Maybelline New York and
Circus Digital/ Tiktok/ Starcom
/ Circus Digital
Marketing Objectives Channel
Vietnam – 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)
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.
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.
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.
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.
Vietnam – 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.
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.
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.
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.
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.
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.
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.
Head and Shoulders (H&S) and
Vietnam – 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.
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.
Head and Shoulders (H&S) and
Vietnam – 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.
/ W Media X Baemin Inhouse Creative
/ Baemin x W Media x Dentsu Redder
Vietnam – 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.
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)