Final.1b.2017Greater China Effie Awards-Entry Kit · In order to meet entrants’ needs at different stages of entry, three auto-generated files (.pdf) are ... Effie encourages entrants

2017 Greater China Effie Awards Entry Kit

0 AWARDING IDEAS THAT WORK ®


1 AWARDING IDEAS THAT WORK

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Content 02 letter from the president 03 general information

03 highlights

05 deadlines & fees

06 eligibility

08 resources

09 judging & scoring

11 trophies & certificates

12 confidentiality 12 overview

13 publication permission

16 entry requirements 16 overview & materials

18 reason for disqualification

19 credits & effie effectiveness index

22 credit changes

23 online entry area

24 create new entry

25 entry form 25 overview

26 sourcing data

27 scoring section

31 formatting requirements

33 creative requirements 33 creative reel

36 creative reel requirements

37 image requirements

38 publicity & validation 38 logos & form requirements

39 categories 39 overview

40 category outline

41 category definitions

49 contact



letter from the president Welcome to the 2017 Greater China Effie Awards.

Since its entry to China back in 2003, Effie has attracted increasing number of quality entries that amaze the world. Greater China Effie Awards has become increasingly successful because of your immense talent and progress. You are truly living the spirit of Effie “Awarding Ideas that Work” in Greater China. I am confident that Effie here is approaching world-class standard in the near future. Effie is more than an award. It reflects and evolves along global and regional trends of marketing effectiveness. In this constantly changing market, we witness the rise of emerging industry; the reliance on technology to enhance creativity and effectiveness; and even the recent arrival of sharing economy. Therefore, we expect our entrants this year to reach “The Peak of Effectiveness”. It’s not only the new theme of 2017 Greater China Effie Awards, but also the essence and perseverance we’ve been sticking to for years. Here are the differences we are committed to make for 2017 Greater China Effie Awards. First, we’ve introduced a new Product & Service category as well as several Specialty categories, namely: Software & Apps, Media-Data-Driven/Programmatic, Engaged Community, Olympics Marketing, and Maternal & Child Marketing. These changes were made after an in-depth discussion and valuable inputs from our expert committee. Our Entry Kit elaborates the mentioned new categories. Meanwhile, we’ve modified some categories classification to make them more specific and comprehensive, for example, “Specialty” has been classified into “General Specialties”, “Business Challenges”, “Media”, “Positive Change”, and “Special Audience” based on characteristics of each category; splitting “Brand Experience” into “Brand Experience-Products” and “Brand Experience-Services”, avoiding brand domination or insufficiency of entry in certain categories. We also revised the descriptions and definitions of some categories, in order to make them more detailed, vivid, and comprehensible. Other improvements we have made: there are updates for better entry efficiency by introducing upgraded competition system, including making payment online. In addition, more complete communication touch points are listed within Media Addendum page. Last but not least, as Effie Worldwide has been aligning with PVBLIC Foundation, a media for social change non-profit organization, since late 2016, two complementary questions concerning UN's 2030 Agenda for Sustainable Development and its 17 Sustainable Development Goals (SDGs) are now added to our entry portal. I’ve been in marketing industry for 30 years, and innately bearing a tight relationship with Effie. Although I’ve been serving as either judge or jury head for multiple times across Effie North America, Effie India, Effie Asia Pacific, and Greater China Effie Awards, the Awards has never ceased to fascinate me. Personally, I feel incredibly honored. I hope and believe that Effie Awards program will continue to enlighten and recognize those great practitioners We look forward to seeing your unique and marvelous entries submitted to the 2017 Greater China Effie Awards. 2017, let’s reach “The Peak of Effectiveness”!

Best of luck,

Pully ChauPresident Greater China Effie Awards



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highlights

1. Modification of Categories Definitions

Modified definitions of some categories under “Product & Service” and “Specialty”, see “category definitions” for details.

2. Modification of Categories Classifications

“Specialty” has been classified into “General Specialties”, “Business Challenges”, “Media”, “Positive Change”, “Special Audience” based on characteristics of each category.

Split/Move

o “Brand Experience” has been split into “Brand Experience – Products” and “Brand Experience – Services”.

Rename/Move

o “Single Media Company Activation” has been renamed as “Media Partnership Activation”. o “Government Institutional” has been renamed as “Government Institutional & Recruitment”. o “New Product or Service” has been renamed as “New Product or Service Introduction”, and

moved from “Specialty” to “Product & Service”. Merge

o “Cultural & the Arts” and “Entertainment & Sports” have been merged. o “Professional Services” part of “Corporate Reputation/Professional Services” has been

merged into “Office & Delivery Products & Services” as “Professional Services, Office & Delivery Products & Services”.

New Addition

o “Software & Apps” has been introduced into “Product & Service”. o “Data-Driven/Programmatic”, “Engaged Community”, “Olympics Marketing”, and

“Maternal & Child Marketing” have been introduced into “Specialty”.

3. Updates of Entry Materials

Adjustment of entry form and media addendum based on the market circumstances of the Greater

China.

4. Additional questions to collect data surrounding the SDGs By answering these two additional questions you are helping the PVBLIC Foundation & UN gain a better understanding of what marketers are doing to foster positive change, which will support the UN's 2030

Agenda for Sustainable Development and its 17 Sustainable Development Goals (SDGs), the world’s first universal approach to sustainable development. Thank you for your help.

5. Updates of Learning Resources to help you enter effectively Step-by-Step Guide to Submitting your Entry online, Self-Check Guide, FAQ, Advice from the Effie Jury, 2016 Greater China Effie Awards Case Study.

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6. Updates of Entry Materials Modification After submitting your entries, entrants may be informed to revise some of the materials to avoid potential DQ issues. This may only be authorized by Greater China Effie Awards. The entrants should log in entry portal to make some modification on specific entry materials (docs other than those are remain locked). The Greater China Effies reviews entries to help entrants correct issues prior to judging. Fail to modify within timeframe for correction may lead to disqualification in upcoming judging sessions.

7. Updates of Payment and Receipt

Apart from Wire Transfer, Union Pay Online Payment are provided this year (B2B/C2B) for entrants to make payments; Please keep patient on getting your receipt due to the large number of entrants. In order to meet entrants’ needs at different stages of entry, three auto-generated files (.pdf) are available to download at online entry portal:

• Authorization & Verification Form: After creating a new entry by entering entry basics, credits, and publication permission, Authorization & Verification Form is available for download; please enter and sign this file and upload to corresponding area at online entry portal.

• Entry Info Summary: After creating a new entry by entering entry basics, credits, publication permission, and entering media addendum, Entry Info Summary is available for download.

• Payment Preview: Before making payment for one or more entries, this file is available for download at the payment page. Total amount, entry ID, entry title, valid date/time for the amount (overdue payment will be complied with the amount of following stages) will be included.

• Payment Confirmation: Similar to “Payment Preview”, but shows status as “PAID”. Offering these four files, Greater China Effie Awards helps entrants to prepare payment and make sure submissions are completed in due time.



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deadlines & fees

Call for Entry June 26, 2017

Entry Deadlines (see Deadlines & Fees for specific details)

July & August, 2017

1st Round Judging Late August, 2017

Final Judging September, 2017

Finalists and Winners Notification

Late September, 2017

Greater China Effie Awards Gala

November, 2017

Early

Deadline On-time Deadline

Late Deadline

Fees CNY3980/Entry CNY4550/Entry CNY5688/Entry

Deadlines July 26, 2017

24：00

August 2, 2017

24：00

August 9, 2017

24：00

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eligibility

All marketing efforts that ran in Greater China between June 1, 2016 and May 30, 2017* are eligible to enter. (At a minimum, Sustained Success cases must include results that date back to June 1, 2014. Results must be provided through the current competition year. Refer to the Sustained Success category definition & entry form for further information)

Any and all marketing cases, whether full campaigns or unique efforts within a campaign are eligible to enter. You may submit any one or any multiple combination of mediums – any examples of work that demonstrate how you tackled your objectives. You must detail the “why” behind the strategy and provide proof that your work achieved significant results.

Do not include results after May 30, 2017*. This will result in disqualification.

Your work must have made an impact during the eligibility period and the results you provide must be within this time frame and limited to Greater China. Elements of the work may have been introduced earlier and may have continued after, but your case must be based on data relative to the qualifying time. Judges will evaluate success achieved during the eligibility time period.

Note: It is helpful to include context, data and results prior to the eligibility period. This enables

judges to better understand the significance of your objectives and results achieved during the eligibility time period (judges will evaluate success achieved within the eligibility time period between June 1, 2016 and May 30, 2017). Keep in mind that not all judges are knowledgeable of the nuances of your brand’s industry.

Judges also appreciate understanding your case in the real marketplace and your future outlook if your case is ongoing. While you cannot present results after May 30, 2017, in this year’s competition, make sure to address your future outlook. Present your case in the context of the real marketplace and timing – do not present your case in isolation.

Data presented must pertain to Greater China. Judges are only evaluating work and results within the

Greater China area.

The Greater China Effie Awards reserves the right to re-categorize entries, split/redefine categories and/or

refuse entry at any time.

Effie does not accept test efforts into the Effie Awards competition.

The same campaign/effort may only be entered once into a particular category.

If the same campaign / effort is entered into the same category by different entrants, the Greater China Effies will return the entry materials to the entrants and encourage them to collaborate together to enter the effort into the category.

Effie encourages entrants to collaborate together to enter their effective work and to credit all main strategic and creative partners on the credit form. Collaboration yields the strongest cases and all credited companies receive points in the Effie Effectiveness Index (effieindex.com).

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Re-Entering Past Wining Work You may re-enter past winning efforts within the following requirements:

Past Gold Effie winners for Greater China Effie Awards can re-enter into a category in which they did not win Gold and can re-enter the same category where they won Gold after two years.

Note: If you are interested in entering a different effort by the brand into the same category, it may be eligible for entry. See below.*

Past Silver and Bronze Effie winners can re-enter into any category.

Past Gold Sustained Success winners can re-enter the Sustained Success category after 3 years.

Past David vs. Goliath winning brands (Gold/Silver/Bronze) are not eligible to enter the David vs.

Goliath category in the subsequent year to their win.

