The Curious Felis Awards, which aims to reward creative strategies and strategists behind campaigns that have proven their impact, was first organized in 2021.Curious Felis aims to make the 'strategy' discipline more visible at all points, end-to-end, by focusing on both creative strategy and marketing strategy.Curious Felis contributes to bringing more talent to this discipline by rewarding 'strategic' leaders and young talents of strategy, research and marketing teams in advertising and marketing fields.

Curious Felis Awards

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01. Insight That Excites

<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:286,&quot;end&quot;:6865},&quot;regular_list_item&quot;,{&quot;start&quot;:974,&quot;end&quot;:1409}]">This category recognizes marketing efforts that disrupt market norms and differentiate the brand from competitors through technological innovation, groundbreaking discoveries, new formulas, or business models.
<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:286,&quot;end&quot;:6865},&quot;regular_list_item&quot;,{&quot;start&quot;:974,&quot;end&quot;:1409}]">Success in this category is measured by proving that market conventions were reevaluated and that this approach influenced all aspects of strategy and execution.

02. Disrupting the Category

<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:286,&quot;end&quot;:6865},&quot;regular_list_item&quot;,{&quot;start&quot;:1411,&quot;end&quot;:1769}]">This category is for marketing activities that transform an existing but underinvested brand into a strong brand or create a new brand from scratch that people desire to purchase.
<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:286,&quot;end&quot;:6865},&quot;regular_list_item&quot;,{&quot;start&quot;:1411,&quot;end&quot;:1769}]">It is also open to new products, services, or business models introduced to the market for the first time.

03. Building the Brand From Scratch

<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:286,&quot;end&quot;:6865},&quot;regular_list_item&quot;,{&quot;start&quot;:1771,&quot;end&quot;:2323}]">This category evaluates efforts that refresh a brand&rsquo;s positioning through a new target audience definition, value proposition, or brand character, either by revitalizing its existing positioning or completely redefining its market and consumer perception.
<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:286,&quot;end&quot;:6865},&quot;regular_list_item&quot;,{&quot;start&quot;:1771,&quot;end&quot;:2323}]">Submissions must explain the differences between the old and new positioning, provide reasons for the change, and demonstrate how the new positioning addressed specific business and/or communication problems with concrete evidence.

04. Repositioning the Brand

<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:286,&quot;end&quot;:6865},&quot;regular_list_item&quot;,{&quot;start&quot;:2325,&quot;end&quot;:3092}]">Marketing efforts that give a brand purpose and meaning by addressing cultural, social, and human truths, while also offering lasting solutions to social, environmental, or economic issues, fall into this category. Brands that initiate projects to raise public awareness and influence behavioral change should submit here.
<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:286,&quot;end&quot;:6865},&quot;regular_list_item&quot;,{&quot;start&quot;:2325,&quot;end&quot;:3092}]">Entries must clearly define the relationship between the brand&rsquo;s purpose and its product/service, providing tangible evidence of how the brand&rsquo;s meaning has evolved beyond business results. Submissions should include pre- and post-project assessments, behavioral impact studies, and reputation research to quantify the brand&rsquo;s contribution.

05. Purpose That Ignites

<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:286,&quot;end&quot;:6865},&quot;regular_list_item&quot;,{&quot;start&quot;:3094,&quot;end&quot;:3640}]">Marketing activities that have consistently advanced a brand for at least three years, maintaining the initial strategic objectives while achieving sustained success, qualify for this category.
<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:286,&quot;end&quot;:6865},&quot;regular_list_item&quot;,{&quot;start&quot;:3094,&quot;end&quot;:3640}]">The primary evaluation criterion is proving, with solid evidence, that the intended growth has been sustained over time, either through increasing success rates or maintaining a stable growth trajectory. The continuity of marketing strategy&mdash;not just advertising campaigns&mdash;is considered.

06. Standing the Test of Time

<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:286,&quot;end&quot;:6865},&quot;regular_list_item&quot;,{&quot;start&quot;:3642,&quot;end&quot;:4040}]">This category recognizes strategies that have expanded their impact beyond local markets, either by introducing a local strategy to global markets or by crafting strategies in Turkiye tailored for foreign markets.
<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:286,&quot;end&quot;:6865},&quot;regular_list_item&quot;,{&quot;start&quot;:3642,&quot;end&quot;:4040}]">Only campaigns developed within the Republic of Turkiye or by Turkish headquarters for their international offices are eligible.

