2011 kam fan categories to consolidate & streamline with sw · mobile marketing (sms/mms/etc....

1

List of Categories (V9)

A Cyber

B Print

C Outdoors

D Design

E Film

F Radio & Audio

G Crafts

H Media

I Promo & Activation

J Integrated

P.2

P.5

P.7

P.10

P.11

P.14

P.15

P.16

P.19

P.21

Kam Fan Awards

Print Kam Fan

Outdoors Kam Fan

Film Kam Fan

Radio & Audio Kam Fan

Cyber Kam Fan

Media Kam Fan

Promo & Activation Kam Fan

Integrated Kam Fan

Grand Kam Fan

Special Awards

Client Award

Student Awards

P.22

P.22

Organized by:

2

A Cyber - Digital & Interactive

A-1 Website / Mini-site (Each entry can only be entered once in this category)

A-1A Campaign Site

A website/micro-site/mini-site that is built in attempt of promoting a specific campaign rather

than a long-term destination for a brand, product or service. Entries will be evaluated on

creative excellence, campaign concept, design, user experience and application of

technology.

A-1B Corporate Website

A website that is designed in attempt of a long-term destination for a brand, product or

service. Entries will be evaluated on creative excellence, design, content structure,

navigation user experience, functionality and application of technology.

A-2 Online Ad (A-2.)

A single execution of paid online display advertising including web banner ad, native ad, or

any special media buy for an innovative online ad solution; web services and/or applications

provided to a target audience to improve their experience and engagement with a brand.

Entries will be evaluated on creative excellence, concept, design, execution, innovation and

application of technology.

A-3 E-mail Marketing (A-3.)

A single execution of an e-mail marketing design. Entries will be evaluated on creative

excellence, design, response mechanism, execution and application of technology.

Response rates are optional but highly recommended.

A-4 Mobile

A single execution that exists in or is activated by a mobile device, mobile application, or

mobile website. Entries will be evaluated on creative excellence, design, response

integration, execution and application of technology.

A-4A. Mobile Marketing (SMS/MMS/etc. non-application based)

A-4B. Mobile Application (Functional/Utility App, not Game)

A-4C. Mobile Game (A game that is designed only for mobile devices including mobile phone or

tablet)

A-4D. Mobile Web

A-4E. Mobile Ad

3

A-5 Social Media

A single execution that utilizes one or numerous social media channels such as Facebook,

Twitter, YouTube, LinkedIn, Google+, Blog, Online User Generated Content & etc. as the

core of the campaign. Entries will be evaluated on social by design thinking, level of

engagement with the targeted audience, creative use of the selected social networks,

concept, design, user experience, execution and application of technology.

A-5A. Social Media Marketing (A campaign that utilizes the usage of social media channel(s) to

achieve a marketing objective)

A-5B. Social Media Application (A single execution that applies the technology of a specific social

media channel such as Facebook to develop an application in order to achieve a marketing

objective)

A-5C. Social Media Game (A game that is designed and can only be played on a social media

channel)

A-5D. Content Placement (including Copy/image/audio/video placement)

Content and editorial strategy and placement using social channels. The strategic

arrangement and curation of appropriate content that may either drive or enhance a wider

social campaign.

A-5E. User Generated Content

Social based, often personalized activity that may be designed to engage with a

community and encourage them contribute to or collaborate with a brand initiative.

Engagement may be intended to drive long term value through collaborative interaction.

Further creative use and placement of content generated will also be considered.

A-5F. Response/real-time activity

Targeted and non-targeted social activity that may utilize social platforms in order to

respond to world events, crises and other online/offline activity in a meaningful, often

creative way that may prompt social sharing.

A-5G. Community Building/management

Social activity that is designed to engage, build or maintain an online social community that

may result in an enhanced brand affinity. Community activity (passive fans versus active

fans), engagement levels and the appropriateness of targeted

conversation/communication directed at active/non-non active users will all be considered.

4

A-6 Offline Digital – Outdoor and In-store Innovation (A-6.)

A single execution that utilizes any application of digital technology to produce either a point

of sales material or an in-store display/installation to attract or engage with its targeted

customers. Entries will be evaluated on creative excellence, concept, design, user

experience, execution, innovation, and application of technology.

A-7 Best Use of Digital Technology & Innovation (Online media, mobile, OOH) (A-7.)

