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2014 HK4As Effie Awards Hong Kong
(Official Use)
ENTRY FORM
INSTRUCTIONS
You are required to submit 1 softcopy of the entire entry form, 10 hardcopies of Section I (pages 1-5) and 2 copies of
Sections II-IV (page 6-10) for each entry; copies one side only, stapled and collated. Answer every question or indicate
“not applicable.” Entries that fail to complete every section will be disqualified.
For Section I, do NOT exceed the word count limit of 2000 words and do NOT exceed 5 pages as this will lead to
disqualification.
Text answers must be in black 10-point Arial font or higher. Charts/graphs can be in colour. Do not include screen
grabs/ images of your work or logo, or competitive logos. Details please refer to Entry Kit page 7.
SECTION I. Brief of Effectiveness
* Any mention of your agency name and logo in this section will result in disqualification.
1.
Brand Name
[ Enter brand name here. ] [ Brand name in Chinese ]
2.
Product Type or Description
[ Enter type/description here. ]
3.
Category for this Entry
[ Enter Category here. ]
4.
Campaign Title
[ Enter Campaign Title here. ]
5.
Note the time period your effort ran:
Provide dates (MM/DD/YY) for time span for entire
effort-even if it began before Effie’s eligibility period
start date. If effort is continuing past 04/31/14, check Ongoing
for the end date.
Start Date:
End Date:
Ongoing:
[ MM/DD/YY ]
[ MM/DD/YY ]
☐
1. Brand name of product or service advertised
Please list only the brand name or trade name of the product or service advertised. E.G., “Kleenex” not “Kleenex Brand Tissues”
2. Product type or description
Brief description indicating the kind of product or service advertised without using the brand name. “Facial Tissue” not “Kleenex Tissue”.
3. Category
Indicate the category (see entry kit page 9-10) within which you think your campaign should be judged. The Effie Organizing Committee
reserves the right to re-categorize campaigns.
4. Campaign Title
Please indicate the campaign title, not titles or individual commercials within the campaign. It should be the same on all pages.
2014 HK4As Effie Awards - Entry Form | Page 1
Challenge and Campaign Objectives
State the specific challenge and goals for your campaign. Examples: to meet a concrete share or sales
target; to obtain a specific behavioral response; to modify existing brand perceptions; to establish new
product awareness.
[ Enter here. ]
Target Audience
Provide a target audience definition and rationale. To whom was the campaign directed? To which ethnic
group, if any, was this campaign addressed? Why was this target selected? Provide an appropriate profile
of the target.
[ Enter here. ]
2014 HK4As Effie Awards - Entry Form | Page 2
Creative Strategy
Describe the strategy upon which the advertising is based. What was the message you wanted to
communicate? Why was this message chosen? What insight about the target audience or marketplace led
to this strategy?
[ Enter here. ]
Media Strategy
How did the media strategy and selection complement, integrate, enhance and/or reflect the objectives and
creative strategy? What was the media mix, weighting and why? Give indications of the size of your media
budget in relation to your competition and versus year prior.
[ Enter here. ]
2014 HK4As Effie Awards - Entry Form | Page 3
Evidence of Results
The evidence must relate directly to campaign objectives. If the objective was to increase sales,
indicate sales response to the campaign. If the campaign attempted to bolster corporate image, how
did your measures show this? You need not disclose confidential information. Proof of performance
may be indexed if desired. Please be as specific as possible in documenting all evidence. Provide
sources of data, research involved and the time period covered for the results provided.
* Note: All data presented here must cite the source (responsible research party) with date. This could be
advertiser data, agency research or third-party research companies. We reserve the right to verify the accuracy of the
data with the given source. However, the submitting Advertising agency name should Not be disclosed in the
report. If your agency is the source of the research, reference “Agency Research” with the appropriate date. Any
deviation from this rule will result in disqualification.
