• by Karl Greenberg , April 10, 2013

Shopper engagement is a tough job for marketers and their agencies. It’s about getting a consumer to make that leap of faith to rent a hotel room, carry their product from the retail aisles to the checkout line, or favor one soda over another at a restaurant. Effie Worldwide has awarded the best of them and the campaigns that put them over the top.

Kimberly-Clark, The Kellogg Company and InterContinental Hotels Group (IHG) were among winners of the 3rd annual Shopper Marketing Effie Awards, announced at the Path to Purchase Institute's 2013 Shopper Marketing Summit this week. Among agency multi-statue winners were OgilvyAction, The Integer Group, and OgilvyOne Worldwide. 

In the Manufacturer category: Loyalty, Awareness, Sales, or Trial category, OgilvyAction and Kimberly-Clark¹s "The Great American Try On" for Depend took a Gold Effie; Draftfcb and Milk Processors Education Program (MilkPEP) took home a Silver Effie for their "Latte Love" campaign; and Leo Burnett/Arc Worldwide and MillerCoors one Bronze for Foster's, "Aussie Six-Pack."

In the Retailer category: Loyalty, Awareness, Sales, or Trial category, OgilvyOne Worldwide won a Gold Effie for InterContinental Hotels Group, "In-Hotel Credit Card Acquisition."

In the Manufacturer/ Single-Retailer Rollout category there were four winning teams. Kellogg and The Integer Group won Gold for "Kellogg's Walmart Back-to-School Program."Upshot and Procter & Gamble won Bronze for "Follow Lolo Run," and Saatchi & Saatchi X and Procter & Gamble won for "Febreze Fall and Holiday Innovation Plan." In the same category, Wieden+Kennedy, Fast Horse, and Coca-Cola North America won a Silver Effie for Diet Coke, "Diet Coke and Target Young Designer Challenge."

In the Manufacturer/ New Product/Service Introduction category there were two Effie Award winners. Midnight Oil Creative and Ubisoft won a Bronze Effie for Rocksmith, "The Authentic Music Game Experience." Saatchi & Saatchi X and Procter & Gamble took home Silver for "Febreze Car Air Freshener Launch."

There was one winner in the Manufacturer/ Multi-Brand Shopper Solution category this year. A Bronze Effie Award went to Saatchi & Saatchi X and Quaker Oats for "Power Their Potential Back-to-School Program."