Small Budgets - Products
Cases eligible for this category must represent the only communications efforts for this brand (brand defined as listed in the “brand” question of the Effie entry form) during the time period that the effort entered ran.
The Adventures of Clumpy and Crumbly
Scoop Away is a small brand with a solid product, but was having a tough time being heard over the big cats. So, we shined the spotlight on the litter box and two little guys most people were not expecting to hear from. The Adventures of Clumpy and Crumbly featured two litter box clumps engaging in a series of adventures that dramatized our product's performance and the competition's lack thereof. Our goal to increase brand awareness and traffic to the website was far exceeded thanks to a couple of characters.
Brand: Scoop Away
Client: The Clorox Company
Agency: DDB San Francisco
Thirteen Reasons Why Viral Campaign
13 Reasons Why, a book on a difficult subject--teen suicide, had only $50,000 to compete in the competitive young adult books category. We needed quickly to gain word of mouth. To do this, we re-created the mysterious tapes, seeded a video on YouTube and blogs. This started a dialogue and user generated contents, wherein teens were creating their own video versions of the story. Within 3 months we were #3 on the New York Times Bestseller list.
Brand: Thirteen Reasons Why (Novel)
Ridiculously Thick Yogurt
The goal was to bring a ridiculously thick creative idea to life in ways that would establish Fage Total Greek yogurt's luxury position and in addition establish Fage as the dominant super-premium yogurt with a highly differentiated and relevant brand position.
Brand: FAGE Total
Client: FAGE Dairy USA
Agency: Ogilvy & Mather