Saturday, December 11th, 2010 - MasterCard
New Categories Added in Recognition of Leading Merchants in South East and South Asia

Singapore, December 8, 2010 – Leading financial institutions in the South East and South Asia region took top honors for their strategic, effective and innovative card marketing campaigns at the MasterCard Hall of Marketing Awards 2010 yesterday. OCBC Bank took home the ‘Best-in-Class’ Award as the overall winner for the recently launched OCBC Elite World MasterCard Card in Singapore.

The MasterCard Hall of Fame Awards showcases the latest marketing trends in the card payments industry of South and South East Asia. This prestigious award show celebrates the best card marketing programs pioneered by banks and merchants across the region. The awards were conferred by MasterCard based on a review of the card marketing campaigns launched by banks region-wide over the past year.

This year, a new category, Best Acquisition Program, was added to the financial institution award categories. Citibank Cash Back Titanium MasterCard in the Philippines won the first of the award.

Apart from recognizing financial institutions, the awards in its second year running has expanded to recognize merchants in the region with new award categories: Everyday Merchant of the Year; Hospitality Merchant of the Year; Retail Merchant of the Year; Travel Merchant of the Year.

Inaugural winners of the merchant categories include EZ-Link Pte Ltd, which manages the largest contactless Stored Value Smart Card System in Singapore, for Everyday Merchant of the Year; Resorts World Sentosa for Hospitality Merchant of the Year; Pavilion Kuala Lumpur for Retail Merchant of the Year; and Malaysia Airlines for Travel Merchant of the Year.

“The MasterCard Hall of Fame Awards was conceptualized to recognize teams behind innovative and strategic card marketing campaigns, and their ability to understand consumer segments, and to capture their imagination with priceless experiences,” said Ai June Schult, vice president and marketing head, South East and South Asia, MasterCard Worldwide. “This year, leading merchants were also honored as they have contributed positively to cardholders’ lifestyles – when they shop and travel and even in their everyday lives,” she added.

Awards in 15 categories were presented to the most strategic, creative and well executed payment card marketing campaigns and leading merchants across six markets, and more than 200 entries were considered for this year’s MasterCard Hall of Fame.

The financial institution award entries were judged on four key criteria: strategy, creativity, media channel strategy and quantitative results. The merchant award entries were judged based on program mechanics, visibility of marketing communications and quantitative results. The weighting of each criterion differs for each of the award categories.

The judging panel consisted of Tony Kelly, editorial director, Marketing Magazine as well as members of MasterCard’s senior management team including Ajay Bhalla, president, South East and South Asia, and Ai June Schult, vice president and marketing head, South East and South Asia.

The 2010 MasterCard Hall of Fame Awards show was held at Aqua, a stylish fusion restaurant located at the new designer fashion district in Kowloon, Hong Kong. Themed “a touch of gold”, close to 100 guests were treated to an evening of celebration with fine culinary delights and sparkling performances.

The recipients of the 2010 Hall of Fame Marketing Awards are as follows:
Winning Campaign Finalists
Best-In-Class • OCBC Bank for Elite World (Singapore) • CIMB Bank for Million Enrich Miles (Malaysia)
• Standard Chartered Bank for Howzzaat!!! Debit Card (India)
• UOB for Lady’s Card Relaunch (Regional)

Best Cardholder Promotion • Standard Chartered Bank for Little Champions (Regional) • OCBC Bank for Priceless Tropical Oasis Program (Malaysia)
• Standard Chartered Bank for Howzzaat!!! Debit Card (India)
• Vietcombank for Enjoy Malaysia with Vietcombank (Vietnam)

Most Effective Card Marketing Program • Siam Commercial Bank for Beyond Platinum (Thailand) • Alliance Bank for You:nique Relaunch (Malaysia)
• Axis Bank for Gold Plus League Challenge (India)
• EastWest Bank for Platinum MasterCard (Philippines)

