{"id":6625,"date":"2018-11-14T23:05:43","date_gmt":"2018-11-14T23:05:43","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=6027"},"modified":"2019-02-17T15:17:13","modified_gmt":"2019-02-17T15:17:13","slug":"zlote-effie-czas-pokazac","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/zlote-effie-czas-pokazac\/","title":{"rendered":"Z\u0142ote EFFIE czas pokaza\u0107"},"content":{"rendered":"<p>Gala EFFIE \u015bci\u0105ga najcz\u0119\u015bciej najwi\u0119cej uwagi bran\u017cy marketingowej. Tutaj bowiem nie ma opowiadania bajek, licz\u0105 si\u0119 twarde fakty. Kt\u00f3re z projekt\u00f3w okaza\u0142y si\u0119 najbardziej skuteczne? Jakie nowe modele komunikacji zastosowano i czy te eksperymenty przynios\u0142y zamierzony efekt? Sprawd\u017amy.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-6029\" src=\"https:\/\/kotarbinski.files.wordpress.com\/2018\/11\/blog-jacek-kotarbinski-blog-o-innowacje-marketing-effie-2018-polska-min-2.png\" alt=\"blog jacek kotarbinski blog o innowacje marketing EFFIE 2018 polska -min 2\" width=\"1024\" height=\"640\"><\/p>\n<p><!--more--><\/p>\n<p style=\"text-align:justify;\">Zawsze w przypadku tego konkursu mam typowy dylemat. Czy warto by\u0107 finezyjnym, kreatywnym, przekraczaj\u0105cym granice? Czy lepiej i\u015b\u0107 na tak zwany &#8222;rympa\u0142&#8221; i przy pomocy zakupionego nag\u0142o\u015bnienia we wszystkim co si\u0119 porusza, osi\u0105gn\u0105\u0107 zak\u0142adane wyniki? Konkurs EFFIE pod tym wzgl\u0119dem troch\u0119 pokazuje swoje pazurki. Nagrody zdobywaj\u0105 wyznawcy jednego i drugiego trendu. Zawsze w takim przypadku pytam o jeden parametr &#8211; ROMI czyli czy osi\u0105gni\u0119tych cel\u00f3w nie uda si\u0119 osi\u0105gn\u0105\u0107 bardziej efektywnie. Wszak s\u0142ynn\u0105 fraz\u0119 &#8222;za du\u017co wydajemy na marketing&#8221; s\u0142ysz\u0119 w gabinetach zarz\u0105d\u00f3w od 28 lat.<\/p>\n<p style=\"text-align:justify;\">Oczywi\u015bcie nigdy \u017cadna agencja, ani medium nie b\u0119dzie si\u0119 wzbrania\u0107 przed niskimi bud\u017cetami. Z drugiej strony przy tych wysokich nie ma takiej frajdy. Nawet plansza &#8222;kup taniej banany&#8221; pokazywana wystarczaj\u0105co cz\u0119sto kiedy\u015b spe\u0142ni swoj\u0105 rol\u0119. Kwestia kolejnych banknot\u00f3w dorzucanych do pieca. Niemniej przy dramatycznym spadku ogl\u0105dalno\u015bci reklam tv (ponad 50%), jednym z najwy\u017cszych na \u015bwiecie wska\u017anik\u00f3w korzystania z adblock\u00f3w w Polsce czy paranoicznej wr\u0119cz niech\u0119ci do reklamy generacji Y i Z, warto dyskutowa\u0107 nie tyle o mediaplanach, ale raczej o jako\u015bci komunikacji, kt\u00f3ra ma anga\u017cowa\u0107, \u015bci\u0105ga\u0107 uwag\u0119, inspirowa\u0107, a dopiero potem doprowadza\u0107 do kupna. Do wielu agencji i zarz\u0105d\u00f3w dopiero zaczyna dociera\u0107, \u017ce era wciskaczy kitu zaczyna bardzo du\u017co kosztowa\u0107. Pytanie, czy nie za du\u017co i jak modyfikowa\u0107 strategie komunikacji by by\u0107 efektywnym i \u015bci\u0105gaj\u0105cym uwag\u0119.