Entry Kit - DMNews.commedia.dmnews.com/documents/197/caples_entry_kit_final_49054.pdf · measurable reply mechanism. Mobile Marketing - Non-Display Marketing with a direct response

Entry KitDeadline: March 7, 2016

caples.org

CAMPAIGN CATEGORIES

The following categories focus on the problem,

creative solution, and results of specific direct

marketing campaigns. Entries will be judged on

conceptual strength, courageousness of the

campaign or execution, and results. Each entry

should explain how it was deemed a success

and cite the measurable reply mechanism.

Sectors

Agency Self-Promotion Any material, in any media, designed to promote or sell the services of an advertising agency. ** This is the only category where it is acceptable

to present your agency name/logo on the creative and entry form.

Ambient/Guerrilla marketing Any effort that utilizes street teams, pop-up stores, sidewalk art, and other non-traditional media found in the real world where consumers are invited to interact with it.

Content Marketing Content—digital and otherwise—generated by a company or its agency to support measurable marketing objectives, such as boosting consideration, attracting new audiences, nurturing leads, and more. Include a description of the content type and channels used to distribute it. Provide samples of the content included in the campaign.

Creative Use of Technology (for a Campaign) Any effort that uses an online or offline technology in a new and/or innovative way where the creativity was amplified or enhanced due to the technology used. Could be a new technology or an existing technology applied in a new way.

Display Advertising - Online and Mobile Display ads—including online banner ads, search ads, and rich media units—designed to elicit a specific response. Describe the uniqueness or creativity of the placement, databases, or targeting. Rich media entrants: Consider submitting as a captured .MOV file for easy review by judges. ** You must provide images of the advertisements

where they were actually displayed while online.

Direct Mail, Dimensional Any addressed mail that is delivered in a tube, carton, or other non-standard carrier. ** You must submit the physical direct mail piece

to be considered for judging.

Direct Mail, Flat Standard envelope formats, self-mailers, and catalogs that include a measurable reply mechanism. Does not require special postage, boxes, or padded envelopes for delivery. For context, please include how many pieces were sent.** You must submit the physical direct mail piece to be considered for judging.

Direct Response TV Any direct response TV (commercial or infomercial soliciting an inquiry, donation, Web visit, or order). There must be a clear call-to-action. Must include a postal address, URL, or phone number as a reply mechanism.

Email Marketing Any email messages that include a measurable reply mechanism. Entries will be judged on overall conceptual strength, including subject line, body copy, design, and original and appropriate use of technology, if employed. Please describe anything unique or creative about your choice of the target audience. ** You must submit a copy of the email to be considered

for judging.

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Deadline: March 7, 2016caples.org

Integrated Campaign A creative campaign that uses multiple channels online and offline, and all executions are developed from the same brief and work together for maximum effectiveness. This campaign must utilize at least two different channels across digital and traditional. Explain the role of each element in the campaign. (For purely interactive campaigns, use the interactive campaign category.)

Launch Campaign A campaign that launches or relaunches a brand or product to earn trial, subscription, or ongoing use. Describe how the direct marketing activity worked in concert with elements such as advertising, PR, and sales promotion.

Loyalty Campaign Any effort targeting an existing customer file for the purpose of enhancing customer loyalty; this includes thank-you gifts, service announcements, mail, email, online messaging, print collateral, employee communications, and apps intended for existing customers. NOTE: This category does not require a measurable reply mechanism.

Mobile Marketing - Non-Display Marketing with a direct response component delivered through portable devices such as a mobile phone, PDA, PSP, tablet, GPS system, iPad, or MP3 player. Marketing campaign and mobile apps must be branded and drive actionable, measurable results. Include key screens of the experience in your presentation video or an .MOV file that captures how it worked.

Out-of-home Any billboards, transit signage, multi-sheet posters, bus shelters, phone kiosks, mobile panels, wallscapes, etc. used to elicit a specific response.

Promotional/Activation Effort A limited-time promotion, in-store experience, product sampling, stunt, or event that aims to elicit a specific customer action. All executions must be developed from the same brief. This effort must utilize at least two different media, each with a clear call-to-action and a measurable reply mechanism.

Radio Any direct response radio or podcast commercial spot that includes a clear call-to-action and a measurable reply mechanism such as an address, URL, orphone number.

