2013 HEINEKEN USA PSA CHALLENGE: FAQS
CONTACTING COLLEGIATE EFFIE
Q: How do I contact Collegiate Effie?
A: You can reach us at collegiate@effie.org or by calling 212-687-3280 ext. 240.
Q: Where can I follow Collegiate Effie online?
A: Stay connected by following us on Twitter http://www.twitter.com/CollegiateEffie
Or by “liking” our Facebook page http://www.facebook.com/CollegiateEffie
ENTERING THE COMPETITION
Q: When is the entry deadline?
A: The entry deadline for the 2013 HEINEKEN USA PSA Challenge is March 28th.
Q: What do I need to enter the competition?
A: All entry materials can be found on our website: http://effie.org/collegiate/psa/2013
Entrants must be at least 21 years of age (as of January 1, 2013) and enrolled in an accredited U.S.
university. This includes graduate students enrolled in portfolio programs, as well as undergraduate
students.
Q: How many people are allowed on a team? Do I have to be part of a team to enter, or can
I enter by myself?
A: Teams wishing to enter the 2013 PSA Challenge cannot exceed 3 members. You are also welcome
to enter as an individual.
Q: Are international students allowed to enter the competition?
A: International students are eligible if they have a valid Student Visa and are considered temporary
residents of the United States.
Q: Can I enter the competition with a student from another university?
A: Yes, as long as you both are at least 21 years old (as of January 1, 2013) and enrolled in an
accredited educational institution.
Q: I have a paid internship at an advertising agency. Can I still compete in the competition?
A: Yes, you are still eligible.
Q: Do you require that we submit photo releases for individuals in our presentations along
with our entry?
A: All team members will be required to sign a release and liability waiver. However, we do not
require photo releases for non-team members used in the creative.
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2013 HEINEKEN USA PSA CHALLENGE: FAQS
JUDGING
Q: As a young professional, what are some qualities that are exhibited in a winning idea?
A: As far as the Big Idea on the entry form, it’s the core idea that will lead to your communications
strategy. How you get to this idea will be based on the research that your team conducts.
Remember: you are trying to address a challenge set forth by the client. Figure out why the
challenge is a challenge and address this in the strategic communications challenge section.
In addition to your target audience, you should also research and understand the Heineken brand.
Every section on the entry form should have a clear linkage, and the creative reel should
support/complement this.
For more insight on what makes a winning idea, please check out our Tips from the Pros to review
feedback from past judges.
Q: How long does the average judge spend examining proposals?
A: Judging is conducted as a group, but scored individually and confidentially. Judges evaluate the
entry form and creative reel as a whole.

First, judges will read the brief/entry form (8 minutes or so).

Next, judges watch the creative reel (4 minutes max).

Then the judges have a candid discussion about the work.

Finally, the judges privately determine their individual score.
Q: How will my case be scored?
A: Judges will evaluate how effectively your campaign addresses the following:
1.
2.
3.
4.
Strategic Challenge, Target Audience Insight & Objectives (Questions 1a, 1b, 1c) – 23.3%
Idea (Questions 2a, 2b) – 23.3%
Bringing the Idea to Life (Questions 3a, 3b) – 23.3%
Measures of Success/Results Methodology (Question 4) – 30%
Judges will also have the option to flag each entry that they consider finalist worthy. These are called
“finalist flags.” These flags indicate to HEINKEKEN USA that your submission should strongly be
considered for the next round of review. However, HEINEKEN USA must ultimately approve all
finalists.
Q: How are finalists determined?
Based on judges’ scores and finalist flags, top scoring entries and entries with the most finalist flags
are recommended to HEINEKEN USA. The score cutoff varies from year to year. Typically, three to five
submissions are recommended to HEINEKEN USA.
Q: Approximately how many entries do you receive each year?
A: We do not disclose the amount of entries we receive.
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2013 HEINEKEN USA PSA CHALLENGE: FAQS
JUDGING (CONTINUED)
Q: Would a team be disqualified if a member of the target audience who is sourced in your
primary research is an employee of a beer distribution company (that sells Heineken)?
A: No. This is not a reason for disqualification.
WEBINARS
Q: If I am unable to attend a webinar, will the information be available afterward?
A: Absolutely. Webinar decks are posted on our tips page: http://www.effie.org/collegiate/Tips
To listen to previous webinar recordings, please visit our YouTube page:
http://www.youtube.com/CollegiateEffie
HEINEKEN USA BRAND
Q: Where can I download HEINEKEN USA logos?
A: HEINEKEN USA logos can be downloaded under the “Brand Guidelines” section of the 2013 PSA
Challenge page on our website: http://www.effie.org/collegiate/psa/2013
Q: Are we allowed to alter HEINEKEN USA logos to fit with our campaign’s theme?
A: No. Please do not manipulate HEINEKEN USA logos. Use of unauthorized logos will result in
disqualification.
Q: Are we allowed to contact HEINEKEN USA directly?
A: Please do not contact HEINEKEN USA directly. Email collegiate@effie.org with questions and we will
get the answers for you.
Q: What is the Beer Institute Marketing Code?
A: The Beer Institute Advertising and Marketing Code is a set of guidelines created to help advertisers
generate responsible advertising. HEINEKEN USA requires that you read through these guidelines, as
well as HEINEKEN USA’s Rules of Responsible Communications.

