Ad Club Kolkata Call for Entries
Posted: Mon Apr 24, 2006 12:09 pm
Ad Club Kolkata is calling for Entries for Consumer Connect Awards
Download the entry form here
Did your brand communication connect with your consumer?
If it did, expect to be recognised.
In 2003, Advertising Club Calcutta chose to champion not just advertising but any form of brand communication that connected with the consumer.
And so it chose to update The Gowtam Ghosal Trophy, initiated in 1983, and made it India’s only ‘advertising’ award that involves the consumers.
The Consumer Connect Awards.
That’s right.
Every entry is shown to the consumer group you consider your primary audience. Last year 3500 consumers were contacted.
Indica Research has developed a model for us that generates an impartial Consumer Connect Score. The model has been tested for two years and has come up trumps.
What is amazing about the process is that it evaluates not just mainstream advertising but any kind of brand communication initiative, for any size of brand, on a level playing field. Last year an ‘in-film placement’ fought with a ‘local festival promotion’ and a ‘national TVC campaign’. Advertising, after all, has become a very big word.
Of course the brand communication initiatives that connected with the consumers the most won.
Have you created anything in the last year that made the consumer think more highly of your brand?
How is it judged?
Thanks to Indica Research, we now have a time tested model to determine the Consumer Connect Score of each entry.
Last year JWT and Group M sent in the same entry separately. With over 200 entries to contend with, we had no way of knowing it was for the same brand initiative. The entries were researched in separate panels. The scores came out almost identical. (In fact, that’s when we realised it was really the same entry.)
How does Indica Research come up with a Consumer Connect Score?
For each entry, Indica Research uses two matched consumer panels.
With the first panel they conduct the Market Assessment Study. They measure what the consumers currently think and feel about the brands.
With the second panel of matched consumers they conduct the Stimulation Assessment Study. They measure what the consumers thought and felt about the brand communication initiative that’s been entered.
Then, using their proprietorial AIM model, they cull out the changes in Likeability, Brand Image and Brand Perceptions. The difference in the composite scores yields the Consumer Connect Score. Brands with already high Market Assessment Scores have to prove themselves with even higher Stimulation Assessment Scores. Everybody gets a level playing field because the Consumer Connect Score measures the difference the entry made.
Our confidence in this score has grown over these two years. It will now carry a 75% weight and will be used to shortlist the nominees.
The final winners will be decided after a live presentation to a panel of judges.
That’s on judgement day : July 29, 2006
Who can enter?
Any brand initiative launched between Jan 1, 2005 and March 31, 2006 can enter.
Advertising Agencies, Communication Consultancies, Clients …. Anyone who is proud of having created work that has connected with the Indian Consumer can enter. Just make sure your business partners are not sending in the same entry!
The Categories
There will be different awards for each of the following categories though the Consumer Connect Score has no bias.
Consumer Products (FMCG)
Consumer Durables
Consumer Services
Public Services
> The Campaign of the Year will go to the entry with the highest score.
> Every category has a winner and a runner-up.
> Every category has a special award for the Kolkata Agency with the highest rating in those categories.
> The Agency of the Year will go to the communication consultancy with the highest points.
> 3 points for a “winner”. 2 points for a “runner-up”. 1 point for a “nomination”.
Download the entry form here
Did your brand communication connect with your consumer?
If it did, expect to be recognised.
In 2003, Advertising Club Calcutta chose to champion not just advertising but any form of brand communication that connected with the consumer.
And so it chose to update The Gowtam Ghosal Trophy, initiated in 1983, and made it India’s only ‘advertising’ award that involves the consumers.
The Consumer Connect Awards.
That’s right.
Every entry is shown to the consumer group you consider your primary audience. Last year 3500 consumers were contacted.
Indica Research has developed a model for us that generates an impartial Consumer Connect Score. The model has been tested for two years and has come up trumps.
What is amazing about the process is that it evaluates not just mainstream advertising but any kind of brand communication initiative, for any size of brand, on a level playing field. Last year an ‘in-film placement’ fought with a ‘local festival promotion’ and a ‘national TVC campaign’. Advertising, after all, has become a very big word.
Of course the brand communication initiatives that connected with the consumers the most won.
Have you created anything in the last year that made the consumer think more highly of your brand?
How is it judged?
Thanks to Indica Research, we now have a time tested model to determine the Consumer Connect Score of each entry.
Last year JWT and Group M sent in the same entry separately. With over 200 entries to contend with, we had no way of knowing it was for the same brand initiative. The entries were researched in separate panels. The scores came out almost identical. (In fact, that’s when we realised it was really the same entry.)
How does Indica Research come up with a Consumer Connect Score?
For each entry, Indica Research uses two matched consumer panels.
With the first panel they conduct the Market Assessment Study. They measure what the consumers currently think and feel about the brands.
With the second panel of matched consumers they conduct the Stimulation Assessment Study. They measure what the consumers thought and felt about the brand communication initiative that’s been entered.
Then, using their proprietorial AIM model, they cull out the changes in Likeability, Brand Image and Brand Perceptions. The difference in the composite scores yields the Consumer Connect Score. Brands with already high Market Assessment Scores have to prove themselves with even higher Stimulation Assessment Scores. Everybody gets a level playing field because the Consumer Connect Score measures the difference the entry made.
Our confidence in this score has grown over these two years. It will now carry a 75% weight and will be used to shortlist the nominees.
The final winners will be decided after a live presentation to a panel of judges.
That’s on judgement day : July 29, 2006
Who can enter?
Any brand initiative launched between Jan 1, 2005 and March 31, 2006 can enter.
Advertising Agencies, Communication Consultancies, Clients …. Anyone who is proud of having created work that has connected with the Indian Consumer can enter. Just make sure your business partners are not sending in the same entry!
The Categories
There will be different awards for each of the following categories though the Consumer Connect Score has no bias.
Consumer Products (FMCG)
Consumer Durables
Consumer Services
Public Services
> The Campaign of the Year will go to the entry with the highest score.
> Every category has a winner and a runner-up.
> Every category has a special award for the Kolkata Agency with the highest rating in those categories.
> The Agency of the Year will go to the communication consultancy with the highest points.
> 3 points for a “winner”. 2 points for a “runner-up”. 1 point for a “nomination”.
