The Loyalty & Engagement Awards are back for a 7th year!
Supporting Marketing magazine’s mission to elevate marketing standards
and practices across the APAC region, these awards will seek to recognise
and reward excellence in consumer-centric marketing activities.
The only awards in the Asia Pacific region to focus completely on
customer loyalty and engagement, entries are sought from across South
Asia, Southeast Asia and ANZ regions*.
Entries are welcomed from any company (public, private or NGO) or from
partners/agencies entering on behalf of their clients. All entrants should
be based in the eligible regions.
Entries will be judged on the following criteria – Context, Strategy, Activity
and Response.
Finalists and winners will be celebrated at the gala dinner ceremony
on Friday 12 July 2019 at the Fullerton Hotel, Singapore.
*Countries in the eligible regions include the following:
Australia, Bangladesh, Bhutan, Brunei, Cambodia, East Timor, India,
Indonesia, Laos, Malaysia, Maldives, Myanmar, Nepal, New Zealand,
Pakistan, Papua New Guinea, Philippines, Singapore, Sri Lanka, Thailand
and Vietnam
Gold, Silver and Bronze titles will be awarded in each category.
Four “Best of Show” overall trophies will be awarded to the leading
performers across all the categories.
Engagement
1. Best Employee Engagement Strategy
2. Best Engagement Strategy – B2B (NEW)
3. Best Engagement Strategy – B2C (NEW)
4. Best Engagement Strategy – Specific Audience (NEW)
5. Best Online Experience (NEW)
6. Best Use of Advocates
7. Best Use of Contests/ Promotions
8. Best Use of CSR
9. Best Use of Experiential/ Live Marketing
10. Best Use of Gamification
11. Best Use of Influencers
12. Best Use of Integrated Media
Loyalty
13. Best Card Based Loyalty Programme
14. Best Loyalty Programme – Fashion & Beauty (NEW)
15. Best Loyalty Programme – Food & Beverage
16. Best Loyalty Programme – Financial/ Insurance (NEW)
17. Best Loyalty Programme – Launch/ Re-launch (NEW)
18. Best Loyalty Programme – Lifestyle (NEW)
19. Best Loyalty Programme – Luxury (NEW)
20. Best Loyalty Programme – Retailer
21. Best Loyalty Programme – Travel/ Hospitality
22. Best Partnership in a Loyalty Programme
23. Best Regional Loyalty Campaign
24. Most Innovative Loyalty Programme
25. Best Use of Rewards & Incentives
Relationships
26. Best CRM Strategy
27. Best Customer Experience
28. Best Use of Consumer Insights/ Data Analytics
29. Best Use of Direct Marketing
30. Best Use of Mobile
31. Best Use of Relationship Marketing – B2B
32. Best Use of Relationship Marketing – B2C
33. Best Use of Social Media
34. Best Use of Technology
Best of Show
35. Engagement Agency of the Year (Not for Entry)
36. Loyalty Agency of the Year (Not for Entry)
37. Relationship Marketing Agency of the Year (Not for Entry)
38. L&E 2019 Brand of the Year (Not for Entry)
Please read the following instructions and specific category requirements
to ensure your entries are submitted successfully.
The entry deadline is 3 May 2019 (Friday).
All entries, supporting documents and required items must be submitted
online at: https://awards.marketing-interactive.com/le-awards-sg/
Key DatesEntries Close: 3 May 2019 (Friday)
Finalists Announced: 7 June 2019 (Friday)
Awards Ceremony: 12 July 2019 (Thursday)
JudgingThe Loyalty & Engagement Awards judging panel is completely
independent and comprises of senior, client-side marketers. Judges will be
divided into groups to ensure that no judge can receive or review a
category, and its associated entries, that their company or a competitor
may have entered.
Judges will score entries within each category, whereby a final score sheet
will be compiled and a list of finalists announced once scores are
tabulated. View the section on „Judging Criteria‟ to check out the four clear
sections that judges will assess.
The judges‟ decisions are final. Marketing magazine or LighthouseIndependent Media Pte Ltd does not partake in any step of the judging.
However, the organisers reserve the right to disqualify any incomplete
entries or entries deemed to be misleading and/ or modified for awards
entry at any stage. Any entries withdrawn or disqualified are still payable
and will not be refunded.
