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Award Categories

Click the Section buttons on top to display all the awards in that section. Click the ‘submit application’ button at the bottom of each award section to go to the award submissions page.
Please note: you can enter multiple awards.
Remember when completing your entry form do not place your name or agency branding on the form as all work is judged anonymously.

For Sections A, B, C and E each campaign is judged on three metrics:
1. Strategy – weighted at 30%
2. Creativity – weighted at 30%
3. Return on Investment (ROI) – weighted at 40%

For Section D each campaign is judged according to the same metrics, however they are weighted differently:
1. Strategy – weighted at 30%
2. Creativity – weighted at 50%
3. Return on Investment (ROI) – weighted at 20%

Section A MEDIA

MEDIA

3D

Any campaign using three-dimensional elements, hand-delivered or delivered through the post, via courier or alternative means. The express purpose of which is to solicit a measurable response (lead, order, enquiry, donation, etc.).

Direct Mail: Addressed and Unaddressed Campaigns

Addressed flat direct mail campaigns posted or couriered to businesses or consumers, including self-mailers, application forms, single mailings or a series of phased mail shots, letters, and so on. Plus un-addressed direct marketing campaigns delivered to households, business premises, post boxes or specific target areas according to demographic and/or geographic requirements. Business or consumer measurable direct response inserts in any unaddressed medium. Entries may include catalogue, mail, loose or bound-in inserts, wraparounds from any business or consumer publication, or items enclosed in other campaign elements. Please note, however, that campaigns containing 3D elements of any description should be entered into the 3D category or multichannel.

Direct Response Mass Media: TV, Print, Out-of-Home and Radio

TV & Infomercials: Direct response television advertisements, infomercials and short-form spots, designed to elicit a measurable response in the form of sales orders, leads or retail traffic. Advertisements should include a clear direct response mechanism e.g. telephone number, internet address, retail store database built etc.

Radio: Direct response radio spots or “live reads” containing a strong call to action in the form of a telephone number, internet address or store address which solicits a measurable direct response such as traffic building, enquiries, lead generation and orders will be accepted.

Out of home: Any traditional or electronic signage/campaign designed to measurably drive traffic, generate leads or encourage sales using outdoor or ambient media e.g. outdoor billboards, moving billboards, bus shelters.

Print: Business or consumer off-the-page press or magazine advertisements designed to measurably sell direct, generate enquiries or drive traffic.

Face to Face Activations / Field Marketing

Field Marketing campaigns involving people distributing, auditing, selling or sampling promotions on the “field”. These activities comprise of face-to-face, personal contact direct marketing. Field marketing includes highly targeted direct selling promotions, merchandising, auditing, sampling and demonstration, organizing road shows, events and mystery shopping.

Experiential Media

Non-traditional media, including stunts, street teams, flash mobs, direct response events, guerilla marketing, crowd sourcing, outdoor and ambient executions which encourage direct interaction and seek to gain a measurable response.

Mobile Targeted SMS, MMS

Category Description:

The use of mobile phones in the form of a SMS or MMS, app-push or other mobile/app-based messaging technology (such as Whatsapp) to an targeted recipient base.

Campaign Artwork Document:

Create a PDF document illustrating your work to showcase all angles, creativity and to exhibit your campaign the best possible way. If a video needs to be included, submit the link into the PDF document. Provide sufficient graphics for the judges to make an informed evaluation.

Link to online unbranded agency entry page and campaign visuals.

Mobile SMS, MMS

The use of mobile phones in the form of a SMS or MMS, app-push or other mobile/app-based messaging technology (such as Whatsapp). Show us your creative campaigns with foundations firmly set in sound business principles, which generated measurable results.

Mobile Marketing

The use of mobile phones in the form of interactive mobile use. Display, games, banner ads and mobi sites or any other form of mobile communication to solicit direct response or call to action (If SMS and MMS were used its needs to be disclaimed and costed in the ROI section of the form). Rewards Mobile work that seamlessly combines technology and creativity, pushing the boundaries of mobile marketing to reach and engage with consumers and increase business sales and recognition.

Search Marketing: SEO and PPC

For the best use of search optimization and / or search marketing in generating direct response. Includes natural and paid for. Online campaigns featured around search optimisation, search marketing or innovative use of display.

For organic search, this could consist of:

Optimising the layout and technical build of your digital destination
Integrating campaign elements with keywords and key phrases used for search in that particular product or service category
Any insights into consumer search behaviour and other customer journey rationale
For PPC, this could consist of:

Creativity in managing bids for generic and more specific keywords and key phrases
Evidence of separating out the effects of other channels (especially affiliates)
Creativity in the way you made PPC work with organic optimisation efforts

Online Campaigns: banners, micro sites, remarketing and other online campaigns

Online activity which is designed to create immediate activation and create traffic to your website. Showcase your online creativity – whether its a journey to gaining insight, a sale or a a sign up, show the judges what results can be gained from creating superior online experiences.

E-commerce

For websites whose main purpose is to sell products or services directly off the site. E-commerce sites must include data collection, billing collection and shipping information. Websites will be judged on overall design, ease of navigation, and extension of main brand and appropriate use of technology.

Telemarketing: Outbound

Outbound telephone campaigns conducted by own company or third party organization with a view to supporting an integrated campaign or as a stand-alone activity.

Telemarketing: Inbound

Inbound telephone campaigns conducted by own company or third party organization with a view to supporting an integrated campaign or as a stand-alone activity.

Social Media (Social Media Platforms)

A campaign, mechanic, application or feature that uses a social media platform (e.g. Facebook, LinkedIn, Twitter, etc.) to create measurable engagement between a brand and its audience.

