Main Entry Channels

Business
Effectiveness
Creative
Effectiveness
Media
Effectiveness
Business Effectiveness
This category honors only the most-awe-inspiring work that represents a comprehensive command of specific industry knowledge and insight. To make it all inclusive, there are 10 sectors to choose from. Only an ECHO® number measures impact in strategy, creative, and results plus the judges gut feel. It all adds up to business impact, which lasts far beyond campaign run dates. The judging parameter for this category places a weightage of 30% on Strategy, 30% on Creativity, 30% on Results and reserves 10% for Judges Mojo.
Travel & Hospitality/Transportation
Campaigns to generate inquiries, sales or traffic for marketers of travel and transportation services, such as airlines, hotels, car rental firms, mass transit systems, tourism boards, cultural attractions, sports/entertainment venues and timeshares/vacation properties. Includes retail and online travel agencies and services. Does not include programme from automobile manufacturers, dealers or fleet operators.
Retail and Direct Sales
Hail to retailers and direct-order enterprises – from department and specialty stores to equipment dealers, restaurants, health clubs, mail order, memberships and everything else in between – show us your approach to building traffic, inquiries, sales, loyalty, and employee relations.
Publishing/Entertainment/Media
Publish or perish! Show-off your single sales or subscription efforts for print or digital books, magazines, newsletters, podcasts, research or websites. Also – ticket sales or traffic for films or theater, sporting events or teams, TV shows, electronic games and software, or lottery participation.
Not-for-Profit
On a mission to drive your mission forward? Start here. This includes not-for-profit organizations, charitable foundations, cultural institutions, associations or political advocacy groups. Also – fundraising, public health and safety, public service and social action educational programs.
Information Technology
Technology is disrupting our lives – for good. This is the chance to show us how your marketing is disrupting computer hardware, software, accessories, services, mobile, apps and education. Includes: telecommunications carriers, satellite or cable TV operators or Internet, broadband and wireless service providers.
Insurance & Financial Products and Services
Money may make the world go around, but marketers keep it spinning. Show us your work for banks, insurance, securities, investments, loans, real estate, credit cards or other financial products for consumers, businesses, agents, health benefits/maintenance plans and third-party insurance offers.
Business & Consumer Products
In a world where consumers rule, successful marketers dominate. Share your efforts to market merchandise or other items bought by individuals, households or companies for private or business consumption. This includes Fast Moving Consumer Goods, household products and manufacturing products.
Communications/Utilities/Energy
Few fields are as hot as energy right now. Show the world how your work has made a difference. We’re looking for programs initiated by energy, communications or utility companies, inclusive of electric, oil, natural gas and solar producers, telecommunications carriers, satellite or cable TV franchise operators or Internet and broadband service providers. This category also includes retail energy companies.
Business and Consumer Services
Demonstrate how you brought intangible services to life. This encompasses home and office maintenance and security, employee recruitment, postal/delivery services, government programs, professional services, pharmaceutical/healthcare and educational programs, including student recruitment and enrolment.
Automotive
Show us how you drove sales, leases, rentals, parts and accessories for new or used vehicles – or built brands, traffic and loyalty. This includes programs developed by manufacturers and marketing organizations, fleet operators, leasing companies, dealer groups or individual dealerships.
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This category aims to celebrate the measurable impact of creativity. Campaigns aimed to generate a measurable response, work that honors the quality of craft, recognizes outstanding Interactive Advertising & Media can be entered here. The judging parameter for this category places a weightage of 20% on strategy, 50% on creativity, 20% on results and 10% on judges mojo.
Direct Response
Craft
Interactive
Website & Microsites
Websites/Microsites launched as part of a promotional campaign, not a brand's main site.
Social Media
Has your brand or company effectively used social marketing as a strategy to build brand awareness or turn customers and prospects into advocates? Has your brand used social media in new and interesting ways or as the centerpiece of a successful new program? Have you seized social media opportunities and generated proven results? If so, this is the category for you.
Search
This category recognizes the most creative and strategic use of Internet search technology to achieve a direct marketing objective. Includes Search engine optimization (SEO) and pay-per-click (PPC) advertising. Campaign to improve a clients natural search results. NOTE: Results will be based mostly upon campaign brief, and not creative elements.
Mobile
Creative work which lives on, or is activated by, a mobile device, app or mobile web. Advertising campaigns whereby users engage with a brand via mobile devices, whether through mobile banners, social media, in-app ads, SMS/MMS, or games.
Gaming
Single creative execution of advertising into gaming or advertising that incorporates a game or gaming application. A Web-based or downloadable game or application made on behalf of a client to specifically market a good, service or event.
