Just a simple preview: in 2010 the first Effie will be held in the country, represented and organized by ASCAP. We do not have definite dates yet, but we anticipate that it will be in the third quarter of the year. So we invite you to start preparing your cases, because the Effie rewards effectiveness.
In Ascap we are very proud and satisfied for this new commitment and extraordinary achievement for advertising, creativity and results. A few weeks ago I was on the jury at the final phase in NY for the United States, and it is really a process that makes the Effie a giant of another story altogether, if you compare it with Cannes or the Volcano itself. Below is a photo from that award, as well as a winning case to start connecting with the world at Effie.
From now on, it’s time to prepare the ideas and cases with which we will compete for the Effies!, and more info at https://www.effie.org/
This is a winning case in 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 of their core creative product – Adobe Creative Suite 3. 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. 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. minds. The idea for the new release was to add a qualitative dimension to this concept – not only was Adobe the “tool kit 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 – as 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 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. 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. actually grew.Click here to read the full case study |
