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