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Euro Effies 2008 - the highest award for advertising effectiveness
Bashny.Net
At last yesterday in Brussels ceremony Euro Effies Awards triumph celebrated only two agencies received a gold award for maximum marketing efficiency in Europe. The Danish branch of Grey was observed for last year's campaign Coke Zero «As It Should Be», and the French Agency TBWA \ G1 for the campaign «Urbanproof» for the Nissan Qashqai.
Agency of the United Kingdom and Germany, almost no one left no chance of getting a silver or bronze - they have five awards. Only two remaining awards went to agents from Romania and Spain.
Network GREY EMEA the fourth consecutive year is recognized on the network, the Euro Effies, it has consistently bypassed all his pursuers in effective advertising. This time, they have 4 awards.
Carolyn Carter, President and CEO Grey Group Europe, Middle East & Africa: «In these times of efficiency is more important to our customers than it has ever been before - so we are really proud of the honor that year after year clearly demonstrates our commitment to performance and our ability to create effective advertising ».
Overall, awarded 2 gold, 4 silver and 8 bronze medals, as well as a special prize for the effectiveness of print advertising.
14 winners have been selected from 35 finalists that have passed the first round of selection, which is only evaluated the effectiveness of the campaign. In the second, final round in addition to efficiency and creativity is estimated as a percentage of the work 80/20, where creativity comes last, a smaller figure.
This year's jury was chaired by the representative of the client side, Olaf Göttgens, Vice President Mercedes-Benz Cars of brand communications:
"I was definitely impressed with the rigor of the judging. Any competition like this is credible only if the selection is so severe as it could be. I really believe that the winners of this year went through a closer examination of a detailed experts from different regions and with different backgrounds. And they truly can be proud of their achievement ».
FMCG GOLDV 2006 the market of carbonated beverages in Northern Europe on the decline, but some of its segment - low-calorie drinks - continued to grow, especially the growing sales of light cola. C * ca Cola Light is traditionally perceived as a brand for women, and it lost a drink with a courageous way. The manufacturer wanted to create a kind of macho brand to increase its market share among the number of light and not to lose young male category.
Co * a Cola and Coke Zero launched a campaign «Life as it should be», aimed at men aged 18 to 29 years old, dreams of a better and easier life.
Sales in Germany rose by half of the planned, in Denmark - 38% more than the planned.
SILVERTselyu Lenor advance was concentrated softener dryer, as close as possible to the market leader - Comfort. The concentrate has two main advantages - friendly to the environment and financial benefits.
Buyers Comfort, diluted conditioner, prefer it because it is simpler, and because it is care about clothes. The aim of the communication Lenor are people who want to take care not only about the clothes, but also the environment.
The campaign included 30-second TV spot, outdoor, microsite, online banners.
As the center of the posts have been used facts that surprised and stressed the difference. For example: "If all the people in the UK, using a dilute air-conditioned, have switched to concentrate on, it would reduce the number of trucks on the roads of the Kingdom 14 000 per year».
As a result of the campaign a lot of consumers have turned to Comfort Lenor, changing the trend of the previous 12 months when Lenor lose customers to a competitor.
The plans of McDonald's was to keep sales in the winter months with the help of local promotions in Germany and Australian as well as to prove that global brands can have successful local platform, promote the brand and reinforcing the business, based on the requirements of customers to expand the menu, from traditional local dishes .
The objective was to quickly attract traffic by 1500 restaurants within a short period and to promote sub-brand McDonald's population of 14 to 49 years, placing the emphasis on young adults.
Insight - the winter weekend everyone has a moment when he wants to run or runs away from civilization. Therefore, McDonald's offers a new taste that is like a short trip to the Alps with their local amusements and food.
The campaign includes television, radio advertising, promotional website and banners, as well as mobile communications.
It was revealed growth in sales and an increase in the level of spontaneous recognition of 11% of the expected.
