Corporate Reputation
This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity.
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PROGRAM
2006 BRONZE
Reba/Habitat for Humanity
Faced with high raw material costs and a category with very little product differentiation, Whirlpool needed to give consumers a reason to invest in a Whirlpool appliance at a higher cost. The strategy was to connect with the target audience through social responsibility. Whirlpool's Habitat for Humanity campaign not only exceeded the corporate goals of increasing sales, market share and emotional measures but also increased awareness and donations to Habitat beyond expectations.
Brand:
Whirlpool
Client:
Whirlpool
Agency:
Publicis New York
Language:
English
2005 GOLD
imagination at work
From "the lightbulb company" to "the imagination company, " the "imagination at work" campaign has successfully repositioned GE for the 21st century. In only two years, the transition from the well-loved and long standing "We Bring Good Things to Life" has paid off - the target audience replays a new sense of excitement about the brand and perceives GE as more diverse, innovative, high-tech and industry leading.
Brand:
GE
Client:
General Electric Company
Agency:
BBDO New York
Language:
English
2004 GOLD
Having a Baby Changes Everything
Developing a corporate image campaign for Johnson & Johnson, a company that is consistently ranked the most trusted company in America, was no easy feat. To do so, Lowe focused on Johnson & Johnson's baby care heritage and created a campaign entitled "Having a Baby Changes Everything." An ode to the very real joys of being a parent, the campaign not only brought mothers and fathers to tears, it managed to strengthen the image of a brand whose reputation was already unparalleled.
Brand:
Johnson & Johnson Corporate
Client:
Johnson & Johnson
Agency:
Lowe and Partners
Language:
English
FINALISTS
Hrvatski Telekom
Poziv koji ne propuštaš
Podravka d.d.
Hrana koja brine o vama
Trust Index
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