BASIC ENTRY INFORMATION ......................................................... 3
SELECT CATEGORY .................................................................... 3
....................... 4
SELECT COUNTRIES .................................................................... 5
CAMPAIGN BACKGROUND & SUMMARY ............................................. 6
OBJECTIVES ............................................................................. 7
COMMUNICATIONS STRATEGY ....................................................... 8
MEDIA ALLOCATION CHART .......................................................... 9
CREATIVE STRATEGY ................................................................ 10
ADDITIONAL INFORMATION ........................................................ 11
EVIDENCE OF RESULTS .............................................................. 12
SAPPI PRINT MEDIA EFFICIENCY AWARD ......................................... 13

You may use this form to prepare your entry but please note that we will only accept online entries. You will therefore need to cut and paste from this form into the online form. Make sure you remain within the allocated word limit.
This case is able to prove beyond any reasonable doubt that the choice and use of the commercial communications for this campaign lead to the campaign’s success.
Campaign Title *
Client name *
Brand name *
* required field.
Entry category:
1. FMCG
3. Pharmaceutical & Healthcare
5. Corporate
7. IT / Telco
9. Leisure & Entertainment
11. Digital
13. Brand Re-vitalisation
15. Small Budget
2. Consumer Goods
4. Automotive
6. Retail
8. Services
10. Pan-European Media
12. Product/Service Launch
14. 360° Integration
16. Long-term Effectiveness
Page 3
EFFIE
®
and EURO EFFIE
®
Draft Entry Form
are registered trademarks of the American Marketing Association New York Chapter, Inc. and are under license to EACA. All rights reserved.

CERTIFICATION OF ENTRY BY CLIENT REPRESENTATIVE
I certify on behalf of that the information submitted for this campaign is true and accurate and that it proves beyond reasonable doubt the effectiveness of the commercial communications elements of the campaign. Entry constitutes permission to be included in EACA promotional material.
Client Officer First Name
Last Name
Position
Company
Email*
Phone
Mobile
The officer of client company will be e-mailed to confirm their certification of this entry.
DECLARATION
This case is able to prove beyond any reasonable doubt that the choice and use of the commercial communications for this campaign led to the campaign’s success. The campaign ran from to
*. A campaign may have started before 2006 and needs to have supporting data from the beginning of the campaign.
Effectiveness can be proven in these markets (minimum 2 to be eligible) please tick appropriate box:
Page 4
EFFIE
®
and EURO EFFIE
®
Draft Entry Form
are registered trademarks of the American Marketing Association New York Chapter, Inc. and are under license to EACA. All rights reserved.

Albania
Armenia
Azerbaijan
Belgium
Bulgaria
Cyprus
Denmark
Finland
Georgia
Greece
Iceland
Italy
Latvia
Lithuania
Malta
Monaco
Netherlands
Poland
Republic of Macedonia
Russia
Serbia
Slovenia
Sweden
Turkey
United Kingdom
SELECT COUNTRIES
Effectiveness can be proven in these markets (minimum 2 to be eligible) please tick appropriate boxes:
Andorra
Austria
Belarus
Bosnia and Herzegovina
Croatia
Czech Republic
Estonia
France
Germany
Hungary
Ireland
Kazakhstan
Liechtenstein
Luxembourg
Moldova
Montenegro
Norway
Portugal
Romania
San Marino
Slovakia
Spain
Switzerland
Ukraine
Vatican City
Page 5
EFFIE
®
and EURO EFFIE
®
Draft Entry Form
are registered trademarks of the American Marketing Association New York Chapter, Inc. and are under license to EACA. All rights reserved.

In 400 words set the scene:
What was the state of the business before the campaign began?
What were the specific challenges and opportunities that the client and/or brand/product faced?
Who were the competitors and what market share did they have?
What did the client want to change and why?
Page 6
EFFIE
®
and EURO EFFIE
®
Draft Entry Form
are registered trademarks of the American Marketing Association New York Chapter, Inc. and are under license to EACA. All rights reserved.

Please state business objectives followed by marketing and/or communications objectives
(these should be clear, concise, measurable (state time frame), achievable yet challenging).
Preference will be given to business objectives which state sales, share or profit targets. (100 words):
Page 7
EFFIE
®
and EURO EFFIE
®
Draft Entry Form
are registered trademarks of the American Marketing Association New York Chapter, Inc. and are under license to EACA. All rights reserved.

Your communications strategy will need to demonstrate, beyond any reasonable doubt, that your choice and use of commercial communications were the reason for your campaign’s success.
What were the media mix and weighting, and why?
Give some indication of the size of your media budget in relation to your competition and versus each year the campaign has run.
Define the target audience. At whom was the campaign directed? Why was this target selected?
Provide an appropriate profile of the target.
(700 words)
Page 8
EFFIE
®
and EURO EFFIE
®
Draft Entry Form
are registered trademarks of the American Marketing Association New York Chapter, Inc. and are under license to EACA. All rights reserved.

