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Please ensure you read the AWARD Entry Kit for full details on categories and entry requirements. This document will also provide important category descriptions and mandatory submission information.

Please ensure you read the AWARD Entry Kit for full details on categories and entry requirements. This document will also provide important category descriptions and mandatory submission information.

To be eligible in this category each piece of work must have a specific measurable call to action. Direct marketing is advertising that communicates straight to a single consumer and requires specific experience with a brand. Direct response is mass communication that's designed to generate an immediate response from a consumer.

Entries should clearly identify the customer's journey through the interactions with the brand, if there was more than one touch point. A successful consumer interaction can include a click, like, share, comment, call, email, purchase, visit to store, etc. Judges will consider the level of consumer engagement to complete the desired response and the difficulty in participating.                                

Charity work in this category can only be entered in H.06 and H.07 and no other sub-category. A campaign entry cannot be entered into both H.10 and H.12. 

 

H.01 FLAT DIRECT MAIL
All entries must be of a commercial nature and be submitted complete, exactly as they were mailed, including any outer envelope, letter, brochure and response mechanism.

H.02 DIMENSIONAL DIRECT MAIL
All entries must be of a commercial nature and be submitted complete, exactly as they were mailed, including any outer envelope, letter, brochure and response mechanism.

H.03 DIRECT RESPONSE ADVERTISING, INDIVIDUAL
Includes print, television, radio etc. All entries must contain a response mechanism.

H.04 DIRECT RESPONSE ADVERTISING, CAMPAIGN. SINGLE MEDIUM
Three or more executions in a single medium e.g. only using TV. All entries must contain a response mechanism.

H.05 NON COMMERCIAL DIRECT MAIL
Agency promotion, self promotion, Christmas card, invitation, announcement etc.

H.06 CHARITY, INDIVIDUAL

H.07 CHARITY, CAMPAIGN

H.08 COPYWRITING FOR DIRECT, INDIVIDUAL

H.09 ART DIRECTION FOR DIRECT, INDIVIDUAL

H.10 INTEGRATED SOLUTIONS
Three or more different media in one integrated campaign. At least one element must contain a response mechanism. Campaigns with more than one traditional media element must be entered in this sub-category and not in H.12 alternative media campaign.

H.11 ALTERNATIVE MEDIA, INDIVIDUAL
Non-traditional media including outdoor and never before used media.

H.12 ALTERNATIVE MEDIA, CAMPAIGN
Three or more executions in non-traditional media. If the campaign contains more than one traditional use of media (e.g. print, tv, radio etc.) Then it must be entered into H.10 integrated solutions.

H.13 DIGITAL DIRECT RESPONSE, INDIVIDUAL
Must include a benefit requiring interaction with the online creative, or a solicitation for another measurable action.

H.14 DIGITAL DIRECT RESPONSE, CAMPAIGN
As above (H.13) and must include 3 or more components.

H.15 ELECTRONIC DIRECT MAIL

H.16 BEST SPONSORSHIP, INFLUENCER OR ADVOCACY CAMPAIGN FOR DIRECT 
Awarded to partnership campaigns that generate an engaged interaction with a brand. 

H.17 BEST USE OF A LOYALTY OR REWARDS PROGRAM