Red Apple MIXX

Terms of Form 1 application to International nominations and Festival nominations — Campaigns

The application is made in written form and reflects 4 components: strategy, creation, use of media instruments and results. The application should display in full form the goals and tasks of the campaign, the grounding and presentation of the project. Key elements assessed by the referees are the success of project presentation, the results and the role of the creative component in the projects.

The standard description should contain 1000 — 1200 words and should not be more than 1600 words. Each of the three application sections: strategy, the use of media instruments and ROI should not contain more than 400 words (1200 words total) and should be easy to read.

Application information should not include slang and exaggeration, should be laconic and clear. The examples of the correct
Demands to Form 1 application content:

1. Strategy: This part occupies 25% of the application. The jury together with the strategy takes into account the understanding of business/marketing goals. It is important to show the skill of using analytical data, creation, various media instruments and their combination with traditional (non-interactive) media, in case it took place.
   
   The description should answer the following questions:
   • What is the project’s business goal?
   • What is the target group like?
   • What was the creative and media strategy?
   • What general goals were set before the project? E.g., to extend the market segment, to increase the sales, etc.
   • What for and how the campaign result was counted?
2. The use of media instruments: This part occupies 25% of the application. What was made for achieving the defined result? How creative and unusual was the campaign for the given type of media? What percentage of the campaign budget was spent on the interactive media? How successful was the project technologically?
   
   Your description should answer the following questions:
   • What interactive tactics was used? Why was this very tactics chosen and how was it performed?
   • Were any interesting or unique approaches to the campaign performance used?
3. Results and ROI: This part occupies 25% of the application. Were aims and goals of the campaign achieved, how were the campaign results estimated, what measurements were used? How did the campaign influence the business as a whole? What is the contribution of the creative component? Do not forget to display statistics (numbers) which can help to understand the company’s successfulness.
   
   Your description should answer the following questions:
   • How close are the campaign results to the planned ones? Please mention the data in the strategy description (above).
   • Which data corroborate the fact that the campaign achieved the defined goals? (Some data of agency, advertiser or the third part research)
   • How did the campaign immediately influence the customer’s business (sales increase, etc.)?
4. Creation: This important part occupies 25% of the application. The jury makes decisions according to such criteria as: integration to the global campaign (if this is acceptable for the project), the uniqueness of media choice, the artistic component, the use of technologies. One can present no more than 5 creative executions as an example.
   
   Rules of creative executions presentation:
   • An active URL link to every creative element of the campaign. Please make sure that all the links are valid; an invalid link can cause disqualification.
   • Information for entering the system (if necessary) — login, password.
   • Extra instructions (e.g. «press this button»)
   • Not obligatory, but strongly recommended to present a video clip, no longer than 5 minutes.

Terms of Form 2 application to Festival nominations — Interactive Instruments

The application is made in written form and reflects 4 components: goal, idea, performance and result. The application should display in full form the goals and tasks of the instrument, the grounding and presentation of the project. Key elements assessed by the referees are the success of project presentation, the results and the role of the creative component in the projects.

The standard description should contain 1000 — 1200 words and should not be more than 1600 words. Each of the 4 application sections: goal, idea, performance, result — should not contain more than 400 words (1200 words total) and should be easy to read. Each of the components has its weight and is estimated by the jury according to its percentage weight.

Application information should not include slang and exaggeration, should be laconic and clear. The examples of the correct
Demands to Form 2 application content:

1. Goal: This part occupies 15% of the application. The jury takes into account, together with the creative and technological idea, the understanding of business/marketing tasks by the company.
   
   The description should answer the following questions:
   • What is the project’s business goal?
   • What is the target group like?
2. Idea: This part occupies 35% of the application. What was made to achieve the defined results? How creative and unusual was the campaign for the given type of instrument? The jury makes decision according to such criteria as: innovation, the creative component, the use of technologies. One can present no more than 5 creative executions as an example.
   
   Rules of creative executions presentation:
   • An active URL link to every creative element of the instrument. Please make sure that all the links are valid; an invalid link can cause disqualification.
   • Information for entering the system (if necessary) — login, password.
   • Extra instructions (e.g. «press this button»)
   • Not obligatory, but strongly recommended to present a Power Point presentation illustrating the idea, no more than 5 slides.
3. Performance: This important part occupies 35% of the application. The jury makes decision according to such criteria as: the quality of performing the idea, the fullness of realization of the idea, the artistic component, copyright, and the use of technologies.
   
   Your description should answer the following questions:
   • Why was this very type of performance chosen?
   • Were there any interesting or unique approaches to the realization of solution elements?
   • What percentage of the budget was spent on the realization of the instrument?
   Rules of presenting the realization example:
   • An active URL link to every creative element of the campaign. Please make sure that all the links are valid; an invalid link can cause disqualification.
   • Information for entering the system (if necessary) — login, password.
   • Extra instructions (e.g. «press this button»)
   • Not obligatory, but strongly recommended to present a video clip, no longer than 5 minutes.
4. Result: This part occupies 15% of the application. Were the goals and tasks achieved, how were the results estimated? Where and how was the given instrument used?
   
   Your description should answer the following questions:
   • How close are the campaign results to the planned ones? Please mention the data in the strategy description (above).
   • Which data corroborate the fact that the campaign achieved the defined goals? (Some data of agency, advertiser or the third part research)

Tips for participants: Form 1 and Form 2 applications should be accompanied with the following information:

• The advertiser’s logo (300 dpi)
• The participant’s (agency/Internet resource) (300 dpi)
• The participant’s (agency/Internet resource) contact information
• (Name/Surname/Occupation/contact phone/e-mail)
• Information about the participants (up to 100 words): best projects of the previous years, key clients, etc.

The information on the project must obligatorily include:

• Name of project
• Picture of project (300 dpi)
• Time of campaign (for key categories)
• Video clip/case film/slide show
• Pictures of different media (Internet site, banners, etc.)
• Project description according to the demands to Form 1 and Form 2 applications