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DIRECT

A. SECTORS

DM01 PRODUCT & SERVICE


Any products & services.

DM02 CORPORATE IMAGE/CORPORATE SOCIAL RESPONSIBILITY


Non-product based social responsibility campaigns aimed to address social, ethical and environmental issues. Corporate Image campaigns including event sponsorship to build the image/raise the profile/ shape the perceptions of a brand.

DM03 NOT-FOR-PROFIT/CHARITY/GOVERNMENT


Other not-for-profit, public information, charities, government, military.

B. CHANNELS

DM04 MAILING


One dimensional and multi-dimensional mailings. This may include greeting cards, invitations, samples, pop ups and all other types of mailed collateral.

DM05 USE OF PRINT & OUTDOOR


Direct campaigns using Print or Outdoor. Entries should demonstrate how the chosen medium led the other direct elements in the campaign. Including, but not limited to, newspapers, magazines, inserts, trade journals, traditional billboard or poster sites, bus shelters and transit advertising using standard advertising space. Augmented billboards to be entered into DM06. Use of Ambient: Large Scale & Small Scale.

DM06 USE OF AMBIENT: LARGE SCALE & SMALL SCALE


Best use of the surrounding area or environment including direct response stunts, street teams, direct response events, outdoor/ ambient media and other mediums which encourage direct interaction and seek to gain a measurable response. Non-mail and print collateral, e.g. bar & restaurant glasses, beer mats & ashtrays, petrol pumps, flyers, stickers, signage, door-hangers, etc. Including supersize sites, 3D and non-standard shaped sites, floor media, events, live stunts. 

DM07 USE OF BROADCAST


Direct campaigns using Cinema, TV or Radio. Entries should demonstrate how the chosen medium led the other direct elements in the campaign.

DM08 USE OF DIGITAL PLATFORM


Online platforms or associated technologies harnessing a digital environment in a promotional campaign. This can include, but is not limited to, websites, microsites, games, search engines, banner ads and instant messaging. Social media-led campaigns should be entered in DM10. Use of Social Platform.

DM09 USE OF MOBILE PLATFORM


Entries in this category must feature targeted communication with a clearly identifiable call to action or response mechanism delivered through mobile/portable devices such as mobile phones and mobile technology.

DM10 USE OF SOCIAL PLATFORM


Direct marketing campaigns that use social networking sites, blogs, wikis, video-sharing sites, hosted services etc. to create and/or enhance relationships with a community/ consumer.         

DM11 USE OF SOCIAL DATA & INSIGHT


Campaigns inspired by a specific audience/ community, hinging on identifiable social behavior or cultural insights. The creative interpretation of data specifically generated from social media platforms in order to target, engage or develop a relationship with a specific audience or community. Insights gained through the strategic use of social data and associated targeting methods will be considered.    

DM12 USE OF DATA


Entries in this category should clearly demonstrate how the progression, the interpretation and analysizing hidden paterns of data was used to solve the problems and build a targeted communication with a specific audience. Entrants should also show how data contributed to generating insights that helped define the target and messaging, allowing for better personalisation within a direct campaign.   

DM13 USE OF PERSONALISED CAMPAIGNS


Dynamic campaigns based on consumer data and insight. Including content from websites, videos, emails, social and blogs. You must demonstrate how the campaign enriched the user’s experience by driving engagement, personalized customer engagement and achieving results.

DM14 INNOVATIVE USE OF DIRECT


Other technology methods, including ad production, dynamic ads, and creative optimization techniques.