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 measureable 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%)

SUB-CATEGORIES
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
Best Use of Film & Audio
 
Any or all kinds of 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
Best Use of Print & Conventional Outdoor
 
Any or all kinds of printed and conventional outdoor communication, where there is a direct call to action and measurable results. Includes magazines, newspapers, posters, billboards, etc.
DM05
Best Use of Direct Ambient: Small Scale
 
Best 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
Best Use of Direct Ambient: Large Scale
 
Best 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
Best 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
Best Use of Mobile Marketing
 
Direct campaigns that target 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
Best Use of Social Media
 
Any or all kinds of 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
 
Any or all kinds of socially-led activities with a clear and measurable consumer engagement, participation, and/or brand collaboration.
DM11
Best Use of Technology
 
Any or all kinds of communication utilizing and introducing new technology and its applications. Includes virtual reality, augmented reality, interactive technology, wearable technology, 3D printing, etc.
DM12
Field Marketing
 
Direct campaigns that target 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
 
Direct campaigns that initiate a targeted drive towards a business, company, or product in order to establish a relationship with the consumer or encourage customer loyalty.
DM14
Direct Campaign for Launch/Re-Launch *NEW*
 
Direct campaign that created to launch or re-launched a brand, product or service.
DM15
Best Integrated Direct Campaign
 
Campaign demonstrating the best use of direct and measurable marketing. Entries to this category must have multiple mediums where the results are quantifiable and can be clearly to the campaign.
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.
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