CREATIVE BUSINESS EXCELLENCE DRUM

SECTION CREATIVE BUSINESS EXCELLENCE DRUM

The CREATIVE BUSINESS EXCELLENCE section celebrates the creative business solutions that have made an impact on brands, projects, or customer experiences. This group is intended to show business excellence in a creative way, and to award the works that demonstrate exceptional solutions that have reshaped the business industry.

This section has the following groups: Brand Building; Creative Effectiveness; e/mCommerce, Community & Use of Experience; Sustainable Business Solutions; Activation; Content; Innovation.

GROUP
A

BRAND BUILDING

BRAND BUILDING group is intended for best practices in managing referential and influential brands. Entries should demonstrate how their brand generated awareness, established brand image and created value to customers. How the value proposition, mission and brand re-positioning was achieved, and led to renewed interest, higher brand affinity and success. During judging, the following criteria will be considered and must be included in the application form: creative idea & strategy, experience & implementation, business results. This group has the following categories:

CATEGORIES:

  1. Brand Introduction
    Includes brands entering the market for the first time. Entries must show the creation of a new brand for any product, service or organisation.
  2. Brand Reinvention
    Recognizes brands being successful building new story(s)/reposition. Entries include rebranding/refreshing of an existing brand identity for any product, service or organisation.
  3. Brand Vitality
    Recognises brands with consistent communication longer than 2 years.
  4. Brand Strategy and Experience
    Strategic innovative solutions to solving brand problems and challenges that have a tangible effect on customer experience. 

DETAILED TECHNICAL SPECIFICATIONS FOR GROUP A: BRAND BUILDING

TECHNICAL SPECIFICATIONS
GROUP
B

CREATIVE EFFECTIVENESS

CREATIVE EFFECTIVENESS group is intended to measure the influences of creativity. Entries will need to demonstrate how their work drove tangible business results, and how integral it was for the achievement of a brand’s overall purpose. During judging, the following criteria will be considered and must be included in the application form: creative idea, strategy, results and impact. This group has the following categories:

CATEGORIES:

  1. Single-country/region PROFIT
    Work that was integral to achieving a brand’s goals. Effectiveness must be highlighted in a single country or cultural region.
  2. Single-country/region NON-PROFIT
    Work that was integral to furthering an organization's purpose. Entries must highlight the effectiveness in a single country or cultural region.
  3. Multi-country/region PROFIT
    Work that produced measurable results and was integral to achieving a brand’s marketing goals. Entries must highlight the effectiveness in 2 or more countries.
  4. Multi-country/region NON-PROFIT
    Work that produced measurable results and was integral to achieving a brand’s marketing goals. Entries must highlight the effectiveness in 2 or more countries.

DETAILED TECHNICAL SPECIFICATIONS FOR GROUP B: CREATIVE EFFECTIVENESS

TECHNICAL SPECIFICATIONS
GROUP
C

e/mCOMMERCE, COMMUNITY & USE OF EXPERIENCE

e/mCOMMERCE, COMMUNITY & USE OF EXPERIENCE group is intended for entries that demonstrate the best use of e/mCommerce, community, and/or experience to reach improved business engagement with brand users. During judging, the following criteria will be considered and must be included in the application form: creative idea, strategy, execution, results. This group has the following categories:

CATEGORIES:

  1. eCommerce & mCommerce
    Creative application of eCommerce and mCommerce solutions that offered customers a better user experience and led to a rise of engagement and commercial success.
  2. Community Management
    Development and maintenance of brand relationships with its online communities and targeted audience. Works that demonstrate building a brand’s online community with innovative use of online platforms.
  3. Use of Experience (UX / UI)
    The emotional and behavioural response to a digital product or service with relevant and consistent use of experience.

