Effie gold for UPM Raflatac16.11.2007
The launch campaign for UPM Raflatac’s factory in Changshu, China has won the foreign target groups category in the Effie Finland advertising competition. The campaign was named The Label for a New Era.
In the jury’s view the campaign was a good example of how the success of a market number-two is decided by intellect, not money. The jury also considered the campaign to be an unparalleled dismounting into the world’s largest market. The campaign was a contender in the tough b-to-b marketing category.
UPM Raflatac implemented the campaign in cooperation with advertising agency Konsepti. According to UPM Raflatac’s VP, Communications, Elisa Nilsson, the campaign targeted young designers in addition to traditional groups.
“The campaign has given us a lot of positive publicity in trade magazines and our sales in China have risen strongly,” Nilsson says.
Effie is arranged in 34 countries and is the world’s largest competition to measure the results of marketing. The competition emphasizes cooperation between the marketer, advertising agency, media agency and other stakeholders.
In addition to the Grand Effie Finland, nine gold, eleven silver and eleven bronze awards were announced at this year’s Effie Finland. The 32 awards were distributed to 22 campaigns.