Nominees-en Category: Industry Excellence Awards

This entry details the launch campaign for the return of “House of Dancing Water” after a five-year hiatus. The objective was to reclaim its status as a world-class spectacle and a key driver for cultural tourism in Macau. The strategy repositioned the show as a “once-in-a-lifetime” experience, executed through a multi-phase plan. This included compelling narratives across social platforms, engagement with diverse storytellers, and a “Blue Carpet” livestream premiere designed for digital virality. The campaign generated over 130 million hashtag views, 18 Weibo trending topics, and a massive surge in search interest. It resulted in sold-out performances, successfully re-establishing the show’s iconic status.

In an age of social content, what does effective CEO communication look like?

Porsche launched AP Studio, a short-form content IP featuring CEO Alexander Pollich, translating stakeholders’ desire for “never-heard-before” insights into social-first ideas. Positioned as an approachable “brand guide”, Pollich conveys Porsche’s heritage, motorsport culture, community stories, and products through immersive, locally grounded experiences—from classic cars on city streets to his participation in community events.

AP Studio was distributed across 10 official accounts on 7 major platforms, including public channels such as Weibo and The Red Note, semi-private WeChat ecosystem, LinkedIn as cooperate channel, and Porsche App community—maximizing broad visibility while deepening engagement among core stakeholders. It delivered 7.29 million organic reach and 2.56 million video views. WeChat followers grew by 254.5%, while Channel viewership outperformed regular PR content by 289.2%, setting a new benchmark for PR-led storytelling.

Hong Kong’s mobility market sees e-hailing capture a mere one-third of point-to-point rides, drastically lagging mature markets (SG: 87% | NY: 82%). Our imperative is to decisively shift users from street hail to e-hail, significantly elevating Uber Taxi’s consideration as the preferred choice. Uber’s 2024 “Skip the Kung Fu” campaign successfully built a proposition which boldly challenged HKers’ cultural habit. ( ‘大費功夫？Skip!’ translates to ‘Skip the Kung Fu/Effort’ (of finding a taxi and get going with Uber). ) Our 2.0 campaign strategy builds upon last year’s effort, further enhanced the brands’ consideration and addressed riders’ need of better fee clarity to overcome their “street hail inertia”, ultimately affirming the campaign’s essential mission: to lead the fundamental shift from street-hail to e-hail movement in Hong Kong.

To challenge the high-risk driving culture in Taiwan, Lexus launched “The Gentlemen’s Club,” redefining “good driving” from reckless speed to technical precision. Facing a competitive driver mindset, we shifted the pride of ownership by weaponizing it: turning safety into “The Toughest Driving Challenge.” Utilizing Real Connected Car Data (Telematics) within the Lexus app, we transformed invisible vehicular data into gamified missions. Over 2.58 million challenges were completed, driving a 40% jump in app engagement. Most importantly, it triggered a concrete behavioral shift: 66% of participants voluntarily reduced speeds, and 370,000+ drivers earned elite safety badges. This data-driven initiative collectively reduced 249kg of CO2, proving that when luxury meets digital innovation, it can save lives and the environment while strengthening brand leadership. This campaign successfully evolved Lexus from a car manufacturer to an intelligent leader of driving culture.

Mother’s Choice, a Hong Kong charity, works to find permanent homes for children without families and urgently needed foster families for its “Project Bridge” program. With a modest budget and a target of 53 sign-ups, we crafted a pro bono campaign to overcome three challenges: low public awareness, limited creative assets, and budget constraints. Our strategy focused on audience precision, content adaptation, and partnerships. By transforming long-form testimonials into mobile-first videos, optimizing user journeys, and leveraging geo-targeted ads in English and Traditional Chinese, we exceeded expectations—achieving 99 sign-ups, expanding the audience to 35+, and building a foundation for future engagement.

In alignment with the Hong Kong Government’s Smart Government initiative, the Hong Kong Police Force (HKPF) digitalised the Traffic Fixed Penalty Notices (FPNs) and launched the eTraffic Ticket Platform on 15 June, 2025. This platform marks the gradual digitalisation of FPNs and includes ancillary systems to support this transition. Vehicle owners and drivers can now register their e-contact means (mobile number or email address) with the Transport Department, allowing them to receive traffic tickets via SMS or email. A comprehensive publicity campaign and public engagement efforts have garnered positive public support, establishing a pivotal milestone for traffic management within Hong Kong’s government services. This digital transformation significantly enhances the process of reporting traffic violations and receiving notifications, moving away from paper-based methods. Moreover, it lays a strong foundation for future enhancements, introducing additional citizen-centric functions and further integration with other government services.

In Taiwan, enduring pain is culturally viewed as virtue, making behavior change resistant to entertainment-driven influencers. Recognizing pain relief as preventive health intervention rather than a lifestyle choice, Panadol redefined influence in healthcare through the Warm Trio strategy—a connected circle of trusted voices supporting people at every stage of their care journey. Doctors reframed endurance as health risk through credible medical evidence, pharmacists became trusted digital health advisors who strengthened confidence at the moment of consideration, and KOLs amplified empathy by translating professional guidance into relatable lived experiences. Each role was activated within digital environments aligned to their natural authority, ensuring influence at the right stage of decision-making. The campaign achieved 60% completion rates (+15% uplift), increased usage by 10–15% year-on-year, nearly tripled social discussion, and reversed a 3% decline into +5% sales growth—helping Taiwan move from silent sacrifice to confident self-care.

NexGard Spectra successfully addressed behavioral complacency in Taiwan’s pet care market by reframing parasite prevention as an essential extension of “good ownership”. Recognizing that emotionally invested owners often resist traditional medical lectures or guilt-based messaging, the campaign utilized empathetic storytelling to highlight unseen risks without threatening the owner’s identity.

The execution functioned as a behavioral guidance system, combining sequential YouTube videos for non-defensive education with high-impact CTV and Masthead placements to establish category authority. Crucially, the campaign pioneered a media-first innovation by utilizing veterinary clinic waiting room screens to capture the “final five minutes” before consultation. This strategy delivered a significant behavioral shift, resulting in an 81% increase in brand keyword searches. Commercially, NexGard Spectra achieved 16% year-on-year sales growth, supported by 26,000 monthly owner inquiries, proving that identity-affirming communication effectively drives proactive medical action.

主要是以推动学龄前唱跳电影进入主流戏院市场为主要目标，以 Influencer 为引擎，透过 YOYO TV 高信任内容整合与数字高频接触，将学龄前幼童日常唱跳习惯转化为观影动机；让个人偏好升级为班级与群体行动，放大同侪效应。最终透过戏院映前映后互动设计，降低家长对幼童观影风险的疑虑，完成实体票房转化。

To launch the Netflix original series “Born for the Spotlight,” we bypassed traditional advertising to stage a cultural phenomenon: “The Blurred Reality Scandal.” Facing a “scandal-fatigued” audience in Taiwan, our strategy was to blur the line between scripted drama and real-life celebrity gossip. We executed a viral campaign disguised as a “Crew Leak,” using an anonymous Threads account to release raw, shaky-cam footage of A-list stars in staged conflicts. The unedited style matched the digital aesthetic of modern gossip, triggering massive national curiosity. Within 8 hours, a single leak reached 1.7M views, sparking intense social debate and 100+ organic news reports. This high-stakes transition from “gossip” to “content” secured a No. 1 debut on Netflix Taiwan, where it held the top spot for 3 consecutive weeks. We successfully proved that mastering the digital “language of gossip” can turn scripted entertainment into an undeniable real-world obsession.