2025 Finalists
LOYALTY CATEGORIES
1. Best Card-Based Loyalty Programme
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Bank of China Campaign: Bank of China Agency: Wink |
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Garuda Indonesia Campaign: Garuda Indonesia UOB Card (GIUC) |
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Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: PRM Marketing Services (PRMMS) |
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Security Bank Philippines Brand: Mastercard Campaign: BetterBanking Rewards Program |
2. Best Loyalty Strategy – Automotive
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Boustead Petroleum Marketing Brand: BHPetrol Campaign: Fuel More, Get More |
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Chevron Singapore Brand: Caltex Campaign: Caltex Rewards Agency: Epsilon |
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Goodyear Malaysia Brand: Goodyear Campaign: Goodyear Win A Car campaign Agency: CommercePlus |
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Inchcape Singapore Brand: Toyota Campaign: Toyota Always Agency: PRM Marketing Services (PRMMS) |
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RACQ Campaign: RACQ Member Benefits Cashback Agency: Wink |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
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TOYOTA Campaign: TOYOTA CITY POP – WINNING HEARTS WITH THE POWER OF POP CULTURE Agency: ADA Global |
3. Best Loyalty Strategy – Collaborative Partnerships
| ALH Hotels Campaign: Spin the Stakes Agency: Wink |
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Alliance Bank Campaign: AEIOU: Building Loyalty Through Cross-Sector Collaboration in Education and Finance, across 1,461 schools and garnered 80,000 submission Agencies: Ampersand Advisory, Spark Capital Development |
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Etika Group Of Companies Brand: Wonda Coffee Campaign: Keluang Man: Movie partnership creates multichannel magic and moves market share! Agency: Ampersand Advisory |
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Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: PRM Marketing Services (PRMMS) |
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HeyMax Campaign: From MRT & Bus to Miles: HeyMax & Visa Reward Your Rides |
| Lotusmiles Brand: Vietnam Airlines Campaign: Status Match & Visa Agency: COMARCH |
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Millennium Hotels and Resorts Brand: MyMillennium Campaign: MyMillennium Partnerships |
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Singlife Campaign: Singlife Rewards Programme |
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Singtel Campaign: Singtel Rewards x Red Agency: Hogarth Worldwide |
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The Ascott Limited Brand: Ascott Star Rewards (ASR) Campaign: The Ascott Limited X Chelsea Football Club – Game On, Stay On Agency: Sandpiper |
4. Best Loyalty Strategy – Consumer
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Caring Pharmacy Retail Management Brand: CARiNG Pharmacy Campaign: Mom & Cutie |
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FairPrice Group Brand: NTUC Link Campaign: Link Rewards, FairPrice Group Loyalty Programme |
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Fujioh International Trading Brand: Fujioh Campaign: Fujioh Singapore Agency: PRM Marketing Services (PRMMS) |
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KANIVA PET FOOD Campaign: Every moment with KANIVA |
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KANIVA PET FOOD Campaign: KANIVA Time to heal, joy & share (2025) |
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Nando’s Malaysia Campaign: That’s A Nando’s Thing: We Be We, So You Can Be You. Agencies: Ampersand Advisory, The Chariot Agency |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
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Singtel Campaign: Singtel Rewards x Red Agency: Hogarth Worldwide |
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Sony Campaign: Sony Car Audio & Digital Imaging Campaign Agency: Wink |
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Westpac Campaign: Westpac Altitude Rewards Agency: Mastercard Loyalty Solutions |
5. Best Loyalty Strategy – eCommerce
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Citibank Singapore Brand: Citi Mastercard Campaign: Amplify 2024 – eCom Stimulation Campaign |
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Etika Group Of Companies Brand: Goodday Campaign: Legitimizing Esports, Driving Sales With Malaysia’s First Ever Esports Month Agencies: Ampersand Advisory, Fishermen Integrated, The Gaming Company |
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Etika Group Of Companies Brand: Calpis Soda Campaign: FOMO and Fizz help create Malaysia’s number 1 TV show in just 3 weeks, driving record sales Agencies: Ampersand Advisory, Media Prima |
| Lotusmiles Brand: Vietnam Airlines Campaign: LotusMall Agency: COMARCH |
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ZALORA Campaign: ZALORA VIP |
6. Best Loyalty Strategy – Entertainment & Media
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Alliance Bank Campaign: Gamified Stories, Lasting Bonds: AEIOU’s Loyalty Playbook in Edutainment garnered 80,000 submissions in 1,461 schools Agencies: Ampersand Advisory, Spark Capital Development |
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Etika Group Of Companies Brand: Wonda Coffee Campaign: Keluang Man: Movie partnership creates multichannel magic and moves market share! Agency: Ampersand Advisory |
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Etika Group Of Companies Brand: Calpis Soda Campaign: FOMO and Fizz help create Malaysia’s number 1 TV show in just 3 weeks, driving record sales Agencies: Ampersand Advisory, Media Prima |
7. Best Loyalty Strategy – Fashion & Beauty
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CapitaLand Investment Brand: Raffles City Singapore Campaign: Raffles City Beauty Vault Agency: Yatta Workshop |
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Rev Edition Brand: Hoka Campaign: Loyalty in Motion: How HOKA Turned Every Run into a Relationship Agency: Ampersand Advisory |
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ZALORA Campaign: ZALORA VIP |
8. Best Loyalty Strategy – Finance & Insurance
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AIA Singapore Campaign: Enabling Healthier, Longer, Better Lives through AIA Vitality and AIA Altitude inclusive of AIA Wealth Centre |
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Alliance Bank Campaign: The Ultimate Elevator Pitch gets 3.4 Million Views and helps grow Digital Loan Disbursements by 20% Agency: Ampersand Advisory |
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MSB Brand: POPPLIFE BY ROX Campaign: Loyalty CMS System for MSB |
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RHB Singapore Campaign: RHB CNY Client Appreciation Dinner |
