SCHAUMBURG, Ill. — The 2013 Shopper Marketing Effie award winners were honored last night during the second day of the Shopper Marketing Summit.
The Effies recognize integrated campaigns that best demonstrate how to effectively solve the shopper marketing challenge, connect with the shopper, influence her along the path to purchase and inspire her to become a buyer.
The winners were honored at a “Shopper Marketing Celebration,” sponsored by Menahsa and Valassis.
They are:
Manufacturer: Loyalty, Awareness, Sales, or Trial
Gold:
"The Great American Try-On"
Company: Kimberly-Clark (Depend)
Agencies: OgilvyAction; Ogilvy & Mather; Marina Maher Communications Inc.; Organic Inc.; Mindshare
Silver:
“Latte Love"
Company: Milk Processors Education Program (MilkPEP)
Agencies: Draftfcb; Deutsch NYC; Weber Shandwick
Bronze:
"Aussie Six-Pack"
Company: MillerCoors (Foster's)
Agencies: Leo Burnett/Arc Worldwide; Madden Communications Inc.
Retailer: Loyalty, Awareness, Sales, or Trial
Gold:
In-Hotel Credit Card Acquisition
Company: InterContinental Hotels Group
Agency: OgilvyOne Worldwide
Manufacturer: Single-Retailer Rollout
Gold:
Kellogg’s Walmart Back-to-School Program
Company: Kellogg Co.
Agency: The Integer Group
Silver:
Diet Coke and Target "Young Designer Challenge"
Company: Coca-Cola North America
Agencies: Wieden+Kennedy and Fast Horse Inc.; Arc Worldwide
Bronze (2):
"Follow Lolo Run"
Company: Procter & Gamble
Agencies: Upshot; Blue Chip Marketing Worldwide
and
Febreze Fall and Holiday Innovation Plan
Company: Procter & Gamble
Agency: Saatchi & Saatchi X
Manufacturer: New Product/Service Introduction
Silver:
Febreze Car Air Freshener Launch at Walmart
Company: Procter & Gamble
Agency: Saatchi & Saatchi X
Bronze:
Rocksmith "The Authentic Music Game Experience"
Company: Ubisoft
Agency: Midnight Oil Creative
Manufacturer: Multi-Brand Shopper Solution
Bronze:
"Power Their Potential" Back-to-School Program
Company: Quaker Oats
Agency: Saatchi & Saatchi X
A summation of total points earned by both the evening’s winners & 2013 Effie Finalists will be factored into the Effie Effectiveness Index which ranks the most effective advertisers, brands, holding companies and agencies in the world. North American Effie Effectiveness rankings will be announced at the Effie Awards Gala in New York on May 22nd. Complete worldwide rankings by region will be revealed in June.
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