Loyalty & Engagement Awards 2022 - Singapore | Lighthouse Independent Media | 6 May 2022 | TBA

To succeed in today’s marketplace, brands must be able to excel at the 3 pillars of customer-centric marketing: Loyalty marketing, Engagement marketing and Relationship marketing.

The Loyalty & Engagement Awards emerged from the need for a platform to recognise excellence in consumer-centric marketing activities that have helped to grow and retain your biggest advocates – your customers. Now in its ninth year, and on the back of one of the worst pandemics in human history, the Loyalty & Engagement Awards is more relevant than ever.
Judged by an independent panel comprised of senior, client-side marketers and loyalty experts who have vast experience in the art of engagement, the Loyalty & Engagement Awards is open to entrants from across the South Asia, Southeast Asia and ANZ regions.

Awards Categories

Loyalty Categories
1. Best Card-Based Loyalty Programme
2. Best COVID-19 Response in a Loyalty Campaign
3. Best Loyalty Programme – Fashion & Beauty
4. Best Loyalty Programme – Finance & Insurance
5. Best Loyalty Programme – Food & Beverage
6. Best Loyalty Programme – eCommerce *NEW*
7. Best Loyalty Programme – Launch / Re-Launch
8. Best Loyalty Programme – Lifestyle
9. Best Loyalty Programme – Retailer
10. Best Loyalty Programme – Telecommunications
11. Best Loyalty Programme – Travel & Hospitality
12. Best Partnership in a Loyalty Programme
13. Best Membership Programme
14. Best Regional Loyalty Campaign
15. Best Use of Rewards & Incentives

Engagement Categories
16. Best COVID-19 Response - Engagement & CX
17. Best Customer Experience
18. Best Employee Engagement Strategy
19. Best Engagement Strategy – B2B
20. Best Engagement Strategy – B2C
21. Best Engagement Strategy – Specific Audience
22. Best Omni-Channel Strategy *NEW*
23. Best Online Experience
24. Best Use of Advocates
25. Best Use of Contests / Promotions
26. Best Use of CSR
27. Best Use of Experiential / Live Marketing
28. Best Use of Gamification
29. Best Use of Influencers
30. Best Use of Integrated Media
31. Best Use of UI / UX Design

Relationship Categories
32. Best COVID-19 Response - Relationship Marketing
33. Best CRM Strategy
34. Best Use of Consumer Insights / Data Analytics
35. Best Use of Content Marketing
36. Best Use of Direct Marketing
37. Best Use of Mobile
38. Best Use of Relationship Marketing – B2B
39. Best Use of Relationship Marketing – B2C
40. Best Use of Social Media
41. Best Use of Technology

Talent Categories
42. Team of the Year - Agency *NEW*
43. Team of the Year - Brand

Not For Entry
44. Loyalty Agency of the Year (not for entry)
45. Engagement Agency of the Year (not for entry)
46. Relationship Marketing Agency of the Year (not for entry)
47. L&E 2022 Brand of the Year (not for entry)

2021 Winners

L&E 2021 Brand of the Year
• Singtel

Engagement Agency of the Year
• Jack Morton Worldwide, Golin Singapore, Sqkii

Loyalty Agency of the Year
• Digitas Singapore​

Relationship Marketing Agency of the Year
• PRM Marketing Services (PRMMS)

1. Best Card-Based Loyalty Programme
GOLD
HSBC Singapore
Brand: HSBC
Campaign: Live Consciously with HSBC Revolution Credit Card
Agency: Digitas Singapore

SILVER
Singtel
Brand: Singtel Dash
Campaign: Singtel Dash Rewards – An inclusive rewards programme in your hands

BRONZE
Resorts World Sentosa
Brand: RWS Invites
Campaign: RWS Invites Giveaways 2020

2. Best COVID-19 Response in a Loyalty Campaign
GOLD
Mastercard
Campaign: Mastercard Travel Rewards

SILVER
Malaysia Airlines
Brand: ENRICH
Campaign: ENRICH
Agency: Magna Digital

BRONZE
Resorts World Sentosa
Brand: RWS Invites
Campaign: RWS Invites Quiz 2020

3. Best Loyalty Programme - Financial & Insurance
GOLD
HSBC Singapore
Brand: HSBC
Campaign: Live Consciously with HSBC Revolution Credit Card
Agency: Digitas Singapore

SILVER
Westpac New Zealand
Campaign: hotpoints Pay
Agency: Technology Platform – Mastercard

BRONZE
Singtel
Brand: Singtel Dash
Campaign: Singtel Dash Rewards Programme

4. Best Loyalty Programme – Launch / Re-Launch
GOLD
Singtel
Brand: Singtel Dash
Campaign: Launch of the first ever Singtel Dash Rewards Loyalty Campaign

