Canadian agencies Leo Burnett and Juniper Park were among the winners at the 43rd annual North American Effie Awards in New York Tuesday night. The annual show honours the most effective marketing communications cases.
Leo Burnett won a silver Effie in the Small Budgets – Products category for its “James Ready Bar-Ter Night Campaign” for the James Ready Brewing Company.
The campaign invited university student drinkers to buy James Ready, collect the bottle caps and trade them in for everyday necessities (toothpaste, laundry detergent and breakfast cereal). The campaign produced an 8.51% increase in sales and market share growth of 31%.
Juniper Park won a bronze Effie for its “EOS – Reinventing Lip Balm” campaign on behalf of client EOS Products.
The campaign for the EOS Smooth Sphere lip balm, a challenger brand in a category crowded by multinationals, used print, point-of-sale advertising and a dedicated microsite that let users get a sample of the lip balm or give a sample to a friend. Visitors to the site were also asked to complete the thought “If the world were made for women….”
EOS saw 50,000 free samples of the lip balm snatched up within 24 hours, while the new product received significant coverage from major fashion and beauty bloggers across the continent.
The Effies were dominated by Wieden+Kennedy’s much-lauded “The Man Your Man Could Smell Like” work on behalf of Procter & Gamble’s Old Spice brand, which won a total of five awards including the Grand Effie (Best of Show).
A gold Global Effie, meanwhile, was awarded to AMV BBDO/UK and BBDO New York for its “You’re Not You When You’re Hungry” campaign for Snickers, which used celebrities including Betty White, Liza Minelli and Aretha Franklin.
Ogilvy & Mather USA and Mindshare/NEO USA won a silver Global Effie for IBM’s “SmarterCities Program.” The bronze global Effie went to Energy BBDO/AMV BBDO UK for its “Stimulate Your Senses” work on behalf of Wrigley’s 5 Gum.
The winners will become part of the newly created Effie Effectiveness Index, which determines the marketing industry’s most effective agencies, advertisers and brands by analyzing finalist and winner data from Effie’s more than 40 worldwide competitions.
Effie World and Warc will announce the inaugural global ranking of marketing communications effectiveness during a special event at the upcoming Cannes Lions International Festival of Creativity. The complete list will be available on the official website, EffieIndex.com (which is not yet live), on June 23.
