For at have en chance for at vinde en Bronze-, Sølv- eller Guld-Effie, er det vigtigt, at du indsender din case i den rigtige kategori.
Hvert entry bør tilpasses den specifikke kategori, den indsendes i.
Nedenfor finder du en beskrivelse af alle kategorier. For yderligere information om kategorierne, henviser vi til årets Entry Kit.
Bemærk: Indsendelsesformularen er den samme for alle kategorier – undtagen Sustained Success-kategorierne.
Har du spørgsmål, så skriv gerne til effie@kreakom.dk.
Held og lykke!
2026 Category Definitions
INDUSTRY CATEGORIES
Představení nového produktu nebo služby
Efforts used to introduce a new product or service that is not a line extension. Brand new products or new products in a new category are required to enter this category instead of their industry category. Address the category situation and how your product/service was new and the situation you faced as a result of it being new. For example, what specifically was new? Why did the newness matter? Demonstrate how you strategically and creatively attacked this challenge and what results became the direct effect of the activity.
New Product or Service-Line Extension (new)
Efforts used to support a variation of an existing product that shares the same brand name and is in the same category as the existing product and shares the same characteristics as the parent but offers new benefit (flavor, size, package, type, etc.). New extensions can either enter this category OR an industry category. Address the category situation, how your product/service was new and the situation you faced as a result of it being new. For example, what specifically was new? Why did the newness matter?
Neziskové
Not-for-profit organizations of all types including charitable, social, civic, advocacy, trade, special interest, religious, etc. Includes membership drives, recruitment, fundraising, etc. Explain the context and challenge and demonstrate how you strategically and creatively attacked this and what results became the direct effect of the activity.
Industry specifics
To recognise effective marketing for products and/or services for brands and businesses operating in a particular industry:
Automobilový průmysl
Includes vehicles as well as aftermarket. Vehicles includes cars, trucks, motorcycles, vans – both brand and model marketing.Aftermarket includes electric charging and related services, petrol, motor oil, tyres, batteries, paint, quick-lube, oil change, muffler, transmission, windshield wipers, enhancements, etc.
Spotřební zboží a telekomunikace
This category includes all products and services related to electronics, internet & telecom, devices & furnishings, and software. It encompasses a wide range of electronics, such as devices aimed at both consumers and businesses, including TVs, radios, mobile devices, home entertainment systems, laptops, cameras, computer hardware, game consoles, drones, sound systems, and more.The category also covers internet and telecom services, including mobile network providers, high-speed internet access, online services, and bundled communication packages (internet, telephone, and TV). In addition, it includes home and business devices, appliances, and furnishings, such as smart home devices, kitchen appliances, and more.
Entertainment, sport & leisure
This category includes a wide variety of products and services related to entertainment, culture, sports, and leisure. It encompasses entertainment options such as apps, movies, TV programs, online and radio content, books, music, DVDs, games, toys, comics, podcasts, and more. It also covers cultural and artistic offerings, including theater performances, museums, music organizations, concert series, cultural festivals, theater festivals, and other cultural events. Additionally, this category includes all sports-related activities, including sporting events, sports teams, sports sponsorships, as well as services and products linked to hobbies, recreation, and leisure.
Rychleobrátkové spotřební zboží
Fast-moving consumer goods, such as food, beverages, household items, office supplies, personal care products, pet care, and other FMCG items that are frequently consumed or utilized.
Finance
Financial products and services including overall corporate/brand image and capabilities of a financial institution, or specific products or services (including current and savings accounts, credit/debit cards, reward/loyalty cards, financial planning, mobile payment services, retirement funds, investment, home banking, loans, mortgage, mutual funds, insurance products, banking apps etc).
Government & Public Service (new)
Municipal or state economic development, lotteries, utilities, civil, diplomatic, or armed forces, parks, libraries, public services, etc. Includes political messages and recruitment efforts.
Zdraví a wellness
Health and wellness products and services that can be directly purchased by a consumer with or without physician involvement. Efforts may also be targeted to physicians or healthcare professionals. Also including work related to health insurance, dental and medical care services.
Internet & Telecom (new)
Mobile network providers, high speed internet access services, online services, bundled communications (internet, telephone, and TV), etc.
Maloobchodní
Open to all retail / e-tail / mail order companies with general or specific merchandise. E.g., department stores; online retailers; clothing, fashion, shoes or jewellery stores and food retailers; film/bookstores; discount/bulk retailers; pet care; toy stores; greeting cards; craft stores, etc. Also includes fashion brands & designers selling direct to consumer such as clothing, jewellery, handbag, accessories, shoes, eyewear designers.
Transportation, Travel & Tourism
All modes of transportation such as air, train, bus, taxi, subway systems, rideshare services, bike shares, car rentals, ferries, as well as all forms of travel/tourism including cruises, hotels, resorts, amusement parks, travel websites and booking services, travel tours, tourism campaigns, etc.
SPECIALITY CATEGORIES
Business-to-Business
This category is for marketing activity from businesses targeting other businesses. Business-to-business cases for any type of product or service from any marketplace segment are eligible to enter. Entrants must clearly demonstrate what results were achieved because of the activity presented.
Branded Content & Entertainment
For efforts that effectively reached their audience through the creation of original branded content that is not advertising. The core of the entry should be content designed to be consumed/experienced and sought out by the consumer for entertaining or informative reasons. Entrants must detail the content, how it related back to the overall brand and business goals, how it was distributed to, and shared by, the audience, and the results it achieved for the brand and business. Branded content may be produced and distributed by either publishers or independently and can include long form entertainment. Note: Judges will expect to understand why branded content was chosen as a tactic.
