Introduction

CELEBRATING THE BEST PALM-TO-PALM CONNECTIONS

Eleven years on, and Mob-Ex 2023 is poised to be one of the most relevant award programmes for
marketers in Asia and Oceania. High mobile penetration, limited access to traditional media in several
regions, growing m-commerce capabilities, innovation and advancements in mobile technology and
devices, as well as increased consumer engagement, are all compelling reasons why mobile
marketing is one of the go-to mediums for brands to reach and engage with their target audiences.

Now the industry’s benchmarking resource for 11 years running, Mob-Ex is proud to be the trusted
programme for brands and agencies to see where their mobile-related efforts stand in the region.
Mob-Ex 2023 will reward the most innovative and forward thinking marketers utilising the mobile
medium across Asia and Oceania.

Judged by an independent panel comprised of senior, client-side marketers and mobile experts who
have vast experience in the mobile platform, brands and agencies have the chance to compete
across 42 categories for a shot at the coveted Best in Show titles (for Agencies and Brands
respectively).

You have until Wednesday 17 May 2023 to complete and submit your entries.

We wish all entrants the very best of luck with their submissions!

Channels & Initiatives
1. Best App Install Campaign
2. Best Awareness Campaign
3. Best Campaign Pivot
4. Best COVID-19 Related Campaign
5. Best Direct to Consumer Campaign
6. Best Insights-Driven Mobile Campaign
7. Best Launch/Relaunch
8. Best Location-Based Marketing
9. Best Mobile Advertising Strategy
10. Best Mobile Campaign for a Specific Audience
11. Best Mobile Growth Strategy
12. Best Original Content
13. Best Result-Driven Mobile Campaign
14. Best Use of Display Advertising
15. Best Use of In-App Advertising
16. Best Use of Interactive Media / AR & VR
17. Best Use of Mobile Commerce *NEW*
18. Best Use of KOLs / Influencers
19. Best Use of Mobile Integration
20. Best Use of Mobile – Customer Engagement
Categories
21. Best Use of Personalisation *NEW* 40. Best Campaign – Lifestyle & Entertainment
22. Best Use of Promotions 41. Best Campaign – News & Media *NEW*
23. Best Use of Real Time Marketing *NEW* 42. Best Campaign – Telecommunications *NEW*
24. Best Use of Social
Not For Entry
25. Best Use of Video 43. Mob-Ex Champion – Agency (Not for Entry)
26. Best User Experience 44. Mob-Ex Champion – Brand (Not for Entry)
27. Most Engaging Mobile Campaign
28. Most Innovative Use of Mobile
29. Most Innovative Use of Mobile Technology
Industry Specific Use of Mobile:
30. Best Campaign – B2C *NEW*
31. Best Campaign – Banking & Finance
32. Best Campaign – Consumer Goods
33. Best Campaign – eCommerce & Retail
34. Best Campaign – Fashion & Beauty
35. Best Campaign – Food & Beverage
36. Best Campaign – Gaming &Esports
37. Best Campaign – Government, Utility & Services
38. Best Campaign – Health & Wellness
39. Best Campaign – Hospitality & Travel
 Submission Overview
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/mobex-
awards-sg/entry-submission
The entry deadline is 17 May 2023
Eligibility
The eligibility period for work submitted is from January 2022 to
March 2023. Entries should reflect results achieved during this period.
Entrants must have an office in at least one of the eligible countries*,
and all work, campaigns or initiatives must have been conceptualised
and carried out for a single, regional and / or global market that
includes at least one of the eligible countries* in the specified regions.
Entrants may submit the same campaign in multiple categories or
different campaigns in one category. In these instances, each
submission will be counted as an individual entry. There is no limit to
the number of entries an organisation may submit. Each individual
submission will be charged as a single entry at SGD 359 + GST (GST
is applicable to Singapore-based companies).

Categories are open to marketing teams in client organisations across

Asia and Oceania. The organisation may be privately-owned,
government or NGOs. Agencies and partners may submit on behalf of
their clients.

