Experience

Focusing on the powerful brand currency of intelligent customer journeys and immersive experiences - captivating audiences at every touch point.

  • Brand Experience & Activation

    The Brand Experience & Activation Lions celebrate creative, comprehensive brand building through the next level use of experience design, activation, immersive, retail and 360 customer engagement. Entries should demonstrate how the customer journey, experience of the brand and optimisation of every touch point led to increased brand affinity and commercial success.

    • A number of criteria will be considered during judging and weighted as follows: 20% idea; 20% strategy; 30% execution; 30% results.
    • The same piece of work can be entered up to four times in Brand Experience & Activation. However, the same piece of work may only be entered once in 'A. Brand Experience & Activation: Sectors'.

    • A. Brand Experience & Activation: Sectors

      The same entry can be submitted only once in this section.

      • A01. Food & Drink

        All food and drinks.

      • A02. Other FMCG

        Beauty, cleaning products, other household goods, other FMCG.

      • A03. Healthcare

        Pharma, OTC drugs, wellness.

      • A04. Consumer Durables

        Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.

      • A05. Automotive

        Vehicles, other automotive.

      • A06. Retail

        Retail, eCommerce, restaurants, fast food.

      • A07. Travel

        Travel, tourism, transport.

      • A08. Leisure

        Live events, museums & galleries, gambling, sports, gaming, other recreation.

      • A09. Media / Entertainment

        Music, film, television, publications & media, books, news, digital platforms, other media.

      • A10. B2B

        Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate comms.

      • A11. Consumer Services

        Financial & insurance, telecommunications, private education, veterinary, energy, other consumer services.

      • A12. Corporate Social Responsibility (CSR) / Corporate Image

        Non-product based social responsibility campaigns aimed to address social, ethical and environmental issues. Corporate Image campaigns including event sponsorship to build the image/ raise the profile/ shape the perceptions of a brand.

      • A13. Not-for-profit / Charity

        Government, public information, other not-for-profit, military, charities, non-profit.

    • B. Touchpoints & Technology

      In these categories work will be judged on the use of technology and multiple touchpoints across a Brand Experience & Activation.

      • B01. Social Engagement & Integration for Live Experience

        Entries in this category should demonstrate how social media was integrated to enhance a live experience or activation.

      • B02. Use of Mobile & Devices

        Entries in this category must describe how a mobile app, portable device or mobile technology created or enhanced the interaction with customers at a brand experience or activation.

      • B03. Use of AR, VR & Mixed Reality

        The creative application of Augmented Reality, Virtual Reality and Mixed Reality in a brand experience.

      • B04. Digital Installations

        Immersive large or small scale digital experiences and events which are set up to engage and strengthen relationships with consumers. This can include, but is not limited to VR/AR installations, motion chairs, multi-screen and multi-dimensional experiences.

      • B05. Tangible & Spatial Technology

        Any brand experience or activation creating a space or using a more permanent spatial feature to drive customer engagement. This can include exhibitions, fairs, trade shows, signage.

      • B06. Touchpoint Technology

        Any brand experience or activation using touchpoint technology to drive customer engagement. Including website, app or any other digital application.

      • B07. Interactive Brand or Product Video

        The creative use of digital footage or online video to create or enhance a brand experience.

      • B08. Tech-led Brand Experience

        Entries in this category should demonstrate how the use of new tech or existing tech, used in a new way, enhanced a brand experience or activation.

      • B09. Connected Experience

        Creation of cross-platform digital content that develops or enhances a brand experience. Entries will need to describe the various digital platforms and devices used to develop and amplify meaningful consumer engagement. This can include but is not limited to desktop, mobile, wearable technology, outdoor installations, billboards, retail experiences.

    • C. Retail Experience & Activation

      Entries in these categories must focus on Experience and Activations that took place within a retail environment.

      • C01. Customer Retail / In-store Experience

        In-store and retail location activities including product launches/activations, demonstrations, sampling activities and pop-ups that engage and guide shoppers on all channels of their path to purchase.

      • C02. Retail Promotions & Competitions

        Competitions or promotional incentives used to drive customer engagement with a brand.

      • C03. 360 Customer Journey

        Celebrating the successful strategic planning of the entire customer journey; following the consumer from initial awareness of a product/service through to post-purchase customer service & communications.

    • D. Excellence in Brand Experience

      These categories focus on strategic planning and execution of Brand Experience campaigns.

      • D01. Live B2C Brand Experience or Activation

        Any live brand experience or activation that was held at a consumer/public event. Including installations, product demos, stalls & pop-ups.

      • D02. Live B2B Brand Experience or Activation

        Any live brand experience or activation that was held at a business event. Including trade shows, expos & exhibitions.

      • D03. Brand-owned Experiences

        Any live experience/activation event that is brand specific and stand-alone. Including permanent installations, pop-ups which are not part of a wider event, venue takeovers and brand-owned music festivals/concerts.

