Brand Experience & Strategy - Ad World Showdown
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Ad World Showdown 2023

Brand Experience & Strategy

Entries will be judged on how the customer journey, experience of the brand and optimization of every touch point led to increased brand affinity and created an impact.
Jury Criteria: 20% Idea; 20% strategy; 30% execution; 30% results.

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Explore the categories

  • A01. Best 360 Integrated Brand Experience
  • A02. Best Use of Ambient Media: Large Scale
  • A03. Best Use of Ambient Media: Small Scale
  • A04. Best Use of Broadcast
  • A05. Best Use of Print or Outdoor
  • A06. Best Use of Social & Digital Platforms
  • B01. Best Brand Experience through Competitions & Promotional Games
  • B02. Best Brand Experience through Exhibitions / Installations
  • B03. Best Brand Experience through Live Shows / Concerts / Festivals
  • B04. Best Customer Acquisition & Retention
  • B05. Best Customer Retail / In-Store Brand Experience
  • B06. Best Trends/Moments Brand Experience (Digital)
  • B07. Best Trends/Moments Brand Experience (Offline)
  • C01. Best Acquisition & Retention Branding
  • C02. Best Challenger Brand
  • C03. Best Corporate Purpose/ Social Responsibility Campaign
  • C04. Best Launch / Re-launch
  • C05. Best Local Brand
  • C06. Best Long-term Strategy
  • C07. Best Low Budget Campaign
  • C08. Best Multi-Market Brand Strategy
  • C09. Best Regional Campaign
  • C10. Best Social Behaviour Campaign
  • C11. Best Sponsorship & Brand Partnership
  • C12. Bravest Brand
  • C13. Most culturally Insightful Campaign
  • C14. Most Disruptive Campaign
  • D01. Best Branded Games
  • D02. Best Branded Tech
  • D03. Best Digital Installations
  • D04. Best Tech-led Brand Experience
  • D05. Best Use of Insights & Analytics
  • D06. Best Use of Mobile & Devices

A01. Best 360 Integrated Brand Experience

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

A02. Best Use of Ambient Media: Large Scale

Non-traditional outdoor / billboards, including 3D and non-standard shaped sites, ticket barriers, signage, wallscapes, 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

A03. Best 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.

A04. Best Use of Broadcast

Brand experience or activations using Cinema, TV, Online or Audio.

A05. Best 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.

A06. Best Use of Social & Digital Platforms

Brand experience or activations that use social and digital platforms to enhance interaction with consumers

B01. Best Brand Experience through Competitions & Promotional Games

Competitions or promotional incentives used to drive customer engagement. (Both Online and Offline)

B02. Best Brand Experience through 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. (Both Online and Offline)

B03. Best Brand Experience through Live Shows / Concerts / Festivals

Brand experience or activations using large-scale events to engage with customers such as sport, festivals, concerts, corporate
entertainment, built stages, etc. (Both Online and Offline)

B04. Best Customer Acquisition & Retention

Online/Offline 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.

B05. Best Customer Retail / In-Store Brand 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.

B06. Best Trends/Moments Brand Experience (Digital)

Brand experience or activations using guerrilla marketing, short term/one-off online live events and executions, and online publicity
stunts that aim to piggy back on a current trend and/or live event to drive customers’ engagement.

B07. Best Trends/Moments Brand Experience (Offline)

Brand experience or activations using guerrilla marketing, short term/one-off live pop up events and executions, street teams, publicity
stunts and street stunts that aim to piggy back on a current trend and/or live event to drive customers’ engagement.

C01. Best Acquisition & Retention Branding

Work which effectively attracts new customers, drives new engagement or strengthens existing customer relationships. Entries should
show an increase in new business or customer activity.

C02. Best Challenger Brand

Brands which have creatively adapted their approach in response to competitor pressure/disruption or challenged the status quo in
their sector creating game-changing work that uses progressive thinking and innovative creativity.

C03. Best Corporate Purpose/ Social Responsibility Campaign

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

C04. Best Launch / Re-launch

Brand experiences or activations created to launch or re-launch a brand, product or service.

C05. Best Local Brand

Work made to resonate with a specific target audience for brands which are only distributed in a single locality or market.

C06. Best Long-term Strategy

Work which demonstrates how a single vision and strategic platform have had the most effective long term impact on the development and growth of a brand. Entries in this category must show results over several years.
Entries in this category must demonstrate strategic planning over three or more years.

C07. Best Low Budget Campaign

Strategic and creative use of modest budgets and/or resources to create maximum impact.

C08. Best Multi-Market Brand Strategy

Successful translation and integration of strategy across multiple markets. Entries should demonstrate how a global or regional strategy
was applied to specific markets in order to drive tangible business results, or achieve a brand’s purpose.

C09. Best Regional Campaign

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

C10. Best Social Behaviour Campaign

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

C11. Best Sponsorship & Brand Partnership

Partnerships / sponsorships that create immediate and long term brand experiences or activations. Entries will be judged on how
effective the partnership / sponsorship was.

C12. Bravest Brand

Outstanding brand bravery including progressive thinking relating to a brand challenge. Entries should demonstrate risk-taking that
produced tangible results for the brand.

C13. Most culturally Insightful Campaign

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

C14. Most Disruptive Campaign

Brands that have creatively embraced an ‘adapt & adopt’ approach to their work in response to local / regional / global issues, embracing
new ways of delivering their brand while showing consideration for the consumer.

D01. Best Branded Games

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

D02. Best 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.

D03. Best 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.

D04. Best Tech-led Brand Experience

Campaigns that use new or existing technology to enhance a brand experience or activation.

D05. Best Use of Insights & Analytics

Strategy inspired by insightful analysis and interpretation of data, revealing a clear business problem / opportunity in order to drive tangible business results. Including, but not limited to, the use of data science, commissioned research, online behavioural data, statistical analysis, sales information, consumer first party data etc.

D06. Best Use of Mobile & Devices

Brand experience or activations that use a mobile app, portable device or mobile technology to create or enhance interaction with
consumers

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