All campaigns that ran in at least two countries in Europe between 1 January 2022 and 31 March 2023 are eligible to enter.



This category includes vehicles as well as aftermarket.

  • Vehicles includes cars, trucks, motorcycles, vans, both brand and model advertising.
  • Aftermarket includes: gasoline, motor oil, tires, batteries, paint, quick-lube, oil change, muffler, transmission, windshield wipers, enhancements, etc.

Electronics, Gaming & E-Sports

Devices may be aimed at consumers or businesses - TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc. All forms of e-sports and single and multi-player video games, including virtual reality, arcade, console, mobile, online & computer games.

Fast Moving Consumer Goods (FMCG)

Fast-moving consumer goods including household goods, office products, beauty and personal care, fashion & accessories, pet care, etc.

Cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilisers, lawn care, gardening services, pet care.

Products and services focused on beauty, which includes cosmetics, fragrances, hair products, nail products, etc.; beauty services such as salons, spas, etc. Personal care products such as soap, dental products, face & body lotions and cleansers, cotton swabs, deodorants, feminine hygiene products, razors, shaving cream, diapers, etc.

Fashion & Accessories: apparel, accessories, jewellery, styling services, clothing rentals, eyewear and footwear.

Food & Beverage

All food and beverage products, including fresh, packaged and frozen food; snacks; desserts; alcoholic and non-alcoholic beverages.

Government & Public Service

Municipal or state economic development, lotteries, utilities, civil, diplomatic or armed forces, parks, libraries, public services, etc. Includes political messages and recruitment efforts.

Health & Wellness

Health and wellness products and services that can be directly purchased by a consumer with or without physician involvement. Efforts may also be targeted to physicians or healthcare professionals. Also including work related to health insurance, dental and medical care services. Additionally, work that focuses on health education and disease awareness programs for healthcare professionals, patients and/or consumers.

Internet & Telecom

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

Media, Entertainment & Leisure

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.

Product/Service Launch

For a campaign which has achieved a highly successful product or service launch. The marketing must have been key to the success of the launch.


Open to all retail companies (online and/or brick & mortar) with general or specific merchandise, including department stores; online retailers; clothing, fashion, shoes or jewelry stores; food retailers; movie/book stores; furnishings and design retailers, discount/bulk retailers; home & garden stores, pet care; toy stores; specialty stores; convenience stores, etc.


Financial products and services including: overall corporate/brand image and capabilities of a financial institution; specific products or services including credit cards, charge cards, debit cards, home banking, loans, mobile payment services, mortgage, mutual funds, etc.

Includes services such as delivery services, consulting, accounting, legal, employment, realtors, domestic services, etc.

Travel, Transport & Tourism

All modes of transportation such as air, train, bus, taxi, subway systems, rideshares services, bike shares, car rentals, ferries, as well as all forms of travel/tourism including cruises, hotels, resorts, amusement parks, travel websites and booking services, travel tours, tourism campaigns, etc.


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 must address how the brand experience related back to the overall brand strategy.


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.

Commerce & Shopper

This award will honour the most effective integrated efforts designed to engage the shopper and guide the purchase process online and / or in-store.
• Eligible efforts include those for single or multiple brands, and/or for a category solution.
• All media channels are eligible for inclusion: mobile, digital, TV, video displays, magazines, social media, sampling programs, in-store signage and displays, etc.
• The award will be given to the efforts that best demonstrated how they effectively connected with the shopper, influenced along the path to purchase, and inspired to become a buyer.

Corporate Reputation

This category is for efforts 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.

Crisis Response / Critical Pivot

This award is for brands that effectively pivoted their marketing programme or business activities in response to significant structural and cultural shifts and moments of crisis (e.g. pandemic, social justice movement, political events, etc.). These shifts can be internal to the business or external. Entrants will need explain the shift to the judges, how it has impacted the business, frame for the judges how the business approach has changed in response and how has the marketing strategy adjusted to secure a successful outcome for the business/brand. It will be important for the entrants to demonstrate the effectiveness of the action for the brand. Examples can include a pivot in positioning, a change in portfolio management, a digital acceleration, etc.

Marketing Innovation Solutions

In this category, innovative single marketing & business activities or entire marketing programmes will be awarded. You can submit any actions or business idea that has had an exceptionally positive impact on the market position of a brand, product or service. If communication was a significant element of marketing mix, work should be submitted in another competition category of Effie.

Examples of eligible activities in this category include: product/service innovation; change in packaging, both in terms of its appearance and size; design, technology or ux innovation; consumer involvement in product development; operation change; introduction/change of a loyalty program, introduction of a new distribution channel, etc.

Media Strategy & Idea

This category recognises those efforts that were lead by media thinking. The award honours media led strategic thinking and ideas that are powerful enough to become the genesis of the communications programme itself. The line between what constitutes a creative idea and a media idea is blurring. There are occasions when the media idea or media strategy drove the entire effort. All efforts driven by the media strategy and/or idea are eligible to enter.
• Media Strategy – Cases where media planning and strategic approach spearheaded the effort.
• Content Led – Cases led by a content idea.
• Data Driven Insights – Cases led by a data driven insight.
• Tech Led – Cases led by a technology idea.
• Media Idea Led – Cases led by a Media Idea other than those listed above.


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.

Seasonal/Current Events

Seasons, holidays and current events allow marketers the opportunity to build strategic marketing efforts 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. This category also includes efforts that effectively leveraged immediate relevance, interest or importance via a targeted marketing/PR strategy around current events (e.g., elections, World Cup, Olympics, economics, etc.).

Small Budget

Cases eligible for this category must represent the only communications efforts for this brand during the qualifying time period. To be eligible, an entry may not be for a line extension, a sub brand, or have an overarching brand campaign to support it. Value of donated and non-traditional media as well as activation costs must be included. This category is all about what you were able to achieve with a small media budget, rather than small production and creative budget. Budget eligibility is as follows: €1 million.

Social Media

This category is for efforts that set out with the explicit purpose of using social as the primary touchpoint or have social at their heart. The kind of idea that is specifically designed to take advantage of the socially connected consumer and the influence of social. This could include efforts that effectively worked with key influencers to reach their target audience to achieve short or long-term marketing goals.

Judges are looking for campaigns that begin with a social idea, as opposed to advertising or integrated campaigns with a social media element. They will need a clear rationale for why social was the right way to tackle the brief, and evidence of how social activity measurably and materially drove the commercial result. It is not enough to count the number of impressions, likes or shares. You will need to measure and prove the commercial value of social through the direct effect it had on audience behaviour or perceptions and demonstrate correlation with the achieved business results.

Sustained Success

Product or service marketing efforts that have experienced sustained success for 3 or more years are eligible for entry.
Entries must have a common objective in both strategy and creative executions; with a continuation of core executional elements (e.g. spokesperson, song, theme, tagline, etc.) that demonstrates effectiveness over time.

*A separate entry form and different creative requirements are required for the Sustained Success category.

Category General information

You may enter a case into a maximum of four categories. This can be one Industry category and three specialty category, or four specialty categories. You will need to submit a separate entry and pay separate entry fees for each category submission.

Note: Entrants decide whether to enter their case into an Industry category or the Specialty categories or to enter the case into both Industry and Specialty categories. However, it is important when entering your case to ensure the entry is customised to speak to the specifics of each category it is entered in. Judges expect entries to be tailored for the category they are reviewing.

The Effie Awards Europe reserves the right to re-categorize entries, split/redefine categories and/or refuse entry any at any time.

Unsure in which category to enter in?

If you are unsure in which category to enter, please email Kasia Gluszak ( with a brief description of the campaign you wish to enter followed by your questions.