Embed Size (px)
Citation preview
1
2
GENERAL INFORMATION | calendar & fees ........................................................................................ 3
GENERAL INFORMATION | eligibility ................................................................................................. 4
GENERAL INFORMATION | judging & scoring .................................................................................... 5
GENERAL INFORMATION | trophies & certificates ............................................................................. 7
CONFIDENTIALITY | overview ........................................................................................................... 8
CONFIDENTIALITY | submitted material ........................................................................................... 9
ENTRY REQUIREMENTS | overview .................................................................................................. 10
ENTRY REQUIREMENTS | reasons for disqualification ..................................................................... 11
ONLINE ENTRY FORM | scoring sections .......................................................................................... 12
CREATIVE REQUIREMENTS | technical specifications...................................................................... 16
CATEGORIES | product & services category definitions ................................................................... 18
CATEGORIES | special category definitions ..................................................................................... 20
CONTACT US .................................................................................................................................... 22
EURO EFFIE AWARDS 2015
Entry Kit
3
General information | calendar & fees
EACA members
Entry Deadline (13 April) € 995.00
All EACA’s members and member associations are listed on EACA's website.
Non-EACA members
Entry Deadline (13 April) € 1,695.00
Your entry is not valid until we receive confirmation of your payment. After 13
April, the late entry fee applies to all entries.
ENTRIES MUST BE RECEIVED BY 3PM (15H00) CENTRAL EUROPEAN TIME (GMT
+1) ON WEDNESDAY, 13 APRIL 2016
Late Entries
First late entry deadline (28 April) € 250.00
Second late entry deadline (13 May) € 375.00
The late entry deadline applies to all agencies, whether an EACA member or not.
Late entries must be requested in writing to Nathalie Shammah at
LATE ENTRIES MUST BE RECEIVED BY 3PM (15H00) CENTRAL EUROPEAN TIME
(GMT +1) ON 28 April & 13 May 2016
Call for Entries 14 December 2015 – 13 April 2016
First late entry deadline 28 April
First late entry deadline 13 May
Judging Round I 25 May – 8 June
Judging Round II 30 June
Awards Gala 18 October
Awards Gala Dinner TBC
4
General information | eligibility
All campaigns that ran in two or more markets in
Europe between 1 January and 31 December 2015
are eligible to enter.
The Euro Effie Awards are open to all agencies whether members of EACA or not.
Entries will be accepted from multinational agency members of the EACA and
individual agencies belonging to agency networks outside the membership of EACA.
The competition is open to all countries.
To be considered for a Euro Effie, campaigns must prove beyond reasonable doubt
that the choice and use of marketing communications were key to the campaign's
success. The judging procedure is based primarily on ensuring that the evidence of
results is matched to, and proves the achievement of, the objectives.
Any campaigns can be submitted and all disciplines are welcome.
Campaigns that use one or multiple mediums (radio, TV, PR, radio etc.) are eligible
to enter and can include any examples that demonstrate how you tackled objectives.
You must detail the “why” behind the strategy and provide proof that your work
achieved significant results in the markets indicated.
Your work must have made an impact during the eligibility period and the results you
provide must be within this time frame. Elements of the work may have been
introduced earlier and may have continued after, but your case must be based on
data relative to the qualifying time. Judges will evaluate success achieved during the
eligibility time period.
o It is however helpful to include context, data and results prior to the eligibility
period. This enables judges to better understand the significance of your
objectives set and results achieved during the eligibility time period. Judges
will expect to see context around data points provided – pre and post
measures etc.
o Judges appreciate understanding your case in the real marketplace and your
future outlook if your campaign is ongoing. While you cannot present results
after 31 December 2015, make sure to address your future outlook. Present
your case in the context of the real marketplace and timing – do not present
case in isolation.
At a minimum, Long-Term Effectiveness cases must include results that date back to
1 January 2010.
The Euro Effie Awards reserves the right to re-categorise entries and/or refuse entry
at any time.
5
Re-entering Past Winning Work
Past winning work cannot be entered unless a different creative strategy is introduced.
6
General information | judging &
scoring The judging procedure is conducted in two rounds. In each round a selection of
around 25-30 senior members from a variety of marketing disciplines aim to
evaluate entries based on proof that commercial communications was key to the
success of the campaign. The round one jury is different to that of round two.
