EACA EURO EFFIES® 2013 LONG-TERM EFFECTIVENESS CATEGORY ENTRY

EACA EURO EFFIES® 2013

LONG-TERM EFFECTIVENESS CATEGORY ENTRY MANUAL

TABLE OF CONTENTS

BASIC ENTRY INFORMATION ......................................................... 3

SELECT CATEGORY .................................................................... 3

CERTIFICATION OF ENTRY BY CLIENT REPRESENTATIVE ....................... 4

SELECT COUNTRIES .................................................................... 5

CAMPAIGN BACKGROUND & SUMMARY ............................................. 6

CAMPAIGN STRATEGY ................................................................. 7

MARKETING COMMUNICATIONS STRATEGY ........................................ 8

MEDIA ALLOCATION CHART .......................................................... 9

CREATIVE STRATEGY ................................................................ 10

ADDITIONAL INFORMATION ........................................................ 11

EVIDENCE OF RESULTS .............................................................. 12

Please note that this is NOT the official entry form. This is only a manual and is to be used as guide to familiarise yourself with the online entry form before you begin your application.


EFFIE® and EURO EFFIE

® are registered trademarks of Effie Worldwide, Inc. and are under license to EACA. All

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BASIC ENTRY INFORMATION

You may use this form to prepare your entry but please note that we will only accept online

entries. Make sure you remain within the allocated word limit.

This case is able to prove beyond any reasonable doubt that the choice and use of the marketing communications for this campaign lead to the campaign’s success.

Campaign Title *

Client Name *

Brand Name *

Agency Name *

Agency Address *

Agency post code *

Agency city *

Agency country *

Contact First name *

Contact Last Name *

Position *

Email *

Phone n° *

* required field.

Product & Service Categories Special Categories

1. FMCG 11. Brand Re-vitalisation

2. General healthcare & OTC products

12. Best demonstration of innovation in magazine or newspaper advertising

3. Corporate 13. Small Budget

4. IT / Telco 14. Most effective use of social media marketing

5. Leisure & Entertainment 15. Best demonstration of Integrated Effectiveness

6. Consumer Goods 16. Long-term Effectiveness

7. Retail

8. Automotive

9. Product/Service Launch 10. Services




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SELECT COUNTRIES

This case is able to prove beyond any reasonable doubt that the choice and use of the marketing communications for this campaign led to the campaign’s success.

The campaign ran from … to … :

*. A long-term effectiveness campaign must have run for at least 5 or years or more.

Effectiveness can be proven in these markets (minimum 2 to be eligible). Please tick appropriate boxes:

Albania Andorra

Armenia Austria

Azerbaijan Belarus

Belgium Bosnia and Herzegovina

Bulgaria Croatia

Cyprus Czech Republic

Denmark Estonia

Finland France

Georgia Germany

Greece Hungary

Iceland Ireland

Italy Kazakhstan

Latvia Liechtenstein

Lithuania Luxembourg

Malta Moldova

Monaco Montenegro

Netherlands Norway

Poland Portugal

Republic of Macedonia Romania

Russia San Marino

Serbia Slovakia

Slovenia Spain

Sweden Switzerland

Turkey Ukraine

United Kingdom Vatican City




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CERTIFICATION OF ENTRY BY CLIENT REPRESENTATIVE

I certify on behalf of that the information submitted for this campaign is true and accurate and that

it proves beyond reasonable doubt the effectiveness of the marketing communications elements of the campaign. Entry constitutes permission to be included in EACA promotional material.

Client Officer First Name

Last Name

Position

Company

Email*

Phone

Mobile




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CAMPAIGN & BACKGROUND SUMMARY

In 400 words set the scene:

What was the state of the business before the campaign began? What were the specific challenges and opportunities that the client and/or brand/product faced? Who were the competitors and what market share did they have? What did the client want to change and why?

Footnotes:




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CAMPAIGN STRATEGY

How did you evolve the campaign over the years while maintaining the continuity or integrity of the initial campaign executions? Compare tangible research and sales results with initial target goals and identify research contributed to the continuation of the campaign.

