WELCOME TO THE 2016 MENA EFFIE AWARDS COMPETITION

MENA Effie® Awards P.O Box 72184 Dubai Media City, ZEE Tower Bldg, 2

nd Floor, Office 206

Tel: +971 4 369 75 73 / Fax: +971 4 390 87 37

WELCOME TO THE 2016 MENA EFFIE AWARDS COMPETITION

It is my pleasure to invite you to be a part of the 2016 MENA Effie Awards competition, honoring the year’s most effective marketing communications. Started in 1968, Effie awards Ideas that Work – the great ideas that achieve real results and the strategy that goes into creating them. Whether mainstream or unconventional, digital or print, design or advertising, paid or unpaid – any form of marketing communications can enter. In 2009 the GEMAS joined up with Effie Worldwide to launch the first MENA Effie MENA Awards. This year’s competition brings along change and addition of 1 new category. With 21 categories, we ensure that your campaigns across the marketing spectrum can compete for the honor of the year’s most effective work. Today, winning an Effie has become a global symbol of achievement with the Global Effie, the Euro Effie,

the MENA Effie & The North American Effie.

In June 2011, Effie Worldwide, in partnership with Warc, introduced the Effie Effectiveness Index, a ranking of effective companies and brands based on finalist and winner data from Effie competitions worldwide. Visit www.effieindex.com to see how your company fared. The Effie Index makes finalist or winner status more valuable than ever, and Effie provides several resources you can use to make your entry as effective as it can be. These include a searchable winner database and the Effective Entry Guide, featuring detailed instructions for each of the scoring sections and judge insight. The Effie Index identifies and ranks the marketing communications industry’s most effective agencies, advertisers and brands; it also provides a chance for you to compete regionally and, globally with others. We look forward to seeing your work in the competition and wish you the best of luck.

Alexandre Hawari Co-Ceo Mediaquest

http://www.effieindex.com/



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TABLE OF CONTENTS

KEY INFORMATION o What’s new and important o 2016 Competition Calendar o Eligibility o Entry Deadline & Fees

3

ENTRY REQUIREMENTS o Overview o Reasons for Disqualification

o Credits o Individual credits o Company Credits o The Effie Effectiveness Index o Credit Amendment Policy

5

SUBMITTING YOUR ENTRY o The Effie Entry Form o Sourcing Data in the Entry Form o Tips for successful completion of your Effie entry o Reasons to get lower scores

9

THE EFFIE ENTRY FORM – AN IN-DEPTH LOOK o How your entry will be judged o Strategic Communication challenges and objectives o Idea o Bringing the Idea to life o Results

14

CREATIVE REQUIREMENTS o 4 Minute showreel - Content o Technical requirements for 4 minute video o Images for publicity

19

PUBLICATION PERMISSION 23

CONFIDENTIALITY 24

FINAL TIPS 24

KEY TAKEAWAYS 25

CATEGORIES 26

CONTACT US 31



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KEY INFORMATION

WHAT’S NEW AND IMPORTANT The MENA Effie categories are divided into three groups

Product & Service categories – There are over 13 categories to choose from

Specialty category – This category is designed to address a specific business situation or challenge. When entering into these categories, you should present your entry in a way that addresses the situation or challenge in the category definition.

Special Competition – There is a special entry form, which is required to enter your campaign for

Shopper marketing category. 2016 New Categories

Healthcare Services - Marketing communications efforts that were developed for hospitals, HMOs, health insurance companies, referral services, dental and medical care services, pharmacies or chronic care facilities. Efforts targeted to either healthcare professionals, patients and/or consumers are eligible for this award. This category is considered a Product/Service category - entrants may only submit an effort into one product/service category

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. The eligibility period for this category runs from June 1, 2015 – August 31, 2016.

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.

https://www.effie.org/case_studies/by_category/101





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2016 COMPETITION CALENDAR

Competition Timeline Date Entry Fee

On Time 28 July, 2016 USD 465 Extended Deadline 15 September, 2016 USD 510 Last Chance 26 September, 2016 USD 620 Round One Judging October 2016 06 November, 2016 Shortlist Announcement – Shortlist will be announced on the MENA

Effie website, Facebook page and by Press Release Final Round Judging November 2016 2016 MENA Effie Gala Awards 09 November 2016

ELIGIBILITY Marketing efforts that ran in MENA region – defined as work that ran between July 1, 2015 and July 31, 2016 are eligible to enter. Exception of Seasonal Marketing dates run from June 1, 2015 – August 31, 2016. 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.

Important: Do Not include results after July 31, 2016 – this will result in disqualification. Exception of Seasonal category do not include results after 31 August, 2016. Your work must have made an impact during this time period and the results you provide must be within the same 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 will evaluate success achieved during the eligibility time period.

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 July 1, 2015 and July 31, 2016.

Judges also appreciate understanding your case in the real marketplace and your future outlook if your case is ongoing. While you cannot present results after July 31, 2016, in this year’s competition, make sure to address your future outlook. *Exception: Seasonal category results cannot be presented after 31 August, 2016. Present your case in the context of the real marketplace and timing – do not present your case in isolation.



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ENTRY DEADLINE & FEES Entries will not be accepted if they are not accompanied with the full, correct entry fee payment. In order to be processed and entered into the competition, all parts of the entry must be electronically submitted to Mediaquest and full payment must be received. Once you submit an entry online, Please note that changes will not be made to any entries. You will receive an entry confirmation once all entries have been processed.

The entry fee is determined by when you submit your work into the competition with full payment.

ENTRY FEES:- Entry Date Entry Fee

On-Time 28 July 2016 by 6:00pm Dubai time 465 USD

Extended Deadline 15 September 2016 by 6:00pm Dubai time 510 USD

Last Chance 26 October 2016 by 6:00pm Dubai time 620 USD

Note: Entries received after, 26th September 2016 – 6:00 pm Dubai time will not be processed and therefore will not be entered into the competition.

ENTY REQUIREMENTS

Overview

Entries are submitted online in Effies online entry area. There is no need to submit hard copy entry materials at time of entry.

