2015 APAC EFFIE REPORT
Transcript of 2015 APAC EFFIE REPORT
1© Copyright: GfK | 2015 APAC Effie Report
2015 APAC EFFIE REPORT
In collaboration with
2© Copyright: GfK | 2015 APAC Effie Report
1. Executive Summary
2. Objectives and Methodology
3. Key Findings:
The Markets
Campaign Goals & Target Audience
Communication Touchpoints
Paid Media Expenditures
Using Research
4. Key Takeaways
Contents
3© Copyright: GfK | 2015 APAC Effie Report
The APAC Effie Report is a study that draws key insights and trends of effective marketing
communications based on intelligence gathered from the APAC Effie Awards 2015 entries
submitted across 17 markets.
11 components are used in the study to compare and understand the key traits of the effective marketing.
Some of these include campaign goals, communication touchpoints, target audience and media
expenditure.
Brands continue to use multiple touchpoints to reach out to their audience, notably so in the most effective
campaigns. Digital touchpoints are most commonly engaged in the Asia Pacific region, with
Online/Interactive, Social Media and Consumer Generated Content being the top 3 on the list. Consumer
Generated Content has the highest share amongst medalists and showed a growth of 34% over last year.
Digital and TV dominate as hero touchpoints. While use of TV showed a drop of 1%, it remains as one of
the most significant after Online/Interactive.
The study also saw a quarter of the winners from the Small Budget Category, reaffirming that the
successful campaigns can indeed be achieved with minimal or no media expenditure.
Executive Summary
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1. Objectives and Methodology
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Report Objectives
Profile cases
submitted in the APAC
Effie Awards 2015
and provide expert
commentary based on
intelligence gained
Understand the
characteristics of
winners
based on components such
as campaign goals, target
audiences, use of
communication touchpoints,
paid media expenditure
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Methodology: Data used in this report is based on the
submission of entries.
MarketsCommunication
TouchpointsUsed
ResearchMarketing
ComponentsCampaign
Goals
Category Submission
Own Media/Sponsorship
TargetMarket
Paid Expenditure
Primary Target
Audience
OverarchingObjective
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2. Key Findings
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The Markets
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9
Participants from 17 Markets: Representing 1/3 global ad
dollars. Australia, India and NZ achieved the highest medal
conversion rate.
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Single Market Entries:
Campaign Goals & Target Audience
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• Cases must have ran in the Asia Pacific region from 1 July 2013 to
30 September 2014.
• Any marketing communications efforts that have demonstrated how you
tackled your client’s objectives that have made an impact during this
period can be entered.
Single Market Qualifications
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Campaign Goals: More than half of the campaigns have
tangible business results
Campaign Goals Total Entries
Overarching
Objective Medalists Index
Increase sales, volume, increase market share 25% 104%
Increase awareness 10% 113%
Build brand equity, Increase brand loyalty, Retain
existing customers14% 77%
Develop, revitalize market (category growth), Gain new
customers9% 112%
Reach out to new audience 4% 104%
Build, defend brand position 6% 98%
Gain trail 4% 42%
Brand launch 7% 41%
Government and social aims 7% 155%
Brand relaunch, reposition 6% 79%
56%
50%
41%
34%
32%
21%
17%
13%
12%
11%
58%
56%
32%
39%
33%
21%
7%
5%
19%
9%
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Campaigns targeting at mass audience and brand
influencers have the highest conversion index
Target Audiences Total Entries
Primary Target
Audience Medalists Index
Mass, public 23% 130%
Young people (20-35) 21% 84%
General consumers 11% 97%
Women 10% 81%
Parents/Families 8% 62%
Housewives/Homemakers 5% 62%
Men 5% 76%
Teens (13-19) 2% 58%
Brand Influencers 2% 167%
Boomers (45+) 1% 48%
Children (12 and below) 1% 69%
45%
42%
29%
26%
20%
20%
16%
15%
11%
5%
4%
58%
35%
28%
21%
12%
12%
12%
9%
19%
5%
4%
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Case Study: Branded Content Campaign
Targeting at Mass Consumers
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The overall objective for Unilever, was to educate consumers
who lived in media dark geographies about their brands. With
no electricity for 8-10 hours every day, this couldn’t be done
using traditional media like TV and Radio. Kan Khajura Tesan
was an answer to address this problem. By transforming their
rudimentary mobile phones, we were able to give them
something they didn’t have- THE KAN KHAJURA TESAN- A
15 minute free, on-demand, entertainment channel that
worked with just a missed call.
2015 APAC Effie Awards Case Studies
Lead Agency Brand/Client
Lowe & Partners Worldwide Hindustan Unilever
Category
Branded Utility
Kan Khajura Station: From the ‘Dark’ to Connectivity
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Communication Touchpoints
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Radio
Cinema
Consumer
Involvement
Interactive/
Online
TV
PR
Social
Media
The most effective brands focus communication strategy on
using multiple touchpoints
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Winners are using more touchpoints
12.5
12.3
14.9
Gold
Silver
Bronze
All entries in 2015: 12.3All winners in 2015: 13.2
7.5
7.6
7.3
Gold
Silver
Bronze
All entries in 2014: 6.3All winners in 2014: 7.5
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Interactive/Online topped all entries.
Consumer Engagement topped medalists.
