Entry Kit 1: Categories & Material Guidelines

ENTRY KIT 1
CATEGORIES & MATERIAL GUIDELINES
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Tangrams Strategy & Effectiveness Awards BACK TO CONTENTS MATERIALS GUIDELINES
2020
CONTENTS
Effectiveness Tangrams Materials Guidelines
Strategic and imaginative solutions that

have delivered a measurable and proven
Top Tips for your submission
impact on businesses.
How to craft an award-winning entry
Media Strategy Tangrams

Writing your Entry Document
Work which demonstrates inspiring and
innovative implementation of ideas; that is Crafting your Case Film
work which is enhanced and amplified by a
game-changing channel strategy. Reminders from the judging room
Digital Strategy Tangrams
Work entered here should demonstrate

how the digital form was utilized to
enhance a brand's message and delivered
strong strategy and results.
eCommerce Tangrams
Innovative commercial e-commerce
solutions that have created a
demonstrable positive business impact
with optimized customer journey and lead
to increased customer engagement and
commercial success.
Data & Analytics Tangrams

Data driven strategy led by insights
founded in the strategic application of
data/analytics and associated targeting
methods.
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ENTRY
2020KIT 1  EFFECTIVENESS
EFFECTIVENESS
Th e Effectiveness Tangrams celebrates strategic solutions that have delivered a
measurable and proven impact on businesses.
A number of criteria will be considered during judging and weighted as follows: - 30%
Insight & Strategy; 20% Idea; 20% Execution; and 30% Results. (Entries must be supported
by business results.)
A. Sectors
The same entry can be submitted only once in this section.
A01. Fast Moving Consumer Goods

All fast moving consumer goods, including food and drinks, toiletries, cleaning products, other household
goods, other FMCG.
All fast food entries should go in A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains.
A02. Healthcare
Pharma, OTC drugs, wellness.
A03. Durable Consumer Goods

All clothing and accessories, furniture, consumer electronics and cars and automotive products & services.
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains

All transport and travel related services, including public transport and tourism boards. All entertainment and
leisure related services, including museums, festivals and gyms. All shops, including online shopping, opticians,
hairdressers and estate agents. All restaurants and fast food chains, including cafes and bars.
A05. Media / Entertainment

Music, film, television, publications & media, books, news, digital platforms, other media.
A06. Consumer Services / Business to Business

Legal, financial, B2B technology, consultancies & professional services, other business services, internal &
corporate comms.
A07. Not-for-profit / Charity / Government

Government, public information, other not-for-profit, military, charities, non-profit.
A08. Corporate Image & Information

Non-product-based company image, competition & event sponsorship, Christmas messages, company
mergers, flotations & relocation, TV programme sponsorship, press releases, press conferences,
announcements, PR, employee schemes, internal communication & statements, marketing, website design,
advertising agencies & production companies, award competitions & Image libraries.
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2020 KIT 1  EFFECTIVENESS
ENTRY
B. Specialists
There is no overall limit to how many times the same piece of work can be entered into this section as long
as the categories chosen are relevant.
B01. Innovative Use of Media

Work which utilises the most innovative & effective use of media to achieve consumer engagement, deliver
marketing objectives and generate business growth. Entries should demonstrate how the marketing strategy
was executed through new media or traditional forms of advertising & communications.
B02. Branded Content

Work which utilises innovative and effective branded media, including but not limited to content creation,
product placement or product association. Entries should include the costs from all aspects of the marketing
activity, as well as the results and return on investment.
B03. Sponsorship & Event Marketing

Work that effectively uses sponsorship and/or event marketing to provide an engaging brand experience to
a target audience. Entries should demonstrate how the work connected with the target consumer and met
the business objectives of the brand. This may include but is not limited to sponsorship of one-off promotions,
product launches, exhibitions, shows, brand experiences, music concerts, sports events, charity walks, fashion
shows, tie-ins with television programmes etc.
B04. Insights / Strategic Thinking

