entry kit 2017
english version
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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effie BE 2017 – entry kit
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.
Inspiring Content:
Also, Effie has introduced a 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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effie BE 2017 – entry kit
general information:
deadline & fees
Entry material deadlines & fees
Early deadline
On-time deadline
Final deadline
18th April 2017
28th April 2017
31st May 2017
€1295 + VAT
€1695 + VAT
€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.
Timings 2017
January–March 2017
Competition open for registration
March 31th 2017
Deadline for registration
April -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
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effie BE 2017 – entry kit
general information:
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 (this means in 2015) and may have continued beyond this period
(this means in 2017), 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
2014/2015/2016.
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 2014, from 2015 and from 2016.
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.
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effie BE 2017 – entry kit
general information:
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
http://www.effiebelgium.org/nl/winners-archive.asp
winners
in
Belgium
at
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.
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effie BE 2017 – entry kit
general information:
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
Insights & Strategic Idea
Bringing the Idea to Life
Results
23.3%
23.3%
23.3%
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.
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effie BE 2017 – entry kit
general information:
judging & scoring
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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effie BE 2017 – entry kit
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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effie BE 2017 – entry kit
entry requirements:
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
o
o
o
o
o
o
o
o
Brand
Case title
Category
Case 2016 or Grand Sustained Success Case
Advertiser
Lead agency(-ies) (max 2)
Contributing agency(-ies) (max 5)
Contact lead agency/email/mobile
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.
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effie BE 2017 – entry kit
entry requirements:
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!
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effie BE 2017 – entry kit
entry requirements:
formats
1. Effie registration
This form contains the same elements as the entry form, viz.
o
o
o
o
o
o
o
o
o
Brand
Case title
Category
Case 2016 or Grand Sustained Success Case
Advertiser
Lead agency(-ies) (max 2)
Contributing agency(-ies) (max 5)
Contact lead agency/email/mobile
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
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effie BE 2017 – entry kit
entry requirements:
formats
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 highresolution 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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effie BE 2017 – entry kit
entry requirements:
disqualification
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
entry requirements:
disqualification
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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effie BE 2017 – entry kit
entry requirements:
credits
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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effie BE 2017 – entry kit
entry requirements:
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?
Max 100 words
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:
One-sentence summary
The Idea:
One-sentence summary
Bringing the Idea
to Life:
One-sentence summary
The Results:
One-sentence summary
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effie BE 2017 – entry kit
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.
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:
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.
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?
Effie Tips:
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.
18
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.
effie BE 2017 – entry kit
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.
Effie Tips:
2A. State the insight that led to your big idea.
Then explain what observations led you to your
insight.
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.
Effie Tips:
2B. State your strategic big idea.
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.
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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?
effie BE 2017 – entry kit
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.
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”.
Effie Tips:
4C. What about the ROCI (return on
communication investment)?
Explain the relationship between
communication budget and
results
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effie BE 2017 – entry kit
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
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effie BE 2017 – entry kit
E-TAIL/E-COMMERCE
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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effie BE 2017 – entry kit
entry form: tips for drafting
Carefully review and answer the detailed instructions under each question. Judges
review these detailed instructions when scoring.
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
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effie BE 2017 – entry kit
categories
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.
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effie BE 2017 – entry kit
more information:
trophies & certificates
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.
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effie BE 2017 – entry kit
contact
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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