Introducing Effies Exposed...Margaret Zabel CEO, The Communications Council Introduction to Effies...

Introducing Effies Exposed

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Clients and agencies will gather in Sydney to recognise campaign effectiveness for the sixth consecutive year this September at the Australian Effie Awards. Since inception, we have seen a steady rise in entries, from 131 to a record 228 last year. The growing popularity of the awards is a sign of how vital they are in proving results and building a culture of effectiveness across our industry.

Each year, the Effies celebrate the most innovative campaign ideas, both demonstrating the commercial power of creative communications and highlighting the most compelling case studies to inspire and raise the bar for future campaigns.

The Communications Council’s inaugural Effies Exposed series provides a look behind the scenes of these leading campaigns. From idea generation down to campaign mechanics, attendees are reminded of the fundamentals of great advertising, brought to life through the richness of case studies to illustrate how the best of the best are delivering to these in new and, at times, ground-breaking ways.

Matthew MelhuishChairman of The Australian

Effie Awards

Introduction to Effies Exposed

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The pursuit of effectiveness in marketing communications has never been more complex. We are seeing a transformed media landscape, the impact of technology, the rise of consumer involvement and ever-increasing budget pressure. It is a dynamic environment both exciting and demanding with demonstrable ROI becoming increasingly important.

As the Effies custodians in Australia, we have been long term champions of effectiveness in marketing communications. We recognise that writing an Effies case is a critical part of assessing ROI, as well as enhancing a marketing and agency team’s understanding and capability. Case writing is an invaluable tool for continuous improvement.

Our ambition was to gain learnings we could share, from analysis undertaken by a team of industry experts from recent marketing case studies submitted into the Effie Awards program. By reviewing cases and analysing the data in reports such as this, we can all gain valuable insights from the most effective marketers to take back to our work.

Margaret ZabelCEO,

The Communications Council

Introduction to Effies Exposed

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This Effies Exposed Report indicates that there are some truths that will never change and some things that will never be the same again. The fundamental and timeless importance of strategy is reinforced, as is the rising power of integrated and innovative media programs.

I would like to thank the expert team involved in undertaking this research. The team has provided an analysis on what it takes to create and implement effective marketing communications strategies based on the case studies submitted into the 2012 and 2013 Australian Effie Awards program.

Thank you to Millward Brown, a global leader in brand, media and communications research and long term supporter of the Effies, who has been our partner on this project. Likewise special thanks to Jon Bradshaw who took the lead in the development of the core content and seminars.

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Effies Exposed - What we did

• 9 Industry Experts

• Analysed over 100 Effies winners and finalists, by over 50 different factors

• Cross-referenced results with similar global studies

• Identified the factors that made the difference between being a winner and just being a finalist

• Between good results and GREAT results

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Margaret Zabel The Communications Council

Jon BradshawDroga5

Hannah McHardMillward Brown

Paul Rees-JonesClemenger BBDO Melbourne

Ralph SimpsonParmalat

David ThomasonMarketing Consultant

Daren PooleMillward Brown

Justin GrahamM&C Saatchi

Jane KetelbeyMillward Brown

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The Findings

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Ambitious tasks achieve ambitious results…

Winning entries are TWICE as likely as finalists to have been faced with an advertising task judged as DIFFICULT

WINN

ING EN

TRIES

FINAL

ISTS

38%

19%

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…when underpinned by concrete business objectives

27% of winning cases were judged against hard

BUSINESS objectives alone versus 14% of finalists

BUSINESS GROWTH

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But stay focused on how much can be achieved

WINNERS have a tight set of objectives - an average of 3.4 clear goals vs. 3.9 for finalists

(U.S. findings; Source: The Effie Report, Inaugural Edition 2012)15

Well-observed insight leads to effective strategy

81% of WINNING CASES

showed evidence of well observed INSIGHT

ONLY 57% OF FINALISTS DID SO

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Research conclusively drives effectiveness

94% of WINNING CASES used research to help solve the problem

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RESEARCH

(U.S. findings; Source: The Effie Report, Inaugural Edition 2012)17

Clearly articulated ideas are essential...

