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
CATEGORÍAS DE LA INDUSTRIA
Introducción de un nuevo producto o servicio
Esfuerzos utilizados para introducir un nuevo producto o servicio que no es una extensión de la línea. Se requiere que los productos nuevos o los productos nuevos de una nueva categoría ingresen a esta categoría en lugar de a su categoría industrial. Aborde la situación de la categoría y describa cómo su producto o servicio era nuevo y la situación a la que se enfrentó como resultado de su novedad. Por ejemplo, ¿qué era específicamente nuevo? ¿Por qué era importante la novedad? Demuestre cómo abordó este desafío de manera estratégica y creativa y qué resultados se convirtieron en el efecto directo de la actividad.
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?
No lucrativo
Organizaciones sin fines de lucro de todo tipo, incluidas las de beneficencia, sociales, cívicas, de defensa, comerciales, de intereses especiales, religiosas, etc. Incluye campañas de afiliación, reclutamiento, recaudación de fondos, etc. Explique el contexto y el desafío y demuestre cómo los abordó de manera estratégica y creativa y qué resultados se convirtieron en el efecto directo de la actividad.
Industry specifics
Para reconocer el marketing eficaz de productos y/o servicios para marcas y empresas que operan en una industria en particular:
Automotor
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.
Bienes de consumo y telecomunicaciones
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.
Entretenimiento, deporte y ocio
Esta categoría incluye una amplia variedad de productos y servicios relacionados con el entretenimiento, la cultura, el deporte y el ocio. Abarca opciones de entretenimiento como aplicaciones, películas, programas de televisión, contenidos online y de radio, libros, música, DVD, juegos, juguetes, cómics, podcasts y más. También abarca ofertas culturales y artísticas, incluyendo representaciones teatrales, museos, organizaciones musicales, ciclos de conciertos, festivales culturales, festivales de teatro y otros eventos culturales. Además, esta categoría incluye todas las actividades relacionadas con el deporte, incluidos eventos deportivos, equipos deportivos, patrocinios deportivos, así como servicios y productos vinculados a las aficiones, la recreación y el ocio.
Bienes de consumo de rápido movimiento
Bienes de consumo de rápido movimiento, como alimentos, bebidas, artículos para el hogar, suministros de oficina, productos de cuidado personal, productos para el cuidado de mascotas y otros artículos de consumo masivo que se consumen o utilizan con frecuencia.
Finanzas
Productos y servicios financieros, incluida la imagen corporativa/de marca general y las capacidades de una institución financiera, o productos o servicios específicos (incluidas cuentas corrientes y de ahorro, tarjetas de crédito/débito, tarjetas de recompensa/fidelidad, planificación financiera, servicios de pago móvil, fondos de jubilación, inversiones, banca desde casa, préstamos, hipotecas, fondos mutuos, productos de seguros, aplicaciones bancarias, 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.
Salud y bienestar
Productos y servicios de salud y bienestar que pueden ser adquiridos directamente por un consumidor con o sin la participación de un médico. Las iniciativas también pueden estar dirigidas a médicos o profesionales de la salud. También se incluyen trabajos relacionados con seguros de salud, servicios de atención médica y dental.
Internet & Telecom (new)
Mobile network providers, high speed internet access services, online services, bundled communications (internet, telephone, and TV), etc.
Minorista
Abierto a todas las empresas minoristas, de venta por correo o por Internet que vendan productos generales o específicos. Por ejemplo, grandes almacenes, minoristas en línea, tiendas de ropa, moda, zapatos o joyas y minoristas de alimentos, librerías y cines, minoristas de descuento o al por mayor, tiendas de cuidado de mascotas, jugueterías, tarjetas de felicitación, tiendas de artesanía, etc. También incluye marcas de moda y diseñadores que venden directamente al consumidor, como diseñadores de ropa, joyas, bolsos, accesorios, zapatos y gafas.
Transporte, viajes y turismo
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.
ESPECIALIDAD CATEGORÍAS
De empresa a empresa
Esta categoría está destinada a actividades de marketing de empresas dirigidas a otras empresas. Pueden participar casos de negocio a negocio de cualquier tipo de producto o servicio de cualquier segmento del mercado. Los participantes deben demostrar claramente qué resultados se lograron gracias a la actividad presentada.
Contenido de marca y entretenimiento
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. Nota: Los jueces esperarán comprender por qué se eligió el contenido de marca como táctica.
Reputación corporativa
Esta categoría es para casos que promueven corporaciones, no exclusivamente sus productos, y puede incluir patrocinios, imagen e identidad y relaciones públicas. Además de presentar cómo el caso afectó positivamente las métricas relacionadas con la reputación, se alienta a los participantes a abordar también cómo se relacionan estas métricas con el negocio y/o la marca de la corporación, y por qué son importantes.
Medio ambiente – Marcas
Reconocer marcas con programas de marketing que han cambiado de manera medible el comportamiento de la audiencia (B2B o B2C) hacia opciones ambientalmente más sustentables, y/o han aumentado la demanda de productos y servicios más sustentables al incorporar mensajes ambientalmente conscientes en su marketing.
Demuestre cómo los programas de marketing efectivos que incorporan estrategias sustentables pueden marcar una diferencia positiva para las marcas y para el medio ambiente de una manera que no habría sido posible sin la actividad.
Relaciones públicas/Asuntos públicos
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.
Presupuestos pequeños
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.
Bien social – Marcas
Reconocimiento a las marcas que están haciendo del mundo un lugar mejor utilizando el poder de sus plataformas de marketing para el bien. Esta categoría celebra los esfuerzos de las marcas con fines de lucro que combinan de manera eficaz los objetivos comerciales con una causa social (salud, educación, comunidad, familia, etc.) y que relacionan de manera exitosa y mensurable esa causa con la estrategia de marca general de la empresa, lo que da como resultado un impacto social y comercial positivo.
Sostenido Éxito*
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.
- Tienes la opción de elegir entre 2 subcategorías: Éxito sostenido – Productos o Éxito sostenido – Sin fines de lucro.
*Se requiere un formulario de inscripción independiente y diferentes requisitos creativos para la categoría de Éxito sostenido.
Idea de medios
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.