Hong Kong MTR names 'Best of the Best' winners

Campaigns for Ocean Park and Nike won three and four awards respectively, while Mindshare was named Media Agency of the Year and Metta Communications was named Creative Agency of the Year during the MTR Best of the Best Awards held last night in Hong Kong.

The awards, presented by the MTR and JCDecaux Transport, also included a public-voting section, which saw Hong Kong Disneyland win the gold award for favourite campaign.

See below for a complete list of the winners and a list of the judges for the main awards. Earlier, we published a gallery showing many of the finalists.

Nike's Olympics win

Out of the four awards it won, Nike's  Rio '16 Unlimited 17 Days campaign, which appeared in the Causeway Bay MTR Station, picked up the Creative Platinum award and gold award in the Best Use of Digital Media category. Mindshare and Ogilvy & Mather were the media and creative agencies for the campaign.

Ricardo Lo, brand communication and digital supervisor with Nike Hong Kong, said the wall display at the MTR station served as the inspiration point for the integrated campaign that included activation on social media and sports competitions organised throughout the period of the games. The best performing participants from the local sports competitions were featured on Nike's Facebook page and OOH campaigns.

"'Unlimited' is borrowed from Nike's slogan—If you have a body, you are an athlete," Lo said. "The Olympics Games used to be far-fetched for Hong Kongers. Putting the faces of local athletes on the MTR display is one way to make the Games relevant to the consumers we wanted to keep the Olympics spirit alive and encourage Hong Kongers to participate in sports through the campaign."

He explained that the location was chosen as Causeway Bay has the highest concentration of Nike stores in Hong Kong.

"The engagement with participants also allowed us to find out their favourite sports, making it easier for us to reach out to them later," said Lo. Overall, Nike organised 88 live sports sessions during the 17-day campaign with around 1,800 attendees and 40 percent increase in membership signups from the on-the-ground campaign. The engagement for its digital activation was 6,000 with a 20 percent increase in membership. 

Ocean Park 'Splash' spotlighted Spongebob

Meanwhile, Ocean Park, the other big winner of the night, picked up the Platinum award for the Best of the Best - Use of Media category, for its Summer Splash campaign with Dentsu Media and Metta Communications as the media and creative agencies. The campaign installed a water games station at the Tsim Sha Sui MTR station between June and August last year. Commuters who participated at the spot received discounts on Ocean Park entrace tickets during the campaign.

"The SpongeBob SquarePants installation fits naturally with Ocean Park's water theme," said Kuk Yung, business director, Media Palette, Dentsu Media Hong Kong. "We wanted to appeal to people from different age groups, as families usually visit the theme park during the day while teens are more inclined to visit during night time."

BEST OF THE BEST AWARDS

Best of the Best - Use of Media - Platinum Award
Ocean Park Summer Splash Campaign
Ocean Park Hong Kong
Dentsu Media Hong Kong Limited
Metta Communications

Best of the Best - Creative - Platinum Award
Nike - RIO 16 - Unlimited 17 Days
Nike Hong Kong Limited
Mindshare Hong Kong Limited
Ogilvy & Mather (Hong Kong) Private Limited

Best Innovative Campaign - Gold Award
Ocean Park Summer Splash Campaign
Ocean Park
Dentsu Media Hong Kong Limited
Metta Communications

Best Innovative Campaign - Silver Award
MetLife “Upgrade Your Life” Campaign
Metropolitan Life Insurance Company of Hong Kong Limited and MetLife Limited
OMD Hong Kong
BBDO Hong Kong

Best Use of Integrated Media - Gold Award
ManulifeMOVE
Manulife (International) Limited
PHD Limited
mcgarrybowen Hong Kong

Best Use of Integrated Media - Silver Award
Nike Free Revolution
Nike Hong Kong Limited
Mindshare Hong Kong Limited
Ogilvy & Mather (Hong Kong) Private Limited

Best Use of Digital Media - Gold Award
Nike - RIO 16 - Unlimited 17 Days
Nike Hong Kong Limited
Mindshare Hong Kong Limited
Ogilvy & Mather (Hong Kong) Private Limited

Best Use of Digital Media - Silver Award
HSBC 2016 Credit Card Starts Today Campaign
The Hongkong and Shanghai Banking Corporation Limited
Mindshare Hong Kong Limited
J. Walter Thompson Hong Kong

