english version - EFFIE Awards Belgium · effie BE 2017 – entry kit resources Entry Question...

entry kit 2017 english version

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AWARDING IDEAS THAT WORK ®

effie BE 2017 – entry kit

03 welcome letter

04 general information 04 deadlines & fees 05 eligibility 06 resources 07 judging & scoring

09 confidentiality

10 entry requirements 10 online registration first 11 check-list 12 formats 14 disqualification 16 credits

17 entry questions 17 scoring sections 24 tips for drafting

25 categories

26 more information 26 trophies & certificates

27 contact

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welcome letter The Effies in 2017: Making Marketing Better. It is my pleasure to invite you to be a part of the 2017 Belgium Effie Awards competition, for two reasons:

To celebrate the year’s most effective marketing communications in the world’s most prestigious

effectiveness awards competition. To take the opportunity to learn while sharing: doubtless you and your team will learn something in the

process of submitting your entries and, in turn, those entries will stand as examples of best practices in our industry.

What’s new? Effie is continuing its worldwide mission to actively promote effective communication. To this end we are introducing innovations beyond the handing out of awards, amongst others with the Start to Effie program and a content platform. Start to Effie: Effie has grouped a number of existing and new educational activities such as info classes, workshops and effectiveness training courses under the heading ‘Start to Effie’. This also includes the Effie Masters initiative, a brand-new community of experienced former jury members who act as a sounding board or coach for entrants who are submitting their first case. The good news is also that Effie has extended the deadline for submitting cases until the end of May. The presentation of the Awards and the Effie Effectiveness Forum, where the finalists will present their case, are scheduled for September 28th 2017.

Effie Canal: Also, Effie has a new content platform to share the expertise and inspiration of marketing effectiveness champions. In addition to the now very successful Effectiveness Forum, which takes place prior to the Ceremony, Effie now shares inspiring, motivating & entertaining content by winners, jury members and influencers from the industry all year round. I look forward to meeting many of you at upcoming events. Please do not hesitate to contact me if you have any questions at any point in the competition cycle.

Best of luck, Birgit Heymans

Director Effie Belgium

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deadlines & fees

entry deadline entry date entry fee Early deadline 18th April 2017 €1295 + VAT On-time deadline 28th April 2017 €1695 + VAT Final deadline 31st May 2017 €2595 + VAT

All types of agencies and advertisers can enter the Belgium Effie Awards, regardless of whether they are members of ACC/UBA/UMA or not. Non-members are charged €500 extra per submitted case. Entries are accepted as soon as Effie receives proof of payment.

The number of entries per participant is unlimited on the condition that the competition rules are respected and the entry fee per individual case is paid.

Participants wishing to withdraw from the competition following submission of their case or whose case is rightfully excluded, will not be entitled to a refund.

You may enter your work anytime up until 31st May 2017. The entry fee depends on the submission

deadline. An entry is considered fully submitted once Effie Belgium receives all completed entry components, including the correct payment. Entries will not be accepted if they are not accompanied by the correct entry fee payment.

competition dates event January 2017–March 2017 Competition open for registration (deadline 31/03/17) April 2017-May 2017 Deadlines for entries case material July-August 2017 Judging September 2017 Finalists announced September 28th 2017 Effie Effectiveness Forum and Winners announced at Effie

Awards Ceremony

general information

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eligibility All marketing communication efforts that ran in Belgium at some point between 1st January 2016 and 31th December 2016 are eligible to enter.

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 – any one or any combination of mediums – any example of work that demonstrate how you tackled your objectives can be entered. To enter, you must detail the “why” behind the strategy and provide proof that your work achieved the results.

Your work must have made an impact during the eligibility period and the achieved results must be situated within this time frame. Elements of the work may have been introduced earlier and may have continued beyond this period, but your case must be based on data related to the eligibility period. Judges will evaluate the success achieved during this period.

Note: It is helpful to include context, data and results dating back to before the eligibility period. This will help the judges to better understand the significance of your objectives and the results achieved during the eligibility period. Judges will expect context on those points in time that feature in the case, such as pre and post measures.

