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Entry GuidelinesEntry Guidelines

24 February 201724 February 2017

Shangri-La Hotel

24 February 201724 February 2017Shangri-La Hotel

We’re 5 Years Old!

Back to celebrate mobile excellence, this is the place for the top mobile performers to compete for the ultimate glory in the industry. Following the resounding success of last year’s Mob-Ex Awards, we’re back for its fifth edition and Marketing Magazine would like to invite those from Southeast Asia, South Asia and ANZ regions to get involved with the 2017 edition of Mob-Ex Awards.

Since its inception back in 2013, The Mob-Ex Awards has grown considerably but remains focused on its original mission: to reward leading organisations that have pushed their limits and achieved success on mobile platforms, through sound and innovative mobile marketing strategies.

Carefully judged by over 20 senior experts from the regions, Gold, Silver and Bronze awards will be awarded for each category and the leading performers across all will receive the highest honours of Best in Show – Brand and Best in Show – Agency / Solution Provider on 24 February 2017 at Shangri-La Hotel Singapore.

Here’s your chance to get involved with Mob-Ex 2017 and you may enter as many categories as you like. Check out all the details on the site and get involved today!

AWARDS CATEGORIES

1. Best App – Community Service

2. Best App – Consumer Brand

3. Best App – Creativity

4. Best App – Games/Entertainment

5. Best App – Government

6. Best App – Media Owner

7. Best App – Utility

8. Best Campaign – Brand Awareness

9. Best Campaign – CRM Loyalty and Engagement

10. Best Campaign – Direct Response

11. Best Campaign – In-App Advertising

12. Best Campaign – Incentives and Rewards

13. Best Campaign – Informative Use of Mobile

14. Best Campaign – Innovation

15. Best Campaign – Integration of Mobile

16. Best Campaign – Location-Based Marketing

17. Best Campaign – Mobile for an Event

18. Best Campaign – Mobile Launch/Re-launch

19. Best Campaign – Original Content

20. Best Campaign – Research and Insights

21. Best Campaign – Social Platform

22. Best Campaign – Tablets

23. Best Campaign – Use of Multiple Mobile Channels

24. Best Campaign – User Experience

25. Best Campaign – Video/Rich Media

26. Best Campaign – Viral Marketing

27. Best Solution – mCommerce

28. Best Solution – Mobile Advertising

29. Best Solution – Mobile Site

30. Best Team- In-House

31. Best Team – Solution Provider

32. Best in Show – Brand (Not for Entry)

33. Best in Show – Agency / Solution Provider

(Not for Entry)

AWARDS CATEGORIES

MOB-EX AWARDS 2017 | 1


This document is designed to assist you with your entry submission..

Please read the following instructions and specific category requirements to ensure your entries are submitted successfully.

All entries, supporting documents, and required items must be submitted online at:www.marketing-interactive.com/mob-ex-awards/sg

DEADLINE FOR ENTRY The entry submission deadline is midnight, 9 December 2016 (Friday).

ELIGIBILITY Entries are open to any active, launched or updated marketing initiatives, campaigns or projects that are conducted within the eligibility period and in the markets specified below.

The eligible period is 1 December 2015 to 30 November 2016.

Entrants from the following regions are eligible: South Asia, Southeast Asia and ANZ^.

Entrants must have an office in the eligible^ region, and work must have been carried out for a regional and/or global market that includes any country in that regions.

Entrants may submit the same entry in multiple categories. There is no limit to the number of entries an entrant may submit.

KEY DATES

Entries close 9 December 2016, 2359 hours (Friday)

Awards ceremony 24 February 2017 (Friday)


SUBMISSION OVERVIEW

WHO CAN ENTER Submissions are open to client organisations and brands, however mobile operators, mobile agencies, advertising agencies, media agencies, digital agencies, PR firms, ad-networks, media owners, app developers and content providers can submit the entries on behalf of their client.

