Platforms

 

Category 1: Brand, Commercial & Retail Websites

All websites, either desktop or responsive, for any commercial purpose. Entrants may want to consider whether their entry is more appropriate in E-Commerce or Microsites, but the category is open to ANY commercial or retail website. Think IBM.com.

 

Category 2: Microsites

Any microsite built to promote a particular product or service in the commercial space. Typically has a limited lifespan, and should not be the primary website for a brand which would then be entered into the Brand, Commercial & Retail Websites category. Think the site for the new VW Polo.

 

Category 3: E-Commerce Sites

Any site offering e-commerce and sale of items as its primary function. Think Amazon.com.

 

Category 4: Public Service and NPO platforms

Any website or app for a government, civil soceity or “Not for Profit” organisation. Think Department of Health or The Worldwide Fund For Nature.

 

Category 5: “For good” or “cause” platforms

ites or apps designed to impact society in a positive way. Winners must demonstrate how the initiative actually had an impact on society. Think GIVA

 

Category 6: Web Applications

A rich web-based, functional application designed to run in a browser – will be judged by its utility, functionality and technical strength. This award is for software not content. Think Google Docs.

 

Category 7: Mobile Apps

Any application installed on a mobile device Рphone, tablet or watch. Publishing apps have their own category. Think Uber or Instagram.

 

Category 8: Mobile Sites

Any site specifically designed for browing on a mobile phone, including feature phones. Think vodacom.mobi

 

Category 9: Games

Original digital games designed for phone, web or console. Includes games developed for informational or commercial purposes. Think FarmVille, Call of Duty or Pokemon Go.

 

 

Community

 

Category 1: Existing Social Communities

Onging permanent homes for brands or publishers on social media. Evidence of growth or specific achievements in the past year is essential. Think Wrigley’s Facebook page or Deloitte’s Linked-in page.

 

Category 2: New Social Communities

Newly launched (must be in this year) social media homes for brands, including on new platforms such as Snapchat – think CNN on Snapchat or Budweiser on WeChat.

 

Category 3: Use of User Generated Content

Best use of user-generated content to achieve a marketing goal. Entrants must show innovation in leveraging UGC and how it led to results. Think Wendy’s Bacon Pretzel Cheeseburger.

 

Category 4: Social Media Campaigns

Best marketing campaigns where social media is at the core to the campaign strategy and mechanic. This includes Influencer Marketing. Please give a clear indication of media spend. Think #VolvoContest at the Superbowl

 

Category 5: Online Video Channels

Online non-publisher video channel with dedicated fans or followers (publisher, see below). Think YouTube Stars like JennaMarbles.

 

 

Channels

 

Category 1: Paid Search Marketing

PPC or other use of search marketing to achieve campaign goals. Think your favourite low CPA campaign on Google.

 

Category 2: Organic Search Marketing

SEO and other organic search marketing techniques to acheive campaign goals. Think the insurance brand that appears first when you search “insurance”.

 

Category 3: Display Advertising

Banners, page take-overs and any similar mechanics in the bought-media space. Think any banner on any homepage, mobile or desktop, near you.

 

Category 4: Native Advertising

Advertiser-sponsored, publisher-carried content designed to market a product or service through content development. Think Vice Media.

 

Category 5: Online Video Series

Non-branded online video content. Think Comedians in Cars getting Coffee.

 

Category 6: Branded Content

Use of brand placement within a content context to promote a product or service, where the content remains the hero. Think Aston Martin in James Bond.

 

Category 7: Social Paid Advertising

Campaign run through bought media on social media platforms. Think your favourite clever Facebook campaign.

 

Category 8: Innovative use of Media

Demonstrable innovation in digital media placement or buying. Winners must show real creativity in how unsual channels were used or conventional channels were used in news ways. Think Bud Light on Tinder.

 

Category 9: Email, direct & inbound marketing

Use of email, SMS, direct digital marketing and other inbound techniques to acheive campaign success. Winners will show exceptional return on investment. Think Obama 2008.

 

Category 10: Innovative use of Mobile Media

Mobile advertising that pushes the boundaries beyond the illegible banner ad.

 

 

Emerging Digital Technologies & Channels

 

Category 1: Digital Installations and Activations

Use of digital technology to engage audiences typically in an out-of-home or events setting. Think BA’s #lookup billboard.

 

Category 2: Use of Programmatic Media

Use of new ways of buying and optimising media spend to achieve exceptional results for advertisers. Think amazing returns on Xaxis

 

Category 3: Customer Experience Design

Excellence in the digital customer experience, including point of sale or online service channels. Think Amazon.com‘s service offering.

 

Category 4: VR

Use of Viritual Reality (VR) to promote a product or brand.

 

Category 5: Chat, messaging and Dark Social

Use of chat, chat bots and messaging platforms (dark social) to achieve a marketing or communication result. Think Facebook Messenger.

 

Category 6: Internet of Things

Use of atypical internet devices (i.e. not phone or computer) to achieve a marketing or communication goal. Think Apple Watch or Apple TV.

 

 

Publishing

 

Category 1: Publisher sites (mass appeal)

News or feature publishing sites intended to distribute information to a mass audience for non-brand purposes. Think CNN.com

 

Category 2: Specialist Publisher sites (smaller, niche audiences)

News or feature publishing sites intended to distribute information to a niche audience. Think Vulture.

 

Category 3: Mobile Publications

Publication intended for consumption primarily on mobile phones, including feature phones, for non-brands. Think Soccer Laduma mobile site.

 

Category 4: Email Publications

Non-campaign or brand publication distributed via email. Think Daily Maverick First

 

Category 5: Social Media Publications

Use of social media channels as a primary or integral part of news or editorial publishing. Think Twitter coverage of the US Presidential Election.