The following pages outline the overarching entry requirements, including the entry checklist (below), reasons for disqualification, credit information, and a brief overview of the online entry area. Detailed information regarding the entry form and creative requirements can be found in subsequent sections.

Entry Check List

Written case study (Entry Form) 4-minute showreel Images for judging 1 -2 still images of your work Images for Publicity Case Image Team Photos Company logos Online Entry Area Upload Materials Agency , Client Company Contact Information & Credits 90 word case summary 80 character statement of effectiveness Publication Permission Settings



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REASONS FOR DISQUALIFICATION The following will result in disqualification 1. Results/Data not referenced - All data, claims, facts, etc. presented anywhere in the entry form must reference a specific, verifiable source. Sources must be as specific as possible in documenting all evidence; provide source of data, type of research, and the time period covered. Do not include any agency names in your sources. This should be referenced as “Agency Research” with any other relevant information. 2. Agency name or logos published in the Entry Form or on the creative materials - MENA Effie is an agency-blind competition – ‘do not cite agency names’ anywhere in the entry form or creative materials. 3. Including Results or Competitive Work/Logos on the 4-minute creative reel - You are not allowed to include results or competitive work/logos on the reel. The reel is meant to showcase the work as it ran in the marketplace. Entries that include results or competitive work/logos in the video will be disqualified. 4. Failing to adhere to the Effie Eligibility period – The Effie Eligibility period is 1/7/2015 to 31/7/2016. It is fine for the work to have started running before or continue running after this period, but the work judges are reviewing must have run at some point between 1/7/2015 to 31/7/2016. The results the judges are evaluating must be within this period, but data prior to the eligibility period maybe included for context. 5. Using logos, graphics or colored font in entry form. All text that appears in the answer sections of the Entry Form must be in standard black font. Colored fonts will not be accepted in those sections. It is fine (and recommended) to use readability style effects like bullets, bold, white space, etc. throughout the entry form.

Note: Graphs and charts displaying data are acceptable and can be presented in color. No logos should be included on graphs.

6. Ignoring spacing guidelines or deleting the instructions or questions from the entry form –The official entry form is 6 pages, including questions and their instructions 1–9, minimum 10-point font. If you exceed the official number of pages while working offline, all additional material will be removed and will not be seen by judges once downloaded for review. Brevity and clarity are much appreciated by judges. 7. Submitting an incomplete Entry Form. You must fill out every section of the Entry Form online – do not leave any blanks. If a question is not applicable, you must state this directly by the question. Any question left blank will result in disqualification. 8. Missing Translation. Creative materials submitted for consideration that are not in English require translation. 9. Missed Deadline and payment. Your entry materials are incomplete in some way after September 20, 2016 or payment has not been cleared.



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CREDITS

Company and individual credits may not be removed or replaced after time of entry, it is critical for your team to thoroughly review the credits before submitting.

Individual Credits Space has been provided to credit ten individuals who contributed to the campaign. Please credit all main client and agency team members and make sure spelling is correct. You may only credit one individual per line. Also ensure the credits match the names in the Authorization Form & Online. Please note that if you do not use all ten spaces and want to add names after time of entry, changes will only be accepted on a case by case basis. Any approved changes will result in a $350 fee till September 29, 2016. Therefore, we recommend using all ten spaces and making sure names are spelled correctly at time of entry. Therefore, credits may not be removed or replaced after the entry has been submitted.

Company Credits Effie recognizes the effective teamwork needed to create an effective case. You are required to credit all creative and strategic partners who contributed to the marketing communications effort. Space has been provided in the online entry area to credit eight companies (up to 2 primary agencies, up to 4 contributing agencies, up to 2 clients). You must credit the client and at least one lead agency

Tip: We encourage you to use all credit spaces rather than leaving any blank. If you leave any blank and want to add names after the time of entry, the charge is $350.

You can credit two agencies as “lead agencies” and they will then be regarded as co-lead agencies on the work. Please note it should be made clear who the lead agencies are by marking them as Primary or Lead agencies. In order to be considered a co lead agency, you must certify that the work done by each agency was equal weighting. If you are an advertiser submitting in-house work, please list your company information in both lead agency and client contact areas. We urge you to think carefully about your partners – clients; agencies of all types including full service, media, digital, promo, pr, events, media owners; research companies; etc. Once you have submitted an entry, the MENA Effie Awards do not allow any credit to be removed or replaced, so please be very careful.

Imp Note: Once an entry has been submitted or when shortlist is announced, no agency credit will be added. The only changes that will be allowed – which will be decided on a case-by-case basis – are corrections to a name or a spelling or adding an individual’s name.



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Credit Amendment Policy Information you enter in the online entry credits section will be considered final. MENA Effie does not allow companies or individuals credited at time of entry to be unaccredited or removed at time of win because Effies standard policy is to recognize those originally credited at time of entry. Both company and individual credits must be thoroughly reviewed at time of entry. All credits must be signed off by senior leadership on the “Authorization form” Please note credit change requests made after time of entry will only be permitted on a case-by-case basis and are not guaranteed. The only changes MENA Effie allows to credits are changes to correct spelling. All contributing company and individual credit additions or amendments must be submitted by no later than 10 October 2016, to the MENA Effie office at “[email protected]”. To make any of these changes the charge is $350 after you have submitted your entry. No individual or contributing company credit additions will be accepted after October 6, 2016. All credit requests will be reviewed and accepted at the discretion of MENA Effie and are not guaranteed.



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THE EFFIE EFFECTIVENESS INDEX The Effie Effectiveness Index, the global ranking of marketing effectiveness, uses the credits submitted at time of entry to tabulate the yearly rankings. Ranking include; Marketers, Brand, Agency, Independent Agency, Network and Holding Company. Below is some guidance on how the credits lead into the rankings. If your case becomes a 2017 Effie finalist or winner, the credits submitted will be used to tally the 2017 Effie Effectiveness Index results. Since different point values are given to lead and contributing companies. It is critical that all brands and companies are properly credited at time of entry. Visit www.effieindex.com for more details. 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. This information should be communicated to contributing companies as well. Review effieindex.com to see how your company office has been listed in recent years. Differences as small as punctuation and capitalization could impact how your company is ranked in the

Index. Please ensure that all credits are submitted correctly at the time of entry. (For e.g., if your agency

name includes the city Dubai, be consistent with the listing. Select one method and stick to it. Agency

Dubai vs. Agency – DXB vs. Agency – Dubai)

Agency Office Rankings

Agency office rankings are compiled using the Agency name, city, and state as listed on the

credits tab of the online entry area.