Round 1
Each judge reviews around 15 cases across a range of categories. Only the
effectiveness of each campaign is evaluated and only those campaigns which score
at least 60 out of a possible 100 are eligible to go through to Round 2.
The evaluation of the cases is based 100% on effectiveness, according to each entry
form and its evidence of results.
The Round 1 selection is about the cold hard facts such as the campaign background,
business objectives, creative development, media strategy, and, most importantly,
the proof found within the evidence of results which shows beyond any reasonable
doubt the effectiveness of the choice and use of marketing communications.
Round 1 is handled entirely online.
Scoring Criteria
Challenge & Objectives (1-20 scale)
Creative Strategy (1-20 scale)
Communications Strategy (1-20 scale)
Effectiveness/Evidence of Results (1-40 scale)
Round 2
Finalists’ evaluation of the case is based 80% on effectiveness and 20% on the
creative work.
Round 2 takes place over one day in Brussels, during which the Round 2 Jury meets
to evaluate the finalists' cases, including the creative material.
7
The written content is scored on Campaign Objectives, Communications Strategy,
Creative Development and Evidence of Results. The jury is split into two groups with
20 finalists cases allocated to each group.
It is important to remember that brevity and clarity in your written case is essential
in ensuring that the process runs smoothly.
Scoring Criteria
Strategic Communications Challenge & Objectives (1-20 scale)
Creative Strategy (1-20 scale)
Bringing the Idea to Life (1-20 scale)
Effectiveness/Evidence of Results (1-40 scale)
A detailed definition about each criterion can be found on page 12.
8
General information | trophies &
certificates
Two trophies are provided per winning campaign. The default setting for all trophies can
be seen below. If co-lead agencies or co-clients are designated, both agencies/clients will
appear on the trophy. Before the engravings are sent off to our trophy provider, the
agency is asked for confirmation.
Campaign name
Agency
Client
Brand
Category
You can purchase additional personalised trophies and certificates by emailing your
request to Kasia Gluszak at [email protected].
9
Confidentiality | overview
The Euro Effie Awards champions the practice and practitioners of marketing
effectiveness and awards the year’s most effective ideas. The process is designed to help
all entrants enter their effective work effectively. Judging is completed both confidentially
and anonymously. Entrants are encouraged to contact the Euro Effies team with
questions on entering their work effectively.
Judging
All judges are required to sign confidentiality agreements before judging begins.
Judges cannot remove materials from the judging session and are specifically
matched with entries and categories that do not pose a conflict of interest.
The judging process does not permit jury members to discuss the entries in round
1.
Discussion is an important component of the judging event in round 2 but the jury
votes remain anonymous and confidential.
It is important to note that not all categories produce winners and if a category
has one finalist it does not mean that this campaign is a winner.
10
Confidentiality | submitted
material
Entries that are finalists and winners in the 2016 Euro Effie Awards competition will
be showcased in various ways. Work submitted must be original or you must have
received rights and permission to submit it.
Creative Material & Case
Information in the entry form (case and creative material) will remain confidential
until the end of both judging rounds. Before any information is published, we
will request approval from the agency and the client.
Creative material, when submitted, becomes the property of EACA. EACA reserves
the right to make copies of selected creative material for educational and publicity
purposes.
If the campaign is a winner, a short 2-minute video will be created by the Euro Effies
team from the case text and creative materials submitted. This is shown at the
awards gala and goes on the website. Generally, this includes snippets of video
material, spots, press/OOH ads, digital etc. to illustrate the voice-over. An example
of this can be found here.
11
Entry requirements | overview
Entries are submitted online via the official Euro Effies website www.euro-effie.com.
There is no need to submit hard copy entry materials at time of entry.
The following pages outline the overarching entry requirements including the entry
checklist (below), reasons for disqualification, credits information and a brief overview of
the online entry area.
Client approval before entry
Campaign Background & Summary: 250 words
Objectives: 100 words
Communications Strategy: 400 words
Creative strategy: 500 words
Evidence of results: pdf documents only – max. 10 pages (Long-term
effectiveness entries 15 pages)
Credits
Creative material
12
Entry requirements | reasons
for disqualification d
The following will result in disqualification and entry fees will be
forfeited.
