Wiktor Leo Burnett Recognized as the Most Effective Agency of the Year 2020 at The Effie Awards Slovakia.
Winners of the 22nd Effie Awards Slovakia Competition were announced during a virtual event on Friday night, December 4. The Effie Awards is an annual competition which rewards the most effective communication campaigns in Slovakia. This Year, 16 agencies took part in the competition, submitting 26 entries.
Wiktor Leo Burnett has been named the Most Effective Agency of the Year, winning one Gold and one Bronze Award for clients Lidl Slovakia and Škoda Auto Slovakia. The campaign “Ads from the living room” for the client 365.bank was shortlisted in the Finance category.
The Gold Effie in the category ´Small Budget´ was awarded to the “Pea Soup” breast cancer prevention campaign for the client Lidl Slovakia.
4 out of 5 women in Slovakia skip regular mammographic screening for breast cancer. Reason? Lack of time. Thus, we came up with an unlikely solution, a unique type of media – instant pea soup which can help save women’s lives. It is not only pointing to the fact that a tumor can be literally the size of a pea and so undetectable with self-exam or any other method except mammogram. It also addresses the second issue – helps women save time.
With investment of 5 982 € to paid media, the total generated media value of the campaign was 603 172 €. Thanks to the unlikely solution in the form of an instant pea soup, we made headlines and reached 76% of women at risk of breast cancer. We sold 92 245 soups, raised money for breast cancer research and got the highest number of women since 2009 to undergo a preventive mammography screening.
The Bronze Effie was awarded to the “Yes, now!” campaign for the client Škoda Auto Slovakia. The campaign helped to solve the most important issue for Škoda Auto during the pandemic – restart the sales which dropped to almost zero during the lockdown. Thanks to the “Yes, now!” campaign Škoda auto sold out all the stock vehicles after only two-thirds of the duration of the campaign, thus saving almost 70,000 €. The campaign outperformed the communication benchmarks significantly and changed the shape of the stable market share curve. The retail market share of Škoda Auto increased by 40 % which is the largest increase in the history of the Škoda brand in Slovakia.