Entry Kit - Caples Awards

Entry Kit DEADLINE: MARCH 6, 2017 caples.org

CATEGORIES

DEADLINE: MARCH 6, 2017 caples.org

CAMPAIGN CATEGORIES The following categories focus on the problem, solution, creative and results of specific direct marketing initiatives. Entries will be judged on conceptual strength, boldness of the campaign or execution and results. You may enter a piece or campaign in more than one category, but each entry should be written for the specific category you are entering, explain how it was deemed a success and cite the measurable reply mechanism. Unless otherwise noted, all entries require some form of data capture.

SECTORS Agency Self-Promotion Any material, in any media, designed to promote or sell the services of an advertising agency **This is the only category where it is acceptable to present your agency name/logo on the creative and entry form. This category does not require a measurable response mechanism.

Apps Games, applications or other development work. It could be branded game or application designed specifically for mobile devices. Should consider data capture and direct response mechanisms.

Content Marketing Content—digital and otherwise—the creation of, or natural integration into, original content by a brand or its agency to support measurable marketing objectives, such as boosting consideration, attracting new audiences, nurturing leads, and more. Include a description of the content type and channels used to distribute it. Provide samples of the content included in the campaign.

Creative Use of Data This category is for data insights and application of data and its creative and intelligent use. Work that drives or contributes significantly to campaign strategy and execution showing evidence of data driving personalization/differentiation that shapes customer journeys; use of real time analytics or behavioral datadriven triggers; data targeting that impacts on results; data that drives a response and/or targeting in a one-toone manner that impacts ROI and is captured responsibly. The work can be for acquisition or retention activities.

Creative Use of Technology Any effort that uses an online or offline technology in a new and/or innovative way where the creativity was amplified or enhanced due to the technology used. Could be a new technology or an existing technology applied in a new way.

Customer Journey Entries in this category will demonstrate command of powerful insights that led to the selection of channels and touchpoints to drive meaningful customer engagement over a period of time - promotion, holiday, sales cycle, year, etc. Your creativity should be demonstrated in how you tailored your message and executions at various points on the journey to maximize engagement and impact. Provide the judges with evidence that the journey(s) you developed had a positive impact on consumer brand perceptions and on the commercial results. It will help the judges if you provide diagrammatic illustrations of the journey(s) and find a means of presenting the creative work which means that judges can see its impact from the consumers’ point of view.

Direct Mail, Dimensional Any addressed mail that is delivered in a tube, carton or other nonstandard carrier. **You must submit the physical direct mail piece to be considered for judging.

Direct Mail, Flat Standard envelope formats, self-mailers and catalogs that include a measurable reply mechanism. Does not require

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special postage, boxes or padded envelopes for delivery. For context, please include how many pieces were sent. **You must submit the physical direct mail piece to be considered for judging.

Display Advertising - Online and Mobile Display ads—including online banner ads, search ads and rich media units—designed to elicit a specific response. Describe the uniqueness or creativity of the placement, databases or targeting. Rich media entrants: Consider submitting as a captured .MOV file for easy review by judges. **You must provide images of the advertisements where they were actually displayed while online.

Email Marketing Any email messages that include a measurable reply mechanism. Entries will be judged on overall conceptual strength, including subject line, body copy, design, and original and appropriate use of technology, if employed. Please describe anything unique or creative about your choice of the target audience. Explain how this effort was deemed a success. **You must submit a copy of the email to be considered for judging.

Experiential

Film or Audio, Up to 5 minutes This category is for film or audio content, such as shortform web videos, viral videos, podcasts, etc., All work must seek to generate a response, and can be in paid, earned or owned media.

Film, Over 5 minutes This category is for films created by or with a brand which aired on the internet, TV or in cinema; usually in the form of documentary/nonfiction or fiction films or music videos, branded content, etc. The brand does not necessarily have to be revealed in the film.

Integrated Campaign (Over $100k)

A creative campaign that uses multiple channels online and offline, and all executions are developed from the same brief and worktogether for maximum effectiveness. This campaign must utilize at least two different channels across digital and traditional. Explain the role of each element in the campaign.

Integrated Campaign - Low Budget (Under $100K) A creative campaign that uses multiple channels online and offline, and all executions are developed from the same brief and worktogether for maximum effectiveness. This campaign must utilize at least two different channels across digital and traditional. Explain the role of each element in the campaign.

