effie awards

Categories

Effie 2020 categories

You may enter an effort into a maximum of 4 categories, with no more than 1 Product/Service category and no more than 3 Specialty Categories. If you don’t choose a product/service category – you may enter four specialty categories. You will need to submit a separate entry and pay separate entry fees for each category submission for an effort. Each entry should be customized to speak to the specifics of each entered category. Effie Awards Romania has 2 types of categories: Product & Service Categories and Specialty Categories.

 

PRODUCT & SERVICE CATEGORIES

For Product & Service Categories, you must choose the industry category of the brand, the category that represents the brand and its main activity, no matter the subject and the specifics of the campaign (e.g.: a campaign for a beer brand must be submitted in „Beverages – Alcohol”, no matter the subject of the campaign; exception: Corporate where all brands are eligible, if the submitted campaign is an image & reputation campaign – see complete definition). For campaigns developed as a collaboration between two brands from different areas, the participant can choose the sub-category that best fits its entry, from the two main activities of the involved brands. You may only enter one product/service category per effort.

  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 coloring, 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, fertilizers etc.)
  5. Beverages – Alcohol(e.g. beer, champagne, liquor, wine, spirits, wine coolers etc.)
  6. Beverages – Non-Alcohol (e.g. diet and non-diet soda, coffee, tea, juices, milk, milk substitutes, bottled water, sparkling water, energy drinks etc.)
  7. Durables (e.g. automobiles, electronics, household furnishing& appliances, computers)
  8. Retail (all retail companies with general or specific merchandise – e.g. department stores, stores, supermarkets, retail chains, specialty stores etc)
  9.  Restaurants (e.g. quick service, casual dining, other restaurants, restaurants or fast food chains)
  10.  E-commerce (e.g. all e-commerce sites, e-retailers, with general or specific merchandise)
  11. Energy (suppliers of electric energy, gas and fuel)
  12. Financial services (e.g. home banking, insurance, loans, mortgage, mutual funds etc.
  13.  Media & Entertainment (exclusively dedicated to Media and Entertainment industry brands; e.g. TV stations & TV telecommunications providers with exclusive content, magazines, newspapers, plays, museums, music organizations, concert series, cultural festivals, theater festivals)
  14. Corporate Reputation (includes employer branding campaigns, sponsorships, corporate image and identity; advertising to promote corporations, not exclusively their products/services)
  15. Telecommunications (e.g. mobile and fixed, mobile phones, pre-paid, internet providers, high speed internet providers, offers, data packages etc.)
  16. Medical services & Healthcare products (medicines, vitamins, OTC’s, dental, first-aid products and device, medical services, medical insurance etc.)
  17. Other products & services (e.g. luxury goods and services, software, real estate, transportation, travel & tourism).

 

SPECIALTY CATEGORIES

The Specialty Categories are designed to address a specific business situation or challenge. When entering into any of these categories, you should present your entry in a way that addresses the situation or challenge as outlined in the category definition. When judging cases from this section, business results are as important as in other any categories. It is critical to thoroughly review these category definitions to ensure your effort meets the criteria of the specific category definition. Judges will down score your entry if you are missing information required by the category definition.

 

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 BRAND INTRODUCTION

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.

Note: Cases in this category must demonstrate that the newly introduced brand had not benefited from already existing brand endorsement

IV. 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 Entry Form. You can download it from here to start preparing your case.

V. 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, likability, 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.

VI. 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.

VII. BUSINESS TO BUSINESS

This category is for marketing efforts from businesses targeting other businesses. Business-to-business efforts for any type of product or service, from any marketplace segment, are eligible to enter.

VIII. BRAND EXPERIENCE

Experiences that include live events, augmented/virtual reality/digital components. This category is not for efforts that focused on TV, radio or print ads to connect with an audience. It is meant to showcase how you can create a brand experience beyond traditional advertising. Work that truly brought a brand or product to life and interacted with a specific audience to achieve desired objectives should be entered. You may have re-invented the product demo, re-imagined the pop-up store, or led a “brick and mortar” retail overhaul; you could have created a new game, an alternate or virtual reality experience or interactive/immersive film experience that effectively showcases a new product or brand personality – it could have been anything. As long as you can prove it truly came alive and worked. The winners of this award will show how advertisers are reaching out to their audiences to establish meaningful relationships, memorable, engaging experiences, and unique connections with their brands.

Entrants in the Brand Experience category must address how the brand experience related back to the overall brand strategy.

Note: As with all Effie categories, you can enter whether your work brought the brand to life as the entire marketing effort or as part of the larger marketing program.

Note: Judges will expect to understand the ‘participation’ in the experience as a core factor

IX. BRANDED CONTENT & ENTERTAINMENT

This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising. The core of a branded content entry should be content designed to be consumed/experienced and sought out by the consumer for entertaining or informative reasons. Entrants must detail the content created, how it related back to the overall brand 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 and can include longform entertainment.

Note: Judges will expect to understand why branded content was chosen as a tactic.

X. ENGAGED COMMUNITIES

This category is about managing effective, engaged communities. Entrants will be brands that are creating content, experiences, platforms, news, etc that get communities to engage, grow, share, act or amplify messaging in a way that directly relates to the brand’s goals. Entrants will need to state clearly how they engaged the community, 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.

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

XII. MARKETING INNOVATION

You can submit any action or business idea that has had an exceptionally positive impact on the market position of a brand, product or service. This category rewards marketing innovation regardless of the quality of the creative idea promoting it. If communication was a significant element of marketing mix, work should be submitted in another competition category of Effie.

Examples of eligible activities in this category include: product innovation; change in packaging, both in terms of its appearance and size; design, technology or UX innovation; consumer involvement in product development; introduction/change of a loyalty program, introduction of a new distribution channel, etc.

Note: For this Special Category you must use a different Entry Form. You can download it from here to start preparing your case.

XIII. CARPE DIEM

This category is looking for those brands that had the insight to know how and when to “throw a stone into a pond” and maximize the ripple effect from that initial throw.

The cases entered into this category will show how to put a brand or product/service in an intensely bright spotlight to create immediate and measurable impact.

Winners will represent those who had the insight and creativity to craft those unexpected and unconventional moments for a brand. The best examples will see live experiences, moments, stunts, and tactics, online & offline, perhaps amplified through PR, social media, digital engagement, or even the use of content created in the moment to fuel paid campaigns.

This category spotlights those effective strategic efforts that were able to generate real business results as a direct outcome from a single significant moment of activity.

 

POSITIVE CHANGE: SOCIAL GOOD

The Positive Change Effies reward and celebrate the brands and non-profits that are promoting the greater good through marketing communications.

The Positive Change Social Good category celebrates marketing communications efforts proven effective in addressing a social problem or in expanding an existing program in ways that benefit our society. Any effort that sets out to give back in some way for the greater good is eligible to enter. Maybe it was for profit, maybe not. Maybe you got paid, maybe you didn’t. Any and all marketing communications efforts, whether full campaigns or unique efforts within a campaign are eligible to enter as long as measurable results exist.

XIV.A. POSITIVE CHANGE: SOCIAL GOOD – BRANDS

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

XIV.B POSITIVE CHANGE: SOCIAL GOOD – NON – PROFIT

Recognizing non-profit organizations and associations whose communications efforts have effectively driven positive change for society and successfully contributed back to the organization’s purpose. Campaigns must show measurable impact and proven results in support of the cause.

 

XV. 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 2017 and must include the current year results – 2019. 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. You can download it from here to start preparing your case.

Sustained Success” winners cannot compete for Grand EFFIE.