Hong Kong – Toys“R”Us has launched its first ‘Playful Living’ concept store in Asia at K11 Art Mall at Tsim Sha Tsui, aiming to make consumers regain their pure childhood happiness through their favourite characters’ decorations and treasured toys.
Having classic and trendy toys, Toys“R”Us’ new store shares a sense of kindness and warmth providing a new shopping experience in a relaxed, worry-free, comfortable, and fun environment.
To celebrate the grand opening of the Playful Living concept store, Ryan Lee, a local fitness trainer and artist, was invited by Toys“R”Us to have the 1st wave collaboration in the store to convey positive energy.
In addition of Rumbbell and Jacrbell products, there are also exhibits and photo points, creating a homey vibe full of positiveness and joy of life.
Different from the colourful and rich main colours of other stores, a large number of minimalist wood decorations equipped with furniture and household items such as dining tables and bookcases are used to create the dream room for “Kidults”.
The new store is stocked with classic and trendy toys, from Dragon Ball and Disney characters, to the recent popularity of Chiikawa, mofusand, LuLu The Piggy, as well as items with local characteristic can be exhibited in three main zones, “For Him”, “For Her” and “Together”.
Tag: Hong Kong
Hong Kong – Omnicom Media Group Hong Kong (OMG HK) has created a proprietary and unique dashboard with enhanced functionality by incorporating Google’s Generative AI technology into its social listening framework. This connection helps brands to quickly and effectively evaluate massive amounts of social media interactions, identifying various nuances, settings, and consumer mood.
The customised dashboard also distinguishes OMG HK and its agencies as more than just traditional media agencies, allowing them to broaden their capabilities and become more agile in an era where marketers seek to consolidate agency resources.
This is a change from keyword-based social listening, as the first brand in the network to use this feature is Mead Johnson Nutrition, a client of PHD Hong Kong. Mead Johnson Nutrition can prioritise their media buys to reach particular demographics and maintain flexibility in their marketing endeavours by utilising the dashboard.
OMG HK’s social listening dashboard has natural language processing capabilities through advanced language understanding provided by GenAI models. This makes it more adept than a keyword-based method in understanding the subtleties, context, and sentiment of social media posts and comments.
OMG HK’s proprietary dashboard can process ambiguity, sarcasm, complicated sentence structures, and colloquial idioms more precisely through the use of GenAI, which improves sentiment analysis and insights. Additionally, it has the ability to decipher and evaluate the meaning behind emojis and other non-textual components frequently found in social media messages.
The improved social listening dashboard from OMG HK provides customizable sentiment analysis across several brands. It has the ability to effectively detect the mood conveyed towards each unique brand by screening comments that mention several companies. It ascertains whether the attitude is favourable, unfavourable, or neutral for each brand mentioned by examining the larger context. Even in intricate conversations involving multiple brands, this flexibility allows for more detailed and accurate brand-specific insights.
Large volumes of social media data can be quickly processed by the improved dashboard created by OMG HK, and it can produce succinct, insightful reports. It finds the most important themes, subjects, and opinions that are present in the data and presents them in a way that is simple to understand. The generation of insights is accelerated and made more agile by this capacity.
OMG HK’s dashboard can be adjusted and tailored to unique domains, industries, or scenarios that are pertinent to a given brand or market by using GenAI. With the use of this capacity, the GenAI model is better able to comprehend and interpret the lingo, subtleties, and vocabulary unique to that field, producing more precise and pertinent insights.
OMG HK’s dashboard is scalable with its interface with Google BigQuery, which enables it to manage enormous volumes of social media data in real-time. The dashboard can track and examine social media streams in real-time, giving users the most recent information and facilitating fast reactions to new trends.
Chris Kwok, head of data, Omnicom Media Group Hong Kong, said, “Our proprietary proposition offers clients like Mead Johnson Nutrition with insights into customer sentiments and conversations. By leveraging advanced language understanding and analytics, we empower brands to make data-driven decisions and drive their social media strategies forward.”
Meanwhile, Chloe Ko, marketing and acquisition director and business co-head at Mead Johnson Nutrition, commented, “With unparalleled insights and analysis of social media conversations, we can better understand our consumers and their sentiments. This empowers us to drive our marketing initiatives forward, making data-driven decisions that resonate with our target audience.”
Hong Kong – Blue Insurance Limited has tapped Omnicom Media Group (OMG) Hong Kong for its latest programmatic digital out-of-home (pDOOH) campaign that featured a retargeting strategy plan to achieve high accuracy and audience engagement.
For this campaign, Blue Insurance aimed to boost awareness and consideration for its ‘Term Life Insurance (TL3)’ offering. To achieve this, OMG HK recognised the need for an innovative strategy to enhance the campaign’s effectiveness and introduced an advertising opportunity through clinic TVs.
