ON-LINE TUTORIAL

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EACA EURO EFFIES® ON-LINE TUTORIAL HOW TO SUBMIT AN EFFECTIVE ENTRY TABLE OF CONTENTS INTRODUCTION & QUOTES FROM PREVIOUS CHAIRPERSONS ....................3 HOW TO ENTER – THE LOGISTICS .....................................................3 HOW TO FILL IN THE ENTRY FORM...................................................4 WHAT DOES IT TAKE TO WIN?...........................6 Market Situation & Challenges ..........................................6 Objectives ..................................................6 Target Audience ...........................................................6 Strategy ...................................................6 Evidence of Results .......................................................7 THINGS NOT TO DO! ................................................9 BEEN THERE, DONE THAT..............................................................9 TEN TIPS ON SUBMITTING AN EFFECTIVE ENTRY .............. 10 WHAT THE JUDGES ARE LOOKING FOR ............................................ 11 CASE STUDY OGILVY & MATHER DUSSELDORF\LONDON........................................ 12 Page 2 ® ® EFFIE and EURO EFFIE are registered trademarks of Effie Worldwide, Inc. and are under license to EACA.All rights reserved. INTRODUCTION The EACA Euro Effies on-line tutorial aims to help agencies and advertisers present & submit ...

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• Publié par: Mazeg
• Nombre de lectures: 37
• Langue: English

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EACA EURO EFFIES®

ON-LINE TUTORIAL 

HOW TO SUBMIT AN EFFECTIVE ENTRY 

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TABLE OF CONTEN TS

INTRODUCTIO & N     QUOTES FROM PREVI C O H U A S I   ROPERS . N .. S .................3  HOW TO ENTER – T L H O E G   ISTIC . . S ..................................................3  HOW TO FILL IN THE ENTRY FORM..........................4...............  WHAT DOES IT TAKE W T I O N    ? ........................................................6 

Market Situation & Challe..n..g..e.s.. ................................6 

Objectives ..............................................................6  Target A   udienc . e .......................................................... 6

Strateg . y ..   .................................................................. 6

Evidence o   f Results ..................................................7  THINGS NOT TO DO! ............................................................9  BEEN THERE, DONE THA.T........................................................ 9 TEN TIPS ON SUBMITTING AN EFF E C NT I R V Y. E .   .............................   . 10  WHAT THE JUDGES ARE LOO F KI O N R   . G ..   ........................................ 11 

CASE STU DY OGILVY & MATH D ER U   F\ORNDLO.ONSDLES....... ......................... 12 

Page 2  EFFIE ® and EURO EFFIE ® are registered trademarks of Effie Worldwide, Inc. and are under license to EACA. All rights reserved.

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INTRODUCTI ON The EACA Euro Effies on-line tutorial aims to help agencies and advertisers present & submit winning entrie s. Following this tutorial step-by-step ensures that all required information is supplied and presented in a straightforward and consistent format, which helps Jury members identify and reward successful campaig ns. If you have a question about your entry simply contact EAeCffAie o@n eaca.b eMake sure you check  entry deadline. Late entries will not be accepted except by prior agreement an d only in exceptional situations. A late entry fee will ap   ply.

QUOTES FROM PREVIOUS CHAIRMEN  David Wheldon, Global Director of Brand & Customer Experience at Vodafone co mmented: “I am a great supporter of effective advertising and endorse 100% the move towards higher Euro Effies standards. We reviewed some superb cases, which stood out for their simplicity and clarity – it is no coincidence that the bere tthe case, the less need there is to dress it up!”  Hanneke Faber, General Manager Western Europe Personal Beauty Care, Procter & G amble and Chairperson of the EACA Euro Effies 2006 says: “The Euro Effies make a great contributio nr taiosing the overall standards of commercial  communications by hightlighting what is best in European multi-national campaigns. That’s why Procter & Gamble supports these awa rds.” Simon Clift, Chief Marketing Officer, Unilever / Group VP Personal Care and Chairman of the EACA Euro Effies 2005 Jury sa ys:

“Winning a Euro Effie is a genuine achievement and viewed by clients and agencies as recognition of exceptional performan ce." Nick Baum, President Western Europe TBWA anaidr mChan of the EACA Euro Effies 2004 Jury s ays:

“Euro Effies are all about proven effectiveness. This means demonstrating results where the correlation to communication activities is proven by facts. These results should ideally be supporte dw boryk which is brilliant. Brilliance and  big ideas leading to success across Eur ope. A Euro Effie is a symbol of excellence to which agencies should aspire. My message to future competitors is to tighten up et hstandard of presentation of data – set  measurable objectives and demonstrate how they were achieved with clearly presentedandattributableresearch data. ”

Page 3  EFFIE ® and EURO EFFIE ® are registered trademarks of Effie Worldwide, Inc. and are under license to EACA. All rights reserved.

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HOW TO ENTER – THE LOGI STICS Please follow this procedure in order to succuellsys fregister and upload your next winning e ntry. To enter your campa ign:

 Click on the button Registerhere! . You must register before filling out an entry form. 

Enter the required ,tionfniamro then press "Submit". You will automatically be sent a  login and password to access your online profile.  Enter the login & password in the appropriate boxes in the top right corner of the Euro  Effies' home page or use the link you will receive in the email notifying you of your login   and password.  Enter the basic ntaoiofmrni about the campaign and pay the entry fee. You will be  notified by email that we have received your payment and that you can access your  online entry form.  Your entry is not valid until we ree ceivofnriamitnoo yof  purmeaynt . If no payment has been received by 15 April 2011, your entry will be ifiequaldis.d Complete your online entry form (we only accept online entries) includ ing the Evidence of Result s.  dilsm semixa .mulis temibyd 0  1arhp sybm aesno  Yfou can attach gfor cn esti seluNvideB: e jpeg or image or by overall PPT documelal.tnr T PPcudontmevOhan er t10 n toc naolgnb  e slides. The data must be sourced and referenced for each objective you have stated. T EACA Euro Effies i s aagnency-blind competition. Tohreer,e afgency names should not be  cited in the entry form, evidence of res aulntys  otrher materials that will be seen by judges. Make sure you provide a supporting introduction, story and conclusion to prov effectiveness clearly.   Upload your creative material. Cl eher to view list of required file s.

