How to submit a case
Note: When preparing and submitting a case please be aware that the analysis of the jury is based on the supplied materials. Be careful and very thorough when filling in the form. Lack, misleading or insufficient information might lead to disqualifying the campaign or to an incomplete analysis from the part of the jury and/or lower points! For more information please read carefully the Rules.
The Written Case StudyThe written case study is the most important part of the entry because it frames the business challenge and illustrates the impact of the work and the role of interactive.
The best case studies explain the competitive environment, the business and marketing objectives and goals, and any evidence of performance. A large-scale, expensive campaign does not impress judges; effectively demonstrating performance, results and the role of creative does.
Case studies should be clear, concise, and free of jargon and exaggeration. If you submit a campaign to more than one category please highlight the relevant information for that category! (Argument your choice!)
Typical case study lengths are 1,000-1,200 words and no more than 1,500 words. In addition, case study videos are strongly recommended! Also, please provide as many visual examples of the banners usage and live act of the banners. Videos should be no longer than 2-3 minutes and should capture the creative and actual interactive experience (also a live act/demo of the banners). Those who come with detailed and explained results have more chances to get the highest number of points, especially for Performance Category (eg: No of signatories for a petition if this was the objective of the campaign). Please download and review this sample case study. We highly recommend that you follow this format.
Name & other infoThese are the things we need:
- Logo advertiser (300 dpi)
- Logo Creative agency (300dpi)
- Contact details creative agency (First name/Name/Function/Mail address)
- Name of the case/campaign
- Case Image (300 dpi) (as you want it to be presented publicly) - if you don't provide a video link than it can be included in the Image Case section
- Duration case ( start date – end date) - can be specified in the Brief field.
- Case film/slideshow (link Youtube/Slideshare/ other)
- Images (captures/printscreen) of different media (Ex. website, banners, apps, pages, etc...)
StrategyThe strategy section is worth 25 percent of the overall score (25 points).
Explain the strategic business and marketing challenge, define your target audience, and detail your creative and media strategies, include metrics used to evaluate success (e.g., raise brand awareness and preference, increase market share) and the process or plan devised to address and achieve your overall objective(s).
Your case study should address the following questions:
- What was the strategic business and marketing challenge?
- Who was your target audience?
- What were the creative and media strategies?
- What were the overall campaign objectives based on the situation outlined? For example: Increase market share? Increase unaided or aided brand awareness? Improve prospect engagement (e.g., time engaged with branded content? Generate $x from the campaign (unit sales, revenue, etc.)? Improve cost of acquisition (cost/response, cost/customer, cost/revenue generated, etc.)? Improve overall perception?
Please provide some historical context:
- Benchmarks vs. years prior
- Competitive landscape
Execution & Use Of MediaThe section is worth 25 percent of the overall score (25 points).
Tell us what you did to accomplish the goals and objective identified above, including interactive tactics, percentage of budget allocated and anything unique, noteworthy or interesting about how you executed the strategy.
This section should address the following:
- What did you do to accomplish the brand and/or business goals and objectives outlined above?
- What interactive tactics did you use?
- Why and how were they used?
- Is there anything unique, noteworthy or interesting about how you executed the strategy?
- What percentage of the overall interactive budget was allocated to executing the campaign?
- If 100 percent, what percentage of entire advertising budget was allocated to the program?
Results & ROIThe section is worth 25 percent of the overall score.
Please explain how you determined what you did was successful.
Please address the following:
- How well did the work do against your brand and/or business goals and objectives?
- What metrics show that the program met or exceeded expectations and brand/business objectives? (Source data or research from client, agency or third party.)
- What tangible effect did the work have on the client’s brand and business?
CreativeCreative samples are also important, as they account for 25 percent of each submission’s total score. Please provide as close to an original user experience as possible. Judges will consider engagement, use of medium, art direction, copywriting, integration with overall campaign (if applicable) and use of technology.
Creative samples must be accessible via working web links to the actual creative or landing page. Please provide live acts demos of the used banners. If the links are inactive for any reason during the judging phases, disqualification can result. Although it is not required, but it is highly recommended, a case study video no more than 2-3 minutes long that prominently features visuals/the consumer experience of the actual creative work is strongly suggested in addition to the written case study.
Creative sample guidelines
- Active URL to landing page or FTP site with links to each creative element of the campaign; or multiple active URLs (separate each URL with a comma). If providing links, please make sure sites are live. Broken links are grounds for disqualification.
- Login information – if applicable
- User name
- Login information – if applicable
- Additional instructions (for example, “click on the XYZ campaign tab”)
- Not required but strongly recommended: A 2-3 minute case study video that captures the creative and actual interactive experience. For a sample video, click here.
You cannot upload video directly to the submission form. Video material must be uploaded to Youtube or Vimeo and you need to share the link with us. Other creative materials need to be submitted via a publicly accessible URL or they cannot be viewed or scored by the judges.