Campaign Awards

Written Entry for Campaign Awards Categories:

Your written submission paper is of utmost importance as the judges will base their initial decisions on the strength of the arguments made. Your written submission paper must be no more than two single-sided pages of A4 paper typed in Times New Roman, no less than 11 point type size, single spaced.


*Your agency name and logo must not appear anywhere in the written submission or any of the supporting materials submitted.

*All Campaign awards entries must be endorsed by your client representative authorizing the entry and data. 

 

The two-page entry for all Campaign Awards categories should include the following sub-headings:

  • Situation analysis 
  • Objectives 
  • Target/audience analysis
  • Budgets (Please state currency)
  • Strategy
  • Creativity and originality
  • Execution and tactics
  • Evaluation of success/measurement
 

 

 Campaign Awards categories

 

C01. Arts, Entertainment & Media 

This award honours success in the arts and entertainment, including films, magazines, TV shows, books, newspapers, or websites. Entries for outstanding work in promoting individual celebrities are also welcome.

 

C02. Brand Development (Product) 

This award recognises outstanding success in the ongoing development, repositioning, reinvigoration, or re-launch of an established consumer brand (product) through the use of PR.

 

C03. Brand Development (Service) 

This award recognises outstanding success in the ongoing development, repositioning, reinvigoration, or re-launch of an established consumer brand (service) through the use of PR.


C04. Consumer Launch 

This award is for the launch of a new product or service through the use of PR. The ability to create buzz and brand recognition, as well as evidence of sales/usage, are all essential factors in determining the winner.

 

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C05. Healthcare: Ethical

This award recognises ongoing work or one-off projects undertaken by or on behalf of a pharmaceutical company relating to ethical (prescription only) drugs. Campaigns can be at any stage in a product lifecycle and include communications with target audiences such as prescribers, primary care teams, patient groups and specialist media as well as disease awareness and direct-to-consumer work. 

 

A campaign on behalf of a health-related cause (for example, set by a government agency), however, should enter the Public Sector Campaign of the Year.


C06. Technology

This category awards the innovation use of technology and most effective business-to-business or consumer campaigns.  These may include, but are not limited to, product launches or innovations, uses and applications of technology, or technological issues and advancements. 

 

Judges will look at innovative and effective ways that technology has been incorporated into the PR campaign, how technology is used to deliver action orientated communications or experiences that have a tangible effect and pivotal to its success. 

 

C07. Business-to-Business

This category awards businesses where the target audience might be a niche business sector or the business community at large. 

 

Entries that involve switching to the consumer market should be entered in either the Consumer Launch or the Product Brand Development categories.

 

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C08. Sports

This award recognises successful campaign that demonstrates the best use of PR to promote a live sporting activity/event or brand. 

 

Judges will look at marketing efforts and brand communications that impact brand or organisation perception. 

 

C09. Employee Engagement/Internal Communications

This award recognises the strategic communication or significant project has engaged internal stakeholders such as communicating a merger or acquisition, change management, rebranding, restructuring, layoffs, or other issue/problem of an internal communications nature.

 

Judges will recognise excellence in engagement that inspires action and drives the employee experience forward through on-going strategic relations to promote organisational objectives. 

 
C10. Corporate Branding

This award honours the most outstanding use of PR in the launch of a new company, or in a corporate rebranding and repositioning initiatives. The winner will demonstrate effective recognition beyond mere brand-name recognition to show an appreciation and understanding of key message points among the target audience.

 

The judges will look at the strategic approach; evidence of success in building corporate reputation, enhancing company positioning, communicating with investor or other stakeholder, or achieving other corporate goals.

 

C11. Public Affairs

This award recognises the most effective use of PR to change/enlist political and/or public opinion utilising public affairs tactics. 

 

Judges will be looking for evidence of work in research, media relations, grassroots community activity, lobbying and the distinct role and results of public affairs and lobbying. 

