Reigning champion DBS scored top honours at the fourth edition of the Loyalty and Engagement Awards tonight in front of over 300 of Asia Pacificâs finest marketers at the Shangri-La Hotel Singapore.
Competition was tougher than ever and the jury of 25 expert loyalty and relationship marketers had a very close call between the two best performers DBS and TANGS.
Full winners here.
DBS made it over the line with a higher average score taking home four Gold for Best Employee Engagement Strategy, Best Card-Based Loyalty Programme, Best Use of Contests/Promotions and Best Use of Gamification. ItÂ also bagged two Silver in Best Use of Brand Advocacy/Influencers, Best Employee Engagement Strategy and two Bronze in Best Use of Gamification and Best Use of Mobile categories.
Coming in at a close second wasÂ the runner-up TANGS. TANGSÂ Â clinched wins in the areas of Loyalty and Relationship marketing with four Gold (Best CRM Strategy, Best Loyalty Programme â Retailer, Best Innovative Loyalty Programme, Best Use of Rewards & Incentives), two Silver (Best Card-Based Loyalty Programme, Best Use of Technology) and two Bronze (Best Customer Experience, Loyalty Programme of the Year).
In 2016, there were many high scoring campaigns including the The âHersheyâs Happygramâ from The Hershey Company which received three Gold, one Silver and one Bronze in the categories Best Engagement Strategy for a Female Audience, Best Use of Brand Advocacy/Influencers, Best Use of Mobile, Best Use of Social and best Use of Direct Marketing categories respectively.
AirAsia BIG Loyalty Programme also snagged four Gold for Best Regional Loyalty Marketing Campaign, Best Use of Direct Marketing, Best Use of Social and Loyalty Programme of the Year and one Silver in the category Best Loyalty Programme â Travel/Hospitality. Campaigns from Unilever Malaysia, Maybank and McDonaldâs Singapore were also very popular with the judges.
On the agency front there were many contenders across the 30 categories and three segments of Loyalty, Engagement and Relationship marketing. But MRM//McCANN trumped competitors with the Hersheyâs Happygram campaign retaining their position as Relationship Marketing Agency of the Year and adding more metal to their trophy haul and stepping up as Engagement Agency of the Year for 2016.
First time entrant, Meet Isaac had a night to remember and was named Loyalty Agency of the Year for its âTANGS Omni-Channel Experienceâ campaign.
A total of 94 trophies were awarded and participation was higher than ever with entries from brands and agencies in the Loyalty, Engagement and Relationship Marketing industry from across the regions including Singapore, Malaysia, Thailand, Hong Kong, India and new markets Indonesia, Australia, Vietnam and Sri Lanka.
This is a positive sign from the industry saidÂ Rezwana Manjur, editor of Marketing Magazine. She added:
“Client side marketers are fast-learning that having a human touch and truly knowing your customers is necessary in standing out in today’s competitive landscape. We have seen an astounding number of entrees this year and the competition was stiff and this truly indicates a maturation in loyalty marketing the region. Congratulations to all our winners tonight,” Manjur said.
The Loyalty and Engagement Awards 2016 was sponsored by Edenred, IBM and supported by partners Graphiss, Cellarmaster Wines and Peroni Nastro Azzurro.