ADFEST 2021

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 winners will be based on 5 criteria and weighted as follow:

• Creativity/Idea/Insight (40%)

• Strategy(10%)

• Execution & Craft(20%)

• Results(20%)

• Creative Targeting(10%)

DM01

Direct Mail

One-dimensional and multi-dimensional mailing including greeting cards, printing advertising, inserts, sample and pop-ups mailing sent either by courier, dispatch or hand delivery where there is a clear and measurable action.

DM02

Low Budget Campaign

Best creative with production budget of below USD 1 per item, excluding agency fee.

DM03

Use of Film & Audio

Film developed for television, 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 is a direct call to action and measurable results.

DM04

Use of Print & Conventional Outdoor

Printed and conventional outdoor communication, where there is a direct call to action and measurable results. Includes magazines, newspapers, posters, billboards, etc.

DM05

Use of Direct Ambient: Small Scale

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.
Note: ‘Small Scale' refers to the physical size of the object, not the quantitative volume or scale of distribution.

DM06

Use of Direct Ambient: Large Scale

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.
Note: ‘Large Scale' refers to the physical size of the object, not the quantitative volume or scale of distribution.

DM07

Use of Online

Websites, microsites, banners ads., eDMs, widgets and viral campaigns where the activity has a clear call to action and delivered measurable results.

DM08

Use of Mobile Marketing

Campaign that targets 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.

DM09

Use of Social Media

Social media-led activities with a clear and measurable call to action. Includes social media, social networking platforms, blogs, etc.

DM10

Co-Created & User Generated Content

Socially-led activities with a clear and measurable consumer engagement, participation, and/or brand collaboration.

DM11

Use of Technology

Communication utilizing and introducing new technology and its applications. Includes virtual reality, augmented reality, interactive technology, wearable technology, 3D printing, etc.

DM12

Field Marketing

Campaign that targets consumers on the field marketing and/or real-time activities. Includes shopper marketing campaigns, on ground promotions, events, sampling activities, door-2-door campaigns, direct sales, etc.

DM13

Direct Campaign for Retention/Loyalty

Campaign that initiates a targeted drive towards a business, company, or product in order to establish a relationship with the consumer or encourage consumer loyalty.

DM14

Direct Campaign for Launch/Re-Launch

Campaign created to launch or re-launched a brand, product or service.

DM15

Use of Data

Campaign that utilises creative use of data to enhance the targeted consumer experience and lead to measurable business results.

DM16

Integrated Direct Campaign

Campaign that effectively and seamlessly utilises multiple mediums/channels. Entries should include details of measurable results of the campaign.

DM17

Resilience Through Creativity New

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. Lotus Roots recognizes works that preserve and celebrate the rich heritage and value of each local culture.

AUDIO LOTUS BRAND EXPERIENCE LOTUS BRANDED ENTERTAINMENT LOTUS DESIGN LOTUS DIGITAL CRAFT LOTUS DIGITAL LOTUS DIRECT LOTUS eCOMMERCE LOTUS EFFECTIVE LOTUS FILM CRAFT LOTUS FILM LOTUS INNOVA LOTUS LOTUS ROOTS MEDIA LOTUS MOBILE LOTUS NEW DIRECTOR LOTUS OUTDOOR LOTUS PR LOTUS PRESS LOTUS PRINT & OUTDOOR CRAFT LOTUS