Direct Mail
It's all about that face (of the envelope). Show us how you are pushing the envelope across residential or business efforts. Only the most innovative and creative examples of audience engagement will make the fold. Entrants must include any hard copy samples of the campaign in the submission.
Event & Field Marketing
Shopper marketing campaigns, on ground promotions, events, sampling activities, door-2-door campaigns, direct sales, brand experience, experimental marketing leading to immediate activation and or sales of a product or services.
Email Marketing
Show off your email agility. We’re looking for innovative email that generates response, engagement, relationships – and results. This category can be for single or bulk email campaigns targeting a consumer or business audience. Judges will be looking for successful, scalable use of email marketing to generate leads and returns on a performance basis.
Display Advertising - Static & Rich Media
Static Media Includes advertising display banners, buttons, pop-ups etc. Can include static banners but must conform to common IAB-accepted banner sizes. Campaigns must include at least 3 banners. Rich Media covers Single creative execution of a non-expandable banner that uses a gif, animated gift, jpeg, Flash or JS/HTML/HTML5 technology.Can include static banners but must conform to common IAB-accepted banner sizes. Campaigns must include at least 3 banners.
Creativity in media strategy
Creative use of media, and how media ideas demonstrate understanding of the target market, innovatively implement strategy across channels and maximize business results for a successful outcome.
Creative use of Data and Analytics
Creative use of data, and how that demonstrates understanding of the target market, innovatively implement strategy across channels and maximize business results for a successful outcome.
Creative use of Technology
Creative use of technology, and how that demonstrates understanding of the target market, innovatively implement strategy across channels and maximize business results for a successful outcome.
Experiential Marketing
The use of mobile, interactive, or online components to create real-world brand immersion. This includes interactive kiosks, GPS technology, outdoor interactive signage, QR codes and other environmental marketing that prompts users to interact with the Web. Brand preference is the summit of the marketing mountain. It’s where you create ideal customers who are fiercely loyal, buy repeatedly, and become social and personal advocates of your brand. That’s a tall order to fill. But some organizations have reached this goal by combining cross-channel, content, and social marketing with data management and activation to personalize customer experience and deliver a one-to-one relationship where customers don’t want to just interact with the brand, they want to be the brand. If that’s your story, then this is your category.
Internet Film
Video content for brands is booming, as marketers realise the huge levels of engagement a well-produced video can make, as well as its ability to be used across several different channels. Judges will be looking at how the video content brings the brand to life and how high customer engagement is translated into results. They will also be looking at how the content enhances the brand experience and raises awareness of the brand to new and existing audiences.
Apps & Development
Innovation is about doing things better and doing better things. It can be multi-dimensional, involving technology and product innovation, customer interface and service delivery, organizational innovations and innovations related to new network and value chain configurations.If your campaign demonstrates that innovation is just as much about creating access to a product or delivering it as it is about inventing the product itself, then this is your category.
Product Design
A campaign showcasing the efficient and effective generation and development of ideas through a process that leads to new products.
UI & UX Design
A UX Awards entry should highlight the user experience of a digital project you helped create, and should highlight the project, the UX process and the outcome. The focus should be on user centered design process for digital product design. The ideal submission will reference the problem being solved, context, research, audience, concepts and prototyping, design, testing, iterations and performance as well as showcase the final product and features. Submissions can also be entered for pure concept projects or pure strategy, research, interaction design or testing without a final launched product.
Photography
Great images can make or break a piece of content. This category recognizes the vital part photography plays in adding creative value and fascination to a brand. Judges will look at how the imagery fits with the editorial and the brand as a whole, as well as the planning, skill and vision that went into the photo-shoot.
Illustration
This category rewards the illustration that can transform the message of a piece of content into an attention-grabbing piece of art that delights and captivates the reader, ensuring that they take in every aspect of the content. The winning entry will demonstrate technical and creative skill alongside a good understanding of the brand and the aims of the content.
Animation
Animation for film ads. Could be stop-motion or computer animation in 2D or 3D. A 3D piece of animation must have been modeled,rigged and animated. Web, TV and cinema ads (including long form content), sponsorship credits, program junctions can be entered. Ads with 3D elements (e.g. fire, particles,water) /Special Effects may also be entered here.
Art Direction
A campaign or individual communication showcasing outstanding art directional skill.
Copywriting
Celebrate the power of copywriting to capture the attention and engage audiences through storytelling. Demonstrate compelling copy craft across any medium.
Internet Film & Audio
Needs to be necessarily original films created for the Internet, and excludes films that were originally created for TV or cinema transmission and which have subsequently been posted on the Internet. Such work should be entered in the Broadcast Category. This includes webcast, podcast, youtube, vine videos and likes.
