This category awards campaigns that demonstrate an inspiring and innovative implementation of ideas; that is work which is enhanced and amplified by a game-changing channel strategy.
P R O D U C T & S E R V I C E S
The same campaign can be entered only once in the Product & Services section
MSP01. Food & Beverages
All food & drinks including all restaurants, fast food, food products, alcohol & non-alcoholic beverages.
MSP02. Consumer Electronics & Accessories
Audio, Video, Home Entertainment, Computers / Laptops, Gaming Devices, VR/AR Devices, Sound Systems; Televisions, video players, blank audio & video tapes, cameras, video cameras, film, hi-fi, personal stereos, CD players, minidisks & MP3 players, DVD players, personal phone equipment including mobile phones & pagers, computer hardware / software, computer peripherals, games console
There are 2 sections of categories in the Media StrategyTangrams. The Product & Services section which awards campaigns specific to the various industries; and the Specialist section which awards campaigns based on its best practices.
* Product & Services Categories
* Specialists Categories
MSP03. Household Products & Services
Furniture, washing machines, dryers, dishwashers, fridges, freezers, cookers, microwaves, kitchen utensils, appliances & crockery, glassware, bed & table linen, baths, showers & toilets, home decorating & building products, wall & floor coverings, heaters, air conditioners, lamps, clocks, home security products, smoke detectors, tools, garden tools, machinery & products. Detergents, cleaning products, shoe polish, air fresheners, insecticides, foil, cling film & food packaging, light bulbs, batteries (not car batteries), paint, varnish & wood protectors, adhesives
MSP04. Pharmaceuticals, Beauty Products, Cosmetics & Toiletries
Cosmetics, Skincare, Personal Hygiene & Grooming products includes perfumes, eau de toilette & aftershaves, deodorants & body sprays, shampoos & conditioners etc. Hair products including, hair dye, hairspray etc. Pharmaceuticals includes healthcare products & supplements; OTC medicines, insect repellents, adhesive plasters, skin remedies, contact lenses, hearing aids, prescription drugs, contact lenses, alternative therapies & medicines, virility drugs. Other products includes but limited to hairbrushes, Oral hygiene, condoms, pregnancy tests etc.
MSP05. Other FMCG
Includes but not limited to musical instruments, sports equipment, bicycles, boats & caravans, toys, clothing, footwear and accessories, sportswear, luggage, jewellery, watches, sunglasses, computer hardware and software, computer peripherals, gifts & greetings cards, pens and personal stationery
MSP06. Automotive Products & Services
Cars, jeeps and 4-wheel drives, pick-up trucks, vans, lorries, motorbikes, tyres, auto products and services, spare parts, accessories incl. in-car hi-fi, petrol stations, petrol, oil, breakdown & servicing companies, car dealerships, car finance & leasing
MSP07. Entertainment, Lifestyle & Recreation
Transport, travel and tourism, airlines, train & bus companies, ferry & cruise lines, travel agencies, tourist boards, hotels, resorts, city & country promotion, car hire, travel passes, leisure & theme parks, gyms, health & diet clubs, sporting events, music festivals, orchestras, exhibitions & shows, nightclubs, bars, etc. museums, art galleries, cinemas & theatres, golf & country clubs, lotteries, gambling, sex toys, dating sites, social networking sites; e-Stores, including home shopping, restaurants, fast food, department & specialist stores, supermarkets, DIY stores, drugstores, opticians, hairdressers, beauty salons, laundry service, estate agents, photo-processors, TV, video & other rental stores, mail-order companies, online shopping & auctions, pet food & pet care products; e-Shops, Retail. Live events, museums & galleries, gambling, sports, gaming, other recreation, music, film, television, publications & media, books, news, digital platforms, other media
MSP08. Consumer & B2B Services
Includes legal, financial products & services, insurance products, consultancies, programme development, private education, telecommunications, veterinary, energy and other services.
MSP09. Corporate Image & Information
Non-product-based company image, competition & event sponsorship, Christmas messages, compa-ny mergers, flotations & relocation, TV programme sponsorship, press releases, press conferences, announcements, PR, employee schemes, internal communication & statements, marketing, website design, advertising agencies & production companies, award competitions & Image libraries.
MSP10. Charities, Public Services & Awareness Messages
Anti-smoking, anti-drugs, anti-drink-driving, road safety, health, hygiene, Aids awareness, political & religious messages, unions, associations, environmental awareness, government & forces recruitment, state education, racial, ethnic & disability awareness, sex equality, charities, funds, volunteers, Red Cross, blood & organ donation.
