AN EFFECTIVE ENTRY
The focus of the Malaysia Effie Awards is to identify campaigns that have met or surpassed their goals. The written case is the most important part of the entry because it describes the effectiveness of the campaign. An effectively written case details the competitive environment, the campaign objectives and goals, and any evidence of performance. It is the basis for judgment.
Go to www.malaysiaeffie.com and complete steps below:
Click the ‘Register’ tab and this opens the ‘Company Registration’ page.
Fill in all the required fields and submit your registration.
You will receive a confirmation email upon successful registration.
LOGIN & DOWNLOAD
Login to your account and download the 2018 Effie Awards Entry Kit. Read the information thoroughly. Campaigns that do not adhere to the requirements for entry submission will be disqualified and fees WILL NOT be refunded.
Download and complete your written campaign case in the official Entry Form (questions 1 – 9, 7 pages max).
Client Authorisation Form and Credit Form
Download and complete the Client Authorisation Form and Credit Form.
ONLINE SUBMISSION PROCEDURE
Insert the Category, Product/Service, Campaign Title, Client and 90 Word Summary.
Upload the following materials:
Entry Form (in PDF format).
Client Authorisation Form (in PDF format).
Credit Form (in PDF format).
YouTube URL and/or PDF of visuals.
Payment together with Entry Masterlist – Ensure the payment of the correct amount is written on the cheque that covers all entries submitted with the masterlist downloaded from the submission website.
Submit 1 DVD that consist of the following:
4 minutes of high resolution video (.mov or .avi) of your creative materials.
One main campaign image (high res).
Entry Form (Word format .doc).
Primary Agency Logo (both AI & JPEG).
Client Company Logo and its Brand Logo (both AI & JPEG).
Important Reminder: Please thoroughly review all the information regarding how to enter, eligibility, etc. for the Malaysia Effie Awards 2018 competition. Entries that do not adhere to the requirements will be disqualified and fees will not be refunded.
ENTRY FORM QUESTIONS
Attached to this Entry Kit is a sample of the Malaysia Effie 2018 Entry Form. The official Entry Form you download from www.malaysiaeffie.com provides seven (7) pages to complete the questions below.
Your entry should tell the complete story of all marketing communications that were created and implemented for this campaign, and any other factors that impacted the efforts. Do not include any Agency name (Ad, Media or Other agencies) in the Entry Form or creative materials.
SOURCING YOUR DATA IN THE ENTRY FORM
You must source all data you provide in the Entry Form either by listing the specific source next to each piece of data or in clearly marked footnotes at bottom of each relevant page.
Be as specific as possible in documenting all evidence; provide sources of data, research involved and the time period covered.
Acceptable sources can be: advertiser data, agency research or third party research companies. Use the specific name of the company to reference a source except when the source is an Agency company (Ad, Media or Other agencies).
For Agency companies only use the term “Agency research”. Effie is an Agency-blind competition — your entry will be disqualified if you include agency name anywhere in the entry form or creative materials.
The following provides insight on the type of information the judges will be looking for in your Entry Form.
Please list only the brand name or trade name of the product or service advertised. E.G., “Kleenex®” not “Kleenex Brand Tissues”.
Brief description indicating the kind of product or service advertised without using the brand name. “Facial Tissue” not “Kleenex® Tissue”.
Please indicate the campaign title, not titles of individual commercials within the campaign.
Indicate the category (refer to the list of Effie categories) within which you think your campaign should be judged. The Effie Awards reserves the right to re-categorize campaigns.
Check the classification that applies to your campaign: English or Non-English.
Define success in your category. What was going on? Provide the information on the category, the marketplace, the company, the competitive environment, the target audience and/or the product/service that created your challenge and your response to it.
State specific goals. Your entry may have one or all of the following objectives: (A) Quantifiable, (B) Behavioral, (C) Perceptual/Attitudinal. Give specific goals for all of these if all apply to your campaign. Provide a % or # for all goals. If you do not have quantifiable goals, state this in the Entry Form and explain why. Provide benchmark and context for your goals versus year prior and in context of competitive landscape. Explain: What was the behavioral or perceptual/attitudinal response you were looking for in the context of your competition and category? Examples: to meet a concrete share or sales target; to obtain a specific behavioral response; to modify existing brand perceptions; to establish new product awareness.
