The One Show

Direct Marketing

Direct Marketing recognizes communications to a clear target group, with a call to action, and defined results.

ELIGIBILITY
Project must have launched between January 1, 2022 - March 3, 2023.

ENTRY REQUIREMENTS
All One Show entries require both information on the project and media.

Information

Below is the information that is required for all entries, regardless of category. Refer to the individual categories for additional requirements.
NOTE: Entry information should not contain agency details, as judging is anonymous; this does not apply to self promotion work.
NOTE: Do NOT use all capital letters when providing information.

Entry Title: Give your entry a name. The jury will see this, it will be used to reference your entry, and it will show in the online Archives for winning work.
Client / Brand: Who was the client on the project?
Client Type: Choose from: Consumer / Business-to-Business, Corporate Social Responsibility, Non-Profit
Vertical Market: The specific industry to which the product or service relates. See the full list of options here .
Launch Date: The month and year in which the work first ran, aired, was published, etc.
Entry Description: Describe your project in 300 words or less; the jury will see this. (optional, but highly recommended)
NOTE: Some categories require additional written information and context. See individual categories for details.
Translation to English: Required for all entries which are not originally in English.
NOTE: Video entries should include subtitles when possible.

Media

Each category accepts specific media types. For general file specifications, view the Submission Media page.
Media can be attached to your entry after your category is selected. Click the View Submission Requirements button on a category below for details.

Digital media will be saved into your account. Identical media will not need to be added more than once as it can be attached to entries from your Manage Media list.

SUBMISSION MEDIA

Judging Media: The primary material and content that the jury will be judging.
Supporting Media: Secondary material and content that the jury may review at their discretion.

REFERENCE MEDIA

ALL entries require high res digital reference images. These images will not be judged. However, they may be seen by the jury for reference only or be used by The One Show for promotional purposes.

ENTRY THUMBNAIL

Every entry requires a thumbnail image. The jury will see this for reference only, it will not be judged.

Credits

A Primary Credit is the only credit required to submit an entry.
NOTE: Credits do not need to be completed in order to submit entries. Credits may be added to a closed entry after it has been completed and judged.

Credits will be saved into your account. Identical credits will not need to be added more than once as they can be attached to entries from your Manage Credits list.

COMPANY
Company credits each require the following:

Company Name
Company City
Company Type is to be selected from the list provided.
NOTE: "Other" can be selected, but will not be ranked.

INDIVIDUAL
Individual credits each require the following:

First Name
Last Name
Title is to be selected from the list provided.
NOTE: "Other" can be selected, but will not be ranked.
Company / Company City is the company that this individual is associated with (optional)

CATEGORIES

Direct Marketing
Physical Items

DM_01: Physical Items

A single (1) or series (2-10) of physical pieces of advertising that target a specific audience. Includes pieces delivered via mail, messenger, handouts, postings, etc.

Direct Marketing
Out of Home

DM_02: Out of Home - P.O.P. & In-Store

A single (1) or series (2-10) of promotions placed in-store or at point-of-sale, targeting a specific audience. Includes posters, shelf banners, 3D displays, etc.

DM_03: Out of Home - Billboards & Transit

A single (1) or series (2-10) of advertisements which appears in or around transit, targeting a specific audience. Includes billboards, bus shelters, subways, taxis, and airports.

Direct Marketing
Targeted Video

DM_04: Targeted Video - On Location

A single (1) or series (2-5) of videos created for exclusive viewing by an audience in a specific location. Includes work done for lobby displays, events, amusement parks, etc.
NOTE: Entries cannot have also appeared online or over broadcast television.

DM_05: Targeted Video - Online

A single (1) or series (2-5) of online videos targeted for a specific audience.

Direct Marketing
Experiential

DM_06: Experiential - Brand Installations

A single (1) or series (2-5) of immersive advertising targeted for a specific audience, in which each user determines their own experience based on their interaction with the work. Includes kiosks, takeovers, pop-ups, trade show booths, constructed public environments, etc.

DM_07: Experiential - In-Person Events

A single (1) or series (2-5) of planned public events, competitions, or social gatherings centered around a brand, in which the targeted audience connects exclusively in a physical space.

