ADFEST 2025

BRAND EXPERIENCE LOTUS < BACK

The Brand Experience awards creative works that have all brand building through the dimension of experience design, activation, immersive, retail and 360° consumer engagement. Entries should demonstrate how the consumer journey, experience of the brand and optimisation of every touch point led to increased brand affinity and commercial success.

The decision of the Juries on Brand Experience Lotus winner will be based on 4 criteria and weighted as follow:

• Creativity/Idea/Insight		30%
• Strategy		20%
• Execution		30%
• Results		20%

Each execution/campaign/set of execution constitutes one entry.

USE OF MEDIA

BE01

Guerrilla Marketing & Stunts

Guerrilla marketing tactics, stunts (publicity stunts, street stunts), pop-up events to drive consumer engagement.

BE02

Live Experiences & Events

Big-scale events such as sport events, live shows, festivals, concerts, corporate entertainment, built stages, etc. to engage consumers.

BE03

Exhibitions & Installations

Space utilisation or use of a more permanent feature to drive consumer engagement, including galleries, exhibitions, fairs, trade shows, vending machines, floor graphics, transit advertising, etc.
Note: Works entered into BE03 cannot be re-entered into Digital Installations (BE11).

BE04

Ambient: Small Scale

Items in bars & restaurants, glasses, beer mats & ashtrays, petrol pumps, flyers, stickers, signage, door hangers.
Note: ‘Small Scale' refers to the physical size of the object, not the quantitative volume or scale of distribution.

BE05

Ambient: Large Scale

Non-traditional outdoor/3D billboards including non-standard shaped sites, ticket barriers, signage, wallscape, digital billboards, window clings, building wrapping, helicopter banners and executions that utilise a space or an existing permanent feature, etc.
Note: ‘Large Scale' refers to the physical size of the object, not the quantitative volume or scale of distribution.

BE06

In-Store Experience

In-store communications including product & shelf display, in-store merchandising & promotion, pop-up stores, events, sampling, etc. designed to drive consumer engagement with a brand.

BE07

Use of Film & Audio

Cinema, TV, online film or radio & audio.

BE08

Use of Print & Conventional Outdoor

Magazines, newspapers, inserts, trade journals, other printed collaterals, posters, billboards, etc.

BE09

Use of Mobile & Devices

Use of technology for mobile or other portable devices such as mobile applications, widgets, Bluetooth and geolocation technology (RFID, NFC, GPS), QR codes, etc. The work should show how it engages the consumer and lead to interaction with the brand.

BE10

Use of Digital & Social Platforms

Digital (websites, microsites, banners ads, eDMs, messaging, search engine and viral campaigns & social platforms (social media platforms, networking sites, social activities, streaming platforms, online communities, blogs, etc.) that enhance brand experience or engagement.

TECHNOLOGY

BE11

Digital Installations

Immersive digital experiences and events which are set up to engage and interact with consumers including VR/AR installations, multi-screen, multidimensional experience, etc.
Note: Works entered into BE11 cannot be re-entered into Exhibitions & Installations (BE03).

BE12

Emerging Technology & Tech-led Brand Experience

Use of existing or emerging technology such as AI, new realities (VR, AR, MR, XR), gamification, virtual worlds, wearable technology, geolocation technology (RFID, NFC, GPS), voice activated technology, blockchain technology, etc. to engage consumers and enhance the consumer experience with the brand.
Note: Emerging Technology doesn't include prototypes of early stage technology.

BE13

Branded Games

Branded games that target and engage consumers through games including, but not limited to online games, mobile games, apps, to enhance the consumer experience with the brand.

STRATEGY

BE14

Launch/Re-Launch

Launch or re-launched a brand, product or service.

BE15

Competitions & Promotions

Competitions or promotional incentives used to drive consumer engagement with a brand.

BE16

Sponsorship & Brand Partnership

Partnerships and/or sponsorships that create immediate and long-term brand experiences or activations.

BE17

Customer Acquisition & Retention

Consumer engagement that effectively attracts, maintains, or strengthens customer relationships with the brand.
Note: Entrants must indicate how the campaign successfully retains consumer loyalty (eligibility period: past 2 years).

CAMPAIGN EXCELLENCE

BE18

Integrated Brand Experience Campaign

Campaign that effectively and seamlessly utilises multiple mediums/channels to enhance and enrich consumer experience and engagement.

BE19

Resilience Through Creativity

Ideas and creative solutions that demonstrate the brand’s resilience and resolve in the face of challenges such as budget constraints, changes in market conditions, societal issues, and/or changes in consumer behaviour.

LOTUS ROOTS

LRBE

Lotus Roots

This is an award unique to ADFEST that is awarded to works that embody local values whether in terms of culture, religion, beliefs, traditions, language, insights, or context. Lotus Roots recognizes works that preserve and celebrate the rich heritage and value of each local culture.