entry guidelines - marketing...

ENTR Y GU IDEL INES

The Marketing Events Awards recognise and honour the very best of North Asia’s event marketing, management and planning industry. It is THE event for event marketers and planners, giving praise to creative excellence, strategic marketing and operational precision.

The awards are judged by senior marketers across North Asia and Marketing magazine’s editorial board.

Any event that was marketed, managed and executed in any of the North Asia countries between 1 April 2016 and 31 March 2017 is eligible for entry. Brands with an in-house event team may enter directly or their event management agencies may enter on their behalf.

The most outstanding entrants will be awarded with gold, silver and bronze trophies at the gala dinner. The judges will be looking for the following key criteria when assessing the entries – challenge, strategy, execution and results.

Winners of the Marketing Events Awards represent the best in the business, and will be featured in Marketing magazine when the event is concluded.

Award categories

Campaign awards 1. Best Cultural Event 2. Best Digital Integration 3. Best Event – Competition 4. Best Event – Consumer 5. Best Event – Corporate 6. Best Event – CSR 7. Best Event – Design 8. Best Event – Targeted Community 9. Best Exhibition Event10. Best Experiential Event11. Best Large Event12. Best Mall Event13. Best Media Event14. Best Outdoor Event: Arts, Leisure and Entertainment15. Best Outdoor Event: Health and Fitness16. Best Product Launch Event17. Best Sponsorship Activation18. Best Use of Influencer/Advocates19. Best Use of Limited Budget20. Best Use of Multi-Channel21. Best Use of Social Media22. Best Use of Venue23. Best VIP Event24. Most Innovative Event25. Outstanding Creative Event

Team award26. Best Event Team

A B O U T T H E AWA R D S

THE MARKETING EVENTS AWARDS 2017 | 1

S U B M I S S I O N O V E R V I E W

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.

The entry deadline is Thursday, 11 May 2017 by 6pm (Hong Kong time).

Eligibility

All work, campaigns or initiatives must have been launched or active between the eligibility period of 1 April 2016 and 31 March 2017.

Please note that work submitted for last year’s awards cannot be resubmitted for this year’s event.

All work, campaigns or initiatives must have been conceptualised and carried out in North Asia for the North Asia market or for a regional and/or global market that includes North Asia.

Agencies may submit the same marketing campaign in multiple categories. However, you are advised to tailor your entry to fit into the respective categories.

Key datesEntries close 11 May by 6pm (Hong Kong time)

Finalists announced 23 June

Gala dinner 21 July

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Who can enter

Submissions are open to client organisations and brands, however event agencies, media agencies, PR firms, production agencies and service providers can submit the entries on behalf of their client.

CHALLENGE (10%) (1 slide)

Who/what was the client/brand/event? What were the primary objectives? Who was the target audience? What key challenges did you face? Mandatory information: Event start date and end date, key objectives, target audience and budget.

STRATEGY (30%) (2 slides)

Outline your strategic thinking and solution to the event objectives. What made this an inventive and out-of-the-box event? Explain the reasons behind your approach. Mandatory information: Core strategy, event concept and creative rationale.

EXECUTION (30%) (2 slides)

Describe how you implemented the core strategy, event concept and creative rationale. Illustrate the elements (for example, digital, technology, solutions) used and how they were brought to life.

RESULT (30%) (2 slides)

What was the result? What evidence/metrics do you have that this was an effective and innovative event? How did it deliver to your challenge? Supply any facts and figures which demonstrate the success of the event.

Judging criteria – campaign awards Total: 100% Judging criteria – team award Total: 100%

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Team profile (20%) (1 slide)

Outline the company’s position in the industry, along with resources and budgets involved. Illustrate the team dynamics or partner relationship in detail. Outline the key roles and responsibilities and years of experience.

Performance (30%) (2 slides)

Outline how the team or partner went above and beyond expectations and deserves recognition for their achievements. Relevant evidence of the team’s/partner’s performance to prove and justify success in the judging year.

Work (30%) (2 slides)

Elaborate how you have developed your campaigns over the judging period. What makes this significant and unique? The information judges will be examining for is key campaigns and selected case studies.

Vision (20%) (1 slide)

Illustrate how your team has been communicating your company’s perspectives and objectives.What makes this significant and unique? The information judges will be looking for is industry contribution.

THE MARKETING EVENTS AWARDS 2017

During the online submission process, you will be prompted for the information below.