Media owners who submitted the entries on behalf of the clients will be credited only if there is at least 80% of work involvement in planning and executing a marketing campaign with clients.

Entries carried out in partnership between organisations are welcomed too.

^ Countries in the eligible regions include the following:Australia, Bangladesh, Bhutan, Brunei, Cambodia, East Timor, India, Indonesia, Laos, Malaysia, Maldives, Myanmar, Nepal, New Zealand, Pakistan, Papua New Guinea, Philippines, Singapore, Sri Lanka, Thailand and Vietnam.



Submission is done online.

Any or all information (unless specified as confidential and for use only by the awards jury) may be used during and after the Mob-Ex Awards gala dinner, and on any and all related materials including trophies and signage.

During the online submission process, you will be prompted for the information below. Please have the following prepared:

START REGISTRATIONEmail address (you’ll have to key in your email address before you can proceed with the online submission process)

CONTACT PERSON1. Full name: 2. Company name: 3. Job title: 4. Email:5. Telephone number: 6. Mobile number: 7. Mailing address:

ENTRY DETAILSCategory: Client Organisation:Name of Campaign/ Initiative/ Programme:Brand (if different from client):Agency (if any):

Team Credits (Client and Agency):(Separate team members with a ‘;’ e.g. ‘<full name>, <job title>,<organisation>; < full name>, <job title>, <organisation>; ‘ etc.)

Files to uploadThe client organisation’s logo (in hi-res)

ENTRY SUBMISSION

The Core Submission Document that contains the following:

1. Context/challenge2. Strategy3. Execution4. Results

(or for Team Categories)

1. Context 2. Profile3. Achievements4. Argument

Please refer to the judging criteria below for details on these four items.

If you are submitting more than one entry, tailor each entry to its respective category guidelines.Appendix (Supporting documentation (campaign images, screenshots, graphs, charts, illustrations, videos, YouTube URLs etc.)) *optional

Only maximum of 10 supporting files will be allowed.Filename should not include any special characters like &, _, (, @,#,$,%, etc.

Any specific information or content intended for judging purposes only must be clearly indicated in red text, or highlighted in red. Any text in red or highlighted in red will not be used for publication, and will not be disseminated beyond the judging panel in any way.


REQUIRED FORMATS

Core Submission Document: .pdfSupporting documents: .pdf, .xls, .ppt, .docImages: .jpg, .pngMax file size (all documents): 10MBMin resolution for Images: 300dpi

Due to system restrictions, please upload any videos to a “public or unlisted” link on YouTube, and insert the link into your Core Submission Document.

FEES

SGD 280 per entry (exclusive of GST, applicable for Singapore-based companies only.)

Payment modes: Credit cards (Visa, MasterCard, Amex).All entries are non-refundable.

For questions regarding entry submissions and table sales,please contact:

Daing Hazran+65 6423 [email protected]

ENTRY SUBMISSION


SOLUTIONS / CAMPAIGN CATEGORIES TEAM CATEGORIES


Please read through the requirements below before you prepare your Core Submission documentations.

In your Core Submission Document, address the following criteria for the relevant categories. Keep your answers as concise as possible, and do not exceed the respective criteria word limit. Tailor your answers based on the category you are entering for (see the Category Descriptions below).

JUDGING CRITERIA

Context/challenge (20% - max 300 words)

Who/what was the client/brand/product? What were the primary objectives? Who was the target audience? What key challenges did you face?

Strategy (30% - max 500 words)

What was the solution to the client’s marketing objectives? Why mobile? Provide a clear rationale of why the specific category was chosen to help address its need. What made this relevant and compelling? Explain the reasons behind this approach. Outline the creative thinking behind it, and how it was developed to conceive an impactful and meaningful idea. What was the core insight on which you focused your strategy?

Execution (30% - max 500 words)

How was your strategy implemented and brought to life? Describe the experience through the eyes of the target audience. Any other important factors that was meaningful to its success? What was unique and special? Did everything go according to the plan, or did you have to improvise/adjust along the way?

