Her finder du alle kategorierne ved Effie Awards Denmark 2023
I 2023 afvikles den internationale effektpris Effie Awards® for anden gang i Danmark under navnet Effie Awards Denmark. Effie Awards hædrer dokumenterbar effekt og kvaliteten af den kreative ide og eksekvering. I 2023-udgaven er der bl.a. justeret på kategorierne, nye er tilføjet, og enkelte er udgået – og samtidig introduceres der en helt ny talentkategori, som skal kaste lys over branchens unge talenter. Nedenfor finder du en oversigt over kategorierne
For marketing efforts proven effective from all types of non-profit and/or govermental organizations including charitable, social, civic, advocacy, trade, special interest, religious, etc. Includes membership drives, recruitment, fundraising, awareness etc. Entries in this industry category can not also be submitted in any of the other industry categories.
For marketing efforts proven effective in promoting tangible products and goods within industries such as Retail, Restaurants, Beauty & Fragrance, Consumer Goods & Electronics, Fashion & Accessories, Food & Beverage, Fast Moving Consumer Goods, Health & Wellness products, Automotive etc.
For marketing efforts proven effective in promoting intangible products and services within industries such as Media, Entertainment & Leisure, Culture & Arts, Gaming & E-sports, Lottery & Betting, Transportation & Delivery services, Travel & Tourism etc. Entries in this industry category can not also be submitted in any of the other industry categories.
For marketing efforts proven effective within industries such as Finance, Insurance, Internet & Telecomms, Energy etc. Entries in this industry category can not also be submitted in any of the other industry categories.
For campaigns that set out with the explicit purpose of using social as the primary touchpoint or have social at their core. Ideas that were specifically designed to take advantage of the socially connected consumer and the influence of social media. Note: Judges are looking for campaigns that begin with a social idea, as opposed to advertising or integrated campaigns with a social media element. They require a clear rationale for why social was the right way to tackle the brief, and evidence of how social activity measurably and materially drove the commercial, attitudinal or behavioral result. It is not enough to count the number of impressions, likes, or shares. Measure and prove the value of social through the direct effect it had on audience behavior or perceptions and demonstrate correlation with the achieved business results.
To be eligible, an entry must represent the only marketing efforts from the brand concerning the specific cause (eg. don't drink and drive) during the campaign period. The value of donated and non-traditional media as well as activation costs must be included. Budget eligibility (development + production + media/activation) is as follows: Maximum 2 mio DKK/per year. Only NGOs and non-commercial brands can enter here. A case submitted in one "Small budget"-category can not be submitted in another "Small budget"-category.
To be eligible, an entry must represent the only marketing efforts from the brand concerning the specific product or promotion during the campaign period. The value of donated and non-traditional media as well as activation costs must be included. Budget eligibility (development + production + media/activation) is as follows: Maximum 2,5 mio DKK/per year. Only commercial and for-profit brands can enter here. A case submitted in one "Small budget"-category can not be submitted in another "Small budget"-category.
Efforts that experienced sustained success for at least three years are eligible for entry. At a minimum, include at least three years of creative work and case results, and include the current competition year’s results. Work must have a common objective in both strategy and creative executions; with a continuation of core executional elements (e.g., spokesperson, song, theme, tagline, etc.) that demonstrates effectiveness over time. As part of the entry, specifically address how the effort evolved over time (e.g., media choices, targeting, insights, etc.). Answer all questions for the initial year and describe how/why change occurred over time. Only NGOs and non-commercial brands can enter here. A case submitted in one "Sustained Success"-category can not be submitted in another "Sustained Success"-category.
Efforts that experienced sustained success for at least three years are eligible for entry. At a minimum, include at least three years of creative work and case results, and include the current competition year’s results. Work must have a common objective in both strategy and creative executions; with a continuation of core executional elements (e.g., spokesperson, song, theme, tagline, etc.) that demonstrates effectiveness over time. As part of the entry, specifically address how the effort evolved over time (e.g., media choices, targeting, insights, new products/services, etc.). Answer all questions for the initial year and describe how/why change occurred over time. Only commercial and for-profit brands can enter here. A case submitted in one "Sustained Success"-category can not be submitted in another "Sustained Success"-category.
For marketing efforts proven effective in solving / impacting a social problem or in expanding an existing program in ways that benefit our society. This is about creating positive societal and cultural change, challenging the established status-quo and changing accepted norms and stereotypes that create societal inequalities with inspired action. Examples include , initiatives that tackle food poverty; access to healthcare or education; creating a more diverse, equitable and inclusive society; or creating equal opportunities at work and in wider society for all members of our society. Any effort that sets out to give back in some way for the greater good is eligible to enter, and any/all marketing efforts, whether full campaigns or unique efforts within a campaign are eligible to enter as long as measurable results exist. Only commercial brands with a social focus can enter here. NGOs or other non-profit organizations are not eligible to enter here. Instead we refer to the "Non-Profit"-industry category or other speciality categories with relevance to the effort.
