Business-to-Business - Products

This category is for marketing efforts from businesses targeting other businesses for any type of product and from any markeplace segment.

2023 BRONZE

Touch Card

Everyone is trying to innovate for the masses, leaving out groups of people whose basic needs aren’t even being met. The implications of non-accessible products say, “this world isn’t for you”. In a world focused on moving forward, innovation that leaves people behind isn’t innovation at all. Touch Card is an accessible system of cards from Mastercard with cut-out notches that allows anyone to identify their payment cards apart. Touch Card and the accompanied campaign set a new standard to create a more inclusive world for often overlooked communities.

Brand: Mastercard
Client: MasterCard
Agency: McCann NY
Language: English

2021 SILVER

Uncovering the Middle Bias

State Street tasked us with promoting their mid-cap funds and generating leads in the process. There was only one problem, investors ignore mid-caps. They were only interested in high-growth small-caps or blue-chip large caps. We created The Middle Bias to take advantage of investors' obsession with status and being the smartest person in the room in a way we knew they’d have to address. In the end, we generated 1038 new, highly qualified sales leads of investors ready to give mid-caps a closer look.

Brand: State Street Global Advisors
Client: State Street Global Advisors
Agency: McCann New York
Language: English

2021 BRONZE

Eleanor T. Fitzsimmons

With Financial Advisors seeing no difference between iShares and other Exchange Traded Funds (ETFs), iShares’ market leadership was slipping. Through the story of a zealously overachieving prodigy Eleanor (E.T.F.), who embodied the extraordinary abilities of iShares ETFs, we showed that iShares could do more than Advisors thought possible. Eleanor increased Consideration +120% and persuaded 80% of Financial Advisors to use iShares more. The campaign surpassed all category norms and helped iShares hit record-breaking new business figures - powerfully reclaiming iShares’ position at the top of the ETF world.

Brand: iShares by BlackRock
Client: BlackRock
Agency: DDB San Francisco
Language: English

FINALISTS

TriVolt Bayer TriVolt

Juniper Networks Demand More From Your Network

Bulwark FR Turning Boycotters Into Believers