Sustained Success - Services
Service communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
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.
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.
Client: Ford Motor Company
Agency: Team Detroit
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..
Client: Michigan Economic Development Corporation
Agency: McCann Detroit