Work which uses insights/ strategic thinking in order to drive tangible business results or contributed to the
effectiveness of the marketing strategy.
Entries must be supported with business results.
B05. Small Budget Marketing Campaign

Work which achieved marketing and business objectives while through the effective and efficient use of a
modest budget.
Details of the budget should be included for juries consideration.
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2020 KIT 1  EFFECTIVENESS
B06. Marketing Campaign for Regional Brand Development

Work which effectively builds a brands presence across at least 3 countries in the Asia Pacific region. This
category is open to both domestic and global brands that are establishing themselves across the Asia
Pacific marketplace.
If you are entering a national strategy (single-market) please see category B07. Media Strategy for National
Brand Development.
B07. Marketing Campaign for National Brand Development

Work which effectively builds a brands presence in a single country within the Asia Pacific region. This
category is open to both domestic and global brands that are establishing themselves across the Asia
Pacific marketplace.
If you are entering a regional strategy (multi-market) please see category B06. Media Strategy for Regional
Brand Development.
B08. Sustained Success

Work which demonstrates how a single vision and strategic platform have had the most effective long-term
impact on the development and growth of a brand.
Entries in this category must show campaign activity and results over several years.
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2020 KIT 1  MEDIA STRATEGY
MEDIA STRATEGY
The Media Strategy Tangrams celebrates work which demonstrates inspiring and
innovative implementation of ideas; that is work which is enhanced and amplified by a
game-changing channel strategy.
A number of criteria will be considered dur ing judging and weighted as follows: - 20%
Insights & Idea; 30% Strategy; 20% Execution and 30% Results.
A. Sectors

goods, other FMCG.
A02. Healthcare


All transport and travel related services, including public transport and tourism boards. All entertainment
and leisure related services, including museums, festivals and gyms. All shops, including online shopping,
opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafes and bars.


corporate comms.
A07. Not-for-profit / Charity / Governemt


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B. Specialists
There is no overall limit to how many times the same piece of work can be entered into this
section as long as the categories chosen are relevant.
B01. Branded Content

Work which utilises innovative and e ffective branded media, including but not limited to content
creation, product placement or product association.
B02. Sponsorship & Event Marketing

Work that effectively uses sponsorship and/or event marketing to provide an engaging brand
experience to a target audience. Entries should demonstrate how the work connected with the
target consumer and met the business objectives of the brand. This may include but is not limited
to sponsorship of one-off promotions, product launches, exhibitions, shows, brand experiences,
music concerts, sports events, charity walks, fashion shows, tie -ins with television programmes
etc.
B03. Digital Media

Work which strategically uses digital media to reach and engage a target audience. This may
include but is not limited to websites, microsites, instant messaging, email marketing, digital POS,
new technology, games etc.
B04. Mobile
Work which strategically uses mobile and wearable devices to reach and engage target
audiences. This may include but is not limited to smartpho nes, tablets, bluetooth, messaging,
mobile applications, all wearable devices etc.
B05. Social
The strategic use of social networks and platforms to effectively reach and engage a target audience. This
may include but is not limited to levels of engagement, social reach, activation, demand generation etc.
B06. Media Innovation

The innovative and strategic use of media to obtain consumer insights, reach a target audience, influence
consumer behaviour, and deliver results against set objectives. All types of media are accepted here.
B07. Integrated Use of Media

The strategic and effective integration of multiple types of media to achieve tangible business results. Entries
should demonstrate the use of at least 3 media channels.
B08. Small Budget Marketing Campaign

Work which achieved marketing and business objectives while through the effective and efficient use of a
modest budget.
Details of the budget should be included for juries consideration.
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B09. Media Strategy for Regional Brand Development

The strategic and effective use of media in building a brand presence across at least 3 countries in Asia
Pacific. This category is open to all Asian and Global brands that are establishing themselves in this region.
If you are entering a national strategy (single-market) please see category B10. Media Strategy for National
Brand Development.
B10. Media Strategy for National Brand Development

