2015 CAANZ Beacon Awards
Preliminary Round Judging Form: Category R – Most Effective
MOST EFFECTIVE
This category is about meeting a challenge and succeeding. Judges are looking for evidence that the communication drove a positive outcome or exceeded objectives. This could include
generating positive business results (e.g. market share, sales value, profit), shifting brand health measures (e.g. consideration, preference, perceptions), or changing people’s behaviour (e.g.
buying patterns or social habits). It will focus on effectiveness of a campaign above all other considerations – the results section of the entry will account for 40% of the judge’s score. All
entries must include figures showing the campaign’s direct impact on stated objectives (indexes will suffice).
Entry Number:
Name of Judge:
In each category, judges are looking for communications and media thinking that has significantly contributed to the overall success of the campaign. The focus is on strategic thinking and
how it relates to the business challenges and objectives. The effectiveness and results achieved should accurately reflect the objectives and strategy. The judges want to see clarity of thinking,
identification and application of insights and innovation. It’s important to remember that a campaign founded on a sound, solid strategy can be as effective as one containing significant
innovation.
Please enter your mark in the ‘Score’ column for EACH section
Entry Form Question
1.
INSIGHT. What was the marketing challenge and insight?
Is the business and marketing challenge clear and precise? How significant was that challenge? Does the entry demonstrate a clear
understanding of the category/consumer/brand relationship that resulted in the development of a powerful/compelling insight to unlock
business growth?
Weighting 20%
2.
STRATEGY. What was the communications strategy?
Is the strategy clearly & succinctly defined? Is it strongly connected to the insight that has been developed? What is the relationship
between the communication strategy and creative solution - how does one enhance the other?
Weighting 20%
3.
EXECUTION. How was the strategy brought to life?
How has the strategy influenced channel selection? Is a role for each channel clearly defined? Has the execution effectively delivered on
the insight and the strategy? Has the execution challenged partners and media owners? Does the execution make you think “I wish I had
thought of that?”
Weighting 20%
4.
RESULTS. What results did the campaign deliver?
Are the results clearly expressed? Do the results directly relate to the business and marketing challenge? Is there clear proof that the results
can be directly attributed to the campaign?
Weighting 40%
Score
Score out of 10
/10
Score out of 10
/10
Score out of 10
/10
Score out of 10
/10