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About the awards
Brilliant planning - that delivers brand and business benefits - lies at the heart of the most successful advertising. These awards are about finding and recognising the most innovative and successful TV activity, whether as part of a multi-media advertising campaign or shining on its own.
Fuelled by new technologies, we are watching more TV than ever before and linear TV advertising has never been better value – prices are from the mid-‘80s in real terms. TV continues to deliver for advertisers and is proven to be the most significant driver of sales and profit across a wide range of products. So why on earth wouldn’t you want to get the most out of TV in order to deliver fantastic business results to your clients? There’s nothing more satisfying than delivering exceptional payback on your clients’ advertising investment.
These awards are not just about broadcast TV spots; we want to see how you are incorporating all of TV’s commercial innovations into your plans: technology-focussed ones like Broadcaster VOD, multi-screening, and TV companion apps and others driven by regulation change such as contextual advertising and product placement. Whether for long-term branding or short-term response, if you’ve got a good TV story to tell we’d like to hear it.
Entrants for these awards tend to come from media agencies but we also welcome entries from creative, integrated, direct, interactive or PR agencies or from brand-owners themselves. TV broadcasters and their sales houses cannot themselves enter the awards, though they are welcome to help any entry-writer. Many successful entries have been entered by a team of agencies working together, but at the very least be generous and credit any other companies who contributed to the success of the campaign.
There are a total of five categories you can enter, plus several extra awards in the judges’ gift. TV activity must have been broadcast within the calendar year January to December 2013*, although it can also run either side of that period and indeed this is a requirement for the ‘Best ongoing use’ category.
- Best use of TV in an integrated campaign
This category is the home for any successful campaign that cannot find a home elsewhere. It requires the use of broadcast TV alongside at least one other medium (e.g. radio) or marketing discipline (e.g. PR, point-of-sale).
For example, if online sales were the over-riding objective, the entry should explain how this response was generated, captured and optimised at a granular level. Another campaign might be seeking to improve brand perceptions with a major event sponsorship at its heart, were TV was used to publicise this and drive attendance. The integration can even be across different forms of TV: eg sponsorship plus Vod plus product placement.
The entry should explain the role of each chosen element and how they worked with each other, not just list the number of media used.
- Best ongoing use of TV
TV keeps delivering value years after campaigns have aired so consistent TV advertising can produce exponential returns. Entrants need to tell us how they have used TV over three or more years for their advertiser, and how the activity has evolved to produce the best results. Entries must feature broadcast TV in every calendar year over the period featured (including the most recent calendar year, Jan – Dec 2013* )
- Best newcomer to TV
This entry is for new brands or brands which have not used broadcast TV since January 2008 until doing so in 2013.
- Best use of TV sponsorship or content
Sponsorship, branded content, advertorials, AFP, product placement, promotions, prizes, televised branded events, PR - there is now a wealth of rewarding ways to integrate your brand into the fabric of TV programming. Entrants must tell us why they chose this solution and how it worked for them.
- Best use of TV innovation
From new TV technology to live ads & events, and from contextual advertising to multi-screening and video on demand, innovative thinking in communications planning and the clever use of technology is liberating TV and adding new dimensions every year. Entrants must explain how they used TV in a new way to good effect.
The Judges may also award additional prizes that cannot be entered for directly, including:
Best low budget use of TV
Any entry which spent less than £500k in total should indicate so on the entry. This prize can be awarded to either a category winner or a worthy short-listed entry.
The Grand Prix
The Grand Prix is chosen solely from the winners of the six main entry categories.
(* - please contact Visha Naul if any clarification is required)
Each winning entry will receive a coveted Thinkbox TV Planning Award to grace your mantelpiece and your work will appear in a special awards supplement, distributed with both Campaign on Mediaweek.co.uk
All five category winners will then be eligible for the Grand Prix, the prize for which is a 52" HD internet enabled TV, for their agency.
For the moment, the two key dates you need to keep an eye on, are the official closing date for entries which will be around mid-March 2014 and the Awards Ceremony which will be in June 2014. You may even want to start planning your submissions in October to give your entry the best possible chance in making it through to the next stage.
What to do next?
Well, the first thing to do is to pre-register your interest in entering the awards; it’s quick and easy to do. This will enable us to keep you updated with further announcements as we head towards the winning line and remind you of easy-to-forget things like submission deadlines.
Secondly you should have a good look at the critical elements your submission will need to include and the entry deliverables. You can read all this essential stuff here.
Also, we’ve also put together some handy hints on writing a successful paper.
The ever-necessary small print is available for scrutiny here.
If you have any further questions, please give Visha Naul a call on 020 7630 2328 or drop him an email at [email protected].