#MobExAwards 2021 shortlist announced

MARKETING-INTERACTIVE is excited to announce this year’s finalists for the Mob-ex Awards 2021. Returning for its ninth year, Mob-Ex aims to reward the most innovative and forward thinking mobile marketers in the marketing industry across the South Asia, Southeast Asia and ANZ regions.

Overall, this year’s Mob-Ex had 38 diverse categories with the addition of twelve new categories to give agencies and brands their shot at displaying marketing excellence. The new categories under Channels & Initiatives included: Best Awareness Campaign, Best Campaign Pivot, Best COVID-19 Response, Best Direct to Consumer Campaign, Best Mobile Payments Integration, Best Use of Display Advertising, Best Use of In-App Advertising, Best Use of Promotions and Best Use of Video. While Industry Specific Use of Mobile categories added were, B2B and eCommerce & Retail.

The most successful agencies and brands across all relevant categories will be awarded the Mob-ex Best of Show- Agency and Mob-ex Best of Show- Brand titles respectively. 

The awards were judged by an independent panel of 33 client-side marketers. Jury member David Lim, VP, marketing and managing director, HappyFresh, commented that “the submissions this year were some of the campaigns that faced very challenging situations due to the Covid-19 pandemic. Due to that, they managed to highlight not only the struggles of brands yet also provided some of the most brilliant innovations and solutions”.

Meanwhile, Mikael Vaitti, head of digital marketing and strategy, Yappy Pets, said that “COVID-19 forced companies to rethink their marketing strategies since they couldn't anymore organize events like before, and people stayed more and more at home. However, there were plenty of great entries with creative and engaging mobile-first campaigns to solve some of these issues.”

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

Channels & Initiatives

1. Best Awareness Campaign
• VELO Launch, British American Tobacco
• Bliblimart Mobile Campaign Takes Grocery Shopping from Bricks to Clicks, Global Digital Niaga
• L'Oreal helps Indonesians #StandUp against Street Harassment with Mobile, L’Oreal
• Be. Here’s to you, being you., M1
• How Pants Bear hijacked the 2020 Olympics with Radarr, Pants Bear
• How to reach two billion views with 0 media budget, Pants Bear
• Singtel Dash - Enhancing brand recall to make Singtel Dash the preferred all-in-one, lifestyle app., Singtel
• Mobile Augmented Reality Dials Up Brand Love for Coca-Cola, The Coca-Cola Company
• Lifebuoy arms Indonesians against COVID with the power of real-time data, Unilever
• Pepsodent: Bringing Offline Dental Care to Users on Mobile, Unilever

2. Best Campaign Pivot
• Best Campaign Pivot – CaltexGO, Chevron Singapore
• Health Tech Game Changer with Data, Cigna Insurance
• DBS Power The Things You Love 2020/21 Campaign, DBS Bank
• How to reach two billion views with 0 media budget, Pants Bear
• Pepsodent: Bringing Offline Dental Care to Users on Mobile, Unilever
• 9x16 Stores, Visa
• 6.6 Mid-Year Sale, Whole Earth Brands

3. Best COVID-19 Response
• POSB #HuntYourZodiac 2021, DBS Bank
• Monopoly Explore! SG, First Wave
• Bliblimart Mobile Campaign Takes Grocery Shopping from Bricks to Clicks, Global Digital Niaga
• Grab Loves Local Heroes Campaign, Grab
• Anti-Virus Mobility, Panasonic
• The Good Food Mobile Retail Revolution in the Covid-19 Crisis, SaladStop!
• Singtel Dash Remit - Accelerating digital remittance growth in challenging times, Singtel
• Lifebuoy arms Indonesians against COVID with the power of real-time data, Unilever
• Indonesian Street Flavours Come Online with Festival Jajanan Bango, Unilever Indonesia
• 9x16 Stores, Visa

