2016 Greater China Effie Awards - Entry Kit Final · It reflects and evolves along global trends;...
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Transcript of 2016 Greater China Effie Awards - Entry Kit Final · It reflects and evolves along global trends;...
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CONTENTS
LETTER FROM THE PRESIDENT .......................................................................................... 1
COMPETITION HIGHLIGHTS ............................................................................................. 2
COMPETITION CALENDAR ............................................................................................... 3
ELIGIBILITY ....................................................................................................................... 3
ENTRY DEADLINES & FEES ................................................................................................ 4
CATEGORIES .................................................................................................................... 4
SUBMITTING YOUR ENTRY ............................................................................................... 13
REASONS FOR DISQUALIFICATION ................................................................................. 17
HOW YOUR CASE WILL BE JUDGED ................................................................................ 17
ENTRY FORM AND CREATIVE MATERIALS CONTENT REQUIREMENTS .............................. 18
CONTENT INSIGHTS IN THE ENTRY FORM ........................................................................ 20
THE EFFIE EFFECTIVENESS INDEX® .................................................................................. 23
TROPHIES AND CERTIFICATES ......................................................................................... 23
ENTRY CHECK LIST .......................................................................................................... 24
CONTACT US .................................................................................................................. 25
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Letter from the President
Welcome to the 2016 Greater China Effie Awards.
Since its entry to China back in 2003, Effie has attracted increasing number of quality entries that amaze the world. Effie Greater China has become increasingly successful because of your immense talent and progress. You are truly living the spirit of Effie “Awarding Ideas that Work” in Greater China. I am confident that Effie here is approaching world-class standard in the near future.
Effie is more than an award. It reflects and evolves along global trends; it points to the new way of marketing effectiveness. In this constantly changing market, we witness the rise of emerging industry; the reliance on technology to enhance creativity and effectiveness, as well as more diversified target segments. Therefore, we expect our entrants to “make a difference” this year. It’s not only the new theme of Effie Greater China in 2016, but also what we should strive for every single day.
Here are the differences we are committed to make for 2016 Effie Greater China.
First, we’ve introduced new Specialty categories, namely: Lower-tiered Market, David and Goliath, Real-Time Marketing, Seasonal Marketing, and Branded Content These changes were made after an in-depth discussion and valuable inputs from our expert committee. Our Entry Kit elaborates the mentioned new categories.
Meanwhile, we’ve modified some categories classification to make them more specific and comprehensive. For example, splitting “Automotive” into “Automotive-Vehicles” and “Automotive-Aftermarket”. These modifications enable every entry to find their “homes”, avoid brand domination in certain categories, which brings professionalism and fairness to a higher level. We also revised the descriptions and definitions of some categories, in order to make them more detailed, vivid, and comprehensible.
Other improvements we have made: there are updates for better efficiency on entry materials, including simplification of online entry process. More complete communication touch points are listed at the end of entry form for checking. The list is updated based on Effie Worldwide entry material standards, while it also reflects the latest marketing environment of Greater China.
I’ve been in marketing industry for 30 years, and innately bearing a tight relationship with Effie. Although I’ve been serving as either judge or jury head for multiple times across Effie North America, Effie India, Effie Asia Pacific, and Effie Greater China, it’s my first time to be appointed as the president of Effie Greater China program. Personally, I made a difference for myself, and I feel incredibly honored. I see both excellence and “effectiveness” as my purpose, incidentally a critical truth in our industry as well. I believe more and more advertisers, agencies, media, and dedicated ideas people are doing their best to carry out more effective marketing efforts, to transform results, I certainly hope that Effie Awards program will continue to enlighten and recognize those great practitioners
We look forward to seeing your unique and marvelous entries submitted to the 2016 Greater China Effie Awards. 2016, let’s “make a difference”!
Best of luck,
Pully Chau
President, Effie Greater China
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Competit ion Highlights
What’s New?
In this year’s competition, we’ve introduced 5 new specialty categories:
Lower-tired Market, David and Goliath, Real-Time Marketing, Seasonal Marketing,
and Branded Content.
Modification of Categories Classif ication
There are some updates regarding the categories classification, such as splitting
the “Beverages-Non-Alcohol” category into two categories:
“Beverages-Non-Alcohol-Carbonate” &“Beverages-Non-Alcohol-Non-Carbonate”；Dividing the “Youth Marketing” category into “Youth Marketing – Children”&
“Youth Marketing – Teens & Adults”.
Modification of Categories Definit ions
There are modifications and additions to parts of category definitions, such as
adding new energy vehicles, electric vehicles in Automotive-Vehicles; Defining
the new Automotive-Aftermarket category as: gasoline, motor oil, tires, batteries,
paint, quick-lube, oil change, muffler, transmission, windshield wipers,
enhancements, etc.; Platform services such as automotive maintenance, sales
transaction, after-sales service; Adding bicycles in Transportation Service
category.
Entry Materials Updates
There are some updates on entry materials, including entry forms are uploaded
submitted online in Effie’s online entry area. Charts outlining communications
touch points, owned/earned/paid media, sponsorships, etc. (formally questions
7b-7f) are all answered in the online entry area via the Media Addendum with
the purpose of easy collection, statistic and management of entry data.
