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Total consumer journey and experience with the brand, including brand activation activities that generate interaction and participation of the intended target market. Entries must demonstrate creativity in bringing brands to life and may include, but are not limited to, events and field marketing, in-store marketing, shopper marketing, merchandising, and product launches.
Masterful crafting, delivery, and execution of compelling and authentic brand stories about human realities, that inspire and move people to action, in single or multiple forms of media.
Original content created for or integrating a brand through strategic collaborations with publishers or media partners, programs, series, or films, as well as user-generated content.
Excellent technical craftsmanship (direction, casting, production design, editing, cinematography, etc.) that brings a creative idea to life, through its powerful execution – film craft, digital craft.
Recognizes creative, innovative, and successful execution or staging of events such as trade shows, product launches, business/sports/music/ festivals/cultural events, and so on. The case study must show how the event created impact and achieved impressive results.
Creative and mind-blowing use of new or old technology in brand storytelling.
Demonstration of technological creativity that embodies the relationship between a big idea and radical technology. Entries must showcase tailor-made solutions that address a consumer need or deliver a product, service or brand message in a new way.
Campaigns that use reputation and information management to engage and build audiences for a brand while closing the gap between businesses and their publics.
Regional Brand Development
Entries that excel in building brand presence beyond national borders, and are effectively implemented in at least three (3) countries.
Campaigns that have effectively run for the past three years (2018-2020) that demonstrate commitment to creative brand purpose, with impressive results.
Best Collaboration & Partnership
Recognizes the success of a campaign out of partnership between (example: between an agency, media owner, brand or ad technology owner and even brand to brand collab). The collaboration should have been a key element to the success of the campaign.
Brand campaigns celebrating local traditions, cultures and values of people in a country or region
Campaigns that demonstrate the creative use of sound to relay a story. Entries must communicate the brand message through audio excellence, sonic innovation or superior aural storytelling. This category includes entries in the form of radio ads, podcasts, music, etc.
Best Engagement Strategy
Recognizes the media execution / campaign that can deliver the most successful consumer engagement, showing actual results and KPIs.
Best Use of Data and Insight
Showcase the best use of data and insights and demonstrate effectiveness of reaching audience for the campaign. This can also be derived from insights and information funneled from analytics and even qualitative data.
Best Use of Programmatic
Strategic and creative efforts that demonstrate standout use of programmatic media buying, delivering not only effective but efficient results. Entries include the use of software or any programmatic channel to purchase advertising as opposed to traditional process of ad placements.
Best Use of Real-time Marketing
Most successful and engaging media execution based on real-time information and platform. The strategy may be planned in advance but delivers brand’s objectives. Includes marketing via emails, trends or events, engaging with customers on social media, personalized content based on interactions, live experiential acts and promotion.
Brand Experience & Activation
Best creative idea, strategy, and execution of a brand experience and activation program resulting in increased customer engagement, brand love, and commercial success.
Campaigns that demonstrate strategic and tactical thinking in the use of multiple media touchpoints to deliver a compelling, single-minded message.
Executions that exemplify the use of portable, hand-held, and/or wearable devices as integral elements of the campaign.
Work and ideas that capture the attention of the target market out-of-home, leveraging public spaces to bring the brand experience to life.
Works that embody creativity in printed and/or poster material, either in circulation or via outdoor installations.
Entries in this category must demonstrate innovation in crafting brand storytelling intended for consumption via a screen – TV ads, cinema, online, out-of-home, etc.
Humanity & Culture
Campaigns that promote a cause or principle that positively impacts social, political and economic structures, and societies at large, while managing to seamlessly connect with the brand’s core message.
Arts, Culture & Heritage
Campaigns or marketing programs using any media channel that raises the audience’s appreciation and consciousness for the sublime--e.g. painting, sculpture, architecture, music, literature, history, etc.--in order to uplift lives of people and society at large.
Care for the Environment
Brand campaigns that effectively heighten the awareness of the audience towards their responsibility as stewards of the earth and their grave duty to cultivate, protect, and preserve the world around them.
Education & Lifelong Learning
Activities that highlight causes explicitly related to the education sector, either by engaging the public in providing a solution to a problem, or else by creating an idea that solves the problem in an innovative and insightful way.
Family Centered Brand
Campaigns that communicate the importance of nurturing the smallest yet most fundamental social unit - the family.
Food & Nutrition
Brand campaigns that promote better nutrition and encourage responsible food choices for improved health and overall wellness.
Health & Wellness
Works that promote the overall health and wellness of individuals and communities, focusing on, but not limited to, good nutrition, disease prevention, general hygiene, mental health, exercise, etc. while adhering to the brand message and personality.
Campaigns or stand alone executions that leverage an understanding of human insight and compelling call-to-action to effect positive social change. Entries must generally involve, though are not limited to, causes related to day-to-day contributions to nation-building (e.g. traffic safety, public cleanliness, commuter etiquette, etc.).
Brand campaigns that celebrate seasonal occasions such as Christmas, Father’s Day, Mother’s Day, and so on, through effective meaningful stories.
Brands that buck the trend in youth marketing, character building, and foster a positive transition into adulthood.
Marketing campaigns for latest fashion in clothing, footwear, lifestyle, accessories, makeup, hairstyle, and other fashion items that promote values such as good taste, elegance and propriety, respect for women, and so on.
Digital and Ecommerce
Campaigns or content strategies that have worked effectively in driving creativity, brand purpose and business results across platforms i.e. website, social media, etc.
Ecommerce strategies, creative designs and online experiences that have delivered purpose and positive business results all throughout the online journey.
360 Ecommerce strategies and online experiences & activations that have worked effectively in terms of brand purpose and business results.
O2O - Online to Offline
Digital campaigns or marketing programs that have strong online to offline components and vice-versa that have worked well in terms of business and purpose.
Digital Innovation and Tech
High-tech and innovative campaigns, solutions or executions that have worked successfully in terms of brand purpose and business results.
Social Ecommerce strategies, solutions and executions that have worked excellently in driving business and brand purpose.
360 Digital strategies, solutions and online experiences that have worked effectively in terms of brand purpose and business.
Social media campaigns or executions that have worked successfully in driving purpose, meaning and business.
Search and Performance
Campaign or executions that used SEO and SEM solutions to drive business and purpose.
Content Creation & Influencer Marketing
Best Content Creator and Influencer
Content creators and influencers who have promoted values and created positive impact effectively in any of the following sub categories:
10. Health and Wellness
Best Platform Influencer and Content Creator
Content creators and influencers who have promoted values and created positive impact effectively in any of the following platforms:
Creator and Influencer Council
of the Philippines
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2021 ASIA PACIFIC TAMBULI AWARDS