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PR Awards Hong Kong

Esquire HK hosted a housewarming-style event to celebrate their 2nd anniversary and honor influential men. The event showcased the sophisticated Esquire lifestyle and established connections with its exclusive audience.

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PR Awards Hong Kong

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  1. PR Awards Hong Kong 25. CAMPAIGN OF THE YEAR Esquire HK 2ND ANNIVERSARY CELEBRATION & MAN AT HIS BEST AWARDS PRESENTATION 2015

  2. ENTRY DETAILS 25. CAMPAIGN OF THE YEAR ESQUIRE 2ND ANNIVERSARY CELEBRATION & MAN AT HIS BEST AWARDS PRESENTATION 2015 SCMP Hearst Magazines Limited

  3. ENTRY VIDEO ESQUIRE 2ND ANNIVERSARY CELEBRATION & MAN AT HIS BEST AWARDS PRESENTATION 2015 https://www.esquirehk.com/tv/interview/MAN-AT-HIS-BEST-AWARDS-2016

  4. CHALLENGE • Esquire is a magazine that defines and celebrates the influential man in this contemporary culture. Following that notion, Esquire hosted the 2nd Anniversary Celebration and ‘Man at His Best Awards Presentation’ in 2015. More than a celebration of Esquire HK’s 2nd anniversary, it was a statement of what the brand entailed. Reinforcing Esquire’s position of being the magazine for the men who have already made it. • While Esquire has been in Hong Kong for some time, the brand was only recently rebranded, targeting more exclusively to an elite and sophisticated audience. A challenge of this event is to reinforce the brand reputation and establishing the connection with the target audience within the local market. • Event Date: 2Dec, 2015 • Target Audience:Local celebrities, prestigious brand representatives, fine folks from the field of fashion and a host of other VIPS • Budget (HKD):$500,000

  5. STRATEGY Esquire represents a class of fine accomplished men. For the brand speaks to the scope and diversity of such men, it was crucial that the event celebrating the ‘Man At His Best’reflected this. Embodying the sophisticated self-defined man, the event was created under the theme of a house warming party. The concept was derived from insight into the Esquire brand. Demonstrating a sophisticated gathering in a light hearted manner, and communicating the Esquire lifestyle.

  6. STRATEGY Celebrating a plethora of interpretations, defining the ‘Man at His Best’, the event space incorporated a range of moods within its design. With a balance of warm and cool tones, giving variety to the guests and providing a well-rounded experience through the house of Esquire. The wealth of tones also add to the occasion. By using warmer tones at the lounge area, guests enter into a welcoming atmosphere, allowing them to bond with each other. By contrast, cool tones used for the stage illuminates the award presentation, providing a more sophisticated appearance. The use of venue is also key to the overall event. This year, the presentation took place at ‘KONG’, a car park turned art gallery. The unique setting speaks to the brand which is full of diversity and not bound to a certain interpretation. Depicting a rich illustration of the ‘Man at His best’ to the guests.

  7. EXECUTION The journey starts with the invite. As the precursor to the big event, the invite acted as a tease of what’s to be expected. The lighthearted design in the form of a napkin featuring a blue crosshatch pattern hinted at the housewarming theme. A homey kitchen area, set with molecular food is available for guests to enjoy. This counter allows guests to bond as they shared the experience. Also flushed with warm lighting, is a space in the form of a living room. Fully furnished with long plush sofas, a coffee table and TV set, the space allows guests to slow down and relax as they as they enjoy the company of others. Creative art pieces around the room gives accent to the rich taste for the finer things Esquire embodies.

  8. EXECUTION An advantage of this venue was the cargo sized lift within the event space. By redecorating it and installing a cocktail bar, it was transformed into a fun transitional space for guests. Fully utilizing the different floors of the venue, the main area used for the presentation of awards could adopt a different look and feel. Adopting a more modern and simplistic design with cool tones to match, the environment emphasized the stage, successfully directing attention to the awards presentation.

  9. RESULTS • ROI: More brand cooperation opportunities with ROI over • HKD4,000,000 in 2016 (Jan-Apr). • (e.g. Moët & Chandon, Hennessy, Kiehl's Since 1851, • Dior Homme, etc.) • Media coverage: Ad value over HKD5,000,000 • Attendance: 150pax • Video views: Over 12,000

  10. RESULTS • A major success of this event lies within the guests. Dayo Wong (黃子華), Aaron Kwok (郭富城), and Peter Chan (陳可辛) who have not appeared in any other HK magazine award presenting functions in the past 5 years. Their appearance to receive the award indicates a major accomplishment on Esquires part. • In addition, this event features the rare occasion where all three artists appear together, causing great stir up over social media. Media Coverage on various platforms covering the event: • Print • TV • Online • Social Media

  11. SUPPORTING VISUALS i-Cable, 3 Dec 2015 Apple Online, 3 Dec 2015 Headline Daily online, 3 Dec 2015 Ming Pao, 3 Dec 2015

  12. SUPPORTING VISUALS Esquire HK Facebook Page, 2 Dec 2015 May (Aaron’s Management) Facebook, 2 Dec 2015 Rose Chan Facebook, 2 Dec 2015

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