MIAs CATEGORIES 2016
Please read carefully for changes that have been made to the 2016 category listing.
BEST USE OF MEDIA
In these categories, entries will be judged specially on innovative use of the medium (i.e. a campaign entered into Best in Newspaper will be judged on its specific use of newspaper as a medium regardless of the product /service advertised.)
1. Best in Video - Includes, but not limited to, executions in television, cinema and online.
2. Best in Audio – Includes, but not limited to, executions in television, cinema and video.
3. Best in Content Publishing – Content published in print (including newspapers, magazines and business publications), but that may also have been published in a digital format. The content must have also appeared in print.
4. Best Innovation in Out-of-Home/Ambient/Place-Based Media – Budget Under $100,000 – Indoor and outdoor, as well as digital and traditional screening, signage and other executions that occurred within a budget of $100,000. Includes, but not limited to: Billboards, airports, public transit stations/systems, arenas, washrooms, in-store executions, fitness centres, etc. Small scale executions within the budget range may also be entered, including but not limited to: Bars and restaurants, glasses, beer mats and ashtrays, gas station pumps, flyers, stickers, signage, etc. Please provide a ballpark estimate of total costs to the jury.
5. Best Innovation in Out-of-Home/Ambient/Place-Based Media – Budget Over $100,000 - Indoor and outdoor, as well as digital and traditional screening, signage and other executions that required a budget of over $100,000. Includes, but not limited to: Billboards, airports, public transit stations/systems, arenas, washrooms, in-store executions, fitness centres, etc. Small scale executions within the budget range may also be entered, including but not limited to: Bars and restaurants, glasses, beer mats and ashtrays, gas station pumps, flyers, stickers, signage, etc. Any events executed within a budget of $100,000 should be entered into Category #4. Please provide a ballpark estimate of total costs to the jury.
6. Best Innovation in Experiential/Special Event/Stunts – Budget Under $100,000 - Any activity or special event aimed at generating word-of-mouth, product adoption and increased sales that does not rely on a traditional medium as its primary communications tool. May include, but is not limited to, retail installation, guerrilla activities or street theatre, live events, shows, concerts and festivals, and experiential events. The budget for the event should not exceed $100,000. Please provide a ballpark estimate of total costs to the jury.
7. Best Innovation in Experiential/Special Event/Stunts – Budget Over $100,000 - Any activity or special event aimed at generating word-of-mouth, product adoption and increased sales that does not rely on a traditional medium as its primary communications tool. May include, but is not limited to, retail installation, guerrilla activities or street theatre, live events, shows, concerts and festivals, and experiential events. Any events executed on a small budget under $100,000 should be entered into Category #6. Please provide a ballpark estimate of total costs to the jury.
8. Best in Integrated/Multichannel Campaign – Budget Under $250,000 - Entries in this category must show that at least three different types of media were used in the campaign. Entrants will be judged on how successfully they have integrated the chosen media throughout the campaign, with emphasis placed on how well the different types complement and build on each other. The campaign may include both digital and traditional media elements. Please provide a ballpark estimate of total costs to the jury.
9. Best in Integrated/Multichannel Campaign – Budget Over $250,000 - Any media program that does not exceed a media spend of $250,000. This category is aimed at small budget entries. Please provide a ballpark estimate of total costs to the jury.
BEST USE OF CONTENT
Entries in these categories will be judged by how well the content is utilized rather than by the quality of the content itself.
10. Best in Consumer Engagement - Brand-based campaigns that produce strong engagement with the consumer, either through individual participation, new technology or the use of a personalized communication strategy that engages the target audience. Judges will look for proof of engagement metrics like "time spend with brand," "number of interactions," "number of downloads," etc.
11. Best in Content Integration - Promotion of a brand's values and position by going beyond traditional advertising channels to connect the brand to, or integrate within, existing media properties or events. (i.e. Brand Placement – the seamless integration of a brand in a television program or advertiser funded program; Online content seamlessly featuring a client’s product, etc.) The jury will pay particular attention to the content strategy at play.
12. Best in Branded Content - The creation of original content—for any medium, including television, radio, print, online, etc.—by or for a brand that enhances the brand's values and positioning.
BEST USE OF DIGITAL CHANNELS
In these categories, entries will be judged specially on innovative use of the medium (i.e. a campaign entered into Use of Display will be judged on its specific use of display advertising as a medium regardless of the product /service advertised.)
13. Best in Websites and Microsites - Judges will put an emphasis on online innovation over creative excellence of traditional websites.
14. Best Use of Display Advertising - Any campaign using paid online media space. Includes static inventory (banners, big boxes, skyscrapers, etc.) and dynamic or rich media inventory (pop-ups, interstitials, expanding banners and boxes, etc.). Any campaign using social properties as the primary media (Facebook, Twitter, Linkedin) must register in the Best in Social Media category.
