Awards Categories 2015
All campaigns must have run between 1st Septembers
2013 and 31st October 2014.
Download the full list of
last year's winners for inspiration on how to write your winning
Best Use of Video *NEW*
The best use of video should show creativity not only in the
content itself, but also how it has engaged the target audience.
Judges will particularly reward those that show innovative use of
technology in the activation which could include instream or
outstream video solutions. The campaigns may have appeared on
social media platforms, the digital platforms of publishers, media
brand websites or any other platform. Entries could come from media
agencies, media brands or video advertising platform providers.
Best Content Creation Award
This category is open to all brands, agencies and production
organisations that are dealing with brands in order to create and
distribute branded content via publications, apps or online. The
work could be in the TV sector or within the online video market.
The content should fit with the brand values, strategy and clearly
address the marketing challenge. In particular judges will give
additional credit to creative storytelling across connected
screens, in addition to tangible proof of success via engagement
Best Launch Campaign
The winner in this category will be the campaign that
demonstrates the most successful strategy for the launch of a new
product, service or brand, or the re-launch of an existing
product/service. Judges will be looking for a deep understanding of
the target audience and marketplace. It will also show the use of a
cutting-edge media strategy and execution that created standout in
the market in order to generate the buzz required to successfully
launch or re-launch a product, service or brand.
Consumer Research Award
This category recognises the best examples of research-based
insight in Asia, whether this is consumer insight, futures-based
insight, a media insight, or a combination of all three. Entries
are open to research bureaus, media monitoring firms, agencies,
media owners, associations and even technologists, as long as the
impact of research on the campaign creativity and strategy is
clear. The winning entry must demonstrate that insight has
contributed the most to developing the creativity and planning the
strategy or the level of market understanding. This category will
be judged on the insight; the method for
collecting the research; the application of the
insight, and finally the contribution of the insight
to the media campaign.
The Smart Use of Data Award
The Smart Use of Data Award reflects the achievements of
effectively reaching consumers in their increasingly digital lives,
which has fuelled programmatic buying, marketing through site
targeting and dynamic creative optimisation for instance. The
winning entry should demonstrate the smart use of data which has
ultimately improved results, as evidenced by metrics such as web
conversions, increases in the average order value, a reduction in
online CPA or increase in ROI. Pre and post campaign stats will be
another useful benchmark for judges.
Best Use of Mobile
Innovative use of the mobile channel to reach and engage
consumers is key in this category. Any form of mobile media will be
considered, including mobile Apps, .mobi sites, mobile content or
any form of mobile advertising, provided they show how the
advertiser has used mobile in a creative and engaging way to obtain
great results on clear objectives.
Best Engagement Strategy
Recognising the campaign that can demonstrate the most
successful consumer engagement showing tangible target audience
related results. This category can include a campaign on any media
channel that can prove the engagement created at the heart of the
strategy - the Jury will place a greater emphasis on audience
related results for entries in this category and will be looking
for proof of engagement through metrics such as 'time spent with
brand', 'number of interactions with the brand', 'number of
downloads', 'number of comments' and so on.
Best Social Media Strategy
This category rewards innovative use of social media. The
winning campaign should be able to demonstrate great results.
Entries will be judged on the creative use of social platforms and
a sound understanding of online consumer behaviour. Judges will be
looking for examples of fantastic consumer driven campaigns,
community building, targeting, engagement and conversational
Best Communications Strategy
This category celebrates brands that demonstrate clear consumer
insight and through the development of a brilliant strategy and
precise execution, communicate effectively and engage the target
Best Entertainment Platform
The power of a great entertainment platform (traditional and
emerging) and the thinking required to maximise its value is key
for this category. Core to the creation of a successful platform is
the ability to entertain the consumer in order to retain attention
and achieve longevity in its connection.
Best Experiential Campaign
This category recognises brands that deliver an experiential
campaign for consumers via events, stunt advertising, guerrilla
marketing, projections, roadshows or through sponsorship of an
existing property. The experiential campaign will be physical in
its core, but can have virtual angles around it.
Best Targeted Campaign
This category rewards campaigns that have identified and reached
specific audiences. This includes all demographics, from youth to
silver surfers and also includes specific target groups (ranging
from pet owners, through to ice cream lovers). Any campaign that
can be proven to target a specific audience will be considered.
Best Use of Content
This category is searching for a campaign that has the use of
content at the heart of its strategy. This includes everything from
ad-funded TV deals, branded music projects to 'native' advertising
campaigns such as sponsored stories, featured videos and messages
via social media. It does not need to be owned or original content.
Measurement of performance through metrics such as shares, likes,
viewing duration or frequency will be important in making your
entry a winner.
The Creative Use of Media Award
This category rewards the creative use of media, whether based
on the channel, placement or format. It is seeking examples of
brands using media to create cut through. Judges will not be
looking for the use of new technology per se, but will reward the
interesting use of technologies to achieve cut-through
communication and brand results.
The Effectiveness Award
This category will reward the campaign that achieved the most
against its stated sales targets. It will focus on effectiveness of
a campaign above all other considerations - the results section of
the entry will account for 40% of the Jury's scores. All entries
must include figures showing the campaign's direct impact on sales.
Other ROI metrics will only be considered if sales figures are also
The Utility/Public Service Award
This category is about delivering benefit to the consumer - be
it a utility, service, or product that meets a public need, whether
it is allied to a charitable cause or not. This could include
branded apps, an event or outdoor media for example. In particular
judges will be looking at how the activation has generated tangible
results for the brand such as sales, enhancement of brand
perception or consumer predilection to purchase.
Best Use of Digital Media
This category is seeking entries that have understood and
integrated themselves into the digital landscape. It covers all
digital media, from web, mobile, IPTV, gaming and search through to
affiliate marketing and is looking for great examples of
interaction using digital media's unique properties.