Judges also appreciate it when you give them a sense of your case in the actual marketplace and your projections for the future if your case is ongoing. While you cannot present results after 31th December 2016 in this year’s competition, make sure to address your projections for the future. Present your case within the context of the actual marketplace and timing – do not present an isolated case without context.

Data presented must pertain to Belgium. The judges can only evaluate work and results performed and achieved on Belgian soil.

The Effie Awards Belgium reserve the right to re-categorize entries and/or refuse entries at any time.

A case which has already been awarded Bronze, Silver or Gold in the past cannot be submitted a second time unless a new strategy was used and new creative components were introduced. The tag line can remain the same but everything else must be different. This rule does not apply when submitting a case for a Grand Sustained Success Effie.

Conditions Grand Sustained Success Effie

Marketing communication efforts that have been successful for a minimum of three years. The case results must date back to at least 2014 and the 2016 results must also be presented. To enter, you must provide data from the first year of the case, from an intervening year and also from the last twelve months. The results from the past year must also be included.

The backbone of the case must consist of a number of recurring elements (such as a spokesperson, song, theme, tagline, etc.) that show an impact on the brand and on effectiveness in the course of time.

general information

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resources

Entry Question Guideline The next pages present an overview of all the criteria the jury will use to score an entry. The order is the same as that in which the jury will assess the criteria. Review Past Examples of Effective Work Review free sample case studies from past winners in Belgium at http://www.effiebelgium.org/nl/winners-archive.asp Additional international case studies can be reviewed through the subscription-based Case Study Database.

North America 2016 Case Study Samples North America 2017 Case Study Samples

Personal Entry Feedback Each entered case receives personal feedback from judges who reviewed your case in the form of a concise A4 report. Within the scope of Making Marketing Better, some of the benefits of this feedback include:

Understanding why your case did or did not achieve finalist or winner status.

Improving your future entries. Whether the case is a winner or not, there are lessons to be learned from the judges’ feedback.

Improving your marketing communications strategy and technique. Judges provide constructive criticism in terms of strategy, creativity and metrics. Take these lessons to heart and apply them to your future work.

Identifying trends among the strongest and weakest scoring sections in your cases.

The feedback will be forwarded electronically to the lead contact in the month following the Ceremony.

general information

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judging & scoring

Your entry will be judged by some of the brightest and most experienced business leaders in Belgium. Entries are judged in two phases. Scoring is done anonymously and confidentially.

The judges’ scores determine which entries will be finalists and which finalists are awarded a gold, silver, or bronze Effie trophy. Minimum scores are required for entries to be eligible as a finalist and for each winning level - gold, silver and bronze. Effie trophies are awarded at the discretion of the judges. It is possible that a category may produce one or multiple winners of any level or perhaps no winners at all – regardless of the number of finalists. Not all finalists become winners. Judges read your written case first and then immediately watch the creative material. Make sure your team reviews both to ensure they complement each other seamlessly before submitting your entry. It is important to remember that judges reviewing multiple cases. Brevity, clarity and captivating storytelling are key to make your case stand out. 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 entry form has been reformatted to better reflect this criteria. The breakdown is as follows: Challenge, Context & Objectives 23.3% Insights & Strategic Idea 23.3% Bringing the Idea to Life 23.3% Results 30%

Round One Judges evaluate all elements of an entry: the written case as well as its creative execution. Cases are reviewed on a stand-alone basis. Final Round In the Final Round, all jury members come together to discuss their scores of the various cases and to select the finalists and winners. During these consultations, individual scores can be adjusted should a jury member come to the conclusion that he or she misinterpreted, over- or underrated certain aspects of the case. The total score is calculated based on these evaluations. First of all, the overall scores determine whether a case is named as a finalist. A case that makes it to the final is judged to have merit, with adequate proven results.

general information

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However, Effie is also a competition and that means not every finalist will receive an award. Following deliberations, the various awards – a gold, silver and bronze Effie Award and possibly a Grand Sustained Success Effie – are presented to those finalists who achieve an above-average score. The jury strives to obtain a consensus; if no consensus is reached regarding a specific case, the jury may put it to a vote. Following the vote the jury members will take a common position. Finalists and Winners The finalists are announced after the Final Round (September 2017). The actual winners are not revealed until the Award Ceremony at the end of September. Please note that not every category is guaranteed to have a winner. If a specific category only has one finalist this does not automatically mean the only competing case will also win an Effie award.

