marketing magazine hk - feb 2014

marketing-interactive.com HONG KONG

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THE ART & SCIENCE OF CONNECTING WITH CONSUMERS FEBRUARY 2014

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Submit your entries TODAY!

The MARKies are a companion to the celebrated Agency of the Year Awards and recognise the most innovative, creative and effective campaigns or projects spanning Hong Kong’s entire marketing services industry. Get your entries in now.

Creative Ideas1. Best Idea – Apps2. Best Idea – Content Marketing3. Best Idea – Events4. Best Idea – Experiential5. Best Idea – Gaming6. Best Idea – Integrated Marketing7. Best Idea – Loyalty & CRM8. Best Idea – Out of Home9. Best Idea – Print10. Best Idea – Public Relations11. Best Idea – Retail12. Best Idea – Social13. Best Idea – TV14. Best Idea – Viral15. Best Idea – Web Design

Media Usage16. Best Use of Apps17. Best Use of Gaming18. Best Use of Integrated Media19. Best Use of Mobile20. Best Use of Online21. Best Use of Out of Home22. Best Use of Print23. Best Use of Search24. Best Use of Social

aotyawards.com/HK

Submission deadline: 3 MarchAwards night: Friday, 30 May, JW Marriott Hotel Hong Kong

For more information on the awards or entries, please contact Cindy Yeung at +852 2861 1882 or email cindyy@marketing _ interactive.com

For sponsorship opportunities, please contact Josi Yan at +852 2861 1882 or email josiy@marketing _ interactive.com

Brought to you by:

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EditorialMatt Eaton, Group Editormatte@marketing-interactive.com

Jennifer Chan, Reporterjenniferc@marketing-interactive.com

Tracy Chan, Bilingual Sub Editortracyc@marketing-interactive.com

International TeamRayana Pandey, Editor (Singapore) rayanap@marketing-interactive.com

Vivian Chong, Editor (Malaysia)vivianc@marketing-interactive.com

Oliver Bayani, Editor (Philippines)oliverb@marketing-interactive.com

EventsCathy Luk, Events Managercathyl@marketing-interactive.com

Cindy Yeung, Events Executivecindyy@marketing-interactive.com

Advertising Sales - Hong KongJosi Yan, Sales Directorjosiy@marketing-interactive.com

Sara Wan, Senior Account Managersaraw@marketing-interactive.com

Suki Hung, Account Managersukih@marketing-interactive.com

Advertising Sales - InternationalChe Winstrom, Sales Manager (Singapore)chew@marketing-interactive.com

Ginnee Leong, Head of Sales (Malaysia)ginneel@lighthouse.com.sg

Production and DesignShahrom Kamarulzaman, Regional Art Directorshahrom@lighthousemedia.com.sg

Evisu Yip, Senior Designerevisuy@lighthousemedia.com.sg

FinanceEvelyn Wong, Regional Finance Directorevelynw@lighthousemedia.com.sg

MarketingJune Tan, Regional Marketing Executivejunet@lighthousemedia.com.sg

Management Tony Kelly, Managing Directortk@marketing-interactive.com

Justin Randles, Publisherjr@marketing-interactive.com

Matt EatonGroup Editor

Lighthouse Independent Media Ltd. Printed in Hong Kong by Asia One Printing Ltd. For subscriptions, contact circulations at +65 6423 0329 or email subscriptions@marketing-interactive.com. COPYRIGHT & REPRINTS: All material printed in Marketing is protected under the copyright act. All rights reserved. No material may be reproduced in part or in whole without the prior written consent of the publisher and copyright holder. Permission may be requested through the Hong Kong office. Disclaimer: The views and opinions expressed in Marketing are not necessarily the views of the publisher. Singapore: Lighthouse Independent Media Pte Ltd 100C Pasir Panjang Road, #05-01 See Hoy Chan Hub, Singapore 118519 Tel: +65 6423 0329 Fax: +65 6423 0117 Hong Kong: Lighthouse Independent Media Ltd Unit A, 7/F, Wah Kit Commercial Building 300 Des Voeux Road Central, Sheung Wan, Hong Kong Tel: +852 2861 1882 Fax: +852 2861 1336 Malaysia: Lighthouse Independent Media Sdn Bhd, Suite 11.7 11th Floor, Bangunan Yee Seng 15 Jalan Raja Chulan, Kuala Lumpur Malaysia Tel: +603 2072 0355 Fax: +603 2075 0395 To subscribe to Marketing magazine, go to: www.marketing-interactive.com

SCAN TO SUBSCRIBE

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No. 1 Digital Media ofThe Year in LocalBusiness & Finance*The ideal platform to reach out to the affluent andhigh-net-worth consumers.

