New Product or Service Introduction or Line Extension
Any communications effort used to introduce a new product or service that is not a line extension.
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2007 GOLD
Bodygroom
To successfully launch its new electric razor, Bodygoom, designed to shave and trim body hair, Philips Norelco had to get guys talking about the uncomfortable subject of male body grooming. Without a budget to support traditional media, Philips Norelco needed a big viral idea to take body grooming from a private act to a public topic. To meet aggressive sales goals with a budget of less than $375,000, Philips Norelco had to take body grooming out of the closet.
Brand:
Philips Norelco
Client:
Philips DAP North America
Agency:
DDB New York
Language:
English
2007 SILVER
Saturn SKY Launch
The 2006 launch of the SKY roadster offered Saturn the chance to enter the sports car category and reenergize the Saturn brand - without abandoning the core values that had made Saturn great. A combination of refined targeting, innovative launch strategies and a powerful brand idea announced that Saturn had found a new path. The result was the fastest selling car of 2006 and a launch campaign that exceeded ambitious goals, brought new people into the Saturn fold and reinvigorated the brand. "Like always. Like never before."
Brand:
Saturn
Client:
General Motors
Agency:
Goodby, Silverstein & Partners
Language:
English
2006 GOLD
Pontiac Solstice Launch: Apprentice
Pontiac had to launch a low-volume but high-profile car in a way that punched up sales, buzz and image for a brand that was suffering a decided lack of all three. Pontiac used a hot media property - "The Apprentice" - to put the car at center stage and then used the platform to announce a limited edition. The limited edition sold out in a flash as well as the rest of the year's production run, and the brand image headed for the roof.
Brand:
Pontiac Solstice
Client:
General Motors
Agency:
Leo Burnett Detroit
Language:
English
FINALISTS
McDonald's
Rice - Hard to believe?
Tank
Tank.. Clean water made easy
Stella Artois Unfiltered
Stella Artois goes au Naturel to launch new Stella Artois Unfiltered
