We’re delighted to announce that OCPR, in partnership with Great Entertainment Group, Zicket, and Magnificent Media, has won not one but two Gold Awards at the Asia eCommerce Awards 2025. Our collaborative work on AIA Carnival’s 10th anniversary campaign took home Gold in both the Best Brand – Entertainment and Best Use of Analytics & Data Insights categories.
This double win marks a significant achievement, building on last year’s silver medal and demonstrating the power of integrated digital marketing when combined with cutting-edge event technology.
A True Collaborative Success
Working with Great Entertainment Group as client and event organiser, alongside Zicket & Magnificent Media, we delivered a comprehensive digital strategy that positioned AIA Carnival as Hong Kong’s essential winter cultural experience.
Our role encompassed the full digital marketing strategy across the 59-day event period, managing paid social campaigns, email marketing, and rapid-turnaround content creation for AIA Carnival, AIA Alta presents The World Circus, and Live at the Big Top.
The Brand Excellence Award
Our Gold win in Best Brand – Entertainment recognises how we helped elevate AIA Carnival from a seasonal event to a cultural institution. The campaign achieved exceptional reach across Hong Kong and the Greater Bay Area, with significant growth across all social channels.
The key to success was our audience segmentation strategy. We identified four distinct audience groups – Hong Kong families, Gen Z friendship groups, couples, and Greater Bay Area tourists – and developed tailored messaging for each that addressed their specific motivations and purchase barriers.
Rather than generic mass-market messaging, we created personalised content journeys through carefully designed funnel stages, from initial awareness through to ticket purchase. Our multilingual approach across Traditional Chinese, English, and Simplified Chinese ensured cultural relevance across Hong Kong’s diverse demographic.
The Analytics & Data Insights Award
The second Gold award celebrates how we leveraged data and analytics to drive campaign optimisation. Working with Zicket’s sophisticated RFID system and Eventbrite’s Boost platform, we had access to unprecedented real-time insights that informed every aspect of our digital strategy.
This data-driven approach allowed us to optimise budget allocation dynamically, adjust creative deployment based on performance, and identify opportunities for targeted interventions – such as our highly successful student campaign that addressed seasonal attendance patterns.
Our email marketing strategy achieved consistently high engagement rates throughout the campaign, whilst our paid social campaigns delivered strong returns across multiple audience segments. The integration of RFID insights with marketing analytics created a feedback loop that continuously improved campaign performance.
Cross-Timezone Excellence
One of the most rewarding aspects of this campaign was establishing seamless collaboration between our Sheffield-based team and the Hong Kong operations. We coordinated content creation across time zones, ensuring Community Arena content captured on Tuesday evenings in Hong Kong was edited and ready for posting by Wednesday morning.
This workflow demonstrated that geographic distance need not compromise quality or speed when the right processes and partnerships are in place.
Looking Ahead
These awards validate our approach and energise us for future challenges. As we continue working with Great Entertainment Group and innovative partners like Zicket on major events across Asia, we’re excited to keep pushing the boundaries of what’s possible in event marketing.
We extend our congratulations to all the teams involved. We’re also incredibly proud of our team at OCPR, whose creativity, strategic thinking, and execution excellence made this double win possible.
Thank you to the judging panel at the Asia eCommerce Awards, and to the over one million guests who experienced AIA Carnival’s 10th birthday season. Here’s to many more successful collaborations ahead!