Call for Entries | The 2020 Effie Awards in association with TVNZ
Posted 17 June 2019.
To read the Call for Entries documentation, click HERE
The Effie Awards have, and always will be, about awarding ideas that work. But this year we continue to acknowledge and elevate the people behind Effie-winning work. It isn’t just about agencies executing outstanding campaigns. It’s about having great Clients. Clients who were boldly strategic, determined, creative, and brave – and empowered their agencies to be the same. So, if you think you’ve done what it takes, then step up.
A. Charity/Not for Profit
Promoting a particular not-for-profit association, special interest group charity or charitable society. Typically fundraising 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, including campaigns to promote social or behavioral change. This typically involves government department, local body or community service campaigns. 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, and 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. Business to Business (B2B)
The Business to Business category is designed for dedicated campaigns that are directed from one company to another company or companies, within a professional, trade or industry context, as opposed to consumers. It is about returning business value through commercial creativity and delivering growth (i.e. margin/sales). It is very important in this category to clarify exactly what the role of the campaign was and how it worked to influence the attitudes and behaviour of the target market. Judges will be looking for insight, innovation and irrefutable proof that communication has been instrumental in delivering ongoing business-to- business outcomes.
E. 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, competition in store and in the Effies 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.
F. 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 push bikes to Porches to ‘puters. It is definitely a category where we will be comparing apples and oranges. The 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.
G. 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. 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 over time.
H. New Product or Service
These must be NEW products, services, brands or variants developed to exist beyond just the campaign period (i.e. not a line extension or limited time offer). To be eligible, a NEW campaign and product or service must have launched within the eligibility period of 1 June 2017 and 30 June 2019. Results for launches are often good in the first year, so you’ll need to clearly demonstrate to the judges why the results were above and beyond what would ordinarily be expected. Results can be measures until close of entry in August.
I. Limited Budget: Less than $100,000
Campaigns with a total production and media spend of $100,000 or less. It must be a stand-alone campaign as opposed to a single execution from 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. Note: the budget limit of $100,000 must include the cost of any promotional prizes or incentives.
In this next section, the judges will look for proof that the claimed results were achieved because a particular type of campaign and idea were employed.
J. Most Effective Integrated Campaign
Here we’re looking for where the power of a really big idea allowed a campaign to translate across all the relevant channels to deliver an exceptional result This is not about simply listing multiple channels and executions. Judges are looking for evidence that the integration was a consequences of an idea so big that it broke out of the category and resulted in a combination of traditional, innovative and unexpected activities. Judges will be expecting to see measures proving the link between the communication idea and the resulting integration; this will be critical to proving the effectiveness of the campaign. Entrants will need to show that each channel or activity was deliberately selected to enhance the idea and 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 Social Media Campaign
Campaigns that set out with the explicit purpose of using social media as the primary communication channel or have social at their heart. The kind of idea that is specifically designed to take advantage of the socially connected consumer and the influence of social media. Judges are looking for campaigns that begin with a social idea, as opposed to advertising or integrated campaigns reformatted for a social media environment. They’ll need a clear rationale for why social was the right way to tackle the client’s brief, and evidence of how social activity measurably and materially drove the commercial result. It is not enough to count the number of impressions, likes or shares. You should demonstrate how this social activity resulted in a change in behaviour or a meaningful impact on the brand. You will need to measure and prove the commercial value of social through the direct effect it had on consumer behavior or perceptions for lasting change beyond the life of the campaign, and demonstrate correlation with the achieved business results.
L. Most Effective Use of Digital Technology
Campaigns that have digital technology at their heart. The kind of idea that demonstrates how the digital innovation or solution maximised the communication impact and achieved the campaign objective. Judges are looking for campaigns that begin with a digital idea, as opposed to advertising or integrated campaigns with a digital element. They’ll need a clear rationale for why digital technology was the most creative way to tackle the client’s brief, and evidence of how the digital technology measurably and materially drove the commercial result. You will need to measure and prove the effect it had on consumer behavior, perceptual shifts and how it correlates with positive and sustainable business results.
M. Most Effective Use of Data
Campaigns that used progressive data methods or data technologies to crack an insight(s) that led to the campaign. Judges are looking for strategic interpretation of data into a meaningful insight and how that insight brought the idea to life. This category should demonstrate how progressive or original analytical technologies or techniques were harness in order to better interpret the consumer or category. Entrants will need to illustrate how the insight creatively informed the communication. You will need to measure and prove the effect the insight had on making the campaign more effective in delivering business results over time.
N. 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. Strength of proof will rely on demonstrating the link between this activity and how it has shifted consumer perceptions and behavior in a way that has tangibly driven business effect.
