The Direct Spikes celebrate targeted and response-driven creativity.
Entries should demonstrate how insights and/or data were used as part of the strategy to engage specific target audience groups and develop customer relationships, inspiring action and producing measurable results.
A number of criteria will be considered during judging and weighted as follows: 30% idea; 20% strategy; 20% execution; 30% impact and results.
The same piece of work can be entered up to three times in Direct. However, the same piece of work may only be entered once in ‘A. Direct: 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, 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 G07. Corporate Purpose & Social Responsibility category in section G. Culture & Context
How the medium was used as a piece of direct communication for a brand.
One dimensional and multi-dimensional mailings. This may include, but is not limited to, greeting cards, invitations, samples, pop ups and all other types of mailed collateral.
* Please send physical samples for the jury to experience.
B02 Use of Ambient Media: Small Scale.
Non-mail and print collateral, including small physical objects and all other hand-held (or equivalent in size) items.
* Small Scale' refers to the physical size of the ambient item, not the scale of the distribution.
Please send physical samples for the jury to experience.
B03 Use of Ambient Media: Large Scale.
Non-traditional media, including stunts, street teams, events, outdoor / ambient media and other mediums which encourage direct interaction and seek a measurable response.
* Large Scale' refers to the physical size of the ambient item, not the scale of the distribution.
B04 Use of Broadcast.
Direct led work using cinema, TV or audio, demonstrating how the chosen medium led the other direct elements.
B05 Use of Print / Outdoor.
Direct work using Print or Outdoor. 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 should be entered into B03. Use of Ambient Media: Large Scale
B06 Use of Technology.
Other technology methods, including ad production, dynamic ads, and creative optimization techniques.
Work in these categories will be judged on how well the digital and social mediums and techniques were used as a piece of direct communication for a brand.
C01 Use of Social / Digital Platforms.
Use of digital platforms or social networks to create and / or enhance relationships with a community / consumers.
C02 Use of Mobile & Devices.
Targeted communication with a clearly identifiable call to action or response mechanism delivered through mobile / portable devices.
C03 Real-time Response.
Targeted social activity which responds to world events, public affairs and other real-world, real-time activity prompting social sharing and a measurable response.
C04 Co-creation & User Generated Content.
Social activity designed to encourage a community / fanbase to contribute or collaborate with a brand initiative through a clear call to action.
Work driven by the creative use of data or technology which enhanced the customer experience and led to measurable business results.
D01 Data Strategy.
The application of data which significantly forms the basis of a direct strategy. How the data-driven strategy helped to profile customer’s behaviour and segmentation, which ultimately led to successful direct marketing activities.
D02 Data-driven Targeting.
The interpretation and analysis of data used to build a targeted communication for a specific audience. This may include, but is not limited, to hyper-targeting, precision targeting, audience mapping and targeting segmentation.
Work that generated a significant consumer response through the use of a specific direct strategy.
E01 Acquisition & Retention.
Direct marketing used to maintain, drive new and reinvigorate lapsed relationships with B2B and B2C audiences.
E02 Launch / Re-launch.
Direct work created to launch or re-launch a product or service.
F01 Integrated Campaign Led by Direct.
Work which uses multiple platforms and is initiated, led or driven predominantly by direct marketing.
Work that is brought to life through cultural insights and regional context.
G01 Local Brand .
Work for brands which are only distributed in a single locality or market that resonated with a specific target audience.
G02 Challenger Brand.
Brands which 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.
G03 Single-market Campaign.
Work that only aired or ran in a single country / region / market. Entries should describe how the work was designed for the specific target market.
G04 Social Behaviour.
Work inspired by a specific audience / community, hinging on identifiable social behaviour.
G05 Cultural Insight.
Work inspired by a specific cultural insight stemming from the ideas, customs, values and lifestyles found within a specific region or locality.
G06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. Entries should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
G07 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.
G08 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.