Content generated by a company or its agency to support measurable marketing objectives that includes a measurable reply mechanism. Entrants must explain how this effort was deemed a success.
Rewards the successful creation of, or natural integration into, original content by a brand. May work independently or in association with a content producer or publisher. May leverage a single medium or use multiple platforms to entertain and engage their audience.
Excellence in art direction for a Direct Marketing campaign (judged on creativity). The judges are only considering creative execution and the craft of art direction.
Demonstration of an outstanding lateral creative solution in respect of packaging, element creation, delivery mechanism etc. The approach must demonstrate how the business challenge was met through the creative / innovation solution.
In relation to a digital product or service that offers a superlative interactive journey eliciting the optimum emotional and behavioral response.
Work that demonstrates an inspiring and effective marriage of creative and technological developments. It could be a new technology or an existing technology applied in a “new” way and must provide a measurable response mechanism for a brand.
Games, applications or other original development work. It could be a branded game or application designed specifically for mobile devices. Should consider data capture and direct response mechanisms.