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REGGIE Award Categories
Please note that many campaigns fit into multiple categories. When preparing entries, please review all the categories to find the ones that best apply to your campaign.
Programs/campaigns which target a specific age range such as kids, tweens, teens, young adults, Millennials, Gen Z, 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.
Programs/campaigns which target 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
This category recognizes those programs/campaigns that utilized innovative brand activation strategies to support an emerging, disruptor or challenger brand competing against much larger, better funded or more established brands.
Winners of this category have developed or integrated content that engaged, interacted with, entertained, informed, or told a story to a target audience. Entries will demonstrate how they changed, enhanced, or connected with constituents to create 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, in any form.
Creativity and Innovation
Programs/campaigns that took the marketplace by storm and challenged the status quo with a Big Idea based on 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. This category also recognizes innovative campaigns utilizing emerging technology, including Chatbots, Virtual Reality, Artificial Intelligence, Augmented Reality, or others.
Customer Service & Relationship Management NEW
Your marketing attracts customers to your products – but how do you keep them coming back? Research tells us it costs five times as much to attract a new customer than to keep an existing one, and that repeat customers spend over 30% more than new customers – so building solid relationships with your clientele is critical to competing effectively in the marketplace.
This category will spotlight the brands that are investing in retention efforts and customer service efforts that drive loyalty and establish long-standing relationships with their customers.
We are looking for activities that directly interacted and engaged existing customers with reward/loyalty programs, customer service programs and upsell initiatives. The effort must be designed to assist, retain, and/or reward customers and demonstrate the results the effort delivered for the business.
Digital, Social or Mobile Marketing
This category welcomes entries in the digital, social, or mobile spaces. It includes programs/campaigns involving mobile sites, apps, geo-location strategies, email campaigns, and web-based campaigns. Programs/campaigns can be 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, TikTok, etc.) targeted to consumers as the primary communication tactic/strategy to reach your objectives.
Entertainment or Sports Marketing and/or Sponsorship NEW
Programs/campaigns that involved the use of an entertainment or licensed property to differentiate a brand and activate its positioning, or involved a specific sport, league, team, or athlete, to bring the brand's positioning to life. The typical entry in this category has included an entertainment (movie, TV, streaming, live event) or music-related property, and may have included sponsorship of an existing entity, or how a brand activated with a sports element, how a team or league sponsorship was activated, or brand activations for the sport, competition (Olympics, Ryder Cup, etc.), league, team, and/or athlete themselves. Campaigns for the entertainment or sports entity themselves are also eligible.
Experiential Marketing (Live Events or Installations)
This category highlights programs/campaigns that touched consumers by allowing them to become active participants through sampling, hands-on product demos, immersive events, tours, or live, special installations. Campaigns can be in support of a single or multiple locations. Winning campaigns will prove how your customers interacted with your product or service via a sensory experience that made a lasting impression.
Experiential Marketing (Virtual Events) NEW
This category highlights programs/campaigns that touched consumers by allowing them to become active participants through online and offline activities. Campaigns with virtual or other non in-person or on-demand experiences will compete in this category. Winning campaigns will prove how your customers interacted with your product or service via a sensory experience that made a lasting impression.
Gaming or eSports Marketing NEW
Programs/campaigns that involved a specific video game or eSport or related competition, to differentiate a brand and bring the brand's positioning to life. The entry can be for how a brand activated with a specific game, league, team or personality, or brand activations for the game, competition, league, team, and/or athlete themselves.
Holiday or Seasonal Marketing
This category will recognize those programs/campaigns that utilized innovative brand activation strategies to support a brand that competed in and leveraged the unique aspects of a specific holiday (Valentine’s Day, Easter, Mother’s Day, Halloween) or themed selling season (Spring Cleaning, Back to School).
This category rewards the best use of Influencer Marketing - marketing that utilized individuals, groups of individuals, groups, or associations to help advocate for the brand or product to gain credibility with target consumers as the primary communication tactic/strategy to reach your objectives. Programs/campaigns can include any type of influencers, from mini to TikTok stars to national celebrities, and anything in between.
Local, Regional or Market Specific 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 or Lifestyle Segment Marketing
Programs/campaigns targeted to specific demographic or lifestyle consumer groups, which can include Hispanic, African-American, Asian, LGBTQ+, People with Disabilities, etc. Entries should prove how the campaign targeted the demographic from inception to execution.
National Consumer Brand Activation Marketing
Campaigns targeted toward consumers on a national level utilizing a cross-discipline brand activation plan. 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 or Service Launch
Programs/campaigns designed to introduce new products or services into the marketplace. Entries in this category should describe how you identified 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 two or more brands/marketers, or 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 were very measurable in volume, share, and profit. Tactics can include couponing, sweepstakes, sampling, special packaging, premiums, licensed properties, refunds, and rebate-related programs.
Purpose, Cause, or Charity Marketing
The ANA Center for Brand Purpose Award is for the program/campaign that makes a positive impact on society via a social cause, an environmental/sustainability 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, partnerships, etc. We want to see the passion behind your campaign and how you effectively made a difference in bringing your brand purpose to life.
Rebranding, Repositioning or Reintroducing Brand Marketing NEW
Strong brands have solid positioning, sharp strategies and well-targeted executions. But nothing lasts forever and often brands are in need of a refresh to regain previous successes. This category includes support for a company or brand that is changing, updating or refreshing its positioning, going through an overall rebranding, or introducing to consumers after a hiatus.
Shopper Marketing, Retailer-Specific or Omnichannel Marketing
Entries in this category are either shopper marketing or omnichannel 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 was based on shopper or retail-led insights. If retail-specific, 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 designed 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 (Overall Budget Less than $500,000)
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.