Burger King named most Effective Marketer & Brand, IPG is most effective holding company, Wieden + Kennedy earns title of most effective independent agency in US
NEW YORK, October 1, 2020 — Burger King’s “Whopper Detour” won the Grand Effie at the virtual Ideas That Work: 2020 Effie US Summit & Awards Gala this evening.
The campaign, created by FCB/New York and FCB/RED, won the top prize for marketing effectiveness for a 2018 effort that relied on geofencing to redirect customers to McDonald’s to get a Whopper for one cent using the chain’s redesigned mobile app. When drivers approached McDonald’s locations, they received a mobile notification with the one-cent Whopper promotion. When they placed the order, the app then directed them away from McDonald’s towards the nearest Burger King. The effort led to Burger King hitting #1 in the iOS/Android app stores, generating $15m incremental value and an astounding 37:1 ROI. Alison Brod Marketing & Communications, MullenLowe U.S., O Positive, and Mackcut contributed to the work.
Burger King’s “Whopper Detour” becomes the first Grand Effie winner from the Commerce & Shopper category, a competition that recognizes the most effective integrated campaigns designed to engage shoppers and guide the purchase process. “Whopper Detour” also won Effies in the Marketing Innovation Solutions, E-Commerce and Omni-Channel Shopper Solution categories.
The Grand Effie was chosen from the nine highest-scoring Gold Effie Award winners, including “DNA Discounts,” by Aeromexico, Ogilvy Mexico and Ogilvy Colombia; “New Coke-Stranger Things,” by The Coca-Cola Company/Coca-Cola and Wieden+Kennedy; “Scent By Glade,” by SC Johnson/Glade and Ogilvy; “Lysol Laundry,” by Reckitt Benckiser/Lysol and McCann New York; “Changing the Game,” by Microsoft and McCann New York; “Back-to-School Essentials,” by Sandy Hook Promise and BBDO New York; “Gracie,” by Street Grace & BBDO Atlanta; and “Stop Traffick,” by Street Grace and BBDO Atlanta.
Grand Jury co-chair Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard, said: “The decision was very clear. This campaign stood out at many levels. It literally checked off every single box that we were looking for, which forms the criteria for evaluating the best campaign. The idea was great. The execution was great. And the results were terrific.”
Added co-chair Andrea Diquez, CEO of Saatchi & Saatchi NY, “I agree. It proved that creativity can build business. It was such a brave idea and it was so well executed; incredibly creative. It was just a winner from the beginning.”
Effie Worldwide also announced the results of the 2020 US Effie rankings, which reflect the total points from finalist and winning entries from the awards competition.
The highest ranking from the 2020 Effie Awards US competition are:
Los vendedores más eficaces: 1) Burger King 2) Street Grace 3) Mars Inc
Marcas más efectivas: 1) Burger King 2) Street Grace 3) Microsoft
Las sociedades holding más eficaces: 1) IPG 2) Omnicom 3) WPP
Redes de agencias más efectivas: 1) McCann Worldgroup 2) BBDO Worldwide 3) MullenLowe Group
Agencias independientes más efectivas: 1) Wieden+Kennedy 2) Alison Brod Marketing & Communications 3) Mackcut and O Positive (tie)
Oficinas de agencia más efectivas: 1) McCann New York 2) MullenLowe U.S. Boston 3) BBDO New York
“Felicitaciones a todos los ganadores del premio Effie de este año. Estamos orgullosos de celebrar el éxito y la colaboración de los equipos que produjeron un trabajo que no solo capturó la imaginación, sino que también brindó resultados impresionantes”, dijo Traci Alford, President & CEO of Effie Worldwide“La eficacia importa más que nunca y hay mucho que aprender del trabajo celebrado en los Effies de este año. Gracias a nuestra industria por seguir subiendo el listón con una creatividad e innovación excepcionales que impulsan el crecimiento y tienen un impacto positivo en nuestras empresas y comunidades”.
The winners were announced on the last day of the 2020 US Effie Summit & Awards Gala.
Also revealed were the winners of the 2020 Global Effie Awards: Multi-Region: Dove “Project #ShowUs,” from Razorfish, won a Silver; Dove “The Big Switch,” from Ogilvy UK, won a Bronze; and Tourism New Zealand “Good Morning World,” from Special Group New Zealand, won a Silver. The 2020 Global Effie Awards: Multi-Region was sponsored by Facebook.
To view the full list of 2020 Effie US winners and more, haga clic aquí.
Acerca de Effie
Effie es una organización global sin fines de lucro 501c3 cuya misión es liderar y desarrollar el foro para la efectividad del marketing. Effie lidera, inspira y defiende la práctica y los profesionales de la efectividad del marketing a través de educación, premios, iniciativas en constante evolución y conocimientos de primera clase sobre estrategias de marketing que producen resultados. La organización reconoce a las marcas, los especialistas en marketing y las agencias más eficaces a nivel mundial, regional y local a través de sus más de 50 programas de premios en todo el mundo y a través de sus codiciados rankings de efectividad, el Índice EffieDesde 1968, Effie es conocida como un símbolo mundial de logros y, al mismo tiempo, sirve como un recurso para orientar el futuro del éxito del marketing. Para obtener más detalles, visite effie.org.
