Entry Checklist

 Printed accomplished entry form

 Client signature in each entry form

 15 copies of printed case study (stapled, no folders, in short bond

paper only)

 1 set of printed creative campaign executions in short bond paper

(e.g. STBs, radio ad script, print ad, or POPs)

 Digital files of entry form, case study, and all creative executions
(Print ads in .jpeg format, TVCs in .mpeg format (hi-resolution), and
RCs in .mp3 format
only)

 3 to 5 minute high resolution Audio Visual Presentation (AVP)

summarizing the case study (AVPs should be in .mpeg format only)

 Payment for all entries submitted

___________________________________________________________________________
3/F College of Arts and Sciences Building, Pearl Drive, Ortigas
Center, Pasig City
Phone Number: 637 0912 local 393 Fax Number: 634 2827
www.tambuliawards.com
Preparing a Winning Case Study Entry
Entrants must thoroughly answer each section of the case study, as outlined
below. The write-up should have a minimum of 5 pages excluding graphs,
and tables, single-spaced, font Times New Roman, font size 12.

1. Executive Summary
Provide an executive summary in one page. The summary should
include a brief explanation of why you believe the entry is a
winning case.

2. Market Overview
Explain the business context in which your campaign took place,
including pertinent competitive issues. Identify the reasons for
launching your campaign. Provide a description of your brand
positioning in the marketplace in response to the market situation.

3. Campaign Objectives
In order of importance, list the specific marketing and marketing
communications objectives of your campaign. State the expected
deliverables to serve as solid criteria for measuring effectiveness.
Mention the duration and timing of the campaign.

4. Target Audience
Define the campaign’s target audience and profile. Why did you select
them as the target? What are their motivations and purchasing
behavior in relation to the brand and the category? Explain clearly the

___________________________________________________________________________
3/F College of Arts and Sciences Building, Pearl Drive, Ortigas
Center, Pasig City
Phone Number: 637 0912 local 393 Fax Number: 634 2827
www.tambuliawards.com
 consumer benefit (not just the product benefit) addressed by the
campaign.

5. Creative Strategy and Execution

Explain the creative strategy and execution developed in relation to
the marketing communications objectives. Explain how the objectives
were achieved. What was the message you wanted to communicate?
Why was this message chosen? What insight about the target audience
led to this strategy?

6. Brand Contact Points (Channels/Media Used)

Mention and describe all brand contact points used in this campaign.
Specify innovative media concepts and executions you implemented.
Why were these media channels chosen and used, and how do these
relate to the campaign strategy? How were these media channels
integrated? How did these contribute to the overall effectiveness of the
campaign?

7. Consumer Experience Management

Explain how all other elements of the campaign were integrated (e.g.
other elements of the marketing mix, trade efforts, in-store, etc.) for
the effective management of the total consumer experience and
engagement with the brand.

8. Evidence of Results
Advertising seldom works in isolation. To be convinced that the
marketing communications campaign worked, judges need to

___________________________________________________________________________
3/F College of Arts and Sciences Building, Pearl Drive, Ortigas
Center, Pasig City
Phone Number: 637 0912 local 393 Fax Number: 634 2827
www.tambuliawards.com
 see that the business results are attributable to the marketing
communications campaign and not to other factors.

Information such as market share, sales growth, marketing

communication metrics (brand awareness, recall, and other metrics
that would indicate the success of a campaign) should also be linked to
the brand’s communications.

Entrants are encouraged to discuss the impact of the competitive

environment, pricing, distribution, and other factors that might affect
the market equilibrium.

The evidence of results must relate directly to the campaign

objectives. Please be as specific as possible in documenting all
evidence. Provide sources of data, research involved and the time
period covered for the results provided.

Finally, the case must not only prove that the campaign
resulted in increased sales. More important, it should show
how it was profitable for the brand, that is, that a clear
payback or profit occurred as a result of the IMC investments
made.

9. Development and Formation of Societal Values

Marketing communications campaigns need to be measured on the
basis of the positive impact of their messages to society. For an entry
to win the UA&P Tambuli Awards, it should show how it promoted
societal values.

You must include a qualitative description of how the campaign

contributes to the betterment of society. Some examples of ideals that
___________________________________________________________________________
3/F College of Arts and Sciences Building, Pearl Drive, Ortigas
Center, Pasig City
Phone Number: 637 0912 local 393 Fax Number: 634 2827
www.tambuliawards.com
 may be highlighted are: truth, justice, peace, family life, service and
industriousness, respect for human life and dignity, care for the
environment, concern for the needy, solidarity and racial harmony, and
defense of the rights of individuals and communities.

10. Supporting Materials

Please provide samples of creative materials to aid the judges and
further strengthen the arguments and merits of the case.

Tips on Writing a Winning Entry

 Get a Head Start

Collecting the relevant information to build effective arguments can take a
while to compile and process. Starting early always helps build a strong
case.

 Involve Clients
Clients can provide a different perspective regarding the campaign’s
effectiveness. They can also provide information that is not normally
accessible.

 Present the Arguments Clearly

The clearer and more concise you present the case, the greater your
chances of winning. Avoid including highly technical information and
analysis if they are unnecessary. More importance is given to a clear case
that shows coherence from start to finish.