Effie Effectiveness Forum The finalists will be invited to present their case at the Effie Effectiveness Forum, which takes place in the afternoon prior to the award ceremony in September 28th 2017. More details will follow at a later stage.

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confidentiality

The Effie Awards promote the practice and practitioners of effective marketing and aim to reward the most effective ideas of the year. The process is designed to help the participants submit their most efficient work as effectively as possible. All jury deliberations take place behind closed doors. Assessment

All jury members must sign a confidentiality agreement prior to the start of deliberations. Jury members are not eligible to vote for categories that may give rise to a conflict of interest. The assessment process does not allow jury members to discuss the entries between them during the first

round. Discussions are an essential part of the deliberation process in round 2 but the vote of every individual

jury member remains a secret.

Creative materials and short case summary Only the content of the short case summary will be published if your entry is selected as a finalist or a winner. All entries must be original; participants must own the rights to their entry and have permission to submit their case. The creative materials and the short case summary entered into the competition become the property of Effie and shall not be returned. By entering your work into the competition, Effie automatically acquires the right to make copies and to use the creative materials and the short case summary for information and publicity purposes, amongst others on the Effie website and partner websites, in press releases, at conferences and during the award ceremony.

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online registration first

Below we have outlined the procedure that must be followed to submit a valid Effie case.

Register your participation online before 31st March 2017 Complete the entry form at effiebelgium/award program/registration, available as of January 2017 The following data are required

o Brand o Case title o Category o Case 2016 or Grand Sustained Success Case o Advertiser o Lead agency(-ies) (max 2) o Contributing agency(-ies) (max 5) o Contact lead agency/email/mobile o Contact advertiser/email/mobile

You commit to paying the corresponding entry fee and click on the send button. You will receive an email with your personalized Dropbox data within 5 working days, allowing you to

submit your entry digitally. In case of multiple entries, a separate Dropbox link/account will be assigned per case.

Sending in the actual materials is done digitally, with a choice of three deadlines and their corresponding fees.

requirements entry

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AWARDING IDEAS THAT WORK


checklist

Entries are uploaded online via a personalized Dropbox in the name of the entrant. No hard copies are accepted.

Entries checklist 1. Effie registration:

contact information of the entrants

2. Effie case: the detailed 10 pages case (Word doc)

3. Effie media appendix:

form detailing the touch point choices 4. Effie creative work:

presentation of the creative materials (Powerpoint doc)

5. Effie summary for publication: short summary for publication on the website + 2 CVs of the entrants

6. Effie reel:

case movie offering a clear explanation of the case story in exactly 2 minutes Please note that since Effie is an agency-blind competition, no agency names must be mentioned in the case document, the media appendix or in the creative work document. Make sure none of the uploaded files contain the agency’s name or logo. Double-check everything!

requirements entry

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formats

1. Effie registration

This form contains the same elements as the entry form, viz.

o Brand o Case title o Category o Case 2016 or Grand Sustained Success Case o Advertiser o Lead agency(-ies) (max 2) o Contributing agency(-ies) (max 5) o Contact lead agency/email/mobile o Contact advertiser/email/mobile

You will find this form in your Dropbox. The form must be printed, completed, scanned and uploaded to your Dropbox.

2. Effie case (document for the jury)

This is not a form to be completed; you must create it yourself it in the form of a Word document. You will respect the case structure as described on pages 17-23 Answer all questions. If a question is not applicable, you must state this directly below the question. All copy must be written in a Verdana black font, at least pt. 12 in size. The use of color in this document is only allowed in charts and diagrams. Keep the 10-page limit in mind

o including executive summary, figures or charts o not including the entry form and the media appendix.

