Effie Awards: Happy Soldiers wins Grand Effie for Tontine; Clemenger BBDO Melbourne takes out effective agency of the year title for 2nd year
Recently defunct Sydney hotshop Happy Soldiers has been awarded the 2011 Grand Effie at the 3rd annual Effie awards gala dinner in Sydney tonight.
Their “The first pillow with a ‘best-before’ date” campaign for Tontine also took out two Gold Effies.
CB Agency of the Year Clemenger BBDO, Melbourne proves it not only produces world-class creative, it’s also highly effective, taking out the award for the “Effective Agency of the Year” for the second year in a row, winning ten Effie’s in total.
The judges said The Grand Effie winner Happy Soldiers won convincingly due to its bold and original approach, delivering a long term solution and outstanding business results.
The Tontine campaign saw Happy Soldiers stamping its pillows with a ‘use by date’, and highlighted the importance of regularly updating bed linen with a fresh pillow. The campaign cut through an increasingly cluttered market and increased awareness in a creatively stagnant category. In the activation week, sales increased with an immediate uplift of +345% and far exceeded the agreed goal of a 30% sales increment.
Says chairman of the Australian Effie Awards, Matthew Melhuish:”This year’s record entries and the large turnout for the gala evening are a big vote of confidence in these awards. It is terrific to see that our marketing and advertising industry is so committed to proving the worth of their marketing programs under the harsh spotlight of peer review. There is no doubt that we are continuing to build a very strong culture of accountability and effectiveness in Australia.”
In all, eight Gold Effie’s were awarded across 18 categories.
The Wrigley Company campaign “5 Gum: Stimulating your senses….and the entire gum category” by Clemenger BBDO Sydney took out one Gold and one Silver.
Bega Cheese “How human values can still win against price discounting” by Clemenger BBDO Melbourne won a Gold and a Bronze.
Whybin\TBWA\ Tequila took out one Gold Effie for RaboDirect, as did Leo Burnett Melbourne for Sportsbet.com.au, along with Multicall Connexions for HSBC Bank Australia and Brisbane agency Junior for their client Bank of Queensland.
Says chairman of judges, Colin Wilson-Brown: “The third Australian Effie awards saw an impressive growth, with 214 entries and 95 finalists, ensuring that all categories were strongly contested. The finalists consistently displayed a level of excellence in sales success. Well done to all.”
The Effie Awards, recognising effectiveness in marketing communications, are presented by The Communications Council and the AANA in association with Telstra. They are supported by The Grand Effie sponsor Millward Brown and category sponsors.
The full list of gold Effie winners by category:
Food
Clemenger BBDO Melbourne – Fonterra Brands (Australia) – Bega Cheese: “How human values can still win against price discounting”
Other Consumer Goods
Happy Soldiers – Tontine: “The first pillow with a ‘best-before’ date”
Financial Services
Junior – Bank of Queensland (BOQ): “Smashing targets with the Owner-Manager story”
Whybin\TBWA\Tequila – RaboDirect: “Waking Up People’s Lazy Money”
Travel, Leisure and Media
Leo Burnett Melbourne – Sportsbet.com.au: “For People Who Like Results From Their Campaigns.”
Most Original Thinking
Happy Soldiers – Tontine:” The first pillow with a ‘best-before’ date”
New Product or Service
Clemenger BBDO Sydney – The Wrigley Company: “5 Gum: Stimulating your senses….and the entire gum category.”
Multicultural/Indigenous
Multicall Connexions – HSBC Bank Australia: “The Chinese New Year Term Deposit Bonanza.”
In addition to the 8 gold Effies, 13 silvers and 22 bronzes were also awarded.
VIEW THE LIST OF WINNERS: 2011 Effie Awards winners.xlsx
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