BRONZEBuduchi leader in the middle segment for a long time, wash & Go felt increasing pressure by the growth of premium and budget brands. In addition, at the time of the campaign launch nettle as ingredient noviny it was not on the market and has been seriously represented in the budget brands.
The campaign had a goal to raise the level of sales by 25%, to attract customers from the public sector and to establish the credibility of the product.
Aiming at long-term relationship with the female audience, the campaign focused on nettles as a traditional beauty products, often with humor funny opposed to traditional means to attract men.
Wash & Go has surpassed its target by 70%.
Pharmaceutical & Healthcare SILVERV early 2007, Vicks, old brand cough funds had a very small share in the huge growing market of their own kind. To strengthen its position in new product was launched.
Vicks aiming for 21% of the people who want to stay in formation when chilled. Most of these 21% - women from 25 to 45 with a mass of family and work, as well as youth, always active lifestyle.
The campaign accompanying the launch of the new and the old product support, sales growth was 25%.
Creative campaign was inspired by the fact that the consumer signs - it's just part of the common cold, but the real problem is that these symptoms do not allow them to live their lives.
A year later, Vicks has become a competitive product, has been shown sales growth of 31%, the market share increased to 7% in Austria and 19% in the Netherlands.
BRONZEProizvoditel denture fixatives found that only 13% of those who wear dentures, use a cream for fixing it. So the aim of the campaign was to tell the remaining 87% of the positive sides of the use of clamps and thereby increase the number of consumers.
To participate in the campaign invited celebrities that were in plain sight in the 60-70s and are told about their own problems with dentures that have been resolved.
Corega won the leadership in the market, doubling it.
Automotive GOLDQashqai had to fill the vacuum left in the line of Nissan Almera after the transfer of the car segment class C. This was a great opportunity for the automaker a little shake brand and expand sales of the curve upward.
In Europe, Nissan's C segment was a paltry share of 2%. And the goal was - neither more nor less - move icon such as, for example, VW Golf. This is despite the fact that the new machine at least strange name, a higher price and half the cost of advertising.
The campaign was to tell customers about the Qashqai, interest them and lead to the sale of 93,000 cars in the 21 European markets in the first year. In addition, to create a positive image to attract new young consumers, and it does not absorb X-Trail.
Target audience - young men between 25 and 35. Those who like the obstacles, difficulties and overcoming them.
The TV spot with the skater giant work together with Internet campaign Qashqai Car Games.
In just two months Qashqai came in first place of Nissan in Europe, while sales of absorbing X-Trail.
SILVERSmart Fortwo car was revolutionary at the time of occurrence and continues to remain so until now. But in 2007 he reached the end of life, and he needed to restart.
The aim of the campaign was integrated lonchevoy presentation of the new Smart Fortwo in Europe, the creation of awareness and interest.
In order to achieve the declared sales of Smart wanted to make people who like Smart, to the people who have this car in the first place in the "list of preferences" when thinking about buying a small car.
It was created by a mix of classic media and CRM-activity.
The core message of the campaign was "Discover a new city." Refers to new possibilities for the driver to see the city with new eyes. So where others see limitations, Smart owners see opportunity.
The campaign increased sales in France and Italy more than 20% of the expected, and in Germany - 70%. Advertising cost per car sold was less than that of major competitors - MINI and Toyota Aygo. Moreover, in all three markets Smart «made» Aygo, beating him in the number of cars sold, while in Italy and Germany, he came in first place, to outdo even the MINI.
BRONZEKogda SEAT Altea in 2004 joined the very densely populated family minivans, the main question was: how to position the minivan? The success of the few who believed until 2006, sales were tiny.
At the end of 2006 SEAT Altea XL Launch planned to complement the original minivan.
The priority was to stop the drop in sales, while not substituting for sale Altea sales XL, but to create a good environment for the entire line of minivans from this manufacturer.
Fans SEAT younger, sporty and courageous than others, and it is not so and need a family car, but when they suddenly wake up and find themselves surrounded by their children, they should know that the Altea XL will satisfy all their needs.
