In 2015 a new Danish digital award puts spotlight on the advertiser's effort
If you’ve got the feeling that the world does not need more advertising awards, take a closer look at the new Danish Digital Award that will run for the first time in the spring of 2015. Backed up by The Danish Advertiser Association it presents an ambition to recognize advertisers persistent digital efforts rather than just clever and beautiful creative word done by agencies.
- By: Bjarke Stemann
- Published: 08-01-2015
Just by glancing through the categories and the jury, you immediately realize the difference to a lot of other advertising awards. This is heavy stuff – in fact it seems to be the opposite of awarding so-called creative ’One-off’s’ however brilliant or effective these might be.
”It will be a company and it’s partners – not a short term campaign - that will take home prizes in the categories”, says Kim Jong Andersen, Jury chairman of Danish Digital Award. ”And the case may go years back, as long as there are activities still live in the air”.
Entries can be submitted from February 2015
The awards will be presented in two groups:
- Best IN – 16 company categories
- Best AT – 9 personal/team oriented categories for outstanding work
The details for entries will be presented at the award website in the beginning of 2015. But even though these details are still in the making the headlines are ok for a sneak preview, if you want to prepare your participation.
BEST IN (PERFORMANCE)
1. BEING SOCIAL
Who enables users best and make them contribute and share content? Who dares most in relation to conversation with users openly and honestly? Who has built the most vibrant, conversing and exchanging community? Who manages to make the users themselves to the focal point? In short, who is best at creating engagement and invite dialogue?
2. CONTENT CREATION
Who manages best to create content that repeatedly make users talk about it, share it and even participate in the co-creation of it? Who can create clarity across all the content they publish, which means that the brand still made crystal clear? In short, who create the content that gives users the most value?
3. CUSTOMER OR CITIZEN EXPERIENCE
Who gives customers / citizens a consistent excellent experience in relation to both meet the projected needs and still being able to deliver a positive surprise? Who manages to give customers good reasons to come back? Who delivers the most immaculate customer service? In short, who can provide such good experiences in dealing with the brand online that customers also would talk about it at the dinner table?
4. NEW TECHNOLOGY
Who have used new technology to transform the business and the organization both internally and externally? Who has proved to make users change their behaviour and adopt new technology? Who has the courage to implement new technology that has made interaction with the product, service or organization easier, faster or better? In short, who have used the new technology to create the most positive changes in the way the company or organization interacts with its users?
5. BUILDING BUSINESS
Who has used digital platforms, technologies and communication most effectively to overall change and strengthen the company's way of doing business? Who has best succeeded in integrating the digital work in the company's business and organization, so in the future it will be unthinkable to do without the digital efforts? In short, who has made the digital efforts for a business critical action that will ensure the company or organization a greater share of the future?
6. INTEGRATED CAMPAIGNING
Who has managed to make the digital work a fully integrated part of the company's communications activities? Who shows time and again that they can run digital promotions where the campaigns are pendant to the traditional communication? In short, who has best utilized the digital work to give campaigns a bigger hook to the business through greater user involvement?
7. BRANDED UTILITIES
Who has been most helpful and resourceful in providing tools that make everyday life a little easier, less cumbersome and more comfortable? Who offers tools that give users the best overview, more self-awareness or motivation? In short, who is best to deliver the tools that you would find it hard to imagine a world without once you've used them?
8. BRAND COMMUNICATION PLATFORMS
Who has been most successful in creating digital brand universes, not just visible but positions the brand and allows users to be active co-creators of the brand's presence? Who created the brands on digital platforms where the experience is a direct extension of the brand's ability to live up to its promise? In short, who is best to bring to life their brands online to a degree, so users even seek them out?
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