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University of Nevada, Reno
What Elements Make an Effective Advertising Campaign? A Review of Common Elements among Proven Effective Advertising Campaigns
A thesis submitted in partial fulfillment of the requirements for the degree of Bachelor of Arts in Journalism, minor in Business Administration and the Honors Program
by
Jessica M. Ranftl
Robert Felten, Thesis Advisor
December 2013 UNIVERSITY THE HONORS PROGRAM OF NEVADA RENO
We recommend that the thesis prepared under our supervision by
JESSICA RANFTL
Entitled
What Elements Make an Effective Advertising Campaign? A Review of Common Elements among Proven Effective Advertising Campaigns
Be accepted in partial fulfillment of the requirements for the degree of
BACHELOR OF ARTS IN JOURNALISM, MINOR IN BUSINESS ADMINISTRATION AND THE HONORS PROGRAM
Robert Felten; Faculty Mentor
Tamara Valentine, Ph.D., Director, Honors Program i
Abstract: A Brief Overview
What makes a marketing or advertising campaign effective? Many advertisers and marketers have asked this question at the start of creating a campaign. The goal is to create a campaign that generates a desired response effectively. To find and commend effective campaigns, the New York chapter of the American Marketing Association founded the Effie
Awards in 1968 to determine the year’s most effective advertising work. These awards are not based on creativity, instead they measure the outcome of campaigns as effective or not and to what extent. Effie Worldwide Inc. then shares the gathered information with the advertising industry and public. This thesis determines what elements create an effective advertising campaign through a scholarly review of articles, journals, as well as Grand and Gold Effie
Award winning campaigns from the past five years (2008-2012).
According to the Effie Awards’ website, “With marketing budgets under pressure in many parts of the world, there is ever-increasing pressure on marketers and their agencies to demonstrate a return on their investment. A great creative idea is not enough – there must be proof that the idea worked” (Effieindex.com). Measuring effective elements from various Effie
Award winning campaigns and finding the most prevalent elements is the primary goal of this thesis. Comparing past winning campaigns of Effie Awards, this thesis will determine if there are common elements found within the majority of the winning campaigns. Since any medium for marketing is eligible for an Effie Award submission print, TV, radio, online, public relations, paid, and unpaid media will be examined (and explained). The benefit of this thesis to the advertising and marketing community will be to provide elements proven to be effective to the industry for future use.
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Acknowledgements: Special Thanks
I would like to give special thanks to my thesis mentor and advisor, Professor Robert
Felten. Thank you for your encouragement and positive feedback throughout this process. It has been a long year, however I am proud to have finished my senior thesis and contribute to the advertising and marketing community under your guidance.
I would also like to thank the Honors Program for allowing me to complete and submit this thesis to their archives.
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Table of Contents
Abstract: A Brief Overview ...... i
Acknowledgements: Special Thanks ...... ii
List of Tables ...... iv
Introduction: Common Approaches to Advertising ...... 1-2
Literature Review: Published Advertising Techniques and Opinions ...... 3-12
Methodology: The Process ...... 13-15
Breakdown of Research Steps………………………………………………………. 15-17
Results: Surprising Identifiable Elements ...... 18-20
Results: Applied to Exemplary Effie Award Winning Campaigns……………..……21-32
Conclusion: Unexpected Elements ...... 33-34
References ...... 35
Appendix: Table of Contents ...... 36-37
Appendices...…………………………………………………………………...…….38-96
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List of Tables
Figure 1. Percentages of Hypothesized and Found Elements……………………………………19 1
Introduction: Common Approaches to Advertising
In the field of marketing communications students learn that an advertisement that achieves a pre-set goal successfully is effective. The goals are to create awareness, change attitudes, and facilitate an action such as purchasing a product. For years it has been taught that goals or plans “are based on a systematic analysis of the product, the market, the consumer, [and] they involve an intelligent selection of media” (Burton-Hotchkiss, 1924, p. 2). This thesis aims to find elements a marketer or advertiser should incorporate into his or her advertising tactics to create an effective campaign. The Effie Award Winner’s Showcase database supplies the cases to research these traits.
The Effie Awards are given to the year’s most effective advertisements by a selected panel of Effie Award World Wide Inc. judges. The Effie Award winners serve as the pool of research data for this thesis because the winning campaigns are already proven effective (by
Effie Award Judges). This thesis reviews material from Effie Award winners from the past five years to seek common elements in Grand and Gold award winning campaigns.
Every marketing and advertising team strives to create a successful advertisement or campaign because success is key to generating revenue or awareness. This thesis will answer a set of deeper questions to determine if there is a common link of proven successful (by the Effie
Awards) elements among Effie Award Winning advertising campaigns. The goal of the thesis is to prove there are one or more elements that consistently contribute to the success of many broadly ranging advertisements.
The best way to determine if such factors exist is to review the demonstrable entities in the advertising and marketing industry. Researching and reviewing the winners of the Effie
Awards from the past five years supplies a starting point from which a conclusion can be
2 reached. Personally viewing each campaign and assessing the methods used by each winning campaign contribute to the final conclusion of the thesis. A literary review of past research and opinion conducted on this topic gives the reader knowledge about the marketing and adverting industry.
The expected results for this thesis are to find commonalities among campaigns that have won an Effie Award during the past five years. One or more elements are expected to be uncovered. Each campaign or advertisement may use the found element to varying extents; however, it should be apparent to the viewer that the element is used.
If the hypothesis is correct and there are one or more elements an advertising firm can use to create a successful campaign, then this new perspective will bring efficiency to advertising and marketing firms alike. The marketing and advertising community is continually looking for elements to use to connect with their target audience. Proving there are elements available to increase the probability of a campaign’s success will bring new light for advertising and marketing professionals. The discovered elements can then be enhanced or changed for continual success in the industry.
Finally, uncovering the common element or elements that make an advertisement inherently successful also speaks to the nature of audiences. This information will help marketers and advertisers better understand their audiences and what speaks to them on a strong enough level to make a campaign or advertisement effective.
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Literature Review: Published Advertising Techniques and Opinions
“It is easy to get opinions on [advertising]. It is hard to get facts” (Caples, 1974, p. 9).
The purpose of this literature review is to give an overview of selected advertising and marketing professional’s recommendations, or opinions, for creating an effective advertisement. It is also the goal of this literature review to discuss multiple case studies and their implications on the marketing and advertising industry. The advertising industry is continually changing and success is always up for interpretation; therefore, this literature review contains many professional's opinions but few absolute facts. As expected, there are conflicting ideas presented; however, it serves the thesis to gather many viewpoints for comparison. This literature review also includes a detailed description and background of the Effie Awards, because campaigns that have won an
Effie Award are used for the majority of research for this thesis.
Well known advertiser, David Ogilvy (1911-1999) of Ogilvy and Mather Advertising,
Marketing, and Public Relations Agency, stated, “When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product” (Ogilvy, 1985, p. 7). Ogilvy’s first campaign for industrial development in Puerto Rico during the 1950s demonstrated his ability to achieve effectiveness, “[the campaign] won no awards for ‘creativity’ but it persuaded scores of manufacturers to start factories” (Ogilvy, 1985, p. 24), (Elliot, 2009). Ogilvy’s campaign was the catalyst for manufacturers to start factories; therefore, Ogilvy’s campaign was effective and relevant because this thesis focuses on recent cases similar Ogilvy’s example for content analysis of Effie Award winning campaigns.
The New York chapter of the American Marketing Association founded the Effie Awards in 1968 with the purpose of creating “an awards program to recognize the most effective advertising efforts in the United States each year” (Effie Worldwide, Inc.). The Effie Awards are
4 based on a company’s ability to create action through an effective advertising campaign. In other words, the Effie Awards focus on “ideas that work” (Effie Worldwide, Inc.). The Effie Awards measure the outcome and effectiveness of campaigns through companies’ submitted proposals and documentation (Effie Worldwide, Inc.). Effie Award submissions detail the efforts of “the top marketers and agencies in the world” (Langton, 2007, p. 32).
For a corporation, or a corporation’s advertising agency, to submit an application to be considered for an Effie Award there are a series of questions that must be answered. These questions relate to the nature of the advertising campaign1 the agency would like to recognize
(Effie Worldwide, Inc.). The questions are as follows:
1. Explain the criteria used to determine your top four markets (countries).
2. What was the state of the brand’s business and the marketplace or category in which
it competes before your effort began?
3. What was the strategic communications challenge? Provide context on the degree of
difficulty of this challenge and detail the business need the effort was meant to
address.
4. What were your objectives? What were the Key Performance Indicators (KPIs)
against your objectives? State specific objectives on a global and country-by-country
basis.
5. What was the insight that led to the big idea? How did you get to that insight?
6. What was your big idea?
7. How did your big idea evolve?
8. How did you bring the idea to life?
1 A series of advertisements or creative work that one corporation uses to relay a message to its audience - as opposed to just one advertisement
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9. What channels did you use? (communications touch points).
10. [What were your] paid media2 expenditures?
11. [What were your ] Owned Media and Sponsorship3?
12. List and explain all other marketing components that were active during this time.
13. How do you know it worked? (Include Key Performance Indicators.) Why are these
results significant for the brand?
14. Anything else going on (whether or not you were involved) that might have helped
drive results?
15. List Countries where case ran (Effie Worldwide, Inc.).
The complete five page submission entry form for the Effie Awards is included in
Appendix 1. (pp. 38-42). The submission entry form includes descriptions for each question that elaborate on what the judges look for when deciding which campaigns will win a Grand, Gold,
Silver, Bronze, or no award. In addition to written submissions that answer the listed questions, all companies submitting an application for an Effie Award include a video with their submission.
The video answers the listed questions in a visual format. The video includes examples of the campaign’s commercials4, print advertisements5, billboard advertisements, public relations events, or any effective effort the campaign had. The video also usually has a voiced narrative to explain to the viewer how the campaign addressed the company’s problem, the elements of the
2 Any form of advertising that requires payment including but not limited to magazine print advertisements, commercials, and billboards 3 “Company owned real-estate, either physical or digital, that acted as communication channels for case content – e.g. corporate website/social media platforms, packaging, branded store, fleet of buses, etc” (Effie Worldwide, Inc.) 4 Featured on television or radio 5 Advertisements that appear in print such as in a magazine or newspaper
6 campaign, and how the campaign was effective in solving the stated problem. This thesis uses each campaign’s submission video as a research source to do a content analysis and retrieve data.
According to Cleve Langton, chairman of the Global Effie Awards Committee, award submissions need to show excellent performance in areas such as “sales, share, and awareness-against clearly defined and documented goals” (Langton, 2007, p. 32). These goals are described as positive outcomes. Commonly taught in advertising classes, outcomes can be an increase in awareness, change in attitude, or an accomplishment of action. Actions include a consumer buying a product, a group attending an event, or an individual sharing issues with the public. Companies can show their campaign’s effectiveness based on success metrics: impressions6, monetary gain produced from the campaign, brand recognition7, or the action of their audience buying the product. These metrics are in addition to the elements requested in the Effie Award campaign submission from.
The winners of the Effie Awards, according to Langton, have one thing in common, “a big idea that [is] both wonderfully simple and dramatically effective” (Langton, 2007, p. 32).
Among the complaints from Effie Award judges in past years include submission’s lack of strong ideas to create success in multiple markets during the campaign (Langton, 2007). In the past, some Effie Award submissions did not make the cut for awards because the submission writer did not prove performance when compared to original goals or stated problem (Langton,
2007). A tip for success from David May, VP of global marketing for Goldman Sachs, is to create campaigns that have “fundamental human appeal that’s also true to the product” (Langton,
2007, p. 32).
Almost every advertisement is created with one or more desired outcome in mind, but the process a marketer or advertiser chooses to create such an advertisement varies. Research is
6 The frequency an ad is seen online - this does not take into account interaction, if the ad is only seen it still counts as an impression 7 How well consumers know or easily recognize a brand and its product
7 important to back up the campaign’s message and objective of individual advertisements but research it is not always better than intuition. For example, Nick Summers describes the recent and well-received Chipotle commercial as, “Unfunny. Political. Expensive to air” (Summers,
2012, pp. 58-64); however, Mark Crumpacker, creative director for Chipotle, used his intuition to overcome such criticisms and made the two minute and twenty second video titled “Back to the Start” go viral8 (Summers, 2012). “Going Viral” published in Brandweek, defines viral content as “content [that] can be shared and republished by anyone who happens upon it”
(Taylor, 2006, pp. 20-24). According to Crumpacker, this video was Chipotle’s way of “trying to engage [their] customers in new ways” (Olson, 2012, p. B2). The video clearly connected on a level deep enough to encourage viral sharing.
David Droga, creative chief for Droga5 advertising agency, feels "viral has moved from being sort of [a] niche tactic, into something that's more of a statement about what all advertising should be. And that is, something that people actually seek out and want to share" (Summers,
2012, pp. 58-64). After the fame from YouTube, Crumpacker ran the Chipotle ad in movie theaters and “field researchers brought back tales of audiences bursting into applause”
(Summers, 2012, pp. 58-64).
The origin of this video came from Crumpacker’s idea that Chipotle “needed to have a general, higher-level message and to tell [their] story in a more approachable way” (Olson, 2012, p. B2). This case study demonstrates not only the power of intuition in the field of advertising, but also the importance of deciding how to best distribute the advertisement and its message to the correct consumers. The Chipotle video is an example of effective advertising due to its popularity and reach on the internet (Olson, 2012). Also according to Zeta Interactive, an agency
8 “Content [that] can be shared and republished by anyone who happens upon it” (Taylor 20-24), or content people want to share at a rapid rate
8 reporter on the impact of commercials, Chipotle’s video “Back to the Start” was rated as one of the top 10 advertisements on the internet in 2011 (Olson, 2012).
In a study done by David Furse and David Stewart, published in the Journal of
Advertising Research, multiple factors exist to produce one advertisement but how the advertisement is received determines its effectiveness. Among the factors Furse and Stewart expected to affect effectiveness (in this case the recall of products) were the use of humor, novelty, other emotions, amount and length of repetition, and clearness of information. The variables Furse and Stewart found to actually affect effectiveness within their own research were increased mention of brand name, logo, and product as well as product demonstrations, light comedic tone, and brand differentiating statements (Furse & Stewart, 2000).