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Singlife Campaign: Building Trust Amidst Organisational Change |
9. Best Loyalty Strategy – Food & Beverage
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Ace Canning Brand: Homesoy Campaign: Beverage helps prevent Breast Cancer using survivor stories Agency: Ampersand Advisory (Asterisk) |
| ALH Hotels Campaign: Spin the Stakes Agency: Wink |
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Etika Group of Companies Brand: Calpis Soda Campaign: FOMO and Fizz help create Malaysia’s number 1 TV show in just 3 weeks, driving record sales Agencies: Ampersand Advisory, Media Prima |
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Foods Beverages Indonesia Brand: F&B ID Campaign: F&B ID App |
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Nando’s Malaysia Campaign: That’s A Nando’s Thing: We Be We, So You Can Be You. Agencies: Ampersand Advisory, The Chariot Agency |
10. Best Loyalty Strategy – Health & Wellness
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Ace Canning Brand: Homesoy Campaign: HOMESOY’s STOP THAT DOT – Strategic messaging around cancer risk drives awareness and loyalty for the brand Agency: Ampersand Advisory (Asterisk) |
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AIA Singapore Campaign: Enabling Healthier, Longer, Better Lives through AIA Vitality, Think Well and Partnerships |
| G8 Education Campaign: Childcare Saver & Team Saver Agency: Wink |
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Gleneagles Hospital Kuala Lumpur Campaign: Humanising Healthcare Agency: For The Optics |
11. Best Loyalty Strategy – Launch / Re-Launch
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Chevron Singapore Brand: Caltex Singapore Campaign: Fuel Good Fortune Spin Campaign on the NEW CaltexGO 2024 Agencies: VML Singapore, Wavemaker Singapore |
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Etika Group Of Companies Brand: Wonda Coffee Campaign: Keluang Man: Movie partnership creates multichannel magic and moves market share! Agency: Ampersand Advisory |
| G8 Education Campaign: Childcare Saver & Team Saver Agency: Wink |
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Mastercard Brand: Citibank Campaign: Citi PremierMiles Mastercard Agencies: Spark Foundry & Nine:TwentyEight,, Performics India, Publicis Media Content & Innovation |
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Millennium Hotels and Resorts Brand: MyMillennium Campaign: MyMillennium Relaunch |
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RBL Bank Brand: Mastercard Campaign: Launch of IndianOil RBL Bank XTRA credit card Agency: Dentsu (Carat) |
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Syngenta Asia Pacific Campaign: Syngenta ePartnerGrow® Agency: PRM Marketing Services (PRMMS) |
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VISIT IOI RESORT CITY Campaign: VISIT IOI RESORT CITY: THINK AGAIN Agencies: COLLAB, HANNGEVENT |
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Westpac Brand: Altitude Rewards Campaign: Pay with Points Agencies: Mastercard Loyalty Solutions |
12. Best Loyalty Strategy – Lifestyle
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Arctic Fitness Campaign: From Founders to Family: Arctic Fitness’ Loyalty-First Launch Agency: For The Optics |
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Fujioh International Trading Brand: Fujioh Campaign: Fujioh Singapore Agency: PRM Marketing Services (PRMMS) |
| G8 Education Campaign: Childcare Saver & Team Saver Agency: Wink |
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VISIT IOI RESORT CITY Campaign: VISIT IOI RESORT CITY: THINK AGAIN Agencies: COLLAB, HANNGEVENT |
13. Best Loyalty Strategy – Membership Programme
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Boustead Petroleum Marketing Brand: BHPetrol Campaign: Special Deals, Every Day |
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CapitaLand Investment Brand: CapitaStar Campaign: Celebrating CapitaStar’s Claw-Some Birthday! |
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CapitaLand Investment Brand: Raffles City Singapore Campaign: Raffles City Beauty Vault |
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Changi Airport Group Singapore Campaign: Changi Rewards Programme Refresh Agencies: Ogilvy Singapore, Tribal Worldwide |
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Chevron Singapore Brand: Caltex Singapore Campaign: Fuel Good Fortune Spin Campaign on the NEW CaltexGO 2024 Agencies: VML Singapore, Wavemaker Singapore |
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FairPrice Group Brand: NTUC Link Campaign: Link Rewards, FairPrice Group Loyalty Programme |
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FedEx Express Campaign: FedEx Rewards – Your Loyalty, Digitally Rewarded |
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Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: PRM Marketing Services (PRMMS) |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
14. Best Loyalty Strategy – Multi-Generational
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Ace Canning Brand: Homesoy Campaign: HOMESOY’s STOP THAT DOT – A Multigenerational Approach to fight Breast Cancer Agency: Ampersand Advisory (Asterisk) |
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Etika Group Of Companies Brand: Goodday Campaign: Malaysia’s First Ever Senior Esports Team Agencies: Ampersand Advisory (Asterisk), Fishermen Integrated, The Gaming Company |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
15. Best Loyalty Strategy – Programme Integration
| ALH Hotels Campaign: Spin the Stakes Agency: Wink |
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Etika Group of Companies Brand: Wonda Coffee Campaign: Keluang Man: Movie partnership creates multichannel magic and moves market share! Agency: Ampersand Advisory |
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Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: PRM Marketing Services (PRMMS) |
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Millennium Hotels and Resorts Brand: MyMillennium Campaign: MyMillennium |
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ROX Group Brand: POPPLIFE BY ROX Campaign: Popplife Application _ The loyalty application for ROX group Ecosystem |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
16. Best Loyalty Strategy – Retail
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CapitaLand Investment Brand: CapitaStar Campaign: Celebrating CapitaStar’s Claw-Some Birthday! |
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Fujioh International Trading Brand: Fujioh Campaign: Fujioh Singapore Agency: PRM Marketing Services (PRMMS) |
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KANIVA PET FOOD Campaign: Kaniva – Celebrate Loyalty, Share the Joy (2025) |
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Kawan Lama Group Campaign: Ruparupa Rewards |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
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Sony Campaign: Sony Car Audio & Digital Imaging Campaign Agency: Wink |
