Finalists
1. Best Cross-Regional Loyalty Campaign
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Cathay Pacific Airways Cathay Members’ Choice Awards 2025 Agencies: Cedar Hong Kong, Leo Burnett, MSL, Digitas |
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MTR Corporation ELEMENTS The 18-year-old ELEMENTS CLUB: Growing High Quality Customers during Hong Kong’s Retail Winter |
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Plaza Premium Group Smart Traveller “Smart Traveller, One Journey” – Cross-Regional Loyalty Across Hong Kong, Macau, Taiwan & Mainland China |
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Shangri-La Circle Shangri-La Circle – Marketing Taste of Shangri-La IP Launch Agencies: V Factor, M9DY |
2. Best Engagement Campaign – Launch/Rebranding
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AS Watson Group MoneyBack MoneyBack ”Find it, Earn it, Get MoneyBack” Campaign Agency: TBWA\ Hong Kong |
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CTBC Bank CTBC Driving Engagement Through Personalized Journey Agency: Mastercard |
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FWD Life Insurance Company (Bermuda) FWD One & All Agencies: To Be Honest, Publicis Media |
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MTR Corporation MTR Mobile 3.0 Agency: Cheil Hong Kong |
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The Hong Kong Jockey Club HKJC Priority Programme Enhancement Agency: Deloitte |
3. Best Engagement Campaign – Mass Audience
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AS Watson Group MoneyBack MoneyBack ”Find it, Earn it, Get MoneyBack” Campaign Agency: TBWA\ Hong Kong |
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Bupa (Asia) Blua Health Together For Your Health – Blua Health AI-powered Loyalty Mobile App Agency: DigiSalad |
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Cityplaza Hong Kong Cityplaza ”Sweetmas” Agencies: ANON, Boxing Promotions, Fevaworks |
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MTR Corporation MTR Mobile 3.0 Agency: Cheil Hong Kong |
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MTR Corporation Chiikawa Days in MTR: Small Surprises, Big Impact |
4. Best Engagement Campaign – Specific Audience
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Asahi Beer Asia Asahi in Your Area Agency: dentsu X |
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Hang Seng Bank Hang Seng Commercial Bank HASE Power Up Agency: The Bread Digital |
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MTR Corporation ELEMENTS The 18-year-old ELEMENTS CLUB: Growing High Quality Customers during Hong Kong’s Retail Winter |
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PrimeCredit WeWa Card WeWa Plays Big: Pak Pak Pak World Record Challenge Agency: Project Doloo |
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SHISEIDO Hong Kong Clé de Peau Beauté Hong Kong L’éveil des Sens de Synactif Agency: EX-R International |
5. Best Flash Loyalty Campaign
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Cathay Rewards in the Air Agencies: Leo Hong Kong, Digitas Hong Kong |
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Cityplaza Hong Kong Cityplaza ”Sweetmas” Agencies: ANON, Boxing Promotions, Fevaworks |
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Fairwood Fairwood Orange |
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MTR Corporation Chiikawa Days in MTR: Small Surprises, Big Impact |
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The Hongkong and Shanghai Banking Corporation HSBC Reward+ |
6. Best Interactive Loyalty Campaign
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Melco Resorts & Entertainment Studio City Studio City 2025 Halloween Campaign Agency: The Bread Digital |
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MTR Corporation MTR Mobile 3.0 Agency: Cheil Hong Kong |
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PrimeCredit WeWa Card WeWa Plays Big: Pak Pak Pak World Record Challenge Agency: Project Doloo |
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TamJai International Company TamJai Yunnan Mixian, TamJai SamGor Mixian TamJai and TamJai SamGor Loyalty App’s finale – Bespoke RPG Mission Games Agency: De goose |
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The Club by HKT Rewards Your Moment |
7. Best Membership Programme
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Abbott Laboratories Abbott Nutrition VIP Club Abbott CRM-Powered Loyalty Platform & Website Development Agency: DigiSalad |
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Bupa (Asia) Blua Health Together For Your Health – Blua Health AI-powered Loyalty Mobile App Agency: DigiSalad |
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McDonald’s Hong Kong My McDonald’s Rewards Agencies: OMD Hong Kong, BBDO Hong Kong |
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MTR Corporation MTR Mobile 3.0 Agency: Cheil Hong Kong |
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Sino Group S⁺ REWARDS S⁺ Urban Run |
8. Best Partnership Loyalty Campaign
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Cityplaza Hong Kong Cityplaza x Coca-cola ”LIVE HAPPY Cheers!” Agencies: Button Creations, DDPR, Hardchi Creative |
