ENTRY GUIDELINES

The Loyalty & Engagement Awards are back for an eighth year!

Supporting MARKETING’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 one of the eligible countries*.

The 2020 jury panel will comprise of senior, client-side marketers and loyalty experts who have rich knowledge in consumer loyalty and vast experience in the art of engagement in the digital age.

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.

Entries will be judged on the following criteria – Context, Strategy, Activation, Response.

Finalists in the Company and Team categories will be vying for Gold, Silver and Bronze trophies. Finalists in

the individual-based category will be competing for one Gold.

Finalists and winners will be celebrated at the gala dinner ceremony in Singapore. Winners will also be featured in MARKETING magazine and e-newsletter.

*The following countries are eligible to enter: 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.

Introduction

Loyalty Categories

1. Best Card-Based Loyalty Programme

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

3. Best Loyalty Programme – Entertainment *NEW*

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

5. Best Loyalty Programme – Food & Beverage

6. Best Loyalty Programme – Financial & Insurance

7. Best Loyalty Programme – Launch / Re-Launch

8. Best Loyalty Programme – Lifestyle

9. Best Loyalty Programme – Retailer

10. Best Loyalty Programme – Telecommunications *NEW*

11. Best Loyalty Programme – Travel & Hospitality

12. Best Partnership in a Loyalty Programme

13. Best Regional Loyalty Campaign

14. Most Innovative Loyalty Programme

15. Best Use of Rewards & Incentives Engagement Categories

16. Best Employee Engagement Strategy

17. Best Engagement Strategy – B2B

18. Best Engagement Strategy – B2C

19. Best Engagement Strategy – Specific Audience

20. Best Online Experience

21. Best Use of Advocates

22. Best Use of Contests / Promotions

23. Best Use of CSR

24. Best Use of Experiential / Live Marketing

25. Best Use of Gamification

26. Best Use of Influencers

27. Best Use of Integrated Media

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

29. Best CRM Strategy

30. Best Customer Experience

31. Best Use of Consumer Insights / Data Analytics

32. Best Use of Content Marketing *NEW*

33. Best Use of Direct Marketing

34. Best Use of Mobile

35. Best Use of Relationship Marketing – B2B

36. Best Use of Relationship Marketing – B2C

37. Best Use of Social Media

38. Best Use of Technology

Talent Categories

39. Loyalty & Engagement Marketer of the Year *NEW*

40. Loyalty & Engagement Team of the Year *NEW*

Overall Categories (not for entry)

41. Loyalty Agency of the Year

42. Engagement Agency of the Year

43. Relationship Marketing Agency of the Year

44. The L&E 2020 Brand of the Year

Categories

Please read the following instructions and requirements to ensure your entries are submitted successfully.

All entries, supporting documents, and required items should be submitted online at: https://awards.marketing-interactive.com/loyalty-and-engagement-sg/entry-submission

The entry deadline is 10 July 2020. Eligibility Entries should reflect results achieved during the period July 2019 to June 2020.

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(s).

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 and / or ANZ regions for their respective markets or for markets that include at least one country in the eligible regions*.

Entrants 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. There is no limit to the number of entries an entrant may submit. Each submission will be counted as an individual entry and

will be charged as a single entry at SGD 340 each.

*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.

Submission Overview

KEY DATES Entries Close: 10 July 2020 Finalists Announced: August 2020 Awards Ceremony: October 2020

Core Submission 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 below. You may wish to prepare them in advance. All entries, supporting documents and required items must be submitted online at: https://awards.marketing-interactive.com/loyalty-and-engagement-sg/entry-submission/ Any or all information (unless specified as confidential and only for the purposes of judging) may be used during and after The Loyalty & Engagement Awards gala dinner and on any and all related materials including trophies, certificates and MARKETING magazine’s print and online editions. 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 Details Name of campaign / programme: Name of client organisation: A high-res logo of the client organisation: Name of brand (only if different from client): Name of agency (if applicable): Individual’s Name (only applicable for talent categories): Individual’s Hi-Res photo (only applicable for talent categories): A high-res logo of the agency (if applicable): A high-res image depicting your campaign / programme to be used on the awards collateral: Team credits: Separate team members with a ‘;’ e.g. ‘<full name>, <job title>, <organisation>; <full name>, <job title>, <organisations>; etc.

