Direct
The Direct Lions celebrate targeted and response-driven creativity.
The work will need to demonstrate how insights and/or data were used as part of the strategy to engage specific target audience groups and develop customer relationships, inspiring action and producing measurable results.
The work will need to demonstrate how insights and/or data were used as part of the strategy to engage specific target audience groups and develop customer relationships, inspiring action and producing measurable results.
Overview
A number of criteria will be considered during judging, weighted as follows: 30% idea; 20% strategy; 20% execution; 30% impact and results.
The same piece of work can be entered up to four times in Direct. However, the same piece of work may only be entered once in ‘A. Direct: Sectors’.
The same piece of work can be entered up to four times in Direct. However, the same piece of work may only be entered once in ‘A. Direct: Sectors’.
A. Direct: Sectors
The same entry can be submitted only once in this section.
A01 Consumer Goods.
All fast-moving and durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture and consumer electronics.
* All fast food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into A07.
A03 Automotive.
Vehicles, other automobiles.
A04 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A06 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
A07 Not-for-Profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All corporate social responsibility work should be entered in the relevant sector and/or F07. Corporate Purpose & Social Responsibility category in section F. Culture & Context.
A01 Consumer Goods.
All fast-moving and durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture and consumer electronics.
* All fast food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into A07.
A03 Automotive.
Vehicles, other automobiles.
A04 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A06 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
A07 Not-for-Profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All corporate social responsibility work should be entered in the relevant sector and/or F07. Corporate Purpose & Social Responsibility category in section F. Culture & Context.
B. Channels
Work in these categories will be judged on how the channel was used as a piece of direct communication for a brand.
B01 Mailing/Programmatic Mail.
Celebrating targeted and programmatic mailing campaigns. The work in this category should demonstrate efficiency in the technology and processes used, effective placement and evidence of results.
* Please send physical samples for the jury to experience.
B02 Small-Scale Media.
Non-mail and print collateral, including small physical objects and all other hand-held (or equivalent in size) items.
* 'Small-scale' refers to the physical size of the ambient item, not the scale of the distribution. Please send physical samples for the jury to experience.
B03 Large-Scale Media.
Non-traditional media. This includes but is not limited to direct response stunts, street teams, direct response events, outdoor/ambient media and other mediums that encourage direct interaction and seek a measurable response.
* Large-scale' refers to the physical size of the ambient item, not the scale of the distribution.
B04 Use of Broadcast.
Direct work using cinema, TV or radio. The work should demonstrate how the chosen medium led the other direct elements within the work.
B05 Use of Print/Outdoor.
Direct work using print or outdoor. This may include, but is not limited to, newspapers, magazines, inserts, trade journals, traditional billboard or poster sites, bus shelters and transit advertising using standard advertising space.
* Augmented billboards should be entered into B03. Channels: Large-Scale Media.
B01 Mailing/Programmatic Mail.
Celebrating targeted and programmatic mailing campaigns. The work in this category should demonstrate efficiency in the technology and processes used, effective placement and evidence of results.
* Please send physical samples for the jury to experience.
B02 Small-Scale Media.
Non-mail and print collateral, including small physical objects and all other hand-held (or equivalent in size) items.
* 'Small-scale' refers to the physical size of the ambient item, not the scale of the distribution. Please send physical samples for the jury to experience.
B03 Large-Scale Media.
Non-traditional media. This includes but is not limited to direct response stunts, street teams, direct response events, outdoor/ambient media and other mediums that encourage direct interaction and seek a measurable response.
* Large-scale' refers to the physical size of the ambient item, not the scale of the distribution.
B04 Use of Broadcast.
Direct work using cinema, TV or radio. The work should demonstrate how the chosen medium led the other direct elements within the work.
B05 Use of Print/Outdoor.
Direct work using print or outdoor. This may include, but is not limited to, newspapers, magazines, inserts, trade journals, traditional billboard or poster sites, bus shelters and transit advertising using standard advertising space.
* Augmented billboards should be entered into B03. Channels: Large-Scale Media.
C. Data & Technology
Work driven by the creative use of data or technology that enhanced the customer experience and led to measurable business results.
C01 Data-Driven Direct Strategy.
The application of data and insights that significantly forms the basis of the direct strategy, demonstrating how the data-driven strategy helped to profile customers’ behaviours and segmentation, that ultimately led to successful direct marketing activities.
C02 Data-Driven Targeting.
Work where the interpretation and analysis of data was used to build a targeted communication for a specific audience. This may include but is not limited, to hyper-targeting, precision targeting, audience mapping and targeting segmentation.
C03 Use of Real-Time Data.
Work where real-time data creatively enhanced engagement with a target audience or was utilised in promoting an ongoing relationship with the consumer. Entries should clearly demonstrate how the use of real-time data led to measurable and meaningful results.
C04 Metaverse, New Realities & Emerging Tech.
The creative application of immersive experiences that push the boundaries of technology within direct strategies to engage and strengthen relationships with consumers. This could include, but not be limited to, AI, AR, VR, XR, wearable tech and mobile devices, GPS, NFC, facial recognition, voice technology, blockchain technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.
C05 Gaming.
Celebrating the use of gaming and games to effectively target a specific audience. The work should demonstrate how the chosen game or gaming platform drove engagement and brand affinity within the target audience.
C01 Data-Driven Direct Strategy.
