Chinachem embodies 'Big hearts, Big Rewards'

Chinachem Group has launched “CCG Hearts”, an all-new membership rewards programme to foster community service and volunteerism by encouraging acts of kindness and good deeds. "CCG Hearts" takes "Big Heart. Big Rewards" as its core concept, providing a volunteer service platform that encourages members to actively participate in community activities and spread positivity.

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A launch campaign is currently running with the “CCG” hearts Membership Rewards Programme already ongoing. The campaign is available for anyone to join, especially Chinachem Group’s employees, tenants of shopping malls, residential and commercial leasing, customers of its business units, and local communities in Hong Kong. "CCG Hearts" covers Chinachem Group’s six participating hotels and serviced apartments, nine major shopping malls, the Central Market, and cinema.

The programme is also collaborating with various charitable organisations and social service institutions under The Hong Kong Council of Social Service, to launch a wide range of "Quests". Through these initiatives, the programme aims to establish a more supportive and interactive community, contributing to a better living environment in Hong Kong.

Ad agency Ogilvy also worked with Chinachem for a number of the marketing collaterals. For the promotion of the programme, Chinachem Group adopted multiple marketing strategies, mainly by introducing “CCG Hearts” in an integrated marketing approach mainly through digital platforms, such as through the app, website, eDM, social media, point of purchase displays, and more.

It will also promote the “CCG Hearts” concept and member recruitment by integrated marketing campaigns and word-of-mouth promotions via members. The execution plans will cover both offline and online promotion mediums.

"With the pioneering 'CCG Hearts' membership rewards programme in Hong Kong, our members not only earn points through their spending but also have the opportunity to participate in various community services, experiencing the joy that comes with it, while benefiting others,” said Donald Choi, executive director and CEO of Chinachem Group. “Our team has also collaborated with social welfare organisations to organise member activities to make contributions to the environment. This fully embodies the balanced development of 'People, Prosperity, and Planet'."

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