Finalists unveiled for Marketing Excellence Awards Singapore 2021

Despite the challenges that arose in this past year, this year’s Marketing Excellence Awards showed top marketing excellence, as marketers successfully rose to the occasion in producing creative and innovative work. 

For over a decade, the Marketing Excellence Awards has been Singapore’s go-to awards platform for benchmarking across the marketing communications spectrum. This year, there are 40 categories designed to recognise and reward Singapore’s outstanding marketing campaigns and talent. Gold, silver and bronze trophies are up for grabs, with the winning contender across all categories being granted the coveted Marketer of the Year title.

The awards were judged by an independent panel of 19 client-side marketers. One of the jury members, Racheal Toh, head of marketing (APAC), Barry Callebaut Group, commented that the submitted entries were all very competitive this year. "It was great to see how marketing campaigns implemented different practices, such as data driven or influencer marketing. Highly inspiring!” she added.

Additionally, jury member, Charmaine Lee, head of marketing, Singapore, Yeo Hiap Seng (Yeo’s), said: "It is delighting to see a strong line-up of entries and how brands leverage on insights to develop a multi-dimensional, inside-out approach to win over consumers in this agile environment."

So who made the cut? Our judging panel has selected the following finalists:

1. Excellence in Advertising
• Tap into every day, foodpanda Singapore
• Vascular Dementia, Health Promotion Board, Singapore
• Nutrition Literacy (My Healthy Plate), Health Promotion Board, Singapore
• #ProtectHappiness, Income,
• Yan Yan Carnival, Meiji Seika (Singapore)
• Anti-Virus Mobility, Panasonic
• Viu: Streaming made sensational for all, PCCW OTT (Singapore)
• Viu Survive The Night Challenge, PCCW OTT (Singapore)
• Created for Love, Poh Heng Jewellery
• #NDPWithYeos 2021, Yeo Hiap Seng

2. Excellence in B2B Marketing
• Cisco Webex: Paid Search Innovation, Cisco WebEx
• Merlin, DBS SME Banking
• Givaudan PIC B2B Marketing, Givaudan Singapore
• HP Speaker Series, HP
• The Data Fitness Programme, Qlik
• Shell Advantage Rewards (SHARE), Shell International Petroleum
• 9x16 Stores, Visa

3. Excellence in Brand Awareness
• Get It Week ft. Atome Kittens, Atome
• Lowest Prices That Last, DFI Retail Group
• Meadows Chips & Nuts Snack Campaign, DFI Retail Group
• Why stop here?, HSBC
• McDonald's My Happy Table, McDonald's Singapore
• Viu:Streaming made sensational for all, PCCW OTT (Singapore)
• Make Time For A Holiday, Sentosa Development Corporation
• Make Your Money Work, SingSaver
• StarHub D+ Launch, StarHub
• #NDPWithYeos 2021, Yeo Hiap Seng

4. Excellence in Brand Strategy
• #Lifeproof Campaign, Great Eastern
• Retail Branding Campaign, Jewel Changi Airport
• The Colonel's Guarantee, KFC Singapore
• MSIG for Biodiversity, MSIG Asia
• Viu: Streaming made sensational for all, PCCW OTT (Singapore)
• Making An Impact, Schroder Investment Management (Singapore)
• People Together, Planet Forever, Shaw Contract (a Berkshire Hathaway company)
• 9x16 Stores, Visa

5. Excellence in Communications / Public Relations
• Transforming crisis to opportunities, Far East Hospitality
• MSIG for Biodiversity, MSIG Asia
• Oceanus Extended Reality AGM: Envisioning the Future, Oceanus
• Connecting Businesses with Technology, Shopee
• eGSS Shop. Win. Experience., Singapore Retailers Association
• Singtel’s COVID-19 Response, Singtel

6. Excellence in Consumer Insights / Market Research
• CPF Retirement Planning Campaign / CPF Planner, CPF Board
• DBS PayLah!, DBS Bank
• Driving Cross-Media Planning Excellence With Customer360, Mediacorp
• Viu: Streaming made sensational for all, PCCW OTT (Singapore)
• Viu Survive The Night Challenge, PCCW OTT (Singapore)