According to Furse and Stewart’s research results, information load9, mention of ingredients or nutrition, too many characters, and a male lead character were related too poor advertisement effectiveness. Overall the study done by Furse and Stewart demonstrates that gaining the attention of audiences in the right way and at the right time is crucial to the success of an advertisement because consumers see advertisements every day in high volume.
According to James B. Twitchell during this generation teenagers have spent years of their lives being influenced and subjected to advertisements. Therefore how those teens are targeted as an adult, or even when they are still a teenager, must be different than when consumers were targeted in 1915. In 1915 a teen or adult would not have seen an advertisement for a week at a time, and the ones they did eventually see may have had a greater impact and lasting effect on them than today's many advertising efforts. Twitchell estimated that the average person consumed three thousand ads in 1996 (Twitchell, 1996). In more recent time that number
9 “Refers to the use of too short a time-frame, too much information at once, or using information the viewer does not understand” (Furse & Stewart, 2000, pp. 85-88)
9 has risen to around five thousand; therefore, it is important to create relevant ads and campaigns to achieve effectiveness (Story, 2007).
Copywriter and author of Tested Advertising Methods, John Caples explained uncovering what is relevant and appealing to the consumer is more important than “carefully written copy” or snappy visuals. Caples stated, “I have seen one advertisement actually sell…19 ½ times as much as another. Both advertisements occupied the same space. Both were run in the same publication. Both had photographic illustrations...the difference was that one used the right appeal and the other used the wrong appeal” (Caples, 1974, p. 11).
Ogilvy did not believe that set rules apply to make appealing or even effective advertising. Instead he referred to his different preferences as tips instead of “rules.”
Contradicting Ogilvy, Jim Avery author of Advertising Campaign Planning felt that there are actually a few guidelines for advertising such as, use the shortest amount of words, use a shorter word when possible (‘use’ not ‘utilize’), tell the most important thing first, tell the purpose first, use topic sentences, do not start with a dependent clause, do not end a sentence in a preposition, write out numbers in the beginning of a sentence, and use superlatives sparingly (Avery, 2000).
Simply following Avery's guidelines listed above will not always make for effective advertising. For example, Dr. Joseph Plummer the Director of Brand Strategy and Research at
McCann-Erickson World Group, addressed the common mistake of putting the needs of an organization before consumer needs in his book Hitting the Sweet Spot. His theory was that the space between consumers and marketers make it hard for marketers to put themselves in their audience’s mindset and find what is important to them. Ogilvy felt research was the key to a successful advertisement and Plummer continued Ogilvy's theory through his own research conducted on consumers (Fortini-Campbell & Plummer, 2001).
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Plummer and Fortini-Campbell, both authors of Hitting the Sweet Spot, agreed true consumer research is “about how to make your marketing and advertising ideas serve the consumer rather than the other way around” (Fortini-Campbell & Plummer, 2001, p. 3); however, deciding how best to serve the consumer is changing as rapidly as the economy and technological developments. The ability to find an opportunity before another company and properly foster it is beneficial to gaining a competitive edge and staying on top of today’s market. For example, technology has become an additional factor that marketers and advertisers use to address consumers. Currently there are more resources for consumers to use to research products, but technology has also created an insecure environment. There are more channels, markets, and specialty magazines all of which have increased the speed of the marketing field
(Fortini-Campbell & Plummer, 2001).
Although the market is changing and bringing new sets of issues for marketers to overcome, there is a principle which has been in existence for years and is still applicable today: consumer insight. Consumer insight is crucial to understanding and correctly addressing a target audience. Fortini-Campbell referred to the action of using consumer insight and the company’s needs, or adding brand insight to consumer insight, as hitting the “sweet spot” (Fortini-Campbell
& Plummer, 2001, p. vii). It must also be noted that most consumers are not actively trying to be consumers when an advertisement is put before them; therefore, when trying to reach the sweet spot an advertisement “must reach the minds of those who were not previously interested in the subject,” at the time the advertisement is seen. (Burton-Hotchkiss, 1924, p. 41).
An example of hitting the sweet spot as well as how poor research can affect marketing success occurred in 1955 when Leo Burnett decided to advertise Marlboro differently. It was not until Burnett saw a photo of a cowboy that he knew which direction to begin marketing (Fortini-
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Campbell & Plummer, 2001). After a few years Burnett sought further research and confirmation for his idea; however, the hired researcher told Burnett to abandon the cowboy idea because the research indicated Americans could not relate to the cowboy image. The research Burnett’s researcher was referencing included basic facts about the audience such as its occupation.
Obviously at the time the research was conducted most Americans were not cowboys by occupation; however, the researcher never dug deep enough to find that many of those
Americans had dreams and wishes similar to the lifestyle of a cowboy. Burnett stuck with the new cowboy image because he knew he had hit the “sweet spot” even though his hired researcher could not see the connection (Fortini-Campbell & Plummer, 2001).
This example of sticking with intuition over research is also found in the attitude of Bill
Johnson of Heinz Pet Products. Johnson did not regard research as the ultimate deciding factor.
Instead, he saw research as one of many factors and felt intuition could be as powerful if not more so than research (Steel, 1998). According to Heinz, when trying to come up with an effective campaign the mindset of intuition over research is incredibly valuable (Steel, 1998).
Slightly contradicting Heinz’s opinion is an example of simple thought producing a higher return than research. In the 1960s NASA was having difficulty with pen functionality in space. NASA paid for expensive research and finally produced the world’s first “astronaut pen.”
While this pen cost one million dollars to create in America, the Soviet Space Agency solved the same problem using a pencil. This example of intuition, common sense, and a simple solution winning over research may not always create the most effective campaign, but it is one case study and worthwhile to note (Steel, 1998).
There are two ways a marketer can miss a connection with their consumer. First the marketer may not research enough to find true insights of consumers or second, the marketer has
12 the brand insight but does not use it (Fortini-Campbell & Plummer, 2001). When a marketer makes these two mistakes it does not mean they cannot win awards for their failure. For example, the Lee Jean Company produced a set of jean advertisements and won awards for their creativity; however, Lee Jean Company consumers did not see how the advertisements and their own desires came together which resulted in poor effectiveness. Clearly the Lee Jean Company was not thinking about how their “marketing and advertising ideas [could] serve the consumer rather than the other way around” (Fortini-Campbell & Plummer, 2001, p. 23).
Searching for consumer insight or researching consumer’s interests is important for an effective advertisement because it clues the marketer into what the consumer desires and where they are coming from to fulfill their desires. Discovered through continual research and insight are a few traditional topics which continually interest consumers. These topics include health, wealth, popularity, comfort, enjoyment, security, news, and curiosity (Caples, 1974). The theory of consumer insight is further discussed by Ogilvy who also believes consumers are continually interested in products offering “value for money, beauty, nutrition, relief from suffering, [and] social status” (Ogilvy, 1985, p. 7).
The topics mentioned above may be popular but their success depends on the advertiser who uses them. According to Caples, there are two types of advertisers, "one who constantly tests their advertisement's effectiveness and one who does little to no research into the results of their advertisement” (Caples, 1974, p. 9). Perhaps the advertiser who researches and tests their advertisement's success (similar to Effie Award winning advertisers) will better understand how to improve their campaign and therefore be more effective in future years (Caples, 1974).
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Methodology: The Process
The methodology used to compile and analyze the results presented in this thesis was not a complicated process based on statistical interpretations. Instead this thesis used the award submission videos (previously mentioned in the literature review) found on the Effie Award
Worldwide Showcase website as the main source for the content analysis (Effie Worldwide,
Inc.). The Effie Award Showcase website hosts applications from winning campaigns of the
Effie Awards from the past 27 years as well as each campaign’s video submission. This thesis only examines submission videos from Effie Award winning campaigns from the past five years to create concise and relatable results for current professionals in the marketing field.
The Effie Awards are given in the order of: Bronze, Silver, Gold, and Grand. I chose to research and review the award submissions only from the Grand and Gold winning campaigns to be the research “subjects” because Grand and Gold winning campaigns most clearly exemplify the meaning of an effective advertisement in multiple forms of media, cover varying topics, and achieve different pre-set goals (made by each individual campaign). While the Bronze and Silver winners do the same, the purpose of this thesis is to find common attributes in advertisements and campaigns that have already been deemed "effective" (by the Effie Award judges); therefore, analyzing the top level of winners (Grand and Gold) produces a higher return of quality and effective ideas suited to be emulated by other advertisers.
Before the step by step methodology is discussed it is important to note the process by which the Effie Award Showcase campaign submission videos were chosen to be the research subjects over other options. Before choosing to research campaigns that won an Effie Award, other options for research and methodology were considered. For example, I thought about researching the most popular advertisements from the past five years and taking another
14 comparative approach. I also considered asking the general population about its opinions on its favorite advertisement and then look for trends through the population’s responses. I did not consider any other advertising competition because the Effie Awards competition is the only advertising competition that awards campaigns for their effectiveness (as decided by the Effie
Award judges).
I did not decide to research the most popular advertisements from the past five years because the advertisements may be funny or interesting but not necessarily depictive of effectiveness, and asking the general population about its opinion regarding its favorite advertisement would have resulted in too broad of results to create a hypothesis and come up with a beneficial result for the marketing or advertising industry. Another issue with interviewing the general public for research is similar to researching the most popular advertisements because a well-liked advertisement does not always make an effective advertisement.
Therefore, researching video submissions from advertising campaigns that won an Effie
Award within the past five years was the best choice because the campaigns were already proven to be effective by Effie Award judges. As noted in the literature review for this thesis, the video submissions include examples of each campaign’s commercials, print advertisements
(advertisements that appear in print such as in a magazine or newspaper), billboard advertisements, public relations events or any effort the campaign made which contributed to the success of the campaign that the submission writer (the corporation itself or the corporation’s advertising agency) feels the Effie Award judges should know about.
Most of the videos also have a voice over to explain the company’s problem, how a campaign was created to address the company’s problem, the elements of the campaign, and how the campaign was effective in solving the company’s stated problem. This thesis uses each
15 campaign’s submission video as a research tool to do a content analysis and find common elements among the campaigns that won a Grand or Gold Effie Award within the past five years.
My research process is detailed step-by-step on the following pages.
Breakdown of Research Steps
1. First, I searched for the winning campaigns of the Effie Awards from the past five years
on the showcase database (Effie Worldwide, Inc.).
2. Then, the Gold and Grand winners were chosen for their high level of quality and
exemplary characteristics of effectiveness.
3. These Grand and Gold winning campaigns were listed and consisted of 85 entries.
o There were six Grand award winning campaigns (two were awarded in 2009).
o There were 79 Gold award winning campaigns.
4. The entries were compiled in an excel sheet containing the following fields: year,
category, award level, brand, company, notes about their video, and inclusion of a
personal connection10, an integrated marketing campaign11, and the hypothesized
elements listed below (Appendix 2. pp. 43-96).
5. Before beginning the research and content analysis on the 85 cases, I expected to see
some form of the elements listed below; therefore, they were also noted as present or
absent within my excel sheet notes.
10 (Further described in results and conclusion) A connection to how the audience views themselves or how they want to be viewed by others - also includes a personal connection to a brand through its advertising tactics featuring real people. 11 A campaign that has one message, clearly depicted across all social media outlets, and is understood to portray the same meaning with or without its counterparts - meaning a print advertisement should be able to stand alone but still very clearly relate to the television commercial in the campaign, for example.
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6. The listed elements are commonly taught in the field advertising or seen in popular
advertisements and were therefore on the forefront of my mind when beginning the
research and data collection process:
. A simple idea
. An idea that connects with the target
. Comparative advertising
. Comedic tone
. Sexuality based theme
7. After compiling the information to be collected each of the winning campaigns or
advertisements were reviewed for content analysis.
o This included watching Effie Award Submission videos submitted by each
company to Effie Worldwide. The videos varied only slightly in length and
format but all of them explained their initial problem, approach, strategies, and
success of their campaign while showing examples of creative and strategic
advertising work.
8. Examples of their creative and strategic work included multiple full length commercials
featured throughout the duration of the campaign, outdoor media buying12, print
advertisements, radio spots, social media efforts13, and public relations events. Not only
did the majority of videos give examples of the campaign’s creative elements, but the
videos also gave the reasons each agency or company chose to implement such tactics.
12 The purchasing of outdoor space for advertisements on items such as billboards benches, subway stations, bus stops, and light poles 13 Facebook, twitter, instagram contests, promotions, and strategic outreach
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9. After the winning campaigns were reviewed, they were compared to each other. This is
when the content analysis, or the seeking of similar elements by analyzing key
components of each campaign, was done.
o Key techniques used, specific traits, similar topics, and strategic positioning
towards the audience were reviewed in hopes of uncovering a similar element in
each of the campaigns.
o While reviewing each video I took notes to keep track of all 85 case studies from
the past five years.
10. After everything had been viewed I personally found two common elements throughout
the Grand and Gold Effie Award winning campaigns: a personal connection to who the
audience wants to be or a reflection of how they see themselves and the use of a fully
integrated marketing communication plan.
11. Another column in the excel sheet with the title “Personal Connection/IMC” was added
to gather more in-depth information about the relevance of the results. There is also a
column including the originally hypothesized elements which show their lack of
prevalence. This sheet was the main database that held the information for the thesis and
was helpful to organize the cases.
12. Scholarly texts and journals also contributed to the overall research of the thesis.
Full results, research, and data collection are written in detail including a summary of each submission video in Appendix 2. (pp. 43-96).
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Results: Surprising Identifiable Elements
When starting this thesis the hypothesis was that there would certainly be at least one common trend or identifiable element found within the Effie Award Grand and Gold winning campaigns from the past five years; however, hypothesizing about what the element or elements would be was a less than scientific process. As mentioned in the methodology section, I initially hypothesized finding concepts usually taught in the field of advertising. For example, a simple idea, an idea that connects with the target, a comedic approach, or comparative advertising. This list was a very rudimentary starting point, since most advertisements incorporate all of them (the exception being comedy).
The possibility remained that the trait would deal with sexuality, spurred on by one popular phrase, "sex sells;" however, the element of sexuality seemed unlikely due to society’s constant exposure to sexuality in everyday media. The element or elements seemed more likely to be a newer and more effective tactic geared for a wider range of demographics.
The possibility that the element or elements would deal with social media and complete campaign integration was a likely possibility. Complete campaign integration, or integrated marketing communication14 (IMC), is often taught to be used in good marketing campaigns.
