This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity.
The Power of Caring
Awareness levels of CIGNA as an employee benefits provider and understanding of its services was slipping. The agency brief was to raise awareness levels of the brand, while working within the existing campaign parameters. It was found that CIGNA's corporate ethos as a socially aware business fit with the profile of the ideal benefit user, the "conscientious consumer." By targeting that group, we hoped to trade on CIGNA's record with charitable causes and boost consumer perception among the most stable client base.
Client: CIGNA, Inc.
Agency: DDB Needham
IBM's e-commerce drive built on the e-business mindshare IBM had achieved with its 1997 e-business campaign by featuring companies that had already achieved real business results with IBM e-commerce solutions. This customer-reference campaign helped IBM's turn its impressive e-business mindshare into market share by motivating prospects to contact IBM and find out about IBM e-commerce solutions. The campaign generated more than $35 million in new business opportunities in just three months and continued to position IBM as a provider of leading-edge e-business solutions.
Client: IBM Corporation
Agency: Ogilvy & Mather
This first national rollout of an invitation to join the adidas sports club for kids was mailed exclusively to outside lists and resulted in a 15.5% response. It exceeded program objectives by 55%, beat the previous package by 63% and reduced the list cost of acquiring new members by 46 cents per member.
Client: adidas America, Inc.
Agency: Manus Direct Response Marketing