Greater China Effie Awards updates the entry form and enrich the
communication touch points on the basis of Effie Worldwide entry materials
standards and latest market environments of Greater China, in order to
specifically learn about entry cases.
“Sustained Success” category requires a special entry form and media
addendum. You will need to complete the Media Addendum within your
Sustained Success Entry Form, and submit the Media Addendum pages together
with the entry form.
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Competit ion Calendar
Competition Open For Entries May - July 2016
Deadlines (see Deadlines & Fees for more details) July 2016
1st Round Judging August 2016
Final Judging September 2016
Finalist and Winners Notification Late September 2016
Effie Greater China Festival Late October 2016
El igibil ity Any and all marketing communications efforts, whether full campaigns or unique
efforts within a campaign are eligible to enter. Retail experience, viral, buzz, direct
mail, PR, Radio, TV – anyone or any multiple combination of mediums – any examples
of work that demonstrate how you tackled your client’s objectives can be entered. To
enter, you must detail the “why” behind the strategy and provide proof that your work
achieved the results you were hired to produce.
Marketing efforts that ran in Greater China – Mainland China, Taiwan, Hong Kong
and Macau – between July 1, 2015 and June 30, 2016 are eligible to enter. (At a
minimum, Sustained Success case must include results that date back to July 1, 2013.
Results must be provided through the current competition year. Refer to the
Long-term Effects category definition for further information.)
Your work must have made an impact during this time period and the results you
provide must be within this time frame. Elements of the work may have been
introduced earlier and may have continued after, but your case must be based on
data relative to the qualifying time.
Judges appreciate context, data and results prior to the eligibility period that will help
them understand the significance of your objectives set and results achieved during
the time period. The context is welcomed though the results being judged will be
from 7/1/2015 – 6/30/2016.
Judges also appreciate understanding your case in the real marketplace and your
future outlook if your case is ongoing. In this year’s competition, make sure to address
your future outlook. Present your case in the context of the real marketplace and
timing – do not present your case in isolation.
In order to be processed and entered into the competition, all parts of the entry must
be submitted in the online entry area and full payment must be received. Once you
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submit an entry online, you cannot change it without contacting the Effie Greater
China Organizing Committee. You will receive an email confirmation once your entry
has been officially submitted.
Entry Deadlines & Fees
Early
Deadline
On-time
Deadline
Late
Deadline
Entry Fee CNY2500/Entry CNY3500/Entry CNY4500/Entry
Deadline for
Submitting July 15 2016 July 22 2016 July 29 2016
Categories
There are 25 Product & Service Categories and 17 Specialty Categories in 2016
Greater China Effie Awards. No more than 4 entries in each category will be honored
as Gold, Silver and Bronze winners or have no awards in a category.
Category Entry Rules
A campaign may be entered into ONE Product/Service category and multiple
Specialty categories. Each entry should be customized to speak to the specifics of
each entered category whenever possible.
The Effie Greater China Organizing Committee may suggest a certain entry enter a
different category if it's considered in a wrong category. The Effie Awards reserves the
right to re-categorize entries, split/redefine categories and/or refuse entry at any
time.
Product & Service Category Definit ions
Please refer to the product attribute of the client company you served when
submitting your entries. One entry can only enter one Product & Service Category
(but can enter multiple Specialty Categories).
1. Automotive
1a.Automotive -Vehicles
Cars, trucks, motorcycles, new energy vehicles, electric vehicles, etc.
1b. Automotive-Aftermarket
Gasoline, motor oil, tires, batteries, paint, quick-lube, oil change, muffler, transmission,
windshield wipers, enhancements, etc.; Platform services such as automotive
maintenance, sales transaction, after-sales service.
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2. Transportation Service
Transportation services such as air, train, bus/trolley, taxi, subway systems, car rentals,
special cars, � bicycles, ferries, bicycles, etc.
3. Beauty
Products and services focused on beauty. Includes cosmetics, fragrances, hair
products, nail products, etc.; beauty services such as salons, spas, etc.
4. Personal Care
Soap, dental products, face & body lotions and cleansers, cotton swabs, deodorants,
feminine hygiene products, razors, shaving cream, etc. Items geared towards beauty
and appearance should enter the Beauty category.
5. Beverages-Alcohol
Beer, champagne, rum, tequila, vodka, wine, wine coolers, after dinner drinks, etc.
6. Beverages-Non-Alcohol
6a. Beverages-Non-Alcohol-Carbonate
Non-alcohol beverages with carbon dioxide gas injection such as carbonated
beverage, effervescent sport beverage, sparkling water, etc.
6b. Beverages-Non-Alcohol-Non-Carbonate
Coffee, tea, juices, milk, milk substitutes, bottled water, etc.
7. Packaged Foods，Snacks & Desserts
Packaged and frozen foods both regular and diet/light; Ice cream, candy, chips,
cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
8. Restaurants
Restaurants such as casual dining, chain, midscale and upscale restaurants and all
related services;
9. Retail
Open to all retail/e-tail/catalog companies with general or specific merchandise. E.G.
department stores; online retailers; clothing, fashion, shoe or jewelry stores; food
retailers; movie/book stores; discount/bulk retailers; pet care; toy stores; greeting card
stores; craft stores; specialty stores; etc.