Having an integrated campaign means more than just linking the company's social media platforms together or mentioning social media in creative ads. An integrated campaign has one message, that message has a distinct tone, and the tone and message are continually repeated throughout all creative efforts, public relations events, and social media integration. An integrated marking communication plan was the element I thought would be the answer to this
14 A campaign that has one message, clearly depicted across all social media outlets, and is understood to portray the same meaning with or without its counterparts - meaning a print advertisement should be able to stand alone but still very clearly relate to the commercial in the campaign, for example.
19 thesis. What makes a marketing and advertising campaign effective? Having a completely integrated campaign.
After watching the Effie Award contestant submission videos from each of the Grand and
Gold Effie Award winning campaigns from the past five years, the elements that stood out the most were a combination of integrated marketing communication and a trait I did not hypothesize, a very personal connection to how the target audience views themselves, how they desire to be seen by others, or a connection to real people used within the advertisements. I did hypothesize a connection to the target audience because it is often taught in advertising classes as one of the best ways to reach a brand’s audience, however; I did not hypothesize a personal connection to real people or the audience’s view of themselves.
I only hypothesized general reliability of the advertising campaign to the audience. The found personal connection inherently covers the general reliability (see similar percentages) but goes a step further with specific and strategic approaches to personal connections with the audience. Therefore the found element of a personal connection is the more relevant and specific of the two similar elements. Below are the percentages of the hypothesized and found elements within the 85 Grand and Gold Effie Award winning campaigns.
Figure 1. Percentages of Hypothesized and Found Elements
Element Prevalence IMC 95% Personal Connection 85% Connect with Target Audience 85% Simple Idea 59% Comedic 41% Comparative 8% Sexuality 0%
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The complete list of data collection and notes compiled for all 85 campaigns (previously mentioned in the methodology section) is located in Appendix 2. (pp. 43-96); however, for the results section below I only reference the Grand winners totaling six (two for 2009), because they are the most elite winners of the Effie Award as dictated by the Effie Award judges, as well as a few of the best examples from the Gold winners from each year during the past five years to give concise examples instead of listing out the remaining 79 winners.
I chose to organize the results this way because while the majority of the cases do use the described elements, the cases listed below most clearly demonstrate the two main elements found within the 85 reviewed Grand and Gold Effie Award winning campaigns. Each selected case is described in-depth and also includes a separate area that details how integrated marketing communication (IMC) and the found personal connection were used.
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Results: Applied to Exemplary Effie Award Winning Campaigns
The 11 cases described in detail below most clearly demonstrate the two main elements found within the majority of the 85 reviewed Grand and Gold Effie Award winning campaigns.
As previously stated, the two found elements are the use of an integrated marketing campaign and a personal connection to how the target audience views themselves, how they wish to be viewed by others, or a connection to real people used within the advertisements. All six of the
Grand Effie Award winning campaigns and one Gold Effie Award winning campaign from each year (2012-2008) which most clearly demonstrate the two main elements are described. Every description listed below also specifically indicates how the two found elements were used. Each campaign’s individual notes, along with all other notes taken on the 85 cases, are found in
Appendix 2. (pp. 43-96).
Year: 2012 Award: Grand Category: Automotive-Vehicles Brand: Chrysler Appendix 2. (p. 43)
The 2012 Grand Effie Award winning campaign for Chrysler focused on bringing back
Detroit to show the struggle of Detroit as a place where most residents felt the impact of the recession. The commentary talked about Detroit's story; Detroit is not the Big city, Windy city,
Sin city, or Emerald city, Detroit is the "Motor city." Chrysler is “imported from Detroit" the
“tough come-back town.” Throughout this campaign it is reiterated that Detroit is a survivor and so are its people. This campaign focused on the knowledge that Detroit had taken a hard hit during the recession but in order to instill faith in the company again Chrysler needed to instill
22 faith in its people. Making the residents of Detroit seem tough and strong made Chrysler vehicles seem tough and strong. Therefore this campaign successfully tapped into its audience’s perception of themselves and what owning and supporting Chrysler would mean (Effie
Worldwide, Inc.).
IMC: Chrysler used a similar tone throughout its creative campaign.
Personal connection: Chrysler used an approach that made consumers see Detroit as tough and resilient against the recession, Chrysler as tough against the recession, and therefore the people who drive Chryslers as supporting Detroit and supporting its residents.
Year: 2011 Award: Grand Category: Beauty Products Brand: Old Spice Appendix 2. (p. 51)
After the success of the first “man your man could smell like” campaign, Old Spice created a conversation with real fans on a personal level. This conversation became known as the
“response campaign.” The "response campaign" won the 2011 Grand Effie Award and consisted of 186 personal video responses to fans and celebrities. Fans and celebrities had the ability to ask questions or make comments to the Old Spice man character on social media platforms such as twitter and Facebook. Old Spice created personal video responses as a series and then posted them on YouTube.
This campaign took a comical and lighthearted tone to reach out to fans. Not only was this campaign integrated among all social media due to its continuation of tone and message from the original campaign but it directly reached out to the supporters of the original campaign.
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This personal connection allowed Old Spice to create a relationship with its audience using more than a commercial - a conversation (Effie Worldwide, Inc.).
IMC: This campaign used continuation of tone and encouragement to interact with “the man your man could smell like” character. Old Spice consistently posted and pushed for awareness across all social media.
Personal connection: Old Spice created real and unique conversations between the fictional character and customers to make the brand seem more personal and more involved in the public’s life than a competitor’s product because competitors do not personally respond to almost 200 customers. The campaign also appealed to the urge of consumers to emulate attractive behaviors such as those depicted by “the man your man could smell like” i.e. beauty, wealth, and popularity mirrored in Ogilvy’s opinion stated in the literature review.
Year: 2010 Award: Grand Category: Government, Institutional and Recruitment Brand: Detroit Public Schools Appendix 2. (p. 59)
Detroit Public Schools focused on education as the key out of poverty and the negative aspects relating to the low-income areas of Detroit. In its 2010 Grand Effie Award winning campaign, instead of focusing completely on the negative aspects Detroit Public Schools mainly highlighted the good things about the public school system. For example, the fact that there were more nationally Board Certified teachers employed in Detroit than any other district in the state was mentioned.
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The Detroit Public School system created a "perception buster" and "a movement" for education. The campaign began by painting doors at the only Home Depot in Detroit. One hundred and seventy-two blue doors were unveiled in Hart Plaza with 3,000 people attending a back to school rally featuring Bill Cosby. Detroit Public Schools purchased outdoor media on busses, handed out t-shirts, and school finder guides. The rally earned media15 and participants set up 25,000 yard signs to continue to spread the word. At the end of the campaign 172 schools each got a new blue door. This campaign renewed Detroit's commitment to education, and asked the question: “I'm in, are you?" (Effie Worldwide, Inc.).
IMC: This campaign was integrated throughout its public relations, creative, and earned media tactics. Even without a large social media push, the campaign was able to spread its message clearly and consistently across platforms known to reach the target audience. Tone and message were consistent across all banners, purchased media, featured guests, and public statements.
Personal connection: This campaign made a personal connection with the residents of Detroit, and also with the school district by commending their accreditation and awarding them with new doors. The Detroit School District then allowed its schools to be seen the way they wanted to be seen and also challenged students to identify themselves by using a more positive message.
Year: 2009 Award: Grand Category: Restaurants Brand: Burger King Appendix 2. (p. 70)
Burger King tested and proved America's love of the Whopper in its 2009 Grand Effie
Award winning campaign by taking the Whopper away for one day in one town to see how
15 Includes unpaid media coverage in the news, or free publicity
25 people would react. They videotaped throughout the day and hired actors to play Burger King staff to deal with whatever reactions they received. As the day progressed people were outraged to hear their favorite menu item had been discontinued. What appeared as an attempt at classic comparison advertising16 the actors switched competitor's burgers in for a Whopper to see if people could tell the difference. This switching tactic received even more outrage than simply stating the Whopper had been discontinued (Effie Worldwide, Inc.).
As expected this tactic gained a high volume of earned media which blasted the campaign even further. Burger King fans took this campaign to the next level by creating parodies of the original videos with their own on YouTube (Effie Worldwide, Inc.).
IMC: To integrate this campaign Burger king created fifteen second TV commercials using people’s real reactions. They also used audio from drive through conversations as radio spots.
Burger King featured an eight minute documentary style video on Whopper.com. Tone and message were consistent throughout the campaign.
Personal Connection: Burger King was able to use people's emotions towards the brand to gain continued support and media coverage. They displayed people’s real reactions in advertisements to spark similar reactions in customers at home.
Year: 2009 Award: Grand Category: Euro Effie Brand: Halo 3 Appendix 2. (p. 70)
The 2009 Grand Effie Award winning campaign “Believe” for the Halo Nation aimed to get already devoted fans excited and talking about Halo 3. The campaign began by running a
16 Directly comparing a competitor's or a substitute product to the product of the advertising company
26 teaser spot one time one year before the game's actual launch. After the one time teaser video,
Microsoft continued the conversation and hype surrounding the game with integrated internet promotion. One year later, Halo fans were still talking about the newest game. To earn media and capture greater attention Microsoft created launch parties17 the night before the event (Effie
Worldwide, Inc.).
IMC: Tone from the first two games was still incorporated while using the mystery and suspense of the new layout for the third game to capture audience attention.
Personal connection: This campaign used people's emotions and their own identity as a dedicated Halo game player to spark conversation about Halo 3. Microsoft also wanted to convince the public that the next generation of games was a key concept for the gaming industry, and that the next generation for games and game players began with Halo 3.
Year: 2008 Award: Grand Category: New Product or Service Brand: Nintendo Appendix 2. (p. 81)
In the 2008 Grand Effie Award winning campaign, Nintendo targeted people who did not normally play video games with its Wii campaign and launch. Wii was marketed as a game for those who did not identify themselves with the gaming community; therefore, it was marketed and packaged in a completely different way than most other gaming systems. “Wii would like to play,” was the tag line for commercial efforts featuring mothers, grandfathers, and grandmothers interacting with the game. The commercials featured farmers, mechanics, families, and urban dwellers of all demographics learning how to use the new device. TiVo featured a Wii
17 Similar to parties hosted before the release of blockbuster films
27 documentary about the characters featured in the commercials. Print advertising with tutorials on how to play Wii with the family was printed in magazines sure to reach the non-gaming target audience (Effie Worldwide, Inc.).
IMC: Continual use of tag line and targeted efforts towards “non-gamers” kept the language and feel of all advertising and marketing efforts the same.
Personal connection: Nintendo encouraged mothers to host “Alpha Mom Parties” where the moms dominated the game, not the kids, and then encouraged moms to post pictures and comments on their own and Nintendo's social media. Lastly, Nintendo hosted Wii parties at malls where people could interact and experience the game first hand. Interacting with the target audience on a personal level in malls and on social media, while addressing the audience's self- identification as a "non-gamer," allowed Nintendo to connect on a deeper and more relatable level with the audience.
Year: 2012 Award: Gold Category: Government, Institutional, and Recreational Brand: Troy Public Library Appendix 2. (p. 43)
To save the Troy Public Library, three counties had to vote yes to a tax increase in 2012; however, conservatives in the area fought back loudly speaking against raising taxes. Due to this backlash a conversation that started out being about saving a public library turned into a conversation about higher taxes. To bring the public's attention back to the library, the Troy
Public Library created the 2012 Gold Effie Award winning Facebook campaign called "The
Book Burning Party." It was an entire campaign devoted to excitement over burning books on
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August 5. The library made posters and ads sporting the phrase, “Vote against the Library
August 2. Book Burning Party August 5” (Effie Worldwide, Inc.). The library’s Facebook had items for sale such as t-shirts and they linked the message to their twitter. The library purchased newspaper ads, large fliers, and lawn posters to post in the three counties. Word about this anonymous Facebook page earned media and spread internationally (Effie Worldwide, Inc.).
Shortly before voting day, the Troy Public Library revealed that they were the creators of the Facebook page. They explained that they wanted the campaign to show that “a vote against the library is like a vote to burn books” (Effie Worldwide, Inc.). This campaign successfully changed the conversation from taxes to the library and reading.
IMC: The Facebook, twitter, and website all sported the same message and tone. The campaign was easily recognizable throughout its social media and outdoor media.
Personal connection: This campaign successfully tapped into people's self-identification. Most people did not want to label themselves as a book burner, so the conversation made the counties think about what stance they wanted to take when it came time to vote.
Year: 2011 Award: Gold Category: Good Works – Non-Profits Brand: Rhode Island Community Food Bank Appendix 2. (p. 54)
The Rhode Island Community Food Bank was struggling to stay stocked. To gain the community's attention and their donations the food bank decided to create the 2011 Gold Effie
Award winning campaign based on the idea that “Nothing Can End Hunger." Instead of using
"nothing" as hopeless terminology the food bank decided to "turn nothing into something"- a
29 food brand sold at participating grocery stores in Rhode Island. "Nothing" came in a can and was set up in aisle displays similar to real canned food and was placed where shoppers would see it.
The money earned from purchasing a can of “Nothing” went directly to the food bank. The food bank purchased television, outdoor, and web advertisements to spread its message (Effie
Worldwide, Inc.).
The food bank also hosted taste tests at the mall to taste “nothing.” Before the taste test food bank volunteers told the shopper they were about to have what "too many Rhode Islanders have for dinner every night." The volunteer then presented the shopper with an empty plate and asked what they saw - "nothing." Videos of these taste tests were posted on social media to spread the word that “there was something to be done about nothing.” Nothing.org. included video testimonials with tools to do something about “nothing” (Effie Worldwide, Inc.).
IMC: The same message and labeling were used throughout social media and media buying18.
Personal connection: The campaign made a personal connection to the people of Rhode Island by exposing them to the message of hunger while they were at the grocery store surrounded by food they were buying for themselves. This campaign also made people think about their own feelings on hunger and if they were willing to "do something about nothing."
Year: 2010 Award: Gold Category: Packaged Food Brand: Campbell’s Appendix 2. (p. 68)
To make a personal connection between its brand and its customers, Campbell's decided to make the 2010 Gold Effie Award winning campaign revolving around the company’s
18 Strategically purchasing ad space in public locations, magazines, radio, and television
30 connection to farmers and real food. Campbell's made a strategic partnership with the national
Future Farmers of America program to rebuild barns and take part in community gardening efforts (Effie Worldwide, Inc.).
IMC: The tone of the television commercials was echoed in the print and online ads; vibrant colors and scenery of healthy farmland were showcased as the place where hearty vegetables grew for Campbell’s soup.
