.- The core insight the campaign/project/work was built on.- An outline of your creative thinking and media strategy.- A description on its distinctiveness and effectiveness.

EXECUTION – 25% ( 3 slides, visuals included )

- The implementation of your creative thinking and media strategy.- The different tactics/elements used within the campaign/project/work.- The role of these tactics/elements.

RESULTS – 25% ( 2 slides )

- Clear evidence/metrics demonstrating the performance of the campaign/project/work work along with quantifying the results.

- A description of how it solved the marketing challenge.- The rationale as to why you believe this qualifies for a Marketing Excellence

Award.

Judging CriteriaIn your core submission document, address the following sections. Keep your content as concise as possible, and do not exceed the word limit in the respective sections. Judges have the right to deduct points for incomplete information and an exceeded slide limit.

Entries will be subjected to disqualification. Tailor your content based on the category you are entering (refer to category descriptions on page 6-8).

TOTAL: 100%

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1. Excellence in AdvertisingRecognises the best advertising campaign or individual spot which engages the target audience through strong creative thinking and media use to achieve a specific marketing outcome or result.

2. Excellence in Branded ContentRecognises the conceptualisation of high quality, innovative or unexpected content commissioned by a brand. This can include film, video games, music, online, competitions and TV.

3. Excellence in Content MarketingRecognises exceptional strategies which utilise content as the key element of marketing. Judges will be looking for a clear vision about how the content is used to enhance the overall marketing strategy.

4. Excellence in Corporate Social ResponsibilityRecognises the best marketing campaign, initiative or programme by an organisation for a charity or cause the organisation had a partnership or an association with. The organisation should be able to prove the initiative benefited both parties and had positive effects and outcomes for society or the cause.

5. Excellence in Creative DesignRecognises design where it forms a critical focus for the branding of a product. Judges will be looking for entries which demonstrate a tangible link between the design (for example, product packaging, premiums, POSM, collaterals, in-store design) and the marketing strategy campaign for the product.

6. Excellence in CX/UXRecognises a campaign, initiative or programme that can demonstrate a customer-centric approach and feel, giving consumers a seamless and intuitive experience. Judges will be looking for how they developed the project carefully with the customer in mind and making sure it was easy for their target audience to interact with the brand, or respond to a call to action without any difficulty.

7. Excellence in Customer EngagementRecognises a campaign, initiative or programme that engages new or existing customers through smart and relevant communications for customer loyalty. Judges will be looking for effective engagement strategies.

8. Excellence in Data-Driven MarketingRecognises the best marketing campaign, initiative or programme that draws unique insights from effective business insights, research, data planning, measurement and analytics tools or database developments to drive business outcomes.

9. Excellence in Digital MarketingRecognises the best marketing campaign, initiative or programme that uses digital channels such as web, mobile and email to deliver an engaging consumer experience while driving core business objectives.

10. Excellence in Exclusive EventRecognises the organisation that best uses live events or a specific live event dedicated to an exclusive group of audience in order to achieve a specified marketing outcome. The judges will be looking for events that created a positive brand experience for the targeted audience and left a lingering impact on the audience.

11. Excellence in Experiential MarketingRecognises a company that best uses a hands-on brand experience to take the target audience inside a brand or product through an innovative or creative idea. Entries could be anything from a mass-market launch to a smaller more exclusive experience for customers.

Category Descriptions

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12. Excellence in Event MarketingRecognises the organisation that best uses live events or a specific live event to achieve a specified marketing outcome. The judges will consider events of all sizes and scope and will be looking at how the event performed, how it engaged its audience and strength of the idea. Events which span multiple platforms, that is, live events and social media, can also be considered.

13. Excellence in Financial MarketingRecognises the best financial marketing campaign or individual spot which engages the target audience through strong creative thinking and media use to achieve a specific marketing outcome.

14. Excellence in Health & Beauty MarketingRecognises the best marketing campaign or individual spot in the health and beauty marketing sector which engages the target audience through strong creative thinking and media use to achieve a specific marketing outcome.

15. Excellence in InnovationRecognises the best marketing campaign, initiative or programme that utilises a new, unique or an especially creative manner in advertising and marketing.

16. Excellence in Insurance MarketingRecognises the best marketing campaign or individual spot in the insurance service field which engages the target audience through strong creative thinking and media use to achieve a specific marketing outcome.

17. Excellence in Integrated MarketingRecognises organisations that most effectively engage their consumer markets through an integrated marketing strategy, which employs a suite of marketing tools and media channels (at least five channels) to drive core business objectives.

18. Excellence in KOL PartnershipRecognises the best partnership between KOLs (key opinion leaders) and brands in a campaign. The campaign should show evidence of effectively using KOLs within a marketing campaign to enhance awareness and successfully achieve business objectives.

19. Excellence in Launch/RebrandingRecognises an exceptional marketing strategy to support the launch/rebranding of a new product or brand. Entries in this category should be able to demonstrate the impact this launch/rebranding strategy created on the product, brand or organisation’s success.