[ Enter here. ]
2014 HK4As Effie Awards - Entry Form | Page 4
Media
(Entries that fail to indicate media expenditures will be disqualified)
List all media used in this campaign, even those not included in the Effie entry materials:
☐ Television
☐ Radio
☐ Newspaper
☐ Consumer Magazine
☐ Sales Promotion
☐ Trade/Professional
☐ Out-of-Home
☐ Direct Mail
☐ Public Relations
☐ Point-of-Purchase
☐ Interactive/Digital
☐ Other [ Specify here. ]
Total Media Expenditures (HK$): (check one)
☐ Under $500 thousand
☐ $5 to under $10 million
☐ $500-$999 thousand
☐ $10 to under $20 million
☐ $1 to under $5 million
☐ $20 million and over
Other Communications Programs
List other communications programs implemented in conjunction with this campaign, e.g., couponing,
sales promotion, public relations, sampling program, direct mail, point-of-purchase, etc. Indicate the
extent to which any revised pricing, distribution or promotion programs affected the results of the
campaign.
☐ No other communications programs were used in connection with this Advertising Campaign.
☐ Other communications programs: [ Enter here. ]
Total Word Count
The word count limit of Section I is 2000 words in 5 pages maximum.
Please state the total number of words used:
[ Enter word count here. ]
2014 HK4As Effie Awards - Entry Form | Page 5
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SECTION II. Campaign Summary & Credits
(Official Use)
The information you give here may be published and/or appear on recognition certificates. Space has
been provided for a second agency name and a second client name. The agency name and the client
name listed here are considered final once received and will not be changed if agency and/or client
experience a name change and/or merger after the entry deadline date. The information provided here
will be published in the 2014 Awards Journal and may be edited for consistent publishing style
purposes.
Campaign Title
[ Enter Campaign Title here. ] [ Campaign Title in Chinese ]
Case Summary
It will be published in the 2014 Effie Awards Journal, on the web site and for promotional purposes. In
the space provided write at least the campaign and its goals. Indicate campaign objectives and how
the three complete sentences summarizing evidence of results directly relates to those objectives.
(90 words)
2014 HK4As Effie Awards - Entry Form | Page 6
Campaign Summary & Credits
Credits of Agency, Client and Contributing Corporations
Please ensure that all information are entered and spelled correctly. Do not include additional pages of
credits as we will list only the names provided on this page. Space has been provided for a second agency
and corporation names, if applicable.
Lead Agency Name
Address
[ Enter here. ]
Phone
[ Enter here. ]
Website
[ Enter here. ]
Holding Company
[ Enter Lead Agency Name here. ] [ Lead Agency Name in Chinese ]
Fax
[ Enter here. ]
[ Enter here. ]
Name
[ Enter here. ]
Title
[ Enter here. ]
Name
[ Enter here. ]
Title
[ Enter here. ]
Name
[ Enter here. ]
Title
[ Enter here. ]
Second Agency Name
Address
[ Enter here. ]
Phone
[ Enter here. ]
Website
[ Enter here. ]
Holding Company
Name
Fax
[ Enter here. ]
Title
[ Enter here. ]
[ Enter here. ]
[ Enter here. ]
Client Name
[ Enter Name here. ] [Second Name in Chinese ]
Address
[ Enter here. ]
Phone
[ Enter here. ]
Website
[ Enter here. ]
Holding Company
Name
[ Enter Second Agency Name here. ] [Second Agency Name in Chinese ]
Second Corporation Name
[ Enter here. ]
Phone
[ Enter here. ]
Website
[ Enter here. ]
Holding Company
[ Enter here. ]
Title
[ Enter here. ]
[ Enter here. ]
[ Enter here. ]
Address
Fax
[ Enter Name here. ] [Second Name in Chinese ]
Fax
[ Enter here. ]
2014 HK4As Effie Awards - Entry Form | Page 7
[ Enter here. ]
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SECTION III. Publishing Policy, Permission, Terms & Rules
(Official Use)
Permission on Written Brief
In addition to the Publishing Policy & Permission stated in the 2014 Effie Awards Entry Kit page 8,
Effie Worldwide and the Effie Awards offers entrants the opportunity to have their written case
published on Effie Worldwide's Website, Partner Websites, and/or other publications as approved by
Effie Worldwide and the Effie Awards.
It is respected that entries may have information deemed confidential by the client.
Please indicate in the box below whether or not publishing permission is granted for the written brief:
☐ Yes
– If you check yes, you agree that the written entry form may also be published, reproduced
and displayed for educational and promotional purposes.
☐ Yes, publish an edited version – If you select yes/edited version or no to permission, the Effie
Awards will follow-up to provide you with the opportunity to submit an edited version of the written
entry form.
☐ No, cannot publish ever – If you select this option, we will not publish your written entry form.
