Awards Categories
*NEW* THE BRAVES Best branded entertainment
This category is about rewarding the branded entertainment
methods to engage consumers. The award will recognise the best
entertainment or factual branded video content produced for a
brand. This can include online video as well as other relevant
content platforms. Judges will be looking for excellence in every
aspect of content (the idea, production, brand fit and results),
but paying particular attention to the delivery of information at
its heart and its resonance with the brand. The final deadline for
entries into this category only is 8 March 2013.
*NEW* 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
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, engage the target audience.
This can include any form of media used, whether it's a single or
multi-platform campaign.
Best Engagement Strategy
Engage: Recognising the campaign that can
demonstrate the most successful 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 Entertainment Platform
Entertain: This category recognises the power of a
great communications platform (traditional and emerging) 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
Activate: 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 Social Media Campaign
This category rewards innovation in 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 Targeted Campaign
Target: This category rewards campaigns that have
identified and reached specific audiences. Judges will also look
for campaigns which have used data intelligently to target their
audience. This includes all demographics, from youth to silver
surfers and specific target groups (ranging from pet owners through
to ice-cream lovers).
Best Use of Content
Create: This category is searching for any campaign
that has used creation of content as part of it strategy. This
includes everything from ad-funded TV deals to branded music
projects. 'Native' advertising campaigns will also be considered,
such as sponsored stories, featured videos, advertorials and
promoted messages via social media. Judges will be look for
innovative creation of intellectual property (IP) along with
examples of how this IP is leveraged.
Best Digitally Integrated Campaign
Interact: 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.
Best Use of Emerging Technology
Invent: 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 focussing on the innovative nature of
the technology and how it has been applied to a marketing
challenge.
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.
The Creative Use of Media Award
Innovate: This category rewards the innovative use
of media, whether based on the channel, placement or format. The
judges will focus on the creativity. They will not be looking
for the use of new technology per se, but will reward the
interesting use of digital technologies, as well as being open to
all media.
The Effectiveness Award
This category will reward the campaign that achieved the most
against its stated sales targets. It will focus on sales
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 Public Service Award
Benefit: This category is about delivering benefit
to the consumer - be it a service, a tangible product, supporting a
worthy cause - and at the same time generating goodwill or sales
for the brand.
Best Contribution to a Campaign by a Media
Owner
Partner: This category recognises the efforts of
media owners in their work with advertiser clients to connect with
their audiences. Judges are looking for creative application of
ideas and innovative strategies. Entries will be judged on the
level of creative thinking, consumer insight, and success for the
client. The winning campaign could be a multi-platform strategy or
a single marketing execution. The entering company must be the
media owner.