Small Budgets - Products
Cases eligible for this category must represent the only communications efforts for this brand (brand defined as listed in the “brand” question of the Effie entry form) during the time period that the effort entered ran.
The Baby Stroller Test-Ride by Contours
Contours is a small brand in the premium stroller category that was able toturna tiny budget and powerful insight into an effective never-been-done-before solution. The Baby Stroller Test-Ride lets parents experience first-hand what their babies cant describe. We created an in-storeproduct demonstration andcompelling social content to influence more stroller shoppers online, where they research and share.
- Brand: Contours
- Client: Kolcraft
- Agency: FCB Chicago
Van Gogh BnB
The "Van Gogh's Bedrooms" exhibition generated the highest attendance at the museum in 15 years. "Van Gogh BnB" delivered a first-of-its kind brand experience -- building a replica of the artists 1888 "Bedroom" painting, and through Airbnb, inviting people to book a night inside. "Van Gogh BnB" generated over $8.6MM in earned media, amplifying paid media reach by 5,224% -- scaling it globally. A record 4,872 patrons visited the museum daily in the first six weeks -- beating daily goals of 2,930 by 66%.Most importantly, local Chicago museum attendance was up 161% vs. YA (2015).
- Brand: Art Institute of Chicago
- Client: Art Institute of Chicago
- Agency: Leo Burnett/Arc
#Unclaimed: The Hunt for a Missing Millionaire
The New York Lottery loves winners, but in 2014 many went missing. Missing winners are bad for business because hearing about winners encourages people to buy tickets. So we went looking for a missing winner whose $7 million ticket was about to expire. Armed with paper and tape, we posted hand-drawn missing person flyers around the winning location. Those small flyers yielded big results. National news networks took notice and brought our message to the masses, engagement with the brand increased by over 100% online, and jackpot sales increased 19%.
- Brand: New York Lottery
- Client: New York Lottery
- Agency: McCann