Loyalty & Engagement Awards 2022 finalists announced

The shortlist for the ninth annual Loyalty & Engagement Awards 2022 has officially been revealed. The Loyalty & Engagement Awards is the only awards in the Asia Pacific region to reward the best loyalty and engagement campaigns designed to attract, retain, and appreciate an organisation’s biggest advocates – their customers and their people.

This year, there were 43 categories open for entry, including two new categories: Best Loyalty Programme - eCommerce and Best Omni-Channel Strategy, with entrants being able to take home coveted titles, Loyalty Agency of the Year, Engagement Agency of the Year, Relationship Marketing Agency of the Year and L&E 2022 Brand of the Year.

Judged by an independent panel of 30 industry experts and senior marketers, these judges brought their vast experience and knowledge to the table.

Jury member, Jason Ong, head of customer relations (CRM and partnership), Eu Yan Sang Singapore, said: "It is great to see more businesses investing big in customer engagement and loyalty to drive growth. Many entries had shown that their investments had paid off achieving their business objectives! Well done!”

Additionally, Nicholas Goh, head of digital marketing and CRM, Abbott Nutrition Malaysia, added: "This year’s entries were extremely tough to score as more and more brands begin to realise the importance and benefit of having loyalty programs to better understand their audience to create better engagement and retention. It’s hard to pick a standout winner!” 

The winners will be revealed on 12 August 2022. Stay tuned for updates!  

Who will take home the crown in 2022? Our judging panel has selected the following finalists:

1. Best Card-Based Loyalty Programme
• The Live Lebih! Campaign, BIGLIFE
• Enrich the Travel and Lifestyle Loyalty Programme, Enrich
• Card-Based Campaigns 2021, PETRONAS Dagangan
• SAFRA Mobile App, SAFRA National Service Association
• True Card, True Digital Group
• UOB Cards Year-End Campaign 2021, UOB

2. Best COVID-19 Response in a Loyalty Campaign
• Enrich the Travel and Lifestyle Loyalty Programme, Enrich
• Frasers eStore, Frasers Property Retail
• Mesra-Visa Kasih Bonanza, PETRONAS Dagangan
• Food Bank Programme, PETRONAS Dagangan

3. Best Loyalty Programme – Fashion & Beauty
• My Erha, Erha
• Timberland, Malaysia, VF Group
• KIPLING| Live. Light, VF Group

4. Best Loyalty Programme – Finance & Insurance
• Go Green with HSBC Cards, HSBC Singapore
• Banking with Year Long Rewards, Maybank
• At Our Best Together, RHB Singapore
• Making Life Brighter, Sun Life Malaysia

5. Best Loyalty Programme – Food & Beverage
• BakmiGMania, Bakmi GM
• Raising the bar - experiential party platform by Drinkies, Drinkies Malaysia
• EXCEPTIONALLY YOURS, Wyeth Nutrition Sduaenam

6. Best Loyalty Programme – eCommerce
• airasia rewards eCommerce Approach, BIGLIFE
• Raising the bar - experiential party platform by Drinkies, Drinkies Malaysia
• LINK REWARDS PROGRAM - Digitally Connecting Customers with Greater Value, NTUC LINK (part of FairPrice Group)
• Viu To Win, Viu Singapore

7. Best Loyalty Programme – Launch / Re-Launch
• Live With Vitality, AIA Singapore
• BakmiGMania, Bakmi GM
• Go Green with HSBC Cards, HSBC Singapore
• My Millennium, Millennium Hotels and Resorts
• Viu To Win, Viu Singapore

8. Best Loyalty Programme – Lifestyle
• Live With Vitality, AIA Singapore
• Jolly Rewards with CapitaStar, CapitaLand Investment
• Raising the bar - experiential party platform by Drinkies, Drinkies Malaysia
• Enrich the Travel and Lifestyle Loyalty Programme, Enrich
• Frasers eStore, Frasers Property Retail
• Childcare Saver, G8 Education
• SAFRA Mobile App, SAFRA National Service Association
• Again My Life (Back in Time), Viu Singapore
• Viu To Win, Viu Singapore

9. Best Loyalty Programme – Retailer
• Jolly Rewards with CapitaStar, CapitaLand Investment
• The Great Frasers Sale – Grab yourself something delightful, Frasers Property Retail
• NTUC Link Rewards Programme : Digitally Connecting Customers with greater value, NTUC LINK (part of FairPrice Group)
• KIPLING| Live. Light, VF Group
• Timberland, Malaysia, VF Group