The application of data and insights that significantly forms the basis of the direct strategy, demonstrating how the data-driven strategy helped to profile customers’ behaviours and segmentation, that ultimately led to successful direct marketing activities.
C02 Data-Driven Targeting.
Work where the interpretation and analysis of data was used to build a targeted communication for a specific audience. This may include but is not limited, to hyper-targeting, precision targeting, audience mapping and targeting segmentation.
C03 Use of Real-Time Data.
Work where real-time data creatively enhanced engagement with a target audience or was utilised in promoting an ongoing relationship with the consumer. Entries should clearly demonstrate how the use of real-time data led to measurable and meaningful results.
C04 Metaverse, New Realities & Emerging Tech.
The creative application of immersive experiences that push the boundaries of technology within direct strategies to engage and strengthen relationships with consumers. This could include, but not be limited to, AI, AR, VR, XR, wearable tech and mobile devices, GPS, NFC, facial recognition, voice technology, blockchain technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.
C05 Gaming.
Celebrating the use of gaming and games to effectively target a specific audience. The work should demonstrate how the chosen game or gaming platform drove engagement and brand affinity within the target audience.
D. Digital & Social
Digital and social mediums/techniques used as a piece of direct communication for a brand.
D01 Use of Digital Platforms.
Work that uses online platforms or associated technologies to enhance relationships with a specific audience. This may include, but is not limited to, websites, games, search engines, ecommerce platforms, banner ads and instant messaging, mobile apps etc. Does not include prototypes of early-stage technology.
* Social media-led work should be entered in D03, D04 and D05.
D02 Use of Mobile.
Targeted communication work delivered through mobile/portable devices such as mobile phones, mobile technology, etc.
D03 Use of Social Platforms.
Work that uses social media, streaming platforms, blogs, Wikis, video-sharing sites, hosted services etc. to create and/or enhance relationships with a community/consumers.
D04 Real-Time Response.
Targeted social activity that responds to world events, public affairs and other real-world, real-time activity prompting social sharing and a measurable response.
D05 Co-Creation & User-Generated Content.
Social activity designed to encourage a community/fanbase to contribute to or collaborate with a brand initiative through a clear call to action.
D01 Use of Digital Platforms.
Work that uses online platforms or associated technologies to enhance relationships with a specific audience. This may include, but is not limited to, websites, games, search engines, ecommerce platforms, banner ads and instant messaging, mobile apps etc. Does not include prototypes of early-stage technology.
* Social media-led work should be entered in D03, D04 and D05.
D02 Use of Mobile.
Targeted communication work delivered through mobile/portable devices such as mobile phones, mobile technology, etc.
D03 Use of Social Platforms.
Work that uses social media, streaming platforms, blogs, Wikis, video-sharing sites, hosted services etc. to create and/or enhance relationships with a community/consumers.
D04 Real-Time Response.
Targeted social activity that responds to world events, public affairs and other real-world, real-time activity prompting social sharing and a measurable response.
D05 Co-Creation & User-Generated Content.
Social activity designed to encourage a community/fanbase to contribute to or collaborate with a brand initiative through a clear call to action.
E. Excellence in Direct
E01 Copywriting.
Work showcasing outstanding copywriting skill that has led to a successful and measured response.
E02 Art Direction/Design.
Work that showcases the outstanding design of a customer experience that has led to a successful and measured response.
E03 Experience Design.
Work showcasing outstanding design in the customer experience that has led to a successful and measured response.
E04 Launch/Relaunch.
Direct marketing campaigns created to launch or relaunch a product or service on the market. This can also include work aiming to acquire new customers, and reinvigorate lapsed customers.
E05 Personalised Campaigns.
Dynamic work based on consumer data and insight. This includes but is not limited to content from websites, videos, emails, social and blogs. The work should demonstrate how the campaign enriched the user’s experience by driving engagement and achieving results.
F. Culture & Context
Work that is brought to life through cultural insights and regional context.
F01 Local Brand.
Work for brands that is only distributed in a single locality that resonated with a specific target audience.
F02 Challenger Brand.
Brands that 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.
F03 Single-Market Campaign.
Work that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.
F04 Social Behaviour & Cultural Insight.
Work inspired by a specific audience or community, hinging on identifiable social behaviour or cultural insights, stemming from the ideas, customs, values and lifestyles found within a specific region or locality.
F05 Use of Humour. NEW
Work that celebrates the art of humour in branded communications. Infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
F06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
F07 Corporate Purpose & Social Responsibility.
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.
F08 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.
F01 Local Brand.
Work for brands that is only distributed in a single locality that resonated with a specific target audience.
F02 Challenger Brand.
Brands that 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.
F03 Single-Market Campaign.
Work that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.
F04 Social Behaviour & Cultural Insight.
Work inspired by a specific audience or community, hinging on identifiable social behaviour or cultural insights, stemming from the ideas, customs, values and lifestyles found within a specific region or locality.
F05 Use of Humour. NEW
Work that celebrates the art of humour in branded communications. Infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
F06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
F07 Corporate Purpose & Social Responsibility.
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.
F08 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.
What does winning work look like?
OREO CHEAT COOKIES | MONDELEZ EUROPE 2023
SAATCHI & SAATCHI, DUSSELDORF GOLD, DIRECT LIONS
OREO and XBox teamed up to launch OREO-themed exclusive in-game content for three of Xbox’s top-played games. By launching 6 new cookie designs and giving each of them an innovative role, the work was able to engage a wide variety of consumers. It took home a Gold Lion in Direct.