An elite panel of judges awarded Great Eastern Life Assurance the coveted title of L&E 2013 Brand of the Year at Marketing magazineâ€™s inaugural Loyalty & Engagement Awards, Singaporeâ€™s only award to recognize achievements in successfully building loyalty and engagement.
Great Eastern narrowly edged out DBS Bank, taking home a total of four awards: silver awards for the Best Engagement Strategy for a Female Audience and Loyalty Programme of the Year categories respectively; and gold awards for Best Use of Experiential/Live Marketing and Best Use of Social/Mobile categories respectively.
DBS Bank also took home four awards for different loyalty & engagement campaigns. The Great DBS Touchdown campaign won bronze for the Best Use of Experiential Marketing category, as did the DBS TravellerShield â€śSolve the Suitcaseâ€ť Campaign for the Best Use of Social/Mobile category; the DBS Marina Regatta 2013 campaign won silver for the Best Use of Co-creation/Crowd-Sourcing category; and the POSB Everyday Cash Card Rebate Programme won gold in the Best Card Based Loyalty Programme category.
Pizza Hut Singapore was a close third, winning gold awards in the Best CRM Strategy and Best Use of Consumer Insights/Analytics categories respectively, and a silver award for in the Best Use of Loyalty-Related Technology category. Their agency, Capillary Technologies, took home the Engagement Agency of the Year award for their work for Pizza Hut Singapore.
The Loyalty Agency of the Year award was claimed by CPR Vision Management for its work on adidasâ€™ 3stripes campaign. The campaign won a bronze award in the Loyalty Programme of the Year category, and a silver award in the Best Card Based Loyalty Programme category.
Starbucks Coffee Singapore won bronze in the Best Use of Loyalty Related Technology Category and gold in the Best Use of Relationship Marketing â€“ B2C category for its iPhone app, created with the help of Comwerks Interactive.
Philipsâ€™ +Project, created with the help of OneVoice (FleishmanHillard), also won two bronze awards, for the Best Use of Brand Advocacy category and Best Use of Co-Creation/Crowd Sourcing category respectively.
Other brands that won awards include Burda Singapore, P&G, AsiaRooms.com, Digital Fashion Week Singapore, SK-II, the Land Transport Authority and MediaCorp, amongst many others. A total of 46 awards were handed out to a room full of expectant finalists at the PARKROYAL on Pickering Road.
A full list of winners can be found here.
The Loyalty & Engagement Awards 2013 was sponsored by eBay Enterprise, Active Network, Claude Bernard, Forever Young Group, Freeflow Productions, Grimbergen, Hock Tong Bee and kyo. Judging the entries were 10 senior marketers from brands including Hilton Worldwide, Kimberly-Clark and Lenovo.