David vs. Goliath
This is an award for smaller, new or emerging brands making inroads against big, established leaders; taking on "sleeping giants;" or moving into a new product/service field beyond their current category and set of competitors.
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PROGRAM
2020 BRONZE
The Laugh Tracker
The state of Tennessee was missing out on the lucrative family travel market that was dominated by well-known, heavily advertised beach destinations and Walt Disney attractions. Instead of trying to show kids would have fun in Tennessee, we proved it. We invented a wearable device that could scientifically measure fun and put it on hundreds of kids at attractions all across the state. Our findings were published on websites parents visited when planning their vacations. The proof paid off, driving an increase in tourism across the state.
Brand:
Tennessee Department of Tourist Development
Client:
Tennessee Department of Tourist Development
Agency:
VMLY&R
Language:
English
2020 BRONZE
2019 GOLD
Yeh Dunya Bari Hai
The packaged cakes market is dominated by large players like Hilal and EBM in Pakistan. Being a new player, entering the market as the challenger to these giants, Good Goodies decided its success would be through strategy, not brute force. Using novelty in product, communication, and channel strategies, the brand effectively expanded the pie instead of sharing the existing one with the players fighting over market share. Within 10-months of launch, Good Goodies sold 15% of Hilal’s sales volume and captured over 11.57% of the market share.
Brand:
GoodGoodies
Client:
UniFood Industries Limited
Agency:
Adcom
Language:
English
FINALISTS
Patelco Credit Union
Making the Switch: Patelco's Data-Driven Brand Campaign
Time Internet
Time Disrupts With Kabel Besar
Guardian Insurance
No lo dejes a la suerte, déjalo con Guardian