Data not sourced
All data, claims, facts etc. presented anywhere in the entry form must reference a
specific, verifiable source. Sources must be as specific as possible in documenting all
evidence; provide source of data, type of research and the time period covered. Do not
include any agency names in your sources. This should be referenced as “Agency
Research” with any other relevant information. Euro Effies and jurors reserve the right to
verify the data with the source referenced.
Agency names
The Euro Effies is an agency-blind competition. Therefore, agency names should not be
cited in the online entry form, evidence of results or any other materials that will be seen
by judges. Please ensure that any files uploaded do not contain the name or logo of the
agency.
Incomplete entries
Your entry should only be submitted when all parts of the online entry form have been
fully completed. If you have no information available for some sections, please indicate
that with “N/A”. The information on the entry form must be 100% accurate as it cannot
be changed once submitted.
No client approval
Ensure that you have client approval before entering the competition for ALL material
submitted. Please note that all material submitted will be for the judges’ eyes only. No
information will be given to third parties or published without both the agency’s and
client’s permission.
Creative material not translated
Each entry should be submitted in English although the creative work may be in any
European language. Creative work not in the English language must be accompanied by a
complete translation or must be translated into English to allow judging.
13
Online entry form1| scoring
sections
Strategic Communications Challenge & Objectives
This criterion assesses the content entered in the “Campaign Background & Summary”,
”Objectives” and “Communications Strategy” sections. If this section is weak, the entire
entry weakens because the context is needed to understand “how big the idea was or
how profound the results were”.
How did each area relate to the stated objectives and were the objectives fully
explained? Entrants should detail what objectives they had and why they are significant
in the context of their situation.
Here are a few things to consider when answering each section:
Campaign Background & Summary (250 words)
1. What was the state of the business before the campaign began?
2. Who were the competitors and what market share did they have?
3. What were the specific challenges and opportunities that the client faced?
4. What did the client want to change and why?
5. What was the degree of difficulty of this challenge?
Objectives (100 words)
1. Explain why your objectives are significant for your brand.
2. Outline your business, marketing and communications
objectives. These should be clear, concise, measurable
(state time frame) and achievable yet challenging.
Preference will be given to business objectives which state
sales, share or profit targets.
Communications Strategy (400 words)
1. Your communications strategy will need to demonstrate
your choice and use of marketing communications
were the reason for your campaign’s success.
2. What were the media mix and weighting, and why?
3. Give some indication of the size of your media budget in
relation to your competition and versus each year the
campaign has run.
4. Who is the audience you are trying to reach? Describe their attitudes, behaviours,
culture etc. Why are they your target?
1 A comprehensive step-by-step guide to the online entry form is available here.
“It is essential
that objectives are
clearly formulated
and quantified –
with measurable
KPIs.”
“Specify clearly who
the target is, what
the key insight for
this target is and
what the creative
idea is, all in a crisp
and succinct way.”
14
Online entry form | scoring
sections
Creative Strategy
The judges evaluate how effective the idea and the strategy in executing the idea was.
They assess this in relation to the Strategic Communications Challenge and how closely
the idea, strategy and results address the challenge.
Media Allocation Chart
This chart asks you to indicate which media was used for this campaign. To see what this
chart looks like, please go to page 11 on the content entry form.
Creative Strategy (500 words)
1. Describe the strategy upon which the marketing communications were based.
2. Explain how the big idea addressed the challenge.
3. What insight about the target audience or marketplace led to this strategy?
4. What was the message you wanted to communicate?
5. Why was this message chosen?
Bringing the Idea to Life
Judges will be looking at the creative material to see how you utilised the chosen media
channels to “bring the idea to life”.
Evidence of Results
Results are vital to the evaluation of the campaign’s success and
should help prove beyond any reasonable doubt that the choice
and use of marketing communications led to the campaign’s
success. Judges are looking for direct correlations between real
objectives and results.
Evidence of Results (10 pages max)
1. How do you know it worked? (Include KPIs). Why are these results significant for
the brand?
2. Refer to your specific audience and directly to your objectives and KPIs.
Demonstrate how you met or exceeded those objectives using quantitative and
behavioural metrics or other measurement tools you described.