Language: the Effie case document is preferably (but not necessarily) written in English to allow equal assessment of the case by both Dutch- and French-speaking jury members.

Attention: Agency names or logos must not be mentioned or depicted in this document

3. Effie media appendix (document for the jury)

Please tick the appropriate boxes on this form (see pp 22-23). You will find this form in your Dropbox. The form must be printed, completed, scanned and uploaded to your Dropbox. Attention: Agency names or logos must not be mentioned or depicted in this document

requirements entry

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4. Effie creative work (document for the jury)

A transparent presentation of the creative materials giving the jury a clear insight into the creative component of the case.

Powerpoint presentation of maximum 10 slides Maximum file size 500Mb Make sure that all uploaded commercials (radio, TV, digital, ...) can be viewed directly from

the Powerpoint presentation. Video formats: mov, mpeg, mp4. Audio formats: MP3, MP4 Individual creative files are not supplied to the jury members.

Attention: Agency names or logos must not be mentioned or depicted in this document

5. Effie summary for publication

This material is used as input for publication on the website if you are selected as a finalist or winner.

1. A Word document of max 7000 characters (with spaces): Campaign title + short case summary in 3 chapters: market situation and objectives, strategy, results.

2. A clear key visual of the creation (NL + FR) in high resolution 3. Concise CVs (max 500 characters per CV) of the two persons presenting the case (agency and

advertiser): 4. High-quality portrait photos of the persons presenting the case. A separate high-resolution

photo of advertiser and agency

Language: preferably English (but not mandatory). Alternative is Dutch + French.

5. Effie reel

This is a video offering a clear explanation of the case story. This material will only be used during the Effie Award Ceremony and for publication on the website if you are selected as one of the finalists or winners.

Video format exactly 2 minutes Format MOV, MPEG, MP4, max 500Mb Audio: MP3, MP4 English or Dutch with French subtitling or French with Dutch subtitling

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The following will result in disqualification and entry fees will be forfeited: No sources All data, claims, facts, etc. presented in the case must refer to specific and verifiable sources. These sources should be as detailed as possible and support all the evidence: a source must be indicated for the data, the nature of the research and the period that was studied. Jury members are entitled to check the data using the indicated source. Incomplete entries Your entry must be submitted when all components of the case document are fully described. Use “N/A” to indicate that no information is available for a specific section. Failure to respect the eligible period for Effie The eligibility period for an Effie is the calendar year 2016. Work may have started sooner and may also continue beyond 2016, but the body of work to be assessed by the jury must have run at some point between 1st January and 31st December 2016. The results the jury must consider will date from this period, yet additional data from before or after this period may be added to provide additional context. Failure to respect the design requirements Turn to page 12-13 for the design requirements with regard to font, color, structure, etc. Mentioning names of agencies The Effie is an agency-blind competition. This means no agency names must be mentioned in the case document, the media appendix or in the creative work document. Make sure none of the uploaded files contain the agency’s name or logo. Work submitted before A case which has already been awarded bronze, silver or gold in the past cannot be submitted a second time unless a new strategy was used and new creative components were introduced. The tag line can remain the same but everything else must be different. This rule does not apply when submitting a case for a Grand Sustained Success Effie.

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effie BE 2017 – entry kit Negative recommendation by the JEP Campaigns for which the JEP has made a recommendation to modify the content or discontinue the campaign due to violation of the statutory or self-regulation provisions, will not be eligible for an Effie. Important remarks:

- If a campaign has indeed been modified in accordance with the JEP’s recommendation, then the modified version can be presented to the Effie jury;

- Campaigns approved with reservations because they are ‘not in good taste’ can be presented to the Effie Jury;

- Campaigns with multiple creative components, of which one or several have been disapproved by the JEP due to violation of the statutory or self-regulation provisions, can be presented to the Effie jury if these creations do not fundamentally change the mechanics or the impact of the campaign. The rejected creations, however, cannot be presented to the Effie jury and consequently they may not feature in future Effie presentations (versions modified in accordance with the JEP recommendation can be submitted, as explained above). In case of doubt the jury will decide.

