WHAT’S NEW IN 2021
- Please remember to double-check entry rules – check the full rules for details.
- Overview videos for entries must be limited to 2 minutes. If it is felt necessary, the full-length work may accompany the 2-minute overview.
- When submitting multiple elements of a campaign into various categories, it is vital that the entry is described appropriately for each category. If the judges cannot readily discern which elements are to be considered for the relevant category, it will count against your entry.
- When supplying an Overview Video, it is highly recommended that the presentation is tailored/adapted to highlight the elements most relevant to the chosen category.
- Check the Guidelines to ensure your media is entered correctly.
- Non-English entries must come with English translations and/or subtitles.
A. ELIGIBILITY
- The AAG Gong Gong Awards is opened to all agencies located in Ghana
- All submitted entries broadcasted to the public between 1st of January 2021 and the 30th of December 2021
- Closing date of submission is 30th August 2022
- Only one party should submit an entry. If the same entry is submitted twice, only the first entry will be accepted.
- All entries must have been created within the context of a contract with a paying client
- The client must have paid for all, or the majority, of the entered submission.
- The AAG may contact the advertiser related to any submission at the request of the jury at any time during the judging process in order to receive further information about the campaign.
- FEES PER ENTRY: GH¢ 1,000.00
NON-MEMBER AGENCIES FEES PER ENTRY: GH¢ 3,000.00
B. ENTERING SAME EXECUTION INTO MULTIPLE RECORDS
- A piece of work can only be entered into one main category. Therefore, the same creative execution cannot be awarded in Magazine and Poster and
Newspaper unless proven to be a different execution
- Even if you did run the same execution across all these mediums, you must choose only one category to enter it into.
- HOWEVER – you can combine several individual pieces that you have already entered into an integrated campaign entry.
C. CASE STUDIES – ENTRY REQUIREMENTS
- All AAG Gong Gong 2021 entry forms need to be completed with all supporting material on 30th August, 2022 at the AAG office.
- Case studies videos or one-pagers to be submitted for Digital, Social, Activation, Experiential and Integrated campaigns.
- Case films submitted as a mp4 file should be maximum lasting a maximum of 2 minutes
- The presentation should explain the strategy implemented for your campaign. It should include key visual elements: videos, images or any other relevant element to explain your campaign.
- Entries should be submitted in English or in a version with English subtitles (mandatory)
- Each campaign should be submitted as one entry, an entry or campaign may be submitted in more than one category.
- Additional material: You may provide us with additional material that you consider useful for the understanding of your case packaging, images etc.
- For digital entries, no lives media can be entered, including URLs. Websites, YouTube content and similar must be entered as either video walk-throughs or static jpegs.
D. AWARD CATEGORIES & DEFINITIONS
- Alcoholic
- Non-alcoholic beverages
- Food & Confectionery
- Corporate Service
- CSR
- Insurance
- Financial Services
- Textile & Fashion/Accessories
- Health & Personal care
- Telecommunications
- Transport services
- Aviation
- Automobiles
- Hospitality
- Restaurants
- Household products
- Sports
- Estate Development
- Oil & Gas
- Entertainment
DEFINITIONS & DESCRIPTIONS
Foods
All savory foods, including branded fast-food products, pasta, eggs, meats, oils, sauces, butter, cheese, margarine, milk, natural yoghurt, pet foods etc.
Confectionery
Chocolates, sugar confectionery, jams, desserts, nuts, biscuits, salted snacks, chewing gum, ice cream etc.
Alcoholic drinks
All alcoholic drinks: wine, beer, cider, spirits etc.
Non-alcoholic drinks
Soft drinks, fruit juices, tea, coffee, mineral water and milk-based drinks.
Health & Personal Care
Optical, medical and dental services, toothpastes, condoms, toiletries, tissues, soaps, diapers, shaving products, perfumes, cosmetics, deodorants, hearing aids, hair care and solar protection products, beauty institutes, spas, bath and shower additives etc.
Household Products
Property, furniture, floor coverings, domestic appliances, kitchenware, televisions, home cinema, security systems, solar heating and all public utilities providing water, gas, electricity etc.
Automobiles
Including cars, SUVs and people carriers, trucks, vans, motorcycles, ambulances and other service vehicles.
Transport Services
Airlines, railways, car rentals, cruises, tour operators, tourist boards, hotels, resorts, driving schools, and all forms of public transport.
Restaurants, Bars & Cafés
Advertising and promotions for independent or chain restaurants, fast-food services, bars and
Financial Services
Banks, insurance, credit cards, pension plans, investments and related online services, etc.
