Award Categories
CREATIVE IDEAS
1. Best Idea – Branded Content
This category recognises the best creative, innovative content, or unexpected content, commissioned by a brand. It can include text, infographics, film, video games, music, online, competitions, and TV, running across all forms of marketing channels.
Judges will be looking at the creative copy and the content strategy that was designed to stimulate interest and support a strategic marketing approach for the brand. Entries should reflect a clear vision about how the high quality and innovative content was created, and how it was designed to build a rapport with the targeted audience.
2. Best Idea – Corporate Social Responsibility
Judges will be looking at the creativity and innovation behind the idea of the initiatives, how they were carried out, and how they brought positive benefits for the involved parties. Entries should demonstrate how the initiatives benefited both parties and had a positive effect on raising brand reputation.
3. Best Idea – Pandemic Response (New)
Judges will be looking at how the idea was developed and how it acknowledged, sympathised or was related to the pandemic. Entries should demonstrate how the campaign communicated with the brand’s core message and achieved other corporate goals.
4. Best Idea – Customer Acquisition
Judges will be looking at the creativity and originality behind the idea that captured enquiries or new business. Entries should illustrate how the customer acquisition strategy helped to grow and gain new customers or to widen the customer base that resulted in positive business outcomes.
5. Best Idea – Customer Engagement
Judges will be looking at the creativity, innovation and strategy behind the idea of the campaign, and how it used each touch-point in the most engaging way. Entries should illustrate how the customer engagement idea helped to entertain and engage existing customers, while enhancing the customer proposition that resulted in positive business outcomes.
6. Best Idea – CX/UX
Judges will be looking at how the creative idea was developed with the customer in mind, and illustrated in the customer journey. Entries should demonstrate how it was easy for their target audience to interact with the brand, or respond to a call to action without any difficulty.
7. Best Idea – Design
Judges will be looking at the creativity and innovative idea behind the design. Entries should demonstrate a tangible link between the design and the marketing strategy or campaign for the product.
8. Best Idea – Digital Solution
Judges will be looking at how the solutions were created and designed to be deployed over various digital channels to add value to a marketing campaign. Entries should demonstrate how the idea stood out in the competitive digital space and achieved a specific marketing outcome, be it branding, a prompted consumer behaviour, or engagement.
9. Best Idea – Events
Judges will be looking at the strategy and creativity behind the event, on how the event performed, how it captivated its audience, and the strength of the idea. Entries should illustrate how the event was designed to captivate its audience and how the idea for the event supported the brand’s profiles, values, and marketing objectives.
10. Best Idea – Experiential Marketing
Judges will be looking at the creativity and strategy behind the experiential programme or campaign that was designed to stimulate interest and create buzz for a brand, product or service. Entries should illustrate how the idea was designed to allow consumers to get involved in, or respond to, a specific experience.
11. Best Idea – Gamification
Judges will be looking at the effectiveness and creativity of the idea in reaching targeted customers and building a brand’s image. Entries should demonstrate how the creation of the game leveraged the brand message, and engaged with customers.
12. Best Idea – Influencer
Judges will be looking at how the collaboration increased customer value and promoted peer-to-peer engagement. Entries should demonstrate how an original approach of a brand took influencer marketing beyond the limits of the traditional, and showcased the brand’s out-of-the-box thinking, resulting in an effective campaign strategy that was engaging and authentic.
13. Best Idea – Integrated Marketing
Judges will be looking at how the idea was designed to stimulate interest and support a strategic marketing and communications approach across multiple distribution channels (at least three channels). Entries should demonstrate how the idea creatively and successfully leveraged the marketing objectives of a brand.
14. Best Idea – Launch/Rebranding
Judges will be looking at the creativity of the idea and the initiative behind the launch/rebranding strategy. Entries should demonstrate how the idea helped mould the campaign and the eventual execution strategy towards the launch/rebrand activity.
15. Best Idea – Mobile Marketing
Judges will be looking for the creative idea of a mobile platform that was designed to enhance the user experience, be it branding, a prompted consumer behaviour or simply increased consumption. Entries should demonstrate an impressive visual environment within the app/mobile platform and how it leveraged the marketing objectives of the brand.
16. Best Idea – Partnership/Sponsorship
Judges will be looking at the creativity of the idea behind the collaboration where both parties reached a mutual benefit. Entries should illustrate how the partnership was designed to captivate their audience and how the idea supported the parties to achieve a win-win marketing goal.
17. Best Idea – Public Awareness
Judges will be looking at how the idea was developed and built in order to achieve their marketing outcome. Entrants should demonstrate how the idea was executed and the effectiveness in gaining the public’s attention.
18. Best Idea – Public Relations
Judges will be looking at the public relations idea that succeeded in promoting or recovering an image of a brand, product or service, or supplemented an existing marketing strategy. Entries should demonstrate how a public relations strategy created an impact on the chosen audience.