O. Best Strategic Thinking
Campaigns that display particularly strong 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 strategic and creative platforms have or will deliver long-term success for the brand.
P. Most Progressive Campaign
Campaigns that break marketing’s mold and achieve their communications objectives in highly nontraditional ways. Judges are looking for strategic thinking, creative ideas and campaign construction that is highly provocative, 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 sustained commercial result.
Q. Short-Term Success
This category is for short-term impact campaigns that are designed to work within a 6-month period. This could be a day, a week or a number of months. Judges will still be looking for proof around the business challenge, where the insight and strategy came from, the great execution and how it delivered excellent results that met the short-term objectives.
R. Sustained Success
Products or services that have experienced sustained success for a period of at least 36 months. Entries must have a common objective and have utilised the same strategy throughout the length of the campaign. They may have done so using different executions, but still deliver to the core insight and idea. The current year’s results must be included and be shown to build on the previous results. This award recognises strategy and creative platforms that are ‘built to last’ and demonstrate effectiveness over time. Judges will be looking for proof around the scale of challenge, where the strategy came from, where it’s going and how it continued to deliver results for the client over a sustained period of time.
S. Topical Marketing (Current Events)
This category is ONLY for short-term impact campaigns that were developed as a result of or in response to the Covid-19 crisis. These campaigns were designed to work between March to June 2020. The campaign could’ve been a day, a week, or a couple of months. The entry should outline the business challenge and where the insight and strategy came from, the excellent execution of the subsequent advertising or marketing campaign and how this campaign delivered great results that met short-term objectives.
Executive Judges’ Choice Awards
Note: These special categories cannot be entered and are awarded either by the Executive Judging Panel from the small pool of winning finalists or through the calculation of points
Campaigns that begin with an extraordinary degree of difficulty and achieve the seemingly impossible. Judges are looking for evidence that the challenge to the agency was an extremely tough one and where relevant, that success was sustained. The campaign objectives will need to be very well qualified with a clear description of why they are so challenging. The winner will demonstrate strategic thinking, creative work and results that show how to succeed against all odds. Judges will favour entries that campaigns with campaigns that provide evidence of sustained effects.
Most Effective Client of the Year
Awarded to the client (as stated on registration form) who is the most outstanding performer on the night across all categories. The award is based on the weighted value of Gold, Silver, Bronze Effie Awards won and finalist entries. A Grand Effie winner will receive 12 points, 8 points are awarded for Gold, 6 for Silver, 4 for Bronze and 2 for a finalist as per the global Effie Effectiveness rankings. Points are calculated and the winner is identified.
Most Effective Agency of the Year
This award recognises the most significant contribution made by an advertising agency to the success of their clients in the Effie Awards and reflects the true partnership between agency and client in achieving outstanding effectiveness in marketing communications. The award is based on the weighted value of Gold, Silver and Bronze Effie Awards won and number of finalist entries. The Grand Effie winner will receive 12 points, 8 points are awarded for Gold, 6 for Silver, 4 for Bronze and 2 for a finalist. Points are calculated and the winner is identified. Agencies listed as a contributing agency will also receive points as outlined on page 10.
Marketer of the Year
Awarded to the Marketer who is at the top of the Marketer’s Leaderboard at the conclusion of The 2020
Effie Awards.The leader board is based on points calculation; a marketer scores 2 points each for their finalist entries, 4 for a bronze, 6 for silver, 8 for gold and 12 for the grand Effie. At the end of each Effie Awards, the leader board is re-calculated and the marketer who has the most points is the Marketer of the Year. A marketer keeps his or her points, even if they move on to a different company, as the points are attributed to the Effie campaign paper.
This leader board sits on the Comms Council website and will be updated after Effies each year for up to 3 years.
Note that a gold award that becomes the Grand Effie winner will not have double points awarded i.e. a Grand Effie contributes only 12 points, not 12 points plus the 8 points for the related gold award.
Similarly, points will only be awarded for the highest award received. Therefore, points for a gold or silver award will not also receive finalist points. Most Effective Agency and Client of the Year awards and Hardest Challenge do not receive points in the Global Effie Effectiveness Index.
THE GRAND EFFIE® sponsored by TVNZ
All Gold Effie category winners will be eligible for the Grand Effie. This award is given to the campaign that achieved the most extraordinary commercial result for its client. Judges will evaluate the magnitude of the results, the return the client received on their investment and the evidence of that return having been driven by the agency’s campaign, to recognise the most effective campaign from a commercial results perspective.
NZ Effie Awards 2020
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