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Categories 2018

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We have 33 categories for you to choose from. See below for the full category descriptions.

The DMA Awards categories are split into these five groups:

Industry sectors

1. Automotive

What is it?

This category is for B2B and B2C work promoting automotive products or services.

What can you enter?

Work relevant to car, van, truck and motorbike launches, sales; retention programmes; motoring services; accessories; after-sales.

Entries can comprise either a single item or a full campaign using either single or multiple channels.

Ensure you show:

  • Results that show cost-effective leads and/or sales generated
  • How your work targeted existing or new customers
  • How your work supported the overall marketing strategy for the brand/product/service

How is it judged?

This category is judged equally on strategy, creativity and results.

Please note: insurance and financial campaigns with automotive components should be entered into the financial services category.

Grab some inspiration

Gold winner 2017 – Digitas for Lexus

2. Travel and leisure

What is it?

This category is for B2B and B2C work promoting travel services and leisure brands.

What can you enter?

Work relevant to individual hotels; hotel chains; airlines; railways; cruise lines; travel booking companies; gyms and cinemas.

Entries can comprise of either a single item or a full campaign using either single or multiple channels.

Ensure you show:

  • Results that show cost-effective leads and/or sales generated
  • Whether the work targeted existing or new customers
  • How the work supported the overall marketing strategy for the brand/product/service

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 – Proximity London for Virgin Holidays

3. Entertainment, publishing and gaming

What is it?

This category is for B2B and B2C work promoting entertainment, publishing and gaming brands.

What can you enter?

Entries can comprise of either a single item or a full campaign using either single or multiple channels.

Ensure you show:

  • Results that show cost-effective leads and/or sales generated
  • Whether the work targeted existing or new customers
  • How the work supported the overall marketing strategy for the brand/product/service

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 - Proximity London, UM London for The Economist

4. Technology

What is it?

This category is for B2B and B2C work promoting technology brands.

What can you enter?

Entries can comprise of either a single item or a full campaign using either single or multiple channels.

Ensure you show:

  • Results that show cost-effective leads and/or sales generated
  • Whether the work targeted existing or new customers
  • How the work supported the overall marketing strategy for the brand/product/service

How is it judged?

This category is judged equally on strategy, creativity and results

Grab some inspiration

Silver winner 2017 – OgilvyOne for IBM

5. Utilities and telecommunications

What is it?

This category is for B2B and B2C work promoting utilities or telecommunication brands.

What can you enter?

Entries can comprise of either a single item or a full campaign using either single or multiple channels.

Ensure you show:

  • Results that show cost-effective leads and/or sales generated
  • Whether the work targeted existing or new customers
  • How the work supported the overall marketing strategy for the brand/product/service

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 – Engine for E.ON

6. Retail

What is it?

This category is for B2B and B2C work promoting retail (including FMCG) brands selling both goods and services.

What can you enter?

Work for retailers in either e-commerce or bricks and mortar environments.

Entries can comprise of either a single item or a full campaign using either single or multiple channels.

Ensure you show:

  • Results that show cost-effective leads and/or sales generated
  • Whether the work targeted existing or new customers
  • How the work supported the overall marketing strategy for the brand/product/service

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 – ICLP for Hackett

7. Financial services

What is it?

This category is for B2B and B2C work promoting financial services.

What can you enter?

Work that promotes banking services; savings products; lending products; pensions; investments; financial advice; and insurance.

Entries can comprise of either a single item or a full campaign using either single or multiple channels.

Ensure you show:

  • Results that show cost-effective leads and/or sales generated
  • Whether the work targeted existing or new customers
  • How the work supported the overall marketing strategy for the brand/product/service

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 – PSONA for Co-op Funeralcare

8. Health and wellness

What is it?

This category is for B2B and B2C work promoting health and wellness products or services.

What can you enter?

Work promoting over the counter healthcare products; pharmaceutical products for healthcare professionals; and products and services driving behavioural changes and healthier lifestyles.

Entries can comprise of either a single item or a full campaign using either single or multiple channels.

Ensure you show:

  • Results that show cost-effective leads and/or sales generated
  • Whether the work targeted existing or new customers
  • How the work supported the overall marketing strategy for the brand/product/service

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 – Open and Good Innovation for Scope

9. Public sector

What is it?

This category is for B2B and B2C work promoting or raising awareness of public sector products and services.

What can you enter?

