Marketing Excellence Awards Singapore 2022: Finalists unveiled

 Despite the challenges of the past few years, this year’s Marketing Excellence Awards demonstrated a high level of excellence as marketers successfully rose to the occasion in producing creative, innovative and effective work and campaigns.

For more than 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 42 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 30 client-side marketers. Jury member, Juliana Saputera, head of marketing, Ferrero Asia Pacific said, “It goes without saying that the past year has been really tough. But I’ve seen that creativity has continued to thrive even under times of adversity and tight restrictions. There has been a lot of innovative work taking place across the categories, and it’s great to be able to recognise those who are making a real impact through the awards.”

Echoing similar sentiments, Christine Ng, chief digital officer active cosmetic division, Loreal said the past two years of pandemic was definitely the fuel for inspiration of many creative and innovative entries. Ng shared that entries with very low budgets have also proved that  big budgets are not the only way to build a brand. "Smaller budgets can also work well if done shrewdly, reaching the right consumer at the right time with the right touchpoints," she shared. 

Joyce Yao, director of marketing communications, York Hotel Singapore said, “It has been a pleasure to review all the great masterpieces for the Marketing Excellence Awards 2022. Each campaign not only nurtures an idea, but underwent a great deal of research and testing to ensure the campaign achieves success, brand vision and customer loyalty.”

Meanwhile, Amanda Hao, head of marketing, Edrington SEAPAC mentioned that this year saw an excellent number of entries and some fantastic campaign executions and results. "We wish all the brands and agencies the best, and cannot wait for the reveal of the final award winner,” said Hao. 

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

1. Excellence in Advertising
• There’s More To Wealth - Hidden Riches Campaign, Citibank Singapore
• The Enhanced HSBC Everyday Global Account, HSBC Singapore
• The ‘Spicy Debate’, McDonald's Singapore
• BMW Autoverse, Performance Motors
• Team Up For Excellence, Rémy Cointreau International
• #BespokeDesignedByYou, Samsung Singapore
• Viu To Win, Viu Singapore
• Again My Life (Back in Time), Viu Singapore
• Step Up Workplace Safety & Health, Workplace Safety & Health Council

2. Excellence in B2B Marketing
• An EPYC™ Conversation, Advanced Micro Devices
• Customs Compliance Solutions Marketing Campaign, CrimsonLogic
• Passport to Singapore, HSBC Singapore
• Pursuit of health, Ingredion
• Design Your Next Virtual Office, Logitech Singapore
• NCS rebrand: make extraordinary happen, NCS
• Shell Advantage Rewards (SHARE), Shell International Petroleum
• Singtel 5G SA: Making The Future A Reality, Singtel
• The Front Row 2021, The Front Row
• Twitter Brand Index China 2021, Twitter Asia Pacific

3. Excellence in Brand Awareness
• Roku Spring Experience 2022, Beam Suntory Asia
• Carousell Save the Earth, Choose Secondhand, Carousell
• Every Purpose Needs a Plan, Central Provident Fund Board
• onboard with giga!, giga
• Rekindling the joys of shopping to elevate brand awareness, Orchard Turn Retail Investment
• Green Innovations & Initiatives at PARKROYAL COLLECTION Marina Bay, Singapore, PARKROYAL COLLECTION Marina Bay, Singapore
• #BespokeDesignedByYou, Samsung Singapore
• Power Up with Singtel 5G, Singtel
• Again My Life (Back in Time), Viu Singapore
• Viu To Win, Viu Singapore

4. Excellence in Brand Strategy
• Carousell Save the Earth, Choose Secondhand, Carousell
• Every Purpose Needs a Plan, Central Provident Fund Board
• Brand Ambassador Launch - Pau-Pau, foodpanda Singapore
• National Steps Challenge™, Health Promotion Board
• Level Up to 100, National University of Singapore
• Beyond Profit, Schroder Investment (Singapore)
• #takecharge with Senoko Energy, Senoko Energy
• Closeup City Hall of Love, Unilever
• Again My Life (Back in Time), Viu Singapore
• Viu To Win, Viu Singapore

