2020 Winners

L&E 2020 Brand of the Year

Singtel

Engagement Agency of the Year

M&C Saatchi, Woolworths@DAN, WX

Loyalty Agency of the Year

GERMS

Relationship Marketing Agency of the Year

Edenred Singapore

Best Card-Based Loyalty Programme

GOLD

UOB Cards
Campaign: UOB Spend and Get Promotion 2019
Agencies: GERMS, GOODSTUPH

SILVER

UOB Cards
Campaign: UOB Lady’s Card 30 Years Campaign
Agencies: GERMS, GOODSTUPH, BBH

BRONZE

DBS Bank
Campaign: DBS Lifestyle App

Best Loyalty Programme – Food & Beverage

GOLD

BWS
Campaign: Summer’s Hottest Cooler
Agencies: M&C Saatchi, Woolworths@DAN, WX

SILVER

The Privé Group
Campaign: Privé Perks
Agency: XGATE

BRONZE

Swensen’s Thai
Brand: Swensen’s
Campaign: AIQ Line Business Connect
Agency: Audience IQ

Best Loyalty Programme – Financial & Insurance

GOLD

OCBC Bank
Campaign: OCBC Titanium Rewards Level Up Campaign
Agency: GOVT Singapore

SILVER

UOB
Campaign: UOB Mighty
Agencies: GERMS, GOODSTUPH, BBH

BRONZE

Prudential Assurance Company Singapore
Campaign: Ascend by Prudential
Agency: MarketBridge

Best Loyalty Programme – Launch / Re-Launch

	GOLD Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: Edenred Singapore
	SILVER DBS Bank Brand: POSB Everyday Card Campaign: POSB Everyday Card Relaunch Campaign 2019
	BRONZE Frasers Property Brand: Frasers Experience Campaign: Frasers Experience – Makan Master Agency: Placewise – Asia Pacific
	BRONZE Galderma Singapore Brand: Cetaphil Campaign: Cetaphil Friends Loyalty Programme Agency: Mashwire

Best Loyalty Programme – Lifestyle

GOLD

Singtel
Campaign: Singtel StepUp

SILVER

Singtel
Brand: GOMO by Singtel
Campaign: GOMO Pass

BRONZE

Frasers Property
Brand: Frasers Experience
Campaign: Frasers Experience – Makan Master
Agency: Placewise – Asia Pacific

Best Loyalty Programme – Retailer

	GOLD Chevron Singapore Brand: Caltex Singapore Campaign: Caltex Plus! Programme Agency: NTUC Link
	SILVER CapitaLand Brand: CapitaStar Campaign: CapitaStar – Introducing a Whole New Retail Experience
	SILVER Sunway Pals Loyalty Campaign: Raya PALing Best
	BRONZE Watsons Malaysia Campaign: Watsons KAWKAW Weekly Promos Agency: Sentient by Entropia

Best Loyalty Programme – Telecommunications

GOLD

StarHub
Campaign: The all-new StarHub Rewards – Say hello to rewards in a snap!
Technology Platform: Perx Technologies

SILVER

Singtel
Campaign: Singtel StepUp

BRONZE

Singtel
Brand: GOMO by Singtel
Campaign: GOMO Pass

Best Loyalty Programme – Travel & Hospitality

GOLD

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

SILVER

UOB Cards
Campaign: KrisFlyer UOB Credit Card Launch
Agencies: GERMS, BBH

BRONZE

Wyndham Hotels & Resorts
Campaign: Wyndham Rewards

Best Partnership in a Loyalty Programme

	GOLD Singtel Campaign: Singtel StepUp
	SILVER Chevron Singapore Brand: Caltex Singapore Campaign: Caltex New Customer Retention Strategy Agency: NTUC Link
	BRONZE BIGLIFE Brand: BIG Loyalty Campaign: Earn BIG Live BIG
	BRONZE Singtel Brand: GOMO by Singtel Campaign: GOMO Pass

Best Regional Loyalty Campaign

GOLD

BIGLIFE
Brand: BIG Loyalty
Campaign: Earn BIG Live BIG

SILVER

Hewlett Packard Enterprise
Campaign: HPE Engage & Grow
Agency: Edenred Singapore

BRONZE

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

Most Innovative Loyalty Programme

GOLD

StarHub
Campaign: The all-new StarHub Rewards – Say hello to rewards in a snap!
Technology Platform: Perx Technologies

SILVER

CapitaLand
Brand: CapitaStar
Campaign: CapitaStar – Introducing a Whole New Retail Experience

