Categories

Following are the descriptions for the 19 PROMO! Awards categories plus the Best of Show Award. Participants are encouraged to enter as many categories as they want however, there are three maximum wins per entry (for more than three wins at the same medal level, the jury will choose the most relevant and prestigious categories to award the program). 

The Best of Show PROMO! Award is awarded separately to the campaign which our judges deem to be the very best and highest scoring of all Gold winners across each of the 19 categories. 

Please refer to the Entry Fee section for payment information. 

Best Activity Generating Brand Awareness

Awarded to the campaign most effective in gaining brand awareness for a new or existing product, service or company. Results should be presented within the context of average industry results in which they compete, in other words, results vary greatly by category and should be presented accordingly with full disclosure.  Lack of results will disqualify entries in this category. 

Best Activity Generating Brand Volume

Awarded to the campaign most effective in gaining incremental volume for a product, service or company. Results should be presented within the context of average industry results in which they compete. In other words, results vary greatly by category and should be presented accordingly with full disclosure.  Lack of results will disqualify entries in this category. 

Best Brand Building Campaign 

Awarded to the campaign that does the most to enhance a brand's image and equity in the marketplace.  Detailed results will be required for all entries within this category. 

Best Cause or Charity Marketing Campaign 

Awarded to the campaign that does the most to market a specific product or service while making a positive impact on a specific social cause.  The cause/charity component must be central to the campaign idea and execution. 

Best Digital Marketing Campaign 

Awarded to the campaign that makes the most effective and/or innovative use of digital marketing activation elements as the primary communication channel (ie. web development, SEO, mobile, email, online promotion, online advertising, etc.) to bring a campaign to market and meet program objectives.  Entries can include B2C or B2B campaigns and will be judged on a combination of innovation, integration and results depending on overall program objectives. 

Best Experiential Campaign (Multiple Events) 

Awarded to the campaign that best engages consumers in an ongoing, immersive brand experience that is relevant and memorable, in addition to driving trial or meeting specific campaign objectives. This campaign can encompass a series of events, sponsorship activations, mobile/experiential tours, sampling programs, street theatre, guerrilla marketing, on-premise activations, etc. and must have run for multiple days/weeks/months. Judges will consider strategy, brand/market relevance, execution and measurable results. 

Best Pop-Up/Experiential Event (Single Event) 

Awarded to the activity that best leverages a single event to engage and interact with consumers in a unique and branded way - including launch events, pop-up retail, mall tour, stunts (i.e. activities in Dundas Square). These one-off events can be a part of a larger campaign but are also stand-alone, and can include single day executions. 

Best Insight/Strategy 

Awarded to the campaign which demonstrates how the quality of the insight and sound strategy enhanced the campaign and ultimately its success. The insight may have come through third party research, focus groups or an identified trend for example, which has influenced the market understanding and its impact on the campaign strategy. Judges will consider the quality of the insight as it relates to the brand and campaign strategy. 

Best Integrated Campaign 

Awarded to the campaign that integrates at least three different marketing disciplines (i.e. sweepstakes, direct marketing, in-store merchandising, digital, print, experiential marketing, etc.) to most effectively market a product, service or company. 

Best Launch 

Awarded to the activation campaign deemed most successful in launching a new product, brand or service. This entry should have in-market results to help evaluate success (ie. should enter items that have at least a few months of in-market results vs. something that hasn't actually been in the marketplace). 

Best Niche Targeting 

Awarded to the campaign that has identified and most successfully targeted a distinct group of consumers based on specific demographic, niche audience or lifestyle traits, including multi-cultural markets, millenials, sports fans, behavioural and psychographic audiences, etc,. Campaigns will be judged based on creativity, execution, market relevance and measurable results. 

Best Shopper Marketing/Retail Account Specific Activation 

Awarded to the campaign that does the most to create a compelling in-store experience for the consumer and at the same time, excites the retailer, motivates the dealers and the sales force to sell more product or service among the core target audience. This execution can be against a specific retailer OR simply a shopper marketing campaign across multiple retailers.  Entries should clearly state the “insight” that was leveraged to develop the campaign idea or execution. 

Best Small Budget Campaign 

Awarded to the campaign that achieves all stated objectives while adhering to a small budget (budget must be less than $100K CDN). Although the entry may appear to fit into the other categories, Best Small Budget Campaign may be a better fit if the budget limitations actually made the campaign stronger (i.e. great results, innovative, creative, etc.) 

Best Sponsorship Campaign 

Awarded to the campaign that does the most to leverage a property (licensed, sports, entertainment, movie, travel/tourism or other) activity as the primary method of marketing a product or service.  Entry must clearly state the ‘property’ being sponsored and how the brand was able to leverage this sponsorship. 

Best Use of Data 

Awarded to the campaign that best creatively uses data, market research, CRM solutions etc to bring a competitive advantage and meet campaign objectives. Creativity on how the data points were implemented and clear demonstration of how the use of data helped achieve set objectives is key (for example increased activity, lead generation or conversion, incremental sales or ROI, etc). 

Best Use of Design 

Awarded to the campaign that has made the best use of/leveraged design to either launch a new product/service, engage consumers at events/retail/online, communicate a brand message, offer, contest or promotion. This element can work on its own or in conjunction with other elements within the campaign. 

Best Use of Online Video 

Awarded to the video premiered on the internet, which best breaks through the clutter and engaged the target audience. Submissions in this category integrate products, services or messages on behalf of a brand/charity and will have generated conversation in the marketplace. Examples could include short/long form content, scripted/unscripted content, content captured from a live experience etc. 

Best Use of Social Media 

Awarded to the campaign that best uses Social Media and outreach/engagement tools in the digital universe in order to promote a specific client product or service/deliver on a set objective on behalf of a client.   This can encompass a campaign where social media IS the lead platform or conversely where social media is used to amplify an existing campaign idea.  In this category, judging will be focussed on the social media component of the overall program. 

Most Innovative Idea or Concept 

Awarded to the campaign that best demonstrates a unique new marketing concept. This category recognizes Made in Canada ideas. That includes the creation of an original new concept for a brand OR a fresh interpretation of an established idea as it relates to mechanics, channels of communications, types of incentives, etc. Campaigns which have run for the same client in another market do NOT qualify for entry in this category - unless the concept has been brilliantly and significantly re-imagined in a novel way for Canada. (Please specify how your idea originated, and in the case of fresh interpretations of an existing idea, state what the original concept was and how it has been revamped for your brand in Canada).