Direct
The Direct Lynx celebrates targeted and response-driven creativity.
The work should demonstrate how insights and/or data were used as part of the strategy to engage specific target audience groups and develop customer relationships, inspiring action and producing measurable results.
The work should demonstrate how insights and/or data were used as part of the strategy to engage specific target audience groups and develop customer relationships, inspiring action and producing measurable results.
Overview
A number of criteria will be considered during judging and weighted as follows: 30% idea; 20% strategy; 20% execution; 30% impact and results.
The same piece of work can be entered up to three times in Direct. However, the same piece of work may only be entered once in ‘A. Direct: Sectors’.
The same piece of work can be entered up to three times in Direct. However, the same piece of work may only be entered once in ‘A. Direct: Sectors’.
A. Direct: Sectors
The same entry can be submitted only once in this section.
A01 Consumer Goods.
All fast moving & durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture, consumer electronics and cars and automotive products & services.
* All fast food entries should go in A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
A03 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport and travel related services, including public transport and tourism boards. All entertainment and leisure related services, including museums, festivals and gyms. All shops, including online shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafes and bars.
A04 Media / Entertainment.
Music, film, television, publications & media, books, news, digital platforms, other media.
A05 Consumer Services / Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications.
A06 Not-for-profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All CSR work should be entered in the relevant sector and/or G06. Corporate Purpose & Social Responsibility category in section G. Culture & Context.
A01 Consumer Goods.
All fast moving & durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture, consumer electronics and cars and automotive products & services.
* All fast food entries should go in A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
A03 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport and travel related services, including public transport and tourism boards. All entertainment and leisure related services, including museums, festivals and gyms. All shops, including online shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafes and bars.
A04 Media / Entertainment.
Music, film, television, publications & media, books, news, digital platforms, other media.
A05 Consumer Services / Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications.
A06 Not-for-profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All CSR work should be entered in the relevant sector and/or G06. Corporate Purpose & Social Responsibility category in section G. Culture & Context.
B. Use of Direct
The use of mediums as a piece of direct communication for a brand.
B01 Mailing.
One dimensional and multi-dimensional mailings. This could include, but not be limited to, greeting cards, invitations, samples, pop ups and all other types of mailed collateral.
* Please send physical samples for the jury to experience.
B02 Small Scale Media.
Non-mail and print collateral, including items in bars & restaurants and all other hand-held (or equivalent in size) items.
* Small Scale' refers to the physical size of the ambient item, not the scale of the distribution. Please send physical samples for the jury to experience.
B03 Large Scale Media.
Non-traditional media, including stunts, street teams, events, outdoor / ambient media and other mediums which encourage direct interaction and seek a measurable response.
* ‘Large Scale' refers to the physical size of the ambient item or activation, not the scale of the distribution.
B04 Use of Broadcast.
Direct led work using cinema, TV or audio. The work should demonstrate how the chosen medium led the other direct elements.
B05 Use of Print / Outdoor.
Direct work using Print or Outdoor. This could include, but not be limited to, newspapers, magazines, inserts, trade journals, traditional billboard or poster sites, bus shelters and transit advertising using standard advertising space.
* Augmented billboards to be entered into B03. Large Scale Media.
B06 Use of Technology.
Other technology methods. This could include, but not be limited to, dynamic ads and creative optimization techniques.
B01 Mailing.
One dimensional and multi-dimensional mailings. This could include, but not be limited to, greeting cards, invitations, samples, pop ups and all other types of mailed collateral.
* Please send physical samples for the jury to experience.
B02 Small Scale Media.
Non-mail and print collateral, including items in bars & restaurants and all other hand-held (or equivalent in size) items.
* Small Scale' refers to the physical size of the ambient item, not the scale of the distribution. Please send physical samples for the jury to experience.
B03 Large Scale Media.
Non-traditional media, including stunts, street teams, events, outdoor / ambient media and other mediums which encourage direct interaction and seek a measurable response.
* ‘Large Scale' refers to the physical size of the ambient item or activation, not the scale of the distribution.
B04 Use of Broadcast.
Direct led work using cinema, TV or audio. The work should demonstrate how the chosen medium led the other direct elements.
B05 Use of Print / Outdoor.
