Fairfax Media Young Spikes - Media Competition 2012 Conditions of Entry

Transcription

1 Fairfax Media Young Spikes - Media Competition 2012 Conditions of Entry Capturing consumer attention is increasingly difficult in today s fragmented world. This is a key challenge for the whole advertising industry and that challenge needs innovative and creative answers. Entry Background The Fairfax Media Young Spikes Media Competition seeks to celebrate creative efforts that generate access to the target audience in ways that are simultaneously innovative, engaging, encompassing and effective. Your task is to develop a creative media strategy and plan for Creative Spirit ( a programme that Fairfax Media has brought to New Zealand in conjunction with Droga5, that aims to provide meaningful employment for people with disabilities in the creative sector. Eligibility Prize Your Challenge Each entry must include the use of a minimum of two Fairfax channels for a single campaign (newspapers, magazines, digital). See attached list of Fairfax Media brands. 1. Fairfax Media Young Spikes - Media Competition 2012 is open to all parties involved in the use of media for advertising purposes, throughout New Zealand, such as advertising agencies, media agencies or advertisers. You must be a two-person team comprising of one (1) agency media planner and one (1) agency media buyer or equivalent media team. Both entrants must have New Zealand passports or permanent residence in New Zealand. 2. Entry is only open to those young people who are currently working in the industry. 3. You must be born after 18 September Please include proof of your birthday e.g. a copy of your passport or driver s licence. 4. Only one entry per team. 5. Entries must be created in line with all relevant voluntary or regulatory industry codes. The winning pair (Agency Media Planner and Buyer or equivalent Media Team) will be sent to the Spikes Asia 2012 Festival of Creativity in Singapore in September 2012, courtesy of Fairfax Media. The pair will receive airfares, transfers, accommodation, conference registration and automatic entry into the Young Spikes Media Competition. Airlines and accommodation to be determined by Fairfax Media. Visas for the travel (if required) will be the responsibility of the winning team. Create a creative media strategy and plan to build awareness of Creative Spirit (and Fairfax Media s involvement) and encourage businesses to find out more, with the aim of increasing the number of businesses employing people with disabilities, by effectively implementing a multi-platform media strategy that employs a core idea across two or more Fairfax Media channels or titles.

2 Fairfax Media Young Spikes - Media Competition 2012 Conditions of Entry (Continued) The Brief Background: What could be more creative than being different? Creative Spirit ( is a programme developed in Australia that Fairfax Media has brought to New Zealand conjunction with Droga5. It enourages businesses in the creative sector those that value the ability to think differently to employ people with disabililities. It brings businesses together with people with disabilities, supported by agencies that help place and train them. Goal: Develop a creative media strategy and plan to build awareness of Creative Spirit (and Fairfax Media s involvement) and encourage businesses to find out more, with the aim of increasing the number of businesses employing people with disabilities. Key insight: The creative industries celebrate the ability to think differently. However, employment of people with disabilities tends to be lower than in more conservative businesses. Creative Spirit seeks to demystify the employment of people with disabilities and make the benefits to both the individual and the business obvious. Target audience: Primary CEOs and HR directors of creative sector companies (advertising agencies to architectural firms, film to fashion, theatre and dance companies to music and production studios) Secondary wider business audience. Other considerations: The campaign must consider the dignity and privacy of the people with disability placed within Creative Spirit. Please summarise your campaign in the form of a short presentation with supporting material as required. Budget: $250,000 Judging The award winning entries will be selected by the industry s key media executives. Judges decision is final. The judges voting will be based as follows: INSIGHT - the marketing challenge & brand insight Is the business and marketing challenge clear and precise? How significant was that challenge? Does the entry demonstrate a clear and insightful understanding of the brand and that brand s relationship with consumers? 30% STRATEGY - the consumer insight and communications strategy Is there a clear consumer/brand/category insight that directly 40% shapes the strategy? Is the strategy clearly and succinctly defined? What is the relationship between the communication strategy and the creative media solution - how does one enhance the other? EXECUTION - the creativity of the communication and activation and/or delivery How has the strategy influenced channel selection? Has the 30% execution effectively delivered on the challenge and the strategy? Is the role of each channel used clearly defined? Does this entry

3 clearly show how a central idea has been integrated across multiple channels? Does the execution demonstrate innovation? Has the execution challenged partners and media owners? Material Requirements and Conditions 1. Entry must be completed on the Fairfax Media entry form. 2. Submit two hard copies and one electronic copy of the entry form and campaign (on PC formatted disk). 3. Entries must not exceed 750 words. 4. The decision of the judges is final and no correspondence will be entered into. 5. Entry is free. Only one entry per team will be accepted. 6. The entrant grants Fairfax Media permission to showcase the entries at an award presentation and other times deemed appropriate by Fairfax Media. Entries open 21 June All entries must be received at the following address by 5pm on Tuesday 17 July. Key Timings and Information Postal address: Nicola Igusa Fairfax Media Young Media Spikes Competition 2012 PO Box Victoria Street West Auckland 1142 Physical address: Nicola Igusa Fairfax Media Young Media Spikes Competition Hereford Street Freeman s Bay Auckland No extensions are available and entries arriving after the closing date will be excluded from judging. For more information contact Nicola Igusa at nicola.igusa@fairfaxmedia.co.nz. All entrants are invited to the winners announcement, which will take place at Fairfax Media s 2 Hereford Street office on 24 July at 6 pm.

