The EFFIE ® Ukraine Awards Seminars September, 2006

The EFFIEThe EFFIE®® Ukraine Awards Ukraine AwardsSeminars September, 2006Seminars September, 2006

About the EFFIEAbout the EFFIE®® Awards Awards

EFFIES recognize advertising effectiveness Celebrates advertising that produces an intended

effect—the ability to achieve marketing goals Other advertising awards generally recognize

creativity, often for a single execution or medium– Judging for these often highly subjective

EFFIE Awards– Judge a marketing brief of effectiveness

– Judge entire advertising campaign

– Have more objective judging criteria

EFFIE Around the WorldEFFIE Around the World33 Countries

Americas EuropeArgentina AustriaChile BelgiumColombia Czech RepublicEcuador FinlandEl Salvador FranceGuatemala GermanyMexico GreecePeru Hungary USA Iceland

Asia Israel China NetherlandsHong Kong PolandIndia RomaniaNew Zealand RussiaSingapore Slovak Republic

SloveniaSwitzerlandTurkeyUkraine

Judging the EFFIESJudging the EFFIES

There are generally 2 judging phases: first round and final judging– In Ukraine this year there will be 2 judging rounds, in

October and November

Judges must sign a confidentiality statement in which they promise to keep confidential any material that is reviewed– No entry briefs, materials or notes leave the jury room

Judging the EFFIESJudging the EFFIES

When reviewing the creative materials, judges must keep in mind– the creative strategy for the campaign – how well the campaign delivers on the creative strategy– whether the various creative executions are synergistic– how well they believe the campaign drove the results

presented in the brief of effectiveness

Scoring the EFFIESScoring the EFFIES

Recommendation is to use 100-point scales– Can score from 1 to 100, where “1’ is lowest

Score Marketing Challenge, Media Strategy, Creative and Results on the 1-100 scale

EFFIE score is a weighting of 23.3% each of scores for Marketing Challenge, Media and Creative, plus 30% for Results

More InformationMore Information More information and entry form available on

EFFIE Ukraine website:

www.effie.org.ua

Ukraine Effie CalendarUkraine Effie Calendar

01.08: Call for entries 04-08.09: Training 29.09: Jury announcement 29.09: Deadline for entries 09-10.10: Jury training 23-27.10: Round one judging 06-11.11: Final round judging 30.11: EFFIE Conference 01.12: EFFIE Awards Gala

Brief of EffectivenessBrief of Effectiveness


EFFIE Ukraine Briefs contain these areas– Category classification– Marketing Challenge– Campaign Objectives– Target Audience– Creative Strategy– Media strategy (and size relative to category)– Media & Media Spend– Other Communications Programs– Marketing Components– Evidence of results


Personal advice on a “good” brief:

In your business lives, what would constitute a good expression of a marketing plan? A good statement of marketing, advertising or creative strategies?


Clear and easy to read Direct, simple, linear, in its story telling Concise; avoid making the same point in different

words Avoid effusive hyperbole Quantify your results

– Avoid “hearsay”– Organize results according to objectives


Major Brief Components

Marketing ChallengeMarketing Challenge

The situation analysis—providing context for the campaign objectives

Useful to provide material threats and opportunities that help define the marketing problem

“A concise description of the marketplace and the entry’s role within market. Should briefly recap industry trends, competitive environment and positioning. Cite sources where possible.”

Market EnvironmentMarket Environment

2000: Lay’s Chips Launch—EFFIE Hellas

“The market of salty snacks is defined as the total of products of potato, corn and other snacks. From 1995 to 1997, the market for such products was in decline (~-4,5% yearly) due to the significantly falling sales of “garidakia” (an average of ~-14,5%). On the contrary, during the same time, the purchase of chips was steadily on the increase (~+10% annually).

In May 1998 the launch of Pringles brought about an amazing increase to the purchase of potato snacks (+33%). Nielsen measurements (Sept.-Oct.) showed a loss of market share for Tasty Chips (13,5% from 25% of the total of snacks market) and a superiority for Pringles (33% of the total snacks market). At the same time, new products were entering the market (Roasters 3E, Grill Chips Tottis) which were backed by intensive advertising campaigns – Clutter + Spending + high GRP’s.

Market EnvironmentMarket Environment

2000: Lay’s Chips Launch …cont’d

“The launch of Lay’s was being prepared since 1997. Constant improvements (product, package, quality checking) aimed to an extra upgrading of the first in preference and sales Tasty chips. They also aimed to identify them with the high standards of quality that Lay’s (No 1 in the world) are known for.

The launch of Lay’s took place in January 1999 and played an important role in the enlargement of the potato snacks market.