The Beer Institute Advertising and Marketing Code:
http://www.beerinstitute.org/tier.asp?bid=249

HEINEKEN USA Rules of Responsible Communications:
http://www.heinekeninternational.com/alcohol.aspx
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2013 HEINEKEN USA PSA CHALLENGE: FAQS
ENTRY FORM
Q: How many pages can the entry form be? Can we delete instructions?
A: The entry form may not exceed 5 pages and is not to be altered in any way. Questions/instructions
serve as a guideline for both entrants and judges and are not to be deleted. Please note that
unanswered questions will result in disqualification.
Q: What is the required writing style? MLA? APA?
A: You are free to use the writing style of your choice. However, we strongly urge you to proofread
your work. Grammatical errors, spelling mistakes, and typos are one of the top reasons for judges to
give a case a low score.
Q: How should research, data, and facts be referenced in the entry form?
A: All data should be cited at the bottom of each page using footnotes. Please do not submit additional
pages for references. NOTE: Providing data or facts that do not have a source will result in
disqualification.
Q: If we conducted a focus group, how should they be referenced?
A: Although students are allowed to reference focus groups in the reel, most of the research would be
incorporated into the entry form. This information can be interweaved in the entry form where
necessary (should include number of participants/description of group), or can be referenced with
footnotes. (Focus Group Study: Description (#participants, relevant info: age/ethnicity/gender)
Q: Who owns the ideas that are being submitted?
A: All entry materials become property of the Effie Awards & HEINEKEN USA and will not be returned.
By entering your work into the competition, you grant the Effie Awards & HEINEKEN USA the right to
make copies, reproduce or display the marketing communications material, including the 4-minute
video, for educational and publicity purposes.
Q: Can you elaborate on the objective section of the strategic brief? What exactly are you
looking for?
A: Objectives are essentially the goals of your campaign. What are you trying to achieve? Objectives
should be based off the insight you discovered after researching your target audience. Be sure to
explain and justify your objectives and illustrate how they relate to the target audience.
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2013 HEINEKEN USA PSA CHALLENGE: FAQS
CREATIVE REQUIREMENTS
Q: How many creative executions do we need to submit?
A: All entries must feature at least three (3) different creative executions using digital media (such as
internet advertising, mobile phones, etc.) and at least one (1) social media execution is required.
Q: Is there a limit to the amount of different media channels we’re allowed to incorporate?
A: No, there is no limit to how many different media channels you incorporate as long as they are
impactful for the campaign.
Q: Do students have to produce a Radio or TV PSA as part of the challenge?
A: No. Radio & TV spots are NOT required to be submitted.
Q: What is the creative reel? Is it required?
A: Yes, the creative reel is required. The purpose of the creative reel is to show how the idea was
brought to life (i.e., showcase the creative work). To provide context, entrants are allowed to provide
set-up information on the reel to provide context. However, the reel should not become a video
version of the entry form. Rather the reel should support/complement the entry form – particularly
questions #3. (How did you bring the idea to life?) and #3a. (What channels did you
use?) Judges evaluate the work as a whole (entry form + creative reel). Check out the
creative reels from Collegiate Effie winners on our YouTube channel.
Q: Are there specifications for the creative reel?
It may not exceed 250MB or 4 minutes in length, and it must be a .mov/mpeg format. If you have
trouble with the format, try converting via www.zamzar.com, or contacting emailing
collegiate@effie.org.
Q: Are storyboards acceptable?
A: Yes. Storyboards may be used to show judges how the Big Idea was brought to life. Storyboards
must be included on the creative real and judges should be able to clearly understand the overall idea
and creative concept being proposed.
Q: Do judges expect commercial-quality videos from students? Are there set guidelines for
quality?
A: Judges are aware that they are evaluating the work of students and therefore do not expect
commercial-quality videos. If you have not already done so, check out last year’s winners on
www.youtube.com/Collegiateeffie
Q: Do we have to submit individual samples of work that is featured on the creative reel?
A: You are welcome to submit samples. However, this is NOT required. If you choose to submit
individual samples of your work (such as screenshots of webpages, print ads, etc.) you may do so via
the online entry system or by mailing in hardcopies, which will allow judges to view your work up
close.
Q: Can we use stock music or images on the creative reel?
A: Yes. You are welcome to use stock music and/or images as long as you have the rights to them.
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