 

Category 6: User-Generated Content

Use of user-generated content within a publishing environment to enhance the publication and achieve results.

 

Category 7: Publisher apps

News or feature publishing apps intended to distribute information to a mass audience for non-brand purposes. Think Guardian app.

 

Category 8: Online Photography

Use of online video by a publisher for news or editorial purposes. Think Daily Mail.

 

Category 9: Newswires

Newswire service syndicating content to publishers. Think Reuters.

 

Category 10: Special Features

Specific feature around a specific story or event. Think World Cup microsite

 

Category 11: Online News Videos

Use of online video by a publisher for news or editorial purposes. Think CNN

 

Category 12: Live Event Coverage

Online coverage by a publication of an event – winners will demonstrate excellence in live reporting and content production. Think the Oscar trial.

 

Category 13: Streaming Serivices

Dedicated internet streaming service (video or audio). Think Netflix or CliffCentral.

 

 

Campaigns

 

Category 1: Digital Strategy

Excellence in digital strategic thinking and planning. The winner will demonstrate the ingenuity of the strategy (NOT the work) and how it led to success.

 

Category 2: Content Strategy

Excellence in the strategy behind a content execution – not the content itself.

 

Category 3: Digital Campaign

Excellence in digital marketing campaign using one primary digital channel (not multi-channel).

 

Category 4: Mobile Campaign

Campaign run primarily through mobile channels.

 

Category 5: Data-driven campaign

Marketing campaign which has used data in an interesting, groundbreaking way in achieving its success.

 

Category 6: Integrated Multi-platform Campaign

Campaign that uses 3+ digital channels, as well as other non-digital channels, to achieve a marketing goal. Think Carling Be The Coach.

 

 

Craft Awards for Teams & Individuals

 

Category 1: Craft: Excellence in Marketing Copywriting

Individual/team award for an excellent piece or body of copywriting work on a marketing campaign. The work and not the individuals will be judged but the winner will be an individual or team of up to 3 people.

 

Category 2: Craft: Excellence in News or Feature Writing

Individual or team award for excellence in journalism in an online publication. The work and not the individuals will be judged but the winner will be an individual or team of up to 3 people.

 

Category 3: Craft: Excellence in Research

Individual or team award for excellent research that enhanced a campaign or publication. The work and not the individuals will be judged but the winner will be an individual or team of up to 3 people.

 

Category 4: Craft: Excellence in Interface Design

Individual or team award for excellence in graphic and UI design, as distinct from UX design. The work and not the individuals will be judged but the winner will be an individual or team of up to 3 people.

 

Category 5: Craft: Excellence In Software, Coding & Tech. Innovation

Individual or team award for demonstrable excellence and innovation in coding or use of technology in an online campaign or platform. The engineering will be judged by a team of software experts. The work and not the individuals will be judged but the winner will be an individual or team of up to 3 people.

 

Category 6: Craft: Excellence in Strategy

Individual or team award for demonstrable excellence in strategic thinking. The work and not the individuals will be judged but the winner will be an individual or team of up to 3 people.

 

Category 7: Craft: Excellence in UX Design

Individual or team award for excellence in UX design, as distinct from UI design. The work and not the individuals will be judged but the winner will be an individual or team of up to 3 people.

 

Category 8: Craft: Excellence in Online Video Production

Individual or team award for excellent online video – production, editing, post-production, cinematography etc. The work and not the individuals will be judged but the winner will be an individual or team of up to 3 people.

 

Category 9: Craft: Excellence in Client Service

Individual award for demonstrably excellent account management work. Account success will be judged not the individual, and material proving success must be

 

Category 10: Craft: Excellence in Ad Ops

Team award for excellence in ad ops. The winning team will demonstrate why their processes and systems are innovative and market-leading.

 

Category 11: Craft: Excellence in Social Media Community Management

Individual or team award for excellent community management or social media engagement with demonstrable results. The work and not the individuals will be judged but the winner will be an individual or team of up to 3 people.

 

Category 12: Craft: Excellence in Paid Search Marketing

Individual or team award for best and most innovative use of paid search marketing. The work and not the individuals will be judged but the winner will be an individual or team of up to 3 people.

 

Category 13: Craft: Excellence in Organic Search Marketing

Individual or team award for best and most innovative use of organic search marketing. The work and not the individuals will be judged but the winner will be an individual or team of up to 3 people.

 

 

Special Honours

 

Category 1: Best Digital Student

Best student studying a digital course at an institution, including marketing and related disciplines such as UX. Think top students at AAA or UJ.

 

Category 2: Best Digital Youngster

Best person under 28 who has made a significant contribution to digital this year through their work – can be agency, publisher or other.

 

Category 3: Brand of the Year

Company most supportive or innovative in the digital marketing space.

 

Category 4: Best Marketer

Individual in a brand who most supports, encourages and succeeds using digital

 

Category 5: Best CTO

Individual in a brand who most supports, encourages and succeeds using digital

 

Category 6: Best Contribution to Transformation in the Digital Industry

Organisation who has made the most convincing contribution to growing diversity in the digital industry in line with overall goals for an integrated South Africa. This could be through any meaningful mechanism ranging from ownership to participation.

 

Category 7: Pixel for Purpose

Awarded to a piece of work (site, app, publication or any other digital piece) that made a significant positive social impact. The winner will have conclusively proven that the idea worked.

 

Category 8: Best Publisher

What more is there to say. Based on performance in the 2017 Bookmarks and does NOT require a Publisher to enter.

 

Category 9: Best Digital Agency

What more is there to say. Based on performance in the 2017 Bookmarks and does NOT require an agency to enter.

 

Category 10: Best Individual Contribution to Digital

Person who has made the greatest contribution to the digital industry in SA, agency, publisher or other. IAB Chairperson and CEO not eligible.