Effie United Kingdom Sample Cases

Entrants are encouraged to review the below case studies from past Effie Awards United Kingdom winners.

Effie does not endorse a single formula for crafting an effective entry, as different situations call for different methods of storytelling, objectives, metrics, etc. Please thoroughly review the instructions within the entry form template and all entry resources when preparing your submission.

Please also note, as part of Effie’s publication policy, entrants have the opportunity to edit their submitted cases before publication. The case version (Original or Edited) is designated on Page 1 of each PDF.

Haters gonna hate, use them as bait. KFC’s New Fries Campaign, 2018

By daring to promote people’s negative tweets about KFC’s old fries, we created a media first that turned our haters into hypers. To help smooth the introduction of KFC’s new fries we used Twitter to reposition KFC’s old ones as something that needed fixing.  This risky strategy paved the way for the new fries campaign, heralding them as the saviour to the problem, whilst giving us maximum attention along the way. This in turn bolstered brand perceptions and grew penetration for the business.


Brand: KFC
Client: KFC UK&I
Agency: Mother London

Buster the Boxer: John Lewis' most effective Christmas ever

The Christmas period generates 40% of John Lewis annual profit, so success at Christmas is crucial for the business. In 2016, in a dire retail climate and against fierce competition, our Christmas campaign became John Lewis' most effective and profitable ever. It became our most watched, liked and shared Christmas advert of all time, and delivered real commercial value to the business, paying for itself ten times over with an ROI of £11. 


Brand: John Lewis
Client: John Lewis
Agency: adam&eveDDB

How ten years of building trust built the bottom line

In the mid 2000’s McDonald’s was the villain of the food industry and the public were eating it up. More people distrusted McDonald’s than trusted the brand in 2008, we needed to rebuild trust so people could feel good about eating our food again. After 10 years of building both Cognitive and Affective trust, more people trust than distrust McDonald’s: a greater positive trust gap (+22 ppts) than the negative gap we started with (-20 ppts). From econometric modelling, this shift in perception drove significant incremental revenue. 


Brand: McDonald's
Client: McDonald's UK
Agency: Leo Burnett London

Redraw The Balance

Inspiring the Future is a small charity that needed to recruit new volunteers when volunteering in the UK was in decline. Harnessing the cultural conversation of gender equality, and finding its own unique spin, the campaign was able to achieve remarkable talkability, reaching a Twitter audience of over 3 million people by gaining the appeal of key influencers. The ultimate goal of 30,000 sign-ups was also achieved two months early.


Brand: Inspiring the Future
Client: Education & Employers
Agency: MullenLowe London

Sorry for the #holidayspam

As the smallest player in market, Three needed to steal their competitors' customers in a category beset with inertia and apathy in order to grow. To stand out, we'd show we best understand how customers use their phones, including their biggest pain-points. We created a market-first offer that allowed customers to roam abroad at no extra cost. It created an avalanche of holiday spam. We "apologised" for the best thing we'd ever done. The campaign helped Three grow to an all-time high with 10.4m customers and 13.3% market share.


Brand: Three
Client: Hutchison 3G UK Ltd
Agency: Wieden+Kennedy

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