FOMA 16 Tips for Entering

7/26/2019 FOMA 16 Tips for Entering

1/6

FINAL ENTRY

DEADLINE

27 November

2015

22 March 2016, Singapore

WHAT ARE THE JUDGES LOOKING FOR?

Tips for an award-winning entry1STSTAGE: Written submission online

Judges will spend, on average, 5hours reading and marking writtenentries. Give them an engagingentry, tell your story in a succinct

and interesting way and they willreward you for it!

STARTING OUT

1. Choose your category carefully.Judges will review your entry strictly according to the category criteria.2. Make a checklist:satisfy the category criteria; check the time eligibility of campaign; keep to the word limit per

section; get sign off by the client; include 2 jpeg images; make your payment.3. Start now.Give enough time to your entry. It can be amended or completed anytime up until the deadline.

FORMAT OF THE WRITTEN ENTRY

Insight Word limit: 250

Start with a short sentence and set out your insightclearly.

Ensure it is a true insight arising from research orfrom being close to your market for example. It couldrecognise an aspect or trend in consumer behaviourthat creates opportunity for your brand.

Dont assume the judges know the brand (even globalbrands have different insights according to time andmarket). A quick definition could be helpful.

Highlight a business challenge, not just a brandingchallenge.

Execution Word limit: 250

It is all about the effective delivery (e.g. which mediachannels were chosen and how were relationshipswith media channels leveraged to ensure effectiveimplementation of the strategy; how contentdevelopment plans were activated, etc.)

RELEVANCE TO CATEGORIES

FIT FOR THE BRAND

INNOVATIVE

STRONG RESULTS (WITH CONTEXT)

POWERFUL INSIGHTS & STRATEGIC THINKING

Strategy Word limit: 300

Explain how the "big idea" was developed andtranslated into campaign strategy in response to this

insight.

Innovative and bold strategies stand out.

Use this section for a business or communicationstrategy, not solely media strategy.

Results Word limit: 200(350 words for The Effectiveness Award)

Putting your results into context is essential (e.g.How do they compare to the industry average, orthe national population/demographic? How do theycompare to the campaign target?)

Results should support your initial challenge andinsight. They should also demonstrate that yourobjectives were reached.


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2015


MEDIA

Best Communications Strategy:Judges particularlylike cases that can show the quality and impact ofconsumer touchpoints. This is a highly competitivecategory, so your campaign must stand out!

Penny the Pirate

Best Engagement Strategy:Successful consumerengagement will show tangible audience relatedresults. Remember to add context to your results what were the objectives vs the results for example?

The creation of a new touchpoint makes savingspersonal, TC Bank

Best Entertainment Platform: Judges will look forattention-grabbing campaigns. The content may notnecessarily be amusing or playful, but should showhow it retained the consumers attention.

Tag-meister, Jgermeister

Best Experiential Campaign:The successfulcampaign will show how the stunt brought the brandto life, really connecting with consumers.

Sideliner, Samsung

The Creative Use of Media Award:Its aboutinnovation, though not necessarily with newtechnology, but a new way of thinking and making thejudges kick themselves for not thinking of it first.

TinnyVision, NZ Transport Agency

The Effectiveness Award:Results are key and theyreally need to impress judges, but equally important isthat they support the initial objectives and are put intocontext.Saya sa Surfiesta

WHAT ARE THE JUDGES LOOKING FORIN EACH CATEGORY?

Check the full category descriptions

Note:you may enter your campaign into more

than one category, but we recommend you tailor

your written entry to the criteria of each categoryyou enter.

CONTENT

Best Content Creation Award:This is a popularcategory focusing on original content created for thebrand. Judges prefer to see content that is a goodbrand fit.

2015 IKEA Catalogue Launch

Best Use of Content:Not to be confused with BestContent Creation. Here you do not need originalcontent, its about how the content was leveraged tohelp the brand.

Kids' Fasting Companion 30 days from Dawn toDusk, Friesland Campina

Best Use of Video:Judges look for well executedvideo campaigns with impressive audienceengagement.Cornetto Love in 8 seconds

TECHNOLOGY

Best Use of Digital Media:The best campaignsshow how they have immersed themselves seamlesslyinto the digital landscape.

