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Greatness is fleeting.
An ECHO is forever.
Creative excellence and the ability to produce results are important data points that agencies, clients, and bosses rely on to make marketing decisions.
That’s the yardstick of ECHO.
Data-inspired storytelling that has what it takes to move hearts and minds, and move the needle, within key industries.
Like an open road, this category is just begging for a campaign to display its power. Show us how you drove sales, leases, rentals, accessories, and parts and service for new or used vehicles – or steered brands, engagement, and loyalty. This includes programs developed by manufacturers and marketing organizations, fleet operators, leasing companies, dealer groups, and individual dealerships.
BUSINESS PRODUCTS & SERVICES
While delivering on the needs of businesses happens largely behind the scenes, those products and services keep entire industries moving ahead. Demonstrate how your smart strategy and breakthrough creative delivered results for your B2B efforts. This category is for campaigns targeting business decision-makers, including tech stack solutions , collaboration tools, consulting and professional services, manufacturing and industrial goods, building supplies, furniture and more.
CONSUMER PRODUCTS & SERVICES
Consumers come in all shapes and sizes, and this category for campaigns targeting consumer audiences touches them all. It includes everything from traditional consumer packaged goods, food and beverages, consumer electronics, jewelry, and household furnishings and products, to services that help people live their lives such as utilities, telecommunications, internet and streaming services, restaurants, and more.
Dollars, euros, pesos, pounds, rupees, yen – whatever you call it, you can’t live without it. We’re looking for your best work for traditional banks, as well as securities, investments, loans, real estate, credit cards, or other financial products and services for consumers, businesses, or agents. This category also includes auto, home, life, disability and other insurance, excluding health.
HEALTH, WELLNESS & PHARMACEUTICAL
Many of us strive to live healthier lives and this category recognizes efforts that help us get there. We want to see your fittest campaigns for products and services promoted directly to consumers or to health care professionals, including medical equipment, supplies and services, prescription and over-the-counter medicines, health insurance, coaching and nutrition services, home health services, gyms, fitness equipment and classes.
Unique and uniquely challenging, not-for-profits must appeal to our emotions and drive awareness and action for their causes. Show us your top efforts for non-profit organizations, charitable foundations, cultural institutions, associations, the arts, education and political advocacy groups. This includes fundraising, public health and safety, public service, and social action educational programs.
PUBLISHING, ENTERTAINMENT, MEDIA, and SPORTS
This is the category for those who inform, enlighten, thrill and enthrall. Showcase your campaigns for print or digital books, magazines, newsletters, podcasts, white papers, or websites. Also included are customer engagement and sales for films, TV shows, live theatre and entertainment, sporting events and teams, electronic games, apps and software , and lotteries.
RETAIL & E-TAIL
These are the stores and sites we love for the merchandise and services that define our style and fit our lifestyles. We want your submissions for apparel and footwear retailers, e-commerce sites, direct-order enterprises, department and specialty stores, equipment dealers, and other sellers. Show us your approach to building traffic, enquiries, sales, memberships, loyalty, and customer relations.
TRAVEL AND HOSPITALITY
These are the industries that keep us on the move, lift up or rest our spirits, and make traveling for work or pleasure a real trip. Show us your best in airlines, hotels, car rentals/ride services, mass transit, tourism and attractions, amusement parks, timeshares and vacation properties.
TECHNOLOGY AND COMMUNICATION
Technology is disrupting our lives – for good. Now show us how your marketing is disrupting computer hardware, software, accessories, services, mobile, apps and education. Includes: tech stack solution providers, telecommunications carriers, satellite or cable TV operators or Internet, broadband, streaming and wireless service providers.
Efforts that are keenly focused on driving results along the customer journey using specific marketing channels.
IMPORTANT: While entries in this category can be part of a broader campaign, the judges strongly encourage you to provide results that can be attributed to the specific channel.
Standing out in someone’s inbox by delivering timely and tailored messaging is a true test. We’re looking for innovative email that generates response, engagement, relationships, and results. This category can be for single or bulk email campaigns targeting consumer or business audiences. Judges will be especially interested in how data was used to enhance customer engagement.
BEST SOCIAL MEDIA
Social media relies on peer-to-peer connections and our desire to share what we find useful or enlightening, funny or infuriating, alarming or heartwarming. Our judges want to see your data-driven social efforts that generate engagement and tailor the experience for your target through storytelling and creativity that produces results.
