Guidelines
Campaign of the Year
This award allows you to enter a marketing / advertising / promotional campaign in the BASE marketing
awards categories. All marketing activity for an EST campaign, 4K, Blu-ray or DVD product released or
re-promoted between 1st February 2016 and 31st January 2017 is eligible for entry with the following
stipulations:
- Film: There are five categories (please provide official UK box office revenue for all BO entries*):
- 1. Non-theatrical, straight to video release**
- 2. Box office up to £1 million
- 3. Box office from £1 million to £4.99 million
- 4. Box office from £5 million to £14.99 million
- 5. Box office £15 million and above
* Please note that all box office revenues declared will be checked and verified.
** A title can be included in if any of the following was used in the promotion of the video release:

Where limited theatrical screenings were used to solely promote the video release

Or, where a multi-platform release strategy included limited theatrical screenings
- Children’s, non-theatrical***
***A title can be included in if any of the following was used in the promotion of the video release:

Where limited theatrical screenings were used to solely promote the video release

Or, where limited episodes were shown theatrically to support the video release
- Television
- Special Interest (includes sport/ fitness, music, comedy and documentary)****:
****Documentaries which had a limited theatrical release can go into Special Interest or Film e.g. Senna, Amy,
Gascoigne, I believe in Miracles etc.
- Catalogue: Single Product - Physical – the title must have been released before 01/02/2016
- Catalogue: Multiple Product – the campaign must include titles that must have been released before
01/02/2016
- Catalogue: Digital Initiative – the title must have been released before 01/02/2016 and is for any title which
has been launched on a digital format for the first time
1.
2.
3.
Each distributor may enter one title for each category unless entering for the Special Interest category. In
respect of Special Interest, a distributor may enter one title per genre e.g. one for sport, one for comedy.
Entrants are required to submit a presentation, using your OWN template, but following the Guidelines as
listed below. You will be asked to complete a summary sheet which can be found at the bottom of the
guidelines.
All campaigns should include all information as listed below. Where a campaign has been creatively brilliant
or innovative with an out of the box strategy, this will be encouraged and not penalised against. In this
instance, if the entry wins or is shortlisted for exceptional reasons, information of which will be provided so
please do not be discouraged for including this information.
BASE WILL NEED TO RECEIVE A MINIMUM OF 4 ENTRIES PER CATEGORY FOR EACH AWARD TO BE
CONFIRMED
Please send your entry presentation (using your own template) and all supporting information, as set
out above, that you wish to be considered alongside your nomination form, to be received no later than
Friday 17th March. Please ensure your presentation clearly follows and contains all information set out
in these guidelines and includes the Excel Summary Sheet.
Judging will take place on the 19th April 2017. The shortlist will be announced in May 2017.
If you have any queries please contact Vicki Geddes on 0207 440 0382 or email [email protected].
1.
Situation Analysis / Campaign Objectives & Duration
5 Points
- Bulleted List of Campaign Objectives
- Please provide 3 titles the campaign was benchmarked against and include sales number against each
benchmark*
- Campaign budget
- Unit sales target (s) - please specify week 1 target**.
- Should you wish to add additional background and situation analysis, please do so in 4 slides or less.
- Please ensure you only include the results for the first 12 weeks of the campaign.
*If N/A for Catalogue please specify on your presentation
**If the campaign doesn’t have a week 1 target but instead has forecasted revenue for the duration of the
campaign – please do provide this as an alternative
2.
Campaign Strategy and Execution
5 Points
- Target audience and how they were reached i.e. use of media; what was new / different / exciting / ground
breaking about this campaign? Please explain the marketing solutions used
- What other creative ways did you reach your target audience (please only include stand out achievements)
3.
Results and insights
5 Points
- How were the campaign objectives met
- Sales results - how did they compare against the benchmark
- What was the ROI of the campaign; please include marketing spend per unit sold in week 1, ROI in £GBP,
please add the Gross amount
4. Team work
5 Points
- Please ensure you are including all teams that were involved in the release strategy, providing a narrative on
how the execution of their role supported the release:

Retail Marketing Team

Sales Team

Marketing Team

PR Team

Creative Team
5.
Any other relevant / supporting information - campaign visuals
Note: No more than 2500 words per entry and no more than 20 slides.
Whereby innovative approaches were not able to be benchmarked against, this will be assessed
individually and the points system might be removed.
For any exceptional innovative techniques that has challenged the norm, a bonus of up to 5 bonus
points might be awarded.
TO BE SUPPLIED WITH YOUR ENTRY. NO ENTRY WILL BE CONSIDERED WITHOUT THE
FOLLOWING INFORMATION
-
6 Hard copies of your presentation with Excel Summary Sheet – included on the front
-
6 Memory Sticks (with a digital copy of your presentation on each)
-
7 copies of the title either on Blu-ray Disc or on DVD
-
Any supporting merchandise or materials in support of your nomination (please send six of each
piece)