INTEGRATED MARKETING CAMPAIGN
The award is focussed on a 360-degree marketing initiative that best exemplified an integrated approach: i.e. – the effective deployment of multiple communication touchpoints, using a mix of traditional and new mediums, to create, leverage, and/or amplify the brand’s message.
An extension of an existing brand or an innovation within an existing brand that demonstrably increases its appeal to consumers and its performance in the marketplace. Any innovative action including but not limited to product/brand extension, packaging, re-launch of an existing product, is eligible in this category.
INNOVATION OF THE YEAR
An award for the most innovative and creative use of the television medium to communicate a brand’s message. Entries must specifically address how they used creativity to effectively use the medium and engage consumers.
The entries must also showcase how well the work met the objective of the campaign and they should share any aspect of the media strategy that was new or innovative. Entries must provide details like the number of channels the film was broadcast on, cost efficiency, spots acquired, etc.
An award for the most innovative marketing effort and communication campaign for a brand-new product or service. Entries can include brands that were previously not present in the country and companies foraying into a new category with a new brand launch – product or service or extending existing brands into a new category.
The award focuses on the most innovative and creative use of the print medium to communicate a brand’s message. Entries must specifically address what was innovative, how they used creativity to effectively use the medium and engage and enhance the consumer experience. And how it met set objectives.
The entries must showcase how well the work met the objective of the campaign and they should share any aspect of the media strategy that was new or innovative.
The award is focused on how brands can create meaningful connections and experiences offline. Entries will be judged on the innovative, unique, engaging or fun ways they brought the brand alive in the real world. It could be for a brand launch or reimagining the product demo or part of community building efforts or it could be anything else in the real world, if the entry demonstrates how the activation campaign / brand experience effectively engaged and delighted consumers and worked for the brand. Entries should also mention how the live brand experience fit into the overall brand strategy.
BRAND EXPERIENCE & ACTIVATION
MOBILE MARKETING CAMPAIGN
This category recognises the best Mobile-led marketing strategy that was developed or designed to reach and engage consumers through their mobile devices (connected/networked devices/technology including smartphones, tablets, and other mobile technology like Bluetooth, SMS, MMS, WAP, GPS, mobile games and applications, etc.)
Entries must showcase the creative or innovative use of mobile and effectiveness of the mobile-led marketing strategy. Entries should showcase how they used other media and digital tools to drive consumers toward the mobile campaign. Through QR code could be an instance.
The award is focused on Digital-first executions or campaigns that show how brands can create meaningful connections and experiences in the virtual world. Entries must showcase the innovative, unique, engaging or fun ways they brought the brand alive through the effective use of digital and social media platforms (including video-sharing platforms) and digital tools. These might include, but are not limited to, websites, microsites, games, search engines, banner ads and instant messaging.
All entries must demonstrate how they worked for the brand through levels of engagement generated, social reach, activation/attribution, demand generation and the creative use of digital platforms/social networks/activity in meeting set objectives.
DIGITAL MARKETING CAMPAIGN
- The participating organization should have its registered office in India and carrying out business in India as a sole proprietorship, partnership, public company, private company, HUF or trust SMEs
- The organisation must have at least 2 complete years of office and business operations in India as on December 31, 2019
- The marketing campaign should have been implemented in the period January 01, 2019 to December 31, 2019.
- In the case of the Brand launch category, the brand needs to have launched no earlier than January 2018