Effies 2006: The winners took it all

Effies 2006: The winners took it all

Author | Jagadeesh Krishnamurthy | Monday, Nov 20,2006 8:48 AM

Effies 2006: The winners took it all

The recently held Effie Awards 2006 had the usual suspects as the winners. Lowe emerged victorious in almost all the big categories to take home the Grand Effie for Lifebuoy (Little Gandhi), along with Agency of the Year and People’s Choice Awards. O&M continued its reign on the Yahoo! Big Idea Chair with its work for State Bank of India (Surprisingly SBI), while HLL picked up the Client of the Year Award with its numerous award winning brands.

Lowe’s case study presentation on Surf Excel (Daag Achhe Hain) earned them the People’s Choice Award. The agency’s good performance at the Awards for the various categories helped them earn Agency of the Year Award.

Lowe, which earned the Grand Effie for its work on Lifebuoy, tried to breakaway from the old image of a being a cheap soap, with the concept of hygiene as a platform to reposition the brand. With its 107-year history, Lifebuoy needed a massive campaign to reposition itself.

Emerging as a completely new product with new formulation, fragrance, lather profile and a shift in positioning from being a male soap to a family soap, the focus of the message was that Lifebuoy was for effective protection from germs that caused health problems. The huge sweep of campaigns got them seven times more coverage in television than they had paid for, and they managed to add two million households. Last year, McCann Erickson had won the award for Saffola Gold (Dil Ki Hifaazat Aaj Se).

Yahoo! brought its property – the ‘Big Idea Chair’ Award – to India in 2005. India has the distinction of being only the second country to boast of this unique Award, the first being the US, where it was instituted a few years’ back to salute big ideas in the field of advertising and marketing. Since last year’s edition here, the ‘Chair’ has travelled to other markets like Taiwan and so on.

With this year’s win, O&M has won the ‘Big Idea Chair’ twice in a row. Last year they had won it for their SBI Life Insurance campaign. This year they picked up the Chair for the Surprisingly SBI campaign in the Corporate Advertising category. The campaign revolved around creating a new identity for the SBI brand among the strong portion of investors who perceived the brand outdated and old. Every advertised aspect of the campaign showed growth, and it resulted in a substantial growth for the brand in home loans, auto loans and bank deposits.

The case study presentations, held on November 14, had the maximum number of shortlisted entries from Lowe (eight).

The Agency of the Year Award was decided on the basis of points collected by each agency in the various categories and Lowe took the honours with 105 points. O&M came second with 65 points, while McCann Erickson and FCB Ulka ended their tally with 10 points each.

The Effie Awards also presented a chance for clients to look forward to the Awards, with its Client of the Year Award. This is a new Award started with this edition and HLL took home the trophy with a final tally of 85 points. The other clients in the fray were Cadbury India and Perfetti Van Melle India.

EFFIE 2006 - Big Winners
 Grand EFFIE
Category Agency Client Case Study Campaign Title  
Consumer Products Lowe Hindustan Lever Lifebuoy Little Gandhi  
 Yahoo! Big Idea Chair Award
Category Agency Client Case Study Campaign Title  
Corporate Ogilvy & State Bank of State Bank of Surprisingly SBI  
Advertising Mather India India    
EFFIE Agency of the year     LOWE  
Agency Gold (15 pts.) Silver (10 pts.) Bronze (5 pts.) Grand EFFIE Total Pts.
Lowe 1 5 3 1 105
Ogilvy & Mather 2 3 1 0 65
McCann Erickson 0 1 0 0 10
FCB Ulka 0 1 0 0 10
EFFIE Client of the year     Hindustan Lever Limited   
Client Gold (15 pts.) Silver (10 pts.) Bronze (5 pts.) Grand EFFIE Total Pts.
Hindustan Lever 1 3 3 1 85
Cadbury India 1 1 0 0 25
Perfetti Van Melle 1 0 0 0 15
Tags: e4m

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