7. Excellence in Content Marketing
• The Macallan Experience, Edrington Group
• Short Films: Homeground, FairPrice Group
• Everything Food Made Easy, FairPrice Group
• Moving ForwART Campaign, Hongkong and Shanghai Banking Corporation
• #10secSwag, Mandom Corporation (Singapore)
• Viu Survive The Night Challenge, PCCW OTT (Singapore)
• The Data Fitness Programme, Qlik
• Make Your Money Work, SingSaver
• Where in Time Is Loki?, The Walt Disney Company
• #NDPWithYeos 2021, Yeo Hiap Seng

8. Excellence in Corporate Social Responsibility
• Mission in HLBL in a Crisis, AIA Singapore
• HSBC ‘Swing For The Game Changers’, HSBC
• L’Oréal International Women’s Day #YouDeserveBetter campaign, L'Oréal Paris
• Scam Awareness: Jaga Your Data, Singtel
• #NDPWithYeos 2021, Yeo Hiap Seng

9. Excellence in Customer Engagement
• CPF Retirement Planning Campaign / CPF Planner, CPF Board
• Money Parenting, Eastspring Investments (Singapore)
• Customer-centric Omnichannel Approach to Luxury & Niche Beauty Marketing, escentials
• Live the Central Park Life, Hoi Hup Realty
• Savour The Memories, Kopitiam & Foodfare
• World Explorations, Nespresso Singapore
• Viu Survive The Night Challenge, PCCW OTT (Singapore)
• Singtel StepUp, Singtel
• Where in Time Is Loki?, The Walt Disney Company
• #NDPWithYeos 2021, Yeo Hiap Seng

10. Excellence in Data-Driven Marketing
• FairPrice Social Media Engagement Approach, FairPrice Group
• You’ve Got Mail: From Email List to CRM Marketing Powerhouse, Government Technology Agency (GovTech)
• Understanding Harvey Norman’s Consumer Behaviour With Data Analytics, Harvey Norman (Pertama Merchandising)
• Data-driven Omni-Marketing to engage & delight luxury beauty consumers, LUXASIA
• Unique data-led approach drives digital pivot for global petrochem manufacturer, OQ
• The Reinvention of Normal. Developing a Personalization Capability During a Pandemic., Pan Pacific Hotels Group
• StarHub D+ Launch, StarHub
• Precision Marketing Campaigns, StarHub
• UNHCR, Imagine Ramadan, UNHCR – The UN Refugee Agency
• Using AI to build an audience-centric content strategy in SEA, United Overseas Bank (UOB), Contrend

11. Excellence in Digital Marketing
• escentials' Omni-channel Enhancement Campaign, escentials
• You’ve Got Mail: From Email List to CRM Marketing Powerhouse, Government Technology Agency (GovTech)
• McDonald’s x Hershey’s – Spotify, McDonald's Singapore
• Belle - Mental Health First Responder, National Council of Social Service
• How to reach two billion views with 0 media budget, Pants Bear
• Viu Survive The Night Challenge, PCCW OTT (Singapore)
• Singtel Dash PET - Breaking the mobile wallet boundary with insurance, Singtel
• Where in Time Is Loki?, The Walt Disney Company
• 9x16 Stores, Visa
• #NDPWithYeos 2021, Yeo Hiap Seng

12. Excellence in eCommerce Marketing
• eParcelNow Launch, eParcelNow
• escentials' Omni-channel Enhancement Campaign, escentials
• Understanding Harvey Norman’s Consumer Behaviour With Data Analytics, Harvey Norman (Pertama Merchandising)
• Herbal Pharm For A Better You, Herbal Pharm
• HP Virtual Showroom, HP
• Driving Growth through Personalized eCommerce Experiences, IRVINS
• The Reinvention of Normal. Developing a Personalization Capability During a Pandemic., Pan Pacific Hotels Group
• Viu: Streaming made sensational for all, PCCW OTT (Singapore)
• Shopee 11.11 Big Sale - E-commerce for Everyone, Shopee
• eGSS Shop. Win. Experience., Singapore Retailers Association

13. Excellence in Esports Marketing
• ROG Masters Asia Pacific 2021, ASUSTek Computer
• Play All Out, Logitech
• Mobile Legends 515 eParty, Moonton

