ENTRY GUIDELINES
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ENTRY GUIDELINES
Transcript of ENTRY GUIDELINES
ENTRY GUIDELINES
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MARKETING-INTERACTIVE is proud to announce the return of the Spark Awards 2021, which celebrates Hong Kong’s top media companies and their innovation across the fields of content, client engagement, new media and programming initiatives.
The Spark Awards recognises the most innovative, creative and effective campaigns and strategies spanning Hong Kong’s entire media industry. This includes the critical areas of audience engagement, subscriptions, content, research, events, programming and technology. Celebrating solutions across all of today’s vital media mix, a trophy won at The Spark Awards is a powerful indicator of a trustworthy and effective partner in Hong Kong.
Enter today and make sure you have the chance to be recognised as the best in the industry!
CATEGORIESMEDIA OWNER CATEGORIES
1. BestAudienceAcquisition&RetentionStrategy*New
2. BestCorporateSocialResponsibilityMedia
3. BestDigitalMedia*New
4. Beste-CommerceMedia*New
5. BestEngagementStrategy
6. BestInfluentialMedia
7. BestLaunch/Rebranding
8. BestOriginalContent
9. BestPartnershipStrategy
10. BestPromotionStrategy
11. BestUseofBrandedContent
12. BestUseofKOL*New
13. BestUseofMobile/App
14. BestUseofMulti-Channels
15. BestUseofTechnology
CLIENT CAMPAIGN CATEGORIES
16. BestCustomEvent*New
17. BestMediaCampaign–Creative
18. BestMediaCampaign–Digital
19. BestMediaCampaign–Experiential
20. BestMediaCampaign–IntegratedMedia
21. BestMediaCampaign–Out-of-Home/DOOH*New
22. BestMediaCampaign–Social
23. BestMediaCampaign–TargetedAudience*New
24. BestMediaCampaign–Video
25. BestResult-DrivenCampaign
26. BestSponsorshipCampaign
AWARDS CATEGORIES
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To ensure a smooth entry submission, please go through these guidelines thoroughly before you proceed.
All entries, supporting documents and required materials are to be submitted online here:https://awards.marketing-interactive.asia/sparkawardshk/entry-submission by 27 May 2021, 6pm.
Important: To ensure a fair result, MARKETING-INTERACTIVE enforces a system where judges will not have access to entries submitted by their own organisation or other organisations from the same industry.
ELIGIBILITY All categories are only open to media owners based in Hong Kong.
All works, campaigns or initiatives must have been conceptualized, created and carried out in Hong Kong market or for a regional and/or global market that includes Hong Kong.
Work can be created and delivered for a wider regional market but the audience must still include Hong Kong and the featured results should outline the specific achievements from the Hong Kong campaign(s).
Eligibility period: All works, campaigns or initiatives must have been launched or active between the eligibility period of 1 May 2020 – 30 April 2021 with demonstrable results achieved during this period.
Number of submissions: Entrants may submit the same works/campaigns/initiatives into multiple categories or different works/campaigns/initiatives into one category. There is no limit to the number of entries an entrant may submit. However, when submitting multiple entries, entrants must tailor their individual submissions accordingly and outline how they suit the specific category at hand.
KEY DATESEntries close 27 May 2021, 6pm.
Finalists announced 5 July 2021
Awards presentation 12 August 2021
SUBMISSION OVERVIEW
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REQUIRED FORMATSAllentriesmust be completed on the templates* issued by the organiserandsubmittedintheformatmentionedbelow.EntriesdoneinanyotherformatwillNOTbeaccepted.
Thesubmissiontemplatecanbedownloadedviathelinkbelow:http://assets.marketing-interactive.com/hk/awards/SparkAwards2021/Spark2021_SubmissionTemplate.pptx
Important points to note:
- Entries done in any other format will NOT be accepted.
- Altering the submission template or deleting any words from the slides may result in a 30% deduction of total marks.
- The number of slides specified for each template is fixed and CANNOT be exceeded.
- Upon the submission deadline, all details on the entry submission form, including company names, credits and so on, are FINAL and CANNOT 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. Any changes made after submission will be charged 10% of the submission fee.
- Also, please ensure that all details are submitted in English only.
Please check your submissions thoroughly. Any invalid or incomplete submissions will be subject to a penalty deduction of your total score or a chance of disqualification.