A single execution that utilizes an existing or newly invented technology for any paid or

non-paid online or mobile media, in additional to a digital enhancement of OOH

(Out-Of-Home) media in the traditional media space.

A-8 Best Cyber Campaign (A-8.)

A campaign that demonstrates the best use of multiple digital, social media or mobile

channels and can be proven how its target audience are engaged throughout these touch

points in the cyber space. All entries are expected to have straddled at least three different

digital, social media or mobile channels in order to demonstrate their creativity are

encompassed these channels seamlessly. Offline campaign that only uses digital, social,

or mobile media as a secondary channel should not enter this category.

5

B Print - not including Poster

B1 Print Single

B-9. Public Transport and Utilities

Buses, MTR, power, water etc

B-10. Beverages, Food, Snacks, Confectionery

Includes alcoholic and non-alcoholic drinks

B-11. Beauty & Personal Care

Skincare, cosmetics, shampoo, personal hygiene, condoms, health care products, etc.

B-12. Electronics

Mobile phones, cameras, TV, office electronics, etc.

B-13. Automotive

Cars, motorbikes, bikes, trucks, etc.

B-14. Fashion & Apparel

Branded goods, luxury goods, jewelry, watches, ready-to-wear etc.

B-15. Household products

White goods, furniture, cleaning products, pet food, stationery, etc.

B-16. Retailers and Real Estate

Stores, boutiques, shopping malls, retail chains, property etc.

B-17. Supermarket & Restaurants

B-18. Logistic & Transport

Related to shipping of goods, delivery services, freight forwarding, shipping lines, etc.

B-19. Financial and Other Corporate Services

Financial services: such as Banking, Credit Card products, Insurances etc.

B-20. Telecommunications & Media

Communication networks, publications, websites, advertising companies, media etc.

6

B-21. Entertainment, Leisure & Travel

Hotels, tourism destinations, casinos, theme parks, airlines etc.

B-22. Corporate Image & Branding (Including Sponsorships & Events)

Non-product or service based advertising

B-23. Charity, Pro bono and Public service

B-24. Others

For products not fitting into any of the above defined categories. Entries Others cannot be

re-entered in other Print Single categories

B 2 Print Campaign (B-25.)

Campaign submitted should be composed of 2 or more different executions of the Print Single.

7

C Outdoors

C 1 Poster Single

C-26. Public Transport and Utilities

Buses, MTR, power, water etc.

C-27. Beverages, Food, Snacks, Confectionery


C-28. Beauty & Personal Care


C-29. Electronics


C-30. Automotive


C-31. Fashion & Apparel


C-32. Household products


C-33. Retailers and Real Estate


C-34. Supermarket & Restaurants

C-35. Logistic & Transport


C-36. Financial and Other Corporate Services


C-37. Telecommunications & Media


C-38. Entertainment, Leisure & Travel


8

C-39. Corporate Image & Branding (Including Sponsorships & Events)


C-40. Charity, Pro bono and Public service

C-41. Others


re-entered in other Poster Single categories.

C 2 Poster Campaign (C-42.)

Campaign submitted should be composed of 2 or more different executions of the Poster Single.

C3 Outdoors Single (Including MTR, bus shelter, bus body, billboards etc.

C-43. Public Transport and Utilities


C-44. Beverages, Food, Snacks, Confectionery


C-45. Beauty & Personal Care


C-46. Electronics


C-47. Automotive


C-48. Fashion & Apparel


C-49. Household products


C-50. Retailers and Real Estate


C-51. Supermarket & Restaurants

9

C-52. Logistic & Transport


C-53. Financial and Other Corporate Services


C-54. Telecommunications & Media


C-55. Entertainment, Leisure & Travel


C-56. Corporate Image & Branding (Including Sponsorships & Events)


C-57. Charity, Pro bono and Public service

C-58. Others


re-entered in other Outdoors Single categories.

C 4 Outdoors Campaign (C-59)

Including MTR, bus shelter, bus body, billboards etc. Campaign submitted should be

composed of 2 or more different executions of the Outdoor Single.

C 5 Ambient (C-60)

Non-standard and free-form outdoor advertising that responds relevantly to the ambience.

Including special build, non-standard advertising using vehicles or in transit sites, digital

screens and non-formatted digital outdoor.

C 6 Field Marketing (C-61)

Live advertising and events including stunt, demonstrations, branded performance,

consumer and audience participation interactive games and events

C 7 Point of Sale (C-62)

All point of purchase advertising including stickers, flyers, signage, promotional giveaways

and multiple items on display in the environment.

