- Best use of Direct (Mailing Channels)
- Includes direct flat, one and multi-dimensional mailings with a direct call-to-action and seek measurable response.
- Best use of Direct (Film, Radio & Audio Broadcast Channels)
- The use of film (including infomercials) for television, cinema and outdoor, as well as radio spots, radio promos or DJ mentions where there is a direct call-to-action and seek measurable response.
Note: For online film and audio content, please enter in Best use of Direct - Digital Channels.
- Best use of Direct (Print & Outdoor Channels)
- The use of small and/or large-scale media. Non-mail and print collateral, including items in bars & restaurants and all other hand-held (or equivalent in size) items. Also including direct response stunts, street teams, direct response events, outdoor/ambient media, events and live experiences which encourage direct interaction and seek a measurable response.
- Best use of Direct (Digital Channels)
- Websites, microsites, social media, online advertising, online (film & audio) content, eDM, mobile, SMS and location-based marketing with a direct call to action and seek measurable response.
- Best Customer Retention/Loyalty Campaign
- A relationship-building direct marketing initiative to encourage retention, reinvigorate lapsed relationships and drive loyalty.
- Innovation in Direct
- An innovative breakthrough in the way we evolve direct response from the consumer. This may include innovative direct marketing techniques and solutions across all channels.
- Best use of Cultural Insights in Direct
- The creative use of insights derived from local culture, values, beliefs and traditions to develop engaging direct marketing solutions.
- Creative Effectiveness: Direct
- The creative use of direct marketing solutions to achieve a clear goal. Entries must demonstrate verifiable results.
- Best Integrated Direct-led Campaign
- Entries will be judged on how successfully they have integrated the campaign with mediums using Direct marketing as core. The brand's message is communicated throughout the campaign by building and/or using Direct marketing across all channels.
- Breakthrough on a Budget: Direct
- 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: Direct
- 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.
