PHD Hong Kong received yet another recognition for its market-leading approach, having been named Advertising Agency of the Year and won four awards at the 9th CMO Asia Awards, held on 31st July in Singapore.

The awards celebrated PHD’s data-driven work for The Hong Kong Jockey Club and Unilever, winning:

  • Best Display Campaign
    HKJC Striding On With A.I. Image Recognition
    The Hong Kong Jockey Club
  • Best Use of Mobile/Digital Media in CSR/Cause Marketing
    HKJC Striding On With A.I. Image Recognition
    The Hong Kong Jockey Club

In line with The Hong Kong Jockey Club’s (HKJC) value of community betterment, they developed ‘Striding On’, a 21-day digital fitness programme encouraging Hongkongers to take their first step in achieving healthy living goals. PHD ingeniously tapped into A.I. Image Recognition Technology to decipher image data signals from social media, providing a wealth of user information. We then used this data to segment our fitness scenarios, enabling our team to personalise ad targeting and successfully increase sign-ups in the process.

  • Best Digital Marketing Campaign
    Rexona Resolves A Social Stench
    Unilever Hong Kong Limited
  • Best Use of Digital Media in Marketing Advertising
    Rexona Resolves A Social Stench
    Unilever Hong Kong Limited

To convince Hong Kong’s young men of the need for deodorant, our campaign strategically leveraged their weakness: female opinions. A social experiment was conceptualized around the context of a blind date and from the analysis of young males’ digital footprints, 50 data-led video creatives were produced. These videos were designed to jolt men’s awareness of how they smell and successfully drive home the message that body odour affects one’s social life.

“Data can exist in many forms. Everything and anything can be used as a data source for us to leverage. We are only bound by our imagination in how we employ this data to better understand our consumers. Through ingenious applications, we are able to create more personalised and timely messages that cut through and deeply engage our consumers.”
– Clement Chung, Managing Director PHD Hong Kong

About CMO Asia Awards

The CMO Asia Awards recognise and reward exceptional work, creating an innovative marketing environment that has the ability to change the branding and the marketing world.