Work that promotes public sector products, services, initiatives and causes.

The work should be designed to create action from its target audience which support local/national government or public sector initiatives, events and institutions.

Entries can comprise of either a single item or a full campaign using either single or multiple channels.

Ensure you show:

  • Results that show cost-effectiveness for leads and/or sales generated
  • Participation levels, positive outcomes (e.g. behaviour change)
  • Whether the work targeted existing or new audiences
  • How the work supported the overall marketing objectives for the public body

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 – Karmarama for The British Army

10. Charity

What is it?

This category is for B2B and B2C work that seeks to raise funds and/or awareness of charities.

What can you enter?

Work that seeks to raise funds for, awareness of, involvement in or affinity to a registered charitable organisation.

Entries can comprise of either a single item or a full campaign using either single or multiple channels.

Ensure you show:

  • Results that show cost-effectiveness for leads and/or sales generated
  • Whether the work targeted existing or new supporters
  • How the work supported the overall marketing strategy for the campaign/product/service

How is it judged?

This category is judged equally on strategy, creativity and results.

Please note: If committed giving (ie. regular donations such as standing orders or direct debits) is included in your evaluation of campaign performance or value, make this clear and show how you calculate the whole-life value of donations.

Grab some inspiration

Gold winner 2017 – Proximity London for The RNLI

11. Best B2B

What is it?

This category is for B2B work only.

What can you enter?

Work that targets business customers and/or prospects. Entries can comprise of either a single item or a full campaign using either single or multiple channels.

Ensure you show:

  • Results that show cost-effective leads and/or sales generated
  • Whether the work targeted existing or new customers
  • How the work used customer insight in a new and interesting way
  • How the work supported the overall marketing strategy for the brand/product/service

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 – OgilvyOne Business for Inmarsat Aviation

12. Best B2C

What is it?

This category is for B2C work only.

What can you enter?

Work that targets end consumers.

Entries can comprise of either a single item or a full campaign using either single or multiple channels.

Ensure you show:

  • Results that show cost-effective leads and/or sales generated
  • Whether the work targeted existing or new customers
  • How the work used customer insight in a new and interesting way
  • How the work supported the overall marketing strategy for the brand/product/service

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 – Proximity London for The RNLI

Channels

13. Best use of email

What is it?

This category is for best use of email or an email programme generating response or engagement in either a B2B or B2C campaign.

What can you enter?

Work consisting of a single email, email that is part of a multi-channel campaign, or a series of emails forming a campaign.

The entries could have been sent as part of a batch and blast campaign, segmented campaign, lifecycle campaigns, programmatic or trigger emails.

Ensure you show:

  • A clear strategy that sets out the campaign objectives, any testing to be done and success criteria
  • The ROI, response or engagement of the campaign, ideally compared to other channels or email campaigns
  • Where possible provide further insight for judges to use in evaluating your campaign. Suggestions include pre-campaign goals against actual performance metrics (conversion, click, open etc); what data was used and the segment or personalisation tactics employed; creative and copy; optimisation and split testing; Q&A processes.
  • Entries must include the subject lines used for the campaigns

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 – TMW Unlimited for Virgin Trains East Coast

14. Best use of mobile and connected devices

What is it?

This category is for best use of mobile and connected device technology to deliver either a B2B or B2C campaign.

What can you enter?

Showcase mobile apps; location or proximity-based solutions; SMS / MMS-based executions; mobile videos; location- or proximity-based activity; branded content or mobile TV ad executions; or a campaign on any mobile platform or device.

Ensure you show:

  • Why the campaign was developed
  • How the campaign was developed
  • User journeys
  • Main functionalities
  • Data capture strategy and techniques
  • Technologies used
  • Integration with other channels – online and offline

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Silver winner 2017 – Havas helia Cirencester for Subway

15. Best use of search

What is it?

This category is for best use of search optimisation or search marketing within a B2B or B2C campaign.

What can you enter?

Work based on SEO, SEM or both (specify).

Campaigns may also use search behaviour as the trigger for other data driven activity.

Ensure you show:

Judges examine campaign search components; evaluate strategy; data strategy; targeting and profiling / segmentation work.

Suggestions to support organic search entry:

  • Optimising layout and build
  • Campaign elements with keywords / phrases used for search
  • Insights into consumers’ search behaviour and / or other insights

Suggestions to support PPC entry:

  • Creativity in bid management (generic and specific keywording)
  • Creativity in the way PPC works with organic optimisation efforts
  • Showcase separate search effects from other channels (especially affiliates)

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 – Royal London

16. Best use of social media

What is it?

