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Human search engine wins top Euro Effie

News, 19 October 2016

BRUSSELS: A campaign by The Brooklyn Brothers and Íslenska for Iceland's tourist board, which recruited the country's residents to answer prospective tourists' questions, has won the Grand Prix at the 2016 Euro Effie Awards.

With Ask Guðmundur: World's First Human Search Engine, Promote Iceland targeted Europeans and North Americans who like to explore, encouraging them to discover the secrets of the country's lesser known regions by asking ordinary Icelanders, not Google.

The outcome was hugely successful, resulting in tourists staying longer, travelling further and spending more, while also delivering significantly increased consideration and positive perceptions of Iceland.

The campaign not only won the Grand Prix, but picked up Golds in four categories, including Best Demonstration of Integrated effectiveness, David vs Goliath, Leisure & Entertainment and Small Budget.

A total of 18 campaigns were honoured at an event in Brussels last night where nine Golds, seven Silvers and ten Bronzes were awarded across 13 categories. A list of the winners is available on Warc where subscribers can also read the awarded papers in full.

Volvo Cars UK won two Golds – in Small Budget and Media Innovation – for Volvo Lifepaint, a campaign by GREY London that focused on the safety of cyclists by promoting a reflective paint that could be sprayed on to clothing.

Still in the Small Budget category, a third Gold went to the Kofola: Fofola campaign by Slovakian agency Zaraguza for soft drinks brand Kofola, which featured videos of a celebrity dog getting up to mischief and speaking with a lisp.

A second Gold was also awarded in the Media Innovation category, going to Kemmler Kemmler's campaign for German online retailer Zalando. In #whereveryouare, the retailer supported a TV ad with online videos that used Facebook micro-targeting to reach people based on where they lived, making them feel that their town or village was as important as bigger cities.

The final Gold was awarded in the Services category, to Meetic, an online dating service. The Love Your Imperfections 1 campaign by Buzzman began with logo-less posters – a stunt operation designed to highlight the new tagline and the authenticity of the platform's users.

The UK dominated the evening, winning 15 awards; Ireland and Germany took three each, France two, and Denmark, Slovakia and Spain one each.

Data sourced from Euro Effies; additional content by Warc staff