CP All & Appsynth Triumphant at Regional Mobile Excellence Awards (2018)
Convenience store giant CP All and leading mobile development and marketing agency, Appsynth, have been awarded Silver for Best Campaign (Incentives and Rewards) at the Mob-Ex Awards in Singapore.
The team was selected in recognition of their work on the M-Stamp by 7Rewards loyalty campaign for 7-Eleven Thailand. The competition recognises the most innovative and impactful mobile experiences from companies across APAC. 150 campaigns were shortlisted for the contest, featuring global brands including Samsung, Mastercard, KFC, Disney, Ford, Sony, Walls, Johnson & Johnson, Universal, Lego and Nike, to name a few. Of the 3 Thai campaigns shortlisted, 7-Eleven was the only one victorious.
The winners were selected by an esteemed panel of over 20 judges consisting of Directors and Digital leaders from brands including McDonalds, AirAsia, Grab, L'Oreal, Sephora, Clarks, Porsche and Procter & Gamble.
The winning M-Stamp campaign digitized 7-Eleven's extremely popular stamp collection scheme. The campaign, which will return later this year, allowed users to collect stamps on their smartphone to enjoy a more gamified digital experience and more convenient way of collecting. This innovation effectivelybridged the gap between the online and offline experience, enabling customers to maintain ongoing interaction with the brand both in and outside the store.
Expressing his delight at receiving the award at the Singapore ceremony on behalf of CP All, Appsynth's Managing Director, Bob Gallagher, said:"To win an award in a category with such a high level of competition - the likes of AIA, UOB, Maybank, and Digi Telecommunications - makes this an amazing achievement for everyone involved. We are honored to see 7-Eleven Thailand recognized as a regional mobile leader, and proud that the team's creative efforts have successfully represented Thailand on an international stage".
One of the biggest challenges in implementing a digital loyalty campaign is changing deeply engrained customer behaviour around physical stamp collection, which in 7-Eleven's case has been in place successfully for many years. To overcome this, CP All planned a compelling experience that offered enhanced functionality to the user, such as the ability to share stamps with friends instantly, as well as offering an enhanced experience that gave users the chance to win exclusive coupons and prizes, adding to the fun of participating. As with their paper counterparts, customers could collect M-Stamps towards earning exclusive branded merchandise, which for this campaign featured the popular characters of Sanrio.
The success of the 7Rewards campaign has been astronomical: During the 79-day promotional period the app was #1 in its App Store category for 52 days, holding the top position 66% of the time. The app topped both the iOS and Android Lifestyle charts, and has remained a staple top 20 feature in both charts since. The campaign was enjoyed by millions of customers and successfully reinforces 7-Eleven's position as the most-loved convenience brand in Thailand.
CP All Public Company Limited is one of Charoen Pokphand Group, the founder of 7-Eleven convenience store businesses in Thailand.
Appsynth is Thailand's leading mobile agency, providing mobile design, development and marketing solutions for global and domestic brands, such as 7-Eleven, LINE, True, Toyota, Krungthai-AXA, Casio, British Council, The Pizza Company and Royal Bank of Scotland. The company's client base spans 15 countries, and has generated more than US $40M in app revenue and over 30 million app downloads for its clients.