Branded Utility
This category honors marketers who are creating a product in response to the marketing or business challenged faced that is NOT being sold in order to provide utility to consumers.
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PROGRAM
2016 GOLD
Cigarettes Out. Health In.
It takes a bold company to take a potential $2 billion hit to the bottom line. Thats just what CVS Health did when they removed tobacco from their stores in order to better the health of their customers. This news helped reshape how CVS was perceived in America, but more than that, CVS wanted to maximize the impact of this decision. We created a movement that inspired people to quit smoking and breathe easier through a variety of content that millions of people engaged with including First Lady Michelle Obama.
Brand:
CVS Health
Client:
CVS Health
Agency:
BBDO New York
Language:
English
2016 BRONZE
Mobile World Congress
Despite a robust Mobile Business Solutions portfolio, IBM was a decade late to the marketplace. Audiences knew the company for quality server hardware, but not for its solutions in high-growth areas such as Mobile. We had to make a splash with key target groups (COOs, CIOs, CMOs, and CISOs), and we had to do it fast. So at Mobiles biggest event of the yearMobile World Congress in Barcelonawe debuted a tailor-made, real-time Newsroom that helped triple IBM Mobile revenues while making double-digit gains in consideration and preference and leapfrogging the competition in terms of engagement.
Brand:
IBM
Client:
IBM
Agency:
Ogilvy & Mather
Language:
English
FINALISTS
McDonald's
McDonald's Classroom
Cadbury Bournvita
Bournvita Presents Get The Message
Cadbury Celebrations
NOT JUST A CADBURY AD 2.0
