Mob-Ex Awards 2022 shortlist announced

The finish line is within reach! We are excited to announce this year’s finalists for the Mob-Ex Awards 2022. Returning for its tenth year, Mob-Ex aims to reward the most innovative and forward-thinking mobile marketers in the marketing industry across South Asia, Southeast Asia and ANZ regions.

Overall, this year’s Mob-Ex had 38 diverse categories with the addition of three new categories to give agencies and brands their shot at displaying marketing excellence. The new categories under Channels and Initiatives included, Best App Install Campaign, Best Mobile Campaign for a Specific Audience, while Industry Specific Use of Mobile categories added was Health & Wellness.

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 29 client-side marketers. One of the jury members, Elman Lee, marketing director, North Asia food and convenience and company communications, DFI Retail Group, said: "It was great to see brands running creative digital campaigns to target specific audience, using online-data to derive customer insight and create customised content, enhancing ROI to the marketing investment."

Meanwhile, jury member, Jessica Setiawan, marketing director, Multi Bintang Indonesia (part of the Heineken Company), added: "It’s great to see different companies and brands striving to turn powerful consumer insights into compelling & meaningful mobile experience while addressing the business objectives."

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

1. Best Apps Install Campaign
• Commonwealth Bank, Mobile App Installation: The Key to Unlocking Growth
• Joyo Tech, Snack Video: Xfactor Indonesia
• Sino Group, Shop More Win More Instant Lucky Draw
• Sino Group, Consumption Voucher Scheme Promotions
• Smart Axiata, Pleng App Install Campaign
• Sun Hung Kai Real Estate (Sales & Leasing) Agency, SHKP 8 Malls x LINE FRIENDS WORLD FEASTival O2O Gamification Campaign 2021
• TransitLink, TL SimplyGo App - Unleash the Gates

2. Best Awareness Campaign
• Bayer, CDR #Unbreakable30
• Bytedance, The Unlikely Influencer
• Hang Seng Bank, Project Hazel
• Kaspersky Lab SEA, Safe Family
• Procter & Gamble, Pantene “Recharged Hair, Recharged Me”
• Procter & Gamble, Rejoice “Instantly K-Drama”
• Singcash, Dash Rewards
• Sun Hung Kai Real Estate (Sales & Leasing) Agency, SHKP 8 Malls x LINE FRIENDS WORLD FEASTival O2O Gamification Campaign 2021
• Sun Hung Kai Real Estate Agency, apm’s Digital Sportcation Hub
• Unilever Foods, Indonesia, Bango and Royco Online-to-Offline Sampling Program

3. Best Campaign Pivot
• Great Eastern Life, Great Eastern Women's Run 2021
• Sime Darby Oils , #GetMoving Challenge
• Sun Hung Kai Real Estate (Sales & Leasing) Agency, SHKP 8 Malls x LINE FRIENDS WORLD FEASTival O2O Gamification Campaign 2021
• The Hong Kong Jockey Club, HKJC Account Opening App
• TransitLink, TL SimplyGo App - Unleash the Gates
• Zinus, Zinus eCommerce 12.12 Mega Campaign

4. Best COVID-19 Response
• Bayer Consumer Health Malaysia, Berocca Energises Malaysians to Transform from Sloth to Boss During Lockdown
• Coca-Cola (Japan) Company, Team Coca-Cola PLAY NATION: Virtual Game Time Experience
• Diageo, Su's Bistro Map-Go!
• Generali Vietnam, Generali’s Connecting Dreams With “The Tomorrow Flea Market”
• Gojek, Gojek Gocar Solutions For A Post Covid World
• Hong Kong Tourism Board, Holiday at Home
• Sun Hung Kai Real Estate (Sales & Leasing) Agency, SHKP 8 Malls x LINE FRIENDS WORLD FEASTival O2O Gamification Campaign 2021
• Tai Po Mega Mall, Interactive AI Robots and Edu-gym
• Unilever Indonesia, Pepsodent Evokes Confident, “Merdeka” Smiles with an AI-powered Brand Activation OR Senyum Indonesia
• Wyeth Corporate Philippines, Wyeth Nutrition Leverages InMobi for Commerce to Grow In-store Purchases