10. Corporate Reputation/Professional Services
This category is for communications 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. Includes
Business/Professional services such as consulting, accounting, legal, employment,
etc.
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11. Elect ronics
Audio and/or video devices such as TVs, radios, mobile devices, home
entertainment, cameras, computer hardware, laptops, tablets, sound systems,
gaming consoles, etc.
12. Culture & the Arts
Plays, museums, music organizations, concert series, cultural festivals, and theater
festivals.
13. Entertainment & Sports
Includes all forms of entertainment, e.g. video games, movies, programs (TV, online,
radio), books, DVDs, games, toys, entertainment apps, etc. Sporting events such as
the Super Bowl, sports teams, etc.
14. Fashion, Style & Leisure
Brand of clothing, eyewear, shoes, hosiery, and jewelry; may be luxury, fast fashion,
sportswear, outdoor equipment etc.
15. Healthcare
Pharmaceuticals, general healthcare & OTC products, supplements, dental and
medical care services. Health education and disease awareness programs for
consumers.
16. Energy, Nut rit ion, & Fitness
Products & services aimed at the energy, fitness, and wellness lifestyle. Includes fitness
trackers, vitamins, energy bars, drinks, etc.; weight loss and fitness programs/camps,
training camps, facilities, etc.
17. Household Supplies, Furnishings & Appliances
Kitchen appliances, air conditioners, furniture, carpeting, decorator’s supplies, paint,
and wallpaper; cleaning products, waxes, detergents, paper products, domestic
services.
18. Agricultural, Indust r ial & buildings
All related products, materials, tools, and services.
19. Internet/Telecom Products and Services
Wireless/cellular providers, high speed internet access services, on-line services,
portals, search engines and related internet products& services, bundled
communications, software, groupware, operating systems, mobile applications etc.
20. Media & Entertainment Companies
TV stations/networks, websites (entertainment, lifestyle, news, trade, etc.), magazines,
newspapers, consumer or trade media, radio stations, broadcasters, etc.
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21. Off ice & Delivery Products & Services
Delivery: Overnight delivery, package tracking, international service, etc. Office:
Printers, physical servers, fax machines, copiers, supplies, office furniture, etc.
22. Financial Products & Services
Communications promoting overall image and capabilities of a financial institution
and specific products or services including home banking, loans, mortgage, mutual
funds, traveler’s checks, insurance etc.
23. Travel & Tourism
Cruises, hotels, resorts, amusement parks, travel websites and booking services, travel
tours, tourism campaigns, etc.
24. Real Estate
Real estate websites, brokers, homes, condos, rentals, malls, etc.; both commercial &
residential real estate.
25. Government & Institutional
Government: Municipal or provincial economic development, lotteries, utilities (i.e.
electricity conservation messages) marketing communications, including political
messages. Institutional: special interest/trade group communications.
Specialty Category Definit ions
Specialty categories are defined by marketing communications challenges. Please
refer to the business issue(s) you solved when submitting your entry. One entry may
enter multiple Specialty Categories, but your written case should be customized to fit
in different categories and to highlight the significance of your work.
1. Public Services
1a. Public Services –Brands
This award celebrates brands that are making the world a better place by using the
power of their platforms for “good.” Winning efforts will represent the campaigns that
most effectively combined business goals with a social cause and successfully
related that cause back to the company's overall brand strategy, resulting in positive
business and social impact.
1b. Public Services -Non Profit
Designed for communications of a public service/greater good nature for a non-profit
organization or association and for communications of a public service/greater good
nature by a non-profit organization or government organization. Entrants must show
measureable impact on the problem/issue.
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2. Media Awards
2a. Media Idea
This is about outstanding effectiveness as a result of 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. The award honors media led ideas that are powerful enough to
become the genesis of the communications program itself.
All efforts driven by the media idea are eligible to enter. Examples:
• 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
2b. Media Innovation
This award will 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 the media channels we know and love, or have not yet met.
2c. Single Media Company Activation
Some of the most effective work being done today is via partnerships between a
brand working with a single media owner to create and activate a strategic,
multi-touch point experience with their audience. The winners of this award will
represent those advertisers and media partners that knew exactly where and how to
connect with their audience via the assets of one media company. These
partnerships demonstrate the innovative consumer connections that one media
company can develop for advertisers via integrated communication channels
centered on one strategic brand idea. Each activation channel is critical to delivering
the overall effectiveness and impact of the campaign and shows the value one single
media company can deliver.
3. Small Budgets
3a. Small Budgets – Products
Cases eligible for this category must represent the only communications efforts for this
brand (brand defined as listed in the “brand” question of the Effie entry form) during
the time period that the effort entered ran.
To be eligible, an entry may not be for a line extension. Effie defines line extension as:
a variation of an existing product with the same brand name and same category but
with a new characteristic, a derivative of the product or service that offers modified
features without significantly changing price; a product bearing the same name and
offering a varied option (e.g. new flavor, diet version, etc.).
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Value of donated and non-traditional media as well as activation costs must be
included. When completing your entry form, be sure to designate “Small Budgets -
Products” or “Small Budgets - Services” as the category (4A).
Budget eligibility is as follows:
• Local Efforts: ¥1 million or less
• Regional Efforts: ¥2 million or less
• National Efforts: ¥5 million or less
3b. Small Budgets - Services
Cases eligible for this category must represent the only communications efforts for this
brand (brand defined as listed in the “brand” question of the Effie entry form) during
the time period that the effort entered ran.
