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REGGIE AWARD CATEGORIES
Program/campaign targeting a specific age range such as kids, tweens, teens, young adults or seniors. Judges will be looking for how you tailored your messaging and brand experience to reach your specific demographic. Include demographic description, insights and campaign results.
ANA Center for Brand Purpose Award
Awarded to the program/campaign that is groundbreaking, inventive, and at the forefront of improving consumers' lives while driving business growth. This campaign makes a positive impact on society via a social cause, an environmental improvement effort, or support of a charity/cause. This can include pro bono campaigns, donations, marketing campaigns developed for the good of a cause, corporate responsibility programs, etc. We want to see your passion behind the campaign and how you effectively made a difference in bringing your brand purpose to life.
Programs/campaigns targeting business partners, including trade programs, instead of consumers. Entries in this category should be innovative campaigns that were created to communicate or collaborate with another business.
Challenger Brand Marketing (NEW!)
This category will recognize those programs/campaigns that utilize innovative brand activation strategies to support an emerging, disruptor or challenger brand that's competing against much larger, better funded or more established brands via savvy brand activation marketing.
Winners of this category have developed or integrated content that engages, interacts, entertains, informs or tells a story to a target audience. Entries will demonstrate how they changed, enhanced, or connected with constituents to affect a desired behavior. This can include user-generated content, augmented reality, online and offline media, branded entertainment, gaming, narrative, social content, or other types of content.
Creativity & Innovation
Programs/campaigns that took the marketplace by storm and challenged the status quo. We are looking for the crème de la crème of out-of-the-box thinking. The innovation could be in the activation idea itself or relating to the way it was communicated, the technology used, or media selection. Include the risks you took in your entry, what barriers you overcame, and how you executed your original idea.
Digital, Social or Mobile Marketing (NEW!)
This category welcomes entries in the digital, social or mobile spaces. It includes programs/campaigns involving mobile sites, apps, geo-location strategies, email campaigns, web-based campaigns, etc. Also can Include programs/campaigns specifically designed to provide a unique online experience or a straightforward path to purchase on a mobile device, or can reward the best use of Social Media tools (Facebook, Twitter, Instagram, Pinterest, Tumblr, etc.) targeted to consumers as the primary communication tactic/strategy to reach your objectives.
This category highlights programs/campaigns that touched the consumer by allowing them to become active participants through sampling, hands-on product demos, immersive events, tours or online & offline activities. Winning campaigns in this category will prove how your customers interacted with your product or service via a sensory experience that made a lasting impression.
This category rewards the best use of Influencer Marketing - marketing that utilizes individuals, groups of individuals, groups or associations to help advocate for the brand or product in order to gain credibility and target to consumers as the primary communication tactic/strategy to reach your objectives. Programs/campaigns can include any type of influencers, from mini to YouTube stars to national celebrities, and anything in-between.
Innovative Commerce Marketing (NEW!)
Whether you're a packaged goods or a software-as-a service company, a considered purchase or an impulse buy, companies must continue to be innovative in the way they generate commerce, or they risk being outflanked by their competitors. This category is for brands that have innovated in their marketing efforts to drive commerce leading to brand growth. Entries welcomed from industry leaders in URL to IRL, Direct to Consumer (DTC), Click and Collect / Buy Online Pick Up in Store (BOPIS), experiential flagships, social commerce and more.
Innovative Use of Marketing Technology (NEW!)
Brought to you by ANA's Marketing Future area, this category will honor those programs/campaigns with innovative topics and emerging trends through technology, including Chatbots, Virtual Reality, Artificial Intelligence, Augmented Reality, Digital Transformation or others.
Local, Regional Market Marketing
Programs/campaigns directed toward consumers on a local or regional level or targeted to specific geographic markets. Entries in this category will provide information on how the specific area was selected and explain the process of designing the campaign.
Multicultural/Lifestyle Segment Marketing
Programs/campaigns targeted to specific demographic or lifestyle consumer groups which can include Hispanic, African American, Asian, LGBT, People with Disabilities, etc. Entries should prove how the campaign targeted the demographic from inception to execution. Entries may also include "Total Market" campaigns that prove how a fully integrated cross-cultural strategy was executed to target multiple constituents within the overall brand strategy.
National Consumer Brand Activation Marketing
Campaigns targeted toward consumers on a national level. Entries must prove how the team strategized and executed the campaign to reach the masses and demonstrate integrated Brand Activation elements across various touch points.
New Product Launch
Programs/campaigns whose purpose was to introduce new products into the marketplace. Entries in this category should describe how you discovered the opportunity and created your launch plan.
Submissions in this category must be programs/campaigns that involved two or more partners. Entries can be of various types of partnerships - ones involving 2 or more brands/marketers, a brand partnering with a cause, film/entertainment property, music property or sports league/team/governing body. Successful submissions will explain the opportunity between partners and how the collaboration affected results for all partners.
Programs/campaigns that included marketing tactics that directly encouraged purchase, influenced trial, repeat, or quantity of purchase, and are very measurable in volume, share, and profit. Tactics can include couponing, sweepstakes, sampling, special packaging, premiums, licensed properties, refunds and rebate-related programs.
Relationship Marketing is a strategy that emphasizes customer engagement, retention, and satisfaction. It's rooted in building customer loyalty and lasting, long-term engagement with a customer base. Entrants should demonstrate how their program/campaign has effectively engaged consumers by motivating long term purchasing behavior and showing their commitment to the brand over time to generate true brand loyalty via rewards/loyalty, customer engagement, customer experience, CRM, personalized or email marketing
Seasonal/Holiday Marketing (NEW!)
This category will recognize those programs/campaigns that utilize innovative brand activation strategies to support a brand that's competing in and leveraging the unique aspects of a specific holiday (Valentine's Day, Easter, Mother's Day, Halloween, etc.) or themed selling season (Spring Cleaning, Back to School, etc.).
Shopper Marketing or Retailer-Specific Marketing
Entries in this category are either Omni-Channel or Shopper Marketing programs/campaigns developed by the brand (or jointly with brand/retailer) to reach shoppers through retail partners. Retailers are eligible to enter this category directly if the campaign is based on shopper or retail-led insights. If retail specific, to include marketing solutions developed or customized for or by a specific retailer to drive sales. These may be programs that use promotion, merchandising and other tools, and may be themed around an occasion, holiday, season, category, or store-wide program, either initiated by a retailer or brand. Winning submissions will present the insight(s) and how you drove results for both the retailer and the brand.
Small Budget Brand Activation Marketing (Budget less than $1,000,000)
This category is for Brand Activation programs/campaigns that achieved magic and effectiveness on a tight budget. And, yes, that's an all-in number, including media.
Sponsorship or Licensed Property Marketing
Programs/campaigns that involved sponsorship of an existing entity or use of a licensed property to differentiate a brand and bring the brand's positioning to life. The typical entry in this category has included an entertainment or music related property or sports league/team/governing body.
Sports or eSports Marketing (NEW!)
Programs/campaigns that involved a specific sport, league, team or athlete, either for a live sport or eSport, to differentiate a brand and bring the brand's positioning to life. The entry can be for how a brand has activated with a sports element, or brand activations for the sport, competition (Olympics, Ryder Cup, etc.), league, team and/or athlete themselves.