5. Excellence in Communications / Public Relations
• Carousell Save the Earth, Choose Secondhand, Carousell
• Chivas presents: I Rise, We Rise, Chivas Regal
• Getting the good word out: Amplifying FairPrice Group's commitment to building a sustainable future, FairPrice Group
• #GoGreenYourWay with Power Eco Add-on, Geneco
• M Social Decentraland, Millennium Hotel Group
• Launch of SkyHelix Sentosa, Mount Faber Leisure Group
• President’s Volunteerism & Philanthropy Awards (PVPA), National Volunteer & Philanthropy Centre (NVPC)
• Oceanus Media Global Studio Launch 2022, Oceanus Media Global
• Singtel 5G SA: Making The Future A Reality, Singtel
• Empower Every Generation, Singtel

6. Excellence in Consumer Insights / Market Research
• Scared what Scared, AIA Singapore
• Research and Insights on Existing Customers to drive Term Life insurance sales, FWD Singapore
• The Impact of Green Innovations on Brand Image for Hotels, PARKROYAL COLLECTION Marina Bay, Singapore
• Beyond Profit, Schroder Investment (Singapore)
• Streaming Made Sensational, Viu Singapore
• Viu To Win, Viu Singapore

7. Excellence in Content Marketing
• Scared what Scared, AIA Singapore
• #YouGrillWeSpill: Honest Talks with CPF, Central Provident Fund Board
• There’s More To Wealth - Hidden Riches Campaign, Citibank Singapore
• Everywhere Also See Food, FairPrice Group
• Financial Times - Singapore Tourism Board GMPW3 Partnership, Financial Times
• Lenovo Legion - The Power Is In Your Hands Creators Campaign, Lenovo Legion Asia-Pacific
• Discovering Sustainable Sentosa, Sentosa Development Corporation
• WHAT'S THE EMERGENCY?!, Singapore Civil Defence Force (SCDF)
• Power Up with Singtel 5G, Singtel
• Again My Life (Back in Time), Viu Singapore

8. Excellence in Corporate Social Responsibility
• Green Pledge + Better Lives Fund, AIA Singapore
• #ChangeBringsProsperity, Geneco
• HSBC Women’s World Championship (WWC) Campaign, HSBC Singapore
• Code; Without Barriers, Microsoft
• ION Orchard, Orchard Turn Developments
• CDC Vouchers Scheme, People's Association
• StarHub National Small Business Day, StarHub
• Closeup City Hall of Love, Unilever
• UOB Gift for Good Project, UOB
• #YahooEarthDay: Declutter with Yahoo, Yahoo

9. Excellence in COVID-19 Related Campaign
• Downstairs Fest Ministry of Culture, Community and Youth (MCCY)
• Student Vaccination Drive, MOE
• The People’s Gallery, National Gallery Singapore
• Keep every moment going with hi!App, Singtel
• Leading Through Uncertainty, Singtel
• Streaming Made Sensational, Viu Singapore

10. Excellence in Customer Engagement
• Live With Vitality, AIA Singapore
• POSB Hunt Your Zodiac (HYZ) 2022, DBS Bank
• DBS Bingo - Singapore’s First National Financial Planning Challenge, DBS Bank
• Everywhere Also See Food, FairPrice Group
• School in a new light, Google
• Hex +, HSBC Singapore
• Mr Men & Little Miss Goes Local with Kopitiam / Foodfare & Lau Pa Sat, Kopitiam Investment
• StarHub Rewards - Hello rewards in a snap, StarHub
• The Magnum Pleasure Auction, Unilever Singapore
• Again My Life (Back in Time), Viu Singapore

