In front of the region’s leading mobile marketers, the reigning champion DBS Bank was named overall ‘Best in Show’ brand at the fourth Mob-Ex Awards, for mobile marketing excellence tonight at the Shangri-La Hotel Singapore.
DBS’ trophy haul included five gold, five silver and three bronze awards for categories including Best App – Utility, Best Campaign – Incentives and Rewards and Best Campaign – CRM, Loyalty and Engagement. The app that impressed the judges the most was the DBS Lifestyle app and their strategic approaches to build awareness and increase engagement with the aim of increasing app downloads.
The Singapore bank focused on delivering more relevant content to users through in-app data including location-based insights, engagement level, activity level and device information.
Seasonal activations were employed to full effect including an out-of-home installation at Suntec City for Christmas 2016, which encouraged shoppers to download the app and scan gifts with their mobiles to win coupons for partnering merchants at the mall. It included a cut-out of celebrity Nathan Hartono.
Check out the video here:
Media Prima came in runner up with four gold, and two bronze prizes for their campaigns to promote a mobile game centred on new local Malaysian animation series Ejen Ali including a hackathon bringing diverse developers together to enhance the game’s potential.
Other high brand performers this year included OCBC Bank, Johnson & Johnson, Resorts World Sentosa, The Coca-Cola Company, UOB and Maxis Communications.
Check out the full list of winners across 30 categories here.
On the agency-front it was a closely-fought contest with Leo Burnett Malaysia taking out the top spot as ‘Best in Show – Agency’ by securing four gold, one silver and one bronze trophy for McDonald’s, Maxis Communications and rewards app platform SweetSpot campaigns.
Leo Burnett Malaysia was followed very closely by 3radical, AdColony and Maxus Communications Singapore.
Marketing Magazine’s Mob-Ex Awards was sponsored by AdColony and Waze and was supported by partners Cellarmaster Wines, Peroni and Graphiss Productions.