To be eligible, an entry may not be for a line extension. Effie defines line extension as:
a variation of an existing product with the same brand name and same category but
with a new characteristic, a derivative of the product or service that offers modified
features without significantly changing price; a product bearing the same name and
offering a varied option (e.g. new flavor, diet version, etc.).
Value of donated and non-traditional media as well as activation costs must be
included. When completing your entry form, be sure to designate “Small Budgets -
Products” or “Small Budgets - Services” as the category (4A).
Budget eligibility is as follows:
• Local Efforts: ¥1 million or less
• Regional Efforts: ¥2 million or less
• National Efforts: ¥5 million or less
4. Sustained Success
Products or service communications efforts that have experienced sustained success
for 3 or more years are eligible for entry. At a minimum, the case results must date
back to July 1, 2013 and you must include the current year’s results. Entries submitted
for competition must have a common objective in both strategy and creative
executions; with a continuation of core executional elements (Ex. spokesperson, song,
theme, tagline, etc.) that demonstrates effectiveness over time. To enter you must be
able to provide data about the case in its first year, an interim year and the most
current year. The current year’s results must be included.
Note: This category has special entry form.
5. Short Term Effects
Activation campaigns that may take effect over one day, or up to four weeks.
Maximum of 3 months data permitted.
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6. Single Impact Engagement
This category is looking for those brands that had the insight to know how and when
to “throw a stone into a pond” and maximize the ripple effect from that initial throw.
The cases entered into this category will show how to put a brand or product/service
in an intensely bright spotlight to create immediate and measurable impact.
Winners will represent those who had the insight and creativity to craft those
unexpected and unconventional moments for a brand. The best examples will see
live experiences, moments, stunts, and tactics, online & off line, perhaps amplified
through PR, social media, digital engagement, or even the use of content created in
the moment to fuel paid campaigns.
This category spotlights those effective strategic efforts that were able to generate real
desired results as a direct outcome from a single significant moment of activity.
7. Youth Marketing
7a. Youth Marketing - Children
This category will honor those efforts that successfully communicate to children aged
14 and under.
Your entry should be written in a way that identifies how the case was created and
directed to this audience and how it succeeded. For these efforts targeting children, it
can be helpful for judges to include any relevant information on the restrictions and
requirements that are a part of communicating to this audience.
7b. Youth Marketing - Teens & Young Adults
This category will honor those efforts that successfully communicate to teens & young
adults aged between 15-30. Your entry should be written in a way that identifies how
the case was created and specifically directed to this audience and how it
succeeded.
8. Brand Experience
This category 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, or
re-imagined the pop-up store; 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.
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9. 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.
10. Sponsorship & Event Marketing
This category honors efforts that make use of sponsorships and/or events to build
strategic communication objectives. Your entry should demonstrate how the
campaign successfully connected with the target audience, capitalized on the
sponsorship and/or events to drive business objectives, and that results were a direct
result of this engagement.
11. New Product or Service
Any communications effort used to introduce a new product or service that is not a
line extension. Brand new products or new products in a new category are eligible.
Effie defines line extension as:
- Any variation of an existing product which shares the same brand name and is in
the same category as the existing product and shares the same characteristics as the
parent, but offers new flavor, size, package, type, etc.
- A derivative product that adds or modifies features without significantly changing
the price.
- Products that bear the same brand name and offer the consumer varied options
(e.g. Diet version of drink).
12. Lower-t iered Market
This category is for all efforts that aimed at lower-tiered market (tier-3 cities or below).
Brands those are eligible for this category must clearly define the brand position,
target audience, channel development, market environment and business
challenges. You are required to detail marketing activities implemented in the
lower-tiered market, demonstrate how your brands succeeded to achieve business
challenges and objectives.
13. David and Goliath
This is an award for 1) smaller, new, or emerging brands making inroads against big,
established leaders, or 2) established small brands taking on “sleeping giants” or 3)
companies that moved into a new product/service field with large, well-established
competitors (however, your brand cannot be a sub-brand of a larger company).
Entrants must detail the business challenge, the competitive landscape, and how
their business succeeded despite the odds. You are required to define your
competitive landscape, including the market difference between the David and
Goliath to demonstrate why your brand was a David. Judges will deduct from your
case if you do not sufficiently prove that your brand is a David in the situation.
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14. Real-Time Marketing
This category is for all communications where companies, brands or products have
obtained results from real-time conversation that happens in social networks,
real-time platforms, and analysis from big data platforms. These cases may have
created or responded to conversations with real-time content, promotional
campaigns, customer service or brand activations.
15. Single-Retailer Program
For campaigns that ran with a tailored, retailer-specific idea and executed that idea
at a single retail chain. The work in this category will provide insights as to how an
effort was effectively designed to work with the particular retailer and the shoppers of
that retailer. Entrants should elaborate on the specific shopper barriers affecting their
brand at that retailer and how they addressed those issues in a customized way for
that particular retailer.
Entrants must designate “Single Retailer Program - [INSERT SUB-CATEGORY]” as the
category on the entry form.