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Company Credits

Effie recognizes the level of teamwork needed to create an effective case. You are required to credit all creative, strategic and media partners who contributed to the marketing communications effort.

We urge you to carefully consider crediting your partners: agencies of all types including full service, media, digital, promo, PR, events, media owners, research companies etc.

If you are an advertiser submitting in-house work, please list your company information in both the Lead Agency & Client contact areas.

Individual Credits

Effie’s policy is to honor those credited at the time of entry if the case is a finalist or winner

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scoring sections

EXECUTIVE SUMMARY

Why is this a best in class example of marketing effectiveness and worthy of an award in this specific Effie category?

Please answer in 100 words or less.

Give the judges an insight in of the case they are about to read by writing a summary consisting of one sentence for each of the four scoring sections.

The Challenge: Write a one-sentence summary.

The Idea: Write a one-sentence summary.

Bringing the Idea to Life: Write a one-sentence summary.

The Results: Write a one-sentence summary.

questions entry

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SECTION 1: CHALLENGE, CONTEXT & OBJECTIVES 23.3% OF TOTAL SCORE This section provides the judges with the background to your challenge & objectives. In this section, judges evaluate whether they have the necessary context about your industry category, competitors and brand to understand your entry and the degree of challenge represented by your objectives. Be thorough and provide context for judges unfamiliar with your industry to understand the scope of your effort.

1A. What was the state of the brand’s business and the marketplace/category in which it competes before your effort began? What was the strategic communications challenge that arose from this business situation?

Provide context on the degree of difficulty of this challenge and detail the business need the effort was meant to address.

Effie Tips:

Provide context about your brand and business situation, including main competitor spend, position in market, category benchmarks, etc. What were the barriers you were tasked to overcome?

Keep in mind judges may not be familiar with your brand’s industry. This context is critical for judges to understand the degree of difficulty involved.

Please answer here.

1B. Define the audience you were trying to reach. Describe them using demographics, psychographics, culture, etc. Explain if your target was a current audience, a new audience, or both.

Effie Tips:

Explain why this is the audience you are trying to reach. Why is this audience important to your brand and the growth of your brand’s business?

Please answer here.

1C. What were your measurable objectives and why were they important to the business? What were the Key Performance Indicators (KPIs) for your objectives? Your entry may have one or all of the following objectives: A. Business, B. Behavioral, C. Perceptual/Attitudinal. Provide context, including category background, for why the objectives were important to the brand and the growth of the business. Provide specific numbers/percentages.

Effie Tips:

Clearly outline your objectives. Provide specific, measurable objectives and explain why these were your objectives and why they are important to the brand and the growth of the business. Judges will expect to see context illustrating why your goals are challenging.

If you did not have specific, numerical objectives, explain why. Outline how you planned to measure your KPIs.

Effie is open to all types of objectives – business, behavioral, and/or perceptual/attitudinal. It is the entrants’ responsibility to explain why their particular objectives are important to the business and challenging to achieve.

Please answer here.

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SECTION 2: INSIGHTS & STRATEGIC IDEA 23.3% OF TOTAL SCORE This section invites you to explain your strategic process and thinking to the judges. Keep in mind, an insight is not merely a fact or observation based on research; it is the strategic insight, unique to your brand and audience, that was leveraged to help meet your objectives. Your insight may be a consumer insight, a channel insight, marketplace insight, etc. Your idea should be born from these unique insights.

2A. State the insight that led to your big idea. Then explain what observations led you to your insight.

Effie Tips:

Explain how you arrived at your insight. Include how your audience’s behavior and attitudes and/or business situation led to the unique insights that would generate success for the brand and how those insights inspired your strategic idea.

It might be helpful to tell judges how you define an insight.

Please answer here.

2B. State your strategic big idea.

Effie Tips:

What was the core idea that drove your effort and led to the breakthrough results? What was at the very heart of the success of this case? The big idea is not the execution or tagline.

.