Entertainment
Consumer advertising for books, films, newspapers, magazines, radio stations, television channels and programmes, including related apps, websites etc
CSR
Homelessness, children’s rights, gender issues, cruelty to animals, political campaigns, climate change, pollution, nature conservation etc.
Corporate Services
Communication programmes whose primary function is to promote the reputation of a corporation as opposed to its individual products or services.
Sports
Consumer advertising for sports equipment, sports services, sport retail stores
Estate Development
Includes property developers, estate agents, property groups etc.
Oil & Gas
Includes oil companies, gas companies, gas station, oil products etc.
Hospitality
The hospitality industry is a broad category of fields within service industry that includes lodging, event planning, theme parks, transportation, cruise line, and additional fields within the tourism industry
Insurance
Insurance services, insurance companies, insurance products
Textile & Fashion/Accessories
Textile designs for woven, knitted or printed fabrics or surface ornamented fabrics. Textile designs mostly refers to clothing and interior decor items.
Fashion relates to the application of design and aesthetics or natural beauty to clothing. These include fashion brands, products and service
Telecommunications
Consumer advertising for telecommunication products and services.
Aviation
Consumer advertising for airlines, aircrafts, airplanes, helicopter etc.
E. AWARD CHANNELS & DEFINITIONS
- Radio
- Television
- Outdoor
- Digital
- Online & Mobile Websites
- Mobile Ads
- Viral Films
- Digital Campaigns
- Social Media (Includes the creation of social platforms, the use of existing social platforms, and user generated content)
- Activation & Experiential
- Mobile
- Mobile Applications
- Mobile Sites
- Branded games designed for smart phones or tablets
- Mobile campaigns
- Branded PR
- Experiential & Shopper Marketing
- Media innovation (Traditional & Alternative Media)
- Integrated Campaign
F. NORMINATION CATEGORIES FOR OUT OF HOME MEDIA
1.CONTEXTUAL OUT OF HOME
Campaign using geographic context or targeted placement as part of the creative elements of an Out of Home execution.
2.CUSTOM INSTALLATION
Campaign using establishment and extensions, or specially fabricated props as part of an installation
3.ENGAGEMENTCampaign using dynamic context, incorporation mobile connectivity, or using proximity technology such as geo-fencing or beacons to engage consumers.
G. MEDIA INDEPENDENT ENTRY GIUDELINES
A. CRITERIA FOR ENTRY
• Client Brief/ Problem to be solved
• Objectives
• Strategy/ Execution
• Results (clients should verify or confirm the results)
• Evidence of campaign (TC’s, Monitoring reports, video from Monitoring House etc.)
B. AWARD CATEGORIES
• Best use of Radio
• Best use of TV
• Best use of OOH
• Best use of Print
• Digital
- Online & Mobile Websites
- Mobile Ads
- Viral Films
- Digital Campaigns
• Overall best use of media (integrated use i.e. minimum three mediums)
DEFINITIONS & DESCRIPTIONS
Press
Advertisements intended for published printed media including Newspaper, Magazine, Journals and Single Page Inserts and Advertorials.
Film
Traditional TV and cinema advertising and film content produced for online airing and other screens.
Outdoor
Billboard and poster advertising as well as out of home ambient executions.
Radio
Traditional advertising on radio stations and paid for online radio channels.
Media Innovation – Traditional Media
Advertising and media planning that uses conventional media, including digital, in an original way.
Media Innovation – Alternative Media
Advertising and media planning that invents a new medium to carry its message; ambient, stunts, guerrilla marketing, installations etc.
Experiential & Shopper Marketing
Events or campaigns allowing consumers to engage directly with the brand, physical brand spaces such as exhibitions, museums and pop-up stores, in-store displays and merchandising, operations targeting consumers at the point of sale.
Digital
Online and mobile websites, campaigns, games and other operations involving digital elements
Mobile Websites
Innovation and creativity in the design of sites and microsites; sites with a specific brand objective.
Viral Films
Web commercials and virals produced primarily for online viewing.
Social Media
Operations relying primarily on targeted community applications, microblogging services and other user generated content.
Mobile Apps
Apps for mobile or tablet devices created specifically for branding or promotional purposes.
Mobile Ads
Animated banners, pop-up ads etc.
Integrated Campaigns
Operations using at least three different media channels
Branded PR
Includes any PR activity resulting in non-paid for (editorial) coverage on any media
platform, e.g., print, radio, TV, Internet. Any medium can be used to generate this
coverage, including an event, activation, mailers, press release – or a combination of
elements.
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