Any or all information (unless specified as confidential and for use only for the judging process) may be used during and after The Marketing Events Awards gala dinner, and on any related materials, including trophies, signage, certificates and Marketing magazine’s print and online editions.

Start registrationEmail address (you’ll have to sign up with your email address and create a password before proceeding with the online submission process).

Contact personFull name: Email: Mobile number:Company name: Direct line: Mailing address: Job title:

Entry details1. Name of campaign/event: 2. Campaign/event start date: 3. Campaign/event end date: 4. Campaign/event region: 5. Name of client organisation:

6. Name of brand: 7. Name of agency: 8. Industry of brand: 9. Logo of brand: 10. Entry submission (ppt or pptx):11. Image(s) of campaign/event (potentially used for

media coverage):

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Core submission to upload

Entries must follow submission guidelines and use the template issued by the organiser.Entry submission in the form of company overviews and sales decks will not be accepted.

Filename should not include any special characters such as &, _, (, @,#,$,%, etc. Please make your filename short and simple. Maximum file size: 10 MB. Font size must be 18 or above.

Entries should be saved and uploaded via the online submission form in PowerPoint format (ppt and pptx only).

The number of slides specified for each template is fixed and can NOT be exceeded. Please note that additional slides will NOT be judged.

Video is optional, but highly recommended as part of the entry submission with the following requirements:1. The video must be no longer than three minutes. A video over that time limit will NOT be viewed.2. It is adviced to upload the video onto YouTube. Set the video on “unlisted” in the privacy setting.

The PowerPoint template submission should be saved and uploaded via the Marketing Events Awards website.

After the submission deadline, all details on the entry submission form, including company names, credits and so on, are FINAL and can NOT be changed and/or transferred to another party. Details will be presented accordingly on the prize announcements as well as on trophies and/or any other awards-related materials.



Submission template of organisation and client campaign/event/programme categories:

Submission template of campaign awards: 1. Entry details – 1 slide. 2. Entry video – optional*.3. Challenge – 1 slide. 4. Strategy – 2 slides. 5. Execution – 2 slides. 6. Result – 2 slides.

Submission templates can be downloaded via the link below:Campaign Award: http://lighthousemedia.com.sg/Events/MEvents2017/MEvents2017_CampaignAwardsSubmissionTemplate.pptTeam Award:http://lighthousemedia.com.sg/Events/MEvents2017/MEvents2017_TeamAwardsSubmissionTemplate.pptx

* A penalty deduction of 30% (of total marks) will be applied if 1) the applicant fails to use the submission template or 2) if any of the words on the submission template are amended/deleted.

** Videos can be uploaded to any video-sharing website, for example, YouTube. Set the privacy settings to “unlisted” so the video is accessible only to those with the link. The video cannot be longer than three minutes.

*** 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.

Submission template of team awards: 1. Team profile – 1 slide. 2. Performance – 2 slides.3. Work – 2 slides. 4. Vision – 1 slide.

FeesHK $1480 per entry.Payment modes: Credit cards (Visa, Mastercard, American Express).All entry fees are non-refundable.


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1. Best Cultural EventThis award recognises the best event aimed towards promoting and celebrating the arts. This can include theatre events, gallery exhibitions, music concerts, literary festivals, artistic competitions and more. Judges will be looking for high levels of creativity and a keen knowledge of the local and international arts scene related to the event’s focus.

2. Best Digital IntegrationThis category recognises those events which best integrate a digital element into the live experience. This might be through live feeds, virtual reality, interactive platforms, social media or gaming. The digital element must enhance rather than distract from the overall event objectives.

3. Best Event – CompetitionAwarded to the competition event that effectively engaged an audience and drove brand awareness. The competition can include an online/digital strategy, but the actual competition must be hosted during a live event.

4. Best Event – ConsumerAwarded to the most strategic, creative, and effective event that achieved the brand’s objectives among a consumer audience. Open to an event held either in a single venue, or multiple times in different venues.

5. Best Event – CorporateAwarded to an outstanding business/corporate/trade event that communicated its message in a unique, yet effective method. Sales meetings, annual shareholder events, proprietary events, multi-day meetings, awards galas, trade show-related festivities and parties are all eligible.

6. Best Event – CSRAwarded to the most strategic and effective corporate social responsibility event that achieved the event’s objectives.