BEST DIRECT MAIL
Show our judges how direct mail is a powerful, data-inspired communication channel for brands, reaching people where they live, work and make decisions. We’ll look for data-powered targeting, creative excellence, and flawless execution that pushes the envelope. Entrants are advised that sending physical samples in addition to uploading images greatly increases the probability of success in this category (just like customers, judges are predisposed by the physical experience!).
The medium is the message, and mobile is the medium on the move. Our judges want to see what you’ve done in the space, including apps, games, banners, messaging, and location-based efforts for tablets, smartphones and wearables. We’re looking for solutions that integrate mobile with other channels or where the unique attributes of mobile meet specific business goals.
Reaching the right consumer at just the right time is both a science and an art. We’re searching for executions that deftly combine the two, with campaigns based around search optimization, search marketing, or innovative use of display. Pinpoint the stellar strategy behind sophisticated targeting techniques or demonstrate unique technical or creative approaches.
Sometimes it takes an exceptional live experience to seal the deal. Share with us what interacting with a target audience can achieve, whether it’s a live virtual broadcast or webinar, or an in-person experience at festivals, exhibitions, concerts, stores/malls/airports, and trade shows. We want evidence that shows where engaging creatively with people in real-time has driven a response such as building relationships, gathering data, or ideally, making sales.
BEST VIDEO CONTENT
As any teenager with TikTok will tell you, video is hot. We want to see the steak – how data inspired and shaped the idea – and the sizzle – how well the final product was executed and delivered. That goes for your social media teasers, online brand films, vlogs, product reviews, testimonials, user-generated content, corporate videos and presentations, and more.
A selection of hard-to-categorize categories that recognize ongoing trends in the marketing landscape.
BEST B2B CAMPAIGN
Share your business-to-business campaign that targeted and engaged business audiences in any sector and drove a change in behavior with astonishing results. We’ll look for demonstration of omni-channel strategies, exceptional creative executions, and measured impact.
BEST CAMPAIGN FOR CSR/SOCIAL GOOD
Campaigns for corporate social responsibility and social good have the power to change minds and the world. Show us your campaigns that have challenged discrimination, inequality or injustice, or have championed initiatives that make a positive impact on people’s lives and the planet.
BEST CAMPAIGN FOR UNDER $250,000
By necessity, tighter budgets can often lead to more strategic and creative solutions. Demonstrate how you combined savvy insights with an innovative idea to achieve results, all on a budget of less than $250,000, including agency fees, production and media spend.
BEST CUSTOMER ACQUISITION CAMPAIGN
New customers are the lifeblood of any business. Showcase campaigns focused on acquiring new customers for products or services in any B2B or consumer environment. Judges will expect robust results focusing on generating leads and final conversion to sales.
BEST CRM/CUSTOMER LOYALTY CAMPAIGN
Managing customer relationships and building loyalty reaps benefits for years to come. We’re looking for your activities that target and engage existing customers in a B2B or consumer environment, including reward programs, incentives, upsell initiatives, and social efforts. Your campaign must be designed to retain or reward customers and should show how data played a key role in engaging your base.
BEST DATA-INSPIRED INSIGHT
When you dig deep into data, there’s no limit to what you can reveal. Let’s see how your dedication to data mining uncovered a unique human insight that drove your campaign’s strategy and/or execution. We’re interested in the rigor and process for unearthing insights and will judge this category primarily on strategy and results.
BEST EMERGING TECHNOLOGIES
Just utilizing the “next big thing” can be enough to leave an indelible mark on the market. Show us how you used emerging technologies such as augmented reality, virtual reality, mixed reality, voice recognition, artificial intelligence, machine learning and more. Demonstrate how the emerging technology added genuine value to the campaign.
Campaigns work best when they use multiple channels, and channels work best when they work together. Submit your multimedia campaigns that identify and engage business or consumer audiences and lead to a direct action. Efforts should use at least three channels and showcase the strategies, creative synergies and lift in results from cross-channel integration.
BEST USE OF BRANDED CONTENT
Branded Content is more than advertising – and that’s a good thing. We’re looking for how you engaged your audience and delivered results through the creation of original content, including TV programming, films, documentaries, online video, games, print, articles, art installations, events, or any format that wouldn’t typically be viewed as “advertising”.
BEST USE OF DATA-DRIVEN TECHNOLOGY
Data and technology naturally feed off each other. We want to see how you used technology to create a data-driven experience. What was the technology? And was it something you created, adapted, or leveraged? The use of data must sit at the core of your strategy and must have amplified the campaign to achieve strong results.
The Entry Peroid for the 2021 ECHO Awards has ended.