INSIGHTS
Get It Fixed
Scandinavia is a region with a strong do-it-yourself culture, shaped by high labour costs and a deep-rooted focus on home life. Consumers take pride in improving and repairing their homes themselves, making home improvement an important part of everyday life. […]
Vodafone Xmas campaign – The two rival toy store owners
The Hungarian telecommunications market is highly competitive, with only three major players – Vodafone, Yettel, and Telekom – locked in a long-standing battle where customer movement is limited and even small gains in market share are highly significant. […]
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Making the everyday wonderful when the world turned anything but
The UK home and furniture market is highly competitive and fragmented, with brands constantly innovating to win market share in an increasingly digital and omnichannel retail landscape. Despite the market being worth £21 billion in 2014, no single player dominated, creating intense competition among retailers. […]
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Nissan Juke – Love-it or Love-to-hate-it
The European automotive market is becoming increasingly challenging. Tightening emissions and safety regulations continue to raise compliance costs, while support for electrification remains uneven across markets. […]
New Energy
Scania holds a strong position across Northern Europe, built on decades of trust in its powerful combustion engines. However, in the electric space, that legacy does not automatically carry over. Here, Scania starts on equal footing with its competitors. […]
The Don’t Die Bag
Slovakia is a small Central European country of 5.4 million people, where price sensitivity is particularly high, especially during Black Friday. Consumers expect deep discounts, and most brands respond with aggressive, urgency-driven messaging. The pharmacy sector is no exception. […]
Finding Samaritans amongst the keenest of listeners
In Ireland, suicide remains a critical issue, with more than three times as many lives lost each year compared to road deaths. Samaritans is the country’s only 24/7 emotional support helpline, but in 2024 rising call volumes and increasing volunteer churn put this vital service at risk. […]
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The Drying Flag
Blood donations in Latvia are voluntary, however the cultural perception of donations has changed since Latvia’s independence. While still technically market as ‘voluntary’, blood donations had a different perspective when Latvia was a part of Soviet Union. […]
Daisy vs Scammers
British telecommunications company O2 operates in a highly competitive and increasingly commoditised market. It faces pressure from both sides: major network operators, which invest significantly more in media and share of voice, and lower-cost challenger brands, which compete aggressively on price. […]
The Recycling Dance Positive Change
Past governmental initiatives had often been met with skepticism and mistrust, stemming from experiences with mismanagement and broken promises. Romanians commonly perceive state-backed environmental campaigns as bureaucratic, inefficient, or prone to corruption (GfK Romania, 2022). […]
Greenpeace, The Dead Sea
Denmark is a seafaring nation with over 7,000 km of coastline, and no Dane lives more than 50 km from the sea. The ocean, fjords, and local waters are central to Danish identity — emotionally, culturally, and environmentally. Yet despite this close connection, the sea’s health has long been taken for granted. […]
The Wavy Cut
In Spain, crisps are more than a snack — they are part of social and cultural moments, from aperitifs to family gatherings. Between 2013 and 2023, per capita consumption of potato chips grew 150%, the fastest increase among all food categories, with the segment rising nearly 11% in value in 2023, especially driven by premium products. […]
Refreshing the Legend: How Zlatý Bažant Radler Rode Back to Fame
Slovakia’s beer market has been in long-term stagnation, with radlers comprising 14% of total volume—a significant share compared to neighboring countries. Zlatý Bažant Radler 0,0, the original Slovak radler brand, had lost cultural relevance and faced a sharp four-year sales decline, competing against Birell, an aggressive, high-spending rival with 52% larger media budget. […]
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True ID Card
While makeup is often seen as a way to cover up, the research revealed something very different: 64% of makeup users under 25 — and 74% of NYXpm consumers — say they actually feel more themselves when wearing makeup. This powerful insight inspired the “True ID Card” campaign, which went viral and helped drive the strongest commercial results in the brand’s history. […]
Lay’s, a sacred and untouchable recipe…Until now
In their recent campaign, Lay’s turned one of Spain’s most sacred dishes – the traditional tortilla – into a recipe made with potato chips. A daring move that brought chips to the cultural table. […]
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Industrial Emissions Face Mist
Industrial emissions aren’t usually something you’d spray on your face. But Vattenfall proved otherwise. In partnership with Cara Delevingne, they bottled real emissions into a face mist.
