DIRECT

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.
* If the work has been created for a Charity/NFP then this should be entered into A06. Not-for-profit / Charity / Government.

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 retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.

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

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

A06 Not-for-profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All corporate social responsibility work should be entered in the relevant sector and/or F07. Corporate Purpose & Social Responsibility category in section F. Culture & Context.

How the medium was used as a piece of direct communication for a brand.

B01 Mailing/Programmatic Mail.
Celebrating targeted and programmatic mailing campaigns. The work in this category should demonstrate efficiency in the technology and processes used, effective placement and evidence of results.
* Please send physical samples for the jury to experience.

B02 Small-Scale Media.
Non-mail and print collateral, including small physical objects 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. Please send physical samples for the jury to experience.

B03 Large-Scale Media.
Non-traditional media. This includes but is not limited to direct response stunts, street teams, direct response events, outdoor/ambient media and other mediums that encourage direct interaction and seek a measurable response.
* Large-scale' refers to the physical size of the ambient item, not the scale of the distribution.

B04 Use of Broadcast.
Direct work using cinema, TV or radio. The work should demonstrate how the chosen medium led the other direct elements within the work.

B05 Use of Print/Outdoor.
Direct work 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.
* Augmented billboards should be entered into B03. Large-Scale Media.

Work driven by the creative use of data or technology that enhanced the customer experience and led to measurable business results.

C01 Data-Driven Direct Strategy.
The application of data and insights that significantly forms the basis of the direct strategy, demonstrating how the data-driven strategy helped to profile customers’ behaviours and segmentation, that ultimately led to successful direct marketing activities.

C02 Data-Driven Targeting.
Work where the interpretation and analysis of data was used to build a targeted communication for a specific audience. This may include but is not limited, to hyper-targeting, precision targeting, audience mapping and targeting segmentation.

C03 New Realities & Emerging Tech.
The creative application of immersive experiences that push the boundaries of technology within direct strategies to engage and strengthen relationships with consumers. This could include, but not be limited to, AI, AR, VR, XR, wearable tech and mobile devices, GPS, NFC, facial recognition, voice technology, blockchain technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.

Digital and social mediums/techniques used as a piece of direct communication for a brand.

D01 Use of Mobile.
Targeted communication work delivered through mobile/portable devices such as mobile phones, mobile technology, etc.

D02 Use of Social Platforms.
Work that uses social media, streaming platforms, blogs, Wikis, video-sharing sites, hosted services etc. to create and/or enhance relationships with a community/consumers.
* Work entered in this category should be planned and executed on social platforms as opposed to campaigns that went social.

D03 Real-Time Response.
Targeted social activity that responds to world events, public affairs and other real-world, real-time activity prompting social sharing and a measurable response.

D04 Co-Creation & User-Generated Content.
Social activity designed to encourage a community/fanbase to contribute to or collaborate with a brand initiative through a clear call to action.

E01 Launch/Relaunch.
Direct marketing campaigns created to launch or relaunch a product or service on the market. This can also include work aiming to acquire new customers, and reinvigorate lapsed customers.

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

F01 Local Brand.
Work for brands distributed solely within a specific locality. The work should resonate with a clearly defined, local target audience.

F02 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.

F03 Single-Market Campaign.
Work that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.

F04 Social Behaviour.
Work inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.

F05 Use of Humour.
Work that celebrates the art of humour in branded communications, infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.

F06 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.

F07 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.

F08 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.

F09 Cultural Engagement. NEW
Work crafted around strategic solutions rooted in the lived experiences of culturally grounded communities. Work which reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how audiences choose brands and media experiences, driving growth and impact.