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Plaza Premium Group Smart Traveller ”Partners in Every Stage of the Journey” – Smart Traveller x HSBC |
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Sino Group S⁺ REWARDS S⁺ REWARDS x OpenRice |
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TamJai International TamJai SamGor Mixian TamJai SamGor Mala Soup Flavour Instant Noodles Campaign Agencies: Narrow Door, Noah Workshop |
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The Club by HKT Rewards Your Moments |
9. Best Premium Loyalty Programme
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MTR Corporation ELEMENTS The 18-year-old ELEMENTS CLUB: Growing High Quality Customers during Hong Kong’s Retail Winter |
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SHISEIDO Hong Kong Clé de Peau Beauté Hong Kong L’éveil des Sens de Synactif Agencies: EX-R International |
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Standard Chartered Bank (Hong Kong) Unstoppable Reds: From Anfield to Hong Kong Agency: Leo Hong Kong |
10. Best Loyalty Strategy – Finance & Insurance
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AIA AIA MPF AIA MPF Lucky Draw Agency: The Bread Digital |
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Bupa (Asia) Blua Health Together For Your Health – Blua Health AI-powered Loyalty Mobile App Agency: DigiSalad |
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PrimeCredit WeWa Card WeWa Plays Big: Pak Pak Pak World Record Challenge Agency: Project Doloo |
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Standard Chartered Bank (Hong Kong) Unstoppable Reds: From Anfield to Hong Kong Agency: Leo Hong Kong |
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The Hongkong and Shanghai Banking Corporation HSBC Reward+ |
11. Best Loyalty Strategy – Food & Beverage
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Asahi Beer Asia Asahi in Your Area Agency: dentsu X |
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Fairwood Fairwood Soft Meal Launch Campaign |
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Fairwood Fairwood Orange |
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McDonald’s Hong Kong My McDonald’s Rewards Agencies: OMD Hong Kong, BBDO Hong Kong |
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TamJai International Company TamJai Yunnan Mixian, TamJai SamGor Mixian TamJai and TamJai SamGor Loyalty App’s finale Agencies: De goose, iDimsum |
12. Best Loyalty Strategy – Health & Wellness
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Abbott Laboratories Abbott Nutrition VIP Club Abbott CRM-Powered Loyalty Platform & Website Development Agency: DigiSalad |
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Bupa (Asia) Blua Health Together For Your Health – Blua Health AI-powered Loyalty Mobile App Agency: DigiSalad |
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Cityplaza Hong Kong Cityplaza x NBA ”Live The Game!” Agencies: Neo-net, Boxing Promotions, Fevaworks |
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Ego Pharmaceuticals QV Skincare Hong Kong QV Skincare’s Private Care Ecosystem: A Personalised Loyalty & Revenue Engine on WhatsApp Agency: Omnichat |
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Mentholatum (Asia Pacific) 50 Megumi Men Hair Freedom: The Ultimate Hair Growth Duo Agencies: iProspect Hong Kong, ZOO Allies |
13. Best Loyalty Strategy – Lifestyle & Entertainment
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Cityplaza Hong Kong Cityplaza ”Sweetmas” Agencies: ANON, Boxing Promotions, Fevaworks |
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Melco Resorts & Entertainment Studio City Studio City 2025 Halloween Campaign Agency: The Bread Digital |
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MTR Corporate MTR Mobile 3.0 Agency: Cheil Hong Kong |
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Swire Properties Citygate Outlets CLUB CG ”STYLE BY YOU” campaign Agencies: AM PM (HK), Boxing Promotions |
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The Club by HKT Rewards Your Moments |
14. Best Loyalty Strategy – Retail / eCommerce
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Mastercard Services, Citibank (Hong Kong) Citi Mastercard Citi Mastercard Double Day Campaign Agencies: Carat Media, Ogilvy Hong Kong, Flamma Works Design |
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Mentholatum (Asia Pacific) Mentholatum Little Nurse is in the AI-R – eShop campaign Agency: iProspect Hong Kong |
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Swire Properties Citygate Outlets Agency: Hardchi Creative |
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Swire Properties Citygate Outlets Dive into Summer Campaign Agency: Hardchi Creative |
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The Club by HKT Rewards Your Moments |
15. Best Loyalty Strategy – Sustainability
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CLP Power Hong Kong CLP’s All-in-One Energy Saving App for Every Home |
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Fairwood Fairwood Soft Meal Launch Campaign |
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Sino Group Sino Club Sino Club – #GoCircular Social Campaign Agency: Rabbit Studio |
