MEDIA CRAFT
Entries in these categories should demonstrate the integral role of media execution, technologies, data, targeting etc. and outstanding craftsmanship in harnessing media to deliver a brand message, change behaviour or engage consumers at scale.
The main criteria: media strategy, media execution, impact and results.
Mandatory files: main image (presentation image), case film/demo film (120 seconds max).
Optional files: additional image, film or sound video, URL (content or presentation webpage).
Use of existing or new technology to execute or support a media campaign that creatively pushes the boundaries of existing platforms or media formats. This could include, but not be limited to, AI, AR, VR, XR, robotics, gadgets and electronics, wearable and interactive technology, mobile devices, voice technology, gamification, virtual worlds, the metaverse and all other emerging platforms.
Entries that are inspired or based on data. Entries must demonstrate how a media execution was enhanced or driven by data. Includes use of data-driven insight, use ofreal-time data, use of data-driven targeting, use of data specifically generated from social media, use of data integration.
Target audience reach in media campaign and use of unlocked insights and understanding of consumer behaviours/needs in order to develop a customised media strategy to meet a brand’s specific business objectives, marketing goals and overall positioning.
The sourcing and selection of media platforms to deliver a brand's message. Entries should detail reach, penetration and frequency of the message to generate the desired response.
Entries should demonstrate how media thinking and skilful negotiations with media owners contributed to the execution of a campaign across selected channels and achieved business goals. Consideration will be given to the selection of media as part of brand storytelling and to the creative delivery.