CATEGORIES



Integrated Campaigns demonstrate the best use of mixed media, and entries into these categories must demonstrate the use of at least two media channels.

Entries will be judged on how well the multi-channel strategy and execution has;

  1. integrated the chosen media types throughout the campaign, and
  2. successfully demonstrated how different formats complement and build on one another.
Judges will be looking out for evidence of media neutral planning where the best insights and thinking have resulted in a mixed media strategy and execution that demonstrates creativity, consistency of brand message and achievement of the brand’s objectives.

Please ensure to specify any third party contributions on the entry submissions. The products and product types in this category include:

Beer, wine, spirits, liqueurs, cocktails, tea, coffee, still and carbonated drinks, juices, mineral waters, chocolate, sweets, chewing and bubble gum, potato crisps, nuts, milk, yoghurt, ice cream, cream, butter, cheese, eggs, margarine & spreads, cakes, biscuits, desserts, sugar, jam, honey, peanut butter, bread, flour, baking ingredients, breakfast cereals, meats, fish, seafood, soups, delicatessen, fruits & vegetables, rice, pasta, sauces, oils, spices, herbs, pre-cooked & prepared meals, baby foods & milk, detergents, cleaning products, air fresheners, insecticides, foil & other food packaging, light bulbs, batteries, paint, varnish & wood protectors adhesives, tools, garden tools, pet food & pet care products, soap, shower & bath products, deodorants & body sprays, skin & nail care products, oral hygiene, toilet paper, tissues, nappies, shaving products, insect repellents, diet products, adhesive plasters, skin remedies, condoms, pregnancy tests, contact lenses, vitamins, alternative therapies & medicines virility drugs.



Integrated Campaigns demonstrate the best use of mixed media, and entries into these categories must demonstrate the use of at least two media channels.

Entries will be judged on how well the multi-channel strategy and execution has;

  1. integrated the chosen media types throughout the campaign, and
  2. successfully demonstrated how different formats complement and build on one another.
Judges will be looking out for evidence of media neutral planning where the best insights and thinking have resulted in a mixed media strategy and execution that demonstrates creativity, consistency of brand message and achievement of the brand’s objectives.

Please ensure to specify any third party contributions on the entry submissions. The products and product types in this category include:

Cars, jeeps and 4-wheel drives, pick-up trucks, vans, lorries, motorbikes, tyres, auto products and services, spare parts, accessories incl. in-car hi-fi, petrol stations, petrol, oil, breakdown & servicing companies, car dealerships, car finance & leasing.



Integrated Campaigns demonstrate the best use of mixed media, and entries into these categories must demonstrate the use of at least two media channels.

Entries will be judged on how well the multi-channel strategy and execution has;

  1. integrated the chosen media types throughout the campaign, and
  2. successfully demonstrated how different formats complement and build on one another.
Judges will be looking out for evidence of media neutral planning where the best insights and thinking have resulted in a mixed media strategy and execution that demonstrates creativity, consistency of brand message and achievement of the brand’s objectives.

Please ensure to specify any third party contributions on the entry submissions. The products and product types in this category include:

Banks, building societies, credit cards, current & savings accounts, mortgages & loans, investment companies, health and building insurance, car insurance, pension & retirement plans, real estate investment, building development, road construction



Integrated Campaigns demonstrate the best use of mixed media, and entries into these categories must demonstrate the use of at least two media channels.

Entries will be judged on how well the multi-channel strategy and execution has;

  1. integrated the chosen media types throughout the campaign, and
  2. successfully demonstrated how different formats complement and build on one another.
Judges will be looking out for evidence of media neutral planning where the best insights and thinking have resulted in a mixed media strategy and execution that demonstrates creativity, consistency of brand message and achievement of the brand’s objectives.

Please ensure to specify any third party contributions on the entry submissions. The products and product types in this category include:

House and garden furniture, washing machines, dryers, dishwashers, fridges, freezers, cookers, microwaves, kitchen utensils, appliances & crockery, glassware bed & table linen, baths, showers & toilets, wall & floor coverings, televisions, camera, video cameras, film, hi-fi, personal stereos, CD players & MP3 players, DVD & Blu-ray players, personal phone equipment incl. mobile phones & smartphones, tablet computers, musical instruments, sports equipment, bicycles, boats & caravans, toys, board games, computer games, game consoles, home computers, clothing, footwear and accessories, sportswear, handbags, belts, luggage, jewelry, watches, sunglasses, spectacles.



Integrated Campaigns demonstrate the best use of mixed media, and entries into these categories must demonstrate the use of at least two media channels.

Entries will be judged on how well the multi-channel strategy and execution has;

  1. integrated the chosen media types throughout the campaign, and
  2. successfully demonstrated how different formats complement and build on one another.
Judges will be looking out for evidence of media neutral planning where the best insights and thinking have resulted in a mixed media strategy and execution that demonstrates creativity, consistency of brand message and achievement of the brand’s objectives.

