All cases must follow the rules mentioned below:
A. File composition
Ensure you submit all entry materials exactly as they were requested. Any missing materials or information can result in disqualification.
The written brief is the most important part of the entry because it frames the business challenge and illustrates the effectiveness of the campaign and the role of Interactive media.
The best briefs explain the competitive environment, the campaign objectives and goals, and any evidence of performance. The key elements the panels will judge are effectively demonstrating performance, results and the role of creative.
Briefs should be clear, concise and free of jargon and exaggeration.
Each of the three sections of the brief – strategy, execution, results – must be under 400 characters (1,200 characters with all three sections), and easy to read.
B. The written briefs must include:
1. Strategy:
This section is worth 25 percent (points) of the overall score. Judges look for a firm understanding of the business/marketing challenge, along with a solid strategy. It is important to demonstrate use of research, creativity, choice of media vehicles and integration with other non-interactive media if appropriate.
2. Execution & Use Of Media:
This section is worth 25 percent (points) of the overall score. How well was the campaign carried out? How creative or sophisticated was the campaign in its use of media? What percent of the campaign budget went to interactive media? How well was technology leveraged?
3. Results & ROI:
This section is worth 25 percent (points) of the overall score. Did the campaign achieve its objectives and goals, and is there solid empirical evidence to back it up? Did the performance of the campaign have a significant impact on the business? How did the creative contribute?
4. Creative submissions:
Also are important, as they account for 25 percent (points) of each campaign’s total score. Judges will consider such criteria as engagement, unique use of medium, art direction, copywriting, integration with overall campaign, and use of technology.
There is a restriction of 5 creative samples you provide.
C. Eligibility
Any campaign that ran during the qualifying period from the 1 January 2011 – 31 december 2011.
Every case is presented to the Designated Jury. If a case is judged by a Jury for Ethical Practice in advertising (RAC), then the Jury of the MIXX Awards will be advised of this. It is up to the Jury and a representative of the IAB Romania to decide whether to include the case for the final judgment.
D. Submissions
Deadline: 8 May 2012, 23:59
Entrants can submit campaigns for as many categories as they like, and submit multiple campaigns for each category.
Submissions should reflect work that was carried out predominantly by the submitting agency or advertiser, and the role of collaborating (creative and media) agencies and key individuals should be referenced.
Submissions must include a written campaign brief, which requires:
1. Campaign strategy
2. Execution and use of media
3. Demonstrated results
Each of these three components (strategy, execution, results) must be limited to 400 characters (for a maximum 1,200-character written brief).
E. Entry Information
• Please make sure all information including campaign name, advertiser, submitting agency and credits is referenced and spelled exactly as it should appear in information for the media, on trophies, in the IAB MIXX Awards Winners’ Gallery and Nominees list, and on printed and multimedia presentation materials for the IAB MIXX Awards Gala, during RoNewMedia.
• The information supplied in the online entry form may be published and/or appear on trophies and promotional materials.
F. Results
The winners will be revealed during the IAB MIXX Awards Gala on Thursday evening the 17th of May 2012 during RoNewMedia conference 2012.
G. Use of material
By submitting your case, you explicitly grant permission to IAB Romania to use the information and material of your case for events, publications, etc. Confidential information may be labelled as such and this will be taken into account by the IAB & the Jury.
H. Publication of winning work
• Work submitted must be original or you must have secured rights to submit it.
• Creative Materials and Briefs: By entering work into the MIXX Awards you automatically grant the IAB the right to make copies, reproduce and display the creative materials and briefs for educational and promotional purposes such as but not limited to the web site, newsletter, programming/conferences and the Awards Gala.
• We respect that entries may have information deemed confidential by the client. For this reason, you will have the opportunity in the online entry form, and you must, indicate whether or not publishing permission is granted for the written briefs section of the entry form
Judging & Jury
The IAB MIXX Awards Romania is judged by an independent panel of highly acclaimed thought leaders in the advertising ecosystem:
- digital agencies executives who created/ designed/ implemented some of the most recognized online campaigns in Romania,
- marketers with direct control over many of the largest online advertising budgets in Romania,
- major media company leaders.
- IAB Romania & Europe Representatives
The judging system, rules and structure is based on MIXX international standards that are used all over the countries where the Awards are being organized. Intense scrutiny during the judging process ensures that winning submissions truly reflect the industry’s best work and reward the creatives and brands successfully using the online environment in order to best achieve their objectives. With an intensive live debate phase of judging by some of the most demanding marketing executives, winning a MIXX Award will consist in world recognition and will be one of the most sought-after honors in interactive advertising.
Phase One
The screening of the submission – by IAB Romania. Every entry is evaluated and reviewed to make sure that it complies with all requests and demands so that the jury will have all the information needed.
Phase Two
An independent panel of highly acclaimed representatives of the entire interactive advertising ecosystem—advertising agency experts, brand marketers and major media company executives, IAB Romania & IAB Europe’s representatives—convenes in a set location for sequestering and an intense afternoon of live and face to face debate with the goal of selecting the most creative and impactful interactive work in each category and determine the “Best in Show”. (12 members – Chief Creative Officer, President, Director, SVP, Chairman, Global Leader, Senior mkt managers). The judging process will be supervised by a PWC representative in order to ensure a non-debatable selection and judging process and organized by an IAB Romania staff member.
Each of the members of the jury will receive a form in which will have to assign points taking into account the following:
Strategy: This section will comprise up to 25 points of the overall score. Judges look for a firm understanding of the business/marketing challenge, along with a solid strategy. It is important to demonstrate use of research, creativity, choice of media vehicles and integration with other non-interactive media if appropriate.
Execution & Use Of Media: This section will comprise up to 25 points of the overall score. How well was the campaign carried out? How creative or sophisticated was the campaign in its use of media? What percent of the campaign budget went to interactive media? How well was technology leveraged?
Results & ROI: This section will comprise up to 25 points of the overall score. Did the campaign achieve its objectives and goals, and is there solid empirical evidence to back it up? Did the performance of the campaign have a significant impact on the business? How did the creative contribute?
Creative submissions: also are important, as they account up to 25 points of each campaign’s total score. Judges will consider such criteria as engagement, unique use of medium, art direction, copywriting, integration with overall campaign, and use of technology. There is a restriction of 5 creative samples provided for each campaign.
Depending on the category the judges will give more attention to one or more criteria. For example: in the category Direct response, the criteria ‘Results & ROI’ will be the most important criteria, so if a case submitted in this category has a brilliant strategy, a fabulous design and the perfect mix of media but lousy results, the case will never win the award in the Direct Response category.