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GERMANY – 2013 Effie Awards: silver for Hagen Invent

GERMANY – 2013 Effie Awards: silver for Hagen Invent

The GWA (German Association of Communications Agencies) held its 32nd

ceremony to honour the most efficient German marketing campaigns in

November 2013, awarding Effies in gold, silver and bronze. The experts for live

communication at Hagen Invent were some of the happy recipients of the

‘advertising Oscars’, being nominated for Toyota’s ‘Hybrid Summer, alongside

agencies KPP Event, Saatchi & Saatchi Düsseldorf and Zenithmedia. The panel

of judges, which comprised experts from advertising companies, agencies, the

media and market research institutes, awarded a silver Effie for the successful

marketing of the Toyota Yaris Hybrid launch event.

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To tie in with the Germany-wide ATL campaign by Saatchi & Saatchi Düsseldorf, Hagen Invent came up with its cross-media ‘I love hybrid’ campaign, which

enabled people around Germany to experience the unmistakeable feeling of

driving a hybrid, along with the fun and lifestyle that go with it. The wide-ranging

live communication measures effectively charged the high-tech topic of hybrid

vehicles with emotion. Broad social media and public relations activities also tied

in beautifully with the retail marketing and ATL campaign, with the national ‘I love

hybrid’ roadshow and the ‘VIP taxi rides’ supported by celebrities such as Jan-
Josef Liefers
, Axel Prahl and Thomas D. This showcased the advantages of the

alternative drive technology with a high reach right across all communication

channels.

‘By linking live communication, ATL and various sales, social media and PR

measures, the ‘Hybrid Summer’ campaign created an almost complete network

of real and virtual encounters that all built on each other’s efficacy,’ summarises

Catherine Hoffmann, senior manager for Corporate Communications at Hagen Invent, who was responsible for the PR and media work for the ‘Hybrid

Summer’ campaign. ‘This latest achievement at the Effies confirms the efficacy

of a strongly experience-focused marketing campaign as a central element of a

360-degree approach to marketing.’

For over 30 years, the GWA has awarded its Effie to only the most effective

marketing campaigns. In a two-stage process, the panel of judges selects only

those campaigns with proven effectiveness and that can prove a real link

between marketing communication and market success. This makes the Effie

the only marketing prize to honour actual reach and the measurable success of

marketing communication, making it unique among the countless awards given

in the advertising industry. This year, 44 of the 97 submissions made the final

after being evaluated according to industry in eleven categories.

In addition to the concept for the ‘I love hybrid’ roadshow and its integral

networking, Hagen Invent was also responsible for the creative work for the

‘Hybrid Summer’ campaign, as well as the accompanying PR work for the live

communications measures. Toyota’s lead agency, KPP Event, also based in

Düsseldorf, was responsible for the realisation of all live communication activities

in the ‘I love hybrid’ roadshow. In addition to vehicle logistics, the agency was

also responsible for providing well-trained staff across Germany, location

handling, artist and celebrity hosting, and dealership consultation. The

Düsseldorf team at Saatchi & Saatchi implemented the ATL campaign for the

launch of the Yaris Hybrid and the ‘Hybrid Summer’ online communication, while

Zenithmedia was responsible for media planning.