For the first time in history, Carlsberg Hong Kong was selected as the recipient of the Gold Award at the HKMA / TVB Awards for Marketing Excellence 2018, announced on 22 Oct 2018 during the Award Presentation Dinner at JW Marriott Hotel Hong Kong.
This year, Carlsberg Hong Kong continued to strive its best to win over the hearts of consumers by launching a new product - the Carlsberg Smooth Draught. From product development to formulation of marketing strategy, the team applied precise consumer insights in order to bring in the best-fit drinking experience and maximize emotional bonding with consumers. Besides, the campaign leveraged TV as key communication platform, accompanied by digital channels, mobile platforms, outdoor, and in-bar experience, allowing an all-rounded engagement with consumers.
The campaign was proven successful as seen by an exceptional growth in brand awareness and business performance. This top-class campaign not only recaptured the market share and paved the way for long-term category growth, but also consolidated Carlsberg Hong Kong’s leading position in the beer industry.
Judges regarded the campaign as truly original and revolutionary, which has successfully built a strong brand perception for Carlsberg without a hitch through innovative product development and pioneering distribution channels.
Supported by the vastly improved brand liking and business results, Carlsberg Hong Kong is proud to say,
IF CARLSBERG DID MARKETING, IT PROBABLY IS THE BEST CAMPAIGN IN THE WORLD.
Established in 1985, the HKMA/TVB Awards for Marketing Excellence have been coveted industry recognition in past decades years. Organized by the Hong Kong Management Association (HKMA) and sponsored by Television Broadcast Ltd. (TVB), the Awards are aimed at bestowing honor and public recognition on individuals and organizations that have, through outstanding marketing programs, broken barriers and raised the standards of the marketing profession in Hong Kong.