This category recognises the most effective and innovative campaign/initiatives in coping with – and in response to – COVID-19. Entries should demonstrate how quickly their brand reacted to the crisis and the impact of their actions.

Judges will be looking at the overall digital strategy used in the campaign, the effectiveness of communication with customers, the brand’s ability to promote while maintaining core brand values, and other positive business results.

This category recognises the most creative and impactful campaign/initiatives that create a unique multi-platform experience to their customers, optimising engagement via different touchpoints within the cross-platform journey.

Judges will be looking at how the cross-platform strategy was executed and its ability to generate new leads, improve conversion, enhance brand awareness and loyalty, and deliver a core marketing objective.

This category recognises the most creative and effective campaign/initiatives that promote a local brand or product to a non-local consumer base across multiple regions, and encourage cross-regional consumption.

Judges will be looking at the creativity and innovation driving the campaign and its effectiveness in attracting and engaging their consumers overseas.

This category recognises the most effective and innovative campaign/initiatives that offer a seamless customer-centric experience throughout the customer journey and deepen their engagement.

Judges will be looking at how the journey makes the customers interact with the brand in an intuitive manner, along with calls for action with multiple touch-points or channels. Entries should demonstrate how they guide customers throughout the journey to aid decision-making and generate a positive business result.

This category recognises the best campaign/initiatives that used data and analytics to understand their customers and behaviours, converting unique real-time customer insights into action.

Judges will be looking at the campaign/initiative’s ability to collect and analyse data to act on customers’ needs and interests in real time. Entries should demonstrate the effectiveness of the data activation approach in driving core business outcomes.

This category recognises the best campaign/programme that utilised digital content as a key marketing element to communicate and engage with customers and raise brand awareness.

Judges will be looking at the creativity and originality of the content and how it was used in driving traffic, leading to higher brand awareness that resulted in business growth.

This category recognises the best CRM campaign that created and maintained a relationship with the target audience and generated repeat business from customers.

Judges will be looking at how the campaign was developed and how they went the extra mile in terms of customer acquisition, retention and engagement while achieving business marketing objectives.

This category recognises the most creative and innovative digital out-of-home campaign that utilised the OOH medium, including but not limited to billboards, transit media, outdoor sites or any other digital medium formats.

Judges will be looking at the innovative idea behind the campaign in attracting and capturing customers’ attention as well as spreading the brand’s messages to their target audiences. Entries should demonstrate how the campaign increases reach and interacts with customers to achieve the marketing objectives.

This category recognises the most innovative and creative campaign that maximised performance and fulfilled business objectives through digital initiatives.

Judges will be looking at the strategy and the effectiveness in driving core business objectives and desired performance. Entries should showcase how the campaign engaged the targeted audience and generated a high ROI.

This category recognises the most effective and innovative campaign that made use of messaging tools / platforms to deliver personalised, customer-centric communication between the brand and its customers.

Judges will be looking at the how the use of messaging in the campaign helps to improve brand awareness and customer engagement, creating a unique and personal customer experience to its target audience while reaching the business marketing goal.

This category recognises the best search engine marketing / pay-per-click campaign that successfully enhanced the visibility of a brand through search engines.

Judges will be looking at how well the SEM/PPC campaign was planned and executed as well as its effectiveness at gaining traffic and visibility.

This category recognises the most effective search engine optimisation campaign that successfully enhanced the visibility of a brand to help achieve its marketing objectives.

Judges will be looking at how well the SEO campaign was planned and executed and how well it gained traffic for the brand.

This category recognises the best campaign/initiatives that have been designed or redesigned to provide a seamless and intuitive user interface and user experience.

Judges will be looking at how the initiatives put the user at the centre, set an industry standard of excellence with innovative design, and made ease-of-use a high priority. Entrants must demonstrate how their design improved business performance through an enjoyable, relevant and personalised customer experience.

This category recognises the most creative and innovative use of video in a campaign to enhance audience engagement and achieve a specific marketing outcome. It could be a single video, a series or a live stream.

Judges will be looking at the innovation behind the campaign, how it successfully engaged the target audience and increased brand awareness while driving business growth. Entries should include the number of viewers, the engagement rate of the audience and how it drove better business results.