SUB-CATEGORIES:
• Mass Merchants
• Supermarkets
• Drugstores
• Other
includes warehouse clubs, value chains, pure-play e-commerce stores, specialty
stores including those for consumer electronics, hardware, office, pet, sporting goods,
etc.
16. Seasonal Marketing
Seasons, holidays and events allow marketers the opportunity to build strategic
communications 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.
17. Branded Content
This category is for efforts that effectively reached their audience through the creation
of original branded content that is not advertising. The award honors branded
content led ideas that are the heart of the communications program. Entrants must
detail the content created, how it related back to the overall brand and business
goals, how it was distributed to, and shared by, the audience, and the results it
achieved for the brand and business.
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Submitting Your Entry
Step1 Download Entry Materials
Thoroughly review all Entry Materials before submitting your entry. Effie Greater China
will spread key competition information to entrants via our website, newsletter and
social platforms.
You need to fully understand category definition before you prepare an entry. Go
through additional tips and useful resources to prepare yourself in writing a
successful entry.
Step2 Submit Your Entry Details Online
Registration
Access the brand-new online entry system via Effie Greater China official website:
www.eff ie-greaterchina.org & eff ie.china-caa.org
We suggest all entrants register their entries in the online entry area at the start of the
entry period. The online system offers an easy way to see all elements required for
your entry and notifies Effie that you will be entering so we can contact you with
important entry news.
An additional benefit of starting online early is that it ensures you can gather
necessary details, including credit information, from your team early in the process.
There are additional questions in the online entry area that are not included on the
written entry form.
Entry Details
You will enter in the basic information for entry on the Entry Details tab. Please be sure
information entered on this page matches the information on the cover page of
your entry form (Questions 1-4). When completing this tab, please keep in mind the
entry title you submit will be what your case will be publicly announced as if your
case is a finalist or winner.
You will also need to complete additional fields for Effie database purpose. This
information will not be shown to judges.
Credits & Eff ie Index Details
Company & Individual Credits: Complete all fields. Please double-check spelling and
title information. Please note that entrants are not allowed to remove or replace
credits after time of entry. Credit change requests made after time of entry will only be
permitted on a case-by-case basis and are not guaranteed. Changes requested and
approved after August 29, 2016 will result in a CNY500 fee. Effie Greater China
Organizing Committee reserves the right to refuse any credit change requests.
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Entrants should coordinate with their company’s PR department/corporate office and
other credited company offices to ensure consistency among the client company
and agency names entered on this page. Please share a copy of your credits page
with your team so they can confirm all information is correct and all contributing
companies are appropriately credited. Failing to do so could impact how your
company is ranked in the Effie Effectiveness Index (www.effieindex.com).
Note: If you are an advertiser submitting in-house work, please list your company
information in both the Lead Agency & Client contact areas. If you are a media
company that has led the campaign for your client, please list your company
information in the Lead Agency area.
Case Summary (300 Chinese words max & 90 English words max):
The case summary will be published if you are a winner or finalist so it is important that
this is thoroughly reviewed for spelling, grammar, and accuracy. The case summary
should summarize the case and its goals. Indicate objectives and how the evidence
of results relates to those objectives.
Publication Policy & Permission
Entries that become Finalists and Winners in the 2016 Greater China Effie Awards
Competition will be showcased in various ways. Publication is at the sole discretion of
the Effie Awards.
Work submitted must be original or you must have received rights to submit it. By
entering your work in the competition, the Effie Awards is automatically granted the
right to make copies, reproduce and display the creative materials and case
summaries for education and publicity purposes such as but not limited to the Effie
Awards Journal, Website, Partner Websites, Press Releases, Newsletters,
Programming/Conferences and Awards Gala.
In addition to the above, the Effie Awards offers entrants the opportunity to have their
written cases published on the Effie Awards Website, partner websites and/or other
publications as approved by the Effie Awards. We respect that entries may have
information deemed confidential by the client. Please indicate in the online entry
area whether or not publishing permission is granted for the written entry：
· ”YES”- You agree that the written entry form may also be published, reproduced
and displayed for educational and promotional purposes.
· “YES-EDITED VERSION OF YOUR WRITTEN CASE”- The Effie Awards will follow up to
provide you with the opportunity to submit an edited version of the written case.
However, as stated above, we will still have the option to publish, reproduce and
display the Case Image, Case Summary and the Creative Materials that you
submitted in their original versions.
· “NO”- Your written entry form will not publish your written entry case. However, as
stated above, we will still have the option to publish, reproduce and display the
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Case Image, Case Summary and the Creative Materials that you submitted in
their original versions.
Please note that it is required to CHECK ONE of the options in online entry area to
proceed with the entry process.
Entry ID#
Each specific entry receives unique entry ID# once the “Entry Details” tab of the online
entry system has been completed. The entry ID# should be entered in the upper-right
hand corner of both the entry form and authorized form.
Step3 Upload relevant forms and materials online
All forms and materials are submitted online. You may edit or delete your entry at any
time until you click submit button.
The table below indicates format requirements of all entry materials. A specific
instruction on the content of entry form and creative materials is given in Entry Form
and Creative Materials - Content Requirements.