4. Best Direct to Consumer Campaign
• Atome ‘Get It Week’ 2021, Atome
• Winning O2O shopper experience with personal shopper, Central Department Store
• Health Tech Game Changer with Data, Cigna Insurance
• Find X3 Launch in MY, Jie Business
• How Kaspersky protected Australians from Cyber threats in 2020, Kaspersky
• KOSÉ Champions ‘Less is More’, KOSÉ Corporation
• PAYDAY, Robinson Department Store
• Money Thunder, Lightning Performance!, SCB Abacus
• Lifebuoy arms Indonesians against COVID with the power of real-time data, Unilever
• Whole Earth Sampling Campaign for New Products, Whole Earth Brands

5. Best Insights-Drive Mobile Campaign
• #30hariberbagikekuatan, Bayer Indonesia
• Better Factories Cambodia – “Su Su Together”, Covid awareness campaign, Better Factories Cambodia, International Labour Organisation - ILO
• Health Tech Game Changer with Data, Cigna Insurance
• Find X3 Launch in MY, Jie Business
• How to reach two billion views with 0 media budget, Pants Bear
• How Pants Bear hijacked the 2020 Olympics with Radarr, Pants Bear
• Precision Marketing Campaigns, StarHub
• Rigour in Regularity for Fundraising, UNHCR - The UN Refugee Agency
• Lifebuoy arms Indonesians against COVID with the power of real-time data, Unilever
• SME Digitalisation Initiative Grant, United Overseas Bank (Malaysia)

6. Best Launch/Re-Launch
• VELO Launch, British American Tobacco
• BurgerKing : Plant Based Whopper Launch, Burger King Indonesia
• KOSÉ Champions ‘Less is More’, KOSÉ Corporation
• McDonald's Mini Cuts Spicy Chicken Launch with Grab Food, McDonald's Indonesia
• The Good Food Mobile Retail Revolution in the Covid-19 Crisis, SaladStop!
• Singtel Dash PET - Everyone can now own a PET that takes care of them, Singtel
• Singtel Dash - Revamping Dash to make it the preferred all-in-one, lifestyle app., Singtel
• Singtel Dash Rewards – Launch of an inclusive rewards programme in your hands, Singtel
• Closeup Goes #AllinAllOut for #AllAroundOralCare, Unilever Philippines
• Whole Earth Relaunch Campaign, Whole Earth Brands

7. Best Location-Based Marketing
• POSB #HuntYourZodiac 2021, DBS Bank
• McDonald's Mini Cuts Spicy Chicken Launch with Grab Food, McDonald's Indonesia
• Love Local & PETRONAS Primax 97 with Pro-Race Launch, PETRONAS
• PAYDAY, Robinson Department Store
• Lifebuoy arms Indonesians against COVID with the power of real-time data, Unilever
• Pepsodent: Bringing Offline Dental Care to Users on Mobile, Unilever

8. Best Mobile Advertising Strategy
• Kinder Joy’s Applaydu Campaign Gets a Boost Amidst Pandemic, Ferrero Asia Pacific
• Frisian Flag 123, 456 eCommerce Campaign, Friesland Campina
• Bliblimart Mobile Campaign Takes Grocery Shopping from Bricks to Clicks, Global Digital Niaga
• L'Oreal helps Indonesians #StandUp against Street Harassment with Mobile, L'Oreal
• McDonald's Mini Cuts Spicy Chicken Launch with Grab Food, McDonald's Indonesia
• How to reach two billion views with 0 media budget, Pants Bear
• 7-Eleven Slurpee’s In-Game Mobile Strategy Delivers More Than Brainfreeze, Seven & I Holdings
• Smartfren Midnight Magic (Ramadan Sahur Call), Smartfren Telecom

9. Best Mobile Growth Strategy
• Best Mobile Growth Strategy – CaltexGO, Chevron Singapore
• Health Tech Game Changer with Data, Cigna Insurance
• Ready to roll with giga!, giga!
• NLB Mobile app, National Library Board
• How to reach two billion views with 0 media budget, Pants Bear
• Singtel Dash - Adding a breath of fresh air to Dash to make it the preferred all-in-one, lifestyle app., Singtel
• SME Digitalisation Initiative Grant, United Overseas Bank (Malaysia)
• UMF Digital Campaign, UOB Asset Management (Malaysia)

