The Loyalty & Engagement Awards are back for a 7th year!

Supporting Marketing magazine’s mission to elevate marketing standards

and practices across the APAC region, these awards will seek to recognise

and reward excellence in consumer-centric marketing activities.

The only awards in the Asia Pacific region to focus completely on

customer loyalty and engagement, entries are sought from across South

Asia, Southeast Asia and ANZ regions*.

Entries are welcomed from any company (public, private or NGO) or from

partners/agencies entering on behalf of their clients. All entrants should

be based in the eligible regions.

Entries will be judged on the following criteria – Context, Strategy, Activity

and Response.

Finalists and winners will be celebrated at the gala dinner ceremony

on Friday 12 July 2019 at the Fullerton Hotel, Singapore.

*Countries in the eligible regions include the following:

Australia, Bangladesh, Bhutan, Brunei, Cambodia, East Timor, India,

Indonesia, Laos, Malaysia, Maldives, Myanmar, Nepal, New Zealand,

Pakistan, Papua New Guinea, Philippines, Singapore, Sri Lanka, Thailand

and Vietnam

Gold, Silver and Bronze titles will be awarded in each category.

Four “Best of Show” overall trophies will be awarded to the leading

performers across all the categories.

Engagement

1. Best Employee Engagement Strategy

2. Best Engagement Strategy – B2B (NEW)

3. Best Engagement Strategy – B2C (NEW)

4. Best Engagement Strategy – Specific Audience (NEW)

5. Best Online Experience (NEW)

6. Best Use of Advocates

7. Best Use of Contests/ Promotions

8. Best Use of CSR

9. Best Use of Experiential/ Live Marketing

10. Best Use of Gamification

11. Best Use of Influencers

12. Best Use of Integrated Media

Loyalty

13. Best Card Based Loyalty Programme

14. Best Loyalty Programme – Fashion & Beauty (NEW)

15. Best Loyalty Programme – Food & Beverage

16. Best Loyalty Programme – Financial/ Insurance (NEW)

17. Best Loyalty Programme – Launch/ Re-launch (NEW)

18. Best Loyalty Programme – Lifestyle (NEW)

19. Best Loyalty Programme – Luxury (NEW)

20. Best Loyalty Programme – Retailer

21. Best Loyalty Programme – Travel/ Hospitality

22. Best Partnership in a Loyalty Programme

23. Best Regional Loyalty Campaign

24. Most Innovative Loyalty Programme

25. Best Use of Rewards & Incentives

Relationships

26. Best CRM Strategy

27. Best Customer Experience

28. Best Use of Consumer Insights/ Data Analytics

29. Best Use of Direct Marketing

30. Best Use of Mobile

31. Best Use of Relationship Marketing – B2B

32. Best Use of Relationship Marketing – B2C

33. Best Use of Social Media

34. Best Use of Technology

Best of Show

35. Engagement Agency of the Year (Not for Entry)

36. Loyalty Agency of the Year (Not for Entry)

37. Relationship Marketing Agency of the Year (Not for Entry)

38. L&E 2019 Brand of the Year (Not for Entry)

Please read the following instructions and specific category requirements

to ensure your entries are submitted successfully.

The entry deadline is 3 May 2019 (Friday).

All entries, supporting documents and required items must be submitted

online at: https://awards.marketing-interactive.com/le-awards-sg/

Key DatesEntries Close: 3 May 2019 (Friday)

Finalists Announced: 7 June 2019 (Friday)

Awards Ceremony: 12 July 2019 (Thursday)

JudgingThe Loyalty & Engagement Awards judging panel is completely

independent and comprises of senior, client-side marketers. Judges will be

divided into groups to ensure that no judge can receive or review a

category, and its associated entries, that their company or a competitor

may have entered.

Judges will score entries within each category, whereby a final score sheet

will be compiled and a list of finalists announced once scores are

tabulated. View the section on „Judging Criteria‟ to check out the four clear

sections that judges will assess.

The judges‟ decisions are final. Marketing magazine or LighthouseIndependent Media Pte Ltd does not partake in any step of the judging.