10

D. Design

All submitted entries must have been developed in accordance to a specific client brief and

executed in its final version. Original and final materials will be required, along with all standard

documents/proofs needed for verification. Single Only.

D1 Corporate Identity:

D-63A) new or redesign of logos

D-63B) development and application of logos in stationery

D2 Posters, film exhibition, events, concerts, sponsorships (D-64)

D3 Flyers, Tickets, Cards, invitations and other greetings: (D-65)

Greetings or invitations sent physically or electronically to a private person

D4 Offline Publications: (D-66)

Design of annual reports, marketing brochures, catalogues, press kits, books, calendars etc.

D5 Broadcast design and digital design: (D-67)

Channel branding, program branding, idents, website intros, etc

D6 Packaging design (D-68)

D7 Brand Environments and space design: (D-69)

Retail environment, seasonal displays, pop-up stores, showrooms, concept stores,

installation, public space, exhibition etc.

D8 Promotional Items (D-70)

Clothing, promotional gifts and samples, guerrilla marketing accessories, promotional items

and brand merchandise

11

E Film

E 1 TVC Film Single

Entry of this category is for films broadcasted on TV. Media schedule & placements are needed

as support.

E-71. Public Transport and Utilities


E-72. Beverages, Food, Snacks, Confectionery


E-73. Beauty & Personal Care


E-74. Electronics


E-75. Automotive


E-76. Fashion & Apparel


E-77. Household products


E-78. Retailers and Real Estate


E-79. Supermarket & Restaurants

E-80. Logistic & Transport


E-81. Financial and Other Corporate Services


E-82. Telecommunications & Media


12

E-83. Entertainment, Leisure & Travel


E-84. Corporate Image & Branding (Including Sponsorships & Events)

Non-product or service based advertising)

E-85. Charity, Pro bono and Public service

E-86. Others


re-entered in other TVC Film Single categories.

E 2 TVC Film Campaign (E-87.)

Entry of this category is for films broadcasted on TV. Media schedule & placements are

needed as support. Campaign submitted should be composed of 2 or more different

executions of the TVC Film Single.

E 3 Other Screens / Non –TV Broadcast Film / Webisode Single (E-88.)

Entry of this category precludes entry into other categories or needs to be longer

execution and must be different version than TV. Films that ran on alternative screens but

NOT on TV i.e. online, in cinemas, lifts, taxis, in-store, transportation TV and outdoor TV.

E 4 Other Screens / Non –TV Broadcast Film / Webisode Campaign (E-89.)

Entry of this category precludes entry into other categories or needs to be longer

execution and must be different version than TV. Films that ran on alternative screens but

NOT on TV i.e. online, in cinemas, lifts, taxis, in-store, transportation TV and outdoor TV.

Campaign submitted should be composed of 2 or more different executions of the Other

Screens / Non –TV Broadcast Film / Webisode Single.

13

E 5 Social and Interactive Video

A single video execution that has never been broadcasted on television or other non-online

channels such as elevators, buses or in-store TV screens. Any aired TV commercial is not

eligible to enter unless it is a different edited execution of the original broadcast version.

The films/videos can be uploaded to any website (corporate site, mini-site or mobile site &

etc.), online portal (e.g.TVB.com or NextMedia ActionNews & etc) or Social Media channel

(e.g. Youtube, Vimeo, Facebook page & etc). Single only.

E-90. Social Video

Online videos specifically created for the internet or online social platforms that are intended

for widespread sharing. Entries will be evaluated on their creative excellence, execution,

levels of engagement, social reach and the creative use of social networks and activities to

its non-paid media related viral success.

E-91. Interactive Video

Online, interactive videos that have at least one of the following levels of interactivity:

conversational, customizable, narrative, and explorative. Entries will be evaluated on their

creative excellence, concept and execution.

14

F. Radio & Audio

F-92. Radio Single

F-93. Radio Campaign

F-94. Other Use of Audio Single

F-95. Other Use of Audio Campaign

15

G. Crafts

Craft excellence in respective areas that brings alive the idea to its best. Crafts will not be

included in the tally, and not eligible to compete for Grand Kam Fan. Craft entries must be no

more than 5 items. Single only.

