Awards Categories 2015

All campaigns must have run between 1st Septembers 2013 and 31st October 2014.

Download the full list of categories

Check out last year's winners for inspiration on how to write your winning entry!

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 *NEW*

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 metrics.

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 marketing strategies.

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 audience.

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 supplied.

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.


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