SILVER
The 1 – Central Group
Brand: The 1
Campaign: The 1 – Central of Life Platform
Agency: Accenture

BRONZE
FedEx Express AMEA
Campaign: Make delivery more rewarding
Agency: Epsilon (Part of Publicis Groupe)

BRONZE
HSBC Singapore
Brand: HSBC
Campaign: Live Consciously with HSBC Revolution Credit Card
Agency: Digitas Singapore

5. Best Loyalty Programme – Lifestyle
GOLD
Singtel
Campaign: Singtel StepUp

SILVER
Erajaya Swasembada
Campaign: Eraclub Loyalty Coalition

BRONZE
Malaysia Airlines
Brand: ENRICH
Campaign: ENRICH
Agency: Magna Digital

6. Best Loyalty Programme – Retailer
GOLD
The 1 – Central Group
Brand: The 1
Campaign: The 1 – Central of Life Platform
Agency: Accenture

SILVER
VF Group
Brand: Timberland
Campaign: Timberland 360°CRM
Agency: XGATE

BRONZE
Erajaya Swasembada
Campaign: Eraclub Loyalty Program

7. Best Loyalty Programme - Telecommunications
GOLD
Telstra
Campaign: Telstra Plus
Agencies: CHE Proximity – Lead Agency, Mastercard -Technology

SILVER
StarHub
Campaign: StarHub Rewards – All in one app

BRONZE
Singtel
Campaign: Singtel StepUp

8. Best Loyalty Programme – Travel & Hospitality
GOLD
Resorts World Sentosa
Brand: RWS Invites
Campaign: Dine for More

SILVER
Millennium Hotels and Resorts
Brand: My Millennium
Campaign: My Millennium
Agencies: MullenLowe Profero, MetaSphere

BRONZE
Wyndham Hotels & Resorts
Brand: Wyndham Rewards
Campaign: Wyndham Rewards

9. Best Partnership in a Loyalty Programme
GOLD
Malaysia Airlines
Brand: ENRICH
Campaign: ENRICH Hotels
Agency: Magna Digital

SILVER
Malaysia Airlines
Brand: ENRICH
Campaign: Enrich x Temptations
Agency: Magna Digital

BRONZE
Mastercard
Campaign: Mastercard Personalized Card-Linked Offers

10. Best Membership Programme
GOLD
Singtel
Campaign: Singtel StepUp

SILVER
VF Group
Brand: Timberland
Campaign: Timberland 360°CRM
Agency: XGATE

BRONZE
Telstra
Campaign: Telstra Plus
Agencies: CHE Proximity – Lead Agency, Mastercard -Technology

11. Best Regional Loyalty Campaign
GOLD
Millennium Hotels and Resorts
Brand: My Millennium
Campaign: My Millennium
Agencies: MullenLowe Profero, MetaSphere

SILVER
Mastercard
Campaign: Mastercard Travel Rewards

BRONZE
VF Group
Brand: Timberland
Campaign: Timberland 360°CRM
Agency: XGATE

12. Best Use of Rewards & Incentives
GOLD
Hewlett Packard Enterprise
Campaign: HPE Engage & Grow
Agency: PRM Marketing Services (PRMMS)

SILVER
Singtel
Campaign: Singtel StepUp

BRONZE
Unilever Singapore
Brand: Magnum
Campaign: Magnum Mini Matcha World
Agencies: Jack Morton Worldwide, Golin Singapore, Sqkii

13. Best COVID-19 Response - Engagement & CX
GOLD
Singtel
Campaign: Singtel X NETS Click Campaign – Never Miss A Moment
Agency: Hogarth Worldwide

SILVER
Great Eastern Takaful
Brand: GET (Great Eastern Takaful)
Campaign: Get Ahead and Evolve with Great Eastern Takaful
Agency: Sashimi Asia

BRONZE
Wildlife Reserves Singapore
Brand: My Animal Buddy
Campaign: My Animal Buddy Programme

14. Best Customer Experience
GOLD
DBS Bank
Campaign: This is DBS Digibanking

SILVER
AIA Singapore
Campaign: Claims EZ

BRONZE
Petron Fuel International
Brand: Petron Malaysia
Campaign: Hi Tania
Agency: AiChat

15. Best Employee Engagement Strategy
GOLD
M1
Campaign: M1 Brand Transformation
Agency: The Teeth

SILVER
DBS Bank
Campaign: Staying Engaged in the New Normal – GO! GROW! GLOW!