77%
71%
88%
54%
50%
45%
36%
32%
29%
30%
78%
71%
64%
48%
43%
40%
36%
29%
26%
24%
Total Entries Medalists
Interactive/Online
Social Media
Consumer Involvement/User Generated
TV
PR
Retail Experience
Events
Mobile/Tablet
Radio
-
-
3%
1%
-
2%
1%
1%
1%
1%
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Digital and TV dominate as hero touchpoints
50%
38%
36%
23%
21%
20%
9%
14%
9%
13%
54%
38%
38%
21%
16%
14%
12%
12%
9%
8%
Total Entries Medalists
Interactive/Online
TV
Social Media
OOH
PR
Events
Mobile / Tablet
Retail Experience
Guerrilla
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Case Studies: Innovative Use of Touchpoints
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Huge artworks were created in rice paddies by planting
different colors of rice, and a technology was developed called
“Rice Code” that let visitors scan the artworks like QR codes
and buy the rice itself. Scenes that cried out to be
photographed were thus transformed into a new kind of sales
space.
2015 APAC Effie Awards Case Studies
Lead Agency Brand/Client
Hakuhodo Inakadate Village
Category
Media Innovation
Rice-code
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On a bright Easter morning, Hell Pizza and their agency gathered
to watch their new Wild Rabbit billboard being installed. We also
noticed motorists slowing to take pictures. That’s because it's not
everyday you see a billboard made up of the skins of 650 dead
rabbits. Word spread faster than myxomatosis. In two days it
travelled from downtown Auckland to make headlines globally,
becoming one of the year’s most controversial campaigns. After
just two weeks we were forced to withdraw the pizza from sale.
Because we had sold out.
2015 APAC Effie Awards Case Studies
Lead Agency Brand/Client
Barnes, Catmur & Friends Hell Pizza
Category
David vs Goliath
More Than One Way To Skin A Rabbit
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Since 2004, drone strikes in Pakistan have killed an estimated
3500+ people, a disturbing percentage of which have been
innocent civilians and children. Drone operators routinely
describe their casualties as “Bug Splats” since humans appear
like bugs from far above. A large-scale portrait of a child affected
by an attack was laid on the ground facing up, in North Western
Pakistan, so a drone camera could transmit it to an operator’s
screen. To raise awareness, the poster was put online with the
hashtag #NotABugSplat and website with information about
drone strikes.
2015 APAC Effie Awards Case Studies
Lead Agency Brand/Client
BBDO Pakistan Reprieve FFR
Category
GoodWorks – Non Profit
Not a Bug Splat
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Government and social aims deployed digital more than
traditional media
Total
Entries
Interactive/Online 78%
Social Media 71%
Consumer Involvement/User
generated64%
TV 48%
PR 43%
Print 40%
77%
73%
67%
46%
58%
31%
Government
and social aims
Increase
awareness
Develop, revitalize market,
Gain new customers
Attract, support
distribution, suppliers
79%
78%
64%
38%
52%
29%
83%
79%
71%
44%
49%
32%
86%
64%
79%
64%
57%
36%
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Case Study: Use of Digital Media as Key
Communication Touchpoint
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Since 2004, drone strikes in Pakistan have killed an estimated
3500+ people, a disturbing percentage of which have been
innocent civilians and children. Drone operators routinely
describe their casualties as “Bug Splats” since humans appear
like bugs from far above. A large-scale portrait of a child affected
by an attack was laid on the ground facing up, in North Western
Pakistan, so a drone camera could transmit it to an operator’s
screen. To raise awareness, the poster was put online with the
hashtag #NotABugSplat and website with information about
drone strikes.
2015 APAC Effie Awards Case Studies
Lead Agency Brand/Client
BBDO Pakistan Reprieve FFR
Category
GoodWorks – Non Profit
Not a Bug Splat
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Paid Media Expenditure
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29% 30% 24%14%
11%5% 11%
14%
10%
5%
11%16%
17%
15%
12% 13%
26%
35%23%
27%
3% 5% 6%5%1%4% 5% 3%
All Entries in 2015 All Entries in 2014 Medalists 2015 Medalists 2014
20M and over
10M - under 20M
5M - under 10M
1M - under 5M
500K - under 1M
250K - under 500K
100K - under 250K
Under 100K
Small is still beautiful...1/4 of winners from small budget
entries
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Case Study: Use of Social Media with Zero
Media Budget
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There are 24 million child brides in India. That’s 60% of the
world’s total. Last year 107 countries co-sponsored UN’s first
ever proposal to end this social evil. India refused. Even our
media overlooked this issue. With no marketing budget we
decided to bring national attention to this issue by starting the
white bindi movement as a sign of protest and solidarity. The
movement caught on like wildfire getting over 22 million media
impressions, support from all corners, and helped start
education drives in 160 villages against this social evil.
2015 APAC Effie Awards Case Studies
Lead Agency Brand/Client
Havas Worldwide Child Survival India
Category
GoodWorks – Non Profit
No Child Bride
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Using Research
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Research helped produce medalists. All medalists used
research for campaign planning.
Types of Research
Qualitative 43%
Quantitative 29%
Segmentation 8%
Others 20%
20%
80%
Total Entries Medalists
Used research
Did not use research
100%
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Key Takeaways
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In Summary
Markets
• Participants from
17 markets,
representing 1/3
global ad dollar
and GDP
• Australia, India
and NZ achieved
the highest
conversion rate to
medalists
• Quality of work
and submission
deliver winners
1Goals & Touchpoints
• Most entries have
tangible business
results in their
campaign goals
• Most brands are
using multiple touch-
points
• Winners are using
more touchpoints
• Digital and TV are
key hero
touchpoints
Winner Insights
• 1/4 of winners from
small budget entries
• All medalists used
research for
campaign planning
2 3
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