Websites

A digital destination that provides a superior customer experience that showcases creativity, ease of navigation and most importantly, results. Whether the results are sales, signups, insights or any other business measure the judges will be looking for a website that is designed in a manner that meets its objectives.

Email Marketing

A piece of communication using email to drive call-to-action either as a standalone piece or comprising of a series of mailers.

Submit application

Section B MULTI CHANNEL / COUNTRY AWARDS

MULTI CHANNEL / COUNTRY AWARDS

Integrated Direct Marketing Campaigns

A direct marketing campaign that integrates any three or more mediums that fall within the Section A Media category collaboratively designed to generate a measurable response. Must have a call to action.

Best Direct Marketing Cross Border Campaign

A direct marketing campaign that crosses South Africa into one or more African countries. Mediums used must fall within the Section A Media category collaboratively designed to generate a measurable response. Must have a call to action.

Integrated Direct Marketing Campaign with under R500 000 budget

An integrated direct marketing campaign that integrates any three or more mediums that fall within the Section A Media category collaboratively designed to generate a measurable response. Must have a call to action and the entire campaign budget must be less than R500 000.

Submit application

Section C RELATIONSHIP MARKETING AWARDS

RELATIONSHIP MARKETING AWARDS

CRM Programmes

Entries should demonstrate how the CRM programme enhanced the customers’ loyalty, value and involvement with the brand and added reciprocal value i.e. to the individual and company. The programme must be able to prove that it has a positive effect in terms of maintaining or building customer value, pushing the client base on to a higher level of loyalty or shared dialogue – from basic acquisition to the point where the customer becomes an advocate of a product or service. You will need to demonstrate to the judges that you understand the customer’s relationship with the brand and product. (E.g. usage purchase patterns, cross sell, up sell, data richness etc).

Loyalty Programmes

Communications directed at current users of your brand, normally personalized and with a response mechanism included. The initiative has the objective of increasing knowledge of and involvement in the brand as well as increasing Life-Time Customer Value by measurably increasing each customer’s profit contribution.

ERM: Employee Relationship Marketing

Entries must be for internally-focused relationship management programmes. Programmes designed to build relationships with other components in the businesses value chain (e.g. dealers and suppliers) may also be included. Team building initiatives, incentive programmes, employment equity drives, etc. may be entered. Ideally such programmes must be of a long term nature.

Samples of all written collateral or printed material used to launch or maintain the programme.

Database and Analytics Innovation

This award is given for either an innovative software programme or database solution system which facilitates a specific analytical database function e.g. app / tool / web interface / cloud management system or database cleaning / de-duping solution or an innovative software programme designed to enable a database to achieve defined objectives e.g. segmentation, points scoring for a loyalty programme, analytics etc.

Submit application

Section D CRAFT AWARDS

CRAFT AWARDS

Most Effective Use of Content

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.

Branded Content

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.

Art Direction

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.

Innovative Solutions

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.

UX, Interface and Navigation Design

In relation to a digital product or service that offers a superlative interactive journey eliciting the optimum emotional and behavioral response.

Use of New Technologies

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.

Apps

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.

Submit application

Section E SPECIAL DIRECT AWARDS

SPECIAL DIRECT AWARDS

Non Profit Direct Marketing Campaign

This award recognises the most revolutionary and excellent use of direct marketing by a nonprofit service sector organisation.

Student Direct Marketing Campaign

The category accepts projects that have been undertaken by full-time students as part of the curriculum in universities, colleges and other formal institutions. The original or a signed copy (by your Senior Lecturer), of your project must be submitted. This ideally should be a full campaign utilising a spread of through-the-line elements and media, with a focus on direct marketing.

Public Benefit Direct Marketing Campaign

This award recognises the most revolutionary and excellent use of integrated direct marketing by a public service sector organisation.

Submit application

Section F INDIVIDUAL AND COMPANY AWARDS

INDIVIDUAL AND COMPANY AWARDS

Organisation of the Year

Category Description:

One Organisation of the Year award is given to an organisation that has made a significant contribution to the Direct Marketing industry during the Awards Year and that has demonstrated excellence in executing direct marketing campaigns.

Direct Marketer of the Year

Category Description:

The Direct Marketer of the Year Award is given to an Individual who has made a significant and outstanding contribution to the Direct Marketing industry during the Awards Year.

SME of the Year

Category Description:

This SME Direct Marketing Award is awarded to the Small or Medium Enterprise with a turnover of less that R10 million per annum that has made a significant contribution to the Direct Marketing industry during the Awards Year and that has demonstrated excellence in executing direct marketing campaigns and or initiatives.

Young Direct Marketer of the Year

Category Description:

The Young Direct Marketer of the Year Award is given to an individual, under the age of 31, who has made a significant and outstanding contribution to the Direct Marketing industry during the Awards Year.

Agency of the Year

Category Description:

One Agency of the Year award is given to a small, medium or large agency that has made a significant contribution to the Direct Marketing industry during the Awards Year and that has demonstrated excellence in executing direct marketing campaigns and or initiatives.

Brand of the Year

Category Description:

One Brand of the Year award is given to a brand (name, term, design, symbol or any other feature that identifies one seller’s product distinct from those of other sellers) that has made a significant contribution to the Direct Marketing industry during the Awards Year.

Agency Credentials

Category Description:

This award will recognize an agency’s credentials within the various agency discipline types e.g. creative, digital, PR, media and design in South Africa. Entries will be judged by a panel of marketers (not agencies) as well as international marketing colleagues of the IAS and intermediaries. Add creative elements to your entry that are relevant. Please also include visuals supporting your client case studies and if possible a link to a video which represents the authentic culture of the agency (maximum 6 minutes).

Submit application


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