International Festival of Brand Experience
04 | Der Neustart 19-01-2022

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Categories 2022

The BrandEx Award (an amalgamation of the former FAMAB AWARD, BEA Award, the FAMAB NEW TALENT AWARD and the INA Award) is a creative award for successful live communication. It recognises outstanding brand experiences, in other words international benchmarks in meeting communication and temporary and permanent architecture. The key evaluation criteria are creativity and implementation success. Prize-winners are selected by a competent and independent jury.

Architecture

Award-winning trade fair presentations in this category fulfil marketing and corporate goals at the highest level, presenting products and services according to the CI/CD and creating a multisensory experience for visitors. These presentations are characterised by an exceptionally high level of creativity and originality, a unique approach to challenges and the intelligent use of a wide range of options offered by live communication. The outstanding design of architecture, graphic communication, media and interactive elements make the meeting of brands, messages and people a one-of-a-kind experience that is worthy of recognition.

Best Stand S – Presentations of up to 100 m²

Best Stand M – Presentations of between 101 m² and 500 m²

Best Stand L – Presentations of between 501 m² and 1000 m²

This category recognises spatial brand presentations such as brand environments, show rooms or trade fair presentations larger than L, that give a brand a spatial dimension and a distinctive character. Premium-quality commercial brand projects, temporary or permanent, become tangible and thus create an identity. They excel in their rigorously consistent use of architecture, communication, light and media. The successful presentation solves functional requirements of brand identity and spotlights the brand.

The Best Thematic Exhibition honours temporary or permanent theme-focused exhibition concepts that represent a means of communicating within a space. These can include exhibitions from the areas of culture, history, technology as well as theme pavilions and parks. They are designed primarily to impart knowledge rather than to promote sales. With their rigorously consistent concept and using the possibilities of spatial presentation, they meet the multidisciplinary requirements of brand identity in an exceptional manner.

The Best Store Concept category recognises the design of a brand space. This can be either a permanent or temporary store concept, hospitality facilities, road shows or museums that appeal to consumers. The presentation captivates visitors and successfully combines marketing and architecture. The 360°Customer Journey consistently taps the potential of spaces as experiences so that the benefit they generate emotionalises, activates and motivates users.

etails crucial to the success of the project as well as the management of real and virtual architectures for trade shows and exhibitions, set designs, brand worlds and showrooms are evaluated and honoured. These may take the form of innovative solutions and approaches, particularly successful implementations, new technologies or optimal logistics.

The creation and details crucial to the success of virtual architectures in hybrid, partially digital and digital projects are evaluated and honoured. These may take the form of innovative solutions and approaches, particularly successful implementations, new technologies and strategic conceptualisations. Particular weight will be given to the optimal integration of brand and productintheir spatial and emotional power.

The ‘Formats’ category honours innovative and creative formats, both new and and existing or already implemented. These include new event ideas and disruptive concepts as well as trade shows with a long history of success that are shaping their future development with creative ideas and solutions. Accordingly, the judging of the entries ensues primarily from the perspective of the customer/participant. The formats submitted must meet the following criteria:

•at least one successful execution
•systematic concept for multiple executions
•they must feature their own brand, own marketing, and own business model
•they must be characterised by strong live communication

In this category, digital or partially digital/hybrid trade show formats are evaluated. Recurring formats are honoured.

In this category, projects are evaluated which are assigned to another subcategory (in the main category ‘Architecture’). These are projects that were commissioned by customers and developed to the level of readiness for implementation by the service providers, but had to be cancelled due to the pandemic in 2020/2021.

Event

This category celebrates the best live projects and solutions for brand communication and the activation of brand target groups. ‘Brand’ is defined as a ‘promise’ of the company values and the qualities of its services and products. Possible event formats in this category: product launches, road shows or presentations for an open or closed group of participants.

Projects in this category target the public –the wider public or specific sections of the public. Awards are given to the best live projects in formats which have used a collective experience to inform target groups or change attitudes, such as press events, PR events, galas, and charity functions as well as cultural events for an open or closed group of participants.

This category recognises the best events that sustainably and effectively inform a target group about changes, positively influence their motivation to participate and socialise, or train addressees how to use products and services. Internal target groups are managers, employees and stakeholders, external target groups, customers, the media and users. Formats might be incentive or team-building events, change processes, kick-offs as well as training events.

This category honours creative marketing events used by businesses to motivate and inspire their target groups. These can be retailer presentations, road shows, a kick-off event, open day or a traditional company anniversary.

This category recognises the best conferences, conventions and meetings which –thanks to a creative idea, a central theme and consistent implementation –facilitate the communication of insights, knowledge, know-how and experiences, or exemplify the successful planning and execution of meetings.

This category focuses on details crucial to the sucess of live and digital events as well as the management of these events. These may take the form of innovative use of technology, creative digital solutions, an emotionalising set or stage design, concept-relevant catering, or a thrilling show.

The creation of and concepts crucial to the success of digital, partially digital and hybrid projects in live communication are evaluated and honoured. These may take the form of innovative solutions and approaches, particularly successful implementations, new technologies and successful strategies for reaching target groups. Particular weight will be given to the emotionalisation of the target groups as an aspect crucial to the success of live communication, as well as the optimal integration of brand and product.

The ‘Formats’ category evaluates innovative and creative event formats, both new and existing or already implemented. These include new event ideas and disruptive event concepts as well as events with a long history of success that are shaping their future development with creative ideas and solutions. Accordingly, the judging of the entries ensues primarily from the perspective of the customer/participant. The formats submitted must meet the following criteria:

•at least one successful execution
•systematic concept for multiple executions
•they must feature their own brand, own marketing, and own business model
•they must be characterised by strong live communication

In this category, digital or partially digital/hybrid festivals are evaluated. The target-oriented, trend-setting mix of content, communication, fun/entertainment, education and playful elements is evaluated.

In this category, projects are evaluated which are assigned to another subcategory (in the main category ‘Event’). These are projects that were commissioned by customers and developed to the level of readiness for implementation by the service providers, but had to be cancelled due to the pandemic in 2020/2021.

Fresh

BrandEx Fresh – the category for young professionals in live communication and event marketing – is an integral part of the creative competition. Based on a concrete task, BrandEx Fresh participants develop a cross-channel live campaign for a real existing brand.

More information >>> FRESH