home_titleLjubljana, 10 June 2010 – Argeta, the parade brand of Droga Kolinska was among the 29 finalists at the EURO EFFIE 2010, an international contest that sets and judges gold standards in the effectiveness of commercial communication.
The international jury, consisting of managers, consultants and professionals from the largest European and international communications agencies, has placed the Argeta Junior campaign, with its complex mix of activities aimed at both the Junior Argeta brand and the introduction of the new flavour, Argeta Junior Pizza, among the finalists.
Droga Kolinska, with the brand Argeta Junior, was ranked among the finalists as the only Slovenian entrant. The campaign, designed for this brand and as an introduction of the new flavour, Argeta Junior Pizza, was based on an integrated mix of communication activities on four different markets, which include advertising, public relations, promotions and events organisation, and the direct involvement of consumers into the campaign.
‘The success of the Argeta Junior campaign is in the selection and management of the complete integrated mix of communication activities, with which we encouraged our consumers. We are aware that the world of consumers is becoming increasingly more complex for suppliers of goods and services, so the presentation of new flavours must be undertaken very carefully, especially if we want to ensure the business effectiveness of our brands. All this is assessed as part of the European contest EURO EFFIE 2010. So our inclusion to the 29 finalists is, for our co-workers who have founded and implemented the campaign and for us, a great recognition’. Enzo Smrekar, the Chief Commercial Director of Droga Kolinska and the General Director of the Spreads Business programme, commenting on our achievement.
Among the 29 finalists for the EURO EFFIE 2010 are the 21 works of European agencies from Germany, France, Great Britain, the Netherlands, Slovenia, Poland, and Switzerland. The professional jury will gather again on 29 June 2010, to examine again the works and assess their creativity (which will generate 20% of the final score), and efficiency (80% of the final score). Based on the collected scores they will announce at a formal event the winners, including the most effective group of agencies, on 15 September 2010.
The EURO EFFIE awards is organised by the European Association of Communications Agencies (EACA) in collaboration with the media partner EuroNews. The contest, which rewards commercial communications campaigns that have achieved demonstrable success in at least two European markets is also supported by the European and international media, advertisers and organisations such as Time and Fortune magazines, WARC, Sappi, AdForum, Procter & Gamble and others.
