Effie Switzerland Awards 2024: Gold for Farner, Thjnk and TBWA

The Effie Awards Switzerland are organized by Leading Swiss Agencies, the association of Switzerland's leading communications agencies, and recognize the most effective marketing campaigns of the past two years. For this year's edition, 59 jury members selected 34 outstanding campaigns as finalists in the first round of judging. m&k was there and gained various insights from the jury (Markt-kom.com reported).

From these 34 campaigns, 20 jurors have now awarded a total of 24 campaigns with metal in the second round of judging. The judging took place under the direction of jury president Peter Felser and the Effie management.

Which 24 campaigns have won is revealed m&k currently in various stages. The 2024 winners will be celebrated at the award show on November 13.

Now that all the bronze and silver winners and two gold winners have been announced, three more gold winners are being announced today. They are Team Farner with Islam Alijaj, Thjnk Zurich for Denner and TBWA Switzerland for McDonald's.

History Writing (Activation category)

Islam started from a hopeless position on the list. Thanks to his campaign, he was accumulated by around 10,000 more voters than his direct competitors and was elected. 

Political inclusion communication often relies on pity and is therefore not successful. The aim of our campaign was therefore not to show Islam as a person with disabilities and at the same time to empower people with and without disabilities to support him in the election campaign. In the end, Islam was sensationally elected to the National Council with 95,000 votes, giving the issue of inclusion unprecedented attention in Switzerland.

Client: 

Lead agency:  Farner / Team Farner

Denner - Image campaign on value for money (Brand Image category)

The campaign is remembered (45 percent), strengthens brand sympathy (65 percent) and preference (46 percent) and increases customer frequency (+5.2 percent vs. previous year) and net sales (+5.4 percent vs. previous year).

The year 2023 brings with it a challenging economic situation. Money will be tighter and purchases will be more considered. Denner is seizing this moment and showing people how they can afford to live well despite difficult times. The moving image tells the humorous story of an elderly lady who has her best days financially behind her but is still living her best life thanks to Denner. The poster and print subjects show the favorite products of the Swiss literally reduced and discounted. In this way, Denner's value for money is staged in a channel-appropriate way. The campaign remains in people's minds, strengthens the brand in terms of appeal and preference, attracts more people to the stores and boosts sales disproportionately.

Client: Denner AG

Lead agency: thjnk Zurich AG

Other agencies / companies: JBW Media AG

Chicken McNuggets of Love (Activation category)

Chicken McNuggets of Love", which were available individually for a short time, were the strongest sales month (+10.5%) in the snack category in the history of McDonald's Switzerland.

On their 40th anniversary, Chicken McNuggets were in the spotlight. Although no product is as synonymous with sharing as Chicken McNuggets, the number of nuggets was often not enough for the number of people sharing them. In the anniversary campaign, individually available "Chicken McNuggets of Love" were presented as a solution and the perfect sharing with friends or family was made possible for a short time. The enthusiasm for the nuggets was not limited to national borders (+25% Chicken McNuggets sold, McDonald's Switzerland's strongest snack sales month ever), the Nugget of Love even made it into the US news (CHF 960,000 earned media, dozens of media reports worldwide).

Client: McDonald's

LEAD AGENCY: TBWA\ Switzerland AG

Other agencies / companies: OMD Switzerland AG

This article originally appeared on markt-kom.com - https://www.markt-kom.com/de/markom/awards/effie-switzerland-awards-2024-gold-fuer-farner-thjnk-und-tbwa/