Brand Experience & Activation
The Brand Experience & Activation Spikes celebrates creative, comprehensive brand building through the next level use of experience design, activation, immersive, retail and 360° customer engagement.
The Work will need to demonstrate how the customer journey, experience of the brand and optimisation of every touchpoint led to increased brand affinity and commercial success.
The Work will need to demonstrate how the customer journey, experience of the brand and optimisation of every touchpoint led to increased brand affinity and commercial success.
Overview
A number of criteria will be considered during judging and weighted as follows: 20% idea; 20% strategy; 30% execution; 30% results.
The same piece of work can be entered up to three times in Brand Experience & Activation. However, the same piece of work may only be entered once in ‘A. Brand Experience & Activation: Sectors’.
The same piece of work can be entered up to three times in Brand Experience & Activation. However, the same piece of work may only be entered once in ‘A. Brand Experience & Activation: Sectors’.
A. Brand Experience & Activation: Sectors
The same entry can be submitted only once in this section.
A01 Consumer Goods.
All fast moving & durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture, consumer electronics and cars and automotive products & services.
* All fast food entries should go in A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
A02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into A06.
A03 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A04 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A05 Consumer Services/Business to Business.
All commercial public services, Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications.
A06 Not-for-profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All CSR work should be entered in the relevant sector and/or E07. Corporate Purpose & Social Responsibility category in section E. Culture & Context
A01 Consumer Goods.
All fast moving & durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture, consumer electronics and cars and automotive products & services.
* All fast food entries should go in A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
A02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into A06.
A03 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A04 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A05 Consumer Services/Business to Business.
All commercial public services, Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications.
A06 Not-for-profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All CSR work should be entered in the relevant sector and/or E07. Corporate Purpose & Social Responsibility category in section E. Culture & Context
B. Touchpoints & Technology
The use of technology and multiple touchpoints across a brand experience or activation.
B01 Use of Mobile & Devices.
Work that uses a mobile app, portable device or mobile technology to create or enhance interaction with consumers at a brand experience or activation.
B02 Use of Website/Microsites.
Work that uses branded websites or micro sites to drive engagement with customers and increase the overall brand experience.
B03 Metaverse, New Realities & Emerging Tech.
Immersive experiences, large and small scale activations, digital and live events that creatively push the boundaries of technology and engage with consumers. This could include, but not be limited to, AI, AR, VR, XR, wearable tech and mobile devices, voice technology, blockchain technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.
B04 Gaming-Led Brand Experience.
Immersive brand experiences with gaming at the core, including the strategic and creative brand integration within existing gaming platforms. This may include but is not limited to console, online, mobile games and apps.
B05 Digital Installations.
Immersive large- or small-scale digital experiences and events that are set up to engage with consumers. This may include but is not limited to VR/AR, multiscreen and multidimensional experiences.
B06 Tech-led Brand Experience.
Work that uses new or existing technology to enhance a brand experience or activation.
B01 Use of Mobile & Devices.
Work that uses a mobile app, portable device or mobile technology to create or enhance interaction with consumers at a brand experience or activation.
B02 Use of Website/Microsites.
Work that uses branded websites or micro sites to drive engagement with customers and increase the overall brand experience.
B03 Metaverse, New Realities & Emerging Tech.
Immersive experiences, large and small scale activations, digital and live events that creatively push the boundaries of technology and engage with consumers. This could include, but not be limited to, AI, AR, VR, XR, wearable tech and mobile devices, voice technology, blockchain technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.
B04 Gaming-Led Brand Experience.
Immersive brand experiences with gaming at the core, including the strategic and creative brand integration within existing gaming platforms. This may include but is not limited to console, online, mobile games and apps.
B05 Digital Installations.
Immersive large- or small-scale digital experiences and events that are set up to engage with consumers. This may include but is not limited to VR/AR, multiscreen and multidimensional experiences.
B06 Tech-led Brand Experience.
Work that uses new or existing technology to enhance a brand experience or activation.
C. Retail Experience & Activation
C01 Customer Retail/In-store Experience.
In-store and retail activities including, but not limited to, product launches, demonstrations, sampling activities and pop-ups that engage and guide consumers across all channels of their path to purchase.
C02 Retail Promotions & Competitions.
Online or offline promotional competitions or incentives used to drive customer engagement with a brand. This may include but is not limited to social media competitions, gamified experiences, in-store promotional activations, etc.
C03 Customer Acquisition & Retention.
Work that creates meaningful, engaging experiences and activations in order to attract or maintain customers, encourage customer activity and increase overall transaction value.
D. Excellence in Brand Experience
D01 Live Brand Experience or Activation.
Any live brand experience or activation that was held at a consumer or B2B event. This may include, but is not limited to, installations, product demos, trade shows, expos and pop-ups.
D02 Guerrilla Marketing & Stunts.
Any brand experience or activation using guerrilla marketing, short/one-off live executions, street teams, publicity stunts and street stunts to drive customer engagement.
D03 Sponsorship & Brand Partnerships.
Partnerships/sponsorships that create immediate and long term brand experiences or activations. The work will be judged on how effective the partnership/sponsorship was.
D04 Launch/Relaunch.
Brand experiences or activations created to launch or re-launch a brand, product or service.
D05 360 Integrated Brand Experience.
Online and offline multi-channel experiences which engage and amplify a brand’s message, product or service.
E. Culture & Context
Work that is brought to life through cultural insights and regional context.
E01 Local Brand.
Work for brands that is only distributed in a single locality that resonated with a specific target audience.
E02 Challenger Brand.
Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
E03 Single-market Campaign.
Work that only aired or ran in a single country / region / market. The work should describe how it was designed for the specific target market.
E04 Social Behaviour & Cultural Insight. NEW
Work inspired by a specific audience or community, hinging on identifiable social behaviour or cultural insights, stemming from the ideas, customs, values and lifestyles found within a specific region or locality.
E05 Use of Humour. NEW
Work that celebrates the art of humour in branded communications. Infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
E06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
E07 Corporate Purpose & Social Responsibility.
Purpose driven work/brand activism that address social, ethical and environmental issues. Entries should demonstrate how the brand’s purpose has created value and impacted communities by connecting customers to culture.
E08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.
E01 Local Brand.
Work for brands that is only distributed in a single locality that resonated with a specific target audience.
E02 Challenger Brand.
Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
E03 Single-market Campaign.
Work that only aired or ran in a single country / region / market. The work should describe how it was designed for the specific target market.
E04 Social Behaviour & Cultural Insight. NEW
Work inspired by a specific audience or community, hinging on identifiable social behaviour or cultural insights, stemming from the ideas, customs, values and lifestyles found within a specific region or locality.
E05 Use of Humour. NEW
Work that celebrates the art of humour in branded communications. Infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
E06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
E07 Corporate Purpose & Social Responsibility.
Purpose driven work/brand activism that address social, ethical and environmental issues. Entries should demonstrate how the brand’s purpose has created value and impacted communities by connecting customers to culture.
E08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.