G 1 Print / Outdoor Crafts

G-96. Chinese Copy

G-97. English Copy

G-98. Art Direction

G-99. Illustration

G-100. Typography

G-101. Photography

G 2 Film / Radio & Audio Crafts

G-102. Chinese Copy

G-103. English Copy

G-104. Art Direction

G-105. Direction

G-106. Editing

G-107. Cinematography

G-108. Use of Original Music

The impact & success of original music compositions, created specifically for

film advertisements.

G-109. Sound Effect / Sound Design

The creative use of sound within film advertising. Technical excellence in

recording, mixing and the synthesis of samples & sound effects along with the

cohesion of the edit and its impact on the overall piece.

G-110. Animation / Special Effect

G 3 Cyber / Mobile Crafts

G-111. Interface & navigation (The interactive journey with a digital product or service.)

G-112. Animation/ motion Graphics, illustration and Graphic design, use/Curation of image(s).

(Creative application of photography, artwork, illustration, graphic, or other images.)

16

H. Media

H1 Media Single

H-113. Best use of Print

H-114. Best use of Screens

Including TV, cinema, in-flight, and outdoor screens etc.

H-115. Best use of Outdoor

Traditional billboard or poster sites, bus shelters and transit advertising using standard

advertising space

H-116. Best use of Digital Platforms

Including websites, microsites, banner ads, instant messaging, email marketing, digital

POS, new technology, games, virtual worlds, downloadable applications including

screensavers, widgets etc. Any campaign using social media as the primary channel

should be entered in category H-109 Best use of Social Media

H-117. Best use of Mobile Devices

Mobile technology including smartphones, tablet computers, Bluetooth, SMS, MMS, WAP,

and mobile applications etc.

H-118. Best use of Social Media

Including viral advertising, blogs, social networking sites and applications, consumer

generated content

H-119. Best Digital Performance Base Marketing Strategy

Effectively maximizing search engine dynamics, expanding audience reach through

innovative platform targeting, includes search engine optimization and/or paid search

H-120. Best use of special events and stunt/live advertising

Including guerilla marketing, live events, shows, concerts & festivals, experiential events,

large and small scale stunts etc.

H-121. Best use of Branded Content & sponsorship

Including promotion of a brand’s value and position by going beyond traditional

advertising channels, and utilizing the generation of content. E.g. Seamless integration of

a product in a television program, or advertiser funded programming

17

H-122. Best use of Ambient

Effective use of the environment, which includes execution in bars & restaurants, such as

glasses, beer mats & ashtrays, petrol pumps, flyers, stickers, signage, tickets barriers, floor

media and other adaptations of exterior locations, signage, buildings or street furniture etc.

H-123. Best use of Audio

Radio, podcast and other audio technology

H 2 Media Campaign

Campaign submitted should be composed of 2 or more different executions.

H-124. Best use of Print

H-125. Best use of Screens (Including TV, cinema, in-flight, and outdoor screens etc.)

H-126. Best use of Outdoor

Traditional billboard or poster sites, bus shelters and transit advertising using standard

advertising space

H-127. Best use of Digital Platforms

Including websites, microsites, banner ads, instant messaging, email marketing, digital

POS, new technology, games, virtual worlds, downloadable applications including

screensavers, widgets etc. Any campaign using social media as the primary channel

should be entered in category H-117

H-128. Best use of Mobile Devices

Mobile technology including smartphones, tablet computers, Bluetooth, SMS, MMS, WAP,

and mobile applications etc.

H-129. Best use of Social Media

Including viral advertising, blogs, social networking sites and applications, consumer

generated content

H-130. Best Digital Performance Base Marketing Strategy

Maximizing search engine dynamics, expanding audience reach through innovative

platform targeting, includes search engine optimization and/or paid search

H-131. Best use of Special events and Stunt/live advertising

Including guerilla marketing, live events, shows, concerts & festivals, experiential events,

large and small scale stunts etc.

18

H-132. Best use of Branded Content & Sponsorship

Including promotion of a brand’s value and position by going beyond traditional

advertising channels, and utilizing the generation of content. E.g. Seamless integration of

a product in a television program, or advertiser funded programming

H-133. Best use of Ambient

Effective use of the environment, which includes execution in bars & restaurants, such as

glasses, beer mats & ashtrays, petrol pumps, flyers, stickers, signage, tickets barriers,

floor media and other adaptations of exterior locations, signage, buildings or street

furniture etc.