<\/p>\n<p>My\u015bl\u0119, \u017ce dobre kampanie reklamowe wracaj\u0105 do \u017ar\u00f3de\u0142 czyli warto\u015bci pomys\u0142u, kt\u00f3ry \u0142\u0105czy kwestie komercyjne z elementami spo\u0142ecznymi. To bowiem daje zdecydowanie lepsze wyniki w przekazach transmedialnych. Media spo\u0142eczno\u015bciowe nie dziel\u0105 si\u0119 normalnymi reklamami, chyba \u017ce je wy\u015bmiewaj\u0105. Kampanie ciekawe, pomys\u0142owe, zaskakuj\u0105ce czy dobrze skonstruowane opr\u00f3cz kupionych zasi\u0119g\u00f3w zyskuj\u0105 niebagatelny buzz organiczny. O to warto walczy\u0107.<\/p>\n<p style=\"text-align:justify;\">Na filmie zaprezentowane s\u0105 wszystkie kampanie nagrodzone z\u0142otym EFFIE w tym roku. Chcia\u0142bym wyr\u00f3\u017cni\u0107 trzy z nich, kt\u00f3re najbardziej przypad\u0142y mi do gustu:<\/p>\n<p style=\"text-align:justify;\"><strong>JBB Ba\u0142dyga,<\/strong> za \u015bwietne wykorzystanie regionalno\u015bci, kt\u00f3rej jest niewiele w komunikacji FMCG. Szczeg\u00f3lnie gratuluj\u0119 odwagi, poniewa\u017c doskonale rozumiem ryzyko i obawy jakie podejmuj\u0105 polskie firmy rodzinne przy kompleksowych dzia\u0142aniach reklamowych na du\u017c\u0105 skal\u0119.<\/p>\n<p style=\"text-align:justify;\"><strong>mBank<\/strong>, za pomys\u0142 wykorzystania potencja\u0142u rocznika 1999. Ten ciekawy pomys\u0142 mo\u017cna w zasadzie kontynuowa\u0107 co roku i insight wydaje si\u0119 by\u0107 niewyczerpany. Pierwszy bank to powa\u017cna sprawa w \u017cyciu m\u0142odego cz\u0142owieka.<\/p>\n<p style=\"text-align:justify;\"><strong>Philips<\/strong> i projekt monitoringu powietrza, za tw\u00f3rcze wykorzystanie insightu. Powietrze mamy zanieczyszczone w Polsce od dziesi\u0105tek lat, ale dopiero teraz zacz\u0119li\u015bmy powa\u017cnie o tym rozmawia\u0107. Oczywi\u015bcie to wzbudzi\u0142o potrzeby konsumenckie dotycz\u0105ce monitoringu powietrza, rynek oczyszczaczy i tak dalej. Typowe cechy powstawania nowego rynku. Philipsowi uda\u0142o si\u0119 dobrze wej\u015b\u0107 w ten insight i mam nadziej\u0119, \u017ce projekt b\u0119dzie kontynuowany.<\/p>\n<blockquote><p>Gratuluj\u0119 wszystkim nominowanym i nagrodzonym. Warto pami\u0119ta\u0107, \u017ce sama nominacja do EFFIE ju\u017c jest doskona\u0142ym wyr\u00f3\u017cnieniem dla marketera oraz agencji i wszystkich zaanga\u017cowanych w realizacj\u0119 projektu.<\/p><\/blockquote>\n<p style=\"text-align:justify;\">Dzi\u0119kuj\u0119 SAR za zaproszenie i zgod\u0119 na publikacj\u0119 nagrodzonych film\u00f3w.<\/p>\n<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe loading=\"lazy\" title=\"EFFIE 2018\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/_psGhrEJGkE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>Gala EFFIE \u015bci\u0105ga najcz\u0119\u015bciej najwi\u0119cej uwagi bran\u017cy marketingowej. Tutaj bowiem nie ma opowiadania bajek, licz\u0105 si\u0119 twarde fakty. Kt\u00f3re z [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt 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