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ENTRY KIT

ENTRY KIT. W elcome to the P AS A WARDS 2014. M oving ahead with PAS Awards 2014 is an honour indeed. An honour to be recognised as one of the most authentic industry benchmarks in judging and awarding the “creativity, idea and strategy that works”.

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ENTRY KIT

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  1. ENTRY KIT ENTRY KIT

  2. Welcome to the PAS AWARDS 2014 Moving ahead with PAS Awards 2014 is an honour indeed. An honour to be recognised as one of the most authentic industry benchmarks in judging and awarding the “creativity, idea and strategy that works”. Similar to last year’s precedent principles, this year too the PAS Awards 2014 are focused to set more rigorous standards to raise the bar of judging patterns eventually resulting in value-added marketing and advertising practices. We invite you to be part of this exhilarating experience,compete with full dynamism and get a change to be recognisedfor your work. We anticipate your full participation and wish you all the best. ShabeehIkram Chairman, PAS ENTRY KIT

  3. Table of Contents ELIGIBILITY, DEADLINES, FEES & PAYMENT 3 Payment procedure CHECKLIST 5 HOW TO ENTER 6 By mail Online method HOW YOUR ENTRY WILL BE JUDGED 7 Scoring system COMPLETING THE ENTRY FORM 8 Sourcing you data in entry form CREATIVE SHOW CASE 9 Creative communication reel CREDITS REQUIRED FOR YOUR ENTRY 10 Certificates Reasons for disqualification CATEGORIES 11 Choosinga category for your entry Special categories Special awards REGULAR PRODUCT AND SERVICE CATEGORIES 14 ENTRY KIT 2of 15/ Page

  4. Eligibility, Deadlines, Fees & Payment Any and all marketing communication efforts, whether full campaigns or unique efforts within a campaign are eligible to enter. Retail experience, viral, buzz, direct mail, PR, Radio, TV – anyone or any multiple combination of mediums – any examples of work that demonstrate how you tackled your objectives can be entered. Discount selling, door-to-door sampling/selling and any such related marketing efforts will not be considered as BTL activation. Marketing efforts that ran in Pakistan between January 1, 2013 and December 31, 2013 are eligible to enter. Campaigns may have initiated before 1st of Jan‘13, but must have run substantially during this period as well and should have results and data relative to the above qualifying period. You are eligible to re-enter the campaigns you entered in PAS Awards 2013, provided your entry was not declared a winner and it ran Substantially during 2013. PAS reserves the right to refuse any entry at any time. Entries submitted online can be changed until the deadline or before making the final submission. • LAST CHANCE TO ENTER: • 5PM PST, January 27, 2014. ENTRY KIT

  5. Eligibility, Deadlines, Fees & Payment ENTRY FEE: Rs. 20,000 + Tax (before January 27, 2014) Rs. 25,000 +Tax (after January 27, 2014) PAYMENT PROCEDURE Entries without full correct entry fee will not be accepted. For online submission, the entry fee should be paid before the final submission. Online entries with payments received will show ‘payment received’ status in the online entry site. If an invoice is required to process the entry fee, kindly contact the Award Secretariat. To enter PAS Awards 2014, all parts of the entry must be either physically submitted to the PAS Awards Secretariat or submitted online. Courier or hand-deliver entries and payments to: Award Secretariat PAKISTAN ADVERTISERS SOCIETY 2nd Floor, 6‐C, 7th Commercial Lane Zamzama, Phase V, DHA. Karachi – Pakistan. Tel: +92(21) 3583 6072‐3 Important: Kindly receive a confirmation of receipt of your submission from the Award Secretariat. No entries will be accepted after February 10, 2014. ENTRY KIT

  6. Checklist Entry Form: Not exceeding a total of three (3)pages, except Passion for Pakistan category. (downloads from: www.pas.org) Creative / Communication Reel: One high quality/resolution 4min (max. limit) DVD equal to or less than 100MB. The communication reel to include the following:: • Challenge and Objective • The Big Idea • Execution of Big Idea • Results The communication reel should clearly show complete commercials, except where editing is required, because of time (e.g. events, guerrilla marketing activities, branded content in TV or games, etc.). Examples of any integral print, direct mail, etc. elements must be included in the video. Please ensure that all executions should be segmented and shown clearly as they were executed in the market place. The material to accompany your entry: • Translations: (for non-English/Urdu only). • Samples of work: (optional): Maximum 3 samples, featured on the 4‐min. video for the benefit of judges to be viewed as a still image. May include but not limited to print ads, direct mail, web pages, flyers, etc. Authorization Form: (download fromwww.pas.org.pk) Credits Form: (download from www.pas.org.pk) • Contact Information Form: • (download from www.pas.org.pk) • Payment:Cheque/Pay Order in favour of Pakistan Advertisers Society ENTRY KIT