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Fill in the agency and client credits. These must be 100% accurate as they cannot be changed once submitt ed.

Page 4  EFFIE ® and EURO EFFIE ® are registered trademarks of Effie Worldwide, Inc. and are under license to EACA. All rights reserved.

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THE ENTY FOR M Once you have paid your registration fee(s) wyilol ub e able to access your online entry for m(s) using the same login and password.

There are four steps to each ent ry: Step 1 – ENTRY FORM Step 2 – CRED ITS Step 3 – CREATIVE MAT ERIAL Step 4 – PAYMENT OF ENTR Y FEE The entry will only be confirmed once all four parts have been fully completed and r eceived. Beforey ousubmity our entry, check that you ha ve: □proven beyond reasonable doubt that the choice and use of commercial communications were key to your campaign’s succ ess. □erdecrofnir st youwithory idlbc er dca ena atat niarucd ete nc Rof Ehedevise ults □referenced all your data sour ces □provided any additional information to support your entry □filled in the credits correct ly □received the client’s appro val □provided all requested details on your payment in voice □uploaded your creative mate rial □invoice and either paid directly online or asked your accounts payableprinted your department to pay the invoice before 15 April 2 011. Click on ‘submit’ to close and submit yeonutrr y only once the entry is finalised adnodu ble  checked.Once you have submitted your entry it cannot be cha nged. Entries must be received by 15h00 central European time (GMT +1) on Friday 15 April 20

Page 5  EFFIE ® and EURO EFFIE ® are registered trademarks of Effie Worldwide, Inc. and are under license to EACA. All rights reserved.

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WHAT DOES IT TAKE TO WIN? Here are some key points to bear in mind when writing you r case:   case needs to ddnf romeso toyruvetissnend aus mnomeartse etceffvodi trp ea evobA measurable, proven results which directly relate to your stated obje ctives.  Prove beyond any reasonable doubt that the choice and use of commercial communications was key to the campaign’s succ ess.  Tell your story and be convinc ing  Entries include information o n: oMarket Situation & Challen   ges   oBusiness, Marketing & Communications Objectives et Audience oTarg   oCreative Strateg   y oMedia Strateg   y oCommunications Strate   gy   oEvidence of Results Market Situation & Challenges. Think about: What problem did the client come to you w ith? What was the market situati on? Who were the competito rs?  Your market challenges e. g.: o5 big players on the market making up 75% market share (provide figures for competitor market shar e) roduct or brand oNew, unknown p   oHead to head competition with v. strong compe   titor oCompetitors spends twice as much as you (give figures if making such a st   atement) Objective s Set out your objectives   Make sure they are SMART - simple, measurable, ambitious, rational , timely Examples of Objective s: -Increase sales by % within specified pe riod. -Increase market share from x to y by specified date. -Become No.1 in market segment within specified p eriod. -Brand A to be perceived as ‘y’ (e.g. safe, quality, value-for-money) by target audience, within specified perio d. Brand A is to be recognised and liked above market segment average by at least one - point (or %), by a specified da te. NB: Campaign Awareness is not an acceptable objective for th e Euro Effies

Page 6  EFFIE ® and EURO EFFIE ® are registered trademarks of Effie Worldwide, Inc. and are under license to EACA. All rights reserved.

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  Target Audien ce Who are they ?  What’s your insight( s)?

Strateg y

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Creative strategy – the big i dea Media strategy – spend, use of m edia Communications strate gy: oWhat are your messages and   why? oHow did you exploit the various chan   nels? oWhat weight of media did you use and   why? oBalance between media & creative stra   tegy

Page 7  EFFIE ® and EURO EFFIE ® are registered trademarks of Effie Worldwide, Inc. and are under license to EACA. All rights reserved.

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Result s Results are vital to the evaluation of the campaign’s success and should help prove beyond any reasonable doubt that the choice and usceo omf mercial communications led to the campaign’s  success .

To effectively prove a campaign’s commle rscuicacess the Evidence of Results sh ould:

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Clearly demonstrate that it reachoer de xceeded the objectives. A mecroer relation  betweenobjectives and results will not be suffici ent. Relate 100% to each objective e.g. if 1st cotibvjewas about market share then first results will be about market sha re Use visuals such as graphs to effectively dnsetmraote the attained growth – graphs must be  readable and easy to follow. Ensure that typefaces are large e nough. Demonstrate results per countr yw aesll as pan-European resu lts. Include an introduction (summary) and concl iuns iyoonur Evidence of Results to emphasise  the point in which you prove effectivene ss. The campaign’s results and objectives must demonstrate a high-level of challenge and significant achievement. It is not enoug hm teoet the objectives to win an EFFIE. The  objectives themselves must represent a significant chal lenge. State the reference of all data sources. This could be advertiser data, agency research or third-party research companies. Agency names shNoOulTd  be mentioned. If your agency is  the source of your research, reference ‘Agency ReseaNrocth ’r.eferencing a source will result in disqualificat ion.

The jury re

serves the right to v

erify the information and so urces.

Page 8  EFFIE ® and EURO EFFIE ® are registered trademarks of Effie Worldwide, Inc. and are under license to EACA. All rights reserved.