This category awards campaigns that clearly demonstrate how business goals were achieved through innovative digital strategies. Campaigns entered should demonstrate how the digital form was utilised to enhance a brand's message and delivered strong strategy and results for the client.
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
DSP01. Food & Beverages
All food & drinks including all restaurants, fast food, food products, alcohol & non-alcoholic beverages.
DSP02. 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 Digital 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
DSP03. 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
DSP04. 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.
DSP05. 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
DSP06. 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
DSP07. 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
DSP08. Consumer & B2B Services
Includes legal, financial products & services, insurance products, consultancies, programme development, private education, telecommunications, veterinary, energy and other services.
DSP09. 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.
DSP10. 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.
Awarded to the best use of search marketing to create a measurable impact. Tactics could include search engine optimisation and/or paid search.
DSS02. Website & Microsites
Awarded to the campaign that best uses a destination site built as a storefront for a company’s long-term business to create a measurable impact as part of an overall marketing communications strategy. You may enter a website and a microsite that is part of the same website as long as that microsite has a separate URL that is accessible independently of the main website URL .
DSS03. Mobile (including Apps)
Awarded to the best use of the mobile platform, which includes advertising campaigns and applications, to create a measurable impact. Mobile use could refer to all types of advertising that can be accessed on mobile phones, tablets, PDAs, Blackberries, etc., including SMS, MMS, and in-app campaigns .
Awarded to the strategic development of a game that effectively and creatively reached target customers to build or maintain their brand and market share while attaining marketing objectives .
Awarded to the video campaign, online or on mobile, that combines creativity and engaging & targeted content or leverages consumer created content to build viral buzz and achieve proven results in relation to the objectives set. Entries can include interactive videos .
Awarded to the campaign that uses social networking and community sites most effectively and creatively to reach target customers to build or maintain their brand and market share while attaining marketing objectives set during the review period. Entries should truly make use of social media platforms beyond simply the viral reach of a campaign .
DSS07. Online Content (exclude Video Content)
Awarded to the strategic creation, curation, and distribution of engaging, relevant and consistent online content to attract the target audience, and eventually drive profitable customer action .
DSS08. Other Digital Solutions
Other digital advertising that doesn’t fit in DSS01—DSS06, e.g. digital OOH campaigns, display, banners, and loyalty campaigns, etc. Work entered in any of the stipulated categories CANNOT also appear in Other Digital Solution category and vice versa. They are mutually exclusive.
DSS09. Digital Innovation
Awarded to the campaign that uses newly created digital media or existing digital media in fresh and innovative ways to explore new channels of communication and achieve marketing success .
DSS10. Digitally Integrated Campaign
To be considered for this award, entries must show how they used a range of digital solutions in the best possible way to promote a product or service. Entries must have run across a minimum of 3 digital channels (for example banners, viral videos, landing sites, etc.), and must build a complete picture by showing how the campaign played across these digital elements/channels. This means that the elements of the campaign were designed to ensure that the combination of different channels produced an effect greater than the sum of its parts .
Explore Product & Services Categories again.
TYPE OF AWARDS GIVEN IN DIGITAL 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 Digital 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.