The strategic and effective use of media in building a brand presence in a single country within Asia Pacific.
This category is open to all Asian and Global brands that are establishing themselves in this marketplace.
If you are entering a regional strategy (multi-market) please see category B09. Media Strategy for Regional
Brand Development.
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ENTRY
2020 KIT 1  DIGITAL STRATEGY
DIGITAL STRATEGY
The Digital Strategy Tangrams celebrates work entered here should demonstrate how the
digital form was utilized to enhance a brand's message and delivered strong strategy and
results.
A number of criteria will be considered during judging and weighted as foll ows: - 20%
A. Sectors

goods, other FMCG.
A02. Healthcare




corporate comms.


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2020 KIT 1  DIGITAL STRATEGY
B. Specialists
B01. Search
The strategic use of search marketing to create measurable impact. This may include, but is not limited to,
search engine optimisation and/or paid search.
B02. Website & Microsites

Branded websites and supporting microsites built to create long term impact as part of the overall
marketing communications strategy are also applicable.
You may enter a website and a microsite as long as that microsite has a separate URL that is accessible
independently of the main website URL.
B03. Mobile
The strategic execution of mobile first campaigns and communication to create a measurable impact. This
may include, but is not limited to all mobile devices and applications.
B04. Gaming
The strategic development of branded games to efffectively reach target consumers in order to achieve
tangible business results.
B05. Video
Video content specifically created for online platforms and mobile devices intended for widespread sharing
through a strategic audience targeting and engagement strategy. This may include, but is not limited to,
social video, interactive video, online series etc.
B06. Social
Work with strategic social thinking at its core. Effective use of social platforms, communities, data and insight
to target and engage consumers in order to maintain market share and achieve tangible business results.
Work entered in this category should be planned and executed on social platforms as opposed to
campaigns that went social.
B07. Online Content (exclude Video Content)

The strategic creation and distribution of engaging, relevant and consistent online content to attract a
target audience, and drive business results.
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2020
ENTRY KIT 1  DIGITAL STRATEGY
B08. Other Digital Solutions

All other digital solutions. All other digital marketing solutions that doesn’t fit in B01 – B07, e.g. digital OOH
campaigns, display, banners, and loyalty campaigns, etc.
Work entered in any of the stipulated categories cannot also appear in Other Digital Solution category and
vice versa. They are mutually exclusive.
B09. Digital Innovation

The innovative and strategic use of new or existing digital media to achieve tangible business results.
B10. Integrated Digital Campaign

The strategic and effective use of multiple types of digital media to promote a product or service. Entries
should demonstrate the use of at least 3 digital channels/platforms.
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2020 KIT 1  ECOMMERCE
ECOMMERCE
The e-Commerce Tangrams recognizes innovative commercial e-commerce solutions
that have created a demonstrable positive business impact. This can include but not
limited to payment solutions, platform design, search analysis, programmatic solutions
and more. Entrants must clearly demonstrate how the solution innovate and optimized
customer journey and lead to increased customer engagement and commercial success.
Idea; 30% Strategy; 20% Execution and 30% Results.
A. Sectors

goods, other FMCG.
A02. Healthcare




corporate comms.


advertising agencies & production companies, award competitions & Image libraries .
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2020 KIT 1  ECOMMERCE
B. Specialists
B01. User Experience

eCommerce solutions that demonstrates a clear customer-centric approach and seamless user experience
across multiple touchpoints which leads to increased user engagement and changed buying behaviour.
B02. Innovation
Innovative eCommerce solutions that demonstrate enhanced engagement and delivers tangible business
results. This may include, but is not limited to scalable solutions that have a tangible impact on business
models, culture, customer/employee experiences etc.
B03. Payment System

eCommerce solutions that create a seamless payment process across software, apps, devices and
technology. Including, but not limited to, mCommerce, payment platform integration and order online/pay
offline methods.
B04. Mobile & Apps

mCommerce solutions specifically developed for mobile devices that achieve tangible business results.
B05. Use of Data

eCommerce solutions whic collect and leverage customer data to target, engage and connect seamlessly
to multiple brand touchpoints. Entries should demonstrate how different data streams were integrated to
provide new insights from planning through to delivery. This may include, but is not limited to, data collection,
fusion, integrated data sources and connected data streams etc.
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2020 KIT 1  DATA & ANALYTICS
DATA & ANALYTICS

