Shell and PRMMS win big at the Loyalty & Engagement Awards 2024

With three gold, seven silver, and four bronze trophies from their campaign ‘Shell Advantage Rewards (SHARE)’, Shell International Petroleum took home the L&E Brand of the Year title at MARKETING-INTERACTIVE’s 12th edition of the Loyalty & Engagement Awards. The categories that they made waves in included ‘Best Use of Gamification’, ‘Best Use of Mobile’, and ‘Best Use of Relationship Marketing – B2C’.

Right behind was Hewlett Packard Enterprise with their campaigns ‘HPE ENGAGE & GROW’ and ‘HPE Networking Instant On ACTION Partner Club’ that won them four gold, three silver, and six bronze trophies. Another distinguished winner was Geneco with two gold, six silver and four bronze from their campaigns ‘#GenecoFiVesta’, ‘#MySecretGarden’ and ‘The Magic of Hope’. FairPrice Group, Watson's Personal Care Stores, Abbott Products Indonesia, DBS Bank, and Pan Pacific Hotels Group were also among the brands that impressed the jury panel.

In addition to the L&E Brand of the Year, there were three other overall titles presented during the event, recognising exceptional agencies across three pivotal domains: Loyalty, Engagement, and Relationship Marketing.

PRM Marketing Services (PRMMS) hit the jackpot with the Loyalty, Engagement and Relationship Marketing Agency of the Year Awards after receiving a grand total of eight gold, nine silver, and eleven bronze trophies. Their partnerships included Hewlett Packard Enterprise, Inchcape Singapore, Shell International Petroleum, and Syngenta Asia Pacific. The categories that they aced included ‘Best Engagement Strategy – B2B’, ‘Best Use of Gamification’ and ‘Best Engagement Strategy – Specific Audience’ with the campaigns ‘HPE ENGAGE & GROW’, ‘Shell Advantage Rewards (SHARE)’, and ‘Syngenta ePartnerGrow’.

Under the Engagement segment, Ogilvy Singapore also impressed the judges with their campaigns ‘Play for Good’ for HSBC Singapore and ‘AIA Centurion PA’ and ‘AIA Health360’ for AIA Singapore. As for the Loyalty segment, Capillary Technologies was close behind with their campaigns ‘How Shell stands out in the Indian Market using Shell V-Power Rewards’ for Shell, ‘How Tata x Capillary Built & Scaled One of Largest Coalition Program to 100mn Registered Users.’ For Tata Group and ‘JASPAL: Crafting a Trendsetting Legacy with 87% Loyalty Growth’ for Jaspal Group. Lastly, in second place for the Relationship Marketing agency, was MRM Singapore with the campaigns ‘The 5% Pledge’ for Cigna and ‘Friso Ecosystem’ for Friesland Campina.

This year's judging has been a whirlwind of inventive flair and groundbreaking ideas. Our heartfelt gratitude goes out to our esteemed panel of judges for their unwavering dedication and meticulous assessment, ensuring that each submission received the thorough review it deserved.

We also extend our sincerest thanks to our stellar platinum sponsor, PRM Marketing Services (PRMMS), and silver sponsor, Capillary Technologies, for their invaluable support. Special appreciation is also reserved for our official beer partners, Heineken Silver and Tiger SOJU, whose contribution added an extra sparkle to the electrifying atmosphere of the event at Shangri-La Singapore on the 14^th of June 2024.

The entire team at MARKETING-INTERACTIVE proudly extends congratulations to all the deserving winners across their respective categories. For a comprehensive list of the esteemed honourees, we invite you to explore the complete winners' list available here.