Most Innovative Card Marketing Program • Allied Bank for Mabuhay Miles Promo (Philippines)
• Krungthai Card for Krungthai Card Thailand Boutique Awards 2010 (Thailand)
• DBS Bank for POSB Multi-tude Card (Singapore)
• UOB for Lady’s Soulmate App (Singapore)

Best New Card Launch / Relaunch • Standard Chartered Bank for Preferred World Credit Card (Regional: Singapore, Malaysia, India) • Agribank for MasterCard “Fly High to Success” (Vietnam)
• ICICI Bank for ICICI Bank Kingfisher Airlines MasterCard (India)
• Maybank for Maybankard World MasterCard (Malaysia)

Best Loyalty Program • State Bank of India for Freedom Rewardz (India) • AmBank for 20% Cash Back (Malaysia)
• Siam Commercial Bank for Debit Plus Card (Thailand)
• Standard Chartered for RFM Segmented Offer (Indonesia)

Best Activation Program • Maybank for Maybankard World MasterCard (Malaysia)
• Citibank for Half Price Wednesday’s & Pocket Savers (India)
• Citibank for Spend & Fly Free to Singapore (Indonesia)
• OCBC Bank for OCBC Titanium Live Your Passions (Singapore)

Best Acquisition Program
• Citibank for Citibank Cash Back Titanium MasterCard (Philippines)
• Bank Central Asia for Be in the Spotlight (Indonesia)
• State Bank of India for Defense Salary Package (India)
• TMB Bank for TMB MasterCard So Chill (Thailand)

Best Usage Campaign (Cross-border) • CIMB Bank for CIMB Regional Golf Program (Malaysia) • CIMB for CIMB Niaga World MasterCard Regional Privileges (Indonesia)
• Kasikorn Bank for Kbank Titanium 2nd Anniversary (Thailand)
• RHB Bank for RHB Great Singapore Sale Campaign (Malaysia)

Best Usage Campaign (Overall) • HDFC for HDFC Smart Buy Campaign (India) • BDO for BDO Premium Usage Campaign (Philippines)
• CIMB Bank for CIMB Million Enrich Miles (Malaysia)
• Thanachart Bank for Thanachart Flash Card (Thailand)

Best Creative Execution • DBS Bank for POSB Everyday MasterCard Relaunch (Singapore) • EON Bank for A Royale Christmas (Malaysia)
• HSBC for HSBC Sole Rewards (Philippines)
• UOB Buana for UOB Lady’s Card (Indonesia)

Everyday Merchant Of The Year • EZ-Link Pte Ltd • Chartis Malaysia Insurance Berhad
Hospitality Merchant Of The Year
• Resorts World Sentosa • Accor
Retail Merchant Of The Year
• Pavilion Kuala Lumpur • Raffles City
Travel Merchant Of The Year
• Malaysia Airlines • Philippine Airlines
• SilkAir

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MasterCard


As a leading global payments company, MasterCard Worldwide prides itself on being at the heart of commerce, helping to make life easier and more efficient for everyone, everywhere. MasterCard serves as a franchisor, processor and advisor to the payments industry, and makes commerce happen by providing a critical economic link among financial institutions, governments, businesses, merchants, and cardholders worldwide. In 2009, $2.5 trillion in gross dollar volume was generated on its products by consumers around the world. Powered by the MasterCard Worldwide Network – the fastest payment processing network in the world – MasterCard processes over 22 billion transactions each year, has the capacity to handle 140 million transactions per hour, with an average network response time of 140 milliseconds and with 99.99 percent reliability. MasterCard advances global commerce through its family of brands, including MasterCard®, Maestro®, and Cirrus®; its suite of core products such as credit, debit, and prepaid; and its innovative platforms and functionalities, such as MasterCard PayPass™ and MasterCard inControl™. MasterCard serves consumers, governments, and businesses in more than 210 countries and territories. For more information, please visit us at www.mastercard.com. Follow us on Twitter: @mastercardnews.
Linda Lee
P: 6825 8016
W: www.mastercard.com/

Keywords

MasterCard; Banks; Awards; Hall of Fame; Marketing

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