Category 4 - Marketing & promotion
4a. Best Broadcast Commercial
About this category
One of the most popular in the GSMA's Global Mobile Awards, the Best Broadcast Commercial category is highly sought after by network operators, manufacturers and marketing professionals that aim to differentiate their services and products among users in the market via the use of creative television advertising.
This category seeks to highlight the use of broadcast media to advertise and promote mobile services and products by the industry to the end user. This award is for television commercials that are created to promote network operator brands and mobile services, manufacturer branded devices or accessories or content owner/provider branded mobile services such as games, music downloads, promotions or other mobile content related services using the medium of broadcast television advertising.
(Note, this category is not for 'Mobile Advertising' services, but for traditional television advertising of mobile products and services to end users. See category 1c for Best Mobile Advertising.
Eligibility:
The category is open to network operators, manufacturers, vendors and suppliers of handsets and devices as well as content owners/providers and advertising agencies, on behalf of their mobile sector clients.
Judging criteria
TV Commercials entered must have been first broadcast or aired after December 1st 2007 or will be aired before November 28th 2008. In assessing TV commercials entered, the judges will be considering a number of factors including the following:
- Campaign results against defined & stated marketing objectives
- The commercial's artistic, dramatic and production qualities and impact
- Conveyance of light hearted, humorous or serious messaging
- Product, service or brand appeal
- Clarity of message and understanding of user benefits conveyed
Although viewing of the TV commercial is an essential part of the decision making process, the judges require supporting information to make a clear decision. As part of the above, the judges will require statistical evidence to demonstrate the success of the campaign in terms of increased awareness achieved, take up and/or enhanced revenues within a given period of the campaign.
Entry Process & Formats:
In order to ensure a consistent approach for our judges, entries must be submitted using the Best Broadcast Commercial entry form . Entries not using the web based entry form will not be considered. For entry format and process for submission of commercials, see below. All entries must be submitted by November 28th 2008.
Following your web entry, you will be allocated and sent a unique reference number by email. Then follow these steps:
FOR JUDGING PURPOSES: Entrants should submit/upload their TV advertisement on line. Please note, do NOT send a series of several commercials as part of a campaign, please select and enter your single BEST commercial only. This should be as an .mpeg file (for video). An upload facility will be provided via a link in your confirmation email once your entry has been submitted. You will have the ability to upload 1 file to accompany your entry up to a maximum file size of 10MB.
If using sound, entries should be submitted with English language voice-overs or if not possible, they MUST be supported by an English translation of the script
Entrants must also submit and send a Beta SP Pal, Digital Beta PAL or DVD version of the entered best television commercial by post.
Again, posted copies should be submitted with English voice-overs or if not possible, they MUST be supported by either English subtitles or English translations of the scripts. Please send your video tapes or DVDs clearly marked with the unique reference number you are allocated after submitting your web entry to:
The Awards Administrator
GSMA
1st Floor
Mid City Place
71 High Holborn
London
WC1V 6EA
UK
Specific Entry Form Questions for this category:
On the entry form, in addition to submitting contact and company information, you will be asked to answer the following questions (maximum text/character length for your answers also shown in brackets below):
- What is the name of your campaign? What mobile service or product is it promoting? (500 characters = approx 80 words)
- Is this a joint entry? If so. Who are the partnering organisations e.g. agency/client? (500 characters = approx 80 words)
- The TV commercial entered must have been aired in at least one market between 1st December 2007 and 28th November 2008. Please confirm markets where it was aired and for how long during this period? (1000 characters = approx 170 words)
- What are/were the objectives of the campaign? (1000 characters = approx 170 words)
- What was the budget for the commercial? (500 characters = approx 80 words)
- What was the single key message of the commercial, and what user benefits does it aim to convey? (1000 characters = approx 170 words)
- How did the campaign achieve its objectives? Please provide statistical evidence to demonstrate its success during the life of the campaign, demonstrating take up, increased awareness and or enhanced revenues/sales within a given period. (1000 characters = approx 170 words)
Please note: Use URLs when they are specific/ relevant to the category and will help judges further understand your entry, but due to the number of entries received, judges will not have time to surf company websites looking for further information on the entered product/service or initiative.