ASMI MARKETING AWARDS 2007



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2019 DIAMOND AWARDS

ENTRY FORM

The 2019 Diamond Awards honour manufacturers and suppliers of consumer healthcare products that excel in the marketing of their products. They recognise Quality Use of Medicines (QUM), innovation and marketing best practice. The Awards recognise and reward CHP Australia members for innovative and cutting-edge creative work that uses insights-based strategy and results-oriented executions to create solutions in the consumer healthcare industry.

AWARD CATEGORIES

Best Launch of a Consumer Healthcare Product

This category includes launches, switches (Rx to OTC; S3 to S2; S2 to unscheduled) and relaunches. All entries for new product introductions/promotions or switches, to be eligible, must have shipped to retailers within the last 18 months (i.e. from 31 January 2018).

Best Marketing Campaign of a Consumer+ Healthcare Product – Large Budget (>$1m)

This category covers all forms of marketing campaigns for existing products with a budget of greater than $1m. The campaign must have commenced within the last 18 months (i.e. from 31 January 2018).

Best Marketing Campaign of a Consumer+ Healthcare Product – Small Budget (70% and benchmarked against historical scores for that category to qualify for the award.

JUDGING PANEL

Awards entries will be judged by a Judging Panel made up of independent experts. The judges will sign a confidentiality agreement given the commercially sensitive nature of the entries. A judge with a conflict of interest will not participate in the assessment of the entry in relation to which the conflict exists. The CHP Australia Secretariat will not be represented on the Judging Panel but will facilitate the judging process.

JUDGING PROCESS

Decisions on award winners will be made based on an aggregation of a standard scoring system employed by each Judge. Each judge will populate a scorecard (depicted below) for each submission and these will be discussed and aggregated during a judging day facilitated by the CHP Australia Secretariat at the CHP Australia offices to be held in the month of September 2019.

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Winners of each category will be announced at the 2019 CHP Australia Diamond Awards on 7 November 2019 at the Kirribilli Club, Kirribilli NSW.

JUDGING CRITERIA

The judging criteria for all categories EXCEPT Data Strategy Award are:

|Category |Description |Score Weight |

|Campaign Challenge |What were the critical issues facing the brand at the time of the campaign? |15% |

|Objectives |What did you set out to accomplish stemming from the campaign challenge? |5% |

|Strategy |What was the strategy behind the campaign and how was that linked to the challenge, |20% |

| |insights and objectives? | |

|Execution |How was the strategy executed? Outline creative, novel or innovative approaches. |20% |

|Health literacy Focus |How does the campaign help consumers make better decisions about their health and |20% |

| |promote overall quality use of medicines? | |

|The Results |vs. objectives including sales, market share, QUM outcomes, market research results.|20% |

The unique judging criteria for the Data Strategy Award is:

|Category |Description |Score Weight |

|Campaign Challenge |What were the critical issues facing the brand at the time of the campaign? |15% |

|Objectives |What did you set out to accomplish stemming from the campaign challenge? |5% |

|Strategy/Insights |What data was ‘mined’ to develop the campaign insights or strategy? What was |40% |

| |particularly creative in your data mining? What was particularly creative in | |

| |converting the data to a useful insight or strategy? | |

|Execution |How was the strategy/insight executed? Highlight any creative, novel or innovative |20% |

| |approaches. | |

|The Results |vs. objectives including sales, market share, QUM outcomes, market research |20% |

| |results. | |

In assessing an entry against the above criteria, the judges will need to consider the ability of the promotion to withstand public scrutiny and the impact of the promotion on the reputation of the industry, on CHP Australia and on its Members. One factor in this consideration will be whether a complaint about the product has been finalised or is pending or in progress. This should be declared (complaint status) in all impacted submissions.

ENTRY FORM

Please complete all details within the format below.

CONTACT DETAILS

Company name:

Contact person:

Title:

Address:

Telephone:

Fax:

Email:

CAMPAIGN DETAILS

Product/brand name:

Campaign title:

AWARD CATEGORY

Please indicate which of the following categories you are entering. You may submit different campaigns from your brand/company into the same category or into different categories. NOTE: each entry requires a separate entry form to be filled out. One form for multiple award categories will not be accepted. If in doubt, please call Brenda from CHP Australia on 02 9922 5111 before drafting your entries.

Best Launch of a Consumer Healthcare Product

Best Marketing Campaign of a Consumer Healthcare Product – Large Budget (>$1,000,000)

Best Marketing Campaign of a Consumer Healthcare Product – Small Budget ( $1,000,000

MEDIA TYPE

(Tick all that apply)

| Print Media | Event |

| Radio | Point of Sale |

| Television | Direct to Consumer/Healthcare Professional |

| Internet | Other (Please Specify)       |

CAMPAIGN DURATION

Start Date:

End Date (please indicate if ongoing):

Advertising Agency Name & Name of Account Lead/Team:

(Please indicate agency name if you also want them to receive a Diamond Award)

CAMPAIGN SITUATION AND MARKET CHALLENGE

(15% weighting)

Outline the significant challenges that faced the brand/company at the time of the campaign. This could include the following

• Internal Challenges: profitability drive, loss of global support, resources being moved away from a brand, launch into a unknown market, product development issues

• Market Challenges: general market conditions like reduction of disposable income due to environmental factors, new competitor entries, number and type of competitor, entrenched nature of consumer belief about a brand, etc

• Product Challenges: Loss of Exclusivity, major brand crisis/issues management, loss of relevance to consumers

Provide a brief Situational Analysis of your brand in the market listing the top 3-5 challenges that needed to be addressed by the campaign in question.

