Award Categories


1. Best Acquisition Strategy (NEW)

This category recognises the most effective acquisition strategy that helps to grow and gain new customers, or widen the customer base of a loyalty program.  

Entrants should demonstrate how the strategy leverages data and creative marketing tactics to acquire new customers, resulting in a growth of client base or positive business outcomes. 

2. Best CRM Strategy

This category recognises the best CRM strategy which has proven to be successful in generating repeat customers and developing a customer base.  

Entries should demonstrate how a CRM strategy was developed and implemented, which successfully built loyalty, helped to retain business and enhanced the customer proposition. 

3. Best CX/UX Strategy

This category recognises the best CX/UX strategy which offers a seamless and intuitive experience to satisfy customers’ growing expectations in a customer-centric approach. 

Entries should demonstrate how the strategy was developed with the customer in mind, making sure it was easy for the target audience to interact with the brand, or increase customer engagement. 

4. Best Eco-Loyalty Campaign (NEW)

This category recognises the best marketing campaign that implemented eco-friendly measures in raising the awareness of sustainability and rewarding the customers for their environmental-friendly actions. It could be any form of approach within the loyalty programme, such as reducing carbon use, promoting reusable product/services, encouraging customers’ sustainable behavior, etc.  

Entries should showcase how their brand is committed to and caring for the environment. It should demonstrate how they generated a long-term impact on the community. 

5. Best Engagement Campaign – Mass Audience

This category recognises the best engagement campaign that was designed for the mass public to drive engagement and achieve a specific marketing outcome. 

Entries should illustrate how the campaign offered high levels of engagement with the mass audience in spreading the brand’s message, and how it left a lingering impact on the audience. 

6. Best Engagement Campaign – Targeted Audience

This category recognises the most successful execution of an engagement strategy designed for a targeted audience (for example, age, gender, demographic) to achieve a specific marketing result. 

Entries should demonstrate how the campaign offered high levels of engagement with the targeted audience in promoting loyalty, and how it left a lingering impact on the audience. 

7. Best Loyalty Campaign

This category recognises the best marketing campaign that was strategically focused on growing and retaining existing customers through incentives. 

Entries should outline how the campaign successfully improved customer loyalty and buying behaviour through a strategic customer value proposition. 

8. Best Loyalty Campaign – Launch/Rebranding

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

Entries should demonstrate the impact of this launch/rebranding strategy had on retaining customers and growing the customer base(s). 

9. Best Loyalty Programme – Fashion & Beauty

This category recognises the best loyalty programme designed to drive engagement and advocacy, specifically for a fashion and/or beauty brand.  

Entries should illustrate how successful the campaign was in increasing customer engagement and building long-term relationships with customers, resulting in a positive business outcome. 

10. Best Loyalty Programme – Finance & Insurance

This category recognises the best loyalty programme designed to drive engagement and advocacy, specifically for the financial and/or insurance industry. 

Entries should illustrate how successful the campaign was in increasing customer engagement and building long-term relationships with customers, resulting in a positive business outcome. 

11. Best Loyalty Programme – Food & Beverage

This category recognises the best loyalty programme designed to drive engagement and advocacy, specifically for a food and beverage product or service.  

Entries should illustrate how successful the campaign was in increasing customer engagement and building long-term relationships with customers, resulting in a positive business outcome. 

12. Best Loyalty Programme – Lifestyle & Entertainment

This category recognises the best loyalty programme designed to drive engagement and advocacy within the lifestyle and entertainment service industry. 

Entries should illustrate how successful the campaign was in increasing customer engagement and building long-term relationships with customers, resulting in a positive business outcome. 

13. Best Loyalty Programme – Retail

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

Entries should illustrate how successful the campaign was in attracting new customers and increasing customer engagement, resulting in a positive business outcome. 

14. Best Loyalty Programme – Travel & Hospitality

This category recognises the best loyalty programme designed to drive engagement and advocacy in the travel and hospitality service industry. This can encompass or include airlines, hotels, tour agencies and/or booking sites. 

Entries should illustrate how successful the campaign was in increasing customer engagement and building long-term relationships with customers, resulting in a positive business outcome. 

