The marketing industry is bursting at the seams with passion and creativity. To stand out from the competition, it's essential to perpetually innovate. Now, in its eighth year, the MARKies Awards are here again to let agencies in Hong Kong showcase their unique and deserving works of brilliance.
Taking home the coveted overall Best of Show - Campaign, and Best of Show - Agency titles were Hong Kong Disneyland's Ant-Man and The Wasp: Nano Battle! – Calling Heroes of All Ages, and ANON respectively.
Hong Kong Disneyland's campaign Ant-Man and The Wasp: Nano Battle! – Calling Heroes of All Ages blitzed the competition and bagged the highest honour of the awards: Best of Show - Campaign after gathering a total of three gold awards, five silvers, and two bronze.
The campaign aimed at building awareness of the opening of the “Ant-Man and The Wasp: Nano-Battle!” attraction. This was a challenge for the brand as Ant-Man and The Wasp had lower brand affinity among young adults compared to more established Marvel icons such as Iron Man.
To build awareness, Hong Kong Disneyland invited influencers and celebrities such as Tat-gor and Jessica Hsuan to create videos along with a TVC to generate interest. After that, if offered a mobile site with a mission briefing and a VR shooting game to further engage audiences. As a comprehensive campaign, it also included an opening livestream to attract fans and create more buzz.
ANON clinched eight gold awards in the categories of Best Idea – Branded Content, Best Idea – Corporate Social Responsibility, Best Idea – CX/UX, Best Idea – Experiential Marketing, Best Idea – Out-of-Home, Best Idea – Public Awareness, Best Use of Out-Of-Home, and Best Use of Venue.
The agency also won five silver awards and three bronze awards in the Best Idea – Customer Acquisition, Best Idea – Out-of-Home, Best Use of Integrated Media, Best Use of Out-Of-Home, Best Use of Venue, Best Idea – Experiential Marketing, Best Idea – Integrated Marketing, and Best Use of Technology categories.
Congratulations to all of this year's winners. Please check the full list of winners here