11. Excellence in Data-Driven Marketing
• Doctor Everywhere, Consult Anywhere, Doctor Anywhere
• Innovative Customer Segmenting to drive Term Life insurance sales, FWD Singapore
• Audience first initiative with Data, A.I. and Creative, IHH Healthcare
• Delivering Unified Customer Experiences with Data, Income
• Digi-Dash, Mandai Wildlife Group
• Improving Marketing Efficiency During COVID-19 Through Data Modelling, Marina Bay Sands
• Accelerate Programme - Using Data to Sprint out of the Pandemic, Pan Pacific Hotels Group
• Singtel GOMO, Singtel
• Selling Popcorn B2B, The Kettle Gourmet
• Streaming Made Sensational, Viu Singapore

12. Excellence in Digital Marketing
• CapitaVerse, CapitaLand Investment
• Every Purpose Needs a Plan, Central Provident Fund Board
• HSBC Festive Mega Start Campaign, HSBC Singapore
• Lenovo Legion - The Power Is In Your Hands Creators Campaign, Lenovo Legion Asia-Pacific
• NTU CoHASS Recruitment Campaign, NTU CoHASS
• Inspiring Travel Beyond the Global Pandemic, Pan Pacific Hotels Group
• PCF Sparkletots 2022 Open House Campaign, PAP Community Foundation
• Beyond Profit, Schroder Investment (Singapore)
• UOB Cards Year-End Campaign 2021, UOB
• Viu To Win, Viu Singapore

13. Excellence in eCommerce Marketing
• The ASUS Digital Marketplace, ASUS
• A Mother's Work Made Effortless, Motherswork
• Regional Ecommerce Campaign, Philips Domestic Appliances
• Win-back strategy, Sasha's Fine Foods
• Streaming Made Sensational, Viu Singapore
• Again My Life (Back in Time), Viu Singapore

14. Excellence in Esports Marketing
• AMD Gaming 2021 - Where Gaming Begins, Advanced Micro Devices
• Lenovo Legion - The Power Is In Your Hands Creators Campaign, Lenovo Legion Asia-Pacific
• Gran Turismo 7 Launch Campaign, Sony Interactive Entertainment Singapore

15. Excellence in Event Marketing
• Edelweiss Trade Launch, Asia Pacific Breweries (Singapore)
• CapitaVerse, CapitaLand Investment
• Chivas presents: I Rise, We Rise, Chivas Regal
• CP Bologna METAWORTH, CPF Food and Beverage Company
• Rainforest Lumina Season 3, Mandai Wildlife Group
• Oceanus Media Global Studio Launch 2022, Oceanus Media Global
• River Hongbao 2022, Singapore Federation of Chinese Clans Association
• Singtel 5G SA: Making The Future A Reality, Singtel
• Sponsorship of i Light Singapore 2022 and presenting Lightwave: Isle of Light Empowered by OPPO, Sinoppel Device
• Again My Life (Back in Time), Viu Singapore

16. Excellence in Experiential Marketing
• Unstoppable Star, Caltex
• CapitaVerse, CapitaLand Investment
• Cartoonito Play Date, Cartoon Network
• The People’s Gallery, National Gallery Singapore
• Oceanus Media Global Studio Launch 2022, Oceanus Media Global
• BMW Autoverse, Performance Motors
• #BespokeDesignedByYou, Samsung Singapore
• Power Up with Singtel 5G, Singtel
• Presenting sponsor of Lightwave: Isle of Light Empowered by OPPO, Sinoppel Device
• Again My Life (Back in Time), Viu Singapore

17. Excellence in Gaming
• POSB Hunt Your Zodiac (HYZ) 2022, DBS Bank
• Lenovo Legion - The Power Is In Your Hands Creators Campaign, Lenovo Legion Asia-Pacific
• #BespokeDesignedByYou, Samsung Singapore
• TL SimplyGo App - Unleash the Gates, Transit Link
• Closeup City Hall of Love, Unilever
• Viu To Win, Viu Singapore

18. Excellence in Influencer / KOL Marketing
• Scared what Scared, AIA Singapore
• AIA Live in Singapore, AIA Singapore
• Unstoppable Star, Caltex
• #YouGrillWeSpill: Honest Talks with CPF, Central Provident Fund Board
• Circles Life, Circles Global
• #GoGreenYourWay with Power Eco Add-on, Geneco
• #ChangeBringsProsperity, Geneco
• #HIVpostivity, Health Promotion Board
• Jin Jie Goes Digital with Singtel, Singtel
• UOB Cards Year-End Campaign 2021, UOB