Submission Overview

Files to Upload The Core Submission Document should contain and elaborate on the following:

1. Cover page including:

a. Category

b. Client name

c. Brand name (only if different from client)

d. Agency name (if applicable)

e. Campaign name

f. Individual’s name (only applicable for talent categories):

g. Individual’s hi-res photo (only applicable for talent categories): 2. Context (max. 500 words) 10% 3. Strategy (max. 1,000 words) 35% 4. Activity (max. 1,000 words) 35% 5. Response (max. 500 words) 20% 6. Appendix (supporting documentation and illustrations)

For company categories (1-38): For items 2 – 5 please refer to the judging criteria on the following pages. If you are submitting for more than one category, you must tailor each entry to its respective category so the judging panel can fairly assess its merits against the specific criteria. For talent categories (39-40): Please write a maximum 2,000 words (total) including evidence to support and address each of the specific category criteria bullet points outlined in the ‘categories & criteria’ section of the Entry Guidelines. Please ensure all areas mentioned are covered within your submission as the jury will be looking for these details. Each bullet point will hold a maximum potential value of 10 points.

Submission Overview

Confidentiality 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. You should use the template provided to prepare your Core Submission Document. You can download it here. Required Formats Core Submission Document: .pdf Supporting documents: .pdf, .xls, .ppt, .doc Images: .jpg, .png Min. image resolution: 300dpi Max. file size (for all materials): 10MB Video You may upload video content into any video-sharing websites e.g. YouTube. Fix the privacy setting to ‘Unlisted’ so that the video is accessible to only those with the link. Include the direct link in your Core Submission Document. If you password protect it, don’t forget to include the access password in your document! Fees Standard Entry Fee (valid until 10 July 2020): SGD 340

Late Entry Fee (valid for entries received after 10 July 2020): SGD 370 Payment Methods Credit card (Visa, Mastercard, Amex) All entries are non-refundable.

Submission Overview

The Loyalty & Engagement Awards’ judging panel is completely independent and comprised entirely of senior, client-side marketers. All judges are required to sign a non-disclosure agreement prior to the commencement of judging as well as declare any conflicts of interest. All sensitive information within submissions will be kept strictly confidential. The Loyalty & Engagement Awards team will ensure that no judge can receive or review entries submitted by their own company or agency, or any work of their competitors. Judges will read, review and score entries within their assigned categories. A final score sheet will be compiled and a list of finalists announced once all scores are tabulated. View the section on ‘Judging Criteria’ to check out the 4 clear sections the judges will assess. The judges’ decisions are final. MARKETING magazine or Lighthouse Independent 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. MARKETING magazine or Lighthouse Independent Media Pte. Ltd. reserves the right to request for documentation or proof of endorsement at any point to verify the authenticity of campaigns submitted.

Judging Process

In your Core Submission Document, please address the following sections. Keep your answers as concise as possible and do not exceed the respective sections’ word limit. You must tailor your answers based on the category you are entering (please see the Category Descriptions on the following pages). For company categories (1-38): Context (10%) – max. 500 words • Describe the problem or challenge the brand faced. What was the competitor landscape? What was

holding the brand back? • What were the goals the brand wanted to achieve by tackling the challenge? • Who was the 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%) – max. 1,000 words • 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%) – max. 1,000 words • 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%) – max. 500 words • 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 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 For talent categories (39-40): Please write a maximum 2,000 words (total) including evidence to support and address each of the specific category criteria bullet points outlined in the ‘categories & criteria’ section of the Entry Guidelines. Please ensure all areas mentioned are covered within your submission as the jury will be looking for these details. Each bullet point will hold a maximum potential value of 10 points.

Judging Criteria

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.