Programmes / campaigns / systems / initiatives showcased by

agencies should have demonstrable results within the eligibility period.
Initiatives or strategies developed and implemented prior to this period
are also eligible, provided the impact / results were measured during
the eligibility period.
 Submission Overview
Core Submission Contact Person
To ensure that your entries are submitted successfully and are Full name:
given the attention they deserve, please read the following Company name:
instructions and specific category requirements carefully. Job title:
Email:
All entries, supporting documents and required items must be Telephone number:
submitted online : https://awards.marketing-interactive.com/mobex- Mobile number:
awards-sg/entry-submission Mailing address:

Any or all information (unless specified as confidential and only for
the purposes of judging) may be used during and after Mob-ex
Awards gala dinner and on any and all related materials including
trophies, certificates and MARKETING-INTERACTIVE media
platforms.
Start Registration
Category:
Email address (you will have to key in your email address before
you can proceed with the online submission process):
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) (in collaboration/partnership with other
agencies, please indicate the lead agency, ex. Agency A (lead
agency) + Agency B):
Individual's name (only applicable for talent categories)
Individual's high-res headshot (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
 Submission Overview
Files to Upload Confidentiality
The Core Submission Document should contain and elaborate on the following: 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
1. Cover page including: beyond the judging panel in any way.
a. Category
b. Client name You should use the template provided to prepare your Core Submission Document. You can
c. Brand name (only if different from client) download it here.
d. Agency name (if applicable)
Required Formats
e. Campaign name Core Submission Document: .pdf
f. Individual's name (only applicable for talent categories) Supporting documents: .pdf, .xls, .ppt, .doc
g. Individual's high-res headshot (only applicable for talent categories) Images: .jpg, .png
2. Context / Challenges (max. 300 words) 10% Min. image resolution: 300dpi
3. Strategy (max. 500 words) 30% Max. file size (for all materials): 10MB
4. Execution (max. 500words) 30%
5. Result (max. 450 words) 30% Video
6. Appendix (supporting documentation and illustrations) Video files may be uploaded directly along with your Core Submission Document, or you may host
the videos and provide the link in your Core Submission Document. If you password-protect it, do
• For items 2 – 5 please refer to the judging criteria on the following pages. If you include the access password in your document.
are submitting for more than one category, you must tailor each entry to its Fees
respective category so the judging panel can fairly assess its merits against the Standard Entry Fee: SGD 359
specific criteria. Price is exclusive of Government Service Tax (GST). GST is applicable only to entries from
Singapore-based companies.

Payment Methods
Credit card (Visa, Mastercard, Amex)
All entries are non-refundable.
 Judging Criteria
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).

Your entry will be evaluated on the following four key areas (please read the Entry Guidelines for full descriptions):

Context / Challenge (Max. 300 words) 10%

• What were the primary objectives of the event?
• Who was the target audience? What key challenges did you face?

Strategy (Max. 500 words) 30%

Provide a clear rationale of why the specific event was chosen to help address the marketing problem. Outline the creative thinking behind it and how it was
developed to conceive an impactful and meaningful idea.
• What was the core insight and creative thinking on which you based your strategy?

Execution (Max. 500 words) 30%

• How was your strategy implemented and brought to life?
• Describe the experience through the eyes of the target audience
• What other important factors were meaningful to the success of the initiative?
• What was unique? What was wild and new?
• What technology (if any) was leveraged?

