H. DIRECT MARKETING

 

  • To be eligible in this category each piece of work must have specific measurable call to action. Direct marketing is advertising that communicates straight to a single consumer. Direct response is mass communication that's designed to generate an immediate response from a consumer.
  • Charity work in this category can only be entered in H.06 and H.07 and no other sub-category.
  • A campaign entry cannot be entered into both H.10 and H.12
  • It is mandatory that all entries in this category submit an overview A2 board which includes related images and a 100 word description. If an overview video is required, please ensure it no longer than 2 minutes in length.

 

H.01 Flat Direct Mail
all entries must be of a commercial nature and be submitted complete, exactly as they were mailed, including any outer envelope, letter, brochure and response mechanism. 
H.02

Dimensional Direct Mail
all entries must be of a commercial nature and be submitted complete, exactly as they were mailed, including any outer envelope, letter, brochure and response mechanism.  

H.03

Direct Response Advertising, Individual

 

includes print, television, radio etc. all entries must contain a response mechanism

H.04 Direct Response Advertising, Campaign, Single Medium
 

Three or more execusions in a single medium e.g. only using tv. all entries must contain a response mechanism.

H.05 Non Commercial Direct Mail 
 

agency promotion, self promotion, christmas card, invitation, announcement etc.

H.06 Charity, Individual
H.07 Charity, Campaign 
H.08 Copywriting for Direct, Individual
H.09 Art Direction for Direct, Individual
H.10 Integrated Solutions 
 

three or more different media in one integrated campaign. at least one element must contain a response mechanism. campaigns with more than one traditional media element must be entered in this sub-category and not in H.12 alternative media campaign.

H.11 Alternative Media, Individual 
 

non-traditional media including outdoor and never before used media.

H.12 Alternative Media, Campaign 
 

three or more executions in non-traditional media. if the campaign contains more than one traditional use of media (e.g. print, tv, radio etc.) then it must be entered into H.10 integrated solutions.

H.13 Digital Direct Response, Individual
 

must include a benefit requiring interaction with the online creative, or a solicitation for another measurable action.

H.14 Digital Direct Response, Campaign
 

as above (H.13) and must include 3 or more components

H.15 Electronic Direct Mail