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effie BE 2017 – entry kit SECTION 3: BRINGING THE IDEA TO LIFE 23.3% OF TOTAL SCORE This section relates to how and where you brought your idea to life – including your creative, communications and media strategies and the work itself. Judges will score this section based on the information you provide in Question 3 + the Media Appendix + the creative work as presented in the creative presentation. Between the creative examples and your response to this question, the judges should have a clear understanding of the creative work that your audience experienced and how the creative elements worked together to achieve your objectives.

3. How did you bring the idea to life? Explain your creative and media strategy. Elaborate on your communications strategy, including the rationale behind your key channel choices. Why were your channel choices and media strategy right for your specific audience and idea? Your explanation below must include which specific channels were considered integral to your media strategy and why.

Effie Tips:

Tell the judges how you brought the idea to life. Explain the creative idea and your overall communications strategy, as borne from the insights and strategic challenge described earlier.

Tell the judges where you brought the idea to life and why you chose those channels. Why were your channel choices and media strategy right for your specific audience and idea? Why did you choose certain channels and not others? How did your communications elements work together? Did they change over time? If so, how?

Please answer.

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SECTION 4: RESULTS 30% OF TOTAL SCORE This section relates to your results. Be sure to provide context (category, prior year) and explain the significance of your results for your brand’s business. Show how the results tie in with the objectives outlined in Section 1. Entrants are encouraged to use charts/graphs to display data whenever possible.

Provide dates and sourcing for all data provided.

4A. How do you know your approach was effective?

Show results.

Explain why, with category and prior year context, these results are significant for the brand’s business.

Results must relate to your specific audience, objectives, and KPIs. Provide a clear time frame for all data shown.

Effie Tips:

Re-state your objectives from section 1 and provide results against them. Ensure the metrics you provide here are directly relevant to those objectives.

Narrate the story of how your work drove the results.

Prove the results are significant using category, competitive, prior year, and brand context.

Charts and graphs are encouraged.

Please answer here.

4B. Marketing communications rarely work in isolation. Apart from your effort, what other factors in the marketplace could have affected the outcome of this case?

This is your opportunity to explain what other elements must be factored in so you can convince judges of the impact of your case by addressing factors such as weather, pricing, distribution, economic factors, an overall brand campaign, etc. You are encouraged to use this space to address the (lack of) impact of other factors on the results achieved by your effort.

Effie Tips:

Judges are industry executives and expect entrants to address any other factors here. Judges discourage entrants from replying “No Other Factors”.

Please answer here.

4C. What about the ROCI (return on communication investment)?

Effie Tips:

Explain the relationship between communication budget and results

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MEDIA APPENDIX The Media Appendix is reviewed as part of Section 3: Bringing the Idea to Life - along with your response to Question 3 and your creative work, as presented in the Creative Presentation (PowerPoint).

The Media Appendix is NOT included in the 10-page limit of the Effie Case document COMMUNICATIONS TOUCH POINTS CHART In this appendix you are asked to tick all touch points that were used in your marketing communication effort. Please complete the list below.

TV o Spots o Sponsoring o Product placement o Branded content o Interactive TV

RADIO o Spots o Sponsoring o Interactive radio

PRINT o Newspaper print o Magazine print o Branded content

OOH o Large posters o Abribus o Euribia o Flyposting

CINEMA DIGITAL

o Display ads o Website o App o Branded content o Contest o Gaming

SOCIAL MEDIA o FB o Twitter o LinkedIn o Instagram o other

RETAIL o Pop-up o Shop in shop o In-store merchandising

E-TAIL/E-COMMERCE

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DIRECT o Mail o E-mail

PR (FREE PUBLICITY) SAMPLING

EVENTS SEM (search engine marketing) SALES PROMOTION SPONSORSHIPS OTHER (describe)

……………………………………………………………… ……………………………………………………………… ……………………………………………………………... ………………………………………………………………

PAID MEDIA EXPENSES Please indicate the gross amount spent on paid media for your marketing communication effort, exclusive of agency tariffs or production costs.

