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Dear Friends of HKBN
And the Award Goes to... HKBN Family
We're proud to accept the Marketing Excellence Awards 2014 - Gold Award for Excellence in Location-Based Marketing organized by Marketing Magazine. The award recognizes the success of HKBN's location-based marketing strategy which witnessed the real-life exploits of whimsical cartoon ambassadors, the HKBN Family, as they dropped in on various neighborhoods and attracted amusement from local residents.
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As a brand focused on innovation, we believe that broadband Internet, like members in a family, has become an essential part of everyone's daily life. First introduced in May 2014, our specially designed HKBN Family successfully connected with residents across different districts through a highly strategic marketing campaign. Noteworthy approaches of this campaign featured: 1) highly-localized media placement; 2) location-based marketing imagery of HKBN Family members photographed at familiar and iconic landmarks centrally placed in areas like key transportation hubs, parks and community centers; and 3) numerous HKBN Family on-the-ground activities. These lively activities encompassed many parts of Hong Kong, including Taikoo Shing, Sha Tin, Mei Foo, Tsuen Wan and even the outlying island, Discovery Bay. Consistently throughout, public reactions have been extremely positive as many residents, young and old, became charmed by HKBN and its brand image. |
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HKBN Family comprises four family members. They are mother, father, son and grandma, affectionately named "Mada", "Fada", "Baada" and "Paul Paul" respectively to reflect the Cantonese pronunciations of each member's role in the family. What's more, individually they embody how HKBN fulfills the different demographic needs and preferences required by a typical Hong Kong family when using broadband service. Executing a clear and outstanding promotional strategy, HKBN is well deserving of the Location-Based Marketing Award.
"We are very pleased to receive this award. It further acknowledges the effectiveness of our marketing strategy, which is always aligned with the point of view of our customers, ensuring that what we do caters to their needs for broadband service. Looking forward, we'll stay a step ahead of both the market and customers by bringing a portfolio of top-value broadband services along with notable promotion strategies," said Selina Chong, Chief Marketing Officer and Co-Owner of HKBN.
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HKBN Family visits Hong Kong's neighborhoods as ambassadors to deliver highly strategic and customized
messages about HKBN broadband services.
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Refreshingly designed marketing collaterals highlight the playful spirit of HKBN Family.
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Selina proudly accepts the award with the HKBN team.
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Hong Kong Broadband Network Limited |
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