This category recognises the best launch or rebrand of a loyalty programme designed to support the launch/rebranding of a product and/or service.

Entries should demonstrate the impact this launch/rebranding strategy had on retaining customers and growing the customer base(s).

This category recognises the best engagement campaign that was designed for the mass public to drive engagement and achieve a specific marketing outcome.

Entries should illustrate how the campaign offered high levels of engagement with the mass audience in spreading the brand’s message, and how it left a lingering impact on the audience.

This category recognises the most successful execution of an engagement strategy designed for a specific audience (for example, age, gender, demographic) to achieve a specific marketing result.

Entries should demonstrate how the campaign offered high levels of engagement with the specific audience in promoting loyalty, and how it left a lingering impact on the audience.

This category recognises the best loyalty programme that used membership to generate commercial benefits, as well as offering value to the consumer and enhancing customer loyalty.

Entries should demonstrate how the programme cultivated and enhanced loyalty and engagement, as well as how it communicated with members.

This category recognises the best loyalty campaign led by two organisations that formed a successful partnership to generate a cohesive outcome and drive loyalty for both brands. Partnerships can be in the form of card-linked offers, redemptions, discounts, and entitlements.

Entries should demonstrate how the (partnership) campaign specifically benefited both companies/brands while delivering strong business returns.

This category recognises the best loyalty strategy designed to drive engagement and advocacy, specifically for the financial and/or insurance industry.

Entries should illustrate how the campaign was successful in increasing customer engagement, and how it built a long-term relationship with customers.

This category recognises the best loyalty strategy designed to drive engagement and advocacy, specifically for a food and beverage product or service.

Entries should illustrate how the campaign was successful in increasing customer engagement, and how it built a long-term relationship with customers.

This category celebrates programmes that successfully drove customer engagement and built brand advocacy within the dynamic leisure and entertainment sector, including, but not limited to, sports, weekend markets, festive events, and carnivals.

Entries should demonstrate how the loyalty strategy increased participation frequency, enhanced the customer experience, and fostered long-term relationships with attendees and patrons. Winners should also showcase the measurable results in customer retention, repeat visitation, and positive business outcomes through the innovative engagement approaches tailored to the lifestyle and entertainment landscape.

This category recognises the best loyalty strategy designed to drive engagement and advocacy within the travel and hospitality industry in areas such as airlines, hotel groups, online travel agents, ticketing platforms, etc.

Entries should illustrate how the campaign was successful in increasing customer engagement, and how it built a long-term relationship with customers.

This category recognises the most effective customer acquisition strategy that helped to gain new customers or widen the customer base of a loyalty programme.

Entrants should demonstrate how the strategy leveraged data and creative marketing tactics to acquire new customers, resulting in the growth of the client base or positive business outcomes.

This category recognises customer engagement strategies that effectively cultivated strong relationships, fostered loyalty, and drove valuable interactions. It celebrates innovative approaches for engaging customers across various touchpoints, channels, and experiences.

Entries should demonstrate an understanding of the customer needs, and how personalised communication and leveraged technology delivered exceptional engagement outcomes.

This category recognises the best customer experience strategy which offered a seamless and intuitive experience to satisfy customers’ growing expectations in a customer-centric approach.

Entries should demonstrate how the strategy was developed with the customer in mind, how it was easy for the target audience to interact with the brand, and how it increased customer engagement.

This category recognises the best customer relationship management strategy which has proven to be successful in generating repeat customers, enhancing customer retention, and developing a customer base.

Entries should demonstrate how the strategy was developed and implemented, which successfully built loyalty, helped to retain business, and enhanced the customer proposition.

This category acknowledges the best strategy dedicated to retaining customers and fostering loyalty. Judges will evaluate how an innovative approach effectively reduced churn, increased customer lifetime value, and established a lasting brand connection.

Entries should highlight the proactive and groundbreaking methods used to retain audiences and minimise customer defections.

This category recognises the most effective use of mobile platforms, apps, and mobile-first strategies to drive customer loyalty and engagement.

Whether through SMS, push notifications, mobile wallets or location-based services, entries should demonstrate the strategic use of mobile within the loyalty journey such as strong personalisation, a seamless user experience or innovative features such as gamification or geotargeting.

Winning entries should show the measurable impact on customer retention, repeat purchases or brand advocacy.

This category recognises the most effective omni-channel strategy, including, but not limited to, O2O (online-to-offline) and OMO (online-merge-offline) approaches in driving customer engagement and loyalty across diverse touchpoints.

Entries should illustrate how the brand seamlessly integrated online and offline channels to better understand customer behaviour and preferences, while developing customer-centric marketing tools that enhanced satisfaction, strengthened loyalty, and delivered a unified brand experience.

