ThinkTV chief executive Kim Portrate shares fifteen things that can help you win an Effie
By Kim Portrate, chief executive, ThinkTV
“Every year when I see the call for Effie Entries, a part of me dies inside,” Fabio Buresti, partner at The Monkeys, revealed to a group of Effie hopefuls last week.
As Buresti – whose agency won the Grand Effie in 2016 for MLA’s “Operation Boomerang” campaign – knows, winning an Effie is tough, and rightly so.
Buresti joined myself and others for the Sydney leg of a four-state tour this month designed to help agencies as they prepare to fill out their entry forms.
It’s a dreaded task but as Buresti also pointed out: “It’s worth it”. Winning an Effie will transform your career and be a lasting testament to your talent.
First launched in 1968 by the American Marketing Association and now running in 42 countries across the planet, the Effies are the pre-eminent gongs that recognise effective, impactful advertising.
ThinkTV sponsors the Effies because we believe that effective, creative advertising, done well, grows brands and businesses like nothing else.
But is there a way to make winning one simpler? If only someone could do the analysis, work out what the finalists and the winners have in common? Voila! If you want the inside scoop then read on…
ThinkTV’s team of number crunchers reviewed all of 2016’s 92 finalists. (And you thought your bit was daunting) and we found that while there is no single formula that guarantees a win, there are some key lessons to bear in mind as you set about putting your entry form together. Below are some handy infographics, in no particular order, some key lessons:
1. You don’t need a ton of cash
If you’re sitting looking at a limited budget don’t despair, small share of spend does not necessarily impact effectiveness.
2. Sexiness does not = effectiveness
If you’re not working on the sexiest category in the world, still get involved, it doesn’t mean you won’t win.
3. Less is more when it comes to goals
ThinkTV found winners averaged 3.7 goals, while finalists averaged 5.0 goals. So focus your goals and be precise when describing them in your entries.
4. Set goals you can prove you achieved
Those who set evidence-based goals did better. I can hear planners everywhere saying “duh?” to that but our research showed this approach holds true – and now you have empirical evidence to prove it.
5. Get your research right
People who did better had both quantitative and qualitative research, which means they had a view or insight validated through empirical data. Bespoke research may help but is not essential.
6. Ask your people
Many finalists tapped into their clients’ front line staff for consumer insights that helped to inform campaign design (although not execution). That often improved effectiveness.
7. Put the customer first
Excuse the massive cliché but entries that did better started with customer insights at the core – so whittle it down to a customer insight.
8. Get integrated
Paid, owned and earned campaigns did a lot better than campaigns that used just one or two channels.
9. But don’t have too many channels
The sweet spot of channels is four. Entrants who had more than four channels often saw a reduction in their perceived effectiveness (so my advice is, don’t get diverted by shiny, unproven channels unless they add to your effectiveness).
10. Reach out
Successful entries used reach, which is common sense (but then no one will take action if they have never heard of you). FYI 71 per cent of finalists used TV, a testament to its unbeatable reach and scale – among other things.
11. Be funny, or famous
Far be it for me to guide creative directors or writers on this stuff but we did note that many entries which had biggest impact featured celebs and humour, which both seem to pay off big time.
12. Do the math
Only 64pc of finalists provided the all-important return -on-investment figure. It’s not easy if you’re a not-for-profit or you have an unusual campaign goal so just do your very best (there’s latitude to calculate a social ROI, for instance).
13. Get your sums right
One of the most striking findings was that only 42pc of those who supplied an ROI figure actually got the calculation right. Perhaps speak to your CFO or accountant if you are not sure and say “hey does this make sense?”
14. Be bold
Brave entries did better. Go figure.
15. Make ’em cry
Emotional campaigns tended to have more impact. Fancy that?
So there you have it, how to win an Effie in 15 easy steps. There’s no longer any need to die inside.
If you need any more support we are here to help, at www.thinktv.com.au, where you’ll find heaps more infographics.
Break a leg, and see you at the awards on August 31.
ThinkTV was founded in 2016 to help advertisers and their agencies get the best out of today’s multi-platform TV.