How to prepare your entry
Important. In readiness:
Please remove any Entrant name or logo from your entry to avoid any possible bias by a Judge.
Also any reference to Awards your Campaign may have won in other Awards Programmes. Our Judges will score entries based on the Dragons of Asia Judging Criteria.
1. CAMPAIGN WRITTEN SECTION.
The Written Section PDF must be no more than 4, A4 Pages in 12pt type. The PDF needs to include the following elements:
- The Summary Statement
- The Campaign name
- The Client Name
- The Entry Category being entered.
The Summary Statement.
In one paragraph directed to Judges, state why you strongly believe your Campaign should be a Winner from every other entrant in this category, this year. What stood out ? Was any element groundbreaking ?
If there’s any foreign language in the Campaign name or within the Campaign, please provide an English translation. It may be of vital importance in providing relevance to a Judge. As an example, a multi-award winning campaign was titled ‘Audio Nikahnama’.
In reality, Nikahnama is an Islamic marriage agreement. Knowing this word from the outset of Judging, gave the Judges an immediate understanding of the theme of the entry.
Campaign Strategy: Representing 20% of the score.
Describe the Marketing situation. How was the brand positioned within the Market ? What was the competitive activity.
What were the Marketing Objectives the Campaign meant to achieve for the brand: creating awareness & acceptance, generating new customers, increasing sales, subscriptions, achieving trial, switching, loyalty, supporting trade partners, launching a new product, increasing market share, etc. What factors were important for the success of the Campaign.
What strategy was used to address the Marketing Objectives, and why. Was the strategy sound for the brand and target audiences. Any parameters/issues were faced in planning?
The Judges will be looking for appropriateness, relevance and the quality of strategic thinking.
Campaign Concept: Representing 30% of the score.
Describe your concept. How did it evolve. Which technique/s were chosen, and why.
The Judges will be looking for originality, creativity, aptness and an ability to achieve the Marketing Objectives.
Campaign Execution: Representing 30% of the score.
How was the Campaign executed. How did it stand out. How did it involve the target audiences.
The Judges will be looking for how well the Campaign was executed, the quality of the messaging, and the quality of the target audience participation. Finally, most importantly, results.
Campaign Results: Representing 20% of the score.
The Dragons of Asia Award Programme is results - focused. However, we’re aware that in some cases, Clients may not allow the inclusion of actual results in an entry.
If actual results (sales, market share & volumes etc) are confidential, quantify them, index them, benchmark them, or consider how else results could be reported. We will be selecting Judges to match Entry Categories, so they will have Industry knowledge. If you can include results, but require them to be seen only by the 4 Judges who’ll score the campaign, include this request in the Results Section of your Entry, or advise the Secretariat.
2. CAMPAIGN SUPPORT MATERIAL.
Printed material.
Create a PDF file, converted from a Powerpoint deck, containing examples of collateral material from your campaign: entry forms, point of sale material, press coverage, mailing pieces and other item which visually support your entry. The PDF cannot exceed 10MB in file size.
You can combine your Written Section and Support Material into one PDF, if you wish.
Campaign footage.
If you decide to include footage with your entry, upload it to YouTube or Vimeo. You can also include an instruction or password with the link.
Click here for help with YouTube™.
Click here for help with Vimeo.
If your footage is on TikTok, Snapchat, X or Google platforms, include live links within your Written Section or Support Material PDF.
3. WINNERS RELEASE.
To help us with the preparation of the Dragons of Asia Winner Releases, we need a high-resolution jpeg (around 1mb) of one image which best ‘shows off’ your Campaign. A ‘hero image’.