(400 words)

Footnotes:

Optional Graph uploader




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MARKETING COMMUNICATIONS STRATEGY

What was your choice of marketing communications? Why? Did it change over time? Why? Clearly demonstrate that your choice and use of marketing communications lead to the effectiveness of the campaign. (400 words)

Footnotes:

Optional Graph uploader




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MEDIA ALLOCATION CHART

You must complete the Media Allocation Chart ensuring you provide data for the:

Initial year (far left column of the chart)

Most recent year (far right column of the chart)

Intermediate years in between

Indicate the % of the total budget that went into each medium. The total should equal 100% in initial year, most recent year and intermediate years.




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CREATIVE STRATEGY

Describe the creative strategy on which the campaign is based. Demonstrate how the strategy linked back to the creative over the years. How have the changes of your creative ideas affect the long-term effectiveness of your campaign?

(100 words)




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EVIDENCE OF RESULTS

Results are vital to the evaluation of the campaign’s success and should help prove beyond any reasonable doubt that the choice and use of marketing communications led to the campaign’s success. The final decision of the jury on the EACA Euro Effies 2013 will be based on two components: effectiveness (80%) and creative realisation (20%).

Please read the on-line tutorial to see what constitutes a winning entry and how effective Evidence of Results can help your entry to win.

To effectively prove a campaign’s marketing success the Evidence of Results should:

Clearly demonstrate that it reached or exceeded the stated objectives. A mere correlation between objectives and results will not be sufficient.

Use visuals such as graphs or supporting information to effectively demonstrate the attained growth – graphs must be readable and easy to follow. Ensure that typefaces are large enough.

Demonstrate results per country as well as pan-European results.

Include an introduction (summary) and conclusion in your Evidence of Results to emphasize the points which prove effectiveness.

State the reference of all data sources. This could be advertiser data, agency research or third-party research. Agency names should NOT be mentioned. If your agency is the source of your research, reference ‘Agency Research’. Not referencing a source will result in disqualification.

The jury reserves the right to verify the information and sources.

The EACA Euro Effies is an agency-blind competition. Therefore, agency names should not be cited in the entry form, evidence of results or any other materials that will be seen by judges.

http://www.euro-effie.com/assets/pdf/on-line_tutorial.pdf




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CREDITS

All names stated on the agency credits must be correct and in full, including town and/or legal entity. For example, DDB is insufficient, it should be 'DDB International' or DDB London if this is the full name of the agency who should be acknowledged.

Please verify the correct spelling of all names, including accents. There is a limit of six names to be credited per campaign. Do not include additional pages of credits, as we will list only the names provided on this page. Space has been provided for a second agency name, if applicable.

Lead Agencies:

Client Credits:

Support Agencies Credits:




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CREATIVE MATERIAL

Please upload your creative material by clicking on the "Upload Media Here" button.

Please DO NOT use the agency name in the file name.

Please note that the creative material can only be accessed by the second round jurors.

1. For use in show presentation, Adforum and WARC websites:

TV or Viral:

MPEG2 – DVD quality PAL Screen size: 720x576 Framerate: 25 Video Bitrate: Variable (VBR) with a maximum of around 7500 Kbps Audio: MP2 – 48khz stereo at 384 Kbps

Prints

Jpg or gif Size: 1024*768 minimum Resolution: 150 dpi CMYK

Website

screenshots - jpg 1024 x 768 mini active site - url (http://www.yoursite.com)

Interactive

Swf file (one file, no links, no infinite loops) Gif file

Radio

MP3 file WAV file

2. For use in Euro Effies Book (winners only) Winner will be asked to provide the following material at the end of June 2012

Selection of stills/images 6 x TIFF or JPG files Images set as CMYK Resolution 300dpi Size: 10cm wide




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Information in the entry form will remain confidential until the end of both judging rounds. Creative material, when submitted, becomes the property of EACA. EACA reserves the right to make copies of selected creative material for educational and publicity purposes.

EACA EURO EFFIES® 2013 LONG-TERM EFFECTIVENESS CATEGORY ENTRY

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