effie awards

Categories

The categories and the competition structure remain unchanged during the period of the competition (12th of February 2018 – 21st of May 2018).

Categories:

  1. Packaged Food (e.g. meat, milk and dairy products, pet food)
  2. Snacks, confectionery and deserts
  3. Personal Care Products & Services (e.g. cosmetics, fragrances, shampoos, deodorants, hair colouring, apparel, footwear, accessories; personal care services such as spas, etc)
  4. Household supplies & services (e.g. cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, fertilisers, etc.)
  5. Alcoholic beverages – Beers
  6. Alcoholic beverages Others (wines, spirits etc.)
  7. Non-alcoholic beverages (e.g. mineral water, coffee, tea, carbonated and non-carbonated)
  8. Durables (e.g. automobiles, electronics, household furnishing & appliances, computers)
  9. 9a. Retail (all retail companies with general or specific merchandise – e.g. department stores, stores, supermarkets, retail chains, specialty stores, etc)                                                                                                    9b. Restaurants (e.g. quick service, casual dining, other restaurants, restaurants or fast food chains)              9c. E-commerce (e.g. all e-commerce sites, e-retailers, with general or specific merchandise)
  10. Financial services (e.g. home banking, insurance, loans, mortgage, mutual funds etc.)
  11. Media & Entertainment (e.g. TV stations & TV telecommunications providers with exclusive content, magazines, newspapers, plays, museums, music organizations, concert series, cultural festivals, theater festivals)
  12. Corporate Reputation (includes sponsorships, corporate image and identity; advertising to promote corporations, not exclusively their products/services)
  13. Telecommunications (e.g. mobile and fixed, mobile phones, pre paid,  internet providers, high speed internet providers, offers, data packages etc)
  14. Medical services &  Healthcare products (medicines, vitamins, OTC’s, dental, first-aid products and device, medical services, medical insurance etc.)
  15. Other products & services (e.g. luxury goods and services, software, real estate, transportation, travel & tourism)

 

Special categories:

I. David vs. Goliath

This is a category for tiny, new or emerging brands that compete against big, well-established leaders and/or for established small brands taking on “sleeping giants”.

The brand needs to demonstrate that they achieved the results in spite of having disproportionately smaller scale and marketing expenses compared to the clearly defined Goliath brand.

The brand cannot be a sub-brand of a larger umbrella brand / or a limited edition.

II. Renaissance

This is an award for rebirth campaigns. To enter your brand must have experienced a downturn of more than one year and a period of at least six months of upturn sales.

III. New Product or Service introductions

Any communications effort used to introduce an entirely new brand. In this category cannot compete:

- a brand that has a previous history on the market even if no communication effort was undertaken.
- any variation of an existing product/service which shares the same brand name with an already existing brand;
- sub-brand extensions or any form of endorsement from of an already existing brand in a new or the same category.

IV. Sustained Success

This category honors brands that had an exceptional performance over 3 years in a row.
Submitted campaigns must demonstrate a continuity in both strategy and creative platform, visible in the creative executions through the years (a continuation in terms of communication territory and/or core executional elements, i.e. theme / tagline / spokesperson / song etc.)

Results must date back to January 2015 and must include the current year results – 2017.

For this Special Category participants must fill in a special entry form (different from other Effie categories) and comply to a dedicated set of creative submission requirements (details in the Entry Kit).

“Sustained Success” winners can not compete for Grand EFFIE.

V. Shopper Marketing

The campaign can be applied either to a single retailer or to multiple retailers (physical as well as virtual places) .
Still, the campaign has to prove that the brand communication was tailor-made according to the retailer’s specifics: the campaign is built in a partnership effort (i.e. the retailer is a convenience-driven one; the retailer’s profile asks for a conservative approach; in this store, shoppers are more experiential, they need to explore and interact).

Moreover, the solution has to be more than a simple promo offer and come from a deep shopper understanding (shopper need, barrier, opportunity etc).

The communication materials should frame the in-store location and not a part of a bigger, integrated communication campaign ( Tv spots, radio, Online etc)

The shopper marketing campaign results has to be clearly isolated from the rest of the brand sales.

Note: For this Special Category you must use a different form of Brief of Effectiveness, as provided by the organizers.

VI. Brand Experience

This category is meant to showcase how you can create a brand experience beyond traditional advertising.  Only work that truly brought a brand or a product to life – either literally or virtually – and interacted with a specific audience to achieve desired objectives should be entered.

The winners of this award will be the work that shows how advertisers are reaching out to their audiences to establish meaningful relationships, memorable, engaging experiences and unique connections with their brands.  Entrants must address how the brand experience related back to the overall brand strategy.