14. Excellence in Event Marketing
• AWS Summit Online Asean, Amazon Web Services
• Edelweiss Trade Launch, Asia Pacific Breweries (Singapore)
• The Front Row 2021, Daniel Boey Creatives
• Glow Festival Event Marketing, Exceed Sports & Entertainment
• Envision: What's Next For Addressability, PubMatic
• RazerCon 2020, Razer
• Sleep Better. Perform Better Webinar, ResMed Asia
• SMU Open House 2021, Singapore Management University (SMU)
• eGSS Shop. Win. Experience., Singapore Retailers Association
• Where in Time Is Loki?, The Walt Disney Company

15. Excellence in Experiential Marketing
• Edelweiss Trade Launch, Asia Pacific Breweries (Singapore)
• The Macallan Experience, Edrington Group
• HP Virtual Showroom, HP
• McDonald's My Happy Table, McDonald's Singapore
• Anti-Virus Mobility, Panasonic

16. Excellence in Gamification
• ROG Masters Asia Pacific 2021, ASUSTek Computer
• Explore the City: Game Quest, CapitaLand
• Help Me Leh, MSIG Insurance Singapore
• SGMoji, National Youth Council
• Where in Time Is Loki?, The Walt Disney Company
• Magnum Mini Matcha World, Unilever Singapore

17. Excellence in Influencer / KOLs Marketing
• #HelloIAm, CapitaStar (CapitaLand)
• CPF Retirement Planning Campaign / CPF Planner, Central Provident Fund Board
• Everything Food Made Easy with Influencers, FairPrice Group
• Tap into every day, foodpanda Singapore
• Live Consciously with HSBC Revolution Credit Card, HSBC Singapore
• KORA Organics social media frenzy with Miranda Kerr & curated KOLs, LUXASIA
• NB Grey Day 2021, New Balance Singapore
• Making An Impact, Schroder Investment Management (Singapore)
• People Together, Planet Forever, Shaw Contract (a Berkshire Hathaway company)
• #NDPWithYeos 2021, Yeo Hiap Seng

18. Excellence in Integrated Marketing
• Icon of Prestige, City Developments
• CPF Retirement Planning Campaign / CPF Planner, Central Provident Fund Board
• Money Parenting, Eastspring Investments (Singapore)
• Live the Central Park Life, Hoi Hup Realty
• Yan Yan Carnival, Meiji Seika (Singapore)
• SGMoji, National Youth Council
• Anti-Virus Mobility, Panasonic
• Viu: Streaming made sensational for all, PCCW OTT (Singapore)
• Shopee 11.11 Big Sale - E-commerce for Everyone, Shopee
• eGSS Shop. Win. Experience., Singapore Retailers Association

19. Excellence in Interactive Marketing / AR & VR
• Explore the City: Game Quest, CapitaLand
• The Front Row 2021, Daniel Boey Creatives
• AR Spatial 3D Virtual Stores for Paragon Flagship Store & TANGS Shop-in-Shop, escentials
• SGMoji, National Youth Council
• #NDPWithYeos 2021, Yeo Hiap Seng

20. Excellence in Launch / Re-launch Marketing
• eParcelNow Launch, eParcelNow
• Heavenly Wang Relaunch, Heavenly Wang
• Live Consciously with HSBC Revolution Credit Card, HSBC Singapore
• MSIG for Biodiversity, MSIG Asia
• Viu: Streaming made sensational for all, PCCW OTT (Singapore)
• The Good Food Revolution, Salad Stop
• Singtel Dash PET - Breaking the mobile wallet boundary with insurance, Singtel
• StarHub 5G Launch, StarHub
• Subway Meat Stack - More Meat, Less Marketing, Subway
• Magnum Mini Matcha World, Unilever Singapore

21. Excellence in Loyalty Marketing
• CapitaStar LIVE 247, CapitaStar (CapitaLand)
• You’ve Got Mail: From Email List to CRM Marketing Powerhouse, Government Technology Agency (GovTech)
• My Millennium, Millennium Hotels and Resorts
• Pan Pacific DISCOVERY, Pan Pacific Hotels Group
• Singtel Dash Rewards – An inclusive rewards programme in your hands, Singtel
• StarHub Rewards – All in one app, StarHub

22. Excellence in Marketing Innovation
• 放马过来! Show Off Show 2020, Asia Momentum Media
• McDonald's My Happy Table, McDonald's Singapore
• NB Grey Day 2021, New Balance Singapore
• Annual Report 2020: The Joy of Connecting, NTUC Health Co-Operative
• Islander Brew, Sentosa Development Corporation
• Using AI to build an audience-centric content strategy in SEA, United Overseas Bank (UOB), Contrend