Dynamo's Dynamic Data

Best Use of Mobile:The quality of entries seemsto increase each year, so competition is hot! Mobilespecialists are welcome to enter.

Oreo "Play Together" Creates Moments of

Connection in China

Best Social Media Strategy:Judges love to seesocial at the heart of these campaigns rather thansocial simply used as a means of amplification.

#SPCSunday

More tips from the Judges
http://www.creamglobal.com/17798/35345/penny-the-piratehttp://www.creamglobal.com/case-studies/latest/17798/36189/the-creation-of-a-new-touchpoint-makes-savings-personal/http://www.creamglobal.com/case-studies/latest/17798/36189/the-creation-of-a-new-touchpoint-makes-savings-personal/http://www.creamglobal.com/case-studies/latest/17798/36038/tag-meister/http://www.creamglobal.com/case-studies/latest/17798/36068/slideliner/http://www.creamglobal.com/case-studies/latest/17798/35952/tinnyvision/http://www.creamglobal.com/case-studies/latest/17798/36003/saya-sa-surfiesta/http://www.festivalofmedia.com/asia-pacific/awards/categorieshttp://www.creamglobal.com/17798/35922/2015-ikea-catalogue-launch-campaign-(1)http://www.creamglobal.com/case-studies/latest/17798/36244/kids%27-fasting-companion-30-days-from-dawn-to-dusk/http://www.creamglobal.com/case-studies/latest/17798/36244/kids%27-fasting-companion-30-days-from-dawn-to-dusk/http://www.creamglobal.com/17798/35751/love-in-8-secondshttp://www.creamglobal.com/case-studies/latest/17798/36239/dynamo%27s-dynamic-data/http://www.creamglobal.com/17798/34645/play-togetherhttp://www.creamglobal.com/17798/34645/play-togetherhttp://www.creamglobal.com/17798/35916/spcsunday-%283%29http://www.creamglobal.com/17798/35916/spcsunday-%283%29http://www.creamglobal.com/17798/34645/play-togetherhttp://www.creamglobal.com/17798/34645/play-togetherhttp://www.creamglobal.com/case-studies/latest/17798/36239/dynamo%27s-dynamic-data/http://www.creamglobal.com/17798/35751/love-in-8-secondshttp://www.creamglobal.com/case-studies/latest/17798/36244/kids%27-fasting-companion-30-days-from-dawn-to-dusk/http://www.creamglobal.com/case-studies/latest/17798/36244/kids%27-fasting-companion-30-days-from-dawn-to-dusk/http://www.creamglobal.com/17798/35922/2015-ikea-catalogue-launch-campaign-(1)http://www.festivalofmedia.com/asia-pacific/awards/categorieshttp://www.creamglobal.com/case-studies/latest/17798/36003/saya-sa-surfiesta/http://www.creamglobal.com/case-studies/latest/17798/35952/tinnyvision/http://www.creamglobal.com/case-studies/latest/17798/36068/slideliner/http://www.creamglobal.com/case-studies/latest/17798/36038/tag-meister/http://www.creamglobal.com/case-studies/latest/17798/36189/the-creation-of-a-new-touchpoint-makes-savings-personal/http://www.creamglobal.com/case-studies/latest/17798/36189/the-creation-of-a-new-touchpoint-makes-savings-personal/http://www.creamglobal.com/17798/35345/penny-the-piratehttps://www.youtube.com/watch?v=D5BttJ2OqrA


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FINAL ENTRY

DEADLINE

27 November

2015


INSIGHT

Best Launch Campaign:Be clear on how it is alaunch or re-launch, and what the campaign achieved.

Stealing a Mango To Steal Share of Voice,Nando's

Consumer Research Award:This is a fairly new

category where the quality of the campaign insightresulting from research can shine. Judges look fordepth of insight, its impact on the campaign strategyand ultimately, results.

McDonald's Programmatic Custom Audiences

The Smart Use of Data Award:Again this is arecent category and we look forward to seeing evenmore competing entries. Data could be location-baseddata, social metrics, online data etc., so long as theimpact on the campaign insight and results is clear.

Bonningtons Flu Tracker

Best Targeted Campaign:Arent all campaignstargeted? Heres your chance to show the quality ofbrand to audience connection.

Wall's on Waze

The Utility/Public Service Award:Judges

particularly favour campaigns that have made culturalchange. Previous winners have impacted language,attitudes or behaviour and even government policy.

