Bangkok--8 Mar--124 Communications Consulting
Citibank Vietnam Clinched Best-in-Class Award Honored for Their Card Marketing Efforts in South East Asia
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Card marketing campaigns from banks in Vietnam, the Philippines, Singapore and Thailand are among a crop of winners at this year’s MasterCard, http://newsroom.mastercard.com, Hall of Fame Marketing Awards held at the Westin Siray Bay in Phuket today.
Now in its third year, the MasterCard Hall of Fame Awards showcases the latest marketing trends in the card payments industry, recognizing excellence in marketing initiatives by financial institutions and merchants. The awards were conferred by MasterCard based on a review of the card marketing campaigns launched by banks region-wide over the past year.
Overall, 14 financial institutions and four merchants were admitted into the MasterCard Hall of Fame for their outstanding marketing efforts in their card and merchant marketing programs in South East Asia.
Citibank Vietnam won the Best-in-Class award for its Citibank PremierMiles WORLD MasterCard launch, with HSBC Philippines winning Best Cardholder Promotion for its Delight with Every Swipe with RED MasterCard promotion. Singapore’s DBS Bank won the Most Effective Card Marketing Program for its POSB 3% Super Saver Saturday debit promotion, while Oversea-Chinese Banking Corporation Limited snared the Most Innovative Card Marketing Program for its youth initiative, FRANK Debit MasterCard. The Best Usage Campaign (Overall) Program was won by Standard Chartered Bank Singapore for its Disruptive Leadership Strategies.
For financial institutions and merchants in Thailand, Citibank Thailand won the Best New Card Launch/Relaunch award for the Citibank Rewards TITANIUM MasterCard, while MasterCard Beyond Platinum from Siam Commercial Bank PCL received the Best Loyalty Campaign award. Moreover, one of the major movie theatres in Thailand, SF Cinema City clinched the Hospitality merchant of the year for its “SF Showtimes in Hand” — a promotion launched last year, which enabled consumers to buy movie tickets through MasterCard cards via mobile applications.
“MasterCard’s Hall of Fame Marketing Awards recognize South East Asia’s most innovative and strategic card marketing campaigns,” said Matthew Driver, division president, South East Asia, MasterCard Worldwide. “These awards are intended to highlight best-in-class examples that demonstrate a deep understanding of the needs of MasterCard cardholders together with highly impactful creative executions that have driven business results,” he added.
Awards in 18 categories were presented to the most strategic, creative and well executed payment card and merchant marketing campaigns across six markets, and almost 100 entries were considered for the third year of the MasterCard Hall of Fame. To reflect growing trends in the industry, MasterCard has created three new awards — Best Digital Marketing, Most Innovative Acquirer and Best Commercial Card Marketing — to recognize the innovative and diverse nature of card marketing campaigns.
The MasterCard Hall of Fame Awards entries were judged on four key criteria: strategy, creativity, media channel strategy and quantitative results, the weighting of which differed for each of the award categories.
The 2011 MasterCard Hall of Fame Awards was attended by over 100 guests, who were treated to a fine array of culinary delights, and sparkling performances including a traditional cultural performance.