23. Excellence in Marketing to a Specific Audience
• CapitaStar LIVE 247, CapitaStar (CapitaLand)
• Great Eastern Women's Run, Great Eastern
• McDonald's My Happy Table, McDonald's Singapore
• Duke NUS Specific Audience, National University of Singapore
• SGMoji, National Youth Council
• Viu Survive The Night Challenge, PCCW OTT (Singapore)
• The Data Fitness Programme, Qlik
• Singtel Dash PET - Breaking the mobile wallet boundary with insurance, Singtel
• Singtel StepUp, Singtel
• 9x16 Stores, Visa

24. Excellence in Marketing Transformation
• Fullerton Fund Management’s Marketing Transformation, Fullerton Fund Management
• Love, Afare Wins In Consumer Products Space, JUMBO Group of Restaurants
• KeyReply Marketing Transformation, KeyReply
• The Good Food People Revolution, Salad Stop
• Setting the scene for Next Generation Marketing, Salad Stop

25. Excellence in Media Strategy
• Tap into every day, foodpanda Singapore
• McDonald’s x Hershey’s – Spotify, McDonald's Singapore
• SGMoji, National Youth Council
• Viu: Streaming made sensational for all, PCCW OTT (Singapore)
• #KampongGelamUnited, Singapore Tourism Board

26. Excellence in Mobile Marketing
• Belle - Mental Health First Responder, National Council of Social Service
• How to reach two billion views with 0 media budget, Pants Bear
• Shopee 11.11 Big Sale - E-commerce for Everyone, Shopee
• ‘Dash it, Spin it, Shake it’ Lunar New Year 2021, Singtel
• 9x16 Stores, Visa

27. Excellence in Out-of-Home Advertising
• Tap into every day, foodpanda Singapore
• NB Grey Day 2021, New Balance Singapore
• Coca-Cola Chinese New Year, Pacific Refreshments
• Anti-Virus Mobility, Panasonic
• Traveloka Gesture-To-Vote, Stellar Lifestyle

28. Excellence in Performance Marketing
• CPF Retirement Planning Campaign / CPF Planner, CPF Board
• Meadows Chips & Nuts Snack Campaign, DFI Retail Group
• Driving Room Bookings Through An Elevated Performance Strategy, Marina Bay Sands
• Viu: Streaming made sensational for all, PCCW OTT (Singapore)
• OOm’s Strategy For Rentokil’s Online Expansion And Growth, Rentokil

29. Excellence in Personalisation Marketing
• Relevant Service Offering, Aspire Lifestyles (APAC)
• CPF Retirement Planning Campaign / CPF Planner, CPF Board
• DBS PayLah!, DBS Bank
• Family & Friends Card Relaunch – The Card with Freedom of Choice #ForYou, Maybank Singapore
• Elevating Programmatic Media Performance for NTUC Income with Creative Adtech to Personalise Marketing at Scale, NTUC Income
• The Reinvention of Normal. Developing a Personalization Capability During a Pandemic., Pan Pacific Hotels Group

30. Excellence in Pivot Marketing
• Glow Festival Pivot Marketing, Exceed Sports & Entertainment
• Marina Bay Sands' Reopening 2020, Marina Bay Sands
• Viu: Streaming made sensational for all, PCCW OTT (Singapore)
• Step Up for Diabetes, Sanofi-Aventis Philippines - Diabetes Team
• #NDPWithYeos 2021, Yeo Hiap Seng

31. Excellence in Programmatic Marketing
• Herbal Pharm For A Better You, Herbal Pharm
• Elevating Programmatic Media Performance for NTUC Income with Creative Adtech, NTUC Income
• Singtel Fibre Broadband Programmatic Campaign, Singtel
• Singtel GOMO, Singtel
• StarHub Mobile Programmatic Campaign, StarHub

32. Excellence in Public Sector / Non-Profit Marketing
• Pathway, *SCAPE
• CPF Retirement Planning Campaign / CPF Planner, CPF Board
• Children's Season, National Heritage Board
• SGMoji, National Youth Council
• People Together, Planet Forever, Shaw Contract (a Berkshire Hathaway company)
• "Dance of the Nation" Rally by GetActive! Singapore, Sport Singapore
• Rigour in Regularity for Fundraising, UNHCR – The UN Refugee Agency
• Wildtype Media Group International Women's Day Campaign 2021, Wildtype Media Group

