This category will reward the campaign that achieved the most against its stated targets. Results play a critical part in the judges’ evaluation, where figures showing the campaign’s direct impact on sales will be compelling, though other ROI metrics will be considered. Positive uplift against business targets rather than campaign metrics will be most favoured. The Effectiveness Award is open to all campaigns, whether consumer or corporate, and judges will consider the size and difficulty of the aims of the campaign or the changing nature of the challenge when making their decision.
This category will allow a two-year eligibility period, with campaigns that ran between 1st October 2016 and 31st October 2018 eligible for entry.