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These pages are created to assist entrants in submitting an effective entry.
DMA ASIA ECHO™ Awards
The DMAi Awards program, in its 4th year running, is the only program that measures effectiveness of campaigns at such a degree.
It is closely fashioned on the lines of the International ECHO™. From this year onwards the program carries a new slug derived from the words CREATIVITY and EFFECTIVENESS. Finally, campaigns are supposed to create the desired effect on Marketing ROI. Gold winners at the “Local ECHO” enter the semi-finals at the International ECHO.
ECHO™ is the premier direct and digital marketing award competition. ECHO™ honors the world’s best direct marketing campaigns — campaigns that have raised the bar in terms of strategy, creativity and results. No other awards competition looks at the direct marketing discipline in such totality. Which is why no other awards competition is so important.
The Power to Change Business
ECHO™ winning campaigns have the power to change business. The formula is simple: 30% strategy, 30% creative, 30% results and 10% Mojo — that extra something that takes a campaign from competent to special. ECHO™ is the only award that celebrates the complete story of business impact.
Tell the ECHO™ judges your campaign story. Write your entry like a short story, but keep it simple, clear and concise. While ECHO™ judges are highly experienced marketing professionals, they review several campaigns in a single judging session, so keep it interesting and readable.
ENTER YOUR CAMPAIGN IN MULTIPLE BUSINESS CATEGORIES
The ECHO™ Board has determined that a campaign may be entered into multiple business categories. You just need to determine the business categories that most accurately describe the product or service of your entry. For a listing of categories, please click here.
RE-DESIGNED ENTRY FORM
The ECHO™ entry form has been redesigned. It is now more concise, therefore making it easier and a faster entry process. The local ECHO – DMAi Award form follows a very similar format.
VIDEO CLIP OF YOUR ENTRY
Entrants now have the opportunity to supplement the online entry form with a video showcasing how you brought your idea to life. This video should summarize the challenge, strategy, objectives, execution and outcome of your entry. This clip will be viewed by the judges during the judging sessions. If your entry is a winner, the clip will also be used at the Local ECHO™ – DMAi Awards Gala, at the Awards Gallery during the DMAi Annual Conference, on the Awards website, and for media and educational purposes. Please indicate when you enter your submission if there are reasons, such as music licensing, that restrict your video showcase from being shown at or after the Gala.
Your video showcase should be no longer than 3 minutes. This explanatory clip must be concise and should contain key visuals — video, still images or any other relevant footage — along with simple, clear commentary in English summarizing your entry. Please name this video clip as “Campaign Title – 2015 Entry Video Showcase” and upload on your entry form.
- 3-minute video to be provided in the widescreen (16:9) aspect ratio, at the minimum of 853px x 480px.
- The format should be an .h264 QuickTime movie. A larger HD720p or HD1080p file may also be provided.
- The size of the file allowed by the entry portal should be no larger than 50 MB.
- If the size of the file exceeds what is allowed by the entry portal, you may provide the above on a DVD or USB drive. An alternative smaller file may then be made for upload and judging.
You are not required to submit a video showcase — this is purely optional. The video clip should not be in place of any of the required creative work to be submitted with your entry.
ENTRY REQUIREMENTS & PROCESS
Please read rules and details before beginning the 2015 DMA ASIA ECHO Awards entry process.
The entry requirement is very similar to the ECHO™ requirements. This entry is your test run for the International ECHO™. However the international ECHO™rules, requirement and processes are different.
How Good Is Your Work? 97 Good? Or More Likely 89 Good? Only an ECHO™ number measures greatness in strategy, creative, and results. Even the judges’ gut feelings. It all adds up to business impact, which lasts far beyond campaign run dates. The Formula is Simple — 30% strategy, 30% creative, 30% results, 10% Mojo — that extra something that takes a campaign from competent to special.
Direct response marketing campaigns produced, completed, and response results tabulated from October 1, 2013 – March 31, 2015.
COMPLETING THE ENTRY FORM
Entry Form — Work On/Maintain It Online
Entries must be entered online using the online entry form. You can start an online entry once you have an invitation code. Add email@example.com to your safe senders list. See Entry Criteria and Accepted Formats/Creative Work Advertising Media for more information on labeling and attaching your creative.
NO physical samples are accepted for the 2015 DMA ASIA Awards. All works have to be submitted by way of Public URL Links.
The electronic form cannot be altered or modified in any way. No other form or substitution will be accepted. Please provide all required information. Failure to provide complete information will be subject to disqualification.
