Brand Experience: Live
This category showcases how a brand experience beyond traditional advertising can be created. Work that brings a brand or product to life and interacts with a specific target through live experiences should be entered.
Small Business Saturday
Big-box stores have Black Friday. Online mega-sites have Cyber Monday. American Express OPEN thought small, independent business owners should have their own day, too. So, they created one. On November 27, 2010, Small Business Saturday (SBS) launched with a rallying cry of Shop Small. Mayors and governors across America officially adopted the day. And, consumers embraced it in a big way, too, pouring millions of dollars into small businesses over the most important shopping weekend of the year. American Express shop owners scored double-digit sales increases. Suddenly, small business was anything but small.
Brand: American Express OPEN
Client: American Express Company
How Microsoft Created a Search Engine for a New Generation
Jay-Z Decoded was an innovative way to help Microsofts search engine Bing create competitive advantage over its much more established and outsized rival, Google. Bing needed to increase usage and position itself as a modern choice to a younger audience that was key to growing market share, but is highly suspect of advertising and product claims. We created a strategy that used demonstration of Bing products against a big canvas in cultural to achieve a real, quantifiable gain against Google and relevancy in the market.
In 2007, Starbucks - the company who had literally changed the way a nation thought of, spoke about and drank coffee - was facing its biggest-ever threat. With stalled sales, a falling stock price and a weakened brand image, Starbucks needed renewed meaning in a fast changing world. Using its size for good, we wanted to amplify Starbucks' role in the community, by "sparking" community action. Five "sparks" were created that resulted in significantly increased key brand measures and extremely successful consumer engagement.
Brand: Starbucks Coffee Company
Client: Starbucks Coffee Company
Agency: BBDO New York