*Special Circumstances: Entering A Different Effort from a Past-Winning Brand

Entrants frequently ask if they can re-enter a category where they won gold with a different effort. Different efforts are eligible to re-enter the same category in the subsquent year. Effie considers a different case to be one with different strategy and creative from the entry the year prior. It is fine for the tag line to remain the same, but everything else must be different. There are always exceptions, of course, and the Effie Committee will make judgments on a case by case basis. If you wish to re-enter a category and you are unsure if your entry would violate one of the rules above, please send a brief description of the case (target, strategy, sample of creative) and how it differs from the previous case to [email protected]. You are encouraged to reach out to us prior to entry, as entry fees will not be returned to entrants who violate one of these rules.

Entering Multiple Categories

Two general categories are set for 2017 Greater China Effie Awards as usual – “Product & Service” and “Specialty”. There are 27 Product & Service Categories and 27 Specialty Categories in 2017 Greater China Effie Awards.

You may enter an effort into one Product/Service category and multiple specialty categories. You will need to submit a separate entry and pay separate entry fees for each category submission for an effort. Each entry should be customized to speak to the specifics of each entered category. Judges frequently express frustration when an entry clearly wasn’t tailored for the category they are reviewing. Special Category Circumstances

New Products and Services Introduction: New Product/Service Introductions are not allowed to enter

into their Product/Service Categories. They can enter only into the New Product/Service category and, if applicable, additional Specialty Categories.

The Effie Awards reserves the right to re-categorize entries, split/redefine categories and/or refuse entry any at any time.

To fully complete entry process, please make sure to submit all entry materials and pay full amount of

entry fee online. If entries are successfully submitted, a confirmation email will be sent to your

registered email address. No modification can be made freely after successfully submitting entries.



resources

Entry Tutorials

Effie Entry Tutorials will take you through the basics of entering the competition and provide Step-by-Step Guide to Submitting your Entry online, Self-Check Guide, and FAQ on submitting effective entries. Find this resource here.

Advice from the Jury Review the most common critiques judges give entrants. Each of the four scoring sections is broken down to show what the judges are looking for. This help document also provides general tips on writing a clear and effective entry. Find this resource here.

Review 2016 Greater China Effie Awards Case Study

Carefully review 2016 Greater China Effie Awards Case Study Samples. Pay close attention to the train of thoughts and details present in entry forms, creative materials, and other documents. Find this resource here.

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judging & scoring

Your entry will be judged by some of the brightest and most experienced business leaders from the Greater China region. We draw on their experience to not only judge the work of their peers but to highlight learning for the industry overall. Entries are judged in two phases. Scoring is done anonymously and confidentially. In both rounds of judging, judges provide feedback on each case for the Insight Guide. The judges’ scores determine which entries will be finalists and which finalists are awarded a gold, silver, or bronze Effie trophy. The finalist level and each winning level – gold, silver, bronze – have minimum scores required in order to be eligible for finalist status or for an award. Effie trophies are awarded in each category at the discretion of the judges. It is possible that a category may produce one or multiple winners of any level or perhaps no winners at all – no matter the number of finalists. Not all finalists become winners.

Scoring System

Judges are asked to evaluate specific criteria in scoring a marketing case’s overall effectiveness and provide four separate scores analyzing specific attributes of the work. The entry form has been reformatted to better reflect these criteria. The breakdown is as follows:

Challenge, Context & Objectives 23.3%

Insights & Strategic Idea 23.3%

Bringing the Idea to Life 23.3%

Results 30%

SUM 100%

Jurors are specifically matched with cases that do not prove a conflict of interest. For example, a judge with an automotive background would not review automotive cases.

Effie Tip: For this reason, it is critical that entrants provide market and category context in their entries. Give judges a clear understanding of the category situation and explain what your KPIs mean in the context of your category. For example, what does a 1% increase mean in the beverages market? For the past performance of your brand?, etc.

Round One Round One Judges review 10-15 cases across a range of categories. Judges evaluate all elements of an entry: the written case and creative executions. Cases are reviewed on a stand-alone basis without comparison to other entries in the category. Each jury member reviews a unique set of cases. Cases that score high enough become finalists and move on to Final Round Judging.

Final Round

Finalists are judged against other finalists within their category, and like Round One, all elements of each case are reviewed and scored. Final Round judges discuss the finalists in the category before finalizing their scores. Not all finalists become winners.

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The Grand Effie

The highest-scoring Gold Effie winners are eligible to be considered for the Grand Effie Award. The Grand Effie represents the single best case entered in a given year. As the Grand Jury is so senior and they express their collective opinion, the winning case represents both the most effective case of the year and a message that will be sent to the industry about lessons for the way forward. Only a select number of the highest-scoring gold winning cases are considered contenders for the Grand Effie award.

Note: Because of the unique time period of the Sustained Success category, Sustained Success cases are not eligible for the Grand Effie Award.

All finalists and winners are recognized onhttp://www.effie-greaterchina.org and effieindex.com.

2016 Grand Effie Winner: Student Xiaoming Tea “Student Xiaoming: Brand Launch Integrated Marketing Communication” Uni-President China/Leo Burnett Shanghai Category: Beverages-Non-Alcohol-Non-Carbonate

2015 Grand Effie Winner: Baidu “See you again, Kathmandu” Baidu/BlueFocus Digital Category: Corporate Reputation

Effie Judge Application/Nomination - Judge Application/Nomination Page To apply to be a judge or to nominate names for consideration, please fill out our Judge

Application/Nomination Page online. The Judge Selection Committee strives to develop well-rounded juries that represent both client and agency expertise across all disciplines. For this reason, we cannot guarantee

the acceptance of all judging applicants. However, completing the application insures the suggested names are included on Effie’s list for consideration. Effie actively encourages participation across the full spectrum of the industry on juries. To be considered as an Effie judge, the one need to have experiences of leading teams accomplished effective campaigns. If you

have any questions about the judging process, please contact [email protected].



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information certificates

Two complimentary trophies are provided to each winning team (gold/silver/bronze/grand) – celebrating the teamwork of agency and client. The client and lead agency is the engraving default setting for all trophies, unless co-lead agencies or co-clients are designated, in which case both lead agencies/clients would appear on the trophy. The content engraved on trophies are the one filled in the credits while entering online. Finalists will receive 2 complimentary certificates after the Greater China Effie Awards Awards Gala on the spots or by mail. If your case is a finalist or winner, you can purchase additional personalized trophies and certificates with your choice of credited company(ies) or individuals showcased after the Greater China Effie Awards Awards Gala (the default setting cannot be erased). The content engraved on trophies and content printed on certificates are the one filled in the credits while entering online.

If you have any questions about trophies or certificates, please email [email protected].

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confidentiality overview

Effie Worldwide is a non-profit organization that stands for effectiveness in marketing communications, spotlighting marketing ideas that work and encouraging thoughtful dialogue about the drivers of marketing effectiveness. In order to help fulfill this mission and provide learning to the industry, Effie relies on entrants’ willingness to share their finalist and winning case studies with the industry.

By providing permission to publish your written case, you are:

1. Bettering the industry. By allowing other marketers to learn from your success, you are inspiring the industry to raise the bar and make their marketing better.

2. Bettering the future leaders of our industry. Colleges and universities use Effie case studies in their courses, and Collegiate Effie participants learn how to write their own effective submissions by learning from yours.

3. Showcasing your team’s success in achieving one of the top marketing honors of the year.

Effie wins help attract new talent, prove the importance of marketing in business, and strengthen agency-client relationships.

The Effie Awards entry and judging process is designed to help all entrants present their work effectively, while ensuring the confidentialty of classified information. To help alleviate confidentialty concerns, the following pages outline Effie’s policies on confidentiality and the publication of submissions. Entrants are encouraged to reach out to Greater China Effie Awards or Effie HQ with any questions or concerns regarding our confidentialty policies.



confidentiality

Greater China Effie Awards offers finalists and winners the opportunity to have written cases published, in turn helping inspire the industry and do their part to Make Marketing Better. Entrants who give permission to publish their written case may have their entry featured on the Greater China Effie Awards or Effie WW web sites, WeChat, Weibo, and/or publications. In the spirit of learning that Effie represents, we encourage you to share your case studies so that we may Make Marketing Better. We respect that entries may have information deemed confidential. Within the online entry area, entrants are asked whether or not publishing permission is granted for the written entry. Entrants may select from the following options:

“YES”- If you select yes, you agree that the written entry form may be published, reproduced and displayed for educational purposes as it was submitted, so that you may play your part in Making Marketing Better.

“YES-EDITED VERSION OF YOUR WRITTEN CASE”- If you select this option, an edited version of your case study will be published, reproduced, and/or displayed for educational purposes.

Entrants may redact sensitive data in this public version – only judges will see the original submission.

“UNDER REVIEW”- If you select this option, Effie will reach out to your team if the case becomes a finalist to further discuss the publication options for your case. Entrants ultimately will have the option to not publish their written case, but to support Effie’s non-profit mission, we encourage all entrants to consider publishing at least an edited version.

The written case is the only portion of the entry that should contain confidential information. For that reason, the written case is the only portion of the entry that is included in the above publication permission policy. The

creative work (reel, images) and public case summary need not include confidential information and will be showcased in various ways if your entry becomes a finalist or winner. Work submitted must be original or you must have received rights to submit it.

Addressing Confidentiality Concerns in the Written Case Judging

All judging is done in secure locations/software led by Effie moderators and judges are required to sign confidentiality agreements before judging begins (both 1st Round and Final Round). Judges cannot remove materials from the judging session and are individually matched with entries and categories that do not pose a conflict of interest. For example, a judge from the Beverages industry will not judge the Beverages category.

Indexing Data While judging is confidential and entrants may select publication permissions for their written case, Effie understands some entrants may still have concerns regarding sensitive information. When presenting numerical data within the entry, entrants may choose to provide those numbers as percentages or indexes, so

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that actual numbers are withheld. Additionally, unless the entrant opts to allow Effie to publish the entry as it was submitted if it becomes a finalist or winner, only judges will see the written entry as it was submitted.

Creative Work & Materials for Publicity The creative material and case summary you submit into the competition become the property of Effie Worldwide and the Effie Awards and will not be returned. By entering your work in the competition, the Effie Awards/Effie Worldwide is automatically granted the right to make copies, reproduce and display the creative materials, case summaries, and statements of effectiveness within the context of your Effie entry for education and publicity purposes. Creative work and case summaries may be featured inGreater China Effie Awards / Effie WW web sites, social

media feeds, publications, partner websites, press releases/newsletters, programming/conferences and the

Greater China Effie Awards Gala. Creative material submitted to the Effie Awards includes your 4-minute creative reel and images. The case summary is your 90-word (300-Chinese characters) public summary of your case. Entrants should not include confidential information in these elements.