Personal connection: This campaign highlighted the "connection from farm to bowl," so
Campbell’s' customers would feel the brand was honest and looking out for them and their families. The "Who Grew My Soup" campaign showed the actual farmers and their families who grew the ingredients for Campbell's soup to create a genuine connection with customers and their own families.
Year: 2009 Award: Gold Category: Leisure Products and Services Brand: Nike Bauer Hockey Appendix 2. (p. 72)
In the 2009 Gold Effie Award winning campaign, instead of highlighting one professional hockey player, similar to competitor sports equipment companies, Nike asked hockey players from every level and every part of the world why they play hockey. Nike then conducted real interviews with players and actually lived with players from all over the world for weeks at a time in order to learn how to connect with "hockey crazy kids." Nike went to actual hockey tournaments to talk with kids around the world about the sport.
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During the campaign, interactive posters asked players why they play and responses were used as an entry to a Bauer gear sweepstakes. Nike reached out to teams to find out why they play in order to be entered for the chance to win free hockey sticks for the whole team. Melting out a new hockey skate design online from a simulated chunk of ice over a series of days before the release of the new skate created talk about the new product (Effie Worldwide, Inc.).
IMC: The Bauer campaign was integrated across all social media and creative work for the campaign including traveling efforts to various hockey games.
Personal Connection: When Nike did show or highlight hockey professionals they showed them in a way all players could connect with. For example, Nike used the Staal family (three hockey playing brothers) to highlight the brotherhood of hockey. The campaign also connected with hockey players, young and old, on a personal level. Nike made kids look at themselves as true hockey players and Bauer as a provider of hockey gear for real players.
Year: 2008 Award: Gold Category: Packaged Food Brand: Hellmann’s Appendix 2. (p. 83)
Hellmann's created the 2008 Gold Effie Award winning campaign that focused on what their customers value about "real" food. The campaign stated, “What is real food to you? Say no to fake food. Say no to over-processed food. Say no to food not fit for our kids. Say yes to real.”
The campaign highlighted the natural and small list of ingredients for mayonnaise (eggs, oil, and vinegar). Hellmann’s created an award for makers of real food and gave it to varying food
32 establishments around the country. Hellmann’s conducted interviews with people and the real food they make for their families (Effie Worldwide, Inc.).
IMC: The Hellmann’s campaign was integrated with consistent web banners which drove viewers to “In Search of Real food”- an interactive website. Hellmann's created 48 webisodes19 on the website which was hosted by Yahoo and doubled as a cooking show. The campaign landed on the Yahoo front page with embedded banners and videos. YouTube allowed for video sharing beyond the original website to make the cooking show go viral20.
Personal Connection: Traditional television commercials used real people to showcase their real food approach and feelings shared by Hellmann’s. Hellmann's used a relatable host for the cooking show named Dave. Visitors could read Dave’s blog, share their own recipes, ask questions, and look for “Real Food” awarded restaurants in their area. The integrated campaign always came back to Hellmann’s’ main message, “Hellmann's is simple and real,” which connected with their audience who also viewed themselves as "real food" providers for their families.
19 Short films or episodes posted to the internet and hosted on a website 20 “Content [that] can be shared and republished by anyone who happens upon it” (Taylor, 2006, pp. 20-24)
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Conclusion: Unexpected Elements
After reviewing the winning campaigns from the Effie Award winners from the past five years, it seems there are two commonalities found throughout 84 percent of the reviewed cases.
Seventy-one cases used both integrated marketing communications and a personal connection to the target's perception of themselves. The other 12 campaigns only used integrated marketing communications but not a personal connection to how the audience views themselves, wants to be viewed by others, or the use of real people in the campaign. These numbers and percentages show the importance and greater prevalence of an integrated marketing communication plan in advertising today.
Personal connections were used very similarly throughout the cases, however there were slight variations. For example, the personal connection was used by interviewing, highlighting, connecting, seeking out, and relating the consumer back to real people involved with the brand.
This made a direct correlation between the brand and the consumer’s perception of the brand having their interests at heart. This connection also made consumers view the brand as relatable because they were able to identify genuine traits in the real people the brand chose to feature.
Another way brands used the personal connection was to identify how the audience either already sees themselves or wants to be seen by others and use that connection to create brand loyalty. For example, if someone views themselves as a non-gamer they will relate more with
Nintendo’s Wii. On the other hand, real die-hard gamers will find a connection with Microsoft’s
Halo 3 which related to “real gamers” (Effie Worldwide, Inc.).
There were also examples of mixing these two personal connections. One was seen in
Hellmann’s “real food” campaign. This campaign used real people on the Hellmann’s cooking show, the website conversation, and the “real food” awarded establishments. However it was
34 also connected to the consumer’s view of themselves as a “real food” provider for their families
(Effie Worldwide, Inc.).
This thesis does not deem the 12 winners who did not use IMC and a personal connection in conjunction as ineffective, on the contrary they are deemed effective but without the use of both of the common elements this thesis originally aimed to find. The knowledge that using not only integrated marketing communications but also a personal connection to how the target views (or wants to view) themselves creates an effective advertising campaign should speak volumes to the marketing and advertising industry. These two industries now have a researched option for effective marketing elements.
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References
American Advertising Federation. (2012). The American Advertising Awards. Retrieved December 3, 2012, from AAF.org: http://www.aaf.org/default.asp?id=18
Avery, J. (2000). Advertising Campaign Planning. Chicago: The Copy Workshop.
Burton-Hotchkiss, G. M. (1924). Advertising Copy. New York: Harper & Brothers.
Caples, J. (1974). Tested Advertising Methods. Englewood Cliffs: Prentice-Hall, Inc.
Effie Worldwide, Inc. (n.d.). Retrieved December 1, 2012, from Effie Worldwide: http://www.effie.org/about
Effie Worldwide, Inc. (n.d.). Winners Showcase. Retrieved March 31, 2013, from http://www.effie.org/ideas_that_work
Elliot, S. (2009, December 3). Puerto Rico Revives a 50-Year-Old Campaign. The New York Times .
Fortini-Campbell, L. P., & Plummer, D. (2001). Hitting the Sweet Spot. Chicago: The Copy Workshop.
Furse, D. H., & Stewart, D. W. (2000). Analysis of the Impact of Executional Factors on Advertising Performance. Journal of Advertising Research .
Langton, C. (2007). What Wins Effies? Simple Ideas. Advertising Age, 78(23), 32.
Leo Burnett Worldwide Inc. (2005). Effies Could Be So Much More. Advertising Age, 76, 20.
Ogilvy, D. (1985). Ogilvy On Advertising. New York: Random House.
Olson, E. (2012, February 12). An Animated Ad With a Plot Line and a Moral. New York Times, 2.
Steel, J. (1998). Truth, Lies, and Advertising. New York: John Wiley & Sons, Inc.
Story, L. (2007, January 15). Anywhere the Eye Can See, It’s Likely to See an Ad . The New York Times.Retrieved March 25, 2013, fromhttp://www.nytimes.com/2007/01/15/business/ media/15 everywhere.html?pagewanted=all&_r=0
Summers, N. (2012, March 26). CLICK ON THIS AD ALREADY! Newsweek, 159 (13/14), 58-64.
Taylor, C. (2006). Viral Theory. Brandweek, 47(44), 20-24.
Twitchell, J. B. (1996). ADCULT USA: TheTriumph of Advertising in American Culture. Chichester: Columbia University Press.
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Appendix: Table of Contents
Appendix 1: Effie Award Submission Packet...... 38-42
Appendix 2: Excel Results and Notes…………………………………………………..43-96
Brand/Product/Company Page Number Chrysler 43 Purex 43 Troy Public Library 43 H&R Block 44 Troy Public Library 44 Dead Space 2 45 Troy Public Library 45 Chobani 46 AT&T 46 IBM 47 Athenos 47 Dead Space 2 48 Bing 48 CSN Bay Area 49 IBM 49 IBM 50 Boston Pizza 50 IKEA 51 Old Spice 51 MINI Cooper 52 Old Spice 52 Snickers 53 LG Mobile 53 Rhode Island Community Food Back 54 Kraft 55 Old Spice 55 Walmart 56 Gillette Fusion 56 Old Spice 56 Discover Boating 57 Southwest Airline 57 HomeAway.com 58 Detroit Public Schools 59 IBM Corporation 60 Orbit Gum-Big Pak 60 Kraft Beverages-Capri Sun 61 Sears 62 Glidden 63 HSBC 64
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Frontier Airlines 64 Jack in the Box 65 McAfee 66 Ford Motor Company 66 People’s City Mission 67 Ford Fiesta 67 The Atlantic 68 Campbell’s 68 Hyundai 68 PlayStation 69 CNN 69 Burger King 70 Halo 3 70 Milka 70 U.S. Army 71 Detroit Zoological Society 71 Nike Bauer Hockey 72 Horizon Air Seattle to Portland Shuttle 73 HealthPartners 74 E*TRADE 74 Erbert & Gerbert’s Subs and Clubs 75 USO 76 Dos Equis 77 Canadian Club 78 Hagen Dazs 79 Axe Shower 79 Atmosphere 80 MINI Cooper 80 Nintendo 81 Carlo Rossi Vineyards 82 Hellmann’s 83 Kleenex 84 Hewlett Packard 85 Adobe 86 Cuttin’ Up at the Alliance 87 Doritos 88 Toyota 89 Fisher-Price 89 University of Minnesota 90 Rage against the Haze (SC DHEC) 91 msnbc.com 92 Ocean Spray 93 UPS 94 Keep a Child Alive 95 Keep a Child Alive 96
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HONORING IDEAS THAT WORK
™ 2013 GLOBAL EFFIE AWARDS
ENTRY ID #
1. Brand Name
2. Product / Service Type
3. Title
Instructions
Your written case may not exceed 10 pages. Judges appreciate clear, concise, honest, compelling cases. Questions and instructions may not be deleted from the completed case; they serve as a guide for both entrants and judges. Answers must be in black 10-point font or higher (charts/graphs can be in color) and all data, claims and facts in all sections of the entry form must include a specific, verifiable source. Refer to the Global Effie Entry Kit for guidelines on properly citing your data. Do not include any Agency names (Ad, Media, Other) anywhere in the entry. Answer every question or indicate “not applicable”. Unanswered questions or unsourced data will result in disqualification. Ensure the answers you submit in the Online Entry Area match your answers here.
4a. Countries + Dates Case Ran List the four countries you are entering below (at least one of which must be from a separate worldwide region than the other 3).
______Country 1 (Must be among the top five countries Dates for your case in terms of overall media spend.)
______Country 2 (Must be among the top five countries for your case in terms of overall media spend.)
______Country 3
______Country 4
Total number of countries in which the case ran or is currently running: ______
Total number of regions in which the case ran or is currently running: ______
4b. Explain the criteria used to determine your top four markets (countries) Entrants are encouraged to enter countries which demonstrate a high degree of challenge and diversity. Explain the criteria you used to define the top four markets (i.e. Media spend within each country? Largest market in each region? Greatest challenge in each market?) Be specific on why these countries were chosen to demonstrate the global success of your case.
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5a. What was the state of the brand’s business and the marketplace or category in which it competes before your effort began?
Provide information on the category, marketplace, company, competitive environment, and/or the product/service that created your challenge – both globally and for the four markets listed. Provide competitive context (main competitor spend, position in market, etc.) and category benchmarks.
5b. What was the strategic communications challenge? Provide context on the degree of difficulty of this challenge and detail the business need the effort was meant to address.
What was the business problem the effort was meant to address? What were the specific challenges and opportunities that the client and/or brand/product faced? Detail both the global marketing challenge and the specific challenges faced in bringing the case to each of the above national markets. Include a definition of the audience you were trying to reach. What attitudes, behaviors, demographics, culture, etc. define them?
5c. What were your objectives? What were the Key Performance Indicators (KPIs) against your objectives? State specific objectives on a global and country-by-country basis.
Your entry may have one or all of the following objectives: A. Business, B. Behavioral, C. Perceptual/Attitudinal. State specific objectives for all that apply to your case and the tools you planned to use to measure each objective. Provide a prior year benchmark for each KPI or context regarding why they are significant if no prior benchmark is available. Provide a % or # and time frame for all objectives. Ensure that it is clear why the objectives are important to moving the business forward and defend/rationalize the basis for the objectives selected, if you feel it is necessary. State specific objectives on a global and country-by-country basis for the four countries listed.
6a. What was the insight that led to the big idea? How did you get to that insight?
Describe what led to your idea – e.g. a consumer or business insight, a channel insight, marketplace/brand opportunity, etc.? Explain how it originated and how the big idea addressed the challenge.
6b. What was your big idea?
What was the core idea that drove your global effort and led to the breakthrough results? What is at the very heart of the success in this case? We are not talking about your execution or tagline. State in one sentence.
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6c. How did your big idea evolve?
Explain how your big idea evolved globally and over the countries in question while maintaining continuity/integrity?
7a. How did you bring the idea to life?
Describe and provide rationale for your communications strategy that brings the idea to life, as borne from the insights and strategic challenge described above. How did your creative and media strategies work together to reach your specific audience? How did you link the insight to the channel choices and how does that play out in your strategy to bring the idea to life globally? Explain your media strategy and why the channel choices were right for your audience & idea. Did your communications strategy change over time? If so, how? Detail the ways in which the local challenges impacted the way the idea was carried out within each country, and how it was made culturally relevant to each environment. Describe why certain strategies for different markets were chosen.
7b. What channels did you use? (communications touch points) Check all that apply.
Indicate below all communications touch points used in this case. You must provide detail in your written case and show on the 4- minute video at least one example of each communication touch point you mark below which was integral to the effort's success. For example, if you mark 30 boxes below and 10 were what drove the results and what you discuss in your entry form as integral to the effort, those 10 must be featured on the 4-minute video.
Consumer Touch Points Country 1 Country 2 Country 3 Country 4
Insert country Insert country Insert country Insert country name 1 name 2 name 4 name 4 TV (Spots, branded content, sponsorship on TV, product placement, Interactive TV/Video on Demand) Radio (Spots, merchandising, program/content)
Print (Trade/professional, newspaper - print, newspaper - digital, magazine - print, magazine- digital, custom publication) Direct (Mail, Email) PR Guerrilla (Street teams, tagging, wraps, buzz marketing, ambient media, sampling/trial) Events Cinema Interactive/Online (Display ads, brand website/microsite, developed brand content for another website, mobile/tablet optimized website, digital video, video skins/bugs, podcasts, gaming, contests, search engine mktg (SEM/SEO), Geo-based ads, etc.)
