


	IFRA XMA Cross Media Awards 2008 projects





	Company: Weekend Weekly
	Project name: HSBC x 《601 Best-ever Dining Guide》

	Topical category of the project

	A: Cross media campaigns for individual advertising customers

	General information about the publication

	Weekend Weekly (WW) is the leading Chinese travel and dining weekly magazine in HK which combines up-to-date information with down-to-earth smart shoppers’ tips. Knowing that dining is the favorite past-time among Hong Kong people, WW first published an one-of-a-kind comprehensive Chinese dining guide, the《601 Best-ever Dining Guide》(601 Dining Guide), by insertion for free in 2000. All restaurants are listed out by district and cuisine with detailed information of address, telephone, business hours, transportation, photos of restaurant’s specialties. The systematic and easy-to-use 601 Dining Guide is an instant hit among food lovers. With six successful years of publication, the 601 Dining Guide is already a brand name by itself for many of our valued advertisers especially those in the F&B and banking industry. Given the increased popularity in Macau Travel, a new section of “Macau” is included in the newly published《2008 601 Best-ever Dining Guide》. Also, a Readers’ Choice Best-ever Dining Awards is held as tactical promotion of the publication of 《2008 601 Best-ever Dining Guide》.

	Project description

	Knowing that HSBC is targeted at strengthening it’s branding in dining, HSBC is invited to be the title sponsor of 《2008 601 Best-ever Dining Guide》. The 601 Dining Guide is used as an effective platform to hit the target customers of HSBC directly. In addition of the tactical promotions of advertisement, advertorial and editorial content, a liaison program is included to encourage utilization of HSBC Credit Card through new exclusive year-round dining offers to HSBC Credit Card cardholders. To increase noise and provide additional initiatives to actually try-out the dining suggestions and promotion offers provided in the 601 Dining Guide, a Readers’ Choice Best-ever Dining Awards is held in collaboration of the newly published 《08 601 Best-ever Dining Guide》. A special award is tailor-made for HSBC Credit Card holders to vote for their favorite HSBC restaurant merchants. Online platform is used for voting to increase exposure and provide different channels to reach-out for existing and potential audience.

	The basic idea of the project

	Many of our readers will keep the 601 Dining Guide for suggestions to their year-round dining occasions. The 601 Dining Guide strengthens the branding of HSBC Credit Card by promoting it’s dining promotion offers and restaurant merchants via joint editorial and advertorial effort in the 601 Dining Guide. To encourage utilization of HSBC Credit Card, WW liaised competitive new exclusive year-round dining offers and additional awards for limited period (buy one get one free) in both HK and Macau to HSBC Credit Card cardholders. As the《2008 601 Best-ever Dining Guide》is inserted for free in Issue# 447 (31 Mar 08) of Weekend Weekly, a Readers’Choice Best-ever Dining Awards is held for extended exposure and publicity. A special award is tailor-made for HSBC Credit Card. HSBC Credit Card cardholders who vote for the Awards enter to the Lucky Draw Program with additional prize. The promotion campaign and voting period lasts for 4 weeks to take care of both HSBC and non-HSBC cardholders. Non-HSBC cardholders who are interested in either the dining offers (with the additional awards lasted for 5 weeks) or the addition prize of the Lucky Draw Program has enough time to apply for their new HSBC Credit Card.

	Used media channels


	Newspaper		Event(s)

	Supplement/Magazine		Mobile Services

	Online

Other:

Mass Email, MTR Escalator Crown Advertisement, Bus Advertisement, promotion materials (Tent Card, Posters, Door Stickers) at participating restaurant merchants,

The implementation

Marketing Department of WW is responsible to liaise 48 new exclusive year round dining offers (both in HK & Macau) to HSBC Credit Card. The offers are then promoted in the 2008《601 Best-ever Dining Guide》and the Readers’ Choice Best-ever Dining Awards.
With the popularity of Internet in Hong Kong, Weekend Weekly extends our advantage in the dining content to the online platform and launches the popular Dining Search Engine with the strongest dining database of Hong Kong, Macau and Pearl River Delta. To collaborate our two edges, starting from 2008, all entries in the 601 Dining Guide will also be registered to our Dining Search Engine for free. As title sponsor of 《2008 601 Best-ever Dining Guide》, details of the HSBC Credit Card promotion offers are listed at the Search Result Page of each HSBC restaurant merchant together with a banner advertisement at the WW Official Site Homepage.
The 《2008 601 Best-ever Dining Guide》and the Readers’Choice Best-ever Dining Awards are publicized through advertisements in newspaper and other popular magazines in HK which refer readers to vote online for the Awards at our Official Website. Mass emails are also sent to our Official Website members. A tailor-made listing page of all HSBC restaurant merchants is included in the voting site with hyperlink to individual Search Result Page which lists the HSBC dining offers in details.

Image(s)

Links

www.weekendhk.com/601/

Project results

According to the Synovate report*, 80% of the subjects like with 64% interested in using the HSBC Credit Card offers promoted via the 601 Best-ever Dining Guide. The Campaign also achieved positive brand building effect with 76% and 70% consider the HSBC Credit Card provides the most and the best dining offers and discounts respectively.
*Tracking period：7Apr to 4 May 08; Subjects：Banking population at age 18-64, N=204