5. Best Direct to Consumer Campaign
• Bayer, Bepanthen #BabyBoss #BosKecilku
• BCA, #AwasModus Campaign
• Sun Hung Kai Real Estate (Sales & Leasing) Agency, SHKP 8 Malls x LINE FRIENDS WORLD FEASTival O2O Gamification Campaign 2021
• Tai Po Mega Mall, Interactive AI Robots and Edu-gym
• Unilever, Paddle Pop Thrills Parents and Kids with the "Choco Magma Land" Treasure Hunt
• Unilever Philippines, Selecta Supreme Drives Purchases with an Online to Offline Shoppable Experience
• WINK+, My Best X’mas Story

6. Best Insights-Drive Mobile Campaign
• Hugosave, Hugosave Lite: Breaking Acquisition Inertia with Consumer Insights
• Milieu Insight, Museum of the Mind
• Ninja Xpress, SME Audience: The Key to Unlock Digital Opportunity
• PETRONAS, Hyper Personalisation Redemption Push
• Sino Group, “Special Missions” Spend Stimulation Campaign
• Sun Hung Kai Real Estate (Sales & Leasing) Agency, SHKP 8 Malls x LINE FRIENDS WORLD FEASTival O2O Gamification Campaign 2021
• The Estee Lauder Companies, Beautify Your Beauty Experience with Personalisation
• UNHCR, Rigour in Regularity
• Wyeth Corporate Philippines, Wyeth Nutrition Leverages InMobi for Commerce to Grow In-store Purchases

7. Best Launch/Re-Launch
• Alliance Cosmetics, SILKYGIRL’s Sweet Treats Campaign
• Bayer, Redoxon Kids #kunyahkunyahayojelajah
• Hang Seng Bank, Project Hazel
• Milieu Insight, Milieu Surveys 2.0 - Canvas of Change
• MTR Corporation, MTR Mobile 2.0
• National Library Board Singapore, NLB Mobile
• Pepsi Philippines, #PepsiHitSaSarap
• Procter & Gamble, Pantene “Recharged Hair, Recharged Me”
• Singcash, Relaunch of Dash Rewards
• Singtel, Dash PET - The PET that takes care of you

8. Best Location-Based Marketing
• PETRONAS, Hyperlocal Geofencing Ethical Hack
• SAFRA National Service Association, mSAFRA Mobile App
• Sun Hung Kai Real Estate (Sales & Leasing) Agency, SHKP 8 Malls x LINE FRIENDS WORLD FEASTival O2O Gamification Campaign 2021
• Tai Po Mega Mall, Interactive AI Robots and Edu-gym
• Unilever Philippines, Selecta Supreme Drives Purchases with an Online to Offline Shoppable Experience
• WINK+, TransitLink Unleash the Gates 2021 (UTG)
• Wyeth Corporate Philippines, Wyeth Nutrition Leverages InMobi for Commerce to Grow In-store Purchases

9. Best Mobile Advertising Strategy
• Fonterra, #AnchorButterDaysAhead
• Lazada Philippines, Lazada Super Party
• Pepsi Philippines, #PepsiHitSaSarap
• Spotify, NCT 127 presents Sticker, the Enhanced Album
• Sun Hung Kai Real Estate (Sales & Leasing) Agency, SHKP 8 Malls x LINE FRIENDS WORLD FEASTival O2O Gamification Campaign 2021
• Sun Hung Kai Real Estate Agency, apm’s Digitally Infused Interactive Year of the Ox