The OMG HK team capitalised on using clinic TVs and strategically selected MTR stations near residential areas to raise awareness of life insurance among target audiences.
Blue Insurance and OMG HK placed digital ads on TV screens in clinic waiting rooms to educate patients on the importance of life insurance while they waited for consultations. This approach utilised a smaller, more targeted setting to engage consumers who might be considering insurance options. The campaign focused on approximately 60 clinics to effectively reach the intended audience.
The team also strategically chose MTR stations near 14 residential areas in Kowloon and the New Territories for ad placements. The ads were displayed on JC Decaux’s (JCD) trackside TVs and new 98-inch Ultra Digital Panels, making Blue Insurance the first client to utilise this cutting-edge technology. These panels represent JCD’s inaugural digital, 4K screens within their transport advertising network.
Unlike traditional OOH advertising, programmatic DOOH (pDOOH) placements deliver contextually relevant ads to individuals in the vicinity and enable retargeting on desktop or mobile devices, providing Blue Insurance with greater precision in their advertising efforts. The accuracy and effectiveness of this retargeting strategy revealed that over 90% of the retargeted audience, who were near the pDOOH ads, expressed interest in insurance products, with 68% specifically showing a keen interest in life insurance.
Jacky Wong, senior performance manager at OMG Hong Kong, said, “While OOH focuses on reaching a large audience, DOOH prioritises targeting quality. Our goal is to optimise ad spend for our clients by accurately retargeting users on mobile and desktop, ensuring every dollar is spent wisely for maximum impact.”
Joanne Choy, senior manager of brand, distribution, and marketing at Blue Insurance Limited, also said, “The campaign has enabled us to successfully raise awareness of term life insurance and refundable critical illness insurance among our desired consumer groups. OMG Hong Kong is working with us to review the campaign and offer ways to better utilise retargeting for future initiatives. We are glad to have a partner that understands the importance of innovation and one that equips us with the knowledge and strategies to constantly enhance our marketing efforts.”
Hong Kong – DDB Group Hong Kong has acquired the creative and social media accounts for Tiger Brokers’ Tiger Trade trading platform. The agency will be in charge of all 2024 communications, including strategy and creative for branding, production, promotion, and social media.
Building brand awareness and client acquisition in an established market of savvy investors is the brand’s main goal. DDB will have to help with increasing appeal, reaching a wider audience, and establishing brand presence.
Tiger Trade’s low-commission real-time trading software provides investors with technology, knowledge, and inventiveness. The smartphone app is young and only getting started in the Hong Kong market, it already has over 2.2 million account holders worldwide.
Speaking about the appointment, Lowe Low, Senior brand marketing manager at Tiger Brokers (HK) Global Limited, said, “DDB’s unparallelled creativity and strategic brilliance truly distinguished them in the pitch process and it is with immense excitement that we move forward with them. At Tiger Brokers, we believe in pushing boundaries and redefining possibilities, and with DDB by our side, I am confident that we will create ground-breaking campaigns that not only captivate our audience, but also redefine the landscape of our industry.”
Meanwhile, Koman Ko, managing partner at DDB Group Hong Kong, stated, “We immediately respected Tiger Brokers’ visionary approach and ambition, as well as their collaborative style of working. We can’t wait to get started and help bring Tiger Trade’s superior investment experiences to more Hong Kong people, helping them reach their full potential as investors.”
Hong Kong – OMD HK has recently announced a new survey shedding light on the media habits of Generation Z’s youngest members, marking the transition to the emerging Generation Alpha. This survey is part of the agency’s third wave of the ‘Youngster Survey’.
In the survey, it noted that Gen Z considers social media a key companion, with Instagram leading the way. They use social platforms for connection and discovery and as search engines. Gen Z are starting to explore Instagram’s new platforms Threads and turn to Chinese social media platforms such as Douyin and Xiaohongshu for more fun, updates in entertainment or shopping.
In terms of video media consumption, Gen Z predominantly streams video content on smartphones and smart TVs, with 52% of their viewing time spent on smartphones. YouTube is their preferred platform, and there is a growing interest in local movies and dramas as well as a preference for content in Cantonese. Youngsters are attracted to video-focused platforms like Instagram, Facebook, and X/ Twitter as fads for Chinese social platforms Douyin and Xiaohongshu decline.
Moreover, smart TVs and smartphones are key devices used to stream most video platforms. Youngsters exhibit a higher likelihood of subscribing to cheaper ad-supported subscriptions for smooth user experiences. Brands can consider connected TV and platforms such as Bilibili.
Meanwhile, daily music listening time has increased to 1.9 hours compared to the previous wave. YouTube Music remains dominant due to its user-friendly features like Discovery, Personalization, and Community. It’s also worth noting that YouTube ads effectively connect with the audience through up to 30-second audio ads, allowing for CPM bidding and optimised creative targeting of music and non-music content using Google’s solutions.