Social Networking Sites/Applications Mobile/Tablet (App, in-app or in-game app, messaging/editorial/content, display ad) Consumer Involvement (WOM, consumer-generated, viral) OOH (Airport, transit, billboard, place-based)
Packaging Product Design
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Trade Shows Sponsorship
Retail Experience (POP, in-store video, in-store merchandising, retailtainment, store within a store, pharmacy) Sales Promotion Professional Engagement (In-office, Congresses, detail/e-tail/interactive visual aids (IVAs), closed loop marketing (CLM), continuing engagement, informational/documentary video) Point of Care (POC) (Wallboards, video [HAN, Accent Health], brochures, coverwraps, electronic check-in) Other - write in here
7c. Paid Media Expenditures
Paid media expenditures (purchased and donated), not including agency fees or production costs, for the effort described in this entry. Given the ‘spirit’ of this question use your judgment on what constitutes fees, production and the broad span that covers media – from donated space to activation costs. Indicate the country and size of your media budget in the row below using the following ranges:
-Under US$500 thousand -US$2-5 million -US$20-40 million -US$80 million and over -US$500-999 thousand -US$5-10 million -US$40 million-60 million -US$1-2 million -US$10-20 million -US$60-80 million
Country 1 Country 2 Country 3 Country 4 Paid Media Expenditures Insert country Insert country Insert country Insert country name 1 name 2 name 3 name 4 Total Budget Range for this case from 9/1/09 - 10/31/12
Average annual budget for this case (over last three years)
Indicate the approximate % of the case's total media budget over the past three years spent in each country. E.g. If your total media budget was X for the case over 10 countries this should = 100%. What % out of 100% was spent in each of the four countries you selected?
7d. Owned Media and Sponsorship
Elaborate on owned media (company owned real-estate, either physical or digital, that acted as communication channels for case content – e.g. corporate website/social media platforms, packaging, branded store, fleet of buses, etc.). Also detail sponsorships you may have had or write “not applicable”.
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7e. List and explain all other marketing components that were active during this time.
Select the components that were active for each country listed. Explain the effect of the selected components below.
Country 1 Country 2 Country 3 Country 4 Marketing Components Insert country Insert country Insert country Insert country name 1 name 2 name 3 name 4 None
Pricing Changes
Couponing Leveraging Distribution CRM/Loyalty Programs Giveaways/Sampling Other marketing for the brand running at the same time as the entered effort/campaign Other - write in here
8. How do you know it worked? (Include KPIs.) Why are these results significant for the brand?
(i) Detail why you consider your effort a success. Refer to your specific audience and directly to your objectives and KPIs described in section 5c. Demonstrate how you met or exceeded those objectives using quantitative and behavioral metrics or other measurement tools you described. Use charts and graphs to display your results where possible, refer directly to the KPIs outlined in 5c and provide a clear time period for the data shown.
(ii) You must provide proof of results on a country-by-country basis and on a year-by-year basis for each of the top four markets, results cannot be aggregated over years or countries.
(iii) Explain, with context, why your results are significant in your category and competitive situation. Did your effort drive business? How? For confidential information proof of performance may be indexed if desired. Numerical results lacking context regarding why they are significant will be disregarded. Provide pre and post measures and an understanding of the industry and category norm. You must show how the individual KPIs achieved tie together and collectively impact the overall success of the case. Note: Do not include results after 10/31/2012*. This will result in disqualification.
9. Anything else going on (whether or not you were involved) that might have helped drive results? Describe all other factors in the marketplace on a country by country basis that could have contributed to results shown in this entry. Judges are industry executives – entries that omit pertinent information will be disqualified. You must answer this question or write “no other factors”. Do not leave blank.
10. List Countries where case ran. List all countries where your case ran in the past three years.
Appendix 2. Excel Results and Notes 43 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2012 Automotive - Grand Chrysler Chrysler LLC Yes/Yes Simple Idea: No Bring back Detroit. Show the struggle of Vehicles Connect with TA: Yes Detroit as a place. That's our story. “Where it’s Comedic: No from and who it’s for.” Not big city, windy, Comparative: No sin, emerald. - Motor city “This is what we do. Sexuality: No ” “Imported from Detroit” Celebrated Detroit “tough come-back town pride tough”
2012 SME Gold Purex Henkel Educated consumers on the benefits of Yes/Yes Simple Idea: Yes Manufacturer: crystals. Appeared in unexpected places. Connect with TA: Yes Single Retailer Massive awareness & web videos. Used a Comedic: No Rollout scientist/mom for genuine and believable Comparative: Yes appeal. Social Media - customer reviews. Sexuality: No Facebook outreach and feature promotion on Walmart.com. Crystals placed next to competitors rather than in brand block. Video screen at shelf space to disrupt regular shopping patterns. 2012 GoodWorks - Gold Troy Public Troy Public Library Yes/Yes Simple Idea: No Non-Profits Library Library conservation turned into a Connect with TA: Yes conversation about taxes not reading. Created Comedic: No “Vote against Library Aug 2, Book burning Comparative: No Aug 5.” Created fake Facebook page (videos, Sexuality: No twitter, items for sale, newspaper ads, fliers and entertainment for book burning). Word spread internationally. “A vote against the library is like a vote to burn books.” After the reveal of who was really posting, there was more coverage. The campaign changed the conversation from taxes to library.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 44 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2012 Renaissance Gold H&R Block H&R Block Yes/Yes Simple Idea: Yes Find more “Green backs” for “Greenback.” Connect with TA: Yes Went to Tennessee and held consultations in Comedic: No local school gym. Videos of dancing and Comparative: No genuine/real towns people getting their money Sexuality: No back. Shared each persons returns on stage. Crying over the returned money. Then went to LA. Talked about recession and people who need money. Set up by “nickel diner.” Reveal earnings at the diner. Then talked about what they did in an integrated social media effort.
2012 Small Budgets Gold Troy Public Troy Public LIbrary Yes/Yes Simple Idea: No Library conservation turned into a - Services Library Connect with TA: Yes conversation about taxes not reading. Created Comedic: No “Vote against Library Aug 2, Book burning Comparative: No Aug 5.” Created fake Facebook page (videos, Sexuality: No twitter, items for sale, newspaper ads, fliers and entertainment for book burning). Word spread internationally. “A vote against the library is like a vote to burn books.” After the reveal of who was really posting, there was more coverage. The campaign changed the conversation from taxes to library.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 45 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2012 Leisure Gold Dead Space 2 Electronic Arts Inc. Yes/Yes Simple Idea: Yes Products & Rebellion, excess, crazy desires of America: Connect with TA: Yes Services created a campaign based on showing the Comedic: Yes game to moms. “If moms hate it 18 year olds Comparative: No will love it.” Filmed 200 moms and recorded Sexuality: No their relations to the most violent scenes of the game and made a montage of their disgusted and shocked reactions. YourMomHatesThis.com contest of showing it to consumer's mothers. People interacted on the Facebook.
2012 Government, Gold Troy Public Troy Public LIbrary Yes/Yes Simple Idea: No Institutional & Library Library conservation turned into a Connect with TA: Yes Recruitment conversation about taxes not reading. Created Comedic: No “Vote against Library Aug 2, Book burning Comparative: No Aug 5.” Created fake Facebook page (videos, Sexuality: No twitter, items for sale, newspaper ads, fliers and entertainment for book burning). Word spread internationally. “A vote against the library is like a vote to burn books.” After the reveal of who was really posting, there was more coverage. The campaign changed the conversation from taxes to library.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 46 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2012 David vs. Gold Chobani Chobani Yes/Yes Simple Idea: No Gollath Fans talking about their love for the product. Connect with TA: Yes Spotlighting real consumer's love for the Comedic: No product. Looked through the company's mail Comparative: No bag, Facebook and blog to reach out to fans. Sexuality: No Used TV ad, blogs, twitter and Facebook. Real interviews with people who love the yogurt. Billboards of real people’s tweets. Asked people to share their love of the product on their social media. Used bloggers to supplement their pages. “Cho-mobile” drove around collecting stories about people’s love of the yogurt while giving out samples.
2012 GoodWorks - Gold AT&T AT&T Yes/Yes Simple Idea: Yes Brands Talked about cell phones and texting as a Connect with TA: Yes leading cause of car accidents. Talked about Comedic: No useless texting and “The Last Text” people Comparative: No sent before ruining their own life or the life of Sexuality: No another. “Where u at” YouTube, Facebook and twitter linked together. “No text is worth dying over.” Free PR impressions and earned media. Gathered youth to pledge their commitment to not text and drive. Melrose Place talked about it on their show. “Txting and Driving...It Can Wait.”
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 47 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2012 Electronics Gold IBM IBM No/Yes Simple Idea: No “Smarter = Happier People.” A smarter planet Connect with TA: No is all around us. Food safety diagnostics, Comedic: No medicine and intelligent products. Talked to Comparative: No scientists who are trying to avoid counterfeit Sexuality: No medicine because “smarter medicine is safer medicine,” from real IBMers. What smarter planet technologies are already doing to society Broke it down into smarter - computing commerce cities mid-market. Communicated to audience in their environment. Identified real problems covered in the news that could be fixed with smarter planet. Created Watson - game show logic challenger. Shared the lessons learned over the 100 years of IBM.
2012 Packaged Gold Athenos Athenos No/Yes Simple Idea: Yes Controversy covered on many earned media Food Connect with TA: No outlets. Leverage brand’s Greek identity - Comedic: Yes "Done the right way, the Greek way; with Comparative: No respect." “Yaya” spokesperson. “You dress Sexuality: No like a prostitute” but she approves of the hummus. “Only thing approved by Yaya” “You are going to hell.” Social media presence and YaTube.com. PR strategy to spark conversation.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 48 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2012 Influencers Gold Dead Space 2 Electronic Arts Inc. Rebellion, excess, crazy desires of America: Yes/Yes Simple Idea: Yes created a campaign based on showing the Connect with TA: Yes game to moms. “If moms hate it 18 year olds Comedic: Yes will love it.” Filmed 200 moms and recorded Comparative: No their relations to the most violent scenes of the Sexuality: No game and made a montage of their disgusted and shocked reactions. YourMomHatesThis.com contest of showing it to consumer's mothers. People interacted on the Facebook. 2012 Media Gold Bing Microsoft Bing Yes/Yes Simple Idea: No Innovation Jay - Z's launch of “Decoded” connected client Connect with TA: Yes to new demographic. Putting Jay-Z's book Comedic: No pages in locations inspired by the content on Comparative: No the page. Pool tables, gym, Gucci, pizza parlor, Sexuality: No wrapped Cadillac, bottom of pool and in the projects. Let story his determine location. Integrated online game that directed fans to the location of pages. People documented and framed their pages before the hardcover was in stores. Redefined Jay-Z’s book launch and made Bing part of pop culture.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 49 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2012 Single Impact Gold CSN Bay Area NBC Sports Group Search for the Giants World Championship Yes/Yes Simple Idea: Yes Engagement baby. Baby booms happen after monumental Connect with TA: Yes events. Fans, tweets and earned media. Comedic: Yes National coverage. Used banner ads on CSN. Comparative: No Pregnant Giants fans took part to have the baby Sexuality: No conceived closest to the moment the Giants won. Followed the chosen mom throughout her pregnancy and then the baby was born. News of the birth sparked the coverage all over again. 2012 Software Gold IBM IBM No/Yes Simple Idea: No “Smarter = Happier People.” A smarter planet Connect with TA: No is all around us. Food safety diagnostics, Comedic: No medicine and intelligent products. Talked to Comparative: No scientists who are trying to avoid counterfeit Sexuality: No medicine because “smarter medicine is safer medicine,” from real IBMers. What smarter planet technologies are already doing to society Broke it down into smarter - computing commerce cities mid-market. Communicated to audience in their environment. Identified real problems covered in the news that could be fixed with smarter planet. Created Watson - game show logic challenger. Shared the lessons learned over the 100 years of IBM.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 50 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2012 Corporate Gold IBM IBM No/Yes Simple Idea: No Reputation/Pro “Smarter = Happier People.” A smarter planet Connect with TA: No fessional is all around us. Food safety diagnostics, Comedic: No Services medicine and intelligent products. Talked to Comparative: No scientists who are trying to avoid counterfeit Sexuality: No medicine because “smarter medicine is safer medicine,” from real IBMers. What smarter planet technologies are already doing to society Broke it down into smarter - computing commerce cities mid-market. Communicated to audience in their environment. Identified real problems covered in the news that could be fixed with smarter planet. Created Watson - game show logic challenger. Shared the lessons learned over the 100 years of IBM.
2012 Restaurants Gold Boston Pizza Boston Pizza No/No Simple Idea: Yes 479 parts to a chicken wing according to International Connect with TA: No spokesperson: fictional Carl from Flatties and Comedic: Yes Drummies - a professional wing critic Comparative: No association. Spokes person for campaign that Sexuality: No critiques Boston Pizza wings. “The perfect wing” Awarding Boston Pizza's head chef. Common bite styles for their handbook. Facebook fans became critics too.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 51 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2012 Media Idea Gold IKEA IKEA Canada Moving Day in Quebec August 1. There are Yes/Yes Simple Idea: Yes not enough vans or boxes etc available. IKEA Connect with TA: Yes provided boxes with tips and coupons on the Comedic: No boxes. Giveaway sites around town and at the Comparative: No store. Hung boxes for earned media. Played Sexuality: No music on the raido commercial free to "get people moving. while moving, commercial free."
2011 Beauty Grand Old Spice Old Spice (P&G) Yes/Yes Simple Idea: Yes Products After success of first “man your man could Connect with TA: Yes smell like” campaign they wanted to create a Comedic: Yes conversation with real fans on a personal level. Comparative: No “The response campaign” consisted of 186 Sexuality: No personal video responses to fans and celebrities from twitter and Facebook and posted them on YouTube. Funny tone reaching out to women and answering funny questions from men. Connecting with real people.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 52 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2011 Automotive Gold MINI Cooper MINI USA/BMW of Yes/Yes Simple Idea: Yes Vehicles North America, LLC. Decided to challenge someone to a race like an Connect with TA: Yes “underdog”. Challenged the 911 Correra S Comedic: Yes Porsche. Wrote a letter in the New York Times Comparative: Yes calling the car out. Mini president calling out Sexuality: No the president of Porsche. Facebook page became the “Hub of the challenge” But Porsche wouldn’t race. They added bonuses like the salami of the month club membership and flew an airplane banner over the Porsche headquarters egging them on. Finally asked regular people to race their own Porsche. Had a full race with obstacles. Porsche won but MINI will be back. “Biting off more than they can chew and loving every min. of it” like an underdog.
