EFFIES 2010 case study presentations concludes, best entries to win on 7th Dec'10

Effies 2010 organised by Ad Club Bombay, saw about eighty one impressive case study presentations that were held over two days, the 3rd and 4th of December at Welingkar Institute of Management auditorium. Agencies presenting the case studies included Lowe Lintas, Mudra Group, JWT, Draftfcb Ulka, Bates 141, McCann Erickson, Dentsu Communications, Grey India, Rediffussion Y & R , Publicis Ambience, Creativeland Asia and Contract Advertising. It was a complete people's choice where the audience was asked to vote for the best case study presentations and no other jury member was present. Effies essentially judge the effectiveness of a campaign and is an annual event.

The case studies were presented in innovative and unconventional manner, keeping the audience hooked till the very end. Lowe India presented Fair and Lovely ' Winter fairness cream and Clinic Plus ' Mere lambe baal kyun nahin?, dwelling into the challenge of establishing these products in a difficult competitive circumstance and using emotion to capture the success of the same by presenting notable figures.

Draftfcb+Ulka's Tata Docomo ' Dare to Do the new and every second counts presentations were elaborately presented where they explained the challenge of breaking into a cluttered market and beating competition. The presentations were pepped with their jingle sung by the team.

Ogilvy India's cases on Moochwalis for Fevicol and The Fastest Indian were applauded appreciatively. Bajaj Pulser was established in the market as a fast bike in a humourous exaggerated commercial along with other strategies breaking into the fear of speed in this market.

McCann Erickson presented the Pears ' Masoom case study, dwelling upon the challenge of re-branding the product in its new packaging.

Bates 141 Virgin Mobile campaign presentation saw a lot of excitement and laughter as the characters from the TVC had come live and presented the case in the same fun and mischievous manner, taking digs at the other as is seen in the TVCs.

Mudra group's presentation of Volkswagen and 3 Idiots were elaborate, distinctly explaining the challenges and the ways they countered it and finally by producing the numbers, thus showing the effectiveness of the same. Volkswagen was introduced to the market as a vehicle that was stylish and appealing even to the feminine segment of the market. 3 Idiots' biggest challenge was to cross over Ghajini's opening numbers which was done through extensive campaigns on various platforms.

JWT India presented its case on Lux in the Consumer Products - Cosmetics and Toiletries category, on how it managed to recover the lost magic amongst housewives in small town India. They presented at length the research insights that help them develop this concept.

BBDO presented their campaign case study for Gillette Mach3. The agency for the men's shaving brand launched 'WALS', or the 'Women against Lazy Stubble' drive. They derived insights from Nielson surveys which said that women prefer men to be clean shaven. They launched a massive campaign with outdoor initiatives where at a venue around 2000 men were shaved in an open area. Mach 3,with its reduced price saw amazing sales. The BBDO team shaved a volunteer from the audience as they presented their case, showing exactly how it was done.

Lowe Lintas' Knorr Soups ' Tummy bhi Khush Mummy bhi Kush campaign was presented by explaining the challenge that though Indians were foodies, soups are not a conventional option for one when hunger strikes.

The final award ceremony will be held on 7th December, where the winners will be felicitated. | By Janees Antoo [janees(at)adgully.com]

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