The Written Submission

The information provided in the following questions is what the Jury will refer to during the judging process. For this reason, we recommend that it’s as detailed as possible.

Below you will find an overview of the questions you will be asked relating to your work. This is an example only. In order to enter Creative Effectiveness 2021 please visit our website.

1. Objectives

Tell us about the objectives that were most important when creating this work? Please be aware that having all four will strengthen your entry. The word limit for this section is 150 words.

  • Overachieve on brand metrics - (e.g. awareness, engagement etc.)
  • Change consumer behaviour - (e.g. attitudes, frequency, penetration etc.)
  • Improve brand health - (e.g. consideration, preference etc.)
  • Create short / medium / long term sales success - (e.g. shareholder value, profit, revenue, sales, share etc.)

In order for the jury to accurately assess the work they need to first establish what the objectives of the work were. As you work through the form it is important to link your results to your original objectives.

This question is compulsory.

2. Summary of the Work

Please provide a summary of your entry. Entries should highlight the creative idea behind the work and describe how the objectives of the campaign have been successfully met. The word limit for this section is 500 words.

  • Background & Context
  • Creative Challenge
  • Solution
  • Execution

This should be an overview of the work and an analysis of its effectiveness. You should first highlight the creative idea behind the work, then describe how the objectives of the campaign have been successfully met.

This question is compulsory.


In questions 3-6 you will be asked to provide a written explanation and metrics regarding different types of results relating to your work. You will also have an opportunity to upload any relevant supporting materials to support your case. It is highly recommended that you complete as many of these questions as possible however we understand that different cases will have different types of results.


3. Engagement & Awareness

Tell us how the work engaged your target audience and increased awareness.Please include any metrics used to measure engagement and awareness in your narrative. Some examples of these can be found in the table below. The word limit for this section is 500 words.

As well as providing a written summary you will also have an opportunity to upload any graphs/charts/images or URLs related to this section in order to help strengthen your case.

This question is compulsory.

4. Social Behaviour & Insight

Tell us about a behaviour breakthrough that inspired the work. Please include any metrics used to measure a change in behaviour in your narrative. Some examples of these can be found in the table below. The word limit for this section is 500 words.

As well as providing a written summary you will also have an opportunity to upload any graphs/charts/images or URLs related to this section in order to help strengthen your case.

This question is compulsory.

5. Brand Affinity & Sentiment

Tell us about how the work improved your brand’s reputation and positioning. Please include any metrics used to measure brand affinity and sentiment in your narrative. Some examples of these can be found in the table below. The word limit for this section is 500 words.

As well as providing a written summary you will also have an opportunity to upload any graphs/charts/images or URLs related to this section in order to help strengthen your case.

This question is compulsory.

6. Sales Success

Please tell us about the commercial success of the work. Please include information on the time period of the work, i.e. 3 months or less, 3 months to 3 years or 3+ years. Please also include any metrics used to measure commercial success in your narrative. Some examples of these can be found in the table below. The word limit for this section is 500 words.

As well as providing a written summary you will also have an opportunity to upload any graphs/charts/images or URLs related to this section in order to help strengthen your case.

This question is compulsory.


In question 7 you will be asked to give a brief conclusion of the work and the impact it had on the market. Please provide examples in order to illustrate the success of the work to the jury.


7. Conclusion

What impact did it have in the market? Please explain what happened after the communications went live. Entries should give as many examples as possible on how the communications have worked, in order to strengthen the case. The word limit for this section is 400 words.

This section is compulsory.


In question 8 you will be asked to put your results into the appropriate context by outlining any discounting factors. Proving causality rather than correlation will strengthen your case.


8. Discounting Factors

Please explain if there were any other discounting factors that may have impacted on the effectiveness of your work. E.g. sales, promotions or events that occurred during the campaign period and that would have influenced the results.

You may use econometrics, tests, and/or simply explain why communications were significant to the brand’s success and illustrate other key factors via charting/tables etc. The word limit for this section is 400 words.

This section is compulsory.

9. Confidential Information

Confidential information for the jury, text entered here will only be visible to the jury during the judging process. The word limit for this section is 800 words.

This section is optional.

Additional Materials

Brand Approval Letter

It is the responsibility of the entrant to ensure that the commissioning brand has approved the work to be entered into Creative Effectiveness. In addition, it is also strongly recommended that the brand review the entry before it is submitted into the festival. Please upload written confirmation from the brand on their official company paper including company logo here. This is compulsory.

Appendix

If you have any additional material to support your case that you haven’t previously added please upload it here. This could include additional graphs, diagrams, press clippings, screen grabs, original source data submitted as a single file. Format: xls, xlsx, zip, jpg, doc, docx, pdf. This section is optional.