Sustained Success - Services
Service communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
In 1997, the IBM e-Business campaign defined IBM's vision for doing business in the Internet age and provided IBM with an instant association with the web and its business benefits. Ogilvy introduced IBM's e-Business vision with a full 360 degree effort which included IBM's now-familiar Blue Letterbox TV. As IBM's e-Business vision evolved the advertising evolved right along with it, successful establishing IBM's e-Business leadership and motivating audiences to partner with IBM for e-Business solutions.
Client: IBM Corporation
Agency: Ogilvy & Mather
Jack's Back - The Story of Jack in the Box's Comeback
In 1993, Jack in the Box was on the verge of bankruptcy after being linked to the largest and deadliest E. coli outbreak ever. After implementing the most comprehensive food handling system in the country, Jack in the Box turned to advertising to save the company. We knew we needed to re-invent the brand, regain the customer's trust and increase sales. The "Jack's Back" campaign led to an immediate sales recovery that has continued for 10 years with an industry-leading annual growth rate of 3.2% over the life of the campaign.
Brand: Jack in the Box
Client: Jack in the Box
Agency: Secret Weapon Marketing
By the time Holiday Inn Express joined the party, limited-service hotel segment had literally exploded in popularity and consumers had a full dance card of well-established competitors. That didn't stop Express from deciding to break in on the action with the lofty goal of establishing category leadership. Our strategy was to command attention: to leverage talk value and culture pass-along with breakthrough creative, to charm our way into consumers' cognition. Now in the campaign's sixth year, we have met and exceeded all of our brand and business performance goals, and "Stay Smart" continues to put heads in beds at our hotels across the nation.
Brand: Holiday Inn Express
Client: Holiday Inn Express
Agency: Fallon Worldwide