ADFEST 2023

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.