4 Name of Media Planner: Name of Media Buyer: Agency: Agency Phone Number: Campaign Title: Fairfax Media Young Spikes - Media Competition 2012 ENTRY FORM The following entry must be limited to 750 words. Entries exceeding a 750 word count will be eliminated. Fairfax Media used: Other Media used: INSIGHT - the marketing challenge & brand insight Clearly describe the business and marketing challenge and how your strategy met the challenge. Explain how your strategy helped connect the brand with the target audiences STRATEGY - the consumer insight and communications strategy What was the creative strategic solution and the insight that shaped it? Is the strategy clearly and succinctly defined? What is the relationship between the communication strategy and the creative media solution - how does one enhance the other? EXECUTION - the creativity of the communication and activation and/or delivery: How has the strategy influenced channel selection? Has the execution effectively delivered on the challenge and the strategy? Is the role of each channel used clearly defined? Does this entry clearly show how a central idea has been integrated across multiple channels? Does the execution demonstrate innovation yet remain able to be executed? Has the execution challenged partners and media owners?

5 Supporting Material: Media Planner Signature: Media Buyer Signature: Name of Agency Media Director: Media Director Signature: Date: I have read and agree to the terms and conditions for entry into the Fairfax Media Young Spikes - Media Competition To the best of my knowledge all the information in the entry is correct and true. Signature of Media Planner: Signature of Media Buyer: Date:

6 Appendix 1: Fairfax Media New Zealand NATIONAL NEWSPAPERS COMMUNITY NEWSPAPERS FAIRFAX MAGAZINES (Contd): Sunday Star-Times Kapi-Mana News Lifestyle Sunday News Wairarapa News Avenues Kapiti Observer Cuisine DAILY NEWSPAPERS The Christchurch Mail NZ Gardener Waikato Times North Western Mail NZ House & Garden The Dominion Post Eastern Mail NZ Life & Leisure The Press Southern Mail Sunday Magazine (Sunday Star Times inserted magazine) Taranaki Daily News Coastal Mail The TV Guide Manawatu Standard Rotorua Review World The Nelson Mail Ruapehu Press The Marlborough Express Taupo Times Specialist The Timaru Herald North Taranaki Midweek Boating NZ The Southland Times South Taranaki Star NZ Autocar Rangitikei Mail NZ Fish & Game COMMUNITY NEWSPAPERS Fielding Herald NZ Fishing News Auckland City Harbour News The Tribune NZ Horse & Pony Central Leader Central Districts Times NZ Lifestyle Block North Harbour News Kaikoura Star NZ Trucking North Shore Times Experience Kaikoura Ponies Nor-West News Saturday Express The Cut East & Bays Courier Marlborough Midweek Eastern Courier Discover the Top of the South Business/IT Manukau Courier Motueka Golden Bay News CIO Papakura Courier The Leader (Nelson) Computerworld Western Leader Central Canterbury News PC World Rodney Times The Northern Outlook Reseller News Waiheke Market Place High Country Herald Unlimited Franklin County News Taieri Herald Hamilton Press Newslink Custom Publishing Hauraki Herald The Mirror Host North Waikato News Clutha Leader Real South Waikato News Otago Southland Farmer Sky Sport Magazine Waikato Farmer The Eye Central District Times D Scene The Hutt News Waitaki Herald The Wellingtonian Waitaki Weekender Upper Hutt Leader Central South Island Farmer Horowhenua Mail Mid Canterbury Herald Napier Mail Hastings Mail Hawke s Bay Country Scene Northern News Whangarei Leader Dargaville & Districts News The Bay Chronicle Cambridge Edition Piako Post Matamata Chronicle

7 FAIRFAX DIGITAL Stuff stuff.co.nz Sunday Star Times sstlive.co.nz The Southland Times southlandtimes.co.nz BusinessDay businessday.co.nz Sunday News Auckland NOW stuff.co.nz/auckland sundaynews.co.nz RugbyHeaven rugbyheaven.co.nz Waikato Times Computerworld computerworld.co.nz waikatotimes.co.nz Trade Me trademe.co.nz The Dominion Post Unlimited unlimited.co.nz dompost.co.nz NZX nzx.com The Press press.co.nz PC World pcworld.co.nz NZ House & Garden Manawatu Standard Reseller News resellernews.co.nz nzhouseandgarden.co.nz manawatustandard.co.nz Cuisine cuisine.co.nz Taranaki Daily News CIO cio.co.nz taranakidailynews.co.nz NZ Gardener nzgardener.co.nz The Nelson Mail A-Z Directories azdirect.co.nz nelsonmail.co.nz Life & Leisure The Marlborough Express Adstuff.co.nz adstuff.co.nz nzlifeandleisure.co.nz marlboroughexpress.co.nz Fishing News stuff.co.nz/sport/fishing The Timaru Herald timaruherald.co.nz Mags4gifts.co.nz mags4gifts.co.nz