      • D04. Sponsorship & Brand Partnership

        This category recognises partnerships/sponsorships that create immediate and long term brand experiences or activations. Entries will be judged on how effective the partnership/sponsorship was.

      • D05. Launch / Re-launch

        Brand experiences or activations created to launch or re-launch a brand, product or service.

      • D06. Low Budget / High Impact Campaign

        This category celebrates the success of a brand experience or activation campaign within a limited budget. Entrants must detail the total budget as well as providing information about any brand experience tactics used to deliver the campaign.

      • D07. Single Country Campaign

        Campaigns that are implemented in a single country. Entries should describe how the campaign was designed for the target market and the tangible business and/or awareness results achieved.

  • Creative eCommerce

    The Creative eCommerce Lions celebrate creative, commercial ecommerce, payment solutions and innovation. Entries will need to demonstrate how the innovation and optimisation of the customer journey led to increased consumer engagement and commercial success.

    • A number of criteria will be considered during judging and weighted as follows: 30% idea; 20% strategy; 20% execution; 30% results.
    • The same piece of work can be entered up to four times in Creative eCommerce. However, the same piece of work may only be entered once in 'A. Creative eCommerce: Sectors'.

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    • A. Creative eCommerce: Sectors

      The same entry can be submitted only once in this section.

      • A01. Food & Drink

        All food and drinks.

      • A02. Other FMCG

        Beauty, cleaning products, other household goods, other FMCG.

      • A03. Healthcare

        Pharma, OTC drugs, wellness.

      • A04. Consumer Durables

        Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.

      • A05. Automotive

        Vehicles, other automotive.

      • A06. Retail

        Retail, eCommerce, restaurants, fast food.

      • A07. Travel

        Travel, tourism, transport.

      • A08. Leisure

        Live events, museums & galleries, gambling, sports, gaming, other recreation.

      • A09. Media / Entertainment

        Music, film, television, publications & media, books, news, digital platforms, other media.

      • A10. B2B

        Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate comms.

      • A11. Consumer Services

        Financial & insurance, telecommunications, private education, veterinary, energy, other consumer services.

      • A12. Corporate Social Responsibility (CSR) / Corporate Image

        Non-product based social responsibility campaigns aimed to address social, ethical and environmental issues. Corporate Image campaigns including event sponsorship to build the image/ raise the profile/ shape the perceptions of a brand.

      • A13. Not-for-profit / Charity

        Government, public information, other not-for-profit, military, charities, non-profit.

    • B. Use of Technology

      • B01. In-store Integration

        Creative use of multi-channel digital technology to enhance the in-store experience. Including proximity activation, geofencing, app and social integration and VR experiences.

      • B02. Payment Solutions: Software & Apps

        Creative use of payment solution software & apps, mobile wallets and reward programs to effectively incentivise purchasing and/or engage consumers (including social verification & biometric data).

      • B03. Payment Solutions: Devices & Technology

        Payment enabled devices, including automation, delegated authority, hyper convenience and order buttons that increase speed, responsiveness and general user experience.

    • C. Engagement

      • C01. Personalised Campaigns

        Dynamic content campaigns based on consumer data and insight. Including content from websites, videos, emails, social and blogs. You must demonstrate how the content enriched the user's online shopping experience by driving engagement and achieving results.

      • C02. Messaging Services, Chatbots & Customer Assistance

        Campaigns that use messaging services, chatbots and customer assistance to improve the online shopping experience through real-time, personalised customer engagement.

      • C03. Retail & Customer Promotions

        Creative online and offline engagement strategies including, but not limited to in-store/online promotions, gaming, AR and VR interactions which can clearly demonstrate an increase in customer activity and a rise in sales.

      • C04. Social Business & Commerce

        Campaigns that harness social platforms to engage consumers and drive business results.

    • D. User Experience

      • D01. UX, UI & Journey Design

        The interactive journey created through the transference of a brand's visual assets to an online shopping platform based on browsing and purchase behaviour. Including user experience patterns, conventions, preferences and branding to improve the online shopping experience and to increase sales.

      • D02. Predictive Data Targeting

        Creative campaigns that use data to accurately predict and recommend products or services which are then presented through website, email, apps or other forms of messaging. Including database targeting and segmentation.

      • D03. Cross-channel Digital Technology

        Creative use of cross-channel digital technology to enhance the online experience. Including use of social platforms, websites, banners and other digital platforms.

    • E. Excellence in Creative eCommerce

      • E01. Customer Acquisition

        Communications or content that attracts new customers, encourages customer activity and increases overall transaction value.

      • E02. Customer Retention

        Campaigns that creatively utilise social media platforms and networks to maintain engagement, enhance customer relations and drive new business.

      • E03. 360° Customer Journey

        Entries into this category must demonstrate how the emotional and behavioural responses were accounted for and utilised to create a relevant, seamless and consistent user experience at every point of interaction; with particular focus on the overall support, structure and usability.