  7. How to Enter • BY MAIL • Please send a hardcopy and softcopy (CD) of • your entry with all the material mentioned in • the Checklist as per the prescribed format. ONLINE SUBMISSION Please visit www.pas.org.pk for details on online submission procedure. You may create one or multiple log‐ins for your company entries as needed. You may edit/delete/change your entries at any point until you click SUBMIT. PAS AWARDS will only view the submitted entries; hence feel free to work as much as you like to perfect your online entry. • The online section includes the following 4 steps: • Entry details • Full credits and contact information • Details of the entrant • Upload the following in the mentioned prescribed format • Entry form (.docx /.doc) • Creative communication reel (.wmv) • Translation (.docx /.doc) • Samples of your work (.jpeg /.jpg) • Authorization form (.jpeg / .jpg) • For any queries at any stage, please contact the PAS Award Secretariat. ENTRY KIT

  8. How your Entry will be Judged Judges will evaluate all entries (except Passion for Pakistan) as per specific criteria to give a score. The overall effectiveness of the marketing effort will be judged as per the following breakdown: SCORING SYSTEM Strategic Challenge + Objectives 15% Idea 35% Execution of Idea 35% Results 15% Total final score 100% PASSION FOR PAKISTAN CATEGORY Judges will evaluate all entries based on the most compelling and unique creative idea that highlights the image of Pakistan coupled with effective integration with product/service. • Important: • Scoring is highly confidential. • The judges’ scores and decision will be final and will determine the winning entries. • Judges will be asked to excuse themselves in case of conflict of interest. • It is likely to have more than one winner or perhaps no winners at all in a particularcategory. ENTRY KIT

  9. Completing the Entry Form Your entry should tell the complete story of all the marketing and advertising communications created and implemented for this marketing effort including all other factors that impacted your efforts. DO NOT include logos, graphics, pictorial elements and screen grabs of your creative work in the written case. SOURCING YOUR DATA IN THE ENTRY FORM All data, claims, facts, etc. included anywhere in the entry form must include a specific,verifiable source. • Use the specific name of the company to reference a source except when the source is an Agency company (Ad, Media or other agencies). Since PAS Awards is an agency‐blind competition, refer the agency company research as “Agency research.” • Entries that do not source data will be at a disadvantage at the scoring stage. • Be as specific as possible in documenting all evidence in terms of time period, researchinvolved, etc. • Graphs or charts may be used • to present results. • For campaigns that ran in 2012 or in the period before that, and are re-entering this year, please ensure the results and data are relative to the qualifying period only i.e. Jan‐Dec 2013. ENTRY KIT

  10. Creative Showcase CREATIVE COMMUNICATIONS REEL The communications reel should showcase the creative that brought the big idea to life. A complete commercial reel should be shown, except where editing is necessary due to 4 min time constraint. To indicate “how‐when‐where” you connected with your target; include at least one example of each of the integral communications touch points mentioned in your written case. Creative/communication elements submitted must have run in the marketplace during the eligibility period that directly relates to your strategic objectives and results. • Tips: • Use of voiceover, text, etc. is allowed to strengthen • your case. • Use of music, images etc. not part of your creative • work should not to be included on the reel. • Important: • Your explanation on the video cannot include agency names / logos/personnel pictures or interviews. Creative material becomes the property of PAS and willnot be returned. The video of the winner will be featured on the website and may be used for other purposes including, but not limited to, the gala, a winner reel, a conference, etc.. ENTRY KIT

  11. Credits Required for your Entry You are required to credit all creative and strategic partners who contributed to the marketing / advertising communications effort. Spacehasbeen provided inthe online entry area tocredit six individuals. The credit list will be used foracknowledgements or verification purposes, soplease ensure the spellings are correct. CERTIFICATES If your entry is a PAS Award finalist, all the companies listed in the credits will receive a certificate of acknowledgement. REASONS FORDISQUALIFICATION The following will result indisqualification and entry fee will beforfeited. • Agency name/personnel pictures/interview published in the Entry Form or on the creative materials. • Exceeding number of pages in filling Entry Form. • Submitting an incomplete Entry Form. • Not abiding by any rules mentioned in the Entry Kit. • Late Payments. • Missed Deadline. Note:Additional trophies and certificates can be personalized with an individual’s name and purchased from the PAS Awards Secretariat. ENTRY KIT

