Channels

1) Paid Search Marketing

Code: CHN01

PPC or other use of search marketing to achieve campaign goals. Think your favourite low CPA campaign on Google.

Entry Criteria: 

  • Campaign strategy

  • Efficient & effective use of spend (please provide clear evidence)

  • Evidence of meaningful change/new features (for previous entrants)

  • Meeting of campaign goals & results (please provide clear evidence)

ENTER OVER MULTIPLE YEARS?

No

2) Organic Search Marketing

Code: CHN02

SEO and other organic search marketing techniques to achieve campaign goals. Think the insurance brand that appears first when you search “insurance”.

Entry Criteria: 

  • Campaign strategy

  • Efficient & effective use of spend (please provide clear evidence)

  • Evidence of meaningful change/new features (for previous entrants)

  • Meeting of campaign goals & results (please provide clear evidence)

ENTER OVER MULTIPLE YEARS?

Yes - Previous winners must specify what has changed/improved

3) Display Advertising

Code: CHN03

Banners, page take-overs and any similar mechanics in the bought-media space. Think any banner on any homepage, mobile or desktop, near you.

Entry Criteria: 

  • Campaign strategy

  • Excellent creative execution

  • Efficient & effective use of spend (please provide clear evidence)

  • Evidence of meaningful change/new features (for previous entrants)

  • Meeting of campaign goals & results (please provide clear evidence)

ENTER OVER MULTIPLE YEARS?

No

4) Native Advertising

Code: CHN04

Advertiser-sponsored, publisher-carried content designed to market a product or service through content development. Think Vice Media.

Entry Criteria: 

  • Campaign strategy

  • Excellent creative execution & quality of content

  • Efficient & effective use of spend (please provide clear evidence)

  • Evidence of meaningful change/new features (for previous entrants)

  • Meeting of campaign goals & results (please provide clear evidence)

ENTER OVER MULTIPLE YEARS?

No

5) Online Video Series

Code: CHN05

Non-branded online video content. Think Comedians in Cars getting Coffee.

Entry Criteria: 

  • Excellent creative execution & storytelling

  • Evidence of meaningful change/new features (for previous entrants)

  • Meeting of campaign goals & results (please provide clear evidence)

ENTER OVER MULTIPLE YEARS?

No

6) Branded Content

Code: CHN06

Use of brand placement within a content context to promote a product or service, where the content remains the hero. Think Aston Martin in James Bond.

Entry Criteria: 

  • Campaign strategy

  • Excellent creative execution

  • Efficient & effective use of spend (please provide clear evidence)

  • Evidence of meaningful change/new features (for previous entrants)

  • Meeting of campaign goals & results (please provide clear evidence)

ENTER OVER MULTIPLE YEARS?

No

7) Social Paid Advertising

Code: CHN07

Campaign run through bought media on social media platforms, leveraging these platforms to deliver exceptional results. Think your favourite clever Facebook campaign.

Entry Criteria: 

  • Campaign strategy

  • Excellent creative execution

  • Efficient & effective use of spend (please provide clear evidence)

  • Evidence of meaningful change/new features (for previous entrants)

  • Meeting of campaign goals & results (please provide clear evidence)

ENTER OVER MULTIPLE YEARS?

No

8) Innovative use of Media

Code: CHN08

Demonstrable innovation in digital media placement or buying. Winners must show real creativity in how unusual channels were used or conventional channels were used in new ways. Think Bud Light on Tinder.

Entry Criteria: 

  • Media strategy

  • Excellent creative execution

  • Efficient & effective use of spend (please provide clear evidence)

  • Evidence of meaningful change/new features (for previous entrants)

  • Meeting of campaign goals & results (please provide clear evidence)

ENTER OVER MULTIPLE YEARS?

No

9) Email, Direct & Inbound Marketing

Code: CHN09

Use of email, SMS, direct digital marketing and other inbound techniques to achieve campaign success. Winners will show exceptional return on investment.

Entry Criteria: 

  • Campaign strategy

  • Excellent creative execution

  • Efficient & effective use of spend (please provide clear evidence)

  • Evidence of meaningful change/new features (for previous entrants)

  • Meeting of campaign goals & results (please provide clear evidence)

ENTER OVER MULTIPLE YEARS?

No

10) Use of Programmatic Media

Code: CHN10

Use of new ways of buying and optimising media spend to achieve exceptional results for advertisers. Think advanced targeting, cost effective campaigns using platforms like Xaxis.

Entry Criteria: 

  • Media strategy

  • Efficient & effective use of spend (please provide clear evidence)

  • Evidence of meaningful change/new features (for previous entrants)

  • Meeting of business goals & results (please provide clear evidence)

ENTER OVER MULTIPLE YEARS?

No

11) Digital Installations and Activations

Code: CHN11

Use of digital technology to engage audiences typically in an out-of-home or events setting. Think BA's #lookup billboard or Roger Waters' The Wall Concert.

Entry Criteria: 

  • Product quality

  • Creative excellence

  • Technical achievement

  • Evidence of meaningful change/new features (for previous entrants)

  • Meeting of business goals & results (please provide clear evidence)

ENTER OVER MULTIPLE YEARS?

No

12) Online Video

Code: CHN12

Use of online video to further marketing goals.

Entry Criteria: 

  • Product quality

  • Creative excellence & storytelling

  • Technical achievement

  • Evidence of meaningful change/new features (for previous entrants)

  • Meeting of business goals & results (please provide clear evidence)

ENTER OVER MULTIPLE YEARS?

No

13) Use of CRM, Loyalty Programs & Gamification

Code: CHN13

Excellence in the use of customer data and targeting to achieve digital marketing results, including online loyalty programs and gamification. Think Nike Fuel.

Entry Criteria:

  • Creative excellence

  • Innovation in use of data

  • Technical achievement

  • Evidence of meaningful change/new features (for previous entrants)

  • Meeting of business goals & results (please provide clear evidence)

ENTER OVER MULTIPLE YEARS?

No

14) Channel Innovation

Code: CHN14

The winner of this category must demonstrate a truly original, new to the world, use or manipulation of the channel or media, and serve as a strategic tool to meet the campaign objective or the business objective of their client.

May include media innovation in paid or organic search marketing, display advertising, native advertising, video content, media buying, email, direct and inbound marketing, programmatic media, digital installations & activations, or use of CRM, loyalty programs and gamification.

Entry Criteria:

  • Campaign & channel strategy

  • Exceptional creative concept & execution

  • Demonstrable value & usefulness to the user

  • Creative excellence

  • Meeting of business goals & results (please provide clear evidence)

ENTER OVER MULTIPLE YEARS?

No