EFFECTIVENESS
Entries will need to demonstrate hard results over the long term; that is, how the work drove tangible business effects,
was instrumental to cultural change or integral in the achievement of brand purpose. A number of criteria will be
considered during judging and weighted as follows: 20% Strategy + 20% Creativity & Innovation + 20% Execution +
40% Results.
In Effectiveness Tangrams - campaigns / work can be entered into One (1) Product & Service category only; and/or
multiple Specialist categories.
For the list of categories available, please refer to http://www.tangrams.asia/awards/Effectiveness.
Campaigns / work previously entered in Effectiveness AMES (Asian Marketing Effectiveness & Strategy Awards) cannot
be re-entered into the same categories, you may consider re-entering your past entries in the Sustained Success
(EFS08) category provided the said entry had not be entered into this category in previous year(s).
CHECKLIST & SUBMISSION REQUIREMENT:  Language use in this written submission: English
 Font Size 12, Arial font in Black
 Total Word Count limit (from answers in Section 2 + 3 + 4 + 5 + 7) = 2000 Words only
 No agency name or logo should appear anywhere in the written submission (unless entry is a self-promoting
campaign / work). Submissions with agency names or logos may be disqualified.
 Mark any / various sensitive parts as “Not for publication”.
 DO NOT delete any section / parts of the submission.
TIPS AT A GLANCE
Review TIPS FOR ENTRY in the Tangrams 2017 Entry Kit for more tips!
Adapt your written submission to highlight the
elements most relevant to the chosen category.
Claims made are best accompanied by supporting
data with indication of the source of reference..
Choose your categories wisely
depending on the strength of
the campaign.
It is not enough to make assertions,
the jury want proof!
Justified facts and figures always
help to explain the basis of a
successful return on investment for
a campaign, project or business
success story.
Use a chart, graph,
diagram, etc. within
the body of your
submission.
Include footnotes at the
bottom of the page linking to
the source data.
For any queries, please contact TANGRAMS Entries Team at +65 6579 0549 OR email directly to [email protected].
EFFECTIVENESS
ENTRY DETAILS
Entry Title
:
Category Entered
:
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SECTION 1: CAMPAIGN SPECIFICATIONS
Select (check the box) the approximate total cost of production and media placement for execution of the campaign: ☐ US$0 – US$49,999
☐ US$50,000 – US$99,999
☐ US$100,000 – US$249,000
☐ US$250,000 – US$499,999
☐ US$500,000 – US$999,999
☐ US$1 million – US$9.9 million
☐ US$10 million & above
Where available, please provide a breakdown of spending by each media placement.
For example, Radio – xx%; TV – xx%
MEDIA USED
% OF TOTAL COST
MEDIA USED
% OF TOTAL COST
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SECTION 2: CAMPAIGN SUMMARY
Please provide a concise summary of the campaign. Briefly describe the marketing contexts, the strategy and
execution, and its accomplishments in relation to the objectives, and against the specific category criteria entered
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SECTION 3: MARKETING CHALLENGES & OBJECTIVES
Please provide a concise description of the context within which the campaign operated. Include information on
product/service positioning, level of competitiveness, market conditions and trends, challenges faced by the industry,
as well as cultural and political sensitivities. Describe the objectives of the campaign in the given amount of time.
Describe how the performance is benchmarked against the objectives – the KPIs agreed with client if possible.
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SECTION 4: TARGET MARKETS
Define target markets and segments, including demographics profile of target audience and scope of campaign (local
or regional).
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For any queries, please contact TANGRAMS Entries Team at +65 6579 0549 OR email directly to [email protected].
EFFECTIVENESS
SECTION 5: STRATEGY
Describe the key message of the campaign. Describe the creative approach and the targeting strategy, backing them
with insights and/or findings from research conducted (if any). List and explain the communications mix and
weighting used to implement the campaign and the reasons why these channels were selected.
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SECTION 6: BRAND & CATEGORY PERFORMANCE OVERVIEW
Please note Section 6 is an optional section and may not be appropriate to all categories.
Information in this section will provide the jury a benchmark to assess relative success of the campaign / work.
Please provide answers where applicable and available. Word count from this section will not contribute to the limit
of 2000 words.
A. BRAND PERFORMANCE HISTORICAL YoY
What was the overall performance in your market for the brand and how did it compare to the
previous year? This will provide the jury with an overview of the brand in your country’s eco-system
& environment. (Please present in consistent unit of measurement)
YEAR 2015
YEAR 2016
SALES VOLUME
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SALES REVENUE
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B. PRODUCT CATEGORY PERFORMANCE
In your industry, how did the product category perform compared to the previous year? This will
provide the jury with an overview of the eco-system & environment that brand is operating in your
country. (Please present in consistent units of measure)
YEAR 2015
YEAR 2016
INDUSTRY SALES VOLUME
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INDUSTRY SALES REVENUE
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C. PRODUCT CATEGORY COMPETITIVENESS
How competitive is the product category in your market? Please indicate the number of brands that
make up 70% of sales in Year 2016.
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D. EFFECTS OF MARKETING MIX
How has the marketing mix changed in your market for 2016? Please provide total marketing spend
for your brand in 2015 & 2016. Where available please provide a % breakdown by individual
marketing tactic, media vehicles and in-store trade tactics, for each year.
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For any queries, please contact TANGRAMS Entries Team at +65 6579 0549 OR email directly to [email protected].
EFFECTIVENESS
SECTION 7: CAMPAIGN RESULTS & MEASUREMENT
Describe the impact of marketing initiatives on business performance. This should be elaborated in context of the
strategic objective, difficulty of the task at hand, and overall category trends. Jury will be looking for quantifiable
evidence supporting initiative impact with respect to both the market and the category from credible sources.
Where possible, provide facts and figures substantiating claims. Entrants should provide third party verification of
supporting data.
The results achieved are the main benchmark in this Tangrams. Results must be quantifiable and have a clear and
direct co-relation with the marketing objectives. Restate your objectives and KPIs to help judges easily reference the
information. Insights into campaign executions will also support a contextual consideration.
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For any queries, please contact TANGRAMS Entries Team at +65 6579 0549 OR email directly to [email protected].