A weak submission could be why Break Up didn’t make Creative Effectiveness shortlist, says the agency’s ECD
An inadequately crafted submission could explain why the NAB Break Up campaign didn’t make the shortlist in the Creative Effectiveness category at Cannes, the agency’s creative chief Ant Keogh has suggested.
Clems Melbourne’s Break Up campaign won the PR grand prix at Cannes last year, and was tipped to do well in the effectiveness category last week by Euro RSCG’s creative director Steve Coll, who won the award before with his previous agency, AMV BBDO.
“I can’t say why Break Up didn’t make the cut. But it could be because of our submission,” Mumbrella was told by Keogh, who judged the Press Lions last year.
“There is obviously a craft to writing an effectiveness paper, and that could have played a part in why the campaign is not on the shortlist,” he said.
Why is it in this year’s award and not last?
Does the effectiveness category have a more extensive submission period?
As for the quality of the paper, seems strange that a campaign that has been so well regarded a shows around the world wouldn’t have a pretty solid effectiveness paper in the files somewhere. Someone must have really screwed up there.
perhap it was because the campaign was creative but ultimately ineffective and didnt stimulate the natural switching that occurs anyway
while a bit of fun it was never a long-term strategic position given that consumers simply don’t believe the central proposition that any of the big banks are different – and that proposition is routinely contradicted by the banks own behaviour
perhaps we’re finally getting beyond the spin that surrounded this campaign and into the truth of its success, or otherwise
Sour grapes?
Archie, I think you’ve hit the nail on the head.
To answer the first question effectiveness awards always lag as you have to gather and analyze the data post campaign, run the econometric models to isolate advertising effect (vs. external factors – so you’re not claiming kudos for extra ice cream sales just as summer hits for example) and get a whole raft of client approvals (clients are sensitive about their sales and brand data going out there.) All take him, hence the lag.
I don’t have the results on Break Up but I imagine that there was an effect on enough measures (even if it was “I’d consider switching”) to make a case for the campaign – which probably leaves the writing. Effectiveness papers are tricky and there is a language that gets you in. In the UK the IPAs get planners used to writing 50 page cases, in the US the Effies get you down to 4 pages… perhaps the lack of a strong, consistent, local effectiveness awards program has hampered Australian planners?