Addressing Confidentiality Concerns in the Creative Reel

Per entry rules, results (of any kind) may not be included in the creative reel.

Entrants are only required to showcase examples of the integral creative work that ran in the marketplace. Confidential information should not be featured in the creative reel.

Entrants must have the rights to show all elements presented in the creative reel.

Because Effie WW is a non-profit organization with the mission of providing learning to the industry, Effie has not encountered issues with talent featured in the creative that ran in the marketplace. The focus of the reel should be on this creative work – entrants should obtain the rights to feature any supplemental creative elements (music that did not run with the creative in-market, added stock imagery not used in-market, etc.).

In extraordinary circumstances, Effie will review requests to submit an edited video for publication. Such requests should be submitted if the case becomes a finalist, as non-finalist creative reels are only seen by judges and will not be published.

Addressing Confidentiality Concerns in the Case Summary

Entrants are discouraged from including confidential information in either element. These elements should be writen for publication.



Additional Points Companies across the full spectrum – from large to small and across all industry sectors enter the Effie Awards. The Effie Award’s confidentiality policy, the ability to index data, the ability to set publication permissions, etc. are all established to ensure that any company can enter their effective work without hesitation. We recommend nominating your client and agency team members for judging. Participating as a judge is one of the most valuable ways to learn about the award, understand how judging works, and experience our security and confidentiality rules firsthand. To nominate a judge, please complete our Judge

Application/Nomination Page.

effie tip: Most entrants find that indexing data in the written case works well for their teams. Make sure your entry provides category context and pre / post context to enable judges to evaluate it effectively. If you have questions, Effie would be glad to answer.



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overview& materials

Entries are submitted online in Effie’s online entry portal. There is no need to submit hard copy entry materials at time of entry. Download the Entry Materials here. Entrants will use this document, collaborate with team members, partner agencies, and clients, to complete entry. Please DOWNLOAD the following PRIMARY entry files from Greater China Effie Awards web site or Online Entry

Portal:

2017 Greater China Effie Awards Entry Form 【must, need to be uploaded】

2017 Greater China Effie Awards Media Addendum (Sample) 【must, for discussion】

2017 Greater China Effie Awards Entry Form – Sustained Success (its Media Addendum included) 【must

if enter category “Sustained Success”, need to be uploaded】

2017 Greater China Effie Awards - Authorization & Verification Form (Sample) 【must, for knowing signing

purpose】 Please DOWNLOAD the following ASSISTIVE entry files from Greater China Effie Awards web site or Online Entry

Portal:

2017 Advice from the Jury (must, need to understand the key points judges emphasize)

Self-check Guide (must, compare to your own work to see if there’s anything may lead to disqualification)

Step-by-Step Guide to Submitting your Entry Online (must, step-by-step tutorial on how to use Online Entry Portal)

FAQ (if needed)

2016 Greater China Effie Awards Case Study (if needed) Greater China Effie Awards releases important information through web site, email, and social media. You’re recommended to fully understand the definitions of each category (listed at the end of Entry Kit). Stay tuned and make full use of the mentioned resources. It helps you to complete outstanding entry form and creative materials. The following pages outline the overarching entry requirements, including the entry checklist (below), reasons for disqualification, credit information, and a brief overview of the online entry area. Detailed information regarding the entry form and creative requirements can be found in the subsequent sections.

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Entry Check List (use following list to check uploaded materials, then submit)

Entry Materials to Prepare ü Entry Form (word & pdf each): Upload Online ü Media Addendum: Fill Out Online (upload the one for sustained success with its entry form) ü Creative Reel (4-min max; 5-min max for Sustained Success): Upload Online ü Creative Images: Upload Online ü Authorization & Verification Form (signed by both client & agency side): Download after completing

“Create New Entry” part; please enter needed Info and sign it; then, upload to corresponding area ü Company Logos (all lead agencies/clients): Rename Correspondingly and Upload Online

Upload or Fill Out Online

ü All the “Entry Materials to Prepare” mentioned above ü Entry Basics: Fill Out Online ü Agency & Client Company & Individual Contact information & Credits: Fill Out Online ü Case Summary in Chinese (300-characters max): Fill Out Online ü Case Summary in English (90-words max): Fill Out Online ü Publication Permission: Check Online

Resources to Use ü Entry Tutorials

o Step-by-Step Guide to Submitting your Entry o FAQ o Self-Check Guide

ü Advice from the Jury ü 2016 Greater China Effie Awards Case Study



The following will result in disqualification and entry fees will be forfeited (See Entry Checklist for examples):

Failing to adhere to the Effie Eligibility rules. Data presented must be limited to the Greater China region. The Effie eligibility period is 6/1/16 - 5/30/17*. It is fine for the work to have started running before or continue running after this period, but the work the judges are reviewing must have run at some point between 6/1/16 and 5/30/17. The results the judges are evaluating must be within this period, but data prior to the eligibility period may be included for context. No results after 5/30/17 may be included.

The Sustained Success category requires results that date back to 6/1/14.

Data not referenced. All data, claims, facts, etc. presented anywhere in the entry form must reference a specific, verifiable source. Sources must be as specific as possible in documenting all evidence; provide source of data, type of research, and the time period covered. Do not include any agency names in your sources – this includes agency names other than your own. The source of data should be referenced as “Agency Research,” “PR Agency Research,” “Media Agency Research,” etc. All other relevant sourcing information (time period covered, type of research, etc.) must also be included. Source data using footnotes.

Agency names/logos published in the entry form and/or in the creative materials. Effie is an agency-blind competition; no agency names/logos (other factors) should be included in the materials that judges will

review (entry form, media addendum, creative reel, creative images). If needed, they should be mentioned as “Agency Research,” “PR Agency Research,” “Media Agency Research,” etc.

Including results or competitive work/logos on the creative reel. Refer to the Creative Reel instructions in this document for full details. The reel is simply meant to showcase the work as it ran in the marketplace.

Failing to follow the Formatting Requirements as outlined in the entry kit and on the entry form. Review the Formatting Requirements for rules on font, color, pictorial elements, leaving questions unanswered, and removing parts of the entry form.

Missing translation for non-Chinese entry materials. Entry form must be written in Chinese (both traditional and simplified are acceptable); all entries with non-Chinese creative materials must include a translation page at the end of your entry form (subtitles within the creative materials are recommended). Translation page doesn’t count into page limit.

Content appears in entry materials goes against the related items of The Advertisement Law of PRC (2015 Edition).

entry reasons for requirements disqualification



Company and Individual Credits may not be removed or replaced after time of entry. It is critical for your team to thoroughly review the credits before submitting.

Company Credits

Effie recognizes the effective teamwork needed to create an effective case. You are required to credit all creative and strategic partners who contributed to the effort. Space has been provided in the online entry area to credit a maximum of two lead agencies, two clients, and four contributing agencies. You must credit the client and at least one lead agency.

If you are an advertiser submitting in-house work, please list your company as both the Lead Agency & Client. You may also credit any contributing companies who assisted with the effort.

You may credit a second agency as an “Additional Lead Agency” and they will be regarded as a second lead agency on the work and given equal recognition by Effie Worldwide. In order to be considered a second lead agency, you must certify that the work done by each agency was of equal weighting and each agency deserves equal recognition. Second Lead Agencies must be designated at time of entry –

you may not add or remove second lead agencies after the entry period.

Entrants are required to thoroughly review company credits at time of entry, as credits cannot be removed after time of entry. Senior leadership from both client side and agency side must sign off on the credits using

the “Authorization & Verification Form,” available via Greater China Effie Awards online entry portal. Please download the sample version from Greater China Effie Awards Web Site for learning the structure and signing purpose. The official version will be available for download after completing “Create New Entry” part, including Entry Basics, Credits, Public Permission; please enter needed Info and sign it; then, upload to corresponding area. Please confirm the spelling and formatting of other company names to insure they will receive proper credit in the Effie Index and in all forms of publicity if your effort is a finalist or winner.

Entrants must share credits information with its client, entry team, PR team, and other contributing agencies to confirm the spelling and formatting of each other’s name, in order to insure they will receive proper credit in the Effie Index and in all forms of publicity if your effort is a finalist or winner. Any mistake made within this process may affect Effie Effectiveness Index and Ranking.

We urge you to think carefully about your partners – clients; agencies of all types including full service, media, digital, promo, PR, events, media owners; research companies; etc.

Please review the outline of how company credits are recognized in the Company Credits & the Effie

Effectiveness Index® rankings on the following page.

Individual Credits

Space has been provided to credit ten individuals who contributed to the case. Please credit all main client and agency team members and make sure spelling is correct. You may only credit one individual per line and all individuals must be team members (current or former) of the credited companies. You may not credit additional companies in this section. All individuals listed will be credited injournal and other publicity.

entry credits & effie requirements effectiveness index



®

If you do not use all ten spaces and want to add names after time of entry, changes will only be accepted on a case by case basis. Therefore, we recommend using all ten spaces and making sure names are spelled correctly at time of entry.

Effie’s policy is to honor those credited at time of entry if the case is a finalist or winner. Therefore, credits

may not be removed or replaced after the entry has been submitted.

Company Credits & the Effie Effectiveness Index/Ranking If your case becomes a 2017 Effie finalist or winner, the credits submitted will be used to tally the 2018 Effie

Effectiveness Index results. Rankings include: Brands, Marketers, Agency Offices, Agency Networks, Agency Holding Groups, and Independent Agencies. Below is some guidance on how the credits lead into the rankings.

Because different point values are given to lead and contributing companies, it is critical that all brands

and companies are properly credited at time of entry. The Effie Effectiveness Index (effieindex.com) uses the credits submitted at time of entry to tabulate the yearly rankings – Lead companies receive12 points for Grand Effie, 8 points for Gold Effie, 6 points for Silver Effie, 4 points for Bronze Effie, and 2 points for Finalists (NOTE: Contributing companies earn half of the point mentioned above).

We request that all entrants communicate with their own corporate/communications office and the

offices of their credited partner companies and/or PR departments to ensure all client and agency

company names are credited correctly. This information should be communicated to contributing

companies as well. Review effieindex.com to see how your company office has been listed in recent

years.

