Effie 2022 | Categories

A huge thank you to this years sponsors. TVNZ, oOh!media, NZME, The Radio Bureau, Meta, Google, Cartology, Nielsen, Neuro-Insight, NZStory.

We are now in our 20th year of Effie Awards in Aotearoa. For two decades, the Effie’s have always been about awarding ideas that work.

It isn’t just about agencies executing outstanding campaigns. It’s about having great Clients. Clients who are boldly strategic, determined, creative, and brave, and empower their agencies to be the same.

This year’s Aotearoa Effie Awards, organised by the Commercial Communications Council (The Comms Council), will not only be celebrating those outstanding campaigns but also the clients behind those campaigns who champion effectiveness.

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.


C. Retail/Etail

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

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 New Zealand 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 New Zealand. 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 New Zealand, but that is not an eligibility requirement for this category).

Examples of the types of work eligible could include.

_ A New Zealand based e-commerce site that markets in multiple countries but that manages the sales process from New Zealand and revenue comes directly to New Zealand.

_ Inbound tourism campaigns that ran in other countries e.g. Australia, that can demonstrate results in New Zealand as opposed to results in Australia. This could include things like increased visitor numbers, increased spend, regional uplifts, average spend per tourist etc.

(NOTE - 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 New Zealand 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.)

NB: Specifically excluded from this category are New Zealand 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 New Zealand.


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 2020 and 30 June 2022. 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. Customer Experience

In this category, innovative single marketing & business activities or entire marketing programs will be awarded. You can submit any action or business idea regarding customer experience innovation that has had an exceptionally positive impact on the market position of a business, brand, product, or service. 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: design, technology or UX innovation for the customer experience; introduction/change of a loyalty program, introduction of a new distribution channel, app development, etc.


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

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, analytics, or technology to inform the strategic solution and shape its execution to market. This is more than using research data or statistics to generate an insight. Entries should explain how advanced data strategy, technology or analytics capabilities were integral to the formation and execution of the communication and creative solution and prove this delivered business or brand outcomes. Examples include (but are not limited to) data-driven personalisation that meet various audience segments, the application of AI and wearable tech.


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 behaviour 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 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.


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. Diversity, Equity & Inclusion

This category applies to any campaigns, brand or non-profit, whose success was dependent on effectively and authentically connecting with specific cultural, ethnic, or underrepresented groups or communities (example: LGBTQIA+, people with disabilities, indigenous peoples, etc.). If the entry had multiple audiences, it is necessary to demonstrate results for the specific audience detailed in the entry. Identify any elements in the creative work or strategy that are specifically directed to this community and any relevant cultural differences, dynamics and/or nuances, traditions, values, linguistic characteristics, and their significance with respect to your submission. Judges may not be familiar with your particular segment, so this is your opportunity to showcase the details that they may miss.


U. 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.


V. Effective Marketer of the Year

This award celebrates clients who champion effectiveness. Open to clients who have entered Effie cases within the last 3 years and can demonstrate a culture and commitment to advertising effectiveness. The entry can be jointly submitted by the advertiser and the agency/agencies.

NOTE: Previous entrants may update prior submissions if they wish, noting the eligibility period. Word Count 1500.


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.

Hardest Challenge

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 that provide evidence of sustained effects.

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 48 points, 24 points are awarded for Gold, 12 for Silver, 6 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 5.

Note: A gold award that becomes the Grand Effie winner will not have double points awarded i.e. a Grand Effie contributes only 48 points, not 48 points plus the 24 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 Effective Marketer of the Year awards and Hardest Challenge do not receive points in the Global Effie Effectiveness Index.

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.