2011 Brand Gold Old Spice Old Spice (P&G) Yes/Yes Simple Idea: Yes Experience After success of first “man your man could Connect with TA: Yes smell like” campaign they wanted to create a Comedic: Yes conversation with real fans on a personal level. Comparative: No “The response campaign” consisted of 186 Sexuality: No personal video responses to fans and celebrities from twitter and Facebook and posted them on YouTube. Funny tone reaching out to women and answering funny questions from men. Connecting with real people.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 53 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2011 Global Gold Snickers Mars Ltd. Yes/Yes Simple Idea: Yes Used Betty White and other characters for the Connect with TA: Yes “You’re not you when you’re hungry” Comedic:Yes campaign. Used relatable character in each Comparative: No country for comical representations of people Sexuality: No when they are hungry. Betty White was a large success and earned a lot of earned media. Other celebrities began being showcased as well with comical and satirical comments about them personally.
2011 GoodWorks - Gold LG Mobile LG Electronics No/No Simple Idea: No Brands MobileComm USA Addressed using phones for mobile harassment Connect with TA: Yes and nude picture issues. LG became the first Comedic: Yes cell phone company to do something about it. Comparative: No Comical approach by putting beards on the Sexuality: No teenagers to stroke and “ponder”. “Before you text give it a ponder” Showed video/commercials in high schools, Twilight premier, malls, Facebook and twitter (Where the teens were). Created an interactive video chat that allowed teens to grow a realistic beard that tracked the movements of their face.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 54 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2011 GoodWorks - Gold Rhode Island Rhode Island Yes/Yes Simple Idea: Yes Non-Profits Community Food Community Food “Nothing can end hunger" Decided to turn Connect with TA: Yes Back Bank nothing into something - a food brand. Comedic: Yes Distribution at retail began in May. Hosted Comparative: No taste tests to taste “nothing”. Nothing.org. Sexuality: No included video testimonials with tools to do something about “nothing.” Radio, T.V. outdoor and web ads. Real people sat down to eat what too many Rhode Islanders eat every day- nothing. Recorded their real responses and gained earned media. Made people began to believe they could do something about nothing.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 55 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2011 Media Idea Gold Kraft Kraft Yes/Yes Simple Idea: No Created a community at home for women to Connect with TA: Yes share real recipes with a message from Paula Comedic: No Dean. Eight week video request to submit a Comparative: No video using cream cheese for cooking. Sixteen Sexuality: No girls would be chosen to go to Savannah to have a cook of and four finalists would be selected to be the real women of Philadelphia. Real testimonials from women about the new recipes. This wasn’t just a commercial to sell more, they created a community and conversation. Inspiring people and creating cooking memories in the kitchen. Live stream cook-off. The winners collaborated in the writing of a cookbook and stared in cooking videos and a publicity tour. Wives, mothers, sisters and friends became the real women of Philadelphia. 2011 Media Gold Old Spice Old Spice (P&G) Yes/Yes Simple Idea: Yes Innovation After success of first “man your man could Connect with TA: Yes smell like” campaign they wanted to create a Comedic: Yes conversation with real fans on a personal level. Comparative: No “The response campaign” consisted of 186 Sexuality: No personal video responses to fans and celebrities from twitter and Facebook and posted them on YouTube. Funny tone reaching out to women and answering funny questions from men. Connecting with real people.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 56 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2011 Retail Gold Walmart Walmart Yes/Yes Simple Idea: No To gain the attention of true gamers not usually Connect with TA: Yes shopping at Wal-Mart they needed to speak Comedic: Yes directly to the audience through the language Comparative: No of trash-talking. Created two gamer characters Sexuality: No Nick and Steve, to be featured in eleven webispdes leading up to the game release. TV spot and longer online version. Wal-Mart's website featured the two characters and Nick and Steve had daily putdowns leading up to the release. Conversation on social media took off.
2011 Shopper Gold Gillette Fusion Proctor & Gamble - Yes/Yes Simple Idea: Yes Marketing - Walmart Global “Get your game face on” Included a Madden Connect with TA: Yes Manufacturer Customer Team play book with a razor sporting their favorite Comedic: No team logo. “Blitzed” them with razors on the Comparative: No NFL website and radio. Cross-promotion in Sexuality: No Wal-Mart with the electronics department.
2011 Single Impact Gold Old Spice Old Spice (P&G) Yes/Yes Simple Idea: Yes Engagement After success of first “man your man could Connect with TA: Yes smell like” campaign they wanted to create a Comedic: Yes conversation with real fans on a personal level. Comparative: No “The response campaign” consisted of 186 Sexuality: No personal video responses to fans and celebrities from twitter and Facebook and posted them on YouTube. Funny tone reaching out to women and answering funny questions from men. Connecting with real people.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 57 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2011 Small Budgets Gold Discover Boating National Marine Yes/Yes Simple Idea: No - Products Manufacturers Boating awareness group who gets money Connect with TA: Yes Association from boat sales. Used art, science and Comedic: No creativity to “Make waves” with a 5 minute Comparative: No interactive vacation game. Created scenes from Sexuality: No foam and photographed them to make the interactive game. With science they used Flash which allowed people to experience boating. They were directed to a sweepstakes to win a boat before or after they played the game. Sending people to play and then sweepstakes. This created synergy between the game and the sweepstakes. Impressions and click through were seen only by those who already listed themselves as interested in boating and sailing to be cost conscious on social media, media buying.
2011 Transportation Gold Southwest Southwest Airlines Yes/Yes Simple Idea: Yes Airline Bag fees were implemented across all airlines Connect with TA: Yes to combat lack of people flying. South West Comedic: Yes came up the “bags fly free” campaign. They Comparative: Yes painted (real) bag attendants flashing other Sexuality: No airlines. “SW loves bags.” “Free bags fly here.” Funny commercials talking about free bags and doing things for the customer. Real employees were in the commercials.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 58 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2011 Travel, Gold HomeAway.com HomeAway.com Yes/Yes Simple Idea: No Tourism & Never advertised and had no brand. Decided to Connect with TA: Yes Destination make a movie about how bad hotels can be. Comedic: Yes Brought back the Griswold's from the National Comparative: Yes Lampoon Movies. Posted on Facebook and Sexuality: No twitter as Clark Griswold about the upcoming film. Posted a mysterious YouTube video and earned media about the new “movie.” Then ran a movie trailer in Super-bowl 44. And created an interactive microsite where people could play a game, watch the movie and enter into a contest by sharing personal hotel nightmare stories.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 59 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2010 Government, Grand Detroit Public Detroit Public Schools Yes/Yes Simple Idea: Yes Institutional & Schools Focused on education as the key out of poverty Connect with TA: Yes Recruitment and the negative aspects of Detroit. Comedic: No Highlighted the good things about the public Comparative: No school system. I.e. there are more nationally Sexuality: No board certified teachers than any other district in the state. They created a perception buster. A movement. Began by painting doors at the only Home Depot. 172 doors unveiled in Hart Plaza. 3,000 people at a back to school rally. Dr. Cosby came twice. Using busses and shirts, earned media and 25,00 yard signs to spread the word. Passed out 100,000 school finder guides at rally. And 172 schools each got a new blue door. Renewed commitment to education. “I'm in.”
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 60 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2010 Global Gold IBM Corporation IBM Corporation No/Yes Simple Idea: No Wanted to create new leadership where it was Connect with TA: No needed. Focused on “we can build a smarter Comedic: No planet. Started with a speech from Sam Comparative: No Paumosonono the IBM Chairman on the need Sexuality: No for action from leaders of businesses and the need to transform the world. Weekly essays were published in leading publications to establish smarter planet as a point of view. TV featuring IBM’s real people and how they are making a smarter planet. ‘Lets build a smarter planet.’ Large outdoor advertisements, cars, airlines and sides of buildings. Hosted “smarter city summits” to spark new thinking and meaningful actions. “Turned a mandate for change into a mandate for smart.”
2010 Snacks, Gold Orbit Gum-Big Wm. Wrigley Jr. No/Yes Simple Idea: No Desserts & Pak Company Clean mouth message to the dirty mouth world Connect with TA: No Confections of rap. Introduced Big Pak who went from a Comedic: Yes dirty mouthed rapper in London to a to clean Comparative: No mouth. “It took 35 pieces to clean up his Sexuality: No mouth.” Gave customer 35 pieces to make it less likely for them to switch to a competitor because they get more volume from Orbit. Bigger Pac to clean up Big Pak. Dirtiest mouth in London but now the cleanest.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 61 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2010 Beverages- Gold Kraft Beverages- Kraft Beverages Yes/Yes Simple Idea: No Non-Alcohol Capri Sun Stared with one spot and five endings. Connect with TA: Yes “Respect the pouch” Child disrespecting the Comedic: Yes pouch and funny things happening to him such Comparative: No as blowing up, turning into a fire hydrant or a Sexuality: No princess. Based off of the thought that if you tell kids not to do something they will of course do it. Sparked 400 copycat videos by fans. Online banners, magazine ads and trading cards were created based on the new characters of “disrespectoids”. Kids who were turned into characters after disrespecting the pouch. I.e. Leaky Louie or Bing Bong Betty. They were featured in an online game with large success.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 62 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2010 Retail Gold Sears Sears Holding Yes/Yes Simple Idea: No Company “Don’t Go Back to School, Make a Big Connect with TA: Yes Arrival.” Used music to find favorite style. Comedic: No Kids joined a search, hosted by Selena Gomez, Comparative: No to find the best Air band. Tweens built the Sexuality: No band based on auditions posted online. Viewers voted on the bands logo and chose the style for the band to wear while looking for their own favorite styles. Fans followed Selena on twitter. A web-reality series was created to follow the progress of the band. Custom music mixes were created for each genre of music and style all sporting the same message: Don’t just go back to school, arrive.” Selena and the air band performed in an original video. To continue interest, Sears advertised for an opening for a 5th band member to preform at the MTV video awards. Auditions came in again through open casting call. To finish they preformed at the VMAs streaming live.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 63 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2010 Household Gold Glidden Akzo Nobel Yes/Yes Simple Idea: Yes Furnishings & People wanted expert help so Glidden “Took Connect with TA: Yes Appliances the pain out of painting” They minimized color Comedic: No options for easier choices created paint testers Comparative: No with brushes built in, made top 10 color pallets Sexuality: No and extra large chips with coordinating colors on the back. They hosted the first national paint give-away. Used print, online and a street rally in Manhattan to gain attention. “You don’t have to be a painter to love Glidden.” Showed unexpected people getting inspired to paint. Used media placements on the street to capture audience attention without paint competition. Inserted life size paint chips into magazines and paired with DIY network and HGTV with a show, “Blank Canvas.” Ended with a customer relationship program with tips to keep them painting.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 64 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2010 Financial Gold HSBC HSBC Yes/Yes Simple Idea: Yes Products & Wanted to introduce checking and banking. Connect with TA: Yes Services The recession was a challenge because people Comedic: No began balancing choices. HSBC became part Comparative: No of the conversation, “the math of life.” Offered Sexuality: No less fees and more features. Went to the streets and gathered real inspiration from real people on the street to find what they were adding or subtracting from their lives to find balance. Adding incentives to their consumers such as an electricity monitor to lower bills, heat sensitive ink in ads so readers could adjust their refrigerators and cards to double as seed packs for a garden. They became a positive change in consumer behaviors.
2010 Sustained Gold Frontier Airlines Frontier Airlines Yes/Yes Simple Idea: No Success Used the animals on the tails of their planes to Connect with TA: Yes promote new flight patterns. The animals Comedic: Yes talked to each other about their lives and where Comparative: No their planes were heading and the trip they Sexuality: No were going to have i.e. Florida or Chicago. Earned media from the ads. Used South park characters. Paired with master card. Main attraction was from Flip the Dolphin who held a press conference saying he wanted to go to Mexico on the new flight path offered by the airline or he would quit. People everywhere became active and petitioned for flip the be the plane to fly that path. “Send flip to Mexico”
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 65 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2010 Restaurants Gold Jack in the Box Jack in the Box No/Yes Simple Idea: No Aired one Super Bowl spot where jack gets hit Connect with TA: No by a bus to see if people still cared about the Comedic: Yes 15 year old spokesperson. Created Comparative: No “HangInThereJack.com” to build suspense and Sexuality: No revealed facts about Jack’s recovery slowly. Added one more TV spot after the bus hit him, trying to get the message that “people can order anything on the menu anytime.” Met with Jack’s nurses and doctors, they even auctioned his hat and shoe off on EBay. Eventually Jack pulled through and became more relevant than ever.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 66 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2010 Internet/Telec Gold McAfee McAfee Yes/Yes Simple Idea: No om Aimed to combat cybercrime and people’s lack Connect with TA: Yes of knowledge about its severity. Hacking has Comedic: No become an industry and they put a face to it by Comparative: No calling it H*Commerce and producing a Sexuality: No documentary film by Seth Gordon. Focused on the extreme measures hackers currently use. Featured personal stories about those affected by hacking. Premiered film in six bi-weekly web videos. Advertised like it was an independent film with teasers, banners and bus stop ads. The campaign encouraged viewers to participate. Screed the film at DEFCON in Las Vegas. They became an advocate for potential victims and their message was not to be afraid or get offline but to “learn how to protect yourself.”
2010 GoodWorks - Gold Ford Motor Ford Motor Company Yes/Yes Simple Idea: No Brands Company Young people were not interested in Ford as a Connect with TA: Yes brand. Getting them interested and interacting Comedic: No with it a year before the release was the Comparative: No challenge. Decided to do the largest social Sexuality: No media launch ever to get young people talking to each other about it. Created Fiesta Agents. Each month the agents went on missions in the car, video taped them and then shared on social media.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 67 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2010 GoodWorks - Gold People’s City People’s City Mission Yes/Yes Simple Idea: Yes Non-Profits Mission Sell coffee beans to rival Starbucks and Connect with TA: Yes Duckin Doughnuts to fund the People’s City Comedic: No Mission. Needed to create a voice and Comparative: No “humanize” the coffee. They told stories about Sexuality: No real people living in the shelter. Consumers needed to know 100% of proceeds from each bag would go to the shelter and one bag could provide one meal. Package design included testimonials from those who stayed at the shelter and how it helped them. Print ads and a website were designed. Billboards were placed near grocery stores and places of worship. “Great coffee for the Greater Good.”
