DDFH&B and OMD added another effectiveness accolade at the 20th aanual European Advertising Effectiveness (Effie) awards in Brussels. The EACA Euro Effie Awards are considered the gold standard in marketing communications effectiveness, rewarding campaigns for advertising effectiveness in two or more European markets since 1996.
It is the first time ever an Irish campaign – ‘Pure Love’ for Irish Breeze’s ‘WaterWipes – has won silver. The win comes hot on the heels of DDFH&B and OMD’s gold success for WaterWipes at IAPI’s Adfx awards. In fact, DDFH&B picked up eight awards in total across categories at Adfx, making them top of Ireland’s ad effectiveness roll of honour.
The WaterWipes’ ‘Pure Love’ submission showed how a small Irish start-up invented a chemical-free baby wipe and took on the multinationals. Within ten months, WaterWipes doubled market share from 11 per cent to 21 per cent – despite being priced up to three times more than own label wipes. It led to a return in investment of €1.98 for every €1 spent.
Irish Breeze built a new 45,000 sq ft WaterWipes factory to service demand.
The Effie winners were selected by an international jury of agency and client executives chaired by Dan Burdett of eBay Labs. The UK won 15 awards, Germany and Ireland three each, and France two. Agencies from Denmark, Slovakia and Spain won one Euro Effie award apiece. Click http://www.euro-effie.com to see the full list of winners.