an analysis of 2014 effie award-winning cases in

AN ANALYSIS OF 2014
EFFIE AWARD-WINNING
CASES IN SINGAPORE
While quality is key to brand success, an effective advertising campaign can be
instrumental in shifting perception and behavior toward campaign goals.
Held annually by the Institute of Advertising Singapore (IAS), the Effies recognize
outstanding, impactful marketing communications work. Winners of this year’s awards
in Singapore were honored this June at a grand celebration in which Millward Brown
participated as a presenting partner.
An analysis of the winning campaigns at the Effies has shown that a focused creative
strategy, complemented by a clear purpose and differentiation for the brand, product or
service, is key to standing out in an increasingly crowded environment.
GOAL SETTING
Winning campaigns such as Kimberly-Clark’s ‘Huggies Signature Move’ starring babies (Silver), ‘The
Great Human Experiment’ for high standards of service by Singapore Tourism Board (Gold), and
Health Promotion Board’s anti-smoking ‘I Quit 28-Day Countdown’ (Gold) show that it is imperative to
have a desired outcome that is clearly stated.
This year’s medalists were clearly happy to take a longer term approach to ROI. Some of the
winning campaigns built on a meaningful point of difference to change perceptions, with the view
that perceptions eventually change behavior and ultimately lead to sales. Other winning campaigns
focused more directly on behavioral change and were successful through a single-minded focus
and a long-term view. Almost half the medalists displayed increased product or brand differentiation
compared to just 10 percent of all entrants.
INSIGHT
Marketers cannot underestimate the power of
leveraging relevant, meaningful insights that resonate
with consumers. Eight in 10 medalists adopted a fresh
approach either with their proposition or the execution,
backed by a compelling, relevant insight derived from
understanding their audiences and being crystal-clear
about the problem they are addressing. This came
through especially in HPB’s Recipe (Gold), which
notes that dealing with dementia is difficult when
juggling other responsibilities.
© 2014 Millward Brown
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IMPACT
Lastly, it is imperative for marketers to execute creative through integrated campaigns. The winning
campaigns had the medium as part of the message, developing an immersive experience across
multiple channels and relevant touchpoints. This year’s medalists had at least six touchpoints with
their target audiences. They were 1.4 times more likely to use interactive media and events and twice
as likely to use retail and OOH compared to last year. They were also twice as likely to use guerrilla
marketing and PR activities than all entrants.
Consistent, meaningful messaging strengthens the desired brand image, and adding an unexpected
twist to things can also make a brand stand out. Congratulations to Guinness for Arthur’s Day (Gold)
for a flawless advertising campaign!
Winning campaigns don’t win because they are different, but because they do something different
while backed by well-defined goals and strong insights, with messaging that is amplified in an
innovative, connected manner. Get on the track to success by including all three keys in your brand
strategy.
Click here to view Priti Mehra, Managing Director of Millward Brown, talk about the EFFIES
Singapore 2014 on MediaCorp Channel 5.
© 2014 Millward Brown
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