This is definitely NOT the category where one could borrow brand experiences that worked somewhere else, adding a bit of make-up to an international successful experience but a category where genuine brand experiences have been created locally.

e.g.: https://www.effie.org/case_studies/case/NA_2016_438480

VII. Branded Content

This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising.

The award honours branded content that are the core of communications program and led the entire communication effort ( the content is not just a part of an integrated campaign).

Entrants must detail the content created, how it related back to the overall brand strategy and business goals, how it was distributed to, and shared by, the audience, and the results it achieved for the brand and business.

Branded content may be produced and distributed by either publishers or independently .

VIII. Branded Utility

This category honors marketers who are creating a product or more likely a “service”, in response to the marketing or business challenge faced that is NOT being sold, but is part of the marketing itself; the intention being to reflect and reinforce the central beliefs of the brand by providing utility to consumers. Entrants must detail the product / service created in response to the challenge, explain its role and objectives, how it was communicated to the audience and, obviously, the results it achieved.

Examples: free access to power at airports from a tech company, a training app for a sports brand, a new / unique online or offline content or services that complements the brand, hosting a community that provides shared wisdom and relief to anxious parents from a “mother” brand.

Note: Judges will expect to understand the ongoing utility to consumers of the product / service created and how it helped enhance the success of the brand.

IX. Positive Change  - Brands (CSR)

This award recognizes brands that are making the world a better place by using the power of their communications platform for “good”. This category celebrates brand efforts that effectively combined business goals with a social cause (health, education, community, family, etc) and successfully related the cause back to the company’s overall strategy, resulting in positive business and social impact.

X. Positive Change  - Non – Profit – This category recognizes non-profit organisations and associations whose communication efforts have effectively driven positive change for the society and successfully contributed back to the organisation’s purpose. Campaigns must show measurable impact and proven results in support of the cause. .

Notes:

In the Brief of Effectiveness you must offer details about the rate card value of all media (paid, earned or owned).

You can enter the Positive Change - Non – Profit category for free, ONLY IF you had no media budget for the campaign.

XI. Media Idea

This is about outstanding effectiveness as a result of media-led ideas. The line between what constitutes a creative idea and a media idea is blurring. There are occasions where the media idea drove the entire effort. Of course, media cannot exist without the content, but this award is intended to recognize those cases that were led by the media thinking – where the integration of media and message led to success. The award honors media-led ideas that are powerful enough to become the genesis of the communications program itself, to the extent that the program would not have been successful without the strategic media idea.

XII. Data-Driven/Programmatic 

Data-driven/programmatic media is the application of data and technology to identify and match the right audiences to the right media at the right moments.

Programmatic submissions are expected to:

  • Use data to understand the audience
  • Utilize personalized / custom-tailored creative messages
  • Deliver through programmatic mechanisms, throughout all channels used

These effort should prove how they optimized media to business or brand KPIs and ROI based on the value of a custom audience. The best examples of data-driven/programmatic recognize the interplay and application of automated technology platforms and human intelligence to deliver to a precise audience and achieve the best results. To enter, your case must detail the role a programmatic media strategy played in achieving the brand and business goals.

XIII. Engaged Communities

This category is about building effective, engaged communities that DO something beyond “liking “ a brand. Entrants will be brands that are creating content, experiences, platforms, news and so on that get their communities to grow, engage, share, act or amplify messaging in a way that directly relates to the brand’s goals. Entrants will need to state clearly how they defined effectiveness around the community, what they specifically achieved and why the engaged community was significant for the development of the brand/business.

Note: A community built by a brand means a group of people who can interact both with the brand and with each other, gathered by a brand around a common need, goal or interest of the individuals that form the group.

* a data base of individual contacts gathered by a brand is not a community

XIV. Sports Marketing

This category celebrates communications efforts made by sport entities (sports federations, clubs etc) or commercial brands that promote a sport, a team, a competition or a group of sport practitioners, resulting in a positive public opinion impact (visibility, likeability, engagement) for the sport and a positive business impact for the brand.

Note: The athletes/team endorsement campaigns and sport products campaigns (sport gear, energy drinks etc) are not eligible for this category.

XV.  Seasonal Marketing

Seasons, holidays and events allow marketers the opportunity to build strategic communications based on the time-based interests of their target audience. The category will honor those efforts that effectively capitalized on a season, holiday or cultural event to drive results for their businesses.

XVI. Business to Business

This category refers to those campaigns about goods or services (of any kind) that address another company, and not individual consumers. The final customer can either resell them, use them as components in products or services they offer, or use them to support their operations. They could also be a “gate-keeper” between a product and its end consumer.

Example: This category can receive entries / campaigns for: corporate banking, automotive (fleets), corporate telecommunications offers, insurance, leasing, software companies, construction suppliers, any other brand that does a special campaign for the trade distributors or for its retailers etc.

Download the Romanian Effie Awards 2018 Entry Kit Documents.