2020 effective entry insights...marketing, smarties awards are the world's only global modern...
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SMARTIES2020 EFFECTIVE ENTRY INSIGHTS
Get recognized for Innovation in Modern MarketingThe SMARTIES gets more submissions, has more categories represented and throws more parties across the globe than any other modern marketing awards program. This is the most fiercely competed Awards for modern marketing,
SMARTIES Awards are the world's only global modern marketing awards program honoring innovation, creativity, and success. Share your story with us by entering. The award program is open to all of those involved in modern marketing including agencies, marketers, tech providers, media, public relations, brands, advertisers, etc.
The Smarties recognizes SMARTIES X, Regional, and Country winners
2020 SMARTIES
smarties x
SMARTIES X is the first and only annual competition honoring outstanding innovation and creativity resulting in significant business impact. An annual ‘Innovation’ Showcase recognizing significant achievement in the modern communications world where mobile is at the heart of consumer engagement and action.
SMARTIES X is an All Star Game for marketers. It’s the World Championship of innovation. It’s an underground tournament of known and unknown professionals, wrapped in the sparkle and allure of an award’s ceremony.
If your campaign has the X Factor, and you want to be distinguished amongst the most innovative and forward thinking leaders in the marketing industry today, then Enter your campaign in the SMARTIES X program.
2020 SMARTIES
2020 SMARTIESSelect from a combination of SMARTIES X, regional and local options providing winners greater levels of visibility within both local markets and on a global stage
We encourage you to enter campaigns not just in multiple categories, but also across these multiple programs
Programs
q SMARTIES Xl
q North America
q APAC
— India
— Indonesia
— Vietnam
Australia & South
Pacific included
q EMEA
— Africa
— Europe (UK)
— Middle East
— Spain
— Turkey
— -United Kingdom
q LATAM
Central America &
Caribbean included
South America
2020 SMARTIES üPromotes the agency and brand as a highly effective shop
üImpress your clients
üAttract new business
üBuild your resume
üEnhances your career marketability
üGet industry kudos
BENEFITS OFWINNING A
SMARTIES
2020 SMARTIES
WRITING AN EFFECTIVE ENTRY
This PowerPoint is a brief outline of effective entry insights
It is important that you read the General Rules on the SMARTIES website
www.mmaglobal.com/smarties
Read the entry overview and general
rules
Note the requirements and
formats for creative materials
Start building your entry offline first
Once you’ve proofed it, cut and paste each
section into the online form
2020 SMARTIES
writing an effective entry
Engage the judges and build your
business case for winning a Smarties
award
Write your entry like a short story, but
keep it simple, clear, and concise
Be sure to articulate objectives,
strategies, and tactics
Attempt to tightly edit your write-ups,
using short, brief paragraphs
wherever possible
2020 SMARTIES
writing an effective entry
Execution 20%
Results/ Business Impact
40%
Creative 20%
Strategy 20%
2020 SMARTIES
SMARTIES are judged by four areas, and are weighted as follows:
Represents 20% of total judging score
There is a 650 word maximum for this section. Includes objective, target
audience, creative strategy, and context
Build your story in this section of the entry form
Judges look for information and
understanding of the business and/or
marketing challenge along with a solid mobile
strategy
2020 SMARTIES
strategy
Include:qStrategic objectivesqIncreased market shareqBrand awarenessqTime engaged with the
brandqSalesqLeads
STRATEGY
2020 SMARTIES
qWho was the intended target audience?
qWhat was the creative and media strategy?
qContext - First year of campaign? Ø If not, how has the
strategy adapted to previous results and new technology?
STRATEGY
2020 SMARTIES
Represents 20% of total judging score
There is a 475 word maximum for this section. Includes overall campaign,
execution and mobile execution
Describe how the campaign was implemented and its
level of success
2020 SMARTIES
execution
qHow did the execution or enabling technology help achieve results?
qHow was the mobile component or enabling technology integrated into the overall marketing strategy?
qHow creative or sophisticated was the campaign in its use of mobile media?
