BRUSSELS: A "mockumentary" campaign by DDB Berlin for Deutsche Telekom has won the Grand Prix at the 2015 Euro Effies.
At an event last night in Brussels, a total of seven Golds, nine Silvers and four Bronzes were awarded. Grey was the biggest agency winner on the night, taking home six medals in total, helping Grey Group EMEA bag Agency of the Year.
Entries from Germany and the UK dominated the list of winners, with the former contributing seven and the latter six; single entries from France, Spain and the Netherlands rounded out the 16 winning case studies (four entries won medals in more than one category).
The EACA Euro Effie Awards reward marketing communications campaigns from any discipline which have achieved success through proven, effective marketing communications in two or more European markets. Warc subscribers can read the winning case studies in full here.
Deutsche Telekom's Travel & Surf campaign set out to change the behaviour of the consumers who turn off their data roaming when travelling abroad and use free wi-fi instead.
A humorous mockumentary addressed customer concerns, generated some wide-reaching impact, activated Deutsche Telekom's own customer base, intensified usage and achieved market growth.
Two Golds were awarded in the Small Budget category. A campaign by Grey London for Gillette, the Procter & Gamble-owned shaving brand, used digital video to make the use of a male body-shaving razor socially acceptable, while UncleGrey created a new brand strategy for Bolia.com, a Danish furniture retailer, that boosted revenues by 85% over a four-year period.
In the FMCG category, GREY Germany developed a pan-European campaign for fabric softener Lenor, another Procter & Gamble brand. More Than Laundry successfully appealed to buyers in markets as diverse as Poland, the UK and Greece.
Toyota won Gold in the automotive category with Go Fun Yourself, devised by ZenithOptimedia. This saw the creation of a new communication platform to promote its Aygo model to younger buyers: sales went up 66% and the average buyer age came down from 55 to 35.
TMW Unlimited helped Durex win a Gold in the Brand Experience category with a series of social media posts and short films around Earth Hour encouraging people to switch off their mobile devices and have fun in the dark.
In the Product/Service Launch category, Ogilvy & Mather Germany's Love in the Fridge campaign for Rama, the Unilever-owned spreadable butter, achieved the differentiation sought and returned higher than planned sales figures.
Data sourced from Euro Effies; additional content by Warc staff