The campaign "Toys" has led to an increase in sales of 25% in the most difficult European markets.
R8 - Audi's first attempt to enter the market of the sports car class high-end. It dominated the Porsche 911 and R8 was to be held as "German sports car" and take second place in this class.
The campaign was based on the idea of innovation R8 and personalizing their technological expertise of the brand.
Already in the year of launch R8 topped the rating of the most popular sports cars.
Corporate BRONZEDlya success in management consulting, technology services and outsourcing market voglavlenie list of companies being considered by the managers and owners of the largest campaigns just need.
Accenture Communications should help them create special, impressive and meets the requirements of top management of the image.
The campaign also had to increase the brand value and profitability, deepen existing customer relationships. The idea of "execution of the highest class" has been created to transfer the image of a unique success, achieved with the help of Accenture. As a person, a symbol of the execution of the highest class, to participate in the campaign, was invited to Tiger Woods, golfer number one in the world.
The campaign was launched on classic and online media in France, Germany, Spain, Italy and the UK.
Tagline: "We know what it means to be a Tiger».
The dense (of course, not just advertising) work exceeded expectations - all of the top 100 clients who wanted to work Accenture, signed a contract with the company for at least 5 years.
IT Telecom BRONZEV 2006 Nokia held 30.6% of the market of mobile phones in Russia and 38.9% in Poland. Sony Ericsson has been number 2 in Poland with 20% and the number 3 in Russia 11.7%. Consumers also gave preference to Nokia's plan image.
Advertising of mobile phones at the time was seen as functional, not affecting the emotional territory, so that Sony Ericcson have all the features of the first to master it, to differentiate from competitors.
The objectives of the business have been growing at a faster rate than Nokia, throughout the region, but especially in Russia and Poland in 2007. As well as increasing market share by at least 10%, and take Nokia «leadership in music among mobile phones».
The multiphase campaign led to the plan to increase the share of more than 10% was exceeded, "Leadership in Music" intercepted in Poland and Russia. And all this with less than the Nokia, costs.
360 Integration BRONZEK time of launch campaign Dove still lacked confidence potrebitelnits, smack in the battle in the "anti-aging" sector preferences brands proclaiming "reduction of wrinkles by 88%" and "An increase in collagen production by 60%." < br />
Brenda had to snatch the lead from the main competitor Nivea with a new series of Dove Pro-Age in 2007 and to develop a communication campaign, in which the audience can truly identify and which can select Dove competitors.
The campaign was addressed to real women over the age of 50 years, who until this product feel neglected, rejected and were vynuzhdaemy reject his age, which can and should be proud of.
Two-thirds of these women, looking in magazines and on TV screens, were confident in its anachronism and that in the real world does not exist of women older than 50 years.
Thus was born the campaign "Beauty has no age boundaries." Dove showed the true beauty of mature women with the help of photographer Annie Leibovitz.
The three-phase campaign to present the theory of beauty Dove by PR-activity, then television, prints, BTL, in-store promotions and promotions.
Small Budget BRONZEPotrebiteli buying computers from retailers often spend to buy less than planned, as they discourage sellers. Consumers have the opportunity to upgrade their computers more powerful, and why Intel had to make sure that they demanded from the sellers of this.
The core audience of Intel - consumers who use technology in their creative interests. Campaign to MySpace was aimed at "technologically-shifted" musicians from 25 to 35 years.
The aim of the four-month campaign to link consumers with Intel and promote Centrino Duo.
Research has shown that the target audience spends an average of 10% of their time on the computer on MySpace. The campaign was launched there - users to create Intel SuperGroup, chosen by voting of its members, its repertoire, the name and image.
There were more than 66,000 episodes of interaction with content in the planned 25 000. 33% of the audience in all six markets have learned about the campaign. On the page it was signed by more than 60,000 "friends and 25 000 unique users in a blog. In the vote there were 171 000 votes 180% of the target.
