marketing-interactive.com HONG KONG MARKETING MAGAZINE HONG KONG EDITION FEBRUARY 2014 THE ART & SCIENCE OF CONNECTING WITH CONSUMERS FEBRUARY 2014 ma ma a a k k k rk rk rk rk rke e et in g- in i in in in in t t t t te te ra ct ct ct t t i iv iv iv iv iv e e e e e. co co co co co m m m HO HO HO HO O O O O N N N N N N NG NG K ON G G G G G G
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marketing-interactive.com HONG KONG
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THE ART & SCIENCE OF CONNECTING WITH CONSUMERS FEBRUARY 2014
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
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Lighthouse Independent Media Ltd. Printed in Hong Kong by Asia One Printing Ltd. For subscriptions, contact circulations at +65 6423 0329 or email [email protected]. 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
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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.
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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