The 2018 categories are split into four groups:

Sectors | Channels | Craft | Special

Sectors

Sectors

These categories will be judged equally on Strategy, Creativity and Results.

AUTOMOTIVE

Show us how you drove sales, leases, rentals, parts and accessories for new or used vehicles – or built brands, traffic and loyalty. This includes programs developed by manufacturers and marketing organizations, fleet operators, leasing companies, dealer groups or individual dealerships.

BUSINESS PRODUCTS AND SERVICES

Providing products and services to another business often requires complex and rational decision making challenges. Demonstrate how great strategy and bold creative can champion the B2B marketers out there. This category is for any campaign that targets a Business to Business audience.

CONSUMER PRODUCTS AND SERVICES

Share your efforts to market merchandise or other items bought by individuals and households, this includes Fast Moving Consumer Goods, household products and manufacturing products. This category is for any campaign that targets a Business to Consumer audience.

FINANCIAL AND INSURANCE

Show us your work for banks, securities, investments, loans, real estate, credit cards or other financial products for consumers, businesses, agents. This category is also for all aspects of insurance including auto, home, life, health, disability or other insurance products.

NOT-FOR-PROFIT

This category includes not-for-profit organizations, charitable foundations, cultural institutions, associations or political advocacy groups. Also – fundraising, public health and safety, public service and social action educational programs.

PHARMACEUTICAL AND HEALTHCARE

This category is for products and services promoting to healthcare professionals and consumers. Whether you are promoting medical supplies to hospitals or daily healthcare products to consumers, be sure to highlight the role that data has played in the campaigns success. Healthcare insurance should be entered into the Insurance category.

PUBLISHING, ENTERTAINMENT and MEDIA

For single sales or subscription efforts for print or digital books, magazines, newsletters, podcasts, research or websites. Also – ticket sales or traffic for films or theatre, sporting events or teams, TV shows, electronic games and software, or lottery participation.

RETAIL AND DIRECT SALES

For retailers and direct-order enterprises, from department and specialty stores to equipment dealers, restaurants, health clubs, mail order, memberships and everything else in between – show us your approach to building traffic, inquiries, sales, loyalty, and employee relations.

TECHNOLOGY AND COMMUNICATIONS

Show us how your marketing is disrupting computer hardware, software, accessories, services, mobile, apps and education. Includes: telecommunications carriers, satellite or cable TV operators or Internet, broadband and wireless service providers.

TRAVEL AND HOSPITALITY

For travel and hospitality services, from airlines, car rentals and mass transit to hotels, tourism, sports, entertainment, timeshares and vacation properties. Does not include automobile manufacturers, dealers or fleet operators, these should be entered into the Automotive category.

Channels

Channels

These categories will be judged equally on Strategy, Creativity and Results.

BEST USE OF EMAIL

We’re looking for innovative email that generates response, engagement, relationships – and results. This category can be for single or bulk email campaigns targeting a consumer or business audience.

BEST USE OF SOCIAL MEDIA

Judges will be looking for social media campaigns that generate engagement, relationships – and results. It may be part of a multi-channel campaign, though – it will be judged on results attributable to social media.

BEST USE OF DIRECT MAIL

Show us how direct mail is still leading the way in data inspired communications. Judges will look for inspiring use of data and audience targeting with creative excellence that demonstrates the power the DM channel. Entrants must include any hard copy samples of the campaign in the submission.

BEST USE OF MOBILE

From wearables to apps, games and location-based efforts, we’re looking for solutions that integrate mobile with other channels or where the unique attributes of mobile meet specific business goals. Winners will be judged on mobile result attribution.

BEST USE OF VIDEO

Video goes above and beyond, storytelling at its best, showcase how video and data can work together. Judges will score on more than the creative execution and will look for strategy and clear demonstration that it has achieved its business objectives.

BEST USE OF IMMERSIVE TECHNOLOGY

Demonstrate that virtual reality or augmented reality has taken customer engagement to a whole new level. We’re looking for entries where the technology has provided something unique to the campaign with clever use of data backing up the jaw dropping customer experience.

BEST USE OF SEARCH / DISPLAY

Here we’re looking for online campaigns based around search optimisation, search marketing or innovative use of online display. Judges will be looking for great strategy behind the sophisticated targeting techniques.

BEST DIGITAL DESTINATION

Judges will be looking for a digital destination the puts the customer experience at its heart. This has to be more than a showcase of online creativity and innovative technology, judges will be looking for clear objectives that are aligned to results that are specifically related to the digital destination. Whether it’s a path to purchase or sophisticated gathering of insight, prove what can happen when clever use of data meets great online experiences.