Results (20% - max 450 words)

How did the app/campaign/initiative perform? What were the results? Give clear evidence/metrics demonstrating its performance, and a case for why it solved the marketing problem you faced, and a clear rationale as to why you believe this qualifies for a Mob-Ex Award.Quantify and be as specific as possible. Entries without qualified evidence will be penalised.

Recommended information (where applicable)

• start / launch date • end date • key objectives • target audience• key competitors • budget provided • media channel/s used• strategic thought behind the type of app/campaign/programme chosen• creative expression • creative/media rationale• evidence/metrics showing the marketing objectives

Context: (20% - max 300 words)

Who/What were the team’s key projects/clients over the judging period? Set the scene, outline (where relevant) the competition, team size, resources and budgets. What were the main challenges faced by the team?

Profile: (30% - max 500 words)

Detail the roles, responsibilities, years of experience and strengths of the team players. How did the team dynamics and/or client relationships fare over the judging period?

Achievements: (30% - max 500 words)

How were the brand’s/client’s objectives achieved? Provide relevant evidence of the brand/client’s performance over the judging period.

Argument: (20% - max 300 words)

Finally, justify what sets the team apart as leaders in the mobile marketing industry and why it deserves to win based on its performance, development and future outlook.

CATEGORY DESCRIPTIONS


1) Best App – Community Service

Recognises the best mobile application aimed at aiding and improving the lives of the local community or advocating for a public cause or initiative. The app could be focused on information related to transportation, the environment, charitable causes, entertainment and culture, education and more.

2) Best App - Consumer Brand

Recognises the best mobile application designed to increase consumer interest in the product category and change consumers’ attitude towards the brand. Any brand-owned app that provides an informational or practical function, or offers entertainment or gaming, is eligible for this category.

3) Best App – Creativity

Recognises the best mobile application that implements creativity, new techniques, unconventional execution, and/or channels the creativity of its users, while creating brand awareness and driving a core marketing objective.

4) Best App – Games/Entertainment

Recognises the best mobile application that uses games, quizzes, contests, celebrities in marketing campaign that was created for a brand and/or on behalf of entertainment property to enhance a brand’s consumer awareness through mobile engagement.

5) Best App - Government

Recognises the best mobile application designed to help improve communication, information flow and access to data. This award is eligible for any government-owned app that provides utility or information regarding the economy, commerce and industry, employment, the environment, social welfare, education, infrastructural development, culture and recreation, infrastructure development or government services.

6) Best App - Media Owner

Recognises the best mobile application designed to help mobile publishers build stronger relationships with their audience.This award is eligible for any media-owned app that provides convenience, entertainment, or education to the end user, while increasing brand proposition and subscription. This category is open to organisations, digital publishing and media organisations.

7) Best App – Utility

Recognises the best mobile application empowers audiences to make informed decisions on their fingertips, through utility apps that allow them to track or monitor their activity or consumption. Examples include health-related counters, financial monitoring tools, a telco’s usage tracker, or any other utility or productivity-related apps. Entrants will have to demonstrate the app relevancy to the brand, how the users were able to associate it to the brand, and the app usefulness to its customer base.

8) Best Campaign - Brand Awareness

Recognises the best campaign which enhances brand awareness and creates an impactful brand experience for its target audience through mobile. The judges will be looking for campaigns that led to consumer engagement and successfully helped consumers recall and identify the brand with reference to its product or service.

9) Best Campaign - CRM, Loyalty and Engagement

Recognises the best campaign or application that is designed to build customer affinity with the brand using mobile. Entrants should be able to demonstrate that the campaign or app has helped the brand to build strong relationship with its customers, and strengthened loyalty or an increase in customer retention.

10) Best Campaign – Direct Response

Recognises the best campaign that generated an immediate response from its audience. The campaign should display its ability to reach a mass target audience, influence buying behavior and/or participation. It should be designed to evoke an immediate response and compel prospects to take some specific action, such as calling for more information, placing an order or simply being directed to a web page etc.

