Sustained Success - Services

Service communications efforts that have experienced sustained success for more than 3 years are eligible for entry.

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Building & Evolving an Icon for Long-Term Growth

Priceline was fighting to stand out in a commoditized online travel category and needed a compelling brand point of view. Enter The Priceline Negotiator. Inspired by consumer research and employee interviews, the campaign personified the companys DNA of going to great lengths to save people money. As the recession hit and consumers cut back on travel, and as new entrants crowded the space, the campaign strategically evolved to attract new users and reflect changing travel-booking behavior. The campaign drove unprecedented long-term growth and turned Priceline into a category leader.


Brand: Priceline.com
Client: Priceline.com
Agency: Butler, Shine, Stern & Partners

Driving an 18 Million Dollar Crusade for Schools

Perceptions of Ford vehicles among an important audience were negative and very difficult to change. To encourage these people to consider a Ford, we needed them to experience one. We found a meaningful way to do just that. Ford Dealers partnered with local High School booster clubs and for every test drive taken, Ford donated needed money for various school programs. This Drive 4 UR School test-drive program resulted in Fords most effective test-drive program ever and millions of dollars donated to help High School students across the United States.


Brand: Ford
Client: Ford Motor Company
Agency: Team Detroit

Pure Michigan

The Pure Michigan campaign, launched in May, 2006, has a primary goal of increased travel to, and spending in, Michigan by tourists from throughout the United States and beyond. It has achieved and surpassed this goal and grown to become a rallying cry for the entire state. Both visitor spending and trips generated have grown five- and six-fold, respectively, since the campaign launched, generating over 287 million in much needed tax revenues. State branding is proudly displayed by motorists who affix Pure Michigan license plates to their vehicles..


Brand: Michigan
Client: Michigan Economic Development Corporation
Agency: McCann Detroit

2019_us_2019_e-3836-142_hero_1 Pure Michigan A State Claims Its Identity
2019_hr_2019_e-46-104_hero_1 Huawei Izgradnja Huawei branda
2019_ru_2019_1857_hero_1 Google Year in Search
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