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The 1, Central Group Brand: The 1 Campaign: The 1 – Data-Driven Loyalty, Powered by MarTech Innovation |
17. Best Loyalty Strategy – Rewards & Incentives
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AIA Singapore Campaign: AIA Vitality |
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Boustead Petroleum Marketing Brand: BHPetrol Campaign: Fuel More, Get More |
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Chevron Singapore Brand: Caltex Singapore Campaign: Fuel Good Fortune Spin Campaign on the NEW CaltexGO 2024 Agencies: VML Singapore, Wavemaker Singapore |
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Etika Group of Companies Brand: Calpis Soda Campaign: FOMO and Fizz help create Malaysia’s number 1 TV show in just 3 weeks, driving record sales Agencies: Ampersand Advisory, Media Prima |
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FedEx Express Campaign: FedEx Rewards – Your Loyalty, Digitally Rewarded |
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Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: PRM Marketing Services (PRMMS) |
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KANIVA PET FOOD Campaign: Kaniva – Celebrate Loyalty, Share the Joy (2025) |
| Lotusmiles Brand: Vietnam Airlines Campaign: Lotusmiles program Agencies: COMARCH |
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Nufarm Indonesia Brand: Nufarm Campaign: Grow-Together Agency: PRM Marketing Services (PRMMS) |
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Palo Alto Networks Campaign: Palo Alto Networks Turbo Rewards Agency: PRM Marketing Services (PRMMS) |
18. Best Loyalty Strategy – Travel & Hospitality
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BridgeClimb Campaign: Sydneysiders Cashback Agency: Wink |
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Mastercard Asia Brand: Accor Hotels Campaign: Mastercard x ALL 20% Off Stays in Indonesia and Australia Agency: iProspect |
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Millennium Hotels and Resorts Brand: MyMillennium Campaign: Travel with MyMillennium |
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Smart Traveller Campaign: Smart Traveller – Redefining the Travel Experience |
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The Ascott Limited Brand: Ascott Star Rewards (ASR) Campaign: Ascott Star Rewards (ASR) Agency: Sandpiper |
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VISIT IOI RESORT CITY Campaign: VISIT IOI RESORT CITY: THINK AGAIN Agencies: COLLAB, HANNGEVENT |
19. Best Regional Loyalty Campaign
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BridgeClimb Campaign: Sydneysiders Cashback Agency: Wink |
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Club Med Campaign: ~ MILESTONE MAGIC ~ The essence of Conviviality for unlimited smiles in East, South Asia and Pacific |
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FedEx Express Campaign: FedEx Rewards – Your Loyalty, Digitally Rewarded |
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Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: PRM Marketing Services (PRMMS) |
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LIppo Malls Indonesia Brand: Styles Lippo Malls Campaign: Styles Points Agency: LOYALID – Loyal Member Indonesia |
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RHB Singapore Campaign: A Taste of Home – SGMY Cross Border Campaign |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
20. Best Use of Artificial Intelligence
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ABB Campaign: ABB-e AI conversational Mascot Agency: INVNT |
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DBS Bank Campaign: GenAI: CSO Assistant |
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HAWLEY & HAZEL INDONESIA Brand: DARLIE Campaign: SENYUM HARI RAYA: REIGNITING BRAND LOVE WITH AI-POWERED STORYTELLING Agency: ADA Global |
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Mead Johnson Nutrition Brand: Enfagrow Campaign: Enfagrow Creates Unique AI Song In Tribute to Malaysian and Singaporean Mums, wins 2 records Agency: Ampersand Advisory |
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Xero Campaign: Xerocon Music Factory Agency: INVNT |
ENGAGEMENT CATEGORIES
21. Best Customer Experience
| ALH Hotels Campaign: Spin the Stakes Agency: Wink |
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Etika Group Of Companies Brand: Goodday Campaign: Record Breaking Growth, Goodday KidSTART Grew 13.5x Bigger Than Before Agency: Ampersand Advisory |
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Etika Group Of Companies Brand: Wonda Coffee Campaign: Wonda 10th Anniversary : Creating An Unforgettable Sensorial Ride Agency: Ampersand Advisory |
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Far East Organization Campaign: Season of Joy – LINE FRIENDS minini at Far East Malls |
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Inchcape Singapore Brand: Toyota Campaign: Toyota Always Agency: PRM Marketing Services (PRMMS) |
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RHB Singapore Campaign: Redefining RHB’s Customer Experience |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
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Singlife Campaign: Dream Cube |
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Sony Campaign: Sony Car Audio & Digital Imaging Campaign Agency: Wink |
22. Best Engagement Strategy – B2B
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ABB Sakti Industri Brand: ABB Campaign: ABB Star Reward Agency: LOYALID – Loyal Member Indonesia |
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Alliance Bank Campaign: The Ultimate Elevator Pitch: B2B SME competition gets 3.4 Million Views and helps grow Digital Loan Disbursements by 20% Agency: Ampersand Advisory |
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Etika Group of Companies Brand: Pepsi Campaign: From Can Design to Campaign Anthem: A Celebration Told by East Malaysians Agency: Ampersand Advisory |
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FedEx Express Campaign: FedEx Rewards – Your Loyalty, Digitally Rewarded |
| Gallagher Campaign: Gallagher Business Rewards & The Shed Agency: Wink |
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Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: PRM Marketing Services (PRMMS) |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
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Syngenta Asia Pacific Campaign: Syngenta ePartnerGrow® Agency: PRM Marketing Services (PRMMS) |
23. Best Engagement Strategy – B2C
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Ace Canning Brand: Homesoy Campaign: Engaging Malaysian women with breast cancer survivors stories to drive 11,000 screenings Agency: Ampersand Advisory (Asterisk) |
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Etika Group of Companies Brand: Calpis Soda Campaign: FOMO and Fizz help create Malaysia’s number 1 TV show in just 3 weeks, driving record sales Agencies: Ampersand Advisory, Media Prima |
