The award for the Most Innovative Marketing Campaign was based on the following factors:

• The marketing campaign should be ongoing during the period April 1, 2002 to March 31, 2003.
• There was an entry submission of 500 words that:
  • i) Clearly described the objective of the campaign.
  • ii) Identified key messages of the brand, media or PR campaign.
  • iii) Described briefly the campaign activities undertaken and timelines involved.
  • iv) Explained the strategies and procedures used in successfully delivering the campaign.
  • v) Described the success of the campaign in terms of attributable additional sales, increased brand awareness and recall relative to campaign budget generated during the given period.

Apart from the above-mentioned factors, companies also had to provide copies of brochures, documents or VCD's of the advertisement televised, cassette of the sound, if played on radio, a copy of the marketing plan and other physical means that helped review the campaign.