CAMPAIGN OBJECTIVES

(5% weighting)

The objectives from the campaign should fall directly out of the Category Challenge and need to be SMART (Specific, Measurable, Achievable, Relevant, Time-bound). These should be used as the measure for any Campaign Results outlined below.

STRATEGY DEVELOPMENT

(20% Weighting) For ALL awards EXCEPT Data Strategy

Outline the insights discovered about the needs of your target consumers and then show how these insights led to the Campaign “Big Idea” and strategy that underpins your campaign.

There is no need to outline the processes used to discover the insights, nor the processes linking the insights to the ideas generation, just an explanation of the insights, campaign “Big Idea” and the strategy that eventuated.

STRATEGY/INSIGHT DEVELOPMENT

(40% Weighting) For Data Strategy Award ONLY

Outline what data was ‘mined’ to develop the campaign insights or strategy. What was particularly creative in your data mining? What was particularly creative in converting the data to a useful insight or strategy?

EXECUTION

(20% Weighting)

How were the insights, ideas and strategy translated into execution? Describe how the success of the campaign was based on the creativity and the excellence of the campaign’s execution:

o How well was the campaign integrated across healthcare professionals & consumers?

o How well was the campaign integrated across various elements of the marketing mix?

Please provide evidence of collateral materials and messages to support your entry.

HEALTH LITERACY FOCUS

(20% Weighting) For ALL awards EXCEPT Data Strategy Award. Do not complete if applying for Data Strategy Award.

"Health Literacy - The degree to which individuals have the capacity to obtain, process, and understand basic health information and services needed to make appropriate health decisions"

Campaigns should demonstrate how they aided consumer’s overall quality use of medicines, specifically:

• Increasing understanding of the relative role of over-the-counter medicine therapy, as well as natural and non-medicine therapies in treating illness and maintaining health;

• Encouraging the appropriate choice of medicine and dosage regimen when they are needed and providing people with the knowledge, skills and encouragement to use medicines wisely and safely.

Please outline how your campaign supported these principles. e.g. packaging, consumer-focussed labelling, education, consumer/healthcare professional information?

CHP Australia supports the Quality Use of Medicines (QUM). Please consider the degree to which your entry promotes QUM. According to the Australian National Medicines Policy: Australia has an established and well-accepted national policy on Quality Use of Medicines built around the following principles:

• Selecting management options wisely;

• Choosing suitable medicines if a medicine is considered necessary; and

• Using medicines safely and effectively

Talking to the principles of QUM through your entry will be highly regarded.

RESULTS & ACHIEVEMENTS

(20% Weighting)

What results can you report on with regards to sales performance, market share or consumer perception? These should be closely aligned to Campaign Objectives.

Preferred Results:

• Hard data (eg. Sales and/or scan data, market share, distribution figures, market research [quantitative], relevant media value measures for PR, etc.)

• Return on Investment (ROI) measures would also be extremely useful, especially in differentiating between campaigns of similar magnitude.

Complete the table below:

|Campaign Objectives |Results |

|(must link to #2 in this entry form) |(Results must correspond to each campaign objective) |

| | |

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| | |

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Additional results comments/details:

PDF POSTER

Visual Summary of Your Award Entry to display at Awards function

Please provide a single page poster summarising your entry which will be displayed on A1 poster boards at the venue at the awards function. The poster is intended to summarise and showcase your entry to the audience attending the event on a single page. FILE FORMAT (hi res PDF, EPS or AI version).

Poster should ideally cover:

• The Challenge/Objectives

• Strategy

• Execution

• Results/outcomes

All submissions require a single page poster PDF as part of your entry.

SUMMARY PARAGRAPH FOR USE AT THE AWARDS CEREMONY IF YOU WIN:

CREATIVE & SUPPORTING MATERIAL

Please include with your entry some (soft copy) examples of the creative used during your campaign or other materials to support your entry in a common format that is easily viewed on a PC. For large items, such as shelf talkers or displays, please provide photographs or PowerPoint slides showing these items as they appeared during the campaign – please DO NOT provide physical examples of these items.

ENTRIES CLOSE COB TUESDAY 30 AUGUST 2019

Please return the completed Entry Form and any accompanying files on a USB Stick or CD/DVD ONLY addressed to:

CHP Australia Diamond Awards Entry

Attn: David Low

CHP Australia

Suite 1, Level 2, 35 Chandos St

St Leonards 2065

Entries will NOT be accepted via email or printed hard copy. USB Sticks/DVDs/CDs can be returned to you in November 2019, if requested.

You will receive written confirmation of receipt of your entry via email. If you have not received this confirmation by COB Wednesday 4 September 2019, please contact david.low@.au or call 02 9922 5111 to ensure your entry has been received.

Enquiries: david.low@.au or 02 9922 5111.

Be sure to register for the CHP Australia Diamond Awards on 7 November 2019.

More information at: .au/events

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