CATEGORIES

The biggest decision you will have to make is: into which category or categories do I enter my fantastic and successful 2016 campaigns? As per the rules, you are only allowed to enter a campaign into maximum 2 categories, so we've developed a few important guidelines to help you make this decision:

  • Read through the category descriptions carefully to help you make the decision and ensure the best fit between your entry and the category. This year we´ve also developed category checklists to make the decision easier. Make sure your entry meets the checklist requirements! The judging criteria and weighting also give a clear indication of what the judges will be looking for.
  • For the best chances of getting on the shortlist, adapt your entry text to the category requirements. For each category!
  • Results are very important and has a huge influence on the decision of the judges! Here it is not about listing ALL the fantastic results your campaign or entry achieved. It is about the most important results and always in the context of the objectives.
  • Less is more! This means that less text is often better as it's easier to understand. In addition the judges want to know why your entry is unique. Therefore we will ask you to summarise in one sentence why this campaign should win the category.

FOR 2017, HERE ARE OUR 10 CATEGORIES:

BEST CREATIVE

Category description:
One specific creative execution that really stood out, e.g. a beautifully executed TV ad, a particularly well designed campaign microsite, etc. The execution shows originality and innovation as well as exceptional execution (also called craft or skill) as well as a strong connection to the brand. This activity can be one campaign element that you are really proud of: you don‘t need to enter the entire campaign for this category.

Category checklist:
Your entry needs to:
  • Be visually outstanding
  • Create an emotional effect (link between visual execution and emotion)
  • Be world-class in terms of quality
  • Describe what main/major results were achieved (in the context of the goals set)

Judging criteria & weighting:
Brand Fit: 10%
Idea: 40%
Execution: 40%
Results: 10%

BEST COMMUNICATIONS STRATEGY

Category description:
Overall, integrated or holistic communication strategies which build the brand through clear target group insights, a strong brand connection, storytelling mechanics and well-integrated media and content executions. The communication strategy could cover any target audience (e.g. consumer & business-to-business), any goal (e.g. brand & image, sales, etc.) and any message/content (e.g. brand, image, sales, Corporate Social Responsibility, etc.).

Category checklist:
Your entry needs to:
  • Be grounded in a strong insight (consumer/target group, brand, product, etc.)
  • Describe the idea/concept of the campaign as well as the innovative execution
  • Describe what main/major results were achieved (in the context of the goals set)

Judging criteria & weighting:
Brand Fit: 25%
Idea: 25%
Execution: 25%
Results: 25%

MOST INNOVATIVE USE OF MEDIA

Category description:
One specific paid media activity that really stood out. The activity or mechanics could be in any of paid activity for media channels, e.g. TV, print, out-of-home, radio, point-of-sale, ambient media OR any form of digital media. This activity should be one media aspect/element that you are really proud of, even if it is small. Activities will be evaluated with focus on the innovative & creative use of paid media.

Category checklist:
Your entry needs to:
  • Show cutting-edge, unusual use of paid media channels
  • Be based on a strong link between the execution and the brand / product / communication
  • Describe what main/major results were achieved (in the context of the goals set)

Judging criteria & weighting:
Brand Fit: 10%
Idea: 40%
Execution: 40%
Results: 10%

BEST LIVE BRANDED EXPERIENCE

Category description:
Live branded experiences (incl. sponsorships & sponsorship activations) that engage the audience and make the brand values and personality real and tangible. Could include exhibitions/fairs, store redesigns, etc.

Category checklist:
Your entry needs to:
  • Refer to a engaging live experience
  • Describe how the experience created a link to the brand
  • Describe what main/major results were achieved (in the context of the goals set)

Judging criteria & weighting:
Brand Fit: 25%
Idea: 25%
Execution: 25%
Results: 25%

BEST USE OF CONTENT (INCL. PRODUCT PLACEMENTS)

Category description:
Creation of original content by your brand, incl. product placements. Entries will show how your brand has successfully worked independently or with a partner to develop and create (or co-create) effective content for your audience, growing brand understanding and awareness, and potentially leading to conversations and dialogue. Your content approach clearly demonstrate consumer insight, a link between the brand and the content in a clever way, and potentially engagement with the target audience.

