DIRECT LOTUS < BACK
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 medium 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 measurable results.

The decision of the Juries on Direct Lotus winner will be based on 5 criteria and weighted as follow:
          • Creativity/Idea/Insight (40%)
          • Strategy(10%)
          • Execution & Craft(20%)
          • Results(20%)
          • Creative Targeting(10%)


Each campaign/set of execution constitutes one entry.

DM01
Mailing
 
One-dimensional and multi-dimensional mailing including greeting cards, inserts, samples and pop-ups where there are clear and measurable results.
DM02
Low Budget Campaign
 
Best creative use of direct with production budget of below USD 1 per item, excluding agency fee.
DM03
Film & Audio
 
Film developed for TV, cinema, web, mobile, or outdoor and all kinds of communication developed for radio or other use of audio media includes radio spots, DJ mentions, radio promos, etc. where there are clear and measurable results.
DM04
Print & Conventional Outdoor
 
Printed and outdoor communication, where there is a direct call to action and measurable results. Includes magazines, newspapers, posters, billboards, etc.
DM05
Ambient: Small Scale
 
Use of the surrounding area or environment where there are clear and measurable results. Small scale includes glasses, napkins, beer mats, ashtrays, petrol pumps, flyers, stickers, signage, etc.
Note: ‘Small Scale' refers to the physical size of the object, not the quantitative volume or scale of distribution.
DM06
Ambient: Large Scale
 
Use of the surrounding area or environment where there are clear and measurable results. Large scale includes supersized and non-standard shaped sites, floor media, events, live stunts, etc.
Note: ‘Large Scale' refers to the physical size of the object, not the quantitative volume or scale of distribution.
DM07
Online & Digital Platforms
 
Use of online and digital platforms including websites, microsites, banners ads, eDMs, messaging, widgets, games, search engine and viral campaigns where the activities have clear and measurable results.
DM08
Use of Social Media Platforms
 
Use of social platforms including social media platforms, networking sites, social activities, streaming platforms, online communities, blogs, etc. with clear and measurable results.
DM09
Mobile & Devices
 
Use of technology for mobile and portable devices including mobile applications, widgets, MMS/SMS, Bluetooth and geolocation technology (RFID, NFC, GPS), QR codes, etc. with clear and measurable results.
DM10
Real-time Response New
 
Use of direct marketing tools and activities to target consumers to call for real-time response with clear and measurable results.
DM11
User Generated Content
 
Use of direct marketing tools and activities to engage consumers with clear and measurable consumer engagement, participation, and/or brand collaboration.
DM12
Immersive Experiences & Technology
 
Immersive digital experiences and use of technology that engages consumers including apps, games, digital installations, multi-dimensional experiences, facial recognition, mapping, voice activation technology, interactive technology, new realities (AI, VR, AR, MR, XR), and geolocation technology (RFID, NFC, GPS), etc.
DM13
Field Marketing
 
Field marketing targeting consumers face-to-face to build relationship with clear and measurable results including shopper marketing campaigns, on ground promotions, events, sampling, door-2-door campaigns, demo, direct sales, etc.
DM14
Direct Campaign for Retention/Loyalty
 
Campaign that targets consumers to establish/maintain relationships with the brand or drive consumer loyalty for the brand.
Note: Entrants must indicate how the campaign successfully retain consumer loyalty (eligibility period: past 2 years)
DM15
Direct Campaign for Launch/Re-Launch
 
Campaign created to launch or re-launched a brand, product or service.
DM16
Use of Data
 
Campaign that effectively utilises data to identify, profile and target specific consumers to engage and build relationships with consumers with clear and measurable results.
DM17
Use of Games New
 
Campaign that effectively utilises gaming including online games, mobile games, in-game experiences, simulations tokens, puzzles, etc. to target specific consumers to engage consumers with clear and measurable results.
DM18
Integrated Direct Campaign
 
Campaign that effectively and seamlessly utilises multiple mediums/channels. Entries should include details of measurable results of the campaign.
RESILIENCE THROUGH CREATIVITY
DM19
Resilience Through Creativity
 
A special Lotus Award sub-category to recognize ideas and creative solutions that demonstrate resilience and resolve in the face of the Covid-19 global pandemic. It is awarded to works that rise above the crisis to create public, economic, cultural and/or other ideas for the greater good. The solutions may or may not be connected directly to the brand.
LOTUS ROOTS
LRDM
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, or language, insights, or context. Lotus Roots recognizes works that preserve and celebrate the rich heritage and value of each local culture.
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