Organised by the Hong Kong Association of Interactive Marketing (“AIM”) and sponsored by the Cultural and Creative Industries Development Agency (“CCIDA”), the Hong Kong Digital Advertising Start-ups X Publishing (Writers) Promotion Support Scheme (the “Support Scheme”) was launched in 2018. With robust support from the industry, the Support Scheme has now entered its seventh edition, continuing its mission to nurture local digital advertising start-ups. By providing funding and professional training, the Support Scheme empowers these start-ups to create tailor-made digital advertising campaigns that promote emerging local writers. The Support Scheme assists local digital advertising start-ups in implementing digital advertising campaigns topromote local emerging writers and their designatedbooks, gaining practical experience in the process. Simultaneously, it provides valuable exposure to digital promotion for local emerging writers and their publishers, fostering greater cross-sectoral collaboration and advancing the reading culture among the public.
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This year, 12 teams were selected for the Support Scheme. To recognise their outstanding creative work, the AIM held the Digital Advertising Design (for Publishing) Awards Ceremony and Sharing Session today. The event was honoured by the presence of Mr. Alex So, Head (Multi-media) of the CCIDA, as the Guest of Honour. He was joined by Mr. Stanley Chow, Vice Chairman of AIM, and Mr. William So, Vice Chairman of the Hong Kong Publishing Federation, to present the awards to the winning teams.
Mr. Alex So, Head (Multi-media) of the CCIDA, congratulated the awardees and commended AIM for the successful organisation of this year's scheme. He also extended his appreciation to the Hong Kong Publishing Federation, the Hong Kong Publishing Professionals Society (HKPPS), the jury panel, and professional mentors for their steadfast support.
Mr. Stanley Chow, Vice Chairman of AIM, congratulated all the winning teams. He also expressed his gratitude to CCIDA for its continued sponsorshipof the support scheme, as well as the ongoing support from the publishing sector. He remarked, “Now in its seventh year, the Support Scheme has become a flagship cross-sector event for both Hong Kong's digital advertising and publishing sectors, significantly promoting collaboration and development between the two. Each edition,participating start-up digital advertising companies impressed us with their creativity, producing memorable campaigns for the paired emerging authors and their books. This year's campaigns were particularly outstanding and received unanimous praise from the judging panel.”
Each of the 12 participating teams consisted of a local digital advertising start-up, established within the past five years, paired with one unit of local writer whose debut work was published within the last six years. During the approximately three-month programme, the digital advertising teams created bespoke promotional campaigns for their paired authors and designated books. Each start-up received up to HK$260,000 in funding, alongside professional mentorship and training seminars designed to enhance creativity and elevate the overall quality of digital advertising in Hong Kong.
The 12 campaigns reached nearly 13.6 million views, with 1.33 million engagements and close to 12.61 million views. These impressive metrics demonstrate the campaigns' ability to capture public attention with relatable and creative content, effectively delivering the books' messages to their intended audiences while fostering deeper interaction between readers and authors.
To enable more readers to experience these campaigns, the Support Scheme has set up a dedicated booth at the Hong Kong Book Fair 2025 from July 16 – 22, showcasing all 12 teams' campaigns alongside their corresponding publications.
At Digital Advertising Design (for Publishing) Awards Ceremony,the Gold, Silver, and BronzeAwardsof the Digital Advertising Design (for Publishing) with awardees selected by the professional jury were given out. The “My Favourite Digital Advertising Design (for Publishing) Award”, winner of which was votedby thepublic from June 1 – 26, was also presented on the same occasion.
Below arebrief introductionsto the awarded campaigns of the 7th Digital Advertising (for Publishing) Awards:
Gold Award:
“MBTI 16 Types – Which Adorable Character Matches You Best?”byHungerr Universe Limited
The Gold Award went to Hungerr Universe Limited's campaign “MBTI 16 Types – Which Adorable Character Matches You Best?”, created for the book “MBTI Interpersonal Adventure – How to Get Along with Different Personality Types When Living Together?” written by Lai Wai Hang and Li Lo, published by Ming's Readers Publisher. This campaign brought to life 16 MBTI personality types through vibrant characters, comics, and illustrations. The team produced creative street interviews and built oversized “books” representing each personality, displayed in public areas. QR codes on these installations led directly to the book's purchase page.
