Media News

Jenny Chan 陳詠欣

Nov 23, 2011

Citibank Hong Kong takes top seat at Yahoo Big Idea Chair Awards 2011

HONG KONG - The overall winner of the Yahoo Big Idea Chair Awards 2011 was Citibank, whose in-house campaign increased loan applications by 20 per cent.

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Chloe Tsang and Gary Yung, both Marketing Manager, Citibank HK

Ken Fong, Honarary Advisor, CIM, Shirley Chau, Head of Operation, CIM and Steve Lau, Vice Chairman, HK Association of Interactive Marketing

Rico Chan, Head of Advertising Business, Yahoo! Hong Kong

Dr. Wong Yiu-hing, Associate Professor, HK Polytechnic University (Marketing) and Dr. Stella So, Associate Professor, Chinese University HK (Marketing)

Dr. Wong Yiu-hing, Associate Professor, HK Polytechnic University (Marketing)

Alexandra Lo, Rico Chan, Clarence Chung, Alfred Tsoi and Brucemond Chan

Steve Lau, Vice Chairman, HK Association of Interactive Marketing

Kim Mak, Associate Account Director, iClick Interactive, Raymond Chan, Marketing Manager and Alvin Lee, Marketing Executive of Air Asia

Mike Leung, Managing Director, Agenda Hong Kong (on the chair) with his team

Janice Woo, Joey Tang and (on the right) Polly Yuen from HK Disneyland

Florence Leung, Marketing Specialist, Thomas Leung, Sales Director and Joli Ng, Marketing Manager of Dell HK Limited, Andrew Lim, Asso Dir, Media Ltd

Irene Ho, SVP, Head of Branding & Digital Marketing, Citibank HK and Alfred Tsoi, VP & MD, Yahoo! Hong Kong

Margaret Ho, Deputy General Manager, Starcom Worldwide with her team

Alice Chow, GM, OMD, Jackie Yeung, Promotion Manager and (2nd right)Tony Lam, Product Manager, MTR Corporation, (right) Derek Wong, Partner, Twohundred

Martha So, Director, Starcom and Regina Tam, Marketing Director, Mead Johnson

Raymond Leung, Media Planning Director, Neo Ogilvy HK, Wendy X, American Express and Florence Yan, Group Account Director, OgilvyOne

Jeffrey Hui, Chairperson, Chamber of Youth Marketers, HKIM and Helen Huang, Brand & Premium Display Marketplace, Yahoo! Asia Pacific

Catherine Wu, Marketing Manager, Events & Promotions, Ocean Park HK, Olivia Sham, Manger, MediaCom HK, Anson Hung, Ocean Park HK, Ivan Wong, Group M Digital

Kevin Chan, MD, Store Friendly with (right)Gill Paul, TVB artiste

Bertha Chan, Marketing Manager, Ngong Ping 360, Kelvin Yim, Regional Director, reprisemedia & Young Yang, reprisemedia

Citibank Hong Kong's 'Card debt consolidation loan' campaign sought to make it stand out from its competitors in the local loan market. It was launched in June 2011 with the aim of generating leads through offering incentives such as mobile phone giveaways to online applicants.

Its communication strategy also utilised the Yahoo Hong Kong homepage and Yahoo's behaviourial targeting capability to increase reach. Actual loan applications recorded an increase of 20 per cent, half of which were directly from the result of behaviourial targeting.

Now in its third year, the Hong Kong Yahoo! Big Idea Chair (BIC) Awards recognise outstanding campaigns locally and across Asia in 19 major categories that encompass all key aspects of online advertising, from copywriting, engagement, and rich media, to best return on investment.

The 2011 event received more than 450 entries from a wider variety of industries than previous years. Only creative work that both drives "incredible and measurable ROI for brands, but also helps take the industry to new heights" made it to the honour roll, according to Alfred Tsoi, vice president and managing director of Yahoo Hong Kong.

New to the Yahoo BIC Awards this year was the category of 'best creative agency', won by Agenda Hong Kong, the agency behind Hong Kong Disneyland's 'Haunted Halloween 2010' campaign and Wyeth Hong Kong's 'PE Gold' campaign. Managing director Mike Leung credited the success to "creativity, technology, and marketing."

Meanwhile, Mindshare Hong Kong held on to the 'best interactive agency' award in the categories of Search and Display as it has done for the last three years. Kenneth Wan, partner of invention - digital of Mindshare Hong Kong said, "Search used to be about online mechanisms to get the client at the top of the first page of a search. Now it has moved well beyond basic SEO. Both search and display are fitting in different stages of consumers' decision-making journey."

Source:

Campaign China