Product and Service Categories
There are over 20 product and service categories to choose from. You may only enter one product/service category per effort.
Automotive - Aftermarket & Vehicles.
Aftermarket includes gasoline, motor oil, tires, batteries, paint, quick-lube, oil change, muffler, transmission, windshield wipers, enhancements, etc. Vehicles includes cars, trucks, motorcycles, vans, both brand and model advertising.
Beauty & Personal Care.
Personal care products such as soap, dental products, face & body lotions and cleansers, cotton swabs, deodorants, feminine hygiene products, razors, shaving cream, etc. Products and services focused on beauty, which includes cosmetics, fragrances, hair products, nail products, etc.; beauty services such as salons, spas, etc.
Beverages - Alcohol.
Beer, champagne, spirits, wine, wine coolers, after dinner drinks, etc.
Beverages - Non-Alcohol.
Diet and non-diet soda, coffee, tea, juices, squash, milk, milk substitutes, bottled water, sparkling water, energy drinks etc.
Audio and/or video devices such as TVs, radios, mobile devices, home entertainment (DVD/Blu-ray players), cameras, computer hardware, game consoles, laptops, tablets, sound systems, etc. Electronic devices may be aimed at consumers or businesses.
Entertainment, Sports & Leisure.
Includes all forms of entertainment e.g., apps, video games, movies, programmes (TV, online, radio), books, DVDs, games, etc. Sporting events such as Wimbledon, the Ashes, sports teams, etc (but excludes Olympics & Paralympics as they are in a separate category). Recreational, sporting, and camping goods/services and other items/ services intended for leisure activity.
Financial products and services including: communications promoting overall image and capabilities of a financial institution; specific products or services including current and savings accounts, insurance products, home banking, loans, mortgage, mutual funds, traveller’s cheques, as well as banking appls etc.
Fresh food, chilled and frozen packaged frozen foods both regular and diet/light. Snacks & desserts such as ice cream, confectionery, crisps, cookies, biscuits, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
Government, Institutional & Recruitment.
Local or national government economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, educational institutions/organisations, armed forces marketing communications. Includes political messages and special interest/trade group communications.
Home Supplies & Services.
Cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilisers, lawn care, gardening services.
Internet, Telecom & Utilities.
Mobile network providers, high speed Internet access services, online services, portals, search engines and related Internet products & services (including SaaS/IaaS and Cloud based services), bundled communications (internet, telephone, and TV). Fixed telephone line providers. Utilities such as electricity, gas, alternative fuel.
Open to all retail/e-tail/mail order companies with general or specific merchandise. E.g. department stores; online retailers; clothing, fashion, shoes or jewellery stores; food retailers; movie/book stores; discount/bulk retailers; pet care; toy stores; greeting cards; craft stores, etc.
Travel & Tourism.
Cruises, hotels, resorts, amusement parks, travel websites and booking services, travel tours, tourism campaigns, etc.
The Speciality Categories are designed to address a specific business situation or challenge. When entering into these categories, you should present your entry in a way that addresses the situation or challenge as outlined in the category definition. It is critical to thoroughly review these category definitions to ensure your effort meets the criteria of the specific category definition. Judges will down score your entry if you are missing information required by the category definition.
This category is not for efforts that focused on TV, radio or print ads to connect with an audience. It is meant to showcase how you can create a brand experience beyond traditional advertising. Only work that truly brought a brand or product to life – either literally or virtually – and interacted with a specific audience to achieve desired objectives should be entered. You may have re-invented the product demo, re-imagined the pop-up store, or led a bricks and mortar retail overhaul; you could have created a new game or interactive film experience that effectively showcases a new product or brand personality – it could have been anything. As long as you can prove it truly came alive and worked.The winners of this award will be the work that shows how advertisers are reaching out to their audiences to establish meaningful relationships, memorable, engaging experiences, and unique connections with their brands.
- Entrants in the Brand Experience category must address how the brand experience related back to the overall brand strategy.
- Note: As with all Effie UK categories, you can enter whether your work brought the brand to life as the entire marketing effort or as part of the larger marketing program.
- Effie Tip: Entrants submitting into the Brand Experience category are encouraged to also submit into the applicable product/service category.
This category is for marketing efforts from businesses targeting other businesses. Business-to-business efforts for any type of product or service, from any marketplace segment, are eligible to enter.
This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity. In addition to presenting metrics related to the reputation, entrants are encouraged to also address how these metrics relate to the business of the brand and why they are important.
David vs. Goliath.
This is an award for
- smaller, new, or emerging brands making inroads against big, established leaders, or
- established small brands taking on “sleeping giants” or
- companies that moved into a new product/service field with large, well-established competitors (however, your brand cannot be a sub-brand of a larger company).
Entrants must detail the business challenge, the competitive landscape, and how their business succeeded despite the odds. You are required to define your competitive landscape, including the market difference between the David and Goliath to demonstrate why your brand was a David.
Judges will deduct from your case if you do not sufficiently prove that your brand is a David in the situation.
Winners (at any award level) in the previous year’s competition in this category are not eligible to enter the subsequent year.