EligibilityEntries should reflect results achieved during the period July 2018 to
June 2019.
All categories are open to marketing teams in client organisations
across the South Asia, Southeast Asia and ANZ regions*.
The organisation may be privately-owned, government, or NGOs.
Agencies and partners may submit on behalf of their client organisation.
Entrants must have an office in the eligible region, and work must have
been carried out for a single, regional and/ or global market that
includes any of the eligible countries in the specified regions.
All work, campaigns or initiatives must have been conceptualised and
carried out in South Asia, Southeast Asia (SEA) and/ or ANZ regions for
their respective markets, or for markets that include at least one country
in the eligible regions.
Organisations may submit the same campaign/ initiative/ programme/
piece of work in to multiple categories OR different campaigns/
initiatives/ programmes/ pieces of work in to one category. In these
instances, these will be classed as individual entries. There is no limit to
the number entries an organisation may submit, but each individual
submission will be charged as a single entry at SGD 310.
Note: for campaigns/ executions/ projects worked on by more than one
agency (multiple-agencies), only the leading/ main agency will be
credited.
*Entrants from the following countries are eligible: Australia,
Bangladesh, Bhutan, Brunei, Cambodia, East Timor, India, Indonesia,
Laos, Malaysia, Maldives, Myanmar, Nepal, New Zealand, Pakistan,
Papua New Guinea, Philippines, Singapore, Sri Lanka, Thailand and
Vietnam
To ensure that your entries are submitted successfully and are given the
attention they deserve, please read the following instructions and specific
category requirements carefully.
During the online submission process, you will be prompted for the
information on this page. You may wish to prepare them in advance.
Please ensure you enter all details exactly as they should be depicted on
any event collateral leading up to, during, and after the awards night.
All entries, supporting documents and required items must be submitted
online.
FeesStandard Rate: SGD 310 per entry
Tax is applicable to Singapore-based companies.
Payment ModeCredit card (Visa, MasterCard, AMEX)
All entries are non-refundable.
For further enquiries, please contact:
Czarina Solomon
Phone: +65 6423 0329/ +65 8112 6351
Email: [email protected]
Start Registration• Category
• Email address (you will have to key in your email address before you
can proceed with the online submission process)
Contact Person• Full Name
• Company Name
• Job Title
• Telephone Number
• Mobile Number
• Mailing Address
Entry DetailsThe reflected text should be case-sensitive.
• Name of Campaign/ Programme:
• Name of Organisation:
• A hi-res logo of the Client Organisation
• Name of Brand (if different from Client):
• Name of Agency (if applicable):
• A hi-res logo of Agency (if applicable)
• A hi-res image depicting your campaign/ initiative/ programme to be
used on the awards website and screen on the night of the awards
• Team Credits (Client): Separate team members with a „;‟
e.g. „<full name>, <job title>; < full name>, <job title>‟; etc.
• Team Credits (Agency): Separate team members with a „;‟
e.g. „<full name>, <job title>; < full name>, <job title>‟; etc.
Core SubmissionEach entry must be accompanied by a Core Submission Document
detailing examples adhering to the judging criteria. Please use the
template provided online.
If you are submitting more than one entry, please tailor each entry to its
respective category so the judging panel can fairly assess its merits against
the specific criteria.
The Core Submission Document should contain and elaborate on the
following:
1. Cover page
2. Context (max. 500 words) 10%
3. Strategy (max. 1000 words) 35%
4. Activity (max. 1000 words) 35%
5. Response (max. 500 words) 20%
6. Appendix
a. Supporting documentation (graphs, charts, articles etc.)
Confidentiality
Winners of the Loyalty & Engagement Awards will be featured in
Marketing magazine Singapore and in Marketing‟s e-newsletter.
Any specific information or content intended for judging purposes only
must be clearly indicated in red text or highlighted in red and will not be
used for publication, and will not be disseminated beyond the judging
panel in any way.
Entry Submission FormatsOnly a maximum of 10 supporting files will be allowed.
Filename should not include any special characters like: &, _, ( ), @, #, $,
% etc.
Documents
Core Submission Document: .pdf
Supporting Documents: .pdf, .xls, .ppt, .doc
Images and Logos
File formats: .jpg, .png
Max. file size (for all material) 10MB
Minimum resolution: 300dpi, RGB
Video
Due to system restrictions, please upload any videos to a “public or
unlisted” link on YouTube, and insert the link into your Core Submission
Document. If you password-protect it, do include the access password
in your document.