3. Provide proof of results on a country-by-country basis
and on a year-by-year basis for each market.
4. Explain, with context, why your results are significant in
your category and competitive situation.
5. Did your effort drive business? How? Provide pre and
post measures and an understanding of the industry and
“When submitting
data, ensure results
are directly and
clearly attributable
to the campaign
itself and disqualify
other external
factors if needed.”
“Be clear on your
objectives. Get your
numbers straight.
PROVE to me my why
it is effective”.
15
category norm. You must show how the individual KPIs achieved tie together and
collectively impact the overall success of the case.
6. Provide research involved and the time period covered. Proof may be indexed.
7. Source all data. Sources can be advertiser data, agency research, third party
research companies.
8. Anything else going on that may have helped drive results.
Online entry form | scoring
sections
Presenting Evidence of Results Effectively
Re-state objectives/KPIs in the results section so the judges can easily reference
this information
Provide context with historical data, industry benchmarks, competitors, etc.
Explain why the results you are presenting are important. How did the results tie
together and impact the brand and business?
Explain how you know it was your marketing efforts that led to great results.
Eliminate or address other factors in the marketplace that could have contributed
to your success. Judges value honesty.
Data
If you cannot provide certain business results, explain why you cannot or why
they are less important. When key metrics are withheld without explanation,
judges typically imagine it is because results are weak.
Charts and graphs are a useful tool to present your data clearly.
Entrants must source all data. Do not include any agency names in sources.
16
Creative requirements |
technical specifications
Guidelines
Do not include the agency/client/support agency names anywhere in your creative
material.
You must include a translation / subtitles for all non-English creative materials.
Judges will view your material on a big screen so please ensure your material is
submitted in high definition.
Upload Your Creative Online Using the Following Specifications
TV or Viral
Format MP4, MP2, AVI, MPG, MOV, WMV, FLV)
Encoded with DivX, H264, MPEG, or similar
Dimensions of at least 720x576
Frame Rate minimum of 23
Stereo
Prints
JPG - CMYK
Minimum 1024*768 pixels
Interactive
Swf or Gif file
Radio
Format MP3, AIF, OGG, M4A, WAV, AAC, WMA files at least 16bits 48k
17
Creative requirements |
Rights & Euro Effie’s Publishing Video Policy
Work submitted must be original or you must have secured rights to submit it. You
cannot include any work that you do not have rights to. However, stock music/images
are allowed if you have the rights to use them.
Creative material becomes the property of the Euro Effie Awards. By entering your work
into the competition, the Euro Effie Awards are automatically granted the right to make
copies, reproduce or display the creative material for education and publicity purposes. If
you are a winner, snippets of your any creative material submitted will be used at the
Euro Effie Awards Gala presentation. In addition, the creative material will be shared with
Adforum and WARC to include in their online galleries for educational purposes.
18
Categories | product & services
category definitions
1. FMCG
Packaged and frozen foods such as pasta, meat, fish or poultry,
prepared convenience foods, dairy products & substitutes, bakery
goods, cereals and other foods intended primarily for breakfast, fast
food, family and other restaurants, snacks, desserts, confectionery,
pet food, health drinks & non-alcoholic beverages, fruit.
Beer, wine, spirits, champagne, ready-to-drink beverages, liqueurs,
cocktails
Cleaning products, waxes, detergents, floor-care products and
services, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care services, pet care.
Cosmetics, skin care, hair and nail products, fragrances, and other personal care products such as deodorants, dyes and diapers.
2. Consumer
Goods
Cameras, white goods i.e. fridges, washing machines, DIY tools,
furniture, soft furnishings, audio or visual devices e.g. TVs, radios,
DVDs, cameras, sound systems.
Jewellery, fashion accessories, clothing, eyewear, hosiery, lingerie,
boats.
3. General
healthcare & OTC
products
Consumer health, well-being and beauty products and services that
can be directly purchased by a consumer without physician
involvement. Health insurance, dental and medical care services.
Health education and disease awareness programmes for consumers.
4. Automotive Cars, trucks, motorcycles, both brand and model advertising,
accessories & car care, in car entertainment, services, wheels & tyres.
