UM Singapore’s campaign for Singapore Red Cross, The Red Cross Connection, struck high honors at the annual Southeast Asia Mob-Ex Awards.

Best Location-Based Marketing Campaign


Viral Marketing Campaign


Best App/Content by Government/Community


The award-winning campaign featured an app that became the world’s first crowdsourcing mobile social platform for blood donors.  The app united users as a community, which urged them to spread the message to their personal networks and call for donors when the need arose.  Through these efforts, the Red Cross was able to save close to 66,000 lives through blood donation.

Now in its third year, the Mob-Ex awards is Southeast Asia’s premier event celebrating outstanding work in the entire mobile marketing business. Focusing on various campaigns and features related to mobile marketing programs, Mob-Ex Awards rewards leading organizations that have pushed the limits towards measurable success via mobile, through sound and innovative mobile marketing strategies.