An opportunity to Delight! The Service Design category recognises brands that show innovation in the way in which they engage with their customers.

What is Service Design?

  • Service Design focuses on the engagement between a brand and its customers, and the interactions that shape the customer experience.
  • Leading brands engage with customers in a way that adds value – creating positive interactions that connect with customers at an emotional level.
  • Service Design considers a customer’s service experience, and how the enabling of key touch points can impact, enhance or improve the customer’s ongoing brand experience.
  • The creation of customer engagements that are useful, usable, effective, efficient, desirable and differentiated; thereby creating value for both customer and the brand on an ongoing basis.
  • Innovation may take the form of re-imagining the customer experience; appropriate use of new technologies; engaging customer programmes and loyalty schemes; or the creation of entirely new services or products.
  • Service Design is based on an informed understanding of the customer and their ongoing relationship with the brand – their needs, behaviours and attitudes – considering the key touch points and leveraging insights and opportunities to provide an excellent service experience.

Eligibility: What can be entered?

  1. The programme must be developed and implemented in our region.
  2. This is not for advertising campaigns, and once-off activations.
  3. Entries must show innovation and the ability to successfully defend, differentiate or disrupt a service experience.
  4. Some examples of service design solutions are:
    1. In-store and retail customer experience, including front-line positions and service centres
    2. Online and mobile customer experience related to products and services
    3. Loyalty schemes and Customer Relationship Management programmes
    4. Telephone engagement and the call centre customer experience
    5. Omni channel, or mixed media customer experiences including any combination of the above channels, or other channels
  5. Service Design entries must be active during the period of 1 June 2017 to 31 May 2018. The implementation may have started prior to this date, but the programme must be running during at least a portion of this eligibility period.
  6. Entries can be re-submitted each year as long as the programme remains active. Previous winners may be considered every year for an award as long as the programme remains at the same high standard.

Who can enter?

Entries can be submitted directly by any company (Brand) or its representative agency.

See “Category Types” in this document for an explanation of the Category Type. 

XD1A Service Design Type A & Individual Element or Multi-element or Multimedia Please complete the separate questionnaire for this category.  


  • PDF - Questionnaire
  • JPEGS and/or
  • Overview Video



No physical entries will be allowed for this category. You can submit a video and/or a JPEG presentation.

WE WILL NOT ACCEPT REPLACEMENT MATERIAL, so please make sure that the version you have uploaded is the correct and final material.

As all work is judged anonymously, you must ensure that no reference to your agency is included on the entry.

Additional information must be submitted with every entry in the Service Design category.
download the form here and check the category information for full criteria.


Media Type




Presentation images will be a summary of your entry and will be used for judging, as well as on screen at the awards ceremony should your work win.



·       7063 (w) x 5008 (h) pixels

·       File size is 5MB - 15MB per image

·       Maximum of 10 JPEGS

·       Text must be legible when projected to a screen.

·       Submit close up images of small details that need to be seen by the jury.

·       Keep text to a minimum, utilise the ‘description’ section of the entry form for additional information about the entry.


Entry Questionnaire

Entry Questionnaire is downloadable from the Loeries entry system. This form must be completed and saved as a PDF then uploaded to your entry.

HOW TO SEND YOUR JPEG FILES AND PDF ENTRY FORM – UPLOAD VIA OUR ONLINE ENTRY SYSTEM. You can upload your files directly to your media library via the online entry process. You have the option of uploading your files while completing your entry form, or you can choose to upload them at a later stage. Just login to your account to create an entry or manage your media.

IF USING VIDEO, you can provide footage of the entry itself, as well as supporting information about your work. Please follow the Video Submission Format which you can find in the Entry Guide. Overview videos must be limited to 2 minutes. If it is felt necessary, the full-length work may accompany the 2-minute overview

We recommend that a 30 second edit is also provided for the awards ceremony.

Hints and Tips


TIP No 1: The judges are looking at hundreds of entries - where necessary, provide additional information to help them to understand your entry in terms of our judging criteria: Innovation, Quality of execution, relevance to the Brand, Target Audience and Chosen Medium.

TIP No 2: View the Preparation tab for full entry formats and guidelines.

TIP No 3: Remember no boards or physical material will be accepted for Service Design. You must submit a video and/or a JPEG presentation.

TIP NO 4: If you are using JPEG's to present your entry, make sure the work is clearly visible as judges will view this on plasma TV screens. Long paragraphs of text is not advisable. Use the description box on the entry form for all information regarding the entry.

TIP No 5: No more than 10 JPEG's will be accepted.

TIP No 6: Remember to complete the questionnaire and upload it with your entry.

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