Download Report

2015 Health Effies
Final Round Judging Guide
ABOUT EFFIE
The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry, and
recognize any and all forms of marketing communication that contribute to a brand's success. Since 1968,
winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide
with the Global Effie, Effie Asia-Pacific, the Euro Effies, the Middle East / North Africa Effies, the Shopper Marketing
Effies and more than 40 national Effie programs.
The Effie Awards were launched in 1968 by the New York American Marketing Association as an awards program
to honor the most effective advertising efforts. The award now honors all forms of effective marketing
communications and the companies and individuals creating effective work on six continents and over forty
countries. In July 2008, the New York AMA assigned its rights in the Effie brand over to a separate non-profit
organization, Effie Worldwide, to continue to enhance Effie’s educational offerings.
The North American Effie Awards offers 60+ product/service and specialty categories, including categories
focusing on targeted audiences, business challenges, media, and topical issues like the World Cup and
Olympics.
CONFIDENTIALITY
All judges must sign and date a Confidentiality Agreement at the start of the judging session.
The information contained within the cases you will review in your judging session is privileged information.
Although some entrants may choose to allow publication of their written case if it is a finalist/winner, all
information is considered confidential. Please refrain from taking away notes during the judging session,
AWARDING IDEAS THAT WORK.
1
discussing the cases or keeping any of the handout materials. Discussion of cases is allowed during the portion
of the judging in which the official Effie Moderator initiates discussion.
As a courtesy to fellow judges and to the time taken to present cases, please turn off all mobile devices before
judging begins. No calls, texts, etc. should take place in the judging room.
KEY INFORMATION
Any and all marketing cases, whether full campaigns or unique efforts within a campaign are eligible to enter.
TV, viral, buzz, social, direct mail, PR, Radio, etc. – any one or any multiple combination of mediums – any
examples of work that demonstrate how the entrant tackled their objectives can be entered. Entrants must detail
the “why” behind the strategy and provide proof that their work achieved significant results.
Eligibility Period: September 1, 2013 – August 31, 2014
Eligible Countries: United States & Canada
It is fine for work to have started running before or continue running after the Effie eligibility period. However, the
work presented must have run at some point between 9/1/13 and 8/31/14. Data/results prior to 9/1/13 may
be included for context; however, the results you are focusing on are from this specific eligibility period
and no results after 8/31/14 may be included.
FAQ: THIS CASE ONLY RAN DURING A SMALL WINDOW OF THE ELIGIBILITY PERIOD.
IS THAT OKAY?
Due to the nature of the Effie eligibility period, some cases are unable to enter the full effort into this year’s
competition. These entries should be judged based on the results/work presented within the eligibility period and
should not be faulted for submitting a portion of the case.
Both individual efforts within a larger campaign and full campaigns are eligible to enter. Some efforts may
be one day in duration, while others may multiple years. Both are acceptable in the Health Effie Awards
competition.
ELEMENTS OF THE JUDGING SESSION
During the session you will have the opportunity to:
1.
Evaluate finalists in each health category. Each finalist entry receives four scores – one for each
scoring section. Please take the time you need for each case. Judges will review the finalists in each
category together – first individually reading the written case, then watching the creative reel as a
group on a central screen. Judges will individually note scores for each for the four scoring sections
on the score sheet.
2.
Provide feedback on each case to further explain your scoring via the Insight Guide questions.
AWARDING IDEAS THAT WORK.
2
3.
Participate in a discussion, led by the room moderator, to debate the merits of each case in the
category. You will be able to alter your scores after the discussion.
4.
Share feedback about your experience with Effie on the survey at the end of the judging event.
5.
Enjoy the day and network with other judges. All judges are invited to join us at breakfast and lunch.
Each finalist case you will review contains the questions entrants were asked to address and their response. In
some cases, entrants may not have thoroughly answer individual questions or did not follow instructions. It is up
to you to decide whether or not these failures to follow instructions either preclude you from making an
informed decision, or give the entrants an unfair advantage. Please reflect these considerations in your
scoring.
FAQ: CAN JUDGES WATCH THE CREATIVE REEL FIRST?