BRONZE

BIGLIFE
Brand: BIG Loyalty
Campaign: Earn BIG Live BIG

Best Use of Rewards & Incentives

	GOLD OCBC Bank Campaign: OCBC Titanium Rewards Level Up Campaign Agency: GOVT Singapore
	GOLD Singtel Campaign: Singtel StepUp
	SILVER StarHub Campaign: The all-new StarHub Rewards – Say hello to rewards in a snap! Technology Platform: Perx Technologies
	BRONZE Tesco Malaysia Campaign: Clubcard Bonus Bulan-bulan Agency: dunnhumby Malaysia

Best Employee Engagement Strategy

GOLD

RHB Singapore
Campaign: RHB Employee Engagement Transformation

SILVER

Kenanga Investment Bank
Campaign: #GayaRayaKenanga

BRONZE

Nippon Sanso Holdings Singapore
Campaign: Best Employee Engagement Strategy

Best Engagement Strategy – B2B

GOLD

Shell International Petroleum
Campaign: Shell Advantage Rewards (SHARE)
Agency: Edenred Singapore

SILVER

StarHub
Campaign: StarHub Online Store
Agency: H.E.A

BRONZE

Corteva Agriscience
Campaign: Corteva Club Premiere
Agency: Edenred Singapore

Best Engagement Strategy – B2C

GOLD

BWS
Campaign: Summer’s Hottest Cooler
Agencies: M&C Saatchi, Woolworths@DAN, WX

SILVER

Manulife Singapore
Brand: Manulife
Campaign: Feast of Huat
Agency: Bread Butter Bacon

BRONZE

Epson Singapore
Brand: Epson
Campaign: SureColor Rewards
Agency: Edenred Singapore

Best Engagement Strategy – Specific Audience

GOLD

Singtel
Campaign: Singtel ReadyRoam Instant Relief Campaign
Agencies: GOODSTUPH

SILVER

AmorePacific Singapore
Brand: HERA
Campaign: #OURBLACKSECRET
Agency: Different

BRONZE

INSEAD
Campaign: In The Know
Agency: TMRW and TACHY

Best Online Experience

GOLD

Pomelo Fashion
Campaign: Pomelo Pick Up

SILVER

POKKA Corporation
Brand: Pokka
Campaign: POKKA Houjicha Launch Campaign. A Toast to the Small Things
Agency: Mashwire

BRONZE

TITAN
Campaign: E-commerce Implementation
Agency: BORN Group

Best Use of Advocates

GOLD

Manulife Singapore
Brand: Manulife
Campaign: Feast of Huat
Agency: Bread Butter Bacon

SILVER

AIA Singapore
Campaign: See The MDRT In You
Agency: Water’s Edge

BRONZE

Telekom Malaysia
Brand: Unifi
Campaign: Second Chance (Unifi)
Agency: Edelman Malaysia

Best Use of Contests / Promotions

GOLD

BWS
Campaign: Summer’s Hottest Cooler
Agencies: M&C Saatchi, Woolworths@DAN, WX

SILVER

OCBC Bank
Campaign: OCBC Titanium Rewards Level Up Campaign
Agency: GOVT Singapore

BRONZE

Samsung Singapore
Brand: Samsung
Campaign: Better Than The Sun
Agency: TMRW

Best Use of CSR

GOLD

AIA Singapore
Campaign: AIA Centennial Fund: Doing More to Enable Healthier, Longer, Better Lives
Agency: Ogilvy Singapore

SILVER

RHB Singapore
Campaign: RHB Financial Literacy Programme

BRONZE

Sunway Pals Loyalty
Campaign: Celebrate Giving With Sunway

Best Use of Experiential / Live Marketing

GOLD

ION Orchard
Campaign: A Decade of Wonders
Agency: Weber Shandwick Singapore

SILVER

AmorePacific Singapore
Brand: HERA
Campaign: #OURBLACKSECRET
Agency: Different

BRONZE

Senoko Energy
Campaign: Senoko Power Gig
Agencies: GERMS, MediaCorp

Best Use of Gamification

GOLD

BWS
Campaign: Summer’s Hottest Cooler
Agencies: M&C Saatchi, Woolworths@DAN, WX

SILVER

Kenanga Investment Bank
Campaign: Rescue Raya by Kenanga

BRONZE

Friesland Campina
Brand: Frisian Flag 123/456 (IFT GUM)
Campaign: Teman 123
Agency: ADA

Best Use of Influencers

GOLD

PepsiCo India
Brand: LAY’S
Campaign: LAY’S Smile Deke Dekho
Agency: Edelman India

SILVER

DBS Bank
Campaign: DBS Travel Mode
Agency: Serious Media

BRONZE

POKKA Corporation
Brand: Pokka
Campaign: POKKA Houjicha Launch Campaign. A Toast to the Small Things
Agency: Mashwire