Promotion & Activation
This category is for campaigns designed to create immediate activation and/or offer for the sale of a product or service. This may be effected using samplings, tie-ins, competitions, events, in-store advertising events, exhibitions and other promotional vehicles, such as digital media. Promo & Activation awards will be given to the ideas that actively engage consumers to products/brands and achieve measurable results.
Flat mail and Dimensional Mail
In this category, your entry will be judged specifically on how the medium was used to generate consumer response .One dimensional mailing without samples or pop-ups, including greetings cards, invitations, change of address notices.
Broadcast (TV, Radio)
Campaigns aimed at distribution of audio and/or video to an intended audience.
Print
Content intended for published printed media including newspapers, magazines, posters, trade journals, billboards and single page inserts.
This category has been introduced with the aim to celebrate the best in media thinking and communications across the world in both the realms i.e Innovation and Strategy. The judging parameter for this category places a weightage of 20% on strategy, 50% on creativity, 20% on results and 10% on judges mojo.
Strategy/Best Use of
Innovation
Digital Display
Multichannel
Entries in this category must show that at least three different types of media were used in the campaign. Entrants will be judged on how you have used integrated media in an innovative manner to generate successful results, with emphasis placed on how well the different types complement and build on each other. The campaign may include both digital and traditional media elements.
Earned Media
Earned media is basically online word of mouth, usually seen in the form of 'viral' tendencies, mentions, shares, reposts, reviews, recommendations, or content picked up by 3rd party sites. Earned media is a combined result of strong organic rankings on the Search Engines, and content distributed by the brand. When it comes to brand content that can stand apart from the crowd ,innovation is the key to success. If your campaign could do it, then this is your niche!
Digital - Display
The work which has fast-tracked brand awareness quickly, delivering your brand’s imagery and messaging to your desired audience is the one that we are hunting here. Even if your ad isn’t clicked, your audience is still being exposed to your brand, which will be top of mind when they are ready to make a purchase. But human attention span is too tough to capture when people are on the go. Here comes the role of innovation to make it catchy for the audience.If your campaign strategy won you these laurels then this is the category for you.
Digital - Video
Videos stand out on social media, giving customers a quick overview of a product without overwhelming them with text. Challenge remains to be able to deliver to your customer the information he needed about the business through a short, visually-appealing video in less than thirty seconds. Not only this you need to be innovative to get well-registered in the human cluttered mind. If your campaign could achieve this, then let the world know how.
Digital - Search
This category aims to recognize the most innovative techniques used to develop an outstanding and refined search strategy. Different databases work in different ways, what innovation you adapt in your search strategy that led to outstanding results? This award acknowledges outstanding results in natural or paid-for search for those who can demonstrate an in-depth understanding of the medium as well as creativity, sound strategy and tangible ROI for clients.
Digital - Social
This category aims to recognize the innovative ways used in a campaign for social media that led to those fabulous results, that created the charm and cultivated enthusiastic followers and persuaded customers to take action. If your campaign could do this, then this is the category for you.
Mobile
Mobile is a professional partner, innovative contributor, and last but not least very pleasant to work with. Have you been able to work out an innovative way to resolve an issue/identify an opportunity thinking how mobile may be able to solve it/achieve it. How exactly do you get the most out of mobile internet users? If you have executed an advertising campaigns whereby users engage with a brand via mobile devices, whether through mobile banners, social media, in-app ads, SMS/MMS, or games to answer the above, then this is the place for you.
In Movie
With increase in co-branded promotions, the opportunities for brands to associate with movies is also increasing, indirectly increasing in-film brand placement opportunities. This category aims to recognize the most innovative ways of co-branded promotion of movies, wherein various elements of a movie are associated with brands and aims to reward the best strategy here.
Cinema
This category aims to recognize innovative ways of executing the campaigns via television, cinema and online. For television programmes, independent films and videos produced for broadcast, corporate use, cinematic or theatrical release (including films produced for film festivals) can also be included. Entries may have been produced on Digital tape, DVD, Blu-ray, or video file for web or mobile use.
Sponsorship
This category aims to recognize the best innovative ways of conducting an activity or special event aimed at generating word-of-mouth, product adoption and increased sales that does not rely on a traditional medium as its primary communications tool. May include, but is not limited to, retail installation, guerrilla activities or street theatre, live events, shows, concerts and festivals, and experiential events.
Social Media
Innovative tools and techniques on social media lead to a direct impact on the ROI. This is how social media changes the organisation of business and the business of organisation.
Out of Home
This category aims to recognize innovative use of indoor and outdoor, as well as digital and traditional screening, signage and other executions. Includes, but is not limited to Billboards, airports, public transit stations/systems, arenas, washrooms, in-store executions, fitness centres, etc. Small scale executions may also be entered, including but not limited to: Bars and restaurants, glasses, beer mats and ashtrays, gas station pumps, flyers, stickers, signage, etc.