Please ensure to specify any third party contributions on the entry submissions. The products and product types in this category include:

Consumer telecommunication services, internet service providers, cable & satellite, TV providers, directories, Yello Pages, postal services, electricity, gas, power & water companies, private education, private healthcare & clinics, optical, medical & dental services, prescription drugs, hearing aids, hospital aids, hospital & dental equipment, psychiatrists, sex therapists, plastic surgeons etc.



Integrated Campaigns demonstrate the best use of mixed media, and entries into these categories must demonstrate the use of at least two media channels.

Entries will be judged on how well the multi-channel strategy and execution has;

  1. integrated the chosen media types throughout the campaign, and
  2. successfully demonstrated how different formats complement and build on one another.
Judges will be looking out for evidence of media neutral planning where the best insights and thinking have resulted in a mixed media strategy and execution that demonstrates creativity, consistency of brand message and achievement of the brand’s objectives.

Please ensure to specify any third party contributions on the entry submissions. The products and product types in this category include:

Transport, travel and tourism, airlines, train & bus companies, cruise lines, travel agencies, tourist boards, hotels, resorts, city & bus company promotion, car hire, travel passes, leisure & theme parks, gyms, health & diet clubs, sporting events, music festivals, orchestras, exhibitions & shows, nightclub, bars etc., museums, art galleries, cinemas & theatres, golf & country clubs. Lotteries and gambling.



Integrated Campaigns demonstrate the best use of mixed media, and entries into these categories must demonstrate the use of at least two media channels.

Entries will be judged on how well the multi-channel strategy and execution has;

  1. integrated the chosen media types throughout the campaign, and
  2. successfully demonstrated how different formats complement and build on one another.
Judges will be looking out for evidence of media neutral planning where the best insights and thinking have resulted in a mixed media strategy and execution that demonstrates creativity, consistency of brand message and achievement of the brand’s objectives.

Please ensure to specify any third party contributions on the entry submissions. The products and product types in this category include:

Stores including home shopping, restaurants, fast food, department & specialist stores, supermarkets DIY stores, drugstores, opticians, hairdressers, beauty salons, laundry service, estate agents, photo-processors, TV, video & other rental stores, mail-order companies, online shopping & auctions.



Integrated Campaigns demonstrate the best use of mixed media, and entries into these categories must demonstrate the use of at least two media channels.

Entries will be judged on how well the multi-channel strategy and execution has;

  1. integrated the chosen media types throughout the campaign, and
  2. successfully demonstrated how different formats complement and build on one another.
Judges will be looking out for evidence of media neutral planning where the best insights and thinking have resulted in a mixed media strategy and execution that demonstrates creativity, consistency of brand message and achievement of the brand’s objectives.

Please ensure to specify any third party contributions on the entry submissions. The products and product types in this category include:

Newspapers, magazines & supplements, books, records, CD’s cassettes, DVDs & Blu-ray Discs, TV & radio stations, networks & programs, movies.



Integrated Campaigns demonstrate the best use of mixed media, and entries into these categories must demonstrate the use of at least two media channels.

Entries will be judged on how well the multi-channel strategy and execution has;

  1. integrated the chosen media types throughout the campaign, and
  2. successfully demonstrated how different formats complement and build on one another.
Judges will be looking out for evidence of media neutral planning where the best insights and thinking have resulted in a mixed media strategy and execution that demonstrates creativity, consistency of brand message and achievement of the brand’s objectives.

Please ensure to specify any third party contributions on the entry submissions. The products and product types in this category include:

Business phone & computer equipment, office furniture & stationery, accountancy, conference & events services, business postal services, courier services, employment agencies, agriculture & manufacturing equipment.



Entries into this category need to follow the same requirements and as the above “Integrated Category”, but where campaigns are required to have be executed in any of the below listed markets in Africa, excluding South Africa.

Countries in this category include: Algeria, Angola, Benin, Botswana, Burkina Faso, Burundi, Cabo Verde, Cameroon, Central African Republic (CAR), Chad, Comoros, Congo, Democratic Republic of the Congo (DRC), Republic of the Cote d'Ivoire, Djibouti, Egypt, Equatorial Guinea, Eritrea, Eswatini (formerly Swaziland), Ethiopia, Gabon, Gambia, Ghana, Guinea, Guinea-,Bissau, Kenya, Lesotho, Liberia, Libya, Madagascar, Malawi, Mali, Mauritania, Mauritius, Morocc, Mozambique, Namibia, Niger, Nigeria, Rwanda, Sao Tome and, Principe, Senegal, Seychelles, Sierra Leone, Somalia, South Sudan, Sudan, Tanzania, Togo, Tunisia, Uganda, Zambia, Zimbabwe.



This category is about content creation and is open to all brands, agencies, publishers and production companies dealing with brands in order to devise, create and distribute branded content.

The work could be executed in any media channel. It could be via publishers or broadcasters, agencies, band teams or user generated.

The work could be “native” or exist as independent scalable content. Judges will be looking for content that fits with the brand strategy, address a clearly-defined marketing or business challenge and “fit” with the brand’s values, position or campaign message.