Data driven strategy led by insights founded in the strategic application of data/analytics
and associated targeting methods.
A. Analytics & Insights

There is no overall limit to how many times the same piece of work can be entered into this section as
long as the categories chosen are relevant.
A01. Web Analytics

Strategic analysis of online consumer activity and web traffic. Entries in this category should demonstrate
how the measurement, collection and analysis of web data have provided, contributed to, or enhanced an
insight or understanding of the audience.
A02. Social Analytics

Strategic analysis of online social platforms, activity and behaviours. Entries in this category should
demonstrate how the measurement, collection and analysis of social platform or social user data have
provided, contributed to, or enhanced an insight or understanding of the audience.
A03. Data Mining - Audience Association & Clustering Analysis

Entries in this category should demonstrate how the measurement, collection and analysis of clustering
data have contributed to, or enhanced the understanding of the audience and related insights.
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B. Strategy & Techniques

B01. Audience Segmentation

The strategic use of data to identify and appropriately divide an audience into specific consumer groups.
Entries should illustrate how testing and targeting phases were implemented in order to fulfil the strategy.
B02. Response / Real-Time Data

Strategy that drives consumer engagement by using real-time data to effectively and dynamically respond
to world events, public affairs and other real-world, real-time activity.
B03. Data Storytelling

Strategy that harnesses data in order to build a comprehensive view of consumer preferences. Entries
should illustrate how the strategy drove the delivery of appropriate brand stories.
B04. Personalisation
Strategic use of data concerned with individual consumer behaviour (e.g. transactions, website traffic,
content engagement) resulting in direct sales and acquisitions.
B05. Single Customer View at Scale

Strategic data and analysis techniques used in order to gain a single customer view at scale.
B06. Multiple Data Sourcing / Merging

The strategic use of multiple data sourcing and/or the merging of data to produce original consumer insight
or to better engage with the market.
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C. Use of Data Technologies & Tools

C01. Analytics Innovation

Strategic utilisation of progressive or original analytical technologies in order to better understand the
consumer or produce compelling insight.
C02. Database Application

Strategic use of database technologies. Entries in this category should demonstrate how technology was
harnessed in order to build a customer database or target an existing consumer set.
C03. Customer Intelligence

Strategic use of technologies that aid the interpretation of raw consumer data into meaningful information.
Entries in this category should demonstrate how the creative use of technology had a direct impact on the
overall engagement strategy.
C04. Business Intelligence

Strategic use of technologies that aid the interpretation of raw business data into meaningful information.
Entries in this category should demonstrate how the creative use of technology had a direct impact on
business strategy.
C05. Data Visualisation

Visual respresentation and presentation of complex data that communicates information clearly and
efficiently.
C06. Innovative Use of Data Technology

