Premiile Effie recompenseaza campaniile care au obtinut rezultate excelente bazandu-se pe idei creative si strategii inovatoare. Agentiile cu cele mai multe trofee castigate la aceasta editie sunt Graffiti BBDO si grupul McCann Erickson, fiecaruia revenindu-i cate cinci trofee.
Astfel, Graffiti BBDO a primit 3 trofee de Bronz (in categoria Durables pentru Dacia – “Agent Dacia avantaj”, in categoria Non-profit/ Pro-Bono, Public service campaigns pentru BAT – “Upgraded City” si in categoria Telecommunications Internet & Data pentru Romtelecom Clicknet – “Telcu Family 3D Clicknet” ), 1 trofeu de Argint (in categoria Telecommunications Voice offers pentru Telcu Family 3D Voce – “Telcu Family 3D Voce”) si un Aur (in categoria Non-profit/ Pro-Bono, Public service campaigns pentru Salvează Vieţi – campania “Don’t Ignore Me”).
Pentru a opta editie consecutiv, work-ul propus de Graffiti BBDO pentru Dacia primeste recunoasterea oficiala a eficientei, devenind singurul brand premiat la fiecare Romanian Effie Award in cei 8 ani de istorie a competitiei. O alta performanta remarcabila purtand semnatura strategica si creativa a Graffiti BBDO este workul „Nu ma ignora”, dezvoltat pro-bono pentru Asociatia Salveaza Vieti, care a obtinut Gold Effie la categoria Categoria Non-profit/Pro bono, Public service campaign.
„Este cea mai importanta campanie sociala dezvoltata in Romania in 2010, fapt confirmat si de Gold Effie castigat, fiind si prima campanie cu componenta de educare a mediului de afaceri in ceea ce priveste posibilitatea directionarii a 20% din profit catre proiecte ale societatii civile”, precizeaza Cosmin Radoi, Managing Director Graffiti BBDO. „Rezultatele campaniei sunt elocvente: depasirea cu 51% a obiectivului initial, 350 de companii care au reactionat, aproape 200.000 de SMS-uri pentru donatii si peste 1 milion de euro adunati de Salveaza Vieti in 4 luni de campanie.”
McCann Erickson a castigat 2 trofee de Aur (in categoria Telecommunications Internet & Data pentru Vodafone – “The Wedding” si in categoria Retail pentru Dedeman – “Every Change Helps”) si 2 trofee Silver, ambele pentru Rom – “American Rom” in categoriile Food Products si Media Efficiency). La acestea se adauga trofeul Grand Effie castigat pentru campania Dedeman.
In cadrul celor doua categorii introduse in competitia 2011 au fost premiate 4 campanii. In categoria Shopper Marketing a fost oferit un trofeu de Argint campaniei P&G Multibrand – “Male Campaign” realizata de Grey Worldwide Romania, iar in categoria Media Efficiency au fost acordate 2 trofee de Argint campaniilor Timişoreana –“True football” realizata de GMP Advertising si Webstyler si Rom – „American Rom” realizata de McCann World Group Romania si un Aur pentru Efix – „Injectors Jam Session” realizata de Odyssey Communication.
In competitia din acest an au fost inscrise 79 de campanii de catre 25 de agentii. Procesul de jurizare a cazurilor a avut loc in zilele de 9 şi 10 iunie 2011. Juriul competiţiei este format din peste 80 de reprezentanti ai industriei de marketing si comunicare din Romania, seniori ai industriei pe care o reprezinta. Acestia au evaluat campaniile din perspectiva rezultatelor de vanzari si a obiectivelor de comunicare atinse si depasite.
Juriul competitiei din acest an, prezidat de Max Palla (CEE Coordinator Jung Von Matt si fost presedinte IAA Austria) a acordat 37 de trofee in 17 categorii si marele premiu - Grand Effie. Este vorba despre 10 trofee de Aur, 18 Argint si 10 Bronz.
Consulta lista completa a castigatorilor pe urmatorul slide.
Agentiile si companiile premiate in cadrul editiei din acest an sunt: 23 Communication Ideas & Heineken Romania, BrandTailors, Bridge Communication, CAP, Cohn & Jansen JWT, Cohn&Jansen on behalf of Scala JWT, GAV, GMP Advertising, Graffiti BBDO, Grey Worldwide Romania, Leo Burnett & Target Romania, McCann World Group Romania, Next Advertising, Odyssey Communication, Ogilvy&Mather Romania, OgilvyOne, Papaya Advertising, Propaganda, Publicis Romania, Sister & Co, Webstyler. Effie Romania este un proiect derulat de International Advertising Association (IAA) in parteneriat cu Uniunea Agentiilor de Publicitate din Romania (UAPR) si organizat pentru al cincilea an consecutiv de catre The Institute, parte a Millenium People. Effie este un festival international sub licenta Effie Worldwide, Inc.