10. Best Mobile Payments Integration
• Best Mobile Payments Integration – CaltexGO, Chevron Singapore
• DBS PayLah!, DBS Bank
• POSB #HuntYourZodiac 2021, DBS Bank
• eParcelNow Launch, eParcelNow
• Seamless Payments for the ZALORA Experience, ZALORA

11. Best Original Content
• How to reach two billion views with 0 media budget, Pants Bear
• How Pants Bear hijacked the 2020 Olympics with Radarr, Pants Bear
• The Mysterious Adventure To Save The Moon, The Coffee House
• Jiran, TM Net
• 9X16 Stores, Visa
• My Animal Buddy Programme, Wildlife Reserves Singapore
• Launching Z-Live for the Next Generation of Mobile Shoppers, ZALORA

12. Best Results-Driven Mobile Campaign
• Better Factories Cambodia – “Su Su Together”, Covid awareness campaign, Better Factories Cambodia, International Labour Organisation - ILO
• Best Results - Driven Mobile Campaign – CaltexGO, Chevron Singapore
• POSB #HuntYourZodiac 2021, DBS Bank
• How to reach two billion views with 0 media budget, Pants Bear
• How Pants Bear hijacked the 2020 Olympics with Radarr, Pants Bear
• Money Thunder, Lightning Performance!, SCB Abacus
• Lifebuoy arms Indonesians against COVID with the power of real-time data, Unilever
• SME Digitalisation Initiative Grant, United Overseas Bank (Malaysia)
• UMF Digital Campaign, UOB Asset Management (Malaysia)
• 6.6 Mid-Year Sale, Whole Earth Brands

13. Best Use of Display Advertising
• The BCA Expoversary Online 2021, Bank Central Asia (BCA)
• Ready to roll with giga!, giga!
• HSBC Livin’ It Up Ramadan Mobile Campaign, HSBC Holdings
• Smartfren Mobile Campaign Wakes Up Indonesia’s WOW Generation, Smartfren Telecom
• Mobile Augmented Reality Dials Up Brand Love for Coca-Cola, The Coca-Cola Company

14. Best Use of In-App Advertising
• Kinder Joy’s Applaydu Campaign Gets a Boost Amidst Pandemic, Ferrero Asia Pacific
• #gigaBirthdaySurprise and #Ohmygiga Refer a Friend to retain and reward existing customers, giga!
• HIT FIK Mobile Campaign Packs a Mean Punch, Godrej Consumer Products
• Enterprise-Level Ad-Tech for the Smallest of Small Businesses, Grab
• 7-Eleven Slurpee’s In-Game Mobile Strategy Delivers More Than Brainfreeze, Seven & I Holdings
• Lifebuoy arms Indonesians against COVID with the power of real-time data, Unilever

15. Best Use of Interactive Media / AR & VR
• HSBC Hex-Live, Hongkong and Shanghai Banking Corporation
• Game On with Pop Mie, Indofood
• Mobile Dishes Out Satisfying Results for Indomie Piring Kosong IndomieIdo (Empty Plate) Campaign, Indofood Sukses Makmur
• Mobile Augmented Reality Dials Up Brand Love for Coca-Cola, The Coca-Cola Company
• Fun Progressive Learning With Augmented Reality, Wyeth Nutrition Sduaenam

16. Best Use of KOLs
• Atome ‘Get It Week’ 2021, Atome
• Energising Malays During Ramadan with the #BeroccaBERchallenge, Bayer Consumer Health Malaysia
• #30hariberbagikekuatan, Bayer Indonesia
• Building New Rituals Through KOL in Indonesia, British American Tobacco
• HSBC ‘Swing for The Game Changers’, Hongkong and Shanghai Banking Corporation
• Collective Power of Small Actions, Olam International
• #TekaTekiLoki, The Walt Disney Company
• Re-imagine Test Drives with Volkswagen Malaysia, Volkswagen Passenger Cars Malaysia

