TOTAL PRODUCTION & MEDIA PLACEMENT COST
☐ US$ 0 - US$ 49,999
☐ US$ 50,000 - US$ 99,999
☐ US$ 100,000 - US$ 249,999
☐ US$ 250,000 - US$ 499,999
☐ US$ 500,000 - US$ 999,999
☐ US$ 1 million - US$ 9.9 million
☐ over US$ 10 million
List the different media used throughout and after your campaign (up to the entry deadline) with an indication of the period. All parts of the campaign may be considered during judging.
Please provide a concise summary of the campaign, briefly highlighting its accomplishments in relation to the objectives, and against the specific category criteria entered.
MARKETING CHALLENGE AND OBJECTIVES
Describe how the performance is benchmarked against the objectives – the KPIs agreed with client if possible.
Define target markets and segments, including demographics profile of target audience and scope of campaign (local or regional).
Describe the key message of the campaign. Describe the creative approach and the targeting strategy, backing them with insights and/or findings from research conducted (if any). List and explain the communications mix and weighting used to implement the campaign and the reasons why these channels were selected.
CAMPAIGN RESULTS AND MEASUREMENTS
Describe the impact of marketing initiatives on business performance. This should be elaborated in context of the strategic objective, difficulty of the task at hand, and overall category trends.
The results achieved are the main benchmark in this Tangrams. Results must be quantifiable and have a clear and direct co-relation with the marketing objectives. Insights into campaign executions will also support a contextual consideration.
Restate your objectives and KPIs to help judges easily reference the information and demonstrate Revenue and Profit ROMIs and commercial payback from the campaign. Entries will benefit from the ability to isolate a return on marketing investment, not just a picture of sales growth or changes in brand measures.
Jury will be looking for quantifiable evidence supporting initiative impact with respect to both the market and the category from credible sources. Where possible, provide facts and figures substantiating claims. Entrants should provide third party verification of supporting data.
If your campaign is for Charity or Government clients, then please explain the impact they had, e.g. key message penetration, changes to consumer behaviour.
Please explain if there were any other factors that may have impacted on the effectiveness of your campaign. E.g. sales, promotions or events that occurred during the campaign period and that would have influenced the results. You may use econometrics, tests, extrapolation and/or simply explain why communications were significant to the brand’s success and illustrate other key factors via charting/tables etc.
BRAND & CATEGORY PERFORMANCE OVERVIEW
Please provide answers to the following questions, where available. Note that this information is optional, and may not be appropriate to all categories, but consider that it will give the judges a solid context by which to judge your campaign.
a) Brand Performance:
What was the overall performance in your market for the brand and how did it compare to the previous year? Please present in consistent units of measure.
b) Category Performance:
In your market how did the category perform compared to the previous year? Please present in consistent units of measure.
c) How competitive is the category in your market? Please indicate the number of brands that make up 70% of sales for the year.
d) How has the marketing mix changed in your market for 2017? Please provide total marketing spend for your brand in 2016 & 2017. Where available please provide a % breakdown by individual marketing tactic, media vehicles and in-store trade tactics, for each year.