An entry is considered submitted after clicking the “submit for judging” button. An entry is considered received and processed by the DMA ASIA ECHO™ Awards once payment is accepted in full and you receive your confirmation email.
Complete and Compliant
Entrants are required to answer all questions in the three main areas: Strategy, Creative and Results. Each question has subheadings indicating the kind of information that should be included. Please be as specific as possible. And please be concise — the better written your entry, the more likely you are to win.
We recommend that you write your entry like a short story, but keep it simple, clear, and concise. While ECHO™ judges are highly experienced marketing professionals, they review several campaigns in a single judging session. We recommend that you consider the readability of each entry and attempt to tightly edit your write-ups, using short, succinct paragraphs wherever possible.
To protect the integrity of the judging, do not include the agency name except where asked on the entry form. Any mention of the submitting agency in the body of the Entry Form is grounds for disqualification. The only exception would be for agency self-promotion campaigns. Also, please avoid anything on samples or materials that could identify the creative group or agency, such as labels, addresses, URLs, etc.
Credits for Your Entry
An area to list companies and individuals who worked on your campaign is part of the entry form. You should list agency individuals as well as client individuals. Please be accurate — the way you list it on the form is the way it will be presented should your entry be a winner. The credit information you list will be considered final. We do not allow removal of credits at time of win because our policy is to recognise those credited at the time of entry.
Submit Proper Materials — Online and Online only.
Please submit one complete set of creative samples. See Rules and Entry Criteria and Accepted Formats/Creative Work Advertising Media for more detailed information.
- Printed Media: NO physical samples of all direct mail, print ads, catalogs, scripts/storyboards for broadcast, telemarketing scripts and other materials. You may upload samples.
- DRTV/Video/Radio: submit samples via upload of a youtube URL.
- Digital: submit via upload of a Public URL, address in appropriate area on the entry form.
- Online Video Advertisements: enter URL address in appropriate area on the entry form.
- Social Media: enter URL address in appropriate area on the entry form.
- Translations into English of all non-English copy. (Please see Language Entries section).
- Payment (please see Payment section).
Please keep a copy of your entry application. Should your campaign entry advance to the final round of judging, you may asked to resubmit your entry and creative components mounted in a portfolio that will become property of the DMAi. Please note that the person submitting the entry form will be considered the entrant and will be advised of the competition results.
All language copy must be translated into English. Clear translations must be provided for all work not in English. Broadcast entries may be dubbed or subtitled in English or include a complete written translation. Local idioms that may not be understood in the English & in the U.S. must be explained. Entries not accompanied by translations and/or explanations will not be judged. Submit translations electronically via URL or upload with official entry form.
For language support, you may contact your country’s local DMAi Ambassador.
ENTRY RULES & CRITERIA
Provide a clear, concise and logical response to each and every question that is applicable to your campaign. All entries must use the official entry form. Please do not exceed the spacing available on this form. Entries that exceed space restrictions and those submitted without results information will automatically be disqualified.
We recommend that you write your entry like a short story, but keep it simple, clear, and concise. While DMAi Awards & ECHO™ judges are highly experienced marketing professionals they review several campaigns in a single judging session so kept it interesting and readable.
Campaigns must employ response-oriented marketing strategies, driven by data in audience selection, audience communications and/or results analysis. All entries must have been produced, printed, published and/or aired and had response results tabulated between October 1, 2013 and March 31, 2015.
The DMA ASIA ECHO Awards & the ECHO™ Awards are judged by business category. Please choose the business category that most accurately describes the product or service promoted in your campaign. If you believe that your campaign belongs in more than one category, you may enter it in as many categories as appropriate.
You may submit single media components and/or multiple components of your campaign for judging in the 2015 DMA International ECHO™ Awards competition. Each entry from your campaign requires a separate entry form, separate creative samples and separate entry fees.
The DMA ASIA ECHO Awards & ECHO™ Awards reserves the right to reassign entry categories that are deemed incorrectly entered.
All entered work must be done in the normal course of business and must be submitted exactly as it appeared to the target audience. Any advertiser, agency, client, consultant or producer responsible for the work may submit an entry. All entries must be approved by advertiser/client for submission in the DMAi 2015 Awards & the DMA International ECHO™ Awards competition.
TERMS, CONDITIONS, & PUBLICATION OF WINNING AND NOTEWORTHY WORK
The DMAi Awards & The DMA International ECHO™ Awards assumes all entries are original and the entrant either owns the work or has permission from the owner’s approved agent to enter the work, with all rights granted therein. The DMAi & DMA International ECHO™ Awards shall not be liable for any trademark or copyright infringement on the part of the entrant.
