◊ ที่มา ◊
“MAT AWARD”
หรือ “MARKETING AWARD OF THAILAND”

“MAT Award of Thailand” is Thailand’s biggest marketing campaign competition, organized annually by the Marketing Association of Thailand (MAT) with the following objectives:

1. To support the use of marketing to meet objectives and solve issues for organizations.
2. To use marketing as a tool in improving society and creating changes sustainably.
3. To support new marketing innovations that yield positive and tangible results.
4. To recognize Thai marketers who bring pride to their respective organizations and country, setting good examples and cases that will take Thailand’s marketing industry to another level.

Award categories, judging criteria and process are in line with the modern marketing world.

◊ Award Category ◊

New award categories are based on four key pillars that form the core of modern marketing.  

Award Category 1: Strategic Marketing แคมเปญการตลาดที่มีความเป็นเลิศด้านกลยุทธ์
This category recognizes marketing campaigns that use marketing ideas to reach business results and turn marketing strategies into an action plan that addresses business objectives amidst competition, resulting in a positive impact on the brand.

Award Category 2 : Brand Experience & Communication 
This category recognizes campaigns that clearly depict the brand’s essence to its target audience through brand experience and communication that makes the audience want to support the product or service, resulting in brand loyalty and business results.

Award Category 3 : Innovations & Martech
This category recognizes marketing campaigns that best utilize innovation and technology to take business to a new height. The marketing ideas must be unique, creative, and well presented, clearly illustrating the value of the product/service and brand value, using modern innovation and marketing technology to achieve desired business results.

Award Category 4 : Sustainable Marketing
This categoty recogizes marketing campaigns that can sustainably reflect brand essence and lead to sustainable business growth, with regards to all stakeholders: company, employees, customers, suppliers, society, communities and environment. The campaigns must have a clear and significant positive impact.

◊ Criteria for submission ◊

• Marketing campaign or brand building campaign that is proven success
• The campaign must begin between March 2021 – March 2022 and have clear and measurable results versus objective
• The campaign must be in Thailand.
• The campaign must not be copied or plagiarized from others.

◊ AWARD TYPES ◊

In each award category, there are three levels of recognition

• Gold
• Silver
• Bronze

In addition, there are also two “special recognition awards”.

• Grand Prize : Campaign of the Year 
This award is given to a campaign that demonstrates excellence in its strategy, execution, creativity and results, meeting the set objectives and reflecting the pride and success of truly driving business with marketing. The winner of this Grand Prize is the campaign that gets the highest score of each category and receives the highest votes from the judges, the MAT judges, and the honorary consultant team.

• CMO’s Top Choice Award voted by the CMO Council
This is a special award given to a campaign that receives the highest votes from the MAT CMO Council, which consists of around 100 high-rank marketing executives from various companies in many industries

** The judging is based on the judges’ consideration and the judges’ decisions are final. The judges may resolve not to select winners of some awards if deemed suitable.**

◊Judging Criteria◊

The judging criteria are based on six key topics, namely.

1. Customer Insight
The work must have insight into various aspects of its consumers, such as customer pain, customer needs, customer journey, customer experience, and customer network, and the insight must be utilized to create a campaign that tackles these points.
2. Objective & Strategy
The work must have a powerful goal and winning marketing strategy that resonates with the said goal, with the right marketing mix.
3. Concept & Originality
The work must have an outstanding and original marketing idea, and must be well presented to communicate the value of the product or service while also reflecting the brand value through the right marketing tools.
4. Implementation & Execution
The campaign must utilize the said marketing strategy to add value to the product in terms of sales and marketing, attracting and convincing consumers.
5. Effectiveness & Business Results
The work must have clear KPIs and results that resonate with the plan.  
6. Purpose, Integrity & Positive Effect
The work must reflect a marketing approach that positively affects stakeholders, uplifting the perception of brand expectation, brand trust and brand responsibility. The campaign must have a positive impact and the marketing plan must be sustainable.

 

 

◊ Scoring Criteria ◊

ในแต่ละกลุ่มรางวัล จะมีน้ำหนักของคะแนนที่ต่างกัน เพื่อสะท้อนวัตถุประสงค์หลักของแต่ละกลุ่ม

◊ Key Timeline ◊
 Accepting applications and submitting works from today.
Closing date for submissions Tuesday, September 20, 2022.
◊ Key Timeline ◊

Judging Round 1 : 20 – 30 September 2022
Final Judging : 16 October 2022
Grand Prize Judging : October 30, 2022

Note: Judging result will be announced via Marketing Association of Thailand’s website. www.marketingthai.or.th and Facebook Fanpage : MAT Society

◊ Requirement for Submission ◊

All applicant must submit the details of the work and supporting files in the following formats Link ส่งผลงาน

  • A campaign proposal
    A summary of your successful campaign, not exceeding three A4 pages (font size must not be smaller than 14 points), submitted in a PDF format not exceeding 10 MB.
  • A Summary Poster Artwork
    A poster 1.00×0.80 m in size (vertical), submitted in a JPEG format not exceeding 10 MB in file size. The poster must contain
    1. Summary and supporting images of the campaign, based on the six judging criteria
    2. Logo of the campaign or brand (if applicable)
    3. Written in a simple language in Thai or English
    4. Suitable font size and easy to read
  • A video clip or a PowerPoint presentation
    A video that explains the concept, strategy, and idea of the campaign, following the six judging criteria. The length of the video must not exceed 30 seconds, and the file type must be .MOV or .MP4, not exceeding 100 MB in size. Another option is a PowerPoint (.ppt) presentation not exceeding 20 pages.
  • If the work is submitted by an agency,
    the person submitting the work must enclose a Client Endorsement Form ( Download เอกสาร template provided by MAT), with the client’s name, position, email, and phone number for verification, in order to confirm that the client is aware and gives permission to the submission to the competition.
Prizes for winners
  • Winners will receive a recognition plaque at the Thailand Marketing Day 2022 which will take place in November 2022
  • they will be publicly recognized through the media and the MAT’s channels.
◊ Conditions ◊
  1. Marketing Association of Thailand will keep the materials, documents, and contracts of the companies and campaigns in this competition confidential. Confidential business information will only be disclosed to authorized officers appointed by MAT for the judging process only.
  2. You give MAT permission to publish your works in parts that do not contain confidential business and technical details and are not bound by your contracts with other organizations, for the purpose of educating the public and inspiring marketers.
  3. You have read and understood the rules of this competition.
  4. The decisions of the judges appointed by MAT are considered final.
  5. Works, product samples, and documents submitted to the campaign will not be returned, unless otherwise indicated.
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