Any effort that utilizes street teams, roadshows, sampling campaigns, installations, guerrilla marketing, an event or, a PR stunt, pop-up stores, sidewalk art, and other nontraditional media found in the real world where consumers are invited to interact with it. Campaigns should demonstrate interaction with consumers that generate a response, builds a relationship and gathers valuable data.

A campaign that launches or relaunches a brand or product to earn trial, subscription or ongoing use. Describe how the direct marketing activity worked in concert with elements such as advertising, PR and sales promotion.

Film or Audio, Less than 60 seconds

Loyalty Campaign

This category is for audio (DRTV, radio and digital) and film. All work must seek to generate a response, and can be in paid, earned or owned media. Campaigns may be for B2C or B2B for public sector, private sector or not for profit. **T V and Radio spots should not exceed 60 seconds and radio submissions should include a script along with the audio file.

Any effort targeting an existing customer file for the purpose of enhancing customer loyalty; this includes thank-you gifts, service announcements, mail, email, online messaging, print collateral, employee communications and apps intended for existing customers. **This category does not require a measurable reply mechanism.

Launch Campaign

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Mobile Marketing - Nondisplay

Art Direction and Design

Marketing with a direct response component delivered through portable devices such as a mobile phone, PDA, PSP, tablet, GPS system, iPad or MP3 player. Marketing campaign and mobile apps must be branded and drive actionable, measurable results. Include key screens of the experience in your presentation video or an .MOV file that captures how it worked.

A campaign or individual communication that showcases exceptional and bold art direction or design that was integral to gaining a successful, measured response. As a technique category, judges will be evaluating the craft and execution as opposed to the larger idea and results.

Out-of-Home Any billboards, transit signage, multisheet posters, bus shelters, phone kiosks, mobile panels, wallscapes, etc., used to elicit a specific response.

Print For campaigns selling off-the-page or generating inquiries via print ads, loose or bound-in inserts, wraparounds on publications, or inserts in mailings Entries in this category require a clear call-to-action and measurement device.

Promotional/Activation Effort A limited-time promotion, in-store experience, product sampling, stunt or event that aims to elicit a specific customer action. All executions must be developed from the same brief. This effort must utilize at least two different media, each with a clear call-to-action and a measurable reply mechanism.

Social Media Efforts involving the use of online social media channels to support measurable marketing objectives and drive customer action through a specific call-to-action. This includes placements or campaigns on YouTube, Facebook, LinkedIn, Twitter, Orkut, Pinterest, etc.

TECHNIQUE

Copywriting A campaign or individual communication that showcases exceptional and bold copywriting that was integral to gaining a successful, measured response. As a technique category, judges will be evaluating the craft and execution as opposed to the larger idea and results.

SPECIALTY AWARDS These categories call out the best of the best; campaigns and creatives that most embody the courageous spirit of Caples.

Courageous Client of the Year All work requires a partnership between agency and client, but the Courageous Client Award celebrates that rare moment when an agency takes a client well outside of their comfort zone and the client faithfully goes along, only to see remarkable results. Please explain specifically what makes this entry so courageous, what rules were broken or risks were taken, what role the client played in making the idea a reality, and what measurements proved its success.

Creative Agency of the Year Awarded to the agency that accumulates the most points across all of their entries. Scores to be awarded as follows: Gold= 5 points, Silver= 3 points, Bronze= 1 point. This cannot be entered into directly.

These categories will be judged based on how much the copywriting or art direction contribute to the campaign concept and help to push the boundaries of courageous creative.

Best in Show Awarded to highest scoring entry submitted into the campaign categories. This cannot be entered into directly.

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DEADLINE: MARCH 6, 2017 caples.org JUDGING

JUDGING Caples is judged exclusively by creatives—leaders from more than 30 agencies around the world who come together to judge entries on three key campaign components: the boldness of the concept, the logic of the execution and the strength of the outcome. In other words, the most courageous creative solutions to today’s toughest marketing challenges. Judges will select the finalists during round one of judging. Scoring during round two will determine which work is awarded gold, silver or bronze. As we recognize the effort that submitting for the Awards requires, for the first time this year, Caples is also happy to provide individual feedback from our 2017 Jury Panel to those who seek it.

