The Effies have introduced specialty Media Awards to reflect the ever-increasing importance of the use of media in driving effectiveness.
Media Idea
The Effies are 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 recognize those cases that were led by the media thinking. The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
This is not about media buying efficiency. This is also not about a great time buying strategy or print schedule. Entrants are expected to detail how the media idea drove the entire case. Make sure your results relate directly to the role the media idea played in the marketing cases effectiveness.
Media Innovation
Changing the rules to maximize impact.
This award will showcase those who had the insight and creativity to change the way a particular media channel is consumed. The award will go to those who reached out of the conventional approach to grab their target 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.
Note: There is a special entry form for this category available at www.effie.org. You are required to use this form to enter.
Single Media Company Activation
Some of the most effective work being done today is via partnerships between a brand working with a single media owner to create and activate a strategic, multi-touch point experience with their target.
The winners of this award will represent those advertisers and media partners that knew exactly where and how to connect with their target via the assets of one media company.
These partnerships demonstrate the innovative consumer connections that one media company can develop for advertisers via integrated communication channels centered on one strategic brand idea. Each activation channel is critical to delivering the overall effectiveness and impact of the campaign and shows the value one single media company can deliver.
Note: There is a special entry form for this category available at www.effie.org. You are required to use this form to enter.