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Marketing Objectives Channel |
Brand Experience
Brand Experience
Campaign created for brand growth, development, and enrichment. Includes establishing brand recognition, meaningful relationships, memorable engaging experiences, and unique connections.
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Brand Activism
Brand Activism
Campaigns that use the brands’ platform to promote a cause or social issue to benefit society and give back for the greater good. This can include social, political, economic and/or environmental campaigns addressing a new program or expanding on an existing program.
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Consumer Promotions
Consumer Promotions
Campaign ranging from contests and coupons to special offers, sweepstakes, and POS/Merchandising to support the sales and marketing of a product or service. Includes demos, coupons, rebates, exhibitions/trade shows, and games. Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers)
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Data/Insights
Data/Insights
Use of customer data, analytics, and technology, that play an integral role in the development and execution of a campaign to develop a meaningful relationship with a specific audience or community. Detail the role that data had within the campaign strategy in achieving the brand and business goals (targeting, engaging, customer loyalty, retention, etc.).
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Lead Generation
Lead Generation
Campaigns that generated prospects and leads resulting in increased sales, conversions, trial, purchase intent or loyalty and retention. This can also include relationship building and CRM campaigns.
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Relationship Building / CRM
Relationship Building / CRM
Campaigns that build and manage customer relationships. Demonstrate how the campaign has increased customer loyalty and/or led to customer retention.
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Multicultural
Multicultural
Multicultural campaigns that represent and demonstrate authentic diversity and inclusion of underrepresented groups
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Product / Service Launch
Product / Service Launch
Work that launched or re-launched a product or service to address the unaddressed needs of customers, remain competitive and achieved growth and measurable success. Be specific as to what made this launch effective. Ex: product/service innovation, change in packaging, design, technology, operation change, etc.
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Gender Equality in Advertising
Gender Equality in Advertising
Driving culture-shifting creativity, entries will need to demonstrate ideas intended to change gender inequality; that is, work which sets out to positively impact ingrained gender inequality, imbalance or injustice. Smarties recognizes, work that implicitly or explicitly addresses issues of gender inequality or prejudice, through the conscious representation of gender in advertising, such examples in advertising might be using female voice over or using female role models from real life, which would unsteriotype common perceptions in society. Work can be for any commercial or non profit reasons, regardless of the product or service being advertised.
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Small Budget, Big Impact Campaign
Small Budget, Big Impact Campaign
Not all successful campaigns require huge budgets. This category is open to campaigns that achieved significant business impact on a limited budget of less than $500,000. This budget must be the full budget – not a portion of a bigger budget.
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Social Impact / Not-For-Profit
Social Impact / Not-For-Profit
Campaigns for not-for-profits or government agencies that create significant social change and/or deliver against a public service. Includes lobbying, fundraising, expanding, informing or positively changing attitudes and behaviors. Show how your approach added value to your customers and benefitted your organization.
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Multilingual Marketing Efficiency Award
Multilingual Marketing Efficiency Award
Uniquely South African multilingual marketing campaigns that use local insight and creativity to achieved significant impact. Entries should display: Intelligent use of South African languages to communicate effectively with South African consumers; The campaign should employ two or more of the national languages of South Africa. Cultural insights should enhance the impact of the campaign (e.g. an efficient and effective multilingual campaign isn’t just translated into multiple languages, but is created with each language’s audience in mind); Entries should include qualitative and quantitative data that show the impact that the campaign has had (e.g. ROI, how objectives and goals were achieved, how consumers received the campaign, and what impact the campaign had on the market); Entries should include English translations either as subtitles in video or as a separate document.
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Purposeful Marketing
Purposeful Marketing
Campaigns and messaging created to engage in purposeful marketing with the customer thereby contributing to support a larger cause using mobile as a key medium . Demonstrate how the campaign resulted in success in terms of loyalty, top of mind recall or customer sales.
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Media Channel |
Contextual / Native Advertising
Contextual / Native Advertising
Advertising on a website which allows your brand to fit into – and not disrupt – the audience experience. The ads follow the natural form and function of the user experience in which it is placed or is relevant to the page’s content. Includes in-game, in-video, behavioral advertising, or native advertising.
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Cross Channel Integration
Cross Channel Integration
Campaign utilizes mobile as a core strategy, along with one or more separate channels to round out the campaign. This could include: TV, print, radio, outdoor, PR, direct marketing, etc.
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Seamless Consumer Experience
Seamless Consumer Experience
Campaign that enriches digital experiences or enables new methods of connecting with the consumer enabling seamless experience and keeping in mind social distancing norms. Mobile should play a vital role in enhancing consumer experience & engagement.
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Cross Mobile Integration
Cross Mobile Integration
Campaigns which integrate a minimum of 3 mobile applications or mediums (i.e., apps, mobile web, messaging, video, display, search, etc.). Submissions for this category should hit the above marks and be strategically customized for each experience.