All entrants will strictly observe the Entry Rules. Completion of form, signature, submitting the entry for judging, and receipt of entry form will imply full acceptance by each entrant. Non-compliance with any of the Entry Rules will result in automatic disqualification of the entry.
Timely submission of an entry meeting the eligibility requirements and payment of the entry fee as stated herein ensures that an entrant’s work will be reviewed and considered for recognition. No other representation or warranty is made by the DMAi Awards & ECHO™ Awards concerning entries, and all implied warranties are hereby expressly disclaimed.
If an entry receives an award, the manner and details of announcing such nomination and award is strictly within the discretion of the DMAi & DMA International ECHO™ Awards. Entrant understands that all awards may not be presented to awardees or publicized in the same manner and some may be presented in a ceremony and others may not at the discretion of the DMAi & DMA.
Any material submitted in the course of entering the awards becomes the property of the DMAi & DMA and cannot be returned.
DMAi reserves the rights to alter, modify or change the terms, conditions & criteria without assigning prior notice or reason whatsoever. If there are changes made after your acceptance or the final submission date you will be notified for accepting the new terms or will be allowed to withdraw your entry without any penalty.
Submission of any entry acknowledges the right of the DMAi & DMA International ECHO™ Awards to use it for exhibition, promotion and publication purposes in any medium.
In addition to the above, winning cases will be on display in the ECHO™ Gallery during the DMAi 2014 Annual Conference and Exhibition in October, the DMAi 2015 Convention, published in the DMAi Awards & ECHO™ Case Studies Library, ECHO™ website, TheCMOGuide.com and the Warc Ltd. (World Advertising Research Center) website.
We respect that entries may have information that the clients wishes to keep confidential. Index results when you have such concerns. If you have additonal concerns, please contact Secretary, DMAi at firstname.lastname@example.org
In the event of a win, any duties, fees and charges accrued from the transporting of the trophy, will be covered by the recipient.
Entry Disclosure Confirmation.
By agreeing to the Entry Terms & Conditions and submitting; I certify that all the information submitted is true and that its content has been approved by the Advertiser for submission in the DMAi Awards & the DMA International ECHO Awards Competition. I further certify that the submission is in all respects original and does not violate the rights of any other party.
I understand that all entries will be retained by the DMAi & DMA and made available for public inspection. Also, my submission of the entry form constitutes my authorization to permit the DMAi & the DMA International ECHO awards to reproduce, disseminate my entry, by any means or media, and to authorize others to do so without any further obligation of any sort to me.
This includes but is not limited to displaying my entry at the Awards Ceremony and/or other public places; to include my entry in any ECHO publication; to show my entry as part of any audio and/or visual promotion of the DMA International ECHO Awards; and to make my entry available to others, alone or in conjunction with other materials, for commercial or non‐commercial purposes in the sole discretion of the DMAi.
I agree to abide by the Terms & Conditions of the 2015 DMA ASIA ECHO Awards, DMAi 2015 CREATEFFECT Awards & the DMA International ECHO Awards.
ACCEPTED FORMATS / CREATIVE WORK ADVERTISING MEDIA
SUBMITTING YOUR CREATIVE ELEMENTS
The 2015 DMA International ECHO™ Awards affiliated DMA ASIA ECHO Awards are entered, categorised, judged and presented by 15 Primary Business Categories.
In addition to these EFFECTIVE evaluation, the Local DMA ASIA Awards provides for addition CREATIVE evaluation under three major categories and multiple sub category level classification to suit asian entrants.
After you have selected the primary business category (See Business Categories) and entry channel type, Categories & Sub-Categories, please:
- Identify all appropriate Advertising Media used for your entry.
- Submit the proper samples with your entry.
- Note: To protect the integrity of the judging, creative samples must not have labels or markings that could identify the creative group or agency. Also, the agency name must not appear in the body text of the entry application. Obviously, self-promotion entries are an exception.
Alternative & Insert Media: Non-traditional media channels including package inserts, card packs, billboards, transit advertising, take ones, door hangers, kiosks, point-of-sale materials and all other forms of media not covered by other categories. Submit photos of actual samples.
Catalog: Promotional pieces that include specific product descriptions of multiple items, designed to generate retail traffic or non-store orders. Includes printed and electronic formats. Submit an actual sample of printed catalog (including order form). For online catalog, upload digital elements to accompany online entry form and share the same as a public link URL.
