SHISEIDO HK and FABCOM win big at DigiZ Awards HK 2023

SHISEIDO Hong Kong has been crowned Best of Show – Brand at the fourth edition of MARKETING-INTERACTIVE's DigiZ Awards Hong Kong 2023.

Designed to honour the best of the best in the digital marketing industry across the Asia region, the awards saw digital marketing professionals on both client and agency side gather at Hong Kong Ocean Park Marriott Hotel on 15 September to showcase their brilliant digital marketing work to the wider industry. All entries were carefully evaluated by an independent panel of senior-level professionals from the worlds of marketing and digital.

See the full list of winners here.

See the full jury here.

Standing out from the crowd, and impressing the jury with innovative solutions and team results, was SHISEIDO Hong Kong which took home nine trophies in total, including three golds, four silvers and two bronzes. The campaign which wowed the judges and helped to bag the golds for SHISEIDO Hong Kong was “SHISEIDOVERSE: 150 YEARS TO THE FUTURE”.

Done in collaboration with Pontac, Narrow Door and iProspect, the campaign aimed at celebrating SHISEIDO’s legacy and its commitment to future innovation for the 150th anniversary.

Featuring its MIRROR ambassadors, the campaign created an immersive online-merge-offline (OMO) journey that was implemented in both virtual and physical worlds to bring this innovative experience to its fans in all facets. Furthermore, SHISEIDO launched an exclusive livestreaming party. With designated mission points, users could redeem a virtual live show ticket and interact with MIRROR in real-time to send their support messages.

SHISEIDO also launched a beauty metaverse, in which the MIRROR ambassadors were transformed into personal shoppers. Each customer could be personally served by their favourite ambassador. Through an array of events that blended the physical experience and the digital ecosystem, the campaign was able to educate users about its iconic products and increase product presence by ambassadors and branded games, as well as promoting brand stickiness.

On the other hand, FABCOM won the prestigious Best of Show – Agency. The agency took home a total of four golds and two silvers with a number of thought-provoking campaigns, including “All New Noah” for TOYOTA, “Mizutori Zosan Digital Campaign” for LION and “DBS Lead Generation 2022 Campaign” for DBS Bank (Hong Kong).

The “Mizutori Zosan Digital Campaign” targeted household purchase decision makers aged between 25 and 55. It aimed at driving instant demand for products by creative communication to shorten the consideration period.

Within the campaign, FABCOM leveraged digital capability to engage with purchase decision makers via various data sources such as Display & Video 360, Eyeota and Oracle BlueKai. After that, ads were placed in mainstream online media platforms such as YouTube, Instagram and myTV Super. 

The campaign transformed existing offline creative assets to digital first creative with minimal adaptation by combining the messages from key visuals and TV commercials. These creatives were then adapted on Facebook and YouTube with platform-friendly formats. 

In terms of communication, the campaign was further amplified through awareness-consideration-purchase (ACP) funnel with customised messages. It also leveraged the flexibility of digital to have better control over budget and marketing effort based on humidity. By leveraging second and third-party data, the campaign was able to drive quality audience and new user acquisitions for its online shop. It also drove instant demand of product by creative messages.

This year, the competition was incredibly tight with over 310 entries across 39 categories and a total of 119 trophies awarded to the leading brands and agencies across the regions at the ceremony.

We thank all our 23 esteemed panel of judges for their time in judging the entries, as well as our gold sponsors Alibaba Cloud and SleekFlow. Congratulate all our winners for an excellent night! See you again next year!

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