Direct work using Print or Outdoor. This could include, but not be limited to, newspapers, magazines, inserts, trade journals, traditional billboard or poster sites, bus shelters and transit advertising using standard advertising space.
* Augmented billboards to be entered into B03. Large Scale Media.
B06 Use of Technology.
Other technology methods. This could include, but not be limited to, dynamic ads and creative optimization techniques.
C. Digital & Social
The use of digital and social mediums and techniques as a piece of direct communication for a brand.
C01 Use of Social / Digital Platforms.
The use of digital platforms or social networks to create and / or enhance relationships with a community / consumers.
C02 Use of Mobile & Devices.
Targeted communication with a clearly identifiable call to action or response mechanism delivered through mobile / portable devices.
C03 Real-time Response.
Targeted social activity which responds to world events, public affairs and other real-world, real-time activity prompting social sharing and a measurable response.
C04 Co-creation & User Generated Content.
Social activity designed to encourage a community / fanbase to contribute or collaborate with a brand initiative through a clear call to action.
C01 Use of Social / Digital Platforms.
The use of digital platforms or social networks to create and / or enhance relationships with a community / consumers.
C02 Use of Mobile & Devices.
Targeted communication with a clearly identifiable call to action or response mechanism delivered through mobile / portable devices.
C03 Real-time Response.
Targeted social activity which responds to world events, public affairs and other real-world, real-time activity prompting social sharing and a measurable response.
C04 Co-creation & User Generated Content.
Social activity designed to encourage a community / fanbase to contribute or collaborate with a brand initiative through a clear call to action.
D. Data
Work driven by the creative use of data which enhanced the customer experience and led to measurable business results.
D01 Data Strategy.
The application of data which significantly forms the basis of the direct strategy, helping to profile customer’s behaviour and segmentation, ultimately leading to successful direct marketing activities.
D02 Data-driven Targeting.
The interpretation and analysis of data used to build a targeted communication for a specific audience. This could include, but not be limited to, hyper-targeting, precision targeting, audience mapping and targeting segmentation.
D01 Data Strategy.
The application of data which significantly forms the basis of the direct strategy, helping to profile customer’s behaviour and segmentation, ultimately leading to successful direct marketing activities.
D02 Data-driven Targeting.
The interpretation and analysis of data used to build a targeted communication for a specific audience. This could include, but not be limited to, hyper-targeting, precision targeting, audience mapping and targeting segmentation.
E. Strategy
Work that generated a significant consumer response through the use of a specific direct strategy.
E01 Acquisition & Retention.
Direct marketing used to maintain, drive new and reinvigorate lapsed relationships with B2B and B2C audiences.
E02 Launch / Re-launch.
Direct work created to launch or re-launch a product or service.
E01 Acquisition & Retention.
Direct marketing used to maintain, drive new and reinvigorate lapsed relationships with B2B and B2C audiences.
E02 Launch / Re-launch.
Direct work created to launch or re-launch a product or service.
F. Campaign
F01 Integrated Campaign Led by Direct.
Work which uses multiple platforms and is initiated, led or driven predominantly by direct marketing.
G. Culture & Context
Work that is brought to life through cultural insights and regional context.
G01 Local Brand.
Work for brands that are only distributed in a single locality or market that resonated with a specific target audience.
G02 Challenger Brand.
Brands which have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
G03 Single Market Campaign.
Campaigns that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.
G04 Social Behaviour & Cultural Insight.
Campaigns inspired by a specific audience / community, hinging on identifiable social behaviour or cultural insights.
G05 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
G06 Corporate Purpose & Social Responsibility.
Purpose driven work / brand activism that address social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and impacted communities by connecting customers to culture.
G07 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.
G01 Local Brand.
Work for brands that are only distributed in a single locality or market that resonated with a specific target audience.
G02 Challenger Brand.
Brands which have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
G03 Single Market Campaign.
Campaigns that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.
G04 Social Behaviour & Cultural Insight.
Campaigns inspired by a specific audience / community, hinging on identifiable social behaviour or cultural insights.
G05 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
G06 Corporate Purpose & Social Responsibility.
Purpose driven work / brand activism that address social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and impacted communities by connecting customers to culture.
G07 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.