Whether or not the city/state is included in the “Agency Name” field, the index ranking will be

based off of the location of the office using the city/state fields.

The agency name submitted will also be how the effort is publically recognized if the entry

becomes a finalist or winner. If your agency office prefers to be known as “AgencyName

CityName,” then agency names should be listed accordingly.

Be sure to guide all teams entering in the competition within your office to list the company

name in a consistent manner – this includes consistent capitalization, spacing, punctuation,

abbreviations, etc. This will ensure all finalist /winning cases from your office location can easily

be tabulated together.

Agency Network & Holding Company

Agency Network and holding companies are selected via a drop down in the online entry area The way the agency name is entered in that field does not affect the Agency Network or Holding

Company rankings, though it will be reviewed for accuracy.

http://www.effieindex.com/



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SUBMITTING YOUR ENTRY

The Effie Entry Form Your entry should tell the complete story of all advertising and marketing communications that were created and implemented for this marketing effort, and any other factors that impacted your efforts. Carefully review and answer the detailed instructions under each question on the entry form. Judges review these detailed instructions when scoring and will deduct points if all aspects of the question are not answered. You may not remove these detailed instructions or any other parts of the entry form. Make sure your entering team has covered all requirements of the entry form in a clear, easy to read manner. Think of the voice of your favorite well written magazine. Your case should be an interesting read with well-argued facts to back it up and it should be brief wherever brevity is possible. 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. Judges will read 10-25 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. 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 – how do the social metrics tie to the awareness and behavioral goals of the brand? How does this link to sales or market share goals (if relevant)? Eliminate any other factors that judges may mistakenly believe could have contributed to the success – prove it was your work that led to the results. Additional Reminders:

Enter in your Entry ID# (found on the view/edit entries page in the online system) in the designated box in the upper right-hand corner of your authorization form.

No results after July 31, 2016 may be included under any circumstances.

o For Seasonal Marketing category, no results after 31 August, 2016.

Source all data in your entry form and include dates.

Follow all formatting requirements as outlined in the entry kit and entry form.

Note: Judges are looking for great results against challenging goals – a truly effective case.

Simply entering impressive numbers, without background regarding why the numbers are impressive in the context of past performance, competitive context, category context, etc. and how the communications are directly linked to the results, will not garner a MENA Effie.



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SOURCING DATA IN THE ENTRY FORM All data, claims, facts, etc. included anywhere in the entry form (Strategic Challenge section, Idea section, Results section, etc.) 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. You must source all data and claims you provide in the entry form either by listing the specific source next to each piece of data or in clearly marked footnotes at the bottom of each relevant page. Acceptable sources can be: advertiser data, agency research or third party research companies. Use the specific name of the company to reference a source except when the source is an Agency company (Ad, Media or other agencies). Because MENA Effie is an agency-blind competition we require agency company research to be referenced via the term “Agency research” or “Media Agency Research”. However, you must still be as specific as possible about this source (time period covered, research involved, etc.)

Note: The MENA Effie Awards reserves the right to check all sources provided for accuracy.

TIPS FOR SUCCESSFUL COMPLETION OF YOUR EFFIE ENTRY

Be direct. Present your story in an easy-to-follow style with minimum hyperbole. The link between the strategic challenge, the objectives, big idea, the creative executions and results should not be hidden.

Be concise. Use the space and pages provided in the standard form. Don’t add pages – they will simply be discarded upon receipt.

Be compelling. Your entry should be stimulating to read. Tell the judges a compelling story with facts to back it up.

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

Proofread. Ask a strong writer/editor to review your case for spelling, grammar, logic flow, and mathematical errors.

Don’t leave judges with questions. Have a few of your colleagues unfamiliar with your brand read your case through before submitting to find out what questions they have after reading the case, what holes they can poke through your argument, and what parts of the case were confusing. Ask them to give you honest feedback about the length and the jargon. Judges appreciate cases that are not overinflated and that are clear and simple.

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 form. Review the guidelines in this document for sourcing your data before finalizing your entry.

Make sure your entry does not include an agency’s name or logo anywhere in the entry form or creative materials — MENA Effie is an agency-blind competition. The #2 reason judges disqualify an entry is including agency name in the entry form or creative materials.



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Following the Rules:

Know the rules. Review the judging criteria for 2016 and the “10 Reasons for Disqualification” before submitting your entry.

Category Requirements. Review category definitions to ensure your case is truly eligible for the

category you are planning to enter. If you are unsure, look at past winners in the category or reach out to Effie with your question. Some categories require specific information to be included in your entry and judges will deduct points if these requirements are not met.

Proving Your Case

Identify the competitive landscape. Do not assume that the judges reviewing your entry are aware of the marketplace ins and outs of your particular category. Be sure to provide a clear picture of the marketplace situation.

Tell judges why it was successful. For every objective provide clear, sourced results and provide

context for judges to judge those results and objectives. Restate your objectives and KPIs in the results section. For example, what was spend for your brand in the prior year, for the competition, etc.? What were results prior year vs. now for your brand and the competitive landscape, etc.? Explain the significance of your results – what did they mean to the brand?

Eliminate other factors that could have led to the success of the brand. Prove that it was the marketing communications effort that led to the results presented in the case.



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REASONS CASES GET LOWER SCORES THAN THEY SHOULD

1. Objectives – Retrofitting objectives to results achieved or creating objectives after the fact rather than explaining the situation you were faced with accurately.

2. Objectives vs. Results – Not addressing all objectives completely in the results section. Not providing evidence that it was the marketing communications that drove the results.