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Gaming / Gamification & E-Sports
Gaming / Gamification & E-Sports
Gaming apps, gamification applications or e-sports activities that are either a part of a broader marketing strategy or a stand-alone brand experience. Please be specific in describing how the brand is positioned in the gaming environment. If you have a branded gaming app, please submit to the Mobile App category.
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Mobile App (includes mCommerce Solutions)
Mobile App (includes mCommerce Solutions)
Any application that provides information, entertainment, utility, or commerce for the customer. The mobile app can be part of a broader marketing strategy or a stand-alone brand experience. Category also includes in-app purchasing, mobile banking apps, mobile commerce apps, loyalty apps, etc.
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Social Media Marketing
Social Media Marketing
Creative social activity which uses social platforms to impact business objectives and/or to enhance relationships with a brand, community, or consumer. Includes social trends (emojis, memes, hashtags, GIF’s etc.) to leverage brand communication with an audience or community.
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Social Messaging / Chat Apps / Text Messaging
Social Messaging / Chat Apps / Text Messaging
Work that uses social messaging apps (e.g. Facebook Messenger, WeChat, Viber) and text messaging (SMS/MMS, RCS) to communicate to a targeted audience to market, inform or help customers.
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Mobile Search
Mobile Search
Current research indicates that 4 out of 10 people conduct their searches exclusively on mobile during a typical day. This category showcases the ever-important campaigns that have search at their core.
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Best use of Branded Content
Best use of Branded Content
This is a category that awards the best usage of branded content within original web series or programs with mobile at the heart, delivering measurable success or creating an impact.
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Joint Marketing with Hero App
Joint Marketing with Hero App
This category is design to celebrate campaigns customizing their user experiences or mechanics with hero applications and platforms (standard/existing advertising formats are not applied). Campaign strategy and creative ideas must be unique and match the user behavior on certain Apps.
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Social Commerce
Social Commerce
Campaign that involves social media and online media that supports social interaction, and user contributions to assist online buying and selling of products and service.
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Technology Channel |
Audio / Sonic Branding
Audio / Sonic Branding
Campaigns that used voice recognition technology, audio identities, or other audio advertising to create consumer demand and engagement, enhance the consumer experience, or reinforce your brand identity. Includes audio logos, audio branding, voice assistant devices, such as Alexa, Google Home, and audio platforms Pandora, Spotify, YouTube, etc.
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Connected Devices / The Internet of Things
Connected Devices / The Internet of Things
Any technology, device or wearable that sends and receives data via mobile-driven internet to engage customers or enhance the experience. Includes hardware, software, wearables, smart watches, digital health products, smart TV’s, appliances, etc. Products can be in the market, exist as a prototype or in an incubator stage.
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Digital Out-of-Home (DOOH)
Digital Out-of-Home (DOOH)
Digital out of home advertising is the integration of offline out-of-home advertising with digital elements. This includes any out-of-home (OOH) display, digital billboard or digital signage that can change its advertising content remotely using addressable electronic, LED, and screen technology but excludes TV advertising and radio advertising. It does not include vinyl or static billboards, bus shelters or other static displays or panels.
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Banners & Rich Media Advertising
Banners & Rich Media Advertising
Campaigns using mobile platforms and/or devices which encourage customer interaction and engagement. Includes static and flash banner ads, as well as floating ads, page take-overs, etc.
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Innovation
Innovation
Innovative and transformative ideas, devices, methods, or unique marketing concept that push the boundaries of modern marketing, resulting in significant business impact for a brand. Includes new or groundbreaking techniques or an unconventional/creative use of existing technology.
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Location Targeting
Location Targeting
Use of GPS, geolocation and/or proximity technologies to connect to customers with the most relevant message when and where they are most likely to act. This category can include one-off executions or longer-term campaigns but must include specifics on impact against your marketing goals.
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Machine Learning and AI
Machine Learning and AI
Campaigns using creative applications of mobile-based intelligent technology. This can include, but not limited to work that uses AI in creative, dynamic content optimization (DCO), conversational marketing, chat-bots, facial recognition, etc.
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Best use of vernacular language in mobile advertising
Best use of vernacular language in mobile advertising
A campaign that demonstrates the use vernacular language including content and advertising to leverage local opportunities demonstrating hyper local expertise in the mobile environment.
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User Generated / Influencer Marketing
User Generated / Influencer Marketing
Content related to a brand created by consumers or influencers and shared through social media to increase brand engagement, sales, create buzz about a product or service, and boost website conversions, etc. Content could be images, videos, text, audio, etc.
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Video Advertising
Video Advertising
Campaigns demonstrating how video advertising was used to create consumer demand and engagement or provide an immersive experience for the viewer. Includes 360° video, shoppable video, personalized video, etc.
