Categories
PR LOTUS
< BACK
PR Lotus awards the strategy and creative execution that develop, preserve or strengthen the reputation and business of the brand. Entries should demonstrate how the strategy, insight, and creative idea have a positive impact on the brand’s perception leading to changes whether business, societal or cultural.
The decision of the Juries on PR Lotus winner will be based on 4 criteria and weighted as follow:
Each execution/campaign/set of execution constitutes one entry.
The decision of the Juries on PR Lotus winner will be based on 4 criteria and weighted as follow:
• Creativity/Idea/Insight (30%)
• Strategy(20%)
• Execution(30%)
• Results(20%)
Each execution/campaign/set of execution constitutes one entry.
IMPLEMENTATION
PR01
Corporate Image & Corporate Social Responsibility
Non-product or service-based campaign including event sponsorships, seasonal messages or announcements, or non-product or service-based corporate social responsibility campaigns on environmental, social, and ethical issues to increase the brand perception and reputation.
Note: works submitted into PR01 cannot be entered into PR02.
Note: works submitted into PR01 cannot be entered into PR02.
PR02
Public Services & Cause Appeals
New
Anti-smoking, anti-drugs & other addictions, anti-drunk-driving, road & public safety awareness, health & hygiene awareness, political & religious messages, unions & associations, environmental awareness, human rights awareness, animal rights, government & forces recruitment, state education, racial, ethnic & disability awareness, gender equality, social justice, abuse, charities, volunteers & donation appeals & NGOs
Note: works submitted into PR02 cannot be entered into PR01.
Note: works submitted into PR02 cannot be entered into PR01.
PR03
Crisis Management
Campaign that aims to negate the impact of negative publicity or crisis that might affect the company's credibility and reputation. Entries should include details of the crisis management plan, execution, and demonstrate resolution of the issue.
PR04
Use of Media Relations
Campaign with the media and journalism at its core, where innovative use of media leads to engagement or editorial influence. Entries should include details of media coverage and how the campaign met its communication objectives.
PR05
Use of Guerrilla Marketing & Stunts
Guerrilla marketing tactics, stunts (publicity stunts, street stunts), pop-up events to drive consumer engagement.
PR06
Use of Events
Big-scale events such as sport events, festivals, concerts, live shows, corporate entertainment, built stages, etc. to engage with consumers.
PR07
Use of Talent/Celebrity
Campaign that collaborates with talents, celebrities, and influencers, or KOLs to raise awareness, fulfill a communication objective, and/or establish consumer affinity.
PR08
Sponsorship & Partnership
Campaign that utilises sponsorship and/or partnership program to raise awareness or fulfill a communication objective to increase the brand's perception and reputation.
PR09
Launch/Re-launch
Campaign for launch or re-launched of a brand, product or service.
PR10
Brand Voice & Strategic Storytelling
Customised communication strategy to establish a brand's perception and identity in a particular way in order to establish brand affinity with its stakeholders.
DIGITAL & SOCIAL
Works will be judged specifically on how well the digital medium/social platform was used to execute the PR campaign.
PR11
Use of Social
Campaign that effectively utilises social media platforms, networking sites, social activities, online communities, etc.to increase awareness and strengthen consumer affinity.
PR12
Use of Technology
Campaign that effectively utilizes existing or new technology including new realities (AI, VR, AR, MR, XR), geolocation technology (RFID, NFC, GPS), robotics, gadgets or electronics, wearable technology, voice activated technology and interactive technology, etc. to increase awareness and strengthen consumer affinity.
PR13
Use of Content
Campaign that effectively creates, targets, and distributes content to engage consumers, increase awareness, and strengthen consumer affinity.
DATA
PR14
PR Effectiveness
Campaign that demonstrates effectiveness with measurable results on the brand's perception and reputation. Entries should include details of measurement methods, analysis, and results to demonstrate quantitatively the effectiveness of the campaign.
PR15
Research, Data Analytics & Insight Generation
Campaign that effectively utilises research, data or actionable insight as part of the formulation of the PR program. Entries should include details of how the research, analytical data, and/or insights contribute to the strategic formulation of the campaign.
CAMPAIGN
PR16
Integrated PR Campaign
Campaign that effectively and seamlessly utilises multiple platforms/channels, where the PR element plays a major role. Entries should include details of how the different platforms/channels complement each other to demonstrate how the campaign is truly integrated at its core.
RESILIENCE THROUGH CREATIVITY
PR17
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
LRPR
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, language, insights, or context. Lotus Roots recognizes works that preserve and celebrate the rich heritage and value of each local culture.
