OMNI-CHANNEL DRUM

SECTION OMNI-CHANNEL DRUM

The OMNI-CHANNEL section recognizes campaigns that were presented through multiple communication channels. Entries should demonstrate the creative use of multiple channels, their integration, and the efficiency of implementation of the communication solutions.

In relation to the One-Channel Drum, this section focuses on campaigns presented through multiple communication channels.

This section includes the following groups: Integrated; Content; Engagement; Digital, Mobile & Technology; Health & Wellness; Sports, Pop Culture & Art.

GROUP
A

INTEGRATED

INTEGRATED communication campaign stretches across several media, at least three (3) communication and distribution channels, with the channels being offline, online, mass, or direct. This group is intended for the registration of the most complex and comprehensive communication campaigns with the broadest range of means and venues of reaching the audience. This group has the following categories:

CATEGORIES:​​​​

  1. Food & Drinks
    All food and drinks.
  2. Home & Electronics
    Technology, furniture, home appliances, housewares, furniture.
  3. Health, Beauty & Wellness
    Pharma, healthcare, wellness.
  4. Sport & Fashion
    Individual & team sports, events, shops, brands, boutiques.
  5. Transport, Travel & Tourism
    Transport (automotive, aviation, MRT), travel, tourism, museums, galleries, live events, other recreations.
  6. Media, Culture & Entertainment
    Music, film, television, books, news, publications, digital platforms, other media.
  7. Retail & Public Services
    Retail, eCommerce, restaurants.
  8. Business & Finance
    B2B technology, legal, financial, professional services.
  9. Corporate advertising
    Internal and corporate communications.
  10. Social Networking Solutions & Community Sites
    Any social activity for predetermined communities, groups or individuals that reaches their users through multiple channels.

 

DETAILED TECHNICAL SPECIFICATIONS FOR GROUP A: INTEGRATED

TECHNICAL SPECIFICATIONS
GROUP
B

CONTENT

CONTENT group includes campaigns or communication impulses that integrate naturally into existing original content for promoting products, services or brands. Impact on the audience is built by creating content that is primarily entertaining, informative or educational, not strictly appearing as advertising or promotion. This group has the following categories:

CATEGORIES:

  1. Long Films
    Shows, movies, movies incl. internet releases, series, documentaries… longer than 2 minutes.
  2. Short Films
    Short films, videos, trailers up to 2 minutes long.
  3. Online & Mobile
    Websites, apps, social media, user-generated content platforms…
  4. Live experience
    Installations, events, music…
  5. Native Advertising, Brand Integration, Sponsorships & Co-Promotions
  6. Games
    PC, console, online games, mobile apps/incl. competitions, sweepstakes, online challenges, quizzes...
  7. Influencer Marketing
    Creative and innovative use of influencers to drive brand or organization’s reach, massage and awareness to a specific audience…
  8. PR
    Campaigns, programs and strategies that engage audiences and achieve extraordinary results. The jury will focus on the connection that it builds and preserves between brands and audiences.

DETAILED TECHNICAL SPECIFICATIONS FOR GROUP B: CONTENT

TECHNICAL SPECIFICATIONS
GROUP
C

ENGAGEMENT

ENGAGEMENT group intended for works that demonstrate how a campaign was driven by the creative use of data or technology to offer customers a better experience and achieve quantifiable business results. This group has the following categories:

CATEGORIES:

  1. Direct
    Includes targeted and response-driven communication/creativity. Demonstration of how insight and/or data were used as a part of strategic engagement of specific target groups and development of customer relationships, motivating action and production of measurable results is necessary.
  2. Creative use of Data
    Includes creative use of data, real-time data and social media data to enhance consumer interest, personalized experience and engagement, data-driven strategic planning and targeting and data visualization.
  3. Public & Community Relations
    Includes communication solutions in effective and creative ways using PR tools: internal communication (business to employee communication), corporate PR, marketing, PR, sponsorship, change & crisis communication, public & community engagement & participation (including government and political and other community’s PR communication) and unconventional communication (buzz, guerrilla)…
  4. Creative use of Media
    Includes innovative media strategy and best use of the medium or media platform (social media, crowdfunding, blogs, boards, photo & video sharing).
  5. Real-time engagement
    Includes targeted social activity on social platforms in order to respond to worldwide events, public affairs and other real world, real-time activity in an instantaneous and meaningful way, which stimulates social sharing and elicits a measurable response.

