Posted 20 December 2013.
Categories for the 2013 New Zealand Effie Awards in association with TVNZ and ANZA.
A. Charity/not for profit
Promoting a particular not-for-profit association, special interest group charity or charitable society. Typically fund-raising or promoting the work of the charity. Judges are looking for proof that your communications drove a very positive outcome for the charity either by way of fundraising or brand-building or public support for the organisation and its cause.
B. Social marketing/public service
Marketing communications of a public service nature. Includes campaigns to promote social or behavioural change. Typically government department, local body or community service. Judges are looking for proof that your communications significantly contributed to a positive social change, driving a valuable outcome of social good i.e. you changed how people think, what they do in line with stated campaign objectives.
Stores and/or websites that provide either a diverse range of merchandise (e.g. department store) or that specialise in a particular line of products. More than just your normal product and price advertising, good retail campaigns need to fundamentally develop a stronger brand proposition, a larger customer base and grow overall sales value. Judges are looking for proof that your communications grew the brand, grew the customer base, grew sales and blew the category and the competitors out of the water. If you just discounted some product and slapped up a “SALE” poster then don’t bother entering.
D. Fast Moving Consumer Goods (FMCG)
All fast moving consumer goods products (NB: established in the market for over 12 months). This is one of the most popular categories. So if your stuff didn’t fly off the shelves or out of the chillers, think hard before you start writing. Typically one of the most creative categories, competition in store and in the Effie’s is fierce and only the strongest will survive. Judges are looking for proof that your strategy is fresh, original and creative and changed the way consumers purchase. You either grew the pie or you just ate the other guy’s pie, but whatever you did, you made a big impact.
E. Consumer durables
Any product which is not purchased on a regular basis, and where there is a high involvement decision-making process. For instance: motor vehicles, white goods, brown goods, household furnishings, electronics and pharmaceuticals. This category is full of surprises attracting a wide range of entries from pills to push bikes to Porsches. Definitely a category where we will be comparing apples and oranges, judges are looking for proof of the difficulties of competing in this category and that your communications pushed the client way out in front of its competitors. You need to prove that you deserve an Effie ahead of that guy who threw in a set of free steak knives.
F. Consumer services
Open to companies whose main focus is providing a service to the consumer. For instance: airlines, hotels, tourism, energy suppliers, financial services, telecommunications and entertainment. Typically the land of big ad budgets, integrated marketing and clever creative ideas. The services companies typically do well at the Effies. Judges are looking for proof that communications helped companies to differentiate their brands and drive their service proposition to build stronger customer engagement and revenues.
Only campaigns introducing a NEW brand, product, service or variant can be entered into this category G ‘New product or service’.
G. New product or service
These must be NEW campaigns launched within the eligibility period of 1st January 2012 to 20th June 2013, to introduce NEW products, service, brands or variants. Results for launches are always good in the first year, so you’ll need to give judges a clear idea of why the results were above and beyond what could ordinarily be expected.
H. Limited budget: less than $300,000
Campaigns with a total production and media spend of $300,000 or less. It must be a stand-alone campaign as opposed to a single execution of a larger campaign. This category is all about achieving a lot for a little. Judges are looking for strategic thinking, creative work and results that show how to convert a modest budget into a significant commercial result.
I. Yearly Topical Category: Olympics Marketing
This is an award for cases that had a targeted marketing strategy surrounding the 2012 Summer Olympics. Entries must detail the “why” behind the Olympic strategy and provide proof that the results were a direct ersult if the engagement with the Olympic marketing platform. Both corporate campaigns and marketing efforts for individual brands that ran in New Zealand between 1st January 2012 and 30th September 2013 are eligible for this category.
J. Most effective integrated campaign
Where a single idea uses a variety of traditional and/or innovative channels and activities in combination to deliver an exceptional result. This is not about simply listing multiple channels and executions. Judges are looking for evidence that integration was critical to the effectiveness of this campaign. Entrants will need to show that each channel or activity was carefully selected, that the core strategic and creative thinking was adapted appropriately for each component, that components were designed to coordinate with each other, and that each component played a significant role in delivering the results.
K. Most effective digital/social media campaign
Campaigns that have a digital or social media idea at their heart. The kind of idea that is specifically designed for the digital environment or sets out with the explicit purpose to use social media as the primary communication channel. Judges are looking for campaigns that begin with a digital or social media idea, as opposed to advertising or integrated campaigns with a digital or social media element. They’ll need a clear rationale for why digital or social media was the right way to tackle the client’s brief, and evidence of how the digital or social media activity measurably and materially drove the commercial result.
L. Most effective PR/experiential campaign
Campaigns that have a PR or experiential idea at their heart. The kind of idea that sets out with the explicit purpose to get the media talking or involve consumers in a tangible experience that delivers on the brand’s positioning or business objectives. Judges are looking for campaigns that begin with a PR or experiential idea, as opposed to marketing or integrated campaigns with a PR or experiential element. They’ll need a clear rationale for why PR or experiential was the right way to tackle the client’s brief, and evidence of how the PR or experiential activity measurably and materially drove the commercial result
M. Best strategic thinking
Campaigns that display particularly innovative strategic thinking. This is the thinking before the creative brief, as opposed to the creative idea or execution. Judges are looking for examples of where an agency has taken a client’s brief, and through fresh insight or inspired problem solving, developed a ground breaking strategic direction. Judges will need to see a clear delineation between the strategic and creative thinking, and understand how the creative thinking built on the innovative strategic platform to drive the commercial result.
N. Most progressive campaign
Campaigns that break marketing’s mould and achieve their communications objectives in highly innovative ways. Judges are looking for strategic thinking, creative ideas and campaign construction that is highly surprising, and which challenges advertising or marketing’s conventions. Just being different or new is not enough. Winning campaigns will need to demonstrate how the progressive nature of the campaign created the commercial result.
O. Sustained success
Sustained success is an Effie ‘hat trick’. Proving to your customers and colleagues that you delivered not once, not twice but three times. Products or services that have experienced sustained success for a period of at least 36 months. So if you’re sitting on a campaign that keeps on firing year after year then get writing. Campaigns must have utilised the same strategy throughout the length of the campaign. They may have done so using different executions. The current year’s results must be included and be shown to build on the previous results. This award recognises strategy that keeps on going, going and going and is ‘built to last’. Judges are looking for proof that your campaign was the gift that kept right on giving. You’ll be able to show where the strategy came from and where it’s going and how it continued to deliver results for the client over a sustained period of time.