Australian Effies 2011

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Australian Effies 2011

The Effies recognises ideas that work. In Australia, the Effie Awards are backed by the Communications Council and Australian Association of National Advertisers. The 2011 ceremony was held on 26th August and Warc is pleased to publish the available case studies below, including the Grand Effie winner from Happy Soldiers.

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GRAND EFFIE

Tontine
The first pillow with a 'best-before-date'

tontine pillow

Happy Soldiers demonstrated the need for Australians to change their pillows by turning the product into the message medium to let consumers know when their bedding is no longer fresh.

This led to an immediate 345% sales uplift: ultimately a short-term blitz that will have a long-term effect.


GOLD

HSBC Bank: The Chinese New Year term deposit bonanza

hsbc

Bega Cheese: Human values against price discounting

Bank of Queensland: The Owner-Manager story

RaboDirect: Waking up lazy money

Sportsbet.com.au: For people who like results from their campaigns


SELECTED SILVER

Carnation: From back of pantry to front of mind

carnation

Canadian Club: Over beer?

Pura Light Start: Returning the glass to half full

Bakers Delight: : Return of the real bakery

Canon EOS: Grow market dominance by selling inspiration