The Brand Experience awards creative works that have all brand building through the dimension of experience design, activation, immersive, retail and 360° consumer engagement. Entries should demonstrate how the consumer journey, experience of the brand and optimisation of every touch point led to increased brand affinity and commercial success.
The decision of the Juries on Brand Experience Lotus winner will be based on 4 criteria and weighted as follow:
| • Creativity/Idea/Insight |
|
30% |
| • Strategy |
|
20% |
| • Execution |
|
30% |
| • Results |
|
20% |
Each execution/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.
BE03
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.
BE04
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.
BE05
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.
BE06
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 MEDIA
BE07
Guerrilla Marketing & Stunts
Guerrilla marketing tactics, stunts (publicity stunts, street stunts), pop-up events to drive consumer engagement.
BE08
Live Experiences & Events
Big-scale events such as sport events, live shows, festivals, concerts, corporate entertainment, built stages, etc. to engage consumers.
BE09
Exhibitions & Installations
Space utilisation or use of a more permanent feature to drive consumer engagement, including galleries, exhibitions, fairs, trade shows, vending machines, floor graphics, transit advertising, etc.
Note: Works entered into BE09 cannot be re-entered into Digital Installations (BE17).
BE10
Ambient: Small Scale
Items in bars & restaurants, glasses, beer mats & ashtrays, petrol pumps, flyers, stickers, signage, door hangers.
Note: ‘Small Scale' refers to the physical size of the object, not the quantitative volume or scale of distribution.
BE11
Ambient: Large Scale
Non-traditional outdoor/3D billboards including non-standard shaped sites, ticket barriers, signage, wallscape, digital billboards, window clings, building wrapping, helicopter banners and executions that utilise a space or an existing permanent feature, etc.
Note: ‘Large Scale' refers to the physical size of the object, not the quantitative volume or scale of distribution.
In-store communications including product & shelf display, in-store merchandising & promotion, pop-up stores, events, sampling, etc. designed to drive consumer engagement with a brand.
Cinema, TV, online film or radio & audio.
BE14
Use of Print & Conventional Outdoor
Magazines, newspapers, inserts, trade journals, other printed collaterals, posters, billboards, etc.
BE15
Use of Mobile & Devices
Use of technology for mobile or other portable devices such as mobile applications, widgets, Bluetooth and geolocation technology (RFID, NFC, GPS), QR codes, etc. The work should show how it engages the consumer and lead to interaction with the brand.
BE16
Use of Digital & Social Platforms
Digital (websites, microsites, banners ads, eDMs, messaging, search engine and viral campaigns & social platforms (social media platforms, networking sites, social activities, streaming platforms, online communities, blogs, etc.) that enhance brand experience or engagement.
TECHNOLOGY
BE17
Digital Installations
Immersive digital experiences and events which are set up to engage and interact with consumers including VR/AR installations, multi-screen, multidimensional experience, etc.
Note: Works entered into BE17 cannot be re-entered into Exhibitions & Installations (BE09).
BE18
Emerging Technology & Tech-led Brand Experience
Use of existing or 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, etc. to engage consumers and enhance the consumer experience with the brand.
Note: Emerging Technology doesn't include prototypes of early stage technology.
Branded games that target and engage consumers through games including, but not limited to online games, mobile games, apps, to enhance the consumer experience with the brand.
STRATEGY
Launch or re-launched a brand, product or service.
BE21
Competitions & Promotions
Competitions or promotional incentives used to drive consumer engagement with a brand.
BE22
Sponsorship & Brand Partnership
Partnerships and/or sponsorships that create immediate and long-term brand experiences or activations.
BE23
Customer Acquisition & Retention
Consumer engagement that effectively attracts, maintains, or strengthens customer relationships with the brand.
Note: Entrants must indicate how the campaign successfully retains consumer loyalty (eligibility period: past 2 years).
CAMPAIGN EXCELLENCE
BE24
Integrated Brand Experience Campaign
Campaign that effectively and seamlessly utilises multiple mediums/channels to enhance and enrich consumer experience and engagement.
BE25
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.