Document format
Core submission document: .ppt / .pptx / .pdf only
Name your submission document as in: Category name_Client organisation
Logo of the client organisation and image(s) of campaign:
.jpg only
Font size: 16 or above Indicate in red text or highlighted in red any specific information or content intended only for judging purposes and not for publication.
Video: YouTube or Vimeo link only. Please read the video requirements below.
Max file size (all documents): 10 MB
Video requirements
Length: Three minutes only. Video beyond this time limit will NOT be viewed.
Procedure: 1. Upload your video onto YouTube or Vimeo. 2. Set the privacy setting to “unlisted” so the video is accessible to only those
with the link. 3. Include the direct link in your core submission document. 4. If you password-protect it, include the access password in your document.
ONLINE ENTRY SUBMISSION
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ENTRY FEE AND PAYMENT METHOD
Entry fee: HK$1,580.
Payment methods: Credit cards, cheques, bank transfers. – Credit cards accepted: Visa, MasterCard, Amex. – For payments made by cheque and bank transfer, they are welcome for amounts over
HK$10,000. An invoice will be sent to you upon confirmation of your entry submission.
Entry fees are non-refundable.Trophy is not included in the entry fees.
CONTACT USFor further enquires, please contact Gloria YamSenior Project Executive+852 2695 [email protected]
ENTRY FEE AND PAYMENT METHOD
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CHALLENGE – 10% (1 slide)
Describethemarketchallengesyouwereoperatingin,forexample,competitivelandscape,andhowyouovercamethosechallenges.Anykeystatisticswhichhelpillustratethescaleofthechallenge.
Mandatoryinformation:Campaignstartdateandenddate,keyobjectives,targetaudienceandbudget.
Reminder:Eligibilityperiod:1May2020-30April2021
STRATEGY – 30% (3 slides)
Descriptionofthecampaign/work/project.Thecoreinsightorideatheworkwasbuiltonandanoutlineofyourcreativeandmediastrategy.Howwerethesedevelopedtobebothdistinctiveandpowerful.
Mandatoryinformation:Corestrategyandrationale.
EXECUTION – 30% (3 slides)
Anoverviewofhowyourmediathinkingwasimplemented.Thedifferenttactics/elementsusedwithinthecampaign/projectandtheirrespectiveroles.
RESULTS – 30% (2 slides)
Whatwastheoutcome?Howdiditdelivertoyourchallenge?Supplyanyclearevidence/metricsdemonstratingtheperformance.
JUDGING CRITERIAEntrieswillbesubjectedtodisqualification.Inyourcoresubmissiondocument,addressthefollowingcriteriaandtailoryouranswersbasedonthecategoryyouareentering(seecategorydescriptionsP.6-8)
Keepyouranswersconciseanddonotexceedtherespectiveword/pagelimit.Judges have the right to deduct marks or disqualify entries if specific formats and/or word limits are not followed.
TOTAL : 100%
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1. Best Audience Acquisition & Retention Strategy (*New)
This category recognises the best acquisition & retention strategy of a media owner in maintaining and growing their customer base over the submission period. Entries should demonstrate how the strategy helps to gain new audiences and keep readers, subscribers and audiences engaged in a highly competitive media landscape. Judges will be looking for proactive, innovative and ground-breaking approaches and creative marketing tactics to acquire new audiences, retain existing audiences and reduce the number of customer defection.