The innovative and strategic use of new or existing data technologies to collect and interpret data. Strategic
collaborations with technology providers will also be considered.
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2020 KIT 1  MATERIALS GUIDELINES
MATERIALS GUIDELINES
Materials (both compulsory and optional) are the most important elements of your entry. This is
what the judges will examine, watch and read during their decision making.
It is important to remember there are strict rules about adding extra information or replacing files
once you have submitted your entry. Please make sure your materials and written entry
submission are absolutely of the final version before you complete the submission process. In the
event of new results for your campaign are collected after the entry have been submitted, we will
only accept additional written information for the results section of the entry up to 14 January 2021,
Friday by 2359hr.
In order to avoid your work being penalized from the award, please adhere to the following
guidelines: -
» All entry document, case films and presentation images must be in English.
» Work which is not originally in English (TVC, print ads, billboards etc) can be translated or subtitled
as it was published or aired, so that they can be understood by the English-speaking jury. If
translating original video work, please note that dubbing is not allowed. Voiceovers can be
translated but visible speech must be kept in the original language and subtitled.
» All materials must not contain any reference to your agency or any contributing companies or
individuals unless in the case of a self-promoting campaign. Brand/Advertiser Company name
will be allowed.
Your entry will only be accepted with submission of Compulsory Materials. You can also choose to
support your entry claims with additional Optional Supporting Materials.
Click to go to the respective materials item to the specifications directly.

Compulsory Materials include: -
» Entry Document (in accordance to the correct template for the respective Tangrams type)
» Digital Presentation Image
» URL *compulsory only for Digital Tangrams and eCommerce Tangrams
Optional Supporting Materials include: -

» Case film
» Awards Cut Film
» URL / Mini-website
» Digital Supporting Images
» Digital Supporting Video Files
» Digital Supporting Contents
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ENTRY
COMPULSORY MATERIAL SPECS:
ENTRY WRITTEN DOCUMENT

Specifications: .doc / .docx, Maximum 10MB
Ensure you are using the correct written submission form template. For example, if you have
chosen to enter Effectiveness Tangrams A09 - please download and use the EFFECTIVENESS Written
Entry Document.
You may include graphs, pictures or any graphic representations that you feel may be beneficial
to help the judges understand your campaign better.
Do note there is a word limit for your written entry. Words in any graphic representations will not be
included in the word count.
Download the correct entry document template as follows: -
 EFFECTIVENESS Entry Written Document @ 3000 words collectively
 MEDIA STRATEGY Entry Written Document @ 2500 words collectively.
 DIGITAL STRATEGY Entry Written Document @ 2500 words collectively.
 ECOMMERCE Entry Written Document @ 2500 words collectively.
 DATA & ANALYTICS Entry Written Document @ 2500 words collectively.
Click here to download Entry Kit 2 for Things You Should Know to write your entry and Entry
Submission Guidelines.
Go to
 Digital Presentation Image   URL / Mini-Website 
 Case Film   Awards Cut Film 
 Supporting Images   Supporting Video Files   Other Supporting Contents 
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COMPULSORY MATERIAL SPECS:
DIGITAL PRESENTATION IMAGE

The digital presentation image is a visual presentation of your work, including images and text (100
words max covering the brief, execution and results).
Specifications: JPG, CMYK, 7063 x 5008 pixels, 5 - 15MB
7063 px
5008 px
JPG
Example of what the digital presentation image can look like: -
Go to
 Entry Document   URL / Mini-Website 
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OTHER MATERIAL SPECS:
URL
** Compulsory for Digital Tangrams & e-Commerce Tangrams only.
** Optional for all other Tangrams type.
Specifications:
▪ URLs must be accessible online until 19 February 2021, Friday
▪ URLs must start with ‘http://’ or ‘https://’
▪ Accessible without login or password
TYPES OF URL
» Content URL
Direct link to your digital execution e.g. website, microsite, app download page or social media
page.
Example of a website
Example of a microsite
Example of an app download page
Example social media post
» Video URL
Direct link to where the online video aired. (NOT host of the entry case film)
» Presentation Webpage URL
If your direct link is not in English, you may provide a URL which leads to a page which explains
your work in English.
Example of a Presentation Webpage
Go to
 Entry Document   Digital Presentation Image 
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DIGITAL SUPPORTING IMAGE

Digital images that may help support your entry in the jury room. Maximum 5. Only to be included if
necessary and relevant.
Specifications: JPG, CMYK, 7063 x 5008 pixels, 5 - 15MB
7063 px
5008 px
JPG
Example of what the digital presentation image can look like: -
Go to
 Entry Document   Digital Presentation Image   URL / Mini-Website 
 Supporting Video Files   Other Supporting Contents 
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OTHER OPTIONAL SUPPORTING MATERIALS