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Etika Group Of Companies Brand: Wonda Coffee Campaign: Wonda 10th Anniversary : Creating An Unforgettable Sensorial Ride Agency: Ampersand Advisory |
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Geneco Campaign: Till the End of Time |
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Goodyear Malaysia Brand: Goodyear Campaign: Goodyear Win A Car campaign Agency: CommercePlus |
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Inchcape Singapore Brand: Toyota Campaign: Toyota Always Agency: PRM Marketing Services (PRMMS) |
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Mead Johnson Nutrition Brand: Enfagrow Campaign: Tiny Voices, Massive Engagement: AI Crafts a Love Song from Toddlers to Mums Agency: Ampersand Advisory |
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Nestlé Malaysia Brand: MILO® Campaign: Data-Led CRM Doubled Contest Participation and Sales for MILO Malaysia Agency: Digitas Malaysia |
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RHB Singapore Campaign: Beyond Transactions – A Holistic Engagement Approach |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
24. Best Engagement Strategy – Employee Experience
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AIA Singapore Campaign: Enabling Healthier, Longer, Better Lives for employees through AIA Vitality, Think Well and more |
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Citibank Singapore Campaign: Digital Wealth Power Week Agency: 360 Communications |
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DBS Bank Campaign: The Next Lap of CBGO Engagement |
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DBS Bank Campaign: Best of Us – Empowering Me, We, and E! |
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DBS Bank Campaign: CARE@IBGO 2024 – Engaging Hearts, Empowering Minds |
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DBS Bank Campaign: ACE’ing Tech Employee Value Proposition |
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DBS Bank Campaign: MyIntranet |
| G8 Education Campaign: Childcare Saver & Team Saver Agency: Wink |
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Singlife Campaign: Together, We Transform |
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Singtel Campaign: Voices from Comcentre Agency: Akanga Film Asia |
25. Best Engagement Strategy – Metaverse Marketing
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CHEW ON THIS VENTURES Brand: CHEW ON THIS PODCAST Campaign: Chew On This: Malaysia’s First Food Podcast in the Metaverse Agencies: COLLAB, MDEC, LEMONCODE |
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DBS Bank Campaign: I M POSSIBLE : Our Metaverse, Our Story |
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Economic Development Board Brand: Singapore Global Network Campaign: SGN’s National Day Celebration Global Programme 2024 – SG @ Home Agency: Pico Art International |
26. Best Engagement Strategy – Omnichannel
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Ace Canning Brand: Homesoy Campaign: Engaging Malaysian women with omnichannel marketing to advocate breast health Agency: Ampersand Advisory (Asterisk) |
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Alliance Bank Campaign: The Ultimate Elevator Pitch: A multichannel engagement approach targets SMEs, gains 3.4 million views and grows loan disbursements by 20%! Agency: Ampersand Advisory |
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Citibank Singapore Brand: Citi Mastercard Campaign: Amplify 2024 – Singapore Airlines Usage Campaign |
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Etika Group of Companies Brand: Calpis Soda Campaign: FOMO and Fizz help create Malaysia’s number 1 TV show in just 3 weeks, driving record sales Agencies: Ampersand Advisory, Media Prima |
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Etika Group of Companies Brand: Wonda Coffee Campaign: Keluang Man: Movie partnership creates multichannel magic and moves market share! Agency: Ampersand Advisory |
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Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: PRM Marketing Services (PRMMS) |
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Kawan Lama Group Campaign: Ruparupa Rewards |
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RHB Singapore Campaign: Redefining CX with RHB’s Omnichannel Banking Strategy |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
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VinFast Brand: VinFast VF 3 Campaign: UNLEASH YOUR PERSONALITY WITH VF 3 Agency: TMRW Vietnam |
27. Best Engagement Strategy – Online Experience
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Diana Unicharm Brand: Diana SuperNight Campaign: Diana SuperNight 3mm – “Không gì bằng Ɛmm” (“Nothing as Wonderful as You, Girl”) Agency: TMRW Vietnam |
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Economic Development Board Brand: Singapore Global Network Campaign: SGN’s National Day Celebration Global Programme 2024 – SG @ Home Agency: Pico Art International |
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FedEx Express Campaign: FedEx Rewards – Your Loyalty, Digitally Rewarded |
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Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: PRM Marketing Services (PRMMS) |
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Mars Wrigley Brand: M&M’S Campaign: M&Memes Agencies: TMRW Vietnam, EssenceMediacom Vietnam |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
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Syngenta Asia Pacific Campaign: Syngenta ePartnerGrow® Agency: PRM Marketing Services (PRMMS) |
28. Best Engagement Strategy – Specific Audience
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Alliance Bank Campaign: The Ultimate Elevator Pitch connects with SMEs, drives 3.4 million views and Increases Digital Loan Disbursements by 20% Agency: Ampersand Advisory |
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Changi Airport Group Singapore Campaign: Launch of Monarch tier – for Changi Rewards Programme Agencies: Ogilvy Singapore, Tribal Worldwide |
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Etika Group Of Companies Brand: Wonda Coffee Campaign: Wonda scores a winning goal with FAM and Harimau Malaysia Agency: Ampersand Advisory |
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Etika Group Of Companies Brand: Goodday Campaign: Legitimizing Esports, Driving Sales With Malaysia’s First Ever Esports Month Agencies: Ampersand Advisory, Fishermen Integrated, The Gaming Company |
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FedEx Express Campaign: FedEx Rewards – Your Loyalty, Digitally Rewarded |
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Geneco Campaign: Till the End of Time |
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Geneco Campaign: #VoyageToProsperity |