17. Best Use of Mobile-Customer Engagement
• DBS PayLah!, DBS Bank
• POSB #HuntYourZodiac 2021, DBS Bank
• dtac application: a COVID-19 fighting buddy for Thais, datc
• HSBC Hex-Live, Hongkong and Shanghai Banking Corporation
• Moving ForwART Campaign, Hongkong and Shanghai Banking Corporation
• Mobile Dishes Out Satisfying Results for Indomie Piring Kosong IndomieIdo (Empty Plate) Campaign, Indofood Sukses Makmur
• Alodokter sees 45% increase in engagement for push campaigns with MoEngage, MoEngage
• NLB Mobile app, National Library Board
• StarHub Rewards - All in one app, StarHub
• Cooking Up a Winning Storm with Royco Juara NutriMenu Mobile Campaign, Unilever Indonesia

18. Best Use of Mobile Integration
• Are you ready to hunt for the gold?, AB Inbev Vietnam
• DBS PayLah!, DBS Bank
• Live Consciously with HSBC Revolution Credit Card, HSBC Singapore
• L'Oreal helps Indonesians #StandUp against Street Harassment with Mobile, L'Oreal
• DANCOW Nutritods #BundaBangga, Nestle
• PAYDAY, Robinson Department Store
• Closeup Goes #AllinAllOut for #AllAroundOralCare, Unilever Philippines

19. Best Use of Promotions
• Are you ready to hunt for the gold?, AB Inbev Vietnam
• Bayer Shopee SBD, Bayer Indonesia
• Nicotine Hampers: A New Way to Celebrate Valentine, British American Tobacco
• Burger King hijacks BTS X McD Collaboration!, Burger King Indonesia
• DBS PayLah!, DBS Bank
• Monopoly Explore! SG, First Wave
• Singtel Dash ‘Dash it, Spin it, Shake it’ Lunar New Year 2021 - Overcoming pandemic restrictions during Lunar New Year through digital and social media engagement, • Singtel
• Mobile Augmented Reality Dials Up Brand Love for Coca-Cola, The Coca-Cola Company

20. Best Use of Social
• The Sleep Over, Abans
• Energising Malays During Ramadan with the #BeroccaBERchallenge, Bayer Consumer Health Malaysia
• #cesbeforecus, Bayer Indonesia
• Sunyi Bersuara-Voice of the silent Campaign by BurgerKing, Burger King Indonesia
• Burger King hijacks BTS X McD Collaboration!, Burger King Indonesia
• HSBC ‘Swing for The Game Changers’, Hongkong and Shanghai Banking Corporation
• Moving ForwART Campaign, Hongkong and Shanghai Banking Corporation
• Stay, To Get Away, Pan Pacific Hotels Group
• How Pants Bear hijacked the 2020 Olympics with Radarr, Pants Bear
• How to reach two billion views with 0 media budget, Pants Bear

21. Best Use of Video
• YOO8 serviced by Kempinski Interactive Campaign, KSK Group
• L'Oreal helps Indonesians #StandUp against Street Harassment with Mobile, L’Oreal
• Ovaltine x Nussa Official Therapy, Ovaltine
• Sprite, Totally Refreshing, The Coca-Cola Company
• Lifebuoy arms Indonesians against COVID with the power of real-time data, Unilever
• 9x16 Stores, Visa