5. Corporate Advertising to promote a corporation, not necessarily their products or services.
Employer branding and/or recruitment.
6. Retail Chain stores, supermarkets.
19
7. IT / Telco
Telephone products and services, cellular products and services,
internet services, computers including desktop, portable, PDAs,
modems, printers, monitors, software.
IS or Broadband solutions or provider, telco equipment, network hardware, mobile operator, mobile technology, phone cards.
IT training, equipment, network hardware, information security and data management systems.
8. Services Business services, utilities, banking, credit, charge, insurance, loans,
mortgage, mutual funds, travellers' cheques, advertising promoting
overall image and capabilities of a financial institution.
Couriers, business-related goods & services such as consultants and professional services.
9. Leisure &
Entertainment
Audio/video/DVD (pre-recorded), games, cinema and entertainment,
books, music, radio or television programming, airlines, holidays,
sea, car rental, train, travel and tour operators, sports, sports
equipment, culture (arts), greeting cards, or other products that are intended for gift-giving or leisure activity.
10.
Products/Services
Launch
For a campaign which has achieved a highly successful product or
service launch. The marketing communications must have been key
to the success of the launch.
20
Categories | special category
definitions
11. Media Innovation
Changing the rules to maximise impact.
This case will showcase those who had the insight and creativity to
change the way a particular media channel is consumed. The award
will go to those who reached out of the conventional approach to grab their audience and effectively engage with them.
Whether the effort was one execution or multiple, and/or used one
engagement channel or multiple – the work must represent new
and creative usage of media channels we know and love, or have
not yet met.
12. Brand Re-vitalisation
For a campaign which has successfully proven re-vitalisation of a
brand. The marketing communications must have been key to the success of the brand re-vitalisation.
13. Best
demonstration of Integrated Effectiveness
For a campaign which has applied an integrated approach to
strategy and clearly shown how each element of the multi-media strategy was effective.
14. Small Budget For a campaign which has successfully proven effectiveness with
the use of a budget under €5 million. The marketing
communications must have been key to the success of the campaign.
15. Long-term
Effectiveness
A campaign which has run for a minimum of five years, with proof
that the choice and use of marketing communications were key to the campaign's success.
When entering in this category, please ensure that you have
data to support your campaign for a minimum of 5 years.
Failing to supply data from all 5 years or more will result in disqualification.
21
16. David vs. Goliath This is an award for 1) smaller, new, or emerging brands making
inroads against big, established leaders, or 2) established small
brands taking on “sleeping giants” or 3) companies that moved into
a new product/service field with large, well-established competitors
(however, your brand cannot be a sub-brand of a larger company).
Entrants must detail the business challenge, the competitive
landscape, and how their business succeeded despite the odds. You
are required to define your competitive landscape, including the
market difference between the David and Goliath to demonstrate
why your brand was a David.
Judges will deduct from your case if you do not sufficiently prove
that your brand is a David in the situation.
17. Brand Experience This category is not for efforts that focused on TV, radio or print ads
to connect with an audience. It is meant to showcase how you can
create a brand experience beyond traditional advertising.
Only work that truly brought a brand or product to life – either
literally or virtually – and interacted with a specific audience to
achieve desired objectives should be entered.
You may have re-invented the product demo, re-imagined the pop-
up store, or led a bricks and mortar retail overhaul; you could have
created a new game or interactive film experience that effectively
showcases a new product or brand personality – it could have been
anything. As long as you can prove it truly came alive and worked.
The winners of this award will be the work that shows how
advertisers are reaching out to their audiences to establish
meaningful relationships, memorable, engaging experiences, and
unique connections with their brands.
Entrants in the Brand Experience category must address how the
brand experience related back to the overall brand strategy.
22
Contact Us
For any questions concerning entry procedure (registrations, categories,
creative material, evidence of results etc.) please contact:
Kasia Gluszak
Communications & Events Officer
T: +32 2 74 007 14
F: +32 2 74 007 17
For any questions concerning eligibility, payment and late entries, please
contact:
Nathalie Shammah
Finance & Events Manager
T: +32 2 74 007 12
F: +32 2 74 007 17
ADDRESS
European Association of Communications Agencies (EACA)
152 bd. Brand Whitlock
1200 Brussels
BELGIUM