19. Excellence in Integrated Marketing
• Redraw Your World, Cartoon Network
• GIC 40th Anniversary Campaign: Made of Bold, GIC
• School in a new light, Google
• Star Awards 2022, Mediacorp
• Vettai 5, Mediacorp
• SG Cares Giving Week 2021: Giving Gives Life, National Volunteer & Philanthropy Centre (NVPC)
• Quantcast APAC Integrated Marketing Programme 2021-2022, Quantcast
• Beyond Profit, Schroder Investment (Singapore)
• Power Up with Singtel 5G, Singtel
• The Magnum Pleasure Auction, Unilever Singapore

20. Excellence in Launch / Re-launch Marketing
• Live With Vitality, AIA Singapore
• Brand Ambassador Launch - Pau-Pau, foodpanda Singapore
• Go Simpler, Go Further: GoBusiness, Government Technology Agency (GovTech)
• National Steps Challenge™, Health Promotion Board
• Lenovo Legion - The Power Is In Your Hands Creators Campaign, Lenovo Legion Asia-Pacific
• NCS rebrand: make extraordinary happen, NCS
• Everybody Wants In, StarHub
• Closeup City Hall of Love, Unilever
• Viu To Win, Viu Singapore
• Again My Life (Back in Time), Viu Singapore

21. Excellence in Interactive Marketing / AR & VR
• Jolly Rewards with CapitaStar, CapitaLand Investment
• A Jolly Molly Christmas’21 Festive AR Filters & A Joyous Molly Reunion’22 AR Lion Dance Filters, CapitaLand Investment
• Hex +, HSBC Singapore
• The People’s Gallery, National Gallery Singapore
• Oceanus Media Global Studio Launch 2022, Oceanus Media Global
• BMW Autoverse, Performance Motors
• PRUMoneyTalks, Prudential Singapore
• The Front Row 2021, The Front Row
• The Magnum Pleasure Auction, Unilever Singapore
• Again My Life (Back in Time), Viu Singapore

22. Excellence in Loyalty Marketing
• Pan Pacific DISCOVERY, Pan Pacific Hotels Group
• Shell Advantage Rewards (SHARE), Shell International Petroleum
• StarHub Rewards - Hello rewards in a snap, StarHub
• UOB Cards Year-End Campaign 2021, UOB
• Viu To Win, Viu Singapore
• TransitLink UTG 2021, WINK+

23. Excellence in Marketing Innovation
• CapitaVerse, CapitaLand Investment
• Jolly Rewards with CapitaStar, CapitaLand Investment
• StressWaves, Cigna
• Lenovo Legion - The Power Is In Your Hands Creators Campaign, Lenovo Legion Asia-Pacific
• M Social Decentraland, Millennium Hotel Group
• The People’s Gallery, National Gallery Singapore
• Samsung Galaxy S22 Ultra Series Launch Campaigns, Samsung Singapore
• Singtel 5G SA: Making The Future A Reality, Singtel
• Closeup City Hall of Love, Unilever
• Viu To Win, Viu Singapore

24. Excellence in Marketing to a Specific Audience
• There’s More To Wealth - Hidden Riches Campaign, Citibank Singapore
• Doctor Everywhere, Consult Anywhere, Doctor Anywhere
• #GoGreenYourWay with Power Eco Add-on, Geneco
• School in a new light, Google
• The ‘Spicy Debate’, McDonald's Singapore
• The Statement Collection, Republic of Singapore Navy
• Jin Jie Goes Digital with Singtel, Singtel
• Keep every moment going with hi!App, Singtel
• Closeup City Hall of Love, Unilever
• Viu To Win, Viu Singapore