3. No Audience Description – Omitting a clear , concise description of the audience upfront.

4. Video – Not including examples of key work on the video or not making it clear what the work is on the video versus “effects”. Judges want to see the work. Judges have consistently said at all judging sessions that they wished to see more work than they were shown on the video. Show more work and reduce or eliminate brief replication on the video. Don’t include any results on the video. This is the reason judges mark a case for disqualification in the competition.

5. Media Strategy – Omitting a clear description of media strategy.

6. Context for data – Not providing context for data vs. prior year vs. competitors vs. past year’s media spend etc.

7. Unanswered Questions – Leaving judges with unanswered questions someone unfamiliar with your brand and category will ask after reading your case. Have someone unfamiliar with your case read it before you submit it.

8. Poor proofreading – Math mistakes, spelling mistakes, grammar mistakes or typos.

9. Overwriting/exaggeration – Shorter than six pages, written compellingly with the facts clearly stated will succeed over lots of description every time.

10. Future Focus + Continuing Story – Not talking about learning as a result and your future-focus. What will you change going forward? What didn’t you achieve but are making a change to do going forward? Did you adapt your strategy as you went to market in response to new things learned? Judges respect cases that are honest and talk about the real marketing situation.

11. Unfamiliar Terms – Not explaining unfamiliar terms/jargon.

12. Explaining why the objectives and results were important – Not providing context for and defending objectives and results – why were they significant and important? Simply stating results without this context results in low marks from judges.

13. Sourcing – Poor or incomplete sourcing of results, facts & claims in the entry form.

14. Not addressing the Insight – Not explaining the insight and what led to it

15. Leaving the judges with Unanswered Questions – This is a frequent problem, when judges notice unanswered questions they usually assume negative reason for why the information is missing. Thoroughly review the instructions/questions on the entry form to make sure you are addressing all points.



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THE EFFIE ENTRY FORM – AN IN-DEPTH LOOK

HOW YOUR ENTRY WILL BE JUDGED

Your entry will be judged by some of the brightest and most experienced business leaders handpicked from around the world. Entries are judged in two phases.

Round One:- Entries are judged evaluating entries on a stand-alone basis without comparison to other entries in their category. Each jury member is reviewing a unique set of cases. Cases that score high enough become finalists and move on to Final Round Judging. The entry form, uploaded video & images are reviewed and scored on a personal screen. Scoring is done confidentially by each juror. Judges evaluate all elements of an entry: the written case and creative elements.

Final Round:- In Final Round judging, finalists are judged against other finalists within their category. In both rounds, all elements of an entry – written case and creative elements – are judged and like Round One, all elements of each case are reviewed and scored. Judges also have the opportunity to discuss the cases before finalizing their scores. Scoring is done anonymously and confidentially.

Jurors are specifically matched with cases that do not prove a conflict of interest and may lead to bias in scoring. For example, a judge with an automotive background would not review a competitor’s automotive case. For this reason, it is critical that entrants provide market and category context in their entries.

The “Grand Prix” MENA Effie:-

Effie awards Ideas that Work – the great ideas that achieve real results and the strategy that goes into creating them. The highest-scored Gold Effie winners are eligible for the Grand Prix Effie Award. The Grand Prix 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…or an insight that opened new possibilities…or 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. As the Grand Jury is so senior and are expressing their collective opinion, the winning case represents both the most effective case of the year and a message that will be sent to the industry about learning’s for the way forward. Only a select number of the highest-scoring gold winning cases are considered nominees for the “Grand Prix” MENA Effie award. Interested in becoming an Effie Judge: Apply to be a Global Effie or MENA Effie Judge, to apply to be a judge or to nominate names for consideration, please fill out our Judge Application Form. The needs of the Effie Judge Selection Committee change on a rolling basis, in order to create well-rounded juries that represent both client and agency expertise across all disciplines. For this reason, we cannot guarantee the acceptance of all judging applicants/nominees. However, completing the application insures the suggested names are included on Effie’s list for consideration. Effie actively encourages participation across the full spectrum of the industry and offers judging sessions around the world. If you have any questions about the judging process or becoming or nominating an Effie judge, please contact Shannon Hollenbeck ([email protected]) for Global Effie and ([email protected]) for MENA Effie.

mailto:[email protected]




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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% -----------

100% of final score

The judges’ scores determine which entries are awarded a gold, silver or bronze Effie trophy. MENA Effie trophies are awarded in each category at the discretion of the judges. It is possible that a category may produce one, two, three or four winners of any level or perhaps no winners at all – no matter the number of finalists. Not all finalists become winners. Judges read your written case and then watch your video. Make sure your team reviews both together to ensure they work seamlessly together before submitting your entry. Brevity, clarity, and strong storytelling are key to make your case stand out.

“A Good Effie Entry: Is honest, clear and

simple. Includes clearly stated measureable objectives and results. Clearly links KPIs with

quantifiable results. Leaves the BS at home…that’s for other shows.”

“Storytelling is important. The person with the most heart for the campaign

needs to be involved in the writing of the case study. Too dry case studies kill great

results.”



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STRATEGIC COMMUNICATIONS CHALLENGES & OBJECTIVES

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 significant in the context of their situation. 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.

Lack of context is one of the most common

judge complaints.

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.

IDEA

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 6A in one

sentence. This is not your tag line – it is the core idea that

drove your effort and led to your results.

“If the Strategic Challenge section was weak, it weakened the entire entry because the context wasn't there to understand how big the idea was, or how profound the

results were. After reviewing these entries today, it's apparent that

this section is key to a strong entry.”

“The biggest weakness was in setting and rationalizing objectives. Goals were cited without any basis for why they should be

at a particular level - no context of previous performance, competitive,

relationship to business objectives, etc.”

“If you can’t explain an idea in one sentence, then you don’t have an

idea.”

“Clearly explain how you arrived at your insight and why it’s relevant to

your marketing challenge.”



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BRINGING THE IDEA TO LIFE

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.

Did your communications change over time? Explain how.