BRONZE
Telstra
Campaign: Telstra Plus
Agency: CHE Proximity – Lead Agency

16. Best Engagement Strategy – B2B
GOLD
Hewlett Packard Enterprise
Campaign: HPE Engage & Grow
Agency: PRM Marketing Services (PRMMS)

SILVER
Shell International Petroleum Company
Brand: Shell Helix
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)

BRONZE
StarHub
Campaign: StarHub Hello 5G, Hello Mobile Office
Agency: H.E.A

17. Best Engagement Strategy – B2C
GOLD
Hoi Hup Realty
Brand: Parc Central EC
Campaign: Live the Central Park Life
Agency: W/E + Partners

SILVER
Shell International Petroleum Company
Brand: Shell Helix
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)

BRONZE
Wildlife Reserves Singapore
Brand: My Animal Buddy
Campaign: My Animal Buddy Programme

18. Best Engagement Strategy – Specific Audience
GOLD
Wildlife Reserves Singapore
Brand: My Animal Buddy
Campaign: My Animal Buddy Programme

SILVER
Singtel
Campaign: Seniors Go Digital
Agency: Hogarth Worldwide

BRONZE
PCCW OTT (Singapore)
Brand: Viu Singapore
Campaign: Viu Survive the Night Challenge
Agency: Bread Butter Bacon

19. Best Online Experience
GOLD
Unilever Singapore
Brand: Magnum
Campaign: Magnum Mini Matcha World
Agencies: Jack Morton Worldwide, Golin Singapore, Sqkii

SILVER
DBS Bank
Campaign: This is DBS Digibanking

BRONZE
Wildlife Reserves Singapore
Brand: My Animal Buddy
Campaign: My Animal Buddy Programme

20. Best Use of Advocates
GOLD
PCCW OTT (Singapore)
Brand: Viu Singapore
Campaign: Viu Survive the Night Challenge
Agency: Bread Butter Bacon

SILVER
Yeo Hiap Seng
Brand: Yeo’s Beverages
Campaign: #YeosMoments Special Edition 2020
Agency: Mashwire

BRONZE
AIA Singapore
Campaign: #EmbracingNewNorms
Agencies: Ogilvy Singapore, DSTNCT

21. Best Use of Contests / Promotions
GOLD
Unilever Singapore
Brand: Magnum
Campaign: Magnum Mini Matcha World
Agencies: Jack Morton Worldwide, Golin Singapore, Sqkii

SILVER
PCCW OTT (Singapore)
Brand: Viu Singapore
Campaign: Viu Survive the Night Challenge
Agency: Bread Butter Bacon

BRONZE
Yeo Hiap Seng
Brand: Yeo’s Beverages
Campaign: #YeosMoments Special Edition 2020
Agency: Mashwire

22. Best Use of CSR
GOLD
MSIG Asia
Campaign: MSIG for Biodiversity
Agency: W/E + Partners

SILVER
Kenanga Investment Bank
Campaign: The HumanKIND Project

BRONZE
Geneco SG
Brand: Geneco
Campaign: A New Tradition of Change

23. Best Use of Experiential / Live Marketing
GOLD
Edrington Group
Brand: The Macallan
Campaign: The Macallan Experience
Agency: Rebel & Soul

SILVER
Wildlife Reserves Singapore
Brand: My Animal Buddy
Campaign: My Animal Buddy Programme

BRONZE
FairPrice Group
Brand: NTUC FairPrice
Campaign: 食在好煮艺 (Food for Live)
Agency: Asia Momentum Media

24. Best Use of Gamification
GOLD
DBS Bank
Campaign: POSB #HuntYourZodiac 2021
Agencies: The Secret Little Agency (TSLA), Sqkii

GOLD
Unilever Singapore
Brand: Magnum
Campaign: Magnum Mini Matcha World
Agencies: Jack Morton Worldwide, Golin Singapore, Sqkii

SILVER
Kate Spade
Campaign: Kate Spade Ss21 Buzz Game
Agency: CONTEN.T

BRONZE
Ecommerce Enablers
Brand: ShopBack
Campaign: ShopBack Cashback Troopers

25. Best Use of Influencers
GOLD
PCCW OTT (Singapore)
Brand: Viu Singapore
Campaign: Viu Survive the Night Challenge
Agency: Bread Butter Bacon

SILVER
FairPrice Group
Brand: NTUC FairPrice
Campaign: Everything Food Made Easy
Agencies: CR Tan (Chun Tsubaki), Freeflow Productions, One Food Story, OBVY

BRONZE
Yeo Hiap Seng
Brand: Yeo’s Beverages
Campaign: #YeosMoments Special Edition 2020
Agency: Mashwire

26. Best Use of Integrated Media
GOLD
Mediacorp
Campaign: Moo Moo Prosperity Dash

SILVER
Singtel
Campaign: Celebrate New Firsts With Singtel – Singtel X iPhone 12 Launch
Agency: Hogarth Worldwide

BRONZE
Hoi Hup Realty
Brand: Parc Central EC
Campaign: Live the Central Park Life
Agency: W/E + Partners