25. Excellence in Marketing Transformation
• Healthcare Marketing, Beyond Medical Group
• Lenovo Legion - The Power Is In Your Hands Creators Campaign, Lenovo Legion Asia-Pacific
• MCE Rebranding Campaign, Marshall Cavendish Education
• NCS rebrand: make extraordinary happen, NCS
• Viu To Win, Viu Singapore

26. Excellence in Media Strategy
• Doctor Everywhere, Consult Anywhere, Doctor Anywhere
• Financial Times - Singapore Tourism Board GMPW3 Partnership, Financial Times
• Go Green with HSBC Cards, HSBC Singapore
• The ‘Spicy Debate’, McDonald's Singapore
• Graduate GTM Transformation, National University of Singapore
• TiNDLE, Next Gen Foods
• PCF Sparkletots 2022 Open House Campaign, PAP Community Foundation
• Viu To Win, Viu Singapore
• Again My Life (Back in Time), Viu Singapore
• Step Up Workplace Safety & Health, Workplace Safety & Health Council

27. Excellence in Mobile Marketing
• StressWaves, Cigna
• Doctor Everywhere, Consult Anywhere, Doctor Anywhere
• Hex +, HSBC Singapore
• The Enhanced HSBC Everyday Global Account, HSBC Singapore
• BMW Autoverse, Performance Motors
• PRUMoneyTalks, Prudential Singapore
• TL SimplyGo App - Unleash the Gates, Transit Link
• The Magnum Pleasure Auction, Unilever Singapore
• Viu To Win, Viu Singapore
• TransitLink UTG 2021, WINK+

28. Excellence in Out-Of-Home Advertising
• Brand Ambassador Launch - Pau-Pau, foodpanda Singapore
• Growing Bold Futures with the World’s First Urban Farm Bus Stops, GIC
• The People’s Gallery, National Gallery Singapore
• Schroders Beyond Profit, Schroders
• Gran Turismo 7 Launch Campaign, Sony Interactive Entertainment Singapore
• Excellence in Out-of-Home Advertising, Tokio Marine Life Insurance
• Viu To Win, Viu Singapore

29. Excellence in Performance Marketing
• Quantcast x Accor Hotels "The Perfect Escape" Campaign, Accor Hotels
• Many Paths. One Destination., Duke-NUS Medical School
• Maximising Room Bookings via Advanced Audience Targeting and Automated Bid Strategies, Pan Pacific Hotels Group
• Singtel GOMO, Singtel
• Standard Chartered Bank play their cards right for a successful campaign, Standard Chartered Bank
• Again My Life (Back in Time), Viu Singapore
• Viu To Win, Viu Singapore

30. Excellence in Personalisation Marketing
• Personalizing the PC Shopping Experience, ASUS
• DPS Outreach, Great Eastern Singapore
• Accelerate Programme - Using Personalisation to Sprint out of the Pandemic, Pan Pacific Hotels Group
• Regional Ecommerce Campaign, Philips Domestic Appliances
• The Personalisation journey, Sasha's Fine Foods
• River Hongbao 2022, Singapore Federation of Chinese Clans Association
• GOMO, Singtel

31. Excellence in Pivot Marketing
• Guest Bookings Campaign, InterContinental Singapore
• BMW Autoverse, Performance Motors
• TL SimplyGo App - Unleash the Gates, Transit Link
• Streaming Made Sensational, Viu Singapore

32. Excellence in Programmatic Marketing
• Quantcast x Accor Hotels "The Perfect Escape" Campaign, Accor Hotels
• An EPYC™ Conversation, Advanced Micro Devices
• DBS Nav Planner: A strategic, seamless programmatic campaign to power financial planning, DBS Bank
• Audience first initiative with Data, A.I. and Creative, IHH Healthcare
• Berani Nyanyi?, Mediacorp
• Singtel GOMO, Singtel
• Standard Chartered Bank play their cards right for a successful campaign, Standard Chartered Bank

