EJOT_Katalog_DWF_2011_DE_WEB

deadline September 6, 2013Caples AwardsCourageous ideasENTRYKITLoyalty & retention effortAny effort targeting an existing customer file for the purpose ofenhancing customer loyalty. Includes thank you gifts, serviceannouncements, mail, email, online messaging, print collateral,employee communications, and apps intended for existing customers.Note: This category does not require a measurable call to action.Agency self-promotionAny material, in any media, designed to promote or sell theservices of an advertising agency. Must include a measurable callto action. Note: This is the only category where it is acceptable topresent your agency name/logo on the creative and entry form.ADDRESSABLE MEDIADirect mail, dimensionalAny mail effort that includes premiums or other 3-D componentsmailed in a tube, carton or other non-standard carrier. Must solicita measurable call to action. Cost-per-piece is determined by arollout budget that includes all in-the-mail costs except postage,delivery, creative development and agency fees. NOTE: You mustsubmit the physical direct mail piece to be considered for judging.Direct mail, flatStandard envelope formats, self-mailers and catalogs soliciting ameasurable action. Must include a response mechanism. Does notrequire special postage, boxes or padded envelopes for delivery.Please include how many pieces were produced (under 500, 500-10,000, more than 10,000) for context. NOTE: You must submitthe physical direct mail piece to be considered for judging.EmailAny email messages soliciting a measurable action. Entries will bejudged on overall conceptual strength, including subject line, bodycopy, design, and original and appropriate use of technology, ifemployed. Please describe anything unique or creative about yourchoice of the target audience. Must include a measurable call toaction. NOTE: You must submit a copy of the email to be consideredfor judging.PRINT AND OUT-OF-HOMEPrint advertisingDisplay or classified advertisements soliciting a measurablecall to action in magazines or newspapers, including reprints orfree-standing inserts. Must include a measurable call to actionsuch as an address, URL, trackable coupon, or toll-free numberas a reply mechanism.Print collateral, non-mailAny solicitation intended for target audience with a measurable call toaction but which is not delivered via mail. May include take-ones, doorhangers, handouts, posters, POP, etc. Must include a measurable callto action.Out-of-homeAny billboards, transit signage, multi-sheet posters, bus shelters,phone kiosks, mobile panels, wallscapes, etc. Must include a measurablecall to action.Ambient/Guerrilla marketingAny effort that utilizes street teams, pop-up stores, sidewalk art, andother non-traditional media found in the real world where consumersare forced to interact with it. Must include a measurable call to action.DIGITALBranded websiteThe main home of a marketer. Must include a benefit requiringinteraction with the site or a solicitation for another measurableaction. Every entry must include a call to respond interactively viaonline, by mail and/or telephone. Websites will be judged basedon overall conceptual strength, including copy, design, informationarchitecture, and use of technology.E-commerce initiativesAny initiative, site or experience whose main purpose is to sellproducts or services directly off the interaction. The interationmust include data collection, billing collection and shippinginformation. E-commerce websites will be judged on overall design,ease of navigation, extension of master brand and use of technology.Relevant mobile sites can be entered in this category.Campaign micrositeAn individual web page or cluster of pages meant to function as anauxiliary supplement to a primary branded website. May be used toenhance a specific marketing effort or for a unique campaign. Themicrosite’s main landing page most likely has its own URL. Mustinclude a benefit requiring interaction with the site or a solicitationfor another measurable action. Every entry must include a measurablecall to action. Microsites will be judged based on overall conceptualstrength, including copy, design, information architecture, and use oftechnology. Relevant mobile sites can be entered in this category.Online advertisingAny legally placed message on a site or search engine, includingonline banner ads, search ads and rich media units. Must include ameasurable call to action. Online advertising will be judged basedon overall conceptual strength, including copy and design, andoriginal and appropriate use of technology, if employed. Describethe uniqueness or creativity of the placement, databases or targeting.Rich media entrants: Consider submitting as a captured .MOV filefor easy review by judges. **You must provide images of the advertisementswhere they were actually displayed while online.caples.org/enter | 5