Paid Expenditure Paid media expenditures (purchased and donated), not including agency fees or production costs, for the effort described in this entry. Given the ‘spirit’ of this question use your judgment on what constitutes fees, production and the broad span that covers media – from donated space to activation costs.

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.

“Don’t waste time in your video re-telling what

you have already presented in the written entry. Use the video to show the depth and breadth of

how you brought the idea to life.”

“Tie the communications strategy directly back to objectives and insights. Without that, it’s just a media plan, not a communications strategy.”



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RESULTS Judges are looking for direct correlations between real objectives and results. For example, if the objective is to improve brand awareness, the proof cannot be an increase in sales. If you achieved additional results, explain what they were and why they are significant. If you did not achieve a particular objective, explain this.

Do not leave judges with any unanswered questions or a sense that the situation you set up was not the real situation you actually faced. 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? Judges take into account the environment in which each case exists. It is important to include category context, as judges may not be aware of your particular category. (For example, a small percentage move in a highly-segmented, high volume category is more difficult to achieve than a large percentage change in a small, less-competitive or non-competitive category.)

Likewise, a large sales increase for a product that has never advertised before might be less impressive than a smaller sales increase for a product that has no budget increase but changed its marketing communications strategy.

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.

For confidential information, proof of performance may be indexed if desired.

If you cannot provide certain business results, explain why you cannot or why they are less important. Think through creative and meaningful ways to present the significance of the results you cannot share. For example, the results achieved were the equivalent of opening a new 200,000 sq. foot store in that market.

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.

Eliminate other factors in the marketplace that could have contributed to your success. Judges value honesty.

Entrants must source all data.

Including results after July 31, 2016 will result in disqualification.

“Tie the communications strategy directly back to objectives and insights. Without that, it’s just a media plan, not

a communications strategy.”

“Tie the communications strategy directly back to objectives and

insights. Without that, it’s just a media plan, not a communications

strategy.”

“Anticipate objections/questions and address them. Exhaustively

eliminate variables. Prove your work led to your results.”



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CREATIVE REQUIREMENT

4 MINUTE SHOWREEL - CONTENT 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.

Note: Judges are often frustrated when they are not provided with enough examples of the

creative work and too much time is spent re-telling the story told in the written case study. It is fine to include some set-up and explanation, but ensure this explanation does not interfere with the judge’s ability to review enough examples of your creative work. Creative and communication elements submitted must directly relate to your strategic objectives and Results outlined in the written form, and must have run in the market place. Create an Effective Reel: Focus on the Creative Work The judges read your written case before watching the reel. They know your objectives, challenges, strategy, and results, so focus of the reel should be showing examples of the work. 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 the judges to experience your creative work as your audience. You may not include results of any kind (including social metrics) in your creative reel. What You Must Include Show the “how-when-where” you connected with your audience. Include at least one example of each integral communications touch points mentioned in your written case. 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, if time allows, you can include additional examples of specific creative materials. You do not need to feature on the video all items in the communications touch points checklist, only those essential (at least one as mentioned above) to the case’s success that are mentioned in your written case.

Note: The creative reel should be created with your answer to question 7B in mind. The primary purpose of the video is to show the work.

“Write about the challenges and

results. Let the video just showcase the

work.”

“Be sure the written case and video complement each other and do not repeat each other. It isn't about the quality of the video itself but more about the content.”



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Closure Statements If you feel it is necessary, you may include a general statement, with no numbers stated directly or implied, to provide closure to the reel. This is not required or encouraged by Effie; however, to prevent possible disqualification, the below guidelines are provided. 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. Please review the following examples of acceptable and unacceptable “closure” statements and other key rules to keep in mind when creating your reel.

“Sales skyrocketed and the brand “Sales increased by 20% was doing better than ever”

“We received over 10,000 likes in just 3 weeks”

“The brand had one of the best years yet.”

“We become #1 in our category”

Do Not Include Must Include Results of any kind – including numbers of social media likes, followers, etc

At least one complete e.g. of each of the integral communications touch points mention in the written case, (Q7*)

Competitive work or logos Any or all types of creative work (vital print, radio, web, direct mail, OOH, etc)

Agency names, logos or images

If showing news/ trade articles, be careful your agency name does not appear

If time allows additional example of specific creative materials.

Any stock music/images that will cause confusion for judges will how your work ran in the market place.

*You may edit down video clips longer than 90 seconds when it is necessary to do so, in order to show other examples of your work. Any video elements shorter than 90 sec must be shown in full.

Any music/images that you do not have the rights that did not run in front of your audience (any added/imagery not original to your creative work must have rights secured)

Editing effects that cause confusion with how the work ran in the marketplace

Music over TV spots, videos, etc.

Editing Features You can use editing features such as voiceover, text, etc., to better explain the work shown. When presenting your video, you may only use editing effects when it will not interfere with the judges’ ability to discern how the work ran in the marketplace. For example, you cannot run a background music track behind your TV commercial as it plays on the video – the commercial must be shown as it aired in the marketplace. You can run music behind your print ads as they scroll by, since it will be clear that the print did not air in the marketplace with music.

If you are including non-English work, you must include translations either as subtitles or as n added page to your written entry form.



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Editing Down Creative Elements for Time You are required to show complete commercials - except where editing is necessary because of time (e.g. events, guerrilla marketing activities, sampling, branded content in TV or games, etc.). Commercials/video content longer than 90 seconds may also be edited for time, but only if this is necessary to include other creative elements. You cannot edit down creative work in order to include more backstory on your strategy, objectives, etc. Stock music/images are allowed if you have the rights to use them. Stock music/images can only be used in ways that clearly delineated what was work that ran in the marketplace. Do not play stock music over a TV spot, as that is not how it ran in the marketplace. However, stock music, while not needed, can be played when showing print materials. Reminder: The primary purpose of the reel is to show your work as it ran in the marketplace. Effie Worldwide is a non-profit educational organization that shows the work for educational purposes of honoring effective marketing communications ideas and the successful teams (client and agency) creating them. We recommend that entrants talk to their company when entering about the policy for entering award shows –most award shows have the same requirements as Effie does, and this can help resolve any questions. As long as elements featured on the video are the work for the campaign/effort you are entering, you should not run into an issue. Entrants must secure rights for any added stock images/music you add to your reel that were not original to the original creative that ran in the marketplace.