10. Best Mobile Campaign for a Specific Audience
• Bayer, Bepanthen #BabyBoss #BosKecilku
• Bayer Consumer Health Malaysia, Energising Malays During Ramadan with the #BeroccaBERchallenge
• Castrol, Castrol Strengthens Brand Recall with Blended In-game Advertising
• L'Oreal Thailand, Upstoppable Beauty
• Ninja Xpress, SME Audience: The Key to Unlock Digital Opportunity
• Singtel, Dash PET - The PET that takes care of you
• Spotify, NCT 127 presents Sticker, the Enhanced Album
• Sun Hung Kai Real Estate Agency, apm’s Digital Sportcation Hub
• Wyeth Corporate Philippines, Wyeth Nutrition Leverages InMobi for Commerce to Grow In-store Purchases
• ZALORA, ZALORAYA 2022

11. Best Mobile Growth Strategy
• Cigna, StressWaves
• Commonwealth Bank, Mobile App Installation: The Key to Unlocking Growth
• FWD Life Insurance, FWD Easy E-Cancer Quotation Generation Chatbot
• MTR Corporation, MTR Mobile 2.0
• Shell International Petroleum, Shell Advantage Rewards (SHARE)
• WINK+, TransitLink Unleash the Gates 2021 (UTG)

12. Best Mobile Payments Integration
• MTR Corporation, MTR Mobile 2.0
• The Hong Kong Jockey Club, HKJC FPS and eWallet
• TransitLink, TL SimplyGo App - Unleash the Gates

13. Best Original Content
• CSL Mobile, “csl. 5G x MIRROR - Experience the World Differently” Campaign
• Hang Seng Bank , Project Hazel
• Ministry of Sustainability and the Environment, #TrashToTreasure
• Pepsi Philippines, #PepsiHitSaSarap
• Spotify, #SpotifySB19ATINTo
• Toyota, GR Lineup Campaign
• Unilever, Paddle Pop Thrills Parents and Kids with the "Choco Magma Land" Treasure Hunt
• Unilever Indonesia, Pepsodent Evokes Confident, “Merdeka” Smiles with an AI-powered Brand Activation OR Senyum Indonesia
• Volkswagen, T6.1 California Ocean - Turning a camper van into a mansion!

14. Best Results-Driven Mobile Campaign
• Cigna, StressWaves
• Fonterra, #AnchorButterDaysAhead
• Sino Group, “Special Missions” Spend Stimulation Campaign
• Sun Hung Kai Real Estate (Sales & Leasing) Agency, SHKP 8 Malls x LINE FRIENDS WORLD FEASTival O2O Gamification Campaign 2021
• Sun Hung Kai Real Estate Agency, apm’s Digital Sportcation Hub
• Unilever, Bailan - We Know you the Best
• Unilever Foods, Indonesia, Bango and Royco Online-to-Offline Sampling Program

15. Best Use of Display Advertising
• TransitLink, TL SimplyGo App - Unleash the Gates
• Unilever Cambodia, Viso Pises Takes a Meaningful Step with Mobile to Spread Detergent Awareness
• Unilever Philippines, Selecta Supreme Drives Purchases with an Online to Offline Shoppable Experience

16. Best Use of In-App Advertising
• Castrol, Castrol Strengthens Brand Recall with Blended In-game Advertising
• Nestlé Philippines, Bear Brand Choco’s Play for Gamification Skyrockets Brand Awareness and Market Share
• Singcash, Launch of Dash Town
• Toyota, GR Lineup Campaign
• Unilever Philippines, Unilever’s Closeup Earns the Right to Play with Mobile Gamers

17. Best Use of Interactive Media / AR & VR
• Castrol, Castrol Strengthens Brand Recall with Blended In-game Advertising
• CSL Mobile, “csl. 5G x MIRROR - Experience the World Differently” Campaign
• Smartfren Telecom, Smartfren Unlimited Non Stop
• Tai Po Mega Mall, Urban Botanical Garden
• Unilever, Paddle Pop Thrills Parents and Kids with the "Choco Magma Land" Treasure Hunt
• Volkswagen Taiwan, The All-New Golf 8 - Move Up To The Next Level

