Effie Worldwide

Small Budgets - Services

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. 

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FlyBabies

With just $562K, we tapped into everyones (2nd) biggest annoyance when flying: crying babies. With a single online video, JetBlues FlyBabies turned a cause for despair into a reason for joy. For every baby that cried on our NYC to Long Beach flight, customers enjoyed 25% off a round-trip ticket, turning parental stress and shame into support and love. Launching for Mothers Day, FlyBabies sparked global conversation, earned $1.9MM in media and increased consideration among parents by 15pp to 88%.

  • Brand: JetBlue Airways
  • Client: JetBlue Airways
  • Agency: MullenLowe U.S.
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Bedstock: Playing Music From Our Bed For Kids Stuck In Theirs

This is a story about what smart thinking can achieve when your marketing budget is zero dollars.Welcome to Bedstock. The worlds first and only music festival played entirely from bed for children stuck in theirs. An event that generated over 138M media impressions for MyMusicRx, the flagship charity of the Children's Cancer Association,and an increase of 179% in Total Revenue and 233% in Gifts. All achieved with $0 budget.

  • Brand: MyMusicRx for the Children's Cancer Association
  • Client: Children's Cancer Association
  • Agency: Anomaly
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Feel the Real

With digital ad spending surging despite serious accountability concerns, the Outdoor Advertising Association of America had a small $3 million media budget to show media buyers how Out of Home (OOH) drives digital engagement. By reimagining OOH as a geo-targeted B2B channel, the media became the message with 1,400 executions tailored to specific markets, locations, agencies and individuals. OOH sales increased 6.4% ($48 million) and we reduced the $3 million media budget to ZERO by using donated OAAA member inventory, generating $2.2 million in earned media and delivering 16X ROI.

  • Brand: Outdoor Advertising Association of America
  • Client: Outdoor Advertising Association of America
  • Agency: Partners + Napier
2016_na_2016_438429_hero_1 Costa Rica Tourism Board Costa Rica's "Save The Americans"
2015_na_2015_9856_hero_1 Chicago Blackhawks Charities Own the Ice
2015_na_2015_9977_hero_1 Burger King The Proud Whopper
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