Best Use of Integrated Media

GOLD

POKKA Corporation
Brand: Pokka
Campaign: POKKA Houjicha Launch Campaign. A Toast to the Small Things
Agency: Mashwire

SILVER

Singtel
Campaign: Singtel ReadyRoam Instant Relief Campaign
Agency: GOODSTUPH

BRONZE

AIA Singapore
Campaign: “Leave Nothing to Chance” (AIA Power Critical Cover)
Agency: Water’s Edge

Best Use of UI / UX Design

GOLD

OCBC Bank
Campaign: OCBC Mobile Banking App
Agency: Section / OCBC CX

SILVER

DBS Bank
Campaign: DBS Lifestyle App

BRONZE

Singtel
Campaign: Singtel StepUp

Best CRM Strategy

	GOLD NTUC Link Brand: Plus! Campaign: Plus! New Member Activation Programme
	SILVER Frasers Property (Thailand) Brand: Samyan Mitrtown Campaign: Mitr Application – Funiverse Retail Experience Agency: Digital Team Frasers Property (Thailand)
	BRONZE Pomelo Fashion Campaign: Improving Customer Engagement
	BRONZE Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: Edenred Singapore

Best Customer Experience

GOLD

Pomelo Fashion
Campaign: Pomelo Pick Up

SILVER

United Overseas Bank
Campaign: UOB Customer Experience Roadmap

BRONZE

Digi Telecommunications
Campaign: E-commerce Implementation
Agency: BORN Group

Best Use of Consumer Insights / Data Analytics

GOLD

Chevron Singapore
Brand: Caltex Singapore
Campaign: Caltex Order Gap-Driven Lapser Prevention Campaign
Agency: NTUC Link

SILVER

NTUC FairPrice
Campaign: FairPrice Core Customer Activation Campaign
Agency: NTUC Link

BRONZE

Singtel
Campaign: Singtel ReadyRoam Instant Relief Campaign
Agency: GOODSTUPH

Best Use of Content Marketing

GOLD

FairPrice Group
Brand: NTUC FairPrice
Campaign: Ramadan with Our Frontliners

SILVER

DBS Bank
Brand: DBS & POSB
Campaign: Prosper More, Waste Less
Agency: Water’s Edge

BRONZE

UOB Cards
Campaign: UOB Lady’s Card 30 Years Campaign
Agencies: GERMS, BBH, GOODSTUPH

Best Use of Direct Marketing

GOLD

Youfoodz
Campaign: Creating customers for life through effective, targeted communications
Agency: Customology

SILVER

BIGLIFE
Brand: BIG Loyalty
Campaign: Earn BIG Live BIG
Agency: Zeno Group

BRONZE

PNB MetLife
Brand: PNB MetLife India Insurance
Campaign: Most Effective Use of Email & SMS Marketing

Best Use of Mobile

GOLD

DBS Bank
Campaign: DBS Lifestyle App

SILVER

StarHub
Campaign: The all-new StarHub Rewards – Say hello to rewards in a snap!
Technology Platform: Perx Technologies

BRONZE

UOB
Campaign: UOB Mighty
Agency: GERMS

Best Use of Relationship Marketing – B2B

GOLD

Shell International Petroleum
Campaign: Shell Advantage Rewards (SHARE)
Agency: Edenred Singapore

SILVER

StarHub
Campaign: StarHub Online Store
Agency: H.E.A

BRONZE

Hewlett Packard Enterprise
Campaign: HPE Engage & Grow
Agency: Edenred Singapore

Best Use of Relationship Marketing – B2C

GOLD

Shell International Petroleum
Campaign: Shell Advantage Rewards (SHARE)
Agency: Edenred Singapore

SILVER

Pan Pacific Hotels Group
Brand: PARKROYAL COLLECTION
Campaign: Planting the seeds for PARKROYAL COLLECTION
Agency: Duo Studio

BRONZE

AIA Singapore
Brand: AIA Altitude Platinum
Campaign: Privileged Access – A One-Night-Only Exclusive By AIA Altitude Platinum
Agency: TMRW and I_Possible

Best Use of Social Media

GOLD

FairPrice Group
Brand: NTUC FairPrice
Campaign: Stronger Together: The FairPrice Circuit Breaker Response Approach

SILVER

UOB Cards
Campaign: UOB Spend and Get Promotion 2019
Agencies: GERMS, GOODSTUPH

BRONZE

SHOPAVISION
Campaign: Live Host Search
Agency: OC Group (OCG)

Best Use of Technology

GOLD

DBS Bank
Campaign: DBS Lifestyle App

SILVER

Friesland Campina
Brand: Frisian Flag 123/456 (IFT GUM)
Campaign: Teman 123
Agency: ADA

BRONZE

Changi Group
Campaign: E-commerce Implementation
Agency: BORN Group