Indicate your campaign’s media expenditures in the check box supplied on the Entry Form. Include the value of donated media & non-traditional paid media.
What was the idea that drove your campaign? The idea should not be your execution or tagline. State in one sentence.
Was your idea driven by a consumer insight or channel insight or marketplace/brand opportunity? Explain how it originated and how the big idea addressed the challenge.
Describe and provide rationale for your communications strategy to bring the idea to life, as born from the insights and strategic challenge described above. How did your creative and media strategies work together? Describe the channels you selected/why it was selected, justify the work and demonstrate how your idea addresses your challenge. How did the channels work together? All creative materials submitted on the 4-minute creative reel should exemplify the rationale described in this section.
Indicate in the check boxes supplied on the Entry Form all consumer communications touch points used in the campaign. You must detail in your written case and show on the 4-minute video at least one example of each communications touch point marked in this section which was integral to the campaign’s success.
Indicate in the check boxes supplied on the Entry Form other marketing components used in this campaign. You must explain in your entry the effect of these.
Detail why you consider your effort a success. Refer to your objectives and demonstrate how you met or exceeded those objectives using quantitative and behavioral metrics. Did your campaign drive business? Did it drive awareness/consumer behavior? Use charts and data whenever possible. Results must relate directly to your campaign objectives. If the objective was to increase sales, indicate sales response to the campaign. If the campaign attempted to bolster corporate image, how did your measures show this? For confidential information, proof of performance may be indexed if desired. You must source all data you provide in the Entry Form either by listing the specific source next to each piece of data or in clearly marked footnotes at bottom of each relevant page.
Be as specific as possible in documenting all evidence; provide sources of data, research involved, and the time period covered. Acceptable sources can be: advertiser data, agency research or third-party research companies. Use the specific name of the company to reference a source except when the source is an Agency company (Ad, Media or Other agencies).
For Agency companies only use the term “Agency research”. Effie is an Agency-blind competition – your entry will be disqualified if you include agency name anywhere in the Entry Form or creative materials.
Describe all other factors in the marketplace. Judges are industry executives. Entries that omit pertinent information will be disqualified.
TRANSLATION PAGE: Entrants submitting creative materials that are not in English are required to provide translation on an additional 1 page added to the back of their Entry Form. Subtitles should be provided on the 4-minute creative video. For any non-English creative materials submitted that are NOT subtitled, please provide written translation.
When providing written translation, make sure to list creative materials in the order they appear on the 4-minute video as follows: E.G. (Medium: Print “Title” translation, “Title” translation; Medium: OOH “Title” translation, etc. Please provide all translation on one page.
IMPORTANT TIPS FOR COMPLETING THE EFFIE ENTRY FORM
Be direct. Present your story in an easy-to-follow style with a minimum of hyperbole. The link between the strategic challenge, the objectives, big idea, the creative executions and results should not be hidden.
Identify the competitive landscape. Do not assume that the judges reviewing your entry are aware of the marketplace ins and outs of your particular category. Be sure to provide a clear picture of the marketplace situation.
Be concise. Use the space and pages provided in the standard form. Don’t add additional pages – they will be detached and discarded upon receipt.
Include clear, simple, relevant charts and tables. If done correctly, charts and tables allow judges to easily assess the success of the campaign.
Know the rules. Review the judging criteria and the ten reasons for disqualification before submitting your campaign.
Proofread. Have a few of your colleagues read your case through before submitting to be sure all the elements are there without typos.
Give credit where credit is due. You are required to credit the main strategic and creative partners. Don’t forget to credit all of your team members and partners in the Credits Form and make sure their names are spelt correctly. If your campaign is a winner, the credits will be published.
Source your results. The #1 reason judges mark an entry for disqualification is failure to provide a specific verifiable source for all data included in the Entry Form. Review the guidelines in this document for sourcing your data before finalising your entry.
Make sure your entry does not include an Agency name anywhere in the Entry Form or creative materials. Effie is an Agency-blind competition. The #2 reason judges disqualify an entry is for including the agency name in the Entry Form or creative materials.
Provide English translations for all non-English creative materials.
Be compelling. Your entry should be a stimulating read.
Tell judges why it is successful. For every objective, provide clear, sourced results.
Learn from Success. Take time to review Effie Winners’ cases in the online showcase here.