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Marketing shortlists Asia’s top mobile players

The much anticipated shortlist for the fifth Mob-Ex Awards is out. Marketing can confirm over 70 companies have made it as finalists, all of which are recognised for their outstanding mobile marketing campaigns from Southeast Asia, South Asia and ANZ over the past year.

Several high performers this year represent the banking sector. The likes of local bank UOB have been shortlisted as a finalist in 13 categories, while DBS is in 22 and OCBC in 10. There are many other contenders in the 30 categories including F&B chains McDonald’s and The Coffee Bean & Tea Leaf finalists in seven and six categories respectively.

Check out the full shortlist here. This year, a number of first time entrants made it as finalists including Sun Life Malaysia Assurance, Tourism Western Australia, Naver Corp and webe digital.

Competition is no doubt stiff and the gold, silver and bronze winners in each category and the overall best performing brand and agency will be announced at a ceremony on 24 February at the Shangri-La Hotel Singapore.

Started in 2013, the Mob-Ex Awards aims to progress the field of mobile marketing by celebrating the very best examples of mobile excellence and achieving more with each edition.

“Frankly in many cases, mobile-first should be a given. Yet, many companies are not focusing on it, therefore as an industry we must highlight extraordinary players in the field and bring it to the forefront of the conversation,” said Rezwana Manjur, editor, Marketing.

“In essence that’s what Mob-Ex does, highlights mobile achievements to drive home its importance,” she added.

In a recent conversation with Marketing Alec Goins, digital marketing and ecommerce director Asia Pacific for PANDORA also underlined that many brands still use “mobile as an add-on to a digital strategy.”

He claimed that those  leading the way are “thinking mobile-first and designing experiences that can truly enrich a consumer’s interactions with their brand or integrate and add value into their consumer’s existing use of their mobile device.”

In 2017 there were many examples that bucked the trend, focusing on the power of being mobile-first and attracting the attention of the judges including an interactive horror experience for Resorts World Sentosa’s Universal Studios Singapore Halloween Horror Nights event.

Also catching their eye were Coca-Cola’s rich media geo-targeted Coke Break campaign in Cambodia and Media Prima Digital’s highly creative mobile game From Zero To Hero for Malaysian kids.

To join the ceremony on 24 February and meet the winners as they are announced please get in touch with Johnathan Tiang on +65 9338 1039/+65 6423 0329 or at

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