Awards Categories

Loyalty Categories

1. Best Card-Based Loyalty Programme

This category is open to entrants who developed and used a card-based loyalty programme to generate commercial benefits, as well as offer value to the consumer and enhance customer loyalty. The card-based loyalty programme may have been implemented as a single platform or include integrated digital platforms.

Enter this category now

2. Best Loyalty Programme – Beauty & Wellness *NEW*

This category recognises the best loyalty programme designed specifically for a beauty and / or wellness brand.

Enter this category now

3. Best Loyalty Programme – Entertainment *NEW*

This category recognises the best loyalty programme designed specifically for an entertainment brand and / or service. Entertainment could include gaming, cinemas, theatres, concerts and other such owned-entertainment mediums.

Enter this category now

4. Best Loyalty Programme – Fashion, Apparel & Accessories *NEW*

This category recognises the best loyalty programme designed specifically for a fashion, apparel and / or accessories brand.

Enter this category now

5. Best Loyalty Programme – Food & Beverage

This category recognises the best loyalty programme designed specifically for a food and / or beverage product or service.

Enter this category now

6. Best Loyalty Programme – Financial & Insurance

This category recognises the best loyalty programme designed specifically for financial and / or insurance products or services.

Enter this category now

7. Best Loyalty Programme – Launch / Re-Launch

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

Enter this category now

8. Best Loyalty Programme – Lifestyle

This category recognises the best loyalty programme designed for a brand offering a service or product to support and ease their customers’ lifestyle. This could include car services, delivery services, online services etc.

Enter this category now

9. Best Loyalty Programme – Retailer

This category recognises the best loyalty programme designed specifically for a retailer. This could apply to malls and shopping centres as well as stores with a presence in either online and / or offline space.

Enter this category now

10. Best Loyalty Programme – Telecommunications *NEW*

This category recognises the best loyalty programme designed specifically for a telecommunications company. Telecommunications includes internet, TV, mobile data providers / services etc.

Enter this category now

11. Best Loyalty Programme – Travel & Hospitality

This category recognises the best loyalty programme for a travel product or service. This can encompass airlines, hotels, tour agencies and / or booking sites etc.

Enter this category now

12. Best Partnership in a Loyalty Programme

This category will reward the best loyalty programme led by two or more organisations that formed a successful partnership in order to generate a cohesive outcome and drive loyalty for both (or all) brands. Card-linked offers, redemptions, discounts and entitlements are all valid examples. Entrants should be able to demonstrate how the partnership and campaign(s) specifically benefited both (or all) companies / brands.

Enter this category now

13. Best Regional Loyalty Campaign

This category recognises regional marketing campaigns that were strategically focused on growing and retaining existing customers through incentives. Entrants should outline how the campaign successfully improved customer loyalty and buying behaviour through a strategic customer value proposition. In order to qualify, the marketing campaign should be active and present in at least two Southeast Asian markets during the eligibility period.

Enter this category now

14. Most Innovative Loyalty Programme

This category recognises an organisation that has pushed the boundaries and demonstrated outstanding innovation in a loyalty marketing campaign, initiative or programme using unconventional marketing techniques. Innovation can be anything ranging from a product, service, use of budget, and augmented reality to new technology, apps, systems or programmes.

Enter this category now

15. Best Use of Rewards & Incentives

This category celebrates the brand which best leveraged rewards and incentives to cultivate customer loyalty. Entrants must be able to demonstrate how the rewards / incentives strategy increased customer loyalty and / or engagement.

Enter this category now

Engagement Categories

16. Best Employee Engagement Strategy

This category recognises the most outstanding initiative / strategy by an organisation to improve engagement within its employees and stakeholders. Judges will be looking at the success of the initiative in driving awareness and adoption of a business value / need amongst its employees, and how successful the campaign was in encouraging and empowering staff to become external advocates for the brand / company.

Enter this category now

17. Best Engagement Strategy – B2B

This category recognises the best strategy or campaign designed to drive engagement and promote loyalty and advocacy within a B2B target market. The campaign should demonstrate successful engagement showing tangible audience-related results.

Enter this category now

18. Best Engagement Strategy – B2C

This category recognises the best strategy or campaign designed to drive engagement and promote loyalty and advocacy within a B2C target market. The campaign should demonstrate successful engagement showing tangible audience-related results.

Enter this category now

19. Best Engagement Strategy – Specific Audience

This category recognises the most successful execution of an engagement strategy designed to suit a specific demographic. Specific audience bases could include gender, age group, interest groups (e.g. wellness, racing, esports) and other profiled audiences. The campaign should demonstrate successful engagement showing tangible audience-related results.

Enter this category now

20. Best Online Experience

This category is open to entrants that can demonstrate how they developed and implemented their online UX design to offer a seamless and intuitive experience to satisfy customers’ growing expectations. Entrants should be able to demonstrate an increase in consumer engagement through an improved online experience.

Enter this category now

21. Best Use of Advocates

This category recognises the best strategy or campaign designed to organically engage an audience to become active for a brand, product and / or service. Entries should demonstrate an increased audience engagement and participation, as well as the generation of positive word of mouth from consumers.

Enter this category now

22. Best Use of Contests / Promotions

This category recognises brands that have used contests or promotions to engage with its audience and form a lasting consumer experience, while driving a core marketing objective. The judges will be looking for engagement strategies which have led to an effective call to action.

Enter this category now

23. Best Use of CSR

This category recognises the best engagement strategy, initiative or programme by an organisation for a charity or cause the organisation has a partnership or association with. The organisation should be able to prove the initiative benefited both parties by improving consumer loyalty and / or engagement as well as generating positive outcomes for society / the cause.

