BRUSSELS: Low-cost airline easyJet and tourism promotions from Iceland and Scotland were among the winners at the 2013 EACA Euro Effies announced last night.
A total of five Golds, six Silvers and six Bronzes were awarded at a gala event last night, recognising marketing communications campaigns that achieved measurable success in two or more European markets. Warc subscribers can read the winning entries here.
The campaign for easyJet set out to reposition the brand from one that just flew people cheaply from one place to another to a brand that connected people to great experiences across Europe.
This entailed a shift away from the brand's previous functional approach to a more emotional one that sought to inspire people to consider new places to visit. The media mix was altered, with a greater emphasis on TV, leading to increased revenues and improved brand perception.
Promote Iceland wanted to increase off-season tourism, so made all winter visitors Honorary Islanders. Icelanders were asked to welcome tourists into their daily lives and the President also got involved, inviting people to join him and his wife for pancakes.
An exclusively digital campaign, which included an award-winning documentary, succeeded in boosting the number of winter tourists 18.5%.
VisitScotland also focused on optimising digital channels as it capitalised on a Disney•Pixar film release, the animated Brave, set in Scotland. The campaign activated latent interest in visiting Scotland and used the immediacy of digital channels to encourage action. The target for new registrations of interested travellers was exceeded by 113%.
The Vienna Model Makers Fair took a Gold for its recreation in Lego of Felix Baumgartner's Stratos jump; the mini-movie released shortly before the actual jump gained widespread media coverage and led to the number of visitors to the fair doubling.
A Gold also went to campaign for fashion brand ONLY for an interactive film experience that worked as a catalogue, a movie, a game, a music video and also had e-commerce options.
Silvers went to EA Sports, Mercedes-Benz, Volkswagen Golf, Deutsche Telekom, Opel, Wasa and the European Commission's Health Directorate. Bronzes were taken home by EA Sports, Hyundai, Illumina Colour and the UNHCR.
Data sourced from EACA, Warc