DETAILED TECHNICAL SPECIFICATIONS FOR GROUP C: ENGAGEMENT

TECHNICAL SPECIFICATIONS
GROUP
D

DIGITAL, MOBILE & TECHNOLOGY

DIGITAL, MOBILE & TECHNOLOGY group includes creative application of digital technology to enrich a brand, product or service and enhance the user experience. Entries will be judged as whole campaigns and have to present involvement of different communication channels. This group has the following categories:

CATEGORIES:

  1. AR / VR / Voice-activation, Connected Devices, Data / Insight
    Creative applications of AR/VR to create meaningful and immersive brand experiences and use of Voice-activation, Connected Devices and creative use of data, which played an integral role in the brand’s message or distribution strategy. 
  2. Digital & Mobile Creativity
    Creative use of new or existing technology applied to digital and mobile devices created to promote a brand, product or services. 

DETAILED TECHNICAL SPECIFICATIONS FOR GROUP D: DIGITAL, MOBILE & TECHNOLOGY

TECHNICAL SPECIFICATIONS
GROUP
E

HEALTH & WELLNESS

HEALTH & WELLNESS group is intended for the best approach to exceptionally engaging work, which promotes non-prescription products and services, publicly educates to allow self-diagnosis or facilitates pro-active personal care. Works should be presented on multiple communication channels and can be submitted in the following categories:

CATEGORIES:

  1. Consumer Products
    OTC medicines, products & applications: non-prescription drugs, tablets, digestive health, insect repellents, skin remedies /non-cosmetic/; corn treatments, wart & verruca treatments, athlete's foot treatments, eye drops, ear drops, heat creams, nail treatments, foot treatments, hand sanitizer, toothpaste, mouthwash, medicated shampoo, hair loss products, condoms, contact lenses, prescription glasses, dental floss, adhesive plasters, heat pads, first aid kit items, orthotics, back supports, incontinence products, hearing aids, pregnancy tests, fertility testing kits/products, TENS machines, thermometers, drug free pain relief, other health and wellness product; vitamins, minerals, herbal remedies, supplements, functional food, micronutrients, omega 3s, antioxidants, probiotics, effervescent vitamin drinks, animal health products and services…
  2. Branded & Unbranded Health Awareness
    Communications to promote health awareness and encourage proactive personal care - self-examination, anti-smoking, anti-drugs, health and hygiene information, AIDS awareness, alcohol abuse awareness, sexual health awareness, dietary information, cardiovascular care, exercise and wellbeing, animal health awareness. This category will also include unbranded disease awareness.
  3. Non-profit Health Awareness
    Public health awareness messages and non-profit cause marketing such as self-examination, anti-smoking, anti-drugs, health and hygiene information, AIDS awareness, alcohol abuse awareness, sexual health awareness, dietary information, cardiovascular care, exercise and wellbeing, animal health awareness…
  4. Health Services
    Communications directly promoting consumer facilities, including: hospitals, clinics and surgeries, psychiatrists, psychologists, therapists, physiotherapists, opticians, optometrists, dental clinics, chiropodists, osteopaths, chiropractors, dermatologists, obstetricians & gynaecologists, cardiologists, paediatricians, plastic surgeons, urologists, endocrinologist, oncologist, nutritionists, dieticians, pharmacies, health shops, gyms, fitness & yoga studios…
  5. Health & Wellness Tech
    This category is specially designed for health, wellness solutions (apps, wearables, gadgets...) that show exceptional use of technology to promote non-prescription products and services, educate about public health, and healthy lifestyle, facilitates pro-active personal care. Animal health & wellness products included.

DETAILED TECHNICAL SPECIFICATIONS FOR GROUP E: HEALTH & WELLNESS

TECHNICAL SPECIFICATIONS
GROUP
F

SPORTS, POP CULTURE & ART

The SPORTS, POP CULTURE & ART group will be judged on its relativity and creative/original use of sports, influencers, celebrities or art in advertising. Campaigns can use multiple offline or online communications channels or media. This group has the following categories:

CATEGORIES:

  1. Sport
    Creative breakthrough ideas within the sports and eSports ecosystem (using effective strategic planning, sponsorship, brand management, entertainment and/or talent) to create Sport-led Brand Experience and Branded Content, connect with fans and build a community. Sport implies to individuals, clubs / groups, events, etc. 
  2. Influencers
    Use of influencers (mega, macro, micro, etc.) in creating Brand Experience, Branded Content, connecting with fans of brand and influencer and building a community.
  3. Entertainment
    Including entertainment in creation of Brand experience and Branded Content, connecting with brand’s supporters and building a community. Entertainment implies to TV, music, music videos, celebrities, etc. 
  4. Art
    Creative breakthrough ideas within the arts to create Art-led Brand Experience and Branded Content, connect with supporters and build a community. Art implies to individual artists, institutions, organisations, etc. 

 

      DETAILED TECHNICAL SPECIFICATIONS FOR GROUP F: SPORTS, POP CULTURE & ART

      TECHNICAL SPECIFICATIONS

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