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Swire Properties White Christmas Street Fair 2025 Agency: Ciao and Cheers |
16. Best Loyalty Strategy – Travel & Hospitality
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Hong Kong Tourism Board HK Sevens: From Pride to Pride Agency: Carat Hong Kong |
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Melco Resorts & Entertainment Studio City Studio City 2025 Halloween Campaign Agency: The Bread Digital |
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MTR Corporation MTR Mobile 3.0 Agency: Cheil Hong Kong |
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Plaza Premium Group Smart Traveller ”End-to-End Airport Loyalty” – Smart Traveller’s Integrated Travel & Hospitality Strategy |
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Shangri-La Group Shangri-La Unveiling Enchanted Wonders Agency: Ogilvy Hong Kong |
17. Best Anniversary Marketing Strategy
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Chinachem Group CCG Hearts CCG Hearts 2nd Anniversary: Rewarding Heart-2-Heart Agency: Narrow Door |
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McDonald’s Hong Kong McDonald’s 50th Anniversary Agencies: OMD Hong Kong, BBDO Hong Kong |
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MTR Corporation MTR Malls – Telford Plaza Telford Community 45th Anniversary Celebration Agencies: Strategic Communications Consultants, inSpire Integrated Design Production |
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Swire Properties Citygate Outlets CLUB CG ”STYLE BY YOU” campaign Agencies: AM PM (HK), Boxing Promotions |
18. Best Cost-Effective Strategy
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Fairwood Fairwood Orange |
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Hang Seng Bank HASE Golden Wonderland Agency: The Bread Digital |
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Mox Bank FLYWITHMOX: Maximizing ROI Through a Dual-AI Efficiency Engine Agencies: Appier, Hearts & Science |
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Ocean Park Corporation Water World Ocean Park Hong Kong Get! Splash! Go! Day to Night! Agency: dentsu X Hong Kong |
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TamJai International TamJai SamGor Mixian ”Rap the Shrimp and Squid” campaign Agencies: Noah Workshop, Bakery |
19. Best Customer Acquisition Strategy
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Abbott Laboratories Abbott Nutrition VIP Club Abbott CRM-Powered Loyalty Platform & Website Development Agency: DigiSalad |
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Bupa (Asia) Blua Health Together For Your Health – Blua Health AI-powered Loyalty Mobile App Agency: DigiSalad |
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Ego Pharmaceuticals QV Skincare Hong Kong QV Skincare’s Private Care Ecosystem: A Personalised Loyalty & Revenue Engine on WhatsApp Agency: Omnichat |
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FWD Life Insurance Company (Bermuda) FWD One & All Agencies: To Be Honest, Publicis Media |
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TamJai International TamJai SamGor Mixian TamJai SamGor Mala Soup Flavour Instant Noodles Campaign Agencies: Narrow Door, Noah Workshop |
20. Best Customer Engagement Strategy
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Bupa (Asia) Blua Health Together For Your Health – Blua Health AI-powered Loyalty Mobile App Agency: DigiSalad |
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MTR Corporation MTR Mobile 3.0 Agency: Cheil Hong Kong |
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MTR Corporation Chiikawa Days in MTR: Small Surprises, Big Impact |
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TamJai International TamJai SamGor Mixian TamJai SamGor Brand Campaign Agencies: Narrow Door, Noah Workshop, Bakery |
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The Hongkong and Shanghai Banking Corporation HSBC Reward+ |
21. Best Customer Experience Strategy
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Ego Pharmaceuticals QV Skincare Hong Kong QV Skincare’s Private Care Ecosystem: A Personalised Loyalty & Revenue Engine on WhatsApp Agency: Omnichat |
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Fairwood Fairwood Soft Meal Launch Campaign |
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Hang Seng Bank HASE Golden Wonderland Agency: The Bread Digital |
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McDonald’s Hong Kong My McDonald’s Rewards Agencies: OMD Hong Kong, BBDO Hong Kong |
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MTR Malls PopCorn PopCorn Pop Into More Colors Brand Activation Agency: dentsu Hong Kong |
22. Best Customer Relationship Management Strategy
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Fairwood Fairwood Soft Meal Launch Campaign |
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Hang Seng Bank Hang Seng Commercial Bank HASE Power Up Agency: The Bread Digital |
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MTR Corporation THE SOUTHSIDE EYES ON YOU |
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SHISEIDO Hong Kong Clé de Peau Beauté Hong Kong L’éveil des Sens de Synactif Agency: EX-R International |