Supporting details of this category: • Objectives and outcome • Audience Growth • Audience Volume • Engagement ratios
2. Best Corporate Social Responsibility Media
This category recognises the best media owners that embrace corporate social responsibility in their business to raise brand reputation. Judges will be looking at how the media carry out CSR initiatives and how effectively it raised awareness and encouraged social change in order to bring positive effects and outcomes for society while simultaneously building a positive brand image. Supporting details for this category: • Objectives and outcome • Rationale for using the chosen medium
3. Best Digital Media (*New)
This category recognises the best media owner that shares the most creative, informative and up-to-date content to the public via digital platforms. Judges will be looking at how frequently the platform is updated, how easy it was for users to search for the information they needed on the platform and how well they interact with their audiences in spreading their messages. Supporting details for this category: • Objectives and outcome • Subscribers size • Frequency of views • Engagement ratios• Duration of views
MEDIA OWNER CATEGORIES
CATEGORY DESCRIPTIONS
4. Best e-Commerce Media (*New)
This category recognises the best media owner that used their own platform to engage the target audience, communicate with their audience and maximise the e-commerce performance.Judging will be looking at how the media utilized their platforms, offered a unique shopping experience to successfully drive traffic and ultimately created higher brand awareness and business growth. Entrants should demonstrate measurable and significant e-Commerce results. Supporting details for this category: • Objectives and outcome • Engagement ratios • Conversion rate
5. Best Engagement Strategy
This category recognises the most effective and innovative strategy that was designed to entertain and engage targeted audiences across all platforms – from offline to online. Judges will be looking at the creativity behind the strategy on how the media encouraged their target audience to actively interact with them, and improved audience engagement through multiple touchpoints. Supporting details of this category: • Objectives and outcome • Rationale for using the chosen medium • Engagement ratios
6. Best Influential Media
This category recognises the media on their overall performance in terms of subscriber numbers, engagement rates, and overall influence in the media market. Supporting details for this category: • Objectives and outcome • Subscriber size • Engagement ratio • Circulation
7. Best Launch/Rebranding
This category recognises the excellent strategic launch or rebrand of a product, brand or platform by a media owner. Supporting details for this category: • Launch/rebranding objectives and outcome. • Channel(s) used for the launch/rebrand
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MEDIA OWNER CATEGORIES
CATEGORY DESCRIPTIONS
8. Best Original Content
This category recognises the best original content created specifically for the media owner to drive audience engagement.
Supporting details of this category: • Research objectives and outcome • Rationale for using the chosen medium
9. Best Partnership Strategy
This category celebrates partnerships between a media platform and a client service, channel or product which leveraged the strength of all parties. Judges will be looking for natural synergies which resulted in outstanding results. Supporting details of this category: • Objectives and outcome • Channel(s) used for the partnership
10. Best Promotion Strategy
This category recognises the best strategy that media owners utilised on their existing channels to promote themselves. Judges will be looking at the innovation behind the strategy and its effectiveness of promoting the media owner and entity. Supporting details of this category: • Objectives and outcome • Rationale for using the chosen medium
11. Best Use of Branded Content
This category recognises media owners who have demonstrated an innovative use of branded content on their own platforms. Submissions are open to all media platforms and can include ad funded TV deals, branded music projects and native advertising campaigns. Supporting details for this category: • Objectives and outcome • Rationale for using the chosen medium
12. Best Use of KOL (*New)
This category recognises an outstanding and refreshing collaboration between media owners and influencers, designed to increase audience interest and enhance brand awareness. Judges will be looking at how the use of influencers spread the media’s message, and attracted the target audience to engage and drive benefits to both parties. Supporting details for this category: • Objectives and outcome • Rationale for involving the specific KOL
13. Best Use of Mobile/App
This category recognises the top media app/mobile platform that provides convenience, entertainment or education to the end user while elevating the brand and subscription numbers. Supporting details for this category: • Number of downloads • Frequency of the usage of the app or mobile platform• Frequency of time spent on the app or mobile platform.
14. Best Use of Multi-Channels
This category recognises the media owners who best reach and engage their audience through their own multi-channel approach (at least three channels). Supporting details for this category: • Objectives and outcome • Rationale for using the chosen platforms
15. Best Use of Technology
This category recognises the best strategic use of technology to extend the media owner’s reach and revenue opportunities across their own platforms. Supporting details for this category: • Objectives and outcome • Rationale for using the chosen technology
16. Best Custom Event (*New)
This category recognises the most outstanding events organised by a media entity for its clients. Events include physical, hybrid, or virtual and can span multiple platforms. Judges will be looking at the strategy, execution and strength behind the event.
Supporting details for this category: • Event objectives and outcome • Attendee size • Attendee feedback
CLIENT CAMPAIGN CATEGORIES
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CLIENT CAMPAIGN CATEGORIES
CATEGORY DESCRIPTIONS
17. Best Media Campaign – Creative
This category recognises the most creative and innovative idea from a media entity for its clients to engage their audience and drive commercial value.
Supporting details for this category: • Objectives and outcome • Rationale for using the chosen medium
18. Best Media Campaign – Digital
This category recognises the most creative, innovative and/or effective digital campaigns/solutions from a media entity for its clients to engage their audience and drive commercial value.
Supporting details for this category: • Objectives and outcome • Rationale for using the chosen online medium
19. Best Media Campaign – Experiential
This category recognises the media owner that has delivered an experiential campaign for clients via an event, roadshow or sponsorship activity. Entries can be anything from a mass-market launch to a smaller, more exclusive experience for clients.
