Sixt rent a car UK wins Silver Effie Award for Drive Smug marketing campaign

Last Thursday (19th May) Sixt rent a car UK won a Silver Effie Award for their marketing campaign ‘Drive Smug’ at the prestigious Effie Awards Ceremony in London.

The Effie Awards are a global body that seeks out some of the best marketing campaigns. The Effie Award stands for effectiveness in marketing communications and recognise any and all forms of marketing communication that contribute to a brand’s success.

effie award

This year marked the arrival of the Effie Awards to the UK! The awarding ceremony took place at BAFTA (British Academy of Film and Television Arts) in London Piccadilly with 11 finalists taking away an award.

Together with its agencies Grey London and Manning Gottlieb OMD, Sixt UK was nominated in the “Travel & Tourism” category and took away the silver award for their marketing activities “How ‘Drive Smug’ drives sales” which included a complete branding of Canary Wharf tube station in 2015 and an advert takeover of the Evening Standard Magazine. This achievement was especially outstanding as Sixt was the only finalist whose Marketing actions didn’t include a video ad, which showed that the Drive Smug concept delivered a strong message just using online and out of home channels.

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“UK entries were rigorously evaluated by industry leaders over two rounds of judging. The finalists and winners truly deserve their awards, because to be recognised as a finalist or winner in the UK, a market leader in effectiveness, is a huge achievement. All these teams should be extremely proud of their accomplishments” commented Alistair Macrow, Chief Marketing and Communications Officer of McDonald’s UK and Jury Chair for the 2016 Effie Awards UK competition. All of the 2016 UK and Global Effie finalists and winners will receive points towards their ranking in the Effie Index. Visit and for more information.

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