The stage is set for Effie Awards 2006 with the case study presentation taking place on November 14, 2006. The case studies were drawn from the short-listed entries following two rounds of judging. The Advertising Club Mumbai had received as many as 79 entries this year. Of these 19 were invited to present in this session.
The largest number of presentations was made by Lowe India – of the 19 presentations, eight were made for Lowe clients. These included Hindustan Lever Pureit, Maruti Suzuki Alto, Bajaj Avenger, AXE, Lifebuoy, Surf Excel, Pepsodent and Fair & Lovely.
The presentations saw senior professionals from these organisations throwing light on the challenges that these brands faced, the insights and strategies drawn and the result thereof regarding the marketing objectives of these brands. In the cases of Avenger and Alto, for instance, the brands achieved more than the targeted sales and in the process even affected the category.
O&M had five presentations to make for its clients – STAR Plus’ ‘Kaun Banega Crorepati’, State Bank of India, Tata Safari Dicor, Cadbury Dairy Milk and Mentos. O&M was clear that whether it was outright or subtle, humour would be a key ingredient of their presentations and from the audience response, the strategy did appear to be a good one.
The officials from the agency shared details on how brands like SBI and Tata Safari not only achieved an image makeover, but it also reflected on the sales figures of these brands.
McCann Erickson’s work for Marico was seen in the presentations as well – Parachute and Saffola Gold sharing facts and figures on what has worked for them. The session opened with Grey Worldwide’s work for the Incredible India campaign and the fact that this initiative was an Euro Effie winner made its share of impact.
FCB Ulka held the audience’s attention for the work it did for Naukri.com, again with some interesting results to show for a player in the digital space. Kurkure and RmKV were the other brands seen in the day.
The Effie case studies were made for five categories – Services, Corporate Advertising, Consumer Durables, Integrated Advertising Campaign and Consumer Products. The highest number of entries was seen in Consumer Products with 10 cases presented, the lowest was Corporate Advertising and Integrated Advertising campaign with just one in each.
It may be noted that unlike previous years, a case study invited to present isn’t necessarily a metal winner. The surprise for that has been kept intact for November 17, 2006 – when agencies would view for the Grand Effie, The Agency of the Year and the Yahoo! Big Idea Chair.