EFFECTIVENESS
This category is open to ALL brands and agencies in Asia Pacific.
Campaigns can be entered into One (1) Product & Service category only; and/or multiple Specialist categories. While
past AMES Effectiveness entries cannot be re-entered into the same categories, you may consider re-entering your
past entries in the Sustained Success provided the said entry had not be entered into this category in previous year(s).
The categories available are: PRODUCTS & SERVICES CATEGORIES
EFP01.
EFP02.
EFP03.
EFP04.
EFP05.
EFP06.
EFP07.
EFP08.
EFP09.
EFP10.
EFP11.
EFP12.
Non-Alcoholic Beverages
Alcoholic Beverages & Tobacco
Food Products
Home Furnishing, Appliances, Maintenance &
Household Products
Pharmaceuticals, Beauty Products, Cosmetics &
Toiletries
Other Consumer Products (Including Durable Goods)
Cars & Automotive Services
Lifestyle
Financial Services, Commercial Public Services,
Business Products & Services
Publications & Media
Corporate Image & Information
Charities, Public Health & Safety & Public Awareness
Messages
SPECIALIST CATEGORIES
EFS01. Innovative Use of Media
EFS02. Branded Content
EFS03. Sponsorship and Event Marketing
EFS04. Insights / Strategic Thinking
EFS05. Small Budget Marketing Campaign
EFS06. Marketing Campaign for Regional
Brand Development
EFS07. Marketing Campaign for National
Brand Development
EFS08. Sustained Success
EFS09. Integrated Marketing Campaign
For a detailed definition of each of the categories above, please visit the Effectiveness page HERE
CHECKLIST TO COMPLETE THIS WRITTEN SUBMISSION FORM:
You must provide details of the following to be able to complete the written submission form:.
1. Total Cost of the execution of the campaign
2. Brief summary the campaign, highlighting its accomplishments in relation to the objectives against the specific subcategories criteria entered.
3. Detailed description of the context within which the campaign operated.
4. Detailed description of the target markets & segments.
5. Detailed description of the key message of the campaign.
6. Details information on Brand Performance, Category Performance, Competitiveness of category and effects of
changes in marketing mix.
7. Details of campaign results and measurements.
Note: The total number of word count in Section 2 through to Section 6 combined from your input shall not exceed 2000 words in total.
For any queries, please contact AMES Entries Team at +65 6579 0541 OR email to enquiries@spikes.asia.
EFFECTIVENESS
WRITTEN SUBMISSION FORM
Submission Rules & Regulations

All written submissions for the Effectiveness Award entries must be submitted in English using this form, completed
in black Arial, font size 12, no more than 2000 words in content (from Section 2 – Section 7).

Charts or graphics can be inserted in the written submission provided that they are not used excessively. Texts in
graphics and charts are not included in the word count.

Any supporting data must be accompanied by an indication of the source of reference. If your agency is the source
of research, please reference “Agency Research”. Any data without a source will not be considered.

Your agency name or logo should not appear anywhere in the written submission. Submissions with agency
names or logos may be disqualified.

You may mark various sensitive parts as “Confidential” or “Not for publication” and tick the “Confidentiality” box on
the online form, provided these restrictions are not used excessively. Information marked as confidential will be
treated as such.

Please do not delete any part of the form from the completed submission.

It is essential that the entry/campaign/project/solution is appropriate to the categories it enters for and that it meets
the respective criteria of each. If a single entry is entered in multiple categories, please adapt your written
submission to highlight the elements most relevant to the chosen categories.

