Categories

Digital Excellence Creative Excellence Media Excellence Special Categories

Overall Digital Excellence

Direct Marketing & CRM

01: Direct Marketing & CRM
Late Fee: ₱13,300.00

The digital transformation of direct marketing and CRM birthed more diverse and innovative approaches - from acquiring first-party data, to novel takes on loyalty programs. This category recognizes innovation in customer targeting and acquisition, managing relationships and value throughout the customer life cycle, and more.

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Overall Digital Excellence

Commerce

02: Commerce
Late Fee: ₱13,300.00

As eCommerce becomes more embedded in our daily lives, consumer expectations continue to evolve dramatically. This category celebrates human-centric solutions built for eCommerce, or digital innovations related to commerce across B2B, B2C, C2B, C2C, and D2C.

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Overall Digital Excellence

Small Budget

03: Small Budget
Late Fee: ₱13,300.00

Various digital marketing technologies can help unlock a level playing field for advertisers who may have limited resources. This category recognizes innovative projects, campaigns, or solutions that have achieved significant, measurable impact while operating within a budget of PHP 1,000,000 all in; considering all costs for media and creative/assets or produced materials. The award highlights brilliant resourcefulness and strategic execution in maximizing limited financial resources to drive meaningful outcomes.

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Creative Excellence

Branded Experience

04: Branded Experience
Late Fee: ₱13,300.00

Branded experiences are immersive and engaging activations that allow brands to transcend from transactions to meaningful connections with their target audiences. This category rewards digital innovation in the creation of unique experiences that educate, entertain, inform, and enlighten.

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Creative Excellence

Creator and Influencer

06: Creator and Influencer
Late Fee: ₱13,300.00

Creators are on the leading edge of platform adoption, authentic creativity, and community building. This category recognizes innovations in collaborations and co-creations with influencers or KOLs, who create contents that leave a lasting impression and yield positive outcomes for the brand.

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Creative Excellence

User Experience and User Interface

07: User Experience and User Interface
Late Fee: ₱13,300.00

The application of design thinking to user experience (UX) and user interface (UI) has become increasingly vital in today’s digital landscape, where users demand simplicity and speed. This award honours strategic design and execution of UX/UI solutions that enhance usability, accessibility, and engagement. Design thinking applied to UX/UI has never been more critical in customer journey optimization.

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Creative Excellence

Gaming

08: Gaming
Late Fee: ₱13,300.00

The gaming landscape has undoubtedly become a powerful medium for engagement, storytelling, and community building. This category recognizes brands that successfully activated multiple gaming technologies, platforms, creator drops, stream raids, LiveOps, and many more.

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Creative Excellence

Digital Production (static and moving image, design, tech, immersive experiences, etc)

09: Digital Production (static and moving image, design, tech, immersive experiences, etc)
Late Fee: ₱13,300.00

As digital content production continues to accelerate, the importance of craftsmanship remains paramount. This category honours work that exemplifies exceptional attention to detail in visual design, user experience, and storytelling—demonstrating a commitment to aesthetics, precision, and emotional resonance in the digital space.

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Creative Excellence

Audio, Voice, Sonic Branding

10: Audio, Voice, Sonic Branding
Late Fee: ₱13,300.00

This category celebrates innovative digital campaigns that leverage the power of sound. From voice recognition technology and sonic branding to immersive audio experiences, to drive awareness, engagement, and conversion. Whether through branded audio assets, interactive voice technology, or strategic music marketing, these campaigns enhance the consumer experience and reinforce brand identity in a uniquely auditory way. This category recognizes brands that use audio to resonate with consumers beyond visuals, creating memorable, immersive, and effective marketing experiences.

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Media Excellence

Omnichannel

11: Omnichannel
Late Fee: ₱13,300.00

Effective media experiences rely on the seamless integration of multiple platforms that collectively enhance consumer familiarity, understanding, and ultimately, conversion to a brand. It is essential for brands today to strategically leverage human-centric insights to engage consumers in a hyper-personalized manner. This category recognizes digital media campaigns that leverage on omnichannel strategies and effective use of channels to achieve a brand’s full funnel goals.

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Media Excellence

Applied Innovation in Traditional Media

12: Applied Innovation in Traditional Media
Late Fee: ₱13,300.00

This category celebrates the strategic application of emerging technologies—such as AI, data-driven personalization, interactive formats, and cross-platform integrations—to traditional channels like TV, radio, print, and out-of-home (OOH). Recognizing efforts that redefine how these media connect with audiences, this category awards initiatives that successfully drove brand relevance, impact, and measurable results.