18. Best Use of KOLs / Influencers
• Bacardi Group, Bacardi “Alcohoducation” Social Campaign
• Bayer, CDR #Unbreakable30
• Bytedance, The Unlikely Influencer
• Hang Seng Bank , Project Hazel
• Hong Kong Tourism Board, Holiday at Home
• Lazada Philippines, Lazada Super Party
• OPPO Vietnam, OPPO Reno7 Series Pushes The Boundaries of Product Launching
• Procter & Gamble, Pantene “Recharged Hair, Recharged Me”
• Unilever Philippines, Eskinol “Gandang Naturally Fresh” Twitter Takeover
• Unilever Philippines, Cornetto Influencer #CONEfessions

19. Best Use of Mobile- Customer Engagement
• Bayer, Redoxon Kids #kunyahkunyahayojelajah
• Bayer, CDR #Unbreakable30
• Cigna, StressWaves
• CSL Mobile, “csl. 5G x MIRROR - Experience the World Differently” Campaign
• MSIG Insurance (Hong Kong), 三井住友MSIG
• MTR Corporation, MTR Mobile 2.0
• National Library Board Singapore, NLB Mobile
• Sony Pictures, Resident Evil - Welcome to Raccoon City
• The Hong Kong Jockey Club, Racing Touch App
• Unilever Philippines, Unilever’s Closeup Earns the Right to Play with Mobile Gamers

20. Best Use of Mobile Integration
• Decathlon, Decathlon Golden Week Campaign
• HSBC Singapore, The Enhanced HSBC Everyday Global Account
• Lendlease Retail, Huat with 8citement' Campaign
• MTR Corporation, MTR Mobile 2.0
• Procter & Gamble, Rejoice “Instantly K-Drama”
• Sun Hung Kai Real Estate Agency, apm’s Digitally Infused Interactive Year of the Ox
• Sunshine Holdings, Watawala "Avurudu" (Sinhala and Tamil New Year)
• The Hong Kong Jockey Club, Racing Touch App
• The Hong Kong Jockey Club, GoalX App
• TransitLink, TL SimplyGo App - Unleash the Gates

21. Best Use of Promotions
• MTR Corporation, Grab Coupon
• SAFRA National Service Association, mSAFRA Mobile App
• StarHub, StarHub Rewards - Hello rewards in a snap
• Sun Hung Kai Real Estate (Sales & Leasing) Agency, SHKP 8 Malls x LINE FRIENDS WORLD FEASTival O2O Gamification Campaign 2021
• Tai Po Mega Mall, Urban Botanical Garden
• TransitLink, TL SimplyGo App - Unleash the Gates
• Unilever Foods, Indonesia, Bango and Royco Online-to-Offline Sampling Program
• Zinus, Zinus eCommerce 12.12 Mega Campaign

22. Best Use of Social
• Alliance Cosmetics, SILKYGIRL’s Sweet Treats Campaign
• Bayer Consumer Health Malaysia, Berocca Energises Malaysians to Transform from Sloth to Boss During Lockdown
• Bytedance, The Unlikely Influencer
• Generali Vietnam, Generali’s Connecting Dreams With “The Tomorrow Flea Market”
• Lazada Philippines, Lazada Super Party
• Pepsi Philippines, #PepsiHitSaSarap
• Spotify, #SpotifySB19ATINTo
• The Walt Disney Company, Cupid's Last Wish
• Unilever Philippines, Eskinol “Gandang Naturally Fresh” Twitter Takeover
• Unilever Philippines, Cornetto Influencer #CONEfessions

23. Best Use of Video
• Bayer, CDR #RamadanKembaliKuat
• Bytedance, The Unlikely Influencer
• Ministry of Sustainability and the Environment, #TrashToTreasure
• Nestlé Philippines, Bear Brand Choco’s Play for Gamification Skyrockets Brand Awareness and Market Share
• Procter & Gamble, Pantene “Recharged Hair, Recharged Me”
• Spotify, #SpotifySB19ATINTo
• Toyota, GR Lineup Campaign
• Unilever, Paddle Pop Thrills Parents and Kids with the "Choco Magma Land" Treasure Hunt
• Unilever Philippines, Unilever’s Closeup Earns the Right to Play with Mobile Gamers

