Direct Lotus goes beyond the ambit of traditional direct marketing to encompass all or any kind communication where it is possible to deliver measurable results in the consumer as well as business to business marketing.
Direct mediums can be used individually or in combination where there is a simple and clear method to measure success. The key to successful Direct communication is “targeted relationship” with measureable results.
The decision of the Juries on Direct Lotus winners will be based on 5 criteria and weighted as followed:
• Creativity (60%)
• Creative Targeting or creative use of database (10%)
• Craft (20%)
• Strategy (5%)
• Results (5%)
Flat Mail & Print
One-dimensional mailing, print advertising, inserts, where there is a clear and measurable action. Includes greetings cards, invitations (excludes wedding invitations), change of address notices, etc. Note: Entries must be able to slot into a 1” X 12 “mail box slot
Multi-dimensional mailing including sample and pop-ups sent either by courier, dispatch or hand delivery.
Low Budget Mailer
Best creative with production budget of below 20 baht (USD0.60) per item, excluding agency fee.
Best Use of Film & Infomercials
Any or all kinds of film developed for television, cinema, web, mobile, or outdoor, where there is a direct call to action and measurable results.
Best Use of Audio
Any or all kinds of communication developed for radio or other use of audio media, where there is a direct call to action and measurable results. Includes radio spots, DJ mentions, radio promos, etc.
Best Use of Print & Conventional Outdoor
Any or all kinds of printed and conventional outdoor communication, where there is a direct call to action and measurable results. Includes magazines, newspapers, posters, billboards, etc.
Best Use of Direct Ambient: Small Scale
Best use of the surrounding area or environment where there is a direct call to action and measurable results. Small scale includes glasses, napkins, beer mats, ashtrays, petrol pumps, flyers, stickers, signage etc.
Best Use of Direct Ambient: Large Scale
Best use of the surrounding area or environment where there is a direct call to action and measurable results. Large scale includes supersized and non-standard shaped sites, floor media, events, live stunts, etc.
Best Use of Online
Websites, microsites, web banners, eDMs, widgets and viral campaigns where the activity has a clear call to action and delivered measurable results.
Best Use of Mobile Marketing
Campaigns that target consumers on mobile and portable devices with a clear call to action and delivered measurable results. Includes mobile applications, widgets, MMS/SMS campaigns, mobile films, Bluetooth and location based marketing, etc.
Best Use of Social Media
Any or all kinds of social media-led activities with a clear and measurable call to action. Includes social media, social networking platforms, blogs, etc.
User Generated Content
Any or all kinds of socially-led activities with a clear and measurable consumer engagement, participation, and/or collaboration.
Best Use of Technology
Any or all kinds of communication utilizing and introducing new technology and its applications. Includes virtual reality, augmented reality, interactive technology, wearable technology, 3D printing, etc.
Award for the best in field marketing and/or real-time activities. Includes shopper marketing campaigns, on ground promotions, events, sampling activities, door-2-door campaigns, direct sales, etc.
Direct Campaign for Retention/Loyalty
Best Integrated Direct Campaign
Campaign demonstrating the best use of direct and measurable marketing. Entries to this category must
have used at least 3 different media where the results are quantifiable and can be clearly to the campaign.
This is an award unique to ADFEST that is awarded to works that embody local values whether in terms of culture, religion, beliefs, traditions, or language. Lotus Roots recognizes works that preserve and celebrate the rich heritage and value of each local culture.