Solo un adelanto simple: en el 2010 se celebrará el primer Effie en el país, representado y organizado por ASCAP. No tenemos fechas definidas aún, sin embargo anticipamos que será en el tercer cuarto del año. Así que les invitamos a iniciar la preparación de sus casos, pues el Effie premia efectividad.
En Ascap estamos muy orgullosos y satisfechos por éste nuevo compromiso y logro extraordinario por la publicidad, la creatividad y los resultados. Hace unas semanas estuve de jurado en la fase final en NY para Estados Unidos, y es realmente un proceso que hace al Effie un gigante de otro cuento por completo, si lo comparás con Cannes o el Volcán mismo. Abajo una foto de esa premiación, así como un caso ganador para empezar a conectarnos con el mundo en Effie.
Desde ya, es tiempo de preparar las ideas y los casos con los que competiremos por los Effies!, y más info en https://www.effie.org/
Este es un caso ganador en Effie:
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After Adobe’s acquisition of Macromedia in 2005, they set out to incorporate more sophisticated online creative tools into a new release of their core creative product — Adobe Creative Suite 3. What made this particularly challenging is that the release of CS3 came hot on the heels of an earlier and successful Creative Suites release. Further complicating the task was pressure from investors to show that the new release could increase revenues while also succeeding at a higher price point. And, finally, the remaining challenge was to reach a broad audience of creative professionals, from photographers to graphic designers to creators of You Tube movies. All this needed to happen on stretched marketing funds. The key to addressing these challenges was to build on Adobe’s existing equity as the provider of sophisticated tool kits for creative minds. The idea for the new release was to add a qualitative dimension to this concept — not only was Adobe the “tool kit”, but the new release had the scalability to allow a broad range of users to tap into as much — or as little — of the product as they needed. The concept of “take as much as you like” became the theme to communicate specific product benefits. It was executed in several ways — a website began with an image and a slider bar beneath it. By sliding the bar to the right, the image took on new dimensions — animation, sound, graphic effects. Sliding it back to the left pared the idea back to a simplified version, eventually returning to the original starting point. This idea was translated to other media including an interactive installation in Union Square NY.The results were impressive — revenues exceeded optimistic expectations and despite a premium over the prior version, dollar contribution from the Creative software division did not fall off but actually grew.Click here to read the full case study |
