Scoot Soars at Marketing Excellence Awards Singapore

Scoot landed the top title of Marketer of the Year at the Marketing Excellence Awards 2014 in front of hundreds of eager finalists and senior marketers at the Singapore Marriott Hotel tonight.

The airline took home a total of three Gold for Excellence in Content Marketing, Media Strategy and Viral Marketing, one Silver for Excellence in Social Media Marketing and rounded it off with a Bronze in Excellence in Brand Awareness.

See the photographs from last night, here.

One of the winning campaigns which scored Scoot a Gold in Excellence in Viral Marketing and a Silver in Excellence in Social Media Marketing “Scoot vs #SGAGARMY” involved a tongue-in-cheek response and challenge to frenemy SGAG who trolled Scoot yet again during second year anniversary celebrations. The challenge took place over Facebook where Scoot promised SGAG 20 pairs of ScootBiz tickets if a comment received 10,000 likes. The milestone was achieved over night as well as Scoot’s Facebook page increasing by 2000 likes in the same time frame.  See here for more details.

SingTel came in a strong second with an impressive two Gold in highly competitive categories Excellence in Advertising and Excellence in Integrated Marketing (Consumer) and one Silver for Excellence in Sponsorship Activation after their reign as overall champion in 2013.

Overall the competition was tight with many brands scoring equal points on the awards standard exponential-weighted point system: four points for Gold, two points for Silver and one point for Bronze. All entries were judged by a panel of senior marketers and industry experts. For a full list of the judging panel see here.

The ‘SmartDrive’ campaign was a hit among the judges and gave AXA Insurance Singapore two Gold in Excellence in Corporate Social Responsibility and Excellence in Direct Marketing and one Bronze in Excellence in Launch Marketing. Canon Singapore also bagged two Gold for Excellence in Brand Strategy and Excellence in Loyalty Marketing and one Bronze for Excellence in Consumer Insights/Market Research for their compelling EOS World campaign.

Other high scoring brands included McDonald’s Singapore, winning Gold and Silver for Excellence in Mobile Marketing and another Silver for Excellence in Brand Strategy and NTUC Income taking home two Gold for Excellence in Digital Marketing and Marketing Innovation.

A total of 79 trophies were awarded to the most talented campaigns from Singapore’s Marketing and Communications industry and a full list of winners can be found here.

The Marketing Excellence Awards 2014 was sponsored by DIVA and supported by partners Brand New Media, CornerStone Wines, Freeflow Productions, Lanyon, Live!Studios and Peroni Nastro Azzurro.