Please make sure to select company names (client, client network, agency office, agency network, agency holding group) by extending pull-down menus in the first place; and select “Others” and fill out in both Chinese

and English on your own only if they are not listed (please also fill out the rest part if there’s only Chinese OR

English version listed). Differences as small as punctuation and capitalization could impact how your brand / company is ranked in the Index. Please ensure that all credits are submitted correctly at the time of entry. Please Note: If your agency name includes city, say Shanghai, be sure to use the following format across all entries: Agency name (Shanghai). Client Company & Client Network (Marketer) Ranking

Client Company & Client Network (Marketer) are selected via a drop down list in the online entry portal.

Select “Others” and fill out in both Chinese and English on your own only if they are not listed (please also fill

out the rest part if there’s only Chinese OR English version listed).

Be sure to guide all teams entering in the competition with same or different entries to list all company names in a consistent manner – this includes consistent capitalization, spacing, punctuation, abbreviations, traditional/simplified, etc. This will ensure all finalist/winning cases from all companies can easily be tabulated together.

Effie encourages consistency year-to-year. If they’re listed, DO NOT fill out on your own.

The Client name selected or entered does not automatically match the Client Network (Marketer). Please double check and confirm accuracy.

The Client and Client Network (Marketer) submitted will be how the effort is publicly recognized if the entry becomes a finalist or winner.



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Brand Rankings

Entrants need to fill out both Chinese and English brand name in the online entry portal on their own.

Be sure to guide all teams entering in the competition with same or different entries to list all brand names in a consistent manner – this includes consistent capitalization, spacing, punctuation, abbreviations, traditional/simplified, etc. This will ensure all finalist/winning cases from all brands can easily be tabulated together.

The Brand name submitted will be how the effort is publicly recognized if the entry becomes a finalist or winner.

Agency Office Rankings

Agency offices are selected via a drop down list in the online entry portal. Select “Others” and fill out in both

Chinese and English on your own only if they are not listed (please also fill out the rest part if there’s only

Chinese OR English version listed).



The agency name submitted will be how the effort is publicly recognized if the entry becomes a finalist or winner.

Agency Network & Holding Company Rankings

Agency networks and holding companies are selected via a drop down list in the online entry portal. Select

“Others” and fill out in both Chinese and English on your own only if they are not listed (please also fill out

the rest part if there’s only Chinese OR English version listed). If agency has no network and/or holding

group, select “None”.



The agency name selected or entered does not automatically match the Agency Network or Holding Group. Please double check and confirm accuracy.

The agency network and holding group submitted will be how the effort is publicly recognized if the entry becomes a finalist or winner.



credit changes

Credit Amendment Policy

Both company and individual credits must be thoroughly reviewed at time of entry by senior account leadership. All credits must be signed off by senior leadership from both client side and agency side on the “Authorization & Verification Form,” available through the online entry portal. Please download the sample version from Greater China Effie Awards Web Site for learning the structure and signing purpose. The official version will be available for download after completing “Create New Entry” part, including Entry Basics, Credits, Public Permission; please enter needed Info and sign it; then, upload to corresponding area.

Effie’s policy is that those recognized on the work at time of entry deserve recognition at time of win. At

no time will Effie permit individual or company credits to be removed or replaced.

The Client, Lead Agency and Additional Lead Agency (if applicable) are considered final at the time of entry and cannot be removed or added after the entry is finalized and accepted by Greater China Effie Awards.

Additional contributing company credits and individual credits can be added (not remove or replace) after the entry is finalized and accepted by Greater China only if the entry did not already credit the maximum number of contributing companies and individuals permitted. Credit additions (not remove or replace) and amendments after time of entry require internal discussion within Greater China Effie Awards and are not guaranteed. No credit edits/additions are permitted after September 1, 2017.

All adjustments on contributing company credits and individual credits (not remove or replace) requested after time of entry are subject to a CNY500 fee per change. No individual or contributing company credit adjustments/additions (not remove or replace) will be accepted after September 1, 2017. Greater China Effie Awards has the rights to reject the request on adjustments/additions at any time.

All credit requests will be reviewed and accepted at the discretion of Greater China Effie Awards and are

not guaranteed. Please email your request to [email protected]

entry requirements



online entry area

The 2017 Online Entry Portal is available at effie.china-caa.org All entrants are encouraged to begin their entry in the online system sooner rather than later so you can review the additional data required for submission. Additionally, this registers your intent to enter with Effie so you will be kept up-to-date with competition news. You may delete or edit any part of your entry at any time until you click “Submit”

Tip: If you are entering a case into multiple categories, be sure to change the category and upload the unique Entry Form, Creative Materials (if needed), and Authorization/Verification form for each entry. Entrants are encouraged to customize each entry form to speak to the nuances of each category.

Payment Procedure

1. After creating new entries, uploading all entry materials, and entering media addendum, payment can be made to either one entry or multiple entries

2. Enter detailed and mailing Info of receipt through online entry portal 3. Make payment through online entry portal

Union Pay: Make payment through Union Pay Online Payment (B2B/C2B) Wire Transfer:

Please make payment and upload the payment proof based on the requirement on the payment page. The account information is posted below:

Effie Greater China Account Information Beneficiary: Shanghai Bofei Cultural Communication Co., Ltd Bank Name: Wujiaochang Branch, Ping An Bank of China Bank Address: No.1855, Huangxing Road, Shanghai, China. Account No.: 11014696191000 Swift Code: SZDBCNBS CNAPS No.: 307290002241

4.Please keep patient during payment verification phase 5.Receive payment verification result: the result will be emailed and available in “My Order” at online entry portal

Verification Approved: entries have been submitted Verification Unapproved: Contact Effie Greater China for further Info

Entry Portal Resources

Step-by-Step Guide to Submitting your Entry Online

entry requirements



create new entry

All entry materials are submitted online. Feel free to replace and/or delete what you’ve already uploaded before making payment. The following chart lists all the entry materials you’ll submit online. Please see the following pages for details and formats of each document. Important: All files should be named after Entry ID. Please name your files as “2017 Greater China Effie Awards Entry Form E170001”. Do not include agency name in the file name or caption of any of your files for judging. If you cannot save files in same name, name your files as: E17001-1, E170001-2...

Files for Judging

Material Format

Entry Form

See the following pages for details Media Addendum

Creative Reel

Creative Image

Files for Publicity

Material Format

Case Summary See “Publication Permission” for details

Company & Individual Credits See “Credits” for details

Creative Reel

See the following pages for details Creative Image

Logo

Files for Validation

Material Format

Authorization & Verification Form See the following pages for details

requirements

entry



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entry form overview

Writing an Effective Entry

Carefully review and answer all parts of the question and review the “Effie Tips” for each question. Judges will deduct points if all aspects of the question are not answered.

Make your entry form clear, concise, interesting, and easy-to-read. Treat the entry form like a story – each section should link.

Use a voice of honesty – judges are looking for the real situation you started with, what you achieved, and the persuasive argument that links the work to the results achieved.

State why results are significant in the context of your situation. Simply presenting results without defending them is not sufficient.

Address every objective in your results section and guide judges through the results achieved – how do the social metrics tie to the awareness and behavioral goals of the brand? How does this link to sales or market share goals (if relevant)?

Eliminate any other factors that judges may mistakenly believe could have contributed to the success – economic factors, pricing, distribution, weather, etc. - prove it was your work’s contribution that led to the results.

Be real. Judges appreciate entrants for explaining what went wrong, what you changed, etc. Cases that retrofit objectives to match results do poorly.

Write for someone with no knowledge of your industry sector. Judges do not have experience in your category sector and you need to provide context so they can understand the difficulty of your challenge and the significance of your results.

Make sure your entering team has covered all requirements of the entry form in a clear, easy to read manner. Judges will read 15-25 cases in a judging session, so cases with clear, easy-to-understand connections between the strategy, idea, creative, and results will stand out from the masses. Using readability tools (i.e. bullets, white space, bold/italics/underline, charts) will help the judges easily process your information.

Additional Tips

If your case is a finalist or winner, the entry title, brand name, and client name will all be publicly recognized – you do not need to repeat the parent company name in the brand name.

No results after May 30, 2017 may be included under any circumstances.

Source all data in your entry form and include dates for the time period covered and type of research.

Follow all formatting requirements as outlined in the entry kit and entry form.

The Sustained Success category requires the use of a separate sustained success entry form (its Media

Addendum included) and follows different creative requirements.



entry form sourcing data

All data, claims, facts, etc. included anywhere in the entry form must include a specific, verifiable source. Entries that do not source data will be disqualified.

Be as specific as possible in documenting all evidence; provide sources of data, research involved and

time period covered. Because of Effie’s specific eligibility time period, it is crucial to include the dates for all

results presented in your case.

You are not required to follow a specific format for referencing sources, however, Effie recommends using footnotes. Or, you may present sources in parenthesis next to each data point.

Acceptable sources can be: advertiser data, agency research or third party research companies + include additional details (type of research, dates covered, etc.). Use the specific name of the company to

reference a source except when the source is an agency (ad, media, or other). Because Effie is an agency-blind competition we require agency research to be referenced via the term “Agency Research.” This applies to all agencies, not limited to the entering agency, as judges may think the agency listed is the entering agency and would then flag the case for disqualification. However, you must still be as specific as possible about this source (time period covered, research involved, etc.)

The Effie Awards reserves the right to check all sources provided for accuracy.

Sourcing data is not limited to the results section. Ensure that all data in the entry form is correctly sourced.

Effie reminder: When citing data, do not list any agency names. Refer to this

source as “Agency Research” and include any other relevant information (time period, type of research, etc.).



entry form scoring sections

Challenge, Context & Objectives – 23.3% of the score

Question 1a-1c

This scoring section is the glue that shapes the other elements of the case. Judges often say that if this section is weak, the entire entry weakens because the context is needed to understand “how big the idea was or how profound the results were.” The challenge and business situation your brand was facing should be clearly understood. Elements are assessed for both suitability and ambitiousness within the framework of the Strategic Communications Challenge. How did each area relate to the stated objectives and were the objectives fully explained? Entrants should detail what objectives they had and why they are significant in the context of their situation. If the entrant did not have objectives upfront or they were open-objectives, they should explain this. Judges consistently state that they can tell when objectives have been retrofitted and down score entries because of this.

Provide context about the category, marketplace, company, competitive environment, and the degree of difficulty of this challenge. Lack of context is one of the most common judge complaints.

Who is the audience you are trying to reach? Describe their attitudes, behaviors, culture, etc. Why are they your target?

Explain why your objectives are significant for your brand. Provide prior year benchmarks when available. Detail the business problem the effort was meant to address. Why was this a challenging situation?

