Brand Experience & Activation

The same work can be submitted only once in this Section.

A01 Consumer Goods.
All fast moving & durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture, consumer electronics and cars and automotive products & services.
* All fast food entries should go in A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains.

A02 Healthcare.
Pharma, OTC drugs, wellness.

A03 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport and travel related services, including public transport and tourism boards. All entertainment and leisure related services, including museums, festivals and gyms. All shops, including online shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafes and bars.

A04 Media / Entertainment.
Music, film, television, publications & media, books, news, digital platforms, other media.

A05 Consumer Services / Business to Business.
All commercial public services, Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications.

A06 Not-for-profit / Charity / Government.
Government, public information, other not-for-profit, military, charities, non-profit.
* All CSR work should be entered in the relevant sector and/or G07. Corporate Purpose & Social Responsibility category in Section G: Culture & Context.

The strategic use of channels across a brand experience or activation.

B01 Use of Ambient Media: Small Scale.
Including items in bars & restaurants and all other hand-held (or equivalent in size) items.
* ‘Small Scale' refers to the physical size of the ambient item, not the scale of the distribution.

B02 Use of Ambient Media: Large Scale.
Non-traditional outdoor / billboards, including 3D and non-standard shaped sites, ticket barriers, signage, wallscape, digital billboards, window clings, building wrapping, helicopter banners and other executions that utilise a space or an existing permanent feature.
* ‘Large Scale' refers to the physical size of the ambient item or execution, not the scale of the distribution.

B03 Use of Broadcast.
Brand experience or activations using Cinema, TV or Radio.

B04 Use of Print or Outdoor.
Brand experience or activations using Print or Outdoor. Including, but not limited to, newspapers, magazines, inserts, trade journals, traditional billboard or poster sites, bus shelters and transit advertising using standard advertising space.

C01 Guerrilla Marketing & Stunts.
Brand experience or activations using guerrilla marketing, short term / one-off live pop up events and executions, street teams, publicity stunts and street stunts to drive customers’ engagement.

C02 Live Shows / Concerts / Festivals.
Brand experience or activations using large-scale events such as sport, festivals, concerts, corporate entertainment, built stages, etc.

C03 Exhibitions / Installations.
Brand experience or activations creating a space or using a more permanent spatial feature to drive customer engagement. Including but not limited to, galleries, exhibitions, fairs, trade shows, vending machines, signage, floor graphics, etc.

C04 Competitions & Promotional Games.
Competitions or promotional incentives used to drive customer engagement.

C05 Customer Retail / In-Store Experience.
In-store and retail activities including, but not limited to, product launches, demonstrations, sampling activities and pop-ups that engage and guide consumers across all channels of their path to purchase.

C06 360 integrated brand experience.
Online and offline multi-channel experiences which engage and amplify a brand’s message, product or service.

C07 Customer Acquisition & Retention.
Work that pushes boundaries, creating meaningful, engaging experiences and activations in order to attract or maintain customers, encourage customer activity and increase overall transaction value.

The use of technology and multiple touchpoints across a brand experience or activation.

D01 Tech-led Brand Experience.
Work that uses new or existing technology to enhance a brand experience or activation.

D02 Use of Mobile & Devices.
Work that uses a mobile app, portable device or mobile technology to create or enhance interaction with consumers at a brand experience or activation.

D03 Use of Social & Digital Platforms.
Work that uses social and digital platforms to enhance a brand experience or activation.

D04 Digital Installations.
Immersive large or small scale digital experiences and events which are set up to engage and strengthen relationships with consumers. This can include, but is not limited to VR / AR installations, motion chairs, multi-screen and multi-dimensional experiences.

D05 Metaverse, New Realities & Emerging Tech. NEW
Immersive experiences which creatively push the boundaries of technology within brand experiences and activations. Including but not limited to AR, VR, AI, wearable tech and mobile devices, voice technology, blockchain technology, gamification, virtual worlds, metaverse and all other emerging platforms. Does not include prototypes of early stage technology.

D06 Branded Games.
Console, online and mobile games specifically created for a brand, including emerging tech for games.

D07 Branded Tech.
Digital products, activations, utilities and tools that create brand value and enhance lifestyle or behaviour. Including, but not limited to robotics, biotech, installations, exhibitions, interactive screens, etc.

Strategic planning and execution of a brand experience or activation.

E01 Launch / Re-launch.
Brand experiences or activations created to launch or re-launch a brand, product or service.

E02 Sponsorship & Brand Partnerships.
Sponsorships / partnerships that create immediate and long term brand experiences or activations. The work will be judged on how effective the sponsorship / partnership was.

F01 Integrated Campaign led by Brand Experience & Activation.
Work that uses multiple platforms which is initiated, led or driven predominantly by a brand experience or activation. The work in this category must contain different media and will be judged on how successfully the chosen elements or channels have been integrated throughout the campaign.

Work that is brought to life through cultural insights and regional context.

G01 Local Brand.
Work for brands which are only distributed in a single locality or market that resonated with a specific target audience.

G02 Challenger Brand.
Brands which have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.

G03 Single-market Campaign.
Work that only aired or ran in a single country / region / market. The work should describe how the work was designed for the specific target market.

G04 Social Behaviour.
Work inspired by a specific audience / community, hinging on identifiable social behaviour.

G05 Cultural Insight.
Work inspired by a specific cultural insight stemming from the ideas, customs, values and lifestyles found within a specific region or locality.

G06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.

G07 Corporate Purpose & Social Responsibility.
Purpose driven work / brand activism which address social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and impacted communities by connecting customers to culture.

G08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.