25. Best User Experience
• Castrol, Castrol Strengthens Brand Recall with Blended In-game Advertising
• Cigna, StressWaves
• DBS Bank, Olympic celebrations for happy customers
• Hugosave, Humanised and Convenient Personal Financial Management with Hugosave
• Milieu Insight, Milieu Surveys
• MSIG Insurance (Hong Kong), 三井住友MSIG
• National Library Board Singapore, NLB Mobile
• Smartfren Telecom, Smartfren Gokil Max POKKT
• StarHub, StarHub Rewards - Hello rewards in a snap
• The Hong Kong Jockey Club, GoalX App

26. Most Engaging Mobile Campaign
• Bayer, Redoxon Kids #kunyahkunyahayojelajah
• Bayer Consumer Health Malaysia, Berocca Energises Malaysians to Transform from Sloth to Boss During Lockdown
• Cigna, StressWaves
• Coca-Cola (Japan) Company, Team Coca-Cola PLAY NATION: Virtual Game Time Experience
• CSL Mobile, “csl. 5G x MIRROR - Experience the World Differently” Campaign
• Sino Group, Consumption Voucher Scheme Promotions
• Sino Group, Shop More Win More Instant Lucky Draw
• Sino Group, “Special Missions” Spend Stimulation Campaign
• Sun Hung Kai Real Estate (Sales & Leasing) Agency, SHKP 8 Malls x LINE FRIENDS WORLD FEASTival O2O Gamification Campaign 2021
• The Estee Lauder Companies, Beautify Your Beauty Experience with Personalisation

27. Most Innovative Use of Mobile
• Cigna, StressWaves
• CSL Mobile, “csl. 5G x MIRROR - Experience the World Differently” Campaign
• MTR Corporation, MTR Mobile 2.0
• National Library Board Singapore, NLB Mobile
• Nestlé Philippines, Bear Brand Choco’s Play for Gamification Skyrockets Brand Awareness and Market Share
• Sime Darby Oils, #GetMoving Challenge
• Smartfren Telecom, Smartfren Unlimited Non Stop
• StarHub, StarHub Rewards - Hello rewards in a snap
• The Hong Kong Jockey Club, HKJC TV
• Unilever, Paddle Pop Thrills Parents and Kids with the "Choco Magma Land" Treasure Hunt

28. Most Innovative Use of Mobile Technology
• Cigna, StressWaves
• CSL Mobile, “csl. 5G x MIRROR - Experience the World Differently” Campaign
• DBS Bank, DBS Card+ Hong Kong monthly lucky draw
• MTR Corporation, MTR Mobile 2.0
• SAFRA National Service Association, mSAFRA Mobile App
• Smartfren Telecom, Smartfren Gokil Max POKKT
• Sun Hung Kai Real Estate (Sales & Leasing) Agency, SHKP 8 Malls x LINE FRIENDS WORLD FEASTival O2O Gamification Campaign 2021
• Unilever Indonesia, Pepsodent Evokes Confident, “Merdeka” Smiles with an AI-powered Brand Activation OR Senyum Indonesia

Industry Specific Use of Mobile

29. Banking & Finance
• BCA, #AwasModus Campaign
• Commonwealth Bank, Mobile App Installation: The Key to Unlocking Growth
• FWD Life Insurance, FWD Easy E-Cancer Quotation Generation Chatbot
• Generali Vietnam, Generali’s Connecting Dreams With “The Tomorrow Flea Market”
• Hang Seng Bank , Project Hazel
• HSBC Singapore, The Enhanced HSBC Everyday Global Account
• Singtel, Dash PET - The PET that takes care of you

