BEST OF THE BEST EUROPE

As part of Effie’s 50th anniversary celebrations, Effie Europe has introduced a special recognition – Best of the Best Europe – to recognise the most effective marketing efforts in the region. Best of the Best Europe is open to any campaign that has won a Gold/Grand Prix Effie in any national Effie Awards program in Europe in 2018. All European Effie programs can be seen here. 2018 Gold/Grand Prix Effie winners at the national level are asked to transfer their gold/grand Prix winning case to the entry form template available here and to select an overarching category from the Best of the Best category list here that best fits the campaign. 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. Campaigns may be entered in only one category for this special competition.

• 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.

Transfer your Gold/Grand Prix Effie winning case to the Best of Best Europe entry template. Please note that while the Best of Best Europe form requires you to submit some additional background information on your market, you are not allowed to update your previous Gold/Grand Prix Effie winning results in any way. Any violation will result in the entry being disqualified and the entry fee being forfeited. There will be no exceptions.

Best of the Best categories – select one

PRODUCT & SERVICE CATEGORIES

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, petcare.

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

Consumer Goods & Telecom

TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc.

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

Fashion and Miscellaneous: Jewellery, fashion accessories, clothing, eyewear, hosiery, lingerie.

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.

Retail: Chain stores, supermarkets.

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.

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.

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.

Business to Business

This category is for marketing efforts from businesses targeting other businesses. Business-to-business efforts for any type of product or service, from any marketplace segment, are eligible to enter.

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 2016.

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.

Positive Change

Recognising brands and non-profits that are promoting the greater good through marketing communications. Both, environmental and social good submissions are accepted.