Campaign

Work in this category should demonstrate excellence in digital campaign work, creating compelling and innovative digital marketing that delivers business results.

 

CAM01: Digital Campaign Strategy
Excellence in digital strategic thinking and planning. The winner will demonstrate the ingenuity of the strategy (not the work) and how it led to success, showing objectives being met and impact on business results. 

Think Volkswagen Night School; Sanlam LI:FE of Confidence, KFC PI Diaries

Jury Panel: Marketers Panel

 

CAM03: Mobile Campaign
Campaign run primarily through mobile channels. Consider innovation for Activation by Location. Make sure that the entry focuses on mobile as a critical part of the campaign with demonstrated business impact / ROI. If a mobile social media app/channel is a primary element of the campaign, elaborate on how this gets integrated into the broader mobile campaign strategy.

Think Vodacom Hearing Challenge; WESGRO: Made in the Cape Market; Vodacom: Anti Hi-Jack Ads, Santan: Guardians, AB InBev: #ReclaimYourDNA

Jury Panel: Marketers Panel

 

CAM04: Best Use of Data
A marketing campaign which has used data in an interesting and/or groundbreaking way to achieve its success. Entrants must show how data formed the backbone of the campaign.

Entrants should include a clear and detailed data strategy as well as demonstrable ROI. Please also include what type of data sources were used and show how data was used to interact or communicate with customers to provide value.

Think Standard Bank's use of data clean room to drive credit card customer growth; Heineken Silver: Project Ironman; Mercedes-Benz GLC: Online Edition, Vodacom: Anti Hi-Jack Ads

Jury Panel: Performance Marketing Panel

 

CAM05: Integrated Digital Campaign
Excellence in a digital marketing campaign that utilises multiple digital channels.
This can include web, app and social channels, VR, AR, installations, motion chairs, multi-screen and multi-dimensional experiences etc.

Think The Riky Rick Foundation: Stronger; AB InBev: #ReclaimYourDNA, Sanlam: LI:FE of Confidence, KFC: Anything for the Taste

Jury Panel: Marketers Panel

 

CAM06: Break Through on a Budget
A marketing campaign with creative use of modest budgets and / or resources to create maximum impact. Need to focus on effectiveness and ROI.

Actual costs of the campaign (or % of total marketing budget utilised) to be fully disclosed, including Production and Media to demonstrate why you consider this campaign as developed within a shoestring budget

Think City Lodge Hotels: Reusable Ads; Aware.org: Drunk Drivers Stay for Free; Checkers Sixty60: #TinderSwindler

Jury Panel: Marketers Panel

 

CAM07: Branded Content
A marketing campaign including brand placement within a digital content context to promote a product or service, where the content remains the hero.

Planned/anticipated media, channel and business results should be declared, together with actual results to measure impact.

Think PPS: Finding the Forgotten Graduate, Checkers Sixty60: #TinderSwindler

Jury Panel: Marketers Panel

 

CAM08: Second Screen Campaign
Excellence in a digital marketing campaign or digital media buying campaign, that uses two or more screens (as channels) within the campaign to achieve marketing results.

Planned and realised consumer journey (from awareness to conversion) needs to be shared, alongside anticipated, and actual commercial and media results.

Think Volvo: Hack the Superbowl

Jury Panel: Marketers Panel