Please compose your entry however you feel comfortable. However there are five key elements where judges will be looking for explanation and evidence.
Clearly explain the background to the market, the brand and the challenge you faced ahead of the campaign. This will help the judges understand your results and put the success of your campaign into context.
What were you trying to achieve with this particular campaign. Describe any business, marketing and communications objectives.
Clearly describe your strategy and how you got to this point.
Outline your target market, their relationship with your brand and with your choice of media.
Which channel(s) did you select? Which role(s) were they to play in your overall communication?
Please include all evidence of research or consumer insight which influenced your planning.
How did your strategy come to life? Describe how the use of your chosen channel(s) was integrated with other marketing activity.
If possible describe creative concepts, budget splits among relevant media, campaign periods, how media owners co-operated in your campaigns delivery.
Campaigns are designed to deliver on many objectives: financially accountable returns, higher quality web traffic, perceptual change, long term brand reputation … Explain quantitatively and / or anecdotally the effects of your campaign on your metrics. If possible, expand on these core metrics to examine wider implications such as share price, staff recruitment, social ‘buzz’. Critical to your entry is showing how your campaign satisfied its objectives and that it was a worthwhile investment for your client.