S P E C I AL I S T S C A T E G O R I E S
The same campaign can be entered into multiple categories in the Specialists section.
MSS01. Branded Content
Awarded to the most innovative and successful branded media programme featuring content creation, product placement or product association. For the purposes of the Tangrams Strategy & Effectiveness awards, Branded Content is the creation of, or natural integration into original content by a brand. The purpose of branded content is to deliver marketing messages by engaging consumers via relevant content platforms rather than traditional advertising methods.
MSS02. Sponsorship & Event Marketing
Awarded to the campaign that most strategically and successfully uses sponsorship and/or event marketing to provide an engaging brand experience to the target audience. Entries must demonstrate how the campaign connected with the target consumers and met the marketing and business objectives of the brand. Entries can include Organization of or sponsorship of one-off promotions, product launches, exhibitions, shows, brand experiences, music concerts, sports events, charity walks, fashion shows, tie-ins with television programmes, etc .
MSS03. Digital Media
Awarded to the campaign that most strategically and successfully uses digital media to reach and engage target audience and achieve set objectives. Digital media include websites, microsites, search engines, banner ads, instant messaging, email marketing, digital POS, new technology, games, virtual worlds, downloadable applications including screensavers, widgets etc.
Awarded to the campaign that most strategically and successfully uses the mobile channel(s) to reach and engage consumers and achieve set objectives. Mobile channels include smartphones, tablet computers, bluetooth, SMS, MMS, WAP, mobile applications, etc.
Awarded to the most creative and strategic use of social platforms backed by a sound understanding of online consumer behaviour to effectively reach and engage target audience and achieve set objectives. Entries can include consumer driven campaigns, community building, targeting, engagement and conversational marketing strategies.
MSS06. Media Innovation
Awarded to the campaign that demonstrates the most innovative and strategic use of media to obtain consumer insights, reach target audience, influence consumer behaviour, and deliver results against the set marketing and business objectives. Innovative media strategy could be executed through new media or traditional forms of advertising & communications. Media types include Press, Outdoor, Radio, Screens, and Digital Media etc.
MSS07. Integrated Use of Media
Awarded to the campaign that most strategically and effectively integrates a range of media to meet set objectives. Entries must exhibit a minimum use of 3 media channels such as digital, event marketing and screens.
MSS08. Small Budget Media Campaign
Awarded to the campaign that achieved its marketing and business objectives while adhering to a limited media budget of under US$100,000. This category can include retail, sales promotion and point of purchase.
MSS09. Media Strategy for Regional Brand Development
Awarded to the most strategic and effective use of media in building a brand presence across at least 3 countries in Asia Pacific. This category is open to all brands whether Asian, or global, that are establishing themselves in this part of the world. *This category and Media Strategy for National Brand Development category are mutually exclusive. Entries cannot be duplicated between these 2 categories unless the work stands strong in both scenarios, in which case the case study has to focus only on the regional strategy.
MSS10. Media Strategy for National Brand Development
Awarded to the most strategic and effective use of media in building a brand presence in a single country within Asia Pacific. This category is open to all brands whether Asian, or global, that are establishing themselves in the Asia Pacific marketplace. * This category and Media Strategy for Regional Brand Development category are mutually exclusive. Entries cannot be duplicated between these 2 categories unless the work stands strong in both scenarios, in which case the case study has to focus only on the strategy for the specific market.
Explore Product & Services Categories again.
TYPE OF AWARDS GIVEN IN MEDIA STRATEGY TANGRAMS
If an entry is shortlisted and goes on to be awarded, the shortlist point will no longer be valid.
.GOLD; SILVER; and BRONZE.
Awards are given in each category. Jury will award Gold, Silver and Bronze to entries that excel in the respective criteria. Each category may have more than one Gold, Silver or Bronze awarded; and may also have no awardees at all.
The Platinum is chosen from all entries awarded Gold across all categories within the Media Strategy Tangrams. The Platinum is an elevation of the awarded Gold (from the original awarded category). There will only be only one (1) Platinum awarded in each Tangrams type. Once elevated to Platinum, it will no longer to named a Gold awardee.
Entries in the Public Service and Charities categories are excluded from winning the Platinum Award, unless they are supported by a commercial brand.