Havana Club wins at Euro Effies

BRUSSELS: Havana Club, the Cuban rum, and M&CSAATCHI.GAD, its agency, won the Grand Prix at the EACA Euro Effies 2012 for a multimarket campaign seeking to engage "urban cultural explorers".

Alongside the Grand Prix, a total of four Golds, ten Silvers and six Bronzes were handed out at an event last night. The awards recognise marketing campaigns that achieved measurable success in two or more local countries. (Warc subscribers can read the winning entries here.)

Havana Club claimed the top prize for its successful efforts to increase sales and market share by gaining the attention of new brand advocates in nations including Belgium, France, Germany, Italy and the UK.

The musical heritage of Cuba played a key role in this process, as the brand pursued a strategy aiming to cement its position as a "cultural icon" through a documentary film, art projects and paid media.

Febreze, Procter & Gamble's aircare brand, received a Gold for an idea developed with Grey Worldwide. Television ads took the lead in this campaign, which saw blindfolded consumers led into run-down venues where Febreze had eliminated nasty odours.

EA Sports and Wieden + Kennedy Amsterdam attained a similar honour for their efforts on behalf of FIFA 12, the video game, which sought to go beyond the core audience for the long-running franchise.

Another Gold went to Obermutten, a Swiss village, which worked with agencies Jung von Matt and Limmat. They drove up tourist interest through social media, as anyone becoming a Facebook fan of Obermutten had their details posted up on its real-life town noticeboard.

The Swedish Institute, Visit Sweden and Volontaire, the agency used Twitter for similar ends, and also picked up a Gold. They garnered significant media and consumer reach via a scheme that saw a new person control the @sweden Twitter account each week.

Among the brands taking Silvers were Volkswagen, Nissan and Mercedes-Benz, the automakers, as well as Lacoste, the fashion label. Nikon, the electronics group, and CNN, the media company, also secured such prizes.

NIVEA, the skincare range, Pringles, the snack brand, Kia, the automaker, IBM, the services firm, Zuno, the bank, and Boehringer Ingelheim, the pharma group, all won Bronzes.

Warc subscribers can access all of the winning papers from the EACA Euro Effies 2012 here.

Data sourced from Warc, 20 September 2012

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