DM_08: Experiential - Virtual Events

A single (1) or series (2-5) of planned public events, competitions, or social gatherings centered around a brand, in which the targeted audience connects exclusively via digital channels.

DM_09: Experiential - Hybrid Events

A single (1) or series (2-5) of events, competitions, or social gatherings centered around a brand that seamlessly combines in-person and virtual elements.

DM_10: Experiential - Customer Experience / CX

A system (2-10) of touchpoints that define the overall perception of a brand, based on the users' interactions with it. Includes physical and digital presence as well as brand voice and tone applied to customer service channels.

Direct Marketing
Digital & Online

DM_11: Digital & Online - Websites & Mobile

The use of a single (1) or series (2-5) of websites, microsites, or mobile applications as a tool for engagement with a brand's targeted demographic.

DM_12: Digital & Online - Ecommerce

A single (1) or series (2-5) of branded online tools or websites that facilitate the buying, selling, or trading of goods or services to engage with a brand's targeted demographic.

DM_13: Digital & Online - Email & Newsletters

The use of a single (1) or series (2-5) of email communications as a tool for engagement with a brand's targeted demographic.

DM_14: Digital & Online - Banners & Pop-ups

The use of a single (1) or series (2-5) of online banner advertisements as a tool for engagement with a brand's targeted demographic.

DM_15: Digital & Online - Gaming

A single (1) or series (2-5) of game(s) used as a tool for engagement with a brand's targeted demographic. Includes fully branded games and brand placement or integration into an existing game.
NOTE: No special equipment will be used for judging. The required submission media must showcase the technology.

Direct Marketing
Social Media Post

DM_16: Social Media Post - Single

The use of a single (1) social media post or online video as a tool for engagement with a brand's targeted demographic.
NOTE: Entries must provide the social platform(s) used.

DM_17: Social Media Post - Series

The use of a series (2-10) of social media posts, channels, or online videos as a tool for engagement with a brand's targeted demographic.
NOTE: Entries must provide the social platform(s) used.

Direct Marketing
Use of Smart Devices & Voice Assistants

DM_18: Use of Smart Devices & Voice Assistants

The use of a single (1) or series (2-5) of smart devices or platforms to communicate and interact with consumers on behalf of a brand. Includes wearables, smart speakers, Google Home, Alexa, Apple Siri, Meta Portal, etc.

Direct Marketing
Non-traditional & Guerrilla Marketing

DM_19: Non-traditional & Guerrilla Marketing

The use of a single (1) or series (2-5) of unconventional and/or low budget techniques outside of standard marketing strategy to engage with a brand's targeted audience. Includes wild postings, stunts, etc.

Direct Marketing
Integrated Campaign

DM_20: Integrated Campaign

A fully integrated direct marketing campaign consisting of 3-10 elements, executed in at least 3 mediums. Mediums can include, but are not limited to, television, print, online, outdoor, or radio.
NOTE: Project videos should include at least 3 different mediums in the campaign.

Direct Marketing
Brand Partnerships

DM_21: Brand Partnerships

Two or more brands working together to create a single (1) or series (2-5) of direct marketing work.
NOTE: Entries must include all client/brand names involved in the work.
NOTE: All brands involved should also be listed under the full credits.

Direct Marketing
Craft

DM_22: Craft - Art Direction

Communication of the overall visual appearance of a single (1) or series (2-5) of direct marketing work.

DM_23: Craft - Writing

Writing in a single (1) or series (2-5) of direct marketing work.

DM_24: Craft - Printing / Production

Specialized printing or production techniques applied to a single (1) or series (2-5) of physical direct marketing work.

DM_25: Craft - Use of Technology

Specialized digital technologies applied to a single (1) or series (2-5) of direct marketing work. Includes the use of AI technologies.

DM_26: Craft - Data-Driven Personalization

Use of a specific data set to personalize advertising in a single (1) or series (2-5) of direct marketing work.

Direct Marketing
Innovation & Transformation

DM_27: Innovation in Direct Marketing

A single (1) or series (2-5) of direct marketing work that explores transformative ideas, devices, or methods in its execution and pushes the discipline forward.
NOTE: Entries must include a written explanation of the innovative and transformative aspects of the work.

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