22. Best User Experience
• #cesbeforecus, Bayer Indonesia
• DBS PayLah!, DBS Bank
• Bliblimart Mobile Campaign Takes Grocery Shopping from Bricks to Clicks, Global Digital Niaga
• Re-imagining the recycling experience to achieve a plastic neutral ecosystem in Malaysia, Heng Hiap Industries
• HSBC Hex-Live, Hongkong and Shanghai Banking Corporation
• Milieu Surveys, Milieu Insight
• DANCOW Nutritods #BundaBangga, Nestle
• Anti-Virus Mobility, Panasonic
• StarHub Rewards - All in one app, StarHub
• My Animal Buddy Programme, Wildlife Reserves Singapore

23. Most Engaging Mobile Campaign
• Energising Malays During Ramadan with the #BeroccaBERchallenge, Bayer Consumer Health Malaysia
• Sunyi Bersuara-Voice of the silent Campaign by BurgerKing, Burger King Indonesia
• POSB #HuntYourZodiac 2021, DBS Bank
• DBS PayLah!, DBS Bank
• Kinder Joy’s Applaydu Campaign Gets a Boost Amidst Pandemic, Ferrero Asia Pacific
• Monopoly Explore! SG, First Wave
• Moving ForwART Campaign, Hongkong and Shanghai Banking Corporation
• Mobile Dishes Out Satisfying Results for Indomie Piring Kosong IndomieIdo (Empty Plate) Campaign, Indofood Sukses Makmur
• Carousell x Manulife: Engaging with Sneakerheads on Carousell, Manulife Singapore
• Mobile Augmented Reality Dials Up Brand Love for Coca-Cola, The Coca-Cola Company

24. Most Innovative Use of Mobile
• DBS PayLah!, DBS Bank
• Monopoly Explore! SG, First Wave
• Bliblimart Mobile Campaign Takes Grocery Shopping from Bricks to Clicks, Global Digital Niaga
• HSBC Hex-Live, Hongkong and Shanghai Banking Corporation
• Bear Brand Fortified Tibay Resistensya Mobile Campaign, Nestlé Philippines
• How Pants Bear hijacked the 2020 Olympics with Radarr, Pants Bear
• How to reach two billion views with 0 media budget, Pants Bear
• 7-Eleven Slurpee’s In-Game Mobile Strategy Delivers More Than Brainfreeze, Seven & I Holdings
• Dash Rewards - Singtel Dash’s first ever rewards programme, Singtel
• StarHub Rewards - All in one app, StarHub

25. Most Innovative Use of Mobile Technology
• DBS PayLah!, DBS Bank
• dtac - Blink For Your Reward, dtac
• Kinder Joy’s Applaydu Campaign Gets a Boost Amidst Pandemic, Ferrero Asia Pacific
• Bliblimart Mobile Campaign Takes Grocery Shopping from Bricks to Clicks, Global Digital Niaga
• Clear Shampoo - Thermal Scan For Hidden bacteria. Mindshare Thailand & POKKT
• 7-Eleven Slurpee’s In-Game Mobile Strategy Delivers More Than Brainfreeze, Seven & I Holdings
• StarHub Rewards - All in one app, StarHub
• Mobile Augmented Reality Dials Up Brand Love for Coca-Cola, The Coca-Cola Company
• Lifebuoy arms Indonesians against COVID with the power of real-time data, Unilever

Industry Specific Use of Mobile

26. B2B
• A Unified B2B2C Approach, ASUS Singapore
• Enterprise-Level Ad-Tech for the Smallest of Small Businesses, Grab
• Shell Advantage Rewards (SHARE), Shell International Petroleum
• Mobilizing a B2B Packaging Product Promo, Tetra Pak Vietnam
• Jiran, TM Net
• 9x16 Stores, Visa

27. Banking Services
• The BCA Expoversary Online 2021, Bank Central Asia (BCA)
• BCA Education Campaign, Bank Central Asia (BCA)
• DBS PayLah!, DBS Bank
• HSBC Livin’ It Up Ramadan Mobile Campaign, HSBC Holdings
• Money Thunder, Lightning Performance!, SCB Abacus
• SME Digitalisation Initiative Grant, United Overseas Bank (Malaysia)
• UMF Digital Campaign, UOB Asset Management (Malaysia)
• 9x16 Stores, Visa

