CATEGORIES & AWARD CRITERIA
The Grand Effie
The Grand Effie is recognised as the highest accolade ‘Best in Show’. The winning campaign will be selected from those campaigns judged as Gold Effie winners.
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The 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. The award is based on the weighted value of Gold, Silver and Bronze Effie Awards and decided by the review panel.
The Effective Advertiser Award
Entry details will be announced after the finalists have been released with Clients being invited to enter.
Gold, Silver and Bronze Effie trophies can be awarded in each category at the discretion of the judges. Awards may not be given in all categories.
An entrant may select only one category for List A but there is no limit to how many categories are selected from List B for each campaign.
A2. FOOD, CONFECTIONERY AND SNACKS
A3. BEVERAGES - Alcoholic and Non-Alcoholic
A4. OTHER CONSUMER GOODS
Includes motor vehicles, appliances, cameras, computers, household, personal care, fashion, pet care etc
A5. HEALTH AND WELLBEING
A6. FINANCIAL SERVICES (Including Insurance)
A7. OTHER SERVICES (including Telecommunications)
Includes telecommunications and any consumer or business service apart from financial.
A8. TRAVEL, LEISURE AND MEDIA
All campaigns funded by a State or the Australian Government should be entered into this category. Examples include policy (tax, border protection, health), recruitment (defence, nurses, police etc) or social (road safety, anti-smoking, anti-littering).
A10. NOT FOR PROFIT ORGANISATIONS
These are most likely to be campaigns funded by Non-Government Organisations (NGO’s) registered by The Australian Charities and Not-for-profits Commission (ACNC).
B1. BEST SMALLER STATE CAMPAIGN
The most effective campaigns produced by an agency located anywhere in Australia apart from Sydney and Melbourne. Agencies based in regional NSW or Victoria also qualify.
B2. SHORT TERM EFFECTS
Activation campaigns that may take effect over one day, or up to four weeks.
B3. NEW PRODUCT OR SERVICE
The most effective campaigns for a new product or service launched between 1 January 2018 and 31 December 2019.
B4. SMALL BUDGET
The most effective campaigns with a total budget between $100,000 - $500,000.
B5. MICRO BUDGET
The most effective campaigns with budgets under $100,000.
B6. MOST ORIGINAL THINKING
In this category you need to show us why your campaign deserves an award for Original Thinking. What we mean by Original Thinking covers factors such as:
- First of its kind (in a category)
- Breaking the rules of the category - media, technology, idea
- New combination of existing ideas
- Wow factor - surprise, delight, fresh, unexpected
B7. INSIGHT & STRATEGIC THINKING
The Campaign that showed the greatest fresh insights and strategic thinking to lead to the communications idea and achieve the marketing objectives.
B8. BRAND VALUE
Increasingly, marketing science points to the importance of brand in driving sustainable growth over time. The entries must demonstrate tangible improvements in brand equity.
Although it is likely brands have had sustained growth over a number of years, brands effectively managing a crisis should also be considered. A variety of measures including brand health, brand perceptions and brand reputation can be used. It is strongly recommended that recognised brand valuation measurements (eg Brand Finance) be included if available.
B9. RETURN ON INVESTMENT
Campaigns that most convincingly demonstrate a profitable investment return on the marketing money used (not necessarily the largest benefit). Please refer to the note on how to calculate ROI with your entry form. Projection of long term effects will be considered but remember judges are sceptical towards claims they regard as overly optimistic.
B10. LONG TERM EFFECTS
Entries into this category must demonstrate sustained results with over a minimum 2 years period post commencement of the campaign. There is no restriction on the start date of the campaign other than, at a minimum, data must date back to March 2017. The entry must also include results in the most recent period, between 1 April 2018 and 31 March 2020.
The creative expression is not restricted to one idea but the campaign must have a primary objective and a consistent or evolving strategy. There may be supplementary objectives over the course of the campaign. If relevant, authors are encouraged to investigate how long term brand building worked with short-term activation to generate outstanding results. All Long Term Effects entries will be judged in Round 2.
Entries for Long Term Effects may well be eligible for the relevant category on List A using the appropriate entry form.
B11. MARKETING SOLUTIONS OTHER THAN ADVERTISING
How the core solution to the marketing challenge helped a business to grow or overcome barriers using marketing levers such as PR, UX, product, pricing or distribution change.
B12. MEDIA-LED IDEA OR MEDIA PARTNERSHIP
The line between what constitutes a creative idea and a media idea is blurring. There are occasions when the media idea drove the results. Others where brands working with media owners create and activate a strategic multi-touchpoint experience with their audience. Winners of this award will recognise those cases that would not have been successful without the strategic media idea or the role a media owner has played in developing an effective campaign connecting an audience via their media assets.
B13. SHOPPER MARKETING
Shopper marketing covers a variety of disciplines (retail comms, promotions, brand partnerships, activations and experiential, packaging, eCommerce and more) that focus on driving conversion at the point of sale. Built from deep shopper insights, great shopper marketing ideas work from the store back, activating the path to purchase to build brands while driving sales in a growing number of transactional environments.
B14. USE OF DATA
To win an award in this category judges are looking for entries that demonstrate smart application of data to develop insights and strategies, target prospective consumers, or analyse the effectiveness of the campaign.
B15. POSITIVE CHANGE
This category celebrates work that has been designed to have a positive impact on society, people and the planet. The campaign could be targeting such issues as environmental sustainability, inequality, poverty, health, education or disabilities. The entry will need to demonstrate that efforts have measurably shifted audience behaviour towards better choices and/or grown demand by integrating relevant socially-aware messaging into their marketing communications. Entries should reflect the positive change into their objectives and outcomes. Entries could be either for commercial enterprises, brands or not-for-profit organisations.
B16. CHALLENGER BRANDS
This is an award for challenger brands/businesses - smaller, existing, new, or emerging:
- Making inroads against big, established leaders that have market dominance
- Taking on 'sleeping giants' or
- Moving into a new productive/service field beyond their current category and set of competitors to tackle a dominant leader
Entrants must detail the business challenge, the competitive landscape, and how the strategy was developed and implemented that drove the brand to succeed despite the odds. Entrants must clearly demonstrate that their brand/business was an underdog and challenging the competitor/s.