Shopper Marketing Effie Winners Announced and Celebrated
09 May 2012
(Effie North America)
Rosemont, Illinois (April 17, 2012)
- - The winners of the 2nd annual Shopper Marketing Effie Awards were announced and celebrated tonight at the Path to Purchase Institute’s 2012 Shopper Marketing Summit. Shopper Marketing Effie Awards focus on integrated marketing campaigns specifically designed to engage the shopper and guide the purchase process towards a desired end result. Procter & Gamble, Henkel and Ikea were some of the top winners at the ceremony, along with agencies Saatchi & Saatchi X, Ogilvy & Mather, MEC North America and Zooka Creative.
In the Manufacturer: Loyalty, Awareness, Sales, Trial category, two Gold Effies went to Procter & Gamble and Saatchi & Saatchi X, including one for Swiffer “Swiffer Project Jack Co-Marketing Campaign” and a Gold for Always and Tampax “Every Day is Different’ Regimen-Driving Platform”.
In the Retailer: Re-Staging category, a Gold Effie Award went to IKEA, Ogilvy & Mather and MEC North America for “IKEA: The Life Improvement Store”. In the same category, the United States Postal Service and Draftfcb, won a Silver Effie Award for “Your Other Address®”.
In the Manufacturer: Single-Retailer Rollout category there were two Gold Effie Award winners, Henkel and Zooka Creative for Purex “The Art of Shopper Marketing: Purex’s Shock and Awe at Walmart” and Procter & Gamble and Saatchi & Saatchi X for Always and Tampax “Every Day is Different’ Regimen-Driving Platform”. Also in the Single-Retailer Rollout category, a Silver Effie Award went to Procter & Gamble and Saatchi & Saatchi X for Swiffer’s “Swiffer Project Jack Co-Marketing Campaign”.
“The most common thread of the winners was not only solid consumer/shopper insights, but the ability to express need in a way that rings true with the shopper,” said Jim Lucas, EVP, Global Retail Insight and Strategy, Draftfcb and Shopper Marketing Effie Final Round Judge.
In the Manufacturer: Multi-Brand Shopper Solution, a Silver Effie Award went to Procter & Gamble along with agency partner Leo Burnett/Arc Worldwide for The Best in Beauty 2011" on behalf of P&G Beauty Scale (Olay, Pantene, Clairol, Venus, Secret, CoverGirl, Fekkai brands).
In the Manufacturer: Multi-Retailer Rollout category, a Silver Effie Award went to
Lifescan Canada Ltd and The Integer Group for “The Power of Knowing” for
OneTouch. In the Manufacturer: New Product/Service Introduction category, a Silver Effie Award went to Gatorade and TracyLocke for “‘Find Your Fit’ G Series FIT new product launch at Walgreens”.
In the Retailer: Multi-Manufacturer Shopper Solution, a Bronze Effie Award went to Walmart, Procter & Gamble and The Martin Agency for “Walmart and P&G Family Movie Night”.
In the Retailer: Shopper Loyalty Program, Walgreens Co. and agency partners Leo Burnett/Arc Worldwide and Starcom (SMG) won a Silver Effie Award for “Walk with Walgreens”.
“Shopper Marketing has become increasingly valuable to marketers in moving the sales needle,” said Mary Lee Keane, President, Effie Worldwide. “The winners have achieved Effie Worldwide’s standards of effectiveness and are examples to admire and to learn from.”
A summation of total points earned by both the evening’s winners & 2012 Effie Finalists will be factored into the Effie Effectiveness Index which ranks the most effective advertisers, brands, holding companies and agencies in the world. North American Effie Effectiveness rankings will be announced at the Effie Awards Gala in New York on May 23. Complete worldwide rankings by region will be revealed in June.
Shopper Marketing Effie category descriptions, the judges from each round who scored and determined the “winners”: http://bit.ly/HNQSVN, as well as Shopper Marketing Effie winning case studies can be found on www.effie.org.