Rules and conditions of application for SoMo Advertising.

In front of you are the terms and conditions of application for the Advertising category SoMo Borac powered by Httpool 2023. Please read them carefully.

What works can be submitted?

At SoMo Borac powered by Httpool 2023, you can submit digital works that include campaigns, content, and products (activations, websites, apps and the like) created in the period from September 1, 2022 to October 20, 2023, on the condition that you have not submitted them to a previous SoMo Borac.

You can submit works that were created earlier under the following conditions:

1. If the work has been modified or significantly changed during the specified period in relation to the original version (e.g., adding new functionality to an existing digital product). In this case, it is important to transparently state how the work has been modified compared to the original version and why.
2. If the work has achieved significant results during the specified period (e.g., a campaign that started earlier but achieved the best results during this period). In this case, it is important to highlight the results that the work has achieved during the specified period and ensure that you have not previously submitted the same work to SoMo Borac.
3. In the case of the SoMo Tech and SoMo Web categories, you can submit a work that was created after January 1, 2022, on the condition that it was also available in the period after September 1, 2022, and that you have not submitted it to a previous SoMo Borac.
4. In the case of the Digital OOH category, you can submit a work that was created after January 1, 2022, on the condition that you have not submitted it to a previous SoMo Borac.

Who can apply for SoMo Advertising 2023?

Companies, startups, scale-ups, digital publishers, agencies, gaming companies, individuals, and others can apply for SoMo Advertising 2023.

What is the deadline for submitting applications?

The deadline for applications is October 20, 2023.

Campaign location

The submitted projects must be intended for the market of any country within the region, except in the case of the SoMo Global category, where projects can be intended for any market outside the region.

Format

Along with the completed online application form, it is necessary to submit a video recording (YouTube or Vimeo link) with a maximum duration of 3 minutes (in mp4 format, 720p or 1080p).

What should the application include and what should it not include?

The application should include a video that showcases three elements of the digital campaign that the jury evaluates: originality and creativity, execution quality, and results.

To maintain objectivity during the judging process, the application must not include the name of the applicant (i.e., the name of the company, startup, agency, etc.). Exceptionally, the name of the applicant can be provided only if the applicant and the client are the same company.

If the campaign is part of a global campaign, we ask the applicants to emphasize this and demonstrate how their localization differs. Additionally, it is necessary to showcase all three elements of the campaign that are being evaluated: originality and creativity, execution quality, and results.

If you are submitting the same work in multiple categories, we recommend creating separate video submissions and placing emphasis on what is important for each category.

We recommend that you submit your application in English as the jury members may not have an equal understanding of all regional languages, given that they come from across the region and beyond.

How and what does the jury evaluate?

In all categories, each assessment carries equal weight. The following aspects are evaluated:

1. 1. Originality and Creativity

Explain the creative solution and creative insight, as well as how you arrived at them, why they are important for your work, and the target audience you are addressing. Ask yourself the question, “What makes the work we are submitting unique?”

1. 2. Execution Quality

Numerous elements contribute to the overall completeness of a final work: user experience, interface design, content, special elements such as videos, interactive additions, distribution methods, technologies used, and other details. Demonstrate how you have utilized all of these aspects.

1. 3. Results

What results have you achieved in relation to the set objectives, and what results have exceeded them? Support your claims with specific numbers that validate the success of your work or provide the source of the data.

Parts of the application that are not evaluated but are important for the jury to better understand and assess your submission are:

1. 1. 1. Background – Provide more information about the context in which your project operates, including the industry, product, and competition. Describe your target audience and their behaviors, as well as how your project or product aligns with that audience.
      2. Goals – Explain the objectives you set when planning the project. 

What does the jury process look like?

There are two rounds of jury evaluation.

In the first round, the jury will select the works that will advance to the shortlist, which will be announced no later than five days before the official award ceremony. The jury will choose works that will enter the shortlist in each category.

The second round involves selecting finalists who will be awarded. Each category winner will receive a large SoMo Borac trophy, while the second-place finishers will receive smaller SoMo Borac trophies.

How much does the application cost?

The price for submitting work to SoMo Borac powered by Httpool until October 1, 2023, is 170 euros per entry.

The price for submitting work to SoMo Borac powered by Httpool until October 20, 2023, is 190 euros per entry.

With four submissions, the fifth one is free of charge.

Note: The organizer reserves the right to modify the competition rules with the consent of the jury.

Categories

1. 1. 1.  SoMo Social
         An essential aspect of any communication, whether ongoing or campaign-based, is social media. In the SoMo Social category, the emphasis is on long-term social strategies, and consistent content integrated with user communication on social media platforms. Since it involves always-on content that requires continuous production and dedication, this category evaluates performances spanning at least several months.
      2.  SoMo Content
         Reaching the audience is impossible without high-quality content. That is why in the SoMo Content category, we reward the best content marketing projects. Content projects can include newsletter strategies, video series, online magazines, blog posts, e-books, social media content, TikTok videos, and everything else that falls under content creation.
      3.  TikTok
         Tick-tock, tick-tock… Before it gets banned, in the TikTok category, we reward brands’ channels that consistently demonstrate quality and have been active for at least two months or have at least 16 posts. We evaluate the originality and creativity, execution quality, and achieved results, and all three elements must be top-notch to win the award.
      4.  Digital Activation (DA)
         On digital platforms, we often aim to engage our target audience, and we do so in various ways. If your campaigns have had user activation as their primary goal, submit them in the DA category. This category includes contests, influencer campaigns, and all other types of activations.
      5.  Digital Mix
         The best campaign across multiple digital platforms will find its place in this category and earn its SoMo Borac trophy. The platforms can include social media, Google, websites, and anything else that falls under the digital realm.
      6.  SoMo Tech
         Mobile applications or digital works that we haven’t seen on traditional platforms can be submitted in this category. The emphasis is on campaigns that have maximized the use of existing technologies and taken them a step further in their utilization.
      7.  SoMo Web
         In the exciting and rapidly growing world of digital marketing, there are many innovations and experiments with new approaches. However, from the beginning, the website remains a stable and solid foundation, often serving as the final destination of campaigns. Whether it’s a website created for a specific campaign, a corporate website, or an online store, they will find their place in this category.
      8.  SoMoRitanac
         In this category, we reward campaigns and works that have raised awareness among the general public about current global or local issues (e.g., helping a vulnerable group or contributing to the solution of a social problem).
      9.  SoMo Global
         In this category, we reward campaigns that have achieved outstanding results (sales growth, increased brand awareness, etc.) and took place in any market outside the Adria region. The achieved results constitute 70% of the evaluation, while the remaining portion consists of innovative elements such as creative solutions or the use of various platforms.
      10.  SoMo Growth
          In this category, we also reward campaigns that have achieved outstanding results (sales growth, increased brand awareness, etc.) but have taken place at the local or regional level. The achieved results constitute 70% of the evaluation, while the remaining portion consists of innovative elements such as creative solutions or the use of various platforms.
      11.  Digital Out-of-Home (Digital OOH)
          This is the category where we reward campaigns that have stopped us on the street, during a city walk, or in shopping centers, campaigns that have captivated our attention for a long time or engaged us with interactive digital screens. Within this category, we reward the innovation you have achieved by thinking outside the box.
      12.  Special Mention by Httpool
          With this award, Httpool wants to highlight effectiveness and innovation in digital marketing, encouraging them within the industry and rewarding the best possible practice. Among other things, emphasis will be placed on campaigns that use AI technology, effectively use the “customer data platform” (CDP), and apply advanced measurement methods. The winner is decided by a special jury consisting of the Httpool team.