Did your campaign really achieve what you set out to achieve? That’s good, but what surprised you or moved it up a level against your objectives to something worth celebrating?
Top tip: look for creativity, pragmatism, teamwork and genuine benefits for the target audience in what you are delivering: achievable commercial goals and the honesty to look at what didn’t work as much as what did.
CEO and MD, Brave & Heart
Customer- and results-focused campaigns are always the ones that make the most impact on me as a judge. Is it a one-off stunt, or is it a real project that will deliver results outside of the awards industry?
Top tip: be focused on what you did, why you did it and the insights that led to the campaign. Then detail the results – not just in money but across all your key customer metrics.
Marketing director, BMW UK
I’m looking for emotion and storytelling. Award-winning campaigns make people feel something about the brand. Successful campaigns must be innovative in some way and integrate through all customer touchpoints and media channels. Sometimes it is the simplest and smallest ideas that create the best work.
Top tip: my advice would be to definitely enter: give it a go! These new Autocar Business Automotive and Marketing Communication awards will be great acknowledgement of campaigns and approaches in automotive for this year. With limited ability to do this over the past 18 months, now is the time to celebrate the great work happening in the category and recognise the brands and people behind these amazing ideas.
Senior industry heads, automotive at Google
In a world where consumer demands of businesses and their privacy continue to increase, being smart and conscious with data, tech and creativity has never been more important. The winning campaign will be thinking about all of these – together.