15. Best Membership Programme

This category recognises the best loyalty programme that uses membership to generate commercial benefits, as well as offering value to the consumer and enhancing customer loyalty. 

Entries should demonstrate how it cultivated and enhanced loyalty and engagement, as well as how it communicated with its members. 

16. Best Omni-Channel Strategy

This category recognises the most effective omni-channel strategy in driving customer engagement and loyalty across different touch-points. 

Entries should illustrate how a brand utilised the strategy to understand customers better, and developed customer-centric marketing tools to support customer-centricity, customer satisfaction, and loyalty. 

17. Best Partnership Loyalty Campaign

This category recognises the best loyalty campaign led by two organisations that formed a successful partnership in order to generate a cohesive outcome and drive loyalty for both brands. Partnerships can be in the form of card-linked offers, redemptions, discounts and entitlements. 

Entries should demonstrate how the partnership campaign specifically benefited both companies/brands to reach a mutual benefit and deliver strong business returns. 

18. Best Social Media Strategy

This category recognises the best social media strategy that built strong ties and a recurring or ongoing connection with consumers. 

Entries should illustrate how the strategy was deployed over social media channels and how effective the strategy was in enhancing customer acquisition and providing communications with prompt and innovative engagements 

19. Best Use of Apps

This category recognises the most effective use of an app in building strong ties and a meaningful connection with consumers. 

Entries should demonstrate heightened usage and returning loyalty among the target customer base. 

20. Best Use of Contests/Promotions

This category recognises brands that have used contests or promotions to engage with its audiences to form a lasting consumer experience while driving a core marketing objective. 

Entries should demonstrate how the contests or promotions led to an effective call to action and improved customer engagement. 

21. Best Use of Corporate Social Responsibility

This category recognises the best engagement initiative held by an organisation for a charity or an organisation it had a partnership or association with. 

Entries should demonstrate how the initiative benefited both parties: improving consumer loyalty and/or engagement, as well as generating positive outcomes for society/the cause. 

22. Best Use of Gamification

This category recognises brands that have used games to engage with their audiences to form a lasting consumer experience while driving a core marketing objective. It includes the use of mobile and online games, leader boards, badges, points and challenges, as well as online/offline integrations. 

Entries should demonstrate how the brand incorporated gaming to extend their client base, and gain loyalty with a fun and engaging approach. 

23. Best Use of Influencers

This category recognises the best campaign designed to increase consumer interest in a brand, product or service and/or changing consumers’ attitudes through the use of influencers. 

Entries should demonstrate increased audience engagement and the generation of positive word of mouth by consumers following the collaboration with the influencer. 

24. Best Use of Integrated Marketing Strategy

This category recognises the best integrated marketing strategy which has been used for engagement to deliver a core marketing objective. Judges will be looking at how the strategy was executed across multiple distribution channels (at least three channels) to support the strategic approach and the results from the combined use. 

Entries should reflect the effectiveness and creativity through the use of integrated marketing tactics to cultivate, build and enhance loyalty. 

25. Best Use of Rewards & Incentives

This category celebrates the brand which best leveraged on rewards and incentives to cultivate customer loyalty. 

Entries should demonstrate how the rewards/incentives strategy increased customer loyalty and/or engagement, offering value to the customers as well as commercial benefits for the brand. 

26. Best Use of Smart Data Analytics

This category recognises the best utilised data analytics strategy to better understand and engage with its target audience. 

Entries should demonstrate how market research, data analytics and performance measurements helped in offering them a better proposition to shape the loyalty strategy. 

27. Best Use of Technology

This category recognises the most innovative use of technology to attract customers and enhance customer loyalty. 

Entries should demonstrate how the innovative technology served as the enabler for the brand and customer with meeting customer expectations, and thus, improving customer engagement and loyalty. 

28. Best Use of Experiential Marketing

This category recognises the best use of a hands-on experience to take the target audience inside a brand to stimulate interest and enhance engagement for a brand.  

Entries should demonstrate interaction and engagement with their audience which enhanced brand identification, perception and advocacy. Creativity and the strategy behind the experiential programme or campaign are also important.