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ENTRY REQUIREMENTS

2. W hen you are entering into the Campaign and Technique categories, select the category and the type of work you will be submitting. • Single - One piece • Multiple pieces - At least two, up to six pieces of unique media

Then select your segment • Consumer • Business • Nonprofit

3. I ndividual components of a campaign may be entered as single entries into Campaign and Technique categories. If you enter any component in more than one category, we strongly suggest you adapt your market problem to fit the category you are entering.

ENTRY REQUIREMENTS

1. T o be eligible, at least some of the elements of the entry must have appeared in the market for the first time between March 8, 2016 and March 6, 2017.

4. E ach entry is required to include a description addressing the following: Target Audience, Market Problem, Objective, Solution and Results. 5. I t will be in your own interest to explain or translate any specific wordplay or local, social, cultural or political references and nuances. 6. Y ou will be offered the opportunity, when entering online, to submit information separately that should be kept confidential (i.e. submitted only to the jury). 7. W ithin the entry form, you will be required to provide a written submission. Please refer to the Sample Entry Form for more details. Once all entry information is prepared, visit caples.org to submit your entries. All entries must be submitted and paid for online. You may input your entry information and save as a draft to return at a later date to submit payment. Credit cards accepted include Visa, MasterCard and American Express. Entries that are not paid prior to judging will not be considered.

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SUPPORT MATERIAL

REQUIREMENTS: • The presentation image should be in .JPG format. • The image should be 300 dpi and 16.5 x 23.4 inches in size. • The image can be no larger than 15 MB. • Please name file with client brand at beginning of the file name.

SUPPORT MATERIAL

In addition to the online entry form, support materials are mandatory for all entries. This will enable you to expand on the success of your entry. Support materials for each category will vary, but it is suggested that you provide whichever type of support material you deem most suitable to showcase your individual entry. Please refer to each category for any specific support materials required. Samples and packaging must not include markings that identify the creative group or agency (e.g., letterheads, watermarks, etc.), with the exception of agency self-promotion entries. Clear translations are required for all work that is not in English. Country idioms that may not be understood universally must be explained. All support materials must be clearly identified and contained in an individual package. Companies sending multiple entries can use a large package for delivery purposes, but each individual entry must be contained in its own package.

• This image board will be used to represent all finalists’ entries during judging, on caples.org, and in any awards program materials. • The digital board should be just one image.

Example

SUPPORT MATERIAL TYPES & REQUIREMENTS • All campaigns are limited to six unique element samples. • All materials must be PC and MAC compatible.

Presentation image (mandatory) Every entry must be accompanied by a presentation image in .jpg format. The image should be 300 dpi and 16.5 x 23.4 inches in size. The image should summarize your entry in a clear and concise way. The image should contain no more than 80 words. • The digital presentation image board is a digital “board” that contains one campaign image and up to 80 words of copy that summarize an entry. • The judging panel will review the image board and will factor it into the judging process.

Entry video overview (highly suggested) We recommend that you include a video overview explaining the details of an entry. Judges will review all entry videos along with the presentation image board and written entry form. • Required to upload in .MP4 or .MOV format. • File size no larger than 350 MB, and a play time under 3 minutes. • Please name file with client brand at beginning. It is suggested that each entry be accompanied by a short video. • Do not send in your video as a URL.

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Physical support material

Audio

The only physical support material you can send in this year is for “Direct Mail: Dimensional” and “Direct Mail: Flat.”

Upload as an MP3 file, file size no larger than 3MB and a play time of about 3 minutes.

Ship complete support materials to:

**Please label your support material with category name, submission number, submission name, agency name and client name

‘Direct Mail, Dimensional’ and ‘Direct Mail, Flat’ Physical materials and collateral for the direct mail categories MUST BE PROVIDED to be considered for judging.

Returning Support Materials The Caples Awards will not return any support materials. Also, due to the volume of materials received, the Caples Awards cannot confirm receipt of support materials. Therefore, it is advised you use a form of traceable delivery to confirm receipt.

SUPPORT MATERIAL

Attn: Lauren Hawker Caples Awards Haymarket Media 275 Seventh Avenue, 10th Floor New York, NY 10001 Tel: +1 646 638 6186

Websites/Microsites Upload the URL during the online entry process. The URL must remain an accessible asset through May 2017

Online Ads/Emails Upload as a .GIF file or .JPG. Provide key screens on a presentation image. For display ads with rich media or flash, please consider creating a .MOV file.