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Programmatic and Machine Learning
Programmatic and Machine Learning
A campaign that demonstrates how the use of a programmatic / RTB platform improved the targeting and increased the efficiency and effectiveness in buying, selling and creating a mobile advertising solution. As well as campaigns using creative applications of mobile-based intelligent technology. Includes AI, chat-bots, facial recognition, etc.
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XR Technology – (AR/VR/MR)
XR Technology – (AR/VR/MR)
Work that uses technology to enhance the visual experience of a brand, product, service, or message. Includes augmented reality, virtual reality, and mixed reality. Can be a stand-alone experience, or an extended reality which combines all three technologies.
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mCommerce
mCommerce
Mobile commerce solutions improving or enhancing the customer buying experience, creating increased engagement and commercial success. Includes in-app purchasing, mobile banking, virtual marketplace apps (i.e. Amazon mobile app), or a digital wallet such as Apple Pay, Android Pay and Samsung Pay.
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Creative Awards |
Best Brand Experience in Mobile Rich Media
Best Brand Experience in Mobile Rich Media
This is a category that awards a mobile creative that embodies a brand’s philosophy and identity and creates an immersive and interactive experience keeping the brand at the core. It makes a user engage with a brand on the whole and creates top level recall and recognition in the user’s mind.
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Most Engaging Mobile Creative
Most Engaging Mobile Creative
This is a category that awards a mobile creative on its post click performance. It measures the engagement levels of the user after the first point of interaction and how engaged a person remained as the ad progressed. It takes into consideration how long the user remained on the ad and whether they shared the experience forward on social media.
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Best Use of User Generated Content for Advertising
Best Use of User Generated Content for Advertising
Honoring the most creative and effective incorporation of user-generated content in a social media marketing campaign.
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Best Data Driven Display Creative
Best Data Driven Display Creative
Intelligent use of data insights for scaled personalization of creatives to drive campaign and business objectives. Data insights could be based on audiences, context or from offline input (e.g. pollution API)
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COVID-19 Categories |
Social Distancing
Social Distancing
Providing lighthearted, informative and encouraging content to consumers looking for support.
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Social Good
Social Good
Giving back through campaigns.
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Pivot Marketing
Pivot Marketing
Pivoting to help with current needs – Estee Lauder making sanitzer, etc.
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Winning From Home |
Best Use of Connected Devices To Drive Sales
Best Use of Connected Devices To Drive Sales
Brands that adopted new methods or pivoted to digital as a key sales channel. Campaign can highlight how the brand reengineered their sales strategy & achieved measurable results.
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Innovation & Creativity
Innovation & Creativity
Campaigns that enabled innovation and creativity primarily leveraging digital media. These campaigns, in turn, delivered significant impact to the current business and enabled significant shifts to content investments in digital as a part of marketing efforts. Showcase how the campaign revolved around innovation & creativity and delivered set KPIs. Mobile to act as a key device for creativity.
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Home Production
Home Production
Production of digital and mobile assets which were produced from home versus a professional studio set up and yet delivered compelling results/output and enabled business objectives. Digital Campaigns that leveraged brand ambassadors or mascots can also be considered in the category. Detail the role that mobile had within the campaign strategy in achieving the brand and business goals.
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Business Transformation 2021 |
Social Responsibility
Social Responsibility
Campaigns that have integrated ongoing medical advice into their branding communication messages across all media platforms during the crisis.
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Technology Innovation
Technology Innovation
Campaigns and programmes that show innovative thinking and solutions to reach consumers during the pandemic. It could cover using platforms in new and innovative ways; using technology to launch new products, new channels, or new features.
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App
App
Any Application that provided information, entertainment, productivity or utility for the consumers during the Covid-19 crisis. It could be in relation to the crisis or building through the app a new way and means of easier communication and interaction with existing customers. Mobile Apps can be part of a broader marketing strategy or a stand-alone brand experience. Includes short-term apps for a specific moment in time as well as longer term apps.
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Inclusivity (during the pandemic)
Inclusivity (during the pandemic)
Driving culture-shifting creativity, entries will need to demonstrate ideas intended to demonstrate inclusivity throughout the pandemic (which can include showing changes in gender inequality); that is, work which sets out to positively impact inclusivity. Smarties recognises, work that implicitly or explicitly addresses these issues. Work can be for any commercial or non-profit reasons, regardless of the product or service being advertised.
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Customer Experience
Customer Experience
Campaigns that enrich digital experiences or enable new methods of connecting with the consumer allowing seamless experience and keeping in mind social distancing norms. Mobile should play a key role in enhancing consumer experience & engagement.
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eCommerce (pivoting during the pandemic)
eCommerce (pivoting during the pandemic)
Mobile and Ecommerce solutions improving or enhancing the customer buying experience, creating increased engagement and commercial success. Includes in-app purchasing, mobile banking, virtual marketplace apps (i.e. Amazon mobile app), or a digital wallet such as Apple Pay, Android Pay and Samsung Pay.
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