This category recognises the best virtual event that creatively communicated and engaged with its audience, providing a unique experience in an online setting. This can include conferences, festivals, webinars or other type of non-physical gathering.

Judges will be looking at the out-of-the-box idea behind the event, and the effectiveness of achieving the brand’s marketing goals. Entrants should showcase the purpose, reach and measurable results of the event.

This category recognises the best viral campaign that leveraged social media channels to engage customers in spreading word-of-month messages and creating viral buzz.

Judges will be looking at the effectiveness and creativity of the strategy as well as how the campaign strengthened the connection between customers and brand. Entries should demonstrate creative content the public generated, the amount of engagement the brand received, the increase in reach and other positive marketing results.

This category recognises the best mobile campaigns that generated an immediate response from the target consumer and enhanced audience reach. A desired response could be purchasing a product, redeeming a coupon, checking-in or voting.

Judges will be looking at how engaging the mobile campaign was and the effectiveness of the campaign in reaching their target customers and business goals.

This category recognises the best innovative use of a brand’s own content to effectively engage audiences. Content has to be commissioned by a brand or an organisation to communicate its marketing messages to its targeted audience.

Judges will be looking at the originality of the content and the effectiveness of driving customer engagement and attaining positive business results.

This category recognises the use of any innovative technology to activate or enhance a marketing strategy, long or short-term campaign or a one-off execution.

Judges will be looking at the innovativeness and effectiveness of the technology used in engaging the target audience and delivering positive marketing outcomes. Entrants should demonstrate how the technology benefited consumers and pushed boundaries.

This category recognises the most effective conversion strategy that engaged customers with unique experiences, driving them to take action and converting them into actual sales.

Judges will be looking at how the strategy was used to understand customer behaviour, improve the user experience, and convert successful sales.

This category recognises the most innovative and creative digital strategy that was designed to engage customers to emotionally connect with the brand, generate an immediate response and enhance audience reach through multiple touch-points.

Judges will be looking at the creativity behind the strategy to encourage the target audience to actively interact with the brand, strengthen the relationship with customers, or increase customer retention, while generating positive business outcomes.

This category recognises the most creative and comprehensive use of digital advertising across all content from all business sectors. Entries should demonstrate how digital advertising opportunities were used, including social networking, gaming and any digital content.

Judges will be looking for outstanding strategies that provided unique, innovative and user-friendly experiences to clients, while driving core business value.

This category recognises the most effective and innovative use of gaming to raise brand awareness and form a lasting customer experience in a fun and engaging approach. It can span single or multiple platforms, including mobile apps, online games, social media, and beyond.

Judges will be looking at how gaming was integrated into the key marketing strategy to extend their client’s reach, enhance the brand experience and drive engagement.

This category recognises the most creative and innovative strategy that truly interacts and provides high quality communications with customers via entertaining and engaging content in the form of a game, competition or other interactive media.

Judges will be looking at how the interactive media was implemented to build and leverage a relationship with customers that resulted in enhancing brand experience while driving business objectives. Entrants should demonstrate the high levels of interactivity and engagement with the target audience.

This category recognises the most innovative and effective use of an online-to-offline strategy in driving engagement from online channels to offline physical stores.

Judges will be looking at how a brand utilised O2O techniques in providing an integrated and seamless experience across platforms to entice target customers from the online space into offline stores.

This category recognises the best lead-based solution that has successfully met business objectives and targets by providing high-quality leads or sales in a cost-effective manner.

Judges will be looking at the effectiveness of the solution and the value of the leads toward business objectives.

This category recognises the most powerful social media strategy that utilised social networks to build strong relationships with customers and enhance brand awareness.

Judges will be looking at how the innovative use of social media channels improved customer acquisition, engaged existing customers, and increased customer retention. Entries should demonstrate the effectiveness of the strategy in engaging customers, and ultimately, boosting business performance.

This category recognises an outstanding and refreshing collaboration between brands and influencers, designed to increase customer interest and enhance brand awareness. Entrants should show strong evidence of how the influencers played a prominent role in the strategy to increase customer value and promote word of mouth by followers.

Judges will be looking at how the use of influencers spread the brand’s message, improved peer-to-peer engagement and generated benefits to the business.