Press News

Budapest, October 26, 2005

The communication activity of Magyar Telekom (MT) has been recognized with new awards recently. In the telecommunication category the commercial made in the Matáv era to promote line sales (bird campaign) has won this year’s Hungarian Golden Effie and Platinum awards.

The Effie is given for campaign effectiveness in seven categories, and beyond the categories there is also a Platinum award, which is given to the single most effective of all campaigns fielded. This is the third year when Matáv (MT) carried home an award. Last year the XL campaign was given a Golden Effie, and the year before the Csevegő tariff package won a bronze award.
The powerful penetration of mobile phones has negative impact on the wireline market. It proves the effectiveness of the commercial which has now received the award that as a result of the bird campaign, by early 2005 over 61% of the respondents in a survey spontaneously identified long, important conversations with the fixed telephone line.
The Effie is one of the top awards of the advertising trade worldwide. It is the only industry recognition that takes into account creativity together with the successful attainment of marketing and advertising objectives, consequently it is the only award given in recognition of the achievement of the true objective of the advertisements, market impact.
Its name is a combination of the words “efficiency” and “effectiveness”. Its past of several decades, its simple and transparent jurying process have made Effie a symbol of perfect marketing communication.
The award is given annually to the most successful advertising and marketing communication activities and the campaign that achieved the objective set with the greatest efficiency.
Efficiency and effectiveness are measured on the basis of data accepted by the market and verifiable results. At the evaluation creative execution is taken into account only as an element of efficient advertising.
Effie concentrates on the use of “above line” advertising tools.