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TamJai International Company TamJai Yunnan Mixian, TamJai SamGor Mixian TamJai and TamJai SamGor Loyalty App’s finale Agencies: De goose, iDimsum |
23. Best Customer Retention Strategy
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Bupa (Asia) Blua Health Together For Your Health – Blua Health AI-powered Loyalty Mobile App Agency: DigiSalad |
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Cathay Rewards in the Air Agencies: Leo Hong Kong, Digitas Hong Kong |
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TamJai International TamJai Yunnan Mixian Gym Gym Meal Agency: Hardchi Creative |
24. Best Mobile Marketing Strategy
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Outback Steakhouse Hong Kong Queue and Reserve, Moments you Deserve. Agency: FleishmanHillard, Asiapac |
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Bupa (Asia) Blua Health Together For Your Health – Blua Health AI-powered Loyalty Mobile App Agency: DigiSalad |
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CHARGESPOT Powering Hong Kong Pride – Homegrown Energy |
25. Best Omni-Channel Strategy
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Asahi Beer Asia Asahi in Your Area Agency: dentsu X |
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Ocean Park Hong Kong, Hong Kong Tourism Board Global Celebration of Panda Twins’ First Birthday Agency: KREW |
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Shangri-La Circle Shangri-La e-Boutique, Kowloon Shangri-La Hotel Japanese Artisan Bread Breakfast Buffet Agency: GOLS |
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Standard Chartered Bank (Hong Kong) SC Invest – Time for What Truly Matters Agencies: dentsu Hong Kong, Leo Hong Kong, MSL, Accenture Song |
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Standard Chartered Bank (Hong Kong) Save to Play, Play to Save Agencies: Leo Hong Kong, dentsu Hong Kong |
26. Best Personalisation Strategy
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Bupa (Asia) Blua Health Together For Your Health – Blua Health AI-powered Loyalty Mobile App Agency: DigiSalad |
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Ego Pharmaceuticals QV Skincare Hong Kong QV Skincare’s Private Care Ecosystem: A Personalised Loyalty & Revenue Engine on WhatsApp Agency: Omnichat |
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MMTR Corporation MTR Mobile 3.0 Agency: Cheil Hong Kong |
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The Club by HKT Rewards Your Moments |
27. Best Social Media Strategy
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Cityplaza Hong Kong Cityplaza x NBA ”Live The Game!” Agencies: Neo-net, Boxing Promotions, Fevaworks |
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Mastercard priceless Hop around Hong Kong with Mastercard: Priceless Agency: Mastercard |
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MTR Corporation MTR Malls – Telford Plaza Telford Community 45th Anniversary Celebration Agencies: Strategic Communications Consultants, 360 Creative Production |
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PrimeCredit WeWa Card WeWa Plays Big: Pak Pak Pak World Record Challenge Agency: Project Doloo |
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Shangri-La Circle Shangri-La Circle – Marketing Taste of Shangri-La IP Launch Agencies: V Factor, M9DY |
28. Best Use of Artificial Intelligence
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Bupa (Asia) Blua Health Together For Your Health – Blua Health AI-powered Loyalty Mobile App Agency: DigiSalad |
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Mentholatum (Asia Pacific) Mentholatum Little Nurse is in the AI-R – eShop campaign Agency: iProspect Hong Kong |
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Mox Bank FLYWITHMOX: AI-Driven Growth Engine & GenAI Creative Revolution Agencies: Appier, Hearts & Science |
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MTR Corporation MTR Malls – Telford Plaza Telford Community 45th Anniversary Celebration Agencies: Strategic Communications Consultants, CMRS Digital Solutions |
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The Club by HKT Rewards Your Moment |
29. Best Use of Content Marketing
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Cathay Pacific Airways Cathay Members’ Choice Awards 2025 Agencies: Cedar Hong Kong, Leo Burnett, MSL, Digitas |
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Ocean Park Hong Kong, Hong Kong Tourism Board Global Celebration of Panda Twins’ First Birthday Agency: KREW |
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TamJai International TamJai SamGor Mixian ”Rap the Shrimp and Squid” campaign Agencies: Noah Workshop, Bakery |
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TamJai International TamJai Yunnan Mixian, TamJai SamGor Mixian TamJai and TamJai SamGor Loyalty App’s finale – Bespoke RPG Mission Games Agencies: De goose, iDimsum |
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Unichina Group Hong Kong Market Beliverpool Market Agency: Hardchi Creative |
30. Best Use of Corporate Social Responsibility