BEST USE OF EXPERIENTIAL

Demonstrate what live interaction with a target audience can achieve, whether it’s at festivals, exhibitions, concerts, road shows or PR stunts. We’re looking for evidence where engaging with people out in the field has driven a response such as building relationships, gathering data or a direct path to sales. Judges will also be impressed by clever insight behind the activation. Results are key here and must be aligned with the client’s business objectives.

CRAFT

CRAFT

ART DIRECTION

Can you bring a campaign strategy to life with originality and relevance to the audience? Although results are required to ensure the work was effective, entries in Art Direction will be judged primarily on creativity:

Creativity 60%, Strategy 20% and Results 20%

CONTENT

Prove that content is king and has played an integral part in engaging with a target audience. Entries can be from any media from print to social and include copywriting, video or user generated content. Judges will be looking for evidence that the content was the driving force behind the success of the campaign, a clear insight into the content strategy and where possible, results that are directly attributable to its role.

This category will be judged equally on Strategy, Creativity and Results.

BEST ARTIFICIAL INTELLIGENCE / MACHINE LEARNING

It’s no longer science fiction and AI & machine learning is now in the mainstream helping brands predict customer behaviour right through to producing personalised content. Data is at the heart of great AI and judges will be looking for examples where it has added genuine value to the campaign.

This category will be judged equally on Strategy, Creativity and Results.

Special

SPECIAL

BEST DATA-INSPIRED TARGETING

Demonstrate how data has inspired audience targeting and personalisation in a marketing communication campaign. Judges will look for evidence of how the data was captured and the strategy behind the targeting techniques. Real-time analytics, programmatic and behavioural data triggers should also be entered into this category. This category will be predominantly judged on strategy and results.

Creativity 20%, Strategy 40%, Results 40%

BEST DATA-INSPIRED INTELLIGENCE

Demonstrate how data has inspired the strategy behind a marketing communications campaign. Judges will be looking for evidence that the study of data has led to new insights and intelligence that has informed the rest of the campaign. This category will be predominantly judged on strategy and results.

Creativity 20%, Strategy 40%, Results 40%

ECHO BEST INTEGRATED CAMPAIGN

Share your multi-media campaigns that identify and engage targeted audiences and lead to a direct call to action. Efforts should use at least three channels and demonstrate the channel strategies, execution, and measurable impact on the campaign. Also show overall synergy and lift from integration.

This category will be judged equally on Strategy, Creativity and Results.

BEST CUSTOMER-CENTRIC CAMPAIGN

Show us marketing that puts the customer in control. Share examples where customer preferences inform communications to provide relevant experiences along their journey. Share examples of changing customer behavior resulting in a fluid brand approach. Include KPIs and explain campaign evaluation.

BEST USE OF TECHNOLOGY

Judges are looking for innovative use of technology, whether it’s online or offline, using new or using existing technology in a new way. What matters most is that it has added unique value to the campaign and has measurable results that can be applied to its use.

This category will be judged equally on Strategy, Creativity and Results.

BEST LOYALTY OR RETENTION CAMPAIGN

Here we’re looking for an ongoing series of activity that targets either existing or previous customers in a B2B or B2C environment. Entries can include CRM, reward programmes and Incentives, but must clearly demonstrate how data has played a key role is developing and reinvigorating customer relationships. The usual eligibility dates do not apply to this category and judges will review work and evaluate results tabulated from 1st October 2015 to 30th June 2018.

This category will be judged equally on Strategy, Creativity and Results.

BEST CUSTOMER ACQUISITION CAMPAIGN

For campaigns that have clear objectives focused around the purchasing of products or services in either a B2B or b2B environment. With this category judge’s will expects robust results focussing on generating leads or final conversion to sales.

This category will be judged equally on Strategy, Creativity and Results.

BEST CAMPAIGN UNDER $250K

Showcase what great insight combined with original creative can achieve on a budget of less than $250k. Creativity and innovative ideas are what judges will be looking for. The $250k must also include media spend.

This category will be judged equally on Strategy, Creativity and Results.

BEST CAMPAIGN FOR SOCIAL GOOD

For campaigns that have challenged discrimination, inequality and injustice or championed initiatives that make a positive impact on people’s lives and the planet. The usual ECHO criteria apply, with innovative use of data, great insight and brave creative required to score high in the three criteria of strategy, creativity and results.

This category will be judged equally on Strategy, Creativity and Results.