You are required to review the written entry form before watching the video - entrants were advised that this
is how judging would proceed. The creative reel is not required to detail the challenge, objectives, idea,
strategy, etc., so it is important to review the written case before watching the reel to understand the
background to the creative work. The reel is not to be judged on the inclusion of these elements or the
production quality. You are only judging the creative work that ran in the marketplace. Because judging
happens as a group, the Effie moderator will ensure this procedure is followed.
HOW SCORING WORKS
During the first round of judging, a minimum of 5 judges reviewed each entry to determine which cases would
move on to the final round of judging. During Final Round Judging, you are determining which cases will receive
an Effie Award and of what level. Not all finalists become winners. No matter the number of finalists, a category
may produce any number or combination of winners.
Use the scoring scale, provided in your judging folder during the judging session, to understand how the Effie
scoring system works.
For each case, you provide four whole number scores (10-100) for each of the four scoring sections.
Weighting of scores. After judging concludes, the Effie committee will calculate the final weighted
score for each case. The results section is weighted higher than the others: 30% of the total score, while
each other section accounts for 23.3 % of the total score (more information in “Scoring Section
Guidelines, below).
Flagging Entries. You will have the opportunity to also flag cases to be a Gold, Silver, or Bronze winner.
The judging committee focuses on numerical scores to determine finalists, but these flags are taken into
consideration.
You will also be asked to flag cases that you feel are in the wrong category or have violated one
of the reasons for disqualification.
AWARDING IDEAS THAT WORK.
3
RECUSING YOURSELF FROM JUDGING A CASE
Please recuse yourself from judging a particular entry if:
It is from the company where you work.
You work directly on the brand.
The brand is a direct competitor of either your brand or a brand you spend a significant time on.
There may be reasons other than the example provided that might cause you to recuse yourself from judging a
case. Please use your professional judgment. Scores will be reviewed for evidence of bias. If you have any
questions, discuss them with the moderator.
If you need to recuse yourself from an entire category, please inform both the moderator and room admin so
that Effie can make an effort to move you to a different room.
SCORING SECTIONS GUIDELINES
STRATEGIC COMMUNICATIONS CHALLENGE & OBJECTIVES
This section covers questions 5a-5d. This section should receive a score of 10-100 and it will account for
23.3% of the total score.
How did each area relate to the stated objectives and were the objectives fully explained?
Entrants should detail what their objectives were, and why these objectives are significant in the context of their
situation. Past judges have found it easy to tell when objectives were retrofitted and typically down score entries
because of this. Entrants must provide a clear outline of their KPIs and their specific audience.
FAQ: HOW DO I JUDGE THE STRATEGIC COMMUNICATIONS CHALLENGE &
OBJECTIVES?
The definition of the Strategic Communications Challenge is the glue that shapes the other elements of the case.
Please ensure that the Strategic Communications Challenge is clearly understood, both as described in the case
and from any other knowledge you may have of the particular category. Assess the remaining elements of the
case for both suitability and ambitiousness within the framework of the Strategic Communications Challenge.
Weight should be given both to the degree of difficulty and to whether the entrant has provided enough context
to evaluate the case’s effectiveness in this section.
Entrants are advised to provide judges with an understanding of the category, competitive environment,
and any other pertinent background information.
Entrants should also outline the goals they had for the case. If the entrant did not have objectives
upfront or they were open-objectives, they should explain this.
AWARDING IDEAS THAT WORK.
4
You may choose to provide a lower score if context regarding the category situation is missing or if an
explanation of why the goals were challenging is missing.
IDEA
This section covers questions 6a-6b. This section should receive a score of 10-100 and it will account for
23.3% of the total score.
Entrants should state the idea and describe what led to the idea – i.e. a consumer or business insight, channel
insight, marketplace/brand opportunity, etc. How did the big idea address the challenge?
BRINGING THE IDEA TO LIFE
This section covers questions 7a-7g of the written case and the creative work. Regarding the creative reel,
you are only judging the examples of work, not the production quality of the reel itself or the inclusion of other
elements. Entrants are not required to include any set-up or background information about their entry. This
section should receive a score of 10-100 and it will account for 23.3% of the total score.