This World Heart Day take the first step towardsher heart health

Festival of Media is an important industry event, it is a celebration of all the hardwork and effort that we put in throughout the year. It is a great feeling to berecognised by your peers for innovative and exciting work that we have done. Itmotivates us even more to outdo ourselves, it is inspiring to be a winner at thisone of a kind media industry celebration.Prashant Kumar,

President IPG Mediabrands Asia World Markets
http://www.creamglobal.com/case-studies/latest/17798/36041/stealing-a-mango-to-steal-share-of-voice/http://www.creamglobal.com/case-studies/latest/17798/36041/stealing-a-mango-to-steal-share-of-voice/http://www.creamglobal.com/case-studies/latest/17798/36353/mcdonald%E2%80%99s-programmatic-custom-audiences/http://www.creamglobal.com/17798/35928/bonningtons-flu-trackerhttp://www.creamglobal.com/17798/35753/wall's-on-waze-making-balik-kampung-more-enjoyable-for-malaysian-familieshttp://www.creamglobal.com/case-studies/latest/17798/35999/this-world-heart-day-take-the-first-step-towards-her-heart-health/http://www.creamglobal.com/case-studies/latest/17798/35999/this-world-heart-day-take-the-first-step-towards-her-heart-health/http://www.creamglobal.com/case-studies/latest/17798/35999/this-world-heart-day-take-the-first-step-towards-her-heart-health/http://www.creamglobal.com/case-studies/latest/17798/35999/this-world-heart-day-take-the-first-step-towards-her-heart-health/http://www.creamglobal.com/17798/35753/wall's-on-waze-making-balik-kampung-more-enjoyable-for-malaysian-familieshttp://www.creamglobal.com/17798/35928/bonningtons-flu-trackerhttp://www.creamglobal.com/case-studies/latest/17798/36353/mcdonald%E2%80%99s-programmatic-custom-audiences/http://www.creamglobal.com/case-studies/latest/17798/36041/stealing-a-mango-to-steal-share-of-voice/http://www.creamglobal.com/case-studies/latest/17798/36041/stealing-a-mango-to-steal-share-of-voice/


4/6

FINAL ENTRY

DEADLINE

27 November

2015


OBJECTIVES1 in 6 children in Australia (almost 500,000) have visionproblems. However, half remain undiagnosed because theyhavent had their eyes screened. Objectives:

1. Increase consultations for children with an OPSMoptometrist by 20%

2. Increase sales of childrens eyewear packages by 15%3. Educate parents about the need for regular eye check-ups

The campaign objectives are clear

INSIGHT250,000 kids struggle to read and understand their schoolwork not because they have learning difficulties, but becausethey cant see clearly. Its a shocking problem and one that iseasy to fix if the child has an eye screening.

Reading is the most important skill taught at school and if achild cant read properly, all their other subjects are affected.This can lead to low self-esteem and confidence issuesmoving forward in their school years and has a huge impacton their ability to learn.

But how can you persuade busy parents to take their childto an optometrist when there doesnt appear to be anythingwrong with the childs eyes?We needed to screen a childs eyesight at home and in a waythat parents and children would enjoy. That was the insightand the challenge.

The marketing challenge is clearly outlined

STRATEGYParents dont understand that their childs learning difficultiesmight be related to their eyesight. We needed to test their

childs eyes

Working parents are flat out trying to manage their busy lives.Racing to pick kids ups from after school care, running aroundto after school sport, making packed lunches, helping withhomework.

Its easy to ignore an optometrist visit on their never-ending to-do list when there isnt an obvious and urgent need. The testneeded to be something time poor parents could do at home.

Optometrist messages are generally felt to be overly scientificand complex, which disengages parents and prevents themfrom taking action. The test needed to be disguised in a funformat.

Parents are very happy to take children to the doctor if theyare sick, but making an appointment at the optometrist isntviewed as a priority because eye problems generally cant beseen or felt. OPSM needed to change this behaviour.

Thorough and clear consumer insight

We needed an idea that inspired excitement, conversation andan understanding of the problem amongst parents while beingfun for the kids to be involved in. The childs eyesight alsoneeded to be screened without them knowing.

