Includes Vehicles, Auto rental accessories and services, forecourt retailers, distributors, cars, trucks & motorcycles.
Financial services & products including; banking, insurance, loans, mortgages, mutual funds, money transfers, credit, charge and debit cards and Shari’ah compliant products.
Includes luxury brands and mass brands, male and female; perfumes, EDP, EDT, facial care and eye makeup, lip products, beauty and nail products.
Audio and/or video devices such as TVs, radios, mobile devices, home entertainment (DVD/Blu-ray players), cameras, computer hardware, game consoles, laptops, tablets, sound systems, etc. Electronic devices may be aimed at consumers or businesses.
Includes all forms of entertainment, e.g. apps, movies, programming (TV, online, radio), books, DVDs, videogames, board games, etc. It also includes sports equipment & sports apparels. Entries from sporting events from the sponsors of regional and international sporting events such as the Super Bowl, sports teams, etc.
Food & Beverages (Alcoholic – Non-Alcoholic) across all product categories including packaged, fresh, chilled and frozen.
Marketing communications efforts that were developed for hospitals, HMOs, health insurance companies, referral services, dental and medical care services, pharmacies or chronic care facilities. Efforts targeted to either healthcare professionals, patients and/or consumers are eligible for this award.
Open to any brand that can conclusively demonstrate commercial success from the introduction of a completely new product or brand/line extension. Line extension is defined as any variation of an existing product which shares the same brand name and is in the same category as the existing product and shares the same characteristics as the parent but offers new benefit (flavour, size, package, type, etc.)
-A derivative product that adds or modifies features without significantly changing the price.
-Products that bear the same brand name and offer the consumer varied options (e.g. Diet version of drink).
Covers household cleaning, laundry, houseware, Health & Wellness, Tobacco, pet care and general sundries.
Personal care items can now only be entered into the Personal Care category only, if entered in Non Food FMCG category it would be reason of disqualification.
Personal care items such as hygiene and toiletries including dental; shaving products; soaps, deodorants, hair care.
Open to all retailers/e-tail/catalog companies that provides a multiple range of non-related or generally related merchandise which includes: malls, boutiques, department stores, online retailers, clothing, fashion, show or jewelry stores, branded outlets, accessories, eye wear, shoes, hosiery; food retailers; movie/book stores, major grocery retailers; discount/bulk retailers; pet care; toy stores; greeting card stores; craft stores; specialty stores; etc.
Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc
This category is open for Air, train, bus/trolley, taxi, subway systems, driving schools, public transport, car rentals, leasing not including automobile sales / leasing, ferries, etc. Airlines, cruise operators , travel tours (tour operators, travel websites and booking services, etc.), hotels, resorts, duty free outlets and Destination Malls- defined as a mall that offers a mix of lifestyle products, leisure and entertainment activities.
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.
This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising. The award honors branded content led ideas that are the heart of the communications program. Entrants must detail the content created, how it related back to the overall brand and business goals, how it was distributed to, and shared by, the audience, and the results it achieved for the brand and business. Branded content may be produced and distributed by either publishers or independently.
This is about outstanding effectiveness as a result of media-led ideas. The line between what constitutes a creative idea and a media idea is blurring. There are occasions when the media idea drove the entire effort. Of course, media cannot exist without the content, but this award is intended to recognize those cases that were led by the media thinking – where the integration of media and message led to success. The award honors media-led ideas that are powerful enough to become the genesis of the communications program itself, to the extent that the program would not have been successful without the strategic media idea.
Some of the most effective work being done today is via partnerships between a brand working with a single media owner to create and activate a strategic, multi-touch point experience with their audience.
The winners of this award will represent those advertisers and media partners that knew exactly where and how to connect with their audience via the assets of one media company.
These partnerships demonstrate the innovative consumer connections that one media company can develop for advertisers via integrated communication channels centred on one strategic brand idea. Each activation channel is critical to delivering the overall effectiveness and impact of the campaign and shows the value one single media company can deliver.
This is an award for rebirth campaigns. To enter your brand must have experienced a downturn of several years and a period of at least six months of upturn sales. Entrants must detail the business challenge, the situation of the brand, the competitive landscape and how the effort succeeded.
Note: Your entry must address the previous marketing investment and strategy as part of the entry context. Also, provide detail on the length of the renaissance.
Seasons, holidays and events allow marketers the opportunity to build strategic communications based on the time-based interests of their target audience. This category will honor those efforts that effectively capitalized on a season, holiday or cultural event to drive results for their business.
Submissions must clearly substantiate quantifiable, sustainable benefit for the recipients of the activity as well as demonstrate an appropriate link with the core brand and corporate values. Open to all corporations, SMEs, MNCs and government organizations only.
Communications of a public service nature for a non-profit organization or association, including political messages, and special interest/trade group communications.
This category will honor those efforts that successfully communicate to children aged 12 and under.
Your entry should be written in a way that identifies how the case was created and directed to this audience and how it succeeded. For these efforts targeting children, it can be helpful for judges to include any relevant information on the restrictions and requirements that are a part of communicating to this audience.
Note: Cases targeting parents related to children’s products and services — these cases are eligible to enter any category of Effie where appropriate. For example, toys marketed to families can enter Entertainment & Sports.
This category will honor those efforts that successfully communicate to teens & young adults (aged Between 13 – 24).
Your entry should be written in a way that identifies how the case was created and specifically directed to this audience and how it succeeded.
The Shopper Marketing Effie Awards is a group of dedicated categories focused on those integrated campaigns that were specifically designed to engage a target shopper and guide his or her purchase process towards a desired end result.
Jury will look for integrated campaigns specifically designed to engage the shopper and guide his or her purchase process towards a desired end result. Eligible campaigns include those for single or multiple brands as well as for retailers (I.E., category solutions).
All media channels are eligible for inclusion: mobile, TV, video displays, magazines, social media, sampling programs, in-store signage and displays, etc. The campaign must demonstrate at least two touch points working in concert to push the shopper along the path to purchase. The award will be given to the campaigns that best demonstrated how, driven by a true shopper insight, they effectively connected with the shopper, influenced her along the path to purchase, and inspired her to become a buyer.