EXPERIENCE & ACTIVATION
Temporary or permanent brand experiences. Entries should demonstrate how the customer journey, experience of the brand and optimisation of every touch point led to increased brand affinity and commercial success.
Evaluation criteria: idea, strategy, execution, 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).
Experience-led brand activations that are targeting consumers in a retail environment. May be delivered through in-store events, pop-ups, fully integrated virtual stores or liminal shopping experiences where phsyical and digital worlds combine.
Work that creates meaningful, engaging experiences and activations in order to attract or maintain customers, encourage customer activity and increase overall transaction value.
Online or offline promotional competitions or incentives used to drive customer engagement with a brand. This may include but is not limited to social media competitions, gamified experiences, in-store promotional activations, etc.
Guerrilla marketing tactics, stunts (publicity stunts, street stunts), live/pop-up events to drive consumer engagement.
These activations promote buzz and typically include unconventional means of advertising.
Big-scale events such as sport events, festivals, concerts, corporate entertainment, built stages, etc. to engage with consumer.
Space utilization or use of a more permanent feature to drive consumers engagement, including galleries exhibitions, fairs, trade shows, vending machines, floor graphics, transit advertising, etc. and also use of non-traditional or alternative items or placement.
Entries in this category are for any digital media that is used to provide an experience and/or gives the user the ability to interact through technology and/or social media platforms.
Entries in this category use celebreties or influencers to connect a brand and its target audience through an experience or activation.
Sponsorships and partnerships that create immediate and long term brand experiences or activations.
Online and offline multichannel experiences made to engage and amplify a brand’s message, product or service.
Brand experience that explore transformative ideas, devices, or methods in its execution and pushes the discipline forward. Entries must include a explanation of the innovative and transformative aspects of the work.
Risk-taking, courageous, fearless, daring ideas are behind this work. The concept could have easily been rejected along the approval process or by the client, but brave choices made it happen. Entries must include the information about any context necessary to understanding why this was a brave idea.
Rapid response brand activation that uses the buzz around a news story or event to generate maximum coverage for the brand. Includes newsjacking, real-time and situation specific adverts. Done with in-the-moment, original, thinking, fast reaction, and an investment in craft.