FCC Construcción has been present at the 25th Anniversary of the Eficacia Awards, held annually by the Spanish Association of Advertisers (aea), and which have the strategic advice of SCOPEN.

The “CUPRA” campaign and the &Rosàs agency, with the collaboration of PHD Media, has won the Grand Prize for Effectiveness 2023 and a gold in the “Brand Building” category.

Among the main results obtained, CUPRA has already managed to capture 40% of SEAT's turnover after, from its new communication platform, becoming a transgressive and challenging “mega brand” in its category, being able to reach a segment of the high and premium population, moving away from the image associated only with racing and competition. One of its main successes began by tripling its sales in 2021 compared to 2020, a trend that continues to rise, having occupied a solid space in the busy automotive world, with advertising that appeals to emotion over functional or performance attributes. of the vehicle, since it is aimed at the target of “petrol-heads”, those drivers who not only love cars, but make driving the engine of their lives.

The Creative Agency of the Year Award has gone, for the second consecutive time, to PS21. The Media Agency of the Year Award has gone, for the seventh time, to Arena Media, having previously received it in 2010, 2011, 2016, 2020, 2021 and 2022.

In both cases they have obtained their score based on the entries that have gone to the short list and the trophies received.

The Effectiveness Awards are the only ones that reward the demonstration of the results obtained by the campaigns, whether in terms of sales, notoriety, brand building, earned media, social changes, etc., and position the value of advertising as one of the main engines of the economy.

The total number of trophies has been 45 - including both the Grand Prize and the Awards for Creative Agency of the Year and Media Agency of the Year -, among which are 15 gold, 15 silver and 12 bronze, achieved by 30 advertisers and 56 agencies.

By count of gold, in the “Building a Brand” category, this metal has gone to CUPRA and &Rosàs, and the agency PHD Media has collaborated; In “Best Integrated Campaign” the jury has not awarded any gold; In “Most Original and Disruptive Strategy” the gold went to Grefusa / KFC and PS21 / Éxit up and, in collaboration, the MeMe agency, for “Hamstreamers. KFC flavor Grefusa pipes”; in “Best Brand/Product/Service Launch Campaign”, the gold went to Alsea and MONO Madrid/Arena Media, for “Atypical dishes: VIPS is not normal”; in “Best Existing Product/Service Campaign” was obtained by Carrefour and Publicis/Arena Media for “Carre…Carrefour. Being able to choose is being able to save”; In “Best Tactical Action” two golds have been awarded, one for KFC and PS21 / Proximia, with the collaboration of MeMe, for “Eduardo Navidad” and another for Sony Computer Entertainment and Manifesto, for “PlayStation. “Outfluencers”; in “Best Regional / Local Campaign” and in “Best Campaign Budget Less than €250,000 (tactical or product/service campaigns)” has been for Confecomer and Rosebud for “Local commerce. Principles to recover the Principles”; in “Community Construction and Own Audience” has gone to KFC and PS21/MeMe for “TikTok”; in “Best Action in Branded Content”, Zinkia Entertainment and Jorge Martínez / Arena Media have won, with the collaboration of the agencies CØLLAGE /F33/Hype, for “Muchoyó. “Childhood has a voice”; “Best International Campaign” was won by Kraft Heinz and Wunderman Thompson and the agencies Wonderland Communications / Carat collaborated, for “Absolute Heinz”; in “Best Demonstration of Social Brand Purpose” has been for Diageo and El Ruso de Rocky with the collaboration of the agencies LastLap / PHD Media / Newlink / MARCO, for “J&B Rare. There is a desire to celebrate us”; In “Best NGO Campaign”, the gold went to McDonald's and TBWA/OMD, for “Ronald McDonald's Children's Foundation”. Captain Olson”; Regarding the “Special Recognitions”, the one for “Research” has been obtained by Dazn and Dentsu X / Dentsu Creative; and the award “For Converting a Public Service into a Brand” has been awarded to Correos and MONO Madrid /Arena Media with the collaboration of TBWA/Contrapunto BBDO.