9th Sept'15
ITC Grand Central, Mumbai

9th Sept'15 ITC Grand Central, Mumbai
Judging Criteria

Welcome to the Judging Dashboard of e4m Mobile Awards – The Maddies
The Awards winners are selected by members of the Jury from the best work entered through the call for entries from across India.

Screening of Entries:
The winners are selected through an extensive selection process. Jury members will independently inspect each entry and rate them based on their respective judging criteria. Those entries that do not fulfill the criteria shall be disqualified. The Maddies Awards shall not be liable to give any explanation to anyone for disqualification of entries.

Criterion for Judging:

Concept (25%):
An entry should demonstrate approach to the overall purpose and target audience throughout each elements of the campaign.

Points to consider

  • Delineate the strategic objective- sales, leads, market share, brand awareness, etc.
  • identify the target audience
  • What was the creative & media concept?
  • Context- is this the 1st year of campaign? If not, how did it dovetail to the previous year results? Any new technology used?

Innovation (25%)
Jury shall focus on few elements of the campaign like content, design, technological innovation, and the unique nature and/ or originality of the underlying idea. It includes writing, music, and relevant use of animation, video or anything that communicates a creative marketing message.

Points to consider

  • Delineate the strategic objective- sales, leads, market share, brand awareness, etc.
  • Consumer engagement
  • Integration with overall campaign

Execution (25%):
Jury shall focus on the alignment of the strategy with the result through the effective use of resources, technology and implementation of the campaign.

Points to consider

  • How the campaign was implemented and what was the level of success?
  • How did the execution help achieve results?
  • How creative or sophisticated was the campaign?
  • What did the mobile medium bring to the campaign that other channels missed?
  • How was mobile matched to specific markets, demographics relevant to overall campaign execution?
  • What percent of budget went to mobile marketing?
  • What impact did the campaign have on the market?

Results (25%):
Jury shall evaluate the submission on the basis of the results of the campaign, based on whether the campaign achieved desired results? Was it able to reach to target audience? Or any other statistic which will help in proving the results of the campaign.

Points to consider

  • Did the campaign achieve its goals?
  • How did the consumer receive the campaign?
  • How innovative was the campaign?

Overall experience:
The overall experience shall include creativity, content, structure, visual design, functionality, simplicity & interactivity.

*Support with Qualitative and Quantitative data.

Each entry will be put through an evaluation in the pre-jury round against a pre-set criterion for the respective category. The average score arrived by the individual scores for each entry submitted by sub jury members will be considered to shortlist the top 5 entries to be considered by the full Jury. All nominated entries from all categories will be put to discussion by the full Jury and the winner will be chosen through consensus and if required, through voting. If the Jury cannot agree on the winner, the Jury Chair will decide the winners. Entries are to be scored on a scale of 0 to 5 with 0 being the lowest score and 5 being the highest. Point assignment should be based on the following:

  • 0 Doesn't meet requirement of scoring guidelines by any means
  • 1 below average in meeting scoring guidelines
  • 2 average in meeting scoring guidelines
  • 3 slightly above average in meeting scoring guidelines
  • 4 above average in meeting scoring guidelines
  • 5 hit a home run in meeting scoring guideline.

Please note that this is the first phase of scoring. On the basis of your scores, we will prepare a shortlist, which will then be presented at the final jury meet. If you require a clarification, please feel free to contact:

Anjali Malhotra (Delhi) +91 7838233758|anjali.malhotra@exchange4media.com
Nikita Vig (Delhi) +91 8860302087 |nikita.vig@exchange4media.com
Suparnaa Chadda (Event Curator) |Suparnaa.chadda@exchange4media.com

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