June 2008
The 2007 Toyota Tundra full-size truck launch, the biggest in Toyota’s history, proved the big automotive winner at the 40th Annual Effie Awards, held last week in New York.
Saatchi & Saatchi Los Angeles took home the top automotive prize, capturing the coveted Gold Effie for the Toyota “Tundra Launch” campaign in the Automotive, Vehicles category.
Additionally, Conill Advertising won a Silver Effie for the Toyota “Tundrazo” campaign in the Hispanic category. Last year, Conill won Gold honours in the same category for Toyota’s “Mundo Yaris” campaign.
Since 1968, winning an Effie award has become a global symbol of achievement, as the Effies honour marketing communications ideas that work.
Effie award winners are determined by a pool of judges who score Effie entries based on the following criteria: 70 percent accounting for the Strategic Challenge, Idea and Bringing the Idea to Life, and 30 percent accounting for the campaign’s results. The judges’ scores determine which marketing efforts will be awarded a gold, silver or bronze Effie trophy. Each winning level – gold, silver, bronze – has a minimum score requirement to receive an award. Effie Trophies are awarded in each category at the discretion of the judges.
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