The Effie Awards were founded in 1968 by the American Marketing Association, New York Chapter, as an awards program to recognize the most effective advertising efforts in the United States each year. Over the years, Effie has become a source of learning through global conferences, judging discussion and access to in depth case studies providing opportunities for insight into effective marketing communications. In 2008, the New York AMA assigned its rights to the Effie brand over to a new entity named Effie Worldwide, Inc, with the goal of strengthening its educational component and its value to the industry. Deadlines for the 2011 North American and Global Effie Awards are at hand — please visit www.Effie.org today to learn more.
Notes from 2010 Effie Case Studies: Ideas That Worked Webinar Series, Part I (July 20, 2010)
. W+K had 90 million video viewings for Old Spice campaign last week
Intel’s Sponsors of Tomorrow campaign, presented by Venables Bell execs Kate and Gabrielle
. used TV, digital, global texting initiative in response to Q’s
. told story
. showed ads, your clean room vs. our clean room, etc.
. Intel went from boring to provocative, interesting, clever and smart
Old Spice case from WK, Britton Taylor, planning director for W+K, Jess Monsey is account director
. had to compete with Axe
. a lot of people google themselves but don’t find much – developed “swaggerizeme.com” (1/2 million visits)
. objective was to double sales, sales actually quadrupled…
Secret Weapon’s work for Jack in the Box, JoAnne O’Brien, group account director, secret weapon marketing; Tracy Dunn is director of marketing communications for Jack in the Box
. Brand campaign, very rare for company in this category, esp. when focused on single point of differentiation
. Big idea: what would the world be like without Jack?
. needed to create dialogue with consumers — and connections…
. wanted to tap into spontaneity…
Treated it like a breaking news story, HangInThereJack.com
. used Facebook and Twitter for viral campaign — all stores put handwritten “get well Jack” signs in store windows
. accounts taken over by admin assistant
. public learned 3 days later that Jack had been taken to the hospital via TV spot
. introduced doctors, nurses, employees
. had sports announcers mention development…
. 2 weeks later spot revealed Jack in a coma… witness inside bus
. continued to promote homestyle chicken/teriyaki product spot, added “hang in there Jack” tag
. someone found Jack’s shoe, it was auctioned as a fundraiser
. microsite, YouTube, Facebook and Twitter drove this, but regional Super Bowl TV spot also factored in
. signed people up for email updates
. encouraged consumer generated get well messages
. offered free food
Results
. 500 PR placements of jack’s story
. 90 million impressions throughout 2 month campaign
. 2.3 million unique visitors to hangintherejack.com
. 80,000+ get well messages
. 900,000 viewed coupon pages
. 84,000 signed up for regular updates on Jack’s condition
People got the message: they can order from a full menu all day at Jack in the Box.
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