Social Media Efforts involving the use of online social media channels to support measurable marketing objectives and drive customer action through a specific call-to-action. This includes placements or campaigns on YouTube, Facebook, LinkedIn, Twitter, Orkut, Pinterest, etc.

TECHNIQUE

These categories will be judged based on how much

the crafts of writing or art direction contribute to

the campaign concept and help to push the

boundaries of courageous creative.

Writing for Direct A campaign or individual communication that showcases exceptional and bold copywriting that was integral to gaining a successful, measured response.

Art Direction A campaign or individual communication that showcases exceptional and bold art direction that was integral to gaining a successful, measured response.

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TEAM AND PEOPLE CATEGORIES

It takes a talented team to push boundaries and

think differently. These categories recognize teams

or individuals who do just that to create innovative

direct marketing campaigns.

Young Agency to Watch *NEW This category is awarded to an up-and-coming agency that’s been in business three years or less.Mandatory: At least three examples of bold campaigns should be submitted as support material.

Creative Leader to Watch *NEW This category is awarded to a creative leader with 5-10 years experience who has led the creation of the three campaigns submitted as part of the nomination. Mandatory: At least three examples of bold campaigns should be submitted as support material.

SPECIALTY AWARDS

These categories call out the best of the best;

campaigns and creative that most embody the

courageous spirit of Caples.

Courageous Client of the YearAll work requires a partnership between agency and client, but the Courageous Client award celebrates that rare moment when an agency takes a client well outside of its comfort zone and the client faithfully goes along, only to see remarkable results.

Explain what makes this entry so courageous, what rules were broken or risks were taken, what role the client played in making the idea a reality, and what measurements proved its success.

Creative Agency of the Year *NEWAwarded to the agency that accumulates the most points across all of their entries. Scores to be awarded as follows: Gold= 5 points, Silver= 3 points, Bronze= 1 point. This cannot be entered into directly. Best in Show Awarded to highest scoring entry. This cannot be entered into directly.

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JUDGING

Caples is judged exclusively by creatives—leaders from more than 30

agencies around the world who come together to judge entries on

three key campaign components: the boldness of the concept, the

logic of the execution, and the strength of the outcome. In other

words, the most courageous creative solutions to today’s toughest

marketing challenges.

Judges will select the finalists during round one of judging.

Scoring during round two will determine which work is

awarded gold, silver, or bronze.

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ENTRY REQUIREMENTS

1. To be eligible, at least some of the elements of the entry must have appeared in the market for the first time between January 1, 2015 and March 7, 2016.

2. When you are entering into the Campaign and Technique categories, select the category and the type of work you will be submitting: • Single - One piece • Multiple pieces - At least two, up to

six pieces of unique media Then select your segment:

• Consumer • Business • Nonprofit

3. Individual components of a campaign may be entered as single entries into Campaign and Technique categories. If you enter any component in more than one category, we strongly suggest you adapt your market problem to fit the category you are entering.

4. Each entry is required to include a written submission addressing the following: • Your target audience • The market problem/opportunity

• The objective • Your solution • The resultsThe submission has a 500-word limit. May be

considerably less depending on the category.

5. It will be in your own interest to explain or translate any specific word play or local, social, cultural, or political references and nuances.

6. You will be offered the opportunity, when entering online, to submit information separately that should be kept confidential (i.e. submitted only to the jury).

7. Once all entry information is prepared, visit caples.org to submit your entries. All entries must be submitted and paid for online. You may input your entry information and save as a draft to return at a later date to submit payment. Credit cards accepted include Visa, MasterCard, and American Express. Entries that are not paid prior to judging will not be considered.

caples.org


SUPPORT MATERIAL

In addition to the online entry form, support materials are mandatory for all entries. This will enable you to expand on the success of your entry. Support materials for each category will vary, but it is suggested that you provide whichever type of support material you deem most suitable to showcase your individual entry. Please refer to each category for any specific support materials required.

Samples and packaging must not include markings that identify the creative group or agency (e.g, letterheads, watermarks, etc.), with the exception of agency self-promotion entries.

