Golden Rooster (advertising award)
The Goldener Hahn (formerly also "Goldener Werbehahn") is the Lower Austrian regional award for exemplary advertising . It is the largest national advertising award in Austria. The award is made by the Governor of Lower Austria together with the Lower Austria Chamber of Commerce.
The prizes are awarded in two events: in a nomination event and in the Goldener Hahn advertising gala . The organization and processing of the prize is carried out by the Advertising and Market Communication section of the Lower Austrian Chamber of Commerce.
Categories and prices
The Golden Rooster is awarded in several categories. The winners are determined in a two-stage judging process: In each category, the five most highly rated project submissions are determined from the submitted work in an online judging process. These represent the nominees for the Golden Rooster. From the nominees, a jury decision will determine a winner for the Golden Rooster by means of an expert jury. If there are fewer than 5 valid submissions in a category, this will not be accepted.
The categories in 2018:
- Out of Home
- Digital
- Audio
- Moving image
- Event
- Dialogue marketing
- public relations
- POS | Exhibition architecture
- Packaging design
- Graphic design
- Self-promotion
- campaign
The appearance of the trophies is changed regularly. The current trophy has the shape of a raised cuboid divided into three segments. The materials used, such as wood, glass, aluminum etc. are changed annually. In the middle segment, the trophy bears the horizontal inscription "Goldener Hahn" with the respective year and in the upper part, vertically aligned, the name of the respective category. Until 2010, the trophies were made of metal and represented a capitalized typographical solution using the term "kikeriki". They replaced the trophies made of glass, which were used from 2007 to 2009 and which are characterized by the stylized contour of a cockscomb (actually the outline of a symbolizing one red glove from the campaigns for the competition).
As is customary for advertising awards, the awards are not accompanied by any cash prizes. Rather, award winners have to pay contributions towards the trophies received. Depending on the year and category, award winners very often receive sponsorship benefits.
procedure
Participation in the competition is subject to a fee and has been carried out exclusively digitally via an online submission system within the advertised submission period since 2006.
After the submission deadline has expired, the jury is judged by an expert jury, which is usually also present in the media as an event. The judging takes place in camera. The decisions regarding the Golden Roosters will be kept under lock and key until the Golden Rooster Gala. The nominees will be informed in writing prior to the nomination event.
The awarding of the prizes has been divided into two events since 2006 and the procedure is based a little on the Oscars :
- The nomination event, which is more informal.
- The Golden Hahn-Gala, also known as the "Advertising Gala", takes place as the main event, the location of which has been fixed at the Stadttheater in Baden near Vienna since 2009 due to the Oscar-like atmosphere. In recent years the gala has been taking place in the Multiversum in Schwechat. The Golden Rooster Gala is public, tickets can be purchased by anyone. Often the agencies are accompanied by the clients of the nominated works.
participation
All Lower Austrian advertising companies (based in Lower Austria) are permitted to participate in the Golden Rooster. Submitted work must meet certain criteria, such as:
- Public use in a specific previous period
- Comply with international guidelines for the integrity of advertising (according to the guidelines of the CAAA certification )
- Have a clear target (sales letter)
- Achievement of the objective (advertising success)
In addition, the jury only recognizes works of above-average professional quality and exemplary character. In the event of a breach of the fundamentals, disqualification or the subsequent withdrawal of a prize is possible at any time.
The exclusion criteria have recently been relaxed somewhat. The following are now excluded:
- Advertising for political parties / groups (due to the neutrality requirement of the jury)
- Work that contradicts good morals or violates decency
- All work that was created with the direct participation of a juror or moderator of the event
Judging and jury
The jury primarily evaluates according to the criteria that are sometimes specifically named for categories in the conditions of participation in a voting mode that is not published in more detail in a combination of online and specialist judging.
The expert jury is made up of various - neutral - experts, such as advertising experts from other federal states, representatives from the media industry and individual business executives with a marketing background. The respective chairman of the advertising and market communication specialist group chairs the meeting, but he is not entitled to vote.
development
The "Golden Rooster", at that time also the "State Prize for Exemplary Advertising", was initiated in 1977 by the guild for commercial advertising, today's specialist group for advertising and market communication. In 1993, advertising photography was also included in the competition. Until 2006, the organization of the advertising award took place in addition to the ongoing collaboration with the Lower Austria state government together with the state guild of photographers.
Over the years, the categories, submission and evaluation regulations as well as the award modalities have changed many times. So there was - more or less analogous to the Cannes Lions International Advertising Festival - until 2005 a three-stage system with bronze, silver and gold advertising taps without a specific target number of awards per category as well as the awarding of recognition prizes or certificates. A school and student award, the "Junior-Hahn", was awarded in 2010 a. a. discontinued due to repeated problems with submissions and rule violations that made objective assessment impossible.
Especially since 2006, the development of the Golden Rooster as an advertising award has been growing rapidly, both in terms of the quality of the works submitted and the number of works submitted, not least because of the equally strong growth in Lower Austria's advertising industry. The competition is increasingly competitive, due to the extensive media presence of the award and the reduction in awards that has taken place in recent years. For these reasons, the award is being accepted more and more by the media and specialist media at national level.
In 2009, the previous top value of 439 submissions with around 1,000 individual works was achieved, which, according to information from the Lower Austrian Advertising and Market Communication section, represented the largest advertising prize at the Austrian regional level. In 2010, a similarly high number of submissions was achieved with 390 submissions and approx. 950 individual works.
swell
- ↑ a b c Current conditions of participation for the Golden Rooster ( Memento of the original from March 23, 2015 in the Internet Archive ) Info: The archive link has been inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- ↑ Current jury of the Golden Rooster ( Memento of the original from September 24, 2015 in the Internet Archive ) Info: The archive link has been inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- ↑ Press release of the Lower Austrian state government 2007
- ↑ Article in "Niederösterreichische Wirtschaft" 2008, page 38 ( PDF )
- ↑ Press release of the Advertising Section in 2009
- ↑ Report on the nomination in the "Badener Zeitung" 2010 ( page no longer available , search in web archives ) Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice.
- ↑ Reporting on submissions in "Bezirksblätter" 2010 ( page no longer available , search in web archives ) Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice. (PDF; 976 kB)
