ADFEST 2025

DIRECT LOTUS < BACK

The Direct Lotus goes beyond the ambit of traditional direct marketing to encompass all or any kind of 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.

USE OF DIRECT

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 a production budget of below USD 1 per item, excluding agency fee.

DM03

Film & Audio

Film developed for TV, cinema, web, mobile, or outdoor and communication developed for radio or other use of audio media including radio spots, DJ mentions, radio promos, etc. where there are clear and measurable results.

DM04

Print & Outdoor

Print and outdoor communication, where there is a direct call to action and measurable results. Includes magazines, newspapers, posters, billboards, digital screen, 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

Field Marketing

Field marketing targeting consumers face-to-face to build relationships with clear and measurable results including shopper marketing campaigns, on ground promotions, events, sampling, door-2-door campaigns, demo, direct sales, etc.

DIGITAL

DM08

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.

DM09

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.

DM10

Mobile & Devices

Use of technology for mobile and portable devices including mobile applications, widgets, bluetooth and geolocation technology (RFID, NFC, GPS), QR codes, etc. with clear and measurable results.

DM11

Real-time Response

Use of direct marketing tools and activities to target consumers to call for real-time response with clear and measurable results.

DM12

User Generated Content

Use of direct marketing tools and activities to engage consumers with clear and measurable consumer engagement, participation, and/or brand collaboration.

DATA & TECHNOLOGY

DM13

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.

DM14

New Realities & Emerging Technology

Campaign that creatively utilises immersive and 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, and all other emerging technology to engage consumers with clear and measurable results.
Note: Emerging Technology doesn't include prototypes of early stage technology.

DM15

Use of Games

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.

STRATEGY

DM16

Customer Acquisition & Retention

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 retains consumer loyalty (eligibility period: past 2 years).

DM17

Launch/Re-Launch

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

CAMPAIGN EXCELLENCE

DM18

Integrated Direct Campaign

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

DM19

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

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.