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Where to settle
Helping people find a place to call home isn’t easy – especially when they’re fleeing war with little more than hope and a suitcase. The first version of Where to Settle gave Ukrainian refugees a way to compare cost of living across Poland. […]
Lost the Pot
Instant noodles are rarely known for honesty—and after the first launch was not so successful, they had every reason to hide. But instead of burying the past, Lost the Pot came back with a bold new flavour and an even bolder strategy: radical honesty. […]
The Mermaid
The intimate health market is often clouded by stigma, leaving many women uncertain about common conditions like bacterial vaginosis (BV). Gyno-Canesbalance, an over-the-counter solution, needed a bold approach to break the silence and drive awareness. […]
Sweden (not Switzerland)
Sweden, a country often overshadowed by larger tourism players, needed a unique strategy to increase international interest. The challenge was clear: despite its beauty, Sweden was often confused with Switzerland. […]
SARDINIAN SOUL
Ichnusa is Sardinia’s beloved beer, a symbol of the island’s culture and traditions. This case describes how Ichnusa carefully expanded its reach to the Italian mainland, using its authenticity and identity as the driving force behind a successful transformation into one of Italy’s favorite beer brands. […]
Protected: How the T.R.A.I. INDEX Empowered Storia.ro to Lead Romania’s Real Estate Market
There is no excerpt because this is a protected post.
How McCann Spain Revived IKEA’s Brand Perception with the ‘Trapped in the ’90s’ Campaign
IKEA Spain launched the “Trapped in the ’90s” campaign to raise awareness of its new product offerings and change the perception that it always has the same products. […]
How McCann Worldgroup Romania Transformed Mountain Rescue with Vodafone Discoverage
The “Vodafone Discoverage” campaign, created by McCann Worldgroup Romania, was a groundbreaking initiative launched by Vodafone. The campaign aimed to enhance the efficiency and effectiveness of mountain rescue operations using Vodafone’s 5G technology. […]
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Reviving Nostalgia: How Nord DBB ‘Deals Stuck in Time’ Campaign Reclaimed Mc Donald’s Value Perception in Sweden
The “Deals Stuck in Time” campaign, developed by NORD DDB Sweden for McDonald’s, aimed to counteract the increasing competition from MAX, a local fast-food chain in Sweden. […]
“How VIF & DBB’s campaign #UnExaminable Abolished Virginity Testing in Romania: A Campaign of Awareness, Advocacy, and Action”
The #UnExaminable campaign, developed by DDB Romania in collaboration with their client VIF (Victim for Families), aimed to eradicate the harmful practice of virginity testing in Romania. […]
Transforming H&M’s business by placing search at the heart of the customer experience
Digitas faced the monumental challenge of revolutionizing H&M’s online presence, recognising its vulnerability in a surging e-commerce landscape. With a keen insight into the necessity for data-driven decision-making, Digitas embarked on a mission to overhaul H&M’s digital strategy from the ground up. […]
Stop Endocrine Disruptors
Clovin, a Polish producer of green household chemicals, recognized the urgent need to address the growing threat of endocrine disruptors (ED) in everyday products. […]
Dogcation: How a travel agency got pet owners out traveling with a 627% ROMI
When surveys revealed that 48% of all Scandinavian pet-owners had refrained from travelling on vacation due to their pets, the travel company Spies knew they needed to do something to change this. […]
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How a brand of mini stature beat the major players with cheesy humour
When snack industry sales soared during the year of lockdown, one brand fell behind. Despite challenges, the campaign aimed to revive the nation’s love for Cheddar. […]
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Milka Tender Words
During the Covid pandemic consumer spending on chocolate soared. However in 2020, Milka’s growth rate lagged behind and sales in Poland dropped. As a result Milka witnessed a decrease in its market share across all four countries leading to considerable losses for the brand. […]
Call Girls
Since 2004, Talita, a non-profit organisation, has been helping women out of prostitution, pornography and human trafficking for sexual purposes and into a functioning life. Like most non-profits, Talita utterly depends on donations from the public. After years where the number of monthly donors was static, it was clear that Talita had to reach a broader audience to pursue its mission to help more women! […]
Dagoma – Toys Rescue
