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

Essentials for Effie Success EFFIES 2018

GOLD MEDALISTS BY CATEGORY 10 YES, ANY CAMPAIGN 10 CAN WIN. But recent short-termism seems to be losing out to campaigns focused on sustainable, long term growth. Return onInvestment Other ConsumerGoods Long TermEffects Health andWellbeing Insight and Strategic Thinking Marketing Solutions other than PR Retail/Etail Other Services Source: Analysis conducted by ThinkTV based on 2018 Australian Effie Award Entries.

1. Marketing Solutions 2.Other Other Than Advertising 4.Retail/Etail & PR 2.Food Confectionery & Snacks 2.Media-Led Idea 2. Use ofData 1.Beverages 4. Other ConsumerGoods 10. Insight & Strategic Thinking 2. Health andWellbeing 5 8 2. FinancialServices FINALISTS BY CATEGORY 1. Travel, Leisure & Media 1.Government 2.Not For Profit& 2. Digitally LedIdeas Cause RelatedMarketing 1. PR-ledCampaign 3. Small Budget 2. Return onInvestment 3. New Product orService 5. Long TermEffects 2. Most OriginalThinking 4. Short TermEffects Source: Analysis conducted by ThinkTV based on 2018 Australian Effie Award Entries.

Be braveand bold. Success cameto Buildonwhatyou those whodidn’t havetoplaythe shy awayfrom longgame. bigchallenges. WHAT DID GOLD WINNERS DO DIFFERENTLY? Simplestrategies Eat thewhole deliverssuccess. enchilada ifyou can.

ITS NOT ALWAYS ABOUTMONEY 2018 CAMPAIGN SPEND BYWINNERS 2018Placegetters GOLD SILVER BRONZE 2 million & above Under $500k 2 million & under $500k -$999k $1 - 2 million 2017 Placegetters 2016 Placegetters $2 - 5 million $5 - 10million $10 - 20 million $20 - 40 million $40 - 60 million $60 - 80 million $80 million and over Source: Analysis conducted by ThinkTV based on 2018 Australian Effie Award Entries.

IT’S ALWAYS ABOUT UNDERSTANDING THEPROBLEM Fuelled by a growing focus on ‘hard’ research tools and techniques. DATA UNLOCKS ISSUES IS SOURCED IN DIFFERENT WAYS Number of research techniques Research techniques gold winners used used in thestrategy 80% QuantitativeResearch 70% Salesdata 60% QualitativeResearch Gold 20%Neuroscience Silver 10% BehaviouralEconomic basedresearch 10% Censusdata Bronze AND IN DIFFERENT PLACES NET (top3) Research types used by gold winners Finalist 80% Primaryresearch especiallyfor thiscampaign 60% Existing clientresearch 50%Existing3rd party research 10%Existing3rd party knowledge 10% No researchused Source: Analysis conducted by ThinkTV based on 2018 Australian Effie Award Entries.

C A SE STUDY: FORTUNE WILL FAVOUR THE BRAVE.

BRAND’S PURPOSE, NOT BRAND PURPOSE DRIVES CONSUMERACTION Understand the role played in consumers life is the key to business growth. 2018 use of an existing, authentic EMOTIONAL REACTIONS TOADVERTISING ‘TRUTH’ in the minds of consumers Weak Strong that becamethe strategic cornerstone Difference of thecampaign. ! 16% Attention 50 58 W eak Strong Difference 30% $ Sales Impact 128 167 GOLD SILVER BRONZE FINALISTS Source: Analysis conducted by ThinkTV based on 2018 Australian Effie Award Entries. Source: ThinkTV:The Benchmark Series Emotions in Advertising 2017

C A SE STUDY: FEELINGS FUEL GROWTH

TELLING THE WHOLE STORY Gold Effie winners delivered the most comprehensive consumer connection plans 2017 2018 ALL TOUCHPOINTS - 2018 ALL TOUCHPOINTS G OLD SILVER BRONZE FINALISTS G OLD SILVER BRONZE Source: Analysis conducted by ThinkTV based on 2018 Australian Effie Award Entries.

TELLING THE WHOLE STORY Notall media is equalsochoose (and allocatefunds) wisely. Video usagewasvery highandconstant YOYwith a lift Gold use of paid media inTV usagefor 2018 Video usage- 2017 2018 TV OnlineVideo Social O O H OnlineDisplay Press Radio Search Cinema GOLD Mags Mobile PR/ Activ ation G OLD SIL VER BRONZE Source: Analysis conducted by ThinkTV based on 2018 Australian Effie Award Entries.

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

FINALLY START WITH THE END IN MIND Source: Analysis conducted by ThinkTV based on 2018 Australian Effie Award Entries.

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