Sony wins Grand Prix at Euro Effies

Warc, 18 September 2014

BRUSSELS: A campaign to promote the Sony Playstation PS4 has won the top award at the 2014 EACA Euro Effies, with Audi, Evian and Unilever among the other big name brands to be recognised.

In addition to the Grand Prix award for Sony, a total of six Golds, ten Silvers and seven Bronzes were awarded at the gala event in Brussels, which rewarded marketing communications campaigns that achieved success in two or more European markets.

Warc subscribers can view all the winning entries.

The campaign for Sony Computer Entertainment Europe, created by agencies OMD and 180 Amsterdam, set out to position the PS4 Playstation as the "next generation" console of choice for gamers in France, Spain and the UK.

Unlike previous models, the PS4 was positioned as being for gaming only and focused on digital, with increased activity nearer the launch that included TV and cinema. European sales increased 20% and the PS4 became market leader in the UK.

Unilever, the FMCG multinational, was awarded Gold for a successful campaign to promote its Axe Apollo male grooming product in German-language countries.

Other Gold winners included Evian, the French mineral water brand, German automaker Audi, SSE Riga Alumni Association – the Latvian branch of the Stockholm School of Economics – Hornbach Baumarkt, the German DIY brand, and Expedia, the online travel agent.

Evian was recognised for connecting the brand with youth and had digital consumers particularly in mind, Audi promoted its A3 Sportback marque by appealing to a fast-paced generation of young males, while SSE Riga Alumni Association concentrated on social media to increase engagement and donations.

Hornbach Baumarkt launched a limited edition hammer that created such demand that they were all sold out within just three days in Germany and Austria.

And Expedia, the final Gold winner, used an emotional "travel yourself interesting" campaign to meet the dual challenge of increased competition in the UK while at the same time building brand awareness in France.

Silvers were awarded to Atlantic Grupa, Philips Personal Care, Unilever, Kia Motors Europe, Audi, Procter & Gamble, BMW, Vodafone, Coca-Cola and Lexus Europe.

Meanwhile, Bronzes were taken by Opel, Universal Music, Daimler, GlaxoSmithKline, Procter & Gamble, Ford Europe and Beiersdorf, the personal care company.

Warc subscribers can view all the Gold, Silver and Bronze-winning entries.

Data sourced from Warc