Radio
This category aims to recognize the innovative use of radio as a medium by any brand in its plans, where the brand has been integrated with the content on radio to keep the listeners engaged.
Television is a huge part of modern life, but it's a constantly evolving medium. What innovative ways in the tech behind TV have taken the Idiot box to new levels? This category aims to recognize the innovative use of television as a medium by any brand in its plans, where the brand has been integrated with the content on TV to keep the audience engaged.
Print
The rise of digital has, perhaps surprisingly, given rise to a new direction in the usage of print. This category is aimed to recognize the best innovative use of the projects produced in print including newspapers, magazines, leaflets, and books, posters, trade journals, billboards, single page inserts and books.
Multichannel
Entries in this category must show that at least three different types of media were used in the campaign. Entrants will be judged on how successfully they have integrated the chosen media throughout the campaign, with emphasis placed on how well the different types complement and build on each other. The campaign may include both digital and traditional media elements.
Earned Media
Earned media is basically online word of mouth, usually seen in the form of 'viral' tendencies, mentions, shares, reposts, reviews, recommendations, or content picked up by 3rd party sites. Earned media is a combined result of strong organic rankings on the Search Engines, and content distributed by the brand. When it comes to brand content, interesting, informative content can come in all shapes and sizes. Whether it be a blog, infographic, video, press release, webinar or e-book, the bottom line is that the content strategy has to be powerful enough to receive the valuable earned media. If your campaign could do it, then this is your niche!
Digital - Video
The right type of strategy helps you to build the right display advertising campaign. The work which has fast-tracked brand awareness quickly, delivering your brand’s imagery and messaging to your desired audience is the one that we are hunting here. Even if your ad isn’t clicked, your audience is still being exposed to your brand, which will be top of mind when they are ready to make a purchase. If your campaign strategy won you these laurels then this is the category for you.
Digital - Search
This category examines the techniques used to develop the most effective and refined search strategy. Different databases work in different ways, what did you adapt in your search strategy that led to outstanding results? This award acknowledges outstanding results in natural or paid-for search for those who can demonstrate an in-depth understanding of the medium as well as creativity, sound strategy and tangible ROI for clients.
Digital - Social
This category aims to recognize how you use social media to charm and cultivate enthusiastic followers and persuade customers to take action. What were your goals/strategy, plans and results? We want to see the data that proves you’ve gained more followers and stimulated more interaction. Enter your work here and get recognized for the strategic moves that worked.
Mobile
Mobile is a professional partner, innovative contributor, and last but not least very pleasant to work with. Have you been able to resolve an issue/identify an opportunity thinking how mobile may be able to solve it. How exactly do you get the most out of mobile internet users? If you have executed an advertising campaigns whereby users engage with a brand via mobile devices, whether through mobile banners, social media, in-app ads, SMS/MMS, or games to answer the above, then this is the place for you.
In Movie
With increase in co-branded promotions, the opportunities for brands to associate with movies is also increasing, indirectly increasing in-film brand placement opportunities. This category evolves around the rise of co-branded promotion of movies, wherein various elements of a movie are associated with brands and aims to reward the best strategy here.
Cinema
This category includes, but not limited to, executions in television, cinema and online. For television programmes, independent films and videos produced for broadcast, corporate use, cinematic or theatrical release (including films produced for film festivals). Entries may have been produced on Digital tape, DVD, Blu-ray, or video file for web or mobile use.
Sponsorship
This category includes any activity or special event aimed at generating word-of-mouth, product adoption and increased sales that does not rely on a traditional medium as its primary communications tool. May include, but is not limited to, retail installation, guerrilla activities or street theatre, live events, shows, concerts and festivals, and experiential events.
Out of Home
This category includes indoor and outdoor, as well as digital and traditional screening, signage and other executions.Includes, but is not limited to Billboards, airports, public transit stations/systems, arenas, washrooms, in-store executions, fitness centres, etc. Small scale executions may also be entered, including but not limited to: Bars and restaurants, glasses, beer mats and ashtrays, gas station pumps, flyers, stickers, signage, etc.
Radio
This category aims to recognize the strategic use of radio as a medium by any brand in its plans, where the brand has been integrated with the content on radio to keep the listeners engaged.
Television is a huge part of modern life, but it's a constantly evolving medium. What strategy in the tech behind TV has taken the Idiot box to new levels? This category aims to recognize the strategic use of television as a medium by any brand in its plans, where the brand has been integrated with the content on TV to keep the audience engaged.
Print
The rise of digital has, perhaps surprisingly, given rise to a new direction in the usage of print. This category is aimed to recognize the best strategy/best use of the projects produced in print including newspapers, magazines, leaflets, and books, posters ,trade journals , billboards, single page inserts and books.