The seventh annual Mob-Ex Awards, the region’s premier programme for mobile-marketing excellence, saw the crowning of a new champion â€“ Unilever Food Solutions. The overall winner for â€śBest in Show â€“ Brandâ€ť took home four Gold trophies out of the five categories it was shortlisted for, ousting defending champions DBS Bank in a nail-biting finish.
Unilever Food Solutions swept Gold for â€śBest App â€“ Food and Beverageâ€ť, â€śBest App â€“ Utility & Servicesâ€ť, â€śBest Mobile-Based Launch/Relaunchâ€ť, and â€śBest Use of Mobile Integrationâ€ť with the launch of its mobile app Food Pulse. The app aims to help chefs and restaurant owners learn more about their restaurantâ€™s reputation and their dinersâ€™ needs by scanning and consolidating online comments. Chefs and restaurant owners will then be assigned a reputation score, which they can use to compare against competitors and make better decisions regarding improvements and messaging.
Last year’s champion, DBS Bank, came in a close second, bagging two Gold, one Silver, and three Bronze trophies. DBS Bank displayed mobile excellence with three of its products this year: DBS Lifestyle App and Digibank 3.0, which aim to improve the banking experience of its users, as well as the DBS Virtual Conference, which enabled the convergence of DBS staff from all over the world.
Other brands that performed well at Mob-Ex Awards 2019 included McDonaldâ€™s Malaysia, Resorts World Sentosa, and UOB, among others.
Check out the full list of winners across 27 categories here.
On the agency-front, MRM//McCANN Singapore pulled ahead of its competitors to be crowned â€śBest in Show â€“ Agencyâ€ť. The agency successfully nabbed four Gold trophies throughout the night, and was followed by GERMS, Leo Burnett Malaysia, Mindshare Indonesia, and UNION.
Marketing Magazineâ€™s Mob-Ex Awards was overseen by an impressive panel of 30 judges from advertisers and agencies across the region, and supported by partners Cellarmaster Wines, Peroni, and Graphiss Productions.