The Smarties

a) Objective: What was your strategic objective? (Increased market share, brand awareness, time engaged with the brand, sales, leads). What was the business problem the effort was meant to address? What were the specific challenges and opportunities that the client and/or brand/product faced? Detail both the global marketing challenge and the specific challenges faced in bringing the case to specific markets if applicable. What were the key performance areas you are measuring against your objectives, and how did you measure them? State specific objectives on a global and country-by-country basis or regional/market basis as necessary. Suggested word limit 275 words. Remember that the maximum word limit for the total Strategy section is 650 words.

b) Target Audience: Who was your intended target audience? Include a definition of the audience you were trying to reach. Please include specific demographic information such as attitudes, behaviors, age, sex, culture, etc. indicating how you defined your target audience. Suggested word limit 100 words. Remember that the maximum word limit for the total Strategy section is 650 words.

c) Creative Strategy: What was your creative and media strategy? Describe and provide rationale for your communications strategy that brings the idea to life, as borne from the insights and strategic challenge described above. How did your creative and media strategies work together to reach your specific audience? Explain your media strategy and why the channel choices were right for your audience & idea. Did your communications strategy adapt over time to real time results? If so, how? Describe why certain strategies for different markets were chosen if applicable to your campaign. Suggested word limit 175 words. Remember that the maximum word limit for the total Strategy section is 650 words.

d) Context: Is the first year of campaign? If not how has your strategy adapted to previous results and new technology? If yes, how does it measure against previous efforts for a similar product or idea? Suggested word limit 100 words. Remember that the maximum word limit for the total Strategy section is 650 words.

a) Overall Campaign Execution: How did the execution or enabling technology help achieve results? What percent of the campaign budget went to mobile? What was the overall campaign budget and why was that % allocated to mobile? Suggested word limit 200 words. Remember that the maximum word limit for the total Execution section is 475 words.

b) Mobile Execution: How was the mobile component or enabling technology integrated into the overall marketing strategy? How creative or sophisticated was the campaign in its use of mobile media? What did the mobile channel or enabling technology bring to the overall campaign that other marketing channels missed? How was the mobile channel or enabling technology matched to specific markets, demographics relevant to the overall campaign execution? How well was mobile technology leveraged? Suggested word limit 275 words. Remember that the maximum word limit for the total Execution section is 475 words.

a) Context: What was the state of the brand's/client's business and the marketplace or category in which it competes before your effort began? Suggested word limit 100 words. Remember that the maximum word limit for the total Results section is 450 words.

b) Evaluation: Did the campaign achieve its objectives and goals? Please provide specific numerical results. What impact did the campaign or enabling technology have on future utilization of mobile in their business? Suggested word limit 200 words. Remember that the maximum word limit for the total Results section is 450 words.

c) Market Impact: What impact did the campaign have on the market, if any? How innovative was the campaign? How did consumers receive the campaign? Suggested word limit 150 words. Remember that the maximum word limit for the total Results section is 450 words.

d) ROI (optional): Calculate a figure for return on investment (based on sales, profit, etc.). This section is voluntary - entrants that cannot calculate an ROI figure will still be included in judging. Please express ROI figure as a ratio - example 4:1.