Activation / B2C

Includes the activities involving communication with the customer: samplings, contests, coupons, discounts, gifts, giveaway, etc.

Awarded to the campaigns that effectively broadcast brand experience to the target audience via executions such as static events, exhibitions, pop-up stores, in-store / dealer / reseller activities, shopping centre / mall activities, brand activations using guerrilla marketing, street teams, publicity stunts, etc. Jury will also review campaigns that use sponsorship as its core awareness platform

Entries in these category must focus on brand experience and activations that took place within a retail environment, and that generate sales in any industry sector

Awarded to a campaign which integrates at least two of the following marketing disciplines such as: lottery, game of skill, loyalty, digital, internet, experiential, event, public relations, product sampling, sponsorship, tie-ins, product licencing, mobile, social marketing, word of mouth, etc. to effectively market a product or service

Direct marketing operations aimed primarily at the general public (including CRM) to build a personalized contact or increase loyalty

Campaigns that generate or maximize consumer's loyalty to a market. If the campaign is long-termed, results need to be included for the current calendar year

Advertising campaigns with social purpose at the heart. Entrants should be a charity, non-profit organisation or government body. Brands may also enter, if they can demonstrate how they worked in partnership with a charity or non-profit cause or organisation

The strategy in the implementation of the marketing campaign is evaluated. Judging criteria: 25% idea; 50% strategy; 25% results