This award recognizes campaigns that build strong connections between brands and their audiences, thereby increasing brand affinity and brand love. Entries should provide evidence of substantial improvements in brand metrics, such as awareness, equity, and favorability. This can be substantiated through brand lift studies, increased search volume for brand-specific terms, or other relevant brand research data.

Weighting 

• 30% Strategy
• 20% Execution
• 30% Creativity
• 20% Results

This award recognizes campaigns leveraging Hong Kong (Greater China - including Hong Kong, China & Taiwan) as the strategic hub to successfully execute cross-border marketing initiatives targeting international markets. Entries should demonstrate their overall campaign objectives, strategy, execution, innovation, and tangible results. Entries must also highlight how scalability and localization were balanced across diverse markets, and explain the unique role Hong Kong played in the campaign’s success.

Weighting 

• 30% Strategy
• 20% Execution & Innovation
• 20% Results
• 30% Cross-Border Adaptability (Scalability & Localization)

This award recognizes campaigns executed with budgets under HK$500,000 (covering all direct costs including design, production, media, PR, and talent fees, but excluding permanent staff salaries, premises, and general business expenses). Entries must demonstrate a focused strategy, resourceful execution, and measurable results that maximize impact within budget constraints. Entries should highlight how strategic decisions addressed specific business challenges and how campaign outcomes achieved objectives despite limited resources, providing clear evidence of cost-effective success.

Weighting 

• 20% Strategy
• 30% Execution
• 30% Innovation
• 20% Results

This award recognizes the best application of technology in marketing initiatives that strategically leverage current or emerging technologies—including AI—to drive business objectives and deliver measurable, impactful results. Entries should demonstrate innovation in areas such as personalization at scale, predictive analytics, customer journey enhancement, or workflow optimization. Entries must clearly demonstrate how technology not only enhanced customer experiences and strengthened marketing and business performance but also generated meaningful impact across multiple levels: consumers, the company, and the wider community.

Weighting 

• 25% Strategy
• 25% Execution
• 30% Innovation
• 20% Results

This award recognizes campaigns that deploy innovative content to drive audience engagement. Eligible efforts may include video, influencer marketing, social media, branded content, AR/VR, web3/metaverse, O2O experiences, etc. Entries should show how creativity in content delivery generated value for the brand, prompted consumer interaction, and achieved significant business results.

Weighting 

• 30% Strategy
• 25% Execution
• 25% Innovation
• 20% Results

This award recognizes campaigns that excel in leveraging data and analytics to shape effective marketing strategies and deliver business growth. Entries must show in detail how a range of data sources—including zero-party, first-party, third-party, and data partnerships—were analyzed to uncover actionable insights and inform decision-making across targeting, messaging, and channel selection. Entries should quantify measurable business impacts, such as increased brand awareness, customer acquisition, sales uplift, or return on investment; highlight innovative data practices; and share learnings or best practices relevant to the wider industry.

Weighting 

• 30% Strategy
• 20% Execution
• 20% Innovation
• 30% Results

This award recognizes organizations that deliver standout omnichannel campaigns, creating seamless customer journeys with consistent brand messaging across channels and achieving significant business outcomes. Entries should demonstrate the integration of consumer insights and data to enhance engagement, clear KPIs for optimizing results, and strong performance in areas such as ad impact, targeting, personalization, and cross-channel effectiveness.

Weighting 

• 30% Strategy
• 20% Execution
• 20% Innovation
• 30% Results

This award recognizes organizations that have implemented effective performance marketing campaigns supported by rigorous data analysis, robust measurement frameworks, and clear business metrics to deliver quantifiable ROI. Entries should demonstrate their strategic approach, including multi-channel campaign structures and performance monitoring tools (if any), while providing measurable results such as ROI, CPA, new customer acquisition rates, lead generation numbers, or trial/user growth figures to substantiate incremental business impact.

Weighting 

• 25% Strategy
• 10% Execution
• 25% Innovation
• 40% Results