WRITTEN CASE
Entrants should describe and provide rationale for their communications strategy. How did the creative and
media strategies work together to reach their specific audience?
CREATIVE REEL
The creative reel should showcase the integral creative that brought the idea to life. The reel is not a video of
the written case and it cannot include any results. Creative work submitted should exemplify the rationale
described in this section and must have run in the marketplace.
FAQ: HOW SHOULD I JUDGE THE CREATIVE REEL?
The reel’s purpose is to showcase the main work that drove the results and should be judged relative to the
stated creative strategy. Your scoring should be based on the creative work that ran in the marketplace for
the case, not on the production value of the creative reel or the inclusion of background information
(challenge, objectives, insights, etc.). It is fine for a reel to simply show examples of the work without
explanation of the challenge, objectives, strategy, or editing effects. Entrants were instructed to simply showcase
their integral creative materials. It is acceptable for entrants to include strategy, set up, and editing effects, but it
is not required.
Entrants must show at least one full example of the integral communications touch points. Complete examples
of the work must be shown, except where editing is necessary for time purposes. No integral work shorter than 90
seconds can be edited for time.
Please consider these key issues:
How well the work reflects the articulated Strategy and Idea.
The contribution the work was expected to make to the overall marketing effort.
AWARDING IDEAS THAT WORK.
5
How the submitted materials for the case work – individually and together.
Including Results on the creative reel is grounds for disqualification. Entrants may include a general,
unspecific statement to provide closure to the reel; however, specific results may not be included. The below
chart was provided to entrants to outline both what constitutes results in the reel and other DQ issues for the reel.
“Sales skyrocketed
and the brand was
doing better than
ever.”
“The brand had one of
the best years yet.”
“Sales increased by
20%.”
Scrolling or actual # of
Facebook likes, Twitter
followers, etc.
“We received over
10,000 likes in just 3
weeks.”
Agency names or
logos
“We became #1 in our
category.”
Competitive work or
logos
RESULTS
This section covers questions 8-9. This section should receive a score of 10-100 and it will account for 30% of
the total score.
Judges should look for direct correlations between real objectives and results. For example, if the objective is to
increase sales, the proof cannot be an improvement in brand awareness. If an entrant achieved additional
results, it is fine to explain what they were and why they are significant. If an entrant did not achieve a particular
objective, this should be explained.
Evaluate the degree to which the results – including, but not limited to, sales and shipment data, store audits,
diary panels, tracking studies, and marketing communications research - clearly demonstrate success in
achieving the stated objectives.
Entries range from small cases in regional markets to massive nationwide blitzes. Please take into account
the environment in which each case exists.
A small percentage move in a highly segmented, high volume category may be more difficult to
achieve than a large percentage change in a small, less competitive category.
A large sales increase for a product that has never advertised before might be less impressive than
smaller percentage sales increase for a product that has no budget increase but changed its marketing
communications strategy.
The more precise and relevant the documentation, the stronger the case. You must also decide whether the
evidence presented meets accepted research standards.
The eligibility period for this year’s competition is September 1, 2013 – August 31, 2014. It is fine for entrants to
include results before 9/1/13 for context, but no results may be included after 8/31/14.
AWARDING IDEAS THAT WORK.
6
FAQ: THIS CASE DOESN’T TALK ABOUT BUSINESS RESULTS. HOW SHOULD I JUDGE
THE RESULTS SECTION?
Effie is open to all forms of effectiveness. For some cases, it can be very important to achieve a change in
awareness in the market and that may be very difficult to achieve. For other cases, the goal may be a change
in sales. The determining factor is not whether one case had a sales goal and another had an awareness goal,
but how challenging were their goals in their category, competitive and brand situation, and what the achieved
results were.
It is up to the entrant to indicate what types of goals they had and why the results were significant in the context
of their category, brand, and competitive situation. Evaluate the degree to which the results clearly demonstrate
success in achieving the stated objectives and the degree of challenge represented by the results achieved.
Thank you for judging the 2015 North American Effie Awards.
AWARDING IDEAS THAT WORK.
7