Marketers, Don't Miss This!! We'll Share the Secrets to Winning the Global Festival "Effie Awards"

The Effie Awards, which recognize marketing activities effective by global standards, are now accepting entries. The Japan Advertising Association (JAAA) held an explanatory session about the awards on October 29. This article introduces the key points for winning revealed at that session.

Established in 1968 by the American Marketing Association, the Effie Awards have been organized by Effie Worldwide since 2008. Awards are given based on campaign regions: Global Effie, regionally for Asia-Pacific (APAC), North America, Europe, and the Middle East/North Africa (MENA). Additionally, outstanding marketing achievements are recognized at the country/regional level in over 40 countries and regions. The APAC Effie Awards are jointly operated by the implementing agency Tenadia and the Confederation of Asian Advertising Associations (CAAAA), of which JAAA is a member. They recognize campaigns executed within the APAC region. This year, a new "Real-Time Marketing" category was added, bringing the total number of categories to 37. Entries are evaluated with a weighting of 23.3% for "Strategic Challenge + Objectives," 23.3% for "Idea," 23.3% for "Idea Execution," and 30% for "Results." There are three deadlines based on the application fee, with the final deadline being December 21.

At the briefing session, Effie Worldwide President and CEO Neil Davies, along with APAC Effie Awards committee members and former judges, explained the trends in last year's winning entries and the secrets to winning.

Takashi Takeda, APAC Effie Awards committee member and Head of Brand Solutions at Google Japan, cited the following points as key to winning.

● "A WELL WRITTEN CASE" (well-written case study)
Clearly state the objectives at the beginning and restate them at the end along with the results.
・Logically connect all story elements to the core idea. Simplicity is advantageous.
・Be candid, direct, and write in a way that draws people in and makes them unable to stop reading.
Past judge comments: "Apply advertising principles to case studies. Focus on a compelling story and how the campaign achieved the brand's objectives. Keep it simple, not complex. It leaves a stronger impression."

● "STRATEGIC CHALLENGE"
・Provide sufficient background context so judges can understand the challenge faced.
・Clearly articulate the cultural, brand, and business challenges.
・Clearly state KPIs and demonstrate how they were met or exceeded.

● "IDEA"
・Insight is the key to developing successful ideas.
・Concisely express the core idea that drove the results to groundbreaking success. Past judge comments state: "An idea that can't be explained in one sentence is as good as nonexistent."

● "WHAT MAKES A GREAT IDEA?"
・A clear embodiment of a strategy that connects people.
・Something groundbreaking, universally understood by everyone, and resonant.

● "BRINGING THE IDEA TO LIFE"
・Rationally explain the rationale behind channel selection and communication strategy.
・Explain the media strategy.
・Demonstrate how the idea was utilized within the campaign.
・Repeating the same story in the entry video is redundant.
・In the entry video, express more vividly how the idea was brought to life in reality. From past judge comments: "Video and text should be created to support each other. Don't repeat the same message; leverage each medium's strengths to highlight different aspects of the campaign."

● "WHAT WORKS"
・Tell the judges why the campaign succeeded.
・Be clear and concise, utilizing relevant charts and graphs. ・Clearly indicate the source of the results.

Additionally, Satosuke Koyama, Executive Planning Director at Beacon Communications and a judge last year, reflected on the judging process: "First, I carefully read the application materials without watching the entry videos," emphasizing the importance of the entry form. "It's crucial that the story comes across clearly to the judges. Some judges may not have sufficient knowledge of local market conditions, so while carefully explaining the background of the challenge, aim to create a simple yet intriguing and emotional story," he said.

For application details and to download entry materials, visit the APAC Effie website ( http://www.apaceffie.com ).