85% of winning cases were able to

CLEARLY ARTICULATE the campaign IDEA

versus 67% of finalists

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...in order to truly stand out

TWO THIRDS of winners went to market with a sense of challenge, dynamism or innovation compared to ONE THIRD of finalists

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Don’t feel you have to rely on news for success...

Only 42% of winners had NEWS to advertise

compared to 76% of finalists

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…or just throw money at the problem

Winning entries are MORE LIKELYto have campaign spend of UNDER $5M than finalists

EFFIES MATHS

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Select channels appropriate for the task at hand…

Winners used 20% more

TOUCHPOINTS than finalists

(U.S. findings; Source: The Effie Report, Inaugural Edition 2012)

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...and don’t underestimate power of TV to drive reach just yet

Nearly TWO THIRDS of winning campaigns used TV as their lead medium. Finalists did so LESS THAN HALF the time

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Drawing Conclusions

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It’s not rocket science.

But in reality very few cases had all the elements, delivered to a level of excellence.

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Executing brilliantly on the basics is what makes the difference

between GOOD and GREAT.

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We’ve distilled these learnings into 5 key elements

GOAL SETTING

INSIGHT

IDEA

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3 IMPACT

CREATIVITY5

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Brought to life through some of the award winning cases

2012 GRAND EFFIE WINNER

2012 GOLD EFFIE WINNER

TRANSFORMATIONAL DIGITAL BUSINESS PLATFORM

CLIENT:AGENCY:AUTHOR:

Office of Road Safety Western Australia303Lowe

Derry Simpson


Commonwealth BankBMF

Rob Chandler (BMF); Kelly Vise (CBA)


NRMA InsuranceWhybin \ TBWA Sydney

Hristos Varouhas; Bridget Cleary

2013 GRAND EFFIE WINNER

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1. Goal Setting: Set clear and focused goals

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1. Goal Setting: Set clear and focused goals

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Ambitious but realistic business goals

Behavioural goals that deliver the business goal

Attitudinal goals that drive the behaviour

Campaign goals that underpin the success

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Case Study 1. Office of Road Safety Western Australia– ‘Enjoy the Ride’

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An ambitious but realistic business goal

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Reduce the cost incurred by the WA Government from speed-related crashes by $9m per year (2% reduction)

Reduce the number of speed-related crashes on our roads in Western Australia by 2%

Increase the number of WA drivers who find speeding unacceptable by 20% over 5 years

Prompted awareness of the campaign at 55%

Message recall of the campaign at 70%5

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2

A behavioural goal that delivers on the business goal

1

3






4

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2

An attitudinal goal that drives the behaviour

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3






4

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1

3






4

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Case Study 2. NRMA Insurance– ‘Car Creation’

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Ambitious but realistic business goals

Behavioural goals that deliver the business goal

Attitudinal goals that drive the behaviour


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Hold market share at 44% with a product 8-18% more expensive

Deliver 3 million enquiries that convert at 23%

Increase scores in brand tracking against “Differentiated” and “Experienced”

Increase spontaneous brand awareness and cut through vs. same time last year

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2. Insight. Develop powerful, compelling insights

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Insight is almost universally present in award winning work.

Basing that insight in real data and research is crucial.

81% of AU winners showed clear insight

94% of US winners use research

WINNERS FINALISTS

RESEARCH

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2. Insight. Develop powerful, compelling insights

Who are we talking to?

A much used and not well defined construct.• From our observations the very best insights answer three key questions:

What is the positive need or want that has the power to change behaviour?

What is the clear problem to solve?

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Insights are the springboard to behaviour change.

Great insights are always based on real data and research.

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• Low-level speeding (<10 kmph over the limit) accounts for the highest proportion of speed-related incidents on WA roads.• Most people didn’t see this as a problem - not targeting hoons, but you and me.

• The way we drive reflects the way we live – too fast. People want to slow down in their lives. Driving slower is one way to do this.

• You and me don’t see 10kmph as ‘speeding’ and 90% of Western Australians feel safe driving at 10kmph over the limit.

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People don’t ‘want’ to drive slower.They do ‘want’ to live in a more relaxed way.

