Conversa efk; when effectiveness speaks
Client
- Premios Eficacia
Conversa efk Conversa efk is the new conversational platform developed for Premios Eficacia by Phileas, Darwin & Verne’s artificial intelligence unit, which for the first time opens up the award’s vast knowledge archive.
A legacy of almost three decades
For 28 years, Premios Eficacia, organized by the Asociación Española de Anunciantes (aea) and SCOPEN, have documented case by case the evolution of effective advertising and commercial communication in Spain. Thousands of campaigns, strategies, and lessons that, until now, remained scattered across books, videos, and documents. The challenge was to go beyond a simple search engine: to transform data into knowledge and make it accessible to the industry in the most intuitive and powerful way technology can offer.
From idea to conversation
At Phileas, Darwin & Verne’s AI unit, we embraced the challenge with a clear premise: we wanted to create a natural language experience that would provide users with knowledge, not just information. To achieve this, we designed a secure architecture on Microsoft Azure and built a Retrieval-Augmented Generation (RAG) system that feeds GPT exclusively with content from the Premios Eficacia archive —avoiding open sources and guaranteeing accuracy.
More than 12,000 files—including winning cases since 1997 and finalists since 2006—, audiovisual pieces, press releases, contest rules, and institutional material were edited, and optimized. We had to solve consistency issues (agencies changing names, evolving categories, heterogeneous formats) and create a custom viewer so that users could explore videos and images without leaving the chat, request a campaign summary, or download materials.
What the platform offers
Conversa efk allows users to query the historical archive in any language, even though all the original documents are in Spanish. Its main uses include:
- Living archive: search for winning and finalist campaigns since 2006, with direct access to graphic and audiovisual pieces.
- Trends and insights: analysis of creative patterns, sector-specific strategic recommendations, and the historical evolution of advertising techniques.
- Guide for participants: detailed explanation of the rules, evaluation criteria, and tips for drafting a winning case.
- Institutional information: everything related to the aea, SCOPEN, the history of the awards, and the role of the Jury Club.
The platform doesn’t just answer —it converses, interprets, connects data, and extracts learnings that inspire new ideas.
When effectiveness speaks
The launch claim, When effectiveness speaks, sums up its spirit. Conversa efk is not a digital archive —it is the heartbeat of nearly three decades of campaigns that have transformed brands and categories, now available to creatives, advertisers, and planners seeking inspiration or strong arguments.
To humorously illustrate this concept, Darwin & Verne created short videos entirely with Artificial Intelligence, each serving as a playful nod to the six finalists of the individual Premios Eficacia awards in 2025, encouraging them to “speak.”
Team pride
This project shows how technology properly applied amplifies the value of creativity. Thanks to the trust of the Asociación Española de Anunciantes and SCOPEN, and the support of the Jury Club, we’ve been able to deliver a tool that turns history into the future. At Darwin & Verne and Phileas, we are proud to have led an initiative that blends technical rigor, innovation, and emotion. Because when effectiveness speaks, the entire industry listens.