Results (Max. 450 words) 30%

How did the event / initiative / campaign perform? Give clear evidence / metrics demonstrating its performance. Provide a case study for why it solved the
marketing problem you faced and a clear rationale as to why you believe this qualified for a Mob-Ex Awards.
 Category Descriptions
Channels & Initiatives
1. Best App Install Campaign
This category recognizes the best campaign designed to promote app installations
and drive downloads. Judges will be looking for examples of the strategies employed
and the results achieved over the campaign period.
2. Best Awareness Campaign
This category recognises mobile campaigns and initiatives that were designed to
grow brand recognition, brand recall, and brand familiarity. Judges will be looking for
examples of improved brand awareness post the campaign period.
3. Best Campaign Pivot
This category recognises the best adjustments in messaging, method, and execution
for a campaign that includes the mobile medium. The campaign must have been
launched or in the final planning phases of being launched, such that original plans
had to be revised in order carry out the campaign under new challenging
circumstances.
Judges will be assessing the overall strategy and impact of the pivot on the overall
success of the campaign. Where possible, demonstrate how the pivot led to a more
successful and effective outcome towards campaign and business objectives.
4. Best COVID-19 Related Campaign
While we have truly entered the post pandemic era, this category recognises the
campaigns that acknowledge, sympathise or relate to the challenges and continued
disruptions associated with COVID-19 in one form or another.
Judges will be assessing the concept behind the campaign. Entries should
demonstrate why COVID-19 was the most natural theme to communicate its core
message.
5. Best Direct to Consumer Campaign
This category recognises campaigns that successfully engaged consumers. The
entry should demonstrate how the campaign yielded a positive reponse in the form
of new leads, sales, conversions, trials, or repeat customers. Judges will be looking
for examples of how this was achieved using the mobile platform.
6. Best Insights-Driven Mobile Campaign
Recognises the most outstanding use of data, insights, analytics and/or research
behind a mobile campaign. Judges will be looking at how data has been crucial in
driving the campaign’s core objectives. Entrants should illustrate the details of the
target audience and how they were engaged via the mobile campaign. This category
is open to any one-off or ongoing campaign or initiative, where research may take
place outside the eligibility period.
 Category Descriptions
7. Best Launch/Relaunch
Recognises the best use of mobile marketing for the first launch of a new
product/service or the relaunch of an existing product/service. Judges will be looking
for the role and overall contribution of mobile that drove the brand’s core business
objective. This category is open to any one-off or ongoing campaign or initiative.
8. Best Location-Based Marketing
Recognises the best use of geo-targeting and location-based marketing campaigns
that leveraged geographical or other forms of location-sensitive data on a mobile
device. Judges will be looking at role location played in contributing to a successful
outcome. This category is open to any one-off or ongoing campaign or initiative.
9. Best Mobile Advertising Strategy
This category recognises the most comprehensive mobile advertising strategies
across all content from all business sectors. Judges will be focusing on the
campaign's strategic foundation and effectiveness. This category is open to any one-
off or ongoing campaign or initiative.
10. Best Mobile Campaign for a Specific Audience
This category recognises the most effective campaigns for engaging and nurturing a
specific target audience. Judges will be focusing on the campaign's strategic
foundation and effectiveness. This category is open to any one-off or ongoing
campaign or initiative.
11. Best Mobile Growth Strategy
Recognises the best use of mobile marketing as the most efficient routes to
business/market growth. Judges will be looking for thought leadership and success
in all facets of your business, from marketing, customer experience, design and
product that drove the brand’s market growth. This category is open to any one-off
or ongoing campaign or initiative.
12. Best Original Content
Recognises the best original content that included the mobile platform as part of its
execution. This could include branded games, video episodes or any other content
designed to entertain as well as increase brand interaction and awareness.
13. Best Results-Driven Mobile Campaign
This category recognises the most outstanding mobile campaigns based on data,
insights, analytics and/or research for driving the client’s core objectives. Judges will
be looking at the effectiveness of the data of the targeted audience for achieving the
business goal. This category is open to any one-off or ongoing campaign or
initiative.
 Category Descriptions
14. Best Use of Display Advertising
Recognises the best use display banners or rich media as part of a mobile marketing
campaign. Judges will be looking for well-considered propositions or calls-to-action
that resonated with its target audience, as well as above-average performance
and/or ROI.This category is open to any one-off or ongoing campaign or initiative.
15. Best Use of In-App Advertising
Recognises the best use of advertising in-mobile applications. Judges will be looking
for well-considered propositions or calls-to-action that resonated with its target
audience, as well as above-average performance and/or ROI. This category is open
to any one-off or ongoing campaign or initiative.
16. Best Use of Interactive Media / AR & VR
This category focuses on how a mobile device successfully engaged consumers
using entertaining and engaging content in the form of a game, competition or other
interactive media forms such as virtual and augmented reality. Judges will be looking
for how an interactive mobile solution enhanced the brand experience and drove
business objectives. We welcome entries from sophisticated mobile gaming, VR, AR
and related apps created by highly creative developers, agencies and client
marketers.
17. Best Use of KOLs / Influencers
This category focuses on the outstanding collaboration of Key Opinion Leaders and
brands in a mobile/web app. Entrants should show strong evidence of how KOLs
played a prominent role in the conception and/or execution of the campaign and how
they generated results against campaign objectives. This category is open to any
one-off or ongoing campaign or initiative.
18. Best Use of Mobile Commerce *NEW*
Recognises organisations that have successfully leveraged mobile technology to
enhance the customer shopping experience and drive sales through the use of