However, as stated above, we will still have the option to publish, reproduce and display the public
summary and the creative materials, including the video that you submitted.
Terms & Rules
By checking the box below and as a condition for entry, you indicate that you agree to the competition
rules, which are:
1. Any material submitted in the course of entering the awards becomes the property of Effie
Worldwide and the Effie Awards and will not be returned.
2. You agree to the publishing policy stated above.
3. You represent and warrant that the Works submitted are original work by you and accurate and will
not infringe upon the personal or proprietary rights of or give rise to any claim by any third party,
including but not limited to claims based on copyright, trademark, patent, defamation, physical injury,
or invasion of privacy or publicity. In addition, if any complaint or claim relating to any of the Works is
made by any third party at any time, whether a formal legal complaint or otherwise, you will fully
cooperate with Effie Worldwide and the Effie Awards in responding to and defending against such
complaint or claim, and you will hold Effie Worldwide and the Effie Awards harmless from and against
any such complaint or claim.
4. Where required by law or contract, you will obtain releases, from all persons depicted in any of the
Works. You may not agree to any restrictions, limitations or right to review requested or imposed by
any persons, including models, owners of property pictured in the Works, or others. You will
immediately advise Effie Worldwide and the Effie Awards of any such request or attempted imposition.
If you make any subsequent or other use of any of the Works, you are solely responsible for obtaining
any necessary releases from any models, persons or owners of property pictured in the Works, and
2014 HK4As Effie Awards - Entry Form | Page 8
you will hold Effie Worldwide and the Effie Awards harmless from and against any claims by any
person arising from any such subsequent or other use.
5. You certify that the information submitted for this case is a true and accurate portrayal of the case's
objectives and results and that the case ran during the Effie Awards program eligibility time period.
Entry constitutes permission to be included in a data set for Effie Awards research purposes that do
not breach confidentiality.
6. The credits you submit are considered final and will not be changed for any reason, including if
agency and/or client experience a name change and/or merger after the time of entry. The information
you submit in the online credits section may be published and/or appear on recognition certificates.
7. You have credited all partners who contributed to the work that is being presented in the entry.
8. The decisions of Effie Worldwide and the Effie Awards in all matters relating to the competition shall
be final and binding.
Signature for Entry by Company Director from Agency and Client
I on behalf of
and
(Agency)
(Client Company)
agree to the terms and rules above, and certify that the information submitted for this campaign is a true
and accurate portrayal of the campaign's objectives and results, and the campaign ran between 1 January
2013 and 31 March 2014.
Entry constitutes permission to be included in a data set for The Association of Accredited Advertising
Agencies of Hong Kong (HK4As), Effie Worldwide and the Effie Awards research purposes that do not
breach confidentiality.
Signature of Agency
Signature of Client
Title
Title
Company
Company
Date
Date
2014 HK4As Effie Awards - Entry Form | Page 9
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SECTION IV. Entrant Information
(Official Use)
Contact Person
Brand Name of Product or Service
[ Enter here. ]
Campaign Title
[ Enter here. ]
Contact person for this Campaign
[ Enter here. ]
Company Name
[ Enter here. ]
Telephone
[ Enter here. ]
Address
[ Enter here. ]
Contact person's email address
[ Enter here. ]
Fax
[ Enter here. ]
Competitive Environment
Please indicate your top three (3) competitors for this brand:
1.
2.
3.
[ Enter here. ]
[ Enter here. ]
[ Enter here. ]
Payment
For single payment for multiple campaigns, please attach a letter listing each campaign (Campaign Title
and Brand) covered by the payment. The cost for each campaign submitted is HK$5,000 for HK4As
members and HK$6,000 for non HK4As members. Extra charge of HK$2,000 per campaign will be
charged for late entry. Cheque should be made payable to “The Association of Accredited Advertising
Agencies of Hong Kong”.
Amount enclosed
2014 HK4As Effie Awards - Entry Form | Page 10
Number of campaigns for this payment
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(Official Use)
SECTION V. Checklist
All entries and materials must be received no later than Tuesday, 29 April 2014, 5:00pm.