2010 Influencers Gold Ford Fiesta Ford Motor Company Yes/Yes Simple Idea: No Young people were not interested in Ford as a Connect with TA: Yes brand. Getting them interested and interacting Comedic: No with it a year before the release was the Comparative: No challenge. Decided to do the largest social Sexuality: No media launch ever to get young people talking to each other about it. Created Fiesta Agents. Each month the agents went on missions in the car, video taped them and then shared on social media.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 68 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2010 Media Gold The Atlantic The Atlantic Asked controversial questions in neon and Yes/Yes Simple Idea: Yes Companies recorded peoples personal responses. Then Connect with TA: Yes created print ads with the same questions. Comedic: No Posted them in magazines and billboards. Comparative: No Placed handwritten questions in strange places Sexuality: No such as bagel shops and flower street markets. Asked people to interact with the questions on their website. The campaign asked people to "Think Again." 2010 Boomer+ Gold Campbell’s Campbell Soup Yes/Yes Simple Idea: Yes Company "Who Grew My Soup" showed the farmers Connect with TA: Yes who grew the ingredients for the soup. Created Comedic: No print and online ads. Partnered with the Comparative: No national FFA to rebuild barns and take part in Sexuality: No community gardening efforts. "Connection from farm to bowl." Wanted customers to feel the brand was honest and looking out for them.
2010 Automotive - Gold Hyundai Motor American Yes/Yes Simple Idea: Yes Vehicles "Assurance" to people during the worst Connect with TA: Yes recession in 25 years. Created commercials Comedic: No which stated if someone bought a new Comparative: No Hyundai and lost their job within the year they Sexuality: No could return it. "That’s the Hyundai assurance. We are all in this together and we will get through it together." "An auto maker that has your back isn't that a nice change?"
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 69 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2010 Computer Gold PlayStation Sony Computer Yes/Yes Simple Idea: No Created a debate with one of the players Software Entertainment Connect with TA: Yes (Dustin Pedroia 2008 AL MVP) on the Red America Comedic: Yes Sox team with the Director of Game Accuracy Comparative: No (Kevin Butler) based on the fact Pedroia Sexuality: No couldn't hit the ball in the game. Used a comical approach. Asked viewers to view the debate and interact on social media. Further comical posts were made including his agent, little league coach, Red Sox Mascot and practice pitcher. People voted if they thought he could hit the "high inside pitch." News Coverage at the Sox game to see if he could hit it in real life.
2010 Single Media Gold CNN CNN Marketing & On-Created an online viewing party for the Yes/Yes Simple Idea: Yes Company Air Promotions inauguration of the president. Users could Connect with TA: Yes Activation watch the speech, vote on topics and update Comedic: No their Facebook status in one place. Talked Comparative: No about the event in the January Newsletter of Sexuality: No CNN. Finished the event with “after” coverage.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 70 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2009 Restaurants Grand Burger King Burger King Corp. Yes/Yes Simple Idea: Yes Proved the love of the Whopper by taking it Connect with TA: Yes away for one day in one town to see how Comedic: Yes people would react. Video taped the whole Comparative: Yes thing and hired actors to deal with the outburst Sexuality: No as the Burger King staff. People were outraged and could not believe it. Actors also switched in competitors burgers to trick the consumers and the outrage continued. Created fifteen second TV spots with people’s real reactions and turned the drive through audio into radio ads. Whopper.com featured an eight minuet documentary. Earned media. People then created their own homemade freak out parodies.
2009 Euro Effie Grand Halo 3 Microsoft Xbox Yes/Yes Simple Idea: Yes “Believe” for the Halo Nation. Teaser spot ran Connect with TA: Yes once, one year before launch with integrated Comedic: No internet promotion. Created an emotional Comparative: No launch of the concept for TV promotion. Sexuality: No Created film style launch parties the night before the event. Played off of peoples emotion for the game and their commitment to it over the years. Showing the concept for the next generation of games was a key concept.
2009 Packaged Gold Milka Kraft Built an emotional bond with consumers No/No Simple Idea: No Connect with TA: No Food through relating with their work week and Comedic: No giving them something small to bring them to Comparative:No a better place. Sexuality: No
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 71 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2009 Government, Gold U.S. Army U.S. Army (Office of Created a virtual Army experience with Yes/Yes Simple Idea: No Institutional & Economic & vehicles and screens. 10,000 ft. enclosure, 12- Connect with TA: Yes Recruitment Manpower Analysis) player games, mission area, virtual mission Comedic: No area and after action review. Personal Comparative: No connection to recruiters and increased thoughts Sexuality: No of joining. Earned media. 2009 Non-Profit/Pro- Gold Detroit The Detroit Yes/Yes Simple Idea: Yes Bono/ Public Zoological Zoological Society Highly personal and highly emotional. Wanted Connect with TA: Yes Service Society to convey the message of preserving a child's Comedic: No memories of a day at the zoo. They had one Comparative: No day to vote on the tax tp save the zoo in three Sexuality: No counties and one month to convince through outdoor, print and TV. Ran emotional videos with a little girl and created collector item lawn signs. Were featured in newspapers, online and magazines. Used direct mail, online and print closer to the voting day. Print and home television spoke about how kids can't vote for their zoo so the adults should vote to keep the zoo for them.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 72 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2009 Leisure Gold Nike Bauer Bauer Hockey Yes/Yes Simple Idea: Yes Products & Hockey Instead of putting one pro on a pedestal, Nike Connect with TA: Yes Services asked players from every level and every part Comedic: No of the world why they play. Hosted real Comparative: No interviews with the players and lived with Sexuality: No them all over the world for weeks to learn how to connect with hockey crazy kids. They talked with kids at tournaments around the world. Used interactive posters that asked players why they play, to enter to win Bauer gear. Asked teams why they play for the chance to win free sticks for the whole team. When they showed/highlighted pros, they showed them in a way all players could connect with instead of highlighting one pro. Used the Staal family to hi-light the brotherhood of hockey. Melted out a new hockey skate online over a set of days before the release. Gave kids a chance to win Bauer gear with scratch offs.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 73 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2009 Transportation Gold Horizon Air Horizon Air Yes/Yes Simple Idea: No Seattle to 200 miles of inconvenience until an airline Connect with TA: Yes Portland Shuttle gave an alternative to the “Slog” “the longest Comedic: Yes three hour drive in history.” Published full Comparative: Yes page maps of the “Slog” to make it feel like an Sexuality: No abandoned road. They gave certain areas comical names such as “ticket town” or the “molasses pass.” Viewers could tour the slog online with fourteen short videos inspired by the construction, road kill and infamous road food. Comical videos about the “evil” food and the stomach ache that ensues were relatable. Drivers could emphasize with all of the videos. Online viewers could book a flight and soar above the “Slog”. The “Slog Mo-bile” drove along the “Slog to advertise for the new airline shuttle.”
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 74 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2009 Healthcare Gold HealthPartners HealthPartners Yes/Yes Simple Idea: Yes Products & Website let patients contact and book Connect with TA: Yes Services appointments to access health history view test Comedic: Yes results etc. After three years of traditional Comparative: No advertising, only 12% of their own patients Sexuality: No signed up. So they used un-traditional media to gain attention with tactics such as 7 ft. giant pee cups, 300 pound capsules, syringes, throat swabs, giant tongue depressors and medical files. Created pee cup and syringe mascot to appear at stadiums and events to talk to patients about healthcare when they weren’t sick. Created three online videos where two office staff talked to real people on the streets about their healthcare needs.
2009 Financial Gold E*TRADE E*TRADE Wanted people to know online trading is easy, Yes/Yes Simple Idea: Yes Products & FINANCIAL they have support, it is not scary and people Connect with TA: Yes Services like them are signing up all the time. There are Comedic: Yes 1,000 new accounts a day. Used an animated Comparative: No baby to tell people that is was so easy a baby Sexuality: No could do it. They earned media through comedy shows like The Late Show, Letterman and the Today Show. Other people began making parodies of the video themselves. Outside of earned media E*TRADE used magazines and newspapers to spread the word. To make it relatable they then had real people videotape themselves buying their first stock online.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 75 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2009 David vs. Gold Erbert & Erbert & Gerbert’s Yes/Yes Simple Idea: No Goliath Gerbert’s Subs Franchise Systems Competitors like Subway and Jimmy John’s Connect with TA: Yes and Clubs were main competitors with larger budgets and Comedic: Yes more locations. Erbert & Gerbert’s re-did their Comparative: No outdated brand image by making a new logo, Sexuality: No remodeling the inside of their restaurants and re-vamped the menu. Turned their delivery people into marketers with coupons, and placed ads in newspapers that were puzzles for free items. Created games in newspapers such as “Find the Pickle and Win a Pickle.” Wrapped their subs in wrapping paper during the holidays to make each one a gift and increased gift card sales. Created one TV spot with 150 t-shirts to make a stop motion human flip-book on a t-shit. It went viral on. They built the largest and most powerful cannon blower that blew out candles on a cake from 180 feet away to celebrate their birthday. Created a micro-site called candlecannon.com and placed mini candle cannons at locations for events.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 76 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2009 Influencers Gold USO USO Yes/Yes Simple Idea: Yes Shows the troops they are not forgotten. USO Connect with TA: Yes wanted PSA airtime so they created a patriotic Comedic: No season called “Patriotic 6” linking all six Comparative: No service holidays together. Connected directly Sexuality: No with PSA directors with handwritten letters, personalized emails and phone calls to invite them to lunches to hear stories about the troops. Troop bags were filled with supplies for airing the PSAs. They ran outdoor, airport and print ads of homecoming shots. Their TV spot told a story from a mother’s point of view of receiving a letter from her son. Radio stations invited the USO on air and added their banners to the radio websites for free.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 77 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2009 Beverages- Gold Dos Equis Heineken USA Yes/Yes Simple Idea: Yes Alcohol The Most Interesting Man in the World. TV Connect with TA: Yes comical approach to this mysterious man who Comedic: Yes does not always drink beer, but when he does, he Comparative: No prefers Dos Equis. Print went along the same Sexuality: No theme of creating comical but intriguing back stories for this man who is always seen in a smoke filled bar with many women. Outdoor ads included busses, stations, benches and rick shaws. Created and disbursed In-bar advertisements. Events were hosted featuring the alcohol with cutouts of the Worlds Most Interesting Man people could pose with. Interactive micro-site featuring fake resume upload to be the man’s assistant and an arm wresting ap. Paired with Facebook, Pandora, Thrill List and Break.com to created large advertisements on their pages.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 78 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2009 Renaissance Gold Canadian Club Beam Global Spirits & Yes/Yes Simple Idea: Yes Wine A whiskey company wanted to make cocktail Connect with TA: Yes hour manly again instead of a feminine routine. Comedic: Yes Cocktails are not seen as manly anymore. Comparative: No Canadian Club was seen as old because most Sexuality: No young kid’s dads drank it. To make the drink seem masculine and sophisticated they had to make their dads seem cool again. With ads that sported the tag line “Dam Right Your Dad Drank It” and “Your Mom Wasn't Your Dad’s First.” They had in-bar shoe shinning and called the promotions “Dad’s Glory Days.”
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 79 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2009 Snacks, Gold Hagen Dazs Hagen Dazs Yes/Yes Simple Idea: Yes Desserts & Decided to focus on the farmers who make the Connect with TA: Yes Confections high quality ingredients. The decline of honey Comedic: No bees was concerning to the farming industry Comparative: No because they account for 1/3 of food Sexuality: No production. Marketing effort was to donate $250,000 to Pen State and UC Davis to fund honeybee research. Came out with a new flavor: the Vanilla Honey Bee. Created HelpTheHoneyBees.com. where people could spread the word and donate. Wanted people to become emotionally invested through TV spots where bees are trying to pollinate but are dying instead. Created print ads: “Honey Please Don’t Go” Made seed paper magazine ads people could plant to grow wild flowers for bees to pollinate in their own backyard. Created a Bee dance on YouTube. Partnered with consumer magazines and food websites. Went to farmers markets and green events. Donated seeds to schools. Finally they testified to congress to urge for more funding for the conservation of bees.
2009 New Product Gold Axe Shower Unilever Yes/Yes Simple Idea: N/a or Service Connect with TA: N/a UNAVAILABLE Comedic: N/a Comparative: N/a Sexuality: N/a
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 80 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2009 Culture & The Gold Atmosphere Rhymesayers No/Yes Simple Idea: Yes Arts Entertainment Wanted to promote a new label and album Connect with TA: No with a limited budget. Went off of the unique Comedic: Yes title “When Life Gives You Lemons You Paint Comparative: No That Shit Gold.” PaintThatShitGold.com Sexuality: No allowed viewers to paint anything on the web gold while listening to the new songs. Any webpage could be “Tagged.” Users could then upload their art to the online gallery. Very interactive with no restrictions to what the user can tag. Earned media for website of the day. Radio stations began reaching out to the artist.
