ENTRYFORM
REGULAR CATEGORY I BEST in BTL I BEST in DIGITAL I BEST in PR
GUIDELINES:
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The entry form requires you to follow the assigned word limit. Judges appreciate brevity.
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Refer to the Entry Kit for detailed guidelines on all the aspects of Entry Form.
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When filling the form for Best in Digital, BTL and PR, please review the category description in
the ‘Entry Kit’ and answer the questions accordingly for being relevant to the category in which
the campaign is being entered.
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All data must include a specific, verifiable source.
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Do not include any Agency names (Ad, Media, Other) anywhere in the Entry Form. PAS Awards
is an agency blind competition. Inclusion of agency name will disqualify the entry.
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For questions that do not apply to your case, just mention “not applicable”. Any unanswered
questions will result in low scores.
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Be clear, concise and honest. Review Advice from the Jury for tips on submitting effective
entries.
Confidentiality of Information: We realize that the entry form may have information deemed confidential by
the client; PAS Awards Secretariat ensures full confidentiality throughout the process. However, if you have
concerns regarding submitting your written case, the PAS Awards Secretariat would be happy to speak with you
regarding how data is kept confidential.
!
IMPORTANT
We encourage participants to call the PAS Awards Secretariat for clarity on any aspect of the
Entry Form or for general guidance while preparing for submissions.
PAS Awards Secretariat
2nd Floor, 6-C, 7th Commercial Lane
Zamzama, Phase V, DHA, Karachi - Pakistan
P: +92(21) 3583 6072-3 / E: awards@pas.org.pk
W: www.pas.org.pk
ENTRYFORM: REGULAR CATEGORIES/BEST IN DIGITAL/BTL
PAS AWARDS 2016
1. Brand Name
2. Campaign Title
3. Product / Service Type
4a. Category for this Entry
4b. Classification (Check all classifications that apply)
National
Regional
Non-English/Urdu
4c. Campaign Idea Origin (State where the idea was originated)
Local
5. Campaign Duration
1st Run:
Regional
Global
From: D/M
To: D/M
2nd Run (if applicable):
From: D/M
To: D/M
3rd Run (if applicable):
From: D/M
To: D/M
6a. Category Scenario? (Max. 250 words)
Competitive and marketplace environment (main competitor, ad spend, market share and position,
category benchmarks, etc). What was going on?
Define success in your category.
Do not assume that all judges have extensive knowledge of the category.
ENTRYFORM: REGULAR CATEGORIES/BEST IN DIGITAL, BTL & PR
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PAS AWARDS 2016
6b. What were your strategic/communication challenges? (Max. 250 words)
Challenges faced / reason why the challenges emerged.
6c. What were your objectives? What were the Key Performance Indicators (KPIs) against your
objectives? (Max. 100 words)
Your entry may have one or all of the following objectives: A. Business, B. Behavioral, C. Perceptual/Attitudinal. State
specific goals and objectives for all of these that apply to your case, the targets sets and the measurement tools you
planned to use to measure effectiveness. Also, briefly explain why the objectives are important for the brand and
growth of the business. List the objectives in terms of priority.
ENTRYFORM: REGULAR CATEGORIES/BEST IN DIGITAL, BTL & PR
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PAS AWARDS 2016
6d. Define your target audience for the campaign? Be to the point. (Max. 75 words)
7a. What was your Big Idea? (Max. 25 words)
7b. What was the insight that led to the big idea? (Max. 100 words)
Describe what led to your idea – e.g. a consumer or business insight, a data-driven insight, a channel insight, a
marketplace/brand opportunity. Briefly explain how the idea originated and how it addressed the challenge.
8a. Bringing the big idea to life? (Max. 250 words)
Describe and provide rationale for your communications strategy that brought the idea to life and how it addressed your
strategic/communications challenge?
How did your creative and media strategies work together to meet your objectives?
How did the channels work together?
All creative materials submitted on the 3-minute creative reel should exemplify the rationale described in this section.
8b. How did you bring it to life? (Communication touch points) Check all that apply.
Your video show reel should show at least one example of each communication touch point you mark below which was
integral to the effort's success. For example, if you mark 10 boxes and only 4 were what drove the results and what you
discuss in your entry form as integral to the effort, those 4 must be featured on the video show reel.
