Creative strategies pay off for advertisers

PUBLISHED : Friday, 22 July, 2005, 12:00am
UPDATED : Friday, 22 July, 2005, 12:00am

The 2005 Effies brought to the fore high-class marketing savvy from a diverse range of enterprises and their agencies.

Hutchison Telecom's Live 3 campaign, developed in collaboration with DDB Hong Kong, won a silver Effie.

The main objective was to boost awareness of the company's 3G services, which had not been met with as much acceptance as Hutchison Telecom would have liked, according to marketing director Claire Ho.

The campaign showed how 3G technology enhances our lives by helping us solve everyday crises and keep in touch with friends and relatives overseas.

'Television commercials played a role, but they were not able to communicate all the messages we wished to disseminate,' Ms Ho said. 'That is why methods such as advertorials and editorials [also] played a crucial role.'

Hutchison Telecom's brand awareness is now 105 per cent greater than that of its nearest rival, according to AC Nielsen. Video call and video content usage increased by 23 per cent and 17 per cent respectively.

Hang Seng Bank's 'The future arrives sooner than you imagine' campaign won a silver Effie. Its agency, Leo Burnett, developed a television and print campaign showing the future in funny and poignant ways.

One TV ad shows a mother putting a T-shirt on her little boy. When she pulls the T-shirt down, he has turned into a man. The campaign boosted Hang Seng's customer base by 7.7 per cent, outstripping hopes of a 5 per cent rise.

ParknShop's 'Price-Watcher' campaign, also developed with the help of DDB Hong Kong, won a bronze award.

'An important objective of the campaign was to generate greater empathy with today's price-conscious, sceptical consumer,' said Laurie Lai, head of marketing.

'A major challenge was to make the execution look realistic. We shot three TV commercials showing real ParknShop staff doing what they do every day: monitoring competitors' prices and adjusting their own to ensure that we will not be beaten on price,' Ms Lai said.

Fruit Chan, a Hong Kong-based director acclaimed for his cinema verite style of film-making, shot the commercials, projecting a no-nonsense image for the brand.

At the end of the campaign, brand recall shot up by 103.6 per cent over that of ParknShop's closest rival.

Ustra's 'A Special Gift' campaign for its Papyrus brand garnered a bronze.

After five years in Hong Kong, the company felt it was time to give its brand a boost. Teaming up with agency TBWA for the first time, the company launched a campaign consisting of eight versions of a TV ad with the theme 'A Special Gift'.

The commercial showed various untalented people trying to win fame with their oddball gifts. The message, delivered with humour, was that it would be smarter to get a real gift from Papyrus instead of engaging in exercises in futility.

Thanks to the campaign, Papyrus recorded an 89 per cent growth in sales. People who saw the commercials perceived Papyrus as more approachable and relevant.

McDonald's 'Colours of Summer' campaign, developed in association with DDB Hong Kong, garnered a bronze.

On the first day of the promotion, it broke the daily Hong Kong record with 491,500 sales, the highest since 1999. Sales increased by 7.5 per cent - 3 per cent above target.

The value of media coverage in television reports, print articles and online was estimated at $1.16 million.

Coca Cola's Fanta Lactic Launch, dubbed 'Fizzy Cow', was developed in co-operation with Ogilvy & Mather Advertising, and aimed to achieve substantial growth by retaining and extending its brand appeal.

Market share increased by 120 per cent during the launch, while sales increased by 12 per cent weekly and 21 per cent monthly.