These awards will focus on those integrated campaigns that were specifically designed to engage the shopper and guide his or her purchase process towards a desired end result.
Eligible campaigns include those for single or multiple brands and/or retailers for a category solution.
All media channels are eligible for inclusion: mobile, TV, video displays, magazines, social media, sampling programs, in-store signage and displays, etc. The campaign must demonstrate at least two touchpoints working in concert to push the shopper along the path to purchase.
The award will be given to the campaigns that best demonstrated how, driven by a true shopper insight, they effectively connected with the shopper, influenced her along the path to purchase, and inspired her to become a buyer.
CATEGORIES
The Shopper Marketing Effie Awards competition will debut with 15 categories. These include a selection of categories dedicated to manufacturers as well as retailers and their respective shopper challenges.
Full list of category definitions: