Who’s on top? Mob-Ex Awards 2025 finalists unveiled

The finalists for MARKETING-INTERACTIVE’s Mob-Ex Awards 2025 have been unveiled, spotlighting the most outstanding mobile marketing campaigns across Asia and Oceania. Now in its 13th year, the awards celebrate creativity, innovation, and strategic excellence in the fast-evolving mobile space.

This year’s competition saw entries across 43 categories, including three new additions — 'Best Campaign – Sustainability-Focused', 'Best Mobile Gamification Campaign', and 'Best Use of Mobile for Social Impact'. These reflect the industry’s growing focus on purpose, interactivity, and meaningful engagement.

Finalists span a diverse range of sectors and markets, showcasing how mobile continues to redefine the way brands connect with consumers. Among the accolades is the coveted Mob-Ex Champion title, awarded to one agency and one brand whose Gold-winning entry scores highest overall , marking the pinnacle of achievement in the programme.

All entries were carefully reviewed by a panel of 16 experienced marketing professionals from across the region. With their diverse expertise and industry knowledge, the judging process ensured thoughtful consideration and recognition of campaigns that demonstrated creativity, innovation, and strong results.

“Judging the Mob-Ex Awards was like being handed a front-row seat to the future of mobile marketing,” said Chrystian Adhiputra Lim, marketing director, Singapore & Malaysia at The Coca-Cola Company.

“What stood out was not just the sheer innovation, but how meaningfully brands are using mobile to connect with their audiences. The entries were a masterclass in creativity, empathy, and strategy — a big congratulations to all the visionary entrants and finalists for raising the bar.”

Jennifer Lin, head of feminine care core marketing, international at Kimberly-Clark, echoed the sentiment. “It was an inspiring journey through the forefront of mobile marketing. From strategic brilliance to bold creativity, the entries truly pushed the envelope of how brands show up in a mobile-first world. It was a privilege to witness campaigns that don’t just make noise — they make impact.”

For Nagraj Iyer, head of marketing at Haleon ANZ, the experience was as enriching as it was enlightening. “More than judging, it’s been a learning experience. The strongest submissions married creative firepower with audience insight and measurable results. They showed us that when you get strategy and execution right, mobile becomes a channel of true transformation.”

“Mob-Ex really showcased how mobile can be both a creative playground and a serious performance engine,” said Nachiappan M.T. Arasu, VP of marketing at Express Rail Link (ERL).

“The top entries understood platform-native behaviours, used data-driven personalisation, and delivered seamless user experiences. Mobile, when used intentionally with the customer journey at heart, becomes a powerful lever for both brand love and business impact.”

The winners of the 13th annual Mob-Ex Awards will be revealed at a live gala dinner and celebration on 5 September 2025, held at Sofitel Singapore City Centre.

So, who’s in the running? Check out the finalists here.

For gala packages, speak to our project managers for more info:

Sandra Rones
Regional Project Manager
Tel: +65 6692 9031 Ext 819
Mobile: +63 9322917178
Email: sandrar@marketing-interactive.com

Advertising & Sponsorship Opportunities
partnerships@marketing-interactive.com