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Mars Wrigley Brand: M&M’S Campaign: M&Memes Agencies: TMRW Vietnam, EssenceMediacom Vietnam |
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Mead Johnson Nutrition Brand: Enfagrow Campaign: Mum, This One’s for You: AI Uses Toddlers’ Voices to Create One-of-a-Kind Love Song Agency: Ampersand Advisory |
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TOYOTA Campaign: TOYOTA CITY POP – WINNING HEARTS WITH THE POWER OF POP CULTURE Agency: ADA Global |
29. Best Use of Advocates
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Ace Canning Brand: Homesoy Campaign: Championing Change with Breast Cancer Survivors as Advocates Agency: Ampersand Advisory (Asterisk) |
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Alliance Bank Campaign: By Kids, For Kids: Training the Nation’s Youngest Financial Literacy Champions, garnered 80,000 submissions in 1,461 schools Agencies: Ampersand Advisory, Spark Capital Development |
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Etika Group of Companies Brand: Wonda Coffee Campaign: Keluang Man: Movie partnership creates multichannel magic and moves market share! Agency: Ampersand Advisory |
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Geneco Campaign: Till the End of Time |
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Geneco Campaign: here. sunrise x sunset |
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Geneco Campaign: #VoyageToProsperity |
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Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: PRM Marketing Services (PRMMS) |
30. Best Use of Contests / Promotions
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Cathay Campaign: “Turn Your Everyday Spend Into Your Next Holiday” Agency: Leo Burnett Singapore |
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Diana Unicharm Brand: Diana SuperNight Campaign: Diana SuperNight 3mm – “Không gì bằng Ɛmm” (“Nothing as Wonderful as You, Girl”) Agency: TMRW Vietnam |
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Etika Group of Companies Brand: Pepsi Campaign: From Gold Cups to Festive Cheers: Pepsi’s CNY Campaign Creates Winning Moments! Agency: Ampersand Advisory |
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Geneco Campaign: Till the End of Time |
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Geneco Campaign: here. sunrise x sunset |
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Geneco Campaign: #VoyageToProsperity |
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KANIVA PET FOOD Campaign: Every moment with KANIVA |
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Mead Johnson Nutrition Brand: Enfagrow Campaign: AI Creates Song of Love by Toddlers for Mother’s Day, wins 2 records in 2 countries Agency: Ampersand Advisory |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
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VinFast Brand: VinFast VF 3 Campaign: UNLEASH YOUR PERSONALITY WITH VF 3 Agency: TMRW Vietnam |
31. Best Use of Corporate Social Responsibility
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Ace Canning Brand: Homesoy Campaign: STOP THAT DOT – HOMESOY helps drive 11,000 breast cancer screenings Agency: Ampersand Advisory (Asterisk) |
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Chevron Singapore Brand: Caltex Singapore Campaign: Ayden and Friends CSR Campaign 2024 Agencies: VML Singapore, Wavemaker Singapore |
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DBS Bank Campaign: Rising Together: Restoring Morale Through Purposeful Volunteering |
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DBS Bank Campaign: Hearts in Action: Scaling Impact, Building Belonging |
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Etika Group Of Companies Brand: Goodday Campaign: Record Breaking Growth, Goodday KidSTART Grew 13.5x Bigger Than Before Agency: Ampersand Advisory |
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Geneco Campaign: Till the End of Time |
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Geneco Campaign: here. sunrise x sunset |
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Geneco Campaign: #VoyageToProsperity |
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RHB Singapore Campaign: RHB Touch Hearts 2024 |
32. Best Use of Events
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Alliance Bank Campaign: The Ultimate Elevator Pitch: Malaysia’s First SME Pitch Event & Film Premiere gets 3.4 million views and grows Digital Loan Applications by 54% Agency: Ampersand Advisory |
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CapitaLand Investment Brand: Raffles City Singapore Campaign: Raffles City Beauty Vault |
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Chevron Singapore Brand: Caltex Singapore Campaign: Caltex Yishun Station Opening 2024 Agencies: VML Singapore, Wavemaker Singapore |
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Etika Group of Companies Brand: Calpis Soda Campaign: FOMO and Fizz help create Malaysia’s number 1 TV show in just 3 weeks, driving record sales Agencies: Ampersand Advisory, Media Prima |
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Etika Group Of Companies Brand: Goodday Campaign: Malaysia’s First Ever Senior Esports Team Agencies: Ampersand Advisory, Fishermen Integrated, The Gaming Company |
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Geneco Campaign: Till the End of Time |
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Geneco Campaign: here. sunrise x sunset |
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Geneco Campaign: #VoyageToProsperity |
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Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: PRM Marketing Services (PRMMS) |
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KANIVA PET FOOD Campaign: Every moment with KANIVA |
33. Best Use of Experiential / Live Marketing
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Alliance Bank Campaign: The Ultimate Elevator Pitch: A live competition that drives 3.4 million views and helps grow Digital Loan Disbursements by 20% Agency: Ampersand Advisory |
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Chevron Singapore Brand: Caltex Singapore Campaign: Caltex Yishun Station Opening 2024 Agencies: VML Singapore, Wavemaker Singapore |
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Etika Group Of Companies Brand: Wonda Coffee Campaign: Wonda scores a winning goal with FAM and Harimau Malaysia Agency: Ampersand Advisory |
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Geneco Campaign: Till the End of Time |
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Geneco Campaign: #VoyageToProsperity |
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Geneco Campaign: here. sunrise x sunset |
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Kopitiam Investment Brand: Lau Pa Sat Campaign: Lau Pa Sat 130th Anniversary |
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Schroder Investment Management (Singapore) Brand: Schroders Campaign: Schroders ISF Global Credit Income (GCI) Fund |
