Essentials for Effie Success EFFIES 2018 GOLD MEDALISTS BY - - PowerPoint PPT Presentation

Essentials for Effie Success

EFFIES 2018

Return onInvestment Long TermEffects Insight and Strategic Thinking Retail/Etail Other ConsumerGoods Health andWellbeing Marketing Solutions other than PR Other Services

10

YES, ANY CAMPAIGN

GOLD MEDALISTS BY CATEGORY

10

CAN WIN.

But recent short-termism seems to be losing out to campaigns focused on sustainable, long term growth.

Source: Analysis conducted by ThinkTV based on 2018 Australian Effie Award Entries.

FINALISTS BY CATEGORY

• 1. Marketing Solutions

Other Than Advertising & PR 2.Media-Led Idea

• 2. Use ofData
• 10. Insight &

Strategic Thinking

• 2. Digitally LedIdeas
• 3. Small Budget
• 3. New Product orService
• 2. Most OriginalThinking
• 4. Short TermEffects
• 5. Long TermEffects
• 2. Return onInvestment
• 1. PR-ledCampaign
• 1. Travel, Leisure & Media

1.Government 2.Not For Profit& Cause RelatedMarketing

• 2. FinancialServices
• 2. Health andWellbeing
• 4. Other ConsumerGoods

2.Food Confectionery & Snacks 1.Beverages 2.Other 4.Retail/Etail

5 8

Source: Analysis conducted by ThinkTV based on 2018 Australian Effie Award Entries.

WHAT DID GOLD WINNERS DO DIFFERENTLY?

Be braveand bold. Success cameto those whodidn’t shy awayfrom bigchallenges. Simplestrategies deliverssuccess. Buildonwhatyou havetoplaythe longgame. Eat thewhole enchilada ifyou can.

2016 Placegetters 2017 Placegetters

ITS NOT ALWAYS ABOUTMONEY

2018Placegetters 2 million & above 2 million & under

BRONZE SILVER GOLD

Under $500k $500k -$999k $1 - 2 million $2 - 5 million $5 - 10million $10 - 20 million $20 - 40 million $40 - 60 million $60 - 80 million $80 million and over 2018 CAMPAIGN SPEND BYWINNERS

Source: Analysis conducted by ThinkTV based on 2018 Australian Effie Award Entries.

IT’S ALWAYS ABOUT UNDERSTANDING THEPROBLEM

Fuelled by a growing focus on ‘hard’ research tools and techniques.

IS SOURCED IN DIFFERENT WAYS

Research techniques gold winners used

80% QuantitativeResearch 70% Salesdata 60% QualitativeResearch 20%Neuroscience 10% BehaviouralEconomic basedresearch 10% Censusdata

AND IN DIFFERENT PLACES

Research types used by gold winners

80% Primaryresearch especiallyfor thiscampaign 60% Existing clientresearch 50%Existing3rd party research 10%Existing3rd party knowledge 10% No researchused

DATA UNLOCKS ISSUES

Number of research techniques used in thestrategy Gold Silver Bronze NET (top3) Finalist

Source: Analysis conducted by ThinkTV based on 2018 Australian Effie Award Entries.

C A SE STUDY: FORTUNE WILL FAVOUR THE BRAVE.

Source: Analysis conducted by ThinkTV based on 2018 Australian Effie Award Entries.

BRAND’S PURPOSE, NOT BRAND PURPOSE DRIVES CONSUMERACTION

Understand the role played in consumers life is the key to business growth.

Difference

16%

Difference

30%

Strong

58 167

!

Attention

EMOTIONAL REACTIONS TOADVERTISING Weak Strong W eak

50

$

Sales Impact 128

2018 use of an existing, authentic ‘TRUTH’ in the minds of consumers that becamethe strategic cornerstone

• f thecampaign.

C A SE STUDY: FEELINGS FUEL GROWTH

TELLING THE WHOLE STORY

ALL TOUCHPOINTS - 2018 ALL TOUCHPOINTS

2017 2018

Gold Effie winners delivered the most comprehensive consumer connection plans

Source: Analysis conducted by ThinkTV based on 2018 Australian Effie Award Entries.

2017 2018

TELLING THE WHOLE STORY

Notall media is equalsochoose (and allocatefunds) wisely.

Gold use of paid media

Video usagewasvery highandconstant YOYwith a lift inTV usagefor 2018

Video usage-

GOLD

TV OnlineVideo Social O O H OnlineDisplay Press Radio Search Cinema Mags Mobile PR/ Activ ation

Source: Analysis conducted by ThinkTV based on 2018 Australian Effie Award Entries.

C A SE STUDY: A CAMPAIGN IS MORE THAN THE CAMPAIGN

FINALLY START WITH

Source: Analysis conducted by ThinkTV based on 2018 Australian Effie Award Entries.

THE END IN MIND

Download the full report at www.thinktv.com.au