Sustained Success - Services
Service communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
During its first years on the market Prudential built brand awareness rapidly. In order to further develop sales it was necessary to increase consideration, and break the passive attitude of consumers towards their future and life insurance. We created the “young god” who represented a careless attitude towards the future. We emphasized that without additional protection their high standard of life will drop significantly. Thanks to a strong insight, proper barriers identification and distinctive communication, we successfully convinced customers to protect their future, resulting in impressive consideration and sales increases.
Values Endure Over Time
In 2014, Singapore was destined to “outstrip Switzerland as the world’s wealth management centre”. Whilst global and local private banks were well placed to take a share of this lucrative pie, UOB Private Bank was a newcomer and a minnow. Yet by building a deeply emotive brand rooted in enduring Asian culture and values – and then enduring with this approach over the next 3 years, UOB Private Bank has enjoyed unparalleled business and brand growth that ranks at the very top of the industry.
Brand: UOB (UNITED OVERSEAS BANK)
Agency: BBH ASIA PACIFIC
The gift that keeps on giving: John Lewis at Christmas
This paper tells the story of how, from 2013-2016, John Lewis created Christmas campaigns that delivered outstanding return on investment. It’s a story about the power of fame and the immersive power of modern media. It’s a masterclass in how to build brands in the 21st Century to drive long term marketing excellence. And it’s a story about giving and sharing. John Lewis gave the public heart-warming stories that they could share. And when the nation gave John Lewis their business, they shared the profits with their staff.
Brand: John Lewis
Client: John Lewis