ENTRY KIT1 CATEGORIES

Categories Special Category I: Best in Digital The entry that showcases the most effective digital ad campaign using any digital platform including viral, social media, mircrosites, blogs, website, apps, gamification, online content delivery portals etc. The entry may be part of the overall 360 degree campaign of your brand or a standalone marketing effort. Results will be judged against metrics that best indicates advertising effectiveness in digital media platform. Special Category II: Passion for Pakistan A campaign or marketing effort that reflects passion for Pakistan and is used to significantly improve the image of the country; not including CSRs. Results will be awarded for best creative idea that enhances the image of Pakistan in a unique and compelling way that also integrates with your product/service/brand. Please note that the PAS Awards Secretariat reserves the right to re categorize entries and split/redefine categories any time as it feels appropriate. CHOOSING A REGULAR CATEGORY FOR YOUR ENTRY PAS Awards 2014 is not a media or platform specific competition. The entries of products and brands that are similar in usage form a category irrespective of the platform they have leveraged to achieve their objective/s. An entry should be placed in Public Service category, if the underlying objective/s of the campaign is to address or increase awareness of a certain social issue that is for the benefit of the general public or the society at large. ENTRY KIT1 of 5/ Page

Categories Special Category III: Media Innovation The entry that shows insight and creativity to change the way a particular media channel is consumed - a campaign that has gone beyond the conventional approach to grab its target, and effectively engage with them. Whether the effort was one execution or multiple, and/or used one engagement channel or multiple – the work must represent new and creative usage of the media channels including TV, radio, print, OOH (excluding digital and BTL activations). ENTRY KIT2 of 5/ Page Special Category 1V: Best BTL Activation Any marketing effort that used BTL activity in a creative manner to engage consumers and generate positive results. The effort could be short-term one-off event or execution of multiple programmes that clearly indicate all parameters used to augment customer involvement and participation. Entering in Multiple Categories: You may enter in the regular category as well as in one or more than one SPECIAL CATEGORIES, However you will need to submit a separate entry form with a separate set of creative samples and pay the entry fee for all additional categories.

Categories Special Award Campaign of the Year One campaign that out shines across all the categories and serves as a benchmark for outstanding work and efforts that has delivered on all fronts. All entries qualify for the Campaign of the Year Award. ENTRY KIT3 of 5/ Page Special Award Best Original Local Campaign One campaign conceptualized and developed locally; not adapted from global/regional concept that shows exceptional idea, execution, effectiveness and is result-oriented. All locally developed entries qualify for Best Original Local Campaign Award.

Regular Product & Service Categories Automotive and Transport Automobile manufacturers, airlines, railways and allied services. Agriculture and Related Industry: Fertilizers, pesticides, seeds, poultry farms and other related product and services. Banking and Financial Services: Corporate and consumer product and services (includes Islamic banking). Breakfast Foods & Dairy: Bread, butter, jam, honey, milk (liquid and powder), yogurt etc. Beverages – Cold: Soft drinks, juices, flavored milk, energy drinks, bottled and sparkling water etc. Beverages – Hot: Tea, coffee etc. Childrens Products and Services: Baby care products, infant nutrition, leisure products and services etc. Computer & Internet Service Providers: Hardware, software, online services etc. Confectionery and Snacks: Chips, biscuits, chocolates, sweets, candies, chewing gums, supari, peanuts and conventional bakeries etc. Consumer Electronics: Kitchen and home appliances. Cosmetics and Personal Care and Hygiene (men and women): Skin care, facial wash, hair removing creams, shower gels, oral care, talcum powder, perfumes, beauty parlors, sanitary napkins etc. Culinary: Oil and fats, pickles, spices, ketchup etc. Fabric Care: Detergent powders and laundry soaps, fabric softeners, laundry etc. Hair Care: Shampoos, conditioners, oil etc. Health Care & Fitness: OTC, diagnostics, surgical replacements, vaccinations, fitness centre, sporting goods etc. ENTRY KIT4 of 5/ Page

Regular Product & Service Categories Hotels & Restaurants: Cafés, restaurants, hotels and related services. Household Furnishings: Carpet, paint, home décor, renovation services, furniture etc. Household Care: Surface cleaners, disinfectants, insecticides, dish washing etc. Ice cream & Desserts: Ice cream, frozen desserts, ice cream parlors, custard and jelly, flavored yogurt etc. Media: TV Channels, publishing houses, radio stations etc. Packaged Foods: Frozen foods, soups, ready to eat meals etc. Petroleum: Petroleum companies, CNG, lubricants etc. Publics Service, Government & CSR: Government and ministries, Armed Forces, NGOs, Charity organizations, Federations and Associations, CSR, etc. Political Advertising: Election and party campaigns etc. Soaps & Hand Wash: Liquid and bar soap, beauty and medicated etc. Telecommunication Hardware Manufacturers: Handset manufacturers etc. Telecommunication Service Providers: GSM, telephone service providers and related services. Textile & Fashion: Branded and designer wear, clothing and fabric, footwear, Fashion retail outlets etc. Others: Art, Culture and Entertainment Construction & Real Estate Delivery systems (product and services) Education Events and Festivals General Service Industry (Security systems, showrooms, courier services etc) Office products and services Retail ENTRY KIT5 of 5/ Page