10. Best Loyalty Programme – Telecommunications
• IMPoin, Indosat Ooredoo Hutchison
• StarHub Rewards – Hello rewards in a snap, StarHub
• TrueYou, True Digital Group
• Informal loyalty - a game beyond points, unifi

11. Best Loyalty Programme – Travel & Hospitality
• My Millennium, Millennium Hotels and Resorts
• SAFRA Mobile App, SAFRA National Service Association
• Lotus Miles, Vietnam Airlines
• Wyndham Rewards, Wyndham Hotels and Resorts

12. Best Partnership in a Loyalty Programme
• The Live Lebih! Campaign, BIGLIFE
• Enrich Hotels, Enrich
• The Great Frasers Sale – Grab yourself something delightful, Frasers Property Retail
• Childcare Saver, G8 Education
• Mesra-Visa Kasih Bonanza, PETRONAS Dagangan
• UOB Cards Year-End Campaign 2021, UOB

13. Best Membership Programme
• airasia rewards Loyalty Programme, BIGLIFE
• Eraclub, Erajaya Swasembada
• My Erha, Erha
• HPE Engage & Grow, Hewlett Packard Enterprise
• My Millennium, Millennium Hotels and Resorts
• SAFRA Mobile App, SAFRA National Service Association
• KIPLING| Live. Light, VF Group
• Again My Life (Back in Time), Viu Singapore

14. Best Regional Loyalty Campaign
• ARUBA ACTION Partner Club, Aruba Networks
• BIG Rewards Day, BIGLIFE
• My FedEx Rewards: Make everyday a little more rewarding, FedEx Express AMEA
• HPE Engage & Grow, Hewlett Packard Enterprise
• My Millennium, Millennium Hotels and Resorts

15. Best Use of Rewards & Incentives
• BIG Rewards Day, BIGLIFE
• Exxon MLC & MMC, ExxonMobil
• My FedEx Rewards: Make everyday a little more rewarding, FedEx Express AMEA
• #ChangeBringsProsperity, Geneco
• HPE Engage & Grow, Hewlett Packard Enterprise
• Mesra-Visa Kasih Bonanza, PETRONAS Dagangan
• #BespokeDesignedByYou, Samsung Singapore
• Dash Rewards, Singtel
• UOB Cards Year-End Campaign 2021, UOB
• Viu To Win, Viu Singapore

16. Best COVID-19 Response - Engagement & CX
• Spreading Joy and Prosperity: Chinese New Year 2022, DBS Bank
• IoT & Robotics @ 24/7 Self-service Branches & Financial Planning Branches, DBS Bank
• Agility in responding to COVID 19, FWD Singapore
• #MaskMarriesVaccine, Gerakan Pakai Masker
• #SamaSamaStop, Johnson & Johnson
• Panasonic nanoe™ X Inhibits Up to 99.99% of Coronaviruses, PANASONIC MALAYSIA
• Mesra-Visa Kasih Bonanza, PETRONAS Dagangan
• Food Bank Programme, PETRONAS Dagangan
• At Our Best Together, RHB Singapore

17. Best Customer Experience
• The First BCA Expoversary Online 2021, Bank Central Asia (BCA)
• Spreading Joy and Prosperity: Chinese New Year 2022, DBS Bank
• Instant Account Opening for Foreigners using Myinfo, DBS Bank
• FWD Easy E-Cancer Quotation Generation Chatbot, FWD Life Insurance
• Stewarding the #HugoExperience, Hugosave
• Fight Deforestation with Ranger Buddies, Mandai Wildlife Group
• StarHub Rewards – Hello rewards in a snap, StarHub
• Creating Brighter Moments, Sun Life Malaysia
• Viu To Win, Viu Singapore
• BELAJAR JADI HEBAT: LOYALTY HEBAT LOUNGE, Wyeth Nutrition Sduaenam

18. Best Employee Engagement Strategy
• Live Well, DBS Bank
• T&O 3Cs: Care, Communicate, and Connect, DBS Bank
• Fulfilled Employees Enabled Empowered Engaged, DBS Bank
• FPG Social Lab, FairPrice Group
• At Our Best Together, RHB Singapore
• #GetMoving Challenge, Sime Darby Oils
• STASHER Benefits, STASH NextGen