27. Best Use of UI / UX Design
GOLD
Singtel
Campaign: Singtel StepUp

SILVER
Singapore Airlines
Campaign: Kris+

BRONZE
Hongkong and Shanghai Banking Corporation
Brand: HSBC
Campaign: HSBC Hex-Live
Agency: Pico Art International

28. Best COVID-19 Response - Relationship Marketing
GOLD
Singapore Airlines, Scoot
Campaign: COVID-19 Pre-departure Test Booking Service
Agency: Collinson

SILVER
Pan Pacific Hotels Group
Campaign: Stay, To Get Away
Agency: Duo Studio

BRONZE
CPF Board
Campaign: CPF Retirement Planning Campaign / CPF Planner
Agency: MRM Singapore

29. Best CRM Strategy
GOLD
NTUC Link (part of FairPrice Group)
Brand: Plus!
Campaign: “The Plus! Winback Campaign” Plus! Members Win-Back Campaign

SILVER
Shell International Petroleum Company
Brand: Shell Helix
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)

BRONZE
Rabbit Rewards
Campaign: Loyalty CRM
Agency: Digital Alchemy Global

30. Best Use of Consumer Insights / Data Analytics
GOLD
NTUC FairPrice Co-Operative (part of FairPrice Group)
Brand: NTUC FairPrice
Campaign: Developing a Proactive Retention Strategy for FairPrice
Agency: NTUC Link (part of FairPrice Group)

SILVER
Cigna
Campaign: Stress Portraits
Agency: MRM Singapore

BRONZE
Wildlife Reserves Singapore
Brand: My Animal Buddy
Campaign: My Animal Buddy Programme

31. Best Use of Content Marketing
GOLD
FairPrice Group
Brand: NTUC FairPrice
Campaign: Everything Food Made Easy
Agencies: CR Tan (Chun Tsubaki), Freeflow Productions, One Food Story, OBVY

SILVER
PCCW OTT (Singapore)
Brand: Viu Singapore
Campaign: Viu Survive the Night Challenge
Agency: Bread Butter Bacon

BRONZE
Mandom Corporation (Singapore)
Brand: GATSBY
Campaign: #10SecSwag
Agency: TMRW

32. Best Use of Direct Marketing
GOLD
Stellar Ace, Stellar Lifestyle
Brand: WINK+
Campaign: Christmas with WINK+ Gates

SILVER
Geneco SG
Brand: Geneco
Campaign: A New Tradition of Change

BRONZE
PCCW OTT (Singapore)
Brand: Viu Singapore
Campaign: Viu Survive the Night Challenge
Agency: Bread Butter Bacon

33. Best Use of Mobile
GOLD
National Council of Social Service
Brand: Beyond the Label
Campaign: Belle – Mental Health First Responder
Agency: MRM Singapore

SILVER
Mediacorp
Campaign: Moo Moo Prosperity Dash

BRONZE
DBS Bank
Campaign: This is DBS Digibanking

34. Best Use of Relationship Marketing – B2B
GOLD
Shell International Petroleum Company
Brand: Shell Helix
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)

SILVER
Hewlett Packard Enterprise
Campaign: HPE Engage & Grow
Agency: PRM Marketing Services (PRMMS)

BRONZE
StarHub
Campaign: StarHub Hello 5G, Hello Mobile Office
Agency: H.E.A

35. Best Use of Relationship Marketing – B2C
GOLD
Cigna
Campaign: Stress Portraits
Agency: MRM Singapore

SILVER
Shell International Petroleum Company
Brand: Shell Helix
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)

BRONZE
PCCW OTT (Singapore)
Brand: Viu Singapore
Campaign: Viu Survive the Night Challenge
Agency: Bread Butter Bacon

36. Best Use of Social Media
GOLD
PCCW OTT (Singapore)
Brand: Viu Singapore
Campaign: Viu Survive the Night Challenge
Agency: Bread Butter Bacon

SILVER
National Council of Social Service
Brand: Beyond the Label
Campaign: Belle – Mental Health First Responder
Agency: MRM Singapore

BRONZE
Yeo Hiap Seng
Brand: Yeo’s Beverages
Campaign: #YeosMoments Special Edition 2020
Agency: Mashwire

37. Best Use of Technology
GOLD
Shell International Petroleum Company
Brand: Shell Helix
Campaign: Shell Advantage Rewards (SHARE)
Agency: PRM Marketing Services (PRMMS)

SILVER
Petron Fuel International
Brand: Petron Malaysia
Campaign: Hi Tania
Agency: AiChat

BRONZE
AIA Singapore
Campaign: Claims EZ

38. Team of the Year - Agency
GOLD
Wunderman Thompson Singapore

SILVER
H.E.A

BRONZE
Bread Butter Bacon

39. Team of the Year - Brand
GOLD
AIA Singapore

SILVER
FairPrice Group

BRONZE
PCCW OTT (Singapore)