Call For Entry Period Closed!
Posted 16 June 2016.
Read the Call For Entries Documentation HERE.
To register your entry, click HERE
Showcase Your Science
“Bill Bernbach pronounced that advertising is persuasion, and persuasion ‘happens to be not science, but an art’. In today’s world, however, with ever more distracted consumers, an abundance of data – not all of it useful or useable – and increasing confusion as to where to engage audiences, the precursors to success look ever-more scientific.
Great creative thinking prospers from strong strategic foundations, and this is the science bit. A well planned campaign has clarity of purpose, insight-rich consumer understanding, defined success metrics and smart media thinking. With these elements in place, creativity can thrive. Great ideas become great solutions when they are pointed towards the right problems, and this is what strategic thinking should enable.
Great science gives art a chance to succeed. The absence of science results in ideas without purpose. The Effies are our opportunity to share our science, and demonstrate to New Zealand business that there is method to effective communications. Sharing the thinking behind successful campaigns is to the benefit of us all - both by providing confidence for ongoing investment in communications and by reminding us all that great work is no happy accident – it’s the result of rigorous strategic thinking that lets creativity prosper.”
- Simon Lendrum, CAANZ President, Managing Director - J. Walter Thompson NZ
Entries Close - Tuesday 16th August - 4.00pm
Extended Deadline - Thursday 18th August - 4.00pm
NZ Effie Awards 2016
C/O The Conference Company
31C Normanby Road, Mt Eden, Auckland 1024
PO Box 90 040, Auckland 1142
Ph: 09 360 1240
Please ensure that you use the correct entry form and tailor your entry so that it squarely addresses the requirements of that category.
DO NOT FALL into the ‘Cut & Paste’ trap! There is a separate entry form for each category. Judges are instructed to evaluate entries against specific criteria for the category.
As you are preparing to write your Effie entries, perhaps take a moment to read a very informative and clear presentation on How to Prepare for Effectiveness written by our International judge in 2015, Ali Bucknall.
Categories & Entry Forms
A. Charity/Not for profit
Promoting a particular not-for-profit association, special interest group charity or charitable society. Typically fund-raising or promoting the work of the charity. Judges are looking for proof that your communications drove a very positive outcome for the charity either by way of fundraising or brand-building or public support for the organisation and its cause.
B. Social marketing/Public service
Marketing communications of a public service nature, including campaigns to promote social or behavioural change. This typically involves government department, local body or community service campaigns. Judges are looking for proof that your communications significantly contributed to a positive social change, driving a valuable outcome of social good i.e. you changed how people think, what they do in line with stated campaign objectives.
Stores and/or websites that provide either a diverse range of merchandise (e.g. department store) or that specialise in a particular line of products. More than just your normal product and price advertising, good retail campaigns need to fundamentally develop a stronger brand proposition, a larger customer base and grow overall sales value. Judges are looking for proof that your communications grew the brand, grew the customer base, grew sales and blew the category and the competitors out of the water. If you just discounted some product and slapped up a “SALE” poster then don’t bother entering.
D. Business to Business (B2B)
The Business to Business category is designed for dedicated campaigns that are directed from one company to another within a professional, trade or industry context, as opposed to consumers. It is about returning business value through commercial creativity and delivering growth (i.e. margin/sales). It is very important in this category to clarify exactly what the role of the campaign was and how it worked to influence the attitudes and behaviour of the target market. Judges will be looking for insight, innovation and irrefutable proof that communication has been instrumental in delivering business-to-business outcomes.
E. Fast Moving Consumer Goods (FMCG)
All fast moving consumer goods products (NB: established in the market for over 12 months). This is one of the most popular categories, so if your stuff didn’t fly off the shelves or out of the chillers, think hard before you start writing. Typically one of the most creative categories, competition in store and in the Effies is fierce and only the strongest will survive. Judges are looking for proof that your strategy is fresh, original and creative and changed the way consumers purchase. You either grew the pie or you just ate the other guy’s pie, but whatever you did, you made a big impact.
F. Consumer Durables
Any product which is not purchased on a regular basis, and where there is a high involvement decision-making process. For instance: motor vehicles, white goods, brown goods, household furnishings, electronics and pharmaceuticals. This category is full of surprises attracting a wide range of entries from pills to push bikes to Porsches. It is definitely a category where we will be comparing apples and oranges. The judges are looking for proof of the difficulties of competing in this category and that your communications pushed the client way out in front of its competitors. You need to prove that you deserve an Effie ahead of that guy who threw in a set of free steak knives.