19. Best Engagement Strategy – B2B
• Mitra Aqua (Aqua Partners Club), Aqua Danone
• Aruba ACTION Partner Club, Aruba Networks
• E-Huddle Series: Championing Digital Transformation amid the Pandemic, Eastern Communications
• HPE Engage & Grow, Hewlett Packard Enterprise
• Shell Advantage Rewards, Shell International Petroleum
• Ultimate Royale Presented by Twitch, Twitch
• Device Club, XL Axiata

20. Best Engagement Strategy – B2C
• Live With Vitality, AIA Singapore
• POSB Hunt Your Zodiac (HYZ) 2022, DBS Bank
• Everywhere Also See Food, FairPrice Group
• Winning mommies with marketing 4.0, Fonterra Malaysia
• #ChangeBringsProsperity, Geneco
• #GoGreenYourWay with Power Eco Add-on, Geneco
• #uDreamOutOfThisWorld, OSIM Singapore
• #BespokeDesignedByYou, Samsung Singapore
• Shell Advantage Rewards, Shell International Petroleum
• Viu To Win, Viu Singapore

21. Best Engagement Strategy – Specific Audience
• POSB’s Pocket Stories: Tales of Money and Sense, DBS Bank
• Fight Deforestation with Ranger Buddies, Mandai Wildlife Group
• A DATA-ENGINEERED WAY TO OVERACHIEVE LEADS TARGET FOR MERCEDES BENZ A-SERIES, Mercedes Benz Malaysia
• Code; Without Barriers, Microsoft
• SME Audience: Ninja Xpress’ Key to Unlock Digital Opportunity, Ninja Xpress
• Unified banking experience (UBX), RHB Bank
• #BespokeDesignedByYou, Samsung Singapore
• GOMO Half-sized SIM Campaign, Singapore Telecommunications
• Singtel 5G SA: Making The Future A Reality, Singapore Telecommunications
• Again My Life (Back in Time), Viu Singapore

22. Best Omni-Channel Strategy
• Biba.in eCommerce Global Expansion, Biba Fashion
• Jolly Rewards with CapitaStar, CapitaLand Investment
• Winning mommies with marketing 4.0, Fonterra Malaysia
• HPE Engage & Grow, Hewlett Packard Enterprise
• Fight Deforestation with Ranger Buddies, Mandai Wildlife Group
• LINK REWARDS PROGRAM - Digitally Connecting Customers with Greater Value, NTUC LINK (part of FairPrice Group)
• Making Life Brighter, Sun Life Malaysia
• Again My Life (Back in Time), Viu Singapore
• Viu To Win, Viu Singapore

23. Best Online Experience
• Mitra Aqua (Aqua Partners Club), Aqua Danone
• BakmiGMania, Bakmi GM
• Enrich the Travel and Lifestyle Loyalty Programme, Enrich
• FWD Easy E-Cancer Quotation Generation Chatbot, FWD Life Insurance
• With Globe Rewards, we can make every day a G Day, Globe
• Viu To Win, Viu Singapore

24. Best Use of Advocates
• Scared What Scared, AIA Singapore
• AIA Live, AIA Singapore
• Live With Vitality, AIA Singapore
• #GoGreenYourWay with Power Eco Add-on, Geneco
• #ChangeBringsProsperity, Geneco
• Loreal Professional Salon & Hair Expert, Loreal
• Fight Deforestation with Ranger Buddies, Mandai Wildlife Group
• NTU CoHASS Outreach Campaign, NTU CoHASS
• #GetMoving Challenge, Sime Darby Oils
• Again My Life (Back in Time), Viu Singapore

25. Best Use of Contests / Promotions
• Bank Conversion Campaign (Bonus Enrich Points), Enrich
• Epson SureColor Rewards, Epson Singapore
• #GoGreenYourWay with Power Eco Add-on, Geneco
• #ChangeBringsProsperity, Geneco
• My Millennium, Millennium Hotels and Resorts
• Women’s Month Giveaway, Nadeje Cake Shop
• Mesra-Visa Kasih Bonanza, PETRONAS Dagangan
• #BespokeDesignedByYou, Samsung Singapore
• UOB Cards Year-End Campaign 2021, UOB
• Viu To Win, Viu Singapore

26. Best Use of CSR
• Green Pledge + Better Lives Funds, AIA Singapore
• #ChangeBringsProsperity, Geneco
• The HumanKIND Project: Meals That Give, Kenanga Group
• RHB Gives Back, RHB Singapore
• GOMO Donate Your Data #DataForAll, Singtel

