Translating

2017 Categories

The 2017 categories are split into four groups:

  • Sectors
  • Channels
  • Craft
  • Special 

 

SECTORS

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

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

CONSUMER PRODUCTS AND SERVICES

In a world where consumers rule, successful marketers dominate. Share your efforts to market merchandise or other items bought by individuals, households or companies for private or business consumption. This includes Fast Moving Consumer Goods, household products and manufacturing products.

This category is judged equally on Strategy, Creativity and Results.

INSURANCE

Moved the needle on acquisition, cross-sell or increased spend for insurance? Send us your best work for auto, home, life, health, disability or other insurance products.

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

FINANCIAL PRODUCTS AND SERVICES

Show us your work for banks, securities, investments, loans, real estate, credit cards or other financial products for consumers, businesses, agents.
 
This category will be judged equally on Strategy, Creativity and Results.
 

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

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

PUBLISHING/ENTERTAINMENT/MEDIA

Show-off your 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.
 
This category will be judged equally on Strategy, Creativity and Results.
 

RETAIL AND DIRECT SALES

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

TECHNOLOGY AND COMMUNICATIONS

Technology is disrupting our lives – for good. Now 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.
 
This category will be judged equally on Strategy, Creativity and Results.
 

TRANSPORTATION & HOSPITALITY/TRAVEL

Judges will be looking for exceptional work for travel and transportation 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.
 
This category will be judged equally on Strategy, Creativity and Results.
 

 

CHANNELS

BEST USE OF EMAIL

Show off your email agility. 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.
 
This category will be judged equally on Strategy, Creativity and Results.
 

BEST USE OF SOCIAL MEDIA

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

BEST USE OF DIRECT MAIL

It’s all about that face (of the envelope). Show us how you are pushing the envelope across residential or business efforts. Only the most innovative and creative examples of audience engagement will make the fold. Entrants must include any hard copy samples of the campaign in the submission.
 
This category will be judged equally on Strategy, Creativity and Results.
 

BEST USE OF MOBILE

Is your mobile first? 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.
 
This category will be judged equally on Strategy, Creativity and Results.
 

BEST USE OF DRTV/VIDEO 

Content is king – and multiscreen is queen. Demonstrate your ability to rule across the multi-screen landscape – with your campaigns that impact a data-driven or a direct response campaign. Judges will assess clear objectives, strong strategies, creative – and metrics specific to channels used.
 
This category will be judged equally on Strategy, Creativity and Results.
 

BEST USE OF VIRTUAL REALITY/AUGMENTED REALITY

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

BEST USE OF SEARCH / DISPLAY                

Here we’re looking for online campaigns based around search optimisation, search marketing or innovative use of display. Judges will be looking for great strategy behind the sophisticated targeting techniques.
 
This category will be judged equally on Strategy, Creativity and Results.
 

BEST WEB/eCOMMERCE

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

BEST USE OF EXPERIENTIAL

Demonstrate what live interaction with a target audience can achieve, whether it’s at festivals, 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 clients business objectives. 
 
 This category will be judged equally on Strategy, Creativity and Results.
 
 

CAMPAÑAS  Y PROGRAMAS DE VENTAS

Queremos ver campañas innovadoras en que los resultados de ventas han logrado niveles inusitados gracias al uso inteligente de servicios de centros de contacto (propios o de terceros).  Esta categoría será juzgada 50% en Estrategia y 50% en Resultados.

 

CENTROS DE CONTACTO – CUSTOMER SERVICE (OPERACIÓN DE SERVICIOS AL CLIENTE)

Buscamos importantes innovaciones en la función de servicio al cliente, gracias al uso inteligente de servicios de centros de contacto (propios o de terceros). Esta categoría será juzgada 50% en Estrategia y 50% en Resultados.

CENTROS DE CONTACTO – PROGRAMAS DE CONCERTACIÓN DE ENTREVISTAS

Queremos ver campañas innovadoras de concertación de entrevistas y asistencia a eventos en que los resultados han logrado niveles inusitados gracias al uso inteligente de servicios de centros de contacto (propios o de terceros).  Esta categoría será juzgada 50% en Estrategia y 50% en Resultados.

 

CENTROS DE CONTACTO – PROGRAMAS DE LEAD GENERATION

Queremos ver campañas innovadoras de generación de leads en que los resultados han logrado niveles inusitados gracias al uso inteligente de servicios de centros de contacto (propios o de terceros).  Esta categoría será juzgada 50% en Estrategia y 50% en Resultados.

 

CENTROS DE CONTACTO –  PROGRAMAS DE INVESTIGACIÓN DE MERCADO

Buscamos importantes innovaciones en casos de investigación de mercado, gracias al uso inteligente de servicios de centros de contacto (propios o de terceros). Esta categoría será juzgada 50% en Estrategia y 50% en Resultados.

 

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.

DATA AND ANALYTICS

Show how data and analytics provided insight into customer behaviour and the ability to deliver relevant messages at the right time, through the right channel. Entries will be judged primarily on strategy: 
 
Strategy 40%, Results 40% and Creativity 20%. Creativity will be judged on how data impacted the creative process.
 

BEST ARTIFICIAL INTELIGENCE

Rise of the machines…it’s no longer science fiction and AI is now in the mainstream helping brands predict customer behaviour right though 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

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 2014 to 31t March 2017.
 
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.
 

DMA DIVERSITY / INCLUSIVITY AWARD

For campaigns that have challenged discrimination, targeting a specific audience such as LGBT, disability or ethnic groups. The usual ECHO criteria applies 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.
 
 
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Enter Now!

Opens

12 June

Late Entry Deadline:

13 July


Contact the awards team

soporte@echolatam.org