Mob-Ex Awards 2019 Judge’s Brief Mob-Ex Awards 2019 is organised by Marketing magazine, a division of Lighthouse Independent Media 2/F, Connaught Harbourfront House , 35-36 Connaught Road West , Sheung Wan, Hong Kong Tel: + 852 2861-1882 Fax: + 852 2861-1336 P 2/8

OVERVIEW

Thank you for joining us in the judging panel of Marketing magazine’s Mob-Ex Awards 2019. This awards would not

be possible without the support from senior marketing experts like you. We sincerely appreciate your time and

effort to support excellence across Hong Kong’s marketing community.

Started in 2012, and now in its eighth edition, the awards reward leading organisations that have pushed their limits

and achieved success on mobile platforms through sound and innovative mobile marketing strategies.

As a Mob-Ex judge, you will be looking at some of the most innovative, creative and effective initiatives or projects

spanning Hong Kong’s entire mobile marketing spectrum.

This judge’s brief outlines the judging process and provides you with guidance on navigating the entry document,

and on rating each entry. Kindly take some time to read through this before judging.

HOW TO FIND OUT…

Judging Key Dates Page 2

The category descriptions Page 3

The judging criteria Page 4

Scores giving procedure Page 6

Who to contact when you have enquiries Call / Whatsapp Selina at +852 2861 1882 / 6706 9046

JUDGING KEY DATES

Date

22 Jan 2019 You will receive:

1) a score sheet

2) a list of links to the entries you will be judging.

22 - 4 Feb 2019 Judging period

(feel free to complete the judging process anytime within this period)

4 Feb 2019 You will return the completed score sheet to Marketing magazine

27 Mar 2019 Mob-Ex Awards 2019 Gala Dinner

Starts at 6.30pm at Kowloon Shangri-la, Hong kong

Mob-Ex Awards 2019 Judge’s Brief Mob-Ex Awards 2019 is organised by Marketing magazine, a division of Lighthouse Independent Media 2/F, Connaught Harbourfront House , 35-36 Connaught Road West , Sheung Wan, Hong Kong Tel: + 852 2861-1882 Fax: + 852 2861-1336 P 3/8

CATEGORIES

The awards has a total of 32 categories in 2019.

Campaign Awards Campaign Awards

Client marketer categories

Mobile solution provider categories

1. Best App – Banking Services 27. Best E-commerce Solution

2. Best App – Branded Consumer Goods 28.

29.

30.

31.

Best Mobile Advertising Strategy

Best Result-Driven Mobile Campaign

Best Social Media Strategy

Most Innovative Use of Mobile Technology

3. Best App – ePayment Gateway

4. Best App – Financial Services

5. Best App – Food and Beverage

6. Best App – Hospitality and Travel

7. Best App – Insurance Services

8. Best App – Lifestyle/Entertainment

9. Best App – News

10. Best App – Property Team Award

11. Best App – Retail

12. Best App – Branded Content 32.

Best Mobile Team

13. Best App – Customer Engagement

14. Best App – E-commerce

15. Best App – Reform

16. Best Insight-Driven Mobile Campaign

17. Best Location-Based Marketing

18. Best Mobile-Based Launch/Relaunch

19. Best Original Content

20. Best Use of Interactive Media

21. Best Use of Mobile Integration

22. Best Use of KOL

23. Best Use of Social Media

24. Best User Experience

25. Most Engaging Mobile Campaign

26. Most Innovative Use of Mobile

For details of each category, please refer to the link below:

https://www.marketing-interactive.com/mob-ex-awards/hk/categories/

Mob-Ex Awards 2019 Judge’s Brief Mob-Ex Awards 2019 is organised by Marketing magazine, a division of Lighthouse Independent Media 2/F, Connaught Harbourfront House , 35-36 Connaught Road West , Sheung Wan, Hong Kong Tel: + 852 2861-1882 Fax: + 852 2861-1336 P 4/8

JUDGING CRITERIA – CAMPAIGN AWARDS

For Campaign Awards (client marketer and mobile solution provider categories – Category #1-31), entrants were

asked to present their cases in four areas:

1. Challenge – 10% of total score.

2. Strategy – 30% of total score.

3. Execution – 30% of total score.

4. Results – 30% of total score.

Please consider the following criteria when assessing each of the four areas.

Judges have the right to deduct score for missing/incomplete information, as well as exceeding words/slides.

Note: Each video is limited to 3 minutes maximum.

1. CHALLENGE (max 1 slide) – 10%

The judges will be looking for:

• The market situation the business/brand was operating in.

• A clear description of the business/brand consumer challenge the mobile

solution was being asked to address.

• Any key statistics which help illustrate the scale of this challenge in more detail.

Mandatory information: Start date and end date of the campaign, key objectives, target audience, budget.

Reminder: Eligibility period - 1 November 2017 to 31 October 2018; It can be an ongoing

campaign. Campaigns out of this period will be disqualified.

2. STRATEGY (max 3 slides) – 30%

The judges will be looking for:

• Description of the mobile solution.

• The core insight or idea that the work was built on.

• An outline of the creative and mobile strategy.