This is about outstanding effectiveness as a result of ideas. The line between what constitutes a creative idea and a media idea is blurring. There are occasions when the media idea drove the entire effort. Of course, media cannot exist without the content, but this award is intended to recognise those cases that were led by the media thinking. The award honours media led ideas that are powerful enough to become the genesis of the communications program itself. All efforts driven by the media idea are eligible to enter. Examples:
- Content Led – Cases led by a content idea.
- Data Driven Insights – Cases led by a data driven insight.
- Tech Led – Cases led by a technology idea.
- Media Idea Led – Cases led by a Media Idea other than those listed above.
Changing the rules to maximise impact. This award will showcase those who had the insight and creativity to change the way a particular media channel is consumed or to create a new channel. The award will go to those who reached out of the conventional approach to grab their audience and effectively engage with them. 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 we know and love, or have not yet met. Enter your case into one of the following sub categories:
- Media Innovation - New Channel Creation
- Media Innovation - Existing Channel
- Note: All entries must specifically address what was innovative and the results achieved. Write the entry to address the category situation and provide clear articulation of how the media was used innovatively.
New Product or Service Introductions.
Any communications effort used to introduce a new product or service that is not a line extension. Brand new products or new products in a new category are eligible. Effie defines line extension as:
- Any variation of an existing product that shares the same brand name and is in the same category as the existing product and shares the same characteristics as the parent but offers new benefit (flavour, size, package, type, etc.).
- A derivative product that adds or modifies features without significantly changing the price.
- Products that bear the same brand name and offer the consumer varied options (e.g. Diet version of drink)
- Entrants with new products/services may not enter their corresponding product/service category; however, entrants may submit into other speciality categories they see fit.
- Note: Your entry must be written to address how your product and service was new and the situation you faced as a result of it being new. For example, what specifically was new? Why did the newness matter? Write the entry to address the category situation (new product/service introductions) similar to what you would do when writing your entry to address a category situation like small budgets, etc.
Olympics & Paralympics.
This is an award for cases that had a targeted marketing strategy surrounding the 2016 Rio Olympics and/or Paralympics. Entries must detail the “why” behind their Olympic/Paralympic strategy and provide proof that the results were a direct result of the engagement with the Olympic/Paralympic marketing platform or Team GB Olympic/Paralymic organisation. Both corporate campaigns and marketing efforts for individual brands that ran in the United Kingdom are eligible for this category.
- Note: The eligibility period for this category ONLY runs from 1st June 2016 – 31st October 2016.
- Additionally, this category only has different submission deadlines as follows:
- Early deadline: 25th November 2016 (£600+VAT)
- On-time deadline: 21st December 2016 (£1,000+VAT)
- Final deadline: 13th January 2017 (£1,600+VAT)
This is an award for rebirth campaigns. To enter your brand must have experienced a downturn of several years and a period of at least six months of upturn sales. Entrants must detail the business challenge, the situation of the brand, the competitive landscape and how the effort succeeded.
Note: Your entry must address the previous marketing investment and strategy as part of the entry context. Also, provide detail on the length of the renaissance.
Seasons, holidays and events allow marketers the opportunity to build strategic communications based on the time-based interests of their target audience. This category will honour those efforts that effectively capitalised on a season, holiday or cultural event – key moments in the British annual calendar - to drive results for their business. Examples of key seasonal events are Christmas, Easter, Mother’s Day, Father’s Day, Valentine’s Day.
Cases eligible for this category must represent the only communications efforts for this brand during the qualifying time period. To be eligible, an entry may not be for a line extension, a sub brand, or have an overarching brand campaign to support it.
Value of donated and non-traditional media as well as activation costs must be included. Budget eligibility is as follows:
- Local Efforts: £50,000 or less
- Regional Efforts: £200,000 or less
- National Efforts: £500,00 or less
The Social Good Effie is for communications programs proven effective in addressing a social problem or in expanding an existing program in ways that benefit our society or our planet. Any effort that sets out to give back in some way for the greater good is eligible to enter. Maybe it was for profit, maybe not. Maybe you got paid, maybe you didn’t. Any and all marketing communications efforts, whether full campaigns or unique efforts within a campaign are eligible to enter as long as measurable results exist. We have split the Social Good category into two subcategories, with information below.
Social Good - Brands.
This award celebrates brands that are making the world a better place by using the power of their platforms for “good.” Winning efforts will represent the campaigns that most effectively combined business goals with a social cause and successfully related that cause back to the company's overall brand strategy, resulting in positive business and social impact.
- Marketing communications undertaken by for-profit entities that focused on social causes (health, education, community, family, etc.) are eligible.
- When entering, entrants must provide information on the intent-to-do-good goals and business goals for the effort and the results achieved for both.
- How the Social Good initiative related back to the overall brand strategy. Why was this initiative selected and why was it the right fit for the brand?
Social Good - Non-Profit
Designed for communications of a public service/greater good nature for a non-profit organisation or association and for communications of a public service/ greater good nature by a non-profit organisation or government organisation. Entrants must show measureable impact on the problem/issue.