2025 WINNERS
Congratulations to the 2025 Asia Pacific Loyalty Awards winners!
See the 2025 APLA winners below.
The 2025 Asia Pacific Loyalty Awards were a gerat success, and we were extremely impressed with the excellence, innovation, and best practice on display. We look forward to seeing you again next year!
The Winners
1. Best Overall Loyalty Program - Grocery & Beverage
My Dan’s Membership
Dan Murphy’s
The Dan Murphy’s loyalty program, My Dan’s Membership, is one of Australia’s most popular, with over 8 million members. It’s free to join, and members enjoy a range of perks to enhance their shopping experience. These include exclusive benefits such as our Member Offers, priority access to limited products, and exclusive invitations to unique events and experiences that make shopping with Dan Murphy’s even more rewarding.
2. Best Overall Loyalty Program - Retail
Rebel Active
Rebel Sport, Super Retail Group
Rebel’s loyalty program, Rebel Active, was relaunched in October 2023 and boasts over 3.9 million active members. It’s free to join and operates online and across the full store network of 160+ stores. The core benefits include 1 pt for every $1 spent, giving members 5% back in points to use next shop, access to exclusive member offers, member pricing, personalised EDM comms, and access to VIP experiences via Rebel’s partnerships.
3. Best Overall Loyalty Program - Financial Services
CommBank
Yello
Commonwealth Bank of Australia
CommBank Yello sits at the centre of CommBank’s customer proposition and is a recognition program that is unique to the Australian banking market. The program recognises customers for their relationship with us and has strong customer engagement via Australia’s best banking app, the CommBank app.
4. Best Overall Loyalty Program - Travel
Qantas Frequent Flyer
Qantas
Qantas Frequent Flyer drives loyalty innovation, delivering value beyond travel. In the last financial year membership grew by over 1 million, with active membership rising 14%. Highlights included the launch of Classic Plus and a new Ticketek partnership. Members benefit from diverse redemption options, from flights to exclusive experiences, demonstrating why Qantas Frequent Flyer sets the benchmark for excellence in loyalty programs.
5. Best Overall Loyalty Program - Hospitality, Entertainment & Experience
ALL - Accor Live Limitless
Accor Hotels
ALL – Accor Live Limitless boasts the broadest hotel selection in South-East Asia & the Pacific, offering an extensive range of earn and redemption options that go beyond hotel stays, delivering rewards and experiences based on member feedback. The program’s engagement and membership growth, social and environmental conservation efforts, and customer service excellence demonstrate its position as a leading travel loyalty program.
6. Best Overall Loyalty Program - Utilities, Telco & Technology
Mobil Rewards
Ampol Limited
with Synchro Marketing Australia
The highly competitive Australian Automotive Lubricants market totals over $2.5 billion in sales annually. On behalf of Ampol and its Mobil Lubricants Distributors MotorActive and Statewide Oil, Mobil Rewards drives sales growth through Independent Automotive Workshops. This B2B Loyalty Program, grounded in behavioural economics principles, has delivered 99% YoY active retention, 28% YoY acquisition, 30%+ YoY flagship product growth, 19%+ YoY revenue growth, and a 9:1 ROI.
7. Best Overall Loyalty Program - Business to Business
Sparky Plus
Lawrence and Hanson
with Power2Motivate
The Sparky Plus Loyalty Program exemplifies an outstanding loyalty initiative that effectively engages and rewards its members while driving substantial business outcomes for Lawrence & Hanson. Its innovative approach, commitment to providing memorable experiences, and sustainable operations make it a deserving candidate for this prestigious award. Sparky Plus secures long term customer relationships for Lawrence & Hanson.
8. Best Overall Loyalty Program - Business to Employee
pub+
ALH Hotels Group
with Eagle Eye
Many programs isolate their team from the guest proposition and this creates a disconnect between the program and staff. pub+ TEAM enables team members to enjoy all the benefits of the ALH Hotels pub+ loyalty program and more. This approach ensures the team can communicate the benefits to guests through first-hand experience. As a result, team members are the strongest advocates for pub+ and are the main driver of customer acquisition.
