2019 Categories

The Boomerangs recognizes digital marketing excellence across products and services, effectiveness, and craft, achieved through the creative and innovative use of digital strategy, customer intelligence, commerce, and content and distribution.

Product & Service

  • Category:
  • Automotive & Fuels
  • Beverages - Alcoholic
  • Beverages - Non-Alcoholic
  • Corporate Image
  • Electronics
  • Entertainment & Leisure
  • Financial Products & Services
  • Health & Wellness
  • Home Care
  • Internet & Telecom
  • Media
  • Packaged Food
  • Personal Care
  • Professional Services
  • Real Estate & Property Services
  • Restaurants
  • Retail
  • Software & Apps
  • Travel & Tourism

Case study must demonstrate digital marketing excellence within product and service verticals through outstanding results achieved through the creative, innovative use of digital strategy, customer intelligence, commerce, and content and distribution.

Entertainment & Leisure includes movies, sports, musical events, and video games.

Health & Wellness includes pharmaceuticals.

Professional Services includes delivery, errand services, accounting salons, etc.

There is no longer a separate category for Programs and Services. Campaigns, programs, products, and services can now be entered in 19 categories, from Automotive and Fuels to Travel and Tourism.

Campaign & Service for good

  • Category:
  • Brands
  • Not-for-profit

Case study must demonstrate change for the good achieved through the creative, innovative use of digital strategy, customer or stakeholder intelligence, commerce, and content and distribution.

This is its first year to be a separate category.

The Brands sub-category is work for good on behalf of brands and brand purpose.

The Not-for-profit sub-category is work for good on behalf of a non-profit organization or cause.

Work for good now has its own category. The Good Boomerang is now separate, featuring Brands and Not-for-Profit.

Effectiveness

  • Category:
  • Campaign Results
    • Awareness & Engagement
    • Brand Lift
    • Conversion
    • Reputation Management
    • Customer Relationship & Loyalty
    • Sales
    • Utility
  • Campaign Context
    • Product or Service Launch
    • Small Budget Campaign
    • Digital Activation
    • Online to Offline Campaign

Case study must demonstrate exceptional effectiveness across product and service types, achieved through the creative, innovative use of digital strategy, customer or stakeholder intelligence, commerce, and content and distribution.

The Effectiveness category has been revamped, and now includes both Campaign Results and Campaign Context. Results include sub-categories such as Awareness and Engagement, Conversion, and Sales. Context is new in 2019, and recognizes the tactical, agile nature of digital marketing. It includes sub-categories such as Product or Service Launch, and Small Budget Campaign.

Small Budget Campaign total budget must be less than P1,000,000.

Craft

  • Category:
  • Digital Illustration Single
  • Digital Illustration Campaign (set of 3 or more)
  • Video / Moving Image Single
  • Video / Moving Image Campaign (set of 3 or more)
  • Music / Sound Design Single
  • Music / Sound Design Campaign (set of 3 or more)
  • UX & Journey Design
  • Digital-led Overall Experience Design
  • Data Visualization and Storytelling
  • Innovative Use of Technology

Single entries do not require case studies. Campaign entries need to have a 60s or less video that explains the idea or intent behind the campaign. For the other categories, case videos are optional, but feel free to submit if you believe that will improve understanding and appreciation of the entry. Otherwise, submit a URL or a slide presentation using no more than 10 slides.

The Craft category remains the only category of the Boomerangs to not require results, and instead celebrates the details that make for outstanding digital content and experiences. New in 2019 are UX and Journey Design, Digital-led Overall Experience Design, and Data Visualization and Storytelling.