Best Poster Campaign - Gold Award
Nike Free Revolution
Nike Hong Kong Limited
Mindshare Hong Kong Limited
Ogilvy & Mather (Hong Kong) Private Limited

Best Poster Campaign - Silver Award
Samsung Galaxy S7edge – Capturing HK Campaign
Samsung Electronics H.K. Co., Ltd.
Starcom Hong Kong
Cheil HK

Best Use of Airport Express Advertising Campaign - Gold Award
HK JEBN Limited Bird's Nest and
Health Food
HK JEBN Limited

Best Use of Airport Express Advertising Campaign - Silver Award
NIRAV MODI
Haut Diamantaire
NIRAV MODI
Zenithmedia

Best Interactive Campaign - Gold Award
Ocean Park Summer Splash Campaign
Ocean Park
Dentsu Media Hong Kong Limited
Metta Communications

Best Interactive Campaign - Silver Award
Reebok - The ZPump Interactive Rhythm Challenge
Reebok Hong Kong
Carat Media Services Hong Kong Limited
Hong Kong Maker

OUTSTANDING PERFORMANCE AWARDS

Media Planner of the Year
Cecilia Chan, Dentsu Media Hong Kong Limited

Creative Professional of the Year
Chloe Wong, Metta Communications

Best Campaign Presenter of the Year
Polly Ip, Mindshare Hong Kong Limited

Media Agency of the Year
Mindshare Hong Kong Limited

Creative Agency of the Year
Metta Communications

PUBLIC VOTING AWARDS

My Favourite Campaign - Gold Award
Disney Halloween Time
Hong Kong Disneyland Resort
Mindshare Hong Kong Limited
ANON

My Favourite Campaign - Silver Award
HKTVmall – $99 Crazy Meat Set
HKTVmall
100Most

My Favourite TVC - Gold Award
Café de Coral Sizzling Plate Campaign
Café de Coral
GroupM Communications Company Limited
McCann & Spencer

My Favourite TVC - Silver Award
Carlsberg ICD Fitting Room Campaign
Carlsberg HK Limited
OMD Hong Kong

Youth’s Favourite Campaign - Gold Award
Ocean Park Halloween Fest Campaign
Ocean Park
Dentsu Media Hong Kong Limited
Metta Communications

Youth’s Favourite Campaign - Silver Award
Disney Halloween Time
Hong Kong Disneyland Resort
Mindshare Hong Kong Limited
ANON

Youth’s Favourite TVC - Gold Award
Carlsberg ICD Fitting Room Campaign
Carlsberg HK Limited
OMD Hong Kong

Youth’s Favourite TVC - Silver Award
Fortune Pharmacal - “Choice” Campaign
Fortune Pharmacal
Zenithmedia
Red Rabbit Communications

The judging panel:

• Alex Tham | Senior Teaching Fellow, Department of Marketing | City University of Hong Kong
• Alice Chow | Managing Director | MediaCom Ltd.
• Andrew Lee | CEO & Chief Brand Designer | Metta Communications
• Carol Lam | Chief Creative Officer & Managing Director | DDB Group Hong Kong
• Celine Ho | Vice Chairman | The Hong Kong Advertisers Association
• Diamond Tai | Adjunct Associate Professor | The Chinese University of Hong Kong, Shenzhen
• Doris Kuok | Managing Director | MEC HK
• Gary Wong | General Manager | OMD HK
• Jeffrey Hui | Chairman | Hong Kong Institute of Marketing (HKIM)
• Jenny Chan | General Manager | Zenithmedia
• Ken Wong | Head of Learning and Participation; Outgoing Head of College and Principal Lecturer | West Kowloon Cultural District Authority, HKU SPACE International College
• Kit Koh | Executive Creative Director | BBDO
• Leung Tin Wai, BBS, | Professor, Head of Department, Department of Journalism and Communication | Hong Kong Shue Yan University
• Melanie Lo | CEO, HK | GroupM Hong Kong
• Paul Ho | Executive Creative Director | Saatchi & Saatchi
• Spencer Wong | Chairman | The Association of Accredited Advertising Agencies of Hong Kong
• Stanley Ngai | Managing Director | Maxus HK
• Sunny Lam | Associate Professor, School of Arts and Social Sciences Programme Leader, Bachelor of Arts with Honors in Creative Advertising and Media Design (CAMD) | The Open University of Hong Kong
• Victor Lee | Executive Director | The Hong Kong Management Association
• Vincent Siu | Business Director | Cheil Hong Kong Limited