However, the organisers reserve the right to disqualify any incomplete

entries or entries deemed to be misleading and/ or modified for awards

entry at any stage. Any entries withdrawn or disqualified are still payable

and will not be refunded.

EligibilityEntries should reflect results achieved during the period July 2018 to

June 2019.

All categories are open to marketing teams in client organisations

across the South Asia, Southeast Asia and ANZ regions*.

The organisation may be privately-owned, government, or NGOs.

Agencies and partners may submit on behalf of their client organisation.

Entrants must have an office in the eligible region, and work must have

been carried out for a single, regional and/ or global market that

includes any of the eligible countries in the specified regions.

All work, campaigns or initiatives must have been conceptualised and

carried out in South Asia, Southeast Asia (SEA) and/ or ANZ regions for

their respective markets, or for markets that include at least one country

in the eligible regions.

Organisations may submit the same campaign/ initiative/ programme/

piece of work in to multiple categories OR different campaigns/

initiatives/ programmes/ pieces of work in to one category. In these

instances, these will be classed as individual entries. There is no limit to

the number entries an organisation may submit, but each individual

submission will be charged as a single entry at SGD 310.

Note: for campaigns/ executions/ projects worked on by more than one

agency (multiple-agencies), only the leading/ main agency will be

credited.

*Entrants from the following countries are eligible: Australia,

Bangladesh, Bhutan, Brunei, Cambodia, East Timor, India, Indonesia,

Laos, Malaysia, Maldives, Myanmar, Nepal, New Zealand, Pakistan,

Papua New Guinea, Philippines, Singapore, Sri Lanka, Thailand and

Vietnam

To ensure that your entries are submitted successfully and are given the

attention they deserve, please read the following instructions and specific

category requirements carefully.

During the online submission process, you will be prompted for the

information on this page. You may wish to prepare them in advance.

Please ensure you enter all details exactly as they should be depicted on

any event collateral leading up to, during, and after the awards night.

All entries, supporting documents and required items must be submitted

online.

FeesStandard Rate: SGD 310 per entry

Tax is applicable to Singapore-based companies.

Payment ModeCredit card (Visa, MasterCard, AMEX)

All entries are non-refundable.

For further enquiries, please contact:

Czarina Solomon

Phone: +65 6423 0329/ +65 8112 6351

Email: czarinas@marketing-interactive.com

Start Registration• Category

• Email address (you will have to key in your email address before you

can proceed with the online submission process)

Contact Person• Full Name

• Company Name

• Job Title

• Email

• Telephone Number

• Mobile Number

• Mailing Address

Entry DetailsThe reflected text should be case-sensitive.

• Name of Campaign/ Programme:

• Name of Organisation:

• A hi-res logo of the Client Organisation

• Name of Brand (if different from Client):

• Name of Agency (if applicable):

• A hi-res logo of Agency (if applicable)

• A hi-res image depicting your campaign/ initiative/ programme to be

used on the awards website and screen on the night of the awards

• Team Credits (Client): Separate team members with a „;‟

e.g. „<full name>, <job title>; < full name>, <job title>‟; etc.

• Team Credits (Agency): Separate team members with a „;‟

e.g. „<full name>, <job title>; < full name>, <job title>‟; etc.

Core SubmissionEach entry must be accompanied by a Core Submission Document

detailing examples adhering to the judging criteria. Please use the

template provided online.

If you are submitting more than one entry, please tailor each entry to its

respective category so the judging panel can fairly assess its merits against

the specific criteria.

The Core Submission Document should contain and elaborate on the

following:

1. Cover page

2. Context (max. 500 words) 10%

3. Strategy (max. 1000 words) 35%

4. Activity (max. 1000 words) 35%

5. Response (max. 500 words) 20%

6. Appendix

a. Supporting documentation (graphs, charts, articles etc.)

Confidentiality

Winners of the Loyalty & Engagement Awards will be featured in

Marketing magazine Singapore and in Marketing‟s e-newsletter.

Any specific information or content intended for judging purposes only

must be clearly indicated in red text or highlighted in red and will not be

used for publication, and will not be disseminated beyond the judging

panel in any way.

