Categories|The Festival of Media Global Awards 2015

CATEGORIES

Entries are welcome from media agencies, advertisers, media owners, ad tech companies and those involved with media. Eligible campaigns must have run between 1 January 2015 and 31 December 2015 and may have been implemented globally, regionally or locally.

You may submit your campaign into more than one category, but we recommend you to choose your categories carefully and tailor your written entry to the description of each category you enter. Judges will assess each campaign strictly against the category criteria.

There are 23 categories that can be entered across 4 sections:

  • Media
  • Content
  • Technology
  • Insight

 

MEDIA

Consumer targeting, Planning, buying, creative ideas and results are at the heart of these categories, with shining examples of innovation or best practice in media.

Best Communications Strategy

This category celebrates brands that demonstrate clear consumer insight and through the development of a brilliant and media fertile strategy and precise execution, and connectivity with the target audience. This can include any form of media used, whether it's a single or multi-platform campaign.

Best Engagement Strategy

This category recognises the campaign that can demonstrate the most successful engagement showing tangible target audience related results. Judges 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 Entertainment Platform

This category recognises the power of a platform (traditional and emerging) used to entertain, and the thinking required to maximise its value. Core to the creation of a successful platform is the ability to entertain the consumer in order to retain attention.

Best Event/Experiential Campaign

This category recognises brands that deliver an effective experiential campaign for consumers via events, stunt advertising, guerrilla marketing, projections, and roadshows or through sponsorship of an existing property.

The Creative Use of Media Award

This category rewards the creative and innovative use of media, whether based on the channel, placement or format. Judges will reward the interesting use of digital technologies or more traditional media, which could be either innovative or new for that particular sector or country.

The Effectiveness Award

This category will reward the campaign that achieved the most against its stated targets. 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 or other ROI metrics in relation to the campaign's objectives.

NEW FOR 2016 D'Atlas Brand Purpose Award

This category awards a single campaign that shows where the corporate brand has made the most impact environmentally or socially. This may be how they have minimised their impact on the natural environment or how they have deployed their efforts to help alleviate an environmental problem or contribute to sustainability. Alternatively the brand may have helped to solve consumer problems and social issues. Here judges will particularly reward campaigns that have impacted on society as proven by a change in culture or consumer attitudes and behaviour. The category seeks to reward the corporate brand, though entries from media agencies or other brand representatives are welcome, including brand partners.

Note: This award is open to campaigns from corporate brands that have run in the LatAm region only (locally or regionally) or campaigns directed to Latino audiences in the U.S


CONTENT

This section is about content creation and distribution. The content can be originally created, or existing content that has been re-purposed, while creative distribution will add value to your entries.

Best Content Creation Award

This category is open to companies that are dealing with brands in order to create branded content. The content should fit with the brand values, strategy and clearly address the marketing challenge. Judges will give additional credit to creative storytelling across connected screens, in addition to success proven by engagement metrics.

Best Use of Content

This category is searching for a campaign that has the use of content at the heart. This includes everything from ad-funded TV deals to 'native' advertising campaigns such as sponsored stories, featured videos or 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.

Best Use of Video

Winner of the best use of video should show creativity not only in the content itself, but also how it has engaged the target audience. 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 Community Development

This category is for entries that have built up an engaged community. It recognises community management and the level of community engagement which can include but is not limited to creativity and shareability of content, customer service and loyalty schemes. Key is an understanding of the community and its relevance to the client's overall comms objectives.

 

TECHNOLOGY

This section demonstrates the best technology or innovative use of technology, from a single technology platform to multiple screens and devices in order to connect with the consumer.

NEW FOR 2016 - Best Campaign for Commerce

This category recognises the best campaign for commerce that clearly connects promotion with purchase, footfall or traffic whether for the traditional retail physical store or non-traditional retail such as online or mobile. It may show how non-traditional commerce intersects with traditional retail to enhance the customer experience so long as there are tangible results.

Best Digitally Integrated Campaign

This category is seeking entries that have understood and integrated themselves into the digital landscape while integrating itself excellently into all other media. 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.

Best Use of Mobile

Innovative use of the mobile channel to reach and engage consumers is key in this category. The successful campaign will show how the advertiser has used mobile in a creative and engaging way to obtain great results on clear objectives. Judges will particularly reward campaigns designed specifically for mobile, rather than those that use mobile simply as a means of amplification.

Best Social Media Campaign

This category rewards excellence in social media. The content may be user-generated or brand generated but will demonstrate creative use of social platforms, a sound understanding of online consumer behaviour and great results.

Best Use of Technology

Awarded to the campaign that is seen to exploit new technology to its full potential in the marketing world. The winning campaign will be able to demonstrate a good brand/technology fit and show innovation in the use of the new technology to reach an audience. This category is open to any existing media channel, and any new one created by the use of the technology. Judges will be focusing on the innovative nature of the technology and how it has been applied to a marketing challenge.

Best Use of Programmatic Technology

This new category seeks to reward the best use of technology for programmatic trading. Judges will need to appreciate how the winner's use of technology has delivered in the space, and what measurable results and/or competitive advantage it has given for the client. Entries are welcome from the user of the technology as well as the technology provider.

Best Use of Native Advertising

This category is open to publishers, media agencies and technology providers who can prove the most effective use of native advertising or sponsored content. The placement is targeted, the context is fitting and the results should show the level of success for the campaign or client.

 

INSIGHT

This section focuses on the core understanding of the audience, the practical application of that understanding and the resulting success.

NEW FOR 2016 - The Best Insight Award

This category recognises how the quality of the insight has enhanced the campaign and ultimately its success. The insight may have come through third party research, focus groups or an identified trend for example which has influenced the market understanding and its impact on the campaign strategy. The winning entry will show the most effective execution based on the insight and demonstrate its contribution to the media campaign. For this category the Insight of the campaign will account for 40% of the score.

NEW FOR 2016 - Best Not-for-profit Campaign

This category will reward the best campaign for a charity, not-for-profit organisation or government agency where the media has measureable impact on the issue or demonstrably raised awareness of the organisation's purpose, values or initiatives. The campaign may include a brand partnership, but the core purpose of the campaign must have been to further the cause of the not-for-profit organisation.

Best Launch Campaign

The winner in this category will be the campaign which 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 understanding of the target audience and marketplace.  It will also show the use of a cutting edge media strategy that created standout in the market in order to generate the buzz required to successfully launch or re-launch a product, service or brand.

The Smart Use of Data Award

The Smart Use of Data Award recognises effectively reaching consumers in their increasingly digital lives. The winning entry should demonstrate the smart use of data which has improved results as evidenced by metrics such as lead generation or lead conversion to sale, a reduction in CPA or increase in ROI. Pre and post campaign stats will be another useful benchmark for judges.

Best Targeted Campaign

This category rewards campaigns that have identified and effectively reached specific audiences. This includes all demographics, from a niche audience through to a segment of a broader marketplace. Judges will consider the level and longevity of impact made by the campaign.

The Utility/Public Service Award

This category is about a brand delivering benefit to the consumer - be it a utility, service, or product that meets a public need. In particular judges will be looking at how the activation has generated tangible results for the brand such as increase in sales or purchase intent, enhancement of brand perception or an increase in brand engagement.

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