 

C12. Corporate Publications

This category awarded to corporate publication which includes both printed material and electronically published material produced on behalf of an organisation. This includes either an external audience or internal stakeholders to meet specific PR objectives. Three different sample copies should be included as your support material (online). 

 

Judges will be looking at details of how and where the publication was circulated and a circulation figure. The budget should be broken down into editorial, production and distribution costs. Details of systematic planning should include a breakdown of all relevant stakeholders and audiences. 


C13. Financial Communication

This award will be given to the most effective on-going campaign or one-off project in the financial sector during the year. 

Judges will be concentrating on work that is primarily targeted at investors or other financial industry audiences and not personal finance campaigns. 

 

C14. Issues, Crisis or Reputation Management

This award recognises the most effective issues, crisis- or reputational-management work by an agency or corporate PR team, or a combination of both. The objectives, strategy and method deployed should be clearly set out. Because of the sensitive nature, entrants may mark parts of their submission as strictly confidential and not for publication.

 

Judges will look at the effective communication in the context of an issue, crisis or reputational management. The objectives, research and strategy as well as implantation of tactics and how negative impacts were avoided, positive achieved and improvements made. 

 


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C15. Media Relations

This award recognises the most effective and successful use of media relations in a wider public relations context that meets client and/or campaign objectives. 

 

Judges will be looking for evidence on budget, strategy and tactics, including creativity and innovation and how it influences and changes behaviour among the target audiences. 

 

C16. Public Sector

This category recognises the successful use of PR by a public sector organisation, government departments and PR consultancies working in partnership with them. (e.g. federal, state, military, municipal, local or public health authorities). 

 

Judges will look for the most effective campaign or communication programme on a single topic (e.g. health, crime, defence, etc). 

 

C17. Corporate Social Responsibility

This award recognises a campaign or ongoing project that utilises or integrates a social responsibility to promote or enhance corporate image or specific products/services. 

 

This award recognises a campaign or an ongoing project that creates sustainable benefits to society while enhancing corporate reputation, employee retention and customer loyalty.


C18. Environmental

This award recognises a campaign or ongoing project that utilises or integrates environmental responsibility to promote or enhance corporate image or specific products/services. 

 

Judges recognise a campaign or an ongoing project that creates sustainable benefits to the environment while enhancing corporate reputation, employee retention and customer loyalty.

 

C19. Non-Profit

This category awarded to the most effective work for or by a charity, voluntary or non-profit organisation for fundraising, or in changing/enlisting political, public, or corporate opinion. 

 

The judges will look at the overall communication strategies, messaging, budget and the cost-effectiveness of the campaign; demonstrate unconventional tactics, measurement of success and, in the case of fundraising activities, the amount of monies received. 

 

C20. Public Education 

This category recognises the most effective work done to implement a successful public education to raise public awareness and/or change opinion or behaviour to the targeted community.

 

Judges will look at the strategy, core message, changed in public behaviour or opinion and the contribution of PR that led to success of the overall campaign. 

 

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C21. Promotional Activity

This award recognises the most effective and innovative PR/communication strategies, striking promotional event of the year. 

 

Judges will look at the campaign effectiveness including messaging, target audience and information on size and type of the activities, cost breakdown, and whether it was a stood alone or integrates to a wider campaign. 

 

C22. Integrated Marketing 

This award recognises the best holistic integrated campaign that utilised at least three channels to achieve results. The campaign must be PR-led, and demonstrates the creativity, innovation, impact and effectiveness.

 

Judges will be looking at the role of PR played in the strategic development and implementation. How the entries showcase seamless synergy of the campaign elements on strategy, innovation/creativity, execution with tangible outcomes.

 

C23. Experiential PR

This category awarded to the campaign with successful PR/communication strategies in engaging audiences to bring the brand story to life. 

 

Judges recognise the use of a brand activity or live event to build the value and brand reputation as part of a wider strategic PR campaign. 

 

C24. Influencer Marketing

This category awards the most effective, creative and innovative PR campaign that engages influencers to increase brand awareness and achieve business objectives. 