It was the first Multi-market campaign on MySpace, «cost per user profile" was 12 cents.
SAPPI Print Media Efficiency Award
via # image6134655
Agency of the United Kingdom and Germany, almost no one left no chance of getting a silver or bronze - they have five awards. Only two remaining awards went to agents from Romania and Spain.
Network GREY EMEA the fourth consecutive year is recognized on the network, the Euro Effies, it has consistently bypassed all his pursuers in effective advertising. This time, they have 4 awards.
Carolyn Carter, President and CEO Grey Group Europe, Middle East & Africa: «In these times of efficiency is more important to our customers than it has ever been before - so we are really proud of the honor that year after year clearly demonstrates our commitment to performance and our ability to create effective advertising ».
Overall, awarded 2 gold, 4 silver and 8 bronze medals, as well as a special prize for the effectiveness of print advertising.
14 winners have been selected from 35 finalists that have passed the first round of selection, which is only evaluated the effectiveness of the campaign. In the second, final round in addition to efficiency and creativity is estimated as a percentage of the work 80/20, where creativity comes last, a smaller figure.
This year's jury was chaired by the representative of the client side, Olaf Göttgens, Vice President Mercedes-Benz Cars of brand communications:
"I was definitely impressed with the rigor of the judging. Any competition like this is credible only if the selection is so severe as it could be. I really believe that the winners of this year went through a closer examination of a detailed experts from different regions and with different backgrounds. And they truly can be proud of their achievement ».
FMCG GOLDV 2006 the market of carbonated beverages in Northern Europe on the decline, but some of its segment - low-calorie drinks - continued to grow, especially the growing sales of light cola. C * ca Cola Light is traditionally perceived as a brand for women, and it lost a drink with a courageous way. The manufacturer wanted to create a kind of macho brand to increase its market share among the number of light and not to lose young male category.
Co * a Cola and Coke Zero launched a campaign «Life as it should be», aimed at men aged 18 to 29 years old, dreams of a better and easier life.
Sales in Germany rose by half of the planned, in Denmark - 38% more than the planned.
SILVERTselyu Lenor advance was concentrated softener dryer, as close as possible to the market leader - Comfort. The concentrate has two main advantages - friendly to the environment and financial benefits.
Buyers Comfort, diluted conditioner, prefer it because it is simpler, and because it is care about clothes. The aim of the communication Lenor are people who want to take care not only about the clothes, but also the environment.
The campaign included 30-second TV spot, outdoor, microsite, online banners.
As the center of the posts have been used facts that surprised and stressed the difference. For example: "If all the people in the UK, using a dilute air-conditioned, have switched to concentrate on, it would reduce the number of trucks on the roads of the Kingdom 14 000 per year».
As a result of the campaign a lot of consumers have turned to Comfort Lenor, changing the trend of the previous 12 months when Lenor lose customers to a competitor.
The plans of McDonald's was to keep sales in the winter months with the help of local promotions in Germany and Australian as well as to prove that global brands can have successful local platform, promote the brand and reinforcing the business, based on the requirements of customers to expand the menu, from traditional local dishes .
The objective was to quickly attract traffic by 1500 restaurants within a short period and to promote sub-brand McDonald's population of 14 to 49 years, placing the emphasis on young adults.
Insight - the winter weekend everyone has a moment when he wants to run or runs away from civilization. Therefore, McDonald's offers a new taste that is like a short trip to the Alps with their local amusements and food.
The campaign includes television, radio advertising, promotional website and banners, as well as mobile communications.
It was revealed growth in sales and an increase in the level of spontaneous recognition of 11% of the expected.
BRONZEBuduchi leader in the middle segment for a long time, wash & Go felt increasing pressure by the growth of premium and budget brands. In addition, at the time of the campaign launch nettle as ingredient noviny it was not on the market and has been seriously represented in the budget brands.