350MB

1920 X 1080 RECOMMENDED

16:9

1280 X 720 MINIMUM

4:3

Video (campaign examples or elements) Upload in .MP4 or .MOV format, file size no larger than 350MB and a play time under 3 minutes. Name the file with client brand at the beginning. Do not send in your video as a URL.

.MOV .MP4

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FAQ What if my submission has confidential information? There is a section on the entry form that is dedicated to any confidential information. This information will only be seen by our judges.

What is the eligibility period for the entries? To be eligible, at least some of the elements of the entry must have appeared in the market for the first time between March 8, 2016 and March 6, 2017.

What is the cost to enter into Caples? The fee for entering a single element to both the campaign and technique categories is $385. The entry fee for entering multiple elements to the campaign and technique categories is $460. Each entry form requires a separate entry fee. Any entry can be submitted into the Courageous Client category for a $220 fee—but any entry submitted into Courageous Client also must be submitted into a campaign category to be eligible for judging.

What is the deadline to submit? FAQ

The entry deadline is Monday, March 6, 2017 at 6pm ET. Late entries will be received until Monday, March 13. However, those entries received after Monday, March 6 will incur a late fee of $130 per entry.

Can I send in physical support material? Please only send in support material for the direct mail – flat and dimensional – categories. All other support material should be sent in digitally.

How long should my video be? The video can be no longer than 3 minutes.

Can I submit an entry into more than one category? Yes! But we advise that if components of a campaign are entered in more than one category, you adapt the market problem to fit the category you are entering into.

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ENTRY FORM CAMPAIGN and TECHNIQUE Submitter Company: Client company (if not applicable write n/a) What type of work will you be submitting? • Single – one piece • Multiple - At least two, up to six pieces of unique media Select your segment: • Consumer • Business • Nonprofit Title/Headline: Product/Service: Target Audience:

Please provide a clearly written submission of: 1. Your target audience 2. The market problem/opportunity 3. The objective 4. Your solution 5. Results The submission has a 500-word limit. May be considerably less depending on the category.

Upload Support Material/Presentation image (mandatory): Every entry must be accompanied by a presentation image in JPG format. The image should be 300 dpi, 16.5 x 23.4 inches in size, and no larger than 15 MB. The image should summarize your entry in a clear and concise way. The image should contain no more than 80 words. PDFs/Images: Required to upload a PDF, GIF or JPG. The file should be no larger than 15 MB. Video: Required to upload in MP4 or MOV format, file size no larger than 350 MB, and a play time under three minutes. Name file with client brand at beginning. It is suggested that each entry be accompanied by a short video. Do not send in your video as a URL.

ENTRY FROM

Credits: Please include name, title, and company name.

Confidential Information (150 words): If you have any confidential information that cannot be viewed by the general public or published anywhere, please write it here. This information will be reserved for the judging panel only.

Audio: Required to upload as an MP3 file, file size no larger than 3 MB, and a play time of about three minutes. Websites/Microsites

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ENTRY FORM SPECIALTY Courageous Client Submitter Company Client Company (if not applicable write n/a)

Confidential Information (150 words): If you have any confidential information that cannot be viewed by the general public or published anywhere, please write it here. This information will be reserved for the judging panel only.

What type of work will you be submitting? • Single – one piece • Multiple - At least two, up to six pieces of unique media

Upload Support Material

Select your segment: • Consumer • Business • Nonprofit

Presentation image (Mandatory) Every entry must be accompanied by a presentation image in .jpg format. The image should be 300 dpi, 16.5 x 23.4 inches in size, and no larger than 15 MB. The image should summarize your entry in a clear and concise way. The image should contain no more than 80 words.

Title/Headline: Please select use of media:

PDFs/Images: Required to upload a PDF, GIF or JPG. The file should be no larger than 15 MB.

Product/Service:

Credits: Please include name, title, and company name.

Video Required to upload in MP4 or MOV format, file size no larger than 350 MB, and a play time under three minutes. Name file with client brand at beginning. It is suggested that each entry be accompanied by a short video. Do not send in your video as a URL.

Please explain what makes this entry so courageous, what rules were broken or risks were taken, what role the client played in making the idea a reality, and what measurements proved its success.

Audio Required to upload as an MP3 file, file size no larger than three MB, and a play time of about three minutes.

Explanation has a 500-word limit.

Websites/Microsites

ENTRY FROM

Target Audience:

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