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VinFast Brand: VinFast VF 3 Campaign: UNLEASH YOUR PERSONALITY WITH VF 3 Agency: TMRW Vietnam |
34. Best Use of Gamification
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Alliance Bank Campaign: AEIOU: Gamifying Financial Literacy garnered 80,000 submission and 1,461 Schools Agencies: Ampersand Advisory, Spark Capital Development |
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CapitaLand Investment Brand: CapitaStar Campaign: Celebrating CapitaStar’s Claw-Some Birthday! |
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DBS Bank Campaign: POSB Coin Chaos |
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DBS Bank Campaign: Play to Engage: The I M POSSIBLE Metaverse Experience |
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Diana Unicharm Brand: Diana SuperNight Campaign: Diana SuperNight 3mm – “Không gì bằng Ɛmm” (“Nothing as Wonderful as You, Girl”) Agency: TMRW Vietnam |
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Etika Group of Companies Brand: Pepsi Campaign: From Gold Cups to Festive Cheers: Pepsi’s CNY Campaign Creates Winning Moments! Agency: Ampersand Advisory |
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Etika Group Of Companies Brand: Goodday Campaign: Legitimizing Esports, Driving Sales With Malaysia’s First Ever Esports Month Agencies: Ampersand Advisory, Fishermen Integrated, The Gaming Company |
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Geneco Campaign: #VoyageToProsperity |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
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VinFast Brand: VinFast VF 3 Campaign: UNLEASH YOUR PERSONALITY WITH VF 3 Agency: TMRW Vietnam |
35. Best Use of Influencers
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Ace Canning Brand: Homesoy Campaign: 6 Breast Cancer Survivors become real-life Influencers Agency: Ampersand Advisory (Asterisk) |
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Diana Unicharm Brand: Diana SuperNight Campaign: Diana SuperNight 3mm – “Không gì bằng Ɛmm” (“Nothing as Wonderful as You, Girl”) Agency: TMRW Vietnam |
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Geneco Campaign: here. sunrise x sunset |
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Geneco Campaign: #VoyageToProsperity |
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Geneco Campaign: Till the End of Time |
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KANIVA PET FOOD Campaign: Every moment with KANIVA |
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KANIVA PET FOOD Campaign: KANIVA Time to heal, joy & share (2025) |
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Loob Holding Brand: Tealive Malaysia Campaign: From Influence to Impact: How Our Flavour Translators Reshaped Customer Loyalty Agency: Ampersand Advisory |
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Mars Wrigley Brand: M&M’S Campaign: M&Memes Agencies: TMRW Vietnam, EssenceMediacom Vietnam |
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VISIT IOI RESORT CITY Campaign: VISIT IOI RESORT CITY: THINK AGAIN Agencies: COLLAB, HANNGEVENT |
36. Best Use of Integrated Media
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Ace Canning Brand: Homesoy Campaign: HOMESOY’s STOP THAT DOT – Multichannel Approach creates Breast Cancer Awareness and drives 11,000 screenings Agency: Ampersand Advisory (Asterisk) |
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Diana Unicharm Brand: Diana SuperNight Campaign: Diana SuperNight 3mm – “Không gì bằng Ɛmm” (“Nothing as Wonderful as You, Girl”) Agency: TMRW Vietnam |
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Etika Group of Companies Brand: Calpis Soda Campaign: FOMO and Fizz help create Malaysia’s number 1 TV show in just 3 weeks, driving record sales Agencies: Ampersand Advisory, Media Prima |
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Etika Group of Companies Brand: Wonda Coffee Campaign: Keluang Man: Movie partnership creates multichannel magic and moves market share! Agency: Ampersand Advisory |
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Etika Group of Companies Brand: Goodday Campaign: Legitimizing Esports, Driving Sales With Malaysia’s First Ever Esports Month Agencies: Ampersand Advisory, Fishermen Integrated, The Gaming Company |
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Geneco Campaign: here. sunrise x sunset |
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Geneco Campaign: #VoyageToProsperity |
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MPT Mobility Brand: MPT DriveHub Campaign: MPT DriveHub: #DriveYourWay Agency: CUE Group |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
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Syngenta Asia Pacific Campaign: Syngenta ePartnerGrow® Agency: PRM Marketing Services (PRMMS) |
37. Best Use of Social Media
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AIA Singapore Campaign: Enabling Healthier, Longer, Better Lives through AlA Ultimate Critical Cover and Partnership with Tottenham Hotspur |
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Arctic Fitness Campaign: Chill. Build. Belong. The Arctic Fitness Social Launch Story. Agency: For The Optics |
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CapitaLand Investment Brand: Raffles City Singapore Campaign: Raffles City Beauty Vault Agency: Yatta Workshop |
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Chevron Singapore Brand: Caltex Singapore Campaign: Caltex Fuels your Passion Campaign 2024 Agencies: Wavemaker Singapore, VML Singapore |
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Diana Unicharm Brand: Diana SuperNight Campaign: Diana SuperNight 3mm – “Không gì bằng Ɛmm” (“Nothing as Wonderful as You, Girl”) Agency: TMRW Vietnam |
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Farm Fresh Brand: Farm Fresh Choco Malt Campaign: Bawa Balik Yang ‘Itu’ Agency: Edelman Malaysia |
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ION Orchard Campaign: Celebrating 15 years of ION Orchard Agency: TEAM LEWIS |
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Mars Wrigley Brand: M&M’S Campaign: M&Memes Agencies: TMRW Vietnam, EssenceMediacom Vietnam |
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Millennium Hotels and Resorts Brand: MyMillennium Campaign: MyMillennium: Beyond the Scroll Agency: Wordsmithery |
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Singlife Campaign: Singlife Account |
38. Best Use of Technology
| ALH Hotels Campaign: Spin the Stakes Agency: Wink |
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Boustead Petroleum Marketing Brand: BHPetrol Campaign: Fuel More, Get More |
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Diana Unicharm Brand: Diana SuperNight Campaign: Diana SuperNight 3mm – “Không gì bằng Ɛmm” (“Nothing as Wonderful as You, Girl”) Agency: TMRW Vietnam |
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Economic Development Board Brand: Singapore Global Network Campaign: SGN’s National Day Celebration Global Programme 2024 – SG @ Home Agency: Pico Art International |