Lista castigatori Effie Awards Romania 2011
FOOD PRODUCTS I
Silver
Campaign: The Ladybug
Brand: Raraul
Submitted by: BrandTailors
Campaign:Made by Nature, Laboured by Man
Brand: Napolact
Submitted by: Propaganda
FOOD PRODUCTS II
Silver
Campaign: American Rom
Brand: Rom
Submitted by: McCann World Group Romania
Campaign: Cow Entertainers
Brand: Milka
Submitted by: Ogilvy&Mather Romania
NON-FOOD PRODUCTS
Bronze
Campaign: Kidnappings
Brand: Lenor Parfumelle
Submitted by: Leo Burnett&Target Romania
Silver
Campaign: The dream of the moth
Brand: Aroxol
Submitted by: Bridge Communication
Gold
Campaign: 28 Days with a smile on your face
Brand: Always
Submitted by: Leo Burnett&Target Romania
ALCOHOLIC BEVERAGES - BEERS & WINES
Silver
Campaign: A beer in a thousand
Brand: Ciuc Premium
Submitted by: Heineken Romania
Campaign: True Football
Brand: Timisoreana
Submitted by:GMP Advertising & Webstyler
Gold
Campaign: Values Standing the test of time
Brand: Timisoreana
Submitted by: GMP Advertising
NON-ALCOHOLIC BEVERAGES
Silver
Campaign: Fruits love Granini
Brand: Granini
Submitted by: Publicis Romania
DURABLES
Bronze
Campaign: Agent Dacia Avantaj
Brand: Dacia
Submitted by: Graffiti BBDO
Silver
Campaign:Hitchhiker
Brand:Renault Fluence
Submitted by:Publicis Romania
RETAIL
Gold
Campaign: Every change helps
Brand: Dedeman
Submitted by: McCann Erickson
FINANCIAL SERVICES
Bronze
Campaign: ING. Dreamt and done
Brand: ING Bank
Submitted by :CAP
Campaign: The Practic Loan from BT
Brand: Banca Transilvania
Submitted by: Next Advertising
Campaign: Happiness
Brand: Millennium Bank
Submitted by: Ogilvy&Mather Romania
Silver
Campaign: Get Confidence from Raiffeisen Leasing
Brand: Raiffeisen Leasing
Submitted by :Generic AudioVizual
Gold
Campaign: House Insurance
Brand: Groupama Insurance
Submitted by: Leo Burnett&Target Romania
NON-PROFIT/ PRO-BONO, PUBLIC SERVICE CAMPAIGNS
Bronze
Campaign: Upgraded City
Brand: British American Tobacco
Submitted by: Graffiti BBDO
Silver
Campaign: Angels among us
Brand: Fundaţia pentru Smurd
Submitted by: Cohn&Jansen on behalf of Scala JWT
Gold
Campaign: Don't ignore me
Brand: Salveaza Vieţi
Submitted by: Graffiti BBDO
TELECOMMUNICATIONS VOICE OFFERS
Silver
Campaign: Telcu Family 3D Voce
Brand: Romtelecom Voce
Submitted by: Graffiti BBDO
TELECOMMUNICATIONS INTERNET & DATA
Bronze
Campaign: Telcu Family 3D Clicknet
Brand: Romtelecom Clicknet
Submitted by: Graffiti BBDO
Gold
Campaign: The Wedding
Brand: Vodafone
Submitted by: McCann Erickson
OTHERS
Bronze
Campaign: Destinations
Brand: Tarom
Submitted by: OgilvyOne
Silver
Campaign: Injectors Jam Session
Brand: Efix
Submitted by: Odyssey Communication
RENAISSANCE
Bronze
Campaign: A legendary U-turn: Bucegi beer
Brand: Bucegi
Submitted by: Sister&Co
NEW PRODUCT OR SERVICE INTRODUCTIONS
Bronze
Campaign: The purest water in the world
Brand: Aqua Carpatica
Submitted by: Cohn&Jansen JWT
Silver
Campaign: Mic.ro Store Keeper
Brand: Mic.ro
Submitted by: Odyssey Communication
SUSTAINED SUCCESS
Silver
Campaign: Our Bank
Brand: CEC Bank
Submitted by: Papaya Advertising
Gold
Campaign: The Story Goes on
Brand: Timisoreana
Submitted by: GMP Advertising
Campaign: How about it?
Brand: Savana
Submitted by: Papaya Advertising
SHOPPER MARKETING
Silver
Campaign: Male Campaign
Brand: P&G Multibrand
Submitted by: Grey Worldwide Romania
MEDIA EFFICIENCY
Silver
Campaign: American Rom
Brand: Rom
Submitted by: McCann World Group Romania
Campaign: True Football
Brand: Timisoreana
Submitted by: GMP Advertising & Webstyler
Second Agency: Webstyler
Gold
Campaign: Injectors Jam Session
Brand: Efix
Submitted by: Odyssey Communication
GRAND EFFIE
WINNER
Campaign: Every change helps
Brand: Dedeman
Submitted by: McCann Erickson
