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Asian Marketing Effectiveness Platinum Award

The ultimate accolade that will be selected from the Gold winners of all the categories listed below. Judges will decide and present this award to the most outstanding of all the Gold winners. This category cannot be entered directly.

A. Best integrated marketing campaign

Awarded to a campaign that most effectively integrates a range of disciplines to meet set marketing objectives. Campaigns must exhibit a minimum use of 3 marketing disciplines such as direct marketing, event marketing and advertising.

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B. Most effective use of advertising

For the campaign that demonstrates most effective use of paid mainstream consumer or trade advertising media to support it. Open to all forms of above-the-line advertising including print, outdoor and TV.

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C. Most effective use of direct marketing

Awarded to the campaign that demonstrates effective use of direct response advertising, direct mail, loyalty marketing, customer relationship management, direct response TV and other forms of one-to-one marketing. Where applicable, entries should also demonstrate the process of building up the database.

D. Most effective use of interactive marketing

Awarded to the campaign that uses any form of digital, electronic, or other new media as the major marketing communications strategy. Entries can include web initiatives, email marketing campaigns, viral marketing, search, mobile, affiliate marketing, websites, online advertising and other forms of one-to-one marketing using electronic media. Where applicable, entries should also demonstrate the process of building up the database. Judges will look for entries that demonstrate innovative thinking and the effectiveness with which the project or campaign met the objectives of the advertiser.

E. Most innovative use of media

Awarded to the campaign that demonstrates the most innovative use of media strategy to achieve consumer insight, deliver objectives and generate business results. Innovative media strategy could be executed through new media or traditional forms of advertising & communications.

F. Best marketing campaign for regional brand development

Awarded to the campaign that most effectively builds a presence across at least 3 countries throughout Asia. This category is open to all brands whether Asian, or global, that are establishing themselves in the Asian marketplace.

G. Best marketing campaign for national brand development

Awarded to the campaign that most effectively builds a presence in a single country within Asia. This category is open to all brands whether Asian, or global, that are establishing themselves in the Asian marketplace.

H. Best brand loyalty marketing campaign

For the campaign most effective in generating consumer loyalty to an existing brand, service or product, measured through increasing persistence/purchase frequency.

I. Best sustained success

Awarded to the campaign that demonstrates how a single vision and strategic platform have had the most effective long-term impact on the development and growth of a brand. The campaign strategies must span at least 3 years.

J. Most effective use of branded content

Awarded to the most innovative and successful branded media programme featuring content creation, product placement or product association. Entries should illustrate the costs from all aspects of the marketing activity, as well as the results and return on investment.

K. Most effective use of sponsorship and event marketing

Awarded to the campaign that most effectively uses sponsorship and/or event marketing to provide a brand experience to the target audience. Entries must demonstrate how the campaign met the business objectives of the brand and connected with the target consumer. Entries can include organisation of or sponsorship of one-off promotions, product launches, exhibitions, shows, brand experiences, music concerts, sports events, charity walks, fashion shows, tie-ins with television programmes etc.

L. Most effective use of product design and packaging

Awarded to the marketing campaign that demonstrates the most effective use of product design, formulation and packaging. Entries should illustrate how they have effectively communicated the product and the brand's personality through weight, texture, colour, graphics and overall structure, and how that format fits in with the consumption occasion.

M. Most effective use of public relations

Awarded to the campaign that most effectively uses media and/or public relations techniques to achieve the set marketing objectives.

N. Best small budget marketing campaign

Awarded to the campaign that achieved its business objectives while adhering to a limited production and media budget of under US$100,000. This category can include retail, sales promotion and point of purchase.

O. Best insights / strategic thinking

Awarded to the campaign that most effectively used the best insights that led to the communication and achieved the set marketing objectives. Entries must be supported by business results.

P. Best ideas

Awarded to the campaign that most effectively used the best ideas to achieve the set marketing objectives, as well as impact, universality and longevity. Entries must be supported by business results.

Q. Most effective use of eco / green marketing

Awarded to the campaign that has environmental sustainability as the central communications idea to achieve the set marketing objectives.

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