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Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: PRM Marketing Services (PRMMS) |
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MPT Mobility Brand: MPT DriveHub Campaign: MPT DriveHub: #DriveYourWay Agency: CUE Group |
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Nufarm Indonesia Brand: Nufarm Campaign: Grow-Together Agency: PRM Marketing Services (PRMMS) |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
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Sony Campaign: Sony Car Audio & Digital Imaging Campaign Agency: Wink |
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VISIT IOI RESORT CITY Campaign: VISIT IOI RESORT CITY: THINK AGAIN Agencies: COLLAB, HANNGEVENT, 3d ADVERTISERS |
39. Best Use of User-Generated Content
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Ace Canning Brand: Homesoy Campaign: Breast Cancer Survivors start a movement to drive 11,000 cancer screenings Agency: Ampersand Advisory (Asterisk) |
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Alliance Bank Campaign: The Ultimate Elevator Pitch connects with SMEs using unique UGC content, driving 3.4 million views and helps drive 20% business growth! Agency: Ampersand Advisory |
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Diana Unicharm Brand: Diana SuperNight Campaign: Diana SuperNight 3mm – “Không gì bằng Ɛmm” (“Nothing as Wonderful as You, Girl”) Agency: TMRW Vietnam |
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Hewlett Packard Enterprise Campaign: HPE Networking Instant On ACTION Partner Club Agency: PRM Marketing Services (PRMMS) |
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KANIVA PET FOOD Campaign: KANIVA Time to heal, joy & share (2025) |
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KANIVA PET FOOD Campaign: Every moment with KANIVA |
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Mead Johnson Nutrition Brand: Enfagrow Campaign: Honoring A+ Mums: Enfagrow’s AI-Powered UGC Campaign for Mother’s Day Agency: Ampersand Advisory |
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VinFast Brand: VinFast VF 3 Campaign: UNLEASH YOUR PERSONALITY WITH VF 3 Agency: TMRW Vietnam |
40. Best User Experience
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Etika Group Of Companies Brand: Wonda Coffee Campaign: Wonda 10th Anniversary : Creating An Unforgettable Sensorial Ride Agency: Ampersand Advisory |
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Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: PRM Marketing Services (PRMMS) |
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MPT Mobility Brand: MPT DriveHub Campaign: MPT DriveHub: #DriveYourWay Agency: CUE Group |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
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Sony Campaign: Sony Car Audio & Digital Imaging Campaign Agency: Wink |
RELATIONSHIP CATEGORIES
41. Best Customer Relationship Management Strategy
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Chevron Singapore Brand: Caltex Singapore Campaign: Caltex Rewards Agency: Epsilon |
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Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: PRM Marketing Services (PRMMS) |
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RHB Singapore Campaign: RHB CNY Client Appreciation Dinner |
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Samsung Asia Campaign: Launch of Samsung Galaxy S and Z series Agency: Digitas Singapore |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
42. Best Customer Retention Strategy
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ABB Sakti Industri Brand: ABB Campaign: ABB Star Reward Agency: LOYALID – Loyal Member Indonesia |
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Boustead Petroleum Marketing Brand: BHPetrol Campaign: Fuel More, Get More |
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Caring Pharmacy Retail Management Brand: CARiNG Pharmacy Campaign: Mom & Cutie |
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Chevron Singapore Brand: Caltex Singapore Campaign: Caltex Rewards Agency: Epsilon |
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Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: PRM Marketing Services (PRMMS) |
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KANIVA PET FOOD Campaign: Kaniva – Celebrate Loyalty, Share the Joy (2025) |
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Mead Johnson Nutrition Brand: Enfagrow Campaign: AI Creates Song of Love by Toddlers for Mother’s Day, wins 2 records in 2 countries Agency: Ampersand Advisory |
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Nufarm Indonesia Brand: Nufarm Campaign: Grow-Together Agency: PRM Marketing Services (PRMMS) |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
43. Best Use of Consumer Insights / Data Analytics
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Ace Canning Brand: Homesoy Campaign: From Insights to Impact: Elevating HOMESOY Sales Agency: Ampersand Advisory (Asterisk) |
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Chevron Singapore Brand: Caltex Singapore Campaign: Caltex Rewards Agency: Epsilon |
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DBS Bank Campaign: Negative Customer Impact (NCI) |
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Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: PRM Marketing Services (PRMMS) |
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Kawan Lama Group Brand: Ruparupa Rewards Campaign: Personalised Consumable Product Campaign to Increase Members Frequency |
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Loob Holding Brand: Tealive Malaysia Campaign: Turning Curiosity into Confidence: Harnessing Influencers for Audience Growth Agency: Ampersand Advisory |
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Nufarm Indonesia Brand: Nufarm Campaign: Grow-Together Agency: PRM Marketing Services (PRMMS) |
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Samsung Asia Campaign: Launch of Samsung Galaxy S and Z series Agency: Digitas Singapore |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
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The 1, Central Group Campaign: The 1 Insight – Transforming Loyalty Through Data-Led Intelligence |
44. Best Use of Content Marketing
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Alliance Bank Campaign: The Ultimate Elevator Pitch connects with SMEs using unique UGC content, driving 3.4 million views and helps drive 20% business growth! Agency: Ampersand Advisory |
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Diana Unicharm Brand: Diana SuperNight Campaign: Diana SuperNight 3mm – “Không gì bằng Ɛmm” (“Nothing as Wonderful as You, Girl”) Agency: TMRW Vietnam |
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Etika Group Of Companies Brand: Goodday Campaign: Malaysia’s First Ever Senior Esports Team Agencies: Ampersand Advisory, Fishermen Integrated, The Gaming Company |