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Fairwood Fairwood Soft Meal Launch Campaign |
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MTR Corporation THE SOUTHSIDE THE SOUTHSIDE STORYWALL Agency: Havas Worldwide Hong Kong |
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Sino Group S⁺ REWARDS S⁺ Urban Run |
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Sino Group Olympian City Olympian City × STAYFUN: Animal Care Inter |
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Standard Chartered Bank (Hong Kong) Anti–Fraud Campaign 2025 Agencies: Secret Tour (HK), dentsu |
31. Best Use of Customer Insights/Data Analytics
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Laboratories Abbott Nutrition VIP Club Abbott CRM-Powered Loyalty Platform & Website Development Agency: DigiSalad |
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Cathay Rewards in the Air Agencies: Leo Hong Kong, Digitas Hong Kong |
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CLP Power Hong Kong CLP’s All-in-One Energy Saving App for Every Home |
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Hang Seng Bank Hang Seng Commercial Bank HASE Power Up Agency: The Bread Digital |
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The Hongkong and Shanghai Banking Corporation HSBC Reward+ |
32. Best Use of Emotional Marketing
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Cityplaza Hong Kong Cityplaza ”Sweetmas” Agencies: ANON, Boxing Promotions, Fevaworks |
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Mastercard Hop around Hong Kong with Mastercard: Priceless |
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Melco Resorts & Entertainment Studio City Studio City 2025 Halloween Campaign Agency: The Bread Digital |
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MTR Corporation MTR Malls – Telford Plaza Telford Community 45th Anniversary Celebration Agencies: Strategic Communications Consultants, inSpire Integrated Design Production |
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Shangri-La Group
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33. Best Use of Experiential Marketing
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Cityplaza Hong Kong Cityplaza x NBA ”Live The Game!” Agencies: Neo-net, Boxing Promotions, Fevaworks |
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MTR Corporation MTR Malls – Telford Plaza Telford Community 45th Anniversary Celebration Agencies: Strategic Communications Consultants, inSpire Integrated Design Production |
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MTR Corporation Chiikawa Days in MTR: Small Surprises, Big Impact |
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SHISEIDO Hong Kong Clé de Peau Beauté Hong Kong L’éveil des Sens de Synactif Agency: EX-R International |
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Standard Chartered Bank (Hong Kong) Save to Play, Play to Save Agencies: Leo Hong Kong, dentsu Hong Kong |
34. Best Use of Influencers
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Asahi Beer Asia Asahi in Your Area Agency: dentsu X |
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Cityplaza Hong Kong Cityplaza x Coca-cola ”LIVE HAPPY Cheers!” Agencies: Button Creations, DDPR, Hardchi Creative |
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Fairwood Thick-Cut US Pork Cutlet: The Crispy Taste of Youth Agency: Hardchi Creative |
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Hong Kong Tourism Board Hong Kong Halloween – Dress Up! Show Up! Agency: Ogilvy Hong Kong |
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PrimeCredit WeWa Card WeWa Plays Big: Pak Pak Pak World Record Challenge Agency: Project Doloo |
35. Best Use of MarTech
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AIA Project Customer Data Platform (CDP) and Always On – Customer Intelligence, Real–Time Relevance at Scale Agency: Adobe |
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Ego Pharmaceuticals QV Skincare Hong Kong QV Skincare’s Private Care Ecosystem: A Personalised Loyalty & Revenue Engine on WhatsApp Agency: Omnichat |
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MTR Corporation MTR Mobile 3.0 Agency: Cheil Hong Kong |
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MTR Corporation MTR Malls – Telford Plaza Telford Community 45th Anniversary Celebration Agencies: Strategic Communications Consultants, CMRS Digital Solutions |
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The Club by HKT Rewards Your Moment |
36. Best Use of Rewards & Incentives
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Abbott Laboratories Abbott Nutrition VIP Club Abbott CRM-Powered Loyalty Platform & Website Development Agency: DigiSalad |
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McDonald’s Hong Kong My McDonald’s Rewards Agencies: OMD Hong Kong, BBDO Hong Kong |
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MTR Corporation MTR Mobile 3.0 Agency: Cheil Hong Kong |
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Plaza Premium Group Smart Traveller ”Instant Reward, Instant Gratification” – Smart Traveller North Asia Instant Reward Programme |
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The Club by HKT Rewards Your Moment |