The Effectiveness Tangrams awards outstanding examples of strategic and imaginative solutions that have delivered a measurable and proven impact on businesses.  Entries need to demonstrate how the campaign drove tangible business effects and was instrmental to achieving the business objectives and campaign ROI.

There are 2 sections of categories in the Effectiveness Tangrams.  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


 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

EFP01. Food & Beverages
All food & drinks including all restaurants, fast food, food products, alcohol & non-alcoholic beverages. 
EFP02. 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

EFP03.  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
EFP04.  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.
EFP05.  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
EFP06.  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
EFP07.  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
EFP08. Consumer & B2B Services
Includes legal, financial products & services,  insurance products, consultancies, programme development, private education, telecommunications, veterinary, energy and other services.
EFP09. 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.
EFP10. 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.

EFS01. Innovative Use of Media
Awarded to the marketing campaign that demonstrates the most innovative and effective use of media to achieve consumer engagement, deliver marketing objectives and generate business growth. The marketing strategy could be executed through new media or traditional forms of advertising & communications. Media types include Press, Outdoor, Radio, Screens, and Digital Media etc.

EFS02. Branded Content
Awarded to the most innovative and effective branded media programme featuring content crea-tion, product placement or product association. Entries should illustrate the costs from all aspects of the marketing activity, as well as the results and return on investment. For the purposes of Asian Marketing Effectiveness & Strategy, 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.

EFS03.  Sponsorship & Event Marketing
Awarded to the campaign that most effectively 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 consumer and met the 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.

EFS04.  Insights / Strategic Thinking
Awarded to the campaign that most effectively used insights/ strategic thinking which led to the communication idea and achieved the set marketing objectives. Entries must be supported by business results.

EFS05.  Small Budget Marketing Campaign
Awarded to the campaign that achieved its marketing and business objectives while adhering to a limited production and media budget of under US$100,000. This category can include retail, sales promotion and point of purchase.

EFS06.  Marketing Campaign for Regional Brand Development
Awarded to the campaign that most effectively builds 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 them-selves in the Asia Pacific marketplace.

EFS07.  Marketing Campaign for National Brand Development
Awarded to the campaign that most effectively builds a brand presence in a single country within Asia Pacific. This category is open to all brands whether Asian, or global, that are establishing them-selves in the Asia Pacific marketplace.

EFS08.  Sustained Success
Awarded to the campaign that demonstrates how a single vision and strategic platform have had the most effective long-term impact on the development and growth of a brand. The campaign strategies must span at least 3 years.

EFS09. Integrated Marketing Campaign
Awarded to a campaign that most effectively integrates a range of marketing disciplines to meet set objectives. Campaigns must exhibit a minimum use of 3 marketing disciplines such as direct marketing, event marketing and advertising.

Explore Product & Services Categories again.




If an entry is shortlisted and goes on to be awarded, the shortlist point will no longer be valid.  
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 Effectiveness 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.

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