Effie Awards: Whybin\TBWA Sydney takes out Grand Effie for NRMA ‘Car Creation’ plus Agency of the Year; Clems Sydney wins five Gold Effies

The annual Australian Effie Awards, run by The Communications Council, celebrated 22 winning agencies and clients at tonight’s gala Effie dinner in Sydney.

It was a big night for Whybin\TBWA Sydney, which was awarded the prestigious Grand Effie for the NRMA Insurance Car Creation campaign. Proving its effectiveness across several categories, ‘Car Creation’ also took away Gold in ‘Best State’ and ‘Other Services’, while scoring a Silver Effie in the ROI category. 

Clemenger BBDO Sydney scored an impressive five Gold Effies for the Hungry Jack’s ‘Shaking up the category and winning’ submission.

The NRMA ‘Car Creation’ campaign saw a working car built from the parts of cars that were not covered as standard by competitor insurance policies, helping to deliver 3.373 million enquiries to NRMA Car Insurance in the first 8 months following its launch, at an ROI of 129%.

By successfully selling a product at a premium in a highly competitive market, and using advertising to build the value story, this campaign proved to be a classic effectiveness submission. The Effie Judges congratulated this campaign on being clever at every stage, from comprehensive research and auditing to effectively dramatising the product benefit through an ambitious creative idea that delivered impressive results.

Winning not only the Grand Effie, but two Gold, two Silver and three Bronze Effies, Whybin\TBWA Sydney was also honoured as Effective Agency of the Year for exceptional results across four clients: NRMA Insurance, MJ Bale, Taronga Zoo and RaboDirect.

Says Matthew Melhuish, chairman of the Australian Effie Awards: “This awards program is about recognising excellent strategic thinking and bold creative ideas that really pay off – not every category presents an award, and since the Effies began five years ago, the bar for entries has been raised extremely high. It is so inspiring to be exposed to the new and effective strategies demonstrated in this year’s showcase, and I’d like to congratulate all of this year’s winners and finalists on their exceptional achievements.”

The full list of Gold Effie winners by category is as follows –

Retail/Etail

Clemenger BBDO Sydney – Hungry Jack’s – Shaking up the category and winning                 

Food

Clemenger BBDO Sydney – Hungry Jack’s – Shaking up the category and winning

Beverages

Clemenger BBDO Melbourne – CUB – Victoria Bitter- Reviving a dying Australian icon

Other Services

Whybin\TBWA Sydney – NRMA Insurance – Car Creation

Best State Campaign

Whybin\TBWA Sydney – NRMA Insurance – Car Creation

Return on Investment

Clemenger BBDO Sydney – Hungry Jack’s – Shaking up the category and winning

Most Original Thinking

Naked Communications Melbourne – Art Series Hotels – The Overstay Checkout: Overstay you’re welcome

Clemenger BBDO Sydney – Hungry Jack’s – Shaking up the category and winning

Small Budget under $500K

Clemenger BBDO Sydney – Hungry Jack’s – Shaking up the category and winning

In addition to the nine Gold Effies, 12 Silver and 17 Bronze Effies were also awarded. All case studies will be online at www.effies.com.au from tomorrow.

View the full list of winners: Effies 2013 winners.xlsx