The main prize, the Grand Prix, of this year's Effie advertising competition, which recognises the effectiveness of advertising campaigns, was not awarded by the jury. This is despite the fact that they agreed that this year's campaigns were more sophisticated than last year's.
In terms of the number of award-winning campaigns, Plzeňský Prazdroj collected the most awards (8). Various agencies were involved in the award-winning campaigns for the beer producer. The second highest number of awards was for Czech Savings Bank (4) and three awards each went to Vodafone, AmRest, Heineken and L'Oréal.
The most frequent representatives of McCann Prague came to the podium for medal awards (2 silver, 5 bronze and one special award). This was followed by Ogilvy (two silver, four bronze) and PHD (one gold, three silver, two bronze).
The category wins, and thus Gold Effie, were earned by VML, PHD, Good Game, WMC Grey, Triad and the client Plzeňský Prazdroj with Imminent and B&T.
The Effie Awards were held in a new format this year. It took place in the traditional Lucerna venue, with Renata Rosendorfská and Jan Suda performing the evening; Source: MediaGuru.czGolden Campaigns
The highest award in each category, the gold Effie, went to six campaigns.
- In the Activation Marketing category, the VML agency achieved gold with the Spořka vs Gaming, win win! campaign for Czech Savings Bank. It was also awarded bronze in the Financial Services category. It combines the worlds of banking and gaming. It entered the globally most popular gaming social network Twitch and reached out to the Czech online gaming community in its communication campaign with the topic of finance and financial health in online computer games.
Source: Česká spořitelna
- In the Digital Marketing category, the Effaclar for Gamers: Speed run to 5x more sales from Good Game campaign for L'Oréal Czech Republic took top honors. The campaign has already won major awards this year at the Golden Semicolon and Impact Czech Awards. It targeted young men and was created in collaboration with gaming influencer Dodo. Effaclar created a map in the game Fortnite, where players competed to see who could clear Dodo's acne the fastest. The campaign reached more than 316,000 players, resulting in a 485% increase in sales over the previous campaign.
- In the Content Marketing category, media agency PHD won gold with the Jhow KFC tasted to the Czech rap community campaign for client AmRest. The campaign also won two silvers at this year's Effie, in the Activation Marketing category and the Food category. It targeted a young target group and engaged the rap community to promote the limited mag wrap offer.
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Source:KFC
- In the Long-term brand building category, Datart (a HP Tronic Zlín company) was awarded for the concept How Datart became the first choice in electrical retail by WMC Grey. It earned the award for the concept "Datart, Rychlart, Dopravart", which has brought the brand a 20% increase in sales between 2020 and 2023, a 30% increase in market share, as well as an increase in customer numbers.
Source: Datart
- In the Beverages category, Plzeňský Prazdroj achieved the top award and Triad Advertising agency Triad Advertising made a breakthrough in the Fight for Water campaign to Radegast's journey into the premium segment. The Radegast brewery has pledged to retain more water in the Czech landscape by 2030 than it uses itself. It plans to achieve its commitment by supporting water retention projects in the landscape. The jury also awarded it a Silver Effie for PR.
Source: Plzeňský Prazdroj- In the PR category, the jury awarded another Plzeňský Pivovar campaign - Pilsner Urquell shone on the red carpet. At the Karlovy Vary Film Festival, actress Aňa Geisler wore the first dress made of beer designed by Jakub Polanka. The event managed to increase awareness of the Pilsner Urquell brand by 76% and the video of Aňa Geisler on the red carpet in a dress made from Pilsner lager reached 2.3 million views. This activity was also awarded a silver in the Drinks category.
Source: Pilsner UrquellThe campaigns that won most awards at this year's Effie included:
- The launch campaign for the Krušovice Bohemian brand by Flo BX for Heineken (bronze and two special awards)
- The KB and Mastercard campaign: How Poro beat all the champions, entered by Good Game agency (bronze and silver).
- Silver and bronze were won by Ogilvy's own recruitment campaign, Zeroing the cost of new hires.
- Two silvers went to Publicis for its campaign for Fortuna, titled How Fortuna Got Its Luck Back.
- Silver and a special award for How a Chameleon Became a Big Animal at CSOB from Zaraguza for CSOB.
Effie Awards 2024
Photo: Kateřina Hrubešová, AKA
Effie 2024 results
Source: Asociace komunikačních agentur
A total of 100 projects were entered, the second highest number in the competition's history. 57 of them made it to the shortlist. The winners were decided by a 40-member jury. A total of 45 winners in 12 competition categories were announced on Thursday evening.
"The Effie is proof of the importance of long-term cooperation and sharing of know-how across the industry. Most of the award-winning campaigns are characterized not only by long-term cooperation, but also by consistent monitoring and evaluation of the impact of marketing communications on business," said Petra Jankovičová, president of the Association of Communication Agencies (AKA) and CEO of Triad Prague.
Source: mediaguru.cz