Note: Creative material becomes the property of the MENA Effie Awards and will not be

returned. By entering your work into the competition, the MENA Effie Awards is automatically granted the right to make copies, reproduce or display the creative material, including the 4-minute video, for education and publicity purposes. If you are a finalist or winner, the video may be featured in the www.effiemena.com or www.effie.org winner showcase forever and may be used for other purposes including, but not limited to, the gala, a winner showreel, a conference, etc.

Technical Requirements for 4 Minute Video VIDEO Upload your maximum 4-minute video to the online entry area using the following specifications:

o One video, 4 minutes maximum, 250MB maximum in the .mov format only. o For 4:3 aspect ratio, minimum size should be 640 x 480 o For 16:9 aspect ratio, minimum size is 1280 x 720

Add subtitles or include written translation (attached to your entry form) for all non-English creative materials. Do not include results, competitive work or agency names/logo anywhere on the video

Note: It is fine if your video is shorter than 4 minutes.

Note: Bear in mind that judges will see your .mov uploaded file on a laptop in round one and on a central screen of at least 50" x 30" in the final round.

Note: Bear in mind that the video you submit may be published. All winning and finalist

videos may be featured on www.effiemena.com

http://www.effiemena.com/

http://www.effie.org/

http://www.effiemena.com/



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Images for Publicity Case Image: This image should be an image that best represents your case. This image will be used in the print and digital editions of MENA Effie Award Journals and will be used for promotional purposes if your case is a finalist or winner.

Technical Requirements: Upload 2 .jpg/.jpeg, 300 dpi, 5MB (max each) examples in RGB format of work featured on your 4–minute (e.g. extensive text on a magazine or newspaper ad, on an internet web page, on a direct mail piece, etc.) If you do not have an example, you can upload the case image again in this spot.

Optional: Upload your (.jpg or jpeg, minimum 3.5 inches at 300dpi,) image for the print and online Awards journal and promotional purposes to the online entry area. Online work must be screen shots at 100% of size for best reproduction.

Do not include Agency names or logos on any of the jpeg materials. Company Logos: Company logos are required for all lead agencies and clients credited on the case. All entrants are asked to upload client logos, the logos will be used to recognize the winning companies if your case is a winner.

Technical Requirements: Upload ONE .eps or .ai (hi-res) format client logo in the same format. Team Photo: Team photos should be uploaded during the entries submission. Upload image of the lead agency and client team group photo. If your case is a winning campaign, this image will be used online and in the Effie Journal by MENA Effie.

Technical Requirements: 300 dpi .jpg/.jpegs, at least 1000 pixels wide or tall. 5 MB maximum for

each file.



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PUBLICATION PERMISSION Entries that become Finalists and Winners in the 2016 MENA Effie Awards Competition will be showcased in various ways. Publication is at the sole discretion of the MENA Effie Awards and Effie Awards. Work submitted must be original or you must have received rights to submit it. Creative Materials & Case Summary (Video, Case Image) The creative material & case summary you enter into the competition becomes the property of the MENA Effie Awards and Effie Awards and will not be returned. By entering your work in the competition the MENA Effie Awards and the Effie Awards are automatically granted the right to make copies, reproduce and display the creative materials & case summaries for education and publicity purposes such as but not limited to the MENA Effie Awards Journal, Effie Worldwide’s Website, Partner Websites, Press Releases, Newsletters, Programming/Conferences and Awards Gala. Creative material submitted to the MENA Effie Awards includes your 4-minute video showreel, all .jpg images and hard copy examples. The case summary is your 90 word public summary of your case. Written Brief In addition to the above, the MENA Effie Awards and the Effie Worldwide offers entrants the opportunity to have their written case published on the MENA Effie & Effie Awards website, Partner websites and/or other publications as approved by the MENA Effie Awards and 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. You may select the following options

“YES” - If you select yes, you agree that the written entry form may also be published, reproduced and displayed for educational and promotional purposes.

“YES” – Publish an edited version” - If you select yes/edited version or no to publication

permission, the MENA Effie Awards team will follow up to provide you with the opportunity to submit an edited version of the written case.

“NO” – Cannot Publish Ever” - If you select this option, we will not publish your written entry

case. However, as stated above, we will still have the option to publish, reproduce and display the public case summary and the creative material, including the 4-minute video that you submitted in their original versions.

Note: If you have concerns regarding submitting your written case, the MENA Effie Awards

team would be happy to speak with you regarding how data is kept confidential during judging; how to involve key team members in the judging process; and how you can submit indexed data.



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CONFIDENTIALITY

Effie Worldwide is a 501 (c)(3) non-profit organization that stands for effectiveness in

marketing communications, spotlighting marketing ideas that work and encouraging

thoughtful dialogue about the drivers of marketing effectiveness. In order to help fulfill this

mission and provide learning to the industry, Effie relies on entrants' willingness to share their

finalist and winning case studies with the industry.

By providing permission to publish your written case, you are:

1. Bettering the industry.

By allowing other marketers to learn from your success, you are inspiring the

industry to raise the bar and make their marketing better.

2. Bettering the future leaders of our industry.

Colleges and universities use Effie case studies in their courses, and Collegiate Effie

participants learn how to write their own effective submissions by learning from

yours.

3. Showcasing your team's success in achieving one of the top marketing honors of

the year.

Effie wins help attract new talent prove the importance of marketing in

business, and strengthen agency-client relationships.

The Effie Awards entry and judging process is designed to help all entrants present their

work effectively, while ensuring the confidentiality of classified information.

FINAL TIPS When preparing your entries for the 2016 competition,

Be sure you answer ALL questions. Provide category context and clearly link your challenge, strategy, and results. Explain who your audience is and why they are your audience. Explain why your results are significant. Connect the dots between your challenge, insights, idea, communications strategy, and results. Make your case.