DAGOMA, a French SME wanted to make a place for itself in the 3D printer market for individuals. Although this technology is generating interest in France, the conversion rate was still low and far from the forecasts made 5 years ago. To address this issue, Dagoma changed its marketing claim from “with 3D printers create without limits” to “with the 3D printer give a second life to your objects.” […]
CASE STUDY: KFC Crispy
After years of stagnating performance in a highly competitive market, KFC France has managed to reverse the trend in under a year, boosting both its image and its business by focusing – and spotlighting – its investments on what makes the brand’s products so unique and tasty: the original crispy chicken recipe invented by Colonel Sanders. […]
CASE STUDY: KEVIN VERSUS JOHN
Traditionally, Christmas is a time when shoppers become less loyal, and so food retailers strive to hold onto their existing shoppers whilst enticing new ones so there should have been an opportunity to gain new footfall and increase penetration. Check out how a humble carrot usurped a national treasure to win the UK’s Christmas Ad crown. […]
Case Study: Børns Vilkår Empty Chairs
Børns Vilkår’s “skolens tomme stole” report shows 75.000 children in Denmark miss school because of mental health issues. Addressing the problem, they placed 500 empty chairs in front of the Danish parliament. The story reached 2,7 million Danes within 24 hours and generated an estimated media value of +2.000.000 DKK – with zero media investment. […]
Case Study: Stop Femicide!
Every year in Poland up to 500 women die as a result of domestic violence. This powerful campaign shines light on the many obstacles woman in Poland come across when trying to escape their abusers. With a very small budget, it became the best and most effective campaign in the history of all Polish feminist organisations. […]
CASE STUDY: The Connected Island
The people of Arranmore, a remote Irish island, thought they would be the generation that would ‘turn off the lights’ after being decimated by emigration. Find out how Three changed their destiny and gave Arranmore a future. […]
CASE STUDY: SLEEP TIGHT, LITTLE FIGHTER!
Back in 2018, Pampers created its smallest diaper for premature babies and decided to donate them to hospitals as part of an international brand CSR move. In 2020, they knew they wanted to do more: bring comfort to their parents who were not allowed to be next to their baby due to pandemic restrictions. […]
CASE STUDY: Canon Truthmark
In today’s world of deep-fakes, photoshop and fake news, images are increasingly misused. Photographers, whose raison d’être is to document reality, have little power over how to protect their imagery. For Canon to reconnect with its core audience, Uncle Grey created Truthmark. […]
CASE STUDY: Stranger 80’s
Netflix is one of the major global online streaming platforms. Their most successful show is Stranger Things. The plot pays homage to the most iconic films and references of the 80s. The task was to launch season 3 of Stranger Things, whose plot pays homage to the 80s. […]
CASE STUDY: UNDERCOVER AVATAR
Between March and April 2020, violences against children increased by 50%. Locked down with their abusers, children were almost trapped during this crisis. Association L’Enfant Bleu wanted to free their words in a secure and undercover way. […]
CASE STUDY: CYCLING STRUGGLES
Sales at Isadore’s e-shop stagnated. The brand had to build not only higher awareness, but to generate a greater interest in the brand. How? Attack conservative category by new emotion, insightful humour of real everyday life of cyclists and make brand very distinctive. […]
CASE STUDY: Tomorrow’s Water
Turkey will be a water poor in near future. And yet people waste like there is no tomorrow. Every year, we waste water equal to the size of a lake, on needless pre-rinsing. To save tomorrow’s water and start a movement Finish started an integrated water preservation campaign. […]
The Creative Dividend
Published by System1 and Effie, The Creative Dividend is a new book that brings together large-scale creative measurement and effectiveness case evidence to demonstrate how creativity and media work best together. The research draws on Effie Insights, our soon-to-launch global database and content hub, and System1’s Test Your Ad Competitive Edge database. […]
Unboxing modern brand building in the creator era
For the third year running, Kantar and Effie Awards Europe reveal the strategies behind Europe’s most effective and resonant campaigns, showing how marketers are navigating the challenges and opportunities of a fast-evolving co-creation space. […]
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Making Effectiveness Happen
