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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2018 BRONZE
We Know From Experience Campaign
Even insurers don’t want to talk about insurance, spending their enormous budgets on gimmicky advertising. We had to breakthrough the noise, and with a budget nearly 10 times less than competitors. We found a way to differentiate via our insurance expertise. The “We Know From Experience” campaign showed real, unbelievable claims Farmers Insurance has experienced. We brought 30 different claims to life, and gave caution-minded customers a reason to trust that Farmers could help cover them. The position stood out, with the Experience campaign bringing people to Farmers.
Brand:
Farmers Insurance
Client:
Farmers Insurance
Agency:
RPA
Language:
English
2018 BRONZE
Championing the Smallest Fighters
This entry demonstrates how a challenger brand can take on a dominant category leader and win with a budget of only 50,000. It did so via a deep psychological understanding of a complex and traumatised target audience; those giving birth to premature babies. It harnessed new technology to reduce their grief and guilt in a way that was creative, and truly beneficial. Outspent 14:1 by Huggies, the Premmie Proud initiative increased sales by 13% and market share by 14%, as well as created a positive effect on the BabyLove Masterbrand.
Brand:
BabyLove
Client:
BabyLove
Agency:
BWM Dentsu
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
