The Creative Commerce Spikes celebrate the innovative and creative approach to online and offline commerce, payment solutions and transactional journeys.
Entries will need to demonstrate how innovation and optimisation at any point of the end to end customer journey led to increased consumer engagement and commercial success.
A number of criteria will be considered during judging and weighted as follows: 30% Idea, 20% strategy, 20% execution, 30% results.
The same piece of work can be entered up to three times in Creative Commerce. However, the same piece of work may only be entered once in ‘A. Creative Commerce: Sectors’.
The same piece of work 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, cars and automotive products & services.
* All fast food entries should go in A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Pharma, OTC drugs, wellness.
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 shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafes and bars.
A04 Media / Entertainment.
Music, film, television, publications & media, books, news, digital platforms, other media.
A05 Consumer Services / Business to Business.
Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications.
A06 Not-for-profit / Charity / Government.
Government, public information, other not-for-profit, military, charities, non-profit.
* All CSR work should be entered in the relevant sector and/or D02. Corporate Purpose & Social Responsibility category in section D. Challenges & Breakthroughs
Work in these categories will be judged on commerce creativity and channel innovation.
B01 Social / Influencer Commerce.
Work which harnesses social platforms to engage consumers and drive business results.
B02 Mobile-led Commerce.
The creative application of mobile commerce solutions which led to the optimisation of the customer journey, increased engagement and commercial success. This may include, but is not limited to apps, wallets, reward programs and hyper convenience.
B03 Entertainment Commerce.
The seamless integration of transactional commerce and entertainment content through unexpected partnerships and brand experiences. Including, but not limited to, long form content, retail theater, gaming, sports, music, etc.
B04 Omnichannel Commerce.
Work that effectively integrates multiple digital and physical channels to provide exceptional customer experience and conversion.
B05 Sustainable Commerce.
Including, but not limited to, responsible consumption and production, packaging, economic models (ie replenishment), environmentally friendly shipping options, waste management, commerce for good, etc.
B06 Innovative Use of Media.
Commerce work that demonstrates the inventive use of new or existing technology, platforms, media or channels.
Commerce work in this section should focus on the customer journey, ensuring a seamless experience at every touchpoint to engage and captivate audiences both online and offline.
C01 Targeting, Insights and Personalisation.
Work that uses consumer insights to provide authentic, real-time communication at every touchpoint of the transactional journey, enriching the user experience and driving engagement to achieve business results. Including, but not limited to, segmentation strategies, dynamic content, personalised messaging, etc.
C02 In-Store Experiences.
Including, but not limited to, offline retail promotions, store displays, pop-up stores and events, product sampling / trial, limited edition products, etc.
C03 Customer Acquisition & Retention.
Online and offline work designed to attract or maintain customers, encourage customer activity and increase overall transaction value. This may include, but is not limited to, promotions, competitions, geofencing, app and social integration etc.
C04 New Realities.
The creative application of AR, VR and / or XR to create real-time interaction between customers and products, driving engagement and enhancing the customer experience.
C05 Payment Solutions.
Payment solutions which effectively incentivise purchasing and/or engage consumers (including social verification & biometric data). Including but not limited to, software & apps, mobile wallets and reward programs automation, delegated authority, hyper convenience and order buttons etc.
C06 eCommerce Websites / Apps.
The creation of exceptional eCommerce B2B or B2C websites or apps that provide a seamless user experience throughout the entire customer journey. This may include, but is not limited to, UX and UI strategies, user experience patterns, conventions, preferences, branding, display advertising, conversational interfaces, any other functionality & the conversion rate of the website / app in order to drive sales.
Commerce work that is brought to life through cultural insights and regional context.
D01 Social Behaviour & Cultural Insight.
Work inspired by a specific audience / community, hinging on identifiable social behaviour or cultural insights.
D02 Corporate Purpose & Social Responsibility.
Purpose driven work / brand activism which 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.
D03 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.