Entry Submission FormatsOnly a maximum of 10 supporting files will be allowed.

Filename should not include any special characters like: &, _, ( ), @, #, $,

% etc.

Documents

Core Submission Document: .pdf

Supporting Documents: .pdf, .xls, .ppt, .doc

Images and Logos

File formats: .jpg, .png

Max. file size (for all material) 10MB

Minimum resolution: 300dpi, RGB

Video

Due to system restrictions, please upload any videos to a “public or

unlisted” link on YouTube, and insert the link into your Core Submission

Document. If you password-protect it, do include the access password

in your document.

For further enquiries, please contact:

Czarina Solomon

Phone: +65 6423 0329/ +65 8112 6351

Email: czarinas@marketing-interactive.com

Entrants will be scored against the following criteria.

You should tailor your answers based on the category you are entering.

Keep your answers as concise as possible and do not exceed the

respective criteria word limit.

Recommended Information (where applicable)

• key objectives

• target audience

• budget

• communication channel/s used

• strategic thought behind the idea

• evidence/ metrics showing the marketing objectives were met

All recommended information is designed to aid the jury in understanding

the finalists‟ total performance. As such, judges must agree to a

confidentiality statement, and we ask that you clearly indicate any

confidential information in red text or highlighted in red. This marked

information will not be made public or disseminated beyond the judging

panel in any way.

Context (10%)• Describe the problem or challenge the brand faced. What was the

competitor landscape? What was holding the brand back?

• What were the goals your brand wanted to achieve by tackling the

challenge?

• Who was your target audience in the context of this challenge?

• What strategy were you using before this (if any) and why was it not

working?

Strategy (35%)• Detail the plan devised to address your challenge

• Elaborate on the key considerations for choosing this over other

platforms

• Elaborate on the strategy – timeline, budget, creative and media

considerations, etc.

Activity (35%)• How was the strategy executed and communicated to its audience?

• How did the delivery demonstrate best practice in planning and

execution?

• What was the rationale behind the chosen media platform/s?

Response (20%)• Please provide measurable metrics on the success of your

programme in relation to the goals you wanted to achieve – for

example, financial improvements/ customer satisfaction

improvements/ engagement levels/ membership levels/ interaction

and response levels

• Provide clear statistics where possible

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.

2. 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.

3. 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 any difficulty.

4. 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 to encourage and

empower staff to become external advocates for the brand/ company.

5. Best Engagement Strategy – B2B (NEW)

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.

6. Best Engagement Strategy – B2C (NEW)

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.

7. Best Engagement Strategy – Specific Audience (NEW)

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.

8. Best Loyalty Programme – Fashion & Beauty (NEW)

This category recognises the best loyalty programme designed specifically

for a fashion and/ or beauty brand.

9. Best Loyalty Programme – Food & Beverage

This category recognises the best loyalty programme designed specifically

for a food & beverage product or service.

10. Best Loyalty Programme – Financial/ Insurance (NEW)

This category recognises the best loyalty programme designed specifically

for financial and/ or insurance products or services.

11. Best Loyalty Programme – Launch/ Re-launch (NEW)

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.

12. Best Loyalty Programme – Lifestyle (NEW)

This category recognises the best loyalty programme designed for a brand

offering a service to support and ease their customers‟ lifestyle. This could

include car services, delivery services, online order services etc.

13. Best Loyalty Programme – Luxury (NEW)

This category recognises the best loyalty programme designed

specifically for a luxury brand offering a high-end product or service.

14. 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.

15. 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.

16. Best Online Experience (NEW)

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.

17. Best Partnership in a Loyalty Programme

This category will reward the best loyalty programme led by two

organisations that formed a successful partnership in order to generate

a cohesive outcome and drive loyalty for both 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 benefitted both companies/ brands.

18. 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 of the

eligible markets during the eligibility period.

19. 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 programme.

20. Best Use of Advocates

This category recognises the best strategy or campaign designed to

organically engage an audience to become active advocates 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.

21. 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.

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.

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: improving consumer loyalty and/ or

engagement, as well as generating positive outcomes for society/ the

cause.