Enter this category now

24. Best Use of Experiential / Live Marketing

This category recognises the best use of engagement in a ‘live’ or ‘activated’ setting. Entrants must demonstrate interaction and engagement with its audience which enhanced brand identification, perception and advocacy.

Enter this category now

25. Best Use of Gamification

This category recognises brands that have used games to engage with its audience and form a lasting consumer experience, while driving a core marketing objective. The judges will be looking for gamification strategies which have led to an effective call to action.

Enter this category now

26. Best Use of Influencers

This category recognises the best strategy or campaign designed to increase consumer interest in a brand, product or service and / or change consumers’ attitudes through the use of paid influencers. Judges will be looking for campaigns that can best demonstrate how the brand was discussed and recommended favourably by consumers following the use of the influencer(s).

Enter this category now

27. Best Use of Integrated Media

This category celebrates the best integrated media campaign which has been used as a tool for engagement to deliver a core marketing objective. The judges are looking for campaigns that reflect efficiency and creativity through the use of integrated marketing tactics.

Enter this category now

28. Best Use of UI / UX Design *NEW*

This category recognises the best design or re-design of a brand or retailer’s website that provides a truly seamless and intuitive user interface as well as user experience to increase consumer engagement.

Enter this category now

Relationship Categories

29. Best CRM Strategy

This category is open to entrants that can demonstrate how they developed and implemented a CRM strategy that successfully built loyalty, helped to retain business and enhanced the customer experience.

Enter this category now

30. Best Customer Experience

This category is open to campaigns / initiatives / programmes that can demonstrate a customer-centric approach and feel, giving the consumers a seamless and intuitive experience. Entrants must demonstrate how they developed the project carefully with the customer in mind, making sure it was easy for their target audience to interact with the brand or respond to a call to action without difficulty.

Enter this category now

31. Best Use of Consumer Insights / Data Analytics

This category will reward the brand that best utilised analytics and data to better understand and engage with its target audience.

Enter this category now

32. Best Use of Content Marketing *NEW*

This category recognises the programme that most successfully built strong ties and meaningful engagement with consumers using content or native advertising / marketing.

Enter this category now

33. Best Use of Direct Marketing

This category will reward the campaign that has been able to reach existing and potential clients, influence buying behaviour and / or participation, and improve customer retention and satisfaction. The campaign could be social, digital, email, mail etc. and should be designed to evoke an immediate response and compel prospects to take specific action.

Enter this category now

34. Best Use of Mobile

This category recognises the programme that most successfully built strong ties and meaningful engagement with consumers using a mobile platform. Entrants should be able to demonstrate an improved connection and loyalty amongst the target customer base.

Enter this category now

35. Best Use of Relationship Marketing – B2B

This category recognises B2B campaigns / strategies / programmes that focus on building long-term engagement. Judges will be looking for entries that go above and beyond intrusive advertising and sales messages and focus on enhancing loyalty through open communication and personalised messaging / offers.

Enter this category now

36. Best Use of Relationship Marketing – B2C

This category recognises B2C campaigns / strategies / programmes that focus on building long-term engagement. Judges will be looking for entries that go above and beyond intrusive advertising and sales messages and focus on enhancing loyalty through open communication and personalised messaging / offers.

Enter this category now

37. Best Use of Social Media

This category recognises the programme that most successfully built strong ties and meaningful engagement with consumers using a social media platform.

Enter this category now

38. Best Use of Technology

This category is for the brand which has used any technology platform to enhance customer loyalty. This can encompass ecommerce websites, social media, mobile apps, gaming etc.

Enter this category now

Talent Categories

39. Loyalty & Engagement Marketer of the Year

This category recognises outstanding leadership and excellence from a brand-side loyalty & engagement leader who has made a significant impact to their brand’s overall loyalty marketing & engagement campaign, initiative or programme.

Entrants can nominate themselves or a colleague; they should show achievements against objectives and evidence of business impact in the following areas within the eligibility period:

  • Creativity and innovation
  • Strategic thinking
  • Excellent execution
  • New business wins
  • Stability or improvement of the brand’s business performance
  • Having built or maintained a positive working environment for their teams
  • Contribution to the wider industry
  • Any other exceptional achievements or work that especially merits this award

Enter this category now

40. Loyalty & Engagement Team of the Year

This category recognises outstanding work from a brand-side loyalty & engagement team which has made a significant impact to the organization’s overall loyalty marketing & engagement campaign, initiative or programme.

Entrants can use one particular campaign as a case study of evidence to form their entry or can use aspects from various projects, but all work must have taken place within the eligibility period and they must show evidence of:

  • Outstanding achievement in marketing campaigns
  • Creativity and innovation
  • Strategic thinking
  • Excellent execution
  • Successful results against objectives / KPIs
  • Any other exceptional achievements or work that especially merits this award. Manager / agency testimonials are welcomed

Enter this category now

Not For Entry

41. Loyalty Agency of the Year (not for entry)

This title will be awarded to the agency that performs best across all loyalty categories.

42. Engagement Agency of the Year (not for entry)

This title will be awarded to the agency that performs best across all engagement categories.

43. Relationship Marketing Agency of the Year (not for entry)

This title will be awarded to the agency that performs best across all relationship marketing categories.

44. L&E 2020 Brand of the Year (not for entry)

This title will be awarded to the brand that performs best across all Loyalty & Engagement Awards categories.