27. Best Use of Experiential / Live Marketing
• AIA Live in Singapore, AIA Singapore
• Experience a billboard come to life, DuitNow
• BMW Autoverse, Performance Motors
• Power Up with Singtel 5G, Singapore Telecommunications
• Pog Picks Down Under, Twitch
• Again My Life (Back in Time), Viu Singapore

28. Best Use of Gamification
• Jolly Rewards with CapitaStar, CapitaLand Investment
• DBS Giving Tree, DBS Bank
• POSB Hunt Your Zodiac (HYZ) 2022, DBS Bank
• Experience a billboard come to life, DuitNow
• Christmas Eggs-perience, Frasers Property Retail
• Fight Deforestation with Ranger Buddies, Mandai Wildlife Group
• Hu Tiger Prosperity Dash, Mediacorp
• Dash Town, Singtel
• Informal loyalty - a game beyond points, unifi
• Viu To Win, Viu Singapore

29. Best Use of Influencers
• ASCC Scared What Scared, AIA Singapore
• AIA Live, AIA Singapore
• Smart Cooks, FairPrice Group
• #GoGreenYourWay with Power Eco Add-on, Geneco
• #ChangeBringsProsperity, Geneco
• #uDreamOutOfThisWorld, OSIM Singapore
• Brighter Wellness, Sun Life Malaysia
• Pog Picks Down Under, Twitch
• UOB Cards Year-End Campaign 2021, UOB
• Again My Life (Back in Time), Viu Singapore

30. Best Use of Integrated Media
• Retirement Campaign, AIA Singapore
• Berocca Supercharged Squad 2021, Bayer, Philippines
• POSB Hunt Your Zodiac (HYZ) 2022, DBS Bank
• Experience a billboard come to life, DuitNow
• Go Green with HSBC Cards, HSBC Singapore
• Hu Tiger Prosperity Dash, Mediacorp
• Mesra-Visa Kasih Bonanza, PETRONAS Dagangan
• Power Up with Singtel 5G, Singapore Telecommunications
• Again My Life (Back in Time), Viu Singapore
• Viu To Win, Viu Singapore

31. Best Use of UI / UX Design
• Wealthcare® for everyone, Hugosave
• SAFRA Mobile App, SAFRA National Service Association
• Viu To Win, Viu Singapore

32. Best COVID-19 Response - Relationship Marketing
• AIA Live, AIA Singapore
• #MaskMarriesVaccine, Gerakan Pakai Masker
• Loreal Professional Salon & Hair Expert, Loreal
• Food Bank Programme, PETRONAS Dagangan

33. Best CRM Strategy
• Riding the biggest customer growth story with an increase in 10% active customer base for Domino's Indonesia, Domino’s Pizza Indonesia
• New Enrich Programme: Introducing Fare-Based Accrual, Enrich
• Epson SureColor Rewards, Epson Singapore
• Banking with Year Long Rewards, Maybank
• My Millennium, Millennium Hotels and Resorts
• Shell Advantage Rewards, Shell International Petroleum
• Syngenta ePartnerGrow®, Syngenta Indonesia
• Timberland, Malaysia, VF Group

34. Best Use of Consumer Insights / Data Analytics
• Retirement Campaign, AIA Singapore
• StressWaves, Cigna
• Riding the biggest customer growth story with an increase in 10% active customer base for Domino's Indonesia, Domino’s Pizza Indonesia
• New Enrich Programme: Introducing Fare-Based Accrual & Tier Qualification, Enrich
• Website performance enhancement through refined persona-based targeting and creative, JILBRAVE
• A DATA-ENGINEERED WAY TO OVERACHIEVE LEADS TARGET FOR MERCEDES BENZ A-SERIES, Mercedes Benz Malaysia
• Grow Happy Club, Nestle Indonesia
• Unified banking experience (UBX), RHB Bank
• Shell Advantage Rewards, Shell International Petroleum
• Again My Life (Back in Time), Viu Singapore

35. Best Use of Content Marketing
• ASCC, AIA Singapore
• AIA Live, AIA Singapore
• Everything Food Guides, FairPrice Group
• Everywhere Also See Food, FairPrice Group
• Lunar New Year 2022, Mediacorp
• NTU CoHASS Outreach Campaign, NTU Cohass
• #BespokeDesignedByYou, Samsung Singapore
• Power Up with Singtel 5G, Singapore Telecommunications
• Breaking the fourth wall in interactive storydoing, unifi
• Again My Life (Back in Time), Viu Singapore

