A Hat Trick of Excellence for Razorfish Hong Kong

At The 2016 Marketing Excellence Awards
November 11, 2016

Razorfish Wins Marketing Excellence Awards for Hong Kong Tourism Board and SPCA

HONG KONG, November 11, 2016 - Razorfish, the world leader in helping global brands drive customer obsessed business transformation, part of the Publicis.Sapient network, is celebrating a hat trick of awards at the city’s premier marketing industry awards, the Marketing Excellence Awards. The Marketing Excellence Awards is Hong Kong’s main event recognizing excellence across the marketing communications services industry.  The annual awards celebrate professionals who have pushed their brands to measured success through sound and innovative marketing strategies.

This year, Razorfish Hong Kong was nominated in three categories, and the team proudly collected an accolade in each. They were awarded with:

GOLD Excellence in Travel and Hospitality  Hong Kong Tourism Board 
BRONZE Excellence in Mobile Marketing SPCA’s The Truth Restaurant
BRONZE Excellence in Marketing - NGO SPCA’s The Truth Restaurant

“Razorfish Hong Kong is celebrating another year of success at the Marketing Excellence Awards. Year on year we are consistently awarded, specifically in the technology and mobile space. This is because we excel in creating experiences that serve our clients’ customers, providing both useful utility and an experience they value.” Celebrated Symon Hammacott, Chief Operating Officer, Razorfish Hong Kong. “These are two pieces of work our team are very proud of, so are our clients HKTB and SPCA. I am immensely proud of them too.”

About Hong Kong Tourism Board’s I Never Knew…

The I Never Knew Hong Kong campaign was an influencer-driven experience that aimed to reveal Hong Kong’s hidden attractions and experiences by encouraging fans to share an incredible Hong Kong story. Travellers were able to find new things to do in HK with a mobile social site that aggregated global visitors’ #discoverhongkong user generated content (UCG). 

The I Never Knew Hong Kong influencer-driven initiative shifted the peer-to-peer narrative of the city from ‘places to see’ to ‘things to experience’. Through this experience, Razorfish Hong Kong and the Hong Kong Tourism Board created trusted peer-to-peer recommendations for more than 4 million APAC tourists.

About SPCA’s The Truth Restaurant

Southern China is beautiful, but there is one tradition that has an ugly side. Dog meat is consumed under the guise of tradition, good luck and health benefits. But behind that guise lies an ugly truth - the practices of culling at dog meat festivals are beyond cruel, and many of the dogs are stolen or carrying diseases deadly to humans.

To help SPCA educate consumers, Razorfish Hong Kong created The Truth Restaurant, an awareness experience that served up a shocking dose of reality. Then, we launched it just before the biggest festival of all – Yulin Dog Meat Festival.

The Truth Restaurant is a dual-screen interactive experience which educated visitors about the confronting truths behind the festival. At first, we simply showed the festival’s traditional perception – a lively event to eat with family and friends. Then, we invited viewers to use their mobiles to learn more.

Using navigation gestures inspired by caged animals, viewers were served a shocking dose of the truth as they virtually explored the festival.  These truths included the black market trade of stolen and very ill dogs; the extreme cruelty faced by animals as they are transported and processed; and the unregulated practices that even put humans at risk.

“SPCA will forever be grateful to Razorfish Hong Kong for ideating and building The Truth Restaurant as a pro bono project. This is a striking piece of communication that has helped SPCA bring attention to our educational efforts around the Yulin Dog Meat Festival and the humane treatment of animals in China.” Chris Cui, SPCA Hong Kong.

Campaign credits for HKTB:

Razorfish

Head of Strategy - Seton Vermaak
Associate Creative Director - Nathan Hau
Senior Account Manager - Kristy Tam
Senior Project Manager - Agnes Ng
Assistant Art Director - Jacob Lloyd
Creative Group Head / Copy - Jean Ng
Copywriter - Joyce Ma
Social Executive - Miranda Kong
Technical Team Lead - Kevin Ng

Hong Kong Tourism Board

General Manager, Marketing -
Senior Manager, Brand Marketing - Michelle Tan
Manager, Brand Marketing - Farrida Lui
Assistant Manager, Brand Marketing - Emily Wong
Senior Executive, Brand Marketing - Queenie Cheng
Media: Maker Studios (Singapore), Mindshare

Campaign credits for SPCA:

Razorfish

Art Director - Eric Leung
Senior Copywriter - Cookie Cheng
Senior Account Manager - Kristy Tam
Technical Team Lead - Kevin Ng
PR Manager - Rebecca Simpson  

SPCA

Chris Cui - Director, China Outreach
Chris Ho - Analyst Programmer

About SapientRazorfish

SapientRazorfish part of Publicis.Sapient is a new breed of transformation partner designed to help companies reimagine their business through radical customer-centricity. With more than 12,000 people and 70 offices around the globe, our capabilities span growth and business model strategy, new product and service innovation, enterprise digital transformation, IT modernization, omni-channel commerce, customer experience strategy, change management, digital operations, digital innovation, data strategy and advanced analytics.

Business _ Reimagined for a Connected World

www.sapientrazorfish.com |  Twitter: @SR_ |  Facebook: www.facebook.com/sapientrazorfish | LinkedIn: SapientRazorfish | Instagram: instagram.com/sapientrazorfish

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