Highlights from Campaign’s Hong Kong Spotlight event

Campaign Spotlight Hong Kong 2025 was held on March 27 at the Hyatt Regency in Tsim Sha Tsui. The one-day gathering brought together over 120 senior marketing executives from leading brandso address key industry concerns and opportunities shaping Hong Kong’s marketing landscape and beyond.

The full event agenda can be viewed here. Scroll below to see some of the key takeaways and insights from the event by Campaign's editorial team. 

Opening remarks by Campaign's editor Nikita Mishra

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Keynote: How innovation and customer-centricity drive real business impact
Speaker: Jacqueline Choi, Chief officer, Group marketing, Prudential

Jacqueline Choi, Prudential

Bringing people back together with experiential marketing

Choi made it clear: experiential marketing is Prudential’s secret weapon for reconnecting with customers post-pandemic. From sponsoring concerts and events to bringing the iconic Double Ducks back to Hong Kong after more than a decade, the marketing focus is on creating emotional, memorable moments. She shared how the the memorable campaign struck a chord with families, especially children, showing how small, thoughtful touches can drive massive brand love.

AI as a game-changer for creativity and budgets

No marketing conference is complete without the pressing topic of AI. Choi didn’t shy away from talking about AI’s power to unlock creativity while saving dollars. She gave a compelling example of using AI to compose a campaign song on a tight budget, proving how marketers can achieve high-quality results without breaking the bank. While AI isn’t perfect (she joked about six-fingered humans in AI-generated imagery), she championed its potential for trial-and-error at minimal cost, especially for tactical campaigns.

Personalising insurance with smarter data

Choi emphasised how Prudential is flipping the script on customer engagement by tapping into the power of data-driven marketing. Through its customer engagement platform, Prudential can pinpoint the perfect time and channel—be it WhatsApp, SMS, or email—to connect with customers. She stresses that it isn't about streamlining processes; it’s about creating authentic, meaningful interactions that feel personal and relevant.

AI-powered storytelling that stands out

Choi showcases an interesting campaign that uses AI to morph the faces of two Prudential ambassadors—one resonating with Gen Z and the other with a more mature audience. This seamless transformation in the campaign is symbolic of intergenerational trust and protection, a value that aligns with Prudential’s core messaging.

Netflix and Disney+ are coming to APAC with ad-supported subscriptions – is your brand ready? 
Speaker: Johnnie Leung, senior director, Business Development, The Trade Desk
 

Johnnie Leung, The Trade Desk

Hong Kong: Untapped CTV goldmine

"The reason I get to talk to you about TV, and more specifically, connected TV, or streaming, is because it is such an untapped opportunity for you to market your brand and connect to your audience. And right now in Hong Kong, you can still be first into the market, first mover advantage, to take advantage and to leverage this to activate your brand and to connect to your consumer in a more sophisticated manner."

Ditch the black box: CTV is data-driven TV

"There are so many more opportunities with all the screening platforms, so many different ways that we can take advantage to connect to your audiences when we're using connected television, and the way that we have to approach this has to be very different than the way that we're approaching our traditional media buyer because the television is no longer just a black box where we don't know who the audiences are that are watching. There's so much data being pulled from every stream from every publisher, from every episode they're watching, so many different data signals that can be levelled in your TV."

95% completion rate: Your brand will be seen

"Are you tired of pouring money into ads that no one sees? With Connected TV, you get a staggering 95% completion rate. That means viewers are actually watching your message, seeing your logo, and remembering your brand. Stop wasting your ad dollars and start guaranteeing brand visibility with CTV."

Snapshots from networking sessions

Brandscape reimagined: How global brands are capturing market share in Hong Kong
Speakers: Alaric Sng, senior manager, Global Marketing, Shake Shack, and Olivia Leung, marketing lead, Shake Shack

Staying ahead of Hong Kong's shifting consumer landscape

Leung said, "In Hong Kong, you can’t just copy-paste a global strategy. You need to truly listen to locals. The F&B scene has changed dramatically here, and over the last few years, we've seen emigration, an influx of new residents, and a growing segment of price-conscious consumers. So what works in the US will not work here. We understand the consumer preferences and adapt accordingly." 

Competing as David against the Goliaths of QSR 

The message is to outsmart and not outspend. To elaborate, Sng said, "We operate with a limited budget compared to global QSR giants. We can't win by throwing money at the problem. We have to be smarter, more creative, and focus on what makes us fundamentally different." 

So, how does Shake Shack achieve this differentiation? Partnerships and collaborations are key to targeting new audiences and earning loyalty.

Leung discusses an effective local partnership with the award-winning Bar Leone to create Shake Shack's first-ever boozy carbonara milkshake. Priced at HK$ 79, this sixth-anniversary drink for the brand was a local success. Inspired by the rich, creamy flavours of Italian pasta, the duo transformed it into a frozen treat made with Shake Shack’s signature vanilla custard. 

"Our collaboration with Bar Leone, resulting in the Carbonara shake, allowed us to tap into the audience of Asia's #1 bar [Bar Leone]. Partnerships are an incredibly efficient way to reach new customers and build brand awareness without a massive marketing budget.

It wasn't just savvy partnerships and delicious local twists that support Shake Shack's marketing success in Hong Kong. Their core philosophy plays a starring role, too. Both marketers explain how the brand walks the talk when it comes to listening to local consumers and tweaking their menu accordingly. Take their collaboration with Family Form co-founder Lindsay Jang. They teamed up to launch two brand-new salads. The idea sparked because "Lindsay's son loved Shake Shack, but she wanted a salad option—that's how it all started! Talk about a direct line to your customer's needs!" 

Editor's note: Quotes have been edited for brevity and clarity.