The campaign had a goal to raise the level of sales by 25%, to attract customers from the public sector and to establish the credibility of the product.
Aiming at long-term relationship with the female audience, the campaign focused on nettles as a traditional beauty products, often with humor funny opposed to traditional means to attract men.
Wash & Go has surpassed its target by 70%.
Pharmaceutical & Healthcare SILVERV early 2007, Vicks, old brand cough funds had a very small share in the huge growing market of their own kind. To strengthen its position in new product was launched.
Vicks aiming for 21% of the people who want to stay in formation when chilled. Most of these 21% - women from 25 to 45 with a mass of family and work, as well as youth, always active lifestyle.
The campaign accompanying the launch of the new and the old product support, sales growth was 25%.
Creative campaign was inspired by the fact that the consumer signs - it's just part of the common cold, but the real problem is that these symptoms do not allow them to live their lives.
A year later, Vicks has become a competitive product, has been shown sales growth of 31%, the market share increased to 7% in Austria and 19% in the Netherlands.
BRONZEProizvoditel denture fixatives found that only 13% of those who wear dentures, use a cream for fixing it. So the aim of the campaign was to tell the remaining 87% of the positive sides of the use of clamps and thereby increase the number of consumers.
To participate in the campaign invited celebrities that were in plain sight in the 60-70s and are told about their own problems with dentures that have been resolved.
Corega won the leadership in the market, doubling it.
Automotive GOLDQashqai had to fill the vacuum left in the line of Nissan Almera after the transfer of the car segment class C. This was a great opportunity for the automaker a little shake brand and expand sales of the curve upward.
In Europe, Nissan's C segment was a paltry share of 2%. And the goal was - neither more nor less - move icon such as, for example, VW Golf. This is despite the fact that the new machine at least strange name, a higher price and half the cost of advertising.
The campaign was to tell customers about the Qashqai, interest them and lead to the sale of 93,000 cars in the 21 European markets in the first year. In addition, to create a positive image to attract new young consumers, and it does not absorb X-Trail.
Target audience - young men between 25 and 35. Those who like the obstacles, difficulties and overcoming them.
The TV spot with the skater giant work together with Internet campaign Qashqai Car Games.
In just two months Qashqai came in first place of Nissan in Europe, while sales of absorbing X-Trail.
SILVERSmart Fortwo car was revolutionary at the time of occurrence and continues to remain so until now. But in 2007 he reached the end of life, and he needed to restart.
The aim of the campaign was integrated lonchevoy presentation of the new Smart Fortwo in Europe, the creation of awareness and interest.
In order to achieve the declared sales of Smart wanted to make people who like Smart, to the people who have this car in the first place in the "list of preferences" when thinking about buying a small car.
It was created by a mix of classic media and CRM-activity.
The core message of the campaign was "Discover a new city." Refers to new possibilities for the driver to see the city with new eyes. So where others see limitations, Smart owners see opportunity.
The campaign increased sales in France and Italy more than 20% of the expected, and in Germany - 70%. Advertising cost per car sold was less than that of major competitors - MINI and Toyota Aygo. Moreover, in all three markets Smart «made» Aygo, beating him in the number of cars sold, while in Italy and Germany, he came in first place, to outdo even the MINI.
BRONZEKogda SEAT Altea in 2004 joined the very densely populated family minivans, the main question was: how to position the minivan? The success of the few who believed until 2006, sales were tiny.
At the end of 2006 SEAT Altea XL Launch planned to complement the original minivan.
The priority was to stop the drop in sales, while not substituting for sale Altea sales XL, but to create a good environment for the entire line of minivans from this manufacturer.
Fans SEAT younger, sporty and courageous than others, and it is not so and need a family car, but when they suddenly wake up and find themselves surrounded by their children, they should know that the Altea XL will satisfy all their needs.
The campaign "Toys" has led to an increase in sales of 25% in the most difficult European markets.