11) Best Campaign - In-App Advertising

Recognises the best campaign that uses in-application advertising (any advertising campaign created within a mobile app) - which drove awareness, enhanced customer engagement and delivered a core branding objective. This category is eligible for any one-off or ongoing In-App advertisement including but not limited to banner ads, display ads, survey, video ads, gaming or push notification ads.



12) Best Campaign - Incentives and Rewards

Recognises the best campaign that uses of mobile to attract new and retain existing customers by incentivising and enhancing customer participation. The judges will look for an effective activity that has leveraged on rewards and incentives to cultivate customer loyalty and/or engagement.

13) Best Campaign - Informative Use of Mobile

Recognises the best campaign that demonstrates the use of mobile to circulate product/service information. The judges will be looking for clear-cut product/service information and convenient user-interfaces.

14) Best Campaign – Innovation

Recognises the most creative, successful, out-of-the-box campaign for mobile. Judges will be looking for true originality and compelling, innovative uses of the mobile medium.

15) Best Campaign - Integration of Mobile

Recognises the best campaign where mobile marketing was integrated as an indispensable part of a broader marketing mix of mobile, online and offline platforms, whilst delivering a core marketing objective. The judges are looking for campaigns that reflect the efficacy and creativity through use of integrated mobile marketing tactics.

16) Best Campaign - Location-Based Marketing

Recognises the best campaign that uses location based marketing to promote a brand’s product or service on a mobile platform. The judges will be looking for the campaign’s ability to connect with consumers and deliver highly relevant and targeted messages at a time and place where they are most likely to act positively.

17) Best Campaign - Mobile for an Event

Recognises the best campaign that uses mobile in or around an event either to generate hype and buzz or to deliver event-related information. Examples of such executions could be an app designed for a music festival, a hash tag campaign for a product launch or a mobile site for a conference. The judges will be looking for its relevance to the event, and the effectiveness of its intended usage. Entries carried out in partnership between organisations/event organisers are welcome.

18) Best Campaign - Mobile Launch / Re-launch

Launching or re-launching a mobile campaign or application in the midst of cut throat competition can be challenging for brands. Even the most ground-breaking app can be ineffective if no one knows about it. This category recognises the most effective launch/ re-launch effort that has created a huge impact to reach and resonate with the target audience. Entrants may also submit campaigns that have used mobile as the starting point to launch a product or service.

19) Best Campaign - Original Content

Recognises the best campaign that uses highly innovative user-generated or professional content produced specifically to engage mobile users and augments user experience. This content can be in any form and must be created for a mobile platform.

20) Best Campaign - Research and Insights

Recognises the best mobile marketing campaign that used key insights and research findings to drive the core marketing objectives and that were pivotal to its success. Judges will be looking for clear evidence of how the data and/or insights directly influenced the mobile strategy and its results.

21) Best Campaign - Social Platform

Recognises the best mobile application that features a built in social communication platform o the use of social media (e.g Facebook, Instagram, Youtube, etc ) to harness the power of mobile to engage its users, allowing them to freely share thoughts and/ or give feedback.

22) Best Campaign – Tablets

Recognises the best campaign/application built to enhance user experience for tablets or other mobile devices. This category mirrors the huge impact tablets have had on the mobile marketing scenario and will reward the most effective mobile campaign/application designed which impacts consumer interaction with their devices to impel and integrate efficiency in technology, entertainment or marketing. The judges are looking for a great concept and a unique execution.



23) Best Campaign - Use of Multiple Mobile Channels

Recognises the best campaign that showcases integration between mobile platforms, channels, and technologies while delivering unprecedented results in creativity and effectiveness. All channels must be mobile based, and should include at least 3 toolkits. Some examples of these toolkits are apps, mobile web, video, display, search and messaging.