EXECUTION
2020 SMARTIES
qHow was it matched to specific markets, demographics relevant to the overall campaign execution?
qWhat percent of the campaign budget went to mobile?
qHow well was mobile technology leveraged?
EXECUTION
2020 SMARTIES
qWhat impact did the campaign have on the market?
qWhat did the mobile channel or enabling technology bring to the overall campaign that other marketing channels missed?
EXECUTION
2020 SMARTIES
2020 SMARTIES
17
creative
3/3/20
Represents 20% of the total judging
score
Make it as easy as possible for judges to experience the
creative as originally intended
A 2-3 minute case study video is recommended. If not available, submit
a brief written case study (2 pages maximum) that
captures the creative and actual interactive
experience
Include active URL to landing page or FTP site
with links to each creative element of the
campaignMultiple active URLs should be separated
with a comma
Make sure links are live
Judges will consider
qConsumer engagementqUnique use of mobile
media typesqCreativity dynamics and
integration with overall campaign
CREATIVE
2020 SMARTIES
Represents 40% of total judging score
There is a 450 word maximum for this section. Includes
context, evaluation, market impact and ROI
Include qualitative and quantitative data to support
claims of success
2020 SMARTIES
Results (business impact)
qDid the campaign achieve its objectives and goals?
qWhat impact did the campaign have on the market, if any?
qHow innovative was the campaign?
RESULTS(BUSINESS
IMPACT)
2020 SMARTIES
qWhat impact did the campaign or enabling technology have on future utilization of mobile in their business?
qHow did consumers receive the campaign?
qWhen providing results, hard numbers and context will have a great impact on how your entry is judged
RESULTS(BUSINESS
IMPACT)
2020 SMARTIES
If your client won't let you reveal results in terms of actual response rates or sales, express results in relative terms
qPercentage improvement over control or return on investment ratio
qIndex results against your allowable; your past campaigns' successful performance or another standard
RESULTS(BUSINESS
IMPACT)
2020 SMARTIES
qIf you do index against past campaigns’ performance, be sure to explain what that standard is
qIndex numbers are meaningless if out of context
qYou can also calculate a figure for return on investment (based on sales, profit, etc.)
RESULTS(BUSINESS
IMPACT)
2020 SMARTIES
2020 SMARTIES
Additional Details on Completing the Entry Form, ‘Eligibility & Rules’ section on the SMARTIES website
Additional Insights and Tips from the Jury, visit the ‘Insights and Tips’ section on the SMARTIES website
2020 SMARTIES
A FEW 2019 WINNING ENTRIES
2020 SMARTIES
26
2019 X best in show
Rescue DogzAdvertiser: Güd
Agency: WundermanThompson Brazil
2020 SMARTIES
strategyBrazilian online dog food brand Güd wanted to raise awareness for the brand and help Brail’s largest rescue enter secure as many dog adoptions as possible. The first step was identifying the most common spelling errors for the names of purebred dogs on Google. Güd bought these keywords and used them to name dogs at a partner rescue center. Each time someone misspelled a dog breed name on Google, they were served a Google ad that indicated someone was giving that specific type of dog away for free. When the searcher clicked on the ad, instead of being led to the dog owner's page, they were directed to the Rescue Dogz website.
resultsDuring the month-long campaign, there was a 740 percent increase in the number of dogs adopted from the partner rescue center. The Rescue Dogz campaign put Güd in the spotlight:§85,000 visits to the Rescue Dogz website§15 million media impressions§2 million earned media impressions§40 percent growth in the number of followers on social media
2020 SMARTIES
28
2019 north america best in show
Blazing into Late-NightAdvertiser: Pizza
Agency: Media Experts
2020 SMARTIESstrategy
Pizza discovered a critical insight: searches for other QSR brands such as McDonald's spike just after Pizza Pizza and Domino's restaurants have closed at 2:00 a.m.. The brand set out to target the late-night pizza-hungry crowd, pushing late-night online advertising and creating an attractive promotional offer to target this new audience. Its campaign not only increased sales, but also stole market share from its competitors Domino's and McDonald's, making Pizza Pizza the go-to favorite for the late-night, cannabis-friendly crowd in Canada.