F i les for Judging
Important: All files should be named after Entry ID. Please name your files as “2016
Effie Greater China Awards Entry Form E160001”. Do not include agency name in the
file name or caption of any of your files for judging. If you cannot save files in same
name, name your files as: E16001-1, E160001-2…
Item Format Requirements
Entry Form
Upload your Entry Form in both .pdf and .doc format – 6 pages
max. (1MB max)
1. Written answers must be in standard black font, minimum
10-point font size. Entry form with too many colors and different
font sizes may fatigue our judges.
2. Color may only be used in charts and graphs in the entry
form. Charts and Graphs are welcomed by judges.
3. Do not include Competitor Logos or Work.
4. No Screen Grabs, Images, or other Pictorial Elements in your
Entry Form. These should go only in your creative materials.
5. Instructions may not be removed from the entry form.
6. Answer all questions. If a question is not applicable, you must
state this directly under the question, instead of leaving any
question unanswered.
7. Entry form should have no more than 6 pages. Brevity and
clarity are much appreciated by judges.
Exception: If your case requires an additional Viewing Guide or
Translation, these materials can be added as additional pages;
“Sustained Success” category has a special entry form.
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Creative Reel
Upload your 4-minute video to the online entry system by following
the specifications below:
One video, 4 minutes maximum, 50 MB maximum in .MP4
format. (Sustained Success cases may be up to 5 minutes in
length.)
Do not include following in your video
a. Results data;
b. Work or logos from competitors;
c. Agency names/logos;
d. Any work that you do not have the rights to.
Please add subtitles or written translations for all non-Chinese
creative materials to the last page of entry form.
Note: Finalists whose videos do not meet the requirements for using at
the gala might be asked to mail a high quality video to Effie China Office.
Creative
Images
You may supplement your Creative Video with 1-2 images of
examples of work featured on your video that judges will benefit
from seeing as a still image (e.g. extensive text on a magazine or
newspaper ad, on an internet web page, on a direct mail piece,
etc.). These images should be compiled into a single file which
should be 300dpi, not exceeding 1MB in size per image.
Note: These images for judging will also be used for publicity purposes.
Media
Addendum
You will need to provide the Media Addendum data in the online
entry area. This page and those that follow should be removed
from the entry form before submitting your entry.
Exception: “Sustained Success” category requires a special
entry form and media addendum. You wil l need to complete the
Media Addendum within your entry form, and submit the Media
Addendum pages together with the entry form. (You should not
complete the media addendum data online if you entry to
“Sustained Success” category.)
Fi les for Publicity
Item Format Requirements
Authorization &
Verif ication Form
Upload the signed Authorization form in .pdf format (this must be a
scanned file with real signature).
Company
Logo
Upload the logos of credited agency & client companies,
Requirements:
Files in .ai format, 1-3 logos;
Upload 1 logo if there is no agency;
Upload 3 logos if there are 2 marketers.
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Step4 Make Payments
Payment Procedure
1. After successfully adding all entries online, you will be directed to a payment page.
2. Please make payment and keep the payment proof. The account information is
posted below:
Effie Greater China Account Information
Beneficiary: Shanghai Bofei Cultural Communication Co., Ltd
Bank Name: Wujiaochang Branch, Ping An Bank of China
Bank Address: No.1855, Huangxing Road, Shanghai, China.
Account No.: 11014696191000
Swift Code: SZDBCNBS
CNAPS No.: 307290002241
3. Please upload the payment proof and fill out the related information for the
receipt.
4. We will activate case submission function to complete your entry as soon as we
receive your payment correctly.
Reasons for Disqualif ication
The following will result in disqualification and entry fees will be forfeited.
Data not referenced.
Agency names/logos published in the entry form or in the creative materials.
Including Competitors’ Work/Logos on the creative reel.
Including specific results data on the creative reel.
Failing to adhere to the Effie eligibility rules.
Failing to follow the formatting requirements as outlined in the entry kit and on
the entry form.
Missing Translation / Creative Viewing Guide.
How Your Case Wil l Be Judged
Your entry will be judged by some of the brightest and most experienced business
leaders hand-picked from the Greater China region. Entries are judged in two phases.
Scoring is done anonymously and confidentially.
Round One
Round One Judges review 15-30 cases across a range of categories. Judges
evaluate all elements of an entry: the written case and creative executions. Each jury
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member reviews a unique set of cases. Cases that score high enough become
finalists and move on to Final Round Judging.
Final Round
Finalists are judged against other finalists within their category, and like Round One,
all elements of each case are reviewed and scored. Final Round judges discuss the
finalists in the category before finalizing their scores. Not all f inalists become
winners.
The Grand Eff ie
The Grand Effie represents the single best case entered in a given year. There will likely
be something ‘breakthrough’ about it - whether that be the way a market was
re-framed; an insight that opened new possibilities; a creative leap that achieved real
standout; or the discovery of a new way to engage with an audience...all with the
express purpose and proven capability of delivering outstanding effectiveness.
The winning case represents both the most effective case of the year and a message
that will be sent to the industry about learnings for the way forward.
Scoring System
Judges are asked to evaluate specific criteria in scoring a marketing case’s overall
effectiveness and provide four separate scores analyzing specific attributes of the
work. The breakdown is as follows:
Strategic Challenge + Objectives 23.3%
Idea 23.3%
Bringing the Idea to Life 23.3%
Results 30%
Final Score 100%
Nominate a judge
Effie Greater China welcomes senior executives to the 1st round and final round juries.