There’s lots of talk around creating cultures of effectiveness, but what is in short supply is clear guidance on how to create them. Packed with applicable insights, tactics, and principles, the report is designed to help you make effectiveness happen within your teams. […]
The Creative Dividend
This report helps move advertising from a cost on the P&L, to an investment that pays back. The research introduces the Creativity Stack: five evidence-based creative principles that allow any brand to create lasting effects with brilliant advertising. […]
Effie Effectiveness Explained
Gain exclusive tips and actionable insights on building a culture of effectiveness within your organisation. This practical training series shows you how to leverage the Effie framework to drive results, create standout entries, and boost your chances of winning. […]
Hey Marketeers and Creatives, let AI do your dishes
I’m an Executive Creative Lead @ Google Creative Works Northern Europe, but I come from an unusual background: I started my career in advertising as a coder, a Creative Technologist. […]
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Navigating Nouveau Nihilism
This report provides guidance for brands adapting to shifting priorities, while showcasing successful examples from Effie-winning campaigns that have effectively struck a balance between immediate gratification and long-term stability. […]
Creative Connections
Effie Awards Europe and Kantar have collaborated to bring you competitive insights on how the most effective advertisers win awards and their audiences’ attention. Building on our strategic insight partnership, Effie Awards Europe and Kantar have analysed 3 years of award-winning ads with Kantar’s fast, scalable creative effectiveness tool, LINK AI. Insights from 2024 winners […]
Effie’s Global BluePrint: Proven Paths to Success
In this report, we highlight the Gold and Grand Effie Award-winning campaigns from the Positive Change category over the last decade, presenting 10 key strategies that drive meaningful impact while strengthening brands. […]
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The Secrets Behind Ideas that Work
Effie Awards Europe and Kantar have collaborated to bring you critical insight into the key factors contributing to the success of award-winning advertising. Leveraging LINK AI, Kantar’s scalable creative effectiveness tool, we tested 200 award winning ads from the last 2 years, and consolidated the findings to understand what makes them tick. Download the guide […]
Get inspired. Advice from the Jury Co-Chair.
Need some guidance & inspiration in crafting your entry? We’ve asked our Jury Co-Chair: Ayesha Walawalkar, Chief Strategy Officer, Mullenlowe Group UK, to give you some advice, so you can focus on what matters most. […]
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Advertising Europe: Effectiveness
In the sixth episode of Advertising Europe, Neal Davies (CEO, BBDO Dublin) and this year’s Effie Awards Europe jury representatives shed light on the issues around effectiveness in our industry and reflect on the Effie Awards Europe 2022 jury sessions. […]
White Paper: CROSSING THE CHASM
This paper is the third in a series of whitepapers produced by the EACA in association with The Effectiveness Partnership – The Worst of Times, The Best of Times and The Road to Recovery – which outlined successful effectiveness strategies for recessionary and post-recessionary times respectively. […]
Inside the Judges Room with Google
After months of judging sessions, dedicated deliberation and passionate debates, the 2022 Effie Europe season has come to an end with a virtual gala that saw many incredible European campaigns. We asked 4 Googlers to take us inside the judges’ room. […]
Get inspired. Advice from the Jury Chairs.
Need some guidance & inspiration in crafting your entry? We’ve asked our Jury Chairs to give you some advice, so you can focus on what matters most. How do they define effective marketing? What should you avoid when writing your paper? What is the best piece of advice they can give you? […]
White Paper: The Road to Recovery
Drawing on a comprehensive dataset of EACA Effie Awards Europe winners from 2009 to 2018, we showed how successful premium brands not could not only weather recessionary storms, but even grow and thrive during the tough conditions of recession. […]
White Paper: The Worst of Times, The Best of Times
The new findings from the EACA’s Effectiveness Knowledge Centre of Effie Europe winners from 2008-2019 show that with the right growth strategy and using communications as an accelerator, premium brands can achieve growth in the toughest of times, as well as times of economic growth. […]
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