Digital Content & Video: Includes vehicles used in the practice of digital content marketing such as blogs, online videos, e-books, white papers, podcasts, webcasts and webinars, blogs, web video series/webisodes and online presentations.
All entries must be self-running applications and must be submitted for review in an appropriate digital format via URL provided on entry form or uploaded as an attachment to the online entry form. Please submit a list of any special applications needed to view the creative work, as well as any necessary user names/passwords. If the sites or web pages are no longer live, a self-contained version of a site or sites with the ads should be provided. For “static” executions, screen shots are acceptable. Please avoid agency identification as part of the URL. Video entries should be formatted for QuickTime or Windows Media Player.
Direct Mail: All direct mail, either flat or dimensional, delivered to home or office by conventional postal services, courier or messenger. Submit photos of actual sample.
E-Mail: E-mail communications sent to personal computers. (mobile messaging is a separate category). All entries must be self-running applications and must be submitted for review in an appropriate digital form via URL or uploaded as an attachment to the online entry form.
For “static” executions (with no animation or video), screen shots are acceptable. Please submit a list of any special applications needed to view the creative work, as well as any necessary user names/passwords.
Mobile: Permission-based marketing communications specifically intended for delivery to mobile phone, tablet or other mobile devices. Marketing messages can either be push or pull, depending on the tactics and vehicles used. The tactics and vehicles include: application development, mobile site development, content distribution (downloaded or streamed), mobile search, web browsing, GPS location services, MMS/SMS messaging, and mobile display advertising.
Submit mobile messaging samples electronically via URL or uploaded with online entry form, formatted for either QuickTime or Windows Media Player.
Print Advertising: Space advertisements, including freestanding inserts (FSI) in publications. Submit one actual sample of tear sheet or insert. Please mark clearly whether it is a magazine or newspaper ad and give publication dates. Electronic reproductions such as PDF files are accepted on public URL.
Search Marketing: Search engine optimization (SEO) and paid pay-per-click (PPC) advertising. All entries must be self-running applications and must be submitted for review in an appropriate digital form via URL provided on entry form or uploaded as an attachment to the online entry form.
For PPC, explain how you used advanced techniques and tools to generate more traffic, improve conversion rates and/or increase return on investment. PPC can include post-click optimization (i.e., multivariate landing page testing, heat maps, web analytics, etc.). Submit screen captures or reproductions of PPC ads posted to a URL or as an attachment. Screen captures or reproductions should reflect both ads displayed on search engines, as well as messaging on landing pages.
For SEO, explain how you assisted in increasing ranking and streamlining navigation of website(s) through site structure changes, link development, social media and other strategies. Please post relevant web page(s) or site from the ECHO™ entry time window to a URL and submit associated results (screen captures of search rank, report/reproduction of link development strategy, web analytics data, etc.) as an public link URL so that we may review your use of SEO. Please submit a list of any special applications needed to view the creative work, as well as any necessary user names/passwords. Also, please avoid agency identification as part of the URL.
Social Media: Participatory digital media channels that facilitate dialogue and user-generated content from among a self-selected audience. Includes publicly available channels such as Facebook, Twitter, LinkedIn, YouTube, Google+, Pinterest, etc. Does not include blogs or proprietary digital communities that reside on a marketer’s own website Does not include display advertising appearing on social networks.
Submit a self-running application of social media activity as experienced by the target audience at the time of the campaign in digital format via URL or uploaded as an attachment to the online entry form. Please include any necessary user names and passwords. For “static” executions, screen shots are acceptable. Please avoid agency identification as part of the URL.
Telemarketing: Outbound Calls — Telephone sales programs. Submit an MS Word or PDF file of the call guide (script) including objection-responses, telephone FAQs, etc. If available, a call recording can be electronically uploaded with the entry from. Inbound Calls — Lead or sales program. Submit source(s) of calls. Also submit a MS Word or PDF file of the call guide (script) including objection-responses, telephone FAQ’s, etc. If available, a call recording can be electronically uploaded with the entry from.
TV/ Radio: Broadcast advertisements in both spot and program length format. Submit samples electronically (upload with online entry form or post to a proprietary URL) formatted for either QuickTime or Windows Media Player. Identify PC or MAC compatibility. All entries must be submitted without agency identification. Upload a copy of the script or storyboard as public link URL. Note: Only public URL’s are accepted.
