Award Categories
Media Campaign:
1. Best Audience Acquisition & Retention Strategy
This category recognises the best acquisition & retention strategy of a media owner in maintaining and growing their customer base over the submission period. Entries should demonstrate how the strategy helps to gain new audiences and keep readers, subscribers and audiences engaged in a highly competitive media landscape.
Judges will be looking for proactive, innovative and ground-breaking approaches to acquire new audiences, retain existing audiences and reduce the number of customer defections.
Supporting details: objectives and outcome, audience growth, audience volume, engagement ratios
2. Best Custom Event
Judges will be looking at the strategy, execution and strength behind the event.
Supporting details: event objectives and outcome, attendee size, attendee feedback
3. Best Engagement Strategy
Judges will be looking at the creativity behind the strategy on how the media encouraged their target audience to actively interact with them, and improved audience engagement through multiple touchpoints.
Supporting details: objectives and outcome, rationale for using the chosen medium, engagement ratios
4. Best Launch/Rebranding
Supporting details: launch/rebranding objectives and outcome, channel(s) used for the launch/rebrand
5. Best Media Campaign – Creative
Supporting details: objectives and outcome, rationale for using the chosen medium
6. Best Media Campaign – Digital
Supporting details: objectives and outcome, rationale for using the chosen online medium
7. Best Media Campaign – Experiential
Supporting details: objectives and outcome, rationale for using the chosen medium
8. Best Media Campaign – Integrated Media
Supporting details: objectives and outcome, rationale for using the chosen medium
9. Best Media Campaign – KOL
Judges will be looking at how the use of influencers spread the media’s message, and attracted the target audience to engage and drive benefits to both parties.
Supporting details: objectives and outcome, rationale for involving the specific KOL
10. Best Media Campaign – Out-of-Home/DOOH
Supporting details: objectives and outcome, rationale for using the outdoor medium, audience reach
11. Best Media Campaign – Social
Supporting details: objectives and outcome, rationale for using social media
12. Best Media Campaign – Targeted Audience
This category recognises the most creative, innovative and effective campaigns from a media owner for its clients to draw the attention of a specific targeted group of audience (e.g. parenting, beauty, financial, etc.) and engage them with the client to achieve its marketing goal.
Supporting details: objectives and outcome, rationale for using the chosen medium, audience profile
13. Best Media Campaign – Video
Supporting details: objectives and outcome, rationale for using the online medium
14. Best Original Content
Supporting details: research objectives and outcome, rationale for using the chosen medium
15. Best Partnership Strategy
Judges will be looking for natural synergies which resulted in outstanding results.
Supporting details: objectives and outcome, channel(s) used for the partnership
16. Best Promotion Strategy
Judges will be looking at the innovation behind the strategy and its effectiveness in promoting the media owner and entity.
Supporting details: objectives and outcome, rationale for using the chosen medium
17. Best Result-Driven Campaign
Supporting details: objectives and outcome, audience size, audience feedback
18. Best Sponsorship Campaign
Supporting details: objectives and outcome, rationale for using the chosen medium
19. Best Use of Branded Content
This category recognises the most innovative use of branded content of a media owner on their own platforms. Submissions are open to all media platforms and can include ad-funded TV deals, branded music projects and native advertising campaigns.
Supporting details: objectives and outcome, rationale for using the chosen medium
20. Best Use of Live Streaming (*New)
This category recognises the best employ of live streaming by a media owner in a campaign to promote, attract and engage audiences. Entries should showcase how they creatively and effectively use the live streaming to enhance brand awareness, drive traffic, generate leads, and achieve a specific marketing outcome.
Supporting details: objectives and outcome, number of viewers, engagement rate, duration of view
21. Best Use of Mobile/App
Supporting details: number of downloads, frequency of the usage of the app or mobile platform, frequency of time spent on the app or mobile platform
22. Best Use of Multi-Channels
This category recognises the media strategy that a media owner uses to best reach and engage their audience through their own multi-channel approach (at least three channels).
Supporting details: objectives and outcome, rationale for using the chosen platforms
23. Best Use of Technology
Supporting details: objectives and outcome, audience reach, rationale for using the chosen technology
Media Owner:
24. Best Broadcast Media (*New)
This category recognises the best broadcasting media owner that communicates with their audience innovatively & effectively.
Judges will be looking at how effective the media owner is in communicating with their audience and spreading their words to the public. Entries should demonstrate the strategy they use and the effectiveness in raising brand awareness and enhancing audience growth.
25. Best Corporate Social Responsibility Media
This category recognises the best media owner that embraces corporate social responsibility in their business to raise brand reputation.
Judges will be looking at how the media carry out CSR initiatives and how effectively it raised awareness and encouraged social change in order to bring positive effects and outcomes for society while simultaneously building a positive brand image.
26. Best Digital Media
Judges will be looking at how frequently the platform is updated, how easy it was for users to search for the information they needed on the platform and how well they interact with their audiences in spreading their messages.
27. Best e-Commerce Media
This category recognises the best media owner that uses its own platform to engage the target audience, communicate with them and maximise e-commerce performance.
Judges will be looking at how the media utilised their platforms, offered a unique shopping experience to successfully drive traffic and ultimately created higher brand awareness and business growth. Entrants should demonstrate measurable and significant e-Commerce results such as conversion rate.
28. Best Influential Media
This category recognises the best media owner that creates the most media effect for the audience and bring major influence to the public.
Judges will be looking at how the media utilise their platforms to outreach their audience and spread their message to the public. Entries should also showcase their overall performance in terms of audience size, subscriber numbers, engagement rates, and overall influence in the media market.
29. Best Informative Media (*New)
Judges will be looking at how frequently the platform was being updated and how easy it was for users to search for the information they needed on the platform.
30. Best Innovative Media (*New)
Judges will be looking at how the high quality and innovative content was created and how the creative copy stimulate interest to the audience, so as to attract, retain and engage the audiences
31. Best Interactive Media (*New)
This category recognises the best media owner that best interacts with the target audiences, in response to audiences’ actions.
Judges will be looking at how the media owner interacts with their audience through their media platform, how frequently & efficiently they respond to their audience. Entries should show how the interactions between the media & target audience help to attract and retain the audience, and generate a positive business outcome.
32. Best OOH Media (*New)
This category recognises the best media owner that enhances awareness, increases audience engagement and communicates brand purpose to achieve the marketing goal across all their out-of-home mediums.
Judges will be looking at how the media utilise their outdoor channels and use them creatively to increase the reach and generate desired results that meet a business objective.
33. Best Programmatic DOOH Media (*New)
This category recognises the best media owner that leverages machine learning and data to automate their digital out-of-home channels in order to attract and capture audience attention and spread their message to their target audience.
Judges will be looking at how the innovative and creative ideas of the media increase the reach and interact with their audience to achieve the marketing goals.
34. Best Start-Up Media (*New)
This category recognises the most outstanding start-up media owner that has shown considerable success.
Judges will be looking for the best all-rounder which has been in business for not more than three years in Hong Kong, but has managed to deliver exemplary value and quantifiable results.