For further enquiries, please contact:
Czarina Solomon
Phone: +65 6423 0329/ +65 8112 6351
Email: [email protected]
Entrants will be scored against the following criteria.
You should tailor your answers based on the category you are entering.
Keep your answers as concise as possible and do not exceed the
respective criteria word limit.
Recommended Information (where applicable)
• key objectives
• target audience
• budget
• communication channel/s used
• strategic thought behind the idea
• evidence/ metrics showing the marketing objectives were met
All recommended information is designed to aid the jury in understanding
the finalists‟ total performance. As such, judges must agree to a
confidentiality statement, and we ask that you clearly indicate any
confidential information in red text or highlighted in red. This marked
information will not be made public or disseminated beyond the judging
panel in any way.
Context (10%)• Describe the problem or challenge the brand faced. What was the
competitor landscape? What was holding the brand back?
• What were the goals your brand wanted to achieve by tackling the
challenge?
• Who was your target audience in the context of this challenge?
• What strategy were you using before this (if any) and why was it not
working?
Strategy (35%)• Detail the plan devised to address your challenge
• Elaborate on the key considerations for choosing this over other
platforms
• Elaborate on the strategy – timeline, budget, creative and media
considerations, etc.
Activity (35%)• How was the strategy executed and communicated to its audience?
• How did the delivery demonstrate best practice in planning and
execution?
• What was the rationale behind the chosen media platform/s?
Response (20%)• Please provide measurable metrics on the success of your
programme in relation to the goals you wanted to achieve – for
example, financial improvements/ customer satisfaction
improvements/ engagement levels/ membership levels/ interaction
and response levels
• Provide clear statistics where possible
1. Best Card-based Loyalty Programme
This category is open to entrants who developed and used a card-based
loyalty programme to generate commercial benefits, as well as offer
value to the consumer and enhance customer loyalty. The card-based
loyalty programme may have been implemented as a single platform or
include integrated digital platforms.
2. Best CRM Strategy
This category is open to entrants that can demonstrate how they
developed and implemented a CRM strategy that successfully built
loyalty, helped to retain business and enhanced the customer
experience.
3. Best Customer Experience
This category is open to campaigns/ initiatives/ programmes that can
demonstrate a customer-centric approach and feel, giving the
consumers a seamless and intuitive experience. Entrants must
demonstrate how they developed the project carefully with the customer
in mind, making sure it was easy for their target audience to interact with
the brand, or respond to a call to action without any difficulty.
4. Best Employee Engagement Strategy
This category recognises the most outstanding initiative/ strategy by an
organisation to improve engagement within its employees and
stakeholders. Judges will be looking at the success of the initiative in
driving awareness and adoption of a business value/ need amongst its
employees, and how successful the campaign was to encourage and
empower staff to become external advocates for the brand/ company.
5. Best Engagement Strategy – B2B (NEW)
This category recognises the best strategy or campaign designed to
drive engagement and promote loyalty and advocacy within a B2B
target market. The campaign should demonstrate successful
engagement showing tangible audience-related results.
6. Best Engagement Strategy – B2C (NEW)
This category recognises the best strategy or campaign designed to drive
engagement and promote loyalty and advocacy within a B2C target market.
The campaign should demonstrate successful engagement showing
tangible audience-related results.
7. Best Engagement Strategy – Specific Audience (NEW)
This category recognises the most successful execution of an engagement
strategy designed to suit a specific demographic. Specific audience bases
could include gender, age group, interest groups (e.g. wellness, racing,
eSports) and other profiled audiences. The campaign should demonstrate
successful engagement showing tangible audience-related results.
8. Best Loyalty Programme – Fashion & Beauty (NEW)
This category recognises the best loyalty programme designed specifically
for a fashion and/ or beauty brand.
9. Best Loyalty Programme – Food & Beverage
This category recognises the best loyalty programme designed specifically
for a food & beverage product or service.
10. Best Loyalty Programme – Financial/ Insurance (NEW)
This category recognises the best loyalty programme designed specifically
for financial and/ or insurance products or services.
