Creative B2B Lions
The Categories
A. Services
All services, including, but not limited to, banking services, insurance services, financial services, platforms, consultancies, IT services, software as a service, etc.
A01. Cross-channel Storytelling
Online or offline multi-channel experiences made to engage and amplify a brand’s message, product or service.
A02. Brand Experience
Physical or digital experiences which are set up to engage and strengthen relationships and make the brand more memorable. This may include but is not limited to immersive brand storytelling, experiential marketing, live events, use of mobile, VR / AR, installations, multi-screen and multi-dimensional experiences.
A03. Innovative use of Broadcast & Content
Creative use of broadcast or content to increase business or customer activity. Including, but not limited to, film, radio & audio, branded content, PR, etc.
A04. Targeting & Engagement
Work which effectively attracts new customers, drives engagement or strengthens existing customer relationships through targeting. Entries should show innovative use of data & insights leading to an increase in new business or customer activity.
A05. Effectiveness & Measurement
Work which demonstrates deliberate and thoughtful introduction of measurement techniques that have had real impact on the performance of an organisation. Including, but not limited to, traffic, conversion rates, renewal rate, brand awareness, salience, consideration, etc.
A06. Long-Term Brand Building
Customized brand positioning strategies that use exceptional brand storytelling to build an emotional connection with customers, shareholders and employees. Entries should demonstrate how a long-running campaign was instrumental in achieving a brand's strategic objectives.
There is an increased eligibility for this category of 3+ years
A07. Breakthrough on a Budget
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. Entries should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
A08. Challenger Brand
Brands which have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
A09. Corporate Purpose & Social Responsibility
Purpose-driven work/brand activism which addresses social, ethical, and environmental issues as well as business results. Entries should demonstrate how the brand's purpose has created value and impacted communities.
A10. Market Disruption
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.
A11. Craft in B2B
Creative B2B ideas brought to life through exceptional craft. Including but not limited to art direction, digital craft, film craft, copywriting, illustration, typography, photography, etc.
B. Products
All products, including, but not limited to, physical equipment, infrastructure, operating supplies, tools, machinery etc.
B01. Cross-channel Storytelling
Online or offline multi-channel experiences made to engage and amplify a brand’s message, product or service.
B02. Brand Experience
Physical or digital experiences which are set up to engage and strengthen relationships and make the brand more memorable. This may include but is not limited to immersive brand storytelling, experiential marketing, live events, use of mobile, VR / AR, installations, multi-screen and multi-dimensional experiences.
B03. Innovative use of Broadcast & Content
Creative use of broadcast or content to increase business or customer activity. Including, but not limited to, film, radio & audio, branded content, PR, etc.
B04. Targeting & Engagement
Work which effectively attracts new customers, drives engagement or strengthens existing customer relationships through targeting. Entries should show innovative use of data & insights leading to an increase in new business or customer activity.
A05. Effectiveness & Measurement
Work which demonstrates deliberate and thoughtful introduction of measurement techniques that have had real impact on the performance of an organisation. Including, but not limited to, traffic, conversion rates, renewal rate, brand awareness, salience, consideration, etc.
B06. Long-Term Brand Building
Customized brand positioning strategies that use exceptional brand storytelling to build an emotional connection with customers, shareholders and employees. Entries should demonstrate how a long-running campaign was instrumental in achieving a brand's strategic objectives.
There is an increased eligibility for this category of 3+ years
B07. Breakthrough on a Budget
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. Entries should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
B08. Challenger Brand
Brands which have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
B09. Corporate Purpose & Social Responsibility
Purpose-driven work/brand activism which addresses social, ethical, and environmental issues as well as business results. Entries should demonstrate how the brand's purpose has created value and impacted communities.
B10. Market Disruption
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.
B11. Craft in B2B
Creative B2B ideas brought to life through exceptional craft. Including but not limited to art direction, digital craft, film craft, copywriting, illustration, typography, photography, etc.