ANA/Effies Effective Marketing & Media Insights @ Citi (Members Only Conference)

INTRODUCTION

KEY INSIGHTS FROM 2015 EFFIE AWARDS

Effie Worldwide will present key insights learned from the 2015 Effie Awards North American program.   With learnings from Effie judges and case studies, this presentation will set the stage for the day by fueling the discussion on the drivers of marketing effectiveness.

Alex Dziuma

Vice President, Client Management Millward Brown

AMERICAN GREETINGS WORLD’S TOUGHEST JOB: 2015 NORTH AMERICAN GRAND EFFIE WINNER

On Mother’s Day, the second-biggest revenue-driving period for the greeting card industry, American Greetings honored moms by showing them in a different light. The result was World’s Toughest Job, a video embraced by over 24 million YouTube viewers, who experienced laughs, and tears, and discovered a newfound appreciation for what might just be the world’s toughest job. For American Greetings, it helped exceed Mother’s Day and full-year sales goals for Cardstore.com, the best-in-class online service that allows you to create, perfectly personalize, professionally print and send a greeting card. All of this success aims to further American Greetings’ mission to make the world a more thoughtful and caring place. 

Alex Ho

Executive Director, Marketing American Greetings

NEWCASTLE: IF WE MADE IT

When Newcastle chose not to produce and couldn't afford to produce an actual big game spot, Newcastle and Droga5 pulled out all the stops to show the world the ad Newcastle would have made, if they could have. A microsite at IfWeMadeIt.com housed teasers, trailers, focus groups and even “behind-the-scenes” footage featuring Anna Kendrick and Keyshawn Johnson for the commercial that would have been, if only Newcastle had the mega-huge budget and permission to actually advertise in the big game.

Quinn Kilbury

Senior Brand Director Heineken

IT’S ‘GOOD TO BE BAD’: HOW STORYTELLING GOT JAGUAR BACK INTO CULTURAL CONVERSATION

How does an iconic yet misunderstood luxury car company reignite its mojo and win back the hearts and minds of US drivers? By casting its newest sports car as a Villain, of course. Jaguar's "British Villains" campaign played off the insight that the best Hollywood Villains are played by Brits, and introduced Jaguar as the newest British Villain. An integrated campaign touted the idea that it's #GoodToBeBad and encouraged audiences to embrace their dark sides. Post campaign, Jaguar has a re-energized brand funnel, a renewed contemporary fan-base, and audiences asking for more villainy. 

Joe Torpey

Communications Manager Jaguar North America

#IBMFOODTRUCK & WATSON: INSPIRING COMPUTATIONAL CREATIVITY THROUGH A BRAND EXPERIENCE

IBM’s Watson launched with a huge splash on Jeopardy! In the few years following, IBM went to work creating trailblazing industry solutions in medicine and banking. While important victories, Watson, like most of IBM's products, was behind the scenes. IBM needed a way for Clients and Prospects to actually experience Watson and related technologies. The IBM Food Truck was a branded content experience that enabled us to bring together the technology, an environment full of people who cared about technology, a way for people to engage and food -- better yet free food. Launched at SXSW, the food truck showcased a celebrity chef creating new and surprising dishes made from quintillions of combinations of ingredients drawn from tens of thousands of recipes, chemical data, and psychology of taste.

Ann Rubin

VP, Branded Content and Global Creative IBM

HBO AWKWARD FAMILY VIEWING

Watching HBO with your parents can be horrifying and terribly awkward. This universal truth and insight led to the Effie Award-winning HBO GO campaign. Our target audience, Millennials, knew of HBO GO, but they didn't realize it was free with a subscription to HBO.  “Awkward Family Viewing” films portray the excruciating trial of watching hit HBO shows like Game of Thrones and GIRLS with mom and dad: their interrupting questions and embarrassing revelations– relatable, cringe worthy moments. Learn the story behind the campaign, how HBO and SS+K reached Millennials and HBO fans across their social networks and helped spread the word across news, humor, and culture sites.

Jennifer Barr

VP, Account Director SS+K

Adjournment