33. Excellence in Public Sector / Non-Profit Marketing
• “This is Me” – See Me in a Different Light, Autism Network Singapore
• #YouGrillWeSpill: Honest Talks with CPF, Central Provident Fund Board
• Every Purpose Needs a Plan, Central Provident Fund Board
• Go Simpler, Go Further: GoBusiness, Government Technology Agency (GovTech)
• Co-creating Singpass: A Trusted National Digital Identity for Singapore's Residents and Businesses, Government Technology Agency (GovTech)
• It’s OKAY to reach out, Health Promotion Board
• National Steps Challenge™, Health Promotion Board
• #HIVpostivity, Health Promotion Board
• Digital for Life, Infocomm Media Development Authority
• The Statement Collection, Republic of Singapore Navy

34. Excellence in Relationship Marketing
• StressWaves, Cigna
• Human centered tech, SMART: creating an engaging, intuitive insurance application experience, FWD Singapore
• Jewel Double Rewards Programme, Jewel Changi Airport
• Shell Advantage Rewards (SHARE), Shell International Petroleum
• Singtel Red Membership: REDefining indulgence for everyone, Singtel
• Viu To Win, Viu Singapore

35. Excellence in Retail / Shopper Marketing
• CapitaVerse, CapitaLand Investment
• Meadows Carbonated Drinks Range Launch, DFI Retail Group
• Win on Weekday (WOW) Promotion, Jewel Changi Airport
• Season to Shine, Orchard Turn Developments
• #uDreamOutOfThisWorld, OSIM Singapore
• #BespokeDesignedByYou, Samsung Singapore

36. Excellence in Search Marketing
• Doctor Everywhere, Consult Anywhere, Doctor Anywhere
• Harvey Norman Rises Above Competition With Digital, Harvey Norman (Pertama Merchandising)
• Search Marketing - Leveraging Search Marketing Successfully During Unprecedented Times, Hong Leong Finance
• Always on SEO, Marina Bay Sands Singapore

37. Excellence in Social Media Marketing
• A Jolly Molly Christmas’21 Festive AR Filters & A Joyous Molly Reunion’22 AR Lion Dance Filters, CapitaLand Investment
• Every Purpose Needs A Plan, Central Provident Fund Board
• #YouGrillWeSpill: Honest Talks with CPF, Central Provident Fund Board
• Everywhere Also See Food, FairPrice Group
• onboard with giga!, giga
• HSBC Festive Mega Start Campaign, HSBC Singapore
• Our #littleone, Mandai Wildlife Group
• The ‘Spicy Debate’, McDonald's Singapore
• Lift From Within, Ultherapy
• Again My Life (Back in Time), Viu Singapore

38. Excellence in Sponsorship Activation
• DirectAsia and Shell Escape, DirectAsia
• Hex +, HSBC Singapore
• HSBC Women’s World Championship (WWC) Campaign, HSBC Singapore
• In an accident, there is no second chance, Singapore Road Safety Council
• Presenting sponsor of Lightwave: Isle of Light Empowered by OPPO, Sinoppel Device

39. Excellence in TV / Video Advertising
• Carousell Save the Earth, Choose Secondhand, Carousell
• The Enhanced HSBC Everyday Global Account, HSBC Singapore
• A Thank You To Our Frontliners - Short Film, IHH Healthcare
• Berani Nyanyi?, Mediacorp
• Raya Dah Tiba! (Raya Is Here!), Mediacorp
• Apart, But Still A Part, OSIM Singapore
• A Toast to Ambition, Rémy Cointreau International
• Again My Life (Back in Time), Viu Singapore
• Streaming Made Sensational, Viu Singapore
• Step Up Workplace Safety & Health, Workplace Safety & Health Council

40. Excellence in Viral Marketing
• Unstoppable Star, Caltex
• Everywhere Also See Food, FairPrice Group
• MARIGOLD HL Milk Social Media Trendjacking - Squid Game, Malaysia Dairy Industries

41. Marketing Team of the Year
• DBS Bank
• DHL Express
• Jewel Changi Airport
• Logitech Singapore

42. Marketing Leader of the Year
• Zon Lim, Logitech Singapore
• Heather Ang, Senoko Energy
• Ionut Danifeld, TRAPO
• Cheryl Lim, Viu Singapore

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