Some call these activations one-off experiences, stunts or guerilla marketing. We just call them effective, if they worked. The Effies are about Ideas that Work – the engagement efforts that connected with a target, made an impact, and made a difference.
Consumers are suffering from media overload, so brands need to find new ways to connect with their audiences. Advertisers are stretched by the resources needed to turn around epic long-term campaigns, so they’re increasingly open to new methods of breaking through and getting their message received in the short-term.
A new specialty award is being introduced into the North American Effie Competition to spotlight those “tactical strikes” that generated immediate measured impact directly related to the initiative.
Single Impact Engagement
This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or product/service in a bright spotlight and creating immediate and measurable impact.
Winners will represent those who had the insight and creativity to craft those unexpected and unconventional moments for a brand. The best examples will see live experiences, moments, stunts, and tactics, online & off line, amplified through PR, social media, digital engagement, or even the use of content created in the moment to fuel paid campaigns.
This category spotlights those effective strategic efforts that were able to generate real desired results as a direct outcome from a one-time only activation.
The entry period for the 2011 Single Impact Engagement category is closed. Entries for the 2012 awards will open in Aug./Sept. 2011
Sample Entry Materials
- The Entry Kit
- Required Entry Form for Single Impact Engagement Award