DIRECT MARKETING
Marketing communications delivered straight to the consumer and designed to elicit a direct response or a specific action from a target audience. Campaigns that demonstrate targeted communications. Entries will need to demonstrate how insights and/or data were used as part of the strategy to engage specific target audience groups and develop customer relationships, inspiring action and producing measurable results.
Evaluation criteria: idea, strategy, execution, impact and results.
Mandatory files: main image (execution image or presentation board), case film/demo film (120 seconds max). URL (content or presentation webpage) is required for category A12-06 USE OF DIGITAL PLATFORMS.
Optional files: additional image, film or sound video, awards show film, URL (content or presentation webpage).
Celebrating targeted mailing and programmatic mailing campaigns. Entries into this category should demonstrate efficiency in the technology and processes used, effective placement and evidence of results.
Non-mail and print collateral, including small physical objects and all other hand-held (or equivalent in size) items.
Non-traditional media. This includes but is not limited to direct response stunts, street teams, direct response events, outdoor/ambient media and other mediums that encourage direct interaction and seek a measurable response.
Direct work using cinema, TV or radio. The work should demonstrate how the chosen medium led the other direct elements within the work.
Direct work using print or outdoor. Including, but not limited to, newspapers, magazines, inserts, trade journals, traditional billboard or poster sites, bus shelters and transit advertising using standard advertising space.
Work that uses online platforms or associated technologies to enhance relationships with a specific audience. This may include, but is not limited to, websites, games, search engines, ecommerce platforms, banner ads and instant messaging, mobile apps etc.
Mandatory files: main image (presentation image), case film/demo film (120 seconds max), URL (content or presentation webpage).
Targeted communication work delivered through mobile/portable devices such as mobile phones, mobile technology, etc.
Entries in this category are for the use of gaming and games to effectively target a specific audience. This includes, but is not limited to interactive games, gaming consoles, online gaming, mobile games, etc.
Work that uses social media, streaming platforms, blogs, Wikis, video-sharing sites, hosted services etc. to create and/or enhance relationships with a community/consumers.
Entries in this category use talent or influencers to connect a brand and its target audience.
Social activity designed to encourage a community/fanbase to contribute to or collaborate with a brand initiative through a clear call to action.
Stunts and events focused on getting a direct response in an experiential setting . Built around public events or social gatherings with the brand at the centre and the focus on connecting with the target audience. Can be in-person events, virtual events or a combination of the two. Includes pop-ups, trade booths, specifically constructed installations in public spaces and shopping centers.
Direct marketing campaigns created to launch or relaunch a product or service on the market. This can also include work aiming to acquire new customers, and reinvigorate lapsed customers.
Fully integrated direct marketing campaigns that are executed across multiple platforms, designed to elicit a direct response. For example online, in print, TV and radio.
A direct marketing work that explores 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 target activity 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.