When ads are judged on the basis of creativity, people often forget to also judge them on the basis of their market effectiveness. Realising the importance of judging ads on the impact they had on the market has given the much-coveted Effie Awards a special place in the advertising world.
The Advertising Club Bombay’s Effie 2005 had 79 entries from 12 agencies. The winners were chosen after the ads were stringently judged through two rounds. Round one judged the ads on the basis of strategies and results, and round two judged the ads on the basis of creativity.
Effie 2005 introduced three new categories – Internet, mobile and integrated marketing communications. One of the most outstanding aspects of Effie 2005 was the Yahoo! Big Idea Chair that was awarded for the first time outside the US. The award recognises the team that revitalised a brand through a brilliant idea.
O&M’s SBI Life Insurance ad, which demonstrated the importance of life insurance in an old couple’s life, bagged this award. The ad is not about the probability of illnesses or death but about the idea of life insurance being used to live a retired yet dream-fulfilling life.
The ad has a retired man gifting his wife a diamond ring on Valentine’s Day because he loves her. It couldn’t get more endearing than this. The Yahoo! Big Idea Chair had no trophy to be given away, but a huge purple armchair that the O&M office will keep to keep those ideas flowing.
O&M also won the Bronze Effie for their Hot Pack Mailer in the integrated marketing communications category. No other agency won the silver or gold Effie in this category.
There were no winners in the Mobile Advertising category this year.
Leo Burnett won the Bronze Effie in the corporate advertising category for their simple yet mass appealing ad for the Congress party. These were a series of ads that brought forth the message of ‘Congress ka haath aam aadmi ke saath’.
In the services category, O&M and Contract took home the silver award for SBI Life Insurance and Domino’s Pizza, respectively. FCB Ulka won a bronze for their Naukri.com ad in this category.
O&M emerged as a clear winner by taking the gold in the consumer durables category for the Titan watch ad featuring Aamir Khan. Contract bagged a silver award for Royale Luxury Emulsion that features Saif Ali Khan putting up a guitar, gifted by his mother, on a Royale wall. Contract also won a bronze in this category for Tractor Emulsion.
The consumer products category had two winners for the gold awards, which McCann Erickson won for Saffola Gold and Lowe won for the Surf Excel ‘save two buckets of water’ ad.
O&M won the silver award for the humorous Air Action Centre Fresh chewing gum ad. This category also had two winners for the bronze award – McCann Erickson took one for Happydent White and JWT’s Kellogg’s Cornflakes ad was the other winner.
An excited O&M team won the People’s Choice award for the best presented case study on SBI Life Insurance. The simple and heart warming presentation did not use static slides to bring forth the importance of life insurance through a film.
The most special award of the evening was of course the Grand Effie, which was won by McCann Erickson for Saffola Gold – ‘Dil Ki Hifaazat Aaj Se’.