CASE FILM
A short film explaining your work. Content includes the brief, execution and results. This will be used
in judging and shown at any digital awards features organized by Ascential. Case film should be in
English.
Specifications:
▪ Film Length : Not more than Three (3) minutes
▪ File format : .MOV/ MP4
▪ Maximum File Size : 350MB
▪ Film resolution : 1920 x 1080 in Full HD1080p OR 1280 x 720 in HD720p
Example Case Film
AWARDS-CUT CASE FILM
A shorter, edited version of your case film. This may be shown at any digital awards features
organized by Ascential, should your work win gold. It will not be shown to the jury. Award-Cut Case
Films should be in English.
Specifications:
▪ Film Length : Not more than Forty-Five (45) minutes
Example Awards-Cut Case Film
Go to
 Awards Cut Film   Supporting Images 
 Supporting Video Files   Other Supporting Contents 
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OTHER VIDEO FILES
Specifications:
Types of supporting video files

» Film
The original film advertisement or content, exactly as it aired. No extra slates or information. Work
which is not in English should be subtitled, so that it can be understood in English, exactly as it was
published or aired. Please note that dubbing is not allowed. Voiceovers can be translated but
visible speech must be kept in the original language and subtitled.
Example of an original film advertisement
» Demo Film
This can either a ‘making of’, a recording of the activation in action or a walk through showing the
specific elements of your work. Demo Films should be in English.
Example of a Walk-Through Demo Film / Example of a Making-of Demo Film
OTHER FILE FORMATS
Supporting Content
Any supporting documents, graphs, diagrams, press clippings, screen grabs, original source data
submitted as a single file relevant to your entry.
File types accepted: doc, docx, pdf, xls, xlsx, ppt, pptx
AR / VR Files
A collection of zip. files of supplementary material.
Go to
 Supporting Images   Other Supporting Contents 
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2020 KIT 1  TOP TIPS
TOP TIPS FOR YOUR SUBMISSION:
HOW TO CRAFT AN AWARD-WINNING ENTRY

So, what is the process?
Welcome to the region’s most coveted strategy & effectiveness awards. If this is your first time
entering or you are hoping to brush up on the process, you have come to the right place.
1. APPOINT AN ENTRIES MANAGER

Choose someone within your company to coordinate your entry activities and act as the first
point of communication with us.
2. DOWNLOAD OUR ENTRY KIT & CHECK THE RULES

Make sure you check your campaign’s eligibility for the Awards. Take a look at our key dates,
deadlines and other key criteria. Ensure you have a copy of each of our Entry Kits which you can
refer to throughout the entry process. There are 3 entry kits to download:
 Entry Kit.1 - Categories & Material Guidelines;
 Entry Kit.2 – Sample Entry Forms & Things You Need to Know;
 Entry Kit.3 – The Rules
3. KNOW YOUR TANGRAMS

Take some time to get to know your options. Remember if you need advice at any point in the
process, just get in touch and one of our team members will be happy to help.
4. CREATE AN OR LOG IN ACCOUNT
5. CREATE YOUR ENTRIES

The sooner you start, the more time we’ll be able to offer you extra help if you need it.
6. SUMIT AND PAY

Remember the early bird ends on 10th December 2020, Thursday @ 2359hr Singapore time. For
reference to the key dates, refer to Entry Kit.2 – Things You need to Know.
7. REVIEW AND REVISE

We thoroughly check all aspects of entries so may be in touch to request clarification or changes.
8. JUDGING
Juries carefully review all the entries and determine winners during the period of January
through till February. Make sure you’re available throughout this period, as the jury may have
queries regarding your work.
9. RESULTS
The shortlists and bronze and silver Awards for each Tangrams will be announced end February
posted online.
10. TROPHIES
Trophies and certificates are sent out to winning entrant companies after the judging has
finished and winners are announced.
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HOW TO CRAFT AN AWARD-WINNING ENTRY

