News
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.
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.