01
Automobiles/Vehicles/Automotive Aftermarket Products and Services
Cars, trucks, motorcycles - both brand and model advertising, gasoline, motor oil, tyres, batteries, paint, quick-lube, oil-change, muffler, transmission.
02
Beauty
Products and services focused on beauty. Includes cosmetics, fragrances, hair products, nail products, etc.; beauty services such as salons, spas, etc.
03
Beverages/Alcoholic
Beer, champagne, wine, wine coolers, rum, tequila, vodka, after dinner drinks, etc.
04
Beverages/Non-Alcoholic
Carbonated and non-carbonated drinks, diet and non-diet soda and sparkling water, coffee, tea, juices, bottled water, health food drinks.
05
NEW: Delivery Services
Couriers, package/freight shipping, food & drink delivery, grocery delivery, flower/gift delivery, overnight delivery, package tracking, international service, etc.
06
NEW: Education & Training
Includes all educational organizations and institutions, training programs, job/career sites, etc.
07
Electronics
Audio and/or video devices such as TVs, radios, mobile devices, home entertainment (DVD/Bluray players), cameras, computer hardware, game consoles, laptops, tablets, sound systems, etc. Electronic devices may be aimed at consumers or businesses.
08
Entertainment & Sports
Includes all forms of entertainment, e.g. video games, movies, TV shows, podcasts, games toys, entertainment apps, etc. Sporting events such as the Super Bowl, sports teams, etc.
09
Financial
Financial products and services including communications promoting overall image and capabilities of a financial institution: specific products or services including financial planning, mobile payment services, retirement funds, investment, home banking, loans, mortgage, mutual funds, traveler's checks, etc.
10
Financial Cards
Credit, debit, reward, loyalty, gift, phone and other cards.
11
NEW: Gaming & e-Sports
All forms of e-sports and single and multi-plyer video games, including virtual reality, arcade, console, mobile, online & computer games.
12
Government, Institutional & Recruitment
Municipal or state economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, educational institutions/organizations, armed forces marketing communications. Includes special interest/trade group communications.
13
Healthcare Products & Services
Marketing communications efforts for products that address a specific illness, disease, or health issue. Efforts targeted to either healthcare professionals, patients and/or consumers are eligible for this award. Only products that address a specific illness/disease/health issue should enter this category. Marketing communications efforts that were developed for hospitals, HMOs, health insurance companies, referral services, dental and medical care services, pharmacies or chronic care facilities.
14
Household Supplies & Services
Cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilisers, lawn care services, air fresheners.
15
Internet Services, Telco Products & Services
- Mobile phone products, mobile phone manufacturers accessories (wearable technology).
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Telephone companies, mobile products and services, mobile internet products and services, wireless providers, high speed internet access & services, bundled communications (e.g. triple play – internet, telephone and cable TV), bundled digital services.
- Online services, portals, search engines, OTT (over the top), e-commerce platforms products and services.
16
Media & Entertainment Companies
TV stations/networks, websites (entertainment, lifestyle, news, trade, etc.), magazines, newspapers, consumer or trade media, radio stations, broadcasters, etc.
17
New Product or Service Introduction
Any communications effort used to introduce a new product or service that is not a line extension. Brand new products or new products in a new category are eligible.
Effie defines line extension as:
- Any variation of an exiting product that shares the same brand name and is in the same category as the existing product and shares the same characteristics as the parent but offers new benefit (flavor, size, package, type, etc.)
- A derivative product that adds or modifies features without significantly changing the price
- Products that bear the same brand name and offer the consumer varied options (e.g. Diet version of drink)
Your entry must be written to address how your product and service was new and the situation you faced as a result of it being new. For example, what specifically was new? Why did the newness matter? Write the entry to address that category situation (new product/service introductions) similar to what you would do when writing your entry to address a category situation like sustained success, etc.
18
Personal Care
Soap, dental products, face & body lotions and cleansers, cotton swabs, deodorants, feminine hygiene products, razors, shaving cream, etc. Items geared towards beauty and appearance should enter the Beauty category.
19
Real Estate
Real estate websites, brokers, homes, condos, rentals, malls, etc. Both commercial & residential real estate.
20
Restaurants
Quick Service, casual dining, mid-scale, white table cloth and other restaurants. Any restaurant may enter and the competition will not be classified by type.
21
Retail
Open to all retail/e-tail companies with general or specific merchandise. E.G. department stores; online retailers; clothing, fashion, shoe or jewelry stores; food retailers; movie/book stores; discount/bulk retailers; pet care; toy stores; greeting card stores; craft stores, etc.
22
Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
23
Software & Apps
Software, groupware, operating systems, or software/apps stored locally on a Computer/Tablet/Mobile Device. (See category Internet/Telecom for SaaS/Iaas & Cloud based services and Entertainment & Sports for online & mobile games.)
24
Travel/Tourism/Destination
Airlines, transportation, cruises, hotels, resorts, amusement parks, recreational, travel tours, tourism associations.