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
(There will only be 1 winner in this category. Please use the category specific 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.
B. FOOD, CONFECTIONERY AND SNACKS
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 WELLBEING
F. FINANCIAL SERVICES (Including Insurance)
G. OTHER SERVICES (including Telecommunications)
Includes 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 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).
K. 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.
L. SHORT TERM EFFECTS
Activation campaigns that may take effect over one day, or up to four weeks.
M. MOST ORIGINAL THINKING
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
The most effective campaigns for a new product or service launched during the two years preceding the call for entries (1 April 2017 - 31 March 2019).
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. BRAND VALUE
Increasingly, marketing science points to the importance of brand in driving sustainable growth over time. This category highlights those campaigns that measurably impacted brand health and/or significantly shifted brand perceptions or reputation. Recognised brand valuation measurements should also be considered. Entries into this category will demonstrate that the activity led to a lift in brand measures and in turn, a lift in business results. There is no restriction on start date, however, the entry must include results in the most recent period. The creative expression is not restricted to one idea or campaign, but the activity must have a consistent or evolving strategy.
R. 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.
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 2016. The entry must also include results in the most recent period, between April 2018 and March 2019.
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.
Entries for Long Term Effects may well be eligible for the relevant category on List A using the appropriate entry form.
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 mainstream 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
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.
V. 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.
W. 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.
X. USE OF DATA
Use of data to develop insights, target consumers and demonstrate results.
Y. 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.