On Tuesday evening, 15 May 2018, the 17th Swiss Effie Awards were presented at the TPC/Television Studio 1 in Zurich. Gold, silver and bronze were awarded in 12 categories. New categories included "Media" and "Brand Campaign" as well as the special award "Influencer Campaign". Five gold, three silver and eleven bronze awards as well as 16 Effie diplomas went to the best communication campaigns of the last two years, with the communication and media agency as well as the client receiving awards in each case. For the first time, a special award was also presented for the best influencer campaign.
After an exclusive opening by philosopher and publicist Ludwig Hasler, "Glanz&Gloria" presenter Nicole Berchtold led the way through the awards ceremony presented by Admeira and LSA. In front of around 400 guests, there were five golds to applaud for Mini-Migros (Brand Experience category), Kids by Vögele Shoes (Activation), CSS Autumn Campaign (Media), Die Mobiliar (Evergreen) and Love Life (Comeback).
The special award for the most successful influencer campaign went to the Microsoft Influencer Campaign 2017.
Jung von Matt/Limmat and MediaCom with the most awards
The most awarded agencies after a total of 19 awards were Jung von Matt with six Effies and the Special Award, Notch Interactive, Rod Kommunikation and Wirz Communications with 2 Effies each. MediaCom is the media agency responsible for six winning campaigns. Migros is the most successful client in the competition, winning three Effies.
The Swiss Effie was held for the second time in the revised version (categorisation by task and not by industry as previously). Two new categories (Media and Brand Partnerships), a further increase in the quality of the judging process and a newly introduced special annual prize impressively underline the fact that the Effie is constantly evolving.
"Despite or perhaps because of the revision, the Effie has always enjoyed a high level of credibility and popularity. Agencies, clients and media houses sent 75 consistently high quality works into the running this year. We can proudly say: the Effie is more up-to-date than ever.
The quality of the submissions has been steadily increasing for years, according to the communication. Both in terms of preparation and in terms of the actual quality of the work. We can only speculate about the reasons for this. However, we are very pleased and confirmed by this development," sums up Roman Hirsbrunner, LSA President 2016-2018 and member of the Swiss Effie Management 2018.
"The value chain for successful campaigns starts with creative ideas. With a cross-media plan and the right timing, we gain the attention of consumers and achieve the desired efficiency and effectiveness," Bertrand Jungo, CEO of Admeira, is convinced. Admeira's commitment underlines the good and future-oriented cooperation with the LSA.
|Gold||Kids by Vögele Shoes||Karl Vögele, Uznach||Contexta, Bern||Mediaschneider Bern, Bern||Activation|
|Gold||Mini-Migros: Fascinating Brand-Land for the youngest Migros children||Federation of Migros Cooperatives, Zurich||Hotz'n'Plotz, Zurich||–||brand experience|
|Gold||LOVE LIFE||Federal Office of Public Health FOPH, Bern||Rod Communication, Zurich||Mediaschneider, Zurich||Comeback|
|Gold||"Whatever comes"||Swiss Mobiliar||Wirz Communications, Zurich||Mediaschneider, Zurich||Evergreen|
|Gold||CSS autumn campaign||CSS Insurance, Lucerne||Notch Interactive, Zurich||MediaCom Switzerland, Zurich||Media|
About the Effie Award
Founded over 40 years ago by the American Marketing Association, the Effie is currently awarded in over 40 countries. It is the only award that recognizes the effectiveness of marketing communication. In Switzerland, the Swiss Effie Award has been held since 1985. Because the effectiveness and efficiency of a campaign are also evaluated, it clearly differs from other advertising awards, which usually only honor creativity. Efficiency" measures the cost-benefit factor, "effectiveness" the success of a campaign in relation to the defined goals.
The Swiss Effie Award is part of the creative ranking of Werbewoche.