  12. Categories Special Category I: Best in Digital The entry that showcases the most effective digital ad campaign using any digital platform including viral, social media, mircrosites, blogs, website, apps, gamification, online content delivery portal etc. The entry may be part of the overall 360 degree campaign of your brand or a standalone marketing effort. Results will be judged against metrics that best indicates advertising effectiveness in digital media platform. Special Category II:Passion for Pakistan A campaign or marketing effort that reflects passion for Pakistan and is used to significantly improve the image of the country; not including CSRs. Results will be awarded for best creative idea that enhances the image of Pakistan in a unique and compelling way that also integrates with your product/service/brand. CHOOSING A REGULAR CATEGORY FOR YOUR ENTRY PAS Awards 2014 is not a mediaorplatformspecific competition.The entries ofproductsandbrands that are similar in usageform a category irrespective of theplatform they have leveraged toachieve their objective/s. An entry should be placed in Public Service category, if the underlying objective/s of the campaign is to address or increase awareness of a certain social issue that is for the benefit of the general public or the society at large. Please note that the PAS Awards Secretariat reserves the right to re‐categorize entries and split/redefine categories any time as it feels appropriate. ENTRY KIT

  13. Categories Special Category III: Media Innovation The entry that shows insight and creativity to change the way a particular media channel is consumed - a campaign that has gone beyond the conventional approach to grab its target, and effectively engage with them. Whether the effort was one execution or multiple, and/or used one engagement channel or multiple – the work must represent new and creative usage of the media channels including TV, radio, print, OOH (excluding digital and BTL activations). Special Category 1V: Best BTL Activation Any marketing effort that used BTL activity in a creative manner to engage consumers and generate positive results. The effort could be short-term one-off event or execution of multiple programmes that clearly indicate all parameters used to augment customer involvement and participation. • Entering in MultipleCategories: • You may enter in the regular categoryaswellasin one or more than one SPECIAL CATEGORIES, howeveryouwill needto submit a • separate entry formwith aseparate set ofcreative samples • andpaythe entry fee for alladditionalcategories. ENTRY KIT

  14. Categories Special Award Campaign of the Year One campaign that out‐shines across all the categories and serves as a benchmark for outstanding work and efforts that has delivered on all fronts. All entries qualify for the Campaign of the Year Award. Special Award Best Original Local Campaign One campaign conceptualized anddevelopedlocally; not adapted fromglobal/regionalconcept that showsexceptional idea,execution,effectiveness and is result-oriented. All locally developed entries qualifyforBest Original Local Campaign Award. ENTRY KIT

  15. Regular Product & Service Categories Automotive and Transport Automobile manufacturers, airlines, railways, and allied services. Agriculture and Related Industry: Fertilizers, pesticides, seeds, poultry farms and other related product and services. Banking and Financial Services: Corporate and consumer product and services (includes Islamic banking). Breakfast Foods & Dairy: Bread, butter, jam, honey, milk (liquid and powder), yogurt etc. Beverages – Cold: Soft drinks, juices, flavored milk, energy drinks, bottled and sparkling water etc. Beverages – Hot: Tea, coffee etc. Children’s Products and Services: Baby care products, infant nutrition, leisure products and services etc. Computer & Internet Service Providers: Hardware, software, online services etc. • Confectionery and Snacks: • Chips, biscuits, chocolates, sweets, candies, • chewing gums, supari, peanuts and conventional • bakeries etc. • Consumer Electronics: • Kitchen and homeappliances. • Cosmetics and Personal Care and • Hygiene (men and women): • Skin care, facial wash, hair removing creams, • shower gels, oral care, talcum powder, • perfumes, beauty parlors, sanitary napkins,etc. • Culinary: • Oil and fats, pickles, spices, ketchup etc. • Fabric Care: • Detergent powders and laundry soaps, fabric • softeners, laundry etc. • Hair Care: • Shampoos, conditioners, oil etc. Health Care & Fitness: OTC, diagnostics, surgical replacements, vaccinations, fitness centre, sporting goods etc. ENTRY KIT

  16. Regular Product & Service Categories Hotels & Restaurants: Cafés, restaurants, hotels and related services. Household Furnishings: Carpet, paint, home décor, renovation services, furniture etc. Household Care: Surface cleaners, disinfectants, insecticides, dish washing etc. Ice cream & Desserts: Ice cream, frozen desserts, ice cream parlors, custard and jelly, flavored yogurt etc. Media: TV Channels, publishing houses, radio stations etc. Packaged Foods: Frozen foods, soups, ready to eat meals etc. Petroleum: Petroleum companies, CNG, lubricants etc. Publics Service, Government & CSR: Government and ministries, Armed Forces, NGO’s, Charity organizations, Federations and Associations, CSR, etc. • Political Advertising: • Election and party campaigns etc. • Soaps & Hand Wash: • Liquid and bar soap, beauty and medicatedetc. • Telecommunication HardwareManufacturers: • Handset manufacturersetc. • Telecommunication Service Providers: • GSM, telephone service providers and relatedservices. • Textile & Fashion: • Branded and designer wear, clothing and fabric, • footwear,Fashionretail outlets etc. • Others: • − Art, Culture and Entertainment • − Construction & Real Estate • − Delivery systems (product and services) • − Education • − Events and Festivals • − General Service Industry (Security systems, • showrooms, courier servicesetc) • − Office products and services • − Retail ENTRY KIT

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