R8 - Audi's first attempt to enter the market of the sports car class high-end. It dominated the Porsche 911 and R8 was to be held as "German sports car" and take second place in this class.
The campaign was based on the idea of innovation R8 and personalizing their technological expertise of the brand.
Already in the year of launch R8 topped the rating of the most popular sports cars.
Corporate BRONZEDlya success in management consulting, technology services and outsourcing market voglavlenie list of companies being considered by the managers and owners of the largest campaigns just need.
Accenture Communications should help them create special, impressive and meets the requirements of top management of the image.
The campaign also had to increase the brand value and profitability, deepen existing customer relationships. The idea of "execution of the highest class" has been created to transfer the image of a unique success, achieved with the help of Accenture. As a person, a symbol of the execution of the highest class, to participate in the campaign, was invited to Tiger Woods, golfer number one in the world.
The campaign was launched on classic and online media in France, Germany, Spain, Italy and the UK.
Tagline: "We know what it means to be a Tiger».
The dense (of course, not just advertising) work exceeded expectations - all of the top 100 clients who wanted to work Accenture, signed a contract with the company for at least 5 years.
IT Telecom BRONZEV 2006 Nokia held 30.6% of the market of mobile phones in Russia and 38.9% in Poland. Sony Ericsson has been number 2 in Poland with 20% and the number 3 in Russia 11.7%. Consumers also gave preference to Nokia's plan image.
Advertising of mobile phones at the time was seen as functional, not affecting the emotional territory, so that Sony Ericcson have all the features of the first to master it, to differentiate from competitors.
The objectives of the business have been growing at a faster rate than Nokia, throughout the region, but especially in Russia and Poland in 2007. As well as increasing market share by at least 10%, and take Nokia «leadership in music among mobile phones».
The multiphase campaign led to the plan to increase the share of more than 10% was exceeded, "Leadership in Music" intercepted in Poland and Russia. And all this with less than the Nokia, costs.
360 Integration BRONZEK time of launch campaign Dove still lacked confidence potrebitelnits, smack in the battle in the "anti-aging" sector preferences brands proclaiming "reduction of wrinkles by 88%" and "An increase in collagen production by 60%." < br />
Brenda had to snatch the lead from the main competitor Nivea with a new series of Dove Pro-Age in 2007 and to develop a communication campaign, in which the audience can truly identify and which can select Dove competitors.
The campaign was addressed to real women over the age of 50 years, who until this product feel neglected, rejected and were vynuzhdaemy reject his age, which can and should be proud of.
Two-thirds of these women, looking in magazines and on TV screens, were confident in its anachronism and that in the real world does not exist of women older than 50 years.
Thus was born the campaign "Beauty has no age boundaries." Dove showed the true beauty of mature women with the help of photographer Annie Leibovitz.
The three-phase campaign to present the theory of beauty Dove by PR-activity, then television, prints, BTL, in-store promotions and promotions.
Small Budget BRONZEPotrebiteli buying computers from retailers often spend to buy less than planned, as they discourage sellers. Consumers have the opportunity to upgrade their computers more powerful, and why Intel had to make sure that they demanded from the sellers of this.
The core audience of Intel - consumers who use technology in their creative interests. Campaign to MySpace was aimed at "technologically-shifted" musicians from 25 to 35 years.
The aim of the four-month campaign to link consumers with Intel and promote Centrino Duo.
Research has shown that the target audience spends an average of 10% of their time on the computer on MySpace. The campaign was launched there - users to create Intel SuperGroup, chosen by voting of its members, its repertoire, the name and image.
There were more than 66,000 episodes of interaction with content in the planned 25 000. 33% of the audience in all six markets have learned about the campaign. On the page it was signed by more than 60,000 "friends and 25 000 unique users in a blog. In the vote there were 171 000 votes 180% of the target.
It was the first Multi-market campaign on MySpace, «cost per user profile" was 12 cents.
SAPPI Print Media Efficiency Award
via # image6134655
Tags
See also
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