Warc Blog

Promote Iceland triumphs at Euro Effies

15 September 2011
BRUSSELS: Promote Iceland and agencies Islenska and The Brooklyn Brothers won the Grand Prix at the EACA Euro Effies 2011, for a campaign helping to reverse negative perceptions of the country.

Five Golds, two Silvers and seven Bronzes were handed out at the event, which rewarded campaigns delivering impressive results in two or more European markets. (Warc subscribers can read all of the winning entries to this year's competition here.)

Promote Iceland, Islenska and The Brooklyn Brothers won the Grand Prix with an entry that was co-authored by The Effectiveness Partnership.

Their case study detailed a campaign which challenged unfavourable views of the Nordic nation following on from the banking crisis and eruption of the Eyjafjallajökull volcano.

Having found 80% of visitors would recommend the country, the campaign used the idea of "Iceland Hour", asking its citizens to spend 60 minutes telling others how they could be similarly "inspired".

This effort ran in Denmark, Germany, Sweden and the UK, with 1.5m videos downloaded on the first day, 27% of Iceland's population sending a video abroad, and £127.4m being added to Iceland's economy overall.

Among the further Gold winners were Nikon, the camera manufacturer, and agencies Jung Von Matt and Mediacom, for the "I AM Nikon" campaign, which took in 12 countries.

PACCAR Parts Europe and Draftfcb Amsterdam were also recognised for a 15-market campaign promoting the afterparts service for the DAF truck brand offered by dealers.

Audi and HEIMAT Berlin also won Gold thanks to the highly successful Europe-wide launch of the automaker's A1 model.

Elsewhere, SVV received a Gold, alongside agencies Rod Kommnikation and Zip Media, for an anti-speeding campaign in Switzerland and Liechtenstein.

More broadly, German and British agencies claimed ten of the 14 Euro Effies awarded, with The Brooklyn Brothers named agency of the year.

Alexander Schlaubitz, Facebook's European director for customer marketing, was chairman of the jury, which featured executives from Allianz, Unilever and Sappi on the client-side, and representatives from DDB, JWT and TBWA on the agency-side.

Warc subscribers can access all the winning papers from the 2011 Euro Effies here.

Data sourced from Warc

 
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