Clear translations are required for all work that is not in English. Country idioms that may not be understood universally must be explained. All support materials must be clearly identified and contained in an individual package. Companies sending multiple entries can use a large package for delivery purposes, but each individual entry must be contained in its own package.

SUPPORT MATERIAL TYPES & REQUIREMENTS

• All campaigns are limited to six unique element samples.

• All materials must be PC and MAC compatible.

Presentation image (mandatory)Every entry must be accompanied by a presentation image in .jpg format. The image should be 300 dpi and 16.5 x 23.4 inches in size. The image should summarize your entry in a clear and concise way. The image should contain no more than 80 words. • The digital presentation image board is a digital “board”

that contains key campaign images and up to 80 words of copy that summarize an entry.

• The judging panel will review the image board and will factor it into the judging process.

• This image board will be used to represent all finalists’ entries during judging, on caples.org, and in any awards program materials.

• The digital board should be key campaign images.

Requirements:

• The presentation image should be in JPG format. • The image should be 300 dpi and 16.5 x 23.4 inches

in size.• The image can be no larger than 15 MB.• Please name file with client brand at beginning

of the file name.

Example

Entry video overview (highly suggested)We recommend that you include a video overview explaining the details of an entry. Judges will review all entry videos along with the presentation image board and written entry form.• Required to upload in MP4 or MOV format.• File size no larger than 350 MB, and a play

time under three minutes. • Please name file with client brand at beginning.

It is suggested that each entry be accompanied by a short video.

• Do not send in your video as a URL.

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Physical support materialThe only physical support material you can send in this year is for Direct Mail: Dimensional and Direct Mail: Flat

Ship complete support materials to:

Attn: Maggie Keller Caples Awards Haymarket Media 114 W. 26th St., 4th Floor New York, NY 10001 Tel: +1 646 638 6041

* Please label your support material with category name, submission number, submission name, agency name, and client name.

Websites/MicrositesUpload the URL during the online entry process. The URL must remain an accessible asset through May 2016.

Online Ads/EmailsUpload as a GIF or JPG. Provide key screens on a presentation image. For display ads with richmedia or Flash, please consider creating anMOV file.

Video (campaign examples or elements)Upload in MP4 or MOV format, file size no larger than 350MB, and a play time under three minutes. Name the file with client brand at the beginning. Do not send in your video as a URL.

AudioUpload as an MP3 file, file size no larger than 3MB, and a play time of about three minutes.

Direct Mail, Dimensional and Direct Mail, Flat Physical materials and collateral for the direct mail categories MUST BE PROVIDED to be considered for judging.

Team and People categoriesAt least three examples of campaign work that the team or individual has produced must be submitted as support material.

Returning Support Materials The Caples Awards will not return any support materials. Also, due to the volume of materials received, the Caples Awards cannot confirm receipt of support materials. Therefore, it is advised you use a form of traceable delivery to confirm receipt.

.MOV.MP4

1920 X 1080RECOMMENDED

1280 X 720MINIMUM

16:9

4:3

350MB

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FAQ

What if my submission has confidential information?There is a section on the entry form that is dedicated to any confidential information. This information will only be seen by our judges.

What is the eligibility period for the entries?To be eligible, at least some of the elements of the entry must have appeared in the market for the first time between January 1, 2015 and March 7, 2016.

What is the cost to enter into Caples?The fee for entering a single element to both the Campaign and Technique categories is $375. The entry fee for entering multiple elements to the Campaign and Technique categories is $450. Each entry form requires a separate entry fee. An entry into the Team and People categories is $375. Any entry can be submitted into the Courageous Client category for a $200 fee—but any entry submitted into Courageous Client also must be submitted into a Campaign category to be eligible for judging.

What is the deadline to submit?The entry deadline is Monday, March 7. Late entries will be received until Monday, March 14. However, those entries received after Monday, March 7 will incur a late fee of $120 per entry.

Can I send in physical support material?Send in physical support material only for the direct mail – Flat and Direct Mail – dimensional categories. All other support material should be sent in digitally.

How long should my video be?The video can be no longer than three minutes.

Can I submit an entry into more than one category?Yes! But we advise that if components of a campaign are entered in more than one category, you adapt the market problem to fit the category you are entering.