For efforts that have measurably shifted audience behavior toward more environmentally sustainable choices, and/or grown demand for more sustainable products and services by incorporating environmentally-conscious messaging into their marketing. Show how effective marketing progams that incorporate sustainable strategies can make a positive difference for brands and for the environment. Over and above the standard Effie requirements to demonstrate a positive impact on business or brand recognition, there are specific areas of interest that relate to this award. Efforts entered must have as one of their main strategic objectives changing audience behavior or attitude towards more environmentally sustainable choices and environmentally conscious messaging must be a part of the marketing. Entrants should address how the sustainability goal relates back to the overall brand and business strategy.
For marketing efforts from businesses targeting other businesses. Includes B2B efforts for any type of product or service, from any marketplace segment.
For efforts that effectively reached their audience through the creation of original branded content that i an outstanding way succeeded in grabbing the audience's attention. The core of the entry should be content designed to create attention and to be consumed/ experienced. The case should demostrate how consumers actively chose to spend time with the brand for entertaining or informative reasons. Entrants must detail the content, 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. Branded content may be produced and distributed by either publishers or independently and can include longform entertainment. Note: Judges will expect to understand why branded content was chosen as a tactic.
This category awards innovative single marketing and business activities or entire marketing programs. Submit any action or business idea regarding customer experience innovation that has had an exceptionally positive impact on the market position or perception of a business, brand, product or service. Examples of eligible activities in this category include: design, technology or innovation of the customer experience; consumer involvement in product development; introduction/change of a loyalty program, introduction of a new distribution channel, etc.
This award showcases those who had the insight and creativity to change the way a particular media channel was consumed, or to create a new channel. The award goes to brands and retailers who went beyond the conventional approach to grab their target group’s attention and effectively engage them. Identify the specific target and how the campaign influenced engagement and action. Whether the effort was one execution or multiple, and/or used one engagement channel or multiple – the work must represent new and creative usage of the media channels (known, or that have not yet been met). Note: All entries must specifically address what was innovative and the conversion achieved. Write the entry to address the category and/or brand situation and provide clear articulation of how the media was used innovatively.
Brands and retailers using data, analytics, and technology to identify and match the right audience to the right message at the right time should enter this category. Submissions should explain how entrants utilized data (i.e., category data, retail channel data, shopper data, media data) to posititvely impact the brands objectives, eg. support the consumer journey or increase media effectiveness. Highlight any advanced analytic capabilities or methods that contributed to the success of the program, such as Return on Investment (ROI) measurement and analysis.
Entries where Public Relations, including Public Affairs, External Relations etc. played a big part in strengthening the company's or brands reputation or successfully adressed a specific challenge in the outside world, e.g. in the market, in the social arena, the political arena, among investors, etc.
This category is for communications on the strategic platform for and execution of a PR effort, a specific campaign, an execution or a project-oriented effort. The strategic platform can, for example, include separate analysis and research efforts as well as the reasoned identification of goals, target groups, channels, media and activities as well as organization, resource use and possible evaluation / measurement. Results can include PR coverage, political impact, earned media value etc.
This is an award for smaller, new, or emerging brands that are making inroads against big, established leaders, taking on “sleeping giants,” or moving into a new product/service field beyond their current category and set of competitors to tackle a dominant leader. Entrants must detail the business challenge, the competitive landscape, and how the business succeeded despite the odds. Define your competitive landscape, including the market difference between the David and Goliath to demonstrate why the brand was a David. Note: Judges will deduct from the case without sufficient proof that the submitting brand is a David in the situation
This award is for brands that created positive change by effectively pivoting their marketing program or business activities in response to significant structural and cultural shifts and moments of crisis (e.g. pandemic, social justice movement, geo-political and political events, etc.) in order to more effectively connect with the target group in order to solve the business challenge. Entrants need to pinpoint the pivot and frame for the judges how the messaging/campaign shifted, the team adjusted the approach to production or go-to-market planning, etc. Demonstrate the effectiveness of the action for the brand. Examples can include a pivot in positioning, communication, a change in portfolio management, a digital acceleration, etc.
Effie Awards Denmark 2023 is introducing this special recognition awards recognizing the talents of the young authors behind the work. Submit one or multiple entries from any of the available categories to be in the running for this award. Principal authors born after 1987 are eligible. Show us your best work and be celebrated for your creative achievements. There is only one winner in this category.