30. Consumer Goods
• Bayer Consumer Health Malaysia, Berocca Energises Malaysians to Transform from Sloth to Boss During Lockdown
• Bayer Consumer Health Malaysia, Redoxon Strengthens Malaysians’ Immunity Resilience by Boosting the National COVID-19 Immunization Program
• DANONE, Leading the GUM Category Through eCommerce
• Pepsi Philippines, #PepsiHitSaSarap
• Suntory PepsiCo Beverage Thailand, Pepsi Music
• Unilever Indonesia, Pepsodent Evokes Confident, “Merdeka” Smiles with an AI-powered Brand Activation OR Senyum Indonesia
• Unilever Philippines, Unilever’s Closeup Earns the Right to Play with Mobile Gamers

31. eCommerce & Retail
• Lazada Philippines, Lazada Super Party
• Philips Domestic Appliances, Hub Regional eCommerce Campaigns
• The Estee Lauder Companies, Beautify Your Beauty Experience with Personalisation
• ZALORA, ZALORAYA 2022, ZALORA Beauty Festival
• Zinus, Zinus eCommerce 12.12 Mega Campaign

32. Fashion & Beauty
• The Estee Lauder Companies, Beautify Your Beauty Experience with Personalisation
• Unilever Philippines, Eskinol “Gandang Naturally Fresh” Twitter Takeover
• ZALORA, ZALORAYA 2022, ZALORA Beauty Festival

33. Food & Beverage
• Coca-Cola (Japan) Company, Team Coca-Cola PLAY NATION: Virtual Game Time Experience
• Fonterra, #AnchorButterDaysAhead
• Nestlé Philippines, Bear Brand Choco’s Play for Gamification Skyrockets Brand Awareness and Market Share
• Sime Darby Oils, #GetMoving Challenge
• Unilever, Paddle Pop Thrills Parents and Kids with the "Choco Magma Land" Treasure Hunt
• Unilever Foods, Indonesia, Bango and Royco Online-to-Offline Sampling Program
• Unilever Philippines, Cornetto Influencer #CONEfessions

34. Government, Utility & Services
• CSL Mobile, “csl. 5G x MIRROR - Experience the World Differently” Campaign
• TransitLink, TL SimplyGo App - Issuance of e-vouchers for Government’s and Statutory Boards’ Exercises and Initiatives
• National Library Board Singapore, NLB Mobile
• UNHCR, Rigour in Regularity

35. Health & Wellness
• Bayer, Saridon #GakPakeLama
• Bayer Consumer Health Malaysia, Energising Malays During Ramadan with the #BeroccaBERchallenge
• Bayer Consumer Health Malaysia, Berocca Energises Malaysians to Transform from Sloth to Boss During Lockdown
• Bayer Consumer Health Malaysia, Redoxon Strengthens Malaysians’ Immunity Resilience by Boosting the National COVID-19 Immunization Program
• Cigna, StressWaves
• Wyeth Corporate Philippines, Wyeth Nutrition Leverages InMobi for Commerce to Grow In-store Purchases

36. Hospitality & Travel
• Hong Kong Tourism Board, Holiday at Home
• MTR Corporation, MTR Mobile 2.0
• SAFRA National Service Association, mSAFRA Mobile App

37. Lifestyle & Entertainment
• CSL Mobile, “csl. 5G x MIRROR - Experience the World Differently” Campaign
• SAFRA National Service Association, mSAFRA Mobile App
• Sino Group, “Special Missions” Spend Stimulation Campaign
• Sino Group, Consumption Voucher Scheme Promotions
• Sino Group, Shop More Win More Instant Lucky Draw
• Spotify, #SpotifySB19ATINTo
• Spotify, NCT 127 presents Sticker, the Enhanced Album
• Sun Hung Kai Real Estate Agency, apm’s Digitally Infused Interactive Year of the Ox
• The Walt Disney Company, Cupid's Last Wish

Speak to our project managers for more info:

Seraphine Neoh
Senior Regional Project Manager
Tel: +65 6423 0329 ext. 232
Email: seraphinen@marketing-interactive.com

Mohanesh Kumar
Regional Project Manager
Tel: +65 6423 0329 ext 230
Mobile: +65 9895 3365
Email: mohaneshk@marketing-interactive.com