ALONE Campaign Sweeps the Board in Effie Awards Red C Testing

Bonfire’s Effie Award Winning campaign for ALONE outperformed all the other award winners in results shared by Red C Research at the recent Effies Showcase. It scored first in CREATIVITY, first in EMOTIONAL RESPONSE and was joint first in FAME.

RED C undertook advertising effectiveness tests on 13 of the 15 Effie Award winners using its DIY Ad Testing platform, RED C Direct. This allowed them to compare the winners individually and collectively against the Red C database of over 3,000 Irish campaigns. The results demonstrated conclusively that Effie Award winners outperformed the overall effectiveness norm, scoring significantly higher on Fame, Creativity and Emotional Response.

It was heart-warming to see the Bronze Effie Award-winning campaign for ALONE do so well in all three areas. Its score of 102 in Emotional Response was among the highest ever recorded on the platform.

ALONE’s head of communications and fundraising, Frank Dillon, said, “In our work, we must use our resources to maximum effect as we cannot afford to miss. It was no ordinary call to action, as the response meant people committed their time to volunteering to improve the lives of others and make them feel amazing. The insight that Bonfire added was that it feels amazing to do this. The campaign showed the relationship and understanding that has built up between Bonfire and ALONE and their understanding of our communications needs. The footage, the music and the simple yet incisive message delivered a hugely successful campaign that turned the dial for us.”