 

Judges will be looking at how you leverage influencers as part of the PR strategy and demonstrate the effectiveness of incorporating the influencer marketing element. It is also important to show evidence that the goals had been reached or exceeded and how you measure the campaign ROI.

 

C25. Best Use of Content 

This category recognises the most effective, creative and innovative use of content by a consultancy, in-house team or a combination of both. 

 

The judges will look at the objective, overarching strategy and method deployed and executed across multiple channels. How your content told your brand’s story, your targeted audience, the platform you chose, your distribution strategy and outcome. 

 

 

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C26. Best Use of Analytics

This award will go to the campaign, project, or program that demonstrates the most effective use of research and evaluation in both setting goals and measuring success as well as effective media evaluation. 

 

The judges will expect to see evidence of how research among target audiences was used to help set the objectives and strategy, and how it was used to measure the effectiveness of the campaign against those objectives.

 

C27. Best Use of Broadcast/Video

This category will award the innovative use of broadcast/video which combines creativity, cost-effectiveness, and overall impact will be considered. A copy of the video, film program, VNR, ANR, SMT, b-roll, or online footage must be included with the entry. 

 

Judges will also look at how the use of broadcast/video has effectively contributed to the overall campaign success as well as the strategy, cost breakdown and evidence to support. 

 

C28. Best Use of Digital

This category awarded to the most successful campaign in creation of omni-channel digital content across different digital platforms and devices which enhances meaningful consumer engagement.

 

Judges recognise the best use of digital platforms using creative ideas to execute/support PR campaign across multiple channels or in one particular channel where the campaign excelled. Judges will also look at a clear approach and execution with tangible results of digital strategies across platforms. 

 

C29. Best Use of Social Media

This category recognises the social media efforts to implement and enhance the PR campaign that were utilised to build successful brands. The strongest entries demonstrate well thought out strategies that work in synergy using innovative content to achieve campaign objectives. 

 

Judges are looking at how the use of social media in response to real-time to crisis or related breaking news and events that impacts a brand and/or its community and providing post-crisis service or analysis. These may include use of blogs, Twitter, Facebook, mobile applications, or other emerging channels that are products of social technology.


C30. Australia/New Zealand PR Campaign of the Year

This award recognises the campaign that is most effectively executed in Australia and/or New Zealand. Entries in this category are not precluded from entering any of the other campaign categories.

 

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 C31. Greater China PR Campaign of the Year

This award recognises the campaign which has effectively executed in the Greater China region. Entries in this category are not precluded from entering any of the other campaign categories. Markets can include China, Hong Kong, Macau and Taiwan.

 

C32. Japan/Korea PR Campaign of the Year

This award recognises the campaign that is most effectively executed in Japan and/or Korea. Entries in this category are not precluded from entering any of the other campaign categories. 

 

C33. South Asia PR Campaign of the Year

This award recognises the campaign that is most effectively executed in South Asia. Entries in this category are not precluded from entering any of the other campaign categories. Markets can include Bangladesh, Bhutan, India, Nepal, Pakistan and Sri Lanka.

 

C34. Southeast Asia PR Campaign of the Year

This award recognises the campaign that is most effectively executed in Southeast Asia. Entries in this category are not precluded from entering any of the other campaign categories. Markets can include Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam.


C35. Asia-Pacific PR Campaign of the Year 

This award recognises the campaign that is most effectively executed across at least 5 countries in Asia. This category is open to PR campaigns with a purely Asian focus, or a global campaign that includes at least 5 countries in the Asia-Pacific region. Entries in this category are not precluded from entering any of the other campaign categories.

 

 

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Awards

Zamir Khan
Head of Awards Events 

Tel: (+852) 3175 5273
Email: zamir.khan@haymarket.asia

 

Kaling Man
Events Manager

Tel: (+852) 3175 1993
Email: kaling.man@haymarket.asia

 

Sponsorship
Christopher Amhoff
Senior Account Manager - Brand Media Asia

Tel: (+65) 6579 0559
Email: christopher.amhoff@haymarket.asia