Social influence would also be crucial to generate excitement,conversation and comprehension amongst Australian parentsand to reach as many of these kids with poor eyesight aspossible.

Strategic thinking based on the insight

Example of a high scoring written entry

CAMPAIGN OF THE YEAR 2015Title:Penny the Pirate Brand:OPSM


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2015


EXECUTIONPenny the Pirate is a bedtime story that that screens a childssight without them knowing. Its available as a free interactivechildrens book and mobile application.

With help from the University of Melbourne and well-knownauthor and illustrator Kevin Waldron, the book masks thescience of vision screening in a story format using illustrations

and type.

Free to download or pick up in store at OPSM, the storyrecords screening results as children interact and helpsparents identify problems and instantly book an appointment.

For parents, it provides answers to questions theyve hadabout their childrens eye health, and for kids its a coolreading adventure with some positive one-on-one time withMum or Dad.

Innovative in addressing the challenge clever

idea combining physical eye test with story linkedto using pirate eye-patch. Shows evidence of thethought process which links to the strategy

Firstly, we behaved like a book publisher and partnered witha network of bloggers, Australian schools and libraries totest the book and create native articles about their thoughtsand experiences. Parents also tested the book and app priorto the national launch through Yahoo7s Mouths of Mumnetwork, creating reviews and asserting influence.

Once conversations had started, Penny The Pirate appearedon all the favourite daily media hotspots of Mums, leveragingspend online across social media, digital and then across highimpact display ads and TVCs to drive web traffic and appdownloads.

The school holiday period provided additional opportunities totarget Mums as they often have more time to spend with theirchildren. We used this to amplify offline and integrate it acrosscinemas and instore displays.

Excellence in execution. Engages both the parent

and child.

RESULTSPenny the Pirate is on track to screen over 500,000 childrenleading to 125,000 OPSM appointments. In-turn parents havebecome the biggest partners with consistent conversation,positive sentiment and close to 50,000 engagements on socialmedia in its first two weeks. 188% increase in Kids eyewear packages

89% increase in OPSM consultation bookings 14% increase in sales- directly attributed to campaign #1 Health App in the Apple Store during launch

Brilliant results which are clearly linked to thecampaigns objectives

Watch the campaign video
http://www.creamglobal.com/17798/35345/penny-the-piratehttp://www.creamglobal.com/17798/35345/penny-the-pirate


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FINAL ENTRY

DEADLINE

27 November

2015


WHY ENTER? Exposure to the jury of the most senior brand

marketers and agencies across the region.

Impress clients and increase your chance to win

new business.

Demonstrate that you are delivering innovativeand effective solutions to clients.

Add your win to your personal and companycredentials.

Motivate your team with industry-wide recognitionand celebration of your success.

KEY INFORMATION Campaigns must have been implemented between

1 September 2014 and 31 October 2015.

Two stage submission process

1. Written entry along with two images.

2. If shortlisted a two minute video is requested for finaljudging.

You may enter your campaign into more than onecategory. Choose your categories carefully. Judgeswill assess each campaign strictly against the categorycriteria.

Benefit from the early entry fee of $425 SGD before6 November 2015 ($475 SGD after 6 November).

ENTER NOW

For Awards enquiries please [email protected]

Find us on festivalofmedia.com/asia-pacific/awards

2NDSTAGE: Video submission

Good luck!

Only shortlisted entrants need to prepare a video submission.The shortlist will be announced 3 February 2016.

You will have 4-5 weeks to prepare your video.Important:make sure you have given a primary and a secondary contact on your written entry. We will be contacting

both with details for the video submission once the Shortlist is announced.
http://www.festivalofmedia.com/asia-pacific/awards/how-to-entermailto:fanny.nicot%40csquared.cc%20?subject=Awards%20Enquirieshttp://festivalofmedia.com/asia-pacific/awardshttp://festivalofmedia.com/asia-pacific/awardshttps://www.youtube.com/user/TheFestivalofMedia/featuredhttps://twitter.com/FestivalOfMediahttps://www.facebook.com/thefestivalofmedia?fref=tshttps://www.linkedin.com/grp/home?gid=1773664mailto:fanny.nicot%40csquared.cc%20?subject=Awards%20Enquirieshttp://www.festivalofmedia.com/asia-pacific/awards/how-to-enter

FOMA 16 Tips for Entering

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