G. Consumer Services
Open to companies whose main focus is providing a service to the consumer. For instance: airlines, hotels, tourism, energy suppliers,financial services, telecommunications and entertainment. The services companies typically do well at the Effies. Judges are looking for proof that communications helped companies to differentiate their brands and drive their service proposition to build stronger customer engagement and revenues.
Only campaigns introducing a NEW brand, product, service or variant can be entered into category H ‘New product or service’.
H. New product or service
These must be NEW products, services, brands or variants developed to exist beyond just the campaign period (i.e. not a line extension or limited time offer). To be eligible, a NEW campaign must have launched within the eligibility period of 1st January 2015 to 16th June 2016. Results for launches, are always good in the first year, so you’ll need to clearly demonstrate to the judges why the results were above and beyond what would ordinarily be expected. Results can be measured until close of entry in August.
I. Limited budget: less than $300,000
Campaigns with a total production and media spend of $300,000 or less. It must be a stand-alone campaign as opposed to a single execution of a larger campaign. This category is all about achieving a lot for a little. Judges are looking for strategic thinking, creative work and results that show how to convert a modest budget into a significant commercial result. Note: the budget limit of $300,000 must include the cost of any promotional prizes or incentives.
A campaign can be entered into only one of the categories J to L, e.g. it cannot be entered into both Category J and Category K.
In particular, the judges will be looking for strength of proof that only because of this idea and type of campaign the claimed business results could have been achieved.
J. Most effective integrated campaign
Here we’re looking for where the power of a really big idea allowed a campaign to translate across all the relevant channels to deliver an exceptional result. This is not about simply listing multiple channels and executions. Judges are looking for evidence that the integration was a consequence of an idea so big that it broke out of the category and resulted in a combination of traditional, innovative and unexpected activities. Judges will be expecting to see measures proving the link between the communication idea and the resulting integration; this will be critical to proving the effectiveness of the campaign. Entrants will need to show that each channel or activity was deliberately selected to enhance the idea and that the core strategic and creative thinking was adapted appropriately for each component, that components were designed to coordinate with each other, and that each component played a significant role in delivering the results.
K. Most effective social media campaign
Campaigns that set out with the explicit purpose of using social as the primary communication channel or have social at their heart. The kind of idea that is specifically designed to take advantage of the socially connected consumer and the influence of social. Judges are looking for campaigns that begin with a social idea, as opposed to advertising or integrated campaigns with a social media element. They’ll need a clear rationale for why social was the right way to tackle the client’s brief, and evidence of how social activity measurably and materially drove the commercial result. It is not enough to count the number of impressions, likes or shares. You will need to measure and prove the commercial value of social through the direct effect it had on consumer behaviour or perceptions and demonstrate correlation with the achieved business results.
L. Most effective Use of Digital Technology
Campaigns that have digital technology at their heart. The kind of idea that demonstrates how the digital innovation or solution maximised the communication impact and achieved the campaign objective. Judges are looking for campaigns that begin with a digital idea, as opposed to advertising or integrated campaigns with a digital element. They’ll need a clear rationale for why digital technology was the most creative way to tackle the client’s brief, and evidence of how the digital technology measurably and materially drove the commercial result. You will need to measure and prove the effect it had on consumer behaviour, perceptual shifts and how it correlates with positive and sustainable business results.
M. Most Effective use of Data
Campaigns that used progressive data methods or data technologies to crack an insight that led to the campaign. Judges are looking for strategic interpretation of data into a meaningful insight and how that insight brought the idea to life. This category should demonstrate how progressive or original analytical technologies or techniques were harness in order to better interpret the consumer or category. Entrants will need to illustrate how the insight creatively informed the communication. You will need to measure and prove the effect the insight had on making the campaign more effective in delivering business results.
N. Most Effective PR/Experiential Campaign
Campaigns that have a PR or experiential idea at their heart. The kind of idea that sets out with the explicit purpose to get the media talking or involve consumers in a tangible experience that delivers on the brand’s positioning or business objectives. Judges are looking for campaigns that begin with a PR or experiential idea, as opposed to marketing or integrated campaigns with a PR or experiential element. They’ll need a clear rationale for why PR or experiential was the right way to tackle the client’s brief, and evidence of how the PR or experiential activity measurably and materially drove the commercial result. Strength of proof will rely on demonstrating the link between this activity and how it has shifted consumer perceptions and behaviour in a way that has tangibly driven a business effect.
O. Best Strategic Thinking
Campaigns that display particularly innovative strategic thinking. This is the thinking before the creative brief, as opposed to the creative idea or execution. Judges are looking for examples of where an agency has taken a client’s brief, and through fresh insight or inspired problem solving, developed a ground breaking strategic direction. Judges will need to see a clear delineation between the strategic and creative thinking, and understand how the creative thinking built on the innovative strategic platform to drive the commercial result.
