The Media Spikes celebrate the context of creativity.
Entries will need to demonstrate an inspiring and innovative implementation of media ideas; work which is enhanced and amplified by a game-changing channel strategy.
A number of criteria will be considered during judging and weighted as follows: 20% insight and idea, 30% media strategy and targeting; 30% media execution; 20% impact and results.
The same piece of work can be entered up to three times in Media. However, the same piece of work may only be entered once in ‘A. Media: 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 F07. Corporate Purpose & Social Responsibility category in section F. Culture & Context
Work in these categories will be judged on media creativity and channel innovation.
B01 Use of TV & Other Screens.
Including TV, video-on-demand platforms (VOD) and other online service providers. Screens other than TV might include, but are not limited to, touchscreens, dynamic digital screens, interactive screens and responsive displays.
B02 Use of Audio Platforms.
Including, but not limited to, radio, podcasts and other audio technology.
B03 Use of Print / Outdoor.
Including, but not limited to, newspapers, magazines, inserts and trade journals, traditional billboard or poster sites, bus shelters and transit advertising using standard advertising space.
B04 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.
B05 Use of Ambient Media: Large Scale.
Non-traditional outdoor / billboards, including 3D and non-standard shaped sites, ticket barriers, signage, wallscape, digital billboards, window clings, building wrapping, helicopter banners and other executions that utilise a space or an existing permanent feature.
* ‘Large Scale' refers to the physical size of the ambient item or execution, not the scale of the distribution.
B06 Use of Events / Stunts.
Including, but not limited to, live shows, festivals, concerts, sporting events, event sponsorship, guerrilla marketing, large and small scale stunts, one off experiential events, etc.
B07 Use of Digital Platforms.
Online platforms or associated technologies and the harnessing of a digital environment in a media campaign. This may include, but is not limited to, websites, microsites, games, search engines, banner ads and instant messaging etc.
* Social media led campaigns should be entered into B09. Use of Social Platforms.
B08 Use of Mobile.
Mobile technology including, but not limited to, smartphones, tablets, Bluetooth, GPS, mobile games and applications, etc.
B09 Use of Social Platforms.
Work that uses social media, blogs, wikis, video-sharing sites, hosted services, etc. to create and / or enhance relationships with a community / consumers.
* Work entered in this category should be planned and executed on Social Platforms as opposed to campaigns that went social.
B10 Use of Technology.
Use of existing or new technology to execute or support a media campaign. Including, but not limited to, AI, AR and VR, robotics, gadgets and electronics, wearable and interactive technology etc. Does not include prototypes of early stage tech.
Entries in these categories should demonstrate how a media execution was enhanced or driven by data.
C01 Use of Data-Driven Insight.
The use of data to uncover or generate insights that contribute to the effectiveness of a media execution.
C02 Use of Real-Time Data.
The use of data, created or used in real-time, which provides dynamic content or enables an on-going consumer relationship. Entries should clearly demonstrate the responsive relationship between real-time data and the creative output, showing how the data improved the consumer experience by making the creative more relevant, timely or personalised.
C03 Data-Driven Targeting.
The creative use of data to deliver effective targeting, either contributing to programmatic targeting, or providing a key quantitative insight that helped define the target, brand message or channel.
C04 Social Data.
The creative use of data specifically generated from social media. Insights gained through the strategic use of social data and associated targeting methods will be considered.
C05 Data Integration.
The creative interpretation of data to demonstrate how different streams were integrated to provide new insights from planning through to delivery of a creative campaign or brand strategy.
Work in these categories will be judged on how successfully the placement of the content was used to engage with the consumers and deliver measurable results. Please note that the entries in these categories will not be judged on the content itself, but the role of media in creating, leveraging, and amplifying the content.
D01 Use of Brand or Product Integration into a Programme or Platform.
Including, but not limited to, product placement and branding in film, TV, mini-series, web series, music video, online / digital, sponsorship, etc.
D02 Use of Branded Content created for Digital or Social.
Including, but not limited to, branded social media, websites, microsites, mobile applications, games, native advertising, etc.
D03 Co-creation of Branded IP.
The creation of a new and shared piece of IP by a brand or product in collaboration with its media partners to drive engagement and specific business results. Entries should demonstrate how effective and mutually beneficial the unified working relationship was.
E01 Media Insights & Strategy.
The use of unlocked insights and understanding of consumer behaviour / needs in order to develop a customised media strategy to meet a brands specific business objectives, marketing goals and overall brand’s positioning.
E02 Media Planning.
The sourcing and selection of media platforms to deliver a brand's message. Entries should detail reach, penetration and frequency of the message to generate the desired response.
E03 Media Execution.
Media thinking and skillful negotiations with media owners that contribute to the execution of a piece of work across selected channels in order to achieve business goals. The buying of media as part of brand storytelling and to the creative delivery will be considered.
E04 Use of Integrated Media.
Integration of chosen media throughout a campaign, demonstrating how well the different mediums complement and build on each other to communicate the brand’s message.
* Entries in this category must show that multiple types of media were used in the campaign (e.g. Screens, Social, Outdoor).
Work which is brought to life through cultural insights and regional context.
F01 Local Brand.
Work for brands which are only distributed in a single locality or market that resonated with a specific target audience.
F02 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.
F03 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.
F04 Social Behaviour.
Work inspired by a specific audience / community, hinging on identifiable social behaviour.
F05 Cultural Insight.
Work inspired by a specific cultural insight stemming from the ideas, customs, values and lifestyles found within a specific region or locality.
F06 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.
F07 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.
F08 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.