Make sure to link your success and results together. 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? Where is there confusion? What questions were not answered? Is your information laid out clearly? 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.

Create a mock judging event within your office to see how your colleagues would score it.



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KEY TAKEAWAYS Keep it simple (both video and case), brief, clear and make it interesting to read and view. Remember that judges in round one will read twenty cases. To stand out your case needs to be short, interesting and not omit relevant facts or leave judges with unanswered questions. Spend time on editing and reviewing your writing to make it simple and clear rather than spending money on a video loaded with unnecessary effects and an overwritten brief. Judges want to see the work on the video not effects created for the video. Many entries in round one are eliminated on writing alone. Really think about your Strategic Challenge & Objectives section – this is the lowest scoring section overall for judges across entries and winners. Judges do not appreciate retrofitted objectives to results and are disappointed when this section lacks the context necessary to judge why the results you achieved were important and significant.

EFFIE Insight: Innovation comes in many areas - it might be the message, the visuals and media mix, or re-imagining the target. Highlight new learning’s.

EFFIE Insights: Make sure you link objectives and results together, but don't create objectives after the fact to

make your story more pat. Judges can see right through this. Talk about the rest of the market and put your results in context. Maybe you didn’t achieve your

goal but in context of the bottom dropping out of the market and everyone else achieving stagnant growth – there’s a story to tell.

Don’t assume judges know anything about your marketplace – judges are specifically matched with categories where they will not have a conflict of interest – hence they may not know what equals strong success in the luxury market or the automotive market – you need to tell them.

Remember that judges represent a broad swath of the industry – if you are presenting PR results there will likely be a judge with extensive PR experience in your room – make sure you present the standard measures they would expect or explain why you don’t have them. Same for digital, etc

Additional Points: This year’s eligibility time period is July 1, 2015 – July 31, 2016. *Exception: Seasonal category eligibility period: June 1, 2015 – August 31, 2016 and the awards will be presented on 23 November 2016 at the Gala ceremony. Companies across the full spectrum – from large to small and across all industry sectors enter the Effie Awards. The Effie Awards confidentiality policy, the ability the index data, the ability to setup publications permissions, etc are all established to ensure that any company can enter their effective work without hesitation. We recommend nominating your client and agency team members for judging. Participating as a judge is one of the most valuable ways to learn about the awards, understand how judging works, and experience our security and confidentiality rules firsthand. To nominate a judge please contact Sahar Rafique at [email protected].




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CATEGORIES

Product & Services Categories There are over 13 categories to choose from - Review category definition to make sure you are submitting your campaign in the right category.

Specialty Categories There are over 9 specialty categories designed to address a specific business situation or challenge. When entering into these categories, you should present your entry in a way that addresses the situation or challenge as outlined in the category definition.

Note: Decide which categories you are going to enter review the category descriptor, it will provide you with the information you need to in order to make sure you are submitting within the right category; if submitted in different category it would result in disqualification.

Can I enter one case into multiple categories? Yes. You may enter your campaign into multiple categories. Each entry should be customized for each new category – judges frequently note that they can tell when a standard entry has been reused into multiple categories and not customized.

Campaigns can be submitted into One product & Service category and Multiple specialty categories.

The MENA Effie Awards reserves the right to re-categorize entries, split/redefine categories and/or refuse entry at any time.

EXCEPTION: New Product/Service Introductions are not allowed to enter into their corresponding Product/Service Categories; however, entrants may submit into Specialty categories as they see fit.

Can I re-enter past winning work? Yes within the following requirements:

Past Gold MENA Effie winners for can re-enter into a category in which they did not win Gold and can re-enter the same category where they won Gold after two years.

Past Silver and Bronze MENA Effie winners can re-enter into any category. What category should I enter? If you are unsure if your case falls under the definition of a certain category, or you aren’t sure which category it should be entered in, please write a brief synopsis of the case and the questions you have and email them to Sahar Rafique at [email protected] or Chezka Bianca at [email protected] Should I use a special entry form for my category? The only category within MENA Effie competition that requires the use of a special entry form is the Shopper Marketing category. My effort won last year, but I have new work and results. Do the re-entering rules still apply? A different case is a different creative strategy and different creative. A tag line can remain the same, but everything else must be different (i.e. strategy and creative.) There are always exceptions, of course, and the Effie Committee will make judgments on a case by case basis. If you wish to re-enter a category and you are unsure if your entry would violate one of the rules above, please send a brief description of the case (target, strategy, sample of creative) and how it differs from the previous case to Sahar Rafique ([email protected])






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PRODUCT & SERVICES CATEGORY DEFINATIONS 1. Automotive Includes Vehicles, Auto rental accessories and services, forecourt retailers, distributors, cars, trucks & motorcycles.

2. Banking, Finance and Insurance Financial services & products including; banking, insurance, loans, mortgages, mutual funds, money transfers, credit, charge and debit cards and Shari'ah compliant products.

3. Cosmetics and Fragrances Includes luxury brands and mass brands, male and female; perfumes, EDP, EDT, facial care and eye makeup, lip products, beauty and nail products.

4. Electronics/Computers AV devices including TV, radio, DVD players, cameras, home theatre systems, electronic multimedia devices and PCs including notebooks, laptops and home appliances, large and small.

5. Food & Beverage – FMCG Food & Beverages (Alcoholic – Non-Alcoholic) across all product categories including packaged, fresh, chilled and frozen.

6. NEW - Healthcare Services Marketing communications efforts that were developed for hospitals, HMOs, health insurance companies, referral services, dental and medical care services, pharmacies or chronic care facilities. Efforts targeted to either healthcare professionals, patients and/or consumers are eligible for this award. This category is considered a Product/Service category - entrants may only submit an effort into one product/service category

7. Media Broadcasters, magazines, newspapers, web sites, consumer or trade media, radio and TV stations (inc. networks)

8. Non - Food FMCG Covers household cleaning, laundry, houseware, Health & Wellness, Tobacco, pet care and general sundries.

Personal care items can now only be entered into the Personal Care category only, if entered in Non Food FMCG category it would be reason of disqualification.