Source : (Nielsen, Ex-Factory Sales)”

Marketing Situation & ObjectivesMarketing Situation & Objectives

2000: Křupetto Snacks—Czech Republic

“Segment of extruded snacks represents 16% of total salty snacks market (potato chips, nuts, salty sticks, etc.) Although the snack market is growing, the extruded snack market shows a stable trend

Vitana has launched a new extruded snack line of products, Křupetto, in 1999.

The competitive scene in the Czech Republic is strongly dominated by the well established brand Bohemia (mainly chips), followed by extruded snack brands Chio, Oneš, Canto, Wolf, etc.

The long-term marketing objective was to be number one in EXTRUDED snacks category within three years’ period.”

Marketing ChallengeMarketing Challenge

Q & A

Campaign ObjectivesCampaign Objectives

Should derive directly from the marketing challenge Should be expressed in numerical terms as much as

possible Should be achievable mainly through advertising

“State specific goals for campaign. Examples: to meet concrete share or sales target; obtain specific behavioral response; modify existing brand perceptions; establish new product awareness.”

Campaign AimsCampaign Aims2000: Lay’s Chips Launch—EFFIE Hellas

“The Nielsen survey for Sept to Oct. ’98 recorded a market share of 32,8% for Pringles and 13,5% for Tasty chips –the largest and smallest respectively in the total snacks market.

1999 market aims were set on a 12month basis from this particular point in time (Sept –Oct 98 to Sept –Oct 99). Those were :

•To increase Lay’s sales : 8% increase of volume sales;

•Lay’s market share to become 20% as opposed to current 13,5%;

•Erosion of Pringles market share (32,8%) by 50%;

•Maintaining spontaneous awareness for Lay’s at 59% in the snacks market (salty snacks, chocolates, ice creams, croissants, biscuits, nuts)

Source : Ex-Factory Sales, AC Nielsen, Consumer Regard”

Campaign ObjectivesCampaign Objectives2000: Křupetto Snacks—Czech Republic

“To introduce new snacks brand on the market and drive its high awareness.

Secondly, to establish Křupetto snacks as crunchy chips for young people.”

Campaign ObjectivesCampaign Objectives2001: CNS (Breathe Right Nasal Strips)

“The team set five key objectives to be achieved in order to meet the marketing challenge:

1. Increase sales by at least 5 percent in the cough-and-cold season corresponding to last year, and continue growth throughout the year

2. Raise awareness of the brand and its advertising by at least 10 percent among females

3. Widen perceptions that Breathe Right is an effective remedy for nasal congestion

4. Create a television spot that exceeds copy testing norms

5. Develop a direct-response television campaign targeted at core users (the guys who snore) that achieves an effective and efficient goal of $10 cost per inquiry”

Campaign ObjectivesCampaign Objectives

Q & A

Target AudienceTarget Audience

Should derive directly from the marketing challenge Should be consistent and relevant to the campaign

objectives

“Provide target audience definition or profile and rationale. To whom was campaign directed and why was it selected?”

Target AudienceTarget Audience1999: Pella Windows

“Target Audience: Homeowners Who Want the Best

Who were likely to want to install Rolscreens? People who:

•Look for state-of-the-art products to fill their needs

•See their homes as an extension of their personal taste and style

•Are willing to spend time and money—and, at that, a considerable amount of both—to complete their dream homes

•Hate the hassle of installing window screens every spring and removing them every fall

•Know that traditional screens not only ruin the look of but dim the view from their beautiful windows

•Feel they have no option

Just who are these people? They are well-educated 35-45-year-olds who have household incomes above $75,000. They are America’s upscale,Mature homeowners.”

Target AudienceTarget Audience

Q & A

Creative StrategyCreative Strategy

Should derive directly from the marketing challenge Should be consistent and support the campaign

objectives Should be relevant to the target audience

“Describe strategy on which advertising was based. What was message wanted to communicate? Why was this message chosen? What insight from target audience or marketplace led to strategy?”

Creative StrategyCreative Strategy2000: Křupetto Snacks—Czech Republic

“The main objective was to create ‘hunger’ for the new brand via unique promise of ‘LOUDEST CHIPS.’ The reason behind the loudest chips positioning was that ‘crunchy’ (i.e. loud) chips evoke good quality and freshness which is one of the top motivators in the snack category. Additionally, crunchy (křupavý) is perfectly in line with the product name ‘Křupetto.’ Having the loudest chips gave us a good platform for creative executions which are teen relevant.

- Professor TCV—student listening to boring lesson at school- Violin TVC—sibling listening to younger sister’s horrible violin practice- Mother TVCF—mother talking down to teen child- Party TVC—young girl listening to slimy boy’s monologue

Creative StrategyCreative Strategy2001: Nissan Xterra

“Absorbing the findings about the target audience, the team agreed that if this special young target was to have a unique relationship with the Xterra brand it would have to see the Xterra as their SUV and theirs alone. The car would have to connect with them on an emotional level. They would have to become not merely Xterra owners, but Xterra evangelists.

