The following categories have been created to address specific circumstances that surround a marketing commnications effort. Cases should be written in a way that addresses how these circumstances provided a unique marketing challenge to the marketing communications effort.
David vs. Goliath
This is an award for smaller, new or emerging brands making inroads against big, established leaders and for established small brands taking on “sleeping giants”. For companies who moved into a new product & service field with large, well-established competitors. To enter your brand cannot be a sub-brand of a larger company. Entrants must detail the business challenge, the competitive landscape and how their business succeeded despite the odds. You must define your competitive landscape, including the market difference between the David and Goliath.
Winners in the previous year’s competition in this category are not eligible to enter the subsequent year.
Influencers
Brands that connect and establish relationships with their audience’s key influencers are the ones to learn from. Having this powerful micro target spread positive influence over a brand’s potential buyers equals success. This category is for cases that targeted influencers who have an exponential effect on the brand’s audience – one to many vs. one to one influencers.
This category spotlights efforts that took on the challenge to properly identify the ultimate influencers and turn them into brand enthusiasts.
However the connection occurred – tell your story on how you managed to get a brand or product’s most important influencer to spread the word.
Note: Your entry must address what you did to reach the influencer and how they influenced others.
Renaissance
This is an award for rebirth campaigns. To enter your brand must have experienced a downturn of several years and a period of at least six months of upturn sales. Entrants must detail the business challenge, the situation of the brand, the competitive landscape and how the effort succeeded.
Note: Your entry must address the previous marketing investment and strategy as part of the entry context. Also, provide detail on the length of the renaissance.
Sustained Success
Products or service communications efforts that have experienced sustained success for FIVE or more years are eligible for entry. At a minimum, the case results must date back to August 31, 2005 and you must include the current year’s results. Entries submitted for competition must have a common objective in both strategy and creative executions; with a continuation of core executional elements (Ex.-spokesperson, song, theme, tagline, etc.) that demonstrates effectiveness over time. To enter you must be able to provide data about the case in its first year, an interim year and the most current year. The current year’s results must be included.
Note: There is a special entry form & creative submission requirements for the Sustained Success Award. You must use this form to enter.