Platforms Featured East Asia

Self-service ad buying marketplace Adintime expands to HK

Hong Kong – Adintime, a self-service ad buying marketplace originating from France, has expanded its presence to the Hong Kong market, wherein its platform will be both available in English and Chinese.

The platform’s main purpose is to help companies advertise in Hong Kong through a simplified process of purchasing advertising media space in the city by both local and international advertisers.

All the advertisers have to do is choose the media which they wish to communicate with and fill in a quote request form. The quote request is sent directly to the media or Adintime’s expert media team, who will respond and provide a quote with the rates and specifics of the advertising space in question. With a simple interface, the platform aims to streamline and ease the process of purchasing advertising space.

“Hong Kong’s advertising market and media buying habits are changing very fast. Adintime is the perfect answer to that change and our team here is very excited to start this journey in such a promising market that is Hong Kong”, says Erick Gommeaux, CEO of Adintime.

Adintime was founded in France in 2015 by Gommeaux, previously media director of EFFICIO Group, an international advertising agency.

Adintime’s service has been designed to simplify and optimize the purchase of advertising space on traditional media such as press, OOH posters, TV, display or social networks for all advertisers, and more particularly for those who do not have a media agency.

According to Adintime, the platform benefits advertisers in a way that allows them to have easier access to a wide range of advertising possibilities and benefit from optimized pricing conditions. Meanwhile, the benefit for media companies is that it allows them to acquire new advertisers, hence grow their sales, and to increase exposure to their advertising offers thanks to the referencing on a platform dedicated to media buying.

Platforms Featured East Asia

LINE’s content hub in HK taps Taboola to bolster in-app content recommendation

Hong Kong – Global advertising company Taboola has been tapped by social messaging app LINE to bolster personalization for LINE Today Hong Kong, the news and content curation hub within the app. 

LINE Today Hong Kong will bolster content recommendations by leveraging several Taboola innovations, including Taboola Feed, a seamlessly integrated feed that provides readers with personalized content for a more engaging experience, across the LINE Today Hong Kong home page and all of its articles.

“Our goal has always been to bring people around the world closer to each other, to information, and to services. News readership plays an important part towards that goal, as it encourages people to read more about issues that surround them. Taboola’s team, technology and its expertise in recommendations made it the best choice for powering recommendations for our users in Hong Kong,” said Hyunbin Kang, SVP at LINE Plus Corporation.

To date, the LINE messaging app reaches more than 188 million global monthly active users and provides a wide range of services to its users. LINE Today serves as a news and content hub within the LINE app, which connects users with leading destinations for mobile news and content consumption in several countries.

“LINE has built an incredible mobile-first brand that places communication, content, and entertainment at the forefront. Their massive reach particularly in the APAC region, coupled with our ability to recommend content ensures that people will receive quality news on their devices,” said Adam Singolda, CEO and founder at Taboola

He added, “We’re excited to bring discovery and recommendations to LINE Today Hong Kong, operated by one of the world’s most popular messaging apps, and unlock new ways for LINE Today Hong Kong to monetize.”

Marketing Featured APAC

Kotex launches new #GirlUnrestricted campaign in APAC to celebrate International Day of the Girl

Hong Kong – In celebration of International Day of the Girl, commemorated every 11 October to promote the rights of girls, Kotex, the feminine hygiene brand, has launched a new campaign in APAC that aims to amplify girls’ voices, fight period stigma within society, and spark conversation on building girls’ bright future through education.

Titled ‘#GirlUnrestricted’, the campaign includes a region-wide video that encourages girls to embrace their uniqueness and experience girlhood on their own terms followed by local market activations. In Hong Kong, Kotex has also launched a dedicated website for puberty education. With informative and light-hearted videos, it aims to break the period stigma and to reassure girls of their possibilities.

Stella Chun, Kimberly-Clark’s general manager for Hong Kong, believes that a girlhood unrestricted is a girlhood full of possibilities and envision a more forgiving world where girls can live every adventure, and this is in line with Kotex’s purpose to remove barriers to girls’ progress.