H-134. Best use of Audio

Radio, podcast and other audio technology

H-135. Best Small Budget Campaign (up to HK $0.5 M)

H-136. Best Integrated Media Campaign

Entries in this category MUST show that multiple types of media were used in the

campaign (e.g. Screens, Audio, and Outdoor). Entrants will be judged on how successfully

they have integrated the chosen media throughout the campaign, with emphasis placed

on how well the different types complement and build on each other.

H-137. Best use of Insights

Best use of data and analytics to come up with new perspective and insight that deliver

creative and effective media ideas, strategies or implementations. Entries must

demonstrate how data and analytics contributed to idea/ campaign.

19

I. Promo & Activation

The definition of Promo & Activation is designed to create immediate activation and/or offer for

the sales of a product or service. This may be effected using sampling, tie-ins, competitions,

events, in-store advertising events, exhibitions and other promotional vehicles, such as digital

media.

The same entry can only be entered a maximum of 3 times into Promo categories, if eligible.

I 1 USE OF PROMO & ACTIVATION

In these categories your work will be judged specifically on how the medium was used to evoke

consumer activation.

I-138. Use of Ambient (large and small scale)

Traditional outdoor/billboards and non-traditional ambient including, 3D and non-standard

shaped sites, ticket barriers, signage, wallscape, digital billboards, window clings, building

wrapping, executions that utilize a space or an existing permanent feature, helicopter

banners, etc.

Small Scale including, out-of-store sampling, glasses, beer mats and ashtrays, flyers,

stickers, signage, street teams, street art, street furniture and transit advertising

I-139. Use of Broadcast

Cinema, TV and radio

I-140. Use of Print / Point of Sale

Newspapers, magazines, trade journals

I-141. Use of Field Marketing

Including: short/one-off live pop up executions, street teams, publicity stunts, street stunts,

sport events, exhibitions, music festivals, fairs, trade shows, corporate entertainment, live

concerts, built stages

I-142. Use of Customer In-store Experience

Including: in-door temporary installations and displays, using samples, packaging, special

discounts, customer marketing, promotions, incentives, product demonstrations,

store-within-a –store, banners, posters

20

I 2 PROMO & ACTIVATION: DIGITAL & SOCIAL

I-143. Use of Digital Media

Including websites, microsites, search engines, banner ads, email marketing, digital POS,

branded content, New technology, games, augmented reality, virtual worlds, downloadable

applications including screensavers, widgets etc. (Submit appropriate photographs, video

and/or samples as support. Submit URL on online entry form).

I-144. Use of Mobile Marketing

Including Bluetooth, MMS, SMS, WAP, PDA, GPS, tablet, MP3 players, mobile games and

applications, QR codes, widgets, mobile marketing, other mobile communication.

I-145. Use of Social Media

Social networking sites, blogs, wikis, video-sharing sites, hosted services, etc.

21

J. Integrated

To be jointly submitted by Creative & Media Agencies, if both parties involved.

J-146. Best Integrated Campaign

(Entries should demonstrate diversified marketing activities that are integrated with at least

three different forms of advertising e.g. radio, TV, print, poster, outdoor, direct, digital, mobile,

DM, collateral etc. Entries will be evaluated on creative idea, design, response

mechanism, execution and use of media)

22

Kam Fan Awards

No Kam Fan Awards will be given to Client Award and Crafts

Print Kam Fan

(No entries required. Gold award winners from category B are eligible)

Outdoors Kam Fan

(No entries required. Gold award winners from category C are eligible)

Film Kam Fan

(No entries required. Gold award winners from category E are eligible)

Radio & Audio Kam Fan

(No entries required. Gold award winners from category F are eligible)

Cyber Kam Fan

(No entries required. Gold award winners from category A are eligible).

Media Kam Fan

(No entries required. Gold award winners from category H are eligible).

Promo & Activation Kam Fan

(No entries required. Gold award winners from categories I are eligible)

Integrated Kam Fan

(No entries required. Gold award winners from categories J are eligible)

Grand Kam Fan

(No entries required. All Kam Fan Awards winners are eligible)

Special Awards

1. Client Award

Awarded to the Boldest Client on use of Creativity or Media

(This Award is a distinguished honor given to the Best Advertiser of the year

recognized by the panel of Judges on the boldest use of Creativity or Media.

This award is given at the judges’ discretion and all work will be considered.

No entries required.)

2. Student Awards

2011 kam fan categories to consolidate & streamline with sw · mobile marketing (sms/mms/etc....

Documents