This award will go to the best use of outdoor for a product, brand or advertiser that has… (a) never previously used the Outdoor medium or (b) this is their first campaign to appear on the OMA Spend figures since June 2011 Judging will be based on the following four criteria, each attracting 25% of the total marks allocated. (Maximum 250 words per section)
- Strategic planning (25%) Covering market background, competitive position, campaign goals, target market, media selection, and rationale for Outdoor.
- Tactical Planning (25%) Understanding of key variables in Outdoor planning process – timing/use of formats/regionality/weights/innovative planning and demonstrable cost efficiencies via CPT’s etc. While use of JNOR figures is important, non-JNOR formats will be allowed for.
- Media & Creative Symbiosis (25%) Core idea, execution, understanding of how the poster creative needs to work with the medium.
- Results (25%) How well the campaign met objectives as demonstrated by sales / market share / research results.