mobile apps or mobile-optimised websites. Entrants should demonstrate a clear
strategy for utilising mobile commerce to reach and engage customers, resulting in
significant growth in sales and customer satisfaction.
Judges will be looking for innovative uses of mobile technology to improve the
customer journey, streamline the checkout process, and enhance the overall mobile
shopping experience.
19. Best Use of Mobile Integration
Recognises excellence in the use of mobile marketing as part of a broader
campaign, including online and offline platforms. Mobile should be an integral part of
the campaign and a key driver of the marketing objectives. Integrated mobile work
should highlight the unique communication between the given platforms. This
category is open to any one-off or ongoing campaign or initiative.
 Category Descriptions
20. Best Use of Mobile – Customer Engagement
Recognises organisations that best demonstrate the use of mobile and/or web apps
to build strong relationships with consumers, strengthening customer loyalty and/or
leading to an increase in customer retention. This category is open to any one-off or
ongoing campaign or initiative.
21. Best Use of Personalisation *NEW*
This category recognises organisations that have effectively used mobile marketing
to deliver highly personalised and relevant experiences to their customers.
Judges will be looking for a clear strategy for leveraging customer data and mobile
technology to create tailored and personalised experiences that drive engagement
and conversion. This category is open to any one-off or ongoing campaign or
initiative.
22. Best Use of Promotions
This category recognises the best use of promotions via the mobile platform. Judges
will be looking for the specific special offer, discount or call to action that was
promoted for the purpose of garnering an audience response. This category is open
to any one-off or ongoing campaign or initiative.
23. Best Use of Real Time Marketing *NEW*
This category recognises organisations have successfully leveraged mobile
technology to deliver real-time marketing campaigns that engage customers in the
moment.
Judges will be looking for a clear strategy for using mobile technology to deliver
relevant and timely content, offers and promotions to customers through push
notifications, SMS, or in-app messaging. The winner will have effectively used real-
time marketing to increase customer engagement, drive sales, and improve
customer loyalty. This category is open to any one-off or ongoing campaign or
initiative.
24. Best Use of Social
This category recognises the intelligent, creative and effective use of social
platforms for mobile users. Judges will be looking for kick-ass relationship building,
lead generation, engagement, and/or a deeper connection with existing customers.
This category is open to any one-off or ongoing campaign or initiative.
25. Best Use of Video
This category recognises the most powerful use of video on the mobile platform.
Judges will be looking for campaigns that leveraged mobile to yield great results
against campaign objectives. This category is open to any one-off or ongoing
campaign or initiative.
 Category Descriptions
26. Best User Experience
Recognises mobile campaigns which gave consumers a truly seamless and intuitive
experience to achieve marketing objectives. Entrants must demonstrate a strategy
which put the targeted user at the centre, set an industry standard of excellence with
an innovative design and made ease-of-use a high priority.
27. Most Engaging Mobile Campaign
Recognises mobile campaigns that generated an immediate response from their
targeted consumers, and enhanced audience reach. Examples of a desired response
might include, but not be limited to, purchase, redeeming a coupon, checking-in or
voting. This category is open to any one-off or ongoing mobile marketing campaign.
28. Most Innovative Use of Mobile
Recognises the creative, innovative and successful use of the mobile platform.
Judges will be looking for true originality and compelling innovative uses of the mobile
medium that benefited consumers with new levels of functionality, access, value and
convenience. This category is open to any one-off or ongoing mobile marketing
campaign.
29. Most Innovative Use of Mobile Technology
This category recognises the use of any innovative mobile technology to activate or
enhance a marketing strategy, long or short-term campaign or a one-off execution.
Judges are looking for the creative and effective use of mobile technology to achieve
marketing outcomes.
Industry Specific Use of Mobile
30. Best Campaign – B2C *NEW*
Recognises companies or organisations that have successfully used the mobile
medium to effectively reach and engage consumer audiences. Nominees for this
award will have demonstrated a clear strategy for using mobile technology to deliver a
campaign that effectively reaches and engages consumers, resulting in a significant
impact on the business. This category is open to any one-off or ongoing mobile
marketing campaign/app/execution.
31. Best Campaign – Banking & Finance
Recognises companies or organisations in the banking and finance industry that have
successfully leveraged the mobile medium to reach and engage their customers.
Nominees for this award will have demonstrated a clear strategy for using mobile
marketing to increase brand awareness, drive customer acquisition and engagement,
and promote financial products and services. This category is open to any one-off or
ongoing mobile marketing campaign/app/execution.
32. Best Campaign – Consumer Goods
Recognises the best examples of mobile marketing for organisations from the
consumer goods vertical. This category is open to any one-off or ongoing mobile
marketing campaign/app/execution.
 Category Descriptions
33. Best Campaign – eCommerce & Retail
Recognises the best examples of mobile marketing for organisations from
eCommerce and retail. This category is open to any one-off or ongoing mobile
marketing campaign/app/execution.
34. Best Campaign – Fashion & Beauty
Recognises the best examples of mobile marketing for organisations from fashion and
beauty. This category is open to any one-off or ongoing mobile marketing
campaign/app/execution.
37. Best Campaign – Government, Utility & Services
Recognises the best use of mobile to help improve communication, information flow
and allows users to track or monitor their activity or consumption. This award is
eligible for any government-owned, utility & services providers. Examples include
social welfare, education, infrastructural development or government services, health-
related counters, financial monitoring tools, a telco’s usage tracker, or any other utility
or productivity-related mobile activities. Entrants will have to demonstrate the use of
mobile to the brand, how the users were able to associate it to the brand, and the
usefulness to its customer base.