Web Display Advertising: Web ads and online paid advertising other than e-mail and search (which are separate categories). All entries must be self-running applications and must be submitted for review in an appropriate digital format via URL provided on entry form or uploaded as an attachment to the online entry form. Please submit a list of any special applications needed to view the creative work, as well as any necessary user names/passwords. If the sites or web pages are no longer live, a self-contained version of a site or sites with the ads should be provided. For “static” executions, screen shots are acceptable. Please avoid agency identification as part of the URL.
Websites/Landing Pages: Websites, landing pages, microsites and other forms of web development. This is content that is not paid web advertising. All entries must be self-running applications and must be submitted for review in an appropriate digital format via URL provided on entry form or uploaded as an attachment to the online entry form. Please submit a list of any special applications needed to view the creative work, as well as any necessary user names/passwords. If the sites or web pages are no longer live, a self-contained version of the sites or pages should be provided. For “static” executions, screen shots are acceptable. Please avoid agency identification as part of the UR
HOW 2015 DMA ASIA Awards – CREATEFFECT™ JUDGING WORKS
The DMAi follows a judging process very similar to the international ECHO and has been modified to suit the local conditions.
Entry Categories : The DMAi Awards also follows the 15 Business sector categories. In addition the DMAi Awards also offers possibility to enter work under three distinct Creative Categories viz Creative Direct Response, Creative Craft and Interactive. All Local ASIA ECHO Winners go through three rounds of Judging.
Round 1 : is a pass or fail and is done online.
Round 2 : Is a scoring round. Judges score an entry on three parameters of Strategy, Creativity and Results. Each parameter has a different weight and max score of 30. This judging round is also done online.
Round 3 : “FINAL Scoring” round, meaning the judges identify the shortlisted campaigns that are eligible for one of the five categories of awards ( Grand Prix, Gold, Silver, Bronze, Finalist) . Each Round 3 judge reviews each entry in the three areas – strategy, creative and results – and awards a score of 0-3 for each. There is 1 point for the Judges extra.
Gold Winners at DMAi Awards are eligible to bypass and enter Round 2 of the ECHO International.
HOW ECHO™ JUDGING WORKS
The Direct Marketing Association International ECHO™ Awards represent the oldest and most prestigious honor in response based marketing. Supported by the DMA, the ECHO™ is the only international award where judges rigorously assess entries based on strategy, creative and results.
The focus is on balanced judging assessment, combining top-notch, experienced judges and outstanding entries year in and out, has played a major role in the ECHO™ Awards representing the best that direct and digital marketing have to offer.
ECHO™ entries are judged by business category. There are fifteen separate categories representing business segments. Categorizing entries by business segment enables entries to be evaluated by judging panels who are experts and leaders in their peer groups in the relevant business category. This leads to a more intelligent and insightful evaluation of entries.
By 3 Rounds of ECHO™ Judging
All International ECHO™ Award winners go through three rounds of judging.
Round 1 is a screening round so the main objective is to determine which entries should be considered as ECHO™ Award contenders with a chance to make it through to Round 2. Through a combination of individual reviews followed by collaborative discussion, judging panels determine which entries represent an effective balance of strategy, creative execution and results; and which move on to the next round. Ultimately the scoring will be: “PASS” or “FAIL.”
Round 2 is a “Scoring” round so the main objective is to identify entries or campaigns that should be considered for one of the five tiers of awards. The judges determine if an entry is “superb” or “above average” in the campaign strategy, execution and results and if this entry should be considered as an “ECHO™ Award contender”, with a chance to advance to Round 3.
Judging in this round is done individually. For every campaign, the judge assigns a score from 1-30 for each of the 3 distinct areas – strategy, creative and results.
Round 3 is a “FINAL Scoring” round, meaning the judges identify the shortlisted campaigns that are eligible for one of the five categories of awards, and determine if a campaign’s strategy, execution and results are “superb”. Ultimately the judges are helping to decide which entries will have the opportunity to win the prestigious Diamond ECHO™. In Round 3, entries are reviewed individually by three senior level judges, all of whom are the most experienced direct and digital marketers.
Each entry carries its Round 2 score into Round 3. The Round 2 score is an average score based on the sum total and the number of judges. Scores will range from 54 to 90 based on the category as some categories are scored higher or lower than others. In order to move on to Round 3 an entry’s score must: = or > than the category average. Each Round 3 judge reviews each entry in the three areas – strategy, creative and results – and awards a score of 0-3 for each. This is the “last 9 yards” which will ultimately determine which award the entry will receive.
How to win an ECHO?
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