Young Marketing Communicators Award

INTRODUCTION

Hong Kong has been, and always will be, a hub for marketing excellence. As Peter F. Drucker said, "Business has only two basic functions – Marketing and Innovation". Marketing includes innovation, and innovation needs marketing to blossom.

As the HKSAR Government supports Creative Industries in an active manner, marketing takes them to a higher level. Without marketing, one's excellent innovative and creative ideas would not be effectively delivered to the mass audience.

Hong Kong Institute of Marketing (HKIM) has always been dedicated to promoting marketing as a philosophy of business, enhancing personal and professional development, and advancing Hong Kong as a leading centre of marketing excellence in the Asia Pacific region since 1982. HKIM has been developing various marketing related programmes to nurture the future marketing professionals. This HKIM Young Marketing Communicators Awards (HKIM – YMC Awards) marks HKIM's continuous commitment to its mission.

HKIM – YMC Awards is the first and the largest integrated marketing communications plan competition for all young people at the aged of 17 to 25 in Hong Kong.



Objectives

The HKIM – YMC Awards provides an invaluable opportunity for Hong Kong young people:

  • To nurture and develop creativity and integrated marketing communication skills;
  • To encourage them to understand and try to produce great ideas for a commercial brand; and
  • To enhance and widen their marketing knowledge and build up their future career interest in the marketing field.

Theme

New Lifestyle for Youth Entertainment
新青年 l 新潮流 l 新娛樂


Topic

Choose one of following topics:
  • A Karaoke Group – Company Name: The Red* ; OR

    If choosing this topic, the team is required to achieve the following objectives:

    • Create brand awareness;
    • Rejuvenate the brand as a trendy, young and healthy karaoke place;
    • Give reasons for visit the Red; &
    • Increase market share or sales target.

  • A Youth Multi-Entertainment Company – Company Name: Youth Club*

    If choosing this topic, the team is required to achieve the following objectives:

    • Build brand awareness among target audiences;
    • Establish positive brand image; &
    • Induce trial.

For background of the virtual company and the outline of the IMC plan, please download the information below:


Young Marketing Communicators Award Committee Secretariat:

Ms Kiki Chan, Chairperson
Mr Ernest Ngai
Ms Annie Chan
Mr Manny Chin
Ms Michelle Ng


HKIM – YMC Awards Advisory Board

  • Dr. Alan K. M. AU, Marketing Strand Leader of Open University of HK
  • Prof. Allan K. K. CHAN, Dept of Marketing, Asso Dean & MBA Course Director of Hong Kong Baptist University
  • Prof. Y. P. KONG, Vice President of Chu Hai College of Higher Education
  • Mr. Sherman LAM, Acting Marketing Director, Faculty of Business of The Hong Kong Polytechnic University
  • Dr. Jane C. Y. LEE, Senior Associate Director of SPACE, the University of Hong Kong
  • Dr Esther LI, Associate Professor, Dept of Marketing & International Business of Lingnan University
  • Prof. Stella SO, Associate Professor of the Chinese University of Hong Kong
  • Prof. Wing Fu SZETO, Associate Prof. & Head of Admin Dept of Shue Yan University
  • Dr. Anthony C. W. TAM, Director of School of Business & Information Systems, VTC
  • Dr. Evia O. W. WONG, Head, Dept of Business Administration of IVE (Chai Wan)
  • Dr. Gilbert WONG, Executive Director of the University of Hong Kong
  • Prof. Oliver H. M. YAU, Pro. (Chair) of Marketing, Dept of Marketing of City University of Hong Kong

Overall Awards:

California Red 加州紅 – Grand Award 至尊大獎
HK$ 30,000 in cash + opportunity of using the storyline for a real TVC + Trophy + Internship + Certificate

Tertiary Education Group 大專組  
Media specialism: 傳訊範籌 HKIM – Creative Award
創意獎:
Trophy + Cert. (Team)

HKIM – Director Award
導演獎:
Trophy + Cert. (Individual)
HKIM – Gold Award 金獎
HK$ 10,000 + Trophy + Internship + Certificate
Non-media specialism: 非傳訊範籌
HKIM – Gold Award 金獎
HK$ 10,000 + Trophy + Internship + Certificate

Open Group 公開組
HKIM – Gold Award 金獎
HK$ 10,000 + Trophy + Internship + Certificate
HKIM – Silver Award 銀獎
HK$ 7,000 + Trophy + Internship + Certificate
HKIM – Bronze Award 銅獎
HK$ 3,000 + Trophy + Internship + Certificate
HKIM – Creative Award 創意獎:
Trophy + Cert.(Team)
HKIM – Director Award 導演獎:
Trophy + Cert.(Individual)

Certificate of Merits 優異證書:
Three other teams which can meet the professional standards but do not win any of the above awards will receive a Certificate of Merits.

Certificate of Appreciation 嘉許狀:
Participants who have submitted their works for the campaign but do not win any of the above awards and certificates of merits will receive a Certificate of Appreciation.


Scope of Work

Each team must submit their works (in either English or Chinese) to HKIM – YMC Awards Committee on or before 31 July 2007 6:00 pm.

  • Executive summary
    (1 hardcopy & 1 softcopy in DVD-Rom; maximum 2-page A4 size with double line spacing)
  • Detail report
    (1 hardcopy & 1 softcopy in DVD-Rom; maximum 20-page A4 size with a font size of 12-point and with double line spacing)
  • 1 x 30 sec TV commercial or 2 x 15 sec TV commercials
    (in mpeg format)
  • Director Report
    (1 hardcopy & 1 softcopy in DVD-Rom; maximum 500 words with a font size of 12-point and with double line spacing)

Adjudication

First Round Adjudication

Totally 15 teams will be selected from all teams:
  • 5 outstanding teams will be selected from Media specialism (Tertiary Education Group);
  • 5 outstanding teams will be selected from Non-media specialism (Tertiary Education Group);
  • 5 outstanding teams will be selected from Open Group
Final Round Adjudication

Each team (15 outstanding teams selected in the first round adjudication) will have:
  • 20-min presentation on explaining their creative works (maximum 25 slides in PowerPoint format);
  • Q & A session

Judging Criteria

35% Effectiveness (Research, Analysis, Objective(s), Message and Media selection)
35% Creativity (Originality, Creativity, Campaign theme, Slogan/motto and Brand logo)
15% Presentation (Presentation skill, Organization and Content)
15% Execution (Direction, Shooting, Action, Music and Editing)


HKIM – YMC Awards Judging Panel:

Panel Chairman
  • Mr K. M. YIM, Chairperson of HKIM
First Round Judging Panel
  • Ms Kiki CHAN, Chairperson of YMC Awards Committee
  • Mr Manny CHIN, Director of California Red Ltd.
  • Mr Bruce KONG, Chief Executive of POAD Group Limited
  • Dr S. T. MAK, Chairman of Convey Advertising Company Ltd
  • Mr Ernest NGAI, Vice-chairman of HKIM
  • Ms Winnie SEK, Representative of The HK Academy for Performing Arts
  • Mr Mou Keung YAN, Chairperson of Artiste Training Alumni Association
  • Mr K. M. YIM, Chairperson of HKIM
Final Round Judging Panel
  • Mr Ka Po IP, Vice President, Variety, PR & Promotions of ATV
  • Mr Anthony LOCK, Managing Director of California Red Ltd.
  • Prof Kevin THOMPSON, Director of The HK Academy for Performing Arts
  • Mr Eric TSANG, Chairperson of HK Performing Artistes Guild
  • Mr K. M. YIM, Chairperson of HKIM