Judges will be looking for innovative creation of intellectual property (IP). How that content is leveraged – whether through licensing and rights selling or through engagement in social media, as evidenced by changes in awareness metrics, perceptions or engagement metrics, such share, likes, views, subscriptions or other important ingredients for making your entry a winner.



This category recognises brands that delivered an experiential event or campaign, engaging customers and consumers via brand activations, events, stunts, guerrilla marketing or roadshows. This category also includes the sponsorship of an existing or created experiential property. Qualifying entrants need to be physical in their core, but can have virtual and other digital extensions. Winners in this category need to demonstrate how the brands successfully engaged with customers or consumers, and what resulting effects were. Results metrics could include number of people influenced, brands tested / tasted / trialed, leads generated, test drives made or products sold. Other softer metrics may include changes in perception, consideration and association.



This category is looking for entries that have understood and integrated themselves into the digital landscape. It covers all digital media, from web, mobile/app, blogs, IPTV, gaming and search, through to affiliate marketing and is looking for great examples of interaction using digital media’s unique properties. Judges are looking for strong campaigns which successfully utilised digital media in a creative and innovative way and executed with high quality to promote the brand and brand message for its target audience.



This category rewards innovation, strategic thinking and execution to deliver great results for a brand using social media. This could either take the form of a social media platform, an online initiative using existing or a new social networks, or finally, a campaign where an initial idea or experience and message is actively distributed and/or adapted by a participating key audience to effect positive results using social channels. Entries will be judged on the creative use of social platforms and a sound understanding of online consumer behaviour. All entries should be backed up by substantive metrics that prove campaign success. Judges will be looking for examples of fantastic consumer driven campaigns, community building, targeting, engagement and conversational marketing strategies.



The best use of mobile category will ward a winner that demonstrates innovative and strategic use of mobile as a channel, to reach and engage consumers and customers with excellent results. Any form of mobile media will be considered, including mobile Apps, .mobi sites, mobile content, USSD, WhatsApp or any form of mobile advertising, provided they show how the advertiser has used mobile in a creative and engaging way to obtain great results on clear objectives.



Awarded to the campaign that is seen to exploit new technology to its full potential in the marketing world. The winning campaign will be able to demonstrate a good brand/technology fit and show innovation in the use of the new technology to reach and engage an audience. This category is open to any existing media channel, and any new channel created by the use of the technology. Judges will be focussing on the innovative nature of the technology and how it has been applied to a marketing challenge.



This category recognises the best use of television as a channel and platform for communication. Judges will be looking out for effective, impactful and innovative use of the channel.



The best use of radio category recognises effective, innovative and impactful use of radio and or digital audio channels – this may include terrestrial radio, streaming, podcast and programmatic audio.



This category give recognition to out-of-home campaigns that bring the best of outdoor to life, whilst displaying an innovative, effective and impactful result. Entrants into this category includes static or digital billboards, road signage, street furniture (bus shelter, bin etc.), street poles, commuting media (taxi, bus, car, bike, tuk tuk, train etc.), wraps, wall, in-store signage, suburban sings, directional signage, airport advertising, in-mall, (lift, hanging banners, stairs, boards, parking etc.), washroom, on-consumption signage, event signage etc.



The best use of print category recognises effective, innovative and impactful use of print as a channel, including but not limited to the digital versions and platforms associated to the title/s. Entrants into this category require that the core aspect of the strategy and execution leverages the physical printed version of the title at least once in the campaign.



This category is looking for examples that best utilise sponsorship as the major communication strategy. This category includes the leverage of a sponsorship property in an extra ordinary way that delivers results for the sponsoring brand. Campaigns may include the promotion of a brand’s value and position by going beyond traditional advertising channels, and utilising the generation of content. E.g. Seamless integration of a product in a television program, or advertiser funded programming (AFP). The judges will be looking for the part of the campaign owned by the agency that contributed most to the success of the sponsorship, and the results that were derived.



This category recognises the efforts of media owners in their work with advertiser clients to connect with their audiences. This category can only be entered into by media owners. Judges are looking for partner behaviour; creative application of ideas and innovative strategies. Entries will be judged on the level of creative thinking, consumer insight, and success for the client. The winning campaign could be a multi-platform strategy, a single channel execution or a single marketing execution.



The Ignition Award recognises students with the best strategic and ideated work, with media at their core. Work need to have been created by a current student or a student that was studying at the time the work was submitted.



This category recognizes the efforts around the most creative/far reaching campaigns with shoe-string budgets. The judges are looking for ingenuity when it comes to getting clients the most bang for their buck!



This category honours outstanding campaigns that were developed on a pro bono basis – from environmental protection to wildlife conservation, child abuse, road safety or any other deserving cause. The judges are looking for campaigns that have not only raised money but those which have driven the awareness of important issues in the fabric of our society.



Primarily for media owners, The Best Trade Marketing Campaign category seeks to celebrate the exceptionally creative trade campaigns typically targeting media agencies and clients direct. Submissions will have to be clear on what the objectives of the campaign were and how they managed to achieve what they set out to do. Judges will be looking for originality, innovation and a clear understanding of how the execution linked back to the organisation’s media offering.