9. Best Use of Digital Technology
VietJet SkyJoy
GalaxyJoy
with Loyalty Juggernaut
SkyJoy, an innovative loyalty program powered by Loyalty Juggernaut’s GRAVTY® platform, is an example of how digital innovation can re-define member experiences, increase engagement and deliver measurable results. By continually designing innovative campaigns tailored to customer preferences and behaviour, SkyJoy strengthens its connection with its members, driving long-term loyalty and satisfaction.
10. Best Loyalty Program Launch
NAB Goodies
National Australia Bank
with Mastercard Loyalty Solutions
NAB Goodies is a vibrant, exciting and inclusive loyalty offering cutting through the loyalty landscape this year. NAB Goodies was developed by customers, for customers and has launched with the strength of its AI driven personalisation, market leading merchant and partner offers and simple and accessible design. Only in market for less than a year, customer engagement rates for this large scale program has far exceeded industry expectations.
11. Best Loyalty Program Re-Launch
Everyday Rewards
NZ
Woolworths Group: Everyday Rewards New Zealand
with Eagle Eye
Everyday Rewards NZ is a Woolworths Group B2C loyalty program. Everyday Rewards transformed New Zealand’s loyalty landscape by seamlessly migrating over two million members and adding 250,000 new sign-ups. With innovative technology, personalized rewards, and strategic partnerships, the program achieved 100% online shopper conversion, exceeded app download targets, and delivered unparalleled member value and satisfaction.
12. Best Use of Communications
Telstra Plus EOFY Campaign
Telstra
The Telstra Plus EOFY campaign achieved remarkable financial results and demonstrated the power of strategic communications and member engagement. By leveraging a multi-channel approach to achieve a wide-spread reach, personalised messaging, and a new fun way to engage with the program via Shake and Reward, Telstra Plus delivered the strongest ROI on advertising spend in FY24, setting a new benchmark for future campaigns.
13. Best Loyalty Program Marketing Campaign
TerryWhite Chemmart Rewards Plus
TerryWhite Chemmart
The TerryWhite Chemmart Rewards Plus relaunch redefined pharmacy loyalty with health-focused rewards, creative visuals, and personalised offers. The campaign grew membership by 135,000, doubled member transaction value, and deepened customer loyalty. By integrating health services incentives and a multi-channel strategy, it strengthened supplier partnerships and positioned TWC as a leader in customer-first pharmacy care.
14. Best Social (CSR) or Sustainability Initiative
Lifeblood Gifts
Australian RedCross Lifeblood
Lifeblood Gifts is the first of its kind in Australia – utilising the power of a Loyalty Program to help donors help others more often, while rewarding them and acknowledging their powerful and valuable contribution to our community. The proposition of Lifeblood Gifts is simple and effective: every third donation a donor can choose from a suite of quality gifts. Gifts are subtly branded and our donors love to be able to show them off!
15. Best Customer Experience (CX)
Oz World
Oz Hair and Beauty
with Microsoft Dynamics 365 and Yegertek
The Oz World Loyalty and Rewards Program delivers a seamless, personalised experience across digital channels and in-store. With a transparent program, streamlined sign-up process, and tangible rewards it enhances customer engagement and loyalty. By aligning customer needs with impactful strategies and ensuring consistency across all touchpoints, Oz Hair and Beauty sets a benchmark for loyalty excellence.
16. Best Use of Personalisation & Artificial Intelligence
MYER one
Myer
To arrest years of sales and profit decline, Myer launched a new Customer Value Management (CVM) strategy to revitalise the MYER one program. The program was driven by a rigorous always-on, test-and-learn model which fuelled a continuous series of personalised, differentiated and value-based campaigns powered by a series of proprietary AI models that elevated the art of 1:1 connection for millions of members