33. Excellence in Response to COVID-19
• DBS Extra Bonus Day Campaign, DBS Bank
• #Lifeproof Campaign, Great Eastern
• Love, Afare Wins In Consumer Products Space, JUMBO Group of Restaurants
• McDonald's My Happy Table, McDonald's Singapore
• My Millennium, Millennium Hotels and Resorts
• World Explorations, Nespresso Singapore
• Anti-Virus Mobility, Panasonic
• Singtel Dash Remit - Accelerating digital remittance growth in challenging times, Singtel
• Magnum Mini Matcha World, Unilever Singapore
• #NDPWithYeos 2021, Yeo Hiap Seng

34. Excellence in Retail/ Shopper Marketing
• The Macallan Experience, Edrington Group
• Engaging & Delightful Omni-Shopping Launch of Anna Sui Sky Fragrances, LUXASIA
• Level Up – The World’s First Gaming Massage Chair, OSIM Singapore
• eGSS Shop. Win. Experience., Singapore Retailers Association
• Trouble Brewing: Bringing Home the Beers, Trouble Brewing

35. Excellence in Search Marketing
• Winning in Search and claiming Rollover Data USP for giga!, giga!
• Success with Search, Great Eastern
• Vehicle Green Loan Campaign, Hong Leong Finance
• MultiplerHR Search Marketing, MultiplierHR
• Search Domination by Integrated Content & Off Page Strategy, P&G (Procter & Gamble)
• OOm’s Strategy For Rentokil’s Online Expansion And Growth, Rentokil
• Leap Frog up the Search Engine Ranks - The Importance of an Always on SEO Strategy, UBS Asset Management Singapore

36. Excellence in Social Media Marketing
• Take Control of your Hair - Trichoderm Anti-Hair Loss Oral Supplement for Ladies, BioHealth Plus International
• eParcelNow Launch, eParcelNow
• 食在好煮艺 (Food for Live), FairPrice Group
• Yan Yan Carnival, Meiji Seika (Singapore)
• Viu Survive The Night Challenge, PCCW OTT (Singapore)
• Viu: Streaming made sensational for all, PCCW OTT (Singapore)
• Making An Impact, Schroder Investment Management (Singapore)
• Shopee Live Kpop Festival, Shopee
• Where in Time Is Loki?, The Walt Disney Company
• #NDPWithYeos 2021, Yeo Hiap Seng

37. Excellence in Sponsorship Activation
• Pathway, *SCAPE
• Great Eastern Women's Run, Great Eastern
• HSBC ‘Swing For The Game Changers’, HSBC
• Shopee Live Kpop Festival, Shopee
• #NDPWithYeos 2021, Yeo Hiap Seng

38. Excellence in TV / Video Advertising
• Tap into every day, foodpanda Singapore
• Vascular Dementia, Health Promotion Board, Singapore
• #ProtectHappiness, Income
• Created for Love, Poh Heng Jewellery
• How Dare You, Realme
• 9x16 Stores, Visa

39. Excellence in Viral Marketing
• Trendjacking, FairPrice Group
• McDonald's My Happy Table, McDonald's Singapore
• SGMoji, National Youth Council
• How to reach two billion views with 0 media budget, Pants Bear
• "Dance of the Nation" Rally by GetActive! Singapore, Sport Singapore
• Subway Meat Stack - More Meat, Less Marketing, Subway

40. Marketing Leader of the Year (Individual)
• Fullerton Fund Management, Cynara Tan
• Health Promotion Board, Singapore, Dzurina Binte Zainal
• LUXASIA, Avis Easteal
• MSIG Asia, Rebecca Ang Lee
• Poh Heng Jewellery, Pamela Seow

Speak to our project managers for more info about awards packages:

Czarina Solomon
Head, Project Management
Tel: +65 6423 0329
Mobile: +65 8112 6351
Email: czarinas@marketing-interactive.com

Reggie Ola
Manager, Project Management
Tel: +65 6423 0329
Mobile: +65 8428 1877
Email: reggieo@marketing-interactive.com