Your entry will be marked by the judges on the following criteria: Strategy (20%), Creativity & Innovation (20%),
Execution (20%), Results (40%).
SECTION 1: CAMPAIGN DETAILS
Please select from the list below, the approximate total cost of production and media placement for execution of the
campaign: -
☐ US$0.00 – US$49,999
☐ US$50,000 – US$99,999
☐ US$100,000 – US$249,999
☐ US$250,000 – US$499,999
☐ US$500,000 – US$999,999
☐ US$1 Million – US$9.9 Million
☐ More than US$10 million
Where available, please provide a breakdown of spending by individual media below. Eg. Radio – xx%; TV – xx%
MEDIA USED
% OF TOTAL COST
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IMPORTANT NOTE:
Words in graphics & charts will not be included in the total word count. Please do not remove delete or edit any original part of the form.
For any queries, please contact AMES Entries Team at +65 6579 0549 OR email to vivianel@spikes.asia.
EFFECTIVENESS
WRITTEN SUBMISSION FORM
SECTION 2: CAMPAIGN SUMMARY
Please provide a concise summary of the campaign. Briefly describe the marketing contexts, the
strategy and execution, and its accomplishments in relation to the objectives, and against the
specific category criteria entered.
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SECTION 3: MARKETING CHALLENGE AND OBJECTIVES
Please provide a concise description of the context within which the campaign operated. Include information on
product/service positioning, level of competitiveness, market conditions and trends, challenges faced by the industry, as
well as cultural and political sensitivities. Describe the objectives of the campaign in the given amount of time.
Describe how the performance is benchmarked against the objectives – the KPIs agreed with client if possible.
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SECTION 4: TARGET MARKETS
Define target markets and segments, including demographics profile of target audience and scope of campaign (local or
regional).
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SECTION 5: STRATEGY
Describe the key message of the campaign. Describe the creative approach and the targeting strategy, backing them
with insights and/or findings from research conducted (if any). List and explain the communications mix and weighting
used to implement the campaign and the reasons why these channels were selected.
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SECTION 6: BRAND & CATEGORY PERFORMANCE OVERVIEW
Please provide answers to the following questions, where available. Note that this information is optional, and may not
be appropriate to all categories, but it will give the judges a solid context by which to judge your campaign.
A. BRAND PERFORMANCE
What was the overall performance in your market for the brand and how did it compare to the previous
year? (Please present in consistent units of measure)
Sales Volume 2014
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Sales Volume 2015
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Sales Revenue 2014
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Sales Revenue 2015
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IMPORTANT NOTE:
Words in graphics & charts will not be included in the total word count. Please do not remove delete or edit any original part of the form.
For any queries, please contact AMES Entries Team at +65 6579 0549 OR email to vivianel@spikes.asia.
EFFECTIVENESS
WRITTEN SUBMISSION FORM
B. CATEGORY PERFORMANCE
In your market how did the category perform compared to the previous year? (Please present in consistent
units of measure)
Category Sales Volume 2014
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Category Sales Volume 2015
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Category Revenue 2014
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Category Revenue 2015
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C. CATEGORY COMPETITIVENESS
How competitive is the category in your market? Please indicate the number of brands that make up 70%
of sales for 2014.
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D. EFFECTS OF MARKETING MIX
How has the marketing mix changed in your market for 2015? Please provide total marketing spend for
your brand in 2014 & 2015. Where available please provide a % breakdown by individual marketing tactic,
media vehicles and in-store trade tactics, for each year.
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SECTION 7: CAMPAIGN RESULTS & MEASUREMENTS
Describe the impact of marketing initiatives on business performance. This should be elaborated in context of the
strategic objective, difficulty of the task at hand, and overall category trends. Judges will be looking for quantifiable
evidence supporting initiative impact with respect to both the market and the category from a credible source. Where
possible provide facts and figures substantiating claims. Winners should expect third party verification of supporting
data.
The result achieved is the main benchmark in this competition. Results must be quantifiable, and has a clear and direct
correlation with the marketing objectives. Restate your objectives and KPIs to help judges easily reference the
information. Insights into campaign executions will also support a contextual consideration.
Click here to enter text.
IMPORTANT NOTE:
Words in graphics & charts will not be included in the total word count. Please do not remove delete or edit any original part of the form.
For any queries, please contact AMES Entries Team at +65 6579 0549 OR email to vivianel@spikes.asia.