< 100,000€

100,000-250,000€

250,000-500,000€

500,000-999,000€

1-2m €

2-5m €

5-10m € >10m €

Compared to other competitors in this category, the budget is:

Lower Roughly the same Higher

Compared to the budget spent on the brand in the previous year, this year’s budget is:

Lower Roughly the same Higher Not applicable

If available, please specify your share of voice vs your competitor(s) ……………………………………………………………………………………………………………………………….

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tips for drafting

Carefully review and answer the detailed instructions under each question. Judges review these detailed instructions when scoring and will deduct points if one or several aspects of the question are not answered. You may not remove these detailed instructions or any other parts of the entry form.

Identify the competitive landscape. Do not assume that the judges reviewing the entry are aware of the marketplace details of your particular category. Be sure to provide a clear picture of the marketplace situation, category and competitive context. Judges frequently disregard entries that fail to provide such context as it is not possible to evaluate the significance of the results achieved without understanding that context.

Include clear, simple & relevant charts and tables. If done correctly, charts and tables allow judges to easily assess the success of the marketing initiative.

Source your data and results. The #1 reason judges mark an entry for disqualification is failure to

provide a specific, verifiable source for all data, claims, facts, etc. included anywhere in the entry questions.

Be sure you answer ALL questions. Provide category context and clearly link your challenge, strategy

and results. Explain who your audience is and why. Explain why your results are significant. Connect the dots between your challenge, insights, idea, communications strategy and results. In short, make your case.

Make your entry clear, interesting and easy to read. Be concise wherever possible. Treat the entry

like a story – each section should link to the next.

Follow all formatting requirements as outlined in the rules & regulations and entry questions guideline.

Make sure your entry does not include an agency’s name or logo anywhere in the entry questions or creative materials — Effie is an agency-blind competition.

Make sure to clearly link your success and results. If you achieved x social engagement, how did it

relate to your awareness, perceptual and business goals and the brand’s future plans? How does it compare to past achievement by the brand, category and industry as a whole? Why was it ambitious to achieve in the context you were operating in and how can you prove that the effort was what drove the achievement?

After writing your entry ask people not affiliated with the case to review it. What questions do they have? Is there any ambiguous content? What questions were not answered? Is your information laid out clearly? Ask them to provide honest feedback about the use of jargon. Remember, judges may not be familiar with the category or competitive environment of your brand – explain why your objectives and results are important and significant.

Eliminate any other factors that judges may mistakenly believe could have contributed to the success

– prove beyond doubt it was your work that generated the results.

First time Effie entry? Contact the Effie Masters for a coaching session or ask them to review your work. More info on effiebelgium.be

Entry form

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Every case must be registered and submitted within a specific product or service category. Definitions of product and service categories

1. Consumer Goods: Food & drinks, cleaning products and detergents, pet care, cosmetics & personal care and other consumer products such as electronics, fashion, accessories, home and deco, etc.

2. Leisure & entertainment:

Media, gaming, tour operators, airlines, travel, toys, sports and culture.

3. Automotive & transport: Cars & car services

4. Banking: Financial services, insurance

5. Telecom: Telephony products and services, internet services, mobile operators

6. Energy

7. Health & OTC: Consumer health products

8. Retail & E-tail: Retail chains, department stores, supermarkets, e-shops, e-commerce

9. Corporate & B2B: Marketing to promote a corporation, employer branding and/or recruitment company, B2B communication

10. Non-profit: Communication for public services, charitable causes for a non-profit organization or association

The Effie Awards reserve the right to classify entries into a new category, redefine existing categories and/or refuse an entry.

categories

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At the award ceremony, one trophy is handed out to each winning team to celebrate the cooperation between the agency and its customer. As standard the trophy is engraved with the names of the customer and the lead agency (max 2). If your entry is selected as a finalist or an Effie winner then you will receive a certificate for the individuals credited in the case at the time of entry. If your case is a winner you can purchase additional personal trophies and decide which companies or individuals can have their names engraved on the trophy.

information certificates more trophies &

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effie belgium For all questions related to Effie Awards Belgium Competition please contact: Birgit Heymans [email protected] Mobile: 0478/48 43 82

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