Note the tools you planned to use to measure each objective.

Insights & Strategic Idea – 23.3% of the score Question 2a, 2b

Judges evaluate how inventive and effective the Idea and Strategy are in meeting the Strategic Communications Challenge and how closely the Idea, Strategy and Results address the Challenge.

Share your insight and how it originated. What research was done that resulted in the insight or awareness of the opportunity or revised/validated it after the fact?

Explain how the big idea addressed the challenge.

Remember to state your answer to question 2B in one sentence. This is not your tag line – it is the core idea that drove your effort and led to your results.

Bringing the Idea to Life – 23.3% of the score

Includes Questions 3, Media Addendum, Creative Work

Judges are looking to see why you chose specific media channels – how do they relate to your strategy and audience? Is the creative work effective? Does it address your objectives? Entrants should articulate their media and creative

strategy.

Explain why you selected the media channels – why were these right for your audience and idea?

Tie your insights and strategic challenge into your communications strategy.

“If you can’t explain an idea in

one sentence, then you don’t have an idea.”

“Tie the

communications

strategy directly back

to objectives and

insights. Without that,

it’s just a media plan,

not a communications strategy.”



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Did your communications change over time? Explain how.

Explain the effect of the other marketing components that were active during the time of your campaign/effort.

Media Addendum

Charts outlining communications touch points, owned/earned/paid media, sponsorships, etc. (formally questions 7b-7f) are all answered in the online entry area via the Media Addendum. Media Addendum - Paid Media Expenditures

Paid media expenditures (purchased and donated), not including agency fees or production costs, for the effort described in this entry. Given the ‘spirit’ of this question use your judgment on what constitutes fees, production and the broad span that covers media – from donated space to activation costs.

Traditional and non-traditional paid media. Examples: purchase of a TV spot or purchase of a mobile ad.

Out-of-Pocket activation costs. Examples: For something like an event, what did it cost to have the pop-up store? What did it cost to buy the key search terms on Google?

Value of donated media. Example: If you are a film festival, did a sponsor give you 2 hours’ worth of free TV ad time? Estimate what it would have cost you if you had paid for it.

Media Addendum - Owned Media and Sponsorship

Any owned media. Examples: company owned real-estate, either physical or digital, that acted as communication channels for case content (e.g. corporate website/social media platforms, packaging, branded store, fleet of buses, etc.)

If you select owned media checkpoints in the Communications Touchpoints chart, be sure to explain your use of these channels in the Owned Media question.

Any sponsorships that provided communications benefits. Examples: As part of a sponsorship of the tennis finals, I received free ad space for my logo during primetime.

Creative Reel

The creative reel should showcase the integral creative elements of the effort. For instructions on the Creative Reel, please view the Creative Reel section.

Results – 30% of the score Questions 8, 9 Judges are looking for direct correlations between real objectives and results. For example, if the objective is to improve brand awareness, the proof cannot be an increase in sales. If you achieved additional results, explain what they were and why they are significant. If you did not achieve a particular objective, explain this. Make a compelling argument why the communications is linked to the results achieved rather than a different factor

and make a compelling argument regarding why the results you achieved are significant. Entries range from small cases in regional markets to nationwide blitzes. Judges take into account the environment in which each case exists. It is important to include category context, as judges may not be knowledgeable of the nuances of your particular category. For example, a small percentage move in a highly-segmented, high volume category is more difficult to achieve than a large percentage change in a small, less-competitive or non-competitive category. Likewise, a large sales increase for a product that has never advertised before might be less

“Explain the media strategy. Entrants

mentioned TV and print ads but didn’t

always mention where they ran and how they

appealed to the target.”

“Results are critical. Show how your results tie

back to the challenge and objective, and focus

on how the big idea drove these results

specifically.”



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impressive than a smaller sales increase for a product that has no budget increase but changed its marketing communications strategy.

Presenting Results Effectively

Restate objectives/KPIs in the results section so judges can easily reference this information.

Provide context with historical data, industry benchmarks, competitors, etc.

Retrofitting objectives is one of the most common judge complaints.

Explain why the results you are presenting are important. How did the results tie together and impact the brand and business?

Explain how you know it was your marketing efforts that led to the results.

Eliminate or address other factors in the marketplace that could have contributed to your success. Judges value honesty – they are senior members of the industry and will downscore where information is witheld.

Entrants must source all data mentioned in entry form, see Sourcing Data for details.

Data

For confidential information, proof of performance may be indexed or provided as percentages.

If you cannot provide certain business results, explain why you cannot or why they are less important. Think through creative and meaningful ways to present the significance of the results you cannot share. For example, the results achieved were the equivalent of opening a new 200,000 sq. foot store in that market. When key metrics are withheld without explanation, judges typically imagine it is because the results were weak.

Charts and graphs are useful tools to present your data clearly.

Including results after May 30, 2017 will result in disqualification.

Entrants must source all data (source, type of research, dates). Do not include any agency names in sources. See the sourcing section of the entry kit for full details.



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For more insight from the jury,

review the Advice from the Jury resource.

“Tell a story, start to finish. Tell it in a natural

way. Tell it in a way you'd tell a friend.”

“Lots of what, not enough why.

Why do you want to increase

awareness X%? What would

that mean to your

company/client in real-world

terms? Context was missing on

many of the results.”

“Be careful your KPIs don’t

look like they were retrofitted.

Help me understand why they

were important and why they

were set at that level.”

“Clearly explain how you arrived at your insight and

why it’s relevant to your marketing challenge.”

“Demonstrate how medium and message

integrate and work hand in hand to deliver against the stated challenge and

objectives.”

“Relate the results back to the objectives and do

so in a storytelling manner, instead of a

data dump.”

“Tie the communications

strategy directly back to

objectives and insights.

Without that, it’s just a media

plan, not a communications strategy.”

“The best cases are extremely linear in their train of thought,

present a very unique insight, and showcase their ability to

correlate campaign metrics to overall success.”

“More charts and graphs vs. words. It’s easier to see

results visually than in a narrative form.”

“Many entries were way over-written. Simple and

succinct is better.”

“Have people who are

unfamiliar with your brand review your case; proof and

rewrite as much as needed. Don't leave this to the last

minute - it shows.”

“My biggest issue was that videos seemed to gloss over the creative rather

than showcasing it. Don’t give me a video version of an over-dramatized case.

Showcase the creative and tell a rich, compelling story

via your writing.”

“Clearly define why the objective was challenging/ambitious. Provide

enough context to understand the competitive landscape.”

“The idea is the pivot which turns the smart analysis of the problem into a

unique solution that none of our competitors could emulate.”



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entry form

Entry Form

Upload your Entry Form in both .pdf and .doc format (1MB max)

Written answers must be in standard black font, minimum 10-point font size. Entry form with too many colors and different font sizes may fatigue our judges.

Color may only be used in charts and graphs in the entry form. Charts and Graphs are welcomed by judges.

Do not include Agency (include Competitor) logo or work.

No Screen Grabs, Images, or other Pictorial Elements in your Entry Form. These should go only in your creative materials (except Charts and Graphs).

Instructions may not be removed from the entry form.

Answer all questions. If a question is not applicable, you must state the answer directly under the question, instead of leaving any question unanswered.

Entry form should have no more than 6 pages (7 pages for sustained success entry). Brevity and clarity are much appreciated by judges.

Exception: If your case requires an additional Translation, these materials can be added as additional pages; “Sustained Success” category has a special entry form.

Media Addendum

You will need to provide the Media Addendum data in the online entry area.

Note: “Sustained Success” category requires a special entry form and media addendum. You will need to complete the Media Addendum within your entry form, and submit the Media Addendum pages together with the entry form. (You should not complete the media addendum data online if you enter “Sustained Success” category.)

*Adhere to page limit General entry form has no more than 6 pages, while entry form for sustained success has no more than 7

pages. Entry will be marked as disqualified right after being found exceed page limit. No appendix allowed in entry form. However, if your case requires an additional Translation, these materials can be added as additional pages.

General Entry Form: Entrants have to complete all 1-4 questions within 6 pages.

Sustained Success Entry Form: Entrants have to complete all 1-4 questions within 7 pages. Please keep the media addendum in this Entry Form; the one online will be unavailable once this category has been chosen (Media Addendum doesn’t count into 7-page limit).

formatting

requirements



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DO NOT INCLUDE in entry form (media

addendum)

MUST INCLUDE in entry form (media

addendum)

Colorful and/or handwritten content of uneven size published in the entry form (charts and graphs can be colorful)

include Agency (include Competitor) name, logo, image, and/or work

include Competitors’ name, logo and/or image

Screen Grabs, Images, or other Pictorial Elements (except charts and graphs)

Data and results after 5/30/17

Content and materials entrant have no right to use

Leave any question unanwsered

Anything beyond page 6 (page 7 for sustained success) except translation

Media addendum (except for sustained success)

Instructions in entry form

state the reason beneath if a question is not applicable

source all data (source, type of research, dates)

Effie reminder:

• Please make sure to keep following answers identical in both entry form and online entry portal:

o Entry basic information online & Chart on the first page of entry form o Fill the media addendum online identically with the one you

prepared as Sample; judges only review online (except sustained success)

• Enter your entry ID at the upper right corner of entry form and authorization & verification form



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creative reel

Content The creative reel should showcase the creative that brought the big idea to life. This is not a video of your written case. It is a way to show the judges your creative work as it ran in the marketplace. Judges are often frustrated when they are not provided with enough examples of the creative work and too much time is spent re-telling the story told in the written case study. It is fine to include some set-up and explanation, but ensure this explanation does not interfere with the judge’s ability to review enough examples of your creative work. Judges encourage spending no less than 70% of your creative reel on the actual creative work. Creative and communication elements submitted must directly relate to your Strategic Objectives and Results outlined in the written form, and must have run in the marketplace. You do not need to feature all items selected in the communications touch points checklist, only those integral

to the case’s success that are mentioned in your written case. Points will be deducted if the importance of print ads, for example, is mentioned in the written case, but not demonstrated in the reel. Alternatively, creative elements that are shown in the reel, but not outlined in the written case are cause for down scoring. The creative reel should be created with your answer to question 3 in mind.

Note: There are special creative requirements for Sustained Success entries. See sustained success

entry form (its Media Addendum included) for details.