This category is for innovative work driven by social media channels across all products and services in either a B2B or B2C campaign.

What can you enter?

Work that uses unique aspects of social media channels to engage in tangible interactions with their audience or influencers and promote peer to peer engagement.

Can be paid for or organic activity (please be clear within entry).

Social can be the primary element of the campaign or an extension of a wider campaign if its impact is able to be proven in isolation.

Ensure you show:

  • How your work creates brand awareness, increases customer engagement, reaches new audiences or increases customer value
  • The use of social media and other data sources to drive audience insight, target effectively and measure performance
  • Innovation in the social tools you use
  • How well your social is integrated with broader, organisational marketing goals
  • Campaign results and KPIs showing brand building, acquisition or business growth (include ROI statements where possible)
  • Unique use of social in your campaign

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 – Proximity London for Bacardi Martini DJ Bot

17. Best use of door drops

What is it?

This category is for unaddressed marketing print.

What can you enter?

Work that is delivered to residential households. This can comprise of a single door drop or a multi-contact campaign.

Ensure you show:

  • Strategy
  • Targeting
  • Creative and rationale
  • Method of distribution
  • Results achieved

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Silver winner 2017 – Havas helia Cirencester for Great Western Railway

18. Best use of mail

What is it?

This category is for work in a single-addressed mailing or a mailing campaign across either B2B or B2C.

What can you enter?

Work that targets existing customers or prospects.

Ensure you show:

  • Strategy
  • Targeting
  • Use of data
  • Creative and rationale
  • Results achieved

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 – krow for Fiat

19. Best use of experiential

What is it?

This category is for campaigns that use brand experiences to engage an audience as either a single or part of a multichannel B2B or B2C campaign.

What can you enter?

Work that demonstrates a live interaction with a target audience resulting in generating a positive response, building a relationship or gathering valuable data.

Ensure you show:

  • Insights that inspire experiences, be that in stand-alone execution or as part of an integrated campaign.
  • Understanding and achievement of campaign objectives
  • The design, execution, impact and management of creative concepts
  • Include programme plans; results against core objectives, clarified with ROI where appropriate; data capture and/or use of consumer data; social amplification.
  • Number of consumers contacted

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 – Engine for E.ON

20. Best digital performance

What is it?

This category is for B2B or B2C campaigns showing best use of digital technologies including programmatic trading.

What can you enter?

Work that is paid for within a digital campaign designed to deliver positive and measurable ROI. Campaigns should be clearly measured and optimised.

Ensure you show:

  • Innovative use of new technology, outside of traditional platforms, where you can show real effectiveness of performance enhancement or other positive results
  • Strategic and creative integration of digital technology within an organisation or brand’s broader communication or advertising strategy
  • Innovative use of landing pages, online display and content; creative integration of digital tech into broader advertising and communication strategy
  • Imaginative use of data
  • How campaigns tailor specific messages to individuals, at specific moments in time and in specific contexts to engage a targeted audience
  • Evidence of how the campaign was measured and tracked – and how this information was used to enhance the performance of the overall campaign

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 – Proximity London for The RNLI

21. Best out of home

What is it?

This category is for data-driven, out of home (OOH) as either a single or part of a multichannel B2B or B2C campaign.

What can you enter?

Work that includes video; dynamic, real-time content; social media engagement; mobile geo-targeting; multi-screen messaging; syncing and touchscreen interactivity; augmented reality; mobile-to-screen; gesture recognition; and behavioural measurement.

Ensure you show:

  • Clear understanding of objectives – and how objectives are achieved in campaign targeting, creativity and results
  • Creative concepting, design, impact and execution
  • Demonstration of data capture and / or use of consumer data
  • Results that show core objectives were met, with clear ROI where appropriate

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 – Posterscope for VERY/ Shop Direct

22. Best use of moving image or audio

What is it?

This category is for best use of audio and/or moving image in any medium to generate a response.

This can be either a B2B or B2C campaign.

What can you enter?

The work can be advertising or branded content in a paid for, social or owned environment.