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Etika Group Of Companies Brand: Calpis Soda Campaign: FOMO and Fizz help create Malaysia’s number 1 TV show in just 3 weeks, driving record sales Agencies: Ampersand Advisory, Media Prima |
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Etika Group Of Companies Brand: Pepsi Campaign: From Can Design to Campaign Anthem: A Celebration Told by East Malaysians Agency: Ampersand Advisory |
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Geneco Campaign: Till the End of Time |
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Geneco Campaign: #VoyageToProsperity |
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Singtel Campaign: A Date With Spring Agency: Akanga Film Asia |
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TOYOTA Campaign: TOYOTA CITY POP – WINNING HEARTS WITH THE POWER OF POP CULTURE Agency: ADA Global |
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VinFast Brand: VinFast VF 3 Campaign: UNLEASH YOUR PERSONALITY WITH VF 3 Agency: TMRW Vietnam |
45. Best Use of Direct Marketing
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Chevron Singapore Brand: Caltex Singapore Campaign: Caltex Yishun Station Opening 2024 Agencies: VML Singapore, Wavemaker Singapore |
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Geneco Campaign: #VoyageToProsperity |
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Geneco Campaign: Till the End of Time |
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Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: PRM Marketing Services (PRMMS) |
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Nestlé Malaysia Brand: MILO® Campaign: Data-Led CRM Doubled Contest Participation and Sales for MILO Malaysia Agency: Digitas Malaysia |
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Standard Chartered Bank Singapore Campaign: SC Beyond Credit Card Agency: W/E + Partners |
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Syngenta Asia Pacific Campaign: Syngenta ePartnerGrow® Agency: PRM Marketing Services (PRMMS) |
46. Best Use of Mobile
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Ace Canning Brand: Homesoy Campaign: Advocating breast cancer screenings using mobile Agency: Ampersand Advisory (Asterisk) |
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Alliance Bank Campaign: The Ultimate Elevator Pitch targets SMEs on mobile, gains 3.4 million views for content and grows loan disbursements by 20%! Agency: Ampersand Advisory |
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Mead Johnson Nutrition Brand: Enfagrow Campaign: AI Creates Song of Love by Toddlers for Mother’s Day through Mobile, wins 2 records Agency: Ampersand Advisory |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
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Syngenta Asia Pacific Campaign: Syngenta ePartnerGrow® Agency: PRM Marketing Services (PRMMS) |
47. Best Personalisation in Relationship Marketing
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Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: PRM Marketing Services (PRMMS) |
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Kawan Lama Group Brand: Ruparupa Rewards Campaign: Ruparupa Rewards – Kawan Lama Group Coalition Loyalty Program |
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Mead Johnson Nutrition Brand: Enfagrow Campaign: AI + Toddlers = 2 Records + Mums Hearts Agency: Ampersand Advisory |
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Nestlé Malaysia Brand: MILO® Campaign: Data-Led CRM Doubled Contest Participation and Sales for MILO Malaysia Agency: Digitas Malaysia |
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Schroder Investment Management (Singapore) Brand: Schroders Campaign: Schroders ISF Global Credit Income (GCI) Fund |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
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The 1, Central Group Campaign: The 1 – Hyper-Personalised Relationships, Powered by MarTech Intelligence |
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VinFast Brand: VinFast VF 3 Campaign: UNLEASH YOUR PERSONALITY WITH VF 3 Agency: TMRW Vietnam |
48. Best Use of Relationship Marketing – B2B
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Alliance Bank Campaign: The Ultimate Elevator Pitch Strengthens B2B Relationships with SMEs, drives 3.4 million views and helps Increase Loan disbursements by 54% Agency: Ampersand Advisory |
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Hewlett Packard Enterprise Campaign: HPE Engage & Grow Agency: PRM Marketing Services (PRMMS) |
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KANIVA PET FOOD Campaign: Kaniva – Celebrate Loyalty, Share the Joy (2025) |
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RHB Singapore Campaign: RHB Chinese New Year Client Appreciation Dinner 2025 |
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Schroder Investment Management (Singapore) Brand: Schroders Campaign: Schroders ISF Global Credit Income (GCI) Fund |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agencies: PRM Marketing Services (PRMMS) |
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Singtel Campaign: Singtel Red Alliance Agency: Hogarth Worldwide |
49. Best Use of Relationship Marketing – B2C
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Fujioh International Trading Brand: Fujioh Campaign: Fujioh Singapore Agency: PRM Marketing Services (PRMMS) |
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Geneco Campaign: Till the End of Time |
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Geneco Campaign: here. sunrise x sunset |
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Geneco Campaign: #VoyageToProsperity |
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Inchcape Singapore Brand: Toyota Campaign: Toyota Always Agency: PRM Marketing Services (PRMMS) |
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Shell International Petroleum Campaign: Shell Advantage Rewards (SHARE) Agency: PRM Marketing Services (PRMMS) |
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Standard Chartered Bank Singapore Brand: SC Beyond Credit Card Campaign: Agency: W/E + Partners |
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VinFast Brand: VinFast VF 3 Campaign: UNLEASH YOUR PERSONALITY WITH VF 3 Agency: TMRW Vietnam |
TALENT CATEGORIES
50. Team of the Year – Agency
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Digitas Singapore |
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Epsilon |
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PRM Marketing Services (PRMMS) |
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Wink |
51. Team of the Year – Brand
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Hewlett Packard Enterprise: |
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Millennium Hotels and Resorts |
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RHB Singapore |
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VISIT IOI RESORT CITY |