GENERAL DIGITAL DIRECTIONS

Campaigns aimed at increasing brand awareness and positioning. Activities can relate to both new brands and the revival and repositioning of existing ones.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

Search for effective solutions in e-commerce, m-commerce and e-retail, both online and using new technologies at points of sale.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

Campaigns that use several communication channels, including digital ones, to carry out complex advertising activities. Even if the digital role is not the leading one, it should constitute an important axis of communication and be a significant complement to other channels. The coherence and synergy of the implemented measures are evaluated, which as a result give a clearly better effect than the sum of various measures carried out in different channels.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

Campaigns in which the collection of consumer experiences in the digital environment contributed to the achievement of the brand's marketing objectives. Reported campaigns can cover a very wide range of digital experiences - both storytelling (if they additionally use digital capabilities) and one-off tactical solutions that made the consumer's contact with the brand on the Internet an added value. Solutions that use the specificity of the digital environment above average are evaluated, providing the consumer with impressions that cannot be created in contact through other mass media.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

Campaigns that used games or eSports in communication aimed at the target group (players). These can be both campaigns that considered games as an environment or context for communication, or created a special game, and those that resulted in the brand enriching its current offer with player-oriented positions. The adaptation of communication to the target group of players, the ability to use games and eSports in a non-standard way (for example, not only advertising), as well as accuracy, methodological correctness of data and business relevance of effects are evaluated.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

Solutions, products and technologies that go beyond digital marketing models commonly used in Ukraine. Innovation can include, but is not limited to: testing new solutions, approach to creation or use and creation of technology, strategy and media planning. Not only the innovativeness of the implementation, but also the adaptation to the strategy of online actions and the achievement of the goals set before it are evaluated.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

Communication activity accompanying the launch of a new product, service, brand, solutions, technologies. The capacity of the idea, the consistent use of the means of communication and the effect measured appropriately for the given purpose are evaluated.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

Campaigns where the idea is important, not the budget, are evaluated. It can be both ideas that were perfectly adapted to the digital touch points of the consumer and the brand, and projects that were developed using modern, even experimental solutions and technologies, and hit the spot with a limited budget.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

An effective solution for digitization, digital transformation of an offline business or project

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

Campaigns whose purpose is to generate actions such as: sales or other type of conversion, including: campaigns using search engine marketing engines, email marketing, positioning, contextual advertising, remarketing and all sales support tools, such as marketing automation.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

Campaigns that inspire altruistic action or change behavior for the greater good. Those pursuing socially important goals. This category includes free events, works created on behalf of non-profit organizations and government agencies, as well as CSR and educational campaigns conducted by businesses. Note. Campaigns submitted in this category cannot be submitted concurrently in other categories.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

The best campaign that provides a high level of interaction with the consumer on multiple screens or platforms (only digital channels or digital channels integrated with offline channels). The use of at least three communication channels is evaluated.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

The best campaign to increase brand recognition on various digital platforms.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

Best use of digital advertising for direct response or lead generation campaigns.
The best campaigns focus on creating a direct response/conversion/intent to purchase through a variety of digital advertising tools/mechanics, etc.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

The best use of video advertising to ensure the highest level of consumer engagement.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

The best use of search advertising to ensure the highest level of consumer engagement and return on advertising investment.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

The best performance campaign that provides the highest quality and measurable results.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

The best performance campaign that provides the highest quality and measurable results.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

The best use of digital audio advertising to deliver the highest level of consumer engagement and achieve brand or sales goals.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

The best use of OOH digital advertising to ensure the highest level of consumer engagement.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

The best use of native advertising for an effective campaign with the highest level of consumer engagement.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

The best use of CTV advertising to ensure the highest level of consumer engagement.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%

Best use of VR, AR, or other emerging technology that provides an interactive or engaging consumer experience.

EVALUATION CRITERIA

● Strategy - 20% 

● Execution / Media results - 20% 

● Creative - 20% 

● Innovation – 20% 

● Results - 20%