The Effective Lotus awards works that are not only creative, but also have significant and measurable impact.
The decision of the Juries on Effective Lotus winner will be based on 4 criteria and weighted as follow:
| • Creativity/Idea/Insight |
|
30% |
| • Strategy |
|
15% |
| • Execution |
|
15% |
| • Results |
|
40% |
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.
EF03
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.
EF04
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.
EF05
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.
EF06
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.
CAMPAIGN EXCELLENCE
Campaign that demonstrates measurable success in achieving specified objectives.
Note: Entrants must indicate the number/quantity of the increase in results to show campaign effectiveness, not simply a percentage increase of the results to support their entry.
EF08
Long-Term Creativity
Campaign that demonstrates long-term measurable success in achieving specified objectives over the years.
Note: Entrants must indicate how sustained brand effectiveness was achieved as part of a longer term campaign (eligibility period: past 3 years).
EF09
Breakthrough on a Budget NEW *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.
Campaign for launch or re-launch of a brand, product, or service.
EF11
Customer Acquisition & Retention
Campaign that effectively targets consumers to drive engagement or strengthen customer relationships with the brand.
Note: Entrants must indicate the number/quantity of the increase in new customer activities.
EF12
Collaboration & Partnership
Campaign that demonstrates effective brand collaboration or partnership to achieve objectives.
Note: Entrants must indicate how the collaboration or partnership has an effect on business results.
EF13
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.
