Heineken USA and Effie Worldwide Award First Collegiate Effies in
PSA Marketing Challenge
Students showcase strategic thinking, creativity through public service announcement campaign encouraging responsible behavior
April 29, 2009 (White Plains, NY) – Supporting alcohol awareness month, Heineken USA and Effie Worldwide, Inc. today announced winners of a competition that challenged college advertising students to showcase their talents in a real-world setting, while reinforcing the importance of responsible behavior while out with friends. Winners received the first Effie ever awarded for collegiate work. The Effie Awards honor the most significant achievement in marketing communications: ideas that work.
The Heineken USA/Effie Collegiate PSA Challenge helps students establish their own “good name” as they head into the workforce, providing a valuable learning experience, recognition and feedback from experienced marketing and advertising professionals.
Students were tasked with creating a full-fledged public service marketing communications campaign for Heineken USA, in an effort to communicate how consumers should focus on making good decisions when choosing to drink or being around those who drink.
“At the heart of our corporate values is a belief that we have an important role to play in promoting and ensuring responsible behavior related to alcohol consumption,” said Dan Tearno, senior vice president and chief corporate relations officer, Heineken USA. “This program allows us to tap into some of the brightest minds of the next generation in advertising to ensure that we continue to effectively spread awareness around this issue.”
Teams representing advertising and marketing departments at universities nationwide entered the competition. Students from the winning teams, representing Portland State University and Brenau University, were awarded the first ever collegiate Effie.
“We are thrilled that Heineken USA recognizes the power of public service campaigns in delivering crucial messages to the general audience and specific consumer groups,” said Mary Lee Keane, president, Effie Worldwide. “The high caliber work produced by the winning students in this competition is a testament to the talent and drive of the next generation of marketing professionals. We are proud to offer this incredible opportunity to help develop their careers.”
The first-place winners received a cash prize of $3,000 and second place received $1,500. The two top teams presented their campaigns to the Heineken USA marketing and communications teams in New York.
How They Gave Themselves a Good Name
Finalists Heather Laible, Jeremy Gatehouse and Natalie Cookson from Portland State University in Portland, OR outlined a creative approach to consumer driven music through their “Keep Your Rhythm” campaign. The program focuses on reminding consumers to keep composure when enjoying a drink out with friends.
Chenelle Morton and Colleen Sparrow, the team from Brenau University in Gainesville, GA, reached the finals with their “You’re Not That Stupid” campaign, focusing on a celebration of fun and enjoying friends in an evening that doesn’t include driving after drinking.
For more information about the Heineken USA/Effie Collegiate PSA Challenge, please visit: http://www.effie.org/Heineken.
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About Effie Worldwide, Inc.
Effie Worldwide exists to provide information regarding effectiveness and results in marketing communications. Its main priority is to educate and share with the industry (and all interested parties) its wisdom and definition of effectiveness by spotlighting great ideas that work and encouraging thoughtful dialogue about the ever-changing world of marketing communications.
The Effie network has teamed up with some of the top research and media organizations worldwide to bring its audience the most relevant and first-class insights into effective marketing strategy. This has taken shape in webinars, white papers, global conferences, winners showcases and more.
Examples of Effie winning work can be viewed at the Effie Winner Showcase at www.effie.org.
About Heineken USA
Heineken USA Inc., the nation’s premier beer importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. Brands imported into the U.S. include: Heineken Lager, the world’s most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magic™ application from your smartphone. Please visit www.EnjoyHeinekenResponsibly.com.