If people have walked through it, touched it or lived it, it belongs here.
New GONG
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Best use of Non-Digital-led Brand Experience & Activation
Use of non-digital media such as film, radio, print, conventional outdoor, promotional merchandise and/or ambient collaterals and sites leading to immediate activation and/or sales.
Best use of Digital-led Brand Experience & Activation
A brand experience, activation, promo or stunt that used mobile, web, AR, VR, mixed reality, social media, tangible digital installations and/or other forms of digital tech leading to increased brand affinity and sales.
Best use of Events & Live Experiences
Guerrilla marketing stunts, launch events, roadshows, field marketing, sampling activities, experiential events, and/or live promotional stunts that lead to immediate activation.
Best use of Sponsorships & Partnerships
Creative utilisation of sponsorships and/or tie-in partnerships (e.g. sports, music, entertainment) to drive brand affinity and activation.
Best Launch/Relaunch
Creative utilisation of sponsorships and/or partnerships (e.g. sports, music, entertainment partners) to drive brand affinity and activation.
Best In-store/Retail experience
In-store and retail location activities including product launches/activations, demonstrations, sampling activities, pop-ups and in-store promotions or competitions that drive shopper engagement.
Self-promotion
Any type of media format driving brand affinity and activation produced by agencies to promote the company, its expertise, philosophy and services.
Innovation in Brand Experience & Activation
An innovative breakthrough in brand experience. This may include innovative brand experience techniques and/or creative breakthrough solutions across activation ideas.
Best use of Cultural Insights in Brand Experience & Activation
The creative use of insights derived from local culture, values, beliefs and traditions to develop engaging brand experience and activation.
The creative use of brand experience in marketing solutions with a promotional or activation element to drive brand affinity and sales. Entries must demonstrate verifiable results.
Best Integrated Brand Experience & Activation-led Campaign
Entries will be judged on how successfully they have integrated the campaign with a series of experiences across different media that work together with a promotional or activation element to drive brand affinity and sales.
Breakthrough on a Budget: Brand Experience & Activation
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. Entries should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
Gong for Good: Brand Experience & Activation
The use of insightful creativity to solve a problem for a cause, ultimately leading to social impact. Only work for nonprofit organisations can be entered into this sub-category. Entries from this sub-category will be combined with all Gong for Good sub-categories and to be judged separately.
