Award-winning companies are demonstrating strong innovation and deep knowledge of customer concerns in their marketing campaigns to drive home their well-thought out messages.
PrimeCredit's Let's Talk it Through campaign was designed to help the company stand out from rival players amid keen competition in the personal loan market, according to Joyce Mok, head of marketing with the group.
'As customers' saving patterns have changed, they are more open-minded to the concept of borrowing and to make it part of their financial planning. We see a favourable business environment for us,' she said.
'We decided to launch an integrated marketing campaign encompassing TV commercials and multimedia exposure to project a distinctive market positioning, raise our brand awareness and stand out from the crowd.'
Ms Mok said the HKMA/TVB awards presentation provided a good experience and opportunity to learn from the marketing expertise of others while the group could raise its reputation in the industry and among customers.
PrimeCredit's campaign and Cathay Pacific Airways' Moving Forward with Hong Kong for 60 Years scheme both won the Citation for Outstanding TV Campaign in the awards competition.