EGG Digital, a leading provider of AI-powered big data analytics and integrated media services under Amity, has reinforced its leadership in AI-Driven Marketing by winning four prestigious awards at the Marketing Excellence Awards Thailand 2026. The recognition reflects EGG Digital’s expertise in integrating Data x Technology x Marketing to address business and consumer needs while delivering measurable business impact for leading brands across industries.
EGG Digital believes that the heart of modern marketing lies in bringing together Data, AI, and Marketing to transform data into strategies that respond to consumers in the right context, creating meaningful experiences, engagement, and measurable business outcomes. From CRM and connecting media with consumer behavior to data-driven personalization, this approach has been recognized through 4 awards at the Marketing Excellence Awards Thailand 2026:
- Gold – Excellence in Loyalty Marketing for TaoBin x EGG Digital: Connecting Every Cup Through Data and Loyalty
- Gold – Excellence in Personalization Marketing for Lotus’s x EGG Digital: Turning Data into Hyper-Personalized Meaningful Moments
- Bronze – Excellence in Interactive Marketing / AI & VR for MAMA x EGG Digital: BIG PACK, BIGGER EXPERIENCES – Transforming Purchases into Brand Experiences
- Bronze – Excellence in Customer Engagement for SUNSILK x EGG Digital: BABYMONSTER SWAY LIKE SILK
Ratthee Charoenratvorakul, General Manager – MarTech Solutions, EGG Digital Co., Ltd., said: “The goal of our MarTech Solution business is to help brands create better experiences and build long-term relationships with consumers. The key challenge for brands today is not simply collecting data, running campaigns, or driving sales, but transforming data from every transaction into actionable insights that can create meaningful value for the business. We therefore combine the EGG ONE Platform with AI-Powered MarTech Solutions to turn data into new business opportunities for our clients. One campaign that clearly demonstrates our expertise is ‘TaoBin x EGG Digital’ which also received a gold award.”
TaoBin has a high volume of transactions, but as its services are delivered through vending machines without front-of-store staff, data collection was previously limited mainly to customers’ phone numbers. This made it difficult for the brand to identify customers, understand their long-term behavior, and effectively encourage repeat purchases. EGG Digital therefore developed an O2O Loyalty Ecosystem that connected offline purchase data with online engagement through LINE OA and EGG LINE Official Notification. Customers received real-time purchase confirmations and point updates, while a Tier Membership system and Gamified Engagement encouraged registration and point collection. Consumer behavioral data was then analyzed to enable segmented communications and personalized promotions. The approach transformed one-time vending machine buyers into Registered CRM Members, reaching 1.91 million members. LINE OA followers increased by 55.5%, from 2.07 million to 3.21 million, with a 68% reward redemption rate and a repeat purchase rate of 47%.
Tippawan Vongthammachart, General Manager – Business Analytics AI & Consultation, EGG Digital Co., Ltd., said: “The challenge for businesses today is turning large volumes of data into an understanding of the different contexts and needs of individual customers and ultimately delivering Hyper-Personalization at scale. This is where we help businesses understand their customers through a 1080-degree view using The Matter Suite, an AI-powered end-to-end analytics platform, to uncover hidden business opportunities within data. ‘Lotus’s x EGG Digital’ is a strong example of how Big Data and AI can be transformed into Hyper-Personalization that delivers tangible business results, earning the campaign a gold award.”
Lotus’s has more than 10 million members and a wide range of loyalty benefits. EGG Digital therefore helped elevate its marketing approach to deliver greater relevance to individual customers. EGG Digital leveraged RetailMatter, an intelligent retail business analytics solution, together with a Hyper-Personalization strategy across two phases. In Phase 1, members’ purchase data was transformed into personalized storytelling to reveal each customer’s “shopping identity”, with relevant coupons delivered through LINE OA. The approach was then elevated in Phase 2, where AI was used to generate personalized predictions and fortune-based coupons tailored to individuals through LINE LIFF. Phase 1 achieved a 25.2% coupon redemption rate, , which was twice the market average, while average spending increased by 10.7% and LINE OA grew by 192.5%. In Phase 2, total sales from coupon redeemers reached 700 million baht, with a 70.81% coupon redemption rate and 58.1 million baht in incremental uplift.
Chatchapol Ongnithiwat, General Manager of Media Convergence Business at EGG Digital Co., Ltd., said: “This year, Media Convergence received two bronze awards, reflecting the success of our approach to making brands more memorable and creating meaningful engagement with consumers. Rather than simply increasing the volume of communication, we focus on making the right decisions about who brands should reach, through which channels, and at what moments. Media Convergence therefore combines Data, AI, and Consumer Insight to develop strategies tailored to different audience segments, while leveraging MediaFusion to analyze and optimize communications in real time across Online Personalized Media, On-Premise: Retail Media Network, and Adaptive Digital Out-of-Home (ADOOH). This enables brands to reach the right consumers with the right message at the right moment across every touchpoint, both online and offline.”
The award-winning campaigns included MAMA x EGG Digital, which turned shopping into a fun and engaging experience through QR-led AR and gamification with the “MAMA Big Pack Run” on TikTok and in-store. A Cross-Category strategy further extended the campaign into the Fresh Food zone to reach Gen Z. The campaign increased market share to 54.1%, while total sales grew by 6.4% year-on-year and the Gen Z customer base grew by 60.15%. Meanwhile, SUNSILK x EGG Digital adopted a Fandom-First Strategy to connect the brand with K-Pop culture through the #SwayLikeSilkyHair challenge on TikTok, encouraging fans to actively participate. The campaign was further extended into Retail Media and the point of purchase, creating a seamless experience throughout the Customer Journey. As a result, the brand’s positive sentiment, measured by BESS Score, increased by 767%, generating more than 4,000 UGC videos, a 133% increase in engagement, and a 101% increase in livestream sales.
