DIRECT LOTUS
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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:
Each campaign/set of execution constitutes one entry.
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 & Craft | 20% | |
| • Results | 20% | |
| • Creative Targeting | 10% |
Each campaign/set of execution constitutes one entry.
USE OF DIRECT
DM01
Mailing
One-dimensional and multi-dimensional mailing including greeting cards, inserts, samples and pop-ups where there are clear and measurable results.
DM02
Low Budget Campaign
Best creative use of direct with a production budget of below USD 1 per item, excluding agency fee.
DM03
Film & Audio
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.
DM04
Print & Outdoor
Print and outdoor communication, where there is a direct call to action and measurable results. Includes magazines, newspapers, posters, billboards, digital screen, etc.
DM05
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.
Note: ‘Small Scale' refers to the physical size of the object, not the quantitative volume or scale of distribution.
DM06
Ambient: Large Scale
Use of the surrounding area or environment where there are clear and measurable results. Large scale includes supersized and non-standard 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.
Note: ‘Large Scale' refers to the physical size of the object, not the quantitative volume or scale of distribution.
DM07
Field Marketing
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
DM08
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.
DM09
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.
DM10
Mobile & Devices
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.
DM11
Real-time Response
Use of direct marketing tools and activities to target consumers to call for real-time response with clear and measurable results.
DM12
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
DM13
Use of Data
Campaign that effectively utilises data to identify, profile and target specific consumers to engage and build relationships with consumers with clear and measurable results.
DM14
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.
Note: Emerging Technology doesn't include prototypes of early stage technology.
DM15
Use of Games
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
DM16
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).
Note: Entrants must indicate how the campaign successfully retains consumer loyalty (eligibility period: past 2 years).
DM17
Launch/Re-Launch
Campaign created to launch or re-launched a brand, product or service.
CAMPAIGN EXCELLENCE
DM18
Integrated Direct Campaign
Campaign that effectively and seamlessly utilises multiple mediums/channels. Entries should include details of measurable results of the campaign.
DM19
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
LRDM
Lotus Roots
This is an award unique to ADFEST that is awarded to works that embody local values whether in terms of culture, religion, beliefs, traditions, or language, insights, or context. Lotus Roots recognizes works that preserve and celebrate the rich heritage and value of each local culture.