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Media Excellence

Digital Media

13: Digital Media
Late Fee: ₱13,300.00

This category rewards the creative and fresh use of technical innovation in digital media with tangible results. Evolving audience behaviours are transforming how people consume and interact with media. This award celebrates work that not only pushes creative and technical boundaries but also responds to changing user habits and expectations. From AI-driven personalization and interactive storytelling to immersive formats that redefine engagement, this award honours groundbreaking approaches that shape the way digital media influences culture, communication, and everyday experiences.

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Media Excellence

Performance Marketing

14: Performance Marketing
Late Fee: ₱13,300.00

This category recognizes campaigns that leverage data, technology, and optimization strategies to deliver measurable results—whether through conversions, lead generation, customer acquisition, or sales. Entries should demonstrate a clear strategy, precise audience targeting, and the effective use of performance-driven channels that maximize ROI, optimize real-time performance, and create meaningful engagement that drives business impact.

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Media Excellence

15: Search
Late Fee: ₱13,300.00

Search is one of the most powerful tools for connecting brands with audiences at the moment of intent. This category recognizes outstanding campaigns that harness the power of search—whether through paid search advertising, organic optimization, AI-driven strategies, or search innovations across platforms. Winning work should demonstrate strategic keyword targeting, innovative search integration, and measurable impact in driving visibility, engagement, and conversions.

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Media Excellence

Data

16: Data
Late Fee: ₱13,300.00

Data is more than just a measurement tool—it is the foundation for smarter marketing, deeper consumer understanding, and business innovation. This category recognizes the strategic and unexpected use of data to drive impact, whether by uncovering new audience insights, refining targeting and segmentation, optimizing customer journeys, reducing acquisition costs, or even transforming business models. Entries must showcase how data has been leveraged not just for basic analytics, but for strategic force that enhances decision-making, personalization, and meaningful brand engagement.

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Media Excellence

Emerging Channels and Experiences

17: Emerging Channels and Experiences
Late Fee: ₱13,300.00

As digital continuously evolves, new platforms, technologies, and touchpoints emerge, reshaping the way brands connect with audiences. This category recognizes trailblazing campaigns that embrace first-mover strategies, push the boundaries of innovation, and successfully integrate new digital channels and experiences into their marketing mix—setting new industry benchmarks. This category celebrates bold experimentation, strategic risk-taking, and breakthrough results, rewarding brands that lead the charge in shaping the future of digital marketing.

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Special Categories

The Green Boomerang (Sustainability)

18: The Green Boomerang (Sustainability)
Late Fee: ₱13,300.00

This award honours digital campaigns that drive impact towards sustainability, social responsibility, and long-term positive change. Founded on the United Nations’ 17 Sustainability Development Goals, this award aims to inspire organizations to create meaningful campaigns that demonstrate how digital innovation can be used as a catalyst for sustainability and a more equitable world. This category also aims to capture campaigns that successfully leverage on the Filipino culture and our values as a people; as well as address real world challenges in the local arena.

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Special Categories

The Purple Boomerang for Diversity, Equality & Inclusivity (DE&I) Powered by Investing in Women

19: The Purple Boomerang for Diversity, Equality & Inclusivity (DE&I) Powered by Investing in Women
Late Fee: ₱13,300.00

The Purple Boomerang goes to the transformative brand-led, commercial campaign that courageously challenges inequalities based on gender, sexuality, disability, religion, ethnicity, and other social conditions in support of the brand's audiences and customers.

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Special Categories

The Black Boomerang for Short-Form Videos

20: The Black Boomerang for Short-Form Videos
Late Fee: ₱13,300.00

The Black Boomerang Award honors the most exceptional campaigns that harness the power of short-form videos. This category recognizes campaigns that showcase unparalleled creativity, groundbreaking innovation, and significant impact. Celebrating those who excel in the art of brief yet powerful storytelling, the Black Boomerang Award highlights the transformative results that short-form video campaigns can achieve.

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Special Categories

The White Boomerang for Pivotal Innovation

21: The White Boomerang for Pivotal Innovation
Late Fee: ₱13,300.00

Sometimes, a business or a brand meets a challenge that can only be overcome by transforming its product or business model. This award recognizes the pivot to or within a digital ecosystem, that is possible only with innovation, creativity, and of course, impact.

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Special Categories

The Orange Boomerang - Digital Leaders of the Year

22: The Orange Boomerang - Digital Leaders of the Year
Late Fee: ₱13,300.00

As the Boomerang Awards embrace excellence in Digital Transformation beyond Marketing, it recognizes that one doesn't have to be a brand or a business to drive digital transformation. In this competition, it celebrates the skills and achievements of individuals in brand, agency, technology, PR, media, production, or platform organizations between May 1, 2024 to June 30, 2025. Nominees must demonstrate proven track record in leading digital transformation within their organizations.

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