Remarking on the East Asia market specifically, Chun said, “Girls in Hong Kong feel they do not have access to information about their bodies and health. Through our puberty education website and education programs, we aim to enhance access to information about female health for girls and improve key outcomes in the areas of education and health and wellness.”

Based on research conducted by Kotex, Gen Z teen girls in APAC are growing up under unprecedented pressure. It highlights that the classic struggles of puberty are amplified today against a backdrop of issues that range from climate change to cyber-bullying and unrealistic societal expectations.

Marketing Featured East Asia

Wunderman Thompson Hong Kong names Maggie Wong as new CEO

Hong Kong – Creative and CRM agency Wunderman Thompson in Hong Kong has announced Maggie Wong as its new CEO. Wong is formerly the managing director of Publicis Worldwide and Leo Burnett Hong Kong.

The move comes after former managing director Matthew Parry makes the move to Australia, joining Wunderman Thompson Sydney to assume the same MD role. 

Wong brings with her more than 17 years of experience. She has worked with established international brands across various industries, including Expedia, Lexus, and Pizza Hut, as well as HKT, and Standard Chartered.

Aside from her previous role in Publicis, Wong has also worked as the managing partner at marketing communications agency The Gate, and the business director at architectural design firm Alan Chan Design Co.

Commenting on her appointment, Wong said, “Wunderman Thompson HK has established an excellent base with a diverse blend of talents and capabilities to turbocharge the next chapter of growth. I’m hugely excited to be joining the wonderful team and by the prospect of what we can achieve together.”

Meanwhile, Ewen Sturgeon, Wunderman Thompson International’s CEO, shared they are very excited to see Wong join them and bring her own brand of leadership, as she has the right focus on creativity, data, and experience to continue growing the Hong Kong office.

“Matt leaves to Maggie a strong and successful agency, with a great team and clients. And I’m thrilled that Matt continues to grow his career in the Wunderman Thompson network,” said Sturgeon.

Technology Featured East Asia

Adsquare expands to HK, appoints Melvin Wong as sales director for North Asia

Hong Kong – Following the company’s recent expansion to Australia, global audience and local intelligence company Adsquare has announced that it will now be expanding its presence to Hong Kong. Along with the endeavor, the company has also appointed Melvin Wong to be the company’s sales director for North Asia.

Through his new role, he will lead top-line growth across all company solutions, with direct oversight of the company’s sales and client relationships in Hong Kong, Taiwan, Japan, and South Korea.

Furthermore, he will foster existing relationships and will identify new accounts with a potentially significant impact on Adsquare´s long-term success.

Prior to his recent position, he has worked with global media platform Teads where he demonstrated a progressive 6-year-growth, starting as business developer in New York City to finally become Teads´s first sales manager in Hong Kong. Prior to that, Melvin acted as business developer at programmatic platform Triplelift.

“I’m thrilled and grateful to join the Adsquare team in APAC. Adsquare’s technology, capabilities, and data integrity are second to none, enabling key insights for advertisers and brands to drive effective and successful campaigns. I look forward to helping Adsquare further drive their footprint in North Asia,” Wong said regarding his appointment.

He will be reporting to Nicolas Méar, general manager for APAC at Adsquare.

“To support our expansion in APAC and bring a tighter focus on customer relationships in North Asia, we needed an expert with the knowledge and the confidence to help Adsquare remain competitive and grow even further. Melvin will be a key asset to help clients maximize their ROI via our data-driven solutions for targeting, measurement and OOH planning and activation,” Méar stated.

Adsquare’s Hong Kong office marks the company’s tenth office, alongside in Berlin, Düsseldorf, London, Madrid, Milan, New York, Paris, Singapore, and Sydney.

SME Featured East Asia

HDcourse launches free online SEO courses for SMEs

Hong Kong – HDcourse, the SEO optimization services and training provider, has launched free online SEO courses to help SMEs increase their organic SEO traffic.

HDcourse offers courses that cover SEO, WordPress, email marketing, and digital marketing. It supports short video teaching and is suitable for people who are studying on mobile phones and busy with work.

