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.
Sponsored by Think TV
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
(There will only be one winner in this category. Please use the category specific entry form to enter).
To celebrate 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 for a client organisation or a specific brand. The entry can be jointly submitted by the advertiser and the agency/agencies.
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.
A. RETAIL/ETAIL Sponsored by THINK TV
B. FOOD, CONFECTIONERY AND SNACKS Sponsored by FACEBOOK
C. BEVERAGES - ALCOHOLIC AND NON-ALCOHOLIC
D. OTHER CONSUMER GOODS
Includes motor vehicles, appliances, cameras, computers, household, personal care, fashion, pet care etc.
E. HEALTH AND WELL-BEING Sponsored by HEALTHCARE COMMUNICATIONS COUNCIL
F. FINANCIAL SERVICES
G. OTHER SERVICES Sponsored by SHOOTSTA
Includes insurance, telecommunications and any consumer or business service apart from financial
H. 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).
J. NOT FOR PROFIT AND CAUSE RELATED MARKETING Sponsored by UNLTD
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) or corporates as part of their social and community programs.
K. BEST STATE CAMPAIGN
The most effective campaigns that ran only in one (or, at most, two) States, produced by an agency from one of those States
L. SHORT TERM EFFECTS
Activation campaigns that may take effect over one day, or up to four weeks.
M. MOST ORIGINAL THINKING Sponsored By FACEBOOK
Campaigns that made judges think “I wish I’d thought of that” – whether this be in insight, strategy, content, media use or measurement technique. Campaigns must demonstrate effectiveness.
N. NEW PRODUCT OR SERVICE Sponsored by DISPLAYGROUND
The most effective campaigns for a new product or service launched during the two years preceding the call for entries (1 April 2016 - 31 March 2018).
O. SMALL BUDGET
The most effective campaigns on a total budget of under $500,000.
P. INSIGHT & STRATEGIC THINKING
Campaign that showed the greatest fresh insights and strategic thinking to lead to the communications idea and achieve the marketing objectives.
Q. PR-LED CAMPAIGN
PR-led campaigns where unpaid earned activity was the primary driver of the result. These campaigns might use other channels but must demonstrate that PR was the driving force of the campaign.
R. RETURN ON INVESTMENT Sponsored by THINK TV
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.
S. LONG TERM EFFECTS
Entries into this category must demonstrate sustained results over time. There is no restriction on the start date of the campaign other than, at a minimum; results must date back to March 2015. The entry must also include results in the most recent period, between April 2017 and March 2018.
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. All Long Term Effects entries will be judged in Round 2.
T. DIGITALLY LED IDEAS
This category is for campaigns that have a digital or technological idea at the heart. These campaigns might use other channels, including main-stream media, but must demonstrate that the digital or technological idea was the catalyst for the campaign and without it the campaign could not work. This category can also include purpose built digital platforms for marketing communications or commercial activity which are not one-off campaigns. The entry must provide a minimum of 6 months data that clearly demonstrates the in-market results.
U. MARKETING SOLUTIONS OTHER THAN ADVERTISING & PR
How the core solution to the marketing challenge helped a business to grow or overcome barriers using marketing levers such as product, pricing, distribution or innovation.
V. MEDIA-LED IDEA
The line between what constitutes a creative idea and a media idea is blurring. There are occasions when the media idea drove the results. Media cannot exist without content but this award is intended to recognise those cases that were led by the media thinking and would not have been successful without the strategic media idea.
W. MEDIA PARTNERSHIP ACTIVATION
Some effective campaigns are being driven by media partnerships between brands working with media owners to create and activate a strategic multi-touchpoint experience with their audience. Winners of this award will represent those advertisers and media partners that knew exactly where and how to connect with their audience via the assets of a media company and can conclusively prove that the results were effective.
X. POSITIVE CHANGE: ENVIRONMENTAL
The Positive Change: Environmental category celebrates efforts that have measurably shifted audience behaviour toward more environmentally sustainable choices, and/or grown demand for more sustainable products and services by incorporating environmentally conscious messaging into their marketing communications. Entries should reflect the environmentally sustainable objectives and messaging in their entry.
Entries could be either for commercial enterprises, brands or not-for-profit organisations.
Y. 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.
Z. USE OF DATA
Use of data to develop insights, target consumers and demonstrate results.