MARCH 2019 OFFICIAL Closing Date ENTRY KIT

The Big Idea In this section, distil your marketing campaign’s core idea and described how it was brought to life. • The Core Idea - This is not a tag...

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31 MARCH 2019

OFFICIAL ENTRY KIT

Closing Date

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CONTENTS P R E S I D E N T ’ S M E S S A G E . . . 3 W H O C A N P A R T I C I P A T E . . .

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E N T R Y G U I D E L I N E S . . . 5 –6 E N T R Y F O R M . . . 7 – 10 C H E C K L I S T . . . 11 P A Y M E N T F O R M . . . 12

NOTE: THIS IS A FORM FORMATTED PDF All information can be filled in to the boxes provided. In case you do not have an Adobe Acrobat Pro, you can use alternate application to fill in this form. CLICK HERE

to acquire alternative application to Acrobat Pro for Windows or Mac Once this FORM is filled, please save the file to a different name as followed:

APPIES2019-AgencyName.pdf

This FORM will not be over-written. THE APPIES 2019 MALAYSIA

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PRESIDENT’S MESSAGE The highly acclaimed APPIES – the annual festival showcasing the best ideas in marketing across Asia – is back with its third Malaysian edition. APPIES Malaysia is an annual festival of the best marketing ideas, held over two days and it is organised by MARKETING magazine on April 25 & 26, 2019 at the Eastin Hotel. What sets The APPIES apart from other events is that each featured campaign is presented Live by the brand marketers and campaign creators themselves before a panel of judges and an industry audience. Known as the “TED of Marketing”, campaigns are presented in an interactive format comprising of a four-minute creative reel summary, followed by a six-minute oral presentation highlighting significant aspects of the campaign. Then the presenter fields questions from the judges and audience in a 10 –15-minute Q&A session. Campaigns must have run between April 2018 – March 2019 in any of these 6 categories – Consumer Durables, Consumer Services, Food and Beverage, Non-food FMCG, Business Services, and Government, Cultural, Social and Environmental campaigns. Both creative, media, digital and marketing organisations can submit their entries by 31st March 2019.

Let’s create marketing history with your brand story!

Professor Harmandar Singh

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THE APPIES 2019 MALAYSIA

WHO CAN PARTICIPATE

CREATIVE, MEDIA, DIGITAL & MARKE TING AGENCIES Showcase your campaigns to an audience that comprises the Who’s Who of marketing. Intrigue your peers, clients and prospects as you bring them into your world, and the breakthrough thinking behind the strategies. At the same time, embrace this opportunity to learn from your peers and industry players. Expand your horizons as the best advertising, marketing, media and digital minds in Malaysia share invaluable market know-how. Discover what makes campaigns work and the real reasons why. Take your skills to the next level on April 25 & 26, 2019.

MARKE TERS Encourage your creative, media, digital and marketing agencies to present your campaign to the industry and increase the visibility manifold. Better yet, share the stage and co-present your campaign, relating the creative process, campaign results and demonstrating how client-agency synergy can create spectacular marketing results.

THE APPIES 2019 MALAYSIA

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9 The APPIES Malaysia 2019 is a part of a two-day Marketing Conference. The objective is to establish a gold standard of presentation in each category. Thus, we require detailed information regarding the conceptualization, implementation, and evaluation of each campaign submitted. Remember, your campaign synopsis must be under 150 words, so make it count.

WRITTEN ENTRY Describe the core idea, difficulties faced, and results of your campaign. Provide quantifiable data to make your business case compelling. Be relevant and succint. The Business Challenge This section frames the difficulty/opportunity facing your product/service in the marketplace and what you are trying to achieve through the marketing communications strategy. • Provide a brief nature, function and role of your product/service • Objectives – This should be quantifiable, be it a shift in perceptions, attitudes or behaviours. Provide pre-campaign benchmarks • Business context – Include any relevant regulatory, competitive, or product/service-related challenges you overcame to achieve your campaign’s goals The Big Idea In this section, distil your marketing campaign’s core idea and described how it was brought to life. • The Core Idea - This is not a tagline, nor a description of execution. It is a distillation of the core concept, your source of inspiration which could be a combination of brand, consumer and channel insight. It is best summarised in one sentence. • The Communication Strategy - Describe how the core idea was brought to life, and provide a rationale for your choice of communications touch points. The Results No fluff, no testimonials. Just what matters most - the results. Be clear about the return on investment, the results metrics and how they are attributed to the marketing strategy/tactics deployed. Demonstrate how your campaign delivered on: • Campaign targets • Business targets • Qualitative results such as competitive reactions, awards and publicity garnered