To become an Effie judge, experience in leading effective work in Greater China will
be considered. Please contact Lily He ([email protected]) to get Jury
Nomination Form. Your nomination will be kept in Effie Greater China database even
if it’s not proceeded to an official invitation to the jury this year.
Entry Form and Creative Materials Content Requirements
The Eff ie Entry Form
Carefully review and answer the detailed instructions under each question on the
entry form. You may not remove these detailed instructions or any other parts of the
entry form.
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Make sure your entering team has covered all requirements of the entry form in a
clear, easy to read manner. Judges will read 15-40 cases in a judging session, so
cases with clear, easy-to-understand connections between the strategy, idea,
creative, and results will stand out from the masses. Using readability tools (i.e. bullets,
white space, bold/italics/underline, charts) will help the judges easily process your
information.
Also, make sure your team uses a voice of honesty and makes a convincing case –
judges are looking for the real situation you started with, what you achieved and the
persuasive argument that links the work to the results achieved and states why the
results are significant in the context of your situation.
Simply presenting results without defending them is not sufficient. Judges expect a
well-defended argument as to why what was achieved was significant and linked
back to the work done. Address every objective in your results section and guide
judges through the results achieved.
Sourcing Data in the Entry Form
All data, claims, facts, etc. included anywhere in the entry form must include a
specific, verifiable source. Entries that do not source data will be disqualified. Be as
specific as possible in documenting all evidence; provide sources of data, research
involved and time period covered.
Acceptable sources can be: marketer data, agency/media research or third party
research companies. Use the specific name of the company to reference a source
except when the source is an agency (ad, media, or other).
Note: Because Effie is an entrant-blind competition, we require agency research to
be referenced via the term “Agency Research.” This applies to all agencies as judges
may think the agency listed is the entering agency. However, you must still be specific
about time period covered, research involved, etc.
The Greater China Effie Awards reserves the right to check all sources provided for
accuracy.
Addit ional Reminders:
1. Make sure the following questions match what is entered in the online entry area:
a. Questions 1-4 on the Entry Details Tab
b. The media details on the Media Addendum Tab
2. Enter in your Entry ID# in the designated box in the upper right-hand corner of your
entry form and authorization form.
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Content Insights in the Entry Form
Strategic Communications Challenge & Objectives - 23.3% of the score
The definition of the Strategic Communications Challenge is the glue that shapes the
other elements of the case. The Strategic Communications Challenge should be
clearly understood. Elements are assessed for both suitability and ambitiousness
within the framework of the Strategic Communications Challenge.
How did each area relate to the stated objectives and were the objectives fully
explained? Entrants should detail what objectives they had and why they are
signif icant in the context of their s ituation. If the entrant did not have objectives
upfront or they were open-objectives, they should explain this. Judges consistently
state that they can tell when objectives have been retrofitted and down score entries
because of this.
Provide context about the category, marketplace, company, competitive
environment, and the degree of difficulty of this challenge.
Who is the audience you are trying to reach? Describe their attitudes,
behaviors, culture, etc. Why are they your target?
Explain why your objectives are significant for your brand. Provide prior year
benchmarks when available.
Detail the business problem the effort was meant to address. Why was this a
challenging situation?
Note the tools you planned to use to measure each objective.
Insight & Strategic Idea - 23.3% of the score
Judges evaluate how inventive and effective the Idea and Strategy are in meeting the
Strategic Communications Challenge and how closely the Idea, Strategy and Results
address the Challenge.
Share your insight and how it originated. What research was done that
resulted in the insight or awareness of the opportunity or revised/validated it
after the fact?
Did you adapt your strategy as a result of new things learned in the field?
Explain how the big idea addressed the challenge.
Remember to state your answer to question 6b in one sentence. This is not your
tag line - it is the core idea that drove your effort and led to your results.
Br inging The Idea To Life - 23.3% of the score
Judges are looking to see why you chose specific media channels - how do they
relate to your strategy and audience? Is the creative work effective? Does it address
your objectives? Entrants should articulate their media and creative strategy.
Explain why you selected the media channels - why were these right for your
audience and idea?
Tie your insights and strategic challenge into your communications strategy.
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Did your communications change over time? Explain how.
Explain the effect of the other marketing components that were active during
the time of your campaign/effort.
New in 2016: Charts outlining communications touch points, owned/earned/paid
media, sponsorships, etc. (formally questions 7b - 7f) are all answered in the online
entry area via the media addendum.
Exception: “Sustained Success” category requires a special entry form. Sustained
Success cases will need to submit the Media Addendum pages together with entry
form, and should not complete the Media Addendum tab online.
Paid Media Expenditures (Media Addendum)
Paid media expenditures (purchased and donated), not including agency fees or
production costs, for the effort described in this entry.
Traditional and non-traditional paid media. Examples: purchase of a TV spot,
purchase of a mobile ad, etc.
Out-of-pocket activation costs. Examples: For something like an event, what
did it cost to have the pop-up store? What did it cost to buy the key search
terms on Google?
Value of donated media. Example: If you are a film festival, did a sponsor give
you 2 hours worth of free TV ad time? Estimate what it would have cost you if
you had paid for it.
