Categories & Entry Forms
Posted 10 December 2013.
CAANZ Beacon Awards 2014
NOTE: A campaign can only be entered into one category A to E once, i.e. a campaign cannot, for example, be entered in Category C and Category D. Entries in Category K – Charity can only be entered into Category K. (Multiple category entries outside of categories A – E and K are welcome.)
As a point of clarification, it is worth noting the B2B can fit in any of categories A – E (as well as the other categories).
A. Social Marketing/Public ServiceThis category recognises media campaigns that promote social or behavioural change. Typically these campaigns will be from a government department, local body or for a community service. The judges will be looking for proof that the media strategy and execution directly contributed to changing behaviour or attitudes. Given the nature of this category solid use of data, strong metrics and proof of achievement is essential.
This category recognises media campaigns in the area of retail/etail. This includes fashion, clothing, accessories and fast food and also incorporates online retail. The judges are looking for proof that the media strategy and execution has had a direct contribution in achieving set retail objectives and that success is not the result of pricing or sale activity.
C. Fast Moving Consumer Goods (FMCG)
This category recognises media campaigns across the entire spectrum of FMCG. This can include food, grocery, household products, cosmetics, toiletries, alcoholic and non-alcoholic beverages and pet. The judges will be looking for proof that the media strategy has had a direct contribution in achieving set campaign objectives.
D. Consumer Durables
This category recognises media campaigns that achieve success for products that are not purchased regularly or those that have high involvement decision making. This could include motor vehicles, white goods, brown goods, household furniture and electronic goods. The judges will be looking for proof that the media strategy and execution has had a direct contribution in achieving set campaign objectives.
E. Consumer Services
This category recognises media campaigns that achieve success for companies whose main focus is providing a service to a consumer. This could include airlines, tourism, energy suppliers, financial services, telecommunications and entertainment (TV, music, movies). The judges will be looking for proof that the media strategy and execution has had a direct contribution in helping achieve set campaign objectives.
F. Best Use of Digital Landscape
This category is looking for campaigns that have demonstrated innovative and effective use of digital media. It covers all digital media and so includes web, mobile, IPTV, gaming, social media, digital outdoor and search through to affiliate marketing. Judges will be looking for a clear rationale for why digital was the right way to tackle the client’s brief and evidence of how the digital activity measurably and materially drove the commercial result. Campaigns that were designed for digital media, as opposed to those adapted to digital, will be preferred by the judges.
G. Best Use of Branded Content
This category celebrates the creation of, or natural integration into, original content by a brand. The purpose of branded entertainment is to deliver marketing messages by engaging consumers via relevant content platforms rather than traditional advertising methods. This can include anything from ad-funded TV deals to partnerships with less traditional content distributors. Judges will be looking for entries that clearly articulate why a branded content strategy was selected as the core communication vehicle to drive campaign objectives. Successful entries will be those that have established a clear communication strategy, executed a brilliant content plan and finally proved beyond all doubt that the results delivered can be directly attributed to the campaign.
H. Best Use of Event/Activation/Sponsorship
This category rewards communications that add value to consumer experiences of the brand/service/product. Judges are looking for insightful and strategic use of an event, activation or sponsorship to deliver outstanding business and communication results. Entries should articulate what event, activation or sponsorship was used as a core campaign vehicle to drive campaign objectives. Successful entries will be those that have established a clear communication strategy, executed a brilliant plan and finally proved beyond all doubt that the results delivered can be directly attributed to the campaign. The activity does not need to be the sole or lead communication but should go beyond badging and simple associations.
I. Best Use of a Lead Medium
This category celebrates success of campaigns that have relied heavily on a single media. All media (including digital) are eligible for this category as long as they meet a threshold of representing at least 65% of campaign media spend. Given the complexity of judging across multiple media judges will be looking for entries that clearly identify why the lead medium was chosen (why could only that media answer the brief) and how that strategy and execution has achieved against objectives and the correlation between the lead medium and the business outcomes. Support media can play an important part in the campaign as long as the 65% threshold is achieved by the identified media.
J. Best Use of Earned or Owned
This category recognises campaigns that go above and beyond the traditional ‘paid’ media approach. Judges are looking for insightful and strategic use of owned or earned media to deliver outstanding business and communication results. Judges will be looking for entries that clearly articulate why an owned and/or earned strategy was selected as the core communication vehicle to drive campaign objectives. Successful entries will be those that have established a clear communication strategy, executed a brilliant owned and/or earned plan and finally proved beyond all doubt that the results delivered can be attributed to the campaign.
Entries in this category cannot be entered in other categories
This category is seeking to identify campaigns that make the greatest contribution to support charities, appeals, fundraising or various not-for-profit community programmes. The award may recognise innovation in media thinking but this is not mandatory. This category is strictly for not-for-profit organisations only, entries from commercial brands or organisations are not eligible.