To place ads, contact us atdigital-sales @hkej.com or 852-2856 6363.

*Digital Media of the Year Award 2012 and 2013, Marketing Magazine

www.hkej.com

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OPENING FEATURE

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CAMPAIGN CLAIM AT FINGERTIPSCLIENTZURICH INSURANCE (HONG KONG)

AGENCY THE GRAVITAS GROUP

CHALLENGE: Complicated claiming processes and lengthy processing times have always been a customer’s biggest annoyance. It was also a problem for the entire industry. While general insurance was Zurich’s strength, clients tended to easily switch between companies following their personal agents. So how could it retain and attract new customers by delivering superb services and unprecedented simple claiming processes?

OBJECTIVE: To provide simple and convenient claiming processes to clients. To build trust between Zurich and clients and retain customer loyalty. To save Zurich’s administrative resources on claiming processes.

CASE STUDY >> CLAIM AT FINGERTIPS

挑戰﹕繁複的保險索償程序及漫長的處理時間最令顧客煩惱，亦是整個保險業界的不足之處。雖然一般保險業務是蘇黎世保險的強項，但客戶很容易會跟隨個人保險經紀轉投保險公司。如何透過提供意想不到的優質服務及前所未有的簡易索償程序來留住及吸引新客戶﹖

目標﹕為客戶提供最簡單方便的索償程序。在蘇黎世保險與客戶之間建立信任及保持客戶忠誠度。節省蘇黎世保險在索償過程中所耗費的行政資源。

策略及執行﹕遇上意外是一個不愉快的經歷，蘇黎世保險銳意將繁瑣的索償程序變得即時、快捷、方便。蘇黎世保險首創以手機應用程式提供特快索償服務，只須簡單拍下意外情況，如破 損的行 李 箱或 家裡的天花 板，並附上 其他 證明文件，便 可隨時隨 地 無限 次 提 交 索償申請，旅 遊 索償甚至有 機會在回港前已 獲 得賠償。

結果﹕整個索償過程在平均少於10分鐘內完成，因此蘇黎世保險的索償平台得到廣泛客戶使用，鞏固了蘇黎世保險在香港保險業界的領先地位。此外，處理一般保險業務索償的行政費用大幅減低，造就雙贏的局面，蘇黎世保險更透過這個平台在保險索償過程中推廣其業務。革命性的服務在《Marketing》雜誌「手機市場推廣卓越大奬2013」中贏得最佳流動電子商務解決方案、最佳用戶體驗、及最佳創新手機應用三個組別的金獎殊榮。

STRATEGY AND EXECUTION: It is an unpleasant experience having an accident. Zurich was ambitious to transform the cumbersome claiming processes to make them intuitive, instant and on-the-go. Zurich is the pioneer in the market in developing a mobile application to provide an express way to ease all the hassles after a misfortune. Simply take photos of the accident, such as a damaged suitcase or home ceiling, and other supporting documents. Then submit via the app anytime, anywhere, unlimited to Hong Kong. It is so fast a travel claim settlement may arrive before you have returned to Hong Kong.

RESULTS: As the average time of completing a claim was less than 10 minutes, Zurich’s insurance claiming platform was widely used by clients. It has consolidated Zurich’s grand position as market leader in the insurance industry in Hong Kong. It also created a win-win accomplishment because the admin cost of handling general insurance claims was greatly reduced. With this platform, Zurich redefi ned the insurance claiming process to promote its business.

This revolutionary service was also recognised with three gold awards at Marketing magazine’s Mob-Ex 2013, taking out Best mCommerce Solution, Best User Experience and Best Innovative Use of Mobile.

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CASE STUDY >> SEARCH ENGINE OPTIMISATION OF HKU SPACE WEBSITE

We craft

in the digital world

Web / Mobile / Social Media

+852 3422 8905 info@theorigo.com www.theorigo.com

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