Owned Media and Sponsorship (Media Addendum)
Any owned media. Examples: company owned real-estate, either physical or
digital, that acted as communication channels for case content - e.g.
corporate website/social media platforms, packaging, branded store, fleet of
buses, etc.
Any sponsorships that provided communications benefits. Example: As part of
a sponsorship of the tennis finals, I received free ad space for my logo during
primetime. If you talk about how important a channel was to your strategy, do
not leave it out from your video.
Results - 30% of the score
Judges are looking for direct correlations between real objectives and results. Make
a compelling argument why the communications is linked to the results achieved
rather than a different factor, and make a compelling argument regarding why the
results you achieved are significant. Entrants must demonstrate how they met or
exceeded objectives using quantitative and behavioral metrics or other
measurement tools.
Entrants should provide context - what is the industry norm? What were the pre and
post measures? Entries range from small cases in regional markets to nationwide
blitzes. Judges take into account the environment in which each case exists. It is
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important to include category context, as judges may not be aware of your
particular category.
Restate your objectives/KPIs in the results section so judges can easily
reference this information. Provide context with historical data, industry
benchmarks, competitors, etc.
Retrofitting your objectives is one of the most common judge complaints.
If you cannot provide certain business results, explain why you cannot or
why they are less important.
Explain why the results you are presenting are important. How did the
results tie together and impact the brand and business?
Explain how you know it was your marketing efforts that led to the results.
Describe other factors in the marketplace that could have contributed to
your success. Judges value honesty.
Entrants must source all data.
4-Minute Creative Reel
The creative reel should showcase the creative that brought the big idea to life. This is
not a video of your written case; it is a way to show the judges your creative work as it
ran in the marketplace. Creative/communication elements submitted must directly
relate to your strategic objectives and results outlined in the written form, and must
have run in the marketplace.
What You Must Include
Show the “how-when-where” you connected with your audience.
Include at least one example of each of the integral communications touch points
mentioned in your written case. You do not need to feature on the video all items
selected in the communications touch points checklist, only those integral to the
case’s success that are mentioned in your written case. If time allows, you can
include additional examples of specific creative materials.
Focus on the Creative Work
The judges read your written case before watching the reel. They know your
objectives, challenge, strategy, and results, so the focus of the reel should be on the
work itself - you do not need to spend a lot of time on other elements that were
already stated in your written case. The purpose of the video is to show how you
brought the idea to life and for judges to experience your creative work as your
audience.
You may not include results in your creative reel. You may only include a general
statement, with no numbers included, to provide closure to the reel if you feel it is
necessary. Judges are advised that results in the video are a reason for
disqualification. It is best not to include any reference to results so judges can remain
focused on the merits of your case rather than potential disqualifiers.
Note: The creative reel for sustained success cases may be up to 5 minutes in length.
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The Eff ie Effectiveness Index®
If your case becomes a 2016 Effie finalist or winner, the credits submitted will be used
to tally the 2017 Effie Effectiveness Index results. The Index is constructed by
converting every Effie award and finalist into points - 12 for a Grand Effie, 8 for Gold, 6
for Silver, 4 for Bronze and 2 for a finalist (with contributing agencies receiving half
these points). Since different point values are given to leading and contributing
agencies, it is critical that all companies are properly credited at time of entry.
We request that all entrants communicate with their own
corporate/communications office and the offices of their credited partner
companies and/or PR departments to ensure all client and agency company
names are credited correctly.
Differences as small as punctuation and capitalization could impact how your
company is ranked in the Index.
Trophies and Certif icates
All winning entries - Gold, Silver, Bronze winners - receive trophies for each lead
agency and client. The client and lead agency is the engraving default setting for all
trophies. Trophies will be available at the Effie Greater China Awards Gala in October
2016. If you do not pick up your trophy at the awards gala, you will be asked to pay
for the courier fee of these complimentary trophies.
If your entry is an Effie finalist, you will receive certificates for the case. These
certificates will be mailed in the months following the awards gala.
If your case is a winner or finalist, you can purchase duplicate or personalized
trophies and certificates with your choice of credited agency/agencies listed. If you
have any questions about trophies or certificates, please contact Carrie Du
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Entry Check List
Entries are submitted online in Effie’s online entry area. This page outlines the entry
checklist. Carefully review and make sure your entry has covered all requirements.
! Entry Form
! Media Addendum (completed in the online area)
! Creative Reel
! Creative Images for Judging
! Authorization & Verification Form
! Company Logo for Publicity
! Online Entry Area
! Upload Materials
! Company & Individual Contact Information & Credits
! 300-character Chinese Case Summary
! 90-word English Case Summary
! Publication Permission Settings
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Contact Us
General Email: [email protected]
Direct: +86 010 5618 1122
Entering Competit ion Carrie Du
Competition Specialist
Email: [email protected]
Mobile: +86 186 1198 5453
Lily He
International Specialist
Email: [email protected]
Mobile: +86 186 3257 8088
Judging Hawk Zhou
Competition Manager
Email: [email protected]
Mobile: +86 150 1022 8976
Sponsorship Nicolas Ma
Cooperation Director
Email: [email protected]
Mobile: +86 177 1005 5488
Media & PR Liam Duan
Email: [email protected]
Mobile: +86 155 5802 9925
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