The Direct Lotus goes beyond the ambit of traditional direct marketing to encompass all or any kind of communication where it is possible to deliver measurable results in the consumer as well as business to business marketing. Direct medium can be used individually or in combination where there is a simple and clear method to measure success. The key to successful Direct communication is “targeted relationship” with measurable results.
The decision of the Juries on Direct Lotus winner will be based on 5 criteria and weighted as follow:
| • Creativity/Idea/Insight |
|
40% |
| • Strategy |
|
10% |
| • Execution |
|
20% |
| • Results |
|
20% |
| • Creative Targeting |
|
10% |
Each campaign/set of execution constitutes one entry.
PRODUCTS & SERVICES *NEW*
Food & beverages, beauty & healthcare products, pharmaceutical products, household maintenance & cleaning products, electronics & appliances, home decoration & furniture, fashion, toys, sportswear & equipment, other FMCG & consumer durable goods.
Vehicles, boats, and other automotive including automotive accessories.
DM03
Retail, Leisure & Entertainment
Retail stores including online stores, restaurants including cafes & bars. Transportation & travel services, hotel & resorts, sports, gaming, gambling, and other recreational facilities, festivals & events, museums. Film, music, publications, broadcasting stations, digital platforms, streaming service providers, podcasts, music services, and other media & entertainment services.
DM04
Finance, Business & Commercial Public Services
Financial & investment institutions, insurance, and real estate. B2B, B2C, and other professional business services. Commercial Public Services including telecommunications, waste management, education, law enforcement, utilities, healthcare.
DM05
Corporate Image & Corporate Social Responsibility
Brand’s concerted effort and commitment to address social, environmental, or economic issues for the betterment of society and also increases positive corporate image.
DM06
Public Services & Cause Appeals
Announcements by non-profit organisations, foundations, charities, or NGOs to raise awareness, change public attitudes, or change behaviour on health & safety, environmental issues, societal issues, and public services issues.
USE OF DIRECT
One-dimensional and multi-dimensional mailing including greeting cards, inserts, samples and pop-ups where there are clear and measurable results.
Film developed for TV, cinema, web, mobile, or outdoor and communication developed for radio or other use of audio media including radio spots, DJ mentions, radio promos, etc. where there are clear and measurable results.
Print and outdoor communication, where there is a direct call to action and measurable results. Includes magazines, newspapers, posters, billboards, digital screens, etc.
DM10
Ambient: Small Scale
Use of the surrounding area or environment where there are clear and measurable results. Small scale includes glasses, napkins, beer mats, ashtrays, petrol pumps, flyers, stickers, signage, etc.
Note: ‘Small Scale' refers to the physical size of the object, not the quantitative volume or scale of distribution.
DM11
Ambient: Large Scale
Use of the surrounding area or environment where there are clear and measurable results. Large scale includes supersized and nonstandard shaped sites, floor media, events, live stunts, etc.
Note: ‘Large Scale' refers to the physical size of the object, not the quantitative volume or scale of distribution.
Field marketing targeting consumers face-to-face to build relationships with clear and measurable results including shopper marketing campaigns, on ground promotions, events, sampling, door-2-door campaigns, demo, direct sales, etc.
DIGITAL
DM13
Online & Digital Platforms
Use of online and digital platforms including websites, microsites, banners ads, eDMs, messaging, widgets, games, search engine and viral campaigns where the activities have clear and measurable results.
DM14
Use of Social Media Platforms
Use of social platforms including social media platforms, networking sites, social activities, streaming platforms, online communities, blogs, etc. with clear and measurable results.
Use of technology for mobile and portable devices including mobile applications, widgets, bluetooth and geolocation technology (RFID, NFC, GPS), QR codes, etc. with clear and measurable results.
Use of direct marketing tools and activities to target consumers to call for real-time response with clear and measurable results.
DM17
User Generated Content
Use of direct marketing tools and activities to engage consumers with clear and measurable consumer engagement, participation, and/or brand collaboration.
DATA & TECHNOLOGY
Campaign that effectively utilises data to identify, profile and target specific consumers to engage and build relationships with consumers with clear and measurable results.
DM19
New Realities & Emerging Technology
Campaign that creatively utilises immersive and emerging technology such as AI, new realities (VR, AR, MR, XR), gamification, virtual worlds, wearable technology, geolocation technology (RFID, NFC, GPS), voice activated technology, blockchain technology, and all other emerging technology to engage consumers with clear and measurable results.
Note: Emerging Technology doesn't include prototypes of early stage technology.
Campaign that effectively utilises gaming including online games, mobile games, in-game experiences, simulations tokens, puzzles, etc. to target specific consumers to engage consumers with clear and measurable results.
STRATEGY
DM21
Customer Acquisition & Retention
Campaign that targets consumers to establish/maintain relationships with the brand or drive consumer loyalty for the brand.
Note: Entrants must indicate how the campaign successfully retains consumer loyalty (eligibility period: past 2 years).
Campaign created to launch or re-launched a brand, product or service.
CAMPAIGN EXCELLENCE
DM23
Breakthrough on a Budget *NEW*
Campaign that creatively and effectively formulates its strategy in the face of limited budget and resources to overcome the challenges. Entries should make clear the challenges and limited resources faced by the campaign.
DM24
Integrated Direct Campaign
Campaign that effectively and seamlessly utilises multiple mediums/channels. Entries should include details of measurable results of the campaign.
DM25
Resilience Through Creativity
Ideas and creative solutions that demonstrate the brand’s resilience and resolve in the face of challenges such as budget constraints, changes in market conditions, societal issues, and/or changes in consumer behaviour.
LOTUS ROOTS
The Lotus Roots is an award unique to ADFEST that is awarded to works that embody local values whether in terms of culture, religion, beliefs, traditions, language, insights, or context. Lotus Roots recognizes works that preserve and celebrate the rich heritage and value of each local culture.