DETAILED TECHNICAL SPECIFICATIONS FOR GROUP C: e/mCOMMERCE, COMMUNITY & USE OF EXPERIENCE

TECHNICAL SPECIFICATIONS
GROUP
D

SUSTAINABLE BUSINESS SOLUTIONS

SUSTAINABLE BUSINESS SOLUTIONS group welcomes solutions created by brands and businesses that focus on the sustainability of the environment, of social groups, businesses, partners… During judging, the following criteria will be considered and must be included in the application form: creative idea, strategy, execution and results. This group has the following categories:

CATEGORIES:

  1. Corporate sustainability (Data, Social, Environmental…)
    Corporate sustainable solutions that are generating long-term stakeholder values through the implementation of business strategy which focuses on ethical, social, environmental, cultural, economic dimensions of doing business.
  2. Product & Services
    Products and services that contribute to a more sustainable future – sustainable packaging, recycling possibilities, positive environmental impact of services…
  3. Other
    Other sustainable solutions that do not include corporate sustainability or products & services.

DETAILED TECHNICAL SPECIFICATIONS FOR GROUP D: SUSTAINABLE BUSINESS SOLUTIONS

TECHNICAL SPECIFICATIONS
GROUP
E

ACTIVATION

ACTIVATION group includes campaigns with communications channels or media, which can be both offline or online. This group is intended for campaigns, which directly address and/or activate the audience (consumers or other businesses) to prompt participant action, emotional engagement and response towards a brand, product or service. During judging, the following criteria will be considered and must be included in the application form: creative idea & strategy, execution and results. This group has the following categories:

CATEGORIES:

  1. Technology-led Activation
    Creative application of AR / VR, mixed reality, voice activation and usage of digital footage or online video in creating or enhancing brand experience or activation. Branded games and activations leveraging a space or other permanent special features driving customer engagement while building a positive brand experience can also be included in this category. Entries should demonstrate how the use of new or existing technology enriched a brand experience or activation.
  2. Social Media Engagement
    Demonstrations of how integration of social media was used to enhance a live experience or activation.
  3. Mobile Activation
    Includes mobile apps, portable devices or mobile technology created to enhance the interaction with customers at a brand experience or activation.
  4. Website Activation
    Branded websites or microsites that drove or increased engagement with new or existing customers and increased the brand experience overall.
  5. Cross-Platform Activation
    Various digital platforms and devices that enhanced a brand experience or developed and amplified meaningful consumer engagement.
  6. Live Activation
    Includes activations (sales point, on site activation…) that reached and engaged consumers without the primary use of technology.

DETAILED TECHNICAL SPECIFICATIONS FOR GROUP E: ACTIVATION

TECHNICAL SPECIFICATIONS
GROUP
F

CONTENT

In CONTENT group entries must show creative use of content and delivery of message in a business context. Entries will be judged through business perspective and must include results and outcomes that were generated. During judging, the following criteria will be considered and must be included in the application form: creative idea & strategy, execution and results. This group has the following categories:

CATEGORIES:

  1. Targeted Storytelling & Experience
    Personalized and custom content or experience created for special audiences on digital platforms.
  2. Cross-Platform Storytelling
    Cross-channel digital content that creates or embodies a special brand, product or service identity and increases user engagement.
  3. Real-Time Action Content
    Branded content that was created to immediately respond to world events, public affairs and other real-time activity in a meaningful and immediate way.
  4. User Generated Content
    Activity designed to engage and encourage a community or fanbase to stimulate them to collaborate with a brand initiative.

DETAILED TECHNICAL SPECIFICATIONS FOR GROUP F: CONTENT

TECHNICAL SPECIFICATIONS
GROUP
G

INNOVATION

The INNOVATION group welcomes new breakthrough ideas, revolutionary technology, and forward-thinking methods that stem from finding solutions to brand problems on digital platforms and increase business results. Unique uses of media, new media / platforms / technologies (at prototype/pre-mass production stage), innovative digital communication forms and any breakthrough work that reaches beyond others. This group has the following categories:

CATEGORIES:

  1. Communication and Media Innovation
    Innovation in communication and media that help develop a brand image and consumer experience. 
  2. Product or Service Innovation
    Use of innovative solutions for product and service communication.
  3. Innovative use of Technology
    Use of new or existing technology and technology solutions that affects and enriches customer experience. 

 

DETAILED TECHNICAL SPECIFICATIONS FOR GROUP G: INNOVATION

TECHNICAL SPECIFICATIONS

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