*denotes the 10 categories for Sri Lanka entrants
1. INTEGRATED MARKETING CAMPAIGN.*
Dragons awarded to campaigns which combined at least 3 of the following marketing disciplines to effectively market a product or service, returning a measurable ROI. Disciplines include: Games of Chance or Skill, Database marketing, Customer acquisition/retention, Loyalty, Digital, Experiential, Event, Public Relations, Sponsorship, Cause, Mobile, Social Media, Influencer Marketing, Gaming, Entertainment, etc
2. MARKETING DISCIPLINE.
Dragons awarded to campaigns which best utilised any of the following Marketing Disciplines (themes) to market a product or service. Themes include: Movies (including product placement & leveraging), Music, Sport, Gaming, Wellbeing, Lifestyle, Finance, Banking, Hospitality, Environment & Sustainability, Automotive, Tourism, Entertainment etc.
3. DIGITAL.*
Dragons awarded to campaigns which featured any digital marketing technique to market a product or service. Techniques can include: Mobile, online executions, QR, AI, VR, blockchain, gamification, etc.
4. INNOVATIVE IDEA OR CONCEPT.*
Dragons awarded to campaigns which involved a unique marketing idea which 'challenged the norm', 'took a huge risk', 'was something out of the box' or just 'Wow! How did they do that!' in any marketing sector. Guerilla executions are welcome.
5. BRAND BUILDING AND/OR AWARENESS.*
Dragons awarded to campaigns which best enhanced a brand’s awareness, image or equity to its customer base, returning a measurable ROI.
6. BUSINESS.
Dragons awarded to campaigns which best marketed a product or service, in any of the following Industry sectors: Banking, Retail, Finance, Transport, Agriculture, Insurance, Real Estate, Trade or Employee Incentives, B2B & B2C, Shopper Marketing, Key Account, or Channel-Specific activities.
7. EVENT OR EXPERIENTIAL.*
Dragons awarded to campaigns which best delivered a brand experience via: Travelling Roadshows, Exhibitions, Pop up stores, Product demonstrations & Sampling, In-store/dealer/reseller activities, Shopping centre/mall activities and Cultural or Religious activities.
8. LOYALTY.
Dragons awarded to campaigns which effectively generated short or long term customer loyalty, in marketing a product or service. If a Campaign commenced before the current entry period, earlier results need to be included in the entry.
9. MOBILE.
Dragons awarded to campaigns which effectively involve mobile phones, tablets and other mobile, web linked
devices in the marketing a product or service to target audiences.
10. SOCIAL MEDIA INCLUDING TIKTOK & SNAPCHAT.*
Dragons awarded to campaigns which demonstrated the best use of any Social Media delivery platform in the marketing of a product or service. Executional mediums can include: TikTok, Snapchat, X, Instagram and any other niche platform.
11. PRODUCT LAUNCH OR RE-LAUNCH.
Dragons awarded to campaigns which effectively launched a new product, or re-launches an existing product or service, returning a measurable ROI.
12. BRAND TRIAL OR SALES GENERATION.
Dragons awarded to campaigns which effectively generated measurable brand trial and sales, for a product or service, returning a measurable ROI.
13. PUBLIC RELATIONS.*
Dragons awarded to campaigns which effectively involved any PR executional tactic to promote a product or service, using traditional, non-traditional media.
14. CAUSE, ENVIRONMENT OR SUSTAINABILITY.*
Dragons awarded to campaigns, the themes of which involved positive & impactful innovation in: environment & sustainability, cause relation, charity/not-for-profit, fund raising, crowd sourcing & Government Programmes.
15. SMALL BUDGET.*
Dragons awarded to Campaigns which effectively executed a campaign with a budget of US$50,000 maximum, in any industry sector. Entrants must include the size of their Budget in their entry.
16. MEDIA.
Dragons awarded to campaigns which best leveraged media to address the marketing communications objectives of a brand or service. Executions can include: TV (Free to Air or Cable), Publications, Radio, Cinema, Streaming Platforms, Digital (YouTube, TikTok, Facebook, Google, Instagram, Snapchat), OOH.
17. INFLUENCER/CONTENT CREATION (NEW).*
Dragons awarded to campaigns which used Influencer Marketing & Social Engagement tactics to promote & generate sales of a product or service by Influencers, KOL's, Celebrities & Content Creators to their audiences, via any online platform. Themes can include: Beauty, Beverages, Cuisine, Fashion, Finance, Fitness, Lifestyle, Music, Travel & Wellbeing. Mediums can include: AI, Avatars, Instagram, Snapchat, TikTok, YouTube & X.