Gaming-wise, mobile gaming remains dominant but has decreased average playtime from 2.3 hours to 2 hours. Youngsters are spending less time gaming, likely due to increased physical meet-ups post-pandemic. Smartphones, PC games, and tablets are the most popular platforms. PlayStation and Nintendo Switch have declined, while handheld consoles like Logitech G Cloud have gained traction among female teens. Moreover, female teens are increasing their presence in gaming and outspending males while male youngsters prefer intense multiplayer games, while females gravitate towards immersive gaming experiences.
Lastly, youngsters aged 18-24 prioritise data privacy and security but are more open to data exchange for personalised offers, while female teens (13-17) show lower concern for data privacy. Both male and female youngsters take proactive measures to protect their data, such as using ad blockers, declining cookies, and utilising VPNs, with males being more ad-averse and having higher VPN usage.
Florence Wong, CEO of OMD HK, said, “With the release of the third wave of the Youngster Survey, OMD HK continues its commitment to providing valuable insights into the media habits of Hong Kong’s youth. This survey reflects the changing media landscape and offers a glimpse into the emerging Generation Alpha, who will shape the future of media consumption.”
Hong Kong – VML has appointed Alfred Wong as chief creative officer of VML Hong Kong. He has started his post and will report to Maggie Wong, CEO of VML Hong Kong.
Formerly employed by Apple’s custom agency Media Arts Lab Shanghai (MAL), Wong is a creative leader. He had a key role in producing influential work that changed Chinese culture while serving as executive creative director of MAL.
At Leo Burnett Hong Kong, Wong became executive creative director. For three years in a row, his office was named among the top three Hong Kong agencies. After moving to Shanghai, he worked as Chief Creative Officer at ADK, reshaping the firm with integrated thinking and its creative standards before joining MAL Shanghai to work at Apple.
With over 200 awards, including two consecutive Gold Cannes Lions, Wong held the #2 spot in Asia for creative directors. The international advertising festivals, including Cannes Lions, D&AD, One Show, Clio, Tribeca X, ADC, London International Awards, Andy Awards, Adweeks, Spikes Asia, AdFest, LongXi, Hong Kong Kam Fan, and EFFIE, have honoured this creative leader in the digital, film, and print categories.
Speaking about his appointment, Wong said, “The fusion of technology and creativity truly excites me. It empowers us to push the boundaries of what’s possible, creating work that is fresh and out-of-the-box. I am thrilled to have the opportunity to join forces with Maggie and the team, working together to create something remarkable.”
Meanwhile, Maggie Wong stated, “Alfred joins us at such an exciting time for VML, where we are forging a new path as a growth partner – one that is equal parts creative agency, consultancy, and technology powerhouse. Alfred’s passion for creativity and his ability to push boundaries make him an exceptional addition to our team. Under his leadership, we will continue to nurture an environment that celebrates creativity, empowers talent and produces awe-inspiring work.”
Singapore – REFASH, a Singaporean omnichannel secondhand fashion destination under the Carousell Group, has announced the opening of its first Hong Kong store in Mongkok on 20 April with a special event where women can declutter their wardrobes for instant cash. This marks the brand’s Hong Kong expansion plans beyond their over 20 stores across Singapore and Malaysia.
REFASH’s first Hong Kong store brings the best of their Singapore and Malaysia shopping experience. Hong Kongers can look forward to a specially-curated inventory of ‘brand new with tags’ (BNWT) women’s fashion from popular Singapore and other leading Southeast Asian brands, which are otherwise unavailable in the Hong Kong market.
With the Municipal Solid Waste Charging Scheme implementing soon, this provides an alternative option to encourage Hong Kongers to not only avoid throwing away items still in good condition, but also provide a convenient way that appeals to busy Hong Kongers.
Aloysius Sng, founder and CEO at REFASH, said, “REFASH was started 8 years ago to extend the lifespan of clothes and build a more sustainable future for fashion. I am heartened that over the years, we have collectively diverted over 7.3 million clothes from the landfills and given over 3.6 million used clothes a second life. We wanted to target the Hong Kong market next after our Malaysia expansion last year, as we saw a market gap to reach the mass market of Hong Kongers. We believe that sustainability should not be a trend, but part of everyday life.”
He added, “We are excited by great initial results in Hong Kong. In Jan and Mar this year, we partnered with Carousell Hong Kong to do a decluttering event for instant cash, and collected around 3,500 pieces of clothes. Majority of which are in almost-new condition. We are excited to officially launch our store and continue to expand more stores in Hong Kong.”
Hong Kong – Mox Bank, a virtual bank backed by Standard Chartered, has appointed Igor Lau as its chief customer officer, which took effect on 1 April. Lau’s extensive experience in Mox, coupled with his profound understanding of customer needs, solidifies Mox’s dedication to putting customers at the heart of its operations.