07. Thinking Globally

<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:286,&quot;end&quot;:6865},&quot;regular_list_item&quot;,{&quot;start&quot;:4042,&quot;end&quot;:4496}]">Marketing efforts that not only grow a brand but also expand the overall market category, either by increasing the brand&rsquo;s share or introducing an entirely new product, service, business model, or value proposition that contributes to market expansion, are evaluated in this category.
<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:286,&quot;end&quot;:6865},&quot;regular_list_item&quot;,{&quot;start&quot;:4042,&quot;end&quot;:4496}]">Submissions must include total market and category data alongside brand-specific results.

08. Growing the Category, Growing the Brand

<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:286,&quot;end&quot;:6865},&quot;regular_list_item&quot;,{&quot;start&quot;:4498,&quot;end&quot;:4922}]">Projects that innovate in product, service, or business models to transform customer perceptions and elevate brand experience fall into this category. Submissions should highlight how the innovation addressed a business and/or communication problem.
<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:286,&quot;end&quot;:6865},&quot;regular_list_item&quot;,{&quot;start&quot;:4498,&quot;end&quot;:4922}]">This category focuses on tangible innovations rather than new marketing or communication approaches.

09. Driving Growth Through Innovation

<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:284,&quot;end&quot;:7985},&quot;regular_list_item&quot;,{&quot;start&quot;:5525,&quot;end&quot;:5942}]">Marketing activities that have achieved significant success despite limited budgets are evaluated in this category. Applicants must demonstrate how they gained market share with lower media investment or marketing budgets than their competitors.
<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:284,&quot;end&quot;:7985},&quot;regular_list_item&quot;,{&quot;start&quot;:5525,&quot;end&quot;:5942}]">Additionally, startups with an annual marketing budget of less than 5 million TL may apply in this category.

10. Small Budgets, Big Results

<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:284,&quot;end&quot;:7985},&quot;regular_list_item&quot;,{&quot;start&quot;:5944,&quot;end&quot;:6355}]">Marketing activities that target businesses, SMEs, corporate firms, and the professionals representing them rather than individual consumers are evaluated in this category.
<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:284,&quot;end&quot;:7985},&quot;regular_list_item&quot;,{&quot;start&quot;:5944,&quot;end&quot;:6355}]">The main success criterion is demonstrating how the product and/or service has made a difference in the B2B sector by breaking conventions through innovation or a disruptive communication approach.

11. Shaking Up B2B

<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:284,&quot;end&quot;:7985},&quot;regular_list_item&quot;,{&quot;start&quot;:6357,&quot;end&quot;:6890}]">This category evaluates projects that employ new research methods or models, or reinterpret existing ones to ask new questions and uncover new answers. Entries must provide clear evidence that the research findings directly influenced the marketing strategy.
<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:284,&quot;end&quot;:7985},&quot;regular_list_item&quot;,{&quot;start&quot;:6357,&quot;end&quot;:6890}]">The success of the research should be demonstrated through tangible business outcomes, including changes in decision-making, strategy adjustments, and overall brand performance improvements based on the insights obtained.

12. Asking New Questions

<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:284,&quot;end&quot;:7985},&quot;regular_list_item&quot;,{&quot;start&quot;:6892,&quot;end&quot;:7573}]">This category evaluates marketing activities that leverage first- or third-party data through new-generation technologies to develop innovative products, services, business models, or value propositions. Conventional research methods such as focus groups, in-depth interviews, or retail panels do not fall under this category. Instead, this category focuses on data-driven strategies that optimize creative assets dynamically based on real-time insights.
<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:284,&quot;end&quot;:7985},&quot;regular_list_item&quot;,{&quot;start&quot;:6892,&quot;end&quot;:7573}]">Additionally, innovative UX/UI work, direct marketing projects, and business model innovations that merge marketing with technology are considered.

13. Marrying Marketing and Technology

<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:284,&quot;end&quot;:7985},&quot;regular_list_item&quot;,{&quot;start&quot;:7575,&quot;end&quot;:7985}]">Marketing strategies that extend a brand&rsquo;s communication scope into the gaming space in alignment with its objectives and values are evaluated in this category.
<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:284,&quot;end&quot;:7985},&quot;regular_list_item&quot;,{&quot;start&quot;:7575,&quot;end&quot;:7985}]">The key success criterion is demonstrating how the connection between the brand and the gaming community has contributed to the brand&rsquo;s business and communication goals with tangible evidence.

TRANSFORMATIVE MARKETING STRATEGY