{"id":18679,"date":"2011-08-25T21:47:59","date_gmt":"2011-08-25T11:47:59","guid":{"rendered":"https:\/\/dev.advertisingcouncil.org.au\/?p=18679"},"modified":"2023-11-09T11:42:44","modified_gmt":"2023-11-09T00:42:44","slug":"the-2011-grand-effie-award-goes-to-tontines-campaign-for-the-first-pillow-with-a-best-before-date","status":"publish","type":"post","link":"https:\/\/advertisingcouncil.org.au\/effies\/news\/the-2011-grand-effie-award-goes-to-tontines-campaign-for-the-first-pillow-with-a-best-before-date\/","title":{"rendered":"The 2011 Grand Effie Award Goes to Tontine\u2019s campaign for \u201cThe first pillow with a \u2018best-before\u2019 date"},"content":{"rendered":"<ul>\n<li>Happy Soldiers takes out The Grand Effie<\/li>\n<li>8 gold Effie\u2019s awarded overall<\/li>\n<li>Clemenger BBDO Melbourne takes out The Effective Agency of the Year<\/li>\n<\/ul>\n<p>Happy Soldiers has been awarded the Grand Effie at the 3rd annual Effie awards. Their \u201cThe first pillow with a \u2018best-before\u2019 date\u201d campaign on behalf of Tontine took out two Gold Effies.<\/p>\n<p>The 2011 winners were announced at tonight\u2019s gala dinner in Sydney, which was attended by 450 guests.<\/p>\n<p>The judges said The Grand Effie winner Happy Soldiers won convincingly due to its bold and original approach, delivering a long term solution and outstanding business results.<\/p>\n<p>The Tontine campaign saw Happy Soldiers stamping its pillows with a \u2018use by date\u2019, and highlighted the importance of regularly updating bed linen with a fresh pillow. The campaign cut through an increasingly cluttered market and increased awareness in a creatively stagnant category. In the activation week, sales increased with an immediate uplift of +345% and far exceeded the agreed goal of a 30% sales increment.<\/p>\n<p>Clemenger BBDO Melbourne took out the award for the \u201cEffective Agency of the Year\u201d for the second year in a row, winning ten Effie\u2019s in total.<\/p>\n<p>\u201cThis year\u2019s record entries and the large turnout for the gala evening are a big vote of confidence in these awards. It is terrific to see that our marketing and advertising industry is so committed to proving the worth of their marketing programs under the harsh spotlight of peer review. There is no doubt that we are continuing to build a very strong culture of accountability and effectiveness in Australia.\u201d said the Chairman of the Australian Effie Awards, Matthew Melhuish.<\/p>\n<p>In all, eight Gold Effie\u2019s were awarded across 18 categories. The Wrigley Company campaign \u201c5 Gum: Stimulating your senses&#8230;.and the entire gum category\u201d by Clemenger BBDO Sydney took out one Gold and one Silver. Bega Cheese: \u201cHow human values can still win against price discounting\u201d by Clemenger BBDO Melbourne won a Gold and a Bronze.<\/p>\n<p>Whybin\\TBWA\\ Tequila took out one Gold Effie for RaboDirect, so did Leo Burnett Melbourne for Sportsbet.com.au, along with Multicall Connexions for HSBC Bank Australia and Brisbane agency Junior for their client Bank of Queensland.<\/p>\n<p>\u201cThe third Australian Effie awards saw an impressive growth, with 214 entries and 95 finalists, ensuring that all categories were strongly contested\u201d said Chairman of Judges, Colin Wilson-Brown. \u201cThe finalists consistently displayed a level of excellence in sales success. Well done to all.\u201d<\/p>\n<p>The Effie Awards, recognising effectiveness in marketing communications, are presented by The Communications Council and the AANA in association with Telstra. They are supported by The Grand Effie sponsor Millward Brown and category sponsors.<\/p>\n<p>The full list of gold Effie winners by category is as follows \u2013<\/p>\n<p>Food<\/p>\n<p>\u2022 Clemenger BBDO Melbourne &#8211; Fonterra Brands (Australia) \u2013 Bega Cheese: \u201cHow human values can still win against price discounting\u201d<\/p>\n<p>Other Consumer Goods<\/p>\n<p>\u2022 Happy Soldiers \u2013 Tontine: \u201cThe first pillow with a \u2018best-before\u2019 date\u201d Financial Services<\/p>\n<ul>\n<li>Junior &#8211; Bank of Queensland (BOQ): \u201cSmashing targets with the Owner- Manager story\u201d<\/li>\n<li>Whybin\\TBWA\\Tequila \u2013 RaboDirect: \u201cWaking Up People&#8217;s Lazy Money\u201d<\/li>\n<\/ul>\n<p>Travel, Leisure and Media<\/p>\n<p>\u2022 Leo Burnett Melbourne &#8211; Sportsbet.com.au: \u201cFor People Who Like Results From Their Campaigns.\u201d<\/p>\n<p>Most Original Thinking<\/p>\n<p>\u2022 Happy Soldiers &#8211; Tontine:\u201d The first pillow with a \u2018best-before\u2019 date\u201d New Product or Service<\/p>\n<p>\u2022 Clemenger BBDO Sydney &#8211; The Wrigley Company: \u201c5 Gum: Stimulating your senses&#8230;.and the entire gum category.\u201d<\/p>\n<p>Multicultural\/Indigenous<\/p>\n<p>\u2022 Multicall Connexions &#8211; HSBC Bank Australia: \u201cThe Chinese New Year Term Deposit Bonanza.\u201d<\/p>\n<p>In addition to the 8 gold Effies, 13 silvers and 22 bronzes were also awarded. The full list of winners can be found via the link below.<\/p>\n<p>&nbsp;<\/p>\n<p><a class=\"button gray et_pb_button\" href=\"https:\/\/advertisingcouncil.org.au\/effies\/wp-content\/uploads\/2023\/11\/2011_Australian-Effie_Awards_Winners-1.pdf\" target=\"_blank\" rel=\"noopener\">FULL LIST OF WINNERS<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>The Australian EFFIES are proudly sponsored by \u2013<\/p>\n<ul>\n<li>Telstra<\/li>\n<li>Millward Brown<\/li>\n<li>Adstream<\/li>\n<li>Advertising Standards Bureau<\/li>\n<li>B&amp;T<\/li>\n<li>Bacardi<\/li>\n<li>BBC Worldwide<\/li>\n<li>Commonwealth Bank<\/li>\n<li>EYE<\/li>\n<li>OzTam<\/li>\n<li>Pegasus Systems<\/li>\n<li>SBS in Language<\/li>\n<li>The Digital Edge<\/li>\n<li>The Newspaper Works<\/li>\n<li>Trapdoor Productions<\/li>\n<\/ul>\n<p>The Communications Council would like to thank all our sponsors for their generous support.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":12,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-18679","post","type-post","status-publish","format-standard","hentry","category-news"],"acf":[],"_links":{"self":[{"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/posts\/18679","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/comments?post=18679"}],"version-history":[{"count":0,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/posts\/18679\/revisions"}],"wp:attachment":[{"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/media?parent=18679"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/categories?post=18679"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/tags?post=18679"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}