The campaign, created by FCB/New York and FCB/RED, won the top prize for marketing effectiveness for a 2018 effort that relied on geofencing to redirect customers to McDonald’s to get a Whopper for one cent using the chain’s redesigned mobile app. When drivers approached McDonald’s locations, they received a mobile notification with the one-cent Whopper promotion. When they placed the order, the app then directed them away from McDonald’s towards the nearest Burger King. The effort led to Burger King hitting #1 in the iOS/Android app stores, generating $15m incremental value and an astounding 37:1 ROI. Alison Brod Marketing & Communications, MullenLowe U.S., O Positive, and Mackcut contributed to the work.
Burger King’s “Whopper Detour” becomes the first Grand Effie winner from the Commerce & Shopper category, a competition that recognizes the most effective integrated campaigns designed to engage shoppers and guide the purchase process. “Whopper Detour” also won Effies in the Marketing Innovation Solutions, E-Commerce and Omni-Channel Shopper Solution categories.
The Grand Effie was chosen from the nine highest-scoring Gold Effie Award winners, including “DNA Discounts,” by Aeromexico, Ogilvy Mexico and Ogilvy Colombia; “New Coke-Stranger Things,” by The Coca-Cola Company/Coca-Cola and Wieden+Kennedy; “Scent By Glade,” by SC Johnson/Glade and Ogilvy; “Lysol Laundry,” by Reckitt Benckiser/Lysol and McCann New York; “Changing the Game,” by Microsoft and McCann New York; “Back-to-School Essentials,” by Sandy Hook Promise and BBDO New York; “Gracie,” by Street Grace & BBDO Atlanta; and “Stop Traffick,” by Street Grace and BBDO Atlanta.
Grand Jury co-chair Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard, said: “The decision was very clear. This campaign stood out at many levels. It literally checked off every single box that we were looking for, which forms the criteria for evaluating the best campaign. The idea was great. The execution was great. And the results were terrific.”
Added co-chair Andrea Diquez, CEO of Saatchi & Saatchi NY, “I agree. It proved that creativity can build business. It was such a brave idea and it was so well executed; incredibly creative. It was just a winner from the beginning.”
Effie Worldwide also announced the results of the 2020 US Effie rankings, which reflect the total points from finalist and winning entries from the awards competition.
The highest ranking from the 2020 Effie Awards US competition are:
Los vendedores más eficaces: 1) Burger King 2) Street Grace 3) Mars Inc
Marcas más efectivas: 1) Burger King 2) Street Grace 3) Microsoft
Las sociedades holding más eficaces: 1) IPG 2) Omnicom 3) WPP
Redes de agencias más efectivas: 1) McCann Worldgroup 2) BBDO Worldwide 3) MullenLowe Group
Agencias independientes más efectivas: 1) Wieden+Kennedy 2) Alison Brod Marketing & Communications 3) Mackcut and O Positive (tie)
Oficinas de agencia más efectivas: 1) McCann New York 2) MullenLowe U.S. Boston 3) BBDO New York
“Felicitaciones a todos los ganadores del premio Effie de este año. Estamos orgullosos de celebrar el éxito y la colaboración de los equipos que produjeron un trabajo que no solo capturó la imaginación, sino que también brindó resultados impresionantes”, dijo Traci Alford, President & CEO of Effie Worldwide“La eficacia importa más que nunca y hay mucho que aprender del trabajo celebrado en los Effies de este año. Gracias a nuestra industria por seguir subiendo el listón con una creatividad e innovación excepcionales que impulsan el crecimiento y tienen un impacto positivo en nuestras empresas y comunidades”.
The winners were announced on the last day of the 2020 US Effie Summit & Awards Gala.
Also revealed were the winners of the 2020 Global Effie Awards: Multi-Region: Dove “Project #ShowUs,” from Razorfish, won a Silver; Dove “The Big Switch,” from Ogilvy UK, won a Bronze; and Tourism New Zealand “Good Morning World,” from Special Group New Zealand, won a Silver. The 2020 Global Effie Awards: Multi-Region was sponsored by Facebook.
To view the full list of 2020 Effie US winners and more, haga clic aquí.
Acerca de Effie
Effie es una organización global sin fines de lucro 501c3 cuya misión es liderar y desarrollar el foro para la efectividad del marketing. Effie lidera, inspira y defiende la práctica y los profesionales de la efectividad del marketing a través de educación, premios, iniciativas en constante evolución y conocimientos de primera clase sobre estrategias de marketing que producen resultados. La organización reconoce a las marcas, los especialistas en marketing y las agencias más eficaces a nivel mundial, regional y local a través de sus más de 50 programas de premios en todo el mundo y a través de sus codiciados rankings de efectividad, el Índice EffieDesde 1968, Effie es conocida como un símbolo mundial de logros y, al mismo tiempo, sirve como un recurso para orientar el futuro del éxito del marketing. Para obtener más detalles, visite effie.org.
