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There are 14 categories in which a case may be entered. More than one category may be chosen per case, however, each case must place a different emphasis on the content, depending on the choice of category. The emphasis note, underneath each category explanation, will help to underline what the jury is looking for and the scoring weight given for any entry in that given category.

1.
Integrated Communication
Awarded to the campaign that uses at least three different types of media/disciplines (game, direct marketing, sampling, e-mail marketing, word-of-mouth, street performance, event, skill promotion, mass-media) to most effectively market a product, service or company.
Emphasis: media choice and integration of all media channels, creative look and feel.
2.
Sponsorship/joint Effort/Tie-in
Awarded to the campaign that makes the best use of a large-scale public event (sporting, launch of TV series or movie, music, cultural or travel/touristic activity) to primarily market the product, service or company.
Emphasis: full exploitation of all channels within the sponsorship or full exloitation of all possibilities for the use of a "trendy issue" to promote a product, brand or service.
3.
Direct 1:1 Communication & Digital Communication
Awarded to the campaign that uses direct marketing/ interactive communication most effectively as the major communication driver either in a traditional way (mail) or via the use of digital media, electronic or other forms of interactive communication to effectively promote a product, service or company. Emphasis: 1:1 communication and/ or use of digital media which clearly drives customers to act directly
4.
Innovative Idea or Concept
Awarded to the campaign that best demonstrates a unique marketing/creative idea or fresh interpretation of an established idea in relation to mechanics, channels of communication, type of incentive and/or approach to the target group.
Emphasis: creativity and innovation.
5.
Brand-building
Awarded to a campaign that does the utmost to enhance a brand’s/company’s image and equity in view of the market place and relevant circumstances, using all means of and appropriate communication vehicles.Emphasis: brand activation e.g. feasibility of brand heritage and meaning.
6.
B2B
Awarded to the campaign that does the most to market a product or service among business customers.
Emphasis: B2B target group.
7.
Retail or Trade Marketing
Awarded to the campaign that does the most to maximize the impact of a product or service within the retail trade or channel or promotes a retail channel itself toward brands, sales force and/or customers. This includes key account activities.
Emphasis: Retail (e.g. retailer itself or a brand within the retail channel using all possible communication channels).
8.
Loyalty & Long-term Umbrella Campaigns
Awarded to the campaign that either:
demonstrates best use of points, voucher, proofs of purchase collection, loyalty cards from the industry and the retailing side; or,
best demonstrates a long-term impact on the strategic development of a brand, product, service or company, driven by either loyalty/retention or sales objectives. The key driver is the choice and use of media channels adapted to suit each target market and customer insight(s). You must state results as well as execution example to show approach and performance for each year discussed. (Minimum 3 years measured against a set of long-term objectives). 
Emphasis: long-term consistency, continuity, clear creative and innovation over three years.
9.
Event Marketing
Awarded to the campaign that best leverages an event, a series of events or any kind of a mobile marketing tour (music, culture, circus, movie, sport) to deliver a brand experience to the target audience.
Emphasis: translation of an event into a brand-related event.
10.
Product Launch/Relaunch/Trial campaigns
Awarded to the campaign most effective in gaining brand awareness/trial/repeat for a new, repositioned, existing or extended product service or company.
Emphasis: clever, innovative ideas to make a brand relevant/new, worth trying.
11.
Dealer/Salesforce/Internal Motivation
Awarded to the campaign that does the most to motivate, incentivize dealers, sales force and own personnel to sell more product or service or to promote the company to the core target audience.
Emphasis: how to get dealer/sales force/personal moving
12.
Cause or Charity/Non-profit Marketing
Awarded to the campaign that does the most to market a charity or product, service or company while making a positive impact on a social cause of charity.
Emphasis: relate non-profit to a brand/service; raise profile of the cause or charity; create awareness on issues: social, economic, political.
13.
Small budget campaign
Awarded to the campaign that achieves all stated objectives while adhering to a small budget. A small budget is considered as less than €25,000.
Emphasis: maximum result with a minimum of budget (cleverness).
14.
Best Integrated Marketing Campaign from a non-European country
Awarded to the campaign that uses at least three different types of media/disciplines (game, direct marketing, sampling, e-mail marketing, word-of-mouth, street performance, event, skill promotion, mass-media) to most effectively market a product, service or company.
Emphasis: media choice and integration of all media channels, creative look and feel from a non-European agency.