VIDEO SUBMISSION You will need to submit a video of not more than 4 minutes showcasing your campaign. Include examples of any creative materials discussed in your written submission. Any videos submitted after entry deadline will not be accepted. Any requests on update of new videos will not be accepted after the Closing Date.

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THE APPIES 2019 MALAYSIA

ENTRY 9 GUIDELINES LIVE PRESENTATION (4-6-10 UNIQUE FORMAT) All finalists will be required to send a team to present the campaign in person to a judging panel. The format of the Live presentation is as follows:

i) Campaign Video (up to 4 minutes) – Screening of campaign video ii) Presentation (up to 6 minutes) – A presentation of the business issue/ challenge, strategy, creative idea/execution and the results (demonstrating how the marketing communications contributed to results of the campaign) iii) Question & Answer (up to 10 minutes) – The judging panel and audience will pose questions relating to the campaign. (Presenters are encouraged to pre-empt questions and prepare beforehand so they have the necessary campaign information when queried)

CATEGORIES You are to select a category that best suits your campaign.

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Food & Beverage • All beverages, ie. beers, wines, soft drinks, water, etc. • Food items, ie. packaged foods, diet foods, confectionery, snacks and others.

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Consumer Services All consumer-directed services including financial, retail, travel (air travel, railways), tourism (hotels, theme parks), fast food/dining/restaurant, telecommunication, medical, education and entertainment-related services.

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Non-Food FMCG • All non-food fast moving consumer goods, i.e. beauty, personal care, medicines, remedies, health and wellness, etc. • Household consumables, ie. detergents, paints, etc.

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Business Services All business-to-business services, consultancy services, courier, document, software/hardware management services, etc.

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Consumer Durables • Includes electronics and appliances such as televisions, computers, sound systems, washing machines, software, etc. • Real estate, property, clothing, accessories, luxury items, transportation (cars, motorcycles).

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Pro bono/Government/Cultural and Environmental Campaigns Campaigns in this category include governmental, cultural, festive, social and environmental campaigns to promote awareness/ preservation. This category also includes pro-bono campaigns executed for non-profit.

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Others (for any submissions that do not fit any listed categories)

CAMPAIGN SUBMISSION FEES Submission fees for one (1) marketing campaign is RM1,000 + 6% SST

ELIGIBILTY DATES OF CAMPAIGN BEING ENTERED Campaign entries must have run between April 2018 - March 2019 (entries submitted in previous years cannot be entered again)

SUBMISSION FORMAT & DEADLINE All entries are to be submitted by 31st March 2019 to [email protected] / [email protected] / [email protected] via file transfer protocol (FTP), or online at appies.com.my

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9 CAMPAIGN SUBMISSION CAMPAIGN TITLE

NAME OF AGENCY NAME OF ADVERTISER COMPANY NAME OF BRAND

CATEGORY Choose your category which best suits your campaign. Please list only one. It should be noted the organizers reserve the right to re-categorise your campaign if they feel another category is suitable.

Food & Beverage

Consumer Durables

Business Services

Non-Food FMCG

Consumer Services

Pro bono/Governmet/Cultural

MEDIA SPEND EXPENDITURE Media spending is extremely relevant to gauging a campaign’s overall success. Please indicate media expenditures based on one of the following boxes:

Under RM100K

RM10 Million and over

RM500K - RM1 Million

RM250K - RM500K

RM100K - RM250K

RM5 Million to under RM10 Million

RM1 Million to under RM5 Million

COMMUNICATION TOUCH POINTS Indicate the communication touch points used in your campaign. In your written case and four-minute show reel, detail examples of how each touch point was integral to the success of the campaign.

