When Effectiveness Speaks – Conversa efk

Premios Eficacia, organized by the Asociación Española de Anunciantes (aea) and SCOPEN, is Spain’s most prestigious recognition for effectiveness in commercial communication. The initiative targets the marketing, advertising, and communication community, both agencies and brands.

Over nearly three decades, Premios Eficacia accumulated thousands of campaigns, strategies, and insights — scattered across physical books, videos, and digital documents. The challenge was to go far beyond a traditional database or search tool: to transform this wealth of information into actionable knowledge and make it accessible in an intuitive, conversational way for professionals across the industry.

At Phileas, Darwin & Verne’s AI unit, the goal was clear: to build a natural language platform that delivers knowledge, not just data.

To achieve this, the team developed a Retrieval-Augmented Generation (RAG) system hosted securely on Microsoft Azure, feeding GPT exclusively with content from the Premios Eficacia archive. This ensures both accuracy and data protection, with no reliance on open sources.

More than 12,000 files were processed and standardized, including all winning cases since 1997 and finalists since 2006, alongside audiovisual materials, press releases, and institutional documentation. The process required addressing challenges such as agency name changes, evolving award categories, and heterogeneous formats. A custom viewer was also designed to allow users to explore images and videos within the chat interface, request summaries, and download campaign materials seamlessly.

Conversa efk offers a multilingual, conversational experience — enabling users to query the archive in any language, even though the original content is in Spanish. Its functionalities include:

Living archive: 
Search and access campaigns, visuals, and videos from winners and finalists since 2006.

Trends and insights: 
Explore creative patterns, strategic evolutions, and sector-specific lessons.

Guide for participants: 
Understand rules, evaluation criteria, and get practical tips for writing a winning case.

Institutional content: 
Learn about the aea, SCOPEN, the Jury Club, and the history of the awards.

The platform doesn’t just respond — it converses, interprets, connects data, and extracts insights that inspire new creative and strategic thinking.

The launch of Conversa efk under the claim “When effectiveness speaks” positioned Premios Eficacia as a forward-looking institution that bridges its historical legacy with the future of AI-driven knowledge sharing.

To introduce the platform, Darwin & Verne produced a series of short, humorous videos — created entirely with artificial intelligence — featuring the six finalists of the individual Premios Eficacia awards in 2025, inviting them to “speak.”

The result: a pioneering tool that brings to life nearly three decades of effectiveness, giving professionals direct conversational access to the collective intelligence of Spanish advertising.

Conversa efk demonstrates how artificial intelligence can preserve, structure, and democratize industry knowledge in meaningful ways. It transforms static archives into dynamic learning ecosystems — turning effectiveness into an ongoing conversation that continues to inspire new generations of advertisers and creators.