TV
Interactive / Digital / Mobile
Direct Mail
Events
Radio
Branded Content
OOH
Retail
Cinema
Print
BTL
Public Relations
Other (please mention) ___________________________________
ENTRYFORM: REGULAR CATEGORIES/BEST IN DIGITAL, BTL & PR
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PAS AWARDS 2016
8c. Total Paid Media Expenditures
Include value of donated media and non-traditional paid media. (Check one).
Under Rs. 1 million
Rs. 10 - 25 million
Rs. 75 - 100 million
Rs. 200 million plus
Rs. 1 – 5 million
Rs. 25 - 50 million
Rs. 100 – 150 million
Rs. 5 - 10 million
Rs. 50 - 75 million
Rs. 150 – 200 million
8d. List all other marketing components used in this effort.
You must explain in your entry the effect of the following:
Pricing Changes / Discounts
Couponing
Consumer Promotions
CRM / Loyalty Programmes
Expansion in distribution
Giveaways / Sampling
Trade Offers
Leveraging Distribution
None
Others marketing efforts running at the same time with the campaign (please mention)
9. RESULTS - How do you know it worked? (Max. 250 words)
Detail why you consider your effort a success. Results must relate directly to your objectives and the KPI’s set and
demonstrate how you met or exceeded those objectives using quantitative and behavioral metrics.
Use charts and data whenever possible.
Explain what x% means in your category.
For confidential information proof of performance may be indexed if desired.
Make sure you address every objective, whether fully achieved or not. Indicate why the results you have are significant
in the context of your category, competition and product / service. Do not assume judges know what equals success in
your category or where your product/service was before the effort – explain.
Qualitative statements such as ‘the ad was a huge success or hit’, ‘everyone loved it’, etc will not hold value unless
substantiated and proven how it contributes in achieving the stated goals.
Note: All data presented here must site the source. For details on data sourcing refer the Entry Kit.
10. Factors in the market place that helped derive the results. (Max. 75 words)
Describe all other factors in the marketplace that aided the campaign to achieve the desired results. Judges are industry
executives - entries that omit pertinent information will be disqualified. You must answer this question or write “no other
factors”. Do not leave blank.
ENTRYFORM: REGULAR CATEGORIES/BEST IN DIGITAL, BTL & PR
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PAS AWARDS 2016
CREDITFORM
CLIENT CREDITS:
Complete Organisation Name:
AGENCY/PARTNERS CREDITS:
Agency 1:
Agency 2:
Agency 3:
(Add more if required)
DIRECTOR/PRODUCTION COMPANY (IF APPLICABLE):
Name:
We encourage you to acknowledge all the partners that have contributed towards the success of the
campaign. Please feel free to add credits for other strategic partners that were instrumental in the campaign
success.
In case of regional/global campaign please mention the regional/global agency as well.
ENTRYFORM: REGULAR CATEGORIES/BEST IN DIGITAL, BTL & PR
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PAS AWARDS 2016
AUTHORIZATIONFORM
Campaign Title:
Client:
Agency:
I certify as a Client:
Signature:
Name:
Designation:
Note: It is mandatory that the above signatory be the Chairman, CEO, President, COO, CMO or the Director
Marketing of the client.
I certify as an Agency:
Signature:
Name:
Designation:
Note: It is mandatory that the above signatory be the Chairman, CEO, COO or the President of the Agency.
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 between January 1, 2015 and December 31, 2015.
PUBLICATION OF NOTEWORTHY AND WINNING WORK
The Creative Show-reel of the Entries that become Finalists and Winners in the PAS Awards
2016 competition will be showcased in various ways. Publication is at the sole discretion of PAS.
Work submitted must be original or you must have received rights to submit it.
The creative material you enter into the competition becomes the property of PAS and will not
be returned. PAS is automatically granted the right to use in whatever manner deemed suitable.
ENTRY FORM
The ENTRY FORMS submitted by the entrants are kept confidential. However, PAS Awards
Secretariat offers entrants the opportunity to have their written case used in the public domain.
We respect that entries may have information deemed confidential by the client, so please
indicate whether or not publishing permission is granted for the written entry.
YES
NO
 Note: If you have concerns regarding submitting your written case, the PAS Awards Secretariat would be happy
to speak with you regarding how data is kept confidential during judging.
ENTRYFORM: REGULAR CATEGORIES/BEST IN DIGITAL, BTL & PR
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