This category recognises brands that demonstrated excellence in delivering highly personalised experiences through their marketing initiatives. Judges will evaluate how the personalisation strategy enhanced customer engagement, fostered loyalty, and created unique brand interactions tailored to individual customers.

Entries should showcase the strategy’s development and how the brand leveraged personalised experiences to enrich the customer journey by creating meaningful and lasting connections with their audience.

This category recognises the best social media strategy that built strong ties and a recurring or ongoing connection with consumers.

Entries should illustrate how the strategy was deployed over social media channels and how effective the strategy was in enhancing customer acquisition and providing communications with prompt and innovative engagements.

This category recognises outstanding marketing campaigns that effectively harnessed artificial intelligence to drive meaningful customer engagement and enhance the overall brand experience.

Entries should demonstrate innovative AI-powered solutions that successfully analysed customer data, predicted behaviour patterns, and delivered personalised interactions at scale. Judges will be looking for clear evidence in how the AI technology was strategically implemented to achieve measurable improvements in customer engagement, conversion rates, and business outcomes.

This category recognises brands that excelled in utilising content marketing to engage and retain customers. Judges will evaluate how the content strategies created valuable, relevant, and engaging content that drove customer loyalty and advocacy.

Entries should showcase how these strategies built trust, fostered brand advocacy, and established authentic connections with customers.

 

This category recognises the brands that effectively integrated corporate social responsibility (CSR) initiatives into their loyalty and engagement strategies. Judges will assess how the CSR efforts contributed to building brand loyalty and enhancing the brand’s image as a socially responsible organisation.

Entries should demonstrate how the initiative benefited both parties, improved consumer loyalty and/or engagement, as well as generating positive outcomes for society/the cause.

This category celebrates brands that effectively leveraged consumer insights and data analytics to enhance customer engagement and loyalty.

Entrants should demonstrate how the data-driven strategies improved customer offerings, shaped loyalty strategies, deepened customer relationships, increased retention rates, and created tailored experiences to enhance overall customer satisfaction and loyalty.

This category recognises the best use of a hands-on experience to take the target audience inside a brand to stimulate interest and enhance engagement for a brand.

Entries should demonstrate interaction and engagement with their audience which enhanced brand identification, perception, and advocacy. Creativity and the strategy behind the experiential programme or campaign are also important.

This category recognises brands that have used games to engage with their audiences to form a lasting consumer experience, while driving a core marketing objective. It includes the use of mobile and online games, leader boards, badges, points and challenges, as well as online/offline integrations.

Entries should demonstrate how the brand incorporated gaming to extend its client base, and gained loyalty with a fun and engaging approach.

This category recognises the best campaign designed to increase consumer interest in a brand, product or service and/or changing consumers’ attitudes through the use of influencers.

Entries should demonstrate the increased audience engagement and the generation of positive word of mouth by consumers following the collaboration with the influencer.

This category recognises the most innovative use of marketing technology to attract customers and enhance customer loyalty.

Entries should demonstrate how the innovative technology served as the enabler for the brand and customer with meeting customer expectations, and thus, improving customer engagement and loyalty.

This category celebrates the brand which best leveraged on rewards and incentives to cultivate customer loyalty.

Entries should demonstrate how the rewards/incentives strategy increased customer loyalty and/or engagement, offered value to customers as well as commercial benefits for the brand.

This title is not open for direct entry, and is based solely on performance across all categories. It recognises the agency with the most successful performance at the Loyalty & Engagement Awards, based solely on the number and type of awards won as determined by the awards jury.

Points System:

• Gold: 4 points
• Silver: 2 points
• Bronze: 1 point

 

Points Allocation for Multiple Agencies:
Lead Agency: When multiple agencies collaborate on a winning entry and a lead agency is identified, the lead agency receives full points towards the overall awards. Non-lead agencies on that entry will each receive 25% of the points respectively.
Joint Submission: If two agencies declare an equal partnership on a winning entry, each agency receives 50% of the points towards the overall awards.

Tie-Breakers:
Most Gold: If total points are tied, the agency with the highest number of Gold awards wins.
Most Silver: If Gold awards are also tied, the agency with the highest number of Silver awards wins.
Highest Average Score: If a tie still persists, the agency with the highest average score percentage (as assigned by the judges across all their winning entries) will win.

This title is not open for direct entry, and is based solely on performance across all categories. It recognises the brand with the most successful performance at the Loyalty & Engagement Awards, based solely on the number and type of awards won as determined by the awards jury.
Points System:

• Gold: 4 points
• Silver: 2 points
• Bronze: 1 point

 

Tie-Breakers:
Most Gold: If total points are tied, the brand with the highest number of Gold awards wins.
Most Silver: If Gold awards are also tied, the brand with the highest number of Silver awards wins.
Highest Average Score: If a tie still persists, the brand with the highest average score percentage (as assigned by the judges across all their winning entries) will win.