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16TH GONG GONG AWARDS ENTRY REQUIREMENTS, RULES & GUIDELINES

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

  1. Alcoholic
  2. Non-alcoholic beverages
  3. Food & Confectionery
  4. Corporate Service
  5. CSR
  6. Insurance
  7. Financial Services
  8. Textile & Fashion/Accessories
  9. Health & Personal care
  10. Telecommunications
  11. Transport services
  12. Aviation
  13. Automobiles
  14. Hospitality
  15. Restaurants
  16. Household products
  17. Sports
  18. Estate Development
  19. Oil & Gas
  20. 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
  • Print
  • 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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