11. Best Loyalty Programme – Launch/ Re-launch (NEW)
This category recognises the best launch or re-launch of a loyalty
programme or a loyalty programme designed to support the launch/ re-
launch of a product and/ or service.
12. Best Loyalty Programme – Lifestyle (NEW)
This category recognises the best loyalty programme designed for a brand
offering a service to support and ease their customers‟ lifestyle. This could
include car services, delivery services, online order services etc.
13. Best Loyalty Programme – Luxury (NEW)
This category recognises the best loyalty programme designed
specifically for a luxury brand offering a high-end product or service.
14. Best Loyalty Programme – Retailer
This category recognises the best loyalty programme designed
specifically for a retailer. This could apply to malls and shopping centres
as well as stores with a presence in either online and/ or offline space.
15. Best Loyalty Programme – Travel/ Hospitality
This category recognises the best loyalty programme for a travel
product or service. This can encompass airlines, hotels, tour agencies
and/ or booking sites.
16. Best Online Experience (NEW)
This category is open to entrants that can demonstrate how they
developed and implemented their online UX design to offer a seamless
and intuitive experience to satisfy customers‟ growing expectations.
Entrants should be able to demonstrate an increase in consumer
engagement through an improved online experience.
17. Best Partnership in a Loyalty Programme
This category will reward the best loyalty programme led by two
organisations that formed a successful partnership in order to generate
a cohesive outcome and drive loyalty for both brands. Card-linked
offers, redemptions, discounts and entitlements are all valid examples.
Entrants should be able to demonstrate how the partnership and
campaign(s) specifically benefitted both companies/ brands.
18. Best Regional Loyalty Campaign
This category recognises regional marketing campaigns that were
strategically focused on growing and retaining existing customers
through incentives. Entrants should outline how the campaign
successfully improved customer loyalty and buying behaviour through a
strategic customer value proposition. In order to qualify, the
marketing campaign should be active and present in at least two of the
eligible markets during the eligibility period.
19. Most Innovative Loyalty Programme
This category recognises an organisation that has pushed the boundaries
and demonstrated outstanding innovation in a loyalty marketing campaign,
initiative or programme using unconventional marketing techniques.
Innovation can be anything ranging from a product, service, use of budget,
and augmented reality to new technology, apps, systems or programme.
20. Best Use of Advocates
This category recognises the best strategy or campaign designed to
organically engage an audience to become active advocates for a brand,
product and/ or service. Entries should demonstrate an increased audience
engagement and participation, as well as the generation of positive word of
mouth from consumers.
21. Best Use of Consumer Insights/ Data Analytics
This category will reward the brand that best utilised analytics and data to
better understand and engage with its target audience.
22. Best Use of Contests/ Promotions
This category recognises brands that have used contests or promotions to
engage with its audience and form a lasting consumer experience while
driving a core marketing objective. The judges will be looking for
engagement strategies which have led to an effective call to action.
23. Best Use of CSR
This category recognises the best engagement strategy, initiative or
programme by an organisation for a charity or cause the organisation has a
partnership or association with. The organisation should be able to prove
the initiative benefited both parties: improving consumer loyalty and/ or
engagement, as well as generating positive outcomes for society/ the
cause.
24. Best Use of Direct Marketing
This category will reward the campaign that has been able to reach
existing and potential clients, influence buying behaviour and/ or
participation, and improve customer retention and satisfaction. The
campaign could be social, digital, email, mail etc. and should be
designed to evoke an immediate response and compel prospects to
take specific action.
25. Best Use of Experiential/ Live Marketing
This category recognises the best use of engagement in a „live‟ setting.
Entrants must demonstrate physical interaction and engagement with
their audience which enhanced brand identification, perception and
advocacy.
26. Best Use of Gamification
This category recognises brands that have used games to engage with
their audience and form a lasting consumer experience, while driving a
core marketing objective. The judges will be looking for gamification
strategies which have led to an effective call to action.
27. Best Use of Influencers
This category recognises the best strategy or campaign designed to
increase consumer interest in a brand/ product or service and/ or
change consumers' attitudes through the use of paid influencers. Judges
will be looking for campaigns that can best demonstrate how the brand
was discussed and recommended favourably by consumers following
the use of the influencer(s).