L. Best Integrated Campaign (Note word limit 1,500)
Integrated campaigns are defined as those that show how a strategic idea is leveraged successfully across multiple channels in an integrated way. Please note that this category is not necessarily referring to how a brand is integrated into a channel, rather this category is about a clear purpose for each channel used. The campaign must combine at least three or more channels and clearly demonstrate the role of each one.
M. Sustained Success (Note word limit 1,500)
The judges are looking for communications and media thinking that has significantly contributed to the overall success of a campaign that has been consistently in market across three years from 1st January 2010. The focus is on strategic thinking and how it has ensured the campaign has remained consistent but also up-to-date and relevant. The effectiveness and results achieved should accurately reflect the objectives and strategy. The judges want to see clarity of thinking, identification and application of insights and innovation. It’s important to remember that a campaign founded on a sound, solid and evolving strategy can be as effective as one containing significant innovation.
N. Best Smart Media Idea
This category rewards invention or innovation within a channel or property that was driven by consumer, data or brand insight and creative thinking. Judges are looking for ideas that drive tangible benefit to the consumer or to the client’s communications objectives.
O. Best Use of Insight
How an agency has led the use of research, analytics or market intelligence to deliver an insight or insights that have resulted in business success. Judges will reward entries that can show how an agency has discovered insight (beyond just the syndicated data available), how this insight has shaped communication, and the business success that this has delivered. Sources of insight could vary from proprietary research, to social listening, through to quantitative disciplines such as media modelling. Judges will expect that the insight will account for at least 40% of the entry.
P. Best Small Budget (up to $100k per annum)
This category is open to any campaign with a total combined media & production cost to client of less than $100,000. All entries must prove they are a stand-alone campaign as opposed to a single execution within a larger campaign. The judges will be looking for entries that put the perceived budget constraints behind them to develop brilliant strategic thinking and outstanding activation to deliver results that punched way above the campaign’s weight.
Q. Best Communications Strategy (Note word limit 1,500)
This category celebrates strategic excellence. Judges are looking for a cohesive communications strategy with a central idea at its heart. It should show a carefully researched and well thought-out action plan designed to meet a clearly defined challenge. This should include novel ways in which media channels have been used, each with a clear link to the strategic idea. The winning entry will also have clearly articulated the insights used to inspire the communications strategy. Judges will expect that the strategy will account for at least 40% of the judge’s score.
R. Most Effective
This category is about meeting a challenge and succeeding. Judges are looking for evidence that the communication drove a positive outcome or exceeded objectives. This could include generating positive business results (e.g. market share, sales value, profit), shifting brand health measures (e.g. consideration, preference, perceptions), or changing people’s behaviour (e.g. buying patterns or social habits). It will focus on effectiveness of a campaign above all other considerations – the results section of the entry will account for 40% of the judge’s score. All entries must include figures showing the campaign’s direct impact on stated objectives (indexes will suffice).
S. Best Launch
This category is open to brand, service or product launches or re-launches. To be eligible for a re-launch there must have been no significant communications in market for at least 36 months prior to the re-launch. The judges will be looking for demonstration of strategic thinking leading to insights and the development of a launch platform for communications. This should link to excellent and creative implementation of the idea as well as finally proving beyond all doubt that the results delivered can be directly attributable to the campaign.
T. Best Collaboration
This category is designed to celebrate the work that is only made possible by the close collaboration of (1) one or more media owner/partner(s) AND (2) one or more media agency/ies and/or other relevant agencies. This category can be entered by either the media owner/partner or agency. The judges will be looking for demonstration of how collaboration has enhanced the result for the client. Entries could be proactive sales proposals or responses to briefs as long as the partners have worked together to execute and enhance.
U. Media Brand of the Year
This category rewards individual channels, stations, titles, web sites or sales houses that have made the most significant contribution to the media landscape to the benefit of agencies and advertisers in the previous 12 months. The judges (CAANZ Media Committee) will be looking for a clear strategy and implementation of that strategy as it pertains to growing the brand’s business and influencing industry and how it views and interacts with the brand.
Advertiser of the Year
The award will be given to the Advertiser that is the most outstanding performer on the night of the Beacon Awards Ceremony. The award is based on the weighted value of Gold and Silver Beacon Awards won by the Advertiser. 10 points are awarded for Gold and 5 for Silver. A finalist earns 2 points. Points are calculated and the winner is identified.
Please note: Points will only be awarded for the highest award received. Therefore points for a gold or silver award will not also receive finalist points. Best in Show does not earn points and is not included in the count.
Media Agency of the Year
The award will be given to the CAANZ Agency whose business has made the greatest overall improvements to their business over the past year. It is open to CAANZ member media agencies of any size.
Closing date for entries is 4pm Tuesday 15th April 2014. The winner will be chosen by a panel of independent judges to include a financial accountant.
Best in Show
All Gold Beacon Award winners will be eligible for the Best in Show. This award is selected by the panel of international judges.