CHOOSE THE RIGHT CATEGORY
Choose your category wisely depending on the strength of the campaign. It sounds simple, but the
sheer breadth, depth and versatility of the marketing industry mean that there is a potential
overlap between some of the categories.
CUSTOMIZE YOUR ENTRY

Where entries can be appropriately entered into many different categories, judges do look for
different attributes and successes against the criteria set for the specific category within the same
Tangrams awards. Al-ways customize your written submission based on the category being
entered and showcase results and elements relevant to the category.
WRITE IN CONTEXT
The jury are experts in their field but may not have intimate knowledge of the particular project or
business that has been entered. It always helps to put an entry in the context of the wider business,
marketing campaign, or even specialist marketplace. State the purpose of your entry clearly—what
is the overriding goal of this submission? It helps to think of each entry as a submission to a
member of the board in a major blue-chip company, i.e they will have a grasp of what makes a
successful business case, but do they have the necessary minutiae of the international market for
purple widget manufacture?
USE VERIFIED RESULTS

In all categories, judges look for evidence of commercial success—the jury wants proof! It always
helps to explain the basis of a successful return on investment for a campaign, project or business
success story. Avoid vague statements such as ‘substantial improvement reported by client’ as
your measure of success. Justified facts and figures always help to explain the basis of a
successful return on investment for a campaign.
 Results must be quantifiable, and any claims must be supported by evidence and source data
 Use / embed supporting evidence such as chart, graph, diagram or tables etc within the body of
your submission
 Always name your source and be clear on the link between the campaign / projects / solution
and the results
 Include footnotes linking / naming the source data. Mention the reason if you are not able to
include source data.
LESS IS BEST
Get to the point—you only have a few minutes to grab the judges’ attention! Be concise and
explicit. Ensure that the submission is easy to read. Also ensure your materials file sizes are
manageable for jury’s downloads—long loading peri-ods should be avoided.
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TOP TIPS FOR YOUR CASE FILM

BE CONCISE
You’re dealing with professionals who are perfectly capable of grasping whether a project has merit
based on a concise, coherent explanation.
SIMPLICITY
Less is always more. So many case films fail to communicate a clear idea and a compelling strategy
that isn’t cluttered and confusing. The need for focus and clarity cannot be underestimated.
BE UP-FRONT
Explain the idea upfront and quickly so the jury can understand the dimensions of the campaign
and its results from the very beginning. Avoid using unnecessary build up or stylistic filler. Treat your
case film like a piece of editorial. All the key information early on – expansion of the idea to follow.
CULTURE & CONTEXT

It’s an international jury where English is not always the first language. Respect this diversity. Entries
that hinge on a cultural nuance or unfamiliar cultural context should come with additional
information.
TAKE A FRESH PERSPECTIVE

You may have lived and breathed the work, but the jury hasn’t. Look at the idea with a fresh pair of
eyes and distil it down to its core for a new audience.
TELL A STORY
Structure your explanation around a simple, powerful and succinct narrative. Storytelling is key.
MAKE IT EASY FOR THEM

The idea should speak for itself. Avoid creating barriers with unnecessary and elaborate production
values. Keep it straightforward.
CATEGORY SELECTION
Carefully consider the best category for your entry and ensure that it demonstrates both relevance
and specificity for its audiences. If you’re unsure where your work can go, ask an Awards Manager
who can give you some advice.
INDUSTRY JARGON
Avoid industry jargon and marketing speak. Don’t sell… explain your work. A case film with excessive
hype and empty statements will not impress the jury.
RESULTS
Make sure you provide them, and they are robust meaningful and measurable. Be honest, specific
and provide workable, quantitative figures and stats. In some categories, results count for 30% of the
mark. Clearly link your results back to original goals, strategies and objectives.
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REMINDERS FROM THE JUDGING ROOM
“First, and most crucial - think it out and keep it simple - any good argument should be
able to be distilled into a clear, well-constructed argument - really, you should be able
to explain the context, insight and idea in a single paragraph each.”
Chris Dobson | Vice President | Retail Design Institute