24) Best Campaign - User Experience

Recognises the best campaign that had a truly user-centric approach and feel using mobile. Note this is not about mobile design or operating systems, but about the mobile campaign that gave consumers a truly seamless and intuitive experience. Entrants must demonstrate how they thought the campaign through carefully with the mobile user in mind, making sure it was easy for their target audience to interact with the brand, or respond to a call to action without any difficulty, confusion or disappointment.

25) Best Campaign - Video/ Rich Media

Recognises the best campaign that involves innovative yet effective use of video or rich media formats on mobile, including but not limited to creative executions using images, HTML5 etc. Apart from the creativity displayed and the level of engagement, judges will also be looking at its effectiveness in reaching out to the target sector.

26) Best Campaign - Viral Marketing

Recognises the best campaign that captured users’ attention and turned into a self-replicating viral process involving the mobile platform to create brand awareness. While the campaign need not be limited to mobile, entrants need to demonstrate mobile as a facilitator to the campaign’s success. It may take the form of mobile applications, mobile videos, interactive Flash games, text messages, mobile email messages, or mobile web pages.

27) Best Solution – mCommerce

Recognises the best mCommerce solution that enables consumers to easily browse digital and/or physical goods and services and purchase them via their mobile devices.

28) Best Solution - Mobile Advertising

Recognises the best advertising solution that has delivered results in the form of click-throughs and conversions within the mobile environment. This category is open to organisations that have provided the mobile advertising solution.

29) Best Solution - Mobile Site

Recognises the best website created specifically for the mobile environment to showcase a product, brand/company or service as part of a mobile marketing strategy. The judges will look for a site that facilitates easy access within any browser equipped mobile handsets.

30) Best Team - In-House

Recognises an outstanding in-house team who has initiated and executed exceptional mobile campaigns, initiatives or applications active during the submission period. Judges will be looking for proof of the team’s development and evidence of creativity, innovation and commercial success in the mobile world.

31) Best Team - Solution Provider

Recognises an outstanding mobile production or technical team from a mobile solution provider who has achieved exceptional results for clients’ campaigns and programmes during the submission period. Judges will be looking for proof of the team’s development and evidence of innovation and strategic skills in achieving the objectives for the client. Teams should present testimonials from clients to demonstrate excellent relationships and delivery.

32) Best in Show – Brand (Not for Entry)

Given to the client organisation that performs best at the Mob-Ex Awards 2017. The highest honour, this award is not open for entry. It is awarded to the client organisation with the highest score of winning entries. (According to the exponential-weighted point system, four points for Gold awards, two points for Silver and one point for Bronze).

33) Best in Show – Agency / Solution Provider (Not for Entry)

Given to the agency or solution provider that performs best at the Mob-Ex Awards 2017. The highest honour, this award is not open for entry. It is awarded to the agency or solution provider with the highest score of winning entries. (According to the exponential-weighted point system, four points for Gold awards, two points for Silver and one point for Bronze).


Entry fees are non-refundable.

Should your entry be shortlisted, your entry details found on the online registration site will be reflected on the website and trophy (presented on the awards night). The reflected text will be case-sensitive.

The judges’ decisions are final.

* The overall winner is decided based the following weightage. The entrant who gets the highest point will be crowned overall winner.Gold – 4 points Silver – 2 points Bronze – 1 point

Without prior notice, Marketing magazine reserves the right to merge categories or dissolve any categories should it be deemed necessary. Should a category or categories be dissolved, entries in that category/categories will not be refunded.

The entrant agrees that Marketing magazine or Lighthouse Independent Media will not accept responsibility for errors or omissions reproduced in the presentation of Marketing magazine or for work lost or damaged under any circumstances.

Any specific information or content intended for judging purposes only must be clearly indicated in red text or highlighted in red and will not be used for publication, and will not be disseminated beyond the judging panel in any way.

The entrant grants Marketing magazine permission to show material from the entries at the awards presentation, in the magazine and at any time as deemed appropriate.

TERMS AND CONDITIONS


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