Sustained Success - Services
Service communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
Income: Made Different
Contrary to popular belief, Income is not Goliath in insurance. Especially in life insurance. After years of growth since positioning itself as ‘made different’, Income was getting out-spent and out-distributed by deep-pocketed competitors. By 2014, Income’s life insurance business was in decline and equity weakened amongst under-40s. Income doubled-down on ‘made different’ in life insurance to deliver social impact, progressive product/service design and accessible financial planning. Staying committed to ‘made different’ revitalised Income’s life insurance market share and brand equity year after year, even as SOV and distribution declined.
Agency: BBH Singapore
Tips From Former Smokers
Smoking is the leading cause of preventable deaths in theU.S. The Tips®campaign was created to address this epidemic. To encourage smokers to quit, the campaign features hard-hitting ads showing real people living and suffering with smoking-related diseases who give Tips to smokers who could end up suffering from the same smoking-related diseases. Everytime the campaign ran, the number of calls to the Quitline increasedby more than half, driving more than 9 million quit attempts.
Brand: U.S. Centers for Disease Control and Prevention
Client: U.S. Centers for Disease Control and Prevention
Agency: Arnold Worldwide