Create an Effective Reel: Focus on the Creative Work The judges read your written case before watching the reel. They know your objectives, challenge, strategy, and results, so the focus of the reel should be on showing examples of the work. You do not need to spend a lot of time on other elements that were already stated in your written case. The purpose of the video is to show how you brought the idea to life and for judges to experience your creative work as your audience. You may not include results of any kind (including social metrics) in your creative reel.

creative

requirements

The creative reel’s purpose is to

showcase the creative work that your audience

experienced. Judges encourage spending no less

than 70% of your reel on examples of the creative work – the reel is not a video version of

your written case.



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Closure Statements

If you feel it is necessary, you may include a general statement, with no numbers stated directly or implied, to provide closure to the reel. This is not required or encouraged by Effie; however, to prevent possible disqualification, the below guidelines are provided. Judges are advised that results in the video are a reason for disqualifications. It is best not to include any reference to results so judges can remain focused on the merits of your case rather than potential disqualifiers. Please review the following examples of acceptable and unacceptable ‘closure’ statements and other key rules to keep in mind when creating your reel.

“Sales skyrocketed and the brand was doing better than ever.”

“The brand had one of the best years yet.”

“Sales increased by 20%.”

“We received over 10,000 likes in just 3 weeks.”

“We became #1 in our category.”

Visually, you may not include any results – including social metrics or scrolling numbers that simulate growth.

Editing Features You can use editing features such as voiceover, text, etc., to better explain the work shown. When presenting your video, you may only use editing effects when it will not interfere with the judges’ ability to discern how the work ran in the marketplace. For example, you cannot run a background music track behind your TV commercial as it plays on the video – the commercial must be shown as it aired in the marketplace. You can run music you have the rights to behind your print ads as they scroll by, since it will be clear that the print did not air in the marketplace with music. If you are including non-Chinese work, you must include translations either as subtitles or as an added page to your written entry form.

Editing Down Creative Elements for Time You are required to show complete commercials - except where editing is necessary because of time (e.g., events, guerrilla marketing activities, sampling, branded content in TV or games, etc.). Commercials/video content longer than 90 seconds may also be edited for time, but only if this is necessary to include other creative elements. You cannot edit down creative work in order to include more backstory on your strategy, objectives, etc. Stock music/images are allowed if you have the rights to use them. Stock music/images can only be used in ways that clearly delineate what was the work that ran in the marketplace. (Do not play stock music over a TV spot, as that is not how it ran in the marketplace. However, stock music, while not needed, can be played when showing print materials.

Reminder: The primary purpose of the reel is to show your work as it ran in the marketplace.

Effie is a non-profit educational organization that shows the work for educational purposes of honoring effective marketing communications ideas and the successful teams (client and agency) creating them. We recommend that entrants talk to their company when entering about the policy for entering award shows – most award shows have the same requirements as Effie does, and this can help resolve any questions. As long as elements featured on the video are the work for the campaign/effort you are entering, you should not run into an issue. Entrants must secure rights for any added stock images/music you add to your reel that were not original to the original creative that ran in the marketplace.



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Sustained Success Submissions Because of the 3+ year span of the Sustained Success category, submissions in this category may submit a 5-minute creative reel, rather than the 4-minute maximum for all other categories. Entrants should show the “how-when-where” you connected with your audience over time. Creative reels for Sustained Success entries must:

Feature work that ran in the initial year (initial year is either A) year case started or B) at least 3 years ago), at least 1 interim year, and the most current year (6/16 – 5/17) of the case.

Clearly mark the year the work ran in the marketplace before (or as) the work is shown on the reel.

Guidelines

Do not include results (including social media metrics), competitive work/logos, or agency names/logos anywhere on the video. Your file name should not include your agency name.

Add subtitles or include written translation (added as the last page of your entry form) for all non-English creative materials.

Bear in mind that judges will see your .mp4 uploaded file on a laptop in Round One and on a central screen in the Final Round.

Upload Your Creative Reel to the Online Entry Area Using the Following Specifications:

1 video

4-minute maximum (5-minute max for Sustained Success)

50 MB maximum

.mp4 format

Note: Sustained Success cases may be up to 5 minutes in length. Review the Sustained Success section for additional creative reel requirements.

Video Resolution

4:3

640 x 480 1280x 720

16:9 Letterbox

640 x 480



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requirements

creative reel

Upload your 4-minute video by following the specifications below: One video, 4-minute maximum, 50 MB maximum in .MP4 format. (Sustained Success cases may be up to 5 minutes in length.) Do not include following in your video: a. Results data; b. Work or logos from competitors; c. Agency names/logos; d. Any work that you do not have the rights to. Please add subtitles or written translations for all non-Chinese creative

materials to the last page of entry form. Note: Finalists whose videos do not meet the requirements for using at the gala might be asked to mail a high quality video to Greater China Effie Awards. Creative reel will also be used as further publicity.

DO NOT INCLUDE in creative reel MUST INCLUDE in creative reel

Results of any kind – including numbers of social media likes, followers, etc.

Competitive work or logos

Agency names, logos or images

If showing news/trade articles, be careful your agency name does not appear

Any stock music/images that will cause confusion for judges with how your work ran in the marketplace.

Any music/images that you do not have the rights to that did not run in front of your audience (any added music/imagery not original to your creative work must have rights secured)

Editing effects that cause confusion with how the work ran in the marketplace

Music over TV spots, videos, etc.

Any video clip beyond 4-minute (5-minute for sustained success)

At least one complete example of each of the integral communications touchpoints mentioned in the written case (question 3)

Any and all types of integral creative work (vital print, radio, web, direct mail, OOH, etc.)

If time allows, additional examples of specific creative materials * You may edit down video clips longer than 60 seconds when it is necessary to do so in order to show other examples of your work. However, you should showcase as much of the example as ypu can to give judges a clear understanding of what your audience experienced.

creative reel

creative

requirements



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Images requirements

Images of Creative Work

After the judges read your case and watch the creative reel, they look at 1-2 still image examples of your creative work. Images uploaded should complement your reel and help the judges better evaluate creative elements that ran in front of your audience.

This is an opportunity to showcase your creative work that A) is better seen as a still image vs. video format B) draw further attention to key creative elements you wish to highlight. The mediums featured in these images must have also been featured on the reel or in your response to question 3.

One of the top complaints from 2016 judges was that entrants were not maximizing the opportunity to showcase the work in these images.

No name or logo allowed in creative image

DO NOT INCLUDE in creative image MUST INCLUDE in creative image

Results of any kind – including numbers of social media likes, followers, etc.

Competitive work or logos

Agency names, logos or images

If showing news/trade articles, be careful your agency name does not appear

Any stock images that will cause confusion for judges with how your work ran in the marketplace.

Any images that you do not have the rights to that did not run in front of your audience (any added imagery not original to your creative work must have rights secured)

Work that better seen as a still image vs. video format

The mediums featured in these images must have also been featured on the reel or in your response to question 3

creative images

Upload 1-2 (1 required) examples of work featured on your 4–minute video that judges will benefit from also seeing as a still image (e.g. a website, print ad with extensive text, direct mail piece, etc.) or you would like to draw additional attention to. We do not recommend simply uploading a still of a video element. However, it’s also acceptable.

Technical Requirements: .jpg/.jpeg/.png

300 dpi, 1MB (max each) Do not include following in your image: a. Results data; b. Work or logos from competitors; c. Agency names/logos; d. Any work that you do not have the rights to. Please add written translations for all non-Chinese creative materials to the last page of entry form. Note: Images will also be used as further publicity

creative

requirements



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publicity &

Company Logos

Upload the logos of credited lead agency & client companies,

Requirements: Files in .ai format, 1-4 logos;Upload 1 logo if there is no agency; Upload 3-4 logos if there are 2 clients and/or 2 lead agencies.

Authorization & Verification Form

Both company and individual credits must be thoroughly reviewed at time of entry by senior account leadership. All credits must be signed off by senior leadership from both client side and agency side on the “Authorization & Verification Form,” available through the online entry portal. Please download the sample version from Greater China Effie Awards Web Site for learning the structure and signing purpose. The official version will be available for download after completing “Create New Entry” part, including Entry Basics, Credits, Public Permission; please enter needed Info and sign it; then, upload to corresponding area.

Effie’s policy is that those recognized on the work at time of entry deserve recognition at time of win.

At no time will Effie permit individual or company credits to be removed or replaced.

Different entry IDs match different entries submitted to different categories, even though they are actually the same effort. Please use corresponding Authorization & Verification Forms on the basis of different entry IDs.

Enter your entry ID at the upper right corner of entry form and authorization & verification form

Technical Requirements: .pdf

Authorization & Verification Form

Upload the signed Authorization & Verification Form from the senior leadership of both client side and agency side in .pdf format (this must be a scanned file with real signature).

Company Logos

Upload the logos of credited lead agency & client companies, Requirements:

Files in .ai format, 1-4 logos;Upload 1 logo if there is no agency; Upload 3-4 logos if there are 2 clients and/or 2 lead agencies .

validation

logos & form requirements



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categories overview

Product & Service Categories There are 27 product and service categories to choose from. Please refer to the product attribute of the client company you served when submitting your entries. You may only enter one product/service category per effort.

Specialty Categories The Specialty Categories are designed to address a specific business situation or challenge. There are 27 specialty categories, with focuses on audiences, business challenges, health, media, and industry trends. Specialty categories are defined by marketing communications challenges. Please refer to the business issue(s) you solved when submitting your entry. One entry may enter multiple Specialty Categories, but your written case should be customized to fit in different categories and to highlight the significance of your work. Judges will down score your entry if you are missing information required by the category definition.

Category Entry Rules

You may enter an effort into one Product/Service category and multiple specialty categories.

You will need to submit a separate entry and pay separate entry fees for each category submission for an effort.

Each entry should be customized to speak to the specifics of each entered category. Judges frequently express frustration when an entry clearly wasn’t tailored for the category they are reviewing.

The Greater China Effie Awards Organizing Committee may suggest a certain entry enter a different category if it's considered in a wrong category.

The Effie Awards reserves the right to re-categorize entries, split/redefine categories and/or refuse entry at any time.

The same effort/ campaign cannot be entered into the same category by different entrants. Effie will return the entries in the same category to the entrants if this situation occurs and require them to work together to enter the campaign once into the category. Effie rules require that entrants credit all main strategic and creative partners as part of entry process. Effie encourages companies who created an effort to work together to submit the case as collaboration yields the strongest entries. All credited companies receive points in the Effie Effectiveness Index.

Review Effie’s eligibility rules prior to submitting (page 6 of this document).