7. Best Event – DesignAwarded to an event with outstanding production values, concept and execution. Lighting to music, AV, staging, animation and graphics will all be taken into consideration.

8. Best Event – Targeted CommunityThis award goes to the best community engagement event that has effectively targeted a specific audience or community. Judges will be looking for the event’s strategic engagement, positive action and/or change in community behaviour.

9. Best Exhibition EventThis category recognises the most seamlessly executed exhibition. The judges will be assessing excellence in large-scale events with multiple exhibitors, and entries can include trade, retail, arts and culture, as well as single brand exhibitions.

10. Best Experiential EventThis category recognises an event experience that takes the audience inside a brand or product. Entries should be able to demonstrate how the event engaged attendees in a customised environment or space.

11. Best Large EventThis category aims to award an event for more than 200 attendees. This can include a one-day event, or an event which spans multiple days from exhibitions, festivals and charities to corporate events. Judges will be looking at the design, production, ambience and overall success of the event.

12. Best Mall Event Awarded to the best event set-up in malls that creatively engaged shoppers through activities or programmes.

13. Best Media EventThis category recognises a media or press event which successfully engaged journalists and bloggers and resulted in strong media coverage post-event.

14. Best Outdoor Event: Arts, Leisure and EntertainmentExamples include carnivals, art fairs, music or film festivals in an outdoor setting. Submissions must clearly show a high engagement with the audience and strong exposure for partner brands.

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C AT E G O R Y G U I D E L I N E S


15. Best Outdoor Event: Health and Fitness

Awarded to a sports or fitness-related outdoor event designed to drive brand awareness, engagement and sales.

16. Best Product Launch EventAwarded to the event that first launched, relaunched or repositioned a product or service. Judges will be looking at the role and contribution of the event that drove the brand’s core business objective.

17. Best Sponsorship ActivationAwarded to the best event organised as a result of a sponsorship agreement. Judges will look at how well the event met the brand’s objectives and the overall execution of the event.

18. Best Use of Influencer/AdvocatesThis award seeks out the most effective strategies in recruiting and utilising advocates and influencers/KOLs (including experts, ambassadors, celebrities, etc) for an event. Judges will be looking at not only how influencers were recruited, but how effectively they spread the event’s message.

19. Best Use of Limited BudgetAwarded to an outstanding event built on a budget of HK$500,000 or less. Judges are looking for the creative use of a limited budget. All events will be considered in this category.

20. Best Use of Multi-ChannelAwarded to the event that utilised multi-channel (for example, social, PR, content, etc) to drive traffic, generate leads, identify prospects and garner more participation.

21. Best Use of Social MediaRecognises companies or brands which utilised social media platforms to strike a conversation with an audience to get them talking about and participating in an event. This award recognises the event that best used social media to expand reach and enhance the experience.

22. Best Use of VenueRecognises an event which utilises a venue to its full potential, using innovative ways to fill the space and engage the audience. The venue can be large scale or a small pop-up style space.

23. Best VIP EventThis category recognises events targeted at high-level or VIP attendees. Entries must demonstrate exclusivity and should be highly focused on this desirable demographic.

24. Most Innovative EventAwarded to an event brought to life with new, emerging or trending technologies which not only make the event more engaging for the target audience, but push new designs, concepts and ideas to the limit. Innovations can include wearables, location-based technologies, mobile integration and interactive concepts.

25. Outstanding Creative EventThis award focuses on how themes, designs, entertainment, catering, lighting and innovation are combined to build a highly creative and engaging event. Judges will consider how the event transitions from a smart strategic insight to a compelling brand experience.

26. Best Event TeamThis award recognises the excellent performance of an event production team which has the most effective management for an event. Judges will be looking for proof of the team’s scope of work, strategic skills and how the event team has managed an issue or crisis during the event. The award is open to in-house events teams and agencies.

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C AT E G O R Y G U I D E L I N E S


Entry fees are non- refundable.

Entries will not be considered for judging if payment is not received within five working days upon being invoiced, if invoice is required before payment.

No changes to the submitted entries can be made after the submission deadline.

The judges’ decisions are final.

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.

The decisions of Marketing magazine in all matters relating to The Marketing Events Awards shall be final and binding.

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T E R M S & C O N D I T I O N S


For further enquiries, please contact:Kenneth To at [email protected] / +852 2861 1882.Nicholas Lam at [email protected] / +852 2861 1882.

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