Loyalty & Engagement Awards 2021 Hong Kong winners unveiled

MARKETING-INTERACTIVE launched the second edition of the Loyalty & Engagement Awards in Hong Kong yesterday, celebrating the most effective and creative campaigns for brands’ biggest advocates - their customers and people.

Adjudicated by an independent expert panel of senior client-side marketers and loyalty experts who have vast experience in the art of engagement, the Loyalty & Engagement Awards set the benchmark for outstanding achievements in building lasting relationships.

Winning the most prestigious titles of Best of Show – Brand and Best of Show – Agency were yuu Rewards Club by DFI Development (HK) and M&C Saatchi Spencer Hong Kong, respectively. The title came after both parties showcased a well-rounded strategy by successfully engaging customers, along with understanding their preferences and behaviours, through DFI Development (HK)’s rewards programme.

Both parties scooped up eight gold awards and one silver in total.

Designed as a customer engagement programme unifying all businesses across multiple sectors, namely health and beauty, grocery, convenience, home furnishing, F&B and finance, yuu Rewards Club is a customer relationship management ecosystem that could handle real-time, high-volume daily customer transactions, issue rewards points and handle redemption all at once.

DFI Development (HK) hoped to create a memorable, straightforward and simple campaign, targeting a broad range of local audiences even including mature groups, domestic helpers and expatriates.

Featuring singer George Lam and his son Alex Lam, the campaign includes a rearrangement of Billy Joel’s Uptown Girl, videos in collaboration with influencers such as Emi Wong, Christy Leung and Siu Sze, OOH ads, as well as more than one million materials at points of sale across more than 2,000 retail outlets around Hong Kong.

For the rest of the results, please check the link here

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