P. Most Progressive Campaign
Campaigns that break marketing’s mould and achieve their communications objectives in highly innovative ways. Judges are looking for strategic thinking, creative ideas and campaign construction that is highly surprising, and which challenges advertising or marketing’s conventions. Just being different or new is not enough. Winning campaigns will need to demonstrate how the progressive nature of the campaign created the commercial result.
Q. Sustained Success
Products or services that have experienced sustained success for a period of at least 36 months. Entries must have a common objective and utilised the same strategy throughout the length of the campaign. They may have done so using different executions, but still deliver to the core insight and idea. The current year’s results must be included and be shown to build on the previous results. This award recognises strategy and creative platforms that are ‘built to last’ and demonstrate effectiveness over time. Judges will be looking for proof around the scale of challenge, where the strategy came from, where it’s going and how it continued to deliver results for the client over a sustained period of time.
Executive Judges’ Choice Awards
Note: These special categories cannot be entered and are awarded either by the Executive Judging Panel from the small pool of winning finalists or through the calculation of points.
Campaigns that begin with an extraordinary degree of difficulty, and achieve the seemingly impossible. Judges are looking for evidence that the challenge to the agency was an extremely tough one. The campaign objectives will need to be very well qualified with a clear description of why they are so challenging. The winner will demonstrate strategic thinking, creative work and results that show how to succeed against all odds.
Most Effective Client of the year
Awarded to the client who is the most outstanding performer on the night across all categories. The award is based on the weighted value of Gold, Silver, Bronze Effie Awards won and finalist entries. The Grand Effie winner will receive 12 points, 8 points are awarded for Gold, 6 for Silver, 4 for Bronze and 2 for a finalist as per the global Effie Effectiveness rankings. Points are calculated and the winner is identified.
Most Effective Agency of the year
This award recognises the most significant contribution made by an advertising agency to the success of their clients in the Effie Awards and reflects the true partnership between agency and client in achieving outstanding effectiveness in marketing communications. The award is based on the weighted value of Gold, Silver and Bronze Effie Awards won and number of finalist entries. The Grand Effie winner will receive 12 points. 8 points are awarded for Gold, 6 for Silver, 4 for Bronze and 2 for a finalist. Points are calculated and the winner is identified. Agencies listed as a contributing agency will also receive points as outlined on page 5.
Note that a gold award that becomes the Grand Effie winner will not have double points awarded i.e. a Grand Effie contributes only 12 points, not 12 points plus the 8 points for the related gold award.
Similarly, points will only be awarded for the highest award received. Therefore points for a gold or silver award will not also receive finalist points.
Most Effective Agency and Client of the Year awards do not receive points in the Global Effie Effectiveness Index.
Grand Effie® sponsored by TVNZ
All Gold Effie category winners will be eligible for the Grand Effie. This award is given to the campaign that achieved the most extraordinary commercial result for its client. Judges will evaluate the magnitude of the results, the return the client received on their investment and the evidence of that return having been driven by the agency’s campaign, to recognise the most effective 2015/2016 campaign from a commercial results perspective.
The winner of the 2016 Grand Effie will also receive the prize of $100,000 in TVNZ airtime.*
* Grand Effie Prize Conditions:
The $100,000 in TVNZ air time must be used between January 2017 and August 2017.
Air time will be placed by TVNZ in conjunction with the winner’s agency.
Air time to be placed in non-core programming and is subject to availability at the time of booking.
Air time is at rate card and valued at time of booking.
Usual Terms and Conditions apply.
Individual Marketer of the year – *New for 2016
Entry forms for this award will be available to download from the CAANZ website and will be open until Friday 2nd September at 2pm. Your nomination entry form should be submitted to Natasha Stichbury on firstname.lastname@example.org
Entry fee is $300 + GST
This award recognises the role that an individual marketer plays in the development of effective work across a year. Judges will be looking for a marketing client who has lead their agencies in the marketing of a brand which has clearly excelled in the last 12 months. But more than that, judges will be looking for evidence that the marketer really understood their business problem, had clear objectives and inspired their agency to even greater heights, challenged them and gave them the freedom to succeed. And of course, that the business results and success were the outcomes of genuine collaboration between an agency and an inspirational client. This is an award for a client that is great to work with and gets great results out of their agencies. It’s therefore about more than a single campaign. The marketer of the year should be an inspirational figure to other marketers, and be capable of representing marketing to the wider business community.