Special Category Circumstances New Products and Services: New Product/Service Introductions are not allowed to enter into their Product/Service Categories. They can enter only into the New Product/Service category and, if applicable, additional Specialty Categories.



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categories category outline

2017 Greater China Effie Awards Categories Product & Service

Specialty

Agricultural, Industrial & buildings GENERAL SPECIALTIES

Automotive -Vehicles Brand Experience - Products

Automotive-Aftermarket

Brand Experience-Services

Beauty Branded Content

Beverages-Alcohol Business to Business

Beverages-Non-Alcohol-Carbonate

Carpe Diem (formerly Single Impact Engagement)

Beverages-Non-Alcohol-Non-Carbonate

NEW: Engaged Community

Culture, the Arts, Entertainment & Sports Lower-tiered Market

Electronics

NEW: Olympics Marketing

Energy, Nutrition & Fitness

Real-Time Marketing

Fashion, Leisure & Recreation Seasonal Marketing

Financial Products & Services Single-Retailer Program

Government Institutional & Recruitment

Sponsorship & Event Marketing

Healthcare

BUSINESS CHALLENGES

Household Supplies, Home Furnishings & Appliances

Corporate Reputation

Internet/Telecom Products and Services

David and Goliath

Media & Entertainment Companies

Short Term Effects

New Product or Service Introduction

Small Budgets – Products

Packaged Foods, Snacks & Desserts

Small Budgets - Services

Personal Care

Sustained Success – Special Entry Form with its media addendum

Professional Services, Office & Delivery Products & Services

MEDIA

Real Estate

NEW: Data-Driven/Programmatic

Restaurants

Media Idea

Retail

Media Innovation

NEW: Software & Apps

Media Partnership Activation

(formerly Single Media Company Activation）

Transportation Service

POSITIVE CHANGE

Travel & Tourism

Social Good –Brands

Social Good -Non Profit

SPECIALTY AUDIENCE

NEW: Maternal & Child Marketing

Youth Marketing – Children

Youth Marketing - Teens & Young Adults



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categories

Product & Service Category

1. Agricultural, Industrial & buildings

All related products, materials, tools, and services.

2. Automotive -Vehicles

Cars, trucks, motorcycles, new energy vehicles,

electric vehicles, etc.

3. Automotive-Aftermarket

Gasoline, motor oil, tires, batteries, paint, quick-lube,

oil change, muffler, transmission, windshield wipers,

enhancements, etc.; Platform services such as

automotive maintenance, sales transaction,

after-sales service.

4. Beauty

Products and services focused on beauty. Includes

cosmetics, fragrances, hair products, nail products,

etc.; beauty services such as salons, spas, etc. (For

personal care items, please see the Personal Care

category)

5. Beverages-Alcohol

Beer, champagne, liquor, wine, wine coolers, etc.

6. Beverages-Non-Alcohol-Carbonate

Non-alcohol beverages with carbon dioxide gas

injection such as carbonated beverage,

effervescent sport beverage, sparkling water, etc.

(Energy drinks should be entered into Energy,

Nutrition & Fitness)

7. Beverages-Non-Alcohol-Non-Carbonate

Coffee, tea, juices, milk, milk substitutes, bottled

water, etc. (Energy drinks should be entered into

Energy Nutrition & Fitness)

8. Culture, the Arts, Entertainment & Sports

Culture & the Arts include plays, museums, music

organizations, concert series, cultural festivals, and

theater festivals. Entertainment & Sports include all

forms of entertainment, e.g. video games, movies,

programs (TV, online, radio), books, DVDs, games,

toys, entertainment apps, etc. Sporting events such

as the Chinese Football Association Super League（CSL）.

9. Electronics

Audio and/or video devices such as TVs, radios,

mobile devices, home entertainment, cameras,

computer hardware, laptops, tablets, sound systems,

gaming consoles, wearable devices, drone, external

or integrated VR/AR head-mounted display etc.

10. Energy, Nutrition & Fitness

Products & services aimed at the energy, fitness, and

wellness lifestyle. Includes fitness trackers, vitamins,

energy bars, drinks, etc.; weight loss and fitness

programs/camps, training camps, facilities, etc.

11. Fashion, Leisure & Recreation

Brands of clothing, jewelry, accessories, eyewear,

shoes, handbags; Recreational, sporting, and

camping goods/services and other items/services

intended for leisure activity.

12. Financial Products & Services

Communications promoting overall image and

capabilities of a financial institution and specific

products or services including home banking, loans,

mortgage, mutual funds, traveler’s checks,

insurance etc.

13. Government, Institutional & Recruitment

Municipal or provincial economic development,

lotteries, utilities (i.e. electricity conservation

messages), membership drives, educational

category definitions



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institutions/organizations, armed forces marketing

communications. Includes political messages and

special interest/trade group communications.

14. Healthcare

Marketing communications efforts for

pharmaceuticals, general healthcare & OTC & Rx

products, supplements, and devices. Health services

of hospitals, health maintenance organizations,

health insurance companies, dental and medical

care services, pharmacies or chronic care facilities.

Health education and disease awareness programs

for consumers.

15. Household Supplies, Home Furnishings &

Appliances

Kitchen appliances, air conditioners, robot for

housework, furniture, carpeting, decorator’s supplies,

paint, and wallpaper; cleaning products, waxes,

detergents, paper products, domestic services.

16. Internet/Telecom Products and Services

Wireless/cellular providers, high speed internet

access services, on-line services, portals, search

engines and related internet products& services,

bundled communications.

17. Media & Entertainment Companies

The client company mentioned in your entry should

own the nature of at least one of following parts,

including TV stations/networks, websites

(entertainment, lifestyle, news, trade, etc.),

magazines, newspapers, consumer or trade media,

radio stations, broadcasters, etc.

18. New Product or Service Introduction

Any communications effort used to introduce a new

product or service that is not a line extension. Brand

new products or new products in a new category are

eligible. Effie defines line extension as follows that are

not eligible for this category:

- Any variation of an existing product which shares

the same brand name and is in the same category

as the existing product and shares the same

characteristics as the parent, but offers new flavor,

size, package, type, etc.

- A derivative product that adds or modifies features

without significantly changing the price.

- Products that bear the same brand name and offer

the consumer varied options (e.g. Diet version of

drink).

Your entry must be written to address how your

product and services was new and the situation you

faced as a result of it being new. For example, what

specifically was new? Why did the newness matter?

Write the entry to address the category situation

(new product/ service introductions) similar to what

you would do when writing your entry to address a

category situation like sustained success, etc.

19. Packaged Foods, Snacks & Desserts

Packaged and frozen foods both regular and

diet/light; Ice cream, candy, chips, cookies, bakery

items, nut, fruit & vegetable snacks, popcorn, etc.

20. Personal Care

Soap, dental products, face & body lotions and

cleansers, cotton swabs, deodorants, feminine

hygiene products, razors, shaving cream, etc. Items

geared towards beauty and appearance should

enter the Beauty category. (Items focusing on

beauty should be entered in the Beauty Category)

21. Professional Services, Office & Delivery Products &

Services

Business/Professional services such as consulting,

accounting, legal, employment, etc. Delivery:

Overnight delivery, package tracking, international

service, etc. Office: Printers, physical servers, fax

machines, copiers, supplies, office furniture, etc.

22. Real Estate

Real estate websites, brokers, homes, condos,

rentals, malls, etc.; both commercial & residential

real estate.



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23. Restaurants

Restaurants such as casual dining, chain, midscale

and upscale restaurants and all related services;

24. Retail

Open to all retail/e-tail/catalog companies with

general or specific merchandise. E.G. department

stores; online retailers; clothing, fashion, shoe or

jewelry stores; food retailers; movie/book stores;

discount/bulk retailers; pet care; toy stores; greeting

card stores; craft stores; specialty stores; etc.

25. Software & Apps

Software, groupware, operating system, SaaS/IaaS,

Cloud based services, online or console game, and

software/apps stored locally on a

computer/tablet/mobile device, etc.

26. Transportation Service

Transportation services such as air, train, bus/trolley,

taxi, subway systems, bike shares, car rentals, ferries,

etc.

27. Travel & Tourism

Cruises, hotels, resorts, amusement parks, travel

websites and booking services, travel tours, tourism

campaigns, etc.

Specialty Category

GENERAL SPECIALTIES

1. Brand Experience-Products

2. Brand Experience-Services

This category is meant to showcase how you can

create a brand experience beyond traditional

advertising. Only work that truly brought a brand or

product to life - either literally or virtually - and

interacted with a specific audience to achieve

desired objectives should be entered. You may have

re-invented the product demo, or re-imagined the

pop-up store; you could have created a new game

or interactive film experience that effectively

showcases a new product or brand personality - it

could have been anything. As long as you can prove

it truly came alive and worked.

The winners of this award will be the work that shows

how advertisers are reaching out to their audiences

to establish meaningful relationships, memorable,

engaging experiences, and unique connections

with their brands. Entrants in the Brand Experience

category must address how the brand experience

related back to the overall brand strategy.

Note: As with all Effie categories, you can enter

whether your work brought the brand to life as

the entire marketing effort or as part of the

larger marketing program.

Note: Judges will expect to understand the

‘participation’ in the experience as a core

factor.

3. Branded Content

This category is for efforts that effectively reached

their audience through the creation of original

branded content that is not advertising. The award

honors branded content led ideas that are the heart

of the communications program. Entrants must

detail the content created, how it related back to the

overall brand and business goals, how it was

distributed to, and shared by, the audience, and the

results it achieved for the brand and business.

4. Business to Business

This category is for marketing efforts from businesses

targeting other businesses. Business-to-business

efforts for any type of product or service, from any

marketplace segment, are eligible to enter.

5. Carpe Diem (formerly Single Impact Engagement)

This category is looking for those brands that had the

insight to know how and when to “throw a stone into

a pond” and maximize the ripple effect from that

initial throw. The cases entered into this category will

show how to put a brand or product/service in an

intensely bright spotlight to create immediate and

measurable impact.

Winners will represent those who had the insight and

creativity to craft those unexpected and



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unconventional moments for a brand. The best

examples will see live experiences, moments, stunts,

and tactics, online & off line, perhaps amplified

through PR, social media, digital engagement, or

even the use of content created in the moment to

fuel paid campaigns.

This category spotlights those effective strategic

efforts that were able to generate real desired results

as a direct outcome from a single significant

moment of activity.