Former Effectiveness Tangrams Jury
“Tailor the entry. Whilst creating an entry is a time-consuming process that we need to
fit in alongside our other day-to-day duties, tailoring the submission to the category is
an important part of the process. Otherwise how can we judge it effectively between
digital strategy, or innovation or video unless you highlight what made it special in these
regards? Each submission needs to illuminate why it is a genuine contender in each
category, not leaving it up to the judges to figure it out.”
Oliver Spalding | Chief Strategy Officer | Digitas APAC

Former Digital Strategy Tangrams Jury
“The good entries judges look for are those that recognize a shift in behavior, the great
ones create a change in behavior. For them to win though they must clearly have a
reason for being there - there is no good marketing without good business outcomes.”
Josh Gallagher | Chief Product Officer | Mediacom

Former Media Strategy Tangrams Jury
“It is critical to ensure your entry clearly articulates the objective & KPIs, sets the scene
in terms of market environment, and most importantly presents contextualized &
substantiated results. Experienced judges can see straight through any smoke and
mirrors, so give your entry the best opportunity by taking the time to ensure no
questions can be left unanswered. It is also important to carefully consider the
appropriate categories to enter, as this can also either limit or enhance your
opportunity for success.”
Wendy Walker | SVP & Chief Marketing Officer | Salesforce
Former Effectiveness Tangrams Jury
26

Entry Kit 1: Categories & Material Guidelines

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Entry Kit 1: Categories & Material Guidelines

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ENTRY KIT 1

CATEGORIES & MATERIAL GUIDELINES

Effectiveness Tangrams Materials Guidelines

Strategic and imaginative solutions that

Media Strategy Tangrams

Digital Strategy Tangrams

Work entered here should demonstrate

Data & Analytics Tangrams

A01. Fast Moving Consumer Goods

A03. Durable Consumer Goods

A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains

A05. Media / Entertainment

A06. Consumer Services / Business to Business

A07. Not-for-profit / Charity / Government

A08. Corporate Image & Information

B01. Innovative Use of Media

B02. Branded Content

B03. Sponsorship & Event Marketing

B04. Insights / Strategic Thinking

Entries must be supported with business results.

B05. Small Budget Marketing Campaign

Details of the budget should be included for juries consideration.

B06. Marketing Campaign for Regional Brand Development

B07. Marketing Campaign for National Brand Development

B08. Sustained Success

A01. Fast Moving Consumer Goods

A03. Durable Consumer Goods

A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains

A05. Media / Entertainment

A06. Consumer Services / Business to Business

A07. Not-for-profit / Charity / Governemt

A08. Corporate Image & Information

B01. Branded Content

B02. Sponsorship & Event Marketing

B03. Digital Media

B06. Media Innovation

B07. Integrated Use of Media

B08. Small Budget Marketing Campaign

Details of the budget should be included for juries consideration.

B09. Media Strategy for Regional Brand Development

B10. Media Strategy for National Brand Development

A01. Fast Moving Consumer Goods

A03. Durable Consumer Goods

A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains

A05. Media / Entertainment

A06. Consumer Services / Business to Business

A07. Not-for-profit / Charity / Governemt

A08. Corporate Image & Information

B02. Website & Microsites

B07. Online Content (exclude Video Content)

B08. Other Digital Solutions

B09. Digital Innovation

B10. Integrated Digital Campaign

A01. Fast Moving Consumer Goods

A03. Durable Consumer Goods

A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains

A05. Media / Entertainment

A06. Consumer Services / Business to Business

A07. Not-for-profit / Charity / Governemt

A08. Corporate Image & Information

B01. User Experience

B03. Payment System