1. Core submission document template Campaign Categories PR Awards is organised by Marketing magazine, a division of Lighthouse Independent Media Ltd. 2/F Connaught Harbourfront House, Connaught Road West, Sheung Wan, Hong Kong Tel: Fax:

2. Entry Details Please provide the following information:
1. Entry Category: #24 - Best Use of Social Media
2. Name of Campaign: #MySparkHK
3. Name of Organisation: DBS Bank (Hong Kong) Limited
4. Name of Brand: DBS Bank
5. Name of PR Agency: Muse Group Limited
NOTE:  Any specific information or content intended for judging purposes only must be clearly indicated in Red, or highlight it in red.  Marks may be deducted if the strict slide number of entry submission is exceeded.

3. Entry Video

4. (10%) Max. 1 slide
• A clear description of the business/brand consumer challenge that public relations was being asked to address. • Any key statistics which help illustrate the scale of this challenge in more detail. Mandatory information to submit: Start date, end date, key objectives, target audience, budget and key competitors
Challenge
Campaign start and end date: Sept 1, 2015 – Oct 31, 2015 Target audience: Mass Public Budget: 1.6M Key Objectives: Based on a region-wide branding theme “Igniting Possibilities, Sparking Joy” given by Singapore headquarter, DBS Hong Kong has to launch an unique and localised communication campaign to convey the key message that DBS strives to “make banking joyful” (i.e. bringing customers a joyful experience) by encouraging people to explore and share their own “Spark”, which creates impact to the community and illuminates lives of Hong Kong people. Key Challenge: Findings from DBS Brand Health Survey (1H’15, Millward Brown) revealed that it is difficult for people to pick up key messages just from the theme “Igniting Possibilities, Sparking Joy”, and the “enjoyment” level of the campaign were overall weak in the initial launch. Thus, locally we adapted the branding theme “Igniting Possibilities, Sparking Joy” with a Chinese tagline: 成就理想 · 綻放精彩, and targeted to formulate a strategic integrated branding campaign #MySparkHK, which aimed to highlight and effectively communicate 2 key messages: “POSSIBILITIES” & “JOYFUL EXPERIENCE” while bringing people a high level of enjoyment with creative execution.

5. Strategy Campaign Creative: #MySparkHK campaign needs to:
(30%) Max. 2 slides – slide 1
A clear rationale of why you chose this PR approach. The core insight on which you focused your
strategy. An outline of your message, along with creative and media thinking. How these were
developed to be both distinctive and impactful.
Mandatory information: Core strategy, campaign concept and creative rationale.
Strategy
Campaign Creative:
#MySparkHK campaign needs to:
allow people to experience and get the messages of endless POSSIBILITIES and JOY
2) Create and share their unique SPARK
3) provide a high level of enjoyment
An INNOVATIVE & FUN community campaign: #MySparkHK 1) ALPHABETS give endless possibilities!! Invited London-based Master of Creative Typographer Sean Freeman to design a series of gigantic alphabets cushions with the theme “SPARKING JOY”
STAGE EVENT to allow participants to unleash their creativity, have an enjoyable experience in creating POSSIBILITIES and spreading JOY DBS to present a stage-event at Hysan Place, which allow participants to create their own unique SPARK with the beautiful giant letters
3) #MySparkHK  Encourage participants to spread the joy and share their SPARK photos with a simple #MySparkHK hashtag in their own social media platform, and DBS will help illuminate lives on behalf of participants by making a donation to NGO Make-A-Wish.

6. Strategy PR Stage Event Social Media
(30%) Max. 2 slides – slide 2
A clear rationale of why you chose this PR approach. The core insight on which you focused your
strategy. An outline of your message, along with creative and media thinking. How these were
developed to be both distinctive and impactful.
Mandatory information: Core strategy, campaign concept and creative rationale.
PR Angles: - Collaboration with British creative typography master, Sean Freeman, who exhibits in HK for the first time
- The 26 giant alphabets embodied innovative design techniques, e.g high-speed photography, geometric patterns and special textures to give a “SPARK & JOYFUL” effect
- Socialites and celebrities showed great support
Integrated Marketing Strategy Development:
- Venue: Hysan Place - Duration: 10 days
- Ignite participants’ creativity while offering a joyful & meaningful experience with the unique set of vivid design giant alphabets - #MySparkHK uploads & sharing
Stage Event PR
Influencers
Social Media
#MySparkHK
- Celebrities videos to share their unique “SPARKS” and call for action
- Riding on Sean Freeman’s unique alphabets design for social media postings and engagement initiatives
- Encourage User Generated Content and the use of #MySparkHK hashtags
- Well thought social ad strategy
- Line up socialites, celebrities and influencers to create and share their sparks
- Call to action and invite public to share their own at our stage event
- Promote branded hashtag #MySparkHK and make our event the “Talk of the Town”

