The third edition of Loyalty & Engagement Awards this year was even bigger and better as we opened entries from across Asia Pacific, encompassing entries from the South Asia and ANZ regions as well. What emerged was truly cutting-edge work from across the region.
With stellar results across multiple award categories, this year DBS took home the coveted title of L&E 2015 Brand of the Year – fending off stiff competition from other finalists. DBS picked up three Golds for Best Use of Consumer Insights/ Data Analytics, Best Customer Experience and Best Employee Engagement Strategy, one Silver in Best Card-Based Loyalty Programme and two Bronze in Best Employee Engagement Strategy and Best Use of Loyalty-Related Technology categories.
NTUC Link came in a strong second with an impressive two Gold and two Silver in highly competitive categories such as Best Card-Based Loyalty Programme, Best Partnership in a Loyalty Programme and Best Use of Rewards & Incentives, Most Innovative Loyalty Programme respectively.
Overall, the competition was stiff with many brands scoring equal points on the Awards standard exponential-weighted point system. (Four points for Gold, two points for Silver and one point for Bronze). All entries were judged by a panel of senior APAC loyalty and relationship marketers and industry experts. Click here to see the full list of judges.
The “Red Cross Connection” campaign was popular among the judges and gave Singapore Red Cross two Golds in Best Use of Direct Marketing, Best Use of Co-creation/ Crowd Sourcing and one Silver in Best Use of Mobile categories respectively.
Another impressive contender was Intercontinental Hotels Group who won two Gold Best Regional Loyalty Marketing Campaign, Best CRM Strategy and one Bronze in Best Use of Rewards & Incentives for their “2014 IHG Multi-brand Into the Nights Campaign – AMEA” campaign. Other high scoring brands included Delmonte Philippines, Watsons Malaysia and Ikea Malaysia.
This year, three agencies were indisputable as the best performing agencies for the segments Loyalty, Engagement and Relationship marketing respectively. This year, once again CPR Vision Management walked away with the Loyalty Agency of the Year for its work on – SilverNeedle Select campaign, Dentsu Singapore bagged the Engagement Agency of the Year and MRM//McCann Singapore won the overall Relationship Marketing Agency of the Year.
A total of 83 trophies were awarded to the most talented campaigns from Asia Pacific’s Loyalty, Engagement and Relationship Marketing industry and a full list of winners can be found here.
The Loyalty and Engagement Awards 2015 was sponsored by Edenred and supported by partners Peroni Nastro Azzurro and Choice Wines.