Complete and return 1 softcopy of entire Entry Form, and hardcopies based on the requirements below:
Entire Entry Form (p.1-12)
SECTION I. Effie Brief of Effectiveness (p.1-4)
SECTION II. Campaign Summary and Credits (p.5-6)
SECTION III. Publishing Policy, Permission, Terms & Rules (p.7-8)
SECTION IV. Entrant Information Form (p.9)
SECTION V. Checklist (p.10-12)
# of Copies
Required
1 Softcopy
10 Copies
2 Copies
2 Copies
2 Copies
1 Copy
Quantity
Sent
Office Use
Only
Creative Materials Submission
 Your entry is required to include creative materials as supporting examples from at least one of the following creative media,
with limit to 2 examples for each medium, 1 Video and not more than 8 Boards (A2 size) allowed per entry.
 Non-English materials must add subtitles or include English translation. Otherwise, it will be taken as it is.
 Each item must be labeled with the campaign title and brand name.
 Submission of materials must follow the rules and requirements specified, any additional materials that are not necessary
will not count.
 Should your campaign be an award winner, you will be asked to submit additional materials to showcase your campaign
for the Effie Awards Gala and possible publication.
 To avoid disqualification, do NOT include the following in your creative reel:
- Results;
- Competitive work or logos;
- Agency names, logos or images;
- Any stock music/images that will cause confusion for judges with how your work ran in the marketplace;
- Any work that you do not have the rights to (e.g. music/images that are not part of your creative work) .
Audio/ Video Materials Submission
 The creative audio/ video should showcase the creative that brought the big idea to life.
 This audio/ video should be 1 audio/ video only, 4 minutes maximum, 50mb maximum,
audio in .mp3 format, or video in .H264 Quicktime .mov format, submitted via a CD/ VC.
 Include at least one example of each of the integral communications touch points
mentioned in your written case. The reel should feature any and all types of integral
creative work, including vital print, radio, web, direct mail, OOH, etc.
• TVC, Radio or web activity can be showcased with original track.
• Complete commercials should be shown - except where editing is necessary because
of time (e.g. events, guerrilla marketing activities, sampling, branded content in TV or
games, etc.).
• Commercials/ video content longer than 4 minutes may also be edited for time.
 You can use editing features such as voiceover, text, etc., to better explain the work
shown, especially for events, guerillas & iDA tools e.g. website, mobile apps, games
etc., solely for the purpose of explanation and no “Production Value
Embellishment” which includes value judgment comments.
 You may only use editing effects when it will not interfere with the judges’ ability to
discern how the work ran in the marketplace. For example, you cannot run a
background music track behind your TV commercial as it plays on the video. You can
run music behind your print ads as they scroll by, since it will be clear that the print did
not air in the marketplace with music.
• All Materials must be real work (i.e. end product) that actually aired in market.
 Translation can be in written script in hard copy, or in subtitles running concurrently.
 Reminder: The judges read your written case before watching the video. They know
your objectives, challenge, strategy, and results, so video focus should focus on the
work itself –not much about other elements that were already stated in your written
2014 HK4As Effie Awards - Entry Form | Page 11
# of Executions
(Limit 8 Boards,
1 Video)
Office
Use
Only
case. Do not make a campaign or walk-through video (i.e. “making-of” of the campaign).
The purpose of the video is to show your work as it ran in the marketplace and for
judges to experience your work as your audience.
• Please indicate title of commercial(s) submitted:
TV Commercial Title #1__________________________________________________
TV Commercial Title #2__________________________________________________
Non-English Entry Must Check One: [ ] Subtitled
[ ] Written Translation
Radio Commercial Title #1_______________________________________________
Radio Commercial Title #2_______________________________________________
Non-English Entry Must Check:
[ ] Written Translation
Interactive / Digital Title #1 ______________________________________________
Interactive / Digital Title #2_______________________________________________
Guerilla / Marketing Activity Title #1 _______________________________________
Guerilla / Marketing Activity Title #2________________________________________
Hard-copy Materials Submission
Television Commercials
• You must submit a video file, following audio/ video specifications on page 11.
• You could submit one set of screen captures of TV Commercial to be mounted on a
maximum A2 size board.
• Label the back of board with brand name and campaign title.
• Digital images should also be supplied on PC compatible CD in the format of JPEG,
300dpi, RGB and not larger than A4 size per image. Please name all images
with the title of the entry.
• Please indicate title of commercial(s) submitted: (Limit 2 examples. 1 board each.)