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caples.org


ENTRY FORM

CAMPAIGN and TECHNIQUE

Submitter Company: Client company (if not applicable write n/a)

What type of work will you be submitting?• Single – one piece• Multiple - At least two, up to six pieces of unique media

Select your segment:• Consumer• Business• Nonprofit

Title/Headline:

Product/Service:

Target Audience:

Credits:Please include name, title, and company name.

Please provide a clearly written submission of: 1. Your target audience2. The market problem/opportunity3. The objective4. Your solution5. ResultsThe submission has a 500-word limit. May be

considerably less depending on the category.

Confidential Information (150 words): If you have any confidential information that cannot be viewed by the general public or published anywhere, please write it here. This information will be reserved for the judging panel only.

Upload Support Material/Presentation image (mandatory): Every entry must be accompanied by a presentation image in JPG format. The image should be 300 dpi, 6.5 x 23.4 inches in size, and no larger than 15 MB. The image should summarize your entry in a clear and concise way. The image should contain no more than 80 words.

PDFs:Required to upload a GIF or JPG. Please provide key screens on a presentation image. For dis play ads with rich media or Flash, please consider creating a .MOV file. The file should be no larger than 15 MB.

Video:Required to upload in MP4 or MOV format, file size no larger than 350 MB, and a play time under three minutes. Name file with client brand at beginning. It is suggested that each entry be accompanied by a short video. Do not send in your video as a URL.

Audio:Required to upload as an MP3 file, file size no larger than 3 MB, and a play time of about three minutes.

Websites/Microsites:Upload the URL during the online entry process. The URL must remain an accessible asset through May 2016.

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ENTRY FORM

TEAM and PEOPLE

Young Agency to WatchAgency name:Years in business:Name of CEO:Please provide a written summary explaining

why you think the agency should win.

500-word limit

Upload Support Material

Presentation image (mandatory) Every entry must be accompanied by a presentation image in .jpg format. The image should be 300 dpi, 6.5 x 23.4 inches in size, and no larger than 15 MB. The image should summarize your entry in a clear and concise way. The image should contain no more than 80 words.

PDFsRequired to upload a GIF or JPG. Please provide key screens on a presentation image. For dis play ads with rich media or Flash, please consider creating a .MOV file. The file should be no larger than 15 MB.

VideoRequired to upload in MP4 or MOV format, file size no larger than 350 MB, and a play time under three minutes. Name file with client brand at beginning. It is suggested that each entry be accompanied by a short video. Do not send in your video as a URL.

AudioRequired to upload as an MP3 file, file size no larger than three MB, and a play time of about three minutes.

Websites/Microsites Upload the URL during the online entry process. The URL must remain an accessible asset through May 2016.

Creative Leader to Watch:Nominee:Nominee Agency or Company:Nominee Job Title:Years Experience:Please provide a written summary explaining

why you think the nominee should win.

500-word limit


Presentation image (mandatory) Every entry must be accompanied by a presentation image in .jpg format. The image should be 300 dpi, 6.5 x 23.4 inches in size, and no larger than 15 MB. The image should summarize your entry in a clear and concise way. The image should contain no more than 80 words.





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ENTRY FORM

SPECIALTY

Courageous ClientSubmitter Company Client Company (if not applicable write n/a)

What type of work will you be submitting?• Single – one piece• Multiple - At least two, up to six pieces of unique media

Select your segment:• Consumer• Business• Nonprofit

Title/Headline:

Please select use of media:

Product/Service:

Target Audience:

Credits:Please include name, title, and company name.

Please explain what makes this entry so courageous, what rules were broken or risks were taken, what role the client played in making the idea a reality, and what measurements proved its success. Explanation has a 500-word limit.

Confidential Information (150 words): If you have any confidential information that cannot be viewed by the general public or published anywhere, please write it here. This information will be reserved for the judging panel only.


Presentation image (Mandatory) Every entry must be accompanied by a presentation image in .jpg format. The image should be 300 dpi, 6.5 x 23.4 inches in size, and no larger than 15 MB. The image should summarize your entry in a clear and concise way. The image should contain no more than 80 words.





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Entry Kit - DMNews.commedia.dmnews.com/documents/197/caples_entry_kit_final_49054.pdf · measurable reply mechanism. Mobile Marketing - Non-Display Marketing with a direct response

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