Research conducted by DAIVID and Effie Awards UK demonstrated that winners of the 2024 Effie UK Awards exhibit superior creative effectiveness, achieving higher scores in emotional impact, audience attention, and brand recall. The study analyzed submissions and assessed their efficacy using advanced AI metrics. Findings revealed that Effie winners not only generate intense positive emotions but also attained up to 38% higher creative effectiveness scores than their non-winning counterparts. The leading campaigns exemplifying this success include Tourism Australia’s "Come and Say G'Day" and the Department of Health and Social Care's "Every Mind Matters."
According to new data, Effie UK Award winners generate significantly stronger positive emotions, higher brand recall, and greater audience attention compared to non-winning campaigns.
DAIVID's analysis of the 2024 Effie UK Awards shows that winning campaigns consistently outperform non-winners in emotional and cognitive effectiveness based on AI metrics.
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