Youth Marketing
This category will honor those efforts that successfully communicate to teens or young adults.
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2004 GRAND
Learn Something New Every Day!
Our goals for the campaign were fourfold. First, to increase sales by +25% versus a year ago. Second, to increase brand awareness levels by +20%. Third, own the "educational" brand position and build an emotive and focused brand. Lastly, to increase retail space by +25% at all major mass retailers.
Brand:
LeapFrog
Client:
LeapFrog Enterprises, Inc.
Agency:
Ackerman McQueen
Language:
English
2004 SILVER
Make Play
Crayola has become an institutional back to school brand. The brand has also been suffering from the encroachment into kids' time from video games, entertainment licensed toys and general over scheduling. A Mom brand for 100 years, Crayola needed to re-evaluate their target and to develop new product and brand strategies by discovering the unique relevance of creativity for kids today. Today's toys do the imagining for kids while Crayola puts imaginations into action.
Brand:
Crayola
Client:
Binney & Smith
Agency:
Leo Burnett USA
Language:
English
2004 SILVER
How do you ello?
Mattel faced the challenge of introducing a complex new toy that provided girls with an entirely new way to play. The "How do you ello?" campaign, helped Mattel overcome this challenge, and go on to capture the #1 Category position, and 14% of Category share. All of this was accomplished in less than an year.
Brand:
ELLO
Client:
Mattel Toys
Agency:
Young & Rubicam
Language:
English
FINALISTS
Sprite
Heat Happens - Don't lose to Heat
Google
Me Being Me, and Google Gets Me
Mastercard
Unknown Legend