Ensure you show:

  • Clear objectives and evidence of how these have been achieved in their targeting, creativity and results
  • A clear target listener or viewer
  • A strong call to action that compels you to want to act

Guidelines for supporting material for TV:

  • Including a description of the ad/branded content, campaign title, clock number and the date the commercial went on air
  • Films must not exceed five minutes

Guidelines for supporting material for other moving image entries:

  • Include a description of the moving image and where it appeared. For example; social posts, digital outdoor, branded content, mobile ads, in game feature and so on
  • Films must not exceed five minutes

Guidelines for supporting material for radio:

  • Submit a script along with the audio file
  • Audio must not exceed five minutes

How is it judged?

This category is judged equally on strategy, creativity and results

Grab some inspiration

Gold winner 2017 – RAPP UK for PayPal

Campaigns

23. Best integrated campaign

What is it?

This category is for campaigns using three or more media in any combination. Work may be B2C or B2B.

Ensure you show:

  • A description of the consumer interactive process
  • A clear set of objectives and a rationale for the media strategy
  • Insight around the target audience
  • Strategic and creative synergy across all the activity
  • How the campaign helped build the audience’s relationship with the brand
  • Response data for the individual media OR for the whole campaign

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 – Elvis for Mondelez

24. Best launch campaign

What is it?

This category is for campaigns launching new brands, products or services. Work may be B2C or B2B.

Ensure you show:

  • The approach shaping the campaign
  • Activity at the heart of the overall strategy
  • Results that show the new product or brand has been firmly established

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 – Open and Good Innovation for Scope

25. Best brand building campaign

What is it?

This category is for campaigns that develop brand awareness, perceptions and attitudes amongst prospects and / or customers over the long term.

Work may be B2C or B2B.

What can you enter?

Work that shows a programme of activities and includes clear and measurable evidence that the campaign / campaigns changed attitudes to and awareness of the brand.

Ensure you show:

  • How the work has contributed to the overall marketing objectives over the last two years.

How is it judged?

This category is judged equally on strategy, creativity and results

Please note: This category has more emphasis on long-term brand shifts rather than one-off response rates.

Grab some inspiration

Gold winner 2017 – Engine for E.ON

26. Best customer acquisition campaign

What is it?

This category is for B2C or B2B data driven customer acquisition campaigns.

What can we enter?

Work that shows a programme of activities evidencing purchase behaviour and processes, plus strategy that uses that understanding to best advantage.

Ensure you show:

  • Clear acquisition objectives and specific results information
  • Demonstrations of steps taken to capture enquiries or sales

How is it judged?

This category is judged equally on strategy, creativity and results

Grab some inspiration

Gold winner 2017 – Medialab Group for National Trust

27. Best customer journey

What is it?

This category is for B2C or B2B campaigns that take the customer or prospect on an engaging journey that delivers results.

What can you enter?

Insight-driven, multi-channel data driven work specifically designed to deepen the engagement of brands/organisations and their audiences.

The programmes should include multiple contacts, touchpoints or channels to show how communications have guided the journey and decision process.

Ensure you show:

  • Insight into the key “moments of truth” for the consumer
  • How the entire journey brings to life the creative idea, using each touch point in the most engaging way
  • Evidence of strong campaign effectiveness
  • Where possible provide diagrammatic illustrations of the journey(s) and find a means of presenting the creative work so the judges can assess impact from a customer’ point of view.

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 – Proximity London for Virgin Holidays

28. Best loyalty or CRM programme

What is it?

This category is for B2C or B2B data-driven marketing programmes. The work can be either single or multiple channels.

What can you enter?

Work that engages or retains prospective and existing customers, increasing customer value and driving loyalty.

Activity should be ongoing – not a one-off campaign.

Ensure you show:

  • How you used data in different ways throughout the CRM programme, including feedback and learning loops to refine targeting and/or dynamic content.
  • Where appropriate show use of automation coupled with machine learning.
  • Understanding of the customers’ relationship with the category, the product and the brand (e.g. usage patterns, key points of ownership, emotional and rational criteria etc.)
  • Evidence that the programme has increased customer value, understanding and involvement with the brand, as well as long term loyalty
  • Any ongoing research and the maintenance of an effective database
  • Segmentation used to improve messaging and performance
  • Analysis and understanding of the customer journey and a communications strategy built for it

How is it judged?

This category is judged equally on strategy, creativity and results.

Please note: Normal date restrictions don’t apply to this category.

Grab some inspiration

Gold winner 2017 – LIDA for O2

Craft

29. Best writing

What is it?