19. Best Idea – Social Media
Judges will be looking at how the creative idea was designed to be deployed over social media channels. Entrants should reflect how the social media strategy helped a brand to engage a campaign, enhanced customer acquisition, or built strong customer loyalty.
20. Best Idea – Video
Judges will be looking at the originality and creativity of the marketing video idea and the creative strategy to achieve a marketing outcome or reach for a brand, product or service. Entries should demonstrate how the idea and campaign were designed to impact and resonate with the targeted audience or enhanced an existing campaign.
IMPLEMENTATION
21. Best Use of Content
This category recognises the most effective use of original content that was the main feature behind a published campaign. Content marketing could be text, infographics and/or video, etc, and could have been run across all forms of marketing channels.
Judges will be looking at the effectiveness and results from a content strategy developed to convert interest into action, and support a strategic marketing approach for a brand, product or service. Entries should illustrate how the copy embodied various elements/mediums of the marketing campaign, and how the content was mapped out for a larger content strategy, addressing specific KPIs along the way.
22. Best Use of CRM
This category recognises the most effective use of CRM and loyalty marketing to grow and develop a customer base(s).
Judges will be looking at the effect and result of a marketing campaign which demonstrates a cohesive customer loyalty strategy and an effective CRM programme while enhancing the customer proposition. Entries should show how CRM and a loyalty campaign were used together or separately to capture this commitment, and converted into potential engagement and ROI.
23. Best Use of Data/Insights
Judges will be looking at how data and insights helped a brand in understanding its customers to develop campaign strategies. Entries should demonstrate how market research, data planning, measurement and analytics insights were used to shape the creative strategy.
24. Best Use of Digital Solution
Judges will be looking at how a brand leveraged digital solutions to achieve a business objective, be it branding, a prompted consumer behaviour or to increase consumption on its platform. Entries should demonstrate how digital was an integral part of an executed marketing strategy and how it generated proven results, with evidence of the mediums used.
25. Best Use of Gamification
Judges will be looking at how gaming was effectively used as a key marketing strategy to enhance a brand experience and customer engagement. Entrants should illustrate the high levels of interactivity and engagement from the target audience while driving core business objectives.
26. Best Use of Influencer
Judges will be looking at how the use of influencers helped the brand’s overall strategy and improved engagement. Entrants should demonstrate how the level of a brand’s awareness was increased, how the brand’s message was effectively spread, and the business goals successfully achieved.
27. Best Use of Integrated Media
Judges will be looking at how the idea was executed across multiple distribution channels (at least three channels) to support the strategic approach, and the results from the combined use. Entries should also demonstrate how the campaign was executed skilfully to stand out from competitors and to reach the brand’s marketing objectives.
28. Best Use of MarTech
Judges will be looking at the innovation and effectiveness of the use of martech in delivering positive marketing outcomes. Entrants should demonstrate how the innovative technology benefited the consumers with new levels of functionality, access and convenience which pushed the boundaries.
29. Best Use of Mobile & Apps
Judges will be looking for an innovative use of app/mobile marketing to drive customer engagement and to enhance a brand experience for either a one-off or ongoing marketing exercise. Entries should be able to demonstrate the role of the app or mobile in attaining targeted objectives such as user acquisition, user retention or prompted consumer behaviour.
30. Best Use of O2O Strategy
Judges will be looking at the creativity and effectiveness of the O2O strategy in identifying customers in the online space and drawing the customer to the offline store. Entries should demonstrate how a brand utilised O2O techniques to entice target customers and increase marketing outcomes.
31. Best Use of Out-Of-Home
Judges will be looking at how the campaign was executed, and how it generated the desired results that met a business or a marketing communication objective. Entries should reflect how the use of OOH managed to increase the reach and recall of a campaign and impact path-to-purchase.
32. Best Use of Programmatic
Judges will be looking at how the programmatic strategies successfully leveraged the marketing objectives and brought positive business outcomes. Entries should demonstrate a standout use of programmatic that generated greater efficiencies for users, greater insights, better ROI, and better results.
33. Best Use of Real-time Marketing
Judges will be looking at how the brand reacted with the customers in real-time and created relevant messages in response to the social issue, crisis or customer behaviour. Entries should showcase how the time-sensitive content increased the interaction with their audiences and enhanced the brand’s image.
34. Best Use of Social Media
Judges will be looking at how the innovative use of social media channels reaped results towards customer acquisition, and engaged existing customers. Entries should illustrate the effectiveness of the execution through social media channels which activated or enhanced a marketing strategy.
35. Best Use of Venue
Judges will be looking at the creativity and innovation that helped a brand in reaching its target audience and delivering a positive brand message. Entrants should showcase how the venue was effectively used with out-of-the-box ideas that drove customer engagement.