2. Best Loyalty Programme – Beauty & Wellness *NEW* This category recognises the best loyalty programme designed specifically for a beauty and / or wellness brand. 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. 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. 5. Best Loyalty Programme – Food & Beverage This category recognises the best loyalty programme designed specifically for a food and beverage product and / or service.

6. Best Loyalty Programme – Financial & Insurance This category recognises the best loyalty programme designed specifically for financial and / or insurance products or services. 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 or re-launch of a product and / or service. 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. 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. 10. Best Loyalty Programme – Telecommunications *NEW* This category recognises the best loyalty programme designed specifically for a telecommunications company. Telecommunications could include internet, TV, mobile data providers / services etc.

Category Descriptions

11. Best Loyalty Programme – Travel & Hospitality This category recognises the best loyalty programme for a travel and / or hospitality product or service. This can encompass airlines, hotels, tour agencies and / or booking sites etc. 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 benefitted both (or all) companies / brands. 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. 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. 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.

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

Category Descriptions

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. 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. 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. 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. 21. 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. 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 run 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 benefitted both parties: improving consumer loyalty and / or engagement, as well as generating positive outcomes for society / the cause. 24. 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 its audience which enhanced brand identification, perception and advocacy.

Category Descriptions

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. 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). 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 use of integrated marketing tactics. 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.

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. 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. 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.

Category Descriptions

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. 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. 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. 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 sales messages and focus on enhancing loyalty through open communication and personalised messaging / offers. 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. 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. 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.

Category Descriptions

Talent Categories 39. Loyalty & Engagement Marketer of the Year *NEW* 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 & 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 40. Loyalty & Engagement Team of the Year *NEW* 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

Category Descriptions

Not for Entry 41. Loyalty Agency of the Year This title will be awarded to the agency that performs best across all loyalty categories. 42. Engagement Agency of the Year This title will be awarded to the agency that performs best across all engagement categories. 43. Relationship Marketing Agency of the Year This title will be awarded to the agency that performs best across all relationship marketing categories. 44. The L&E 2020 Brand of the Year This title will be awarded to the brand that performs best across all awards categories.

Category Descriptions

Entry fees are non-refundable.

The judges’ decisions are final. Without prior notice, The Loyalty & Engagement Awards team reserves the right to add, merge or dissolve any categories should it be deemed necessary. Should any categories be merged, entries affected in the original categories will not be refunded. However, should any category be cancelled, a full refund will be made to the company that has paid for the submission. 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. The entrant otherwise grants MARKETING magazine, Lighthouse Independent Media Pte. Ltd. and its partners permission to show material(s) from the entries at the awards presentation in MARKETING magazine and at any time as deemed appropriate by the organiser. 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 / trophies (presented on the awards night, should you win). The reflected text will be displayed in Title Case unless brand guidelines specify otherwise. 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 cannot 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 changes. Whilst care will be taken by the organiser, the entrant agrees that MARKETING magazine or Lighthouse Independent Media Pte. Ltd. and its partners will be exempt from any liability for errors or omissions reproduced, lost and / or corrupted in the presentation of the Loyalty & Engagement Awards or in MARKETING magazine. For the purpose of clarity, this exemption of liability includes any communications online and offline by MARKETING magazine, Lighthouse Independent Media Pte. Ltd. and its partners.

Terms & Conditions

Finalists are required to be present at the awards gala dinner to find out the results of the competition and to receive their trophy / trophies (should they win). Should the finalist not be able to attend the awards gala dinner, an appointed representative must be present on their behalf. The overall winners are decided based on the following weightage. The entrants who score the highest points in the respective categories will be crowned the overall winners. Gold – 4 points Silver – 2 points Bronze – 1 point

Terms & Conditions

For further enquiries, please don’t hesitate to contact: Dzulfiqar Rohim Senior Project Manager Tel: +65 6423 0329 Mobile: +65 9678 9958 Email: dzulfiqarr@marketing-interactive.com Mike Lee Project Manager Tel: +65 6423 0329 Mobile: +65 9889 9596 Email: mikel@marketing-interactive.com

Contacts