The 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 ideas 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:
| • 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
Brand’s concerted effort and commitment to address social, environmental, or economic issues for the betterment of society and also increases positive corporate image.
Note: Works entered into PR01 cannot be re-entered into Public Services & Cause Appeals (PR02).
PR02
Public Services & Cause Appeals
Announcements by non-profit organisations, foundations, charities, or NGOs to raise awareness, change public attitudes, or change behaviour on health & safety, environmental issues, societal issues, and public services issues.
Note: Works entered into PR02 cannot be re-entered into Corporate Image & Corporate Social Responsibility (PR01).
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
Campaign that utilises guerrilla marketing tactics, stunts (publicity stunts, street stunts), pop-up events to increase brand perception and achieve communication objectives.
Big-scale events such as sport events, festivals, concerts, live shows, corporate entertainment, built stages, etc. to increase brand perception and achieve communication objectives.
PR07
Use of Talent/Celebrity
Campaign that collaborates with talents, celebrities, influencers, or KOLs to raise awareness, increase brand perception and achieve communication objectives.
PR08
Sponsorship & Partnership
Campaign that utilises sponsorship and/or partnership programme to raise awareness, increase brand perception and achieve communication objectives.
Campaign for launch or re-launch of a brand, product or service.
PR10
Brand Voice & Strategic Storytelling
Campaign that customises 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.
Campaign that effectively utilises social media platforms, networking sites, social activities, online communities, etc. to increase brand perception and achieve communication objectives.
Campaign that effectively engages consumers to call for real-time response.
Campaign that effectively creates and distributes content to reach and engage consumers to increase brand perception and achieve communication objectives.
DATA & TECHNOLOGY
Campaign that effectively utilises research, data or actionable insight as part of the formulation of the PR strategy. Entries should include details of how the research, analytical data, and/or insights contribute to the strategic formulation of the campaign.
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.
Campaign that effectively utilises existing or 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, robotics & electronic gadgets, etc. to increase brand perception and achieve communication objectives.
Note: Emerging Technology doesn't include prototypes of early stage technology.
CAMPAIGN EXCELLENCE
PR17
Breakthrough on a Budget *NEW*
Campaign that creatively and effectively formulates its strategy in the face of limited budget and resources to overcome the challenges. Entries should make clear the challenges and limited resources faced by the campaign.
PR18
Breakthrough in PR *NEW*
Game-changing PR strategies that challenge conventions, disrupt category norms, and set the brand apart through bold, innovative thinking and measurable impact. It celebrates work that goes beyond convention—introducing new ideas, formats, technologies, or creative executions that shift the possibilities of what PR campaigns can achieve.
PR19
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.
PR20
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
The Lotus Roots 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.
