Creative B2B
The Creative B2B Lions celebrate game-changing creativity and effectiveness in work for products and services that are purchased by professionals on behalf of businesses.
The work will need to demonstrate a blend of short-term tactics and long-term brand-building strategies that connect with customers, improve brand health and ultimately drive growth.
The work will need to demonstrate a blend of short-term tactics and long-term brand-building strategies that connect with customers, improve brand health and ultimately drive growth.
Overview
A number of criteria will be considered during judging, weighted as follows: 20% creative idea; 30% strategy; 20% execution; 30% results.
There is no overall limit to how many times the same piece of work can be entered into Creative B2B Lions as long as the categories chosen are relevant.
For Creative B2B Lions, the eligibility dates are 11 February 2023 – 11 April 2024. The work being judged should have first been implemented within this eligibility period. Exceptionally, category A06. Long-term Brand Building has an eligibility period of 11 February 2021 – 11 April 2024.
There is no overall limit to how many times the same piece of work can be entered into Creative B2B Lions as long as the categories chosen are relevant.
For Creative B2B Lions, the eligibility dates are 11 February 2023 – 11 April 2024. The work being judged should have first been implemented within this eligibility period. Exceptionally, category A06. Long-term Brand Building has an eligibility period of 11 February 2021 – 11 April 2024.
A. Creative B2B
Any product or service that is purchased by professionals on behalf of businesses.
A01 Cross-Channel Storytelling.
Online or offline multichannel experiences made to engage and amplify a brand’s message, product or service.
A02 Brand Experience.
Physical or digital experiences that 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, virtual worlds and multiscreen and multidimensional experiences. Does not include prototypes of early-stage technology.
A03 Innovative use of Content.
Creative use of content to increase business or customer activity. This could include, but not be limited to, film, audio and radio, branded content, PR, etc.
A04 Targeting & Engagement.
Work that effectively attracts new customers, drives engagement or strengthens existing customer relationships through targeting. The work should show innovative use of data and insights leading to an increase in new business or customer activity.
A05 Effectiveness & Measurement.
Work that demonstrates deliberate and thoughtful introduction of measurement techniques that have had real impact on the performance of an organisation. This could include, but not be limited to, traffic, conversion rates, renewal rate, brand awareness, salience, consideration, innovation in measurement, etc.
A06 Long-Term Brand Building.
Customised brand positioning strategies that demonstrate long-term brand affinity, growth and effectiveness. Methods 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 over 3 years: 11 February 2021 – 11 April 2024
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. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
A08 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.
A09 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.
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. This could include, but not be limited to, art direction, digital craft, film craft, copywriting, illustration, typography, photography, etc.
A12 Integrated Campaigns.
Work that successfully carries a brand’s message across multiple platforms/channels, both online and offline. The work should demonstrate how B2B content featuring a brand’s message, product or service has been seamlessly implemented on various channels to amplify meaningful experiences and customer engagement.
A13 B2B Influencer Marketing. NEW
Creative use of influencers to drive industry conversation and purchase decisions and improve brand perception, impact business objectives, community or consumers.
A01 Cross-Channel Storytelling.
Online or offline multichannel experiences made to engage and amplify a brand’s message, product or service.
A02 Brand Experience.
Physical or digital experiences that 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, virtual worlds and multiscreen and multidimensional experiences. Does not include prototypes of early-stage technology.
A03 Innovative use of Content.
Creative use of content to increase business or customer activity. This could include, but not be limited to, film, audio and radio, branded content, PR, etc.
A04 Targeting & Engagement.
Work that effectively attracts new customers, drives engagement or strengthens existing customer relationships through targeting. The work should show innovative use of data and insights leading to an increase in new business or customer activity.
A05 Effectiveness & Measurement.
Work that demonstrates deliberate and thoughtful introduction of measurement techniques that have had real impact on the performance of an organisation. This could include, but not be limited to, traffic, conversion rates, renewal rate, brand awareness, salience, consideration, innovation in measurement, etc.
A06 Long-Term Brand Building.
Customised brand positioning strategies that demonstrate long-term brand affinity, growth and effectiveness. Methods 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 over 3 years: 11 February 2021 – 11 April 2024
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. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
A08 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.
A09 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.
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. This could include, but not be limited to, art direction, digital craft, film craft, copywriting, illustration, typography, photography, etc.
A12 Integrated Campaigns.
Work that successfully carries a brand’s message across multiple platforms/channels, both online and offline. The work should demonstrate how B2B content featuring a brand’s message, product or service has been seamlessly implemented on various channels to amplify meaningful experiences and customer engagement.
A13 B2B Influencer Marketing. NEW
Creative use of influencers to drive industry conversation and purchase decisions and improve brand perception, impact business objectives, community or consumers.
What does winning work look like?
IS THAT HEINZ? | HEINZ 2023
WUNDERMAN THOMPSON TURKEY, ISTANBUL BRONZE, CREATIVE B2B LIONS
In Turkey, small street food restaurants have a habit of refilling their empty Heinz bottles with generic alternatives to save on costs, whilst still attracting the brand’s loyal customers. To combat this and reinforce their brand identity, Heinz added their sauce’s iconic red colour to their labels. The work allowed customers to easily identify authentic Heinz products and resulted in a marked increase in sales. The work took home a Bronze Lion in Creative B2B.