The creative strategy proposed to the client to set a role for advertising: It must make Xterra the SUV designed for the outdoor enthusiast. How? By treating Xterra as a piece of functional equipment.

‘Everything you need, nothing you don’t’ – that tagline effectively summed up the strategy. It made clear where Xterra stood in the SUV market. Creative executions focused on the car’s functional features and accessories, such as its tubular-style roof rack with gear basket, the large cargo area, the Xterra first aid kit, and such optionals as the interior bike carrier, water resistant seat covers, and roof-rack attachments co-branded with Yakima. While most of such options were available for almost any SUV on the market, the Xterra advertising put these product attributes to work to make the message about gear not only tangible but credible and unique to Xterra…


2001: Nissan Xterra, cont’d

“Overall, Xterra marketing communications captured and built on the spirit of outdoor enthusiasts. The imagery depicted what the enthusiast aspires to. The performances were not by actors but by athletes. The tone evoked a desire to get outdoors, and the message drove home the fact that Xterra is special gear that helps you get there and play there.”


Q & A

Media StrategyMedia Strategy

Should be consistent with target audience Should detail spending trend Should indicate share of voice, where possible

“How did media strategy & selection complement, integrate, enhance and/or reflect the campaign objectives and creative strategy? Give indication of media budget size relative to competition and previous year.”

Media StrategyMedia Strategy2000: Lay’s Chips Launch—EFFIE Hellas

“Target Audience : Adults 15-44, with emphasis on age group 25-44.

• The chips category budget was down in 1999 (21%) with a total media spend of 1.684 mio drs. [US$4.55 mio] as opposed to 2.130 mio. drs. [US$5.76 mio] in 1998.

• Lay’s were the market category leader in 1999 with 45% share of media spend, followed by Pringles (30%). At the same period, Lay’s media spend was down by 8,2% compared to the Tasty Chips media spend in 1998 (768 mio drs. [US$2.08 mio] compared to 836 mio drs. [US$2.26 mio]).

• Primary use of television, with the aim to achieve pan-hellenic awareness for the renaming of the brand and the launches of new flavours, quick penetration of target audience, building high coverage and effective controllable frequency.

• Secondary use of outdoor with the aim to strengthen the launches in a short period and to a wide public, in strong local areas (Athens-Thessaloniki).

Media StrategyMedia Strategy2000: Lay’s Chips Launch—EFFIE Hellas, cont’d

• Supplementary use of radio aiming to attract and strengthen appeal to younger age groups (15-34).

• Tactical actions on TV : maximization of effective coverage (3+) at 60% target audience levels, high advertising pressure / week (205 GRP’s/week) on much higher levels compared to standard for category, use of cut-versions for high GRP’s with a specific budget, one week overlap of different campaigns.

Source : Media Services”

Media StrategyMedia Strategy

Q & A

Other Communications ProgramsOther Communications Programs

Enables the jury to assess whether factors other than advertising had a role in results and to what degree

“Describe other marketing programs such as couponing, sales promotion, product sampling, direct response, point of sale, revised pricing, promotion or distribution, etc., that may have affected results.”

Other Communications ProgramsOther Communications Programs2001: Maybelline Cosmetics

“PR, POP, Sponsorships, Sweepstakes

Along with the media plan came several special programs.

• Introduction of Sarah Michelle Gellar as the new ‘face’ of Maybelline, along with several new products, all included in a comprehensive public-relations program that ranged from extensive publicity to special events

• A sweepstakes to select the ‘Maybelline 5’—a representative group of five young women who are teens and collage-age

•Launch of the Web site Maybelline.com, offering content as well as community and featuring the opportunity to interact with the Maybelline 5

•Sponsorship of such events as the ‘Divas’ special on cable channel VH1 and Teen Magazine’s search for models

•Such point-of-purchase materials as in-store displays, product testers, and informational brochures

•In-magazine couponing, to pull traffic into stores”

Other Communications ProgramsOther Communications Programs

Q & A

Evidence of ResultsEvidence of Results

Do NOT have to disclose confidential data Sensitive data generally handled by indexing Organize results according to specific campaign

objectives

“Evidence must relate to campaign objectives. If objective was to increase sales, indicate sales response. If campaign attempted to bolster corporate image, how do measures show this? Need not disclose confidential information; results may be indexed. Be as specific as possible in documenting evidence: provide source, research involved and time period of data. EFFIE reserves right to contact sources for verification. Failure to reference a source will result in disqualification.”