7. Media online coverage / FB page post featuring
Execution
(30%) Max. 2 slides – slide 1
- An overview of how your campaign/strategy was implemented
- The different tactics/medium used within the programme
- The roles of these different tactics/medium
Digital & Social Media Strategies Execution during Teaser Period (Sept 1 – Sept 17)
Objectives
Maximize online media coverage and social media mentioning to create anticipation for the event and promote key messages
Build #MySparkHK awareness and spread campaign messages
Media online coverage / FB page post featuring
Sean Freeman to visit different media with his unique alphabets creation for in-depth feature interviews, explaining his creative concept and techniques
Press Release to different media, featuring: i) 3 celebrities (author Daisy Wong, actor Joey Leung and singer/entrepreneur Stephy Tang) appearance in branded video and ii) Socialites like Allen Zeeman and DBS management’s support for the campaign
Digital/ Social Media
DBS official social media platforms: i) launch branded video with 3 celebrities who have achievements in different areas to share their “SPARK” and call to action message ii) FB feed with “SPARK” words like “Love”, “JOY”, “INNOVATION”, etc as a preview for Sean Freeman’s unique alphabets design iii) Feeds are supported by well-planned social ad
Daisy, Joey and Stephy to share teaser with key messages in own SNS
Sean Freeman’s “Letter Blocks” set seeding to over 80 celebrities/ DJs/ Models/ partners and invite them to participate by sharing their “SPARK” photos with #MySparkHK hashtags to SNS platforms

8. Media & Influencers online/ social media featuring
Execution
(30%) Max. 2 slides – slide 2
- An overview of how your campaign/strategy was implemented
- The different tactics/medium used within the programme
- The roles of these different tactics/medium
Digital & Social Media Strategies Execution during Event Period (Sept 18 – Sept 28)
Maximize online media coverage for the event and drive visit to the event
Encourage visitation as well as photo uploads with #MySparkHK hashtag to FB/IG
Media & Influencers online/ social media featuring
i) Kickoff ceremony on Sept 18 with Sean Freeman, Stephy Tang, Make a Wish representative and DBS management ii) Supporting socialites like Emily Lau, Charles Mok & Franklin Lam
iii) VIP sessions for bloggers, influencers, and business partners
Electronic & Online interviews for the above guests
Media pitching and press release to maximize online coverage
Blogs, influencers’ SNS platforms and business partners networks’ exposure
Digital/ Social Media
DBS official social media platforms: i) campaign feeds with event details and celebrities branded video to boost event momentum and drive event visit. ii) call for action fund raising feeds
iii) Social media engagement games
iv) Feeds are supported by well-planned social ad
On-site promoters to encourage #MySparkHK uploads & fans recruitment with alphabet stickers as incentives
Daisy, Joey and Stephy to continue sharing campaign messages in their SNS
Sean Freeman’s “Letter Blocks” set seeding to influencers for their “SPARK” photos upload to SNS with #MySparkHK hashtag and call to action message

9. (30%) Max . 2 slides – slide 1
- The campaign’s bottom-line impact.
- Notable changes to the stakeholders’ behaviour.
- Clear evidence/metrics demonstrating the campaign’s performance.
- A clear rationale as to why you believe this qualifies for a PR award.
Results
Stage Event & Social Media : - Stage event participants: over 2,808 - Campaign reach: over 2.1M - Campaign feeds impression: over 4.5M - #MySparkHK Photo uploads: over 2,240 photos - Facebook Fans Growth during campaign: Instagram Fans Growth during campaign: Total Engagement (Likes, comments, shares, link clicks and Video Views) on Facebook & IG during campaign period: 309,871 - Total Video Views: 294,138 - Sustaining Engagement: 14,041, Reach: 689,890
PR Clippings: 140 Feature: 72
Entertainment: 57
News: 8
Event Listing: 3
PR Value: Over HKD 10M

10. Results Influencers involvement
(30%) Max . 2 slides – slide 2
- The campaign’s bottom-line impact.
- Notable changes to the stakeholders’ behaviour.
- Clear evidence/metrics demonstrating the campaign’s performance.
- A clear rationale as to why you believe this qualifies for a PR award.
Results
Influencers involvement
- Non-paid influencers involved : over 145 Including celebrities, DJs, models, socialites - Total Fans Reached in social media platforms: Over 4.4M - Total Engagement from influencers posts: 61,219
Top Influencer: Jacqueline Wong
IG Feed: 9,632 Likes & 50 Comments
FB Feed: 1,279 Likes, 43 Comments &
7 Shares
Top FB Media Post:
100Most
7,526 Likes
86 Comments
497 Shares
Top FB Influencer Post:
Louis Koo
636 Likes
7 Comments
17 Shares

11. Supporting Visuals Influencers’ SNS sharing Joey Leung Daisy Wong
Max. 2 slides – slide 1 (optional)
Influencers’ SNS sharing
Joey Leung
Daisy Wong
Stephy Tang
DJs, Celebrities, Models, Bloggers
DBS Social Media Posts

12. Supporting Visuals Selected Media Online Coverage
Max. 2 slides – slide 2 (optional)
Selected Media Online Coverage
Public’s Participation & uploads