Supporting details for this category: • Objectives and outcome • Rationale for using the chosen medium
20. Best Media Campaign – Integrated Media
This category recognises the most creative, innovative and effective cross-media campaign from a media owner for its clients to engage audiences and drive commercial value. At least three different channels must have been used.
Supporting details for this category: • Objectives and outcome • Rationale for using the chosen medium
21. Best Media Campaign – Out-of-Home/DOOH (*New)
This category recognises the most creative, innovative and effective out-of-home or digital out-of-home campaigns from a media owner for its clients to engage their audience and drive commercial value.
Supporting details for this category: • Objectives and outcome • Rationale for using the outdoor medium • Audience reach
22. Best Media Campaign – Social
This category recognises the most creative, innovative and/or effective social media campaigns/solutions from a media owner for its clients to engage their audience and drive commercial value. Supporting details for this category: • Objectives and outcome • Rationale for using social media
23. Best Media Campaign – Targeted Audience (*New)
This category recognises the most creative, innovative and effective campaigns from a media owner for its clients to draw the attention of a specific targeted group of audience (ie: parenting, beauty, financial, etc.) and engage them with the client to achieve its marketing goal. Supporting details for this category: • Objectives and outcome • Rationale for using the chosen medium • Audience Profile
24. Best Media Campaign – Video
This category recognises the best use of video for audience engagement and to drive maximum commercial value for the client. This can include a single campaign or a longer term programme to engage viewers on media channels, mobile platforms and social media sites. Supporting details for this category: • Objectives and outcome • Rationale for using the online medium
25. Best Result-Driven Campaign
This category recognises the most outstanding campaign that can demonstrate how it drove significant results in achieving the business goal. Supporting details for this category: • Objectives and outcome • Audience size • Audience feedback
26. Best Sponsorship Campaign
This category recognises the most effective sponsorship campaigns/solutions initiated by a media owner for its clients to raise brand awareness and drive commercial value. Supporting details for this category: • Objectives and outcome • Rationale for using the chosen medium
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Allentryfeesarenon-refundable.
Entrieswillnotbeconsideredforjudgingifpaymentisnotreceivedwithinfiveworkingdaysuponbeinginvoiced,ifinvoiceisrequiredbeforepayment.
Bysubmittingtheentry,theentrantsguaranteethatalltheworks/informationsubmittedareTRUE andACCURATE.MARKETING-INTERACTIVEreservestherighttoverifyanyinformationsubmittedintheentry.
Uponsubmissiondeadline,all details on the entry submission form,includingcompanynames,creditsandsoon,areFINALandCANNOTbechangedand/ortransferredtoanotherparty.Detailswillbepresentedbasedonyoursubmissionsontheprizeannouncementsaswellasontrophiesand/oranyotherawards-relatedmaterials.Anychangesmadeaftersubmissionwillbecharged10% of the submission fee.
Also,pleaseensurethatalldetailsaresubmittedinEnglishonly.
Thejudges’decisionsarefinal.
Withoutpriornotice,MARKETING-INTERACTIVEreservestherighttomergecategoriesordissolveanycategoriesshoulditbedeemednecessary.Shouldacategoryorcategoriesbedissolved,entriesinthatcategory/categorieswillbenotified.
TheentrantagreesthatMARKETING-INTERACTIVEorLighthouseIndependentMediawillnotacceptresponsibilityforerrorsoromissionsreproducedinthepresentationofMARKETING-INTERACTIVEorforworklostordamagedunderanycircumstances.
TERMS AND CONDITIONSAnyinformationorcontentintendedforjudgingpurposesonlyandNOTforrepublishingmustbeclearlyindicatedinredtextorhighlighted in red.Suchinformationandcontentwillnotbesharedinanywayandprivyforjudgingpanelwhowillalsomaintainstrictconfidentiality.
TheentrantgrantsMARKETING-INTERACTIVEpermissiontoshowmaterialfromtheentriesattheawardspresentation,inthemagazineandatanytimeasdeemedappropriate.
ThedecisionsofMARKETING-INTERACTIVEinallmattersrelatingtoThe Spark Awardsshallbefinalandbinding.
For further enquires, please contact Gloria YamSenior Project Executive+852 2695 [email protected]