Substantiation of ResultsSubstantiation of Results

Target Results StatusTo increase Lay’s sales : 8% increase of volume sales

+23% in volume sales Above Plan

Lay’s market share to become 20% in Sept-Oct 99 as opposed to 13,5% in same period of 98

21,7% market share for Lay’s

Above Plan

Erosion of Pringles market share (32,8%) by 50%

Pringles market share became 15,3%

Above Plan

Maintaining spontaneous awareness for Lay’s at 59% in all snacks market (salty snacks, chocolates, ice creams, croissants, biscuits, nuts)

Spontaneous awareness for 1999 at 68%

Above Plan

Sources : Ex-Factory Sales, ACNielsen, Consumer Regard

2000: Lay’s Chips Launch—EFFIE Hellas

Evidence of ResultsEvidence of Results2000: Coca Cola Co. Mello Yello

“From Decline to Growth”

Were the challenging goals met? They were more than achieved. Despite the fact that the Mello Yello advertising budget was only a fraction of the total category’s and that this brand was up against one of the most successful brands in all of marketing, qualitative research (source: The K Group) showed that consumers no longer associate Mello Yello with traditional citrus imagery. Rather, in the opinion of its target audience, Mello Yello has become (as one respondent put it, ‘its own thing.’

“Goal: Stem the sales decline of Mello Yello. Results: Advertising launched in the first quarter of 1999 not only stopped the decline. It established two quarters of growth (source: Nielsen Volume through 6/99…


-20

-15

-10

-5

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Quarter to Quarter Change in Sales Volume

Series 1 -8.4 -19.1 -12.6 -8.5 1.6 2.0

Q1 '98 Q2 '98 Q3 '98 Q4 '98 Q1 '99 Q2 '99

% C

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Vol

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Evidence of ResultsEvidence of Results2000: Coca Cola Co. Mello Yello, cont’d

“Goal: Maintain the key group of consumers: that percentage of all Mello Yello drinkers who drink the product every day. Results: The frequency of daily consumption was not only maintained. It increased by 200 percent (source: CCT+, Coca Cola Proprietary Tracking).

Pre-Advertising Post-AdvertisingQ4, 1998 Q1, 1999 Q2, 1999

% of Drinker Populationthat drinks Mello Yello 100 200 300on a daily basis

Conclusion? Advertising beamed toward the male high school senior was building a deep relationship with the consumer. That translates into loyalty—a sure sign of a stable basis for continuing growth.”

Evidence of ResultsEvidence of Results2001: CNS (Breathe Right Nasal Strips)

“The goals had been challenging. Were they met? Check these objectives and results:

Objective 1: Increase sales by at least 5 percent in the cough-cold season corresponding to last year, and continue growth throughout the year.

Results: While the category gained a minimal 1.4 percent in the Cough/Cold season and declined over the year, Breathe Right sales rose almost 7 percent over the season and were up 10 percent throughout the year.

Objective 2: Raise awareness of the brand and its advertising by at least 10% among females.

Results: Based on pre and post awareness studies (October ’99 and March ’00), unaided awareness of the Breathe Right brand rose 87.5 percent, while unaided awareness of its advertising increased 116.7 percent.

Evidence of ResultsEvidence of Results2001: CNS (Breathe Right Nasal Strips), cont’d

Objective 3: Widen perceptions that Breathe Right is an effective remedy for nasal congestion

Results: Based on pre and post studies of awareness and usage, perceptions of Breathe Right as a nasal congestion remedy increased 56.3 percent while perceptions of the brand’s value in snoring held steady at 40 percent.

Objective 4: Create a television spot that exceeds copy testing norms.

Results: The ‘Kinda Weird’ commercial shattered norms in the Ipsos-ASI Cough/Cold category. With a 223 copy-effect index, it scored 71.5 percent above the previous high. And the spot ranked among the 100 top-scoring spots for all categories in the 1990s.

Objective 5: Develop a direct-response television campaign targeted at core users (the guys who snore) that achieves an effective and efficient goal of $10 cost-per-inquiry.

Results: Agency research found total inquiries exceeding the planned goal by 140 percent, at a cost-per-inquiry 68% below the goal.

Evidence of ResultsEvidence of Results2001: CNS (Breathe Right Nasal Strips), cont’dSummary:

Nielsen Data

Total $ % changes vs. last year C/C Season 99/00 10/99 – 9/00Category +1.4% -2.4%Breathe Right +6.7% +10.2%

Murphy Research Services A&U Study

Pre (10/99) Post (3/00)Brand Awareness Unaided 8% Unaided 15%Advertising Awareness Unaided 6% Unaided 13%Usage Perceptions Nasal Cong’n 16% Nasal Cong’n25%

Snoring 40% Snoring40%


Q & A

More InformationMore Information More information and entry form available on

EFFIE Ukraine website:

www.effie.org.ua

2006 2006 EFFIEEFFIE®® Ukraine Awards Ukraine Awards

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The EFFIE ® Ukraine Awards Seminars September, 2006