In his new role, Lau will shape Mox’s customer journey and experience. With responsibilities spanning customer experience design, brand proposition development, partnerships, marketing, and analytics, he will elevate the future of customer engagement at Mox.
Having spent nearly four years with Mox and as Interim CCO since early 2023, Lau had a critical role in shaping the latest Mox experiences and growing its base to over 550,000 customers through impactful marketing campaigns and JV partnerships.
He brings over 22 years of experience building brands and customer relationships from renowned organisations including Asia Miles where he was digital experience and member engagement head. His insights gained at leading advertising agencies like Mindshare and Ogilvy position him as an invaluable asset to the Mox leadership team.
Barbaros Uygun, CEO of Mox, said “Igor’s customer-first mindset aligns perfectly with our values. His appointment reinforces our commitment to putting customers at the heart of our business. I’m truly honoured by this opportunity to shape the customer experience at Mox,” said Igor Lau. “I’m committed to building upon Mox’s success and delivering exceptional value to our customers.”
Hong Kong – International health and beauty retailer AS Watson Group has announced the promotion of Malina Ngai to group chief executive officer, helping the business in its growth journey globally.
Ngai currently serves as the group chief operating officer for AS Watson and the chief executive officer for AS Watson Asia and Europe.
As the new group CEO, Ngai will be responsible for setting goals, guiding the team in creating plans to prioritise customers, and ensuring the ongoing expansion of AS Watson’s global portfolio.
She brings with her an expansive track record, having joined AS Watson’s parent company, CK Hutchison, formerly known as Hutchison Whampoa, in 2000. Ngai was first stationed at Hutchison Port Holdings and soon moved to the Hutchison Whampoa Corporate Affairs Department.
After a year at the parent company, Ngai transferred to AS Watson in 2001, where she took on various leadership roles. She became the group COO in 2013 and CEO of AS Watson Asia and Europe in 2019.
Prior to joining CK Hutchison, Ngai also worked for a sports marketing consultancy and the Hong Kong SAR Government’s statutory body for sports development. She holds a doctoral degree and a master’s degree in business administration, a master’s degree in finance, and a bachelor’s degree in sports administration.
It is also worth noting that she used to be a competitive athlete and even won a bronze medal for Hong Kong at the 1994 Asian Games.
Ngai’s appointment to her new role will be effective May 1, 2024. Meanwhile, Dominic Lai, group co-managing director at CK Hutchison and group managing director at AS Watson, will assume the position of chairman for AS Watson.
Speaking on her promotion, Lai said, “After a very fulfilling 17 years of leading the AS Watson Group, I think it is the appropriate time to pass on the baton. Malina has been crucial in successfully driving AS Watson’s digital transformation, implementing the O+O (offline plus online) business model, and fostering positive cultural change in the past decade.”
He added, “Malina has worked at CK Hutchison and AS Watson for 24 years. Her career path started in corporate communications and later expanded to international management positions in international buying, technology development, sales operations, marketing, big data, and sustainability. She demonstrated strong adaptability, strategic agility, and the ability to drive tremendous momentum across the entire organisation. Her significant achievements have continued to propel our organisation forward. Malina is perfectly prepared for this role.”
“As the Group CEO of AS Watson, Malina will be fully in charge of defining our vision and leading the team to formulate strategies to meet our strategic objectives of putting customers first and continuing the growth journey of our global portfolio. All senior leaders who currently report to me will report to Malina. I will assume the position of Chairman of AS Watson,” Lai concluded.
Singapore – Traveloka, a key travel platform serving the Southeast Asia region, has teamed up with the Hong Kong Tourism Board (HKTB) to expand travel experiences in the region. The collaboration comes at a time when Hong Kong’s tourism sector is experiencing a resurgence following the reopening of international borders.
To capitalise on this growing interest in Hong Kong, Traveloka is offering travel deals through its app that encompass flights, hotels, and other travel activities.
Moreover, the collaboration between Traveloka and HKTB aims to strengthen Traveloka’s position as a travel partner in Southeast Asia while promoting Hong Kong as a premier destination for travellers from the region.
Caesar Indra, president at Traveloka, highlighted the significance of this partnership, noting the increasing popularity of Hong Kong among travellers using the platform.
“Hong Kong is among the popular destinations on our platform, with sales of flight tickets to the city almost quadrupling in the fourth quarter of 2023 compared to the same period last year.” He emphasised that the collaboration with HKTB would further promote global destinations and encourage travellers to explore new experiences.”
Meanwhile, Liew Chian Jia, regional director of Southeast Asia at Hong Kong Tourism Board, emphasised the importance of partnering with Traveloka to enhance Hong Kong’s tourism potential. She also expressed aspirations to attract more travellers from Southeast Asia to explore Hong Kong and contribute positively to the aviation and hospitality industries in the region.