How to Enter

The categories and requirements for the 31st John Caples International Awards have changed. Please download the entry kit and review the rules thoroughly before submitting your entries.

Download the entry kit.


to submit your entries.

Who Can Enter

The Caples Awards are open to any agency, client or individual involved in direct marketing and relationship marketing communication throughout the world. Entries cannot be made without the prior permission of the advertiser/owner with rights of the advertisement. All Caples entries must have been made within the context of a normal paying contract with a client, wherein the client paid for all or the majority of the media costs. The only exceptions are in the nonprofit categories and agency self promotion.

Eligibility Period

All entries must have appeared in the market between August 1, 2007 and September 30, 2008.

Your Entry Materials

Entry Form
All entries must be submitted online.

Each entry for all categories requires the following:
  • Definition of benefit
  • Response mechanism
  • A measureable response elicited (excluding the Customer Retention entries); campaigns may combine non-response and response elements
Please refer to each category for specific information required.

At the beginning of your entry submission, you will be asked:
  • Category Entered
  • Use of Media
  • Title/Headline
  • Product/Service
  • Target Audience
Market Problem
Each entry is required to include a Market Problem addressing the following:
  • Target Audience
  • Marketing Problem
  • Objective
  • Solution
The response is limited to 300 words. Results are not required but the inclusion of them may help the judges. As the Caples judges are international, please ensure your market problem is clear and concise. Please do not include your agency name in this section as this may result in disqualification.

Support Materials

Each entry is required to submit two samples of all pertinent creative pieces. Samples must not include markings which identify the creative group or agency, with the exception of self-promotion entries. Some examples include letterheads, visible watermarks, labels, marks on carrier envelopes containing the entries, credits in the code of digital entries, or leads on video. Clear translations are required for all work which is not completed in English. Country idioms that may not be understood universally must be explained. Please refer to each category in the complete entry kit for more any specific information required.

The following is also highly recommended but not required.
  • 11” x 17” one-page photo board(s) with key visuals from your entry. Single entries require one photo board; campaign entries require two. Do not include your agency name on any photo board.
  • A video explanation or case study of your entry. All videos should be an MPEG or QuickTime format, a maximum time of three minutes, and PC & MAC compatible.
  • Digital entries should include all assets (Web sites, banner ads, emails, etc) on a DVD.

Multiple Entries

Individual components may be entered as single entries. If you enter any component in more than one category, we strongly suggest you adapt your market problem to fit the category you are entering.

Price of Entry

The single entry fee is $200. The campaign entry fee is $250. Each entry form requires a separate entry fee.

Closing Date

The deadline for entries is Monday, September 29, 2008. Entries which have not been submitted online, marked as final and a payment type selected will be considered late.

Late Entries

Late entries will be received until Monday, October 6, 2008. However, those entries received after September 29 will incur a penalty of $50 per entry.


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