15. Best in Social Media - Includes, but not limited to, viral advertising, blogs, social networking sites, consumer generated content and applications.
16. Best in Mobile - Mobile technology, including smartphones, tablet computers, Bluetooth, SMS, MMS, mobile applications, mobile sites and location technologies (i.e. GPS, online maps, RFID, NFC, etc.)
17. Best in Digital Innovation - Awarded to work that has used digital technology in an innovative way. This may include new interactive online tools, downloadable content, or digital technology used in a brand activation or event.
NICHE MARKETING CATEGORIES
18. Best in Niche Target and Multicultural - Any media program that specifically targets a distinct group of consumers. Including, but not limited to, visible minorities, LGBT, new mothers, pet owners or sports fans. Successful entries will do more than simply target appropriate media space (e.g., targeting business audiences by running ads in business magazines), but will have found new ways to reach a very clearly defined group.
19. Best in Location-Based Marketing - Relevance to a regional brand platform with a message that resonates with the local consumer and connects with local culture. For example, a global campaign adapted for the Canadian market or even a Canadian campaign adapted for Quebec or another region(s).
20. Best in Search - Entrants should demonstrate a unique way of using search to meet a campaign's objective. It could be a way of targeting or of converting a searcher's intent.
21. Best in Data-Driven/Programmatic Marketing - Entrants should demonstrate a unique way of using data or market research to meet a campaign's objectives through, for example, improved targeting or conversion. Entries may also include programmatic ad buying media plans.
22. Best in Sponsorships - The promotion of a brand through the sponsorship of an event or events. Judges will look for innovation in the way a brand’s messaging was integrated with the event. Entrants should provide a clear sense of the client’s goal in planning the event, and how the brand delivered on its integrated sponsorship. Engagement metrics and ROI will be taken into consideration by the jury.
PRODUCTS AND SERVICES CATEGORIES
These entries will be judged for their innovation within the category rather than the media.
23. Best in Consumer Goods - Including, but not limited to: Food, beverages, candy, cleaning, personal care, pet care, home maintenance products, etc.
24. Best in Durable Goods - Including but not limited to: Appliances, televisions, cameras, personal phone equipment, sports equipment, home computers, clothing, etc.
25. Best in Cars and Automotive Services – Including, but not limited to, all cars and vehicles as well as auto products and services, spare parts, accessories, gas stations, breakdown and repair companies, car dealerships, car finance and leasing, etc.
26. Best in Financial Products and Commercial Services – Including, but not limited to: Banks, building societies, credit cards, investment companies, insurance, real estate investment, consumer telecommunications services, internet service providers, cable and satellite TV providers, mail delivery and courier services, electricity, gas, power and water companies, private education.
27. Best in Travel, Entertainment and Leisure - Including, but not limited to: Transport, travel and tourism, airlines, train and bus companies, ferry and cruise lines, travel agencies, tourist boards, hotels, resorts, car rental, leisure and theme parks, gyms, health and diet clubs, sporting events, music festivals, orchestras, exhibitions and shows, nightclubs, bars, museums, art galleries, cinemas, theatres, and lotteries.
28. Best in Retail and E-commerce - Retail stores including, but not limited to: Home and online shopping, restaurants, fast food, department, specialty stores (including, for example, clothing, sportswear, footwear, etc.), supermarkets, DIY stores, drugstores, opticians, hairdressers, beauty salons, real estate agents, rental stores, etc. This category also includes fashion brands, whether they have a physical retail presence or otherwise.
29. Best in Innovative Media Products and Platforms - Any media outlet including, but not limited to: Newspapers, magazines and supplements, TV and radio stations, networks and programs, websites and portals as well as books, records, CDs, DVDs and apps. Entrants to this category should be vendors, and not clients.
30. Best in Business Products and Services, Corporate Information and Self-Promotion - Including, but not limited to: Business phone and computer equipment, office supplies, accountancy, conference and events services, courier services, employment agencies, agricultural and manufacturing equipment, as well as non-product-based company image, competition and event sponsorship, holiday messages, company mergers, website development, marketing, media and advertising services and investor relations.
31. Best in Charities, Health Care and Safety, Public Awareness Messages - Including, but not limited to: Anti-smoking, anti-drugs, anti-drunk-driving, road safety, health, hygiene, disease and illness awareness, political and religious messages, unions, associations, environmental awareness, education, racial, ethnic and disability awareness, sex and gender equality, charities as well as private health care and clinics, including optical, medical and dental services, prescription drugs, hearing aids, psychiatrists, sex therapists and plastic surgeons.
BEST IN SHOW
32. Deemed by the jury to be the best work of all of the submissions for 2015. Based entirely on an independent jury vote – no submissions are required.