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• One million Australians could afford an investment home, but only 35% think about it and only 14% actually buy one. • Let’s focus on these potential ‘reluctant property tycoons’.

• One million people can afford an investment, but are held back by the unknown and complex issues surrounding property investment.

• Cost fears. Overcome the hurdle of taking out another loan.• Property management fears. It’s all too scary and complicated.• Risk and value fears. People don’t know how to calculate the potential value of their investment.

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Commonwealth Bank – ‘Investorville’

People want a risk free way to practice being property

tycoons

3. Idea. Be crystal clear how your idea works

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The best campaigns have a tight, but comprehensive definition of how the idea works, vs. what the idea is.

85% of AU winners can clearly articulate the idea

WINNERS FINALISTS

When asked to define the idea entrants can do anything from cutting and pasting the tagline, to writing a long form description of the advertising.

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In the very best cases there was always a succinct tight definition of:

How the idea works

How it delivers the key message

This definition was then clearly used as a ‘blue-print’ for all the different executions within the campaign…

• Which keeps them tightly aligned to the driving insight

• And drives consistency, clarity of message, branding and cut through

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3. Idea. Be crystal clear how your idea works

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Show people the rewards of life at the right pace as a metaphor to encourage them to slow down on the road and enjoy the journey.

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How it works1



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How it delivers on the key message2



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How it works1


Build a working car out of the myriad of parts other insurers classify as extras, to dramatize how NRMA’s insurance automatically covers the parts some other insurers don’t.

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How it delivers on the key message2


Build a working car out of the myriad of parts other insurers classify as extras, to dramatize how NRMA’s insurance automatically covers the parts some other insurers don’t.

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4. Impact. Match channel choice with campaign goals

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For most brands, broad reach remains fundamental to campaign success - and TV remains one of most effective ways to

deliver this.

But a one channel strategy is less likely to work. Integrated, multi channel seems to be the only way to cut through in the

new media environment.

2/3 of AU winners still use TV as the primary medium

US winners use more touchpoints

USED TV

WINNERS ENTRANTSNo

. of t

ouch

point

s

Campaigns that did not use TV, but were highly effective had low reach / niche impact goals.

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The best work clearly matches what it set out to achieve with both its creative and its media strategy.

Campaigns need reach AND engagement, not one or the other.

We believe TV is still a predominant medium for winners is because it still commands an audience.

The effective digital cases often had goals that needed an impact across a smaller consumer base. Or drove remarkable levels of traffic.

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The type and number of people we need to influence.

The most relevant moments and methods to engage as many as possible within that group.

Therefore the best channel/s to meet those needs.

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The type and number of people we need to influence

The most relevant moments and methods to engage that group

• The campaign targets all drivers in WA – looking for a 20% change in attitude towards speeding. • The campaign needs mass reach and impact.

• Surround people with an engaging and entertaining message in multiple media.

• Celebrity ambassadors & spokespeople.• Broad reaching ‘road-block’: Sunday night prime-time 3 minute film.• A journey to follow: Online magazine to act as the campaign ‘hub’.• Continued pressure to influence a ‘slowed down’ attitude: Online, OOH, Community Direct Mail, Radio, Print.• Followed by more specific speeding messaging to drive behaviour change: Further TV activity, online, outdoor, radio and press.

Therefore the best channel/s to meet those needs

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Commonwealth Bank – ‘Investorville’

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The type and number of people we need to influence

The most relevant moments and methods to engage that group

• We need 1000 people to apply for an investment loan. These people are thinking about investing, but daunted by the prospect.

• We need something rich and immersive to help overcome some major practical and emotional barriers, with a tight audience.

• A digital app which combines utility and gamification, with supporting media to drive download and usage.

Therefore the best channel/s to meet those needs

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5. Creativity. Be bold, unexpected and dynamic

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Creativity is and always will be a crucial element of campaign success.

Without exception winners ideas were more engaging than finalists and submissions.

Winners ideas showed over twice the levels of innovation and

dynamism in their approach than finalists.

WINNERS FINALISTS

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re. ation and

The winning work really has to speak for itself he

Visit www.effies.com.au

www.communicationscouncil.org.au

for more informthe complete set of cases.

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