2009 Automotive Gold MINI Cooper MINI Yes/Yes Simple Idea: No Vehicles Aimed towards the early adopters and trend Connect with TA: Yes setters they wanted to appeal to fashion, art Comedic: Yes and urban design; MINI wanted to give the Comparative: No brand an edge. Blanketed areas with teaser Sexuality: No photos of “Zig” and “Zag.” Then came “Zug” the “other MINI The second to the original mini and then the convertible. Created a book to go into magazines that told the story of the Zug and what the reference meant. For TV “One of these things is not like the other” ads ran to talk about the oddball nature of the Zug, and a commercial representing a pinball machine with the Zug was a large hit and connected to the pinball game on the micro- site.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 81 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions
2008 New Product Grand Nintendo Nintendo of America Yes/Yes Simple Idea: Yes or Service “Wii would like to play.” Targeted people who Connect with TA: Yes don’t normally like video games. “Wii for All” Comedic: Yes TV ad: Smart car with two Asian men in suits Comparative: No and silver brief case ring doorbell of many Sexuality: No families and say “Wii would like to play.” The moms, grandfathers and grandmothers gets really into the game. Go to farmers, mechanics, families and urban dwellers. TiVo Wii documentary about the families who were featured in the commercial. Print advertising with tutorials abut how to play the game with the family. “Alpha Mom Parties” where the moms dominate the game, not the kids. Wii parties at malls where people could interact and experience the game first hand.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 82 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2008 Beverages- Gold Carlo Rossi E&J Gallo Winery No/Yes Simple Idea: Yes Alcohol Vineyards Carlo Rossi. Simple straight forward approach Connect with TA: No to living. Needed to re-introduce Carlo to a Comedic: Yes new and younger generation. Everyone still Comparative: No loved the big jug. Created the “Carlo Rossi Jug Sexuality: No Simple Furniture line”. Made a Chandelier, sound system, Cabernet Couch and Burgundy bookshelf. Created a Website with interactive banners and how to build your own furniture tutorials. Featured at a Seattle block party. Earned media. Featured at Minnesota Fringe Festival, Boston Tattoo convention and Austin Stitch fashion show showcasing the furniture
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 83 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2008 Packaged Gold Hellmann’s Unilever Yes/Yes Simple Idea: Yes “What is real food to you? Say No to fake Food Connect with TA: Yes food...over-processed food...Food not fit for Comedic: No out kids. Say yes to real.” “Made only with Comparative: No eggs, oil and vinegar.” Traditional advertising Sexuality: No used real people to showcase the real food approach and feelings used by Hellmann’s. Continually drove home the point that they use food made from real, simple ingredients. Web banners drove viewers to “In Search of Real food” an interactive website. Created 48 episodes. Earned media. The new website was hosted by Yahoo and doubled as a cooking show. Awarded their own “Real Food” stamp of approval to varying establishments around the country. Interviewed real people and the real food they make. Showed a relatable host making food on the show. Visitors could read Dave’s blog and share their own recipes, ask questions and look for “Real Food” restaurants in their area. Landed on the Yahoo front page and embedded banners with videos. YouTube allowed for video sharing beyond the original hub-site. “Hellmann's is simple and real.” Strategy created an open dialog with consumers about real food.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 84 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2008 Household Gold Kleenex Kimberly-Clark Yes/Yes Simple Idea: Yes Wanted to turn Kleenex into an essential part Supplies & Connect with TA: Yes of life; make the brand one that people love. Services Comedic: Yes TV/Cinema. Interviewed real people. Are Comparative: No people ready to let it out? All it took was a Sexuality: No good listener and a box of Kleenex. People talked about marriage, birth and death. Filmed people crying on a couch in the middle of a city on the sidewalk. “Let it out” Radio - clips from real people about emotional times such as birth and raising kids. LetItOut.com. Print- “Let It Out” Regular people and then another ad of those people letting out their emotions. PR- earned media. Email blast and web banner. “Don’t Hold Back Don’t Keep It in, Let it out.” Webisode- How married people met and their love story. Real people and real stories.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 85 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2008 Computer Gold Hewlett Packard Hewlett Packard Yes/Yes Simple Idea:No Hardware Personal Computer, it used to be the instrument Connect with TA: Yes of the future. It was supposed to save time and Comedic: No make people’s jobs easier. After so many sales Comparative: No people went numb to the innovation. The Sexuality: No personal computer became only a commodity. People forgot the personal computer is the most personal thing they own. It contains personal photos and travel plans. HP gave a peek into computers of amazing people to show the amazing things they accomplish with them. One in particular was Jay Z: with vacation photos not in the tabloids, music in the making, blue print plans for his new team and photo shoot pictures. Their videos went viral across the globe. HP wanted to show people "just how personal technology can be in any medium." Showed other people such as athletes, cartoons, rappers and authors. Wanted to get people talking about what makes their computers personal. People made their own spoofs from HP commercials. People could design their own computer to make it personal. Invented an interactive screen. Changed the way people interacted with the brand. Remind people of one thing: "The computer is personal again."
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 86 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2008 Computer Gold Adobe Adobe Systems Yes/Yes Simple Idea: Yes Software “Take as much as you want.” Adobe Creative Connect with TA: Yes suite 3. Creative interactive web-banners. NYC Comedic: No interactive and reactive video mural. Walk by Comparative: No infrared camera that tracks and senses Sexuality: No movement to create creative scenes of video and vector images controlled by the user. Features created with many different Adobe software. People spending time with the brand and not thinking about the fact they are being sold something. Immersing real people with the brand to give them something to experience. This was about Adobe as the brand creating experiences, making something interactive. "This was more about interaction than it was about sales."
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 87 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2008 Culture & The Gold Cuttin’ Up at the The Alliance Theatre Yes/Yes Simple Idea: Yes Arts Alliance The Alliance Theater wanted to get adult males Connect with TA: Yes to pay attention to their play. Used the classic Comedic: Yes afro pick to get people's attention and Comparative: No encourage them to attend “Cuttin’ Up” the Sexuality: No play. Put giant picks in community places such as big afro shaped bushes. Posted posters across the city of Atlanta. Used picks in media invitations to gain media coverage. Street team hand delivered invitations with picks in them. The 6 ft. afro picks went missing. People called in for the missing products which earned media on the news. "Where's the pick and who has it," got people talking. Put up missing “Giant Afro Pick” signs all over Atlanta to keep the buzz going.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 88 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2008 Renaissance Gold Doritos Frito-Lay Yes/Yes Simple Idea: No Wanted to gain relevant marketing attention of 16-25 year olds. Created a TV campaign that invited their Connect with TA: Yes customer's thinking. Became "less like a chip Comedic: Yes company and more like an entertainment company." Comparative: No Snack Strong Productions: a community that allowed Sexuality: No customers to be heard. Kick off at the super bowl with a "Crash the Super bowl campaign." Invited consumers to compete for the National Doritos spot. Many customers vied to be the producer for the TV commercial. Created an interactive website where customers interacted with the brand by making their own commercials. "Fight for the Flavor," allowed viewers to choose which one of two new flavors would be a permanent addition to the line and the other would never become a flavor in the future. Interacted in the completion on the micro site. Online fighting championship encouraged debate and commenting. Boxing match between the two flavors "One survives you decide." Mysterious X-13D new flavor arrived in black bags and challenged America to determine the flavor. Online consumers created their own YouTube spots with dubbed commentary over pre-made Dorito advertisement. Gaming studio competition to create their own video games and the winning game (voted on by the viewers) would permanently go onto the Xbox Live Arcade. Wanted the consumer to "shape, play and leave their orange fingerprints all over it."
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 89 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2008 Automotive Gold Toyota Toyota Motor Sales Yes/Yes Simple Idea: Yes Vehicles “The truck that's changing it all.” The Tundra. Connect with TA: Yes A 1/2 ton truck with the same perks of a 3/4 Comedic: No ton truck. Brand wanted to prove it had 3/4 ton Comparative: Yes truck features. Used commercials with Sexuality: No standard comparison of usual 1/2 ton truck to the “one you want” the 3/4 ton perks. Commercials with show and tell features of the product. Most leg room, torque and brake power. Interactive website with show and tell videos of the features of the truck. Used their part testing from real people to prove the trucks promise. Brought it concerts, Nascar and events “real truckers” would go to.
2008 Children’s Gold Fisher-Price Fisher-Price Friends Yes/Yes Simple Idea: No Wanted to introduce the tenth anniversary of Products & Connect with TA: Yes Tickle Me Elmo (T.M.X.) toy with the same Services Comedic: No enthusiasm the original had. Strategy kept the Comparative: No new features a secret. Used a 'Reveal Day' to Sexuality: No garner interest and create the industry's highest sales volume day. The Toy Industry Association named T.M.X. Elmo the 2006 Toy Of The Year.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 90 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2008 Government, Gold University of University of Yes/Yes Simple Idea: Yes The University of Minnesota wanted the Institutional & Minnesota Minnesota University Connect with TA: Yes research they conduct to become more Recruitment Relations Comedic: No recognized. They needed a movement to make its mission of being one of the top three research Comparative: No universities in the world. Created “Driven to Sexuality: No discover,” an interactive question board where viewers could submit their single greatest question. Print ads used pictures of regular people with a question text box superimposed, with their question. This became the “U of M search bar.” Example: “what technologies are in development to keep troops safe?" Bar stayed imposed on news and promised to answer with a real researcher from the university. “Answer: Robots can put distance between humans and harm.” Website viewers could learn more abut research and submit their single greatest question. The most popular questions were answered in a web query video forum. Questions from the general public were used on sidewalk ads. Personalized question bar t-shirts became popular on-campus at the book store. Posted questions in class and on exams. "The University of Minnesota's “Driven to Discover marketing strategy used the public's own curiosity to engage it with its own university."
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 91 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2008 Non-Profit/Pro- Gold Rage Against the SC Department of Yes/Yes Simple Idea: Yes Based in South Carolina this teen anti-tobacco Bono/ Public Haze (SC Environmental Health Connect with TA: Yes campaign trains people to be advocates for anti- Service DHEC) and Control tobacco use. Used "DNA or the make up of who Comedic: No a person is: getting people to understand who Comparative: No they are and what they stand for." Where do Sexuality: No people stand. Used focused training on the tactics the tobacco industry uses to target teens. Kids spread the message when they get home "like a virus." RAGE went to different football games every Friday to set up a booth and game system to interact and impact teens. Made everyone a part of the movement by sending everyone who signed up a welcome kit to make them feel involved and apart of the movement. Gave out stickers, buttons, air fresheners, t-shirts and backpacks. Palm cards left people with the message of RAGE. Passed out booklets with information about tobacco, the industry and spending figures on advertising to teenagers. This was done to make people care and be involved with the movement. Online community for anti-tobacco advocates with pictures and videos from football games and new missions for people to get involved and be continual advocates.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 92 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2008 Small Budgets Gold msnbc.com msnbc.com Yes/Yes Simple Idea: No Hybrid brand: msnbc.com was a cross between Connect with TA: Yes Microsoft and NBC but did not have a distinct Comedic: No brand of its own. They did have the advantage of Comparative: No vast topic coverage such as the Iraq war and celebrity gossip. To give it its own identity they Sexuality: No made coverage of greater volume of news. Created a new logo. Eye catching print ads of varying rainbow colors in pixels to represent the “Fuller Spectrum of News.” From feminism to new Hooters locations. TV ads kept the pixel and “full spectrum” theme with varying news story topics being whispered in the background. Interactive website with moving pixels. Using customizable color pixels to organize the news and topic each viewer wanted, used games such as brick breaker with each brick representing a different news topic to gain interest. Earned media and YouTube attention with a video of a giant game of brick breaker with each brick representing a different news topic. The movie audience moved together to get the game to work before their feature film. Interactive game involving an entire theater of people. People and families coming together to interact with the brand. Great “waiting experience.” Made news fun again. “News Breaker Live” earned media coverage of the before movie experience across platforms such a weblogs, news and podcasts, internationally.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 93 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2008 Renaissance Gold Ocean Spray Ocean Spray Yes/Yes Simple Idea: Yes Cranberries, Inc. Started out with “two guys in a bog”. Comical Connect with TA: Yes approach with an older man and younger guy Comedic: Yes talking together in a bog of cranberries. Down Comparative: No home honest feel. “Taste good, good for you.” Sexuality: No Commercials mentioned the cleansing and purifying nutrients for the immune system and body; always added a comical twist to the end of every ad. Used family and kids to sell the product. Print ads about the benefits of the cranberries - always using the spokespeople to sell. Earned media with a cranberry bog in NYC with the spokespeople for news coverage, Martha Stewart promo about Thanksgiving, talk shows and Used on Iron Chef America as the secret ingredient.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 94 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2008 Delivery Gold UPS UPS Yes/Yes Simple Idea: Yes Systems & “Shipping is complicated. UPS simplifies the Connect with TA: Yes Products complicated.” Created 15, 30-second Comedic: No commercials explaining the features of UPS Comparative: No shipping (international, freight, call-backs and Sexuality: No urgent packages) in the short time frame while drawing the process on a white board during the commercial. Always a comical touch at the end. Print ads in consumer trade forums, business to business, direct mail and special inserts for Fortune magazine etc. Used the outdoor markets with items such as 3D markers, subway station ads in NYC and billboards. Sponsored TV and cable shows which used natural tie-ins to graphics of UPS. TV, outdoor and web banners all drove consumers to UPS.com/whiteboard. where viewers could interact and learn about the product. People began making spoof videos on YouTube which went viral.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 95 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2008 Non-Profit/Pro- Gold Keep A Child Keep A Child Alive Yes/Yes Simple Idea: Yes Bono/ Public Alive Connect with TA: Yes Support children with aids with one dollar a day Service Comedic: No to keep a child alive. Used Apple’s iPhone launch to make people aware they could reach Comparative: No out to connect with those "who could not help Sexuality: No themselves." One man with a sign and t-shirt sat in front of the Apple store to be the first person to get an iPhone and then auction it off for press. The picture of him doing this was blasted across all social media forums: tech, news, charity and gossip. Created news about something that "was already news." Earned media through the strategy. Rotated teams to always have someone at the first seat. Magazines and news stations interviewed the team members. Some people became donors on the street others became walking billboards with red bracelets. Spike Lee joined the team at the front of the line to get the first iPhone and keep the story focused on Keep a Child Alive instead of the iPhone. Auctioned off the phone that night for $100,000.00 and the money went to the charity. Used only the money to buy the phone and a few signs to generate mass amounts of awareness and money for the charity.
(Effie Worldwide, Inc.) Appendix 2. Excel Results and Notes 96 Personal Hypothesis Year Category Award Brand Company Notes Connection/ IMC Questions 2008 Media Idea Gold Keep A Child Keep A Child Alive Yes/Yes Simple Idea: Yes Alive Connect with TA: Yes Support children with aids with one dollar a day Comedic: No to keep a child alive. Used Apple’s iPhone launch to make people aware they could reach Comparative: No out to connect with those "who could not help Sexuality: No themselves." One man with a sign and t-shirt sat in front of the Apple store to be the first person to get an iPhone and then auction it off for press. The picture of him doing this was blasted across all social media forums: tech, news, charity and gossip. Created news about something that "was already news." Earned media through the strategy. Rotated teams to always have someone at the first seat. Magazines and news stations interviewed the team members. Some people became donors on the street others became walking billboards with red bracelets. Spike Lee joined the team at the front of the line to get the first iPhone and keep the story focused on Keep a Child Alive instead of the iPhone. Auctioned off the phone that night for $100,000.00 and the money went to the charity. Used only the money to buy the phone and a few signs to generate mass amounts of awareness and money for the charity.
(Effie Worldwide, Inc.)