Eligibility
Any and all marketing communications efforts, whether full campaigns or unique efforts within a campaign are eligible to enter. Retail experience, viral, buzz, direct mail, PR, Radio, TV – any one or any multiple combination of mediums – any examples of work that demonstrate how you tackled your client's objectives can be entered. To enter, you must detail the "why" behind the strategy and provide proof that your work achieved the results you were hired to produce.
Only campaigns that have run in one or more of the qualifying markets in Asia Pacific may enter in the competition:
Afghanistan, Australia, Azerbaijan, Bangladesh, Bhutan, Brunei Darussalam, Cambodia, China, Cook Islands, Fiji, French Polynesia, Hong Kong, India, Indonesia, Japan, Kiribati, Korea, Laos, Malaysia, Maldives, Marshall Islands, Micronesia, Mongolia, Myanmar, Nauru, Nepal, New Caledonia, New Zealand, Niue, Pakistan, Palau, Philippines, Samoa, Singapore, Solomon Islands, Sri Lanka, Taiwan, Thailand, Timor-Leste, Tonga, Tuvalu, Vanuatu and Vietnam.
Qualifying period - 1 October 2020 to 31 December 2021
Your case must have made an impact during this time period and the results you provide must be within this time frame.
Refer to the Entry Kit for the complete information.
Deadlines & Fees
2022 APAC Effie Competition:
|
Entry Deadlines |
Materials Submission Deadlines |
Entry Fees (SGD) |
| 1st Deadline |
7 Feb 2022 |
18 Feb 2022 |
$ 900 |
| 2nd Deadline |
21 Feb 2022 |
4 Mar 2022 |
$ 1,250 |
| 3rd Deadline |
7 Mar 2022 |
18 Mar 2022 |
$ 1,600 |
| 4th Deadline |
21 Mar 2022 |
1 Apr 2022 |
$ 1,950 |
| Last Chance (NEW) |
28 Mar 2022 |
6 Apr 2022 |
$ 2,300 |
Cut-off time on all deadlines is at Singapore Time 2100 hrs.
Categories
Entrants may select to enter their cases into Single Market or Multi-market categories or both.
Single Market Categories - choose one market with the strongest results to feature
Multi-market Categories - for cases that have run across two or more markets in Asia Pacific.
Entrants may enter the same case into a maximum of four categories with no more than one Industry category in the Single Market Categories.
Example: 1 Industry category + 3 Specialty Categories, or 4 Specialty Categor
Note: Refer to the Entry Kit for detailed Category Definitions.
Single Market Categories
| Industry Categories |
Specialty Categories |
| Automotive |
Asia Pacific Brands |
| Beauty & Wellness |
Experiential Marketing - Products (RENAMED) |
| Beverages - Alcohol |
Experiential Marketing - Services (RENAMED)
|
| Beverages Non-Alcohol |
Brand Revitalisation |
| Consumer Electronics and Durables |
Branded Content |
| Delivery Services (NEW) |
Branded Utility |
| Finance (REVISED) |
Business-to-Business
|
| Food |
Carpe Diem - Products
|
| Government / Institutional |
Carpe Diem - Services
|
| Healthcare |
Corporate Reputation
|
| Household / Home Products & Services |
Crisis Response / Critical Pivot - Products |
| Insurance (NEW) |
Crisis Response / Critical Pivot - Services
|
IT / Telco
|
Data-Driven (REVISED)
|
Media, Entertainment & Leisure
|
David vs Goliath
|
Restaurants
|
Engaged Community (REVISED) |
Retail
|
Events (REVISED) |
Travel / Tourism
|
Influencer (REVISED)
|
Other Products & Services
|
Marketing Disruptors (REVISED)
|
New Products & Services - Introduction (REVISED)
|
Media Ideas
|
New Products & Services - Line Extension (NEW)
|
Media Innovation
|
|
Media Content Partnership
|
|
Seasonal Marketing
|
|
Shopper & e-Commerce Marketing
|
| |
Short Video Marketing
|
|
Small Budget - Products (REVISED)
|
| |
Small Budget - Services (REVISED)
|
| |
Social Media Marketing
|
| |
Sustained Success |
| |
Youth Marketing |
| |
|
| |
Positive Change |
| |
Positive Change: Environmental - Brands
|
| |
Positive Change: Environmental - Non-Profit |
| |
Positive Change: Social Good - Brands - Products |
| |
Positive Change: Social Good - Brands - Services |
| |
Positive Change: Social Good - Non-Profit |
Multi-market Categories
| Multi-Market Products |
| Multi-Market Services |
Judging Criteria
The Jury is made up of some of the brightest and most experienced business leaders - CEOs, marketers, strategists, creative directors, media and research professionals. Entries are judged in two phases. The highest scoring cases from Round One will go to the Final Round. In both rounds, all elements of an entry – written case and creative elements – are judged and scoring is done anonymously and confidentially.
Scoring Criteria
Judges evaluate a case's effectiveness using the following scoring system:
| Challenge, Context & Objectives |
23.33% |
| Insights & Strategic Idea |
23.33% |
| Bringing the Idea to Life |
23.33% |
| Results |
30% |
| |
100% |
The judges' scores determine the finalists and winners. A minimum score is required to be eligible for finalist status or for an award (gold, silver, bronze).
It is possible that a category may produce one, two, three or four winners at any level or perhaps no winners at all.
Grand Effie Award
The Grand Effie is determined from among the top winning cases based on a consensus vote by the Grand Jury. (Because of the unique time period of the category, Sustained Success winners are not eligible for the Grand Effie Award.) The Grand Effie may or may not be awarded.
Special Awards
Special Awards cannot be entered and are awarded based on summation of points obtained from the Grand Effie, Gold, Silver, Bronze Awards won and finalist entries at the APAC Effie Awards 2020 only.
Agency of the Year Award
An agency is considered a single agency office located in a specific city. Each office is recognised as an individual agency.
Independent Agency of the Year Award
Agencies that are not majority-owned by a holding company are categorised as “Independent
Agency Network of the Year Award
Agency network and holding company affiliations have been provided by the entrant, supplied by the official worldwide Effie partner or identified through research of key industry resources.
Brand of the Year Award
The Brand refers to the product or service the campaign is promoting.
Marketer of the Year Award
Client network and company affiliations have been provided by the entrant, supplied by the official worldwide Effie partner or identified through research of key industry resources.
Points System
Lead Agencies, Brands & Marketers receive:
Grand Effie - 12 points
Gold - 8 points
Silver – 6 points
Bronze – 4 points
Finalist – 2 points |
Contributing Agencies receive:
Grand Effie - 6 points
Gold - 4 points
Silver – 3 points
Bronze – 2 points
Finalist – 1 point
|
When multiple agency offices are credited on a single winner/finalist record, agency networks and holding companies will receive only one set of points towards their respective ranking.
If a gold winner becomes the Grand Effie, the Gold points will not be counted. It will only be awarded 12 points.
Note: Winners of the Agency, Agency Network, Independent Agency, Brand, and Marketer of the Year Awards do not receive points in the Effie Effectiveness Index.
All decisions on winning results made by the Jury and the Organiser are final.