Call for Entries | The 2021 Aotearoa Effie Awards in association with TVNZ
Posted 16 June 2021.
Since 1968, an Effie Award has been recognised by advertisers and agencies worldwide as representing the pinnacle in advertising effectiveness. It identifies the most significant achievement in marketing communications: ideas that work. Winning an Effie Award is about meeting a challenge and succeeding.
This year’s Effie Awards, organised in New Zealand by the Commercial Communications Council (The Comms Council), will be celebrating the impact that winning an Effie has on Client/Agency relationships, and how effective advertising draws the client and agency closer together.
Rupert Price, Chief Strategy Officer DDB Aotearoa, and member of Effie’s Aotearoa Steering Committee says “Nothing better proves a client and agency are on the same page better than winning an Effie. It shows both partners are pushing in the same direction; using the power of creativity to drive exceptional business or behavioural outcomes for the brand”.
2021 Entry Categories
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 behavioural 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 team’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 Porsches to computers. 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.
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. International Marketing (NEW)
The intent of this category is to recognise campaigns that run in other countries but are designed to generate financial, sales or other results in New Zealand.
It recognises marketing campaigns for NZ based organisations that were developed here in New Zealand but have run in other countries, but with the specific and sole intent of generating results in NZ. These campaigns have generated demonstrable results and paid back here in New Zealand which they can connect to work that ran outside New Zealand (the work can also have run in NZ, but that is not an eligibility requirement for this category).
Examples of the types of work eligible could include;
• Inbound tourism campaigns that ran in other countries e.g. Australia, that can demonstrate results in NZ as opposed to results in Australia. This could include things like increased visitor numbers, increased spend, regional uplifts, average spend per tourist etc.
• In the case above, campaign results in the country the campaign ran in e.g. Australia, would be classed as outbound tourism and are not eligible for inclusion in the NZ entry paper. They can only be entered in the Effie programme of the country the campaign ran in (Australia), should you choose to do so.
• A NZ based e-commerce site that markets in multiple countries but that manages the sales process from NZ and revenue comes directly to NZ.
Specifically excluded from this category are NZ brands that sell products in other countries where the revenue remains with a local subsidiary or distribution partner, even if the campaign was developed in NZ.
NOTE: As this is a new category, YOU MUST CONTACT THE CONVENOR for approval of entry eligibility before writing this paper. This is a condition of entry.
I. New Product or Service
These must be NEW products, services, brands or variants developed to exist beyond just the campaign period. To be eligible, a NEW campaign and product or service must have launched within the eligibility period of 1 June 2019 and 30 June 2021. 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 measured until close of entry in August.
J. 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 the next section, the judges will look for proof that the claimed results were achieved because a particular type of campaign and idea were employed.
K. Most Effective use of Integration
Here we are looking for the power of a really big idea that was masterfully built across all relevant channels to deliver an exceptional result. Judges are looking to see evidence that the integration was achieved through expert orchestration of a multi-channel strategy where each component of the campaign was deliberate and fashioned to synchronise with each other to enhance the big idea. This is not simply about listing channels and executions or showcasing ‘matching luggage’. Entrants will need to prove why an integrated campaign had to be the solution. They will need to demonstrate that each component was necessary, show how the core strategic and creative thinking was nuanced for each component, and that the elements of the campaign were proven to contribute to the results.
L. Most Effective use of Social Media.
Campaigns that set out with the explicit purpose of using social media as the primary communications channel or have social at their heart. They may take the form of a campaign or an ongoing social programme but must be social first, as opposed to an advertising campaign reformatted for a social media environment. Judges will need a clear rationale for why social was the right way to tackle the client’s brief. They will be looking for campaigns or initiatives that begin with an insight-led idea born of deep understanding of a socially connected audience. They will need to show how their grasp of the role of platforms and their capabilities contributed to the social solution.
M. Most Effective use of Content (NEW)
Campaigns that met the client challenge and had a demonstrable impact on business results through a compelling content-led solution. The judges are looking for content campaigns that took the big idea beyond advertising-led solutions and formats. Examples might include editorial-style content, branded entertainment, or informational content that influenced brand and business results. Entries should explain what insight led to content being the best solution to the client brief. You will need to demonstrate how the context or platform in which the content appeared enhanced the relevance and impact of the content. You will need to prove how this solution drove material and measurable results for the brand.
N. 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 effective 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 behaviour, perceptual shifts and how it correlates with positive and sustainable business results.
O. Most Effective Use of Data
Campaigns that used data or data technologies to crack an insight(s) that led to the campaign or were fundamental to the execution of 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 analytical technologies or techniques were harnessed 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.
P. 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. Great use of sponsorship or partnerships could be entered in this category. The judges will be looking for evidence of significant earned media, alongside commercial results. 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.
Q. 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 groundbreaking 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.
R. Most Progressive Campaign
Campaigns that break marketing’s mould and achieve their communications objectives in highly untraditional ways. Judges are looking for strategic thinking, creative ideas and campaign construction that is highly provocative, and which challenges advertising or marketing conventions. Just being different or new is not enough. We’re looking for examples of work that changes how we think about what is possible. These are the campaigns that capture the imagination of the industry as well as the consumer and demonstrate the power of creative thinking in effective communication. Winning campaigns will need to demonstrate how the progressive nature of the campaign created the sustained commercial result.
S. 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.
T. 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 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.
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.
Most Effective Marketer
Awarded to the Marketer who is at the top of the Marketer’s Leaderboard at the conclusion of The 2021 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: The 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.