38. Best Campaign – Health & Wellness

35. Best Campaign – Food & Beverage
Recognises the best examples of mobile marketing for organisations from the health
Recognises the best examples of mobile marketing for organisations in the F&B
and wellness industry. This category is open to any one-off or ongoing mobile
industry. This category is open to any one-off or ongoing mobile marketing
marketing campaign/app/execution.
campaign/app/execution.

39. Best Campaign – Hospitality & Travel

36. Best Campaign – Gaming & esports
Recognises the best examples of mobile marketing for organisations from the travel
Recognises the best examples of mobile marketing for organisations from gaming and
and hospitality sector. This category is open to any one-off or ongoing mobile
esports. This category is open to any one-off or ongoing mobile marketing
marketing campaign/app/execution.
campaign/app/execution.
 Category Descriptions
40. Best Campaign – Lifestyle & Entertainment Not For Entry
Recognises companies or organisations that have successfully leveraged the mobile 43. MOB-EX CHAMPION – AGENCY (NOT FOR ENTRY)
medium to target the lifestyle and entertainment market. Nominees for this award will Given to the agency or solution provider that performs best at the Mob-Ex Awards
have demonstrated a clear strategy for using mobile marketing to increase brand 2023. The highest honour, this award is not open for entry. It is awarded to the
awareness, drive customer acquisition and engagement, and deliver relevant and agency or solution provider with the highest score of winning entries.
timely content, offers and promotions to customers through mobile apps or mobile-
optimised websites. This category is open to any one-off or ongoing mobile marketing
44. MOB-EX CHAMPION – BRAND (NOT FOR ENTRY)
campaign/app/execution.
Given to the client organisation that performs best at the Mob-Ex Awards 2023. The
highest honour, this award is not open for entry. It is awarded to the client
41. Best Campaign – News & Media *NEW* organisation with the highest score of winning entries.
Recognises companies or organisations in the news and media industry that have
successfully leveraged the mobile medium to reach and engage their customers.
Nominees for this award will have demonstrated a clear strategy for using mobile
marketing to increase brand awareness, drive customer acquisition and engagement,
and promote their products and services and/or their partners’ products and services.
This category is open to any one-off or ongoing mobile marketing
campaign/app/execution.

42. Best Campaign – Telecommunications *NEW*

Recognises telcos that have successfully leveraged the mobile medium to reach and
engage their customers. Nominees for this award will have demonstrated a clear
strategy for using mobile marketing to increase brand awareness, drive customer
acquisition and engagement, and promote their products and services and/or their
partners’ products and services. This category is open to any one-off or ongoing
mobile marketing campaign/app/execution.

Entry fees are non-refundable.
The judges’ decisions are final.
Without prior notice, the Mob-Ex 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 confidential information should be written in red font or highlighted in red.
Any text in red font or highlighted in red will not be disseminated beyond the
judging panel in any way.
The entrant otherwise grants MARKETING-INTERACTIVE, Lighthouse
Independent Media Pte. Ltd. and itspartners, permission to show material(s)
from the entries at any time, and for any reason 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.
Terms & Conditions
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 change.
Whilst care will be taken by the organiser, the entrant agrees that MARKETING-
INTERACTIVE 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 Mob-Ex Awards or across MARKETING-
INTERACTIVE's platforms. For the purpose of clarity, this exemption of liability
includes any communications online and offline by MARKETING-INTERACTIVE,
Lighthouse Independent Media Pte. Ltd. and its partners.
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 finalists not be able to attend the awards gala dinner, an appointed
representative must be present on their behalf.
The overall categories will be decided using the following scoring:
Gold – 4 points
Silver – 2 points
Bronze – 1 point
For further enquiries, please don’t hesitate to contact:

Cariza Ratin
Regional Project Manager
Tel: +65 6692 9031 Ext 815
Mobile: +63 9773992585
Email: carizar@marketing-interactive.com

Seraphine Neoh
Senior Regional Project Manager
Tel: +65 6423 0329 Ext 232
Email: seraphinen@marketing-interactive.com