Complete the media section by indicating :
All media used in this campaign (even those not included in the Euro Effies entry) materials).
% of total budget % of total budget
Broadcast Media
Television
Radio
Branded Content
Print Media *
Newspaper
Pan-European press
Trade/professional Magazines
Consumer Magazines
Point-of-sale
Direct Mail (letters/flyers)
Interactive/online Other
Digital Specify :
Total Commercial Communications Expenditure please tick the appropriate box:
Under €5m €5m to under €10m
€10m to under €20m €20 million and over
3 Major Competitors’ Commercial Communications Expenditure:
Competitor Name Expenditure
1.
2.
3.
*If Print Media represents 40% or more of the total measured budget of your campaign
(excluding production costs), your entry is eligible for the Sappi Print Media Efficiency Award, a special Effie Award that supports the efficiency of print in integrated marketing communications.
Total Commercial Communications Expenditure please tick the appropriate box:
Page 9
EFFIE
®
and EURO EFFIE
®
Draft Entry Form
are registered trademarks of the American Marketing Association New York Chapter, Inc. and are under license to EACA. All rights reserved.

Describe the strategy upon which the commercial communications are based. What was the message you wanted to communicate? Why was this message chosen? What insight about the target audience or marketplace led to this strategy?
(400 words)
Page 10
EFFIE
®
and EURO EFFIE
®
Draft Entry Form
are registered trademarks of the American Marketing Association New York Chapter, Inc. and are under license to EACA. All rights reserved.

Use this space to provide any further information to support your entry
(100 words max.)
Page 11
EFFIE
®
and EURO EFFIE
®
Draft Entry Form
are registered trademarks of the American Marketing Association New York Chapter, Inc. and are under license to EACA. All rights reserved.

Results are vital to the evaluation of the campaign’s success and should help prove beyond any reasonable doubt that the choice and use of commercial communications led to the campaign’s success.
The final decision of the jury on the EACA Euro Effies 2007 will be based on two components: effectiveness (80%) and creative realisation (20%).
Please read the on-line tutorial to see what constitutes a winning entry and how effective
Evidence of Results can help your entry to win.
To effectively prove a campaign’s commercial success the Evidence of Results should:
Clearly demonstrate that it reached or exceeded the objectives. A mere correlation between objectives and results will not be sufficient.
Use visuals such as graphs or supporting information to effectively demonstrate the attained growth – graphs must be readable and easy to follow. Ensure that typefaces are large enough.
Demonstrate results per country as well as pan-European results.
Include an introduction (summary) and conclusion in your Evidence of Results to emphasise the point in which you prove effectiveness.
State the reference of all data sources. This could be advertiser data, agency research or thirdparty research companies. Agency names should NOT be mentioned. If your agency is the source of your research, reference ‘Agency Research’. Not referencing a source will result in disqualification.
The jury reserves the right to verify the information and sources.
Page 12
EFFIE
®
and EURO EFFIE
®
Draft Entry Form
are registered trademarks of the American Marketing Association New York Chapter, Inc. and are under license to EACA. All rights reserved.

The Sappi Print Media Efficiency Award recognizes the effective use of print in a campaign
(www.sappi.com/sappiweb).
To be eligible your campaign must:
1.
Have at least 40% of its media budget allocated to print
2.
Complete the additional information below
1. Explain & evaluate the strategic role of print in the media mix and the insight that led to including print as an important medium to achieve the given objectives. (500 words)
Page 13
EFFIE
®
and EURO EFFIE
®
Draft Entry Form
are registered trademarks of the American Marketing Association New York Chapter, Inc. and are under license to EACA. All rights reserved.

2. Discuss the rationale used to justify the balance between cost efficiency and expected effectiveness. (500 words)
Page 14
EFFIE
®
and EURO EFFIE
®
Draft Entry Form
are registered trademarks of the American Marketing Association New York Chapter, Inc. and are under license to EACA. All rights reserved.

3. Explain the role of non-measured print media in the effectiveness and efficiency of the campaign through contact, response, conversion and cost. (500 words)
Page 15
EFFIE
®
and EURO EFFIE
®
Draft Entry Form
are registered trademarks of the American Marketing Association New York Chapter, Inc. and are under license to EACA. All rights reserved.

4. Demonstrate via sales and/or other marketplace data relevant to the objectives, the unique contribution of print media in achieving the results of the total campaign. (500 words)
Page 16
EFFIE
®
and EURO EFFIE
®
Draft Entry Form
are registered trademarks of the American Marketing Association New York Chapter, Inc. and are under license to EACA. All rights reserved.