Effie Ireland Sample Cases


​Entrants are encouraged to review the below case studies from past Effie Awards winners.

Effie does not endorse a single formula for crafting an effective entry, as different situations call for different methods of storytelling, objectives, metrics, etc. Please thoroughly review the instructions within the entry form template and all entry resources when preparing your submission.

Please also note, as part of Effie’s publication policy, entrants have the opportunity to edit their submitted cases before publication. The case version (Original or Edited) is designated on Page 1 of each PDF.

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Kevin The Carrot - Making Christmas Amazing

At Christmas Aldi’s greatest strength becomes its greatest weakness. Its association with the everyday means shoppers trade up and out of Aldi in search of more festive treats and indulgences. This is the story of how Aldi took the inherent paradox of Christmas, an ordinary day that becomes an amazing one, and turned it to their advantage with the aid of a humble carrot. In the process they became the fastest growing retailer with over 1.3 million new people shopping with Aldi over Christmas 2016.


Brand: Aldi
Client: Aldi Stores UK & Ireland
Agency: McCann Manchester

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DNA Discounts

U.S.-to-Mexico Aeromexico ticket sales were suffering as the U.S. political climate fanned the flames of anti-Mexico rhetoric. Based on the insight that Americans’ love of discounts could be greater than their rejection of Mexico, we created the DNA Discounts campaign, offering flight discounts to Americans with Mexican ancestry. Despite zero paid media spend, our shocking, newsworthy video garnered 1.6 billion impressions. More importantly, we increased daily revenue 185.8% after the campaign went viral while promoting our brand’s positioning statement: There are no borders within us.


Brand: Aeromexico
Client: Aeromexico
Agency: Ogilvy Mexico

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Highlight the remarkable

2018 löste Stabilo Boss mit einigen wenigen Schaltungen im Printbereich ein globales Gespräch in Social Media aus – mit über 25k-Nennungen pro Tag, selbst neun Monate später. Mit der Kampagne „Highlight the Remarkable“, die den Benefit des Textmarkers mit einer starken Haltung verknüpft. In historischen Schwarz-Weiß-Fotos hebt er Frauen hervor, um endlich ihrem Anteil an Erfolgen die gleiche Aufmerksamkeit zu schenken, wie dem ihrer männlichen Kollegen. Mit nur drei Schaltungen wurde das definierte Ziel der Nettoreichweite verzehnfacht. Zudem verbreitete sich die Kampagne rasant in sozialen Medien. Dies resultierte in 50k-Tweets und einer Reichweite von über 55 Mio.; was die Zielerwartungen von 10k Posts und 1 Mio. in Reichweite übertrafen.


Brand: Stabilo Boss
Client: Stabilo International GmbH
Agency: DDB Group Germany GmbH

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Project #ShowUs Inspiring Women through Partnerships

Dove took action with Getty Images, Girlgaze to create Project #ShowUs, the world’s largest stock photo library created by women and non-binary individuals to shatter beauty stereotypes. To bring the campaign to life, we went to the heart of where beauty standards have long been defined, the publishing industry. Dove collaborated with Hearst through first-to-market executions across 5 key titles. More than 150+ #ShowUs images were infused into Hearst Print and Digital content, allowing real women to be inspired by seeing themselves reflected in the media they turn to everyday.


Brand: Dove
Client: Unilever
Agency: Mindshare

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The Mud Soldier

Visit Flanders launched The Mud Soldier to attract tourists back to Flanders Fields. A statue placed in London, gradually disappeared under the rain, marking the centenary of the battle of Passchendaele. The campaign reached 67 million people with € 1.1m estimated PR value. #Passchendaele100 trended worldwide. Driving exceptional 15% growth in international visitor numbers, and a 10% lift in site ticket revenue, for Flanders Fields in 2017 in a context of negativity and fear surrounding Belgium. Social media engagement doubled KPI’s including 3.9m video views with a View-Through-Rate of 38%. 


Brand: Flanders Fields
Client: Visitt Flanders
Agency: Ogilvy & Social.Lab Belgium

Whopper Detour

To attract shoppers and generate excitement about its revamped mobile app with order-ahead functionality, BK skipped the typical offer, leveraging a powerful insight: with the new app, anywhere can be a place to order a Whopper—even a McDonald’s—turning their much larger footprint into ours. Rewarding shoppers (many lapsed and new) with a $0.01 Whopper (when ordered from McD’s), we invited them to engage in the trolling fun–crushing our downloads KPI, hitting #1 on app stores, delivering millions of downloads in 9 days, millions of incremental-revenue value, and 37:1 ROI.


Brand: Burger King
Client: Burger King
Agency: FCB New York

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