6. Engaged Community

This category is about building effective, engaged

communities that DO something beyond 'liking' a

brand. Entrants will be brands that are creating

content, experiences, platforms, news, etc. that get

their communities to grow, engage, share, act or

amplify messaging in a way that directly relates to

the brand's goals. Entrants will need to state clearly

how they defined effectiveness around the

community, what they specifically achieved, and

why the engaged community was significant for the

development of the brand/business.

7. Lower-tiered Market

This category is for all efforts that aimed at

lower-tiered market (tier-3 cities or below). Brands

those are eligible for this category must clearly define

the brand position, target audience, channel

development, market environment and business

challenges. You are required to detail marketing

activities implemented in the lower-tiered market,

demonstrate how your brands succeeded to

achieve business challenges and objectives.

8. Olympics Marketing

This is an award for cases that had a targeted

marketing strategy surrounding the 2016 Summer

Olympics in Rio. Entries must detail the "why" behind

their Olympics strategy and provide proof that the

results were a direct result of the engagement with

the Olympics marketing platform. Both corporate

campaigns and marketing efforts for individual

brands that ran in Greater China are eligible for this

category. Entries must isolate and provide results for

Greater China only.

9. Real-Time Marketing

This category is for all communications where

companies, brands or products have obtained

results from real-time conversation that happens in

social networks, real-time platforms, and analysis

from big data platforms. These cases may have

created or responded to conversations with real-time

content, promotional campaigns, customer service

or brand activations.

10. Seasonal Marketing

Seasons, holidays and events allow marketers the

opportunity to build strategic communications

based on the time-based interests of their target

audience. This category will honor those efforts that

effectively capitalized on a season, holiday or

cultural event to drive results for their business.

11. Single-Retailer Program

For campaigns that ran with a tailored,

retailer-specific idea and executed that idea at a

single retail chain. The work in this category will

provide insights as to how an effort was effectively

designed to work with the particular retailer and the

shoppers of that retailer. Entrants should elaborate

on the specific shopper barriers affecting their brand

at that retailer and how they addressed those issues

in a customized way for that particular retailer.

Entrants must designate “Single Retailer Program -

[INSERT SUB-CATEGORY]” as the category on the

entry form.

SUB-CATEGORIES:

· Mass Merchants

· Supermarkets

· Drugstores

· Other

includes warehouse clubs, value chains, pure-play

e-commerce stores, specialty stores including those

for consumer electronics, hardware, office, pet,

sporting goods, etc.



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12. Sponsorship & Event Marketing

This category honors efforts that make use of

sponsorships and/or events to build strategic

communication objectives. Your entry should

demonstrate how the campaign successfully

connected with the target audience, capitalized on

the sponsorship and/or events to drive business

objectives, and that results were a direct result of this

engagement.

Examples: Organization of or sponsorship of one-off

promotions, seasonal events, exhibitions, shows,

brand experiences, music concerts, sports events,

etc.

BUSINESS CHALLENGES

13. Corporate Reputation

This category is for communications that promote

corporations, not exclusively their products. Includes

sponsorships, image & identity. In addition to

presenting metrics related to the reputation, entrants

are encouraged to also address how these metrics

relate to the business of the brand and why they are

important.

14. David and Goliath

This is an award for smaller, new, or emerging

brands:

making inroads against big, established

leaders,

taking on “sleeping giants”

moving into a new product/service field

beyond their current category and set of

competitors to tackle a dominant leader.

Entrants must detail the business challenge, the

competitive landscape, and how their business

succeeded despite the odds. You are required to

define your competitive landscape, including the

market difference between the David and Goliath

to demonstrate why your brand was a David.

Judges will deduct from your case if you do not

sufficiently prove that your brand is a David in the

situation.

Note: Winning brands (at any award level) in

2016’s competition in this category are not

eligible to enter this category in 2017.

15. Short Term Effects

Activation campaigns that may take effect over one

day, or up to four weeks. Maximum of 3 months data

permitted.

16. Small Budgets – Products

Cases eligible for this category must represent the

only communications efforts for this brand (brand

defined as listed in the “brand” question of the Effie

entry form) during the time period that the effort

entered ran.

To be eligible, an entry may not be for a line

extension. Effie defines line extension as: a variation

of an existing product with the same brand name

and same category but with a new characteristic, a

derivative of the product or service that offers

modified features without significantly changing

price; a product bearing the same name and

offering a varied option (e.g. new flavor, diet version,

etc.).

Value of donated and non-traditional media as well

as activation costs must be included. When

completing your entry form, be sure to designate

“Small Budgets - Products” or “Small Budgets -

Services” as the category (4A).

Budget eligibility is as follows:

· Local Efforts: ¥1 million or less

· Regional Efforts: ¥2 million or less

· National Efforts: ¥5 million or less

17. Small Budgets - Services

Cases eligible for this category must represent the

only communications efforts for this brand (brand

defined as listed in the “brand” question of the Effie

entry form) during the time period that the effort

entered ran.

To be eligible, an entry may not be for a line

extension. Effie defines line extension as: a variation



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of an existing product with the same brand name

and same category but with a new characteristic； a

derivative of the product or service that offers

modified features without significantly changing

price; a product bearing the same name and

offering a varied option (e.g. new flavor, diet version,

etc.).

Value of donated and non-traditional media as well

as activation costs must be included. When

completing your entry form, be sure to designate

“Small Budgets - Products” or “Small Budgets -

Services” as the category (4A).

Budget eligibility is as follows:

· Local Efforts: ¥1 million or less

· Regional Efforts: ¥2 million or less

· National Efforts: ¥5 million or less

18. Sustained Success

Products or service communications efforts that have

experienced sustained success for 3 or more years

are eligible for entry. At a minimum, the case results

must date back to July 1, 2014 and you must include

the current year’s results. Entries submitted for

competition must have a common objective in both

strategy and creative executions; with a continuation

of core executional elements (Ex. spokesperson,

song, theme, tagline, etc.) that demonstrates

effectiveness over time. To enter you must be able to

provide data about the case in its first year, an

interim year and the most current year. The current

year’s results must be included.

Note: This category has special entry form.

MEDIA

19. Data-Driven/Programmatic

Data-Driven/Programmatic media is the application

of data and technology to identify and match the

right audiences to the right media at the right

moments.

o Use data to understand the audience

o Utilize personalized/custom-tailored creative

messages

o Deliver through programmatic mechanism,

throughout all channels used

These efforts should prove how they optimized media

to business or brand KPIs and ROI based on the value

of a custom audience. The best examples of

Data-Driven/Programmatic recognize the interplay

and application of automated technology platforms

and human intelligence to deliver a precision

audience and achieve the best results. To enter, your

case must detail the role programmatic media

played in achieving the brand and business goals.

20. Media Idea

This is about outstanding effectiveness as a result of

media-led ideas. The line between what constitutes a

creative idea and a media idea is blurring. There are

occasions when the media idea drove the entire

effort. Of course, media cannot exist without the

content, but this award is intended to recognize

those cases that were led by the media

thinking.-where the integration of media and

message led to success. The award honors media

led ideas that are powerful enough to become the

genesis of the communications program itself, to the

extent that the program would not have been

successful without the strategic media idea.

21. Media Innovation

This award will showcase those who had the insight

and creativity to change the way a particular media

channel is consumed. The award will go to those

who reached out of the conventional approach to

grab their audience and effectively engage with

them. Whether the effort was one execution or

multiple, and/or used one engagement channel or

multiple – the work must represent new and creative

usage of the media channels we know and love, or

have not yet met.

Enter your case into one of the following sub

categories:

Media Innovation - New Channel Creation

Media Innovation - Existing Channel

Note: All entries must specifically address what was

innovative and the results achieved. Write the entry

to address the category situation and provide clear



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articulation of how the media was used innovatively.

22. Media Partnership Activation

（formerly Single Media Company Activation）

Some of the most effective work being done today is

via partnerships between a brand working with

media owners to create and activate a strategic,

multi-touch point experience with their audience.

The winners of this award will represent those

advertisers and media partners that knew exactly

where and how to connect with their audience via

the assets of a media company. These partnerships

demonstrate the innovative consumer connections

that one media company can develop for

advertisers via integrated communication channels

centered on one strategic brand idea. Each

activation channel is critical to delivering the overall

effectiveness and impact of the campaign and

shows the value one single media company can

deliver.

POSITIVE CHANGE

23.Social Good –Brands

This award celebrates brands that are making the

world a better place by using the power of their

platforms for “good.” Winning efforts will represent

the campaigns that most effectively combined

business goals with a social cause and successfully

related that cause back to the company's overall

brand strategy, resulting in positive business and

social impact.

24. Social Good -Non Profit

Designed for communications of a public

service/greater good nature for a non-profit

organization or association and for communications

of a public service/greater good nature by a

non-profit organization or government organization.

Entrants must show measureable impact on the

problem/issue.

SPECIALTY AUDIENCE

25. Maternal & Child Marketing

This category will honor those efforts that successfully

communicate to women in their maternity, or

parents of newborns or toddlers. Your entry should

be written in a way that identifies how the case was

created and directed to this audience and how it

succeeded. For these efforts targeting on these

groups, it can be helpful for judges to include any

relevant information on the restrictions and

requirements that are a part of communicating to

this audience.

26. Youth Marketing – Children


communicate to children aged 14 and under.

Your entry should be written in a way that identifies

how the case was created and directed to this

audience and how it succeeded. For these efforts

targeting children, it can be helpful for judges to

include any relevant information on the restrictions

and requirements that are a part of communicating

to this audience.

27. Youth Marketing - Teens & Young Adults


communicate to teens & young adults aged

between 15-30. Your entry should be written in a way

that identifies how the case was created and

specifically directed to this audience and how it

succeeded.



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contact

Entering the Effies, Payments, Trophy Email: [email protected]

Direct: +86 010-5618 1122

Direct : +86 010-5725 2578

Judging、Effectiveness Rankings

Email: [email protected]

Competition & Judging

Hawk Zhou Manager


Leo Wang CRM Specialist


Sponsorship Opportunities

He Dong Manager


Media & PR Effie

Ellen Xie Manager


Worldwide Website

effie.org

Greater China Effie Awards Website

effie-greaterchina.org

effie.china-caa.org

Wechat

Weibo



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Documents

Final.1b.2017Greater China Effie Awards-Entry Kit · In order to meet entrants’ needs at different stages of entry, three auto-generated files (.pdf) are ... Effie encourages entrants