___________________________________________________________________________
3/F College of Arts and Sciences Building, Pearl Drive, Ortigas
Center, Pasig City
Phone Number: 637 0912 local 393 Fax Number: 634 2827
www.tambuliawards.com
  Carry the Burden of Proof
Provide clear evidence that the improvement of sales and market share
was due to the marketing communications campaign. Judges will play
devil’s advocate and assume the opposite unless proven otherwise. Use
solid facts when presenting your case.

 Premium on Learning
Wherever possible, highlight the innovative practices in your campaign
that brought added value to the brand. Your case’s contribution to new
learning will be rewarded.

ENTRY FORM
Please complete all fields with the required information.

ENTRANT INFORMATION
Company/Agency: _______________________________________________________
Contact person: _________________________________________________________
Position: _______________________________________________________________
Telephone #: ___________________________________________________________
Fax #: _________________________________________________________________
E-mail address: _________________________________________________________
Office address: _________________________________________________________

CASE INFORMATION
Campaign title: __________________________________________________________
Brand name of product or service: ___________________________________________
___________________________________________________________________________
3/F College of Arts and Sciences Building, Pearl Drive, Ortigas
Center, Pasig City
Phone Number: 637 0912 local 393 Fax Number: 634 2827
www.tambuliawards.com
Type of product or service: ________________________________________________
Client company name: ____________________________________________________
Advertising agency: ______________________________________________________
Campaign duration: ______________________________________________________

CASE CATEGORY
Under what category do you wish the entry to be considered?
 Best Small Budget Brand Campaign  Best Teens Brand Campaign
 Best Established Brand Campaign  Best Fashion Brand Campaign
 Best Innovative and Integrated  Best Media-initiated Brand
Media Campaign Campaign
 Best Insights and Strategic  Best Public Relations (PR) initiated
Thinking Brand Campaign
 Best Family-Oriented Brand  Best Advocacy Campaign
Campaign  Best in Creative Idea and Execution

CLIENT ENDORSEMENT
I hereby certify that the campaign information and claims in this case study
are correct and that the campaign was released between 01 January 2010
and 31 December 2010.

Client company name: ____________________________________________________

Client name: ____________________________________________________________
Client signature: _________________________________________________________
Date: _________________________________________________________________
Phone: ________________________________________________________________
Fax: __________________________________________________________________
E-mail: ________________________________________________________________

CREDITS
Agency Credits

Complete agency name: __________________________________________________

___________________________________________________________________________
3/F College of Arts and Sciences Building, Pearl Drive, Ortigas
Center, Pasig City
Phone Number: 637 0912 local 393 Fax Number: 634 2827
www.tambuliawards.com
Address: _______________________________________________________________
Phone: ________________________________________________________________
Fax: __________________________________________________________________
Website: _______________________________________________________________

Name: _____________________________ Title: ______________________________

Name: _____________________________ Title: ______________________________
Name: _____________________________ Title: ______________________________
Name: _____________________________ Title: ______________________________
Name: _____________________________ Title: ______________________________
Name: _____________________________ Title: ______________________________
Name: _____________________________ Title: ______________________________
Name: _____________________________ Title: ______________________________
Name: _____________________________ Title: ______________________________
Name: _____________________________ Title: ______________________________

Client Credits

Complete client name: __________________________________________________

Address: _______________________________________________________________
Phone: ________________________________________________________________
Fax: __________________________________________________________________

Website: _______________________________________________________________
Name: _____________________________ Title: ______________________________
Name: _____________________________ Title: ______________________________
Name: _____________________________ Title: ______________________________
Name: _____________________________ Title: ______________________________
Name: _____________________________ Title: ______________________________
Name: _____________________________ Title: ______________________________
Name: _____________________________ Title: ______________________________
___________________________________________________________________________
3/F College of Arts and Sciences Building, Pearl Drive, Ortigas
Center, Pasig City
Phone Number: 637 0912 local 393 Fax Number: 634 2827
www.tambuliawards.com
Name: _____________________________ Title: ______________________________
Name: _____________________________ Title: ______________________________
Name: _____________________________ Title: ______________________________

PAYMENT AND SUMMARY OF ENTRIES

Category Campaign Title Amount

1. _________________ ________________________ _________________
2. _________________ ________________________ _________________
3. _________________ ________________________ _________________
4. _________________ ________________________ _________________
5. _________________ ________________________ _________________
6. _________________ ________________________ _________________
7. _________________ ________________________ _________________
8. _________________ ________________________ _________________
9. _________________ ________________________ _________________
10. ________________ ________________________ _________________

Total amount: ________________

Date: _________________
Company: _________________
Phone: _________________

Please make the checks payable to University of Asia and the Pacific
Foundation, Inc.

___________________________________________________________________________
3/F College of Arts and Sciences Building, Pearl Drive, Ortigas
Center, Pasig City
Phone Number: 637 0912 local 393 Fax Number: 634 2827
www.tambuliawards.com
___________________________________________________________________________
3/F College of Arts and Sciences Building, Pearl Drive, Ortigas
Center, Pasig City
Phone Number: 637 0912 local 393 Fax Number: 634 2827
www.tambuliawards.com