24. 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.

25. Best Use of Experiential/ Live Marketing

This category recognises the best use of engagement in a „live‟ setting.

Entrants must demonstrate physical interaction and engagement with

their audience which enhanced brand identification, perception and

advocacy.

26. Best Use of Gamification

This category recognises brands that have used games to engage with

their 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.

27. 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).

28. 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 use of integrated marketing tactics.

29. Best Use of Mobile

This category recognises the programme that most successfully built

strong ties and meaningful connection with consumers using a

mobile platform. Entrants should be able to demonstrate a heightened

usage and returning loyalty amongst the target customer base.

30. 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.

31. Best Use of Relationship Marketing – B2C

This category recognises B2C campaigns/ strategies/ programmes that

focus on building long-term engagement and emotional connections

between consumer and brand. 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.

32. Best Use of Rewards & Incentives

This category celebrates the brand which best leveraged on rewards and

incentives to cultivate customer loyalty. Entrants must be able to

demonstrate how the rewards/ incentives strategy increased customer

loyalty and/ or engagement.

33. Best Use of Social Media

This category recognises the programme that most successfully built strong

ties and a recurring or ongoing connection with consumers using a social

media platform.

34. Best Use of Technology

This category is for the brand which has used any technology platform to

enhance customer loyalty. This can encompass e-commerce websites, social

media, mobile apps, gaming etc.

BEST OF SHOW35. Engagement Agency of the Year (Not for Entry)

This prestigious honour will be awarded to the agency which has

performed best across all engagement categories.

36. Loyalty Agency of the Year (Not for Entry)

This prestigious honour will be awarded to the agency which has

performed best across all loyalty categories.

37. Relationship Marketing Agency of the Year (Not for Entry)

This prestigious honour will be awarded to the agency which has

performed best across all relationship marketing categories.

38. L&E 2019 Brand of the Year (Not for Entry)

This prestigious honour will be awarded to the brand which has

performed best across all L&E categories.

The overall winner is decided based the following weightage per

segment. The entrant who scores the highest points will be crowned

overall winners.

Gold – 4 points

Silver – 2 points

Bronze – 1 point

Entry fees are non-refundable. Should your entry be shortlisted, the entry

details you provide on your Entry Details and Core Submission Document

will be used on all awards materials including the website, awards

presentation slides and trophy (presented on the awards night, should you

win). The reflected text will be case-sensitive.

Without prior notice, Marketing magazine reserves the right to add, merge

or dissolve any categories should it be deemed necessary.

Should a category or categories be dissolved, entries in that category/

categories will not be refunded. In cases whereby the number of

participating entries is less than five (5) in a single category, Marketingmagazine reserves the right to cancel the category.

The entrant agrees that Marketing magazine or Lighthouse IndependentMedia Pte Ltd will not accept responsibility for errors or omissions

reproduced in the presentation of Marketing magazine or for work lost or

corrupted under any circumstances.

Finalists may be covered in Marketing magazine and/or e-newsletter,

using information from the entries. If there is any specific information or

content not intended for publication, please clearly indicate in red text or

highlight in red in your Core Submission Document.

The entrant, otherwise, grants Marketing magazine permission to show

material from the entries at the awards presentation, in the magazine and

at such times as deemed appropriate.

Important

Organisations may submit the same campaign/ initiative/ programme/

piece of work in to multiple categories OR different campaigns/

initiatives/ programmes/ pieces of work in to one category. In these

instances, these will be classed as individual entries. There is no limit to

the number entries an organisation may submit, but each individual

submission will be charged as a single entry at SGD 310.

Please note that after the submission deadline, all information on the

Entry Details and Core Submission Document, including company

names, credits and so on, are FINAL and can NOT be changed and/ or

transferred to another party. Entrants who make any changes after the

submission period will be charged an additional 10% of the entry fee

per change.

Finalists need to be present, or appoint a representative to be present,

at the awards gala dinner in order to receive their trophy(ies), in case

they win.

For further enquiries, please contact:

Czarina Solomon

Phone: +65 6423 0329/ +65 8112 6351

Email: czarinas@marketing-interactive.com