28. Best Use of Integrated Media
This category celebrates the best integrated media campaign which has
been used as a tool for engagement to deliver a core marketing
objective. The judges are looking for campaigns that reflect efficiency
and creativity through use of integrated marketing tactics.
29. Best Use of Mobile
This category recognises the programme that most successfully built
strong ties and meaningful connection with consumers using a
mobile platform. Entrants should be able to demonstrate a heightened
usage and returning loyalty amongst the target customer base.
30. Best Use of Relationship Marketing – B2B
This category recognises B2B campaigns/ strategies/ programmes that
focus on building long-term engagement. Judges will be looking for entries
that go above and beyond intrusive advertising and sales messages and
focus on enhancing loyalty through open communication and personalised
messaging/ offers.
31. Best Use of Relationship Marketing – B2C
This category recognises B2C campaigns/ strategies/ programmes that
focus on building long-term engagement and emotional connections
between consumer and brand. Judges will be looking for entries that go
above and beyond intrusive advertising and sales messages and focus on
enhancing loyalty through open communication and personalised
messaging/ offers.
32. Best Use of Rewards & Incentives
This category celebrates the brand which best leveraged on rewards and
incentives to cultivate customer loyalty. Entrants must be able to
demonstrate how the rewards/ incentives strategy increased customer
loyalty and/ or engagement.
33. Best Use of Social Media
This category recognises the programme that most successfully built strong
ties and a recurring or ongoing connection with consumers using a social
media platform.
34. Best Use of Technology
This category is for the brand which has used any technology platform to
enhance customer loyalty. This can encompass e-commerce websites, social
media, mobile apps, gaming etc.
BEST OF SHOW35. Engagement Agency of the Year (Not for Entry)
This prestigious honour will be awarded to the agency which has
performed best across all engagement categories.
36. Loyalty Agency of the Year (Not for Entry)
This prestigious honour will be awarded to the agency which has
performed best across all loyalty categories.
37. Relationship Marketing Agency of the Year (Not for Entry)
This prestigious honour will be awarded to the agency which has
performed best across all relationship marketing categories.
38. L&E 2019 Brand of the Year (Not for Entry)
This prestigious honour will be awarded to the brand which has
performed best across all L&E categories.
The overall winner is decided based the following weightage per
segment. The entrant who scores the highest points will be crowned
overall winners.
Gold – 4 points
Silver – 2 points
Bronze – 1 point
Entry fees are non-refundable. Should your entry be shortlisted, the entry
details you provide on your Entry Details and Core Submission Document
will be used on all awards materials including the website, awards
presentation slides and trophy (presented on the awards night, should you
win). The reflected text will be case-sensitive.
Without prior notice, Marketing magazine reserves the right to add, merge
or dissolve any categories should it be deemed necessary.
Should a category or categories be dissolved, entries in that category/
categories will not be refunded. In cases whereby the number of
participating entries is less than five (5) in a single category, Marketingmagazine reserves the right to cancel the category.
The entrant agrees that Marketing magazine or Lighthouse IndependentMedia Pte Ltd will not accept responsibility for errors or omissions
reproduced in the presentation of Marketing magazine or for work lost or
corrupted under any circumstances.
Finalists may be covered in Marketing magazine and/or e-newsletter,
using information from the entries. If there is any specific information or
content not intended for publication, please clearly indicate in red text or
highlight in red in your Core Submission Document.
The entrant, otherwise, grants Marketing magazine permission to show
material from the entries at the awards presentation, in the magazine and
at such times as deemed appropriate.
Important
Organisations may submit the same campaign/ initiative/ programme/
piece of work in to multiple categories OR different campaigns/
initiatives/ programmes/ pieces of work in to one category. In these
instances, these will be classed as individual entries. There is no limit to
the number entries an organisation may submit, but each individual
submission will be charged as a single entry at SGD 310.
Please note that after the submission deadline, all information on the
Entry Details and Core Submission Document, including company
names, credits and so on, are FINAL and can NOT be changed and/ or
transferred to another party. Entrants who make any changes after the
submission period will be charged an additional 10% of the entry fee
per change.
Finalists need to be present, or appoint a representative to be present,
at the awards gala dinner in order to receive their trophy(ies), in case
they win.
For further enquiries, please contact:
Czarina Solomon
Phone: +65 6423 0329/ +65 8112 6351
Email: [email protected]
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