This category is for writing in a single execution or campaign in any medium across either B2B or B2C work.

What can you enter?

Work that drives a response. Suggested formats include, but are not limited to, digital ads; social campaigns; direct mail packs; TV ads; online videos; websites; games; apps; and other media where writing was crucial to the campaign.

Entries can comprise of either a single item or a full campaign using either single or multiple channels

Ensure you show:

  • A description of the strategy, target audience and media strategy in a way that will help the judges assess the relevance of the writer’s approach
  • Results to reassure the judges that the work was effective (NOTE: without results the entry is invalid)

How is it judged?

This category is judged 60% on creativity, 20% on strategy and 20% on results.

Grab some inspiration

Gold winner 2017 – LIDA for The Open University

30. Best design or art direction

What is it?

This category is for design and art direction across either B2B or B2C work.

What can you enter?

Any work used in a marketing communication which is designed to generate an action.

Entries can comprise of either a single item or full campaign using either single or multiple channels.

Ensure you show:

  • A description of the strategy and target audience in a way that will help the judges assess the relevance of the art director’s approach
  • Results to reassure the judges that the work was effective (NOTE: without results the entry is invalid)

How is it judged?

This category is judged 60% on creativity, 20% on strategy and 20% on results.

Grab some inspiration

Gold winner 2017 – LIDA for IKEA

31. Best data strategy

What is it?

This category is for data insights and application of data across either B2B or B2C work.

What can we enter?

Work that drives or contributes significantly to campaign strategy and execution.

The work can be for acquisition or retention activities, and can be for any client in any sector.

Ensure you show:

  • The power of great data by demonstrating where insight from data has driven or contributed significantly to campaign strategy and execution
  • Evidence of creative and intelligent use of data
  • Evidence of data driving personalisation / differentiation that shapes customer journeys
  • Where appropriate show the use of AI, machine learning or behavioural data-driven triggers
  • Data that drives a response and / or targeting in a one-to-one manner that impacts ROI
  • How the data is GDPR compliant

How is it judged?

This category will be scored 40% on strategy, 40% on results and 20% on creativity.

Grab some inspiration

Gold winner 2017 – Karmarama for The British Army

32. Best digital experience

What is it?

This category is for digital experiences which showcase customer interactions with a brand through technology.

Either across single or multiple digital touchpoints. Work can be for either B2B or B2C.

What can you enter?

Work displaying innovation to deliver action orientated user experiences for the customer.

Digital touchpoints can be anything from the web and mobile devices through to wearables, beacons, voice and facial recognition.

Ensure you show:

  • A strong idea that shows originality and appropriateness for the brand; the marriage of compelling copy, rich art direction, technical prowess and usability
  • What the experience strategy and who the target audience was
  • Customer journey mapping and how this played a part in creating a stand out experience
  • Results to reassure the judges that the work was effective (NOTE: without results the entry is invalid)

How is it judged?

This category is judged equally on strategy, creativity and results.

Grab some inspiration

Gold winner 2017 – OgilvyOne for IBM

33. Best creative solution

What is it? This category is for creative thinking in solving a particular marketing challenge, for either B2B or B2C work.

What can you enter?

Work displaying innovation to deliver action orientated communications or experiences that have a tangible affect.

Ensure you show:

  • A strong idea that shows originality and appropriateness for the brand; the marriage of compelling copy and rich art direction
  • What the strategy and who the target audience was
  • Results to reassure the judges that the work was effective (NOTE: without results the entry is invalid)

How is it judged?

This category is judged 60% on creativity, 20% on strategy and 20% on results.

Grab some inspiration

Gold winner 2017 – Open and Good Innovation for Scope

Special

For 2018 only we introduce a special award, see below for the category description.

34. Best GDPR communication

What is it? This category is for the best customer communication of the General Data Protection Regulation (GDPR) to either B2B or B2C audience.

What can you enter?

Work that drove awareness of GDPR, informed customers of impending changes or responded to the new GDPR framework. This can be a campaign or single communication and can be for any client in any sector.

Ensure you show:

  • How your work supported the overall marketing strategy for the brand
  • The objectives of the campaign
  • How you used creativity and strategic thinking to tackle a compliance challenge
  • The key components of GDPR you needed to communicate or work within
  • The communications channels used

How is it judged?

This category is judged equally on strategy, creativity and results.

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