Company: A.S. Watson Group
Company Description: Established in 1841, A.S. Watson Group is the world’s largest international health and beauty retailer operating over 16,000 stores under 12 retail brands in 28 markets, with about 130,000 employees worldwide. Every year, we are serving over 5.5 billion shoppers via our O+O (Offline plus Online) technology-enabled platforms.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Sport
 Nomination Title: You Are Star - Sports Talent Empowerment
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Campaign Period: 23 Aug 2021 – 31 May 2023
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
https://youtu.be/3qY8y6WytO8
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 197 words used.
A.S. Watson Group has long been a strong supporter of local sports development and community involvement. “A.S. Watson Group Hong Kong Student Sports Awards” (HKSSA) was founded in 2005 as the first and only sports award in Hong Kong to recognise student athletes from all primary, secondary, and special schools. Every year, each school can recognise one athletic talent. HKSSA is committed to encouraging an active lifestyle via sports in schools and nurturing the next generation of sports potential by awarding these kids for their great achievement.
Challenges
The epidemic transformed the globe in an instant. It also presented all athletes with unparalleled challenges. Sporting venues were shuttered, athletic activities and contests were canceled, and sporting practices were halted. The interruption was difficult for all athletes. They battled to keep active, perform well, and be competitive.
Objectives
To assist student athletes in getting through this difficult period, the "You Are Star" campaign was launched to reestablish sports culture in schools for a healthy lifestyle, as well as to fire student athletes' enthusiasm and motivate them to achieve their aspirations. Above all, we aim to prepare them to return to their usual training and competing schedules.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 212 words used.
Strategy
We empower student athletes by transforming them into Sport Stars and providing them with opportunities to flourish in sports. The message was emphasised by bringing Olympic Games champions and Hong Kong Top Athletes to motivate students to pursue their aspirations.
Execution
1. Help Students Stargaze
- A meet-and-greet with Hong Kong's top sporting hero Olympic medalist Sarah and Paralympic medalist Daniel Chan was conducted to share their experiences with the athletes
- As students thrive on competition, we held the first large-scale athletic event after the pandemic to give student athletes a platform to compete
2. Mint Stars in Metaverse
- A professional shooting was provided to all HKSSA champions to help them feel like sports stars. In collaboration with sports stars and KOLs, we shared motivating stories to inspire students.
- Each of their pictures was then utilised to create a one-of-a-kind and personalised NFT Starcert in honor of their perseverance in sports. The proceeds from NFT sales were donated to sports NGOs that assist future sports growth.
3. Glorify the Next Superstars
- A physical award presentation ceremony, as well as an NFT Starcerts exhibition, were also held in the shopping center so that the public may witness each awardee's magnificent moment. We funded scholarships worth HK$900,000 to students in 2022 and 2023.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 124 words used.
Inspirational stories of athletes were shared on social media and went viral. The campaign ultimately created a PR value of approximately HKD13.6 million and reached over 448,000 individuals on social media.
Overwhelming support was obtained from schools, with over 80% of all Hong Kong schools participating in the campaign. Following its inception, HKSSA sets a new record for the greatest school participation rate. Aside from regular school kids, HKSSA also helped minority students and athletes with special needs or impairments.
HKSSA is Hong Kong's sole and longest-running territory-wide student sports award. With over 14,500 students recognised since 2005, many have gone on to become TOP ATHLETES, and the HKSSA will continue to be the hub for Hong Kong’s future sports stars.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
| Attachments/Videos/Links: |
|---|
|
