Entry Categories
CAP 2011 ENTRY CATEGORIES
This year, we’ve expanded our entry categories in order to make CAP more challenging and engaging than ever before! Please review the four categories below and select the one that best fits your business case. Each entry should be submitted in one category only. (For multiple entries, please refer to our CAP Guidelines and Entry Form.)
The following categories apply to all divisions: a) Operators; b) Networks & Content Providers; c) Cable Industry Suppliers.
1. New brand launches & rebrandings: The first category is for cases that delivered new content options to their audience. Whether a new brand was launched or an existing brand was remarketed, redesigned or renamed, the focus should be on innovations that led to tangible results. Example: in cases of rebranding, significant changes such as new brand benefits or the expansion of business should be presented instead of name or design modifications.
2. Repositionings & Relaunches: The second category is for cases that renewed or relaunched an existing brand. No significant content changes may have been made, except perhaps an upgrade to recent or related materials. This would include cases in which an existing brand was refreshed and the name or graphics were changed. These changes can range from minor modifications (i.e., font revisions, subtle color) changes) or a totally new positioning.
3. Customer acquisition & retention: The third category covers all marketing activities, including advertising and communications, in which the business objective was to acquire new customers or reduce churn. Cases should not be based solely on pricing, although price deals may have been part of the program. All marketing activities should be clearly defined and linked to how they helped to build and sustain brand preference among customers.
4. Innovative use of media: The fourth category is for cases that demonstrate an engaging and efficient use of media. Given the explosion of media choices, rising importance of new media, constraints on budgets and tougher business challenges, it’s never been more important to use media creatively. Cases should focus on how media choice and use were driven by a deep understanding of the way consumers interact with diverse media. They should be supported with evidence of how media was leveraged across diverse channels to build a brand. They should not include media discounts or media efficiency, unless improved efficiency was a by-product of the media plan.
Note: If you need help deciding which category is most suitable for your business case, please feel free to email us at creativeawards@ctameurope.com or call Audrey Hoffmann at + 36 1 475-1242.
We look forward to receiving your entries. Good luck and see you in Malta!
