case study #1

2015
2015 Positive Change Effie Awards Judging
Effie Winning Case Examples
Effie champions the practice and practitioners of marketing effectiveness. Below, we feature three examples of
successful cases from the North American Effie Awards competition. We encourage you to review these case
studies and the feedback judges provided prior to the judging session using the gold links below.
case study #1
From Mystery Meat to Meat You Can Trust
TAXI Inc. / Applegate
2014 Gold / Packaged Food
Read the case study.
See the creative reel. View the case summary and credits.
Judge Insight:
“They show a powerful
insight into the category
and a great consumer
insight that brought it all
to life in a funny and
truthful way.”
1
“The set up and
challenge were
compelling. Funny
creative. Great
results.”
“Powerful
differentiated
insight with
courageous
creative.”
AWARDING IDEAS THAT WORK
®
2015
case study #2
Bedtime Stories
Grupo Gallegos / California Milk Processor Board
2014 Gold / Hispanic
Read the case study.
See the creative reel. View the case summary and credits.
Judge Insight:
“The cultural insights are consistently
threaded in every step of how the
idea was brought to life. It's
refreshing to see how each channel
leveraged its core strength to build
upon and unveil another aspect of
the big idea versus having each
channel deliver the same message.”
2
“Results
tied clearly
back to the
objectives.”
“Cohesive and
concise strategy
from beginning
to end. They had
a significant
challenge that
was solved
creatively.”
AWARDING IDEAS THAT WORK
®
case study #3
Milk Carton 2.0
Grey Canada / Missing Children Society of Canada
2014 Gold / GoodWorks – Non-Profit Read the case study. See the creative reel. View the case summary and credits.
Judge Insight:
“The case was really well written, giving adequate
context for the challenge, KPIs, and overall
results. The social media mechanisms used came
across as disruptive and effective. The big idea of
taking such an iconic way of distributing missing
children information and giving it a 360 digital
and mobile facelift was brilliant.”
“They had a powerful idea and great
strategic use of social media/ digital
platform to drive impact.”
3
“The case shows
strong objectives and
results with
measurable outcomes
(found children).
Given the media
spend, the objectives
were realistic, yet they
were exceeded in
many cases.”
AWARDING IDEAS THAT WORK
®
additional help
To see additional winners, visit Effie’s Case Study Database.
Judging the Positive Change Effie Awards
In addition to reading these winning cases, Positive Change judges are advised to review
the following documents:
Positive Change Effie Judging Instructions
Positive Change Effie Entry Kit
Advice From the Jury
You can review all Positive Change Effie Entry Materials here:
Positive Change Effie Awards Program Page
Download the Positive Change Effie Award Entry Materials
The Positive Change Effie Awards Definition:
The Positive Change Effies recognize and celebrate the most effective marketing programs that have measurably shifted consumer behavior toward more sustainable choices, and/or grown demand for more sustainable products and services by incorporating sustainability as a part of their marketing communications.
Winners of this award will showcase how effective marketing communications that incorporate sustainable strategies can make a positive difference for brands and for the environment.
Requirements:
Cases running in Europe or North America between Sept. 1, 2012 – Oct. 31, 2014 that meet the definition are eligible to enter. Over and above the standard Effie requirements to demonstrate a positive impact on business, there are specific areas of interest that relate to this award.
Efforts entered must have as one of their main strategic objectives changing the behavior of consumers towards more sustainable choices and sustainability must be a part of the marketing messaging.
A clear set of KPIs must be provided, and all data/claims/facts must reference a specific, verifiable source. Entrants should address how the sustainability goal relates back to the overall brand strategy.
Criterion for this award is the result of behavior change toward more sustainable choices, with these elements being considered in judging:
·
Awareness – Making consumers aware of a sustainable product, service or action
·
Trial – Trying the sustainable product or service for the first time.
·
Product / Service Substitution – Switching to a more sustainable product or service
·
Change in Use – Using a product/service more sustainably than before.
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AWARDING IDEAS THAT WORK