Digital Advertising Campaign – “MBTI 16 Types – Which Adorable Character Matches You Best?”: https://www.digiad.hk/pf/7/hungerr-universe-limited-x-mbtiäés'æ¢ésäåOEæEUR æ¼éiå'äEUR èu-ç”Yæ'”èåeä½-ç'è(TM)-/
Silver Award:
“Healing Hike – A Spiritual Journey in the Hills”by Studio120 &
“Our Guide, Our Ironman”by At This Moment
There were two teams receiving Silver Award. The first one went to Studio120's campaign “Healing Hike – A Spiritual Journey in the Hills”, created for the book “God in the wild: Awakening Spirituality in the nature of Hong Kong”by KC, published by Chinese Christian Literature Council Ltd. The campaign used carousel posts, reels, and threads to capture the book's reflective journey through Hong Kong's wilderness, exploring how nature serves as a spiritual conduit. The theme of healing was woven throughout the campaign.
Digital Advertising Campaign – “Healing Hike – A Spiritual Journey in the Hills”: https://www.digiad.hk/pf/7/studio120-x-ç¥åoeéé(TM)æå±±éé^æEUR ä'æ-…/
The second Silver Award went to At This Moment's campaign “Our Guide, Our Ironman”, created for the sports fiction “One Half” by Wing Yuek Ching, published by Breakthrough Limited. This campaign dramatized the inspiring journey of a visually impaired triathlete and their guide through a four-part short film series. The story highlighted the strength and vulnerability of athletes and explored the idea that “everyone can be an ironman, but we all need a guide at some point in life.”
Digital Advertising Campaign – “Our Guide, Our Ironman”: https://www.digiad.hk/pf/7/at-this-moment-x-éuä15/
Bronze Award & My Favourite Digital Advertising Design (for Publishing) Award:
“Assemble! Future Science Rescue Team”by Nine Nine Digital
The Bronze Award went to Nine Nine Digital's campaign “Assemble! Future Science Rescue Team”, created for the book “Future Science Rescue Team (3): The Great Mystery of Green Lunar Mint” by Leung Tim, published by Sun Ya Publications (HK) Limited. It is also the recipient of “My Favourite Digital Advertising Design (for Publishing) Award”, as determined by public votes. Combining STEAM elements with science fiction, detective mystery, humor, and emotion, the campaign targeted students, parents, and teachers. It featured animated videos and school sharing sessions to promote the book's educational and entertaining qualities.
Digital Advertising Campaign – “Assemble! Future Science Rescue Team”: https://www.digiad.hk/pf/7/nine-nine-digital-x-æoeä¾ç'åæ'æ-'ésS3ç¢æoe^è-“è-ånèåoe~/
All awarded and participating campaigns from the 7thSupport Scheme can be viewed for free on the Support Scheme's official website and social media platforms.
Official website: www.digiad.hk Facebook page: www.facebook.com/AdxPub YouTube channel: https://www.youtube.com/@é(TM)æå^å%uæ-碼唣å'Sä¼æ¥
Organiser: TheHong Kong Association of Interactive Marketing
Lead Sponsor: the Cultural and Creative Industries Development Agency
Disclaimer: The Government of the Hong Kong Special Administrative Region provides funding support to the project only,and does not otherwise take part in the project. Any opinions, findings, conclusions or recommendations expressed in these materials/events (or by members of the project team) are those of the project organisers only and do not reflect the views of the Government of the Hong Kong Special Administrative Region, the Culture, Sports and Tourism Bureau, the Cultural and Creative Industries Development Agency, the CreateSmart Initiative Secretariat or the CreateSmart Initiative Vetting Committee.
The 7th HK Digital Advertising Start-up X Publishing (Writers) Promotion Support Scheme Digital Advertising Design (for Publishing) Award Recipients:
The 12 teams of digital advertising start-ups and emerging writers participating in the 7th Support Scheme are listed in alphabetical order of the English names of the digital advertising start-ups as follows:
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