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
2008 SILVER
Chad & The Sales Guys
With merely 5% market share, 3% share of voice, and key competitors spending $500 million - $1.9 billion annually on advertising, Alltel faced a daunting challenge: Increase subscribers by 8% in its high-penetration, slowing-growth category. Through a gutsy campaign featuring "Chad and The Sales Guys," Alltel built strong demand for two category-changing services: My Circle and Anytime Plan Changes. In doing so, Alltel enhanced its brand image, exceeded its growth goal by 61% and achieved the category's lowest customer acquisition cost (more than twice as efficient as AT&T or Verizon).
Brand:
Alltel Wireless
Client:
Alltel Wireless
Agency:
Campbell-Ewald
Language:
English
2008 BRONZE
Come As You Are
The Chemistry.com ad has triggered an avalanche of responses from consumers, including daily emails from activists, customers, and ex-eHarmony employees applauding our campaign, sharing their dissatisfaction with eHarmony's practices, and sometimes their rejected stories.
Brand:
Chemistry.com
Client:
Chemistry.com
Agency:
Hanft Raboy and Partners
Language:
English
2007 SILVER
Schell's Dark. A Beer Facing Extinction
Despite its rich Minnesotan heritage, The August Schell Brewery was nearing extinction at bars in the Twin Cities. Often perceived as your father's beer, the brewery was being outspent by the macro-brewswhose million-dollar budgets helped them hoard bar tap lines. The big challenge was to establish a larger presence in a crowded market and stake the beer's rightful claim as a cool, iconic local beer - on a microbudget. With a unique concert-series promotion and new branding campaign, tap line penetration increased by 500% and sales are up by 30%.
Brand:
Schell's Dark Beer
Client:
August Schell Brewing Co.
Agency:
Colle+McVoy
Language:
English
FINALISTS
Qik Banco Digital
Qikverso - Más fácil, posible
Qik Banco Digital
Deja de hacerte cocote con Qik
Nurpur
Nurpur Restage 2023-Breakfast Badlo