Pověst společnosti
This category is for cases that promote corporations, not exclusively their products, and it might include sponsorships, image & identity and PR. In addition to presenting how the case has positively affected metrics related to reputation, entrants are encouraged to also address how these metrics relate to the corporation’s business and/or brand, and why they are important.
Environmental – Brands
Recognising brands with marketing programmes that have measurably shifted audience (B2B or B2C) behaviour toward more environmentally sustainable choices, and/or grown demand for more sustainable products and services by incorporating environmentally conscious messaging into their marketing.
Show how effective marketing programs that incorporate sustainable strategies can make a positive difference for brands and for the environment in a way that would not have been the case without the activity.
Public Relation/Public Affairs
Entries where Public Relations, including Public Affairs, External Relations etc. played a big part in strengthening the company’s or brands reputation or successfully addressed a specific challenge in the outside world, e.g. in the market, in the social arena, the political arena, among investors, etc. This category is for communications on the strategic platform for and execution of a PR effort, a specific campaign, an execution or a project-oriented effort. The strategic platform can, for example, include separate analysis and research efforts as well as the reasoned identification of goals, target groups, channels, media and activities as well as organization, resource use and possible evaluation / measurement.
Results can include PR coverage, political impact, earned media value, brand attitude or behavioural measures, etc. The less volatile metrics that have been affected in the intended direction, the stronger the case.
Malé rozpočty
To qualify for this category, the submission must not be a line extension and must represent the only marketing efforts for the brand during the specified period. All production, activation costs, as well as the value of donated and non-traditional media, must be included in the budget. The maximum eligible budget is 2.5 million DKK per year.
This category is exclusively for commercial, for-profit brands. Please note, a submission in one “Small Budget” category cannot be submitted in another “Small Budget” category. Entrants must clearly demonstrate the results achieved as a direct outcome of the activity presented.
Small Budgets – Non-Profit
To qualify for this category, the submission must not be a line extension and must represent the only marketing efforts for the brand during the specified period. All production, activation costs, as well as the value of donated and non-traditional media, must be included in the budget. The maximum eligible budget is 2.5 million DKK per year. This category is exclusively for NGOs and non-commercial brands. Please note, a submission in one “Small Budget” category cannot be submitted in another “Small Budget” category. Entrants must clearly demonstrate the results achieved as a direct outcome of the activity presented.
Social Good – Brands
Recognising brands that are making the world a better place by using the power of their marketing platforms for good. This category celebrates for-profit brand efforts that effectively combine business goals with a social cause (health, education, community, family, etc) and successfully as well as measurably related that cause back to the company’s overall brand strategy, resulting in positive business and social impact.
Sustained Success*
Product or service marketing activity that has delivered sustained success for at least three years is eligible for entry. At a minimum, you must include at least three years of creative work and case results, which must include the current Effie Award eligibility time period. Work must show consistency over the three years in both strategy and creative executions; with a continuation of core executional elements (e.g. spokesperson, song, theme, tagline, etc.). As part of your entry, specifically address how the work evolved over time (e.g. media choices, targeting, insights, new products/services, etc.). Answer all questions for the initial year and describe how/why change occurred over time.
- You have a choice of 2 sub-categories: Trvalý úspěch – produkty nebo Sustained Success – Non Profit.
*A separate entry form and different creative requirements are required for the Sustained Success category.
Mediální nápad
This category is about outstanding effectiveness as a result of media-led ideas. The line between what constitutes a creative idea and a media idea can be blurring, but there are occasions when the media idea initiated the entire effort.
Media cannot exist without the content, but this award is intended to recognize those cases that were led by special media insights and where the integration of media and message led to success.
The award honors media-led ideas that are powerful enough to become the genesis of the marketing program itself, to the extent that the program would not have been successful without the strategic media idea. As in every other category, entrants must clearly demonstrate what results were achieved because of the activity presented.
Timely Opportunity (new)
This category spotlights effective strategic efforts that were able to generate desired results as a direct outcome from a single significant moment of activity. Cases should show how the brand or product /service was put in an intensely bright spotlight to create immediate, measurable, unexpected, and unconventional impact. The best examples include live experiences, moments, stunts, and tactics, online and offline, perhaps amplified through PR, social media, digital engagement, or even the use of content created in the moment to fuel paid campaigns.
Enter in one of two sub-categories: Timely Opportunity– Products or Timely Opportunity – Services.
Digital Commerce (new)
This category is for campaigns that effectively used insights, strategy, creative, and analytics to drive digital shopper conversion. Show how, by utilizing data and a deep understanding of the shopper, the brand and/or retailer succeeded in a digital setting. A successful effort will combine strong shopper knowledge with digital marketing practices to increase conversion online. The effort must be based on a shopper insight(s) and be shopper-driven. Explain the strategy of how the effort went to market. Submissions in this category will be solely evaluated on digital commerce effectiveness.
Omni-Channel Shopper Solution (new)
Winners in this category will represent the best examples of manufacturers and retailers committed to providing effective omni-channel shopper programs. Enter brands that have ensured an effective, connected shopper journey and showcase how manufacturers and retailers are connecting the dots in their engagement strategies to ensure simple, seamless, effective experiences across the shoppers’ path to purchase. In-store, online, customer service, loyalty programs, mobile apps, delivery services, social media, aisle disruption–it could entail anything–as long as the case illustrates how it was all connected to provide a fully integrated “shopper journey” from beginning to end.
Influencer Marketing (new)
This category recognizes brands that successfully partnered with influencers to achieve short or long-term marketing goals. Influencers can range from micro to macro and include social media personalities, brand ambassadors, and bloggers. Clearly define the strategy, target audience, and why the influencer was chosen. Highlight how the influencer engaged the audience, influenced consumer behavior, and contributed to the brand’s success by driving measurable business results.