Category checklist:
Your entry needs to:
  • Be grounded in a strong insight (consumer/target group, media, product, etc.)
  • Show an innovative idea and innovative execution
  • Cleverly use media as a platform for the content or to support the content
  • Describe what main/major results were achieved (in the context of the goals set, potentially including engagement)

Judging criteria & weighting:
Brand Fit: 25%
Idea: 25%
Execution: 25%
Results: 25%

MOST EFFECTIVE SALES CAMPAIGN

Category description:
Campaigns that achieved outstanding sales results (i.e. versus targets or as total ROI). Campaigns will be evaluated with focus on sales results.

Category checklist:
Your entry needs to:
  • Describe the concept of the campaign
  • Describe what main/major sales results were achieved (in the context of the goals set)

Judging criteria & weighting:
Brand Fit: 10%
Idea: 10%
Execution: 10%
Results: 70%

BEST USE OF TECHNOLOGY

Category description:
One specific case where technology was used in an innovative and creative way, even if it was a small activity. Technology can include software, hardware, mobile apps, media technology & ad tech and any form of data-driven solutions (e.g. research & consumer insights, improved targeting, effectiveness improvements due to advertising or marketing technology, etc.)

Category checklist:
Your entry needs to:
  • Describe the use of technology (within the overall concept of the activity/campaign)
  • Describe what value add the technology brought to the idea
  • Describe what main/major results were achieved (in the context of the goals set)

Judging criteria & weighting:
Brand Fit: 25%
Idea: 25%
Execution: 25%
Results: 25%

BEST REINVENTED CAMPAIGN

Category description:
Campaigns that build on the basic idea of an existing campaign from the international head office or another NatCo/market, cleverly reinvented and adapted to be comprehensible and relevant to the local market. The campaign was reinvented by adding a local touch, which makes it innovative and unique. This activity can be a whole campaign or just one reinvented/adapted campaign element that you are really proud of.

Category checklist:
Your entry needs to:
  • Describe the idea/concept of the campaign
  • Outline the local touch added in the campaign that made it unique and relevant to your market
  • Describe what main/major results were achieved (in the context of the goals set)

Judging criteria & weighting:
Brand Fit: 25%
Idea: 25%
Execution: 25%
Results: 25%

MOST EFFECTIVE ENGAGEMENT CAMPAIGN

Category description:
Executions that achieved outstanding consumer engagement & interaction, in terms of response or involvement of consumers in certain activity initiated by your brand. The engagement can be either via digital or social media, live experiences, competitions, in-store activities, launches, exhibitions, or other channels. Entries will be evaluated with focus on measurable engagement results.

Category checklist:
Your entry needs to:
  • Describe the engagement experience
  • Outline how the customer engagement activation added to the campaign idea
  • Describe what main/major results were achieved (in the context of the goals set) with focus on engagement results (e.g. number of entries/visitors, time spent, number of completed views, number of likes/shares/comments, etc.)

Judging criteria & weighting:
Brand Fit: 10%
Idea: 10%
Execution: 10%
Results: 70%

2017 SPECIAL FOCUS CATEGORY: TARGETING MILLENNIALS

Category description:
Campaigns that achieved outstanding results in targeting and engaging millennials (also called Generation Y; generally defined as people born between 1980 and 2000), an important target group for our company that is often hard to reach with traditional media channels. Your entry needs to include evidence of an idea and the associated execution that is focused on the needs and habits of millennials. The media mix could include social media platforms, the use of influencers, content creation, etc. Overall results (in the context of goals set) are very important and could include one or more of the following: increasing brand relevance; engagement & interaction; sales.

Category checklist:
Your entry needs to:
  • Clearly show how you targeted and reached millennials
  • Describe the idea of the campaign and the mechanics for executing the idea (including the media mix)
  • Describe what main/major results were achieved (in the context of the goals set)

Judging criteria & weighting:
Brand Fit: 25%
Idea: 25%
Execution: 25%
Results: 25%

Each of the categories will have a winner, plus an overall Campaign of the Year will be awarded.