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Awards 2017 categories

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We have 33 categories for you to choose from.

Enter as many campaigns into as many categories as you would like.

The DMA Awards categories are split into these four groups:

  • Industry
  • Channels
  • Campaigns
  • Craft

Read our How to enter guide before entering any work: it’s quick, super handy read that will take you through the key steps for you to take to make the most of your Awards entry.

Industry sectors

1. Automotive

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

What can we 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 creativity, strategy and results.

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

Grab some inspiration Gold winner 2016 – Stack for Peugeot

 

2. NEW - Travel and leisure

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

What can we 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 creativity, strategy and results.

 

3. Entertainment, publishing and gaming

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

What can we 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 creativity, strategy and results.

Grab some inspiration Gold winner 2016 – Karmarama for Unibet

 

4. NEW - Technology

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

What can we 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 creativity, strategy and results.

 

5. NEW - Utilities and telecommunications

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

What can we 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 creativity, strategy and results.

 

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 we 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 a 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 creativity, strategy and results.

Grab some inspiration Gold winner 2016 – Karmarama for DFS

 

7. Financial services

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

What can we 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 creativity, strategy and results.

Grab some inspiration Gold winner 2016 – Adam & Eve and Zenith Optimedia for Aviva UK

 

8. Health & wellness

What is it? This category is for B2B and B2C work promoting health & wellness products or services.

What can we 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 a 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 creativity, strategy and results.

Grab some inspiration Gold winner 2016 – Arthur London and Diabetes UK

 

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 we 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 creativity, strategy and results.

Grab some inspiration Gold winner 2016 – Engine for Department for International Trade

 

10. Charity

What is it? This category is for B2B and B2C work that seek to raise funds and/or awareness of charities.

What can we 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 creativity, strategy 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 2016 – Weber Shandwick for Action Aid

 

11. Best B2B

What is it? This category is for B2B work only.

What can we enter? Work that targets trade customers and other businesses. 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 creativity, strategy and results.

Please note: Campaigns must be individual campaigns. We won’t consider ongoing loyalty or CRM programme work.

Grab some inspiration Gold winner 2016 – OgilvyOne UK for what3words

 

12. Best B2C

What is it? This category is for B2C work only.

What can we enter? Work that targets end consumers. Entries can comprise of either a single item or a full campaign using either a 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 creativity, strategy and results.

Please note: Campaigns must be individual campaigns. We won’t consider ongoing loyalty or CRM programme work.

Grab some inspiration Gold winner 2016 – WDMP for Monarch

 

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 B2C or B2B campaign.

What can we enter? Work consisting of a single email, e-mail to enhance a wider campaign, a series of related emails, bulk campaigns, programmatic or trigger emails.

Ensure you show:

  • A high ROI compared to other channels or email campaigns
  • Where possible provide further insight for judges to use in evaluating your campaign. Suggestions include goals and performance metrics (conversion, click, open etc); what data were used, their source and segment strategy; creative and copy strategy; dynamic content and content variations (where applicable); optimisation and split testing; test and Q&A processes.
  • Subject lines and legal compliance content.

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

Grab some inspiration Gold winner 2016 – Havas helia for easyJet 

 

14. Best use of mobile & 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 we 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 creativity, strategy and results. 

Grab some inspiration Gold winner 2016 – Barclays Africa

 

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 we 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 creativity, strategy and results. 

Grab some inspiration Gold winner 2016 – Royal London

 

16. Best use of social media

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

What can we enter? Work that uses digital social media channels and platforms to engage in tangible interactions with their audience. 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 wider campaign if its impact is able to be proven in isolation.

Ensure you show:

  • How your work creates brand awareness and wins new customers (on and offline)
  • Innovation in the social tools you use;
  • How well you mesh social with broader, organisational marketing goals
  • Campaign results and KPIs showing brand building and acquisition (include ROI statements where possible)
  • Unique use of social in your campaign.

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

Grab some inspiration Gold winner 2016 – Weber Shandwick for ActionAid

 

17. Best use of door drops

What is it? This category is for unaddressed marketing print.

What can we enter? Print that is delivered to residential households. This can comprise of a single door drop or a whole campaign.

Ensure you show:

  • Method of distribution
  • Targeting
  • Results achieved

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

Grab some inspiration Gold winner 2016 – MEC UK for Bupa

 

18. Best use of mail

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

What can we enter? Work that targets existing customers, cold prospects or third party prospects.  

Ensure you show:

  • Whether they were targeting existing customers, cold prospects or third party prospects
  • Use of data
  • Results achieved

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

Grab some inspiration Gold winner 2016 – OgilvyOne UK for what3words

 

19. Best use of experiential

What is it? This category is for point of sale/field use of experiential.

What can we enter? Work that demonstrates interaction with a target audience that generates a response, builds relationships or gathers valuable data. Show-off road-show; sampling campaigns; demonstration campaigns; guerrilla marketing; events or PR stunts that interact with a target audience.

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 creativity, strategy and results.

Grab some inspiration Gold winner 2016 – Atomic London for Cancer Research UK

 

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 we 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 tailors 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 creativity, strategy and results.

Grab some inspiration Gold winner 2016 – MRM Meteorite for Microsoft

 

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 we 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 creativity, strategy and results.

Grab some inspiration Gold winner 2016 – AMV BBDO for Currys PC World

 

22. Best use of the moving image or audio

What is it? This category is for best use of audio and/or moving image (TV, radio and digital) to generate a response. This can be either a B2B or B2C campaign.

What can we 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 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 creativity, strategy and results

Grab some inspiration Gold winner 2016 – Leo Burnett for NSPCC

 

Campaigns

23. Best integrated campaign

What is it? This category is for campaigns using three or more responsive medium 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 creativity, strategy and results.

Grab some inspiration Gold winner 2016 – Kitcatt Nohr for Macmillan Cancer Support

 

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 creativity, strategy and results.

Grab some inspiration Gold winner 2016 – MRM Meteorite for Microsoft

 

25. Best brand building campaign

What is it? The 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 we 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 creativity, strategy 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 2016 – Engine for Department for International Trade

 

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 creativity, strategy and results

Grab some inspiration Gold winner 2016 – Karmarama for DFS 

 

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 we 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 creativity, strategy and results.

Grab some inspiration Gold winner 2016 – Karmarama for DFS

 

28. Best loyalty or CRM programme

What is it? This category is for B2C or B2B data-driven marketing programmes.

What can we enter? Work that engages or retains prospective and previous customers increasing customer value and driving loyalty. Entries can include points, rewards and engagement programmes Activity should be ongoing – not a one-off campaign. The work can be single or multi- channel.

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 creativity, strategy and results.

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

Grab some inspiration Gold winner 2016 - LIDA for IKEA

 

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 we 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 2016 – MRM Meteorite for Tommee Tippee

 

30. Best design or art direction

What is it? This category is for art direction across either B2B or B2C work.

What can we 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 2016 – OgilvyOne UK for what3words

 

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
  • Use of real time analytics 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 has been captured responsibly

How is it judged? This category will be scored 40% on strategy, 40% on results and 20% on creativity.

Grab some inspiration Gold winner 2016 – Havas helia for easyJet

 

32. NEW - Best digital experience

COMING SOON

 

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 we 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 2016 – Earnest for Mary’s Meals

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