Saatchi Hong Kong Wins Big at the 2016 MARKies
The 2016 MARKies Awards was held at The Mira Hong Kong on Apr 22. Saatchi & Saatchi Hong Kong got 1 Gold, 1 Silver & 3 Bronze on the ceremony.
‘Cityplaza-Live Happy’ won 1 gold & 1 bronze in the ‘Best Idea’ category and 1 bronze in ‘BEST USE OF PRINT’ category. The campaign created a gigantic ball pit called “Sea of Happiness” in Cityplaza, which is one of the oldest and biggest malls in HK island for the past 34 years, to allow not only kids but also adults to dive into it. ‘Live Happy’ campaign reminded everyone in HK that happiness can be very simple and be found around them in their everyday life, and successfully turned Cityplaza from a ‘silent neighbor’ to an ‘iconic happy generator’.
‘Jaguar XE Launch’ campaign got 1 silver in the ‘Best Use of Out-of-home’ category and 1 bronze in the ‘Best Idea’ category. The campaign defied the rules on how luxury car brands usually communicate and made its mark in Hong Kong. By challenging the norm and disrupting the ubiquity of its competitors, it further spread the message of Jaguar living the spirit of ‘know no rules’. In the 8 days of the campaign, it effectively turned competitor cars into Jaguar’s advocates, and successfully generated buzz across the country and got the large car community talking about it.