20. Excellence in Lifestyle & Entertainment MarketingRecognises the best marketing campaign or individual spot in the lifestyle and entertainment service field which engages the target audience through strong creative thinking and media use to achieve a specific marketing outcome.

21. Excellence in Loyalty MarketingRecognises the best campaign, initiative or programme that demonstrated a cohesive customer loyalty strategy and effective CRM programme to grow and retain existing customers through incentives while enhancing the customer proposition. It should also have encouraged greater spend, resulting in positive business outcomes.

22. Excellence in Mass EventRecognises the organisation that best uses live events or a specific live event targeted to the mass public to reach a specified marketing outcome. The judges will be looking for events that created a positive brand experience for the mass public and left a lingering impact on the audience. The campaign can be carried out both online or a live gaming event.

Category Descriptions

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23. Excellence in Media StrategyRecognises the organisation that best utilises media channels as their key strategic tool to execute a powerful marketing campaign, while driving core business objectives.

24. Excellence in Mobile MarketingRecognises the most effective and innovative use of a mobile platform to achieve a specific marketing outcome, be it branding, a prompted consumer behaviour or simply increased consumption. The campaign can be delivered via mobile channels, including apps and websites, either in isolation or as part of an integrated strategy.

25. Excellence in Online VideoRecognises the most effective and innovative use of online video to achieve a specific marketing outcome, be it branding or a call-to-action.

26. Excellence in PartnershipRecognises the organisation that best develops and activates a brand-relevant partnership in the form of a crossover, sponsorship and product placement to reach a mutual benefit, thus delivering strong business returns.

27. Excellence in Programmatic MarketingRecognises the organisation that best used programmatic strategies and solutions to optimise a campaign and enhanced the targeting to a specific audience. Entrants should be able to demonstrate how the programmatic strategy specifically improved the campaign’s success and helped achieve business objectives.

28. Excellence in Public RelationsRecognises the organisation that has best enhanced its corporate branding, image or identity with consumers, other businesses or internal stakeholders, through an effective implementation of strategic communication to deliver core business objectives.

29. Excellence in Retail MarketingRecognises the best strategy by a brand designed to attract customers and drive transactions via the following channels such as traditional or digital media, sampling, couponing, POSM displays, use of new technology or retail spaces.

30. Excellence in Social MediaRecognises the best campaign, initiative or programme that optimised social media channels to build strong relationships with customers, recruit new customers or engage existing customers, while driving core business objectives. This can be a one-off campaign or a longer term strategy.

31. Excellence in Targeted EventRecognises the organisation that best uses live events or a specific live event dedicated to a targeted audience (for example, age, gender, demographic) to achieve a specified marketing outcome. The judges will be looking for events that created a positive brand experience for the targeted audience and left a lingering impact on the audience.

32. Excellence in Use of TechnologyRecognises the use of any innovative technology to activate or enhance a marketing strategy, long or short-term campaign or a one-off execution. The judges are seeking the strategic use of technology as opposed to gimmickry.

Category Descriptions

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Entry fees are non-refundable.

Entries will not be considered for judging if payment is not received within five working days upon being invoiced, if an invoice is required before payment.

By submitting the entry, the entrants guarantee that all the works/information submitted are TRUE and ACCURATE. Marketing magazine reserves the right to verify any information submitted in the entry.

Upon submission deadline, all details on the entry submission form, including company names, credits and so on, are FINAL and CANNOT be changed and/or transferred to another party. Details will be reflected on the website, trophy (presented on the awards night, should you win) and/or any other awards-related materials. Any changes made after submission will be charged 10% of the submission fee.

Also, please ensure that all details are submitted in English only.

The judges’ decisions are final.

Without prior notice, Marketing magazine reserves the right to merge categories or dissolve any categories should it be deemed necessary. Should a category or categories be dissolved, entries in that category/categories will be notified.

Finalists need to be present or appoint a representative to be present at the awards gala dinner in order to receive their trophy(ies) in case they win.

The entrant agrees that Marketing magazine or Lighthouse Independent Media will not accept responsibility for errors or omissions reproduced in the presentation of Marketing magazine or for work lost or damaged under any circumstances.

Any specific information or content intended for judging purposes only must be clearly indicated in red text or highlighted in red and will not be used for publication, and will not be disseminated beyond the judging panel in any way.

The entrant grants Marketing magazine permission to show material from the entries at the awards presentation, in the magazine and at any time as deemed appropriate.

The decisions of Marketing magazine in all matters relating to Marketing Excellence Awards shall be final and binding.

For further enquiries, please contact:

Terms and Conditions

Nicholas LamSenior Project ExecutiveTel: +852 2695 6620Email: nicholasl@marketing-interactive.com

Gloria YamSenior Project ExecutiveTel: +852 2695 6614Email: gloriay@marketing-interactive.com