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)