Stage is set for the Effies Awards 2009 in Mumbai on December 16. This year, the Ad Club of Bombay had received 164, and following the judging process, 33 entries were shortlisted and presented their case studies on December 14. exchange4media takes a sneak peek at some of these case studies.
At the case study presentations, several agencies such as Lowe, O&M, JWT, Mudra, Rediffusion Y&R, McCann Erickson, Bates 141 and Arc Worldwide competed with their whacky yet impressive case studies. Presentations were made across categories such as mobile advertising, consumer products, corporate advertising, services, consumer durables and integrated advertising campaign.
Ogilvy India tops the chart with 12 case studies, while Lowe, JWT and Mudra presented four case studies each. Rediffusion Y&R presented three case studies, while McCann, Bates 141 and Arc Worldwide had one case study each to present.
Some of the case studies that generated a lot of interest and drew applause were for the brands like Vodafone Zoozoos, Tata Tea’s Jaago Re, Centre Fresh, and The Times of India’s ‘Teach India’, among others.
Under the Vodafone brand, the agency not only presented its case study for Zoozoos, but also its work on ‘Happy to help’ and ‘Chhota Credit’ under the various categories.
Industry experts have pointed out Vodafone Zoozoos to be one of the strongest contenders, and the case study, too, proved to be stronger. Ogilvy, the agency behind the campaign, explained that as the telecom sector was becoming more and more competitive, it was a challenge for a brand to stay entrenched with its customers. Thus, the agency discovered that they needed to be a differentiator in this category and the task got even challenging with the IPL -2 and the Lok Sabha Elections during that period. In order to break through the clutter were born the ‘Zoozoos’, oval egg-headed characters.
The brand is not only limited to only television but is supported by outdoor, print and digital via Facebook, YouTube, miscrosite and gaming initiatives.
The other strong contender is Tata Tea’s ‘Jaago Re’ campaign. Where again, there was a lot of pressure from other competitors in the same category, with Idea Cellulars ‘idea’ grabbing a lot of buzz as well. The brand didn’t start with a strong national presence. Thus, the task was to have the brand visible nationally, but not on the cost of tariffs and other pricing. The focus or TG was everybody as a nation. Thus, the brand squeezed in itself as a national brand with the grand idea of ‘Democracy’ with its ‘Jaago Re’ campaign, motivating the nation to vote, having their own voice in the form of ‘by the people, for the people’ and fighting corruption.
Standing alongside is JWT India’s work on TOI’s Teach India campaign. The case study explained that the campaign was not to come forward to teach, but to learn and to teach. It was an initiative based on creating an emotional connect by doing something for the country and its people. Along with, Zoozoo and Jaago Re, Teach India, too, has a strong chance to shine at the awards ceremony.
In the category of corporate advertising, four case studies were presented of which three were by Mudra Advertising – Union Bank of India, Shell Foundation and The Economic Times ‘Power of Ideas’. The fourth case study was that of JWT India’s Indian National Congress campaign. It is understood that Mudra has a strong chance of bagging a metal for The Economic Times ‘Power of Ideas’ work for its effectiveness in marketing and communication.
Meanwhile, the industry also waits to know who walks away with the ‘Effie Agency of the Year’, the ‘Yahoo! Big Idea’ and the ‘Grand Effie’ Awards.