36. Best Use of Direct Marketing
• StressWaves, Cigna
• FWD Easy E-Cancer Quotation Generation Chatbot, FWD Life Insurance
• #ChangeBringsProsperity, Geneco
• GUERLAIN Abeille Royale Advanced Youth Watery Oil, GUERLAIN (Singapore, Thailand)
• BMW Autoverse, Performance Motors
• UNFOLDING SUCCESS FOR SAMSUNG GALAXY FOLD3 & FLIP3, Samsung Malaysia
• Unleash the Gates 2021, Stellar Lifestyle
• Viu To Win, Viu Singapore

37. Best Use of Mobile
• StressWaves, Cigna
• Experience a billboard come to life, DuitNow
• FWD Easy E-Cancer Quotation Generation Chatbot, FWD Life Insurance
• Hu Tiger Prosperity Dash, Mediacorp
• BMW Autoverse, Performance Motors
• SAFRA Mobile App, SAFRA National Service Association
• Shell Advantage Rewards, Shell International Petroleum
• #GetMoving Challenge, Sime Darby Oils
• Syngenta ePartnerGrow®, Syngenta Indonesia
• Viu To Win, Viu Singapore

38. Best Use of Relationship Marketing – B2B
• Eastern Communications’ Link VIP Club: Championing High Tech & High Touch amid the Pandemic, Eastern Communications
• HPE Engage & Grow, Hewlett Packard Enterprise
• Code; Without Barriers, Microsoft
• Shell Advantage Rewards, Shell International Petroleum
• Singtel 5G SA: Making The Future A Reality, Singtel Telecommunications
• Ultimate Royale Presented by Twitch, Twitch

39. Best Use of Relationship Marketing – B2C
• StressWaves, Cigna
• BUILDING A CONNECTED ECOSYSTEM FOR NESTLÉ INFANT NUTRITION TO GROW, ENGAGE & RETAIN PARENTS, Nestle Malaysia
• Shell Advantage Rewards, Shell International Petroleum
• Again My Life (Back in Time), Viu Singapore
• Viu To Win, Viu Singapore

40. Best Use of Social Media
• ASCC, AIA Singapore
• POSB’s Pocket Stories: Tales of Money and Sense, DBS Bank
• Everywhere Also See Food, FairPrice Group
• FWD Easy E-Cancer Quotation Generation Chatbot, FWD Life Insurance
• #ChangeBringsProsperity, Geneco
• #GoGreenYourWay with Power Eco Add-on, Geneco
• The HumanKIND Project: Meals That Give, Kenanga Group
• NTU CoHASS Outreach Campaign, NTU CoHASS
• Again My Life (Back in Time), Viu Singapore

41. Best Use of Technology
• StressWaves, Cigna
• Leading the GUM Category through eCommerce, Danone
• In house SMART platform for insurance policy creation and maintenance, FWD Singapore
• HPE Engage & Grow, Hewlett Packard Enterprise
• BMW Autoverse, Performance Motors
• Shell Advantage Rewards, Shell International Petroleum
• Singtel 5G SA: Making The Future A Reality, Singtel Telecommunications
• EMPOWERING COKE TO DELIVER EXCELLENT SOCIAL CUSTOMER SERVICE & BUILD BRAND LOVE WITH AI-POWERED AUTOMATION, The Coca-Cola Company
• Again My Life (Back in Time), Viu Singapore
• Viu To Win, Viu Singapore

42. Team of the Year - Agency
• Bread Butter Bacon
• DDB Group Singapore
• Digital Studio by APRW
• Digitas Malaysia
• DreamsKingdoms
• Edelman Malaysia
• Entropia - Part of Accenture Song

43. Team of the Year - Brand
• AIA Singapore
• CapitaLand Investment
• DBS Bank
• Eastern Communications
• Viu Singapore

Awards Package Enquiries

Adrian Ray

Regional Project Manager

Tel: +65 6423 0329

Whatsapp: +65 8319 2998

Email: adrianr@marketing-interactive.com

Mohanesh Kumar

Regional Project Manager

Tel: +65 6423 0329 ext 230

Whatsapp: +65 9895 3365

Email: mohaneshk@marketing-interactive.com