28. Consumer Goods
• Energising Malays During Ramadan with the #BeroccaBERchallenge, Bayer Consumer Health Malaysia
• Frisian Flag 123, 456 eCommerce Campaign, Friesland Campina
• Mobile Steers Hyundai’s “Drive SA(nta)FE Together” Campaign Towards Success, Hyundai Motors Indonesia
• Find X3 Launch in MY, Jie Business
• Anti-Virus Mobility, Panasonic
• Smartfren Mobile Campaign Wakes Up Indonesia’s WOW Generation, Smartfren Telecom
• Closeup Goes #AllinAllOut for #AllAroundOralCare, Unilever Philippines
• 6.6 Mid-Year Sale, Whole Earth Brands

29. eCommerce & Retail
• eCommerce Marketplace Optimization, AEON
• Enhancing Digital Experience: Nailing the Right Mindset in Omnichannel, ASUS Singapore
• Winning O2O shopper experience with personal shopper, Central Department Store
• eParcelNow Launch, eParcelNow
• Bliblimart Mobile Campaign Takes Grocery Shopping from Bricks to Clicks, Global Digital Niaga
• PAYDAY, Robinson Department Store
• 6.6 Mid-Year Sale, Whole Earth Brands
• ZALORA’s Best and Biggest for the Future of E-Commerce in Southeast Asia, ZALORA

30. Food & Beverage
• BK wants you to order from McD, Burger King Indonesia
• Mobile Dishes Out Satisfying Results for Indomie Piring Kosong IndomieIdo (Empty Plate) Campaign, Indofood Sukses Makmur
• McDonald's Mini Cuts Spicy Chicken Launch with Grab Food, McDonald's Indonesia
• The Good Food Mobile Retail Revolution in the Covid-19 Crisis, SaladStop!
• Mobile Augmented Reality Dials Up Brand Love for Coca-Cola, The Coca-Cola Company
• Cornetto “Decoding Love” Valentine Campaign, Unilever Indonesia
• The Fun Way Gamification Boosted Piattos’ Brand Engagement, Universal Robina Corporation (URC)
• 6.6 Mid-Year Sale, Whole Earth Brands

31. Gaming & Esports
• Telco for Gamers, Axiata
• Play All Out, Logitech
• Gillette #PlayCleanPlaySmart, Procter & Gamble

32. Government, Utility & Services
• You Do It Better, Axiata
• EZ-Link App - Express Top-up, EZ-Link
• giga! The Best Mobile Service in an App, giga!
• NLB Mobile app, National Library Board
• Wink+ City; A City United, Stellar Lifestyle
• Jiran, TM Net

33. Hospitality & Travel
• Lead Generation Program – Singapore, GMS
• Stay, To Get Away, Pan Pacific Hotels Group
• My Animal Buddy Programme, Wildlife Reserves Singapore

34. Insurance Services
• Share the Love, AIA Philippines
• Claims EZ: Simplifying the claims process for seamless end-to-end user experience, AIA Singapore
• Health Tech Game Changer with Data, Cigna Insurance
• Singtel Dash - Breaking the mobile wallet boundary with insurance, Singtel

35. Lifestyle & Entertainment
• Active Barn Go, Aktif Bersama Indonesia
• HSBC Hex-Live, Hongkong and Shanghai Banking Corporation
• NLB Mobile app, National Library Board
• How to reach two billion views with 0 media budget, Pants Bear
• #WieldTheShield, The Walt Disney Company (Southeast Asia)
• #TekaTekiLoki, The Walt Disney Company (Southeast Asia)

Speak to our project managers for more info:

Mohanesh Kumar
Project Manager
Tel: +65 6423 0329
Mobile: +65 9895 3365
Email: mohaneshk@marketing-interactive.com

Seraphine Neoh
Senior Project Manager
Tel: +65 6423 0329 ext. 234
Email: seraphinen@marketing-interactive.com