9. Personal Care Products Personal care items such as hygiene and toiletries including dental; shaving products; soaps, deodorants, hair care.

10. Retail & Luxury Open to all retailers that provides a multiple range of non-related or generally related merchandise which includes: malls, department stores, major grocery retailers, branded outlets, boutiques, concessionaires, airport retailers. Open to all brands of clothing, jewellery, accessories, eye wear, shoes, hosiery etc.




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11. Entertainment & Sports Includes all forms of entertainment, e.g. apps, movies, programming (TV, online, radio), books, DVDs, videogames, board games, etc. It also includes sports equipment & sports apparels. Entries from sporting events from the sponsors of regional and international sporting events such as the Super Bowl, sports teams, etc.

12. Telecommunications/Mobiles and Internet Wireless/cellular providers, high speed Internet access services, online services, portals, search engines and related Internet products & services.

13. Travel ,Tourism and Transportation This category is open for Air, train, bus/trolley, taxi, subway systems, driving schools, public transport, car rentals, leasing not including automobile sales / leasing, ferries, etc. Airlines, cruise operators , travel tours (tour operators, travel websites and booking services, etc.), hotels, resorts, duty free outlets and Destination Malls- defined as a mall that offers a mix of lifestyle products, leisure and entertainment activities.

SPECIALTY CATEGORY DEFINITIONS The specialty categories are designed to address a specific business situation or challenge. When entering into these categories, you should present your entry in a way that addresses the situation or challenge as outlined in the category definition.

14. Brand Experience This category is not for efforts that focused on TV, radio or print ads to connect with an audience. It 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, re-imagined the pop-up store, or led a bricks and mortar retail overhaul; 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.

Note: As with all Effie categories, you can enter whether your work brought the brand to life as the entire marketing effort or as part of the larger marketing program.

Effie Tip: Entrants submitting into the Brand Experience category are advised to also submit into the applicable product/service category.



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15. New Products/Services Category: Open to any brand that can conclusively demonstrate commercial success from the introduction of a completely new product or brand/line extension. Line extension is defined 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 benefit (flavour, 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).

Note: Your entry must be written to address how your product and service was new and the situation you faced as a result of it being new. For example, what specifically was new? Why did the newness matter? Write the entry to address the category situation (new product/service category) similar to what you would do when writing your entry to address a category situation like sustained success, etc.

Entrants with new products/services may not enter their corresponding product/service category; however, entrants can enter only into the New Product/Services category and may submit into other specialty categories if applicable and they see fit.

16. Best Youth Marketing Campaign This category will honor those efforts that successfully target the youth market – considered to be those between the ages of 0 and 24. For children 12 and under, efforts may target the child and/or their parents. Submissions must demonstrate a strong emotional connection with target audiences through robust consumer insight and research, innovation, relevant strategies and communication. Judges will look for clear evidence through increased awareness and sales.

MENA Effie Tip: Your entry should be written in a way that identifies how the case was created and directed to this audience either directly or via relevant influencers (families, parents, etc.) and how it succeeded.

The Media Effies were created to reflect the ever-increasing importance of the use of media in driving effectiveness. It’s when the power of how, when, and where take the lead in crafting the creative strategy. It is knowing your target so well that you were able to strike a connection with them at just the right time and in just the right place to make an effective impact with your message. These awards celebrate that type of “media thinking” – to honor those efforts that were inspired by the increase of media choices we have today in reaching consumers and allowed their “ big idea” to be led by the power of how, when and where they were going to engage their target.



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17. 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

18. NEW - 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.

The eligibility period for this category runs from June 1, 2015 – August 31, 2016.

19. 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 centred 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.

20. NEW - 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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The Best Use of CSR Effie is for communications programs proven effective in addressing a social problem or in expanding an existing program in ways that benefit our society or our planet. Any effort that sets out to give back in some way for the greater good is eligible to enter. Maybe it was for profit, maybe not. Maybe you got paid, maybe you didn’t. Any and all marketing communications efforts, whether full campaigns or unique efforts within a campaign are eligible to enter as long as measurable results exist. 21. Social Good – Corporate Brands Submissions must clearly substantiate quantifiable, sustainable benefit for the recipients of the activity as well as demonstrate an appropriate link with the core brand and corporate values. Open to all corporations, SMEs, MNCs and government organizations only 22. Social Good - Non-Profit Communications of a public service nature for a non-profit organization or association, including political messages, and special interest/trade group communications.

SPECIAL COMPETITION 23. Shopper Marketing The Shopper Marketing Effie Awards is a group of dedicated categories focused on those integrated campaigns that were specifically designed to engage a target shopper and guide his or her purchase process towards a desired end result. Jury will look for integrated campaigns specifically designed to engage the shopper and guide his or her purchase process towards a desired end result. Eligible campaigns include those for single or multiple brands as well as for retailers (I.E., category solutions). All media channels are eligible for inclusion: mobile, TV, video displays, magazines, social media, sampling programs, in-store signage and displays, etc. The campaign must demonstrate at least two touch points working in concert to push the shopper along the path to purchase. The award will be given to the campaigns that best demonstrated how, driven by a true shopper insight, they effectively connected with the shopper, influenced her along the path to purchase, and inspired her to become a buyer.

There is a special entry form for the Shopper Marketing Awards; you are required to use this

form.



Tel: +971 4 369 75 73 / Fax: +971 4 390 87 37

CONTACTS

Entering the MENA Effie For any questions regarding the entry process, materials, categories, rules, etc., please contact:

Sahar Rafique Sr. Events Executive Email: [email protected] Direct: 00971 4 369 75 73 ext 248

Chezka Constantino Events Coordinator Email: [email protected] Direct: 00971 4 369 75 73 ext 246 Nimrah Khan Events Coordinator Email: [email protected] Direct: 00971 4 369 75 73 ext 292




WELCOME TO THE 2016 MENA EFFIE AWARDS COMPETITION

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Transcript of WELCOME TO THE 2016 MENA EFFIE AWARDS COMPETITION