HDcourse shared a case study where one of its students from Malaysia had only 53,500 impressions and 1,240 clicks on Google, and following its classes, said impressions have grown to 583,000 and clicks to 15,000.

HDcourse said that through the free SEO teaching courses, anyone can have a jumpstart, promoting its classes to have 10 integrated factors that can improve the SEO of the clients and obtain organic traffic.

One of the factors is ‘Search Intention’, that helps businesses to know consumers’ intentions behind inputting certain keywords. Second is ‘Index’, which is having the search engine index the content of the customer’s website one by one. Next is ‘Backlinks’, which mainly refers to how many other people’s website links point to the customer’s website.

Meanwhile, ‘User Experience’ is the time the user stays on the website, and ‘Uniqueness of Content’ is the deep and rich content, allowing content optimization. ‘E.A.T.’ or ‘Expertise, Authority and Trustworthy’ is also a factor to improve SEO, which is enabling experts to write content to increase authority and professionalism, while ‘Freshness of Content’ is writing up-to-date news.

Furthermore, the ‘Click-Through Rate’ is adding numbers or attractive words to the title, which will help the search engine, while ‘Website Speed’ is the time to load the website should be within 2-4 seconds. And lastly, ‘Responsive Design’, which allows users to easily browse the same website regardless of the computer, tablet, or mobile phone.

Marketing Featured East Asia

Fashion brand Love, Bonito takes over HK trams to celebrate new local online experience

Hong Kong – Southeast Asian women fashion brand Love, Bonito has announced the launch of its new local-centric website, which is accompanied by a month-long social media campaign and most interestingly, a five-week presence along Hong Kong’s well-known trams.

Said campaign, called ‘Travel in Style with Love, Bonito’, is the latest social media campaign of the brand where 500 lucky winners will receive a limited-edition preloaded Love, Bonito branded Octopus card and a Love, Bonito website shopping voucher. Love, Bonito will also be hosting month-long giveaways on its Facebook page.

As for the tram presence, three Love, Bonito branded trams will be travelling around Hong Kong island from today until 29 August. The trams will feature a QR code that Hong Kongers can scan to sign up for the Love, Bonito newsletter and participants can stand a chance to win a limited-edition Love, Bonito branded Octopus card pre-loaded with HK$50 and a HK$50 shopping voucher for the Love, Bonito Hong Kong website. 

Every week starting from the week of 26 July to the week of 29 August, 100 lucky winners will be announced every Wednesday beginning on 4 August to 1 September via email regarding the prizes.

“The new site will mark the introduction of the brand’s new and improved online experience, providing shoppers with a faster and more responsive website. In addition, the new site can also be saved as a mobile home screen application to provide shoppers with more convenient access to the website. We are thrilled to introduce these exciting new features first in Hong Kong and subsequently in other in-market websites in the future,” said Dione Song, CEO at Love, Bonito.

The Hong Kong website will feature all of Love, Bonito’s product lines including work, casual, occasion, The Staples (wardrobe foundations), LYLAS (bridesmaid & party), loungewear, Embrace (maternity), kids, intimates and special collaborations.

Platforms Featured East Asia

Disney+ to roll out in South Korea, Hong Kong, and Taiwan

Hong Kong – As part of strengthening their presence in Asia-Pacific, streaming service Disney+ from global media enterprise The Walt Disney Company has announced that they will roll out to the markets of South Korea, Hong Kong and Taiwan in November 2021.

Said announcement was made during the recent calls of the company regarding their Q3 earnings.

In addition to this announcement, Disney+ Japan will also be expanded to feature additional general entertainment content in October 2021.

To date, Disney+’s presence in the Asia-Pacific region includes the markets of Australia, New Zealand, Japan, Singapore, India, Malaysia, Indonesia and Thailand.

According to Luke Kang, president at The Walt Disney Company Asia Pacific, the response towards Disney+ across the region has exceeded the company’s expectations, as consumers seek diverse entertainment content and are drawn to their portfolio of brands and franchises.

