Details 17 December 2020
Winning two gold awards for the categories Excellence in Data-Driven Marketing and Excellence in eCommerce Marketing at this year s Marketing Excellence Awards 2020 is Pan Pacific Hotels Group (PPHG). Owning multiple hotels in the region under its Pan Pacific and PARKROYAL brands, PPHG was facing a challenge in growing market share in an increasingly competitive environment. While it was difficult to fend off its competitors on a performance level, PPHG chose to focus on standing out to its consumers and leveraging one thing its competitors do not have- its first-party data.
Tapping on the expertise on digital agency Mezzo Labs, PPHG set out to create an internal infrastructure that would give more insights into its consumer behaviour and figure out the their pain points. This would allow the company to make more informed marketing choices to attract consumers to its website. Let s take a deeper look into how PPHG proved
Details 17 December 2020
Claiming the gold for Excellence in Gamification and bronze for Excellence in Event Marketing (Virtual) at Marketing Excellence Awards was KFC Singapore. KFC Singapore has been serving Singaporeans with its delivery service that is available via online web and mobile ordering since 2005. Almost 85% of its delivery orders are now digitally transacted and this number is still increasing.
In 2018 November, KFC introduced its first pmni ordering app which allowed fans to order digitally for not only delivery, but also for dine in and takeaway. This mode of ordering enabled guests to enjoy the benefits of pre-ordering their food and picking it up at designated time. With this launch, KFC has also implemented many programmes to encourage the usage of this easy mode of ordering.
Taking home three golds for Excellence in Advertising, Excellence in Pivot Marketing and Excellence in Shopper Marketing for Marketing Excellence Awards is FairPrice and its newly appointed creative agency iris Singapore. While a surface level look at the world of groceries would presume that supermarkets were one of the few sectors of commerce to benefit from COVID-19, a further dissection would show that supermarkets also faced its own share of issues.
Challenge
Fairprice had its own share of challenge. For one, the pandemic saw a high demand and even higher expectations from consumers. When the government announced an impending lockdown, demand for groceries surged and in a country like Singapore, which imports over 90% of its food, inevitably some inventory could not keep pace with demand. However customer expectations did not dip. Catalysed by a wave of panic buying and fear of missing out, there were outpourings of anger from consumers.
Details 16 December 2020
NTUC LearningHub (NTUC LHUB) has delivered training to over 2.5 million places in Singapore for the past 16 years. Historically, NTUC LHUB has been associated with courses such as core employability skills, workplace safety and health, and operational courses such as security officer training. However, there is still low brand recognition among professionals, managers, executives, and technicians (PMETs). As such, the team came up with a brand relaunch campaign to capture the attention of PMETs and encourage them to join its courses. This led to NTUC LHUB being ranked one of the finalists for Excellence in Communications/Public Relations at
Details 16 December 2020
Last year, the now-defunct Asian OTT service HOOQ launched its first Singaporean original comedy series titled She s a terrorist and I love her , which touched on controversial topics such as racism, sexism, and nepotism in the workplace. However, HOOQ needed this local series to cut through the clutter of programmes that was being pushed out by other OTT players in the market. As such, it worked with That Marketing Guy to plan a media launch to grab the attention of consumers and drive hype for the series. The execution of the media launch led That Marketing Guy to win silver for Excellence in Experimental Marketing at