Commercial Title #1___________________________________________________
Commercial Title #2___________________________________________________
Radio Commercials
• You must submit an audio/ video file, following audio/ video specifications on page 11.
• You could submit one set of script of each Radio Commercial on A4 size paper.
• Label the script with brand name and campaign title.
• Please indicate title of commercial(s) submitted: (Limit 2 examples.)
Commercial Title #1___________________________________________________
Commercial Title #2___________________________________________________
Print Advertising
• One set of print advertisement to be mounted on a maximum A2 size board.
• Label the back of each example with brand name, campaign title and type of
print-trade/professional, consumer magazine or newspaper.
• Digital images must also be supplied on PC compatible CD in the format of JPEG,
300dpi, RGB and not larger than A4 size per image.
• Please indicate all images with execution titles and type of print submitted:
(Limit 2 examples. 1 board for each.)
Print Title #1
Type of print #1_______________
Print Title #2
Type of print #2_______________
Out-of-Home/ Outdoor Advertising/ Ambient Advertising
(Non Traditional Outdoor Media)
• One set of photo/proof to be mounted on a maximum A2 size board.
• Label the back of each example with brand name and campaign title.
• Digital images must also be supplied on PC compatible CD in the format of JPEG,
300dpi, RGB and not larger than A4 size per image. Please name all images with the
title of the entry.
• Please indicate title of commercial(s) submitted: (Limit 2 examples. 1 board each.)
Out-of Home Title #1_____________________________________________________
Out-of-Home Title #2_____________________________________________________
2014 HK4As Effie Awards - Entry Form | Page 12
# of Executions
(Limit 8 Boards,
1 Video)
Office
Use
Only
Interactive / Digital Advertising
• You could submit a video file, following audio/ video specifications on page 11; or
• You could submit one set of Computer graphics or video screen captures to be mounted
on a maximum A2 size board.
• Interactive / Digital Advertising includes all forms of online advertising including website,
banners, pop-ups, streaming video ads, interstitial ads, mobile ads, SMS, etc.
• Label the back of each example with brand name and campaign title.
• Digital images must also be supplied on PC compatible CD in the format of JPEG,
300dpi, RGB and not larger than A4 size per image. Please name all images with the
title of the entry.
• Please indicate title of commercial(s) submitted: (Limit 2 examples. 1 board each.)
Interactive / Digital Title #1________________________________________________
Interactive / Digital Title #2________________________________________________
Direct Mail Piece
• Each mailed unit constitutes a single item.
• Send one set of each example (Life Sample).
• Label the back of each example with brand name and campaign title.
• Digital images must also be supplied on PC compatible CD in the format of JPEG,
300dpi, RGB and not larger than A4 size per image. Please name all images with the
title of the entry.
• Please indicate title of commercial(s) submitted: (Limit 2 examples.)
Direct Mail Piece Title #1 _________________________________________________
Direct Mail Piece Title #2__________________________________________________
Point-of-Purchase Display
• One set of each photo/proof to be mounted on a maximum A2 size board.
• Label the back of board with brand name and campaign title.
• Digital images must also be supplied on PC compatible CD in the format of JPEG,
300dpi, RGB and not larger than A4 size per image. Please name all images with the
title of the entry.
• Please indicate title of commercial(s) submitted: (Limit 2 examples. 1 board each.)
Point-of-Purchase Title #1_________________________________________________
Point-of-Purchase Title #2_________________________________________________
Guerilla and Experiential Marketing Activities
• One set of supported photographs for each activity to be mounted on a maximum A2
size board. No video allowed.
• Label the back of board with brand name and campaign title.
• Digital images must also be supplied on PC compatible CD in the format of JPEG,
300dpi, RGB and not larger than A4 size per image. Please name all images with the
title of the entry.
• Please indicate title of commercial(s) submitted: (Limit 2 examples. 1 board each.)
Guerilla / Marketing Activity Title #1_________________________________________
Guerilla / Marketing Activity Title #2_________________________________________
2014 Effie Awards Hong Kong
Organized & Presented by:
The Association of Accredited Advertising Agencies of Hong Kong
1906 Two Chinachem Exchange Square,
338 King’s Road, North Point, Hong Kong
(852) 2882 8161 | Email: hk4as@aaaa.com.hk | Website: www.aaaa.com.hk
2014 HK4As Effie Awards - Entry Form | Page 13