TV

Packaging

Sponsorship

Radio

Product Design

Retail Experience

Print

Cinema

Guerrilla

Direct Mail/Email

Interactive

Consumer Involvement

PR Events OOH Digital

Branded Content

ADDITIONAL MARKETING EFFORTS What other marketing efforts initiated plus the effect they had on the campaign’s performance. None 7

Price Points

THE APPIES 2019 MALAYSIA

Sampling

Channel/Trade

Other

ENTRY FORM WRITTEN ENTRY In one (1) page (text font size 12), describe the difficulties faced, core idea and results of your campaign. Provide quantifiable data to make your case compelling. Be relevant and succint. THE BUSINESS CHALLENGE

THE BIG IDEA

THE RESULTS

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9 CAMPAIGN SYNOPSIS (150 words max)

PRESENTER/S The APPIES encourages joint presentations by the agency and marketer. 1. NAME OF PRESENTER

DESIGNATION

EMAIL

BIO (100 words max)

2. NAME OF PRESENTER

DESIGNATION

EMAIL

BIO (100 words max)

Headshot: Email colour picture in high resolution, 300 dpi, jpeg of both presenters Campaign Image: Email a colour high resolution, 300 dpi, jpeg image that best represents your work 9

THE APPIES 2019 MALAYSIA

ENTRY FORM CREDITS AGENCY (maximum of four names) NAME DESIGNATION

EMAIL

NAME DESIGNATION

EMAIL

NAME DESIGNATION

EMAIL

NAME DESIGNATION

EMAIL

CLIENTS (maximum of four names) NAME DESIGNATION

EMAIL

NAME DESIGNATION

EMAIL

NAME DESIGNATION

EMAIL

NAME DESIGNATION

EMAIL

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CHECKLIST 1.

Entry Form – 1 page written submission (Pages 8, 9, 10, 11)

2.

Creative Reel – 4 minute video showcasing your campaign. Include examples of creative materials discussed in your written submission. (video should be in .mov or avi format, up to 200MB)

3.

Campaign Image – provide an image (high resolution, 300 dpi, jpeg format) that best represents your work.

4.

Credits – a list of all primary, strategic and creative partners who assisted in the success of the campaign.

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Profile of your presenter/s. Please submit headshot picture (high resolution, 300 dpi, jpeg format), name and designation.

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Entry Fees – Please send your entry fees via cheque together with Payment Form. You can send one cheque if you are sending multiple entries. Entries will be only accepted upon receipt of your cheque. Only payment in RM is accepted.

NOTES:

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FTP All completed forms, video etc. by 31st March 2019 to [email protected] / [email protected] / [email protected] or SUBMIT ONLINE AT appies.com.my

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All the requested materials will be used for publication purposes.

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For any clarifications, please call 03 7726 2588 or email [email protected] / [email protected] / [email protected]

THE APPIES 2019 MALAYSIA

PAYMENT FORM NAME OF CONTACT PERSON DESIGNATION NAME OF AGENCY CONTACT NUMBER

EMAIL

You can make ONE cheque payment if you are submitting multiple entries. CAMPAIGN 1 TITLE

CAMPAIGN 2 TITLE

CAMPAIGN 3 TITLE

CAMPAIGN 4 TITLE

ENTRY FEES RM1,000 per Campaign Entry + 6% SST CHEQUE PAYABLE TO: Sledgehammer Communications (M) Sdn Bhd 289967-W 22B, Jalan Tun Mohd Fuad 1, Taman Tun Dr. Ismail 60000 Kuala Lumpur, Malaysia BANK TRANSFER TO RHB BANK BERHAD 2-14389-000-10505 (Swift Code: RHBBMYKL) Kindly email Timothy Wong, [email protected], on transfer slip for records purposes

ENQUIRIES Ruby ([email protected]) / Amira ([email protected]) Call +603 7726 2588 REGISTRATION & PAYMENT • Full payment is required upon submission. • Registrations without full payment will be treated as provisional and will not be guaranteed a training place. • Payment can be made via a crossed cheque payable to Sledgehammer Communications (M) Sdn Bhd at least 7 days before the closing date. Sledgehammer Communications (M) Sdn Bhd reserves the right to change or cancel the awards programme due to unforeseen circumstances. THE APPIES 2019 MALAYSIA

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