BEST OF EUROPE COMPETITION

All campaigns that ran in a single country in Europe between 1 January 2018 and 31 March 2020 are eligible to enter.

In 2019, as part of Effie’s 50th anniversary celebrations, Effie Europe introduced a special recognition – Best of the Best Europe – to recognise the most effective marketing efforts in the region. This track was open to past Gold Effie winners. In order to celebrate effective work across all of Europe, in 2020 the programme has opened to entries from countries without an Effie programme as well.

The 2020 Best of Europe Awards welcomes 2019 Gold Effie Winners from local Effie programmes, as well as entries from countries without an Effie programme that have run between 1 January 2018 and 31 March 2020. The category is split into an Effie Partner track (for the 2019 Gold Winners) and a track for the non-Effie markets. Campaigns can be entered into a maximum of two categories. Of those two categories, only one category submission may be a product/service category. You are not required to enter a product/service category – you may enter two specialty categories instead. If you’re not sure, or if you don’t see your product or service category listed here, contact us and we’ll try to help.

Best of Europe - Effie Partner Track: any 2019 Gold Effie-winning campaign for a local Effie programme in Europe may be submitted and will automatically qualify for Final Round Judging:

  • 2019 Gold Effie winners at the national level are asked to transfer their winning case into this template and select an overarching category from the Best of Europe category list here that best fits the campaign. Please note that the online form requires you to submit some additional background information on your market.
  • Please note you are required to update your case to the eligibility time period for Best of Europe. The eligibility period is 1 January 2018 - 31 March 2020.
  • All European Effie programs can be seen here.

Best of Europe – non-Effie markets: countries without an Effie program are welcomed to participate as well. Any effective marketing effort that ran in a country in Europe that you can tell a great results story about should be considered. Specifically, any campaign that ran between 1 January 2018 and 31 March 2020 may be submitted.

Work may have started running before 1/1/18 and it may continue running after 31/03/20. All presented work must have run at some point during the eligibility period and the results score will be based on data within the eligibility period. Including results beyond the end of the eligibility period is grounds for disqualification. It is encouraged to include prior year data for context. Do not include results beyond the end of the eligibility period. The final deadline for this category is 31 July 2020.

CREATIVE REQUIREMENTS

Creative work is scored as part of Scoring Section 3: Bringing the Idea to Life. Because judges are required to read the written case before reviewing the creative work, the creative reel should focus on creative examples. The reel is not meant to be a video version of the written case – judges are eager to view the work after reading the case.

Please note that the creative reel is not mandatory, work can be submitted as separate uploads or on a creative reel. However, creative work not produced in English must be accompanied by an English translation. Refer to the creative requirements document.

PRODUCT & SERVICE CATEGORIES

FMCG

Fresh food, 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, petcare.

Cosmetics, skin care, hair and nail products, fragrances, and other personal care products such as deodorants, dyes and diapers.

INTERNET & TELECOM

Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc.

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.

MEDIA, LEISURE & ENTERTAINMENT

TV stations/networks, websites (entertainment, lifestyle, news, trade, etc.), magazines, newspapers, consumer or trade media, radio stations, broadcasters, etc.

Plays, museums, immersive experiences, music organisations and festivals, concert series, cultural festivals, theater festivals.

Includes all forms of entertainment. e.g. apps, movies, programming (TV, online, radio), books, DVDs, video games, board games, etc. Sporting events such as Wimbledon, sports teams, etc.

Recreational, sporting, and camping goods/services and other items/services intended for leisure activity.

Cruises, hotels, resorts, amusement parks, recreational, travel tours, travel websites and booking services, etc.

GOVERNMENT, INSTITUTIONAL & RECRUITMENT

Municipal or state economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, educational institutions/organisations, armed forces marketing communications. Includes political messages and special interest/trade group communications.

RETAIL

Open to all retail companies (online and/or brick & mortar) with general or specific merchandise. E.g., department stores; online retailers; clothing, shoes or jewelry stores; food retailers; movie/bookstores; discount/bulk retailers; pet care; toy stores; specialty stores; etc.

SPECIALTY CATEGORIES

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.

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.

SUSTAINED SUCCESS

A campaign which has run for a minimum of three 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 3 years. Failing to supply data from all 3 years or more will result in disqualification. At minimum, your case must date back to 1 January 2017.

MEDIA INNOVATION/IDEA

Changing the rules to maximise impact. Cases entered in this case will either:

•  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.

•  Showcase 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.

CORPORATE REPUTATION

This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity. In addition to presenting metrics related to the reputation, entrants are encouraged to also address how these metrics relate to the business of the brand and why they are important.