• How these were developed to be both distinctive and impactful.

Mandatory information: Core strategy, campaign concept, creative rationale

3. EXECUTION (max 3 slides) – 30%

The judges will be looking for:

• An overview of how the campaign/strategy was implemented.

• The different tactics/medium used within the campaign/programme.

• The roles of these different tactics/medium.

4. RESULTS (max 2 slides) – 30%

The judges will be looking for:

• Clear evidence/metrics demonstrating the performance, along with quantifying

the result.

• How this solved the marketing challenge entrants faced

• A clear rationale as to why entrants believe this qualifies for a Mob-Ex Award.

Mob-Ex Awards 2019 Judge’s Brief Mob-Ex Awards 2019 is organised by Marketing magazine, a division of Lighthouse Independent Media 2/F, Connaught Harbourfront House , 35-36 Connaught Road West , Sheung Wan, Hong Kong Tel: + 852 2861-1882 Fax: + 852 2861-1336 P 5/8

JUDGING CRITERIA – TEAM AWARD

For Team Award category – Category #32, entrants were asked to present their cases in four areas:

1. Team profile – 20% of total score.

2. Performance – 30% of total score.

3. Work – 30% of total score.

4. Vision – 20% of total score.

Please consider the following criteria when assessing each of the four areas.

Judges have the right to deduct score for missing/incomplete information, as well as exceeding words/slides.

Note: Each video is limited to 3 minutes maximum.

1. TEAM PROFILE (max 1 slide) – 20%

The judges will be looking for:

• An outline of 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.

2. PERFORMANCE (max 2 slides) – 30%

The judges will be looking for:

• 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

3. WORK (max 2 slides) – 30%

The judges will be looking for:

• Elaborate how entrants have developed their 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.

4. VISION (max 1 slide) – 20%

The judges will be looking for:

• Illustrate how the team has been communicating their company’s

perspectives and objectives

• What makes this significant and unique?

• The information judges will be looking out for is industry contribution.

Mob-Ex Awards 2019 Judge’s Brief Mob-Ex Awards 2019 is organised by Marketing magazine, a division of Lighthouse Independent Media 2/F, Connaught Harbourfront House , 35-36 Connaught Road West , Sheung Wan, Hong Kong Tel: + 852 2861-1882 Fax: + 852 2861-1336 P 6/8

ASSESSING ENTRIES

Scroll, and look for the organisation’s entry which you are assessing.

All core submission documents are found under the column titled ‘Entry Submission Document’.

Click on the corresponding PDF/PPT icon in the column Entry Submission Document. This will launch a PDF/PPT file

which contains the entrant’s core submission. Open and read this file, as your assessment is based on this core

submission. Please write down your reasons to the highest and the lowest marks that you will give.

Score one category at one time.

Please only evaluate the entries which are stipulated in the Score Sheet.

Core Document Optional Supporting Files (you

may choose to/not to review)

Mob-Ex Awards 2019 Judge’s Brief Mob-Ex Awards 2019 is organised by Marketing magazine, a division of Lighthouse Independent Media 2/F, Connaught Harbourfront House , 35-36 Connaught Road West , Sheung Wan, Hong Kong Tel: + 852 2861-1882 Fax: + 852 2861-1336 P 7/8

SCORING

Example:

When you are evaluating each entry, give them a score out of 10 in each of the four key areas. We will do the

conversions of score based on weightings afterwards.

Assigning up to ONE decimal point (e.g. 8.8/10) is acceptable.

USEFUL REMINDERS

When you are going through each entry, do keep the following things in mind:

1. Entrants might try to make themselves stand out much as possible. Use your experience and discretion to

separate as much of the truth from the fluff.

2. Remain focused on the evaluation period – 1 November 2017 to 31 October 2018. Do not let introductions of

their illustrious history distract you.

3. A penalty of 30% marks deduction should be enforced if submission template is being altered (eg. instruction

words are being deleted from the slides).

4. Each entrant will interpret the questions slightly differently. Likewise, each of you will interpret their responses

slightly differently. Use your experience as a professional marketer to evaluate them, based on what they have

submitted.

5. Should the entrants exceed the word limit specified, you may use your own discretion to continue reading or

otherwise.

Mob-Ex Awards 2019 Judge’s Brief Mob-Ex Awards 2019 is organised by Marketing magazine, a division of Lighthouse Independent Media 2/F, Connaught Harbourfront House , 35-36 Connaught Road West , Sheung Wan, Hong Kong Tel: + 852 2861-1882 Fax: + 852 2861-1336 P 8/8

CONFIDENTIALITY

Please consider all entries and information shared as private and confidential. Several submissions are de facto

non-publications. Do not use or disseminate any of the entrant’s information outside the judging process.

COMPLETION

Once you have filled out your Score Sheet and feel confident with your decision, please email it to me at

selinak@marketing-interactive.com

Once again, thank you for your time and effort in assessing the entries. I look forward to receiving your results.

CONTACT

Selina Kwok

Events Producer

Tel: +852 2861 1882

Tel: +852 6706 9046

Email: selinak@marketing-interactive.com

Marketing magazine