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
This category recognises the most outstanding events organised by a media entity for its clients. Events include physical, hybrid, or virtual and can span multiple platforms.

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
This category recognises the most effective and innovative strategy that was designed to entertain and engage targeted audiences across all platforms – from offline to online.

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
This category recognises the excellent strategic launch or rebrand of a product, brand or platform by a media owner.

Supporting details: launch/rebranding objectives and outcome, channel(s) used for the launch/rebrand

5. Best Media Campaign – Creative
This category recognises the most creative and innovative idea from a media entity for its clients to engage their audience and drive commercial value.

Supporting details: objectives and outcome, rationale for using the chosen medium

6. Best Media Campaign – Digital
This category recognises the most creative, innovative and/or effective digital campaigns/solutions from a media entity for its clients to engage their audience and drive commercial value.

Supporting details: objectives and outcome, rationale for using the chosen online medium

7. Best Media Campaign – Experiential
This category recognises the media owner that has delivered an experiential campaign for clients via an event, roadshow or sponsorship activity. Entries can be anything from a mass-market launch to a smaller, more exclusive experience for clients.

Supporting details: objectives and outcome, rationale for using the chosen medium

8. Best Media Campaign – Integrated Media
This category recognises the most creative, innovative and effective cross-media campaign from a media owner for its clients to engage audiences and drive commercial value. At least three different channels must have been used.

Supporting details: objectives and outcome, rationale for using the chosen medium

9. Best Media Campaign – KOL
This category recognises an outstanding and refreshing collaboration between media owners and influencers, designed to increase audience interest and enhance brand awareness.

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
This category recognises the most creative, innovative and effective out-of-home or digital out-of-home campaigns from a media owner for its clients to engage their audience and drive commercial value.

Supporting details: objectives and outcome, rationale for using the outdoor medium, audience reach

11. Best Media Campaign – Social
This category recognises the most creative, innovative and/or effective social media campaigns/solutions from a media owner for its clients to engage their audience and drive commercial value.

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
This category recognises the best use of video for audience engagement and to drive maximum commercial value for the client. This can include a single campaign or a longer term programme to engage viewers on media channels, mobile platforms and social media sites.

Supporting details: objectives and outcome, rationale for using the online medium

14. Best Original Content
This category recognises the best original content created specifically for the media owner to drive audience engagement.

Supporting details: research objectives and outcome, rationale for using the chosen medium

15. Best Partnership Strategy
This category celebrates partnerships between a media platform and a client service, channel or product which leveraged the strength of all parties.

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
This category recognises the best strategy that media owners utilised on their existing channels to promote themselves.

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
This category recognises the most outstanding campaign that can demonstrate how it drove significant results in achieving the business goal.

Supporting details: objectives and outcome, audience size, audience feedback

18. Best Sponsorship Campaign
This category recognises the most effective sponsorship campaigns/solutions initiated by a media owner for its clients to raise brand awareness and drive commercial value.

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
This category recognises the top media app/mobile platform that provides convenience, entertainment or education to the end-user while elevating the brand and subscription numbers.

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
This category recognises the best strategic use of technology to extend the media owner’s reach and revenue opportunities across their own platforms.

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
This category recognises the best media owner that shares the most creative, informative and up-to-date content to the public via digital platforms.

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)
This category recognises the best media owner that provides the most updated and practical information to the public.

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)
This category recognises the best media owner that provides the most creative & innovative content or unexpected content to the audience, in order to enhance brand awareness and grab the audiences’ attention.

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.