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
INDUSTRIKATEGORIER
Nyt produkt eller serviceintroduktion
Bestræbelser brugt på at introducere et nyt produkt eller en tjeneste, der ikke er en linjeudvidelse. Splinternye produkter eller nye produkter i en ny kategori skal indtaste denne kategori i stedet for deres branchekategori. Tag fat på kategorisituationen og hvordan dit produkt/tjeneste var nyt og den situation du stod i som følge af, at det var nyt. For eksempel, hvad var specifikt nyt? Hvorfor betød det nye noget? Demonstrer, hvordan du strategisk og kreativt angreb denne udfordring, og hvilke resultater der blev den direkte effekt af aktiviteten.
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?
Non-profit
Ikke-for-profit organisationer af alle typer, herunder velgørende, sociale, civile, fortalervirksomhed, handel, specialinteresser, religiøse osv. Omfatter medlemsdrev, rekruttering, fundraising osv. Forklar konteksten og udfordringen og demonstrer, hvordan du strategisk og kreativt angreb dette, og hvilke resultater der blev den direkte effekt af aktiviteten.
Industry specifics
At anerkende effektiv markedsføring af produkter og/eller tjenester til brands og virksomheder, der opererer i en bestemt branche:
Automotive
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.
Forbrugsvarer & Telecom
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.
Underholdning, sport og fritid
Denne kategori omfatter en bred vifte af produkter og tjenester relateret til underholdning, kultur, sport og fritid. Det omfatter underholdningsmuligheder såsom apps, film, tv-programmer, online- og radioindhold, bøger, musik, dvd'er, spil, legetøj, tegneserier, podcasts og mere. Det dækker også kulturelle og kunstneriske tilbud, herunder teaterforestillinger, museer, musikorganisationer, koncertserier, kulturfestivaler, teaterfestivaler og andre kulturelle begivenheder. Derudover inkluderer denne kategori alle sportsrelaterede aktiviteter, herunder sportsbegivenheder, sportshold, sportssponsorater samt tjenester og produkter knyttet til hobbyer, rekreation og fritid.
Hurtige forbrugsvarer
Hurtigt bevægelige forbrugsvarer, såsom mad, drikkevarer, husholdningsartikler, kontorartikler, produkter til personlig pleje, kæledyrspleje og andre FMCG-artikler, der ofte indtages eller bruges.
Finansiere
Finansielle produkter og tjenester, herunder overordnet virksomheds-/varemærkeimage og en finansiel institutions muligheder eller specifikke produkter eller tjenester (herunder løbende konti og opsparingskonti, kredit-/betalingskort, belønnings-/loyalitetskort, finansiel planlægning, mobile betalingstjenester, pensionsfonde, investering, hjemmebank, lån, realkreditlån, investeringsforeninger, forsikringsprodukter, bankapps osv.).
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.
Sundhed & Wellness
Sundheds- og wellnessprodukter og -tjenester, der kan købes direkte af en forbruger med eller uden lægeinddragelse. Indsatsen kan også være målrettet læger eller sundhedspersonale. Herunder også arbejde relateret til sygesikring, tandlæge- og lægebehandling.
Internet & Telecom (new)
Mobile network providers, high speed internet access services, online services, bundled communications (internet, telephone, and TV), etc.
Detailhandel
Åben for alle detail-/e-tail-/postordrevirksomheder med generelle eller specifikke varer. Fx stormagasiner; online-forhandlere; tøj-, mode-, sko- eller smykkebutikker og fødevaredetailhandlere; film/boghandler; rabat-/masseforhandlere; kæledyrspleje; legetøjsbutikker; lykønskningskort; håndværksbutikker osv. Omfatter også modemærker og designere, der sælger direkte til forbrugerne, såsom tøj, smykker, håndtasker, tilbehør, sko, brilledesignere.
Transport, rejser og turisme
Alle transportformer såsom luft, tog, bus, taxa, metrosystemer, samkørselstjenester, cykeldele, biludlejning, færger, samt alle former for rejser/turisme inklusive krydstogter, hoteller, resorts, forlystelsesparker, rejsehjemmesider og bookingtjenester, rejseture, turismekampagner osv.
SPECIALITET KATEGORIER
Business-to-Business
Denne kategori er til markedsføringsaktivitet fra virksomheder, der er målrettet mod andre virksomheder. Business-to-business cases for enhver type produkt eller service fra ethvert markedssegment er kvalificeret til at deltage. Deltagere skal tydeligt demonstrere, hvilke resultater der er opnået på grund af den præsenterede aktivitet.
Brandet indhold og underholdning
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: Dommerne vil forvente at forstå, hvorfor mærkevareindhold blev valgt som en taktik.
Virksomhedens omdømme
Denne kategori er til sager, der promoverer virksomheder, ikke udelukkende deres produkter, og den kan omfatte sponsorater, image og identitet og PR. Ud over at præsentere, hvordan sagen har positivt påvirket målinger relateret til omdømme, opfordres deltagere til også at tage fat på, hvordan disse målinger relaterer sig til virksomhedens forretning og/eller brand, og hvorfor de er vigtige.
Miljø – Mærker
Anerkendelse af mærker med marketingprogrammer, der målbart har ændret publikumsadfærd (B2B eller B2C) mod mere miljømæssigt bæredygtige valg og/eller øget efterspørgsel efter mere bæredygtige produkter og tjenester ved at inkorporere miljøbevidste budskaber i deres markedsføring.
Vis, hvordan effektive marketingprogrammer, der inkorporerer bæredygtige strategier, kan gøre en positiv forskel for brands og for miljøet på en måde, som ikke ville have været tilfældet uden aktiviteten.
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.
Små budgetter
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
Anerkendelse af mærker, der gør verden til et bedre sted ved at bruge kraften i deres marketingplatforme til gode. Denne kategori hylder for-profit brandindsats, der effektivt kombinerer forretningsmål med en social sag (sundhed, uddannelse, samfund, familie osv.) og med succes såvel som målbart relateret, der fører tilbage til virksomhedens overordnede brandstrategi, hvilket resulterer i positiv forretningsmæssig og social effekt.
Vedvarende Succes*
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.
- Du kan vælge mellem 2 underkategorier: Vedvarende succes – produkter eller Vedvarende succes – non profit.
*En separat tilmeldingsformular og forskellige kreative krav er påkrævet for kategorien Vedvarende succes.
Medie idé
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.