resultsThis first-time promotion offer resulted in enormous gains: 13,000 orders, over a 30 percent increase in revenue from other promotional offers, and 1.2 earned media impressions. Pizza Pizza expanded its mobile search strategy into a full mobile digital program that boosted its late-night share and delivered:§5 percent increase in average order size§63 percent improvement in return on ad spend (ROAS)§41 percent decrease in cost per online order§70 percent sales lift, helping Pizza Pizza hit its biggest sales in two yearsPizza Pizza's campaign increased sales and stole market share from its competitors Domino's and McDonald's, making Pizza Pizza the go-to favorite for the late-night, cannabis-friendly crowd in Canada. By leveraging its mobile-first search strategy, Pizza Pizza was able to maximize untapped revenue through its promotional offer
2020 SMARTIES
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2019 global gold winners
§ #RainbowCup§ Airmax Goes Bigger with Air§ All Star Weekend – Better Than Broadcast§ Bitis Smart - A shoe can make kids smarter!§ bubly launch Campaign§ Cadillac CT5 ASMR Reveal§ Colonel KI: The First Colonel to Conquer e-Sports§ Crunchy Challenge§ FriesList§ Influence The Influencer§ Maria's Message§ Pitaya, the princess needs no saving§ Rescue Dogz§ Shell Advance Forever Outriders§ The Adventure with King Leo and Friends§ The Lay's Announcer§ When Women Joined Hands To Break Social Shackles
2020 SMARTIES
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2019 north america gold winners
§ Beacons of Hope§ Blazing into Late-Night§ Cadillac CT5 ASMR Reveal§ Chipotle Freeting: A Multichannel Mobile Approach§ Do What You Can't Jimmy Fallon§ Hijacking High Gas Prices for High Returns§ The Perfect 10 is Now the 8§ T-Mobile Tuesdays
Deadlines & More Information
deadlines
SMARTIES X AND NORTH AMERICA PROGRAMS
Early Bird Deadline – Thursday, May 28, 2020
Deadline – Tuesday, June 30, 2020
Extended Deadline – July 6, 2020
Visit the Smarties website for Entry Fees and Multiple Discounts
https://www.mmaglobal.com/smarties2020
2020 SMARTIES
deadlines
APAC AND COUNTRY PROGRAMS(Call for Entries Opens in late March for these programs)
In late March, deadline dates and entry fees will be available
Visit the Smarties website for Entry Fees for other programshttps://www.mmaglobal.com/smarties2020
2020 SMARTIES
deadlines
EMEA AND COUNTRY PROGRAMS(CFE opens in late March for these programs)
Visit the Smarties website for Entry Fees and Multiple Discounts
https://www.mmaglobal.com/smarties2019
2020 SMARTIES
Spain Turkey United KingdomEarly Bird – May 29, 2020 Early Bird - June 1, 2020 Early Bird - May 22, 2020
OnTime – July 31, 2020 OnTime - August 4, 2020 OnTime – July 27, 2020
Extended – August 14, 2020 Extended – August 21, 2020 Extended – August 14, 2020
E MENA South Africa
Early Bird – May 22, 2020 Early Bird – July 1, 2020 Early Bird – May 22, 2020
OnTime – July 27, 2020 OnTime – September 25, 2020 OnTime – July 31, 2020
Extended – August 14, 2020 Extended – October 23, 2020 Extended - August 21, 2020
deadlines
LATAM PROGRAM
Deadline – August 7, 2020
Visit the Smarties website for Entry Fees and Multiple Discounts
https://www.mmaglobal.com/smarties2020
2020 SMARTIES