“We are pleased with the subscriber growth and partnerships forged in markets, and look forward to engaging with more consumers across the region – through unparalleled storytelling, creative excellence and cutting-edge content delivery,” Kang said.

Said endeavor by Disney+ best reflects the duties of Kang when he was appointed to the current position last December 2020, including duties of managing Disney’s media networks, direct-to-consumer offerings including Disney+, media distribution and motion picture businesses.

Disney+’s current content portfolio includes a wide selection of films and episodes of content from Disney, Pixar, Marvel, Star Wars, National Geographic and Star, as well as including local and regional content in the region. Globally, Disney+ is currently available in 61 countries and 21 languages across North America, Europe, Asia Pacific, and Latin America.

Marketing Featured East Asia

HK’s Harbour City ties up Disney, Pixar to unveil new mega event ‘Pixar Fest’

Hong Kong – Harbour City, the premium shopping center in Hong Kong, has partnered with Disney and Pixar to launch a mega event ‘Pixar Fest’ developed through a new marketing strategy and with a new event format.

‘Pixar Fest’, which will run until 15 August 2021, aims to enhance the consumer experience, create noise, and maximize social shares.

Harbour City is taking the extra mile to introduce something innovative to the audience. Mainly, the mega event has taken full advantage of Harbour City’s layout, installing 12 photo spots at every corner across different zones and levels. For example, the 5.2 meters high Pixar Ball and Lamp has been installed at Ocean Terminal Deck, while enlarged versions of Pixar movie characters have been set up in the atrium.

Apart from taking pictures on-site with the movie characters’ statues, the mall has also leveraged the technology of AR to entice visitors. Harbour City has selected five AR checkpoints in the consideration of mall layout. By downloading the mobile app ‘Harbour Cityzen’ for free, customers can experience ‘AR Fun’ in the onsite installations.

Furthermore, in order to keep the customer-generated content and maximize organic shares, Harbour City has released weekly new surprises to customers, such as limited-edition souvenirs and exclusive products. 

And lastly, Harbour City has created a series of interactive activities, including an online game connecting the real and virtual world across offline and online platforms. The mall has also partnered with booking platform KLOOK for online pre-registration of Pixar’s movies and shorts, to promote the mega event to targeted audiences with its big data.

Marketing Featured East Asia

Hong Kong superstar Keung To stars in new campaign by HSBC’s PayMe

Hong Kong – HSBC’s mobile payment platform, PayMe, has just launched a new campaign, featuring today’s most popular actor and singer in Hong Kong, Keung To.

The new campaign, which was created in collaboration with creative agency Ogilvy, stems from PayMe’s pride in being the only e-wallet designed specifically for the people of Hong Kong.

Titled, ‘Hong Kong’s Wallet’, the ad centers around a music video showing Keung To in ‘PayMeow cat ears’, singing the catchy PayMe song that highlights the message ‘dine-shop-play anywhere, anytime’, and dancing with PayMeow, the brand’s chubby feline mascot, and his group of dancers.

Furthermore, the campaign includes a series of print and social executions, directing people to ‘PayMeow Spin and Win’ – the in-app game in PayMe that gives users a chance to receive rewards of up to HK$500 in their PayMe wallet and other prizes when they spend HK$100 or more at PayMe for Business merchants. It also includes a PayMeow dance challenge on Instagram with special giveaways signed by Keung To.

Jaslin Goh, HSBC’s head of marketing, CX, and design, said that PayMe has become a part of Hong Konger’s lives, where for instance, they often hear people say ‘pay me lar’ among friends, becoming the country’s wallet. 

“So we asked ourselves who’s best to collaborate with our adorable mascot PayMeow with the magic of bringing people together to enjoy the PayMe cashback promotion?” said Goh.

Meanwhile, Buji Ng, the group creative director at Ogilvy, commented that Keung To is undoubtedly Hong Kong’s favorite singer who is making a strong influence in peoples’ lives.

“Therefore, we paired him up with PayMeow to make a music video debut, creating an unprecedented performance for our audience. More fascinating activities are coming up to engage everyone in town,” said Ng.

HSBC’s PayMe said that the campaign will be running until 30 September 2021.