Effie Worldwide Sample Cases

Review sample Effie Award winning cases below.  Effie winning cases showcase how effective marketing is created and measured.  
 
There is not a single formula for crafting an effective case, as different situations call for different methods of storytelling, objectives, metrics, etc. In addition to reviewing sample cases, thoroughly review the instructions within the entry form and entry resources when preparing your submission.

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

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The University of Farmers

After years in a downward trajectory, Farmers Insurance set out with a new brand strategy to make people smarter about insurance.  But, with abysmal brand linkage, a nasty misattribution problem with State Farm, and only 2-3% share of voice in a noisy category, they’d need to do more with far less.  By creating the University of Farmers, Farmers believed that intelligence could deliver a new, differentiated message. After nine years of punching above their weight, the campaign continues to connect with an audience that values smarts as much as laughs.


Brand: Farmers Insurance
Client: Farmers Insurance
Agency: RPA

The Whopper Detour

BK needed to generate excitement for its revamped mobile app with order-ahead functionality. Rather than using a typical coupon, we leveraged a powerful insight: With the new BK App, anywhere can be a place to order a Whopper – even a McDonald’s, turning their much larger footprint into ours. Rewarding customers with a $0.01 Whopper (when ordered from McD’s), we invited consumers to engage in the trolling fun, hitting #1 on both app stores, generating 1.5 million downloads in just 9 days, and an ROI of 37:1.


Brand: Burger King
Client: Restaurant Brands International
Agency: FCB New York

The Most Energy Efficient Campaign Ever

California had a dirty little secret. Despite being famous publicly for their eco-progressiveness, in private, individuals didn’t do enough to make a difference. While they were aware of energy actions they could take, many didn’t act. We needed to do more than talk the talk. We needed to show Californians that their little actions add up when taken together. This led to The Most Energy Efficient Campaign Ever: the first campaign where the ads themselves saved energy. In the end, millions of actions were taken and billions of kWh saved.


Brand: Energy Upgrade California
Client: California Public Utilities Commission
Agency: DDB San Francisco

Lysol Laundry

Lysol had earned its way into households with a promise to kill 99.9% of germs.  But today, with new, natural category entrants, moms thought Lysol was too harsh.  So how were we going to convince moms we were gentle enough for even their kids’ clothes as we launched into the entirely new category of laundry?  By showing moms that the items their kids love the most are actually the germiest, we increased sales of Lysol Laundry Sanitizer by 58.3% and proved to moms that they could trust Lysol – everyday.


Brand: Lysol
Client: Reckitt Benckiser
Agency: McCann New York

DNA Discounts

U.S.